Posts tagged ‘A’s to San Jose’

Approve/Disapprove Ratings for A’s Plan to Move to San Jose: Key Demographics

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The highest approval ratings for the A’s plan come from those earning $50,000 or more who live in Supervisorial District 1 (Gage – South County) or District 5 (Kniss – North and West County).

Question:
Do you approve or disapprove of moving the A’s baseball team to San Jose? IF APPROVE/DISAPPROVE: Is that strongly or somewhat? IF DON’T KNOW: Which way do you lean?

Methodology:
The survey consisted of 400 telephone interviews of 2010 likely Santa Clara County Primary voters conducted June 16-18, 2009. Quotas and/or weights were established by gender, age, party, region, and vote history as part of the turnout model.
CHAID (Chi-squared Automatic Interaction Detection) was used to construct the graphic.

Familiarity with A’s Plan to Move to San Jose: Key Demographics

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Unlike the 49ers, the familiarity with the A’s plan has significant variation across demographic groups.

The groups that are least familiar with the plan are middle-income voters (2008 income: $30,000 to $70,000) at 58% familiarity and female Democrats, not middle-income, at 54% familiarity. Other groups are significantly higher with familiarity above 70%.

Question:
How familiar are you with moving the 49er’s football team to Santa Clara? Is that very familiar, somewhat familiar, somewhat unfamiliar or very unfamiliar?

Methodology:
The survey consisted of 400 telephone interviews of 2010 likely Santa Clara County Primary voters conducted June 16-18, 2009. Quotas and/or weights were established by gender, age, party, region, and vote history as part of the turnout model.

CHAID (Chi-squared Automatic Interaction Detection) was used to construct the graphic. The demographic variables included in the analysis are: gender, age, race/ethnicity, political party, Supervisorial District, San Jose region (or not in San Jose), home owner or renter, income, education, vote propensity, and familiy party makeup.

Approve/Disapprove Ratings for A’s Plan to Move to San Jose

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Even though the respondents are less familiar with the A’s plans than the 49er’s plans (http://lindholmcompanyblog.com/?p=872), the approval ratings are approximately equal (http://lindholmcompanyblog.com/?p=884).

Question: Do you approve or disapprove of moving the A’s baseball team to San Jose? IF APPROVE/DISAPPROVE: Is that strongly or somewhat? IF DON’T KNOW: Which way do you lean?

Methodology:
The survey consisted of 400 telephone interviews of 2010 likely Santa Clara County Primary voters conducted June 16-18, 2009. Quotas and/or weights were established by gender, age, party, region, and vote history as part of the turnout model.

Familiarity with A’s and 49er’s Moving to Silicon Valley

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The plann to move the 49er’s is significantly more familiar than the plan to move the A’s. This is only natural because the plan has been on the table for much longer.

 

How familiar are you with ______________________ Is that very familiar, somewhat familiar, somewhat unfamiliar or very unfamiliar? ROTATE

a. Moving the A’s baseball team to San Jose

b. Moving the 49er’s football team to Santa Clara

 

The survey consisted of 400 telephone interviews of 2010 likely Santa Clara Count y Primary voters conducted June 16-18, 2009. Quotas and/or weights were established by gender, age, party, region, and vote history as part of the turnout model.

Silicon Valley A’s Fans by Residence Location

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The largest concentration of A’s fans live in the area extending south from East San Jose to Gilroy and extending west to Campbell.

The index measures the relative share of the demographic group that fits into the interest group. The index equals the share of persons in the demographic divided the share of adults 18+.

Source of data:  International Demographics, Inc., San Jose, Ca., The Media Audit ™ Survey, fielded June 25 through July 30, 2008 and October 30, through December 30, 2008, 1,298 total telephone interviews approximately evenly distributed between the two time periods.

SILICON VALLEY A’S FANS BY DEMOGRAPHIC SEGMENT

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This post examines which Santa Clara County adults are more likely to be fans of the A’s.

In general, older adults are more likely to be sports fans. This was true with the 49er’s (see last week’s post) and is true with the A’s. However, the MTV generation joins the top group among A’s fans.

The index measures the relative share of the demographic group that is described the characteristics,in this case the fan of a sports team. The index equals the share of persons in the demographic who fit the description divided the share of adults 18+who fit the description .

An index of 100 is the average score for Santa Clara County. Scores greater than 100 are above average and scores less than 100 are below average.

The segments are defined by The Media Audit (see below). The definitions of the segments are as follows:
MTV Generation Age 18-44/View MTV and/or VH-1
Yuppies Age 21-34/College Grad/Tech-Prof-Mgr Job
Maturing Yuppie 25-44/C. Grad/Tech-Prof-Mgr/Kids
Affluent Empty Nester $50K+/No Kids Home/Age 45+
Affluent Full Nesters $75K +/Kids At Home
Graying Affluents Age 50+/Family Income $50,000+
Affluent Working Women Family Income $75,000+
Affluent Blue Collar Worker Family Income $75000+
Affluent White Collar Worker Family Income $100K+
Young with Money Age 18-34/$100,000+ Income

Source of data:  International Demographics, Inc., San Jose, Ca., The Media Audit ™ Survey, fielded June 25 through July 30, 2008 and October 30, through December 30, 2008, 1,298 total telephone interviews of Santa Clara County adults 18+ approximately evenly distributed between the two time periods.

SILICON VALLEY A’S FANS AND THEIR POLITICAL ATTITUDES AND PARTICIPATION

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A’s fans tend to be relatively more Democratic. Also, active voters are more likely to be sports fans.

The index measures the relative share of the demographic group that is described the characteristics,in this case the fan of a sports team. The index equals the share of persons in the demographic who fit the description divided the share of adults 18+who fit the description .

An index of 100 is the average score for Santa Clara County. Scores greater than 100 are above average and scores less than 100 are below average.

To be counted as voting, the person reported voting in one or more local, state, or national election during the past year.

Source of data:  International Demographics, Inc., San Jose, Ca., The Media Audit ™ Survey, fielded June 25 through July 30, 2008 and October 30, through December 30, 2008, 1,298 total telephone interviews  of Santa Clara County adults 18+ approximately evenly distributed between the two time periods.

Note that since the surveys were completed six months apart, seasonal effects are mitigated.