Samsung Survey Finds Football As The Most Popular Sport Driving HDTV Purchases

[The following is a release from Samsung Electronics]

December 1, 2008

Samsung Electronics America, the market leader in HDTVs and the Official HDTV of the NFL, today announced that a survey found football to be the most popular sport to influence HDTV purchases among football fans in America. The survey from Kelton Research revealed that more than half (54%) of all football fans would most likely purchase a new HDTV for the start of football season if their budget allowed. Football had the highest purchasing influence for HDTVs over all other fan favorites, including baseball (9%) and basketball (7%). With the football season already in full swing and nearly two thirds (64%) of football fans pledging their love for the pigskin, countless hours will be spent in front of the tube with eyes glued closely to every touchdown, tackle and turnover. According to the new survey, among the most important features that have an impact on TV purchases for football fans are TV size and picture quality. More than two in five (41%) football fans say that high definition makes watching football most enjoyable, compared to only 8% of non-football fans. Additionally, nearly three in ten (29%) football fans have seen the light, when reporting that the size of the TV picture makes watching the game most enjoyable, vs. 11% of non-football fans. So much so that, among these football fans, 51% of them would rather dip into their savings slightly for an HDTV investment over a one week vacation. “Compared to any other sport in America, football attracts more devoted fans week after week to their television screens to watch the sport play out in front of their eyes,” said John Revie, vice president of Visual Display Marketing for Samsung Electronics America. “To find out just how discriminating this group is, we explored how football fans will be watching the big games this season and what would influence their viewing experience all season long. We weren’t surprised to find that among these passionate fans, an HDTV viewing made a difference on how they enjoy football on television.” Additional survey findings, which underscore the significance of quality and size for HDTV purchases among football fans include: * HDTV is essential for a football-viewing party: Sixty-one percent (61%) of football fans affirm that HDTV is required for a successful football-viewing party, more than surround sound or alcohol. * HDTV engages more football fans: About sixty two percent (62%) of football fans think that watching football in high definition allows them to make better calls than the referees in the game. * TV over vacation: More than half (51%) of America’s football-loving population would forego a one week vacation and put that money towards an HDTV purchase. The purpose of the survey, Pigskin Power: Football fans have a special bond with their televisions, was to explore the level and type of influence TV has on the football-viewing experience among Americans. The commissioned survey was conducted by Kelton Research of 1,011 individuals in America, male and female, ages 18 and over. *All decimals are rounded to the nearest percentage point.

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