Directors at Clarity Strategic Research, Alex Sweeney and Alasdair Johnston, presented on How Fans Really Feel About The Amount of Sport on TV at Mumbrella's Sports Marketing Summit.

1. Mumbrella Sports Marketing Summit 2017
Clarity Contacts – Alasdair Johnston, Alex Sweeney

2. the big question
A host of production, contentand delivery adaptions driving the positivity
2
IN OTHER MARKETS,
SPORTS TV VIEWING
REPORTED TO BE
CHANGING /
DECLINING…
WE CONDUCTED 20
INTERVIEWS WITH
AUSTRALIAN SPORTS TV
VIEWERS TO EXPLORE…
AUSTRALIAN SPORTS TV
VIEWERS HAVE NEVER
HAD IT SO GOOD!

3. © Criticisms levelledat live sports events:
Ü Cost (especially for families)
Ü Access (larger, out-of-town stadiums)
Ü Poor catering / amenities
Ü Lack of comfort
Ü Overbearing stewarding / officiating
Ü Stadiums are often empty / lack atmosphere
© Plus – some sports just work better on TV!
‘live sports’ experience plays into TV’s hands
Increasingly TV is the primary sporting interaction (spectating and socially)
3

4. © Sports competing against widening market:
© Viewer needs changing …
consumer content demands are changing
The rules are evolving – the instant gratification mindset is changing how
even the strongesttraditional offers will be received 4
CONDENSED COVERAGE ‘MY TEAM’ / MY COUNTRY VIEWING SPREAD THINLY
V’s V’s
Other sports… Broader ‘entertainment’…

5. © Clearly specific elements work in its favour:
Ü Accessible (free-to-air / prime time / holiday season)
Ü Attacks inherent weaknesses of longer-form cricket
© ‘Executional’ elements also support…
Ü More relaxed / lighter coverage style
Ü Theatrical innovations (fireworks, flashing stumps, cameras,
shot distance / ball speed)
Ü Miking up players (although this polarises)
Big Bash has taken the country by storm
Places the onus on other sport providers to ask themselves what can we do
to shake up our offer and stretch our appeal 5

6. © Many watch individual women’s sports
© Interest is growing in team sports (but it will take time)
© Recent women’s AFL seen as positive
Ü More AFL content on free-to-air TV!
Ü Rekindles ‘local’ atmosphere (local grounds, community feel)
Ü Less commercial / more altruistic
women’s sport is gaining momentum
The opportunity is there with patience and promotion. The ideal positioning
may be as another option rather than as a replacementto men’s content 6

7. © Removal of sport from free-to-air TV challenged by all…
Ü Self-serving administrators
Ü Lowers profile / talkability and future engagement
Ü Unfair – cost of Pay TV
© A number of sports seen as casualties…
Ü Super Rugby / V8 Supercars
Ü AFL (phasing out local content)
Ü Channel 9 and cricket?
sport needs free-to-air coverage…
Most question why a sport would not want a free-to-air presence… Short
term ‘greed’ must not offset visibility, accessibility and future growth 7

8. © Sponsors / advertisers accepted and have the right to be visible
© The exception is betting firms…
Ü Problem social issue
Ü Disdain if ‘part of the coverage / show’
Ü ‘Gamble responsibly’ insincere / offensive
© Recent legislation by Government unlikely to go far enough to
appease viewer disdain
viewers are pragmatic about advertisers… except one!
Even amongst gamblers – the relationship has become unacceptable and
has ‘crossed the line’ 8