Out of home sports viewers
According to the most recently published half year of TGI data just under a third of the 18+ population of GB watched sports on TV in pubs, clubs or bars in the previous twelve months. This translates into some 15million adults who, at some time or another, have provided an additional, and potentially valuable, audience to that measured by BARB within private households.
Perhaps surprisingly a third of these out-of-home viewers are women; less so is the fact that it’s an audience that is are four times more likely to be 18-24 as they are to be over 65.
In social grade terms there is a middle market, C1C2, skew to the profile of out-of-home viewers although TGI’s own Socio Economic Level segmentation shows that overall they are more likely to be at the higher spending, more conspicuous consumption, end of the spectrum.
At the younger end of the TGI Lifestage profile, presence of children appears to be somewhat of an inhibiter to viewing out of home. Evidence from the new Life Events data would actually indicate that the sheer act of getting married makes the most fundamental difference of all. Those who are expecting to get married in the next twelve months are seventeen times more likely to be frequent out of home football watchers than are those who got married in the previous year.
Perhaps most intriguing of all is the fact that those who subscribe at home to channels beyond the basic level are actually over 50% more likely than average to go to licensed establishments to watch a sport such as football. An explanation for this may be found by examination of their attitudes to drinking. In short they are very pro the whole idea of it and particularly that consumption which takes place outside the home. It is obviously sociability as well as a love of their sport that is the key to their out of home viewing behaviour.
Of all those who viewed a sport out of home some 94% watched football, and 55% viewed rugby. Cricket can claim close to half of all out of home viewers and golf, probably thanks to last years Ryder Cup, also drew over 40% of this audience.
Across the viewers of all four of these televised sports attitudes towards both TV and advertising are broadly similar and, indeed, pretty positive. Indications are however that TV viewing is further down the list of pastimes than it is for the average member of the population although their enthusiasm for TV based interactivity is actually above the national average. Presumably this a feature of their TV set used when they get home!
Media exposure, as measured by TGIs Media Quintiles, demonstrates that general TV viewing behaviour reflects their attitudes to the medium overall. While they are 13% less likely than average to be in the highest (home) viewing quintile, they are 11% more likely to be in the lowest. Other media however score relatively high when measured on the same scale. Out of home sport viewers are more than 40% more likely to be in the highest exposure quintile for the internet and 30% higher on the equivalent segmentations for Outdoor and Cinema.
