TALON GENERATOR 2018 SUMMER OF SPORT FOR A LANDSCAPE OF POSSIBILITIES A VARIETY OF SPORTING EVENTS TAKING PLACE THIS SUMMER World Triathlon Series FIFA World Cup Royal Ascot Cricket Test Series Wimbledon 9th/10th June 14th June – 15th July 19th – 23rd June June – August 2nd – 15thJuly British Grand Prix Tour De France The Open Women World Cup Hockey European Championships 6th-8th July 7th – 29th July 19th-22nd July 21st July – 5th August 1st-12th August FOR A LANDSCAPE OF POSSIBILITIES 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 Source: 1TGI 2015 Q4 (July 2014 - June 2015) - Wavelength + Sport+ Pop (Base: Sports Events followed: FIFA World Cup Brazil) FOR A LANDSCAPE OF POSSIBILITIES 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) FOR A LANDSCAPE OF POSSIBILITIES SEASONALITY HAS AN IMPACT ON OOH AUDIENCES As the amount of sunlight increases, total traffic in the UK goes up resulting in lower TV ratings People are out and about more and thus exposed to OOH for longer and more often 140 TV 130 Sunlight 120 Traffic 110 106 107 104 104 103 100 101 102 98 98 93 93 90 90 80 70 60 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: BARB - Department for Transport Statistics FOR A LANDSCAPE OF POSSIBILITIES CLEAR UPLIFTS AROUND LOCAL AREA AND TRAFFIC ROUTES AROUND SPORTING EVENTS One offs Weekends Longer 126 93 104 95 99 121 111 118 107 106 140 125 106 101 108 106 Peak indexes Average indexes 140, 140, 114 112, 112, 102 105 Source: AMScreen FOR A LANDSCAPE OF POSSIBILITIES AN INCREASE IN COMMUTING AND SHOPPING OVER SUMMER MONTHS…. Trips by activity per person per month 20 18 Jul/Aug 16 +6% effect 14 +4% 12 +1% 10 8 6 4 2 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Commuting Shopping Source: Travel Survey 2012 FOR A LANDSCAPE OF POSSIBILITIES AS WELL AS AN INCREASE IN PEDESTRIAN PRESENCE Jul/Aug effect +19% Source: TFL Group Planning, Strategic Analysis FOR A LANDSCAPE OF POSSIBILITIES HOW DOES SUMMER AFFECT MEDIA BEHAVIOUR? 54% of people believe they are “more aware” of outdoor advertising over summer 33% of people say they watch less TV over summer 21% say they spend less time online using a desktop or a laptop 56% of respondents said that they spend the same amount of time online while out of home on a tablet or phone Almost a third, 63%, also said they spend the same amount of time on social media, irrespective of what season it is Source: Ad News, Clear Channel AdShel Summer survey FOR A LANDSCAPE OF POSSIBILITIES SUMMER CREATES SEASONAL DEMANDS AMONG CONSUMERS ACROSS DIFFERENT CATEGORIES Online sales For every On the 84% wear sun Over 1 in 2 of sunglasses +1C warmest and cream, with a wear a increase on increase, sunniest days, third summer a clear day beer demand for purchasing in version of when there is consumption frozen July & August their low cloud increases by yogurt/ice- favourite cover +1.2% cream fragrance increases by 31% above average Source: GMI/Mintel, Exterion Media Work Shop Play panel FOR A LANDSCAPE OF POSSIBILITIES WEATHER AFFECTS BEHAVIOURS More people are out and about and have a positive, shopping-focused mindset I generally spend more money than I usually do 60% I spend more time out and about 58% I usually travel locally 52% I am on the lookout for new things 49% I like to keep my pantry well stocked in case of visitors 49% I spend more time shopping 49% Buy larger range of products to cater for entertaining 44% Use technology (e.g. mobile/online) for suggestions on 31% things to do I tend to buy more premium brands during this time 31% 0% 10% 20% 30% 40% 50% 60% 70% Source: Adshel Ethnography Study FOR A LANDSCAPE OF POSSIBILITIES WEATHER HAS A POSITIVE EFFECT ON MOOD Nearly half (47%) of people Younger adults are most active when become more active during the weather get better, as they see it Spring/Summer, when the as an opportunity to socialise more weather gets warmer 16-24 25-34 35-44 45-54 55+ 100% 100% 11% 16% 11% 14% 11% Very Active 80% 11% 80% 15% 47% 13% 15% 60% 21% Moderately 60% 25% active 28% 40% 19% 40% Slightly active 20% 40% 29% 32% 20% No change 0% Exercise/Get Fit Go to sporting Go out to events pubs/restaurants 0% Spring/Summer Autumn/Winter Source: GMI/Mintel FOR A LANDSCAPE OF POSSIBILITIES SUMMER HAS AN IMPACT ON SALES PERFORMANCES ACROSS A WIDE CATEGORY RANGE Summer causes people to change their plans, making them more likely to seek out or avoid certain activities, products and services Spring/Summer Autumn/Winter 100% 9% 8% 19% 18% 26% 28% 29% 22% 28% 80% 31% 53% 60% 82% 91% 92% 40% 81% 82% 78% 74% 72% 71% 69% 72% 20% 47% 18% 0% Source: GMI/Mintel FOR A LANDSCAPE OF POSSIBILITIES 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 campaign on a further increase in brand brand awareness post awareness campaign 10 outdoor sites FOR A LANDSCAPE OF POSSIBILITIES FIFA WORLD CUP FOR A LANDSCAPE OF POSSIBILITIES FIFA WORLD CUP 2018 • The 2018 FIFA World Cup will be the 21st FIFA World Cup scheduled to take place in Russia from 14th June – 15th July 2018 • This will be the first World Cup held in Europe since 2006 and all but one of the stadium venues are in European Russia to keep travel time manageable. • The final tournament will involve 32 national teams including defending champions Germany – whilst Iceland and Panama will be making their first appearances in a World Cup • A total of 64 matches will be played in 12 venues located in 11 cities. • The final will take place on the 15th July in Moscow. FOR A LANDSCAPE OF POSSIBILITIES GLOBAL SUCCESS OF 2014 WORLD CUP •Total in-home audience reach (1+ minute): 3.2 billion (no change on 2010) •Final match total in- and out-of-home audience reach (1+ minute) hit 1.013 billion •In-home audience for final (+20 minutes) up by 12% on 2010 to 695 million •An estimated 280 million people watched matches online or on a mobile device •Total broadcast hours: 98,087 (+36% on 2010) FOR A LANDSCAPE OF POSSIBILITIES KEY SPORTING AUDIENCES- 2014 WORLD CUP 44.5m audience reach in the UK 2014 FIFA World Cup (across all matches) down by 5% versus 20101 UK live match average audience 5.2m1 48% of UK adults followed the 2014 FIFA World Cup2 52% of those who followed the 2014 World Cup claim to watch sports programmes in pubs/bar clubs (Index 152) Region 9% 9% 4% Scotland 12% 64% male 55% ABC1 North West 9% North Yorkshire 36% female 46 avg age 5% East Midlands East Anglia South East 14% 8% Greater London South West 43% in full-time employment Wales 7% West Midlands 4% 29% have kids in HH 19% 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) FOR A LANDSCAPE OF POSSIBILITIES WIMBLEDON FOR A LANDSCAPE OF POSSIBILITIES WIMBLEDON 2ND-15TH JULY • Wimbledon is the world's longest-running and most prestigious tennis tournament taking place 2nd-15th July • 40% of UK adults follow Wimbledon • The tournament 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. Waterloo station footfall increases by approx. 270,000 over this period. • Tennis audience has a high index for AB (135), ABC1 (119), higher income bracket (£50k+ 133) and Home owners (114) 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) . FOR A LANDSCAPE OF POSSIBILITIES EUROPEAN CHAMPIONSHIPS FOR A LANDSCAPE OF POSSIBILITIES EUROPEAN CHAMPIONSHIPS 2ND-12TH AUGUST • The European Championships are a brand new multi-sport event which will bring together the existing European Championships of some of the continent's leading sports • The first ever event will be staged this year by the host cities of Glasgow and Berlin between the 2nd and 12th August 2018 • 3025 athletes competing in Scotland this year • 250,000 expected spectators • 265,000 actively involved in the Games: Athletes/ Spectators/ Officials/ Trainers/ Volunteers/ Media • Festival 2018 running alongside the Championships • Televised across Europe with expected viewing figures of circa 1.3 billion and free to view and broadcast via EBU (European Broadcasting Union) FOR A LANDSCAPE OF POSSIBILITIES EUROPEAN CHAMPIONSHIPS 2ND-12TH AUGUST • £55 million additional consumer spend expected in Glasgow during the European Championships this August.