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Sport and The Media - UK - February 2009

Sport is one of the most popular of all leisure interests among UK consumers, and particularly among men – yet only a small minority of fans actually pursue this interest through live event attendance. For the large majority, the bulk of their engagement with sport comes through the media. The value of television rights alone highlights how important the media has become to driving sports revenues, and how important sport has become to sustaining media revenues, particularly in times of audience fragmentation and declining circulations.

The media market as a whole is changing, primarily as a consequence of the development of the internet, and its sports sector faces a range of challenges and opportunities as a result. ‘Old media’ of print titles and linear television appear most vulnerable to change, yet these have the strong brands that consumers will gravitate towards in a new space. The overall direction of travel is towards platforms that hold real potential to develop ever more sophisticated and compelling sports offers.

This report examines these recent developments in the sports media market, in terms of the availability of coverage – in both quantity and the range of platforms providers use – and the way in which it is consumed. In assessing the role that media coverage is likely to play in the sports market in the current economic climate, it examines the hypothesis that: “the onset of recession, platform proliferation, the high cost of event attendance and the development of sport as an entertainment product are all combining to make media coverage an alternative to the stadium experience rather than an adjunct to it.”

Main report themes:

  • How vulnerable is sports media spending to recession?

  • How important is sport to the media – in driving audiences and advertising revenues?

  • How do consumers use the media to follow sport?

  • Do they have different media preferences for different sports?

  • How are media groups developing multi-platform operations?

  • Is collaboration or competition the future for alternative platforms and providers?

  • How innovative are sports media providers?

  • What are the strengths and weaknesses of the main sports media platforms relative to each other?

  • What are consumers’ attitudes towards the main sports media platforms?

  • How will audiences change their consumption habits during 2009?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Read all about it…online
              • Mintel Inspire
                • Opportunity
                  • Never red
                    • Mintel Inspire
                      • Opportunity
                      • Market in Brief

                        • Stalling attendance growth boosts media status
                          • Pulling power of sport retains top rights values
                            • Sports media audiences migrating online
                              • A pressing need to clear up clutter
                                • Market flat during recession
                                  • Sport spotted as a driver of technological trading up
                                    • Broadband opportunities are here – but a truly mobile market must wait
                                      • Convergence the long-term goal
                                        • Readers deserting newspapers – but not newspaper brands
                                          • Setanta extends sports TV’s reach
                                            • Online migration to spark new wave of radio?
                                              • More and more playing the numbers game
                                              • Internal Market Environment

                                                • Key points
                                                  • Interest in sport: Losing its appeal?
                                                    • Figure 1: Any interest in named sports/pastimes, 2004-08
                                                  • Recession: No time to be playing games
                                                    • Sports media consumers searching for stars
                                                      • Spectator sports: Hard core fans v day-trippers
                                                        • Figure 2: Sports/pastimes paid to watch at venue in the past 12 months, 2004-08
                                                      • Attendance levels: Peak or plateau?
                                                        • Sports participation: Inspiration 1 Recession 1
                                                          • Figure 3: Sports/pastimes played or taken part in regularly, 2004-08
                                                        • Access to media: More platforms or fewer?
                                                          • Sport can stay with satellite minority or court Freeview majority
                                                            • Figure 4: UK multichannel TV penetration, by platform, 2005-09*
                                                          • High hopes for high-definition
                                                            • No cable or satellite, little access to sport
                                                              • Figure 5: Sports coverage on television, by platform, 2005 and 2007
                                                            • Newspaper circulations: Sport drives volumes, not advertising
                                                              • Figure 6: UK newspapers* volume forecast, 2003-12
                                                            • It’s the message, not the medium
                                                              • Internet access: Fewer divisions in connectivity league
                                                                • Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender and age, 2003-08
                                                              • Broadband penetration the bigger issue for sport
                                                                • Figure 8: Average broadband speeds over time, 2006-08
                                                              • Mobile internet closes in on convergence
                                                                • Figure 9: Growth of PC-based and mobile internet active audiences, Q2 and Q3 2008
                                                              • Mobile web use led by young
                                                                • Figure 10: Demographic profile of PC-based and mobile internet active audiences, by age, Q3, 2008
                                                              • Positive outlook for mobile sports sites
                                                                • Figure 11: Most popular mobile web sites, Q3, 2008
                                                              • Cost of access: Risks of churn as yet uncertain
                                                                • Newspaper readers loyal to brands, not platforms
                                                                  • Recession to spark radio renaissance?
                                                                    • Listed events
                                                                      • Figure 12: ‘Listed’ sporting events, 2009
                                                                    • Sports media teamed up with bookmakers
                                                                      • Prices still right(s)
                                                                      • Broader Market Environment

                                                                        • Key points
                                                                          • Sports fans still spending on media
                                                                            • Figure 13: Areas where consumers would cut back spending, July 2008
                                                                          • Population trends: How to get pensioners into the game?
                                                                            • Figure 14: Trends in the age structure of the UK population, by gender, 2003-13
                                                                          • Able to spend – but willing to do so?
                                                                            • Access to technology: Mobile makes first move
                                                                              • Figure 15: Trends in digital device usage, 2007-08
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Sport prominent in the mainstream
                                                                                • Figure 16: Interest in leisure activities and hobbies, 2004-08
                                                                              • Television: Major events still winning ratings gold
                                                                                • Figure 17: Most popular television programmes, by channel, w/e 18 January 2009
                                                                                • Figure 18: Most-viewed televised sports events, 2008
                                                                              • Individual sports: A hierarchy of popularity
                                                                                • Figure 19: Live sports event television audiences, by sport, November 2008
                                                                              • Channel competition: Setanta passes Eurosport
                                                                                • Figure 20: Sports channel shares of viewing, October-December 2008
                                                                              • Newspaper: Tabloid width, broadsheet depth
                                                                                • Figure 21: UK newspapers market shares, 2007
                                                                              • Magazines: Setting the sports market free
                                                                                • Figure 22: Leading non-women’s interest magazine sectors*, by average net circulation per issue, June 2008
                                                                              • The internet: Is sport an unwelcome distraction?
                                                                                • Figure 23: Trends in websites browsed for information purposes in the last three months, 2005-08
                                                                            • Strengths and Weaknesses in the Market

                                                                                • Strengths
                                                                                  • Cost
                                                                                    • Potential for convergence
                                                                                      • Access
                                                                                        • Interest
                                                                                          • Strong brands
                                                                                            • Weaknesses
                                                                                              • Clutter
                                                                                                • Balance of coverage
                                                                                                  • Multi-platform requirements
                                                                                                    • Cost of rights
                                                                                                      • Population structure
                                                                                                      • Who's Innovating?

                                                                                                        • Key points
                                                                                                          • 3D TV comes into focus
                                                                                                            • A game of tag(s)
                                                                                                              • Convergence now about more than technology
                                                                                                                • Chalk and talk
                                                                                                                  • Media enters the arena
                                                                                                                    • Rights holders doin’ it for themselves
                                                                                                                    • Sport on Television

                                                                                                                      • Key points
                                                                                                                        • Countering the growing threat of the web
                                                                                                                          • Figure 24: Sports/pastimes watched on TV, 2004-08
                                                                                                                        • Satellite sport now routine, terrestrial turns event-driven
                                                                                                                          • Figure 25: UK sports television output, 2003-07
                                                                                                                        • HD an opportunity for sport; sport an opportunity for HD
                                                                                                                          • Athletics: Coverage bounces back
                                                                                                                            • Figure 26: Television coverage of athletics, by channel, 2005 and 2007
                                                                                                                          • Cricket: At the centre of the listing debate
                                                                                                                            • Figure 27: Television coverage of cricket, by channel, 2005 and 2007
                                                                                                                          • Football: Setanta impact beginning to be felt
                                                                                                                            • Figure 28: Television coverage of football, by channel, 2005 and 2007
                                                                                                                          • Golf: Setanta makes gains, but BSkyB secures key assets
                                                                                                                            • Figure 29: Television coverage of golf, by channel, 2005 and 2007
                                                                                                                          • Horse racing: Current coverage under sustained threat
                                                                                                                            • Figure 30: Television coverage of horse racing, by channel, 2005 and 2007
                                                                                                                          • Rugby league: New-style Super League to provide a needed boost
                                                                                                                            • Figure 31: Television coverage of rugby league, by channel, 2005 and 2007
                                                                                                                          • Rugby union: World Cup rights up for grabs
                                                                                                                            • Figure 32: Television coverage of rugby union, by channel, 2005 and 2007
                                                                                                                          • Tennis: More Sky coverage – Murray the carrot, Setanta the stick?
                                                                                                                            • Figure 33: Television coverage of tennis, by channel, 2005 and 2007
                                                                                                                        • Sport in Print

                                                                                                                          • Key points
                                                                                                                            • Newspapers: A decline in readership – or just a switch?
                                                                                                                              • Figure 34: Sports/pastimes read about in the papers, 2004-08
                                                                                                                            • Papers stick with core sports
                                                                                                                              • Figure 35: Most popular newspaper websites, by UK unique audience, 2007-08
                                                                                                                            • Expansion of internet access heightens threat to print
                                                                                                                              • Giveaways boosting circulation and adsales
                                                                                                                                • Magazines: Free titles hit the front
                                                                                                                                  • Figure 36: Leading sports magazines, by average net circulation per issue, June 2008
                                                                                                                              • Sport on the Radio

                                                                                                                                • Key points
                                                                                                                                  • Live commentary drives radio appeal
                                                                                                                                    • Figure 37: Listening figures, national sports-led radio stations*, July-September 2008
                                                                                                                                  • Digital listening sees multi-platform growth
                                                                                                                                  • Sport on the Internet and Mobile Internet

                                                                                                                                    • Key points
                                                                                                                                      • Internet the growth medium
                                                                                                                                        • Figure 38: Sports/pastimes looked up on the internet, 2007-08
                                                                                                                                      • Rights holders eye up online distribution channels
                                                                                                                                        • Old-fashioned syndication becomes modern-day collaboration
                                                                                                                                        • Profiles of Leading Sports Media

                                                                                                                                          • Key points
                                                                                                                                            • Television: Setanta Sports
                                                                                                                                              • Radio: BBC Radio 5 Live
                                                                                                                                                • Newspaper: The Sunday Times
                                                                                                                                                  • Magazine: Sport
                                                                                                                                                    • Website: Sport365.com
                                                                                                                                                      • Mobile: Sky Sports Mobile
                                                                                                                                                      • How do we Follow Sport in the Media?

                                                                                                                                                        • Key points
                                                                                                                                                          • Key sports close TV door to newcomers
                                                                                                                                                            • Figure 39: Media used to follow sport, November 2008
                                                                                                                                                          • Rights activations require multi-platform strategies
                                                                                                                                                            • Individual media know their strengths – and so do consumers
                                                                                                                                                              • Fans want to see the action, and on a big screen
                                                                                                                                                                • Figure 40: Sports media paid for or subscribed to, November 2008
                                                                                                                                                              • Sky and Setanta: Competing rights bids, contrasting audiences
                                                                                                                                                                • Properties not yet playing in the broadcasters’ league
                                                                                                                                                                • Attitudes Towards Sport and the Media

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Numbers add up
                                                                                                                                                                      • Figure 41: Attitudes towards sport and the media, November 2008
                                                                                                                                                                    • Advertisers: Don’t interrupt us
                                                                                                                                                                      • Is football still the driver of pay-TV subs?
                                                                                                                                                                        • Personalities sell papers – and websites, and TV…
                                                                                                                                                                          • …but less so in football than in other sports
                                                                                                                                                                            • Pubs serve sport to the dish-less
                                                                                                                                                                              • Figure 42: Sports media habits and preferences, November 2008
                                                                                                                                                                            • Focus on text, not print
                                                                                                                                                                              • A need to cut through the online clutter
                                                                                                                                                                              • Changing Sport Consumption Habits?

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Subscription sports channels expected to tread water
                                                                                                                                                                                    • Figure 43: Changes/planned changes in sports media consumption habits, November 2008
                                                                                                                                                                                  • More viewers now HD-ready…
                                                                                                                                                                                    • …but ‘red button’ proves a turn-off
                                                                                                                                                                                      • Sports media still a shop window for events
                                                                                                                                                                                      • Sports Media Targeting Opportunities

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Identifying targets
                                                                                                                                                                                            • Figure 44: Sport and the media target groups, November 2008
                                                                                                                                                                                          • Interactors
                                                                                                                                                                                            • Sky Vulnerables
                                                                                                                                                                                              • Pay For Sports
                                                                                                                                                                                                • Anti-commercialisation
                                                                                                                                                                                                  • Uninterested
                                                                                                                                                                                                    • PC functionality could improve pay-TV’s reception
                                                                                                                                                                                                      • Figure 45: How attitudinal groups differentiate on key attitudes, November 2008
                                                                                                                                                                                                    • Sporting preferences reflect media choices
                                                                                                                                                                                                      • Figure 46: Sports followed in any media, by sport and the media target groups, November 2008
                                                                                                                                                                                                    • The mainstream sticks to the familiar
                                                                                                                                                                                                      • Figure 47: Media used to follow any sports, by sport and the media target groups, November 2008
                                                                                                                                                                                                    • Sky Vulnerables take flight online
                                                                                                                                                                                                      • Figure 48: Sports media paid for or subscribed to, by sport and the media target groups, November 2008
                                                                                                                                                                                                    • Commercialisation issues need to be addressed
                                                                                                                                                                                                      • Vulnerable to sporting tradition
                                                                                                                                                                                                        • Figure 49: Sports media habits and preferences, by sport and the media target groups, November 2008
                                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                                        • Figure 50: Adult population trends, by lifestage, 2003-13
                                                                                                                                                                                                        • Figure 51: Adult population trends, by socio-economic group, 2003-13
                                                                                                                                                                                                    • Appendix – How do we Follow Sport in the Media?

                                                                                                                                                                                                      • Sports followed in any media – detailed demographics
                                                                                                                                                                                                        • Figure 52: Most popular sports followed in any media, by demographic sub-group, November 2008
                                                                                                                                                                                                        • Figure 53: Next most popular sports followed in any media, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Media used to follow any sports – detailed demographics
                                                                                                                                                                                                        • Figure 54: Media used to follow any sports, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Paid/subscription sports media – detailed demographics
                                                                                                                                                                                                        • Figure 55: Sports media paid for or subscribed to, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Paid/subscription sports media, by sports followed
                                                                                                                                                                                                        • Figure 56: Sports media paid for or subscribed to, by most popular sports followed in any media, November 2008
                                                                                                                                                                                                        • Figure 57: Sports media paid for or subscribed to, by next most popular sports followed in any media, November 2008
                                                                                                                                                                                                      • Paid/subscription sports media, by media used
                                                                                                                                                                                                        • Figure 58: Sports media paid for or subscribed to, by media used to follow any sports, November 2008
                                                                                                                                                                                                      • Combinations of paid/subscription sports media
                                                                                                                                                                                                        • Figure 59: Sports media paid for or subscribed to, by other sports media paid for or subscribed to, November 2008
                                                                                                                                                                                                    • Appendix – Attitudes Towards Sport and the Media

                                                                                                                                                                                                      • Attitudes towards sport and the media – detailed demographics
                                                                                                                                                                                                        • Figure 60: Most popular attitudes towards sport and the media, by demographic sub-group, November 2008
                                                                                                                                                                                                        • Figure 61: Next most popular attitudes towards sport and the media, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Attitudes, by sports followed
                                                                                                                                                                                                        • Figure 62: Attitudes towards sport and the media, by most popular sports followed in any media, November 2008
                                                                                                                                                                                                        • Figure 63: Attitudes towards sport and the media, by next most popular sports followed in any media, November 2008
                                                                                                                                                                                                      • Attitudes, by media used
                                                                                                                                                                                                        • Figure 64: Attitudes towards sport and the media, by media used to follow any sports, November 2008
                                                                                                                                                                                                      • Attitudes, by paid/subscription sports media
                                                                                                                                                                                                        • Figure 65: Attitudes towards sport and the media, by sports media paid for or subscribed to, November 2008
                                                                                                                                                                                                      • Combinations of attitudes
                                                                                                                                                                                                        • Figure 66: Attitudes towards sport and the media, by most popular other attitudes towards sport and the media, November 2008
                                                                                                                                                                                                        • Figure 67: Attitudes towards sport and the media, by next most popular other attitudes towards sport and the media, November 2008
                                                                                                                                                                                                      • Habits and preferences – detailed demographics
                                                                                                                                                                                                        • Figure 68: Sports media habits and preferences, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Habits and preferences, by sports followed
                                                                                                                                                                                                        • Figure 69: Sports media habits and preferences, by most popular sports followed in any media, November 2008
                                                                                                                                                                                                        • Figure 70: Sports media habits and preferences, by next most popular sports followed in any media, November 2008
                                                                                                                                                                                                      • Habits and preferences, by media used
                                                                                                                                                                                                        • Figure 70: Sports media habits and preferences, by media used to follow and sports, November 2008
                                                                                                                                                                                                      • Habits and preferences, by paid/subscription sports media
                                                                                                                                                                                                        • Figure 71: Sports media habits and preferences, by sports paid for or subscribed to, November 2008
                                                                                                                                                                                                      • Habits and preferences, by attitudes
                                                                                                                                                                                                        • Figure 72: Sports media habits and preferences, by most popular attitudes towards sport and the media, November 2008
                                                                                                                                                                                                        • Figure 73: Sports media habits and preferences, by next most popular attitudes towards sport and the media, November 2008
                                                                                                                                                                                                      • Combinations of habits and preferences
                                                                                                                                                                                                        • Figure 74: Sports media habits and preferences, by other sports media habits and preferences, November 2008
                                                                                                                                                                                                    • Appendix – Changing Sports Consumption Habits?

                                                                                                                                                                                                      • Changes made – detailed demographics
                                                                                                                                                                                                        • Figure 75: Most popular changes in sports media consumption habits over the last 12 months, by demographic sub-group, November 2008
                                                                                                                                                                                                        • Figure 76: Next most popular changes in sports media consumption habits over the last 12 months, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Changes planned – detailed demographics
                                                                                                                                                                                                        • Figure 77: Most popular planned changes in sports media consumption habits over the next 12 months, by demographic sub-group, November 2008
                                                                                                                                                                                                        • Figure 78: Next most popular planned changes in sports media consumption habits over the next 12 months, by demographic sub-group, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by sports followed
                                                                                                                                                                                                        • Figure 79: Changes/planned changes in sports media consumption habits, by most popular sports followed in any media, November 2008
                                                                                                                                                                                                        • Figure 80: Changes/planned changes in sports media consumption habits, by next most popular sports followed in any media, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by media used
                                                                                                                                                                                                        • Figure 81: Changes/planned changes in sports media consumption habits, by media used to follow any sports, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by paid/subscription sports media
                                                                                                                                                                                                        • Figure 82: Changes/planned changes in sports media consumption habits, by sports media paid for or subscribed to, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by attitudes
                                                                                                                                                                                                        • Figure 83: Changes/planned changes in sports media consumption habits, by most popular attitudes to sport and the media, November 2008
                                                                                                                                                                                                        • Figure 84: Changes/planned changes in sports media consumption habits, by next most popular attitudes to sport and the media, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by habits and preferences
                                                                                                                                                                                                        • Figure 85: Changes/planned changes in sports media consumption habits, by sports media habits and preferences, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by changes already done
                                                                                                                                                                                                        • Figure 86: Changes/planned changes in sports media consumption habits, by most popular changes in sports media consumption habits over the last 12 months, November 2008
                                                                                                                                                                                                        • Figure 87: Changes/planned changes in sports media consumption habits, by next most popular changes in sports media consumption habits over the last 12 months, November 2008
                                                                                                                                                                                                      • Changes/planned changes, by changes planned to do in future
                                                                                                                                                                                                        • Figure 88: Changes/planned changes in sports media consumption habits, by most popular planned changes in sports media consumption habits over the next 12 months, November 2008
                                                                                                                                                                                                        • Figure 89: Changes/planned changes in sports media consumption habits, by next most popular planned changes in sports media consumption habits over the next 12 months, November 2008
                                                                                                                                                                                                    • Appendix – Sports Media Targeting Opportunities

                                                                                                                                                                                                        • Figure 90: Attitudes towards sport and the media, by sport and the media target groups, November 2008
                                                                                                                                                                                                        • Figure 91: Sport and the media target groups, by demographic sub-group, November 2008
                                                                                                                                                                                                        • Figure 92: Changes/planned changes in sports media consumption habits, by sport and the media target groups, November 2008

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                    • Apple Computer UK Ltd
                                                                                                                                                                                                    • Archos
                                                                                                                                                                                                    • Arsenal Football Club
                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                    • Associated Newspapers Ltd
                                                                                                                                                                                                    • Association of Tennis Professionals (ATP)
                                                                                                                                                                                                    • Audit Bureau of Circulations
                                                                                                                                                                                                    • Barclays Bank plc
                                                                                                                                                                                                    • Betfair
                                                                                                                                                                                                    • Blackburn Rovers Football Club
                                                                                                                                                                                                    • British Airways Plc
                                                                                                                                                                                                    • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                    • Broadcasters' Audience Research Board Limited
                                                                                                                                                                                                    • BT Group plc
                                                                                                                                                                                                    • Channel 4
                                                                                                                                                                                                    • Clydesdale Bank
                                                                                                                                                                                                    • Dell B2C Retail
                                                                                                                                                                                                    • Endemol UK
                                                                                                                                                                                                    • England and Wales Cricket Board (ECB)
                                                                                                                                                                                                    • ESPN, Inc.
                                                                                                                                                                                                    • Eurostar UK Ltd
                                                                                                                                                                                                    • Everton Football Club
                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                    • Fédération Internationale de Football Association
                                                                                                                                                                                                    • Five
                                                                                                                                                                                                    • Football Association (The)
                                                                                                                                                                                                    • Formula One Administration Ltd
                                                                                                                                                                                                    • FourFourTwo
                                                                                                                                                                                                    • Freeview
                                                                                                                                                                                                    • Goldman Sachs Group, Inc., The
                                                                                                                                                                                                    • Google UK
                                                                                                                                                                                                    • Guardian Media Group
                                                                                                                                                                                                    • Heineken N.V.
                                                                                                                                                                                                    • HomeChoice
                                                                                                                                                                                                    • ITV plc
                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                    • Johnston Press plc
                                                                                                                                                                                                    • KFC Ltd (UK)
                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                    • Manchester United PLC
                                                                                                                                                                                                    • Market & Opinion Research International (MORI)
                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                                                    • National Basketball Association
                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                                                                                    • News Corporation (The)
                                                                                                                                                                                                    • News International PLC
                                                                                                                                                                                                    • Newspaper Society (The)
                                                                                                                                                                                                    • Nike
                                                                                                                                                                                                    • Nintendo UK Entertainment Ltd
                                                                                                                                                                                                    • Nokia Corporation (UK)
                                                                                                                                                                                                    • Ofcom
                                                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                                                    • Orange plc (UK)
                                                                                                                                                                                                    • Professional Golfers Association
                                                                                                                                                                                                    • Racing Post
                                                                                                                                                                                                    • Research in Motion Uk Ltd.
                                                                                                                                                                                                    • Setanta Sports
                                                                                                                                                                                                    • Sony Ericsson Mobile Communications AB
                                                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                                                    • talkSPORT
                                                                                                                                                                                                    • TEAMtalk Media Group
                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                    • The Press Association
                                                                                                                                                                                                    • Union of European Football Association (UEFA)
                                                                                                                                                                                                    • UTV
                                                                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                    • West Ham United Football Club
                                                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                                                    • Yahoo! UK & Ireland
                                                                                                                                                                                                    • Yellow Pages Association
                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                    Sport and The Media - UK - February 2009

                                                                                                                                                                                                    £1,995.00 (Excl.Tax)