utv pitch sports connectors
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UNCOVERING THE POWER OF SPORT
• OUR PHILOSOPHY ON SPORT– Sport is the ultimate social currency– It delivers on many levels – Passion, intelligence, thought provoking,
inclusiveness……….
• OUR AIMS WITH SPORTS CONNECTORS– Knowledge unlocks insight– Own the sports environment– Demonstrate our commitment and understanding of this area
THE FIRST WAVE OF SPORTS CONNECTORS
• The value of sport in day-to-day life
• The value of the sport audience in key categories
• The effect of the recession
• The outlook for sports fans in 2010
13/04/23
3
PROVING THE POWER OF SPORT
SOME POWERFUL HEADLINES EMERGE
• Sport is a potent social currency
• The sport audience is a valuable one
• People have been bruised by the recession but are more optimistic about this year
• Football dominates the national psyche
STRONG OPINIONS TO SHARE ABOUT SPORT
39%
39%
36%
17%
22%
10%
13%
16%
13%
33%
29%
23%
38%
29%
39%
34%
26%
27%
We should invest more in grassroots sport
It would be great for the country if we hostedthe 2018 World Cup
We should have a British football team atthe 2012 Olympics
The World Cup in 2010 will provide a boostto the economy
I'm already excited about the 2010 WorldCup
Pundits and other fans' thoughts oftenprovoke a reaction
I like to hear discussion and debate after agame
The Football League is as important as thePremier League
I enjoy the build-up to the big match asmuch as the event
Agreestrongly
Agreeslightly
Q4/5 How much do you agree or disagree with the following statements – Table 84Base: Sports Connectors – Wave 1, October 2009 (499)
72%
68%
59%
55%
51%
49%
47%
42%
40%
THE VALUE OF THE SPORT CONSUMER
SPORTS CONNECTORS SPEND MORE
£36
£18
£44
£153
£22
£40
£21
£39
£28
£24
£37
£5
£35
£167
£15
£37
£14
£35
£26
£2.50
DIY
Gambling
Alcohol
Groceries
Grooming
Going out
Takeaways
Clothing
Mobile phone bills
Sport
Sports Connectors
Not Sports Connectors
Q2bApproximately how much have you spent in the last four weeks on the following items? – Table 11-21
Average spend in last four weeks
Base: Sports Connectors – Wave 1, October 2009 (499)
RECESSIONARY TIMES
SPORT IS A USEFUL DISTRACTION
47%
32%
31%
31%
33%
20%
13%
19%
36%
45%
46%
42%
40%
26%
31%
24%
This country has a few tough yearsahead
Sporting success helps life thecountry
In difficult times sport is a greatdistraction
The recession has affect my friendsand family
There's too much doom and gloomin the media at the moment
My spending on sport has not beenaffected by the recession
My financial circumstances shouldimprove next year
The recession has changed my life
Agreestrongly
Agreeslightly
Q4/5 How much do you agree or disagree with the following statements – Table 84
83%
77%
77%
73%
73%
46%
44%
43%
80%
47%
31%
66%
67%
-
27%
40%
Non SC
Base: Sports Connectors – Wave 1, October 2009 (499)
WANT TO SEE MORE
If you would like to see the full presentation please contact your UTV pitch representative to arrange a meeting
This is only the first wave of the Sports Connectors research, and plans are in place to take this research further
Sports Connectors is designed to provide unique insight and therefore UTV Pitch is keen to listen to suggestions from advertisers and
agencies about how it’s taken forward
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