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Football Fans Index Selling Match Audiences

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Football Fans Index presentation - the power of match by match data

Football Fans Index presentation - the power of match by match data

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  • 1. Football Fans Index Selling match audiences
  • 2. What is Football Fans Index? The Football Fans Index was formed by merging data from TGI data Target Group Index (TGI) to the Football Fans Census This creates a vast database of in-depth Football Fans consumer data on Census individual football clubs’ supporters.
  • 3. Selling match audiences
  • 4. Selling match audiences August 16th August 16th V V August 23rd V
  • 5. Selling match audiences August 16th Energy drinks V 41% of the combined audience consume energy drinks They are 22% more likely than the average football fan to be heavy consumers of energy drinks
  • 6. Selling match audiences August 16th Energy drinks V Top brands (120) (120) (118) (113)
  • 7. Selling match audiences August 16th August 16th V V
  • 8. Selling match audiences August 16th August 16th V V Use Nivea product Spurs/Liverpool At least 3 products 31% more likely Face cream 16% of group Sun-tan lotion 13% of group Shaving foam 6% of group Deodorants 4% of group Aftershave 3% of group
  • 9. Spurs/Liverpool vs. Nivea fans Source: Football Fans Index 2009
  • 10. Selling match audiences August 23rd Their value V 34% more likely to have personal income of £50k+ A fifth are in Social Grades AB A quarter own stocks and shares 34% more likely to be educated to degree level
  • 11. Chelsea/Fulham fans are quality conscious 73% agree it’s worth paying extra for quality goods 63% only shop at supermarkets that sell good quality fresh food 45% agree it’s worth paying extra for good quality beer 38% are prepared to pay more for good quality wine They are 27% more likely to be ‘very likely’ to convince others about food ..and 33% more likely to be ‘very likely’ to convince others about healthy living Source: Football Fans Index 2009
  • 12. Chelsea/Fulham fans and M&S 121% more likely to do their 56% more likely to do their regular grocery shopping at M&S regular grocery shopping at M&S Simply Food 47% more likely to their top-up 13% more likely to do their top-up grocery shopping at M&S grocery shopping at M&S Simply Food Source: Football Fans Index 2009
  • 13. Selling website ad space
  • 14. Man City FFI fans vs. average FFI fan Source: Football Fans Index 2009
  • 15. Key product sectors - Heavy consumers of product : % more/less likely than average FFI fan Our depth of insight demonstrates clear differences between club fans Brown and other sauces +41% More likely Cheese +26% Draught lager +12% Bottled beer and stout +11% Brown bread +10% Energy drinks - 80% Less likely Tomato ketchup - 32% Fresh ground coffee - 26% Cereal bars - 23% Bottled mineral water - 14% Source: Football Fans Index 2009
  • 16. Top brands We can identify best-fit sponsors and suppliers +94% +76% +60% +57% +46% +34% +27% +24% Source: Football Fans Index 2009
  • 17. The value of Man City FFI fans Across many different sectors, Man City FFI fans spend more than the average Source: Football Fans Index 2009
  • 18. Holiday tour operator used - % more/less likely for Man City fans to have used Tour operator Source: Football Fans Index 2009
  • 19. Flown with Thomas Cook (last year’s shirt sponsor) - % more/less likely to have flown in the last 12 months FFI fans Source: Football Fans Index 2009
  • 20. Summary FFI data will help you… … use limited budget more effectively … identify partnership opportunities … sell advertising space … understand football fans

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