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Spectator Sports - UK - April 2011

Although the economy is now no longer officially in recession, economic growth continues to be weak, with Q4 2010 seeing GDP slip back into negative territory. For 2011, the story is likely to focus around public sector budget cutbacks, which are leading to substantial job losses.

  • Overall spending on tickets for spectator sports events grew by 20% between 2006 and 2010, to reach a value of around £800 million. In real terms this equates to a more modest rise in spending of 2%. However, in 2011, the value of the market is expected to decline as the continued economic weakness, low levels of consumer confidence and public sector job cuts make an impact.
  • In all, one in three UK adults have been to a live sports event in the past year either in the UK or abroad, whether it required paid admission or not. Nearly four in five of those spectators went along on a one-off basis, with around a fifth going as season ticket/membership holders (focused on football and cricket), while rugby union has the highest proportion (around a fifth of all visitors) of people who have been to a game as a corporate guest.
  • Interest in live sport is strongly driven by TV and other media coverage. TV coverage has increased by 30% in the past five years, with strong growth in football, golf, tennis and rugby, among the major sports. The shift in TV coverage of sport away from terrestrial and towards satellite and cable channels has also continued. In 2010 they broadcast 94% of all sport on TV, compared to 91% in 2009.
  • Cost is the biggest deterrent to people going to live sports events more often, cited by 51% of people who watch live sport either in person or on TV. This reflects the scarcity of tickets for major events, which has tended to drive up ticket prices over the years. People are also put off by the high prices of food and drink at venues, as well as the queues.
  • Atmosphere is seen as being the main aspect which makes it worth paying to go to live sports, particularly among cricket fans (62% cited this compared to an average of 54% among people who attended live sports in the past year). If people cannot go to a live event, watching it in a pub or bar is seen as the next best thing to being there, again because of the atmosphere. However, with developments in TV technology, such as HD, 3D and surround sound, broadcasters are able to bring more of the atmosphere of a live event to viewers at home or in the pub and this could potentially begin to erode live admissions in the future.
  • Looking forward, around one in four people who have been to a live sports event in the past 12 months say they will probably watch less live sport in person and more on TV in 2011, rising to one in three among people who have been to rugby union. However, on the positive side, there is interest in the idea of loyalty reward schemes linked to visits (22% of live sports-goers expressed an interest), mobile phone apps providing information/commentary (15%) and other innovations such as heated seats in winter (10%), which gives venues scope to further develop their revenues.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Spectator sports market size and forecast, 2005-15
            • Age of austerity bites
              • League football loses out
                • Football dominates
                  • Market factors
                    • Growing TV coverage boosts interest and awareness
                      • Tech advances make home viewing more realistic
                        • Economic weakness and job concerns hit confidence
                          • Population trends provide mixed blessings
                            • UK weather becoming less predictable?
                              • Innovation
                                • Improving the spectator experience
                                  • Changing the game and broadening the audience
                                    • The consumer
                                      • Figure 2: Ways of watching or listening to live sports events in past 12 months, March 2011
                                    • One in three have been to live sport in past year
                                      • Football most popular spectator sport
                                        • Cost biggest deterrent while atmosphere is key draw
                                          • Completists want the full works
                                            • What we think
                                            • Issues in the Market

                                                • Which sectors will be most affected by the weakness of the economy?
                                                  • Could a ‘tipping point’ be reached in ticket prices?
                                                    • How can venues increase their revenues in the future?
                                                      • Which sports will benefit from the Olympic Legacy?
                                                      • Future Opportunities

                                                        • Beating the queue blues
                                                          • Feel the Force
                                                          • Internal Market Environment

                                                            • Key points
                                                              • Football leads the way in terms of interest
                                                                • Figure 3: Interest in named sports/pastimes, 2008-10
                                                              • Shift from free-to-air to pay TV continues
                                                                • Figure 4: Trends in TV coverage of sports in the UK, by type of signal, 2006-10
                                                              • Twice as much football shown on TV in 2010 as any other sport
                                                                • Figure 5: Trends in TV coverage of sports in the UK, by sport, 2006-10
                                                              • Scope for growth in enhanced viewing of sport at home
                                                                • Mobile opportunities?
                                                                  • General and specialist media coverage adds to interest
                                                                    • Figure 6: Sports magazine circulations, 2000-10
                                                                  • Venue capacity and utilisation
                                                                    • Figure 7: Utilisation rates for selected leading sports, 2010
                                                                    • Figure 8: Capital expenditure on stadia/facilities by English football clubs, 1995/96-2008/09
                                                                  • Ticket pricing
                                                                    • Football
                                                                      • Figure 9: Premier League and football league season ticket prices, 2010/11
                                                                    • Rugby Union
                                                                      • Rugby League
                                                                        • Horseracing
                                                                          • Golf
                                                                            • Tennis
                                                                              • Figure 10: Ticket prices, The Championships, Wimbledon, 2011
                                                                            • Motor sport
                                                                              • The success factor
                                                                              • Broader Market Environment

                                                                                • Key points
                                                                                  • Economic gloom persists
                                                                                    • Figure 11: GDP quarterly percentage change, Q1 2006-Q4 2010
                                                                                  • Consumer confidence drifts
                                                                                    • Figure 12: Trends in consumer confidence, January 2008-March 2011
                                                                                  • Job worries continue
                                                                                    • Figure 13: Unemployment rate by region, November 2010-January 2011
                                                                                    • Figure 14: Unemployment rate, by age group, November 2010-January 2011
                                                                                  • Mixed blessings from population trends
                                                                                    • Figure 15: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                    • Figure 16: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                  • Taking care of family business
                                                                                    • Figure 17: Forecast adult population trends, by lifestage, 2005-15
                                                                                  • Digital homes growth – friend or foe of spectator sports?
                                                                                    • Figure 18: UK multichannel TV penetration, by platform, 2005-10
                                                                                  • Online takes the strain
                                                                                    • Figure 19: Broadband penetration by demographics, 2004-10
                                                                                  • Digital device ownership opens up possibilities
                                                                                    • Figure 20: Device ownership summary, April 2009-October 2010
                                                                                  • Extremes of weather present challenges
                                                                                    • Figure 21: UK weather trends, 2005-10
                                                                                  • Getting there to cost the earth?
                                                                                    • Figure 22: Trends in the cost of petrol, 2006-11
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Leisure feels the force of cutbacks in discretionary spending
                                                                                      • Figure 23: Consumer expenditure on selected leisure goods and activities, 2005-10
                                                                                    • Passive leisure dominates
                                                                                      • Figure 24: Participation in leisure activities, 2010
                                                                                  • Strengths and Weaknesses in the Market

                                                                                      • Strengths
                                                                                        • Atmosphere
                                                                                          • Kudos
                                                                                            • Fraternity
                                                                                              • Loyalty
                                                                                                • Olympic boost
                                                                                                  • Weaknesses
                                                                                                    • Social exclusion
                                                                                                      • Competition from TV and online
                                                                                                        • Accessibility
                                                                                                          • Unpredictability
                                                                                                            • Lack of mainstream exposure
                                                                                                            • Who’s Innovating?

                                                                                                              • Key points
                                                                                                                • Using technology to enhance the event experience
                                                                                                                  • Access control and technology moves on
                                                                                                                    • Changing the game
                                                                                                                      • Reducing unpredictability
                                                                                                                        • Developing the remote audience
                                                                                                                        • Market Size and Forecast

                                                                                                                          • Key points
                                                                                                                            • Fewer people paying to watch
                                                                                                                              • Figure 25: Trends in paying to watch sporting events, by sport, 2008-10
                                                                                                                              • Figure 26: Spectator sports market size, by volume, 2008-10
                                                                                                                            • TV audience for live sport dwarfs attendance at the event
                                                                                                                              • Figure 27: Consumers experiencing live sport in past 12 months, March 2011
                                                                                                                            • Recession slows market
                                                                                                                              • Figure 28: Estimated consumer expenditure on sports event attendance*, 2005-15
                                                                                                                            • Forecast
                                                                                                                              • Figure 29: Spectator sports market size forecast (value), 2005-15
                                                                                                                            • The Olympic effect
                                                                                                                            • Segment Performance

                                                                                                                              • Key points
                                                                                                                                • Cricket
                                                                                                                                  • Figure 30: Attendance trends for major English cricket competitions, 2006-11
                                                                                                                                  • Figure 31: Attendance trends for major English cricket competitions, 2006-10
                                                                                                                                • Test match grounds receive much-needed investment
                                                                                                                                  • Smaller counties also investing
                                                                                                                                    • Figure 32: First class county cricket clubs by capacity, 2011
                                                                                                                                  • Twenty20 overload?
                                                                                                                                    • Figure 33: Trends in attendance at Twenty20 county matches, 2008-10
                                                                                                                                  • Football
                                                                                                                                    • Figure 34: Attendance trends for english league football, 2005/06-2010/11
                                                                                                                                    • Figure 35: Attendance trends for english league football by division, 2005/06-2009/10
                                                                                                                                    • Figure 36: Premiership attendances by club, 2010/11 season*
                                                                                                                                    • Figure 37: Championship attendances and utilisation by club, 2010/11 season*
                                                                                                                                  • Golf
                                                                                                                                    • Figure 38: Attendance trends at selected* major UK golf tournaments, 2006-11
                                                                                                                                    • Figure 39: Attendance at selected major UK golf tournaments, 2006-10
                                                                                                                                  • Horseracing
                                                                                                                                    • Figure 40: Attendance trends for UK horseracing meetings, 2006-11
                                                                                                                                    • Figure 41: Attendance at UK horseracing meetings, by month 2010
                                                                                                                                    • Figure 42: Horseracing meeting attendances, by type of meeting 2010
                                                                                                                                    • Figure 43: Flat horseracing meeting attendances, by type of surface, 2010
                                                                                                                                  • Rugby League
                                                                                                                                    • Figure 44: Attendance trends at Super League rugby league matches*, 2006-11
                                                                                                                                    • Figure 45: Attendance at Super League rugby league matches*, by club, 2010
                                                                                                                                  • Rugby Union
                                                                                                                                    • Figure 46: Attendance trends for premiership rugby union, 2006-11
                                                                                                                                    • Figure 47: Attendance at Premiership rugby union matches, by club, 2010/11
                                                                                                                                  • Tennis
                                                                                                                                    • Figure 48: Attendance trends at major UK tennis tournaments, 2006-11
                                                                                                                                    • Figure 49: Attendance trends at major UK tennis tournaments, by event, 2006-10
                                                                                                                                • Consumers’ Experience of Live Sport

                                                                                                                                  • Key points
                                                                                                                                    • One third of adults have been to live sport in the past year
                                                                                                                                      • Figure 50: Ways of watching or listening to live sport in past 12 months, March 2011
                                                                                                                                    • TV viewing drives attendance
                                                                                                                                      • Figure 51: Ways of watching or listening to live sport in past 12 months by most popular ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                      • Figure 52: Ways of watching or listening to live sport in past 12 months, by next most popular ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                      • Figure 53: Ways of watching or listening to live sport in past 12 months, by other ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                    • Financial situation clearly related to propensity to go to live sport
                                                                                                                                      • Figure 54: Ways of watching or listening to live sport in past 12 months by financial situation at the moment, March 2011
                                                                                                                                      • Figure 55: Ways of watching or listening to live sport in past 12 months by financial situation for the next year or so, March 2011
                                                                                                                                  • Which Live Sports Have People Watched/Listened To?

                                                                                                                                    • Key points
                                                                                                                                      • Football most popular type of live sport
                                                                                                                                        • Figure 56: Types of live sport watched/listened to, March 2011
                                                                                                                                      • Rugby leads the way in corporate hospitality
                                                                                                                                        • Figure 57: Ways of watching or listening to live sport in past 12 months, by live presence at the event, March 2011
                                                                                                                                      • Some types of TV viewer more likely to have watched live in person
                                                                                                                                        • Figure 58: Ways of watching or listening to live sport in past 12 months, by most popular sports watched on TV, March 2011
                                                                                                                                        • Figure 59: Ways of watching or listening to live sport in past 12 months, by next most popular sports watched on TV, March 2011
                                                                                                                                        • Figure 60: Ways of watching or listening to live sport in past 12 months, by other sports watched on TV, March 2011
                                                                                                                                        • Figure 61: Ways of watching or listening to live sport in past 12 months, by least popular sports watched on TV, March 2011
                                                                                                                                      • Radio and internet followers of sport tend to be serious fans
                                                                                                                                        • Figure 62: Ways of watching or listening to live sport in past 12 months, by sports listened to on the radio, March 2011
                                                                                                                                        • Figure 63: Ways of watching or listening to live sport in past 12 months, by viewing/listening sports on the internet, March 2011
                                                                                                                                      • Football fans tend to focus on the one sport
                                                                                                                                        • Figure 64: Types of live sport watched/listened to, by Types of live sport watched/listened to, March 2011
                                                                                                                                        • Figure 65: Types of live sport watched/listened to, by financial situation at the moment, March 2011
                                                                                                                                        • Figure 66: Types of live sport watched/listened to, by financial situation for the next year or so, March 2011
                                                                                                                                    • Attitudes towards Attending Live Sports Events

                                                                                                                                      • Key points
                                                                                                                                        • Cost of going to live sports events is the biggest deterrent
                                                                                                                                          • Figure 67: Attitudes towards attending live sports events, March 2011
                                                                                                                                        • Fans of atmosphere still put off by food and drink prices
                                                                                                                                          • Figure 68: Attitudes towards attending live sports events, by most popular attitudes towards attending live sports events, March 2011
                                                                                                                                          • Figure 69: Attitudes towards attending live sports events, by next most popular attitudes towards attending live sports events, March 2011
                                                                                                                                          • Figure 70: Attitudes towards attending live sports events, by other attitudes towards attending live sports events, March 2011
                                                                                                                                        • Atmosphere is the clincher for live spectators
                                                                                                                                          • Figure 71: Attitudes towards attending live sports events by most popular ways of watching or listening to live sport in past 12 months, March 2011
                                                                                                                                          • Figure 72: Attitudes towards attending live sports events, by next most popular ways of watching or listening to live sport in past 12 months, March 2011
                                                                                                                                          • Figure 73: Attitudes towards attending live sports events, by other ways of watching or listening to live sport in past 12 months, March 2011
                                                                                                                                        • Cost more of an issue for football and rugby union visitors
                                                                                                                                          • Figure 74: Attitudes towards attending live sports events, by live presence at the event, March 2011
                                                                                                                                        • TV viewers don’t pick up the atmosphere at live events
                                                                                                                                          • Figure 75: Attitudes towards attending live sports events, by most popular sports watched on TV, March 2011
                                                                                                                                          • Figure 76: Attitudes towards attending live sports events, by next most popular sports watched on TV, March 2011
                                                                                                                                          • Figure 77: Attitudes towards attending live sports events, by other sports watched on TV, March 2011
                                                                                                                                          • Figure 78: Attitudes towards attending live sports events, by least popular sports watched on TV, March 2011
                                                                                                                                        • Radio and internet consumers appreciate atmosphere but price is issue
                                                                                                                                          • Figure 79: Attitudes towards attending live sports events, by sports listened to on the radio, March 2011
                                                                                                                                          • Figure 80: Attitudes towards attending live sports events, by viewing/listening sports on the internet, March 2011
                                                                                                                                        • Affluent put off by food and drink cost and queues
                                                                                                                                          • Figure 81: Attitudes towards attending live sports events, by financial situation at the moment, March 2011
                                                                                                                                          • Figure 82: Attitudes towards attending live sports events, by financial situation for the next year or so, March 2011
                                                                                                                                      • Attitudes Towards Watching Live Sport on the TV or Internet

                                                                                                                                        • Key points
                                                                                                                                          • One third interested in live internet sport
                                                                                                                                            • Figure 83: Attitudes towards watching live sport on the TV or internet, March 2011
                                                                                                                                          • Potential for internet pay-per-view sport?
                                                                                                                                            • Figure 84: Attitudes towards watching live sport on the TV or internet, by most popular attitudes towards watching live sport on the TV or internet, March 2011
                                                                                                                                            • Figure 85: Attitudes towards watching live sport on the TV or internet, by next most popular attitudes towards watching live sport on the TV or internet, March 2011
                                                                                                                                          • Potential to sell HD to those cutting back?
                                                                                                                                            • Figure 86: Attitudes towards watching live sport on the TV or internet, by most popular attitudes towards attending live sports events, March 2011
                                                                                                                                            • Figure 87: Attitudes towards watching live sport on the TV or internet, by next most popular attitudes towards attending live sports events, March 2011
                                                                                                                                            • Figure 88: Attitudes towards watching live sport on the TV or internet, by other attitudes towards attending live sports events, March 2011
                                                                                                                                          • Live spectators keenest on TV and internet sport enhancements
                                                                                                                                            • Figure 89: Attitudes towards watching live sport on the TV or internet, by most popular attitudes towards attending live sports events, March 2011
                                                                                                                                            • Figure 90: Attitudes towards watching live sport on the TV or internet, by next most popular attitudes towards attending live sports events, March 2011
                                                                                                                                            • Figure 91: Attitudes towards watching live sport on the TV or internet, by other attitudes towards attending live sports events, March 2011
                                                                                                                                          • Potential for growing premium rugby union pay-TV subscribers?
                                                                                                                                            • Figure 92: Attitudes towards watching live sport on the TV or internet, by live presence at the event, March 2011
                                                                                                                                          • Cricket and racing fans keenest on TV advances
                                                                                                                                            • Figure 93: Attitudes towards watching live sport on the TV or internet, by most popular watching sports on the TV, March 2011
                                                                                                                                            • Figure 94: Attitudes towards watching live sport on the TV or internet, by next most popular watching sports on the TV, March 2011
                                                                                                                                            • Figure 95: Attitudes towards watching live sport on the TV or internet, by other watching sports on the TV, March 2011
                                                                                                                                            • Figure 96: Attitudes towards watching live sport on the TV or internet, by least popular watching sports on the TV, March 2011
                                                                                                                                          • Football and cricket listeners keen on all forms of viewing enhancements
                                                                                                                                            • Figure 97: Attitudes towards watching live sport on the TV or internet, by sports listened to on the radio, March 2011
                                                                                                                                            • Figure 98: Attitudes towards watching live sport on the TV or internet, by viewing/listening sports on the internet, March 2011
                                                                                                                                            • Figure 99: Attitudes towards watching live sport on the TV or internet, by financial situation at the moment, March 2011
                                                                                                                                            • Figure 100: Attitudes towards watching live sport on the TV or internet, by financial situation for the next year or so, March 2011
                                                                                                                                        • Attitudes Towards Live Sport on TV

                                                                                                                                          • Key points
                                                                                                                                            • Solitary viewing a problem for live sport?
                                                                                                                                              • Figure 101: Attitudes towards live sport on TV, March 2011
                                                                                                                                            • Live spectators are also the biggest TV fans
                                                                                                                                              • Figure 102: Attitudes towards live sport on TV, by most popular ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                              • Figure 103: Attitudes towards live sport on TV, by next most popular ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                              • Figure 104: Attitudes towards live sport on TV, by other ways of watching or listening to live sports events in past 12 months, March 2011
                                                                                                                                            • Cricket and golf spectators most prone to lone TV viewing
                                                                                                                                              • Figure 105: Attitudes towards live sport on TV, by live presence at the event, March 2011
                                                                                                                                            • Rugby, boxing, horse racing potential in cinemas?
                                                                                                                                              • Figure 106: Attitudes towards live sport on TV, by most popular sports watched on the TV, March 2011
                                                                                                                                              • Figure 107: Attitudes towards live sport on TV, by next most popular sports watched on the TV, March 2011
                                                                                                                                              • Figure 108: Attitudes towards live sport on TV, by other sports watched on the TV, March 2011
                                                                                                                                              • Figure 109: Attitudes towards live sport on TV, by least popular sports watched on the TV, March 2011
                                                                                                                                          • Spectator Sports Targeting Opportunities

                                                                                                                                            • Key points
                                                                                                                                              • Figure 110: Spectator Sports target groups, March 2011
                                                                                                                                            • Casuals
                                                                                                                                              • Demographics
                                                                                                                                                • Marketing message
                                                                                                                                                  • Deterred
                                                                                                                                                    • Demographics
                                                                                                                                                      • Marketing message
                                                                                                                                                        • Atmospherics
                                                                                                                                                          • Demographics
                                                                                                                                                            • Marketing message
                                                                                                                                                              • Completists
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Marketing message
                                                                                                                                                                    • Completists most likely to go to live sports events
                                                                                                                                                                      • Figure 111: Ways of watching or listening to live sports events in past 12 months, by target groups, March 2011
                                                                                                                                                                    • Completists visit the widest portfolio of live sport
                                                                                                                                                                      • Figure 112: Live presence at the event, by target groups, March 2011
                                                                                                                                                                    • Completists and Atmospherics lead TV viewing
                                                                                                                                                                      • Figure 113: Watching sports on the TV, by target groups, March 2011
                                                                                                                                                                    • Radio is the preserve of serious fans
                                                                                                                                                                      • Figure 114: Sports listened to on the radio, by target groups, March 2011
                                                                                                                                                                    • Completists and Atmospherics embrace the digital age
                                                                                                                                                                      • Figure 115: Viewing/listening sports on the internet, by target groups, March 2011
                                                                                                                                                                    • Completists keen on innovation but perhaps preaching to the converted?
                                                                                                                                                                      • Figure 116: Attitudes towards watching live sport on the TV or internet, by target groups, March 2011
                                                                                                                                                                    • Completists biggest remote viewers as well
                                                                                                                                                                      • Figure 117: Attitudes towards live sport on TV, by target groups, March 2011
                                                                                                                                                                  • Appendix – Consumers’ Experience of Live Sport

                                                                                                                                                                      • Figure 118: Most popular ways of watching or listening to live sport in past 12 months, by demographics, March 2011
                                                                                                                                                                      • Figure 119: Next most popular ways of watching or listening to live sport in past 12 months, by demographics, March 2011
                                                                                                                                                                      • Figure 120: Other ways of watching or listening to live sport in past 12 months, by demographics, March 2011
                                                                                                                                                                  • Appendix – Which Live Sports Have People Watched/Listened To?

                                                                                                                                                                      • Figure 121: Most popular types of live* sports watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 122: Next most popular all types of live* sports watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 123: Other all types of live* sports watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 124: Types of live football watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 125: Live cycling watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 126: Live snooker watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 127: Live cricket watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 128: Live rugby union watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 129: Live darts watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 130: Live tennis watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 131: Live athletics watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 132: Live golf watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 133: Live boxing watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 134: Live motor racing watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 135: Live motor cycle racing watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 136: Live rugby league watched/listened to, by demographics, March 2011
                                                                                                                                                                      • Figure 137: Live horse racing watched/listened to, by demographics, March 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Attending Live Sports Events

                                                                                                                                                                      • Figure 138: Most popular attitudes towards attending live sports events, by demographics, March 2011
                                                                                                                                                                      • Figure 139: Next most popular attitudes towards attending live sports events, by demographics, March 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Watching Live Sport on the TV or Internet

                                                                                                                                                                      • Figure 140: Most popular attitudes towards watching live sport on the TV or internet, by demographics, March 2011
                                                                                                                                                                      • Figure 141: Next most popular attitudes towards watching live sport on the TV or internet, by demographics, March 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Live Sport on TV

                                                                                                                                                                      • Figure 142: Most popular attitudes towards watching live sport on the TV or internet, by demographics, March 2011
                                                                                                                                                                      • Figure 143: Next most popular attitudes towards watching live sport on the TV or internet, by demographics, March 2011
                                                                                                                                                                  • Appendix – Spectator Sports Targeting Opportunities

                                                                                                                                                                      • Figure 144: Attitudes towards attending live sports events, by spectator sports target groups, March 2011
                                                                                                                                                                      • Figure 145: Spectator sports target groups, by demographics, March 2011

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Association of Tennis Professionals (ATP)
                                                                                                                                                                  • Aston Villa Football Club
                                                                                                                                                                  • Audit Bureau of Circulations
                                                                                                                                                                  • Automobile Association (AA)
                                                                                                                                                                  • Barclays Bank plc
                                                                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                                                                  • Cinema Advertising Association
                                                                                                                                                                  • ESPN, Inc.
                                                                                                                                                                  • Football Association (The)
                                                                                                                                                                  • Formula One Administration Ltd
                                                                                                                                                                  • Google UK
                                                                                                                                                                  • Lawn Tennis Association (LTA)
                                                                                                                                                                  • Manchester United PLC
                                                                                                                                                                  • Professional Golfers Association
                                                                                                                                                                  • Racecourse Association
                                                                                                                                                                  • Research In Motion Limited
                                                                                                                                                                  • Sheffield United Football Club
                                                                                                                                                                  • Sports Industry Research Centre
                                                                                                                                                                  • The London Organising Committee of the Olympic Games and Paralympic Games Limited
                                                                                                                                                                  • West Bromwich Albion
                                                                                                                                                                  • West Ham United Football Club
                                                                                                                                                                  • Wisden Cricketer Publishing Ltd

                                                                                                                                                                  Spectator Sports - UK - April 2011

                                                                                                                                                                  £1,750.00 (Excl.Tax)