Table of Contents
Issues in the Market
-
- Main issues
- Definition
- Abbreviations
Insights and Opportunities
-
- Getting mobile content moving
- It’s good to talk (and shout)
- Media idol
Fast Forward Trends
-
- Trend 1: “Failure to Launch”
- Definition
- Observations
- Market touchpoints
- Trend 2: “Edutainment”
- Definition
- Observations
- Market touchpoints
- Trend 3: “The Rite Stuff”
- Definition
- Observations
- Market touchpoints
- What is Fast Forward?
Market in Brief
-
- A mass market…
- …but a rapidly fragmenting one
- Consumer attitudes lag behind technological change…
- …and one constant remains
- More changing channels on TV
- Specialists strongest in print
- Streaming offers most net benefit
- Mobile still in the starting blocks
- Radio catches digital wave
Internal Market Environment
-
- Key points:
- Interest in sport
-
- Figure 1: Interest in named sports/pastimes, 2002-06
- Participation in sport
-
- Figure 2: Regular participation in sports, 2002-06
- Spectating at sports events
-
- Figure 3: Paid to watch sporting events, 2002-06
- Access to media
- Multichannel TV penetration
-
- Figure 4: UK multichannel TV penetration, by platform, 2001-06
- Balance of television sports coverage
-
- Figure 5: Sports coverage on television, by channel, 2003 and 2005
- Internet/broadband penetration
-
- Figure 6: Home Internet access, 2002-06
- Newspaper buying habits
-
- Figure 7: National daily morning newspaper circulation trends, July-December 2006
- Figure 8: National Sunday newspaper circulation trends, July-December 2006
-
- Figure 9: Annual sales of paid-for regional newspapers, by volume, 2000-05
- Event scheduling
-
- Figure 10: Selected non-annual major sporting events, 2003-10
- ‘Listing’ of events
-
- Figure 11: ‘Listed’ sporting events, 2007
Broader Market Environment
-
- Key points:
- Population trends
-
- Figure 12: Trends in the age structure of the UK population, by gender, 2001-11
- Socio-economic trends
-
- Figure 13: Forecast adult population trends, by socio-economic group, 2001-11
- Lifestage trends
-
- Figure 14: Forecast adult population trends, by lifestage, 2001-11
- PDI and consumer expenditure
-
- Figure 15: Trends in personal disposable income and consumer expenditure, 2001-11
Competitive Context
-
- Key points:
- Television
- Rarity boosts sport’s ratings…
- …but it struggles to compete regularly on terrestrial TV
-
- Figure 16: Most-viewed multichannel television programmes, November 2006
- Specialist magazines – a tough medium for sport
-
- Figure 17: Leading non-women’s interest magazine sectors*, by average net circulation per issue, June 2006
- Internet popularity limited by lack of live rights
-
- Figure 18: Internet usage, by type of site accessed, 2002-06
- One of the nation’s favourite pastimes
-
- Figure 19: Interest in leisure activities and hobbies, 2002-06
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
- Strengths
- Weaknesses
Who's Innovating?
-
- Casting the net wider
- Extending access
- Moving towards live streaming
- Now on the small screen
- Different approaches for different content
- Significant revenue potential
- Faller at the first
- A tough market to tackle
- Right concept, wrong execution?
The Impact of New Media
-
- Scenario 1 - Static
-
- Figure 20: Forecast of sport and the media typologies, Scenario 1, 2006-11
- Scenario 2 – Positive
-
- Figure 21: Forecast of sport and the media typologies, Scenario 2, 2006-11
Sport on Television
-
- Key points:
- Terrestrial output decline continues
-
- Figure 22: UK sports television output, 2000-05
- Athletics
-
- Figure 23: Television coverage of athletics, by channel, 2003 and 2005
- Cricket
-
- Figure 24: Television coverage of cricket, by channel, 2003 and 2005
- Football
-
- Figure 25: Television coverage of football, by channel, 2003 and 2005
- Golf
-
- Figure 26: Television coverage of golf, by channel, 2003 and 2005
- Horseracing
-
- Figure 27: Television coverage of horseracing, by channel, 2003 and 2005
- Rugby league
-
- Figure 28: Television coverage of rugby league, by channel, 2003 and 2005
- Rugby union
-
- Figure 29: Television coverage of rugby union, by channel, 2003 and 2005
- Tennis
-
- Figure 30: Television coverage of tennis, by channel, 2003 and 2005
Sport in Print
-
- Key points:
-
- Figure 31: Indexed UK retail sales of selected newspaper and magazine types, by volume, 2001-05
- Newspapers
- Circulation in decline
- National still a non-starter
- Greater differentiation likely
- Restricted access to prompt a change of tack
- Grass-roots potential
- Magazines
-
- Figure 32: Leading sports magazines, by average net circulation per issue, June 2006
Sport on the Radio
-
- Key points:
- talkSPORT benefits from World Cup output
-
- Figure 33: Listening figures, national sports-led radio stations, July-September 2006
- Rising DAB access boosts Five Live Sports Extra
Sport on the Internet
-
- Key points:
- Sport news website usage stalls
-
- Figure 34: Sport Internet site usage, 2002-06
- Young demographic profile attractive to advertisers
-
- Figure 35: Users of sports news Internet sites, by gender, age and socio-economic group, October 2006
- BBC leads the way
-
- Figure 36: Leading sports websites, by unique users, July 2006
- Club content and major events drive traffic
- Live action and legal action
- Cracking down on illegal streaming
- ICC ‘land grab’
- BSkyB and BT looking to the future
Sport on Mobile Phones
-
- Key points:
- The right time for mobile TV?
-
- Figure 37: Mobile phone usage, 2002-06
- The role of sport
- New football rights deal to change the face of mobile sport?
Profiles of Leading Sports Media
-
- Television: Sky Sports
- Radio: talkSPORT
- Newspaper: The Daily Telegraph
- Specialist magazine: FourFourTwo
- Internet: BBC Sport
The Consumer – How We Follow Sport
-
- Key points:
- Two thirds of adults actively follow sport
-
- Figure 38: Media regularly used to follow sport, 2004 and 2006
- Who follows how?
-
- Figure 39: Most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
-
- Figure 40: Next most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
The Consumer – Prepared to Pay?
-
- Key points:
- Live coverage the main revenue driver
-
- Figure 41: Sports features willing to pay for, November 2006
- Who is willing to pay?
-
- Figure 42: Sports features willing to pay for, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- The pay-TV generation
- A substitute for match-going
- Regional demand
- Mobile and website users to prove profitable targets
-
- Figure 43: Sports features willing to pay for, by most popular medium regularly used to follow sport, November 2006
-
- Figure 44: Sports features willing to pay for, by next most popular medium regularly used to follow sport, November 2006
The Consumer – Attitudes Towards Sport and the Media
-
- Key points:
- Inertia evident in consumer attitudes
-
- Figure 45: Attitudes towards sport in the media, November 2006
- Consumer attitudes – key demographics
-
- Figure 46: Most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
-
- Figure 47: Next most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
- Newspaper sports coverage key for younger consumers
- Older ABs reluctant to pay
- Tabloids losing out to new media?
- Freeviewers want it for free
- Attitudes and media usage
-
- Figure 48: Attitudes towards sport in the media, by most popular medium regularly used to follow sport, November 2006
-
- Figure 49: Attitudes towards sport in the media, by next most popular medium regularly used to follow sport, November 2006
- Website users opposed in principle to paying
- Mobile users make time to watch
- Tabloid readers accept the realities of modern sport
-
- Figure 50: Sports features willing to pay for, by attitudes towards sport in the media, November 2006
The Consumer – Target Groups and Media Repertoire
-
- Key points:
- Addicts (11% of those who regularly follow sport, or 2.9 million adults aged 16+)
- Freebies (22% of those who regularly follow sport, or 6 million adults aged 16+)
- Paper Boys (22% of those who regularly follow sport, or 6.1 million adults aged 16+)
- Off-liners (46% of those who regularly follow sport, or 12.7 million adults aged 16+)
- Sports media target groups – who are they?
-
- Figure 51: Consumer typologies, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- Sports media target groups – how do they follow sport?
-
- Figure 52: Media regularly used to follow sport, by consumer typologies, November 2006
- Sports media target groups – what will they pay for?
-
- Figure 53: Sports features willing to pay for, by consumer typologies, November 2006
- Media repertoires – how much sports media do people consume?
-
- Figure 54: Media repertoire groups, November 2006
- Media repertoires – key demographics
-
- Figure 55: Media repertoires, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- Media repertoires – what will they pay for?
-
- Figure 56: Sports services prepared to pay for, by repertoire group, November 2006
- Media repertoires and attitudes towards sports media
-
- Figure 57: Attitudes towards sport and the media, by repertoire group, November 2006
Back to top