Fan loyalty to Dodgers took a tumble in 2011, survey says

The Dodgers could recapture the hearts of Los Angeles in short order based on data from the Marketing Arm, a Dallas-based firm that helps companies determine where to get the best bang for their advertising dollars.

The Marketing Arm surveys area fans to determine their feelings toward each major team and venue in the region, using such categories as awareness, excitement and trust.

In January 2011, with the Dodgers coming off a fourth-place finish in the National League West and owner Frank McCourt well into his second year of nasty divorce proceedings, the Dodgers still were more popular than every team in town except the Lakers.

By November — after a fan was nearly beaten to death in the Dodger Stadium parking lot, after Commissioner Bud Selig had moved to take over the team and after McCourt took the Dodgers into bankruptcy — the team had fallen to fourth in local popularity, behind the Lakers, USC sports teams and the Angels.

However, Dodger Stadium remained the most popular sports venue in the area.

— Bill Shaikin

Ranking the teams

Jan.; Team; Nov.

1; Lakers; 1

2; Dodgers; 4

3; USC; 2

4; Angels; 3

5; Kings; 6

6; Galaxy; 8

7; Ducks; 7

8; Clippers; 5

Ranking the venues

Jan.; Venue; Nov.

1; Dodger Stadium; 1

2; Staples Center; 2

3; Angel Stadium; 3

4; Home Depot Center; 4

Source: The Marketing Arm

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