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Spectator Sports - Ireland - November 2013

“With tickets for spectator sports perceived to be overpriced, Irish consumers appear to be opting to watch live sports on TV instead of attending the event. Going forward, internet-enabled smart TVs will increase the threat to in-stadium attendance as they will facilitate live streaming of sports events at a quality to rival subscription-based broadcasters, as well as facilitating consumer interaction through social media.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • How are Irish consumers watching spectator sports?
  • What factors do Irish consumers consider important when watching live sport?
  • What are the barriers to watching live sport?
  • Does the weather impact spectator sports in Ireland?
  • What are the most popular types of spectator sports in Ireland?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • Market factors
                  • Declining disposable income an issue for spectator sports
                    • Potential for in-home sports parties to grow in 2014 despite 2013 decline
                      • Second screening can bring consumers closer to sports
                        • High-profile scandals have potential to damage integrity of spectator sports
                          • Poor Irish weather has impact on spectator sports
                            • Innovations in spectator sports
                              • The consumer
                                • Spectator sports most likely to be watched on TV at home
                                  • Figure 1: Methods of watching live sport in the last 12 months, NI and RoI, November 2013
                                • Affordability inhibiting consumers from attending live sports events
                                  • Figure 2: Factors that discourage consumers from watching a live sporting event, NI and RoI, November 2013
                                • Irish consumers looking for more from sports venues
                                  • Figure 3: Agreement with statements relating to spectator sports, NI and RoI, November 2013
                                • What we think
                                • Issues in the Market

                                  • How are Irish consumers watching spectator sports?
                                    • What factors do Irish consumers consider important when watching live sport?
                                      • What are the barriers to watching live sport?
                                        • Does the weather impact spectator sports in Ireland?
                                          • What are the most popular types of spectator sports in Ireland?
                                          • Trend Applications

                                              • Secret, Secret
                                                • Experience is All
                                                  • Mintel Futures: Access Anything, Anywhere
                                                  • Market Overview

                                                    • Key points
                                                      • Irish personal finances remain weak
                                                        • Figure 4: How consumers rate their current financial situation, NI and RoI, November 2013
                                                        • Figure 5: Average quarterly disposable income, £ per week, UK and NI, Q3 2010-13
                                                      • Lack of disposable income hitting Irish football attendances
                                                        • Figure 6: Total season attendance for Danske Bank Irish Premier League football matches, NI, 2008/09-2012/13
                                                        • Figure 7: Average season attendance (per match) for Airtricity League of Ireland football matches, RoI, 2010-13
                                                      • In-home sports parties have potential despite 2013 decline
                                                        • Figure 8: Irish consumers hosting a sporting event party (football, rugby, boxing etc.) within the last 12 months, by gender and age, NI and RoI, May 2013
                                                      • Second-screening on social media can deepen consumers’ engagement with spectator sports
                                                        • Figure 9: Consumers who own, or have access to mobile technology devices, NI and RoI, November 2013
                                                        • Figure 10: Top five social networks used to share personal thoughts/updates, by all demographics, NI and RoI February 2013
                                                      • Corruption and doping scandals have potential to damage integrity of spectator sports
                                                        • Figure 11: Extent to which selected sectors are perceived to be affected by corruption, UK (including NI), June 2011
                                                      • Weather an issue for spectator sports
                                                      • Competitive Context

                                                        • Key points
                                                          • Arts, festivals and music concerts market to grow in 2013
                                                            • Figure 12: Indexed market value of music concerts, festivals and events, NI and RoI, 2008-18*
                                                            • Figure 13: Types of events visited in the last 12 months, NI and RoI, July 2013
                                                          • Sport dominates TV viewing in 2012
                                                            • Figure 14: Total TV viewing for RTÉ, RoI, 2008-12
                                                            • Figure 15: Top 10 programmes, UK (including NI) and RoI, 2012
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Innovations in Spectator Sports

                                                              • Key points
                                                                • US colleges combine to create 160,000-seater stadium
                                                                  • Setanta Ireland offers sports package for €1 in December 2013
                                                                    • Smartphone users become The 12th Man
                                                                    • The Consumer – Methods of Watching Live Sport

                                                                      • Key points
                                                                        • RoI consumers most likely to attend live events
                                                                          • Figure 16: Methods of watching live sport in the last 12 months, by all demographics, NI and RoI, November 2013
                                                                        • Mature consumers most likely to watch live rugby in the home
                                                                          • Figure 17: Consumers watching rugby (union or league) live on TV in my home (eg terrestrial channel or pay TV) in the last 12 months, by gender and age, NI and RoI, November 2013
                                                                        • Full-time workers watching football in pubs and bars
                                                                          • Figure 18: Consumers watching football live on TV elsewhere (eg someone else's home, pub/bar, cinema, public screening etc) in the last 12 months, by employment status, NI and RoI, November 2013
                                                                        • GAA sports popular in RoI
                                                                          • Figure 19: Consumers watching GAA sports live on TV in my home (eg terrestrial channel or pay TV) in the last 12 months, NI and RoI, November 2013
                                                                        • Live streaming of sports on internet low in Ireland
                                                                          • Figure 20: Consumers watching football live on the internet (eg streamed to PC, tablet or mobile phone) in the last 12 months, by gender and age, NI and RoI, November 2013
                                                                      • The Consumer – Barriers to Watching Live Spectator Sports

                                                                        • Key points
                                                                          • Affordability, travel and lack of time main barriers to watching live sports
                                                                            • Figure 21: Factors that discourage consumers from watching a live sporting event, by all demographics, NI and RoI, November 2013
                                                                          • RoI students and unemployed the least able to afford tickets to sports events
                                                                            • Figure 22: Consumers stating that they cannot afford to attend as many sports events as they would like, by working status, NI and RoI, November 2013
                                                                          • Distances to travel a barrier for rural RoI consumers
                                                                            • Figure 23: Consumers stating that it’s too far to travel to attend the sports/teams I would like to watch, by location and social class, NI and RoI, November 2013
                                                                          • Children the key reason why Irish consumers do not have enough free time to attend live sports events
                                                                            • Figure 24: Consumers that don’t have enough free time to attend sports events, by presence of children in the household, NI and RoI, November 2013
                                                                        • The Consumer – Attitudes towards Spectator Sports

                                                                          • Key points
                                                                            • Food, drink and merchandise seen as too expensive at sports events
                                                                              • Figure 25: Agreement with statements relating to spectator sports, by demographics, NI and RoI, November 2013
                                                                            • Affluent Irish consumers most likely to find food, drink and merchandise expensive
                                                                              • Figure 26: Agreement with the statement ‘I find food, drink and merchandise at sports events to be too expensive’, by social class and work status, NI and RoI, November 2013
                                                                            • 45-54s would like to see quality of sports venues improved
                                                                              • Figure 27: Agreement with the statement ‘NI/RoI could use better quality sports venues’, by gender and age, NI and RoI, November 2013
                                                                            • Watching sports in pubs and bars appeals to Irish men
                                                                              • Figure 28: Agreement with the statement ‘I enjoy the atmosphere of watching sport in a pub/bar/cinema/public space etc’ by gender and marital status, NI and RoI, November 2013
                                                                            • Family stands important to consumers with children
                                                                              • Figure 29: Agreement with the statement 'A 'family' stand would be a welcome addition to sports venues', by presence of children in the household, NI and RoI, November 2013
                                                                          • Appendix

                                                                            • NI Toluna data
                                                                              • Figure 30: How consumers watched football in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 31: How consumers watched rugby (union or league) in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 32: How consumers watched cricket in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 33: How consumers watched horse racing in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 34: How consumers watched motorsport in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 35: How consumers watched tennis in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 36: How consumers watched boxing in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 37: How consumers watched snooker in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 38: How consumers watched golf in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 39: How consumers watched athletics in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 40: How consumers watched cycling in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 41: How consumers watched other sports in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 42: How consumers watched Gaelic football in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 43: How consumers watched other GAA (Gaelic Athletic Association) sport (eg Hurling) in the last 12 months, by demographics, NI, November 2013
                                                                              • Figure 44: Factors that discourage consumers from watching a live sporting event, by demographics, NI, November 2013
                                                                              • Figure 45: Factors that discourage consumers from watching a live sporting event, by demographics, NI, November 2013 (continued)
                                                                              • Figure 46: Factors that discourage consumers from watching a live sporting event, by demographics, NI, November 2013 (continued)
                                                                              • Figure 47: Agreement with statements relating to spectator sports, by demographics, NI, November 2013
                                                                              • Figure 48: Agreement with statements relating to spectator sports, by demographics, NI, November 2013 (continued)
                                                                              • Figure 49: Agreement with statements relating to spectator sports, by demographics, NI, November 2013 (continued)
                                                                            • RoI Toluna data
                                                                              • Figure 50: How consumers watched football in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 51: How consumers watched Rugby (union or league) in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 52: How consumers watched cricket in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 53: How consumers watched horse racing in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 54: How consumers watched motorsport in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 55: How consumers watched tennis in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 56: How consumers watched boxing in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 57: How consumers watched snooker in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 58: How consumers watched golf in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 59: How consumers watched athletics in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 60: How consumers watched cycling in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 61: How consumers watched other sports in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 62: How consumers watched Gaelic football in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 63: How consumers watched Other GAA (Gaelic Athletic Association) sport (eg Hurling) in the last 12 months, by demographics, RoI, November 2013
                                                                              • Figure 64: Factors that discourage consumers from watching a live sporting event, by demographics, RoI, November 2013
                                                                              • Figure 65: Factors that discourage consumers from watching a live sporting event, by demographics, RoI, November 2013 (continued)
                                                                              • Figure 66: Factors that discourage consumers from watching a live sporting event, by demographics, RoI, November 2013 (continued)
                                                                              • Figure 67: Agreement with statements relating to spectator sports, by demographics, RoI, November 2013
                                                                              • Figure 68: Agreement with statements relating to spectator sports, by demographics, RoI, November 2013 (continued)
                                                                              • Figure 69: Agreement with statements relating to spectator sports, by demographics, RoI, November 2013 (continued)

                                                                          Companies Covered

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                                                                          Spectator Sports - Ireland - November 2013

                                                                          US $1,417.92 (Excl.Tax)