Pulse Breakfast Forum (Sporting Fever)

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Pulse Breakfast Forum 2010Prepared by

Pulse Group PLCDate: 11th March 2010

SPORTING FEVER 2010

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PAST BREAKFAST FORUMS

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RESEARCH DESIGN-OVERVIEW

Sampling

Qualifications

Method OnlineLength of interview 25 minutes

Sample Size n=1000

Males & Females aged 18 and above

Research Area Malaysia

Research Period Feb – March 2010

Random and Nationally Representative

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General sporting events

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Badminton (73%), Football (48%) and Swimming (35%) are the top 3 sports /games played

2%

13%

7%

7%

8%

15%

14%

5%

25%

19%

16%

36%

41%

28%

63%

10%

11%

11%

11%

11%

13%

13%

22%

22%

24%

28%

31%

35%

48%

73%

0% 20% 40% 60% 80% 100%

Wrestling

Billiards/Pool/Snooker

Golf

Martial Arts

Squash

Biking

Fishing

Motorsport racing

Running

Basketball

Tennis

Bowling

Swimming

Football/ futsal

Badminton

Follow Play

TYPE OF SPORTS/GAMES PLAYED

Base: All respondent sS3/S4. Which of the following sports / games do you follow / personally plays?

73% of Malaysians follow

Badminton

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When it comes to spending on sports equipments, overall 39% remained unchanged this year.Males are more likely to spend more in this year compared to females,

and within the Younger age groups (18-30) as well.

Base: All respondents S5.Will you spend more or less on sports equipments this year?

35% 40%28%

39% 38%27% 30%

26% 23%30%

22% 29%30% 26%

39% 37% 41% 39% 32%43% 44%

0%

20%

40%

60%

80%

100%

Overall Male Female 18-25 26-30 31-35 35Plus

More Less Unchanged

EXPENDITURE ON SPORTING EQUIPMENT

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FIFA World Cup are the most interesting sporting event for all respondents (41%), followed by Winter Olympics in Vancouver (18%)

29%

31%

31%

55%

78%

0% 20% 40% 60% 80% 100%

2010 Commonwealth Games, Delhi

2010 SUKMA, Melaka

2010 Asian Games, Guangzhou

2010 Winter Olympics, Vancouver

2010 FIFA World Cup, South Africa

S6. What are the major upcoming sporting events happening this year that you are aware of? /S7. Based on the following list of sporting events, please rank from 1-5 in order of interest to you.

MAIN SPORTING EVENTS

41%

18%

10%

16%

11%

Order of interest Top

Rank

Base: All respondents

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FIFA World Cup & Winter Olympics are the main sporting events on TV for

both male & female respondents, Commonwealth games seem to be favored among female respondents.

Base: All respondents S8.What would be your most watched major sporting event on TV? (SA)

MAIN SPORTING EVENTS ON TV

63%76%

44%

66%56%

68%60%

15%

10%

22%

15%

15%

13%14%

11%7%

18%

9%17%

9%12%

7%4%

12% 6% 8% 7%9%

4% 4% 4% 4% 4% 3% 6%

0%

20%

40%

60%

80%

100%


2010 FIFA World Cup, South Africa 2010 Winter Olympics, Vancouver2010 Commonwealth Games, Delhi 2010 Asian Games, Guangzhou2010 SUKMA, Melaka

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Formula One Grand Prix (25%) and Thomas /Uber Cup (19%) are the top two sporting events watched live at the stadium

8%

10%

13%

6%

15%

12%

13%

13%

25%

17%

19%

10%

10%

12%

17%

30%

30%

33%

33%

36%

38%

51%

51%

55%

62%

66%

67%

72%

75%

76%

0% 20% 40% 60% 80% 100%

Monsoon Cup 2010Malaysia National Basketball …

Malaysian Super League (Football)Malaysia Hockey League (MHL)

2010 Super GT MalaysiaMotoGP 20102010 SUKMA

Barclays Premier LeagueFormula One Grand Prix 2010

Badminton Super SeriesThomas / Uber Cup 2010 …

2010 Winter Olympics2010 Asian Games

2010 Commonwealth Games2010 FIFA World Cup

Watch it live on TVLive at the stadium

VIEWING MEDIUM


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Home(89%) is the right place to watch TV and followed by Mamak stall’s (42%)

Base: All respondents S10. Where would you usually watch these live sporting events, which are televised on TV? (MA)

0%

20%

40%

60%

80%

100%

At home Mamak stall At a friend’s house

Pubs/bars Others

89%

42%

27%

13%6%

VIEWING LOCATION

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‘Man Utd’ (41%) is the leading favorite English Premier League team

Base: All respondents S11.Which is your favorite BPL team?

1%

1%

1%

1%

1%

1%

1%

2%

15%

19%

19%

41%

0% 20% 40%

Aston Villa

Birmingham

Blackburn

Portsmouth

Sunderland

West Ham

Wolves

Man City

Chelsea

Arsenal

Liverpool

Man Utd

FAVORITE EPL TEAM’s

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Strength of association among the favorite English Premier League Team’sTeam association is high among men(26%) compared over females(7%)

S12.How long have you been a fan of this team?

52%41%

67%55% 56%

41%52%

30%33%

26%32% 34%

35% 16%

18% 26%7% 13% 10%

24% 32%

0%

20%

40%

60%

80%

100%


Less than 5 years 5-10 years More than 10 years

EPL ASSOCIATION


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Cristiano Ronaldo & Kaka are the leading players among international sports personalities While Lee Chong Wei & Nicol David are the top 2 local sports personalities.

Base: All respondents S13. Based on the following list, who are your Top 5 favourite local and international sports personalities?

15%16%17%18%18%18%18%18%19%19%19%20%21%22%

31%

0% 20% 40%

Serena WilliamsKobe Bryant

Michelle Wie James Lebron Lewis HamiltonMichael Phelps

Rafael Nadal Tiger Woods

Michael SchumacherRoger Federer

Usain BoltLional Messi

Mesut Ozil Kaka

Cristiano Ronaldo

SPORTS PERSONALITIES

15%16%16%17%17%17%

19%19%20%21%21%22%22%

28%34%

0% 20% 40%

Ong Beng Hee Shalin Zulkif li

Wong Mew Choo Alex Yoong

Lim Keng Liat Josiah Ng

Bryan Nickson LomasLeong Mun Yee

Amri Yahyah Daniel Bego Titus James

Fairuz Fauzy Mohd Azizulhasni Awang

Nicol DavidLee Chong Wei

International Players Local Players

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Without Tiger Woods, the PGA will lack following. Ratings have proven so

Base: All respondents S15.what would PGA without Tiger Woods? (SA)

6% 5%

11% 12%

21%

12% 13% 12% 3% 5%

0%

10%

20%

30%

PGA WITHOUT TIGER WOODS

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Badminton is the dominant game in Malaysia, Followed by Squash (58%) & bowling (44%)

Base All respondentsS16. Which sporting category do you think Malaysia can dominate?

3%

4%

4%

7%

8%

9%

15%

22%

23%

44%

58%

91%

0% 20% 40% 60% 80% 100%

Golf

Basketball

Tennis

Football

Billiards/Pool/Snooker

F1

Swimming

Hockey

Martial Arts

Bowling

Squash

Badminton

DOMINANT GAMES by TEAM MALAYSIA

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26% of total respondents are expecting the Lotus F1 Team to perform successfully in 2010,With an optimistic and encouraging following throwing support behind them

Base: All respondents S17.With the participation of 1Malaysia F1 Team in 2010, how well do you expect the team to fare?

4% 3%5%

7%

22%

18%16% 15% 5% 6%

0%

10%

20%

30%

LOTUS F1 TEAM PERFORMANCE

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Astro (25%) is also perceived as a suitable sponsor, whilePetronas & AirAsia are the top 2 sponsors.

Base: All respondents S19. Which Malaysian brands do you think will be best suited to sponsor our 1Malaysia F1 Team?

3%

15%

20%

24%

24%

29%

36%

37%

39%

50%

76%

0% 20% 40% 60% 80%

Others

Perodua

Maybank

Naza Motors

Astro

TM

Malaysia Airlines

Sepang International Circuit (SIC)

Proton

Air Asia

Petronas

LOTUS F1 TEAM SPONSORS

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Sporting Icons

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Overall 3 out of 4 respondents, accepts that sport’s personalities image reflect the image of affiliated sponsors.Older age respondents are more prone to correlate the images of players with affiliated sponsors

S14.In your opinion, to what extent would the images of sports personalities reflect the images of affiliated sponsors? (SA)

BRAND ASSOCIATION


2525

David Beckham Vs Average Celebrities

0

50

100

150Friendly

Playful

Professional

StraightForw ard

Exciting

Sophisticated

Reserved

Mature

Relaxed

Clever

Conventional

Natural

David BeckhamRegion Universal Average

Professional and exciting and moderately mature and sophisticated. He is however seen as quite unfriendly and not very natural.

DAVID BECKHAM (Post Scandal)

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Overall 3 out of 4 respondents, accepts that sport’s personalities image reflect the image of affiliated sponsors.Older age respondents are more prone to correlate the images of players with affiliated sponsors

S14.In your opinion, to what extent would the images of sports personalities reflect the images of affiliated sponsors? (SA)

BRAND ASSOCIATION


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Overall, 70% of respondents felt that the recent financial crisis affected sponsorships.

Base: All respondents S20. In your opinion, how has the recent financial crisis affected sponsorship of these major sporting events?

FINANCIAL IMPACT ON SPONSORSHIPS

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The Malaysian Scene

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Sports Development programs (73%) and exposure(61%) are mainly required in making regional/global stars from among Malaysian Athletes.

Base: All respondents S21. What is lacking / required in making regional/ global stars from Malaysian athletes?

0%

20%

40%

60%

80%

Sport development

programs

Exposure Training facilities

Sponsorship /grants

Wages

73%

61%

54% 52%

36%

AREA OF IMPROVEMENTS

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Development programs with Good mentoring capabilities like Coaching, Psychology & Management are the top 3 needs of Malaysian Sports Camp.

Base: All respondents S22. What are the sport development programs needed in our Malaysian sports camp?

25%

32%

33%

37%

50%

51%

53%

58%

59%

62%

63%

73%

0% 20% 40% 60% 80%

First Aid

Marketing

Event Management

Occupational Health & Safety

Exercise Science

Facility Management

Sports Administration

Career Planning

Fitness Instruction

Sports Management

Sports Psychology

Coaching

SPORTS DEVELOPMENT PROGRAMS

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Apart from World Football Championship(49%), F1 Powerboat racing (46%) & World Snooker Championship (42%)

are events requested in Malaysia.

Base: All respondents S23. What sporting event would you like to see come to our shores in the next 5 years?

OTHER SPORTING EVENTS

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FIFA World Cup 2010

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Brazil is top most, England (2nd) and followed by Germany, Argentina & Spain are the favorite winning teams in FIFA world cup 2010.

Base: All respondents S24/S25 Please select your Top 5 favourite teams for 2010 FIFA World Cup South Africa. / Which team would be win

MOST FAVORED WORLD CUP TEAMS

41%

13%

8%

8%

4%

4%

8%

2%

1%

1%

Winning Team would want to be …

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Kaka , Wayne Rooney and Ronaldo are top 3 players to watch out during the World Cup

Base: All respondents S26. Who are the players to watch out for during the World Cup?

TOP WORLD CUP PLAYERS

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Overall, almost 9 out 10 respondents would plan to watch live matches on TV

Base: All respondents S27.Do you plan to watch these matches live on TV?

TV VIEWERSHIP

88% 93%81% 87% 88% 91% 86%

12% 7%19% 13% 12% 9% 14%

0%

20%

40%

60%

80%

100%


Yes No

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When it comes to late night timings, only 60% of total respondents would plan to watch live matches. Males are more likely to watch than females

Base: All respondents S28.Do you plan to watch these matches live on TV between 10pm to 4am in the morning for a period of 30days?

WHO PLANS TO WATCH

60% 67%50%

58% 57%69%

59%

40% 33%50%

42% 43%31%

41%

0%

20%

40%

60%

80%

100%


Yes No

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Making coffee (65%) is the key activity during half time break

Base: All respondents S29. What do you usually do during half time break if you watch it from home?

ACTIVITY AT HOME

17%

18%

18%

24%

36%

65%

0% 20% 40% 60% 80%

Cook

Call a friend

Read

Buy tid bits from 24-hour convenience store

Catch some sleep

Make coffee

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1/3rd of respondents are likely to watch Replays after viewing live matches

Base: All respondents S30.How likely are you to watch replays after you have watched the live matches?

REPLAYS

9% 11% 6% 11% 10% 6% 7%

27% 31%21%

25% 31% 30% 19%

42% 37%49%

41% 35% 44%50%

22% 21% 24% 22% 23% 19% 24%

0%

20%

40%

60%

80%

100%


Very likely Quite likely Not quite likely Not very likely

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59% of respondents would buy World cup merchandise during World Cup season

Base: All respondents S31.Would you buy World Cup merchandise during the World Cup season?

WORLD CUP MERCHANDISING

59% 62% 56% 56% 60% 67%58%

41% 38% 44% 44% 40% 33%42%

0%

20%

40%

60%

80%

100%


Yes No

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Favorite country jersey (41%) & Memorabilia’s (30%) are among the top two items to get

Base: Those would buy (n=352)S32. If yes, what are the items that you would get?

29%

29%

50%

69%

0% 20% 40% 60% 80%

Mascot

Official football

Memorabilia

Favourite country jersey

ITEMS TO BUY

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When it comes to inviting “who” to watch TV live at home,top most priority are given to Friends (91%) ,

Base: All respondents S33. If you were to host the live matches on TV at your home, who would you invite?

WHO TO WATCH WITH ?

4%

22%

40%

43%

91%

0% 20% 40% 60% 80% 100%

Strangers

Neighbours

Relatives

Colleagues

Friends

42

Adidas (65%) ,Coca-cola (61%) are the top two brands advertised and the next two are Visa (46%) & Sony (41%)

Base: All respondents S34. In the run-up to the 2010 FIFA World Cup South Africa, which of the following brands have you seen advertised?

TOP BRANDS

3%

7%

8%

9%

16%

18%

27%

27%

41%

46%

61%

65%

0% 20% 40% 60% 80%

Satyam

MTN Group (Mobile Telephone …

Continental

Budweiser

Castrol

Hyundai Motor

Emirates

McDonald’s

Sony

Visa

Coca-cola

Adidas

43

Media Consumption

44

The Internet (88%) & TV(67%) are the preferred source in getting updates and information regarding favorite sporting events & football teams.

Base: All respondents S35. What are your preferred sources of getting the latest updates and information regarding your favourite sporting events and teams?

0%

20%

40%

60%

80%

100% 88%

67%

37%28%

18%5%

SOURCE OF INFORMATION

45

Overall 81% of total respondents subscribe to Astro.Whereas 16% are currently with Astro B.yond.

There are slightly more (21%) among young (18-25) subscribers.

Base: All respondents S36.Do you or anyone in your household subscribe to Astro?S37.Are you currently subscribed to Astro B.yond?

ASTRO SUBSCRIBERS

11%

15%

14%

21%

13%

18%

16%

85%

86%

79%

78%

85%

78%

81%

0% 20% 40% 60% 80% 100%

35Plus

31-35

26-30

18-25

Female

Male

Overall

Astro

Astro B.yond

46

Among all respondents currently subscribing to Astro b.yond, more than 61% are willing to pay RM20 or more for the upcoming World Cup series option

Base: Those currently subscribe to Astro b.yond (n=95)S38.upcoming World Cup series, are you willing to pay RM20 more for this option?

0%

20%

40%

60%

80%

61%

8%

31%

WORLD CUP OPTIONS (Astro Beyond)

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2 out of 5 respondents would pay for the‘Pay per view’ TV programs

Base: All respondents S39.Would you pay for ‘Pay per view’ TV programs?

PAY PER VIEW

38% 42%33% 35%

43% 36% 40%

62% 58%67% 65%

57% 64% 60%

0%

20%

40%

60%

80%

100%


Yes No

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Almost 50% of all respondents are aware of Internet Protocol Television (IPTV)

Base: All respondents S40.Do you know what is Internet Protocol television (IPTV)?

AWARE OF IPTV

51% 58%41% 48% 55% 57%

45%

49% 42%59% 52% 45% 43%

55%

0%

20%

40%

60%

80%

100%


Yes No

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FAQ SESSION

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