“What we’ve proven conclusively is that what you do on the national stage is up to things partially in your control but a lot of things are outside your control.” “You hear quite a bit that you’re not just going to get the hundreds of millions of dollars that people spend when they come to the game, you’re going to get a lot of free advertising because you’re on going to be on this national stage,” Nienstedt said. The poll’s purpose? To probe whether the big game amounts to big advertising for a city, which can translate into more tourism and economic development. It has a 3 to 4 percent margin of error.Īs in prior years, Nienstedt said he combined the poll with a client’s survey to defray its cost. His new survey, released Thursday, randomly polled about 1,000 Americans by telephone, half over four days during the week leading up to the Super Bowl and half in the three days after the game. He said he was too busy to poll during the 2008 election cycle when the game was in Glendale, Ariz. Since 2003, he has done the survey every year but one. Only a soggy Miami in 2007 and a snowy Arlington, Texas, in 2011 saw declines in their nationwide perception.īeyond weather, a city’s image can be affected by tourist spots, civic monuments and stadium settings often shot aerially during the game, Nienstedt said. In 10 years of Nienstedt’s polling, only two cities - San Diego in 2003 and Tampa, Fla., in 2009 - boosted their image. “You’re kind of rolling the dice when you host the Super Bowl and you’re looking at how your image is going to be portrayed across the country,” Nienstedt said.
It’s the same effect he has estimated the Super Bowl had on the host cities of Houston in 2004, Jacksonville, Fla., in 2005, Detroit in 2006 and Miami in 2010. That’s the effect he said the game had on America’s impression of Indianapolis. He counted eight and seven, respectively, then he calculated a third number: Zero. The president of Competitive Edge Research & Communication tallied all the televised images of Indianapolis and all the times announcer Al Michaels mentioned the host city.
As a record 111.3 million Americans watched the Super Bowl on TV last Sunday, San Diego pollster John Nienstedt crunched something other than chips.
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