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Published by: Mintel International Group Ltd.
Published: Jan. 1, 2007 - 100 Pages
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- A mass market…
- …but a rapidly fragmenting one
- Consumer attitudes lag behind technological change…
- …and one constant remains
- More changing channels on TV
- Specialists strongest in print
- Streaming offers most net benefit
- Mobile still in the starting blocks
- Radio catches digital wave
- Internal Market Environment
- Key points:
- Interest in sport
- Figure 1: Interest in named sports/pastimes, 2002-06
- Participation in sport
- Figure 2: Regular participation in sports, 2002-06
- Spectating at sports events
- Figure 3: Paid to watch sporting events, 2002-06
- Access to media
- Multichannel TV penetration
- Figure 4: UK multichannel TV penetration, by platform, 2001-06
- Balance of television sports coverage
- Figure 5: Sports coverage on television, by channel, 2003 and 2005
- Internet/broadband penetration
- Figure 6: Home Internet access, 2002-06
- Newspaper buying habits
- Figure 7: National daily morning newspaper circulation trends, July-December 2006
- Figure 8: National Sunday newspaper circulation trends, July-December 2006
- Figure 9: Annual sales of paid-for regional newspapers, by volume, 2000-05
- Event scheduling
- Figure 10: Selected non-annual major sporting events, 2003-10
- ‘Listing’ of events
- Figure 11: ‘Listed’ sporting events, 2007
- Broader Market Environment
- Key points:
- Population trends
- Figure 12: Trends in the age structure of the UK population, by gender, 2001-11
- Socio-economic trends
- Figure 13: Forecast adult population trends, by socio-economic group, 2001-11
- Lifestage trends
- Figure 14: Forecast adult population trends, by lifestage, 2001-11
- PDI and consumer expenditure
- Figure 15: Trends in personal disposable income and consumer expenditure, 2001-11
- Competitive Context
- Key points:
- Television
- Rarity boosts sport’s ratings…
- …but it struggles to compete regularly on terrestrial TV
- Figure 16: Most-viewed multichannel television programmes, November 2006
- Specialist magazines - a tough medium for sport
- Figure 17: Leading non-women’s interest magazine sectors*, by average net circulation per issue, June 2006
- Internet popularity limited by lack of live rights
- Figure 18: Internet usage, by type of site accessed, 2002-06
- One of the nation’s favourite pastimes
- Figure 19: Interest in leisure activities and hobbies, 2002-06
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Strengths
- Weaknesses
- The Impact of New Media
- Scenario 1 - Static
- Figure 20: Forecast of sport and the media typologies, Scenario 1, 2006-11
- Scenario 2 - Positive
- Figure 21: Forecast of sport and the media typologies, Scenario 2, 2006-11
- Sport on Television
- Key points:
- Terrestrial output decline continues
- Figure 22: UK sports television output, 2000-05
- Athletics
- Figure 23: Television coverage of athletics, by channel, 2003 and 2005
- Cricket
- Figure 24: Television coverage of cricket, by channel, 2003 and 2005
- Football
- Figure 25: Television coverage of football, by channel, 2003 and 2005
- Golf
- Figure 26: Television coverage of golf, by channel, 2003 and 2005
- Horseracing
- Figure 27: Television coverage of horseracing, by channel, 2003 and 2005
- Rugby league
- Figure 28: Television coverage of rugby league, by channel, 2003 and 2005
- Rugby union
- Figure 29: Television coverage of rugby union, by channel, 2003 and 2005
- Tennis
- Figure 30: Television coverage of tennis, by channel, 2003 and 2005
- Sport in Print
- Key points:
- Figure 31: Indexed UK retail sales of selected newspaper and magazine types, by volume, 2001-05
- Newspapers
- Circulation in decline
- National still a non-starter
- Greater differentiation likely
- Restricted access to prompt a change of tack
- Grass-roots potential
- Magazines
- Figure 32: Leading sports magazines, by average net circulation per issue, June 2006
- Sport on the Radio
- Key points:
- talkSPORT benefits from World Cup output
- Figure 33: Listening figures, national sports-led radio stations, July-September 2006
- Rising DAB access boosts Five Live Sports Extra
- Sport on the Internet
- Key points:
- Sport news website usage stalls
- Figure 34: Sport Internet site usage, 2002-06
- Young demographic profile attractive to advertisers
- Figure 35: Users of sports news Internet sites, by gender, age and socio-economic group, October 2006
- BBC leads the way
- Figure 36: Leading sports websites, by unique users, July 2006
- Club content and major events drive traffic
- Live action and legal action
- Cracking down on illegal streaming
- ICC ‘land grab’
- BSkyB and BT looking to the future
- Sport on Mobile Phones
- Key points:
- The right time for mobile TV?
- Figure 37: Mobile phone usage, 2002-06
- The role of sport
- New football rights deal to change the face of mobile sport?
- Profiles of Leading Sports Media
- Television: Sky Sports
- Radio: talkSPORT
- Newspaper: The Daily Telegraph
- Specialist magazine: FourFourTwo
- Internet: BBC Sport
- The Consumer - How We Follow Sport
- Key points:
- Two thirds of adults actively follow sport
- Figure 38: Media regularly used to follow sport, 2004 and 2006
- Who follows how?
- Figure 39: Most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- Figure 40: Next most popular media regularly used to follow sport, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- The Consumer - Prepared to Pay?
- Key points:
- Live coverage the main revenue driver
- Figure 41: Sports features willing to pay for, November 2006
- Who is willing to pay?
- Figure 42: Sports features willing to pay for, by gender, age, socio-economic group, marital status, lifestage, presence of children, household income, region, media usage and supermarket usage, November 2006
- The pay-TV generation
- A substitute for match-going
- Regional demand
- Mobile and website users to prove profitable targets
- Figure 43: Sports features willing to pay for, by most popular medium regularly used to follow sport, November 2006
- Figure 44: Sports features willing to pay for, by next most popular medium regularly used to follow sport, November 2006
- The Consumer - Attitudes Towards Sport and the Media
- Key points:
- Inertia evident in consumer attitudes
- Figure 45: Attitudes towards sport in the media, November 2006
- Consumer attitudes - key demographics
- Figure 46: Most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
- Figure 47: Next most popular attitudes towards sport in the media, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, household income, region, media usage and supermarket usage, November 2006
- Newspaper sports coverage key for younger consumers
- Older ABs reluctant to pay
- Tabloids losing out to new media?
- Freeviewers want it for free
- Attitudes and media usage
- Figure 48: Attitudes towards sport in the media, by most popular medium regularly used to follow sport, November 2006
- Figure 49: Attitudes towards sport in the media, by next most popular medium regularly used to follow sport, November 2006
- Website users opposed in principle to paying
- Mobile users make time to watch
- Tabloid readers accept the realities of modern sport
- Figure 50: Sports features willing to pay for, by attitudes towards sport in the media, November 2006
AbstractFew leisure industries have experienced supply side change of the magnitude seen in the sports media sector over the past decade. From the advent of cable and satellite television to the arrival of the Internet era and the near-ubiquity of mobile phones, exponential growth in the range of platforms through which sport can deliver its product to consumers is creating unprecedented opportunity in the market. Some of this potential is already being fulfilled, but in other areas rights-holder vision and consumer demand is struggling to keep up with the march of technology.
Against that background, this report sets out to test the hypothesis that proliferation of media platforms is creating radical change in the way consumers follow sport.
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