Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer expenditure on spectator sport attendance, 2007-17
- Olympics deliver growth with little collateral damage
- Football’s fortunes to determine future rates of growth
- Market drivers
- Affordability makes access a major concern
- Sports media platforms continue to boom
- Market segmentation
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- Figure 2: Spectator sport attendances, by sport/competition, 2012
- Weather hits horseracing as rugby league steps up
- The consumer
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- Figure 3: Experience of watching live sport in the past 12 months, February 2012
- A British winner and free TV drive tennis towards the top
- Younger fans most willing to watch beyond the mainstream
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- Figure 4: Attitudes towards Olympic sports, February 2013
- Audiences not yet acting on post-Games interest
- What we think
Issues in the Market
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- What has been the early legacy of London 2012 for Olympic sports?
- Are fans beginning to turn against ticket prices?
- How can other sports step out of the shadow of football?
- What will be the role of mobile in spectator sport’s media mix?
- Where can spectator sports gain most value from social media?
Trend Application
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- Trend: Secret, Secret
- Trend: Guiding Choice
- Mintel Futures: Human
Market Drivers
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- Key points
- Travel times make spectator sport a long day out
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- Figure 5: Distribution of professional spectator sports venues, by region, March 2013
- Pricing strategies get sophisticated
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- Figure 6: Major event ticket prices, 2013
- Spare capacity to shift focus of stadium investment
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- Figure 7: Stadium utilisation rates* for selected leading spectator sports, 2010/11 and 2011/12
- Can sports and venues pick up the Olympic baton?
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- Figure 8: Breakdown of London Olympic Games ticket sales, 2012
- A record year for televised sport
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- Figure 9: Most watched televised sports events in the UK, 2012
- Live sport blends video, data and banter online
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- Figure 10: Internet usage, by age, Q3 2012
- Stronger showing for small screens in home than in stadia
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- Figure 11: Household/personal ownership of consumer technology products, July and September 2012
- An uncertain outlook on the weather front
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- Figure 12: UK weather trends, 1971-2000 and 2006-12
Who’s Innovating?
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- Key points
- Pay-as-you-go opens alternative payment methods
- Pitching to the local community
- Tweets on tour
- Nostalgia – business of the future?
- Mapping out new pitch views
- Ref’s eye view, ref’s ear sound
- Niche players ready to cross the media Street
- Home games on the road
Market Size and Forecast
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- Key points
- London 2012 hangover quick to wear off
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- Figure 13: Consumer expenditure on attending live spectator sport, 2007-17
- Forecast
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- Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Olympics sprinkle gold on market as a whole
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- Figure 15: UK spectator sport attendances, by leading segments, 2012
- Cricket
- Attendances
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- Figure 16: Attendance trends for major English cricket competitions, 2008-13
- Figure 17: Attendance trends for major English cricket competitions, 2008-12
- Stadium development
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- Figure 18: First class county cricket ground capacities, 2013
- Media coverage
- Football
- Attendances
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- Figure 19: Attendance trends for English league football, 2008/09-2012/13
- Figure 20: Attendance trends for English league football, by division, 2007/08-2011/12
- Figure 21: FA Premier League attendances and utilisation rates, by club, 2011/12 season
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- Figure 22: Championship attendances and utilisation rates, by club, 2011/12 season
- Stadium development
- Media coverage
- Golf
- Attendances
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- Figure 23: Attendance trends at major UK golf tournaments, 2008-13
- Figure 24: Attendance at selected major UK golf tournaments, 2008-12
- Media coverage
- Horseracing
- Attendances
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- Figure 25: UK horseracing attendance trends, 2008-13
- Figure 26: UK horseracing attendances, by month, 2012
- Racecourse development
- Media coverage
- Rugby league
- Attendances
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- Figure 27: Super League attendances, by club, 20112
- Stadium development
- Media coverage
- Rugby union
- Attendances
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- Figure 28: Premiership rugby union attendances, 2008/09-2012/13
- Figure 29: Premiership rugby union attendances, by club, 2012/13*
- Stadium development
- Media coverage
- Tennis
- Attendances
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- Figure 30: Attendance trends at major UK tennis tournaments, 2008-13
- Figure 31: Attendance trends at major UK tennis tournaments, by event, 2008-12
- Stadium development
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- Figure 32: Selected tennis stadium capacities, 2013
- Media coverage
Methods of Watching Live Sport
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- Key points
- Tennis courts centre stage
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- Figure 33: Methods of watching live sport, February 2013
- Spectators now a richer crowd
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- Figure 34: Live event attendance, by household income, February 2013
- Young prepared to watch beyond the mainstream
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- Figure 35: Interest in ‘other’ sports, by method of watching live, by age, February 2013
- Web access to get the countryside onside
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- Figure 36: Watching live football online, by area of residence, February 2013
Watching Olympic Sports
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- Key points
- Legacy apples fall close to London 2012 tree
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- Figure 37: Olympic sports watched live, February 2013
- A Games for all (who could afford them)?
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- Figure 38: Spectating at Olympic sports, during and since London 2012 Games, by household income, February 2013
- Olympic sports well placed to compete on cost
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- Figure 39: Spectating at Olympic sports, during and since London 2012 Games, by socio-economic status, February 2013
Attitudes Towards Olympic Sports
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- Key points
- Teenage enthusiasm draws parents to new sports
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- Figure 40: Attitudes towards Olympic sports, February 2013
- Women ready to watch – but need help to work out when
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- Figure 41: Interest in watching Olympic sports other than football live on TV, by gender, February 2013
- Olympic excitement quick to fade
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- Figure 42: Loss of interest in Olympic sports post-London 2012, by age, February 2013
- Do we want to pay for the sport – or the event around it?
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- Figure 43: Interest in watching Olympic sports live at an event post-London 2012, by household income, February 2013
Barriers to Watching Live Sport
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- Key points
- Prices and incomes put squeeze on spectator segment
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- Figure 44: Barriers to watching live sport, February 2013
- TV experience can keep disaffected on the sofa
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- Figure 45: Agreement with the statement ‘I can afford tickets but I won’t buy them because they are overpriced’, by sports watched live in the past 12 months, February 2013
- Expanding knowledge to keep up with broadening interests
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- Figure 46: Knowledge barriers to watching live sports events, by age, February 2013
- Scandal only hurts when it hits fans in the pocket
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- Figure 47: Loss of interest in watching sport because of scandal, by sports watched live in past 12 months, February 2013
Attitudes Towards Live Sport
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- Key points
- HDTV sharpens up television’s alternative offer
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- Figure 48: Attitudes towards live sport, February 2013
- Olympics expand the pub crowd
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- Figure 49: Enjoyment of watching live televised sport in a pub, bar, cinema or public space, by household income, February 2013
- Spectator sport as an older family occasion
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- Figure 50: Agreement with the statement ‘Live sports events should be more of an ‘occasion’’, by age, February 2013
- Wired stadia the key for fans to connect with sports media
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- Figure 51: Interest in reading/posting to social media while watching live sport, by experience of live Olympic sports, February 2013
A Female Olympic Dividend – CHAID Analysis
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- Methodology
- Women’s interest an opportunity for niche sports to break the mould
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- Figure 52: Spectator sports – CHAID – Tree output, March 2013
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- Figure 53: Spectator Sports – CHAID – Table output, March 2013
Appendix – Market Drivers
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- Figure 54: Distribution of professional spectator sports venues, by region and sport, March 2013
- Figure 55: Trends in the cost of petrol and diesel, October 2009-December 2012
- Figure 56: GfK NOP Consumer Confidence Index, January 1988-January 2012
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- Figure 57: UK multichannel TV penetration, by platform, 2007-12
- Figure 58: UK weather trends, 2006-12
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Appendix – Market Size and Forecast
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- Figure 59: Forecast of consumer expenditure on attending live spectator sports, 2012-17
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Appendix – Methods of Watching Live Sport
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- Figure 60: Most popular sports watched live (any method), by demographics, February 2013
- Figure 61: Next most popular sports watched live (any method), by demographics, February 2013
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- Figure 62: Other sports watched live (any method), by demographics, February 2013
- Figure 63: Most popular sports watched live at the event, by demographics, February 2013
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- Figure 64: Next most popular sports watched live at the event, by demographics, February 2013
- Figure 65: Other sports watched live at the event, by demographics, February 2013
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- Figure 66: Most popular sports watched live on TV in home, by demographics, February 2013
- Figure 67: Next most popular sports watched live on TV in home, by demographics, February 2013
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- Figure 68: Other sports watched live on TV in home, by demographics, February 2013
- Figure 69: Most popular sports watched live on TV outside the home, by demographics, February 2013
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- Figure 70: Next most popular sports watched live on TV outside the home, by demographics, February 2013
- Figure 71: Other sports watched live on TV outside the home, by demographics, February 2013
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- Figure 72: Sports watched live on the internet, by demographics, February 2013
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Appendix – Watching Olympic Sports
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- Figure 73: Olympic sports watched live, by demographics, February 2013
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Appendix – Attitudes Towards Olympic Sports
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- Figure 74: Most popular attitudes towards Olympic sports, by demographics, February 2013
- Figure 75: Next most popular attitudes towards Olympic sports, by demographics, February 2013
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- Figure 76: Attitudes towards Olympic sports, by most popular attitudes towards Olympic sports, February 2013
- Figure 77: Attitudes towards Olympic sports, by next most popular attitudes towards Olympic sports, February 2013
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- Figure 78: Attitudes towards Olympic sports, by Olympic sports watched live, February 2013
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Appendix – Barriers to Watching Live Sport
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- Figure 79: Most popular barriers to watching live sport, by demographics, February 2013
- Figure 80: Next most popular barriers to watching live sport, by demographics, February 2013
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- Figure 81: Barriers to watching live sport, by most popular barriers to watching live sport, February 2013
- Figure 82: Barriers to watching live sport, by next most popular barriers to watching live sport, February 2013
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- Figure 83: Barriers to watching live sport, by most popular methods of watching live sport, February 2013
- Figure 84: Barriers to watching live sport, by next most popular methods of watching live sport, February 2013
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- Figure 85: Barriers to watching live sport, by other methods of watching live sport, February 2013
- Figure 86: Barriers to watching live sport, by Olympic sports watched live, February 2013
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Appendix – Attitudes Towards Live Sport
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- Figure 87: Most popular attitudes towards live sport, by demographics, February 2013
- Figure 88: Next most popular attitudes towards live sport, by demographics, February 2013
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- Figure 89: Attitudes towards live sport, by most popular attitudes towards live sport, February 2013
- Figure 90: Attitudes towards live sport, by next most popular attitudes towards live sport, February 2013
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- Figure 91: Attitudes towards live sport, by most popular barriers to watching live sport, February 2013
- Figure 92: Attitudes towards live sport, by next most popular barriers to watching live sport, February 2013
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- Figure 93: Attitudes towards live sport, by most popular methods of watching live sport, February 2013
- Figure 94: Attitudes towards live sport, by next most popular methods of watching live sport, February 2013
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- Figure 95: Attitudes towards live sport, by other methods of watching live sport, February 2013
- Figure 96: Attitudes towards live sport, by Olympic sports watched live, February 2013
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