Exclusive research by pollsters NOP for PRWeek shows that 59% of teenagers and adults believe the affair was created by the PR industry.
Reports of the affair hit the headlines just after the launch of a CD of classical music complied by Eriksson. It coincided with the launch of England's World Cup suit and the start of advance publicity for the release of Jonsson's forthcoming autobiography.
The survey shows Burton's, which designed the England team's suits, Sidgwick & Jackson which is publishing Jonsson's as-yet-unnamed book and classical music company Naxos, creator of the Eriksson CD, have all benefited from coverage of the affair.
Almost half those surveyed associated Jonsson with clothes, more than a quarter linked Eriksson with classical music and just under a quarter associated Jonsson with her book.
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