TALON GENERATOR 2018...Looking at audiences who follow specific events such as the World Cup 2014 or...

FOR A LANDSCAPE OF POSSIBILITIES

TALON GENERATOR 2018

SUMMER OF SPORT


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


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)


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)


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


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


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


AS WELL AS AN INCREASE IN PEDESTRIAN PRESENCE

Jul/Aug

effect

+19%

Source: TFL Group Planning, Strategic Analysis


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


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


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


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


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


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


FIFA WORLD CUP


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.


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)


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)


WIMBLEDON


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)

.


EUROPEAN CHAMPIONSHIPS


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)


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.

.


OPPORTUNITIES TO INNOVATE


MULTIPLE CREATIVE OPPORTUNITIES


USE OF TECHNOLOGY AND REAL TIME DATA

https://vimeo.com/83491616

https://vimeo.com/83491616


OPPORTUNITIES TO BRAND OOH EVENTS, EXPERIENTIAL AND SAMPLING

TALON GENERATOR 2018...Looking at audiences who follow specific events such as the World Cup 2014 or...

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