0
LondonViews 3.0Insights from the third survey in January 2014
LondonViews
• Online reader panel launched in
September 2013
• 1,400+ members and growing every
day as recruitment continu...
• Results based on a sample of 433 readers
• Fieldwork dates Wed 15 – Wed 22 Jan 2014 (inclusive)
• Around 80 questions, s...
 66% of London Evening Standard readers are interested in the FIFA World Cup 2014
tournament: 35% very and 31% quite (77%...
 Q. Which team will be your first choice to support in the World Cup 2014?
Team colours
65%
16%
3%
 Q. Which team will b...
 Q. Do you follow any ‘lucky’ rituals on the day your national team plays a match?!
Be lucky …
Full breakfast in Weathers...
 Q. How do you think you will follow the World Cup coverage this year?
Media coverage
Base: all readers very/quite intere...
 90% of London Evening Standard readers interested in the World Cup said they
would be likely to watch any of the qualify...
 Q. Where do you plan on watching most of the matches?
Viewing is a team sport
Base: all readers very/quite interested in...
of readers plan to buy a new tablet in preparation for the
World Cup 2014. Number of new tablets likely to be bought =
of ...
 Q. Which, if any, of these brands do you associate with the FIFA World Cup 2014?
Partners
Base: all readers very/quite i...
 Q. Which, if any, of the following car manufacturers are official global sponsors of the
FIFA World Cup 2014?
Sponsors
B...
 Q. How strong is each of these brands’ association with football, where 1 is no
association at all and 5 is very strongl...
 Great interest in competitions where a reader could win tickets to the World Cup 2018
– in total 68% of LES readers inte...
 Q. Which, if any, of the following car manufacturers are official global sponsors of the
FIFA World Cup 2014?
Sponsors
B...
 Q. Which, if any, of these car brands is sponsoring or associated with the England
football team specifically?
Vauxball ...
By gender …
Base: all readers very/quite interested in the World Cup
40%
8% 8%
5% 4% 4% 3% 3% 3% 2% 2% 2% 1% 1% %
37%
50%
...
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...
49%
47%
38%
36%
26%
25%
16% 16% 14% 14% 14% 13%
12%
10%
8% 8% 6% 6%
3% 2%
6%
Q. Which snack brands are you likely to eat w...
28%
22%
20% 20%
20% 19%
18%
16%
15%
14%
13% 13%
12% 12%
11% 11% 11% 10% 10%
8% 8% 8%
7% 7% 7% 7% 6%
5%
4%
3% 3% 2% 2% 2% 1...
 Q. If your team won the World Cup, how do you think you would celebrate?!
What if ….
71%
38%
31%
28%
26% 25% 24% 23% 23%
21% 20%
16%
14%
12%
9%
5% 4%
11%
Q. Which soft drinks are you likely to drink whilst w...
 24% of London Evening Standard readers interested in the tournament intend
to bet on outcomes from the FIFA World Cup 20...
 Q. How much do you think you will wager across the entire tournament?
Betting
Base: all readers very/quite interested in...
 87% of readers think that reading World
Cup coverage and comment in the London
Evening Standard will enhance their
exper...
UK FOOTBALL
 Q. Now leaving aside the World Cup and looking at the Premier League and football
league. How interested are you in foot...
29%
14%
11%
9%
7%
6%
4%
3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % %
12%
66% of readers support a team
77% of men, 50% of wo...
By gender …
29%
14%
11%
9%
7% 6%
4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % % %
12%
28%
14%
12%
7% 7%
3%
6%
4% 4% 4% 4% 4...
 Q. How do you usually follow your team’s matches?
Coverage
8%
8%
12%
15%
22%
25%
26%
29%
33%
39%
43%
51%
66%
None of the...
LondonViews 3.0
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LondonViews 3.0

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ESI Media present insights from its third survey focusing on the World Cup and UK football.

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Transcript of "LondonViews 3.0"

  1. 1. LondonViews 3.0Insights from the third survey in January 2014
  2. 2. LondonViews • Online reader panel launched in September 2013 • 1,400+ 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
  3. 3. • 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 15-34 31% Men 35-54 25% Men 55+ 5% Women 15-34 18% Women 35-54 15% Women 55+ 6%
  4. 4.  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
  5. 5.  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%
  6. 6.  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…
  7. 7.  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 3% 3% 28% 16% 35% 43% 34% 52% 56% 88% None of the above Travel to Brazil to watch matches live Read pre-match reports online/mobile Listen to match coverage on the radio Watch matches live online (computer, tablet or mobile) Read post-match reports online/mobile Read pre-match reports in newspapers Read post-match reports in newspapers Watch highlights on TV/online Watch matches live on TV
  8. 8.  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
  9. 9.  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 6% 8% 28% 34% 50% 64% At a fan park At work At home or someone else’s home with friends At home alone In a pub or bar At home with other members of your household
  10. 10. of readers plan to buy a new tablet in preparation for the World Cup 2014. Number of new tablets likely to be bought = of readers plan to buy a new TV in preparation for the World Cup 2014. Number of new TV sets likely to be bought = of readers plan to upgrade mobile phone in preparation for the World Cup 2014. Number of mobile phone upgrades = of readers plan to change internet provider in preparation for the World Cup 2014. 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+ 74,000+ 40,000+ 33,000+
  11. 11.  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 58% 49% 48% 37% 27% 21% 20% 9% 6% 5% 4% 3% 21%
  12. 12.  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 21% 13% 10% 7% 7% 6% 5% 3% 2% 2% 1% 1% 1% % %
  13. 13.  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 23% 16% 18% 17% 7% 26% 13% 8% 9% 4% Ford Vauxhall BMW Kia VW 5 4 3 2 1
  14. 14.  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 17% 24% 17% 22% 12% 31% 20% 15% 46% 21% Fan park with big screens Local pub take-overs Mobile app with live news, gossip and interactive game Competition to win tickets to World Cup 2018 Free World Cup fan kit and car wash from dealerships 5 4 3 2 1
  15. 15.  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 21% 13% 10% 7% 7% 6% 5% 3% 2% 2% 1% 1% 1% % %
  16. 16.  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 40% 8% 8% 5% 4% 4% 3% 3% 3% 2% 2% 2% 1% 1% % 37%
  17. 17. By gender … Base: all readers very/quite interested in the World Cup 40% 8% 8% 5% 4% 4% 3% 3% 3% 2% 2% 2% 1% 1% % 37% 50% 8% 5% 3% 4% 4% 2% 4% 4% 2% 1% % % 1% % 32% 13% 7% 15% 10% 6% 3% 5% 1% % 3% 6% 6% 3% % % 47% Total Male Female 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
  18. 18. Now back to the general survey ….
  19. 19.  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 12% 6% 20% 33% 64% 69% None of these Other Chocolate Fizzy Drinks Alcohol Savoury snacks e.g. crisps
  20. 20. 49% 47% 38% 36% 26% 25% 16% 16% 14% 14% 14% 13% 12% 10% 8% 8% 6% 6% 3% 2% 6% Q. Which snack brands are you likely to eat whilst watching? Snack brands Top 3
  21. 21. 28% 22% 20% 20% 20% 19% 18% 16% 15% 14% 13% 13% 12% 12% 11% 11% 11% 10% 10% 8% 8% 8% 7% 7% 7% 7% 6% 5% 4% 3% 3% 2% 2% 2% 1% 1% 1% Q. Which beer/lager/ale brands are you likely to drink whilst watching? Beer brands Top 5
  22. 22.  Q. If your team won the World Cup, how do you think you would celebrate?! What if ….
  23. 23. 71% 38% 31% 28% 26% 25% 24% 23% 23% 21% 20% 16% 14% 12% 9% 5% 4% 11% Q. Which soft drinks are you likely to drink whilst watching? Soft drinks brands Top 3
  24. 24.  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? 2% % % % % 1% 1% 2% 2% 5% 6% 13% 15% 21% 32% Other Betfred Blue Square Stan James Tote/Tote Sport Coral/Eurobet Don’t know 888 Victor Chandler/VC Bet Paddy Power Skybet Ladbrokes Bet365 William Hill Betfair
  25. 25.  Q. How much do you think you will wager across the entire tournament? Betting Base: all readers very/quite interested in the World Cup 6% 16% 5% % 7% % % 11% % 25% 13% % % % % % % % % % 15% £68 MEAN £75 men £36 women
  26. 26.  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
  27. 27. UK FOOTBALL
  28. 28.  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) 32% 46% 9% 42% 23% 17% 25% 25% 26% 21% 31% 21% Total Male Female 15-34 35-54 55+ Very interested Quite interested Not very interested Not at all interested
  29. 29. 29% 14% 11% 9% 7% 6% 4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % % 12% 66% of readers support a team 77% of men, 50% of women
  30. 30. By gender … 29% 14% 11% 9% 7% 6% 4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 1% 1% 1% 1% % % % 12% 28% 14% 12% 7% 7% 3% 6% 4% 4% 4% 4% 4% 3% % 2% % 1% 1% % 1% % % % 15% 32% 14% 9% 13% 6% 13% % % % % % % 1% 6% 1% 4% % 1% 2% % 1% % % 4% Total Male Female 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
  31. 31.  Q. How do you usually follow your team’s matches? Coverage 8% 8% 12% 15% 22% 25% 26% 29% 33% 39% 43% 51% 66% None of the above Travel to watch matches away Read pre-match reports using a mobile app Read post-match reports using a mobile app Listen to match coverage on the radio Read pre-match reports online Watch matches live online (computer, tablet or mobile) Read pre-match reports in newspapers Travel to watch matches at home Read post-match reports online Read post-match reports in newspapers Watch highlights on TV/online Watch matches live on TV
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