Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- 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
- 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
- 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
- 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 -- 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
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