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December 02, 2013

Poll: Scott tops Tiger, McIlroy in popularity contest

Posted at 11:45 AM by Josh Sens |

Scott-woods_640
Adam Scott has been creeping up on Tiger Woods in the World Golf Rankings, but he has already surpassed him in a popularity contest.

That's according to the results of a recent poll by the global sports marketing and sponsorship research company, Repucom, which took the measure of three top golfers -- Scott, Woods and Rory McIlroy -- in a survey of fans from Australia and the United States.

The poll, which attracted 11,000 respondents from across both countries, focused on the impact of each player in six categories: awareness, appeal, breakthrough, trendsetter, influence, trust, and endorsement/aspiration.

In each of the categories, Scott took the top spot, and Woods finished last. And Repucom says the results hold true in the United States, not just Australia:

The Sunday Telegraph can today reveal the fascinating results of a study conducted last week by leading global sports marketing and sponsorship research company Repucom, which shows that Scott is now considered more popular in the U.S. than Tiger Woods.

You can read more about the survey at here. But here's a sampling of the results.

In the "trust" category, a measure of the faith the public has in a player's words or image, 44 percent of respondents said that they trust Woods, compared to 68 percent for Scott.

That's not surprising, given the fallout from Tiger's tabloid-making infidelities.

More of an eye-raiser was the "awareness" category, where Scott topped Woods and McIlroy by drawing 75 percent of the vote.

Of course, if you torture statistics for long enough, they'll tell you anything you want.

And in assessing these Repucom results, it's fair to ask: of those 11,000 respondents, how many were Australians?

It's also reasonable to wonder: what sort of real-world impact will this survey have?

Professional golf isn't high school. It's not a popularity contest.

And Woods, for one, has rarely seemed overly concerned about his "likability."

Then again, his sponsors are.

(Photo: Al Tielemans/Sports Illustrated)

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