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PORTLAND LATINOS LOVE THEIR DUCKS
UNIVERSITY OF OREGON ATHLETICS ENJOYS 41% INCREASE IN HISPANIC FAN BASE

FOR IMMEDIATE RELEASE: February 23, 2011
PORTLAND, OR. - A recent study of Portland metro-area Latino adults uncovered 21.6% claim to be University of Oregon Ducks fans, up from 15.3% in 2010.

With more than 300,000 Latinos in the five-county metro region, roughly 65,000 follow the Ducks.

The tremendous increase of fans could be attributed to the success of Oregon's football team, playing in the 2011 national championship game against Auburn University.

From December 1, 2010 to January 28, 2011, Rojo Research interviewed Latino adults from 408 households in Multnomah, Washington, Marion, Clackamas, and Clark (WA) counties for a 50-question, 26 minute study. 60% of respondents were interviewed in person, and 40% by telephone.

Further avidity data collected on Latino Duck fans include:

Media:
Watched college football on TV: 60.2%
Watched college basketball on TV: 23.9%
Watched college baseball on TV: 13.6%
Visited college sports team site past 4 weeks: 6.8%

Attendance:
Attended college football game: 25.0%
Attended college basketball game: 8.0%
Attended college baseball game: 1.1%

Purchasing decision influenced by sponsorship vehicle:
In-game (signage, program ads, PA announcements) 29.5%
TV game broadcast ads: 20.5%
Radio game broadcast ads: 12.5%

Data was also collected on the Oregon State University Beavers, Portland State University Vikings, University of Portland Pilots, Western Oregon University Wolves; and professional clubs Portland Trail Blazers, Portland Timbers (soccer), Portland WinterHawks (hockey), and the Salem-Keizer Volcanoes (baseball).

Rojo Research captures over 350 consumer behavior data points, including purchasing plans, shopping behavior and demographics.

Sports organizations and Latino media partners leverage such data to underscore the value their audience, and justify a return on investment for sponsors and advertisers.

Rojo has partnered with over 80 college and pro sports organizations throughout the U.S. and Canada; including Texas Tech, Mississippi State, Boise State, Butler, Central Florida, St. Mary's, Fresno State, and the Saskatchewan Rough Riders.

Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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