Live sports market Briefing notes and sales support for news media sales teams

This deck is split into two sections: Section 1 An overview of the Australian live entertainment market The 2015 Media i Industry Survey asked agencies “what are the most important factors when dealing with media owners”. The most common factor (52% agreed ) was “understanding of your client’s business and category”. Section one provides some key industry insights on the live sports sector. The information contained in this section won’t make you an instant expert but it will help get you up to speed on some important facts about each category. Section 2 Support slides for sales presentations Every great sales presentation is tailored for each client, but there are certain points that fit most clients within a category. Section two contains research about how news media can help sports brands lift event awareness and drive ticket sales. What’s in this deck?

Section 1 Live sports market: an overview

Strong demand for out of home entertainment 800,000 went to the theatre. Slightly fewer went to a music concert (763,000). More consumers visited an art gallery or exhibition than go to a nightclub each month. 1.5 million attended a professional sports match in the last four weeks. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.

Live sports industry : annual revenue by code Figures above include TV revenue, sponsorships, commercial activities for financial year Source: IBISWorld, Sports in Australia: Market Research Report, July $560m $374m $381m$255m $163m

AFL dominates the live sports landscape Nearly twice as many sports fans attend an AFL game each year than cricket, the second most attended sport. Soccer continues to close the attendance gap on NRL (893,000 vs 1,158,000 live fans respectively). Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.

Section 2 Support slides for sales presentations

The following slides provide general supporting arguments to assist sales teams when building client-specific presentations. The purpose is to open discussion, to demonstrate a basic understanding of factors that drive live sports attendance, and to show how news media can help to influence the sales process. These slides are intended to be used in a presentation after recapping the brief, and before presenting analysis and recommendations tailored to the specific client. Needless to say, they can and be should be adapted to suit your particular presentation requirements. About these slides Recap client/agency brief Live sports industry support slides Client specific analysis Recommendations

News media reaches sports fans 1.4 million live sports fans read news media in the last 4 weeks Figure refer to readers who attended a professional sports event in the last month. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM March 2016, People 14+ only.

Newspapers hit key sports segments Males aged 45 – 64. This group is 47% more likely to attend a professional sporting event than the general population. They are also 39% more likely to read 7+ newspapers a week than others. Social Grade ‘A’: 10% (384,000) of consumers in social grade ‘A’ went to a live sporting event in the last month. These consumers are 23% more likely to be heavy newspaper readers. Major Metro Inhabitants. Some 1.1 million major metro dwellers went to a live game recently. They are also 54% more likely to read 7+ newspapers a week than others. emma data shows consumer segments most likely to attend live sports events. Three of the biggest markets over-index as frequent newspaper readers. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.

83% 73% Newspapers are also digital The combined reach of print and digital news media: 95% of live sports audience. Print Digital Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.

Digital news readers are spectators Digital news media readers are: 7% more likely to go to a live sports match in the last three months than non- readers. Digital news media readers are significantly more likely to attend live sports events than non-readers. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.

Readers of print newspapers are 15 per cent more likely to attend a golf tournament than the average Australian. Formula one spectators are 11 per cent more likely to read digital news media. Women’s cricket attendees are 29 per cent more likely to read community newspapers. Get the best from news media platforms Some forms of news media are more efficient than others at reaching specific live sports spectator segments. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.

Sports sections connect with fans Over 7 million Australians read a sports section of a print newspaper every month. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April This is a huge pool of highly engaged readers, and prime advertising territory. This is especially true for sports sponsors who understand that gaining the maximum benefit from their sponsorship requires creating relevant ads that put their brand in front of fans.

Supporting sponsorships with newspapers Sports pages are a fantastic place for brands to gain further traction with their sponsorship deals. They’re also a great place for brands to promote their latest offerings to a large, engaged audience, whether it’s sports related or not. Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.

Client specific analysis & recommendations This is the point to bridge to a client specific discussion. Each presentation will need to be individually tailored to suit the client and their objectives, but the logical flow from here is to move on to Analyses that address the client’s specific situation, challenges and opportunities. Solutions using your inventory, giving clear reasons why they are appropriate to the client’s specific needs, and suggestions on how they can be used most effectively.

About The Author Adrian Fernandes is Research & Insights Specialist at NewsMediaWorks. He is an award winning researcher with over a decade of experience in advertising and brand research for leading market research agencies in Europe & Australia. His previous experience includes 4 years at Fairfax Media as Consumer Insights Manager. Adrian combines data analytics with market research to provide publishers, advertisers and their agencies with actionable insights relating to the newspaper audience on print and digital platforms. For more information on this deck, please

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