The Challenge:

Alaska Airlines had made a major advertising commitment to the Seattle Seahawks, which included a strong presence in stadium signage and radio spots. It was very important to the Seahawks that they show the value of Alaska Airlines' investment from year-to-year.

The Scarborough Solution:

Using the Trender feature within PRIME NExT software, the Seattle Seahawks were able to show Alaska Airlines that Seahawk fans were choosing their airline at an increasing rate over a three- year period. This increase held true for Seahawk TV viewers, radio listeners and game attendees as well. Also, they were able to map the increase for which average adults in the Seattle area chose Alaska Airlines. While there was an increase among Seattle adult, the Seahawks attendees far outpaced the general population - all which made for a great year-end recap.