Briefs, Case Studies, and News
Entertainment
Brief • 4 min Read
The Super Bowl Is the One Night We Still Show Up Together
In a fragmented media landscape defined by on-demand viewing, niche fandoms, and algorithmic feeds, the Super Bowl continues to stand apart. It’s not just the biggest game of the year—it’s one of the last moments when Americans still gather around the same experience at the same time. New Harris Poll research shows that: 69% of […]
Brief • 2 min Read
The Joy Rematch: How can sports win over non-fans?
For every fan obsessively checking player stats, there are countless others who couldn’t tell you a single player’s name. This massive, untapped audience of “non-fans” represents one of the biggest growth opportunities in entertainment. But for too long, they’ve remained overlooked. The problem? Traditional leagues don’t do a good job of appealing to non-fans. Often, […]
Super Bowl ads—what viewers want and don’t want from brands in 2026 commercials
Audiobook listeners fall hard for romantasy
Fans Want Sports That Feel Shorter, Fairer, More Social: Harris Poll
Keep your finger on the pulse with the latest trends in business, culture, and more.
Brief • 2 min Read
The Joy Rematch: How can sports leagues increase Gen Z's joy?
As consumer attention is pulled in a hundred different directions, every entertainment brand has the same aim: to capture viewers’ attention through joy. One arena that’s falling surprisingly short on delight – sports. Recently, The Harris Poll dug into this problem through The Joy Rematch, a report that exposes gaps in the fan experience and […]
Marketers are misreading the Olympics
Brief • 2 min Read
The Future Feels Out of Tune: How Americans Are Navigating AI, Anxiety, and Change
The future is knocking, but the sound is strangely out of tune. We’re mourning what’s fallen away—stable careers, predictable markets, even aesthetic originality—while trying to decode what comes next. New Harris Poll research reveals a generation that feels both electrified by possibility and unnerved by the speed of change. Download the Report The Promise and […]
Brief • 3 min Read
5 Key Recommendations for Brands to Stand Out at the 2026 World Cup
Insights from the 2024 Copa América I’m writing this article from Buenos Aires, Argentina—proud home of the current world champions. There are few places on Earth where football is lived as intensely as it is here. Every four years, the nation slips into countdown mode, and when the World Cup finally arrives, life pauses. The […]
Brief • 4 min Read
Impact of NBA Team Performance on Fan Engagement
The NBA is in the midst of one of their biggest scandals in years. Last month, it was reported that Clippers star Kawhi Leonard potentially received $48 million under the table, violating the league’s salary cap rules. This threatens the competitive integrity of the league, and has the potential to undermine the league’s reputation among […]
Brief • 3 min Read
Companies looking to make a splash during the 2026 World Cup should connect with the soccer players
In 2026, the World Cup is coming to North America. From June 11th-July 19th, tournament play will be held across the U.S., Canada, and Mexico, marking the first time that the World Cup will be hosted on U.S. soil in more than 30 years. Soccer is on Americans’ radar, and interest in the sport is […]
Brief • 3 min Read
Snapchat scores big with NCAA fans, boosts brand equity during March Madness
From brackets to buzzer-beaters, the annual NCAA college basketball tournament, March Madness, has become one of the most anticipated sports events of the year. Since the tournament’s debut in 1939, the way fans engage with the event has evolved, especially with the emergence of digital platforms. Ahead of this year’s tournament, the popular messaging app, […]
Brief • 3 min Read
March Madness 2025: America's favorite — and least favorite — teams
March Madness is here, and millions of basketball fans are tuning in to the frenzy. According to new Harris Poll research, a significant portion of the U.S. population plans to watch the 2025 NCAA Men’s and Women’s March Madness tournaments — more than half (54%) of U.S. adults say they plan to follow either the […]
Brief • 2 min Read
Paddington’s popularity surges among UK adults after new movie release
It’s been 65 years since Paddington the teddy bear first appeared on children’s bookshelves. Since his creation, the beloved, British-based bear has gone on countless adventures while upholding a timeless, multigenerational and cultural appeal. “Paddington in Peru,” the most recent addition to the bear’s franchise, debuted at the UK box office November 8 and shared […]
Will Johnson: Chicagoans' holiday spirit is alive and well, a new poll shows
Broken taboo: Politics are coming up on first dates
Axios Event: Politics can influence who swipes right
Opinion | Gen Z Has Regrets
As the DNC kicks off in Chicago, here's what those of us who live here want you to know
What Elmo - and his human friends - learned by asking Americans about their mental health
Harris Poll: Bears having a hard time moving the ball on public support for a new stadium
Olympic viewership and the launch of Shaun White's Snow League
Brief • 2 min Read
A title sponsorship sparks interest in Wells Fargo
The Wells Fargo Championship spurred brand equity growth for the financial services company among PGA Tour fans.
Harris Poll: Attracting a pro wrestling event good for local vibe
Brief • 4 min Read
Screen Time Dilemma: When Should Kids Get Their First Smartphone?
I am a mother of two daughters ages 13 and 10. As my oldest approached middle school (which starts in 6th grade in my county), we were faced with the same question as other parents – smartphone or no smartphone? I weighed all of the considerations – safety issues (we live within a mile of […]
Will Johnson: Why you should hope NASCAR's Chicago Street Race is a smashing success
Romantic idealism clashes with financial burdens and unrealistic expectations as wedding season kicks into gear
Midwesterners spend less on streaming
Case Study • 1 min Read
Levi's Case Study
Shining In Celebrity Star Power Beyoncé’s Song “Levii’s Jeans” Positively Impacted The Levi’s Brand In March 2024, Beyoncé launched her first country-style album, Cowboy Carter, which includes the catchy song “Levii’s Jeans.” After the song’s release, the brand’s stock jumped 20%, and Levi’s experienced a 20% increase in foot traffic in their US stores. Using […]
Southerners spend the least on streaming services
Fans are here for the NCAA's dramatic changes
Sports leagues thought they hit the jackpot by partnering with the betting industry - but gambling scandals are turning Americans against them
TikTok Ban Threat - What Gen Z, Millennials, Gen X And Boomers Really Think Of The App
Gen Z just said it's sick of remakes. Here's why that's bad timing for Hollywood
Brief • 1 min Read
March Brand Madness: 20 brands that over-index with NCAA basketball fans
Starting March 19th, approximately 10 million viewers will tune in to watch 68 NCAA teams play in the 2024 March Madness tournament. Over the course of three weeks, teams will compete to be this year’s NCAA national champion. In honor of March Madness, we’ve picked our own champion brands. What makes these brands winners? Using […]
Harris Poll: Chicago's flaws shouldn't overshadow its beauty and grandeur
Brief • 2 min Read
Super Bowl LVIII: The NFL's momentum looks unstoppable
You could argue that the entire Super Bowl is positive press for the National Football League. However, the NFL also ran three national ads during Super Bowl LVIII – “Born to Play,” “Tackle Bullying,” and “Mental Game” (below). The NFL’s three ad spots emphasize how the professional sports organization is helping kids within the […]
Will Johnson: Chicago sports teams are crucial to fans. New stadiums? Not so much.
The 'Super Bowl flu' will soon hit millions of employees - it could cots businesses more than $6 billion
Super Bowl Ads - What Viewers Want And Don't Want In 2024 Commercials
Brief • 3 min Read
Interest in MLS Grows Along with the Launch of New Teams
Professional soccer, or “football” depending upon your location, has long been popular worldwide. Soccer enthusiasm is newer in America, but it is rapidly growing along with interest in Major League Soccer (MLS). MLS started in 1996 with only 10 teams. By the 2023 season, there were 29 teams – 26 in America and three in […]
Does TV show the real Chicago? Maybe...or not
Brief • 2 min Read
"The Bear" Effect: Media's Depiction of Cities and Public Perception
The trend of most settings in media being a generic city is going out of fashion. The success of TV shows such as The Bear and Atlanta can be attributed partly to the emphasis these shows place on giving viewers an intimate look into the local culture of the city where they are set. That […]
Brief • 2 min Read
...Ready For It? In Our Wildest Dreams We Didn’t Expect Young Women’s Interest in the NFL to Surge
Picture a NFL fan. You probably imagine a young man wearing a jersey, maybe holding a beer, and yelling at the TV screen. However, women make up almost half (46%) of the NFL fanbase. While many women are already avid football fans, a very different subject rallied even more female interest in the NFL in […]
Peacock Special: Poll Says NFL Streaming Playoffs Not That Bad
Case Study • 1 min Read
WNBA Case Study
A Partnership with Celebrity Star Power Kim Kardashian’s SKIMS Shapewear Company Partners with the NBA & WNBA To illustrate the value of brand tracking, we evaluated the impact of SKIMS’ partnership on how young adults think about the WNBA brand. How did consumer perception of the WNBA change at the end of 2023? Download our […]
LIV Fans Lean Left, While CFB Is Most Conservative: Harris/Sportico Poll
All Gen Z Wants For Christmas Is Live Event Tickets
The Subscription Economy - How Brands Can Unlock Sustainable Revenue Streams
Michelle Larson and Will Johnson: Chicago's Museum Campus is the key to revitalizing the Loop
Harris Poll: Increased public safety could draw more local tourists to Chicago attractions
Brief • 5 min Read
Is Music Starting to Sound The Same?
Are songs topping the Billboard charts beginning to sound the same? A large portion of American listeners seem to think so. Just over half (52%) agree that there isn’t as much variety in music now as there was in the past, according to a recent Harris Poll. Country’s resurgence into the pop charts seems to […]
Will Johnson: How Cook County residents feel about the Magnificent Mile
Brief • 2 min Read
Barbie makes a splash with consumers this summer
Hi Barbie! Whether you were team Barbie or Oppenheimer at the movies – or a mix of both – it’s undeniable the impact Greta Gerwig’s hit Barbie movie had on consumers this summer. Created by Ruth Handler and launched in 1959 by Mattel, for over six decades Barbie has been a household name and an […]
Will Johnson: Should we pay to keep the White Sox local? Here's what polling data says.
Welcome to the jumbled, balkanized future of sports media
NCAA Conference Chaos Leaves Most Fans Unfazed: Sportico/Harris Poll
As Popularity of Pickleball Soars, So Do Related Injuries, Poll finds
NASCAR's Chicago Street Race represents a crucial test for Cup Series
How do people really feel about NASCAR in Chicago? Chicagoans and Cook County residents are split
The Cruise Industry Is On a Course For Climate Disaster
Americans want to see their favorite brands in movies, research finds
Brief • 2 min Read
For Netflix, the 2020's have been a wild ride
Netflix started in 1997 as a mail-order DVD subscription service. Two decades later, they began streaming content in the US. By 2023, they had amassed 230.7 million subscribers worldwide. While Netflix is the largest streaming service (by number of subscribers), it is not without its fair share of hiccups. Throughout 2022, Netflix lost almost 1.2 million […]
Gen Z doesn't like baseball. Speeding it up may help.
How long is too long to leave up holiday decorations? What Americans really think about those St. Patrick's skeletons.
Brief • 2 min Read
FanDuel sees huge growth in consumers' advertising recall
As mentioned in my prior post, sports betting is spreading throughout the country, along with consumer awareness (and use) of the sports betting app FanDuel. In this follow-up piece, we look at consumer advertising recall for this popular sports betting app. Using QuestBrand data, we’ve tracked ad recall for FanDuel since Fall 2022. Ad recall records whether consumers […]
Brief • 5 min Read
It’s Time to Rethink Super Bowl Advertising
Since the end of the 2023 Super Bowl advertising season, one thing has come into focus: Super Bowl advertisers need to start thinking outside of the box. Running an ad during the Super Bowl is the holy grail of marketing for most brands. Advertising during the telecast of The Big Game™ can get an advertiser […]
Psychedelics Meet Up With Virtual Reality at South by Southwest
37% of American Women Consume Cannabis, But Most Keep It A Secret From Parents, Children, Coworkers, Study Says
Brief • 2 min Read
FanDuel’s brand equity takes off in states with legalized sports betting
In 2018, the Supreme Court ended a federal ban on sports betting. Since then, 36 states and Washington D.C. have legalized sports gambling. As legalization spreads, online sportsbooks, such as FanDuel and DraftKings, continue to gain in consumer esteem and use. Starting fall 2021, the NFL allowed sportsbook brands to run national ads during season […]
Bears Arlington Park stadium project beginning to win over more fans?
Streamer ads performed well during the Super Bowl, research says
Brief • 2 min Read
How are other brand sponsors impacted by the Big Game?
While the Super Bowl ads take front and center, national advertisers were not the only brands hoping to see a lift after February 12th. Super Bowl sponsors spent millions of dollars to be a part of football’s big day. Three-quarters (75%) of US adults agree that sponsoring the Super Bowl (i.e., the game, halftime show, […]
Brief • 3 min Read
What’s the spread? – Americans’ changing attitudes towards sports betting
Betting has long been an engrained part of the sports fan experience, but Super Bowl LVII marked the first time that the Big Game was held in a state with legalized sports betting. Currently, 36 states and the District of Columbia permit legal sports gambling. In last year’s report, we explored US adults’ support for […]
Brief • 1 min Read
Caution - 2023’s Super Bowl ads contain high alcohol content
Did you notice a wider array of alcohol brands advertising in this year’s Super Bowl? 2023 marked the first time in over 30 years that AB-InBev (maker of crowd favorites Budweiser, Bud Light, and Michelob Ultra) did not own exclusive alcohol advertising rights. Until now, no other alcohol brands could run national Super Bowl ads. […]
Brief • 3 min Read
Please welcome the newest batch of Super Bowl advertisers
Running a national Super Bowl ad is a big risk for any brand, but the stakes only get higher for new advertisers. Each year, emerging brands dip their toes into the Super Bowl advertising pool, hoping that their finance departments will not be disappointed by the results. With no baseline return on investment, these brands […]
Brief • 2 min Read
What did viewers want to see from Super Bowl LVII ads?
A brand’s creative team may re-imagine advertising, but unless the commercial resonates with viewers, it’s not going to help the company’s bottom line. Six-in-10 (65%) adults who watched Super Bowl LVII were satisfied with the ads. Here, we take a look at what US adults had been hoping to see, so next year’s advertisers can […]
About 19 million employees could miss work Monday after the Super Bowl, survey says
Super Bowl Commercials - What The Public Wants And Doesn't Want In The Ads
Brief • 2 min Read
What do we expect from Super Bowl LVII's commercials?
Less than 2 weeks out from Super Bowl LVII, we can feel the excitement ramping up at Arizona’s State Farm Stadium. While we weren’t lucky enough to snag tickets to this year’s Big Game, we will be tuned in to catch the full lineup of Super Bowl ads! (Let’s be honest, that’s the part of […]
About three-quarters of people who plan to watch the Super Bowl said they're excited for the ads, research says
Brief • 2 min Read
Brand Bowl 2023 prepares for kickoff!
After this weekend’s NFL conference championships, the Eagles and Chiefs secured their spots in Super Bowl LVII! The football players will not be the only ones locked in competition on February 12th. Throughout this year’s Big Game, Super Bowl advertisers will vie for viewers’ attention. While many sports fans excitedly anticipate the next NFL champion, […]
Brief • 2 min Read
Did the NHL secure their “linchpin” to growth?
The National Hockey League’s (NHL) Chief Marketing Officer Heidi Browning has focused her marketing strategy on capturing the interest of Gen Z, calling them the “linchpin to our growth.” Fortunately for the NHL (and their future growth), they seemed to have secured it. According to the Ad Age-Harris Poll Gen Z brand tracker, the NHL […]
Case Study • 1 min Read
Prime Video x NFL Case Study
Streaming Sports: Harnessing the Power of Fandom To illustrate the value of brand tracking, we evaluated how Amazon Prime Video’s purchase to stream the NFL’s Thursday Night Football (TNF) impacted their brand equity. Was their multi-billion dollar investment worth the price tag? Download our brand tracking case study to find out!
What Memorable Things Did You Learn in 2022?
Brief • 4 min Read
Did the launch of LIV Golf change how fans feel about the PGA Tour?
The PGA Tour has remained the gold standard of professional golf tours since the early 1900s, boasting the best players and the largest tournament purses. Their dominance was challenged in October 2021 with the launch of LIV Golf. This Saudi-backed upstart rocked the golf world as it enticed top talent away from the Tour with […]
Self-care may be increasing your stress - here are 5 things to consider
71 of Our Favorite Facts of 2022
Digital or mail? Here's how Americans prefer to send their holiday and Christmas cards
How much are you willing to spend on the creators you love?
Are you wagering on the World Cup? Sports betting is taking America by storm - and a third of young men are hooked
Letter to the Editor: Legal Sports Betting Spreads, Including on Campuses
Poll: Most Cook County residents think downtown Chicago is more dangerous than a year ago
Brief • 3 min Read
Sports betting is growing, though majority of Americans believe it shouldn’t be promoted
The explosion of legalized sports betting has hit a fever pitch in the latest NFL season, and as online sportsbooks have sought to capitalize on such an expanding market, The Harris Poll recently surveyed a representative sample of U.S. adults to gauge their opinions about the practice. Below are some of the key findings, including […]
Twitter and TikTok get all the attention. Polling shows few US adults use them.
How Netflix and Disney+ Can Fix Ad-Supported Streaming
Streaming Viewers Are Unsatisfied With Ads - But Don't Want To Pay More
Brief • 3 min Read
Will ads reshape the streaming landscape?
As industry first-mover Netflix recently announced its plans for a basic, ad-supported subscription tier, The Harris Poll surveyed a representative sample of American adults on behalf of Ad Age to determine consumers’ latest streaming preferences. Most digital streaming service subscribers find ads on streaming platforms too plentiful and uninteresting. That said, relatively few would pay […]
Meet the golf brands that are changing the landscape of the sport
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