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FINAL COVER DPS ; EPL 2015 ; Sportcal Supplements

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FINAL COVER DPS ; EPL 2015 ; Sportcal Supplements 380 MATCHES, ATTENDED BY 13,741,982 FANS, SCREENED IN 730,000,000 HOUSEHOLDS, ACROSS 225 TERRITORIES. IN HOME. OUT OF HOME. ON TV, COMPUTER, TABLET AND MOBILE. 7 DAYS A WEEK, 10 MONTHS A YEAR. THE MOST WATCHED LEAGUE IN THE WORLD, BY THE MOST ENGAGED FANS PREMIER LEAGUE IN NUMBERS Market case studies: IN-DEPTH ANALYSIS UK p14-15, USA p16-17, OF GROUNDBREAKING India p20-21, China p22-23, Thailand p24-25, NEW RESEARCH IN Malaysia p26-27, Nigeria p30-31, NINE KEY MARKETS South Africa p32-33, Norway p34-35 premierleague.com Introduction 3 Research focused on nine key markets including the world’s three most populous nations - China, India and the USA - plus Africa’s biggest country, Nigeria, as well as Malaysia, A WHOLE NEW Thailand, Norway, South Africa and the United Kingdom. The range of engagement by fans in contrasting regions is extraordinary but the conclusion is the same everywhere. WORLD OF A significantly larger number of people are watching live Premier League matches than conventional measurement tools have ever picked ENGAGEMENT up before.Using a baseline number of those watching in the home on television (IHTV), the uplift in the real More people in more places are engaging total viewing figures ranges from 45% with the Premier League in more ways than in the UK to 154% in China. In other words, for every 100 fans ever before. In a significant step for the known to be watching at home on TV global sports industry, new independent in the UK, another 45 are watching in other ways. And for every 100 watching research conducted by Repucom quantifies IHTV in China, another 154 are precisely how. Nick Harris explores how watching in others ways on top. The standard global currency of increasing numbers of fans are tuning in not audience measurement is IHTV data. just at home on television but out of home, It is a reliable product, one that broadcasters and advertisers online and via mobile devices. understand, one collated and published by respected, authoritative agencies such as BARB in the UK, by Nielsen in the USA and elsewhere, and so on. It will tell you a programme average (the average number watching at any point throughout the show), the peak (the maximum watching at any one time) and the reach (different people watching at some point). But it doesn’t tell you how many more people are watching a programme at home but on a PREMIER LEAGUE VIEWER NUMBERS LIVE MATCHES 2014/15 computer, tablet or other mobile MARKET CAPTURED NON-CAPTURED REAL TOTAL UPLIFT device. Nor does it tell you how many (IN HOME, ON TV) (ALL OTHER) are watching on a TV or big screen in a China 41,746,100 64,370,918 106,117,018 154% public place, like a pub or social centre. Nigeria 21,769,300 32,066,053 53,835,353 147% Nor how many are watching ‘out of Thailand 40,611,900 28,022,394 68,634,294 69% home’ but not on a TV or public screen, but on a laptop or mobile India 13,295,700 14,613,137 27,908,837 110% device, whether at work, on the move USA 106,066,700 108,218,200 214,284,900 102% or elsewhere. Malaysia 22,960,400 16,748,914 39,709,314 73% In an increasingly mobile world, Norway 5,279,700 2,738,719 8,018,419 52% consumption patterns are changing S Africa 26,897,600 12,450,033 39,347,633 46% fast. This new data, unprecedented in scope, provides the most UK 183,739,200 81,797,751 265,536,951 45% comprehensive insight yet about how. Notes on methodology: Repucom surveyed 9,000 fans across NINE key markets in April and May 2015 to capture viewership behaviours of live Premier League matches. Respondents were asked to recall their behaviours in relation to the previous round of matches, stating which they had watched, where, with whom, and on what device. Information was gathered for 43 Live Premier League games in total. Claimed IHTV data (those watching at home on TV) was calibrated against official ‘captured’ audience numbers for respective matches. Projections were then made to account for the size of the non-captured audience (those watching at home but not on TV, plus all out-of-home viewers). All data provided by the Premier League, Repucom, Populus and other sources as referenced. 4 Sportcal Insight Barclays Premier League premierleague.com Football first 5 131,000 YOUNG PEOPLE ACROSS THE COUNTRY HAVE BENEFITTED FROM THE PREMIER LEAGUE’S KICKS PROJECT SINCE IT WAS ESTABLISHED IN 2006, INCLUDING PLAYERS SUCH AS RAHEEM STERLING AND WILFRIED ZAHA ive broadcasts to viewers L in hundreds of millions of homes across every continent make the Premier IT’S ALL ABOUT League a truly global phenomenon from Los Angeles, London and Lagos to Montreal, Manchester and Mumbai via Sao Paulo, Southampton, Shanghai and all THE FOOTBALL points in between. The League provides compelling The Premier League is widely regarded content for broadcasters and huge exposure for sponsors all year, every as the world’s most popular and exciting year, and it hasn’t become the football league. It offers compelling, world’s league by accident. Since its formation in 1992, the League’s competitive football, played in full and ‘football first’ approach has vibrant stadiums by a cosmopolitan cast of underpinned its development. Investment in stadiums, facilities many of the world’s finest players. and talent - including managers and coaches as well as players - has generated increasing demand and interest in the League in what has become a ‘cycle of growth’ now well into a third decade. The existence of that virtuous cycle was identified in an economic impact analysis of the League by EY (Ernst & Young) in May 2015, which highlighted how the increasing appetite for the League has been converted into commercial Premier League Kicks: success and sustainable growth, at Inspiring young people through football home and abroad. This in turn has allowed equitable Premier League Kicks began in 2006 and uses the distribution of the proceeds to appeal of professional football clubs to engage benefit wider football development young people from challenging communities in and communities. This delivers regular football, sport and personal development greater investment in stadiums, activities. Fifty Premier League and Football League facilities and talent. clubs now deliver Kicks at more than 800 sites – with Thus the cycle of growth, as EY more than 56,000 young people benefitting last year. attests, has led to the Premier Since its launch, Premier League Kicks has engaged League developing football “into a more than 131,000 young people, with 75% of Kicks sport that is more attractive and projects delivered in the top 30% most deprived areas accessible to the public” in the UK in the country. and around the world. 6 Sportcal Insight Premier League same day, they would attract almost 3% of the population, or approaching 1.5 million people, with the Premier League contributing by far the most A MAJORITY of any single division, about half of the total. In Germany and Spain, if every club played at home on the same day, they would attract about 1.6% of the EXPERIENCE… population, or little more than half England’s ratio. In Italy and France the No big country - of more than 10 million corresponding fi gure would be around 1% of the population, or around a third people - attracts a greater share of its of England’s ratio. population to attend live football matches There is an increasing diversity within the Premier League’s domestic fan on a regular basis than England. base. Children’s season ticket sales are growing, by 26% over the last decade. They now account for 12% of all season ticket sales. ngland’s football pyramid The number of 18-34 year olds E dates back to 1888 and now attending matches has grown to 40% comprises thousands of clubs, of all match-going fans. A record 26% with 92 of them across the wholly 107 of match attenders are female. And last professional top four divisions. The season, for the fi rst time, more than NATIONALITIES Premier League sits at the top of this HAVE STARRED half (51%) of the Black, Asian and interdependent network, elite but by IN THE PREMIER Minority Ethnic (BAME) population of no means elitist. LEAGUE Britain said they were interested in The dawn of the current Premier football. The BAME population League season, the 24th, coincided accounts for 11% of the UK population with the League becoming a ‘majority but a record 17% of Premier League experience’ for the 92 clubs. The 36,163 attendees. elevation of AFC Bournemouth to the FANS AT EACH top level meant that 47 of the 92 clubs GAME ON in 2015/16, or 51%, have played AVERAGE Premier League football at some point. (MORE THAN ANY No other major football league has 20-TEAM LEAGUE IN WORLD FOOTBALL. had as many clubs involved over the SPAIN’S LA LIGA IS same period. Italy’s Serie A and Spain’s SECOND WITH 25,734) SOURCE: PREMIER LEAGUE 95.9% La Liga have each had 46 clubs in that 2014/15 STADIUM OCCUPANCY time, with France’s Ligue 1 on 43 and T L H IN 2014/15 L Germany’s Bundesliga on 41. E A B H T These historic footballing nations I G O have all had well-supported leagues H O E F and diverse top divisions across many ST D O RL years but none match England.
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