Thursday, October 2nd, 2014

Killer bunnies or dogs of war? Only Sunday’s NRL Grand Final will tell. While the Rabbitohs are clear favourites, it’s been 43 years between Premierships for the South Sydney stalwarts (compared to a mere 10 for the Bulldogs) – and with that kind of baggage comes immense pressure. But we’ll leave the pop-psychology to the media pundits. Here at Roy Morgan Research, we’d rather talk about the supporters of these two great Grand Finals teams!

Of the two teams, the Rabbitohs have the larger supporter base — 462,000 people and counting (back in June 2010, they had 331,000 supporters). Bulldogs’ fans number some 355,000 people, down from 364,000 in June 2010.

Male supporters outnumber their female counterparts for both teams: 56% of Bulldogs supporters and 59% of Rabbitohs supporters are men. (Compared to fans of last year’s finalists, the Sea Eagles and the Roosters, these are quite balanced male: female ratios!).

While supporters of the Bulldogs and Rabbitohs are respectively 16% and 40% more likely than the average Aussie to belong to the lowest socioeconomic quintile (FG), Bulldogs fans also over-index in the affluent AB quintile.

But it’s in their activities and attitudes that both groups of fans reveal some key differences…

Canterbury-Bankstown Bulldogs vs South Sydney Rabbitohs: attitudes and activities


Source: Roy Morgan Single Source (Australia), July 2013 – August 2014 (n=634).NB: gambling and alcohol data: Australians 18+

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Comparing Bulldogs and Rabbitohs supporters is interesting both for the contrasts and similarities that emerge between the two groups.


“Both teams’ fans are more likely than the average Aussie to smoke and prefer beer over wine, and dramatically less likely to follow a vegetarian diet. They show an above-average tendency to gamble in any given three-month period, and share a taste for tough physical activity.


“However, whereas Bulldogs fans tend to smoke factory-made cigarettes, Rabbitohs supporters are more likely to roll their own. Whereas Rabbitohs supporters love to cook, Bulldogs fans would choose cleaning over cooking any day.


“Rabbitohs supporters are slightly more likely than Bulldogs fans to resort to force to get things done, but less likely to agree that freedom is more important than the law. Yet Bulldogs supporters are far more likely to visit their place of worship regularly, which suggests that their freedom-loving ways aren’t entirely anarchic!


“No matter what their differences may be, both teams’ supporters will be feeling similarly excited on Sunday at the prospect of their boys winning the Grand Final  with Rabbitohs fans likely to do a lot of, ahem, Crowe-ing if they’re victorious….”

View this release in full on our website

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


NRL, rugby league, sport, rabbitohs, bulldogs, south sydney, canterbury-bankstown




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