Results. May/June 2009

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1 Results May/June 2009

2

3 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)

4

5 Fieldwork: Methodology: Universe: Sample Size: Quotas: Weighting: 7 th 12 th May 2009 Online self-completion (Ipsos Online Access Panel) All UK adults, aged 16+ 2,543 GB Region, sex, age, working status NI Sex, age UK Ethnicity 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

6 Which one of the following statements best describes your interests in following sport? 27% 40% Sports Fans (Make an effort to watch, listen or read about sport daily or most days a week) Main Eventers (Follow events of interest to them) 34% Rejectors (Not interested in sport)

7 Which one of the following statements best describes your interests in following sport? Sport Fans (40%) Main Eventers (34%) Rejectors (27%) Male Female 30% 70% 37% 63% 31% 69% 16-34yrs 35-54yrs 55+yrs 35% 35% 30% 27% 34% 38% 29% 35% 36% ABC1 C2DE 40% 60% 43% 57% 45% 55% BBC Heartland 41% 43% 33% Pay TV Non Pay TV 36% 64% 50% 50% 45% 55%

8 !"" How often do you take part in sport or physical exercise for at least 30 minutes at a time? 21% Participate Regularly (Once a week or more) 18% 61% Participate Occasionally (Less than once a week) Never Participate

9 !"" How often do you take part in sport or physical exercise for at least 30 minutes at a time? Regularly (61%) Occasionally (18%) Never (21%) Male Female 49% 51% 49% 51% 46% 54% 16-34yrs 35-54yrs 55+yrs 36% 34% 31% 33% 41% 27% 15% 33% 52% ABC1 C2DE 43% 57% 44% 56% 49% 51% BBC Heartland 34% 39% 43% Pay TV Non Pay TV 45% 55% 41% 59% 41% 59%

10 # # $

11 %&'$!!!! (

12 )# *!+,-. Which, if any, of the following programme types do you consider to be the most important? Ranked on personal News Films Comedy Drama Serious Factual Sport Regional News Soaps Current Affairs Other Factual Sport Ranking: Personally To Society 6 th 4 th % To you personally % To society as a whole

13 )# *!+,-. Which, if any, of the following programme types do you consider to be the most important? Ranked on ranked on societal News Current Affairs Regional News Sport Sport Ranking: Serious Factual To Society 4 th Educational Soaps Comedy 17 Personally 6 th Regional Current Affairs Children's % To you personally % To society as a whole

14 # # $ How often do you tend to watch or listen to live coverage or highlights of sporting events on Several times a week About once a week About once a fortnight About once a month Less often 75% 18% 6% 48% 8% 17% 36% 17% 7% 14% 5% 5% 11% 25% 11% 4% 6% 6% 7% 6% Television Radio The internet Mobile phone / device

15 $+,-. Which, if any, of the following sports do you ever watch on television? Football 68% Tennis Motor Sports Snooker 49% 48% 52% Athletics Rugby Union Cricket Boxing Golf Darts 40% 38% 34% 33% 31% 27% Base: (1,935) All UK adults who ever watch live coverage or highlights of sporting events on TV, 7 th 12 th May 2009

16 !"+/". On which of the following channels do you ever watch Any sport content (net) Any channel (Net) 74% Any BBC (net) 71% Any ITV (Net) 59% Any terrestrial (Net) 73% Any digital (Net) 47% Sky Sports 29%

17 !"+0. On which of the following channels do you ever watch Live content. Any channel (Net) 65% Any BBC (net) 59% Any ITV (Net) 47% Any terrestrial (Net) 63% Any digital (Net) 39% Sky Sports 25%

18 !"+1!!. On which of the following channels do you ever watch Highlights. Any channel (Net) 52% Any BBC (net) 46% Any ITV (Net) 30% Any terrestrial (Net) 49% Any digital (Net) 24% Sky Sports 13%

19 ($ 2 3

20 )#! +. )# )# " 4*, 5*,

21 # 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? Mean Score 47% 21% 32% To you personally 54% 29% 17% To society as a whole 8-10 (net) 5-7 (net) 1-4 (net)

22 +,. 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 Total Non Pay TV Pay TV Sky/Setanta Pay TV Sports Fans Main Eventers Sports Rejectors Regular Exercise Occasional Exercise Never Exercise

23 +6. 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 Total England Scotland Wales Northern Ireland

24 +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) Points difference Total Male Female yrs 25-34yrs 35-44yrs 45-54yrs 55-64yrs 65+yrs AB C1 C2 DE White Non-white

25 )#

26 8! that should be shown on the 5 main television channels, either live or through highlights )# )# ",*"# 9# 6*/ 7*)/: $ ;*: # $ 8*,*"# 9# 6*/ 7*)/: $ ;*: # $ 8*

27 )#" 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) 1. Olympic Games England Cricket Tests in England FA Cup Final Lions Tour FIFA World Cup Finals Cricket World Cup Wimbledon RL Challenge Cup Final The Euros The Derby Commonwealth Games England Cricket Tests overseas Champions League Final Rugby Union Autumn Ints World & Euro Qualifiers (home ntns) Ryder Cup Grand National Scottish FA Cup Final Six Nations Championship The Open Rugby World Cup Twenty20 World Cup The Ashes Women's Int finals (home nations) IAAF World Championships Women's FA Cup Final 3.9

28 )# " 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 Score Ranking (net) (Ranked) (net) (net) Olympic Games FA Cup Final FIFA World Cup Finals Wimbledon The Euros Champions League Final World & Euro Qualifiers (home nations) Commonwealth Games Six Nations Championship Grand National Rugby World Cup The Ashes England Cricket Tests in England IAAF World Championships Lions Tour Cricket World Cup England Cricket Tests overseas RL Challenge Cup Final The Derby Rugby Union Autumn Ints Ryder Cup Scottish FA Cup Final The Open Twenty20 World Cup Women's Int finals (home nations) Women's FA Cup Final = difference in ranking by 2 or more places

29 )# " " 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) 1. Olympic Games Lions Tour FA Cup Final IAAF World Championships FIFA World Cup Finals Cricket World Cup Wimbledon RL Challenge Cup Final The Euros The Derby Commonwealth Games England Cricket Tests overseas World & Euro Qualifiers (home natns) Scottish FA Cup Final Grand National Ryder Cup Champions League Final Rugby Union Autumn Ints The Ashes The Open Six Nations Championship Twenty20 World Cup Rugby World Cup Women's Int finals (home nations) England Cricket Tests in England Women's FA Cup Final 5.4

30 )# " " 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 Score Ranking (net) (Ranked) (net) (net) Olympic Games FA Cup Final FIFA World Cup Finals Wimbledon The Euros Commonwealth Games World & Euro Qualifiers (home nations) Grand National Champions League Final The Ashes Six Nations Championship Rugby World Cup England Cricket Tests in England Lions Tour IAAF World Championships Cricket World Cup RL Challenge Cup Final The Derby England Cricket Tests overseas Scottish FA Cup Final Ryder Cup The Open Rugby Union Autumn Ints Twenty20 World Cup Women's Int finals (home nations) Women's FA Cup Final

31 :!"!

32 :!" 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? % willing to pay for at least one sporting event (amongst those without a premium sports subscription) All UK adults 17% Base: 1,672 Sports Fans 32% Base: 463 Main Eventers 18% Base: 660 Sports Rejectors 4% Base: 549 Base: (1,672) All UK adults without a premium sports subscription, 7 th 12 th May 2009

33 :! " 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? % amongst those without a premium sports subscription Olympic Games FIFA World Cup Finals FA Cup Final The Euros Champions League Final Wimbledon World & Euro Qualifiers (home nations) Six Nations Championship The Ashes Rugby World Cup Commonwealth Games Grand National Lions Tour Rugby Union Autumn Ints England Cricket Tests in England England Cricket Tests overseas Cricket World Cup Ryder Cup The Open Twenty20 World Cup Scottish FA Cup Final IAAF World Championships The Derby RL Challenge Cup Final Women's FA Cup Final Women's Int finals (home nations) I would be willing to pay (e.g. via a subscription) I would not be willing to pay Don't know Base: (1,672) All UK adults without a premium sports subscription, 7 th 12 th May 2009

34 )#!!

35 $!<** "# 9# / :#$ )/: $ 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)

36 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)? Olympic Games FA Cup Final FIFA World Cup Finals Wimbledon Grand National Champions League Final The Euros World & Euro Qualifiers (home nations) Commonwealth Games Six Nations Championship Rugby World Cup The Ashes The Derby England Cricket Tests in England RL Challenge Cup Final IAAF World Championships Lions Tour The Open Ryder Cup Cricket World Cup Scottish FA Cup Final Rugby Union Autumn Ints England Cricket Tests overseas Tw enty20 World Cup Women's FA Cup Final Women's Int finals (home nations) This event should be shown live and I would not be happy with just highlights (Ranked) I would prefer the event to be shown live but would be happy with the highlights instead I would prefer highlights, rather than live coverage This event should not be shown on the 5 main channels at all Don't Know

37 '"#!#

38 )#!# Please select ALL of the sporting events that you think this statement applies to. 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

39 2 &'3>2= $3 Please select ALL of the sporting events that you think this statement applies to, from the list below. This event is a traditional part of UK culture This event creates a feeling of national pride 1 The Grand National 59% 1 The Olympic Games 47% 2 The FA Cup Final 57% 2 The Ashes 30% 3 Wimbledon 46% 3 The FIFA World Cup Finals 29% 4 The Ashes 42% 4 The Commonwealth Games 28% 5 The Derby 37% 5 The FA Cup Final 27% 6 The Olympic Games 31% 6 The Six Nations Champs 25% 7 Eng Cricket Tests in Eng 28% 7 Wimbledon 22% 8 The Six Nations Champs 27% 8 The Grand National 21% 9 The FIFA World Cup Finals 23% 9 The Rugby World Cup 20% 10 The Commonwealth Games 23% 10 The Euros 19%

40 2#!B3 > 2## "3 Please select ALL of the sporting events that you think this statement applies to, from the list below. This event is something to talk about with friends/family/colleagues This event gives people a sense of community 1 The Olympic Games 44% 1 The Olympic Games 42% 2 The FA Cup Final 34% 2 The Commonwealth Games 25% 3 The FIFA World Cup Finals 31% 3 The FIFA World Cup Finals 24% 4 The Grand National 29% 4 The FA Cup Final 24% 5 Wimbledon 25% 5 The Ashes 18% 6 The Euros 25% 6 The Six Nations Champs 17% 7 Champions League Final 23% 7 The Grand National 16% 8 World and Euro Qualifiers 22% 8 The Euros 16% 9 The Ashes 21% 9 World and Euro Qualifiers 15% 10 The Six Nations Champs 19% 10 Wimbledon 15%

41 2/" =13 Please select ALL of the sporting events that you think this statement applies to, from the list below. This event provides an opportunity to watch national heroes The Olympic Games The FIFA World Cup Finals The Commonwealth Games The FA Cup Final The Ashes Wimbledon The Six Nations Champs The Rugby World Cup The Euros World and Euro Qualifiers 56% 32% 29% 27% 27% 26% 24% 23% 22% 21%

42 #!(

43 ;7C$# $D!(

44 )!+,-. Please indicate whether watching this sport on television affects your interest in the sport overall. Any Sport (Net) 43% Football 23% Tennis Motor Sports Athletics Snooker Cricket Rugby Union Boxing Golf Darts 16% 15% 13% 11% 11% 10% 9% 8% 7% 43% of UK adults claim that watching at least one sport on TV makes them more interested in that sport Makes me more interested

45 )! Please indicate whether watching this sport on television affects your interest in the sport overall. % Made more interested in any sport All UK adults 43% Base: 2,543 Sports Fans Main Eventers 44% 68% Base: 1,019 Base: 879 Sports Rejectors 5% Base: 645 Regularly Participate in Sport Occasionally Participate in Sport 42% 48% Base: 1,605 Base: 467 Never Participate in Sport 29% Base: 471 Ever Watch Any Sport on TV 59% Base: 1,882

46 Please select ALL of the sporting events that you think this statement applies to This event increases my interest in this sport * Any Event (Net) Olympics FIFA World Cup FA Cup Final Wimbledon The Euros Commonwealth Games Champions League Final The Ashes Six Nations World Cup / Euros Qualifiers 46% 24% 15% 15% 15% 12% 11% 11% 11% 10% 10%

47 Please select ALL of the sporting events that you think this statement applies to This event increases my interest in this sport Sports Fans Main Eventers Rejectors * Any Event (Net) 65% Any Event (Net) 51% Any Event (Net) 10% Olympics FA Cup Final FIFA World Cup The Euros Champions League Final Wimbledon The Ashes World Cup / Euros Qualifiers Ryder Cup Commonwealth Games 32% 28% 28% 23% 22% 20% 20% 19% 18% 17% Olympics Wimbledon Commonwealth Games FIFA World Cup FA Cup Final Six Nations Rugby World Cup Grand National The Euros The Ashes 28% 18% 12% 11% 11% 10% 9% 8% 8% 7% Olympics Grand National Wimbledon World Athletics Champs Commonwealth Games FIFA World Cup FA Cup Final Six Nations Rugby World Cup - 5% 2% 2% 2% 1% 1% 1% 1% 1% Base: 1,019 Sports Fans, 879 Main Eventers, 645 Rejectors, 7 th 12 th May 2009

48 )!+,-. Please indicate whether watching this sport on TV has affected your likelihood to participate in the sport. Any Sport (Net) 21% Football Tennis Snooker Golf Darts Cricket Swimming/Diving Motor Sports Athletics Cycling 8% 6% 6% 6% 4% 3% 3% 3% 3% 2% 1 in 5 UK adults claim that watching at least one sport on TV has influenced them to participate in that sport More likely to participate

49 )! Please indicate whether watching this sport on TV has affected your likelihood to participate in the sport. % Made more likely to participate in any sport All UK adults 21% Base: 2,543 Sports Fans Main Eventers 17% 37% Base: 1,019 Base: 879 Sports Rejectors 1% Base: 645 Regularly Participate in Sport Occasionally Participate in Sport Never Participate in Sport 19% 19% 26% Base: 1,605 Base: 467 Base: 471 Ever Watch Any Sport on TV 29% Base: 1,882

50 Please select ALL of the sporting events that you think this statement applies to This event encourages me to participate in this sport * Any Event (Net) Olympics FIFA World Cup FA Cup Final Wimbledon Ryder Cup The Open Champions League Final The Euros World Cup / Euros Qualifiers Commonwealth Games 23% 9% 6% 6% 5% 5% 5% 4% 4% 4% 3%

51 Please select ALL of the sporting events that you think this statement applies to This event encourages me to participate in this sport Sports Fans Main Eventers Rejectors * Any Event (Net) 40% Any Event (Net) 18% Any Event (Net) 3% Olympics FIFA World Cup FA Cup Final Ryder Cup Champions League Final The Euros The Open Wimbledon World Cup / Euros Qualifiers The Ashes 14% 13% 13% 11% 10% 10% 9% 8% 8% 6% Olympics Wimbledon Commonwealth Games The Open Ryder Cup World Athletics Champs Six Nations FIFA World Cup The Ashes FA Cup Final 8% 6% 4% 4% 3% 2% 2% 2% 1% 1% Olympics % Base: 1,019 Sports Fans, 879 Main Eventers, 645 Rejectors, 7 th 12 th May 2009

52 Please select ALL of the sporting events that you think this statement applies to This event encourages me to participate in this sport Regularly Participate Occasionally Participate Never Participate * Any Event (Net) 29% Any Event (Net) 20% Any Event (Net) 5% 1 Olympics 11% Olympics 7% The Open 2% 2 FIFA World Cup 8% FIFA World Cup 5% Olympics 2% 3 Wimbledon 7% FA Cup Final 5% Ryder Cup 2% 4 FA Cup Final 7% Six Nations 4% Wimbledon 2% 5 Ryder Cup 7% Wimbledon 3% FIFA World Cup 1% 6 The Open 7% Ryder Cup 3% FA Cup Final 1% 7 Champions League Final 6% The Open 3% Champions League Final 1% 8 The Euros 6% The Euros 3% The Euros 1% 9 World Cup / Euros Qualifiers 5% Champions League Final 3% Commonwealth Games 1% 10 Commonwealth Games 4% The Ashes 3% Twenty20 World Cup 1% Base: 1,605 Regular, 467 Occasional, 471 Never (Sports participation), 7 th 12 th May 2009

53 )! Watching a listed event UK adults % Ever watched sport on TV 75% Base: All UK adults Generates an interest in that sport 44% Base: All UK adults responses to listed events Generates an interest in that sport 22% Influences participation in that sport 22% Watching a non listed event Base: All UK adults responses to non listed events Base: All UK adults responses to listed events Influences participation in that sport 8% Base: All UK adults responses to non listed events

54 !## " 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

55 !## " 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).

56 !## " 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.

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