Attitudes Toward Advertising Through Sport Among The Frequency Of Watching Sports Events

This research was aimed at gaining relevant knowledge about the attitudes toward advertising through sport among the question how often consumers watch sports events. The sample included 433 respondents, divided into six sub-sample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.05. It is interesting that it was found that the significant differences showed up between the consumers who often watch sports events with positive attitudes and consumers who don’t watch sports events at all as well as consumers who watch sports events less with negative attitudes toward advertising through sport.