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Sport and The Media - UK - January 2005

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
Lifestage and Special Groups
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Sport exposure for all
All-year-round commitment
Broadening of platforms and content
Jazzing up non-media-friendly sports
Part work magazines for minority sports
SUMMARY OF KEY REPORT FINDINGS
The market for sports and media
A competitive rights market
Major players in the industry
Sports media fans
Consumer needs
Future market development
MARKET FACTORS
Interest in sport
Figure 1: Interest in named sports/pastimes among UK adults, 2001-04
Sports participation levels
Figure 2: Regular participation in sports, 2001-04
Sports paid to watch
Figure 3: Paid to watch sporting events, 2001-04
Cable/satellite television penetration
Figure 4: UK multichannel households, by platform, 1998-2004
Internet usage
Figure 5: British Internet Penetration, by gender, 2001-04
Growth of television sports programming
Figure 6: Sports coverage on television, by channel, 2001 and 2003
Newspaper circulation
Figure 7: Leading national daily newspaper circulations, 2003 and 2004
Figure 8: Selected national Sunday newspaper circulations, 2002 and 2003
Demographics
Figure 9: Total population, by age group and gender, 2000-08
Income and expenditure
Figure 10: Trends in personal disposable income and consumer expenditure, 1999-2009
Leisure time and spending
Figure 11: Annual hours of leisure, 1999-2008
Major events
Figure 12: Selected non-annual major international sporting events, 2003 and 2004
Listed events
Figure 13: Listed major sporting events
SPORT ON TELEVISION
Figure 14: UK sports television output, 2001 and 2003
Digital interactive services
Figure 15: Technology usage, 2002-04
Television coverage of athletics
Figure 16: Television coverage of athletics, by channel, 2001 and 2003
Television coverage of cricket
Figure 17: Television coverage of cricket, by channel, 2001 and 2003
Television coverage of football
Figure 18: Television coverage of football, by channel, 2001 and 2003
Television coverage of golf
Figure 19: Television coverage of golf, by channel, 2001 and 2003
Television coverage of horse racing
Figure 20: Television coverage of horse racing, by channel, 2001 and 2003
Television coverage of rugby league
Figure 21: Television coverage of rugby league, by channel, 2001 and 2003
Television coverage of rugby union
Figure 22: Television coverage of rugby union, by channel, 2001 and 2003
Television coverage of tennis
Figure 23: Television coverage of tennis, by channel, 2001 and 2003
SPORT NEWSPAPER COVERAGE
Figure 24: Weekend newspaper sports coverage (Saturday-Monday), November 2004
Figure 25: Percentage of sports coverage devoted to each major sport in Saturday newspapers, November 2004
Figure 26: Percentage of sports coverage devoted to each major sport in Sunday newspapers, November 2004
Figure 27: Percentage of sports coverage devoted to each major sport in Monday newspapers, November 2004
Football coverage in newspapers
Figure 28: Saturday newspaper football coverage, by type, November 2004
Figure 29: Sunday newspaper football coverage, by type, November 2004
Figure 30: Monday newspaper football coverage, by type, November 2004
SPECIALIST SPORT MAGAZINES
Figure 31: Leading sports magazines, 2004
Figure 32: Leading men's magazines, January-June 2004
SPORTS RADIO
Figure 33: Listening figures, national sports-led radio stations, July-September 2004
Figure 34: Access to digital radio, 2002-04
SPORT ON THE INTERNET
Figure 35: Usage of Internet dial-up and broadband services at home, 2002-04
Figure 36: Website traffic, selected football sites, 2001-03
SPORT AND MOBILE PHONES
Figure 37: Technology usage, 2002-04
PROFILES OF LEADING SPORTS MEDIA
Cable/satellite television: Sky Sports
Radio: talkSPORT
Specialist magazine: FourFourTwo
Terrestrial television: ITV Sport
Newspaper: The Daily Telegraph and The Sunday Telegraph
Internet: BBC Sport
THE CONSUMER
Sports media consumption habits
Figure 38: Sports media consumption, October 2004
Demographic analysis of most popular forms of sports media
Figure 39: Most popular forms of sports media, by gender, age, socio-economic group, marital and working status, October 2004
Figure 40: Most popular forms of sports media, by detailed lifestage groups, October 2004
Figure 41: Most popular forms of sports media, by region and ACORN categories, October 2004
Figure 42: Most popular forms of sports media, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
Next most popular forms of sports media examined by demographic sub-group
Figure 43: Next most popular forms of sports media, by gender, age, socio-economic group, marital and working status, October 2004
Figure 44: Next most popular forms of sports media, by detailed lifestage groups, October 2004
Figure 45: Next most popular forms of sports media, by region and ACORN categories, October 2004
Figure 46: Next most popular forms of sports media, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
 MOST POPULAR TYPES OF MEDIA SPORTS COVERAGE
Figure 47: Sports media coverage obtained, October 2004
Sports media by type of coverage
Figure 48: Sports media coverage obtained, by media, October 2004
 ATTITUDES TOWARDS MEDIA SPORTS COVERAGE
Figure 49: Attitudes towards UK media sports coverage, October 2004
Attitudes towards media and sport by sports media consumption
Figure 50: Attitudes towards sport and the media, by sports media obtained, October 2004
Attitudes towards sport and the media by type of coverage
Figure 51: Attitudes towards sport and the media, by type of coverage, October 2004
 SPORT AND THE MEDIA TARGET GROUPS
Sport Addicts (12% of the sample or 5.9 million adults)
Part-time Supporters (9% of the sample or 4.4 million adults)
Disillusioned (15% of the sample or 7.3 million adults)
Unsporting (64% of the sample or 31.2 million adults)
Figure 52: Target groups, by gender, age, socio-economic group, marital and working status, October 2004
Figure 53: Target groups, by detailed lifestage groups, October 2004
Figure 54: Target groups, by region and ACORN categories, October 2004
Figure 55: Target groups, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
Target groups by type of media
Figure 56: Target groups, by type of media, October 2004
 NUMBER OF SPORTS MEDIA USED
Figure 57: Number of sports media used, October 2004
Number of sports media used by type
Figure 58: Number of sports media used, by type of media, October 2004
Number of sports media used by target groups
Figure 59: Number of sports media used, by target groups, October 2004
THE CONSUMER – SPORTS MEDIA COVERAGE OBTAINED: DETAILED DEMOGRAPHICS
Demographic analysis of most popular types of media sports coverage
Figure 60: Most popular forms of sports media coverage obtained, by gender, age, socio-economic group, marital and working status, October 2004
Figure 61: Most popular forms of sports media coverage obtained, by detailed lifestage groups, October 2004
Figure 62: Most popular forms of sports media coverage obtained, by region and ACORN categories, October 2004
Figure 63: Most popular forms of sports media coverage obtained, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
Demographic analysis of next most popular types of media sports coverage
Figure 64: Next most popular forms of sports media coverage obtained, by gender, age, socio-economic group, marital and working status, October 2004
Figure 65: Next most popular forms of sports media coverage obtained, by detailed lifestage groups, October 2004
Figure 66: Next most popular forms of sports media coverage obtained, by region and ACORN categories, October 2004
Figure 67: Next most popular forms of sports media coverage obtained, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
THE CONSUMER – ATTITUDES TOWARDS SPORTS MEDIA: DETAILED DEMOGRAPHICS
Demographic analysis of most popular attitudes towards media sports coverage
Figure 68: Most popular forms of sports media coverage obtained, by gender, age, socio-economic group, marital and working status, October 2004
Figure 69: Most popular forms of sports media coverage obtained, by detailed lifestage groups, October 2004
Figure 70: Most popular forms of sports media coverage obtained, by region and ACORN categories, October 2004
Figure 71: Most popular forms of sports media coverage obtained, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
Demographic analysis of next most popular attitudes towards media sports coverage
Figure 72: Most popular forms of sports media coverage obtained, by gender, age, socio-economic group, marital and working status, October 2004
Figure 73: Most popular forms of sports media coverage obtained, by detailed lifestage groups, October 2004
Figure 74: Most popular forms of sports media coverage obtained, by region and ACORN categories, October 2004
Figure 75: Most popular forms of sports media coverage obtained, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
THE CONSUMER – NUMBER OF SPORTS MEDIA USED: DETAILED DEMOGRAPHICS
Figure 76: Number of sports media used, by gender, age, socio-economic group, marital and working status, October 2004
Figure 77: Number of sports media used, by detailed lifestage groups, October 2004
Figure 78: Number of sports media used, by region and ACORN categories, October 2004
Figure 79: Number of sports media used, by newspaper readership, commercial TV viewing, supermarket and Internet usage, October 2004
THE FUTURE
Legal challenges
Technology and digital convergence
Mobile on the move
Extra sources of revenue
FORECAST
Scenario 1
Figure 80: Forecast of sport and the media typologies, Scenario 1, 2004 and 2009
Scenario 2
Figure 81: Forecast of sport and the media typologies, Scenario 2, 2004 and 2009
Scenario 3
Figure 82: Forecast of sport and the media typologies, Scenario 3, 2004 and 2009

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