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FOR A LANDSCAPE OF POSSIBILITIES
TALON GENERATOR 2018
SUMMER OF SPORT
FOR A LANDSCAPE OF POSSIBILITIES
A VARIETY OF SPORTING EVENTS TAKING PLACE THIS SUMMER
FIFA World Cup
14th June – 15th July
Tour De France
7th – 29th July
British Grand Prix
6th-8th July European Championships
1st-12th August
The Open
19th-22nd JulyWomen World Cup Hockey
21st July – 5th August
Cricket Test Series
June – August
Wimbledon
2nd – 15thJuly Royal Ascot
19th – 23rd June
World Triathlon Series
9th/10th June
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?
66%
34%
17%
3% 3% 3%
TV at home Pub/bar/Club On TV at a friends house Elsewhere Hotel Gym/Leisure centre
Where watching sports programmes
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
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
9093
98101 102 104 106 107
104 10398
93
60
70
80
90
100
110
120
130
140
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
Sunlight
Traffic
Source: BARB - Department for Transport Statistics
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
FOR A LANDSCAPE OF POSSIBILITIES
CLEAR UPLIFTS AROUND LOCAL AREA AND TRAFFIC ROUTES AROUND SPORTING EVENTS
One offs Weekends Longer
Average indexes
112, 112, 102
Peak indexes
140, 140, 114
126
121
140
93
111
104
118
125
108
95
107
105
106
99
106
101106
Source: AMScreen
FOR A LANDSCAPE OF POSSIBILITIES
AN INCREASE IN COMMUTING AND SHOPPING OVER SUMMER MONTHS….
0
2
4
6
8
10
12
14
16
18
20
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Trips by activity per person per month
Commuting Shopping
Jul/Aug
effect+6%
+1%
+4%
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
of sunglasses
increase on
a clear day
when there is
low cloud
cover
For every
+1C
increase,
beer
consumption
increases by
+1.2%
On the
warmest and
sunniest days,
demand for
frozen
yogurt/ice-
cream
increases by
31% above
average
84% wear sun
cream, with a
third
purchasing in
July & August
Over 1 in 2
wear a
summer
version of
their
favourite
fragrance
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
31%
31%
44%
49%
49%
49%
52%
58%
60%
I tend to buy more premium brands during this time
Use technology (e.g. mobile/online) for suggestions on
things to do
Buy larger range of products to cater for entertaining
I spend more time shopping
I like to keep my pantry well stocked in case of visitors
I am on the lookout for new things
I usually travel locally
I spend more time out and about
I generally spend more money than I usually do
0% 10% 20% 30% 40% 50% 60% 70%
Source: Adshel Ethnography Study
FOR A LANDSCAPE OF POSSIBILITIES
WEATHER HAS A POSITIVE EFFECT ON MOOD
47%
11%
0%
20%
40%
60%
80%
100%
Spring/Summer Autumn/Winter
Very Active
Moderately
active
Slightly
active
No change
Nearly half (47%) of people
become more active during
Spring/Summer, when the
weather gets warmer
Source: GMI/Mintel
29%40%
32%
19%
25%
28%
21%
13%15%
15%
11%11%
16% 11% 14%
0%
20%
40%
60%
80%
100%
Exercise/Get Fit Go to sporting
events
Go out to
pubs/restaurants
16-24 25-34 35-44 45-54 55+
Younger adults are most active when
the weather get better, as they see it
as an opportunity to socialise more
FOR A LANDSCAPE OF POSSIBILITIES
18%
91%74% 81%
72% 71%
92%
47%
82%69%
78% 72%
82%
9%26% 19%
28% 29%
8%
53%
18%31%
22% 28%
0%
20%
40%
60%
80%
100%
Spring/Summer Autumn/Winter
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
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%
increase in brand
awareness
36%
brand awareness post
campaign
ECB extended their
campaign on a further
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)
64% male
36% female 46 avg age
55% ABC1
43% in full-time employment
29% have kids in HH
9%
12%
5%
8%
7%
4%19%
14%
9%
4%
9%
Region
Scotland
North West
North
Yorkshire
East Midlands
East Anglia
South East
Greater London
South West
Wales
West Midlands
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
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)
• 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)
.
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.
• The event has been organised as a Civic event in 2018 and no
official European Championships Committee exists. The event in
Scotland is run by Glasgow City Council and marketing divisions
within it. This also means there are no official blue chip sponsors
from the top 300 UK Brands. A Fantastic opportunity in 2018 then
for a brand to hijack the event without committing to official
sponsorship.
• There will be no restrictions for any advertisers outside of event
locations this year.
• There is no designated Athletes Village so participants will be
staying in hotels and travelling across the city to the various
venues to compete. Fluidity or travel across the city will be rife,
ideal for roadside OOH consumption
• Superb Athletic representation from Great Britain across all
disciplines.
.
FOR A LANDSCAPE OF POSSIBILITIES
OPPORTUNITIES TO INNOVATE
FOR A LANDSCAPE OF POSSIBILITIES
MULTIPLE CREATIVE OPPORTUNITIES
FOR A LANDSCAPE OF POSSIBILITIES
USE OF TECHNOLOGY AND REAL TIME DATA
https://vimeo.com/83491616
FOR A LANDSCAPE OF POSSIBILITIES
OPPORTUNITIES TO BRAND OOH EVENTS, EXPERIENTIAL AND SAMPLING