Spectator Sports - UK - April 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Flurry of special events allows other sports to pick up the Olympic baton
Figure 1: Forecast of consumer expenditure on attending live spectator sports, 2008-18
Market segmentation
Cricket had a bumper year in 2013
Figure 2: UK spectator sport attendances, by leading segments, 2012 and 2013
The consumer
More than half of consumers have been to a live sports event in the past year
Figure 3: Methods of watching live sport, February 2014
Consumers split between free and ‘paid-for’ services
Figure 4: Types of service used to watch stream live sport, February 2014
Device integration could change the way online sport is delivered
Figure 5: Devices used to stream live sport, February 2014
Sports broadcasters have to fight for viewers’ attention
Figure 6: Online activities performed whilst watching live sport, February 2014
Cost versus reward dilemma for spectators
Figure 7: Attitudes towards watching live sport, February 2014
Family-based ticket offers likely to boost gates
Figure 8: Ways to encourage live attendance, February 2014
What we think
ISSUES AND INSIGHTS
Sports reliant on British representation
The facts
The implications
Technology transforming viewing habits
The facts
The implications
TREND APPLICATION
Trend: Play Ethic
Trend: Locavore
Mintel futures: Access Anything Anywhere
MARKET DRIVERS
Key points
A hot, dry summer boosted outdoor sports in 2013
Figure 9: UK weather trends, 2012 and 2013
Increase in top-tier ticket pricing allows lowest band to remain the same
Figure 10: Major event adult ticket prices, 2014
Premier League nears full capacity in 2012/13
Figure 11: Stadium utilisation rates* for selected leading spectator sports, 2011/12 and 2012/13
Brits continue to back home-grown success in 2013
2014 sees the return of ‘special events’
Majority of televised sport requires a paid subscription
Figure 12: Listed sporting events, as of April 2014
WHO’S INNOVATING?
Key points
Bringing fans closer to the game through technology
Engaging with fans on social media
BT uses sport to drive wider business
Mobile ordering systems could boost secondary spend
MARKET SIZE AND FORECAST
Key points
Pull of major events to fill venues despite rising ticket prices
Figure 13: Consumer expenditure on attending live spectator sport, 2008-18
Forecast
Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Cricket had a bumper year in 2013
Figure 15: UK spectator sport attendances, by leading segments, 2012 and 2013
Cricket
Attendances
Figure 16: Attendance trends for major English cricket competitions, 2009-14
Figure 17: Attendance trends for major English cricket competitions, 2009-13
Stadium development
Figure 18: First class county cricket grounds capacities, 2014
Media coverage
Football
Attendances
Figure 19: Attendance trends for English league football, 2009/10-2013/14
Figure 20: Attendance trends for English league football, by division, 2008/09-2012/13
Figure 21: FA Premier League attendances and utilisation rates, by club, 2012/13 season
Figure 22: Championship attendance and utilisation rates, by club, 2012/13 season
Stadium development
Media coverage
Golf
Attendances
Figure 23: Attendance trends at major UK golf tournaments, 2009-14
Figure 24: Attendance at selected major UK golf tournaments. 2009-13
Media coverage
Horseracing
Attendances
Figure 25: UK horseracing attendance trends, 2009-14
Figure 26: UK horseracing attendances, by month, 2013
Racecourse development
Media coverage
Rugby league
Attendances
Figure 27: Super League attendances, by club, 2012/13
Stadium development
Media coverage
Rugby union
Attendances
Figure 28: Premiership rugby union attendances, 2009/10-2013/14
Figure 29: Premiership rugby union attendance, by club, 2013/14*
Stadium development
Media coverage
Tennis
Attendances
Figure 30: Attendance trends at major UK tennis tournaments, 2009-14
Figure 31: Attendance trends at major UK tennis tournaments, by event, 2009-13
Stadium development
Figure 32: Selected tennis stadium capacities, 2014
Media coverage
THE CONSUMER – METHODS OF WATCHING LIVE SPORT
Key points
Pull of British success suggests cricket may have a hangover in 2014
Figure 33: Methods of watching live sport, February 2014
Almost two thirds of football fans attend live games
Figure 34: Percentage of sports spectators who have been to a live event in the past 12 months, by sport, February 2014
Ticket prices and subscription costs restrict the reach of live sport
Figure 35: Methods of watching live sport, by consumers’ financial situation, February 2014
Almost a quarter of people watch more than six sports
Figure 36: Repertoire of live sports watched by any method, February 2014
Half of 16-34-year-olds now stream live sport
Figure 37: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
THE CONSUMER – STREAMING LIVE SPORT
Key points
Consumers split between free and ‘paid-for’ services
Figure 38: Types of service used to watch stream live sport, February 2014
Device integration could change the way online sport is delivered
Figure 39: Devices used to stream live sport, February 2014
Personal devices give those in larger homes a wider viewing choice
Figure 40: Devices used to stream live sport, by number of people in household, February 2014
THE CONSUMER – SPECTATORS’ ONLINE BEHAVIOUR
Key points
Sports broadcasters have to fight for viewers’ attention
Figure 41: Online activities performed whilst watching live sport, February 2014
Men ‘media mesh’, but women just as likely to ‘media stack’
Figure 42: Online activities performed whilst watching live sport, by gender, February 2014
Live streamers multi-task the most
Figure 43: Online activities performed whilst watching live sport, by methods of watching live sport, February 2014
THE CONSUMER – ATTITUDES TOWARDS WATCHING LIVE SPORT
Key points
Cost versus reward dilemma for spectators
Figure 44: Attitudes towards watching live sport, February 2014
Community is key for younger spectators
Figure 45: Attitudes towards watching live sport, by age, February 2014
World Cup gives green light to pop-up events
THE CONSUMER – WAYS TO ENCOURAGE LIVE ATTENDANCE
Key points
Family-based ticket offers likely to boost gates
Figure 46: Ways to encourage live attendance, February 2014
Over two thirds of 16-34s could be encouraged to attend more live events
Figure 47: Percentage of consumers who could be encouraged to attend more live sports games/events, by age, February 2014
Alternative ways to engage young fans
Figure 48: Ways to encourage live attendance, by age, February 2014
Figure 49: Distribution of professional spectator sports venues, by region and sport, March 2014
Four fifths of spectators who are put off by ticket prices, could be turned
Figure 50: Ways to encourage live attendance, by Attitudes towards watching live sport, February 2014
APPENDIX – MARKET SIZE
Figure 51: Forecast of consumer expenditure on attending live spectator sport, 2013-18
APPENDIX – THE CONSUMER – METHODS OF WATCHING LIVE SPORT
Figure 52: Methods of watching live sport, February 2014
Figure 53: Most popular sports watched live (any method), by demographics, February 2014
Figure 54: Next most popular sports watched live (any method), by demographics, February 2014
Figure 55: Other sports watched live (any method), by demographics, February 2014
Figure 56: Most popular sports watched live at the event, by demographics, February 2014
Figure 57: Next most popular sports watched live at the event, by demographics, February 2014
Figure 58: Other sports watched live at the event, by demographics, February 2014
Figure 59: Most popular sports watched live on TV at home, by demographics, February 2014
Figure 60: Next most popular sports watched live on TV at home, by demographics, February 2014
Figure 61: Other sports watched live on TV at home, by demographics, February 2014
Figure 62: Most popular sports watched live on TV elsewhere, by demographics, February 2014
Figure 63: Next most popular sports watched live on TV elsewhere, by demographics, February 2014
Figure 64: Other sports watched live on TV elsewhere, by demographics, February 2014
Figure 65: Most popular sports watched live on the internet, by demographics, February 2014
Figure 66: Next most popular sports watched live on the internet, by demographics, February 2014
Figure 67: Other sports watched live on the internet, by demographics, February 2014
Figure 68: Repertoire of live sports watched via any method, February 2014
Figure 69: Repertoire of live sports watched via any method, by demographics, February 2014
APPENDIX – THE CONSUMER – STREAMING LIVE SPORT
Figure 70: Types of service used to watch stream live sport, February 2014
Figure 71: Types of service used to stream live sport, by demographics, February 2014
Figure 72: Devices used to stream live sport, February 2014
Figure 73: Devices used to stream live sport, by demographics, February 2014
Figure 74: Types of service used to stream live sport, by devices used to stream live sport, February 2014
Figure 75: Devices used to stream live sport, by types of service used to stream live sport, February 2014
APPENDIX – THE CONSUMER – SPECTATORS’ ONLINE BEHAVIOUR
Figure 76: Online activities performed whilst watching live sport, February 2014
Figure 77: Online activities performed whilst watching live sport, by demographics, February 2014
Figure 78: Online activities performed whilst watching live sport, by demographics, February 2014 (continued)
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS WATCHING LIVE SPORT
Figure 79: Attitudes towards watching live sport, February 2014
Figure 80: Attitudes towards watching live sport, by demographics, February 2014
Figure 81: Attitudes towards watching live sport, by demographics, February 2014 (continued)
Figure 82: Attitudes towards watching live sport, by demographics, February 2014 (continued)
Figure 83: Attitudes towards watching live sport, by sports watched live (any method), February 2014
Figure 84: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
Figure 85: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
APPENDIX – THE CONSUMER – WAYS TO ENCOURAGE LIVE ATTENDANCE
Figure 86: Ways to encourage live attendance, February 2014
Figure 87: Ways to encourage live attendance, by demographics, February 2014
Figure 88: Ways to encourage live attendance, by demographics, February 2014 (continued)
Figure 89: Ways to encourage live attendance, by ways to encourage live attendance, February 2014
Figure 90: Ways to encourage live attendance, by ways to encourage live attendance, February 2014 (continued)
Figure 91: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014
Figure 92: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
Figure 93: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
Figure 94: Ways to encourage live attendance, by sports watched live (any method), February 2014
Figure 95: Ways to encourage live attendance, by sports watched live (any method), February 2014 (continued)
Figure 96: Ways to encourage live attendance, by sports watched live (any method), February 2014