- Issues in the Market
- Main issues
- Definition
- Abbreviations
- 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
- 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
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