Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Read all about it…online
- Mintel Inspire
- Opportunity
- Never red
- Mintel Inspire
- Opportunity
Market in Brief
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- Stalling attendance growth boosts media status
- Pulling power of sport retains top rights values
- Sports media audiences migrating online
- A pressing need to clear up clutter
- Market flat during recession
- Sport spotted as a driver of technological trading up
- Broadband opportunities are here – but a truly mobile market must wait
- Convergence the long-term goal
- Readers deserting newspapers – but not newspaper brands
- Setanta extends sports TV’s reach
- Online migration to spark new wave of radio?
- More and more playing the numbers game
Internal Market Environment
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- Key points
- Interest in sport: Losing its appeal?
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- Figure 1: Any interest in named sports/pastimes, 2004-08
- Recession: No time to be playing games
- Sports media consumers searching for stars
- Spectator sports: Hard core fans v day-trippers
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- Figure 2: Sports/pastimes paid to watch at venue in the past 12 months, 2004-08
- Attendance levels: Peak or plateau?
- Sports participation: Inspiration 1 Recession 1
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- Figure 3: Sports/pastimes played or taken part in regularly, 2004-08
- Access to media: More platforms or fewer?
- Sport can stay with satellite minority or court Freeview majority
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- Figure 4: UK multichannel TV penetration, by platform, 2005-09*
- High hopes for high-definition
- No cable or satellite, little access to sport
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- Figure 5: Sports coverage on television, by platform, 2005 and 2007
- Newspaper circulations: Sport drives volumes, not advertising
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- Figure 6: UK newspapers* volume forecast, 2003-12
- It’s the message, not the medium
- Internet access: Fewer divisions in connectivity league
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- Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender and age, 2003-08
- Broadband penetration the bigger issue for sport
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- Figure 8: Average broadband speeds over time, 2006-08
- Mobile internet closes in on convergence
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- Figure 9: Growth of PC-based and mobile internet active audiences, Q2 and Q3 2008
- Mobile web use led by young
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- Figure 10: Demographic profile of PC-based and mobile internet active audiences, by age, Q3, 2008
- Positive outlook for mobile sports sites
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- Figure 11: Most popular mobile web sites, Q3, 2008
- Cost of access: Risks of churn as yet uncertain
- Newspaper readers loyal to brands, not platforms
- Recession to spark radio renaissance?
- Listed events
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- Figure 12: ‘Listed’ sporting events, 2009
- Sports media teamed up with bookmakers
- Prices still right(s)
Broader Market Environment
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- Key points
- Sports fans still spending on media
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- Figure 13: Areas where consumers would cut back spending, July 2008
- Population trends: How to get pensioners into the game?
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- Figure 14: Trends in the age structure of the UK population, by gender, 2003-13
- Able to spend – but willing to do so?
- Access to technology: Mobile makes first move
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- Figure 15: Trends in digital device usage, 2007-08
Competitive Context
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- Key points
- Sport prominent in the mainstream
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- Figure 16: Interest in leisure activities and hobbies, 2004-08
- Television: Major events still winning ratings gold
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- Figure 17: Most popular television programmes, by channel, w/e 18 January 2009
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- Figure 18: Most-viewed televised sports events, 2008
- Individual sports: A hierarchy of popularity
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- Figure 19: Live sports event television audiences, by sport, November 2008
- Channel competition: Setanta passes Eurosport
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- Figure 20: Sports channel shares of viewing, October-December 2008
- Newspaper: Tabloid width, broadsheet depth
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- Figure 21: UK newspapers market shares, 2007
- Magazines: Setting the sports market free
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- Figure 22: Leading non-women’s interest magazine sectors*, by average net circulation per issue, June 2008
- The internet: Is sport an unwelcome distraction?
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- Figure 23: Trends in websites browsed for information purposes in the last three months, 2005-08
Strengths and Weaknesses in the Market
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- Strengths
- Cost
- Potential for convergence
- Access
- Interest
- Strong brands
- Weaknesses
- Clutter
- Balance of coverage
- Multi-platform requirements
- Cost of rights
- Population structure
Who's Innovating?
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- Key points
- 3D TV comes into focus
- A game of tag(s)
- Convergence now about more than technology
- Chalk and talk
- Media enters the arena
- Rights holders doin’ it for themselves
Sport on Television
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- Key points
- Countering the growing threat of the web
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- Figure 24: Sports/pastimes watched on TV, 2004-08
- Satellite sport now routine, terrestrial turns event-driven
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- Figure 25: UK sports television output, 2003-07
- HD an opportunity for sport; sport an opportunity for HD
- Athletics: Coverage bounces back
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- Figure 26: Television coverage of athletics, by channel, 2005 and 2007
- Cricket: At the centre of the listing debate
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- Figure 27: Television coverage of cricket, by channel, 2005 and 2007
- Football: Setanta impact beginning to be felt
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- Figure 28: Television coverage of football, by channel, 2005 and 2007
- Golf: Setanta makes gains, but BSkyB secures key assets
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- Figure 29: Television coverage of golf, by channel, 2005 and 2007
- Horse racing: Current coverage under sustained threat
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- Figure 30: Television coverage of horse racing, by channel, 2005 and 2007
- Rugby league: New-style Super League to provide a needed boost
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- Figure 31: Television coverage of rugby league, by channel, 2005 and 2007
- Rugby union: World Cup rights up for grabs
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- Figure 32: Television coverage of rugby union, by channel, 2005 and 2007
- Tennis: More Sky coverage – Murray the carrot, Setanta the stick?
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- Figure 33: Television coverage of tennis, by channel, 2005 and 2007
Sport in Print
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- Key points
- Newspapers: A decline in readership – or just a switch?
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- Figure 34: Sports/pastimes read about in the papers, 2004-08
- Papers stick with core sports
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- Figure 35: Most popular newspaper websites, by UK unique audience, 2007-08
- Expansion of internet access heightens threat to print
- Giveaways boosting circulation and adsales
- Magazines: Free titles hit the front
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- Figure 36: Leading sports magazines, by average net circulation per issue, June 2008
Sport on the Radio
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- Key points
- Live commentary drives radio appeal
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- Figure 37: Listening figures, national sports-led radio stations*, July-September 2008
- Digital listening sees multi-platform growth
Sport on the Internet and Mobile Internet
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- Key points
- Internet the growth medium
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- Figure 38: Sports/pastimes looked up on the internet, 2007-08
- Rights holders eye up online distribution channels
- Old-fashioned syndication becomes modern-day collaboration
Profiles of Leading Sports Media
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- Key points
- Television: Setanta Sports
- Radio: BBC Radio 5 Live
- Newspaper: The Sunday Times
- Magazine: Sport
- Website: Sport365.com
- Mobile: Sky Sports Mobile
How do we Follow Sport in the Media?
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- Key points
- Key sports close TV door to newcomers
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- Figure 39: Media used to follow sport, November 2008
- Rights activations require multi-platform strategies
- Individual media know their strengths – and so do consumers
- Fans want to see the action, and on a big screen
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- Figure 40: Sports media paid for or subscribed to, November 2008
- Sky and Setanta: Competing rights bids, contrasting audiences
- Properties not yet playing in the broadcasters’ league
Attitudes Towards Sport and the Media
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- Key points
- Numbers add up
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- Figure 41: Attitudes towards sport and the media, November 2008
- Advertisers: Don’t interrupt us
- Is football still the driver of pay-TV subs?
- Personalities sell papers – and websites, and TV…
- …but less so in football than in other sports
- Pubs serve sport to the dish-less
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- Figure 42: Sports media habits and preferences, November 2008
- Focus on text, not print
- A need to cut through the online clutter
Changing Sport Consumption Habits?
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- Key points
- Subscription sports channels expected to tread water
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- Figure 43: Changes/planned changes in sports media consumption habits, November 2008
- More viewers now HD-ready…
- …but ‘red button’ proves a turn-off
- Sports media still a shop window for events
Sports Media Targeting Opportunities
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- Key points
- Identifying targets
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- Figure 44: Sport and the media target groups, November 2008
- Interactors
- Sky Vulnerables
- Pay For Sports
- Anti-commercialisation
- Uninterested
- PC functionality could improve pay-TV’s reception
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- Figure 45: How attitudinal groups differentiate on key attitudes, November 2008
- Sporting preferences reflect media choices
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- Figure 46: Sports followed in any media, by sport and the media target groups, November 2008
- The mainstream sticks to the familiar
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- Figure 47: Media used to follow any sports, by sport and the media target groups, November 2008
- Sky Vulnerables take flight online
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- Figure 48: Sports media paid for or subscribed to, by sport and the media target groups, November 2008
- Commercialisation issues need to be addressed
- Vulnerable to sporting tradition
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- Figure 49: Sports media habits and preferences, by sport and the media target groups, November 2008
Appendix – Broader Market Environment
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- Figure 50: Adult population trends, by lifestage, 2003-13
- Figure 51: Adult population trends, by socio-economic group, 2003-13
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Appendix – How do we Follow Sport in the Media?
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- Sports followed in any media – detailed demographics
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- Figure 52: Most popular sports followed in any media, by demographic sub-group, November 2008
- Figure 53: Next most popular sports followed in any media, by demographic sub-group, November 2008
- Media used to follow any sports – detailed demographics
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- Figure 54: Media used to follow any sports, by demographic sub-group, November 2008
- Paid/subscription sports media – detailed demographics
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- Figure 55: Sports media paid for or subscribed to, by demographic sub-group, November 2008
- Paid/subscription sports media, by sports followed
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- Figure 56: Sports media paid for or subscribed to, by most popular sports followed in any media, November 2008
- Figure 57: Sports media paid for or subscribed to, by next most popular sports followed in any media, November 2008
- Paid/subscription sports media, by media used
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- Figure 58: Sports media paid for or subscribed to, by media used to follow any sports, November 2008
- Combinations of paid/subscription sports media
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- Figure 59: Sports media paid for or subscribed to, by other sports media paid for or subscribed to, November 2008
Appendix – Attitudes Towards Sport and the Media
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- Attitudes towards sport and the media – detailed demographics
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- Figure 60: Most popular attitudes towards sport and the media, by demographic sub-group, November 2008
- Figure 61: Next most popular attitudes towards sport and the media, by demographic sub-group, November 2008
- Attitudes, by sports followed
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- Figure 62: Attitudes towards sport and the media, by most popular sports followed in any media, November 2008
- Figure 63: Attitudes towards sport and the media, by next most popular sports followed in any media, November 2008
- Attitudes, by media used
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- Figure 64: Attitudes towards sport and the media, by media used to follow any sports, November 2008
- Attitudes, by paid/subscription sports media
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- Figure 65: Attitudes towards sport and the media, by sports media paid for or subscribed to, November 2008
- Combinations of attitudes
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- Figure 66: Attitudes towards sport and the media, by most popular other attitudes towards sport and the media, November 2008
- Figure 67: Attitudes towards sport and the media, by next most popular other attitudes towards sport and the media, November 2008
- Habits and preferences – detailed demographics
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- Figure 68: Sports media habits and preferences, by demographic sub-group, November 2008
- Habits and preferences, by sports followed
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- Figure 69: Sports media habits and preferences, by most popular sports followed in any media, November 2008
- Figure 70: Sports media habits and preferences, by next most popular sports followed in any media, November 2008
- Habits and preferences, by media used
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- Figure 70: Sports media habits and preferences, by media used to follow and sports, November 2008
- Habits and preferences, by paid/subscription sports media
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- Figure 71: Sports media habits and preferences, by sports paid for or subscribed to, November 2008
- Habits and preferences, by attitudes
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- Figure 72: Sports media habits and preferences, by most popular attitudes towards sport and the media, November 2008
- Figure 73: Sports media habits and preferences, by next most popular attitudes towards sport and the media, November 2008
- Combinations of habits and preferences
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- Figure 74: Sports media habits and preferences, by other sports media habits and preferences, November 2008
Appendix – Changing Sports Consumption Habits?
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- Changes made – detailed demographics
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- Figure 75: Most popular changes in sports media consumption habits over the last 12 months, by demographic sub-group, November 2008
- Figure 76: Next most popular changes in sports media consumption habits over the last 12 months, by demographic sub-group, November 2008
- Changes planned – detailed demographics
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- Figure 77: Most popular planned changes in sports media consumption habits over the next 12 months, by demographic sub-group, November 2008
- Figure 78: Next most popular planned changes in sports media consumption habits over the next 12 months, by demographic sub-group, November 2008
- Changes/planned changes, by sports followed
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- Figure 79: Changes/planned changes in sports media consumption habits, by most popular sports followed in any media, November 2008
- Figure 80: Changes/planned changes in sports media consumption habits, by next most popular sports followed in any media, November 2008
- Changes/planned changes, by media used
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- Figure 81: Changes/planned changes in sports media consumption habits, by media used to follow any sports, November 2008
- Changes/planned changes, by paid/subscription sports media
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- Figure 82: Changes/planned changes in sports media consumption habits, by sports media paid for or subscribed to, November 2008
- Changes/planned changes, by attitudes
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- Figure 83: Changes/planned changes in sports media consumption habits, by most popular attitudes to sport and the media, November 2008
- Figure 84: Changes/planned changes in sports media consumption habits, by next most popular attitudes to sport and the media, November 2008
- Changes/planned changes, by habits and preferences
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- Figure 85: Changes/planned changes in sports media consumption habits, by sports media habits and preferences, November 2008
- Changes/planned changes, by changes already done
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- Figure 86: Changes/planned changes in sports media consumption habits, by most popular changes in sports media consumption habits over the last 12 months, November 2008
- Figure 87: Changes/planned changes in sports media consumption habits, by next most popular changes in sports media consumption habits over the last 12 months, November 2008
- Changes/planned changes, by changes planned to do in future
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- Figure 88: Changes/planned changes in sports media consumption habits, by most popular planned changes in sports media consumption habits over the next 12 months, November 2008
- Figure 89: Changes/planned changes in sports media consumption habits, by next most popular planned changes in sports media consumption habits over the next 12 months, November 2008
Appendix – Sports Media Targeting Opportunities
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- Figure 90: Attitudes towards sport and the media, by sport and the media target groups, November 2008
- Figure 91: Sport and the media target groups, by demographic sub-group, November 2008
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- Figure 92: Changes/planned changes in sports media consumption habits, by sport and the media target groups, November 2008
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