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