SPORTS EVENT SPOTLIGHT. 24 th February 2017

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1 SPORTS EVENT SPOTLIGHT 24 th February 2017

2 Sports Event Spotlight Throughout the course of the year Sport MR will be monitoring the level of interest in key sports events as they happen. Sports Event Spotlight is a time critical and sensitive measure of how much traction major sports events have in a given week. We are collecting further details on sports and events by different subgroups so if you are looking for more information please contact Jack Murray or Michael Stone. Topline findings will be published on Sport Jack@sportmr.co.uk Michael@sportmr.co.uk The survey was conducted amongst a nationally representative sample of 2,000 adults by our partner, Populus Data Solutions 2

3 Interest in Following Sport Q2 How interested are you in following the sports - % Net Interested Football Tennis Motor Sport Rugby Union Winter Sports 44% 35% 27% 25% 19% Golf 6 19% 7 Rugby League 16% One in five of our respondents follows professional golf. 80% of those who do are male. The game is followed by 24% of AB s and 24% of over 65 s. In both cases this is the highest proportion when analysed by age and social demography. 3

4 This Week s Events Part 1 of 2 Events fans followed / will follow THIS WEEK and preferred EVENT TO FOLLOW English Premier League Champions League Football RBC 6 Nations Men England v Italy RBS 6 Nations Men Scotland v Wales 'Football League (Championship, Leagues 1 & 2) EFL Cup Final Man. Utd. V Southampton Total 3 26% 22% 20% 18% 18% Europa League Football RBS 6 Nations Men Ireland v France Aviva Premiership (Rugby Union) ATP Men's Tennis Rio Open Preferred Event to Follow This Week Will Follow This Week 17% 16% 5% 5% This weekend s flagship EFL Cup Final at Wembley interests 18% of the population. This matches the proportion that will follow non-premiership English football, and falls well short of interest in the Champions League and particularly the English Premier League. 28% of the population will follow at least one of the weekend s 6 Nations fixtures. 4

5 This Week s Events Part 2 of 2 Events fans followed / will follow THIS WEEK and preferred EVENT TO FOLLOW RBS 6 Nations Women England v Italy World Superbikes FA Women's Football Honda Classic Golf PGA Tour (US) RBS 6 Nations Women Ireland v France RBS 6 Nations Women Scotland v Wales Total 4% 4% Nordic World Skiing Championships Betfred Super League (Rugby League) Ladbroke's Challrnge Cup (Rugby League) None of these Preferred Event to Follow This Week Will Follow This Week 2% 2% 2% 47% One person in 25 will follow the World Superbikes this week, with one in 50 seeing it as the event of greatest interest this week. Three quarters of followers are men. Those who are interested, however, split fairly evenly across age and social class groups. 5

6 Key Findings Even the presence of Manchester United cannot stop the EFL Cup Final underperforming against the Premiership and the Champions League. Though of interest to 18% of the population and doubtless of high interest to supporters of the two teams, the tournament, and even the final, appears to get somewhat buried amongst the other football that is happening. The Women s Football League is followed by of the population. Interestingly, male followers outnumber female followers by four to one. This is an even more marked difference than we find in respect of men s football. More than a quarter of the country will follow at least one of this weekend s RBS 6 Nations matches. 6% will follow at least one of the women s matches. In both cases, the appeal is strongest among men and AB s. Though one in five of our respondents follows professional golf, only of the population will follow this week s Honda Classic on the US Tour. Golf, like tennis, has high levels of interest in its major tournaments with a much smaller number following the sport week in week out. Golf s hardcore following is even more slanted to men and to AB s than its less dedicated followers. 6

7 GET IN TOUCH

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