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Spectator Sports - UK - April 2012

“The impact of the 2012 Olympic Games on the spectator sport market in general terms of value and profile is clearly positive, but the event is also creating a variety of challenges and opportunities for individual sports according to their calendars and character.

Growing or sustaining attendance could also become more difficult should unemployment remain high and consumer confidence remain low, while the declining presence of live sport on free-to-air TV may create a need to find new platforms through which to maintain wider awareness.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in the report include:

  • Are the 2012 Olympics an opportunity or a threat for other sports events?
  • What impact will technology have on the spectator sport experience?
  • Are ticket prices too high?
  • Can the spectator sport experience compete with other leisure alternatives?
  • Will the web rival TV as a platform for watching spectator sport?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of consumer expenditure on spectator sports, 2006-16
            • More major events can provide an echo of Olympic spikes
              • Market factors
                • Ability to spend threatens willingness to spend
                  • Olympic year slows sport’s decline on free TV
                    • Market segmentation
                      • Figure 2: UK spectator sports market size (volume), by segment, 2011
                    • Football dominates but others succeed in its shadow
                      • The consumer
                        • Figure 3: Experience of live spectator sport, February 2012
                      • More viewers than spectators, but churn a greater risk on TV
                        • Figure 4: Attitudes towards sports event attendance, February 2012
                      • Core audiences trade down to TV in face of rising ticket prices
                        • What we think
                        • Issues in the Market

                            • Are the 2012 Olympics an opportunity or a threat for other sports events?
                              • What impact will technology have on the spectator sport experience?
                                • Are ticket prices too high?
                                  • Can the spectator sport experience compete with other leisure alternatives?
                                    • Will the web rival TV as a platform for watching spectator sport?
                                    • Future Opportunities

                                        • Trend: Experience is All
                                          • Trend: Collective Intelligence
                                          • Internal Market Environment

                                            • Key points
                                              • Sporting interests media-led
                                                • Figure 5: Interest in named sports/pastimes, 2009-11
                                              • Televised sport makes ever-more specialist viewing
                                                • Figure 6: Trends in TV coverage of sports in the UK, by platform, 2007-11
                                              • Pay platforms deliver depth, but terrestrial showpieces still carry clout
                                                • Figure 7: Trends in UK coverage of most-televised sports, 2007-11
                                              • A key player for papers, but a spectator in the magazine market
                                                • Figure 8: Sports magazine circulations, 2009-11
                                              • New media – old sources
                                                • Figure 9: Most popular sports websites, UK internet users only, February 2012
                                              • Event experience adds up to more than the price on the ticket
                                                • Figure 10: Major event ticket prices, 2010-12
                                              • Flexible capacities, flexible prices
                                                • Figure 11: Utilisation rates for selected leading sports, 2011/12
                                              • The Olympic effect: Host local, attract global
                                                • Figure 12: Expected audience for Olympic and paralympic games, 2012
                                            • Broader Market Environment

                                              • Key points
                                                • Economy
                                                  • Figure 13: Employment and unemployment, by gender, 2006-16
                                                • Ageing sports fans retire to the television
                                                  • Figure 14: Trends in the age structure of the UK population, by gender, 2006-16
                                                • Upscale spectators expecting venues to up their game
                                                  • Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
                                                • Live sport still key for pay TV
                                                  • Figure 16: UK multichannel TV penetration, by platform, 2006-11
                                                • Broadband can speed moves towards platform neutrality
                                                  • Figure 17: Broadband penetration, by demographics, 2006-11
                                                • Device proliferation keep sports fans on the ball
                                                  • Figure 18: Digital device ownership, 2009-11
                                                • Tactics to avoid being beaten by the weather
                                                  • Figure 19: UK weather trends, 2006-11
                                                • Petrol prices add to an expensive day out
                                                  • Figure 20: Trends in the cost of petrol and diesel, 2007-11
                                              • Competitive Context

                                                • Key points
                                                  • Attendance and viewership in two different leagues
                                                    • Figure 21: Most popular spectator and television sports, 2011
                                                  • Getting on the same team for major Olympic competition
                                                    • More players than viewers or spectators
                                                      • Figure 22: Participation in leisure activities, 2011
                                                    • Occasion pricing precludes regular visiting
                                                      • Figure 23: Market value of selected leisure industries, 2006-11
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Looking at a gift in horseracing’s mouth
                                                        • Fans go for second screen
                                                          • Take your seats...
                                                            • A new Pro-Am event
                                                              • Social stadiums need new network connections
                                                                • Putting the social in media coverage
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Volume trends suggest a market driven by regulars
                                                                      • Figure 24: Number of adults paying to watch sports, 2009-11
                                                                    • Major events top up rising revenues
                                                                      • Figure 25: Spectator sports market size, by value, 2006-16
                                                                    • Forecast
                                                                        • Figure 26: Forecast of consumer expenditure on spectator sports, 2006-16
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Football the dominant sport – but not the fastest-growing one
                                                                            • Figure 27: UK spectator sport attendances, by leading segments, 2011
                                                                          • Cricket
                                                                              • Figure 28: Attendance trends for major English cricket competitions, 2007-12
                                                                              • Figure 29: Attendance trends for major English cricket competitions, 2007-11
                                                                              • Figure 30: First class county cricket clubs by capacity, 2011/12
                                                                            • Football
                                                                                • Figure 31: Attendance trends for English league football, 2007/08-2012/13
                                                                                • Figure 32: Attendance trends for English league football by division, 2006/07-2010/11
                                                                                • Figure 33: FA Premier League attendances and utilisation rates, by club, 2011/12 season*
                                                                                • Figure 34: Championship attendances and utilisation rates, by club, 2011/12 season*
                                                                              • Golf
                                                                                  • Figure 35: Attendance trends at major UK golf tournaments, 2007-12
                                                                                  • Figure 36: Attendance at selected major UK golf tournaments, 2006-11
                                                                                • Horseracing
                                                                                    • Figure 37: Attendance trends for UK horseracing meetings, 2007-12
                                                                                    • Figure 38: Attendance at UK horseracing meetings, by month, 2011
                                                                                    • Figure 39: Horseracing meeting attendances, by type of meeting, 2011
                                                                                    • Figure 40: Top 10 racecourse attendances, 2011
                                                                                  • Rugby league
                                                                                      • Figure 41: Attendance trends at Super League rugby league matches*, 2007-12
                                                                                      • Figure 42: Attendance at Super League rugby league matches, by club, 2011
                                                                                    • Rugby union
                                                                                        • Figure 43: Attendance trends for Premiership Rugby Union*, 2006/07-2011/12
                                                                                        • Figure 44: Attendances at Premiership Rugby Union matches, by club, 2011/12*
                                                                                      • Tennis
                                                                                          • Figure 45: Attendance trends at major UK tennis tournaments, 2007-12
                                                                                          • Figure 46: Attendance trends at major UK tennis tournaments, by event, 2007-11
                                                                                      • Consumers’ Experience of Live Sport

                                                                                        • Key points
                                                                                          • Fans stick with sport, but seek more flexible ways of funding
                                                                                            • Figure 47: Experience of live spectator sport, March 2011-February 2012
                                                                                          • 2012’s opportunity to bring out the in-home audience
                                                                                            • Pub audiences can transfer to the stadium
                                                                                            • Most Popular Spectator Sports

                                                                                              • Key points
                                                                                                • Women line up for the live experience
                                                                                                  • Figure 48: Most popular spectator sports, February 2012
                                                                                                • Sport screened on terrestrial tops the charts
                                                                                                  • Web streaming offers more viewing options
                                                                                                  • Attitudes Towards Attending Live Sports Events

                                                                                                    • Key points
                                                                                                      • Prices and perceptions putting people off
                                                                                                        • Figure 49: Attitudes towards sports event attendance, February 2012
                                                                                                      • Family and friends get on at the match
                                                                                                        • Another Olympic target proving difficult to hit
                                                                                                        • Attitudes Towards Watching Live Sport on Television or Online

                                                                                                          • Key points
                                                                                                            • An appointment on the sofa with sport’s latest soap
                                                                                                              • Figure 50: Attitudes towards live media coverage of sport, February 2012
                                                                                                            • Second screen accesses the bigger picture
                                                                                                              • Economic climate blunts interest in technology?
                                                                                                                • TV can turn careful spenders into impulse attenders
                                                                                                                • Appendix – Internal Market Environment

                                                                                                                    • Figure 51: Ticket prices, The Championships, Wimbledon (tennis), 2012
                                                                                                                    • Figure 52: FA Premier League (football) season ticket prices, 2011/12
                                                                                                                    • Figure 53: Cricket ticket prices, 2012
                                                                                                                    • Figure 54: Rugby union ticket prices, 2012
                                                                                                                    • Figure 55: Ticket prices, The Grand National (horseracing), 2012
                                                                                                                    • Figure 56: Ticket prices, British Formula 1 Grand Prix (motorsport), 2012
                                                                                                                    • Figure 57: Ticket prices, The Open (golf), 2012
                                                                                                                    • Figure 58: Ticket prices, Super League Magic Weekend (rugby league), 2012
                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                    • Figure 59: Trends in paying to watch sporting events, by sport, 2009-11
                                                                                                                • Appendix – Consumers’ Experience of Live Sport

                                                                                                                    • Figure 60: Most common experience of live spectator sport, by demographics, February 2012
                                                                                                                    • Figure 61: Next most common experience of live spectator sport, by demographics, February 2012
                                                                                                                    • Figure 62: Other experience of live spectator sport, by demographics, February 2012
                                                                                                                    • Figure 63: Experience of live spectator sport, by most common experience of live spectator sport, December 2011
                                                                                                                    • Figure 64: Experience of live spectator sport, by next most common experience of live spectator sport, December 2011
                                                                                                                    • Figure 65: Experience of live spectator sport, by other experience of live spectator sport, December 2011
                                                                                                                • Appendix – Most Popular Spectator Sports

                                                                                                                    • Figure 66: Most popular spectator sports attended live at the event, by demographics, February 2012
                                                                                                                    • Figure 67: Next most popular spectator sports attended live at the event, by demographics, February 2012
                                                                                                                    • Figure 68: Most popular spectator sports on television, by demographics, February 2012
                                                                                                                    • Figure 69: Next most popular spectator sports on television, by demographics, February 2012
                                                                                                                    • Figure 70: Other spectator sports on television, by demographics, February 2012
                                                                                                                    • Figure 71: Most popular spectator sports on radio, by demographics, February 2012
                                                                                                                    • Figure 72: Most popular spectator sports on the internet, by demographics, February 2012
                                                                                                                    • Figure 73: Experience of live spectator sport, by most popular spectator sports at live at the event, February 2012
                                                                                                                    • Figure 74: Experience of live spectator sport, by most popular spectator sports on the TV, February 2012
                                                                                                                    • Figure 75: Experience of live spectator sport, by next most popular spectator sports on the TV, February 2012
                                                                                                                    • Figure 76: Experience of live spectator sport, by other spectator sports on the TV, February 2012
                                                                                                                    • Figure 77: Experience of live spectator sport, by least popular spectator sports on the TV, February 2012
                                                                                                                    • Figure 78: Experience of live spectator sport, by most popular spectator sports on the radio, February 2012
                                                                                                                    • Figure 79: Experience of live spectator sport, by most popular spectator sports, February 2012
                                                                                                                • Appendix – Attitudes Towards Attending Live Sports Events

                                                                                                                    • Figure 80: Most popular attitudes towards sports event attendance, by demographics, February 2012
                                                                                                                    • Figure 81: Next most popular attitudes towards sports event attendance, by demographics, February 2012
                                                                                                                    • Figure 82: Other attitudes towards sports event attendance, by demographics, February 2012
                                                                                                                    • Figure 83: Attitudes towards sports event attendance, by most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 84: Attitudes towards sports event attendance, by next most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 85: Attitudes towards sports event attendance, by other attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 86: Attitudes towards sports event attendance, by most common experience of live spectator sport, February 2012
                                                                                                                    • Figure 87: Attitudes towards sports event attendance, by next most common experience of live spectator sport, February 2012
                                                                                                                    • Figure 88: Attitudes towards sports event attendance, by other experience of live spectator sport, February 2012
                                                                                                                    • Figure 89: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 90: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 91: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 92: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 93: Most popular spectator sports, by other attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 94: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 95: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 96: Most popular spectator sports, by most popular attitudes towards sports event attendance, February 2012
                                                                                                                    • Figure 97: Most popular spectator sports, by next most popular attitudes towards sports event attendance, February 2012
                                                                                                                • Appendix – Attitudes Towards Attending Live Sports Events

                                                                                                                    • Figure 98: Most popular attitudes towards live media coverage of sport, by demographics, February 2012
                                                                                                                    • Figure 99: Next most popular attitudes towards live media coverage of sport, by demographics, February 2012
                                                                                                                    • Figure 100: Other attitudes towards live media coverage of sport, by demographics, February 2012
                                                                                                                    • Figure 101: Attitudes towards live media coverage of sport, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 102: Attitudes towards live media coverage of sport, by next most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 103: Attitudes towards live media coverage of sport, by other attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 104: Experience of live spectator sport, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 105: Experience of live spectator sport, by next most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 106: Experience of live spectator sport, by other attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 107: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 108: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 109: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 110: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 111: Most popular spectator sports, by other attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 112: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 113: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 114: Most popular spectator sports, by most popular attitudes towards live media coverage of sport, February 2012
                                                                                                                    • Figure 115: Most popular spectator sports, by next most popular attitudes towards live media coverage of sport, February 2012

                                                                                                                Companies Covered

                                                                                                                • Association of Tennis Professionals (ATP)
                                                                                                                • Audit Bureau of Circulations
                                                                                                                • Automobile Association (AA)
                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                • England and Wales Cricket Board (ECB)
                                                                                                                • Fédération Internationale de Football Association
                                                                                                                • Football Association (The)
                                                                                                                • Groupon, Inc.
                                                                                                                • Kantar Media
                                                                                                                • Lawn Tennis Association (LTA)
                                                                                                                • Manchester City Football Club
                                                                                                                • Ofcom
                                                                                                                • Rugby Football League
                                                                                                                • Rugby Football Union
                                                                                                                • Twitter, Inc.
                                                                                                                • Union of European Football Association (UEFA)
                                                                                                                • Women’s Tennis Association (WTA)

                                                                                                                Spectator Sports - UK - April 2012

                                                                                                                £1,995.00 (Excl.Tax)