Spectator Sports - UK - April 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
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
Figure 2: Spectator sport attendances, by sport/competition, 2012
Weather hits horseracing as rugby league steps up
The consumer
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
Figure 4: Attitudes towards Olympic sports, February 2013
Audiences not yet acting on post-Games interest
What we think
ISSUES IN THE MARKET
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
Trend: Secret, Secret
Trend: Guiding Choice
Mintel Futures: Human
MARKET DRIVERS
Key points
Travel times make spectator sport a long day out
Figure 5: Distribution of professional spectator sports venues, by region, March 2013
Pricing strategies get sophisticated
Figure 6: Major event ticket prices, 2013
Spare capacity to shift focus of stadium investment
Figure 7: Stadium utilisation rates* for selected leading spectator sports, 2010/11 and 2011/12
Can sports and venues pick up the Olympic baton?
Figure 8: Breakdown of London Olympic Games ticket sales, 2012
A record year for televised sport
Figure 9: Most watched televised sports events in the UK, 2012
Live sport blends video, data and banter online
Figure 10: Internet usage, by age, Q3 2012
Stronger showing for small screens in home than in stadia
Figure 11: Household/personal ownership of consumer technology products, July and September 2012
An uncertain outlook on the weather front
Figure 12: UK weather trends, 1971-2000 and 2006-12
WHO’S INNOVATING?
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
Key points
London 2012 hangover quick to wear off
Figure 13: Consumer expenditure on attending live spectator sport, 2007-17
Forecast
Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Olympics sprinkle gold on market as a whole
Figure 15: UK spectator sport attendances, by leading segments, 2012
Cricket
Attendances
Figure 16: Attendance trends for major English cricket competitions, 2008-13
Figure 17: Attendance trends for major English cricket competitions, 2008-12
Stadium development
Figure 18: First class county cricket ground capacities, 2013
Media coverage
Football
Attendances
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
Figure 22: Championship attendances and utilisation rates, by club, 2011/12 season
Stadium development
Media coverage
Golf
Attendances
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
Figure 25: UK horseracing attendance trends, 2008-13
Figure 26: UK horseracing attendances, by month, 2012
Racecourse development
Media coverage
Rugby league
Attendances
Figure 27: Super League attendances, by club, 20112
Stadium development
Media coverage
Rugby union
Attendances
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
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
Figure 32: Selected tennis stadium capacities, 2013
Media coverage
METHODS OF WATCHING LIVE SPORT
Key points
Tennis courts centre stage
Figure 33: Methods of watching live sport, February 2013
Spectators now a richer crowd
Figure 34: Live event attendance, by household income, February 2013
Young prepared to watch beyond the mainstream
Figure 35: Interest in ‘other’ sports, by method of watching live, by age, February 2013
Web access to get the countryside onside
Figure 36: Watching live football online, by area of residence, February 2013
WATCHING OLYMPIC SPORTS
Key points
Legacy apples fall close to London 2012 tree
Figure 37: Olympic sports watched live, February 2013
A Games for all (who could afford them)?
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
Figure 39: Spectating at Olympic sports, during and since London 2012 Games, by socio-economic status, February 2013
ATTITUDES TOWARDS OLYMPIC SPORTS
Key points
Teenage enthusiasm draws parents to new sports
Figure 40: Attitudes towards Olympic sports, February 2013
Women ready to watch – but need help to work out when
Figure 41: Interest in watching Olympic sports other than football live on TV, by gender, February 2013
Olympic excitement quick to fade
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?
Figure 43: Interest in watching Olympic sports live at an event post-London 2012, by household income, February 2013
BARRIERS TO WATCHING LIVE SPORT
Key points
Prices and incomes put squeeze on spectator segment
Figure 44: Barriers to watching live sport, February 2013
TV experience can keep disaffected on the sofa
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
Figure 46: Knowledge barriers to watching live sports events, by age, February 2013
Scandal only hurts when it hits fans in the pocket
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
Key points
HDTV sharpens up television’s alternative offer
Figure 48: Attitudes towards live sport, February 2013
Olympics expand the pub crowd
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
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
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
Methodology
Women’s interest an opportunity for niche sports to break the mould
Figure 52: Spectator sports – CHAID – Tree output, March 2013
Figure 53: Spectator Sports – CHAID – Table output, March 2013
APPENDIX – MARKET DRIVERS
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
Figure 57: UK multichannel TV penetration, by platform, 2007-12
Figure 58: UK weather trends, 2006-12
APPENDIX – MARKET SIZE AND FORECAST
Figure 59: Forecast of consumer expenditure on attending live spectator sports, 2012-17
APPENDIX – METHODS OF WATCHING LIVE SPORT
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
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
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
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
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
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
Figure 72: Sports watched live on the internet, by demographics, February 2013
APPENDIX – WATCHING OLYMPIC SPORTS
Figure 73: Olympic sports watched live, by demographics, February 2013
APPENDIX – ATTITUDES TOWARDS OLYMPIC SPORTS
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
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
Figure 78: Attitudes towards Olympic sports, by Olympic sports watched live, February 2013
APPENDIX – BARRIERS TO WATCHING LIVE SPORT
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
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
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
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
APPENDIX – ATTITUDES TOWARDS LIVE SPORT
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
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
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
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
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