If you actually believe that the Habs outsell the Blue Jays in summer, you'd be sent to a nuthouse. Categories: "Most Respected", "Perception of Popularity", Perception of Most Loyal Fans", "Perception of Stadium Atmosphere"... seriously, come on. Whose perceptions? Perceptions, maybe but not reality with any real data. In May during the Cup race, hockey would outdraw other sports but in summer ... no. The Blue Jays would lead with both fans and sales in summer.
"The research reveals that individual NHL brands are very strong, but mostly in their local or regional markets [and hockey is in May]" Do the Habs sell most jerseys in Quebec in May .. yeah, but outsell the Blue Jays nationally and in summer months ... no way.
Because the research was conducted online, he said it is considered to be a non-probability proportion sample and therefore, margins of error are not applicable ...
Just an example of misleading garbage survey articles on HFB.