bbc trust - listed events - market research, july 2009downloads.bbc.co.uk › ... › listed_events...

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Results

May/June 2009

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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)

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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:

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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

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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?


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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


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?

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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

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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

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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

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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%


68%

52%

49%

48%

40%

38%

34%

33%

31%

27%

Football

Tennis

Motor Sports

Snooker

Athletics

Rugby Union

Cricket

Boxing

Golf

Darts

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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

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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 digital (Net)

Sky Sports


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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 digital (Net)

Sky Sports


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On which of the following channels do you ever watch…Highlights.

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4*,

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5*,

32%17%

21%29%

47% 54%

To you personally To society as a whole

8-10 (net)

5-7 (net)

1-4 (net)

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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


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

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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


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

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To society as a whole(Mean Scores) Points

difference

1.0

0.9

0.7

1.1

1.0



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

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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


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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


Mean Score Ranking

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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


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)


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

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mon

gst t

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with

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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


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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)

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� 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


22%Wimbledon7





30%The Ashes2


This event creates a feeling of national pride



21%The Ashes9

22%World and Euro Qualifiers8

23%Champions League Final7

25%The Euros6

25%Wimbledon5





This event is something to talk about with friends/family/colleagues

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15%Wimbledon10


16%The Euros8



18%The Ashes5





This event gives people a sense of community



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22%The Euros9

23%The Rugby World Cup8


26%Wimbledon6

27%The Ashes5





This event provides an opportunity to watch national heroes



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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

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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


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.


% 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%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…


This event increases my interest in this sport


18%Ryder Cup9


20%The Ashes7

20%Wimbledon6


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)


Source: Ipsos MORI

-

1%Rugby World Cup

1%Six Nations

1%FA Cup Final

1%FIFA World Cup


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

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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


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


% 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

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Please indicate whether watching this sport on TV has affected your likelihood to participate in the sport.

Base: 1,882

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4%The Euros8


5%The Open6

5%Ryder Cup5

5%Wimbledon4

6%FA Cup Final3

6%FIFA World Cup2

9%Olympics1

23%Any Event (Net)*



This event encourages me to participate in this sport

��

6%The Ashes10


8%Wimbledon8

9%The Open7

10%The Euros6


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


6%Wimbledon

8%Olympics

18%Any Event (Net)


Source: Ipsos MORI


-

-

-

-

-

-

-

-

-

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

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6%The Euros8


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)


Source: Ipsos MORI Base: 1,605 Regular, 467 Occasional, 471 Never (Sports participation), 7th – 12th May 2009


1%Twenty20 World Cup


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

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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

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� 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

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� 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).

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� 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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bbc trust - listed events - market research, july 2009downloads.bbc.co.uk › ... › listed_events...

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