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Spectator Sports - UK - April 2013

“The 2012 Olympic Games provided a range of learning points for all spectator sports in terms of how they can enhance their appeal and grow live audiences, whether at events or via media. However, their ability to act on these remains limited by challenges including lack of regular events, football’s continued dominance of sports media and the ongoing financial pressures that are restricting consumers’ ability to spend on leisure activities such as spectator sports.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • What has been the early legacy of London 2012 for Olympic sports?
  • Are fans beginning to turn against ticket prices?
  • How can other sports step out of the shadow of football?
  • What will be the role of mobile in spectator sport’s media mix?
  • Where can spectator sports gain most value from social media?

 

The year 2012 proved a major one for the UK spectator sports market in both its event attendance and live media segments, thanks to London’s hosting of the Olympic Games and continued strong interest in the country’s most popular sports.

The market’s worst fears around the potential crowding-out effects of the Olympics were not realised, with the summer sports suffering attendance downturns – principally horseracing and cricket – affected as much by bad weather as rival attractions. Tennis was the year’s big winner, but it remains to be seen whether the UK’s more niche sports can capitalise on the Olympic opportunity as spectator interest quickly turns back to its staple diet of football.

This report examines current trends in the ways in which UK consumers watch live spectator sport, assesses their experience of the 2012 Olympic Games and attitudes towards both Olympic sports and spectator sports more widely, as well as identifying ways in which venues, clubs, governing bodies and their commercial partners can respond to the opportunities and challenges emerging.

This report focuses on UK adults’ experience of watching live spectator sport, either at an event venue, on television or via the internet. Listening to live radio commentary and watching television highlights or live coverage on a time-shift basis are not included in the core definition of the report.

Market value estimations comprise consumer expenditure on sports event tickets only. Spending on sports television and internet service subscriptions is excluded, as is secondary expenditure at spectator sports venues (on food, beverages, merchandise etc).

Value figures throughout this report are at retail selling prices unless otherwise stated. Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure on spectator sport attendance, 2007-17
            • Olympics deliver growth with little collateral damage
              • Football’s fortunes to determine future rates of growth
                • Market drivers
                  • Affordability makes access a major concern
                    • Sports media platforms continue to boom
                      • Market segmentation
                        • Figure 2: Spectator sport attendances, by sport/competition, 2012
                      • Weather hits horseracing as rugby league steps up
                        • The consumer
                          • Figure 3: Experience of watching live sport in the past 12 months, February 2012
                        • A British winner and free TV drive tennis towards the top
                          • Younger fans most willing to watch beyond the mainstream
                            • Figure 4: Attitudes towards Olympic sports, February 2013
                          • Audiences not yet acting on post-Games interest
                            • What we think
                            • Issues in the Market

                                • What has been the early legacy of London 2012 for Olympic sports?
                                  • Are fans beginning to turn against ticket prices?
                                    • How can other sports step out of the shadow of football?
                                      • What will be the role of mobile in spectator sport’s media mix?
                                        • Where can spectator sports gain most value from social media?
                                        • Trend Application

                                            • Trend: Secret, Secret
                                              • Trend: Guiding Choice
                                                • Mintel Futures: Human
                                                • Market Drivers

                                                  • Key points
                                                    • Travel times make spectator sport a long day out
                                                      • Figure 5: Distribution of professional spectator sports venues, by region, March 2013
                                                    • Pricing strategies get sophisticated
                                                      • Figure 6: Major event ticket prices, 2013
                                                    • Spare capacity to shift focus of stadium investment
                                                      • Figure 7: Stadium utilisation rates* for selected leading spectator sports, 2010/11 and 2011/12
                                                    • Can sports and venues pick up the Olympic baton?
                                                      • Figure 8: Breakdown of London Olympic Games ticket sales, 2012
                                                    • A record year for televised sport
                                                      • Figure 9: Most watched televised sports events in the UK, 2012
                                                    • Live sport blends video, data and banter online
                                                      • Figure 10: Internet usage, by age, Q3 2012
                                                    • Stronger showing for small screens in home than in stadia
                                                      • Figure 11: Household/personal ownership of consumer technology products, July and September 2012
                                                    • An uncertain outlook on the weather front
                                                      • Figure 12: UK weather trends, 1971-2000 and 2006-12
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Pay-as-you-go opens alternative payment methods
                                                        • Pitching to the local community
                                                          • Tweets on tour
                                                            • Nostalgia – business of the future?
                                                              • Mapping out new pitch views
                                                                • Ref’s eye view, ref’s ear sound
                                                                  • Niche players ready to cross the media Street
                                                                    • Home games on the road
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • London 2012 hangover quick to wear off
                                                                          • Figure 13: Consumer expenditure on attending live spectator sport, 2007-17
                                                                        • Forecast
                                                                            • Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2007-17
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Olympics sprinkle gold on market as a whole
                                                                                • Figure 15: UK spectator sport attendances, by leading segments, 2012
                                                                              • Cricket
                                                                                • Attendances
                                                                                  • Figure 16: Attendance trends for major English cricket competitions, 2008-13
                                                                                  • Figure 17: Attendance trends for major English cricket competitions, 2008-12
                                                                                • Stadium development
                                                                                  • Figure 18: First class county cricket ground capacities, 2013
                                                                                • Media coverage
                                                                                  • Football
                                                                                    • Attendances
                                                                                      • Figure 19: Attendance trends for English league football, 2008/09-2012/13
                                                                                      • Figure 20: Attendance trends for English league football, by division, 2007/08-2011/12
                                                                                      • Figure 21: FA Premier League attendances and utilisation rates, by club, 2011/12 season
                                                                                      • Figure 22: Championship attendances and utilisation rates, by club, 2011/12 season
                                                                                    • Stadium development
                                                                                      • Media coverage
                                                                                        • Golf
                                                                                          • Attendances
                                                                                            • Figure 23: Attendance trends at major UK golf tournaments, 2008-13
                                                                                            • Figure 24: Attendance at selected major UK golf tournaments, 2008-12
                                                                                          • Media coverage
                                                                                            • Horseracing
                                                                                              • Attendances
                                                                                                • Figure 25: UK horseracing attendance trends, 2008-13
                                                                                                • Figure 26: UK horseracing attendances, by month, 2012
                                                                                              • Racecourse development
                                                                                                • Media coverage
                                                                                                  • Rugby league
                                                                                                    • Attendances
                                                                                                      • Figure 27: Super League attendances, by club, 20112
                                                                                                    • Stadium development
                                                                                                      • Media coverage
                                                                                                        • Rugby union
                                                                                                          • Attendances
                                                                                                            • Figure 28: Premiership rugby union attendances, 2008/09-2012/13
                                                                                                            • Figure 29: Premiership rugby union attendances, by club, 2012/13*
                                                                                                          • Stadium development
                                                                                                            • Media coverage
                                                                                                              • Tennis
                                                                                                                • Attendances
                                                                                                                  • Figure 30: Attendance trends at major UK tennis tournaments, 2008-13
                                                                                                                  • Figure 31: Attendance trends at major UK tennis tournaments, by event, 2008-12
                                                                                                                • Stadium development
                                                                                                                  • Figure 32: Selected tennis stadium capacities, 2013
                                                                                                                • Media coverage
                                                                                                                • Methods of Watching Live Sport

                                                                                                                  • Key points
                                                                                                                    • Tennis courts centre stage
                                                                                                                      • Figure 33: Methods of watching live sport, February 2013
                                                                                                                    • Spectators now a richer crowd
                                                                                                                      • Figure 34: Live event attendance, by household income, February 2013
                                                                                                                    • Young prepared to watch beyond the mainstream
                                                                                                                      • Figure 35: Interest in ‘other’ sports, by method of watching live, by age, February 2013
                                                                                                                    • Web access to get the countryside onside
                                                                                                                      • Figure 36: Watching live football online, by area of residence, February 2013
                                                                                                                  • Watching Olympic Sports

                                                                                                                    • Key points
                                                                                                                      • Legacy apples fall close to London 2012 tree
                                                                                                                        • Figure 37: Olympic sports watched live, February 2013
                                                                                                                      • A Games for all (who could afford them)?
                                                                                                                        • Figure 38: Spectating at Olympic sports, during and since London 2012 Games, by household income, February 2013
                                                                                                                      • Olympic sports well placed to compete on cost
                                                                                                                        • Figure 39: Spectating at Olympic sports, during and since London 2012 Games, by socio-economic status, February 2013
                                                                                                                    • Attitudes Towards Olympic Sports

                                                                                                                      • Key points
                                                                                                                        • Teenage enthusiasm draws parents to new sports
                                                                                                                          • Figure 40: Attitudes towards Olympic sports, February 2013
                                                                                                                        • Women ready to watch – but need help to work out when
                                                                                                                          • Figure 41: Interest in watching Olympic sports other than football live on TV, by gender, February 2013
                                                                                                                        • Olympic excitement quick to fade
                                                                                                                          • Figure 42: Loss of interest in Olympic sports post-London 2012, by age, February 2013
                                                                                                                        • Do we want to pay for the sport – or the event around it?
                                                                                                                          • Figure 43: Interest in watching Olympic sports live at an event post-London 2012, by household income, February 2013
                                                                                                                      • Barriers to Watching Live Sport

                                                                                                                        • Key points
                                                                                                                          • Prices and incomes put squeeze on spectator segment
                                                                                                                            • Figure 44: Barriers to watching live sport, February 2013
                                                                                                                          • TV experience can keep disaffected on the sofa
                                                                                                                            • Figure 45: Agreement with the statement ‘I can afford tickets but I won’t buy them because they are overpriced’, by sports watched live in the past 12 months, February 2013
                                                                                                                          • Expanding knowledge to keep up with broadening interests
                                                                                                                            • Figure 46: Knowledge barriers to watching live sports events, by age, February 2013
                                                                                                                          • Scandal only hurts when it hits fans in the pocket
                                                                                                                            • Figure 47: Loss of interest in watching sport because of scandal, by sports watched live in past 12 months, February 2013
                                                                                                                        • Attitudes Towards Live Sport

                                                                                                                          • Key points
                                                                                                                            • HDTV sharpens up television’s alternative offer
                                                                                                                              • Figure 48: Attitudes towards live sport, February 2013
                                                                                                                            • Olympics expand the pub crowd
                                                                                                                              • Figure 49: Enjoyment of watching live televised sport in a pub, bar, cinema or public space, by household income, February 2013
                                                                                                                            • Spectator sport as an older family occasion
                                                                                                                              • Figure 50: Agreement with the statement ‘Live sports events should be more of an ‘occasion’’, by age, February 2013
                                                                                                                            • Wired stadia the key for fans to connect with sports media
                                                                                                                              • Figure 51: Interest in reading/posting to social media while watching live sport, by experience of live Olympic sports, February 2013
                                                                                                                          • A Female Olympic Dividend – CHAID Analysis

                                                                                                                            • Methodology
                                                                                                                              • Women’s interest an opportunity for niche sports to break the mould
                                                                                                                                • Figure 52: Spectator sports – CHAID – Tree output, March 2013
                                                                                                                                • Figure 53: Spectator Sports – CHAID – Table output, March 2013
                                                                                                                            • Appendix – Market Drivers

                                                                                                                                • Figure 54: Distribution of professional spectator sports venues, by region and sport, March 2013
                                                                                                                                • Figure 55: Trends in the cost of petrol and diesel, October 2009-December 2012
                                                                                                                                • Figure 56: GfK NOP Consumer Confidence Index, January 1988-January 2012
                                                                                                                                • Figure 57: UK multichannel TV penetration, by platform, 2007-12
                                                                                                                                • Figure 58: UK weather trends, 2006-12
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 59: Forecast of consumer expenditure on attending live spectator sports, 2012-17
                                                                                                                            • Appendix – Methods of Watching Live Sport

                                                                                                                                • Figure 60: Most popular sports watched live (any method), by demographics, February 2013
                                                                                                                                • Figure 61: Next most popular sports watched live (any method), by demographics, February 2013
                                                                                                                                • Figure 62: Other sports watched live (any method), by demographics, February 2013
                                                                                                                                • Figure 63: Most popular sports watched live at the event, by demographics, February 2013
                                                                                                                                • Figure 64: Next most popular sports watched live at the event, by demographics, February 2013
                                                                                                                                • Figure 65: Other sports watched live at the event, by demographics, February 2013
                                                                                                                                • Figure 66: Most popular sports watched live on TV in home, by demographics, February 2013
                                                                                                                                • Figure 67: Next most popular sports watched live on TV in home, by demographics, February 2013
                                                                                                                                • Figure 68: Other sports watched live on TV in home, by demographics, February 2013
                                                                                                                                • Figure 69: Most popular sports watched live on TV outside the home, by demographics, February 2013
                                                                                                                                • Figure 70: Next most popular sports watched live on TV outside the home, by demographics, February 2013
                                                                                                                                • Figure 71: Other sports watched live on TV outside the home, by demographics, February 2013
                                                                                                                                • Figure 72: Sports watched live on the internet, by demographics, February 2013
                                                                                                                            • Appendix – Watching Olympic Sports

                                                                                                                                • Figure 73: Olympic sports watched live, by demographics, February 2013
                                                                                                                            • Appendix – Attitudes Towards Olympic Sports

                                                                                                                                • Figure 74: Most popular attitudes towards Olympic sports, by demographics, February 2013
                                                                                                                                • Figure 75: Next most popular attitudes towards Olympic sports, by demographics, February 2013
                                                                                                                                • Figure 76: Attitudes towards Olympic sports, by most popular attitudes towards Olympic sports, February 2013
                                                                                                                                • Figure 77: Attitudes towards Olympic sports, by next most popular attitudes towards Olympic sports, February 2013
                                                                                                                                • Figure 78: Attitudes towards Olympic sports, by Olympic sports watched live, February 2013
                                                                                                                            • Appendix – Barriers to Watching Live Sport

                                                                                                                                • Figure 79: Most popular barriers to watching live sport, by demographics, February 2013
                                                                                                                                • Figure 80: Next most popular barriers to watching live sport, by demographics, February 2013
                                                                                                                                • Figure 81: Barriers to watching live sport, by most popular barriers to watching live sport, February 2013
                                                                                                                                • Figure 82: Barriers to watching live sport, by next most popular barriers to watching live sport, February 2013
                                                                                                                                • Figure 83: Barriers to watching live sport, by most popular methods of watching live sport, February 2013
                                                                                                                                • Figure 84: Barriers to watching live sport, by next most popular methods of watching live sport, February 2013
                                                                                                                                • Figure 85: Barriers to watching live sport, by other methods of watching live sport, February 2013
                                                                                                                                • Figure 86: Barriers to watching live sport, by Olympic sports watched live, February 2013
                                                                                                                            • Appendix – Attitudes Towards Live Sport

                                                                                                                                • Figure 87: Most popular attitudes towards live sport, by demographics, February 2013
                                                                                                                                • Figure 88: Next most popular attitudes towards live sport, by demographics, February 2013
                                                                                                                                • Figure 89: Attitudes towards live sport, by most popular attitudes towards live sport, February 2013
                                                                                                                                • Figure 90: Attitudes towards live sport, by next most popular attitudes towards live sport, February 2013
                                                                                                                                • Figure 91: Attitudes towards live sport, by most popular barriers to watching live sport, February 2013
                                                                                                                                • Figure 92: Attitudes towards live sport, by next most popular barriers to watching live sport, February 2013
                                                                                                                                • Figure 93: Attitudes towards live sport, by most popular methods of watching live sport, February 2013
                                                                                                                                • Figure 94: Attitudes towards live sport, by next most popular methods of watching live sport, February 2013
                                                                                                                                • Figure 95: Attitudes towards live sport, by other methods of watching live sport, February 2013
                                                                                                                                • Figure 96: Attitudes towards live sport, by Olympic sports watched live, February 2013

                                                                                                                            Companies Covered

                                                                                                                            • Aegon UK
                                                                                                                            • Arena Leisure
                                                                                                                            • Arsenal Football Club
                                                                                                                            • Aston Villa Football Club
                                                                                                                            • Barclays Bank plc
                                                                                                                            • Blackburn Rovers Football Club
                                                                                                                            • Bolton Wanderers Football Club
                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                            • BT Group plc
                                                                                                                            • Channel 4
                                                                                                                            • Cheltenham Racecourse
                                                                                                                            • England and Wales Cricket Board (ECB)
                                                                                                                            • ESPN, Inc.
                                                                                                                            • Football Association (The)
                                                                                                                            • Harlequins Rugby Union Club
                                                                                                                            • Hull City Football Club
                                                                                                                            • Jockey Club Racecourses
                                                                                                                            • Lawn Tennis Association (LTA)
                                                                                                                            • Leeds United
                                                                                                                            • London Wasps
                                                                                                                            • Manchester City Football Club
                                                                                                                            • Manchester United PLC
                                                                                                                            • Marylebone Cricket Club (MCC)
                                                                                                                            • mmO2 plc
                                                                                                                            • NatWest
                                                                                                                            • Newbury Leisure Ltd
                                                                                                                            • Newcastle United PLC
                                                                                                                            • Norwich City Football Club
                                                                                                                            • Npower Limited
                                                                                                                            • Portsmouth Football Club
                                                                                                                            • Professional Golfers Association
                                                                                                                            • Racecourse Association
                                                                                                                            • Royal Bank of Scotland Group plc
                                                                                                                            • Saracens Ltd
                                                                                                                            • Tottenham Hotspur PLC
                                                                                                                            • Wentworth Club
                                                                                                                            • West Bromwich Albion
                                                                                                                            • West Ham United Football Club
                                                                                                                            • Wigan Athletic Football Club
                                                                                                                            • Women’s Tennis Association (WTA)

                                                                                                                            Spectator Sports - UK - April 2013

                                                                                                                            £1,995.00 (Excl.Tax)