Table of Contents
Introduction and Abbreviations
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- Definitions
- Spectating at a live sports event
- Watching live sport on television outside the home
- Home viewing of live sport
- Listening to live sports coverage on radio
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Premier Insight
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- Pay-per-view can offer a more personal sporting experience
- Hi-tech ticketing can increase expenditure beyond the gate
- Market growth leads to market segmentation
Summary of Key Report Findings
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- Numbers experiencing live sport still rising…
- …but the way they access sport is going through significant change
- Television coverage continues to grow
- Growing dissatisfaction over ticket pricing…
- …with the disaffected increasingly willing to turn to pay-TV coverage instead
- Young men most likely to experience sport outside the home
- Football
- Rugby union
- Cricket
- Tennis
- Rugby league
- Athletics
- Golf
- Horse racing
Market Factors
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- Sporting interest
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- Figure 1: Interest in named sports/pastimes among UK adults, 2001-04
- Economic climate
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- Figure 2: Trends in personal disposable income and consumer expenditure, 2000-10
- Employment data
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- Figure 3: UK labour force trends, 2000-10
- Population trends
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- Figure 4: Trends in the age struture of the UK population, by gender, 2000-10
- The socio-economic structure of the population
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- Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
- Population by lifestage
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- Figure 6: Forecast adult population trends, by socio-economic group, 2000-10
- Television coverage
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- Figure 7: Most televised sports, in the UK, 2001 and 2003
- Access to cable/satellite pay-TV
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- Figure 8: Penetration of UK multi-channel households, by platform, 2001-04
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- Figure 9: Annual percentage shares of individual viewing, 1990-2004
- Football coverage
- Six nations
- Test cricket
- New platforms
- Sporting success
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- Figure 10: Leading televised football in-home audiences, 1990-2004
- The star effect
- Recent form
- Venue capacity, location and scheduling
- The new stadium factor
- Admission prices
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- Figure 11: Premier League adult ticket prices, 2004-05
- Promotion and marketing
- The season and the weather
Market Size and Trends
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- Figure 12: Size of the live sports market in the UK, by sector, 2002-04
- Spectating at live events
- Watching on television
- Listening on the radio
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- Figure 13: Estimated consumer expenditure on sports event attendance, 2000-05
- Sports paid to watch
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- Figure 14: Paid to watch sporting events, 2001-04
- Television coverage and viewing
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- Figure 15: Television coverage of individual sports, 2001 and 2003
- Figure 16: Television coverage of individual sports, by minutes, by channel, 2003
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Market Segmentation and The Supply Structure
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- Athletics
- Structure of athletics
- Track and field
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- Figure 17: Major UK domestic track and field meetings, 2005
- Cross-country and road races
- Attendance at athletics
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- Figure 18: Attendance at major UK athletics events, 2004
- Figure 19: Attendance at major UK athletics events, 2005
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- Figure 20: Attendance at major UK athletics events, 1999-2005
- Cricket
- Structure of cricket
- English domestic cricket
- International cricket played in England
- Attendance at cricket
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- Figure 21: England home Test match attendance, 2004
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- Figure 22: One-day International match attendance, NatWest Series, 2004
- Figure 23: One-day International match attendance, NatWest Challenge, 2004
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- Figure 24: One-day International match attendance, NatWest Challenge, 2004
- Football
- Structure of football
- Attendances at football – English domestic competitions
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- Figure 25: English league football attendances, by division, 2000/01-2003/04
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- Figure 26: FA Premier League attendances and utilisation rates, 2003-04 season
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- Figure 27: Football League Division One attendances, by club, 2003-04
- Attendances at football – Scottish domestic competitions
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- Figure 28: Scottish league football attendances, by division, 2000/01-2003/04
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- Figure 29: European football attendances, by percentage of population, 2003-04
- Figure 30: Scottish Premierleague attendances, by club, 2002/03-2003/04
- Golf
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- Figure 31: Regular participation in sports, 2001-04
- Structure of golf
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- Figure 32: European PGA Tour-sanctioned UK golf tournaments, 2005
- Attendance at golf
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- Figure 33: Attendance at selected major UK golf events, 1998-2004
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- Figure 34: Attendance at the Volvo PGA/BMW Championship, 1996-2004
- Horse racing
- Structure of horse racing
- Attendance at horse racing
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- Figure 35: Attendance at horse racing meetings, 2000-04
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- Figure 36: Influence of regional racing on horse racing attendances, 2003-04
- Figure 37: Horse racing attendance, by type of meeting, 2002-04
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- Figure 38: Horse racing attendance, by day of the week, 2002-04
- Figure 39: Bank Holiday race meeting attendances, 2003-04
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- Figure 40: Top 20 race meetings, by attendance, 2004
- Rugby league
- Structure of rugby league
- Attendance at rugby league
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- Figure 41: Attendance at top flight rugby league matches, 1991/92-2004
- Rugby union
- Structure of rugby union
- Attendance at rugby union
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- Figure 42: Zurich Premiership average attendances by club, 1999/2000-2003/04
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- Figure 43: Zurich Premiership season ticket sales by club, 1999/2000-2003/04
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- Figure 44: Zurich Premiership utilisation rates, 2003-04
- Tennis
- Structure of tennis
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- Figure 45: LTA-sanctioned senior events, provisional calendar 2005
- Attendance at tennis
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- Figure 46: Attendance at major UK tennis events, 2000-04
The Consumer
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- Figure 47: Methods of experiencing live sport, 1999-2005
- Experience of live sport by demographic sub-group
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- Figure 48: Methods of experiencing live sport, by gender, age, socio-economic, marital and employment status, February 2005
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- Figure 49: Methods of experiencing live sport, by region and ACORN category, February 2005
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- Figure 50: Methods of experiencing live sport, by detailed lifestage group, February 2005
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- Figure 51: Methods of experiencing live sport, by media, supermarket preference and commercial television viewing, February 2005
- Crossover interest in methods of experiencing live sport
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- Figure 52: Interest in alternative means of experiencing live sport, by preferred method of spectating, February 2005
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The Consumer – Detailed Demographics
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- Most popular ways of experiencing live sport
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- Figure 53: Most popular ways of experiencing live sport, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 54: Most popular ways of experiencing live sport, by region and ACORN category, February 2005
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- Figure 55: Most popular ways of experiencing live sport, by detailed lifestage group, February 2005
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- Figure 56: Most popular ways of experiencing live sport, by media, supermarket preference and commercial television viewing, February 2005
- Next most popular ways of experiencing live sport
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- Figure 57: Next most popular ways of experiencing live sport, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 58: Next most popular ways of experiencing live sport, by region and ACORN category, February 2005
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- Figure 59: Next most popular ways of experiencing live sport, by detailed lifestage group, February 2005
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- Figure 60: Next most popular ways of experiencing live sport, by media, supermarket preference and commercial television viewing, February 2005
Consumer Viewing, Attitudes and Target Groups
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- Live experience of individual sports
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- Figure 61: Sports watched/listened to live, 1999-2005
- Methods of experiencing live sport, by individual sport
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- Figure 62: Means of experiencing live sporting action, by individual sport, February 2005
- Attitudes towards spectator sports
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- Figure 63: Attitudes towards live sport watching/listening, February 2005
- Attitudes towards live sport, by mode of watching or listening
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- Figure 64: Attitudes towards live sport, by mode of watching/listening, February 2005
- Attitudes towards spectating and viewing among followers of most popular sports
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- Figure 65: Attitudes towards live sport, by sport experienced live, February 2005
- Next most popular sports watched by attitudes towards spectating
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- Figure 66: Attitudes towards live sport, by sport experienced live, February 2005
- Spectator sports target groups
- Livers (18% of the sample or 8.9 million adults)
- Part-time watchers (35% of the sample or 17.2 million adults)
- Extra-terrestrials (17% of the sample or 8.4 million adults)
- Cost-conscious (31% of the sample or 15.3 million adults)
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- Figure 67: Spectator sports target groups, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 68: Spectator sports target groups, by region and ACORN category, February 2005
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- Figure 69: Spectator sports target groups, by detailed lifestage group, February 2005
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- Figure 70: Spectator sports target groups, by media, supermarket preference and commercial TV viewing, February 2005
- Target group repertoires
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- Figure 71: Number of live sports events commonly experienced, by target group, February 2005
- Target group viewing and listening habits
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- Figure 72: Modes of experiencing live sport, by target group, February 2005
- Preferred sports of multiple event viewers/listeners
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- Figure 73: Sports experienced live, by number of sports watched or listened to, February 2005
- Viewing and listening habits of multiple-sport followers
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- Figure 74: Modes of experiencing live sport, by number of sports experienced live, February 2005
Consumer Viewing, Attitudes and Targeting Groups - Detailed Demographics
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- Most popular sports watched
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- Figure 75: Most popular sports watched, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 76: Most popular sports watched, by region and ACORN category, February 2005
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- Figure 77: Most popular sports watched, by detailed lifestage group, February 2005
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- Figure 78: Most popular sports watched, by media, supermarket preference and commercial TV viewing, February 2005
- Next most popular sports watched
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- Figure 79: Next most popular sports watched, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 80: Next most popular sports watched, by region and ACORN category, February 2005
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- Figure 81: Next most popular sports watched, by detailed lifestage group, February 2005
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- Figure 82: Next most popular sports watched, by media, supermarket preference and commercial TV viewing, February 2005
- Most popular attitudes towards spectator sports
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- Figure 83: Most popular attitudes towards spectator sports, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 84: Most popular attitudes towards spectator sports, by region and ACORN category, February 2005
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- Figure 85: Most popular attitudes towards spectator sports, by detailed lifestage group, February 2005
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- Figure 86: Most popular attitudes towards spectator sports, by media, supermarket preference and commercial TV viewing, February 2005
- Next most popular attitudes towards spectator sports
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- Figure 87: Next most popular attitudes towards spectator sports, by gender, age and socio-economic, marital and employment status, February 2005
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- Figure 88: Next most popular attitudes towards spectator sports, by region and ACORN category, February 2005
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- Figure 89: Next most popular attitudes towards spectator sports, by detailed lifestage group, February 2005
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- Figure 90: Next most popular attitudes towards spectator sports, by media, supermarket preference and commercial TV viewing, February 2005
The Future
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- Event attendance
- Sport on television
- Sport on radio
Forecast
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- Scenario 1: Static
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- Figure 91: Forecast of sport watchers and listeners, scenario 1, 2004-09
- Scenario 2: Optimistic
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- Figure 92: Forecast of sport watchers and listeners, scenario 2, 2004-09
- Scenario 3: Pessimistic
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- Figure 93: Forecast of sport watchers and listeners, scenario 3, 2004-09
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