bbc trust - listed events - market research, july 2009downloads.bbc.co.uk › ... › listed_events...
TRANSCRIPT
���������� ������ ���� ���
Results
May/June 2009
����������
��������������������������
Assess the value that the UK public place on a wide range of events being broadcast free-to-air
Understand the importance of live coverage of these events, versus highlights
Identify the key drivers behind the choice of events to be televised on terrestrial television, as well as willingness to pay to view these events on TV
Understand the role that televising sporting events plays in influencing participation and interest in sport
Analyse findings by key sub-groups (e.g. demographics, media consumption, sports consumption and participation, TV platform)
������������
������������
Data is weighted to be representative of the UK population aged 16+ (NRS ‘08 & BARB Q1 ’09)
Age & sex within nation
Social grade within nation
Working status
Ethnicity
Technology ownership
Weighting:
GB – Region, sex, age, working status
NI – Sex, age
UK – Ethnicity
Quotas:
2,543Sample Size:
All UK adults, aged 16+Universe:
Online self-completion (Ipsos Online Access Panel)Methodology:
7th – 12th May 2009Fieldwork:
��������������������������������������
Which one of the following statements best describes your interests in following sport?
27%
34%
40%
Sports Fans (Makean effort to watch,listen or read aboutsport daily or mostdays a week)
Main Eventers(Follow events ofinterest to them)
Rejectors (Notinterested in sport)
Base: 2,543 UK adults, 7th – 12th May 2009
��������������������������������������
70%30%
35%35%
30%
60%40%
41%
64%36%
MaleFemale
16-34yrs35-54yrs
55+yrs
ABC1C2DE
BBC Heartland
Pay TVNon Pay TV
37%63%
27%34%
38%
57%43%
43%
50%50%
31%69%
29%35%36%
45%55%
33%
55%45%
Sport Fans (40%) Main Eventers (34%) Rejectors (27%)
Which one of the following statements best describes your interests in following sport?
Base: 2,543 UK adults, 7th – 12th May 2009
����������������������!�����"��������������"��������
How often do you take part in sport or physical exercise for at least 30 minutes at a time?
21%
18% 61%
Participate Regularly(Once a week or more)
Participate Occasionally(Less than once a week)
Never Participate
Base: 2,543 UK adults, 7th – 12th May 2009
49%51%
36%34%
31%
57%43%
34%
55%45%
MaleFemale
16-34yrs35-54yrs
55+yrs
ABC1C2DE
BBC Heartland
Pay TVNon Pay TV
49%51%
33%41%
27%
56%44%
39%
59%41%
46%54%
15%33%
52%
49%51%
43%
59%41%
Regularly (61%) Occasionally (18%) Never (21%)
How often do you take part in sport or physical exercise for at least 30 minutes at a time?
����������������������!�����"��������������"��������
Base: 2,543 UK adults, 7th – 12th May 2009
�����# ����������������������# �$��
�����%�����������&'��$���������%�����������&'��$���������%�����������&'��$���������%�����������&'��$���� ����������������!�����
��!���!��������������!��������
���(
61
52
48
47
34
32
32
31
26
19
81
20
23
17
32
34
37
24
50
14
News
Films
Comedy
Drama
Serious Factual
Sport
Regional News
Soaps
Current Affairs
Other Factual
% To you personally
% To society as a whole
)# ��������������������*�������!������+���,-.
Base: 2,543 UK adults, 7th – 12th May 2009
Which, if any, of the following programme types do you consider to be the most important…?Ranked on personal
Source: Ipsos MORI
4thTo Society
6thPersonally
Sport Ranking:
61
26
32
32
34
17
31
48
10
9
81
50
37
34
32
28
24
23
22
22
News
Current Affairs
Regional News
Sport
Serious Factual
Educational
Soaps
Comedy
Regional Current Affairs
Children's
% To you personally
% To society as a whole
)# ��������������������*�������!������+���,-.
Base: 2,543 UK adults, 7th – 12th May 2009
Which, if any, of the following programme types do you consider to be the most important…?Ranked on ranked on societal
Source: Ipsos MORI
6thPersonally
4thTo Society
Sport Ranking:
25%
7% 6%
17%
11%6%
8%
5%4%
6%
7%
5%
18%
17%
14%
6%
Television Radio The internet Mobile phone / device
Several times a week About once a week About once a fortnight About once a month Less often
�����# ����������������������# �$��
How often do you tend to watch or listen to live coverage or highlights of sporting events on…
Source: Ipsos MORI
75%
48%
36%
11%
Base: 2,543 UK adults, 7th – 12th May 2009
68%
52%
49%
48%
40%
38%
34%
33%
31%
27%
Football
Tennis
Motor Sports
Snooker
Athletics
Rugby Union
Cricket
Boxing
Golf
Darts
������� �����$���������������+���,-.
Which, if any, of the following sports do you ever watch on television?
Source: Ipsos MORI
Base: (1,935) All UK adults who ever watch live coverage or highlights of sporting events on TV, 7th – 12th May 2009
74%
71%
59%
73%
47%
29%
Any channel (Net)
Any BBC (net)
Any ITV (Net)
Any terrestrial (Net)
Any digital (Net)
Sky Sports
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
���������� ��!��"���������+/�"������.
On which of the following channels do you ever watch… Any sport content (net)
65%
59%
47%
63%
39%
25%
Any channel (Net)
Any BBC (net)
Any ITV (Net)
Any terrestrial (Net)
Any digital (Net)
Sky Sports
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
���������� ��!��"���������+0���.
On which of the following channels do you ever watch…Live content.
52%
46%
30%
49%
24%
13%
Any channel (Net)
Any BBC (net)
Any ITV (Net)
Any terrestrial (Net)
Any digital (Net)
Sky Sports
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
���������� ��!��"���������+1�!���!���.
On which of the following channels do you ever watch…Highlights.
(����������$������������� 2������� ���� ���3
)# �������������������������
���������������!�������+�����������.
��������)# ��������
4*,
)# ������������������"
5*,
32%17%
21%29%
47% 54%
To you personally To society as a whole
8-10 (net)
5-7 (net)
1-4 (net)
���������# �����������������������������
How important is it to you personally / How important do you think it is to society as a whole that there is a list of sporting events that have to be shown on the 5 main television channels, either live or through highlights?
Source: Ipsos MORI
6.1 7.1
Base: 2,543 UK adults, 7th – 12th May 2009
Mean Score
7.1
7.07.2
7.9
8.57.6
4.4
7.47.2
6.3
6.1
5.96.3
7.3
8.46.6
2.2
6.56.2
5.0
Total
Non Pay TVPay TV
Sky/Setanta Pay TV
Sports FansMain Eventers
Sports Rejectors
Regular Exercise
Occasional ExerciseNever Exercise
��������+,.� �����������
How important is it to you personally / How important do you think it is to society as a whole that there is a list of sporting events that have to be shown on the 5 main television channels, either live or through highlights?
To you personally(Mean Scores)
To society as a whole(Mean Scores)
Points difference
1.0
1.10.9
0.6
0.1
0.9
2.2
0.81.0
1.3
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
7.1
7.1
7.3
7.1
7.2
6.1
6.1
6.4
6.4
6.1
Total
England
Scotland
Wales
NorthernIreland
��������+6.� �����������
To you personally(Mean Scores)
To society as a whole(Mean Scores) Points
difference
1.0
0.9
0.7
1.1
1.0
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
How important is it to you personally / How important do you think it is to society as a whole that there is a list of sporting events that have to be shown on the 5 main television channels, either live or through highlights?
6.1
7.05.3
5.96.36.26.46.2
6.0
6.66.26.1
5.5
6.16.7
Total
MaleFemale
16-24yrs25-34yrs35-44yrs45-54yrs55-64yrs
65+yrs
ABC1C2DE
WhiteNon-white
7.1
7.56.7
6.87.27.2
7.07.37.1
7.57.27.1
6.6
7.07.5
��������+7.� �����������
How important is it to you personally / How important do you think it is to society as a whole that there is a list of sporting events that have to be shown on the 5 main television channels, either live or through highlights?
To you personally(Mean Scores)
To society as a whole(Mean Scores)
1.0
0.51.4
1.00.91.00.61.01.2
0.81.00.91.1
0.90.8
Points difference
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
)# ���������������������������
������8��������!�������that should be shown on the 5 main television channels, either live or through highlights
��������)# ��������
,*������"# ����9�# ��
6*�����/����������
7*��)�/�: ���$�����������
;*�: �# ���$��
8*���������
)# ������������������"
,*������"# ����9�# ��
6*�����/����������
7*��)�/�: ���$�����������
;*�: �# ���$��
8*���������
�������)# ����������"������
4.913. IAAF World Championships
4.912. The Ashes
5.211. Rugby World Cup
5.310. Six Nations Championship
5.49. Grand National
5.68. World & Euro Qualifiers (home ntns)
5.67. Champions League Final
5.76. Commonwealth Games
5.75. The Euros
5.94. Wimbledon
6.03. FIFA World Cup Finals
6.12. FA Cup Final
6.71. Olympic Games
3.926. Women's FA Cup Final
3.925. Women's Int finals (home nations)
4.224. Twenty20 World Cup
4.423. The Open
4.422. Scottish FA Cup Final
4.521. Ryder Cup
4.520. Rugby Union Autumn Ints
4.519. England Cricket Tests overseas
4.518. The Derby
4.617. RL Challenge Cup Final
4.616. Cricket World Cup
4.815. Lions Tour
4.814. England Cricket Tests in England
Base: 2,543 UK adults, 7th – 12th May 2009 Source: Ipsos MORI
The following list shows some of the events that might appear on this list of sporting events. For each one, please indicate how important is it to you personally that this event should be shown on the 5 main television channels, either live or through highlights?
(Mean Scores)
2735 37 39 39 39 37 43 41 45 48 49 44 47 50 51 50 50 50 52 52 53 54 58 59
1917 16 18 20 20 25
20 23 21 18 21 29 25 23 23 25 25 26 24 24 23 2626 2654 48 47 43 41 41 38 37 36 35 33 30 27 27 27 26 25 25 24 24 24 24 20 16 15
37
20
43
Olympic
Gam
esFA C
up F
inal
FIFA W
orld C
up Fin
alsW
imbled
onThe E
uros
Champio
ns Lea
gue Fina
l
World
& E
uro Q
ualifie
rs (h
ome n
atio
ns)
Commonwea
lth G
ames
Six N
ations C
hampio
nship
Grand
National
Rugby W
orld C
upThe A
shes
England C
ricke
t Tes
ts in
Englan
d
IAAF W
orld C
hampio
nship
sLio
ns T
our
Cricket
World
Cup
England C
ricke
t Tes
ts o
vers
eas
RL Cha
llenge
Cup F
inal
The Der
by
Rugby U
nion A
utum
n Ints
Ryder
Cup
Scotti
sh FA
Cup F
inal
The Open
Twenty
20 W
orld
Cup
Wom
en's In
t fin
als (h
ome n
atio
ns)
Wom
en's FA
Cup F
inal
8-10 (net)
5-7 (net)
1-4 (net)
22191 2 3 4 5 7 8 6 11 12 14 1310 9 15 16 17 18 20 21 23 24 25 26
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
Mean Score Ranking
�������)# ����������"������
The following list shows some of the events that might appear on this list of sporting events. For each one, please indicate how important is it to you personally that this event should be shown on the 5 main television channels, either live or through highlights?
= difference in ranking by 2 or more places
(Ranked)
)# ������������������"�"������
6.213. England Cricket Tests in England
6.412. Rugby World Cup
6.411. Six Nations Championship
6.410. The Ashes
6.69. Champions League Final
6.68. Grand National
6.77. World & Euro Qualifiers (home natns)
6.76. Commonwealth Games
6.75. The Euros
6.84. Wimbledon
7.03. FIFA World Cup Finals
7.12. FA Cup Final
7.51. Olympic Games
5.426. Women's FA Cup Final
5.425. Women's Int finals (home nations)
5.724. Twenty20 World Cup
5.923. The Open
5.922. Rugby Union Autumn Ints
5.921. Ryder Cup
5.920. Scottish FA Cup Final
6.019. England Cricket Tests overseas
6.018. The Derby
6.117. RL Challenge Cup Final
6.116. Cricket World Cup
6.115. IAAF World Championships
6.114. Lions Tour
Base: 2,543 UK adults, 7th – 12th May 2009 Source: Ipsos MORI
Now, for each event, please indicate how important is it for society as a whole that this event should be shown on the 5 main television channels, either live or through highlights?
(Mean Scores)
15 18 20 21 20 21 22 21 24 23 23 25 25 25 26 26 28 27 28 28 29 28 30 36 36
2427 27 30 31 33 32 32 32 34 36 36 37 39 38 38 37 38 37 38 38 40 40
38 38
61 55 54 49 48 47 46 46 44 43 41 39 37 36 36 36 35 35 35 34 33 32 29 26 26
20
30
50
Olympic
Gam
esFA C
up F
inal
FIFA W
orld C
up Fin
alsW
imbled
onThe E
uros
Commonwea
lth G
ames
World
& E
uro Q
ualifie
rs (h
ome n
atio
ns)Gra
nd Natio
nal
Champio
ns Lea
gue Fina
lThe A
shes
Six N
ations C
hampio
nship
Rugby W
orld C
up
England C
ricke
t Tes
ts in
Englan
dLio
ns T
our
IAAF W
orld C
hampio
nship
s
Cricket
World
Cup
RL Cha
llenge
Cup F
inal
The Der
by
England C
ricke
t Tes
ts o
vers
eas
Scotti
sh FA
Cup F
inal
Ryder
Cup
The Open
Rugby U
nion A
utum
n Ints
Twenty
20 W
orld
Cup
Wom
en's In
t fin
als (h
ome n
atio
ns)
Wom
en's FA
Cup F
inal
8-10 (net)
5-7 (net)
1-4 (net)
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
Mean Score Ranking
23171 2 3 4 5 6 7 8 11 12 13 149 10 15 16 18 19 20 21 22 24 25 26
)# ������������������"�"������Now, for each event, please indicate how important is it for society as a whole that this event should be shown on the 5 main television channels, either live or through highlights?
(Ranked)
: �����!����������"������������!�������
17%
32%
18%
4%
All UK adults
Sports Fans
Main Eventers
Sports Rejectors
: �����!����������"
% willing to pay for at least one sporting event(amongst those without a premium sports subscription)
And for each event, which of these options best describes what you would do if this event were no longer available to view live or as highlights on the 5 main television channels?
Source: Ipsos MORI
Base: 1,672
Base: 463
Base: 660
Base: 549
Base: (1,672) All UK adults without a premium sports subscription, 7th – 12th May 2009
9 8 6 6 6 5 5 4 4 4 3 3 3 2 2 2 2 2 2 2 2 2 1 1 1
77 81 82 83 82 84 84 86 85 83 86 86 87 87 88 88 87 87 88 88 86 87 88 87 88
14 11 12 11 12 11 11 10 11 13 11 11 11 11 10 10 11 11 10 11 12 11 10 11 11
6
83
11
Olympic
Gam
es
FIFA W
orld C
up Fin
alsFA C
up F
inal
The Euro
s
Champio
ns Lea
gue Fina
lW
imbled
on
World
& E
uro Q
ualifie
rs (h
ome n
atio
ns)
Six N
ations C
hampio
nship
The Ash
es
Rugby W
orld C
up
Commonwea
lth G
ames
Grand
National
Lions
Tour
Rugby U
nion A
utum
n Ints
England C
ricke
t Tes
ts in
Englan
d
England C
ricke
t Tes
ts o
vers
eas
Cricket
World
Cup
Ryder
Cup
The Open
Twenty
20 W
orld
Cup
Scotti
sh FA
Cup F
inal
IAAF W
orld C
hampio
nship
sThe D
erby
RL Cha
llenge
Cup F
inal
Wom
en's FA
Cup F
inal
Wom
en's In
t fin
als (h
ome n
atio
ns)
I would be willing to pay (e.g. via a subscription) I would not be willing to pay Don't know
Source: Ipsos MORI
: �����!�������� �"
And for each event, which of these options best describes what you would do if this event were no longer available to view live or as highlights on the 5 main television channels?
Base: (1,672) All UK adults without a premium sports subscription, 7th – 12th May 2009
% a
mon
gst t
hose
with
out a
pr
emiu
m s
port
s su
bscr
iptio
n
)# ���������������������!���!���
�������������������� ���$�
������������������!����<**
��"# ����9�# ��
�/����������
: �# ���$��
�)�/�: ���$�����������
9���$�=�������
��# # �� ������9�# ��
��������
���# ������0��!��������
: ���$�>������?����������+��# ���������.
��!�"�: ���$����
��@�=����������# ��������
This event should be shown live and I would not be happy with just highlights or I would prefer the event to be shown live but would be happy with the highlights instead (Net)
121415
1920202020202123
2627
31333435
384041
454647
5353
2120
22
232222
2120
26272319
2016
1818
2218
1715
121613
914
2222
21
191920
2021
1618
16171416
1313
131110
1110
998
8
1817
1512
1313
121313
1110
11121211
1010
899
910
888
6
27282726272726272726
24262626262525
222423242321
2323
19
16 24 21
Women's Int finals (home nations)
Women's FA Cup Final
Twenty20 World Cup
England Cricket Tests overseas
Rugby Union Autumn Ints
Scottish FA Cup Final
Cricket World Cup
Ryder Cup
The Open
Lions Tour
IAAF World Championships
RL Challenge Cup Final
England Cricket Tests in England
The Derby
The Ashes
Rugby World Cup
Six Nations Championship
Commonwealth Games
World & Euro Qualifiers (home nations)
The Euros
Champions League Final
Grand National
Wimbledon
FIFA World Cup Finals
FA Cup Final
Olympic Games
This event should beshown live and I wouldnot be happy with justhighlights
I would prefer the eventto be shown live butwould be happy with thehighlights instead
I would prefer highlights,rather than live coverage
This event should not beshown on the 5 mainchannels at all
Don't Know
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
0������1�!���!����A ��# # ��"
Which of the following statements best describes your opinion of what coverage of sporting events should be available on the 5 main television channels (i.e BBC One, BBC Two, ITV1, Channel 4 or five)?
(Ranked)
'�"��# �!�������# ����
���)# �!�������# ����
� This event is a traditional part of UK culture� This event inspires me
� This event encourages me to participate in this sport� Watching this event increases my interest in this sport� This event creates a feeling of national pride
� This event is something to talk about with friends / family / colleagues� This event is something that can be watched as a family� This event is the top event in this sport� This event gives people the opportunity to learn new things
� This event showcases the best competitors in their field
� This event provides an opportunity to watch national heroes� The event is full of dramatic moments� I am passionate about this sport
� This event gives people a sense of community� It is an event that should not be missed
Please select ALL of the sporting events that you think this statement applies to.
23%The Commonwealth Games10
23%The FIFA World Cup Finals9
27%The Six Nations Champs8
28%Eng Cricket Tests in Eng7
31%The Olympic Games6
37%The Derby5
42%The Ashes4
46%Wimbledon3
57%The FA Cup Final2
59%The Grand National1
Source: Ipsos MORI
This event is a traditional part of UK culture
2 �������&'��������3 > �2=�������� ��$�3
Please select ALL of the sporting events that you think this statement applies to, from the list below.
19%The Euros10
20%The Rugby World Cup9
21%The Grand National8
22%Wimbledon7
25%The Six Nations Champs6
27%The FA Cup Final5
28%The Commonwealth Games4
29%The FIFA World Cup Finals3
30%The Ashes2
47%The Olympic Games1
This event creates a feeling of national pride
Base: 2,543 UK adults, 7th – 12th May 2009
19%The Six Nations Champs10
21%The Ashes9
22%World and Euro Qualifiers8
23%Champions League Final7
25%The Euros6
25%Wimbledon5
29%The Grand National4
31%The FIFA World Cup Finals3
34%The FA Cup Final2
44%The Olympic Games1
This event is something to talk about with friends/family/colleagues
2��# �����!�������B������3 >�2��# # ����"3
15%Wimbledon10
15%World and Euro Qualifiers9
16%The Euros8
16%The Grand National7
17%The Six Nations Champs6
18%The Ashes5
24%The FA Cup Final4
24%The FIFA World Cup Finals3
25%The Commonwealth Games2
42%The Olympic Games1
This event gives people a sense of community
Base: 2,543 UK adults, 7th – 12th May 2009 Source: Ipsos MORI
Please select ALL of the sporting events that you think this statement applies to, from the list below.
2/������������"���� �����=��������1�����3
21%World and Euro Qualifiers10
22%The Euros9
23%The Rugby World Cup8
24%The Six Nations Champs7
26%Wimbledon6
27%The Ashes5
27%The FA Cup Final4
29%The Commonwealth Games3
32%The FIFA World Cup Finals2
56%The Olympic Games1
This event provides an opportunity to watch national heroes
Base: 2,543 UK adults, 7th – 12th May 2009 Source: Ipsos MORI
Please select ALL of the sporting events that you think this statement applies to, from the list below.
����# ����������� ��!����������(
;7C �����$�����;7C �����$�����;7C �����$�����;7C �����$���������# ����
���������$�����������D������
���������� ������!�������(�
Base: 2,543 UK adults, 7th – 12th May 2009
43%
23%
16%
15%
13%
11%
11%
10%
9%
8%
7%
Any Sport (Net)
Football
Tennis
Motor Sports
Athletics
Snooker
Cricket
Rugby Union
Boxing
Golf
Darts
Makes me more interested
)���������!�������������������+���,-.
Please indicate whether watching this sport on television affects your interest in the sport overall.
Source: Ipsos MORI
43% of UK adults claim that watching at least
one sport on TV makes them more interested in
that sport
Base: 2,543 UK adults, 7th – 12th May 2009
43%
68%
44%
5%
48%
42%
29%
59%
All UK adults
Sports Fans
Main Eventers
Sports Rejectors
Regularly Participate in Sport
Occasionally Participate in Sport
Never Participate in Sport
Ever Watch Any Sport on TV
)���������!������������������
Please indicate whether watching this sport on television affects your interest in the sport overall.
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
% Made more interested in any sport
Base: 2,543
Base: 1,019
Base: 879
Base: 645
Base: 1,605
Base: 467
Base: 471
Base: 1,882
���������������������������������������
10%World Cup / Euros Qualifiers10
10%Six Nations9
11%The Ashes8
11%Champions League Final7
11%Commonwealth Games6
12%The Euros5
15%Wimbledon4
15%FA Cup Final3
15%FIFA World Cup2
24%Olympics1
46%Any Event (Net)*
Please select ALL of the sporting events that you think this statement applies to…
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
This event increases my interest in this sport
17%Commonwealth Games10
18%Ryder Cup9
19%World Cup / Euros Qualifiers8
20%The Ashes7
20%Wimbledon6
22%Champions League Final5
23%The Euros4
28%FIFA World Cup3
28%FA Cup Final2
32%Olympics1
65%Any Event (Net)*
11%FIFA World Cup
11%FA Cup Final
7%The Ashes
8%The Euros
8%Grand National
9%Rugby World Cup
10%Six Nations
12%Commonwealth Games
18%Wimbledon
28%Olympics
51%Any Event (Net)
Please select ALL of the sporting events that you think this statement applies to…
Source: Ipsos MORI
-
1%Rugby World Cup
1%Six Nations
1%FA Cup Final
1%FIFA World Cup
1%Commonwealth Games
2%World Athletics Champs
2%Wimbledon
2%Grand National
5%Olympics
10%Any Event (Net)
Sports Fans Main Eventers Rejectors
���������������������������������������
This event increases my interest in this sport
Base: 1,019 Sports Fans, 879 Main Eventers, 645 Rejectors, 7th – 12th May 2009
21%
8%
6%
6%
6%
4%
3%
3%
3%
3%
2%
Any Sport (Net)
Football
Tennis
Snooker
Golf
Darts
Cricket
Swimming/Diving
Motor Sports
Athletics
Cycling
More likely to participate
)���������!������������������������+���,-.
Please indicate whether watching this sport on TV has affected your likelihood to participate in the sport.
Source: Ipsos MORI
1 in 5 UK adults claim that watching at least one sport on TV has influenced them to
participate in that sport
Base: 2,543 UK adults, 7th – 12th May 2009
21%
37%
17%
1%
26%
19%
19%
29%
All UK adults
Sports Fans
Main Eventers
Sports Rejectors
Regularly Participate in Sport
Occasionally Participate in Sport
Never Participate in Sport
Ever Watch Any Sport on TV
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
% Made more likely to participate in any sport
Base: 2,543
Base: 1,019
Base: 879
Base: 645
Base: 1,605
Base: 467
Base: 471
)���������!�����������������������
Please indicate whether watching this sport on TV has affected your likelihood to participate in the sport.
Base: 1,882
��������������������������������������������
3%Commonwealth Games10
4%World Cup / Euros Qualifiers9
4%The Euros8
4%Champions League Final7
5%The Open6
5%Ryder Cup5
5%Wimbledon4
6%FA Cup Final3
6%FIFA World Cup2
9%Olympics1
23%Any Event (Net)*
Please select ALL of the sporting events that you think this statement applies to…
Source: Ipsos MORI Base: 2,543 UK adults, 7th – 12th May 2009
This event encourages me to participate in this sport
��������������������������������������������
6%The Ashes10
8%World Cup / Euros Qualifiers9
8%Wimbledon8
9%The Open7
10%The Euros6
10%Champions League Final5
11%Ryder Cup4
13%FA Cup Final3
13%FIFA World Cup2
14%Olympics1
40%Any Event (Net)*
4%The Open
3%Ryder Cup
1%FA Cup Final
1%The Ashes
2%FIFA World Cup
2%Six Nations
2%World Athletics Champs
4%Commonwealth Games
6%Wimbledon
8%Olympics
18%Any Event (Net)
Please select ALL of the sporting events that you think this statement applies to…
Source: Ipsos MORI
This event encourages me to participate in this sport
-
-
-
-
-
-
-
-
-
1%Olympics
3%Any Event (Net)
Sports Fans Main Eventers Rejectors
Base: 1,019 Sports Fans, 879 Main Eventers, 645 Rejectors, 7th – 12th May 2009
��������������������������������������������
4%Commonwealth Games10
5%World Cup / Euros Qualifiers9
6%The Euros8
6%Champions League Final7
7%The Open6
7%Ryder Cup5
7%FA Cup Final4
7%Wimbledon3
8%FIFA World Cup2
11%Olympics1
29%Any Event (Net)*
4%Six Nations
3%Wimbledon
3%The Ashes
3%Champions League Final
3%The Euros
3%The Open
3%Ryder Cup
5%FA Cup Final
5%FIFA World Cup
7%Olympics
20%Any Event (Net)
Please select ALL of the sporting events that you think this statement applies to…
Source: Ipsos MORI Base: 1,605 Regular, 467 Occasional, 471 Never (Sports participation), 7th – 12th May 2009
This event encourages me to participate in this sport
1%Twenty20 World Cup
1%Commonwealth Games
1%The Euros
1%Champions League Final
1%FA Cup Final
1%FIFA World Cup
2%Wimbledon
2%Ryder Cup
2%Olympics
2%The Open
5%Any Event (Net)
Regularly Participate Occasionally Participate Never Participate
UK adults 16+100%
Ever watched sport on TV
75%
Generates an interest in that
sport 44%
Influences participation in
that sport 22%
Generates an interest in that
sport 22%
Influences participation in
that sport 8%
Watching a listed event
Watching a non listed event
)���������!�����������������������������������
Base: 2,543 UK adults, 7th – 12th May 2009 Source: Ipsos MORI
Base: All UK adults
Base: All UK adults responses to non listed events
Base: All UK adults responses to non listed events
Base: All UK adults responses to listed events
Base: All UK adults responses to listed events
������������������!����������# # ��"
� The Crown Jewels are perceived as important, both to individuals and to society as a whole
– Women, those without paid-for TV, Sports Rejectors and those who never participate in sport are more likely to recognise the benefits to society, rather than themselves
� The top 5 sporting events are consistent when considering personal and societal needs
– The Olympic Games, The FA Cup Final, FIFA World Cup Finals, Wimbledon, The Euros
� Over half of UK adults would prefer live coverage of the top-ranked events, as opposed to highlights
– Main Eventers perceive live coverage as particularly important for the Olympics, Wimbledon, the Rugby World Cup, Commonwealth Games, the Grand National
– Rejectors would prefer highlights only, for the FIFA World Cup and Wimbledon
������������������!����������# # ��"
� Drivers towards sports being perceived as important to be shown on terrestrial TV can be categorised into 3 key dimensions:
– Involvement (The most significant dimension at a personal level)
– Tradition– Appreciation
� The Olympic Games are perceived as the most important event to be shown on terrestrial TV, because it scores highly on all dimensions and pulls in Main Eventers more than any other event
– The FIFA World Cup is also strong across all three dimensions
� The FA Cup Final and Wimbledon are more strongly associated with the ‘Traditional’ dimension and this is driving the perception that they should be shown on terrestrial TV
� The Euros are strongest on the involvement dimension and is the event that invokes the highest level of involvement among Sports Fans (all football events score highly on involvement).
������������������!����������# # ��"
� Broadcasting sporting events on television can play an important role in society, by generating interest in the wider sport and influencing individuals to become more active
� 43% of UK adults have become more interested in a sport, by watching it on TV
– This rises to 59% among sports viewers
– 77% of those who claim their interest was not affected were already interested in the sport
– The Olympics is the event most likely to increase interest in the wider sport(s)
� 1 in 5 believe they are more likely to participate in a sport, as a result of having seen it on television
– 19% of those who never participate in sport claim that TV coverage would encourage them to do so
– Golfing events in particular may have the potential to encourage sporting participation among this non-active group.
���B�"��
������ �����E�-6-�FF4,�F6,,�+�����*������G�����*��# .
�������������BE�-,7;;�FH;F,,�+�����*�������BG�����*��# .
���B��������� �E-6-�F8,8�7;46�+���B��*# ����� �G�����*��# .
=��B����B�E�-6-�FF4,�F,,4�+���B*���B�G�����*��# .