Arena Media Networks: Sponsor Scouting Report



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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category:	Quick Service Restaurant
Brand:	Burger King
Source:	Russ Klein, Chief Marketing Officer, Burger King Corporation & Martha Flynn, Senior Director of National Promotions and Sponsorships, Burger King Corporation

1. Give an example of a sports promotion Burger King has done to drive traffic to its restaurants.

During the four-week NFL Your Way promotion, which ran through Sept. 26, 2006 every Angus Steak Burger wrapper featured a unique code that could be entered online at www.NFLyourway.com to redeem one of the following five free offers from other NFL partners.

Football fans in eight cities across the country were invited to compete in a tabletop football game that was branded the BURGER KING® "Finger Football Challenge." Special tabletop 'stadiums' were set-up in one select restaurant in Baltimore, Chicago, Dallas, Denver, Detroit, Miami, San Diego and the San Francisco/Oakland Bay area, where guests were invited to go head-to-head in a single elimination-style tournament of finger football on select event dates.

Local winners earned a trip for two to the BURGER KING "Finger Football Finals" in New York City on Oct. 18 hosted by two top NFL players. The BURGER KING® Finger Football Champion won a trip for two to Super Bowl XL in Detroit.

2. Who is the primary audience for Burger Kings' sports marketing activties? Who is the secondary audience?

In terms of audience, the sports marketing efforts with the NFL and NASCAR are primarily aimed at an all-family audience and secondarily at our Burger King SuperFan, young men and women age 18-34 that average more than 16 visits to fast food hamburger chains every month.

FAST FOOD ANALYSIS
Source: Scarborough Research

Adults 18+ (208,348 respondents) – Release 2, 2005 – Scarborough USA+

Fast-food restaurants used past 30 days: Burger King

Burger customers are motor sports fans.

- Burger King customers are more likely relative to market average to be Very Or Somewhat interested in:

1.	WWE (pro wrestling) - 48% more likely than market average to be Very OR Somewhat interested in WWE (pro wrestling)
2.	Arena Football League (AFL) - 43% more likely than market average to be Very OR Somewhat interested in the AFL
3.	Monster Trucks - 39% more likely than market average to be Very OR Somewhat interested in Monster Trucks
4.	National Hot Rod Association (NHRA) - 33% more likely than market average to be Very OR Somewhat interested in the NHRA
5.	Supercross/Motocross - 32% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross

DID YOU KNOW?

46% of WWE fans have eaten at Burger King past 30 days
More than 32 million NFL fans eat at Burger King monthly

Top Leisure Activities past 12 months: Burger King Customers

Leisure Activities participated in past 12 months

1.	Team Sports (Index 132) – Burger King customers are 32% more likely than market average to play team sports as a leisure activity past 12 months.
2.	Bowling (Index 126)
3.	In-line skating (Index 123)
4 tie.	Fishing (Index 116)
4 tie.	Hunting (Index 116)

Top DMA’s of Burger King Customers: - Market Penetration:

1.	Grand Rapids/Kalamazoo/Battle Creek - 45% of all adults 18+ living in the Grand Rapids DMA have eaten at Burger King past 30 days
2.	Buffalo – 45%
3.	Raleigh/Durham – 43%
4.	Flint/Saginaw Bay City – 41%
5.	Jacksonville – 41%

National average is 31% of all adults in the U.S. have eaten at Burger King past 30 days.

Scarborough Research
Study: Scarborough USA+ 2005 Release 2 (12 Months only)
Release: Total Weight (August 2004 - September 2005)
Base: Total
Projected: 221976909 Respondents: 208348
Target: Fast-food restaurants used past 30 days: Burger King
Projected: 68742153 Respondents: 59122
Percent of Base: 30.97

	Total Pop.	Total %	Target Pop.	Target %	Index	Horz %
Total		100.0%	68,742,153	100.0%	100	31.0%
Current level of interest in Arena Football League (AFL)
Very /Somewhat	11,529,786	5.2%	5,113,814	7.4%	143	44.4%
Current level of interest in CART/Champ Car racing
Very/Somewhat	12,433,958	5.6%	4,894,903	7.1%	127	39.4%
Current level of interest in College basketball
Very/Somewhat	54,094,580	24.4%	17,799,628	25.9%	106	32.9%
Current level of interest in College football
Very/Somewhat	70,112,759	31.6%	23,489,408	34.2%	108	33.5%
Current level of interest in horse racing
Very/Somewhat	23,046,918	10.4%	7,333,604	10.7%	103	31.8%
Current level of interest in IndyCar/IRL
Very/Somewhat	19,008,771	8.6%	6,675,566	9.7%	113	35.1%
Current level of interest in Ladies' golf (LPGA)
Very/Somewhat	14,631,803	6.6%	4,135,250	6.0%	91	28.3%
Current level of interest in Major League Baseball (MLB)
Very/Somewhat	73,122,086	32.9%	24,006,725	34.9%	106	32.8%
Current level of interest in Major League Soccer (MLS)
Very/Somewhat	13,297,422	6.0%	4,944,419	7.2%	120	37.2%
Current level of interest in Men's golf (PGA)
Very/Somewhat	36,761,107	16.6%	10,987,528	16.0%	97	29.9%
Current level of interest in Minor League Baseball
Very/Somewhat	17,189,943	7.7%	5,930,951	8.6%	111	34.5%
Current level of interest in Minor League Hockey
Very/Somewhat	7,475,335	3.4%	2,918,635	4.2%	126	39.0%
Current level of interest in Monster trucks
Very/Somewhat	18,132,194	8.2%	7,820,060	11.4%	139	43.1%
Current level of interest in NASCAR
Very/Somewhat	46,024,164	20.7%	16,752,734	24.4%	118	36.4%
Current level of interest in Nat'l Basketball Assoc (NBA)
Very/Somewhat	49,310,539	22.2%	17,710,169	25.8%	116	35.9%
Current level of interest in National Football League (NFL)
Very/Somewhat	95,259,029	42.9%	32,146,798	46.8%	109	33.7%
Current level of interest in National Hockey League (NHL)
Very/Somewhat	22,262,288	10.0%	7,567,569	11.0%	110	34.0%
Current level of interest in NHRA (National Hot Rod Assoc)
Very/Somewhat	17,409,593	7.8%	7,189,006	10.5%	133	41.3%
Current level of interest in Olympics
Very Or Current level of interest in Olympics: Somewhat	116,802,550	52.6%	36,129,790	52.6%	100	30.9%
Current level of interest in Pro bowling (PBA)
Very/Somewhat	11,791,446	5.3%	4,251,074	6.2%	116	36.1%
Current level of interest in Pro Bull Riding (PBR)
Very/Somewhat	23,068,197	10.4%	8,238,348	12.0%	115	35.7%
Current level of interest in Pro Rodeo
Very/Somewhat	21,412,612	9.6%	7,652,044	11.1%	115	35.7%
Current level of interest in Pro tennis (ATP/WTA)
Very/Somewhat	22,740,610	10.2%	7,319,555	10.6%	104	32.2%
Current level of interest in Supercross/Motocross
Very/Somewhat	14,750,375	6.6%	6,036,219	8.8%	132	40.9%
Current level of interest in Women's Nat'l Basketball (WNBA)
Very/Somewhat	14,476,219	6.5%	5,506,595	8.0%	123	38.0%
Current level of interest in WWE (pro wrestling)
Very/Somewhat	16,015,626	7.2%	7,351,393	10.7%	148	45.9%
Activities past 12 months
Adult continuing education	31,224,324	14.1%	9,331,540	13.6%	97	29.9%
Bicycling	50,870,473	22.9%	16,692,027	24.3%	106	32.8%
Bowling	45,016,732	20.3%	17,631,158	25.6%	126	39.2%
Camping	43,568,297	19.6%	15,136,338	22.0%	112	34.7%
Fishing	51,451,966	23.2%	18,518,422	26.9%	116	36.0%
Free weights - circuit training	43,405,629	19.6%	13,330,481	19.4%	99	30.7%
Gardening	104,469,851	47.1%	30,907,185	45.0%	96	29.6%
Golf	30,748,149	13.9%	9,946,886	14.5%	104	32.3%
Hiking - backpacking	28,003,817	12.6%	8,083,887	11.8%	93	28.9%
Hunting	18,613,400	8.4%	6,668,011	9.7%	116	35.8%
In-line skating	6,461,463	2.9%	2,469,556	3.6%	123	38.2%
Jogging - running	42,704,593	19.2%	14,763,232	21.5%	112	34.6%
Photography	59,201,922	26.7%	19,413,135	28.2%	106	32.8%
Power boating	17,398,680	7.8%	5,789,616	8.4%	107	33.3%
Sewing - crafts	38,646,242	17.4%	11,887,008	17.3%	99	30.8%
Snow skiing	9,934,242	4.5%	2,692,305	3.9%	88	27.1%
Snowboarding	3,031,823	1.4%	1,032,854	1.5%	110	34.1%
Swimming	79,533,736	35.8%	26,744,909	38.9%	109	33.6%
Team sports (softball, soccer, etc.)	27,079,452	12.2%	11,101,204	16.1%	132	41.0%
Tennis	11,159,094	5.0%	3,602,150	5.2%	104	32.3%
Volunteer work	62,383,933	28.1%	19,576,523	28.5%	101	31.4%

Copyright Scarborough Research 2005
No definitions subject to reliability notification
This exported report is not MRC accreditable

This story was originally published on June 1, 2006.

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