Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of consumer expenditure on spectator sports, 2006-16
- More major events can provide an echo of Olympic spikes
- Market factors
- Ability to spend threatens willingness to spend
- Olympic year slows sport’s decline on free TV
- Market segmentation
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- Figure 2: UK spectator sports market size (volume), by segment, 2011
- Football dominates but others succeed in its shadow
- The consumer
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- Figure 3: Experience of live spectator sport, February 2012
- More viewers than spectators, but churn a greater risk on TV
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- Figure 4: Attitudes towards sports event attendance, February 2012
- Core audiences trade down to TV in face of rising ticket prices
- What we think
Issues in the Market
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- Are the 2012 Olympics an opportunity or a threat for other sports events?
- What impact will technology have on the spectator sport experience?
- Are ticket prices too high?
- Can the spectator sport experience compete with other leisure alternatives?
- Will the web rival TV as a platform for watching spectator sport?
Future Opportunities
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- Trend: Experience is All
- Trend: Collective Intelligence
Internal Market Environment
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- Key points
- Sporting interests media-led
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- Figure 5: Interest in named sports/pastimes, 2009-11
- Televised sport makes ever-more specialist viewing
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- Figure 6: Trends in TV coverage of sports in the UK, by platform, 2007-11
- Pay platforms deliver depth, but terrestrial showpieces still carry clout
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- Figure 7: Trends in UK coverage of most-televised sports, 2007-11
- A key player for papers, but a spectator in the magazine market
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- Figure 8: Sports magazine circulations, 2009-11
- New media – old sources
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- Figure 9: Most popular sports websites, UK internet users only, February 2012
- Event experience adds up to more than the price on the ticket
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- Figure 10: Major event ticket prices, 2010-12
- Flexible capacities, flexible prices
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- Figure 11: Utilisation rates for selected leading sports, 2011/12
- The Olympic effect: Host local, attract global
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- Figure 12: Expected audience for Olympic and paralympic games, 2012
Broader Market Environment
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- Key points
- Economy
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- Figure 13: Employment and unemployment, by gender, 2006-16
- Ageing sports fans retire to the television
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- Figure 14: Trends in the age structure of the UK population, by gender, 2006-16
- Upscale spectators expecting venues to up their game
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- Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
- Live sport still key for pay TV
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- Figure 16: UK multichannel TV penetration, by platform, 2006-11
- Broadband can speed moves towards platform neutrality
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- Figure 17: Broadband penetration, by demographics, 2006-11
- Device proliferation keep sports fans on the ball
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- Figure 18: Digital device ownership, 2009-11
- Tactics to avoid being beaten by the weather
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- Figure 19: UK weather trends, 2006-11
- Petrol prices add to an expensive day out
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- Figure 20: Trends in the cost of petrol and diesel, 2007-11
Competitive Context
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- Key points
- Attendance and viewership in two different leagues
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- Figure 21: Most popular spectator and television sports, 2011
- Getting on the same team for major Olympic competition
- More players than viewers or spectators
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- Figure 22: Participation in leisure activities, 2011
- Occasion pricing precludes regular visiting
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- Figure 23: Market value of selected leisure industries, 2006-11
Who’s Innovating?
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- Key points
- Looking at a gift in horseracing’s mouth
- Fans go for second screen
- Take your seats...
- A new Pro-Am event
- Social stadiums need new network connections
- Putting the social in media coverage
Market Size and Forecast
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- Key points
- Volume trends suggest a market driven by regulars
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- Figure 24: Number of adults paying to watch sports, 2009-11
- Major events top up rising revenues
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- Figure 25: Spectator sports market size, by value, 2006-16
- Forecast
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- Figure 26: Forecast of consumer expenditure on spectator sports, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Football the dominant sport – but not the fastest-growing one
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- Figure 27: UK spectator sport attendances, by leading segments, 2011
- Cricket
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- Figure 28: Attendance trends for major English cricket competitions, 2007-12
- Figure 29: Attendance trends for major English cricket competitions, 2007-11
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- Figure 30: First class county cricket clubs by capacity, 2011/12
- Football
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- Figure 31: Attendance trends for English league football, 2007/08-2012/13
- Figure 32: Attendance trends for English league football by division, 2006/07-2010/11
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- Figure 33: FA Premier League attendances and utilisation rates, by club, 2011/12 season*
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- Figure 34: Championship attendances and utilisation rates, by club, 2011/12 season*
- Golf
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- Figure 35: Attendance trends at major UK golf tournaments, 2007-12
- Figure 36: Attendance at selected major UK golf tournaments, 2006-11
- Horseracing
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- Figure 37: Attendance trends for UK horseracing meetings, 2007-12
- Figure 38: Attendance at UK horseracing meetings, by month, 2011
- Figure 39: Horseracing meeting attendances, by type of meeting, 2011
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- Figure 40: Top 10 racecourse attendances, 2011
- Rugby league
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- Figure 41: Attendance trends at Super League rugby league matches*, 2007-12
- Figure 42: Attendance at Super League rugby league matches, by club, 2011
- Rugby union
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- Figure 43: Attendance trends for Premiership Rugby Union*, 2006/07-2011/12
- Figure 44: Attendances at Premiership Rugby Union matches, by club, 2011/12*
- Tennis
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- Figure 45: Attendance trends at major UK tennis tournaments, 2007-12
- Figure 46: Attendance trends at major UK tennis tournaments, by event, 2007-11
Consumers’ Experience of Live Sport
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- Key points
- Fans stick with sport, but seek more flexible ways of funding
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- Figure 47: Experience of live spectator sport, March 2011-February 2012
- 2012’s opportunity to bring out the in-home audience
- Pub audiences can transfer to the stadium
Most Popular Spectator Sports
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- Key points
- Women line up for the live experience
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- Figure 48: Most popular spectator sports, February 2012
- Sport screened on terrestrial tops the charts
- Web streaming offers more viewing options
Attitudes Towards Attending Live Sports Events
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- Key points
- Prices and perceptions putting people off
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- Figure 49: Attitudes towards sports event attendance, February 2012
- Family and friends get on at the match
- Another Olympic target proving difficult to hit
Attitudes Towards Watching Live Sport on Television or Online
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- Key points
- An appointment on the sofa with sport’s latest soap
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- Figure 50: Attitudes towards live media coverage of sport, February 2012
- Second screen accesses the bigger picture
- Economic climate blunts interest in technology?
- TV can turn careful spenders into impulse attenders
Appendix – Internal Market Environment
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- Figure 51: Ticket prices, The Championships, Wimbledon (tennis), 2012
- Figure 52: FA Premier League (football) season ticket prices, 2011/12
- Figure 53: Cricket ticket prices, 2012
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- Figure 54: Rugby union ticket prices, 2012
- Figure 55: Ticket prices, The Grand National (horseracing), 2012
- Figure 56: Ticket prices, British Formula 1 Grand Prix (motorsport), 2012
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- Figure 57: Ticket prices, The Open (golf), 2012
- Figure 58: Ticket prices, Super League Magic Weekend (rugby league), 2012
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Appendix – Market Size and Forecast
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- Figure 59: Trends in paying to watch sporting events, by sport, 2009-11
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Appendix – Consumers’ Experience of Live Sport
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- Figure 60: Most common experience of live spectator sport, by demographics, February 2012
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- Figure 61: Next most common experience of live spectator sport, by demographics, February 2012
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- Figure 62: Other experience of live spectator sport, by demographics, February 2012
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- Figure 63: Experience of live spectator sport, by most common experience of live spectator sport, December 2011
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- Figure 64: Experience of live spectator sport, by next most common experience of live spectator sport, December 2011
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- Figure 65: Experience of live spectator sport, by other experience of live spectator sport, December 2011
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Appendix – Most Popular Spectator Sports
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- Figure 66: Most popular spectator sports attended live at the event, by demographics, February 2012
- Figure 67: Next most popular spectator sports attended live at the event, by demographics, February 2012
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- Figure 68: Most popular spectator sports on television, by demographics, February 2012
- Figure 69: Next most popular spectator sports on television, by demographics, February 2012
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- Figure 70: Other spectator sports on television, by demographics, February 2012
- Figure 71: Most popular spectator sports on radio, by demographics, February 2012
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- Figure 72: Most popular spectator sports on the internet, by demographics, February 2012
- Figure 73: Experience of live spectator sport, by most popular spectator sports at live at the event, February 2012
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- Figure 74: Experience of live spectator sport, by most popular spectator sports on the TV, February 2012
- Figure 75: Experience of live spectator sport, by next most popular spectator sports on the TV, February 2012
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- Figure 76: Experience of live spectator sport, by other spectator sports on the TV, February 2012
- Figure 77: Experience of live spectator sport, by least popular spectator sports on the TV, February 2012
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- Figure 78: Experience of live spectator sport, by most popular spectator sports on the radio, February 2012
- Figure 79: Experience of live spectator sport, by most popular spectator sports, February 2012
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Appendix – Attitudes Towards Attending Live Sports Events
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- Figure 80: Most popular attitudes towards sports event attendance, by demographics, February 2012
- Figure 81: Next most popular attitudes towards sports event attendance, by demographics, February 2012
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- Figure 82: Other attitudes towards sports event attendance, by demographics, February 2012
- Figure 83: Attitudes towards sports event attendance, by most popular attitudes towards sports event attendance, February 2012
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- Figure 84: Attitudes towards sports event attendance, by next most popular attitudes towards sports event attendance, February 2012
- Figure 85: Attitudes towards sports event attendance, by other attitudes towards sports event attendance, February 2012
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- Figure 86: Attitudes towards sports event attendance, by most common experience of live spectator sport, February 2012
- Figure 87: Attitudes towards sports event attendance, by next most common experience of live spectator sport, February 2012
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- Figure 88: Attitudes towards sports event attendance, by other experience of live spectator sport, February 2012
- Figure 89: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
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- Figure 90: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
- Figure 91: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
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- Figure 92: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
- Figure 93: Most popular spectator sports, by other attitudes towards sports event attendance, February 2012
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- Figure 94: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
- Figure 95: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
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- Figure 96: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
- Figure 97: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
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Appendix – Attitudes Towards Attending Live Sports Events
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- Figure 98: Most popular attitudes towards live media coverage of sport, by demographics, February 2012
- Figure 99: Next most popular attitudes towards live media coverage of sport, by demographics, February 2012
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- Figure 100: Other attitudes towards live media coverage of sport, by demographics, February 2012
- Figure 101: Attitudes towards live media coverage of sport, by most popular attitudes towards live media coverage of sport, February 2012
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- Figure 102: Attitudes towards live media coverage of sport, by next most popular attitudes towards live media coverage of sport, February 2012
- Figure 103: Attitudes towards live media coverage of sport, by other attitudes towards live media coverage of sport, February 2012
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- Figure 104: Experience of live spectator sport, by most popular attitudes towards live media coverage of sport, February 2012
- Figure 105: Experience of live spectator sport, by next most popular attitudes towards live media coverage of sport, February 2012
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- Figure 106: Experience of live spectator sport, by other attitudes towards live media coverage of sport, February 2012
- Figure 107: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
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- Figure 108: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
- Figure 109: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
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- Figure 110: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
- Figure 111: Most popular spectator sports, by other attitudes towards live media coverage of sport, February 2012
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- Figure 112: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
- Figure 113: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
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- Figure 114: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
- Figure 115: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
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