A SUMMER OF SPORT - Talon Outdoor
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A SUMMER OF SPORT
2019
INSIGHTS
A WIDE VARIETY OF SPORTING EVENTS TAKING PLACE IN 2019
FA Cup Final ICC World Cup Champions League FIFA Women’s World Cup Royal Ascot
18th May 30th May – 15th July Final 1st June 7th June - 7th July 18th -22nd June
Tour De France Wimbledon British Grand Prix The Open Ashes Test Series
29th June – 21st July 1st – 14th July 14th July 18th-21st July August – September
1 IN 3 CONSUMERS SAY WATCHING SPORT IS AN INTEREST OF THEIRS
In Europe there is a slight skew towards male viewership, however when looking at age there is generally an even split across
viewing by age group.
Sports viewing by demographic
Source GWI
FOOTBALL IS THE MOST POPULAR SPORT TO FOLLOW Source: Exterion work shop play 2017
AUDIENCE VIEWING HABITS • 34% of all adults watch sporting programmes OOH. • Nearly 6m UK adults watching sporting programmes OOH (pub/bar/club) once a month or more frequently. • 14m UK adults agree they make sure they keep up to date with all the latest sporting news. • Those who follow a significant sporting event such as the World Cup or Wimbledon are more likely to pay attention to the advertising of companies who sponsor sports competitions/events. • 39% of all adults regularly/occasionally place bets on specific sports. • We generally see a 12%+ audience uplift to OOH movements around sporting events. Source: 1TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)
HOW WILL THEY BE VIEWING?
Whilst TV is the favoured place to watch a sporting event OOH is the second most popular with 17.5m adults claiming to
watch sporting programmes OOH
Looking at audiences who follow specific events such as the World Cup 2014 or Wimbledon, these audiences are more
likely to watch sporting programmes OOH
Where watching sports programmes
66%
34%
17%
3% 3% 3%
TV at home Pub/bar/Club On TV at a friends house Elsewhere Hotel Gym/Leisure centre
Source: 1Kantar Fifa 2014 Television audience report 2TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)
140
TV
130
Sunlight
120
SEASONALITY HAS AN Traffic
IMPACT ON OOH AUDIENCES
110
As the amount of sunlight increases, total 106 107
traffic in the UK goes up resulting in lower 104 104 103
101 102
TV ratings 100
98 98
People are out and about more and thus 93 93
exposed to OOH for longer and more 90 90
often
80
70
Source: BARB - Department for Transport Statistics
60
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
CLEAR UPLIFTS AROUND LOCAL AREA AND TRAFFIC ROUTES AROUND SPORTING EVENTS
126 93 104 99
121 111 118
107 106
140 125
106 101
106 108 Peak indexes Average indexes
140, 140, 114 112, 112, 102
Source: AMScreen
105
ENGLISH CRICKET BOARD CASE STUDY
Objective: to raise awareness of the world class cricked being played in England, to connect with existing fans and engage casual followers of the
sport.
Strategy: DOOH campaign with real-time, live data. Incorporating live scores, imagery of celebratory wins as they happened and social media
updates
Results:
+24% 36% ECB extended their
brand awareness post campaign on a further
increase in brand
awareness campaign 10 outdoor sitesKEY EVENTS
FIFA WOMEN’S WORLD CUP 7 TH JUNE – 7TH JULY
The FIFA Women’s World Cup takes place in France from the
7th June to the 7th July with the final taking place in Lyon.
• More than 750 million television viewers watched the FIFA
Women’s World Cup in Canada 2015. Broadcasters showed
over a 30% increase of levels of content from 2011.
• The record-breaking viewing figures for a FIFA Women’s World
Cup mean that the tournament is now the second most-
watched FIFA competition after the men’s FIFA World Cup.
• An estimated 86 million people around the world watched
match coverage online or on a mobile device as viewers
diversify the ways in which they consume sports content.
• Barclays is to become the Women's Super League first ever
title sponsor, in a deal the Football Association has called "the
biggest ever investment in UK women's sport by a brand“.
The three-year partnership, understood to be worth in excess
of £10m, will start from next season.
Source – Fifa.comOTHER FOOTBALL EVENTS The FA Cup Final takes place at Wembley on the 18th May. • It is estimated that over 480 million tuned in to watch the final in 2015 – the match was between Arsenal and Manchester United -two of the best supported clubs not just in the UK but the world. The Champions League final takes place in Madrid on the 1st June. • An estimated global audience of 380 million viewers makes the Champions League one of the most watched sporting events in the world. The Nations League takes place in Portugal between 5th-9th June • The inaugural UEFA Nations League Finals is a knockout tournament that takes place in June 2019 involving the four group winners of the top-ranked League A: Portugal, England, Switzerland and the Netherlands. Source – UEFA,com
ICC WORLD CUP 30 TH MAY – 14TH JULY • The 2019 ICC World Cup is the 12th edition of the cricket world cup to be hosted in England and Wales this year. • The first match will be played at The Oval while the final will be played at Lord’s – however matches will take place across the UK including Leeds, Birmingham, Chester Le Street, Bristol, Cardiff, Manchester, Nottingham, Southampton and Taunton. • The 2015 Cricket World Cup is estimated to have been watched by over 1.5 billion people making it one of the most watching sporting events in the world.
ROYAL ASCOT 18 TH – 22ND JUNE
• Royal Ascot welcomes 300,000 racegoers across 5 days
accounting for 5% of all UK racegoers.
• It is the most valuable race meeting with £7.3m in prize
money.
• Viewed in over 200 counties around the globe with a reach
of 650m households and 22.4 hour live TV coverage.
• Last year there were 120,000 tweets mentioning
#royalascot, 20,000 facebook check ins and 976,000 video
views across social media.
• During the event racegoers consume over 240,000
afternoon cakes, 130,00 bottles of water, 80,000 cups of
tea, 60,000 finger sandwiches, 56,000 bottles of
champagne and 1200KG of Cornish clotted cream!
• The event also attracts huge interest from fashionistas keen
to see who is wearing what.
Source – Royal AscotTOUR DE FRANCE 29 TH JUNE – 21ST JULY • The Tour de France is the most prestigious cycling event of the Grand Tour stage race. • The Tour de France attracts 12 million spectators along the route in a typical year's race. • On average spectators travel 130km to see a stage of the race and spend on average six hours at a time at the roadside. • Approx. 30% of spectators are women. • After it’s first year of being broadcast in full Eurosport reported a 10% jump in ratings last year. • An estimated global audience of over 3 billion. • A wide range of inventory available across France including roadside, airport and rail formats.
WIMBLEDON 2 ND-15TH JULY
• Wimbledon is the worlds longest-running and most
prestigious tennis tournament.
• 40% of UK adults follow Wimbledon and attracts over
500,000 spectators; 38,500 per day and millions of TV
viewers worldwide.
• Wimbledon sees sustained audience uplift in traffic around
6% over two weeks; the local station sees a 100% increase
in footfall.
• Tennis audience has a high index for AB (135), ABC1 (119),
higher income bracket (£50k+ 133) and home owners (114)
• BBC remains the host broadcaster in the UK. Global news
access audience estimated at over 1bn people in 200
territories.
• The BBC served 24.1 million stream requests last year via
BBC Sport and BBC iPlayer, making it the most streamed
Wimbledon to date. Source: 1Kantar Fifa 2014 Television audience report 2TGI 2015 Q4 (July 2014 - June 2015) - Wavelength +
Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil)CREATIVITY AND INNOVATION
CREATIVE OPPORTUNITIES ACROSS RANGE OF ENVIRONMENTS
USE OF TECHNOLOGY AND REAL TIME DATA
OPPORTUNITIES TO BRAND OOH EVENTS, EXPERIENTIAL AND SAMPLING
INTEL – DRONE SHOW OLYMPICS https://www.youtube.com/watch?v=fCd6P7Ya160.
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