LondonViews 3.0 Insights from the third survey in January 2014

LondonViews Online reader panel launched in September ,400+ members and growing every day as recruitment continues Monthly surveys on a wide range of topics, editorial and commercial Members earn rewards which they can redeem through PayPal

Results based on a sample of 433 readers Fieldwork dates Wed 15 – Wed 22 Jan 2014 (inclusive) Around 80 questions, so panel split into two “streams”, resulting in a median 15-minute online survey for most We have defined a London Evening Standard “reader” as someone who normally reads 1 + issue of the paper in a typical week (excluding reading of standard.co.uk) Figures are weighted so they are representative of the wider LES readership (all regular readers who are online ~1.3m) The boring bit (methodology) Men % Men % Men 55+5% Women % Women % Women 55+ 6%

WORLD CUP 2014

66% of London Evening Standard readers are interested in the FIFA World Cup 2014 tournament: 35% very and 31% quite (77% male, 48% female total v/q interested) Footballistas Q. It will be difficult to escape World Cup football this summer. Since you’re not a World Cup fan, how will you escape the football mania and avoid footy fever? Around 200 comments, including: Binge on box sets and go out with my friends - few of whom are footie fans Go to cinema, theatre, exhibitions, museums, art galleries, parks, etc. Take advantage of cheap theatre/cinema deals instead (TV will be nothing but football) No Plans. Will enjoy the traffic free roads when major matches are being played

Q. Which team will be your first choice to support in the World Cup 2014? Team colours 65% 16% 3% Q. Which team will be your second choice to support in the World Cup 2014? 29%10% 12%

Q. Do you follow any ‘lucky’ rituals on the day your national team plays a match?! Be lucky … Full breakfast in Weatherspoon’s I do have my England football socks to wear. I used to have pants as well, but they are history. I simply carry a shell in my pocket Just ensuring that we display the Union Jack Flag Just showing a St George's cross and an England T shirt Once we score I keep my posture the same, or try to We obsessively fill in the wall charts with EVERY team score, and change pubs to watch every game - never watch England play in the same pub more than once! Wear my clean England top Wearing lucky pants Wear the team shirt A minority do…

Q. How do you think you will follow the World Cup coverage this year? Media coverage Base: all readers very/quite interested in the World Cup

90% of London Evening Standard readers interested in the World Cup said they would be likely to watch any of the qualifying group games on TV, and 93% said they would be likely to watch the England games on TV Q. What games do you think you will be watching in the group stages? 68% Will watch as many of the games in the tournament as I can 13% Will watch the games in my team’s group only 10% Will only watch my own teams games 3% Will not watch any of the group games 6% Don’t know Group stages

Q. Where do you plan on watching most of the matches? Viewing is a team sport Base: all readers very/quite interested in the World Cup

of readers plan to buy a new tablet in preparation for the World Cup Number of new tablets likely to be bought = of readers plan to buy a new TV in preparation for the World Cup Number of new TV sets likely to be bought = of readers plan to upgrade mobile phone in preparation for the World Cup Number of mobile phone upgrades = of readers plan to change internet provider in preparation for the World Cup Number of switchers likely to be = Enhancing viewing pleasure … * x% of the 52% interested in the World Cup = y% x 1.3m readers (based on LondonViews weights to the NRS) 12% 11% 6% 5% 81, , , ,000+

Q. Which, if any, of these brands do you associate with the FIFA World Cup 2014? Partners Base: all readers very/quite interested in the World Cup

Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Sponsors Base: all readers very/quite interested in the World Cup

Q. How strong is each of these brands’ association with football, where 1 is no association at all and 5 is very strongly associated? Associations Base: all readers very/quite interested in the World Cup

Great interest in competitions where a reader could win tickets to the World Cup 2018 – in total 68% of LES readers interested in WC2014 were interested in this idea Promotions Base: all readers very/quite interested in the World Cup

Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Sponsors Base: all readers very/quite interested in the World Cup

Q. Which, if any, of these car brands is sponsoring or associated with the England football team specifically? Vauxball … Base: all readers very/quite interested in the World Cup

By gender … Base: all readers very/quite interested in the World Cup Amongst male and female readers interested in the FIFA World Cup, men are much more likely (50%) than females (13%) to know that Vauxhall is associated with the England team

Now back to the general survey ….

Q. Which food & drinks are you likely to consume watching the World Cup? World Cup, bowl, pack, bottle Base: all readers very/quite interested in the World Cup

Q. Which snack brands are you likely to eat whilst watching? Snack brands Top 3

Q. Which beer/lager/ale brands are you likely to drink whilst watching? Beer brands Top 5

Q. If your team won the World Cup, how do you think you would celebrate?! What if ….

Q. Which soft drinks are you likely to drink whilst watching? Soft drinks brands Top 3

24% of London Evening Standard readers interested in the tournament intend to bet on outcomes from the FIFA World Cup 2014 (and 12% are undecided) Of the 65% who do NOT intend to bet, only 5% said they might potentially use a bookmaker who offered them a free bet to open an account. Betting Base: all readers very/quite interested in the World Cup Q. Which of the following bookmakers are you likely to place your bet with?

Q. How much do you think you will wager across the entire tournament? Betting Base: all readers very/quite interested in the World Cup £68 MEAN £75 men £36 women

87% of readers think that reading World Cup coverage and comment in the London Evening Standard will enhance their experience of the event But what if England are knocked our early?! 88% said even if their team doesn’t get through to the group stage, they will still follow the rest of the competition London Evening Standard Base: all readers very/quite interested in the World Cup

UK FOOTBALL

Q. Now leaving aside the World Cup and looking at the Premier League and football league. How interested are you in football in general? Not quite a game of two halves: 57% of LES readers are very/quite interested (71% of men, 35% of women) while 43% of readers are not very/not at all interested A game of 2 halves Base: all LES readers (not just those very/quite interested in the World Cup)

66% of readers support a team 77% of men, 50% of women

By gender … Amongst male and female readers who support a UK football team, Tottenham and Liverpool are more likely to have female fans amongst our readership than male fans

Q. How do you usually follow your team’s matches? Coverage