The Toronto Blue Jays’ post-season run captivated Canadians, according to Solutions Research Group’s Sports Canada Quarterly report, with an estimated 8.7 million people expressing an interest in the Major League Baseball playoffs during September, a 41% increase from the previous year.
Meanwhile, more than a quarter (27%) of people surveyed during the American League Championship Series between the Jays and Kansas City Royals – about seven million people – said they followed the series “very closely.”
Advertisers also saw their investment rewarded, with 68% of people following the series able to name at least one sponsor, and 30% naming at least two.
In order, Rogers, TD Canada Trust, Honda, Miller and Budweiser were the top five sponsors in unaided recall. Blue Jays owner Rogers dominated, with 34% of people saying they noticed the brand on an unaided basis.
Other brands rounded out the top 10 were Coca Cola, Bell, Allstate, Canadian Tire and Expedia.
The survey is based on interviews with 1,500 people conducted in two waves: 1,000 respondents 12+ in September, and an additional 500 respondents 18+ during the ALCS.
