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Sport and The Media - UK - January 2007

ISSUES IN THE MARKET
Main issues
Definition
 ABBREVIATIONS
INSIGHTS AND OPPORTUNITIES
Getting mobile content moving
It’s good to talk (and shout)
Media idol
FAST FORWARD TRENDS
 TREND 1: “FAILURE TO LAUNCH”
Definition
Observations
Market touchpoints
 TREND 2: “EDUTAINMENT”
Definition
Observations
Market touchpoints
 TREND 3: “THE RITE STUFF”
Definition
Observations
Market touchpoints
 WHAT IS FAST FORWARD?
MARKET IN BRIEF
A mass market…
…but a rapidly fragmenting one
Consumer attitudes lag behind technological change…
…and one constant remains
More changing channels on TV
Specialists strongest in print
Streaming offers most net benefit
Mobile still in the starting blocks
Radio catches digital wave
INTERNAL MARKET ENVIRONMENT
Key points:
Interest in sport
Figure 1: Interest in named sports/pastimes, 2002-06
Participation in sport
Figure 2: Regular participation in sports, 2002-06
Spectating at sports events
Figure 3: Paid to watch sporting events, 2002-06
Access to media
Multichannel TV penetration
Figure 4: UK multichannel TV penetration, by platform, 2001-06
Balance of television sports coverage
Figure 5: Sports coverage on television, by channel, 2003 and 2005
Internet/broadband penetration
Figure 6: Home Internet access, 2002-06
Newspaper buying habits
Figure 7: National daily morning newspaper circulation trends, July-December 2006
Figure 8: National Sunday newspaper circulation trends, July-December 2006
Figure 9: Annual sales of paid-for regional newspapers, by volume, 2000-05
Event scheduling
Figure 10: Selected non-annual major sporting events, 2003-10
‘Listing’ of events
Figure 11: ‘Listed’ sporting events, 2007
BROADER MARKET ENVIRONMENT
Key points:
Population trends
Figure 12: Trends in the age structure of the UK population, by gender, 2001-11
Socio-economic trends
Figure 13: Forecast adult population trends, by socio-economic group, 2001-11
Lifestage trends
Figure 14: Forecast adult population trends, by lifestage, 2001-11
PDI and consumer expenditure
Figure 15: Trends in personal disposable income and consumer expenditure, 2001-11
COMPETITIVE CONTEXT
Key points:
Television
Rarity boosts sport’s ratings…
…but it struggles to compete regularly on terrestrial TV
Figure 16: Most-viewed multichannel television programmes, November 2006
Specialist magazines – a tough medium for sport
Figure 17: Leading non-women’s interest magazine sectors*, by average net circulation per issue, June 2006
Internet popularity limited by lack of live rights
Figure 18: Internet usage, by type of site accessed, 2002-06
One of the nation’s favourite pastimes
Figure 19: Interest in leisure activities and hobbies, 2002-06
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
Strengths
Weaknesses
WHO'S INNOVATING?
Casting the net wider
Extending access
Moving towards live streaming
Now on the small screen
Different approaches for different content
Significant revenue potential
Faller at the first
A tough market to tackle
Right concept, wrong execution?
THE IMPACT OF NEW MEDIA
Scenario 1 - Static
Figure 20: Forecast of sport and the media typologies, Scenario 1, 2006-11
Scenario 2 – Positive
Figure 21: Forecast of sport and the media typologies, Scenario 2, 2006-11
SPORT ON TELEVISION
Key points:
Terrestrial output decline continues
Figure 22: UK sports television output, 2000-05
Athletics
Figure 23: Television coverage of athletics, by channel, 2003 and 2005
Cricket
Figure 24: Television coverage of cricket, by channel, 2003 and 2005
Football
Figure 25: Television coverage of football, by channel, 2003 and 2005
Golf
Figure 26: Television coverage of golf, by channel, 2003 and 2005
Horseracing
Figure 27: Television coverage of horseracing, by channel, 2003 and 2005
Rugby league
Figure 28: Television coverage of rugby league, by channel, 2003 and 2005
Rugby union
Figure 29: Television coverage of rugby union, by channel, 2003 and 2005
Tennis
Figure 30: Television coverage of tennis, by channel, 2003 and 2005
SPORT IN PRINT
Key points:
Figure 31: Indexed UK retail sales of selected newspaper and magazine types, by volume, 2001-05
Newspapers
Circulation in decline
National still a non-starter
Greater differentiation likely
Restricted access to prompt a change of tack
Grass-roots potential
Magazines
Figure 32: Leading sports magazines, by average net circulation per issue, June 2006
SPORT ON THE RADIO
Key points:
talkSPORT benefits from World Cup output
Figure 33: Listening figures, national sports-led radio stations, July-September 2006
Rising DAB access boosts Five Live Sports Extra
SPORT ON THE INTERNET
Key points:
Sport news website usage stalls
Figure 34: Sport Internet site usage, 2002-06
Young demographic profile attractive to advertisers
Figure 35: Users of sports news Internet sites, by gender, age and socio-economic group, October 2006
BBC leads the way
Figure 36: Leading sports websites, by unique users, July 2006
Club content and major events drive traffic
Live action and legal action
Cracking down on illegal streaming
ICC ‘land grab’
BSkyB and BT looking to the future
SPORT ON MOBILE PHONES
Key points:
The right time for mobile TV?
Figure 37: Mobile phone usage, 2002-06
The role of sport
New football rights deal to change the face of mobile sport?
PROFILES OF LEADING SPORTS MEDIA
Television: Sky Sports
Radio: talkSPORT
Newspaper: The Daily Telegraph
Specialist magazine: FourFourTwo
Internet: BBC Sport
THE CONSUMER – HOW WE FOLLOW SPORT
Key points:
Two thirds of adults actively follow sport
Figure 38: Media regularly used to follow sport, 2004 and 2006
Who follows how?
Figure 39: Most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
Figure 40: Next most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
THE CONSUMER – PREPARED TO PAY?
Key points:
Live coverage the main revenue driver
Figure 41: Sports features willing to pay for, November 2006
Who is willing to pay?
Figure 42: Sports features willing to pay for, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
The pay-TV generation
A substitute for match-going
Regional demand
Mobile and website users to prove profitable targets
Figure 43: Sports features willing to pay for, by most popular medium regularly used to follow sport, November 2006
Figure 44: Sports features willing to pay for, by next most popular medium regularly used to follow sport, November 2006
THE CONSUMER – ATTITUDES TOWARDS SPORT AND THE MEDIA
Key points:
Inertia evident in consumer attitudes
Figure 45: Attitudes towards sport in the media, November 2006
Consumer attitudes – key demographics
Figure 46: Most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
Figure 47: Next most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
Newspaper sports coverage key for younger consumers
Older ABs reluctant to pay
Tabloids losing out to new media?
Freeviewers want it for free
Attitudes and media usage
Figure 48: Attitudes towards sport in the media, by most popular medium regularly used to follow sport, November 2006
Figure 49: Attitudes towards sport in the media, by next most popular medium regularly used to follow sport, November 2006
Website users opposed in principle to paying
Mobile users make time to watch
Tabloid readers accept the realities of modern sport
Figure 50: Sports features willing to pay for, by attitudes towards sport in the media, November 2006
THE CONSUMER – TARGET GROUPS AND MEDIA REPERTOIRE
Key points:
Addicts (11% of those who regularly follow sport, or 2.9 million adults aged 16+)
Freebies (22% of those who regularly follow sport, or 6 million adults aged 16+)
Paper Boys (22% of those who regularly follow sport, or 6.1 million adults aged 16+)
Off-liners (46% of those who regularly follow sport, or 12.7 million adults aged 16+)
Sports media target groups – who are they?
Figure 51: Consumer typologies, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
Sports media target groups – how do they follow sport?
Figure 52: Media regularly used to follow sport, by consumer typologies, November 2006
Sports media target groups – what will they pay for?
Figure 53: Sports features willing to pay for, by consumer typologies, November 2006
 MEDIA REPERTOIRES – HOW MUCH SPORTS MEDIA DO PEOPLE CONSUME?
Figure 54: Media repertoire groups, November 2006
Media repertoires – key demographics
Figure 55: Media repertoires, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
Media repertoires – what will they pay for?
Figure 56: Sports services prepared to pay for, by repertoire group, November 2006
Media repertoires and attitudes towards sports media
Figure 57: Attitudes towards sport and the media, by repertoire group, November 2006

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