Blog 2016-12-17T21:44:26+00:00

Bolt and Farah are main reasons to watch athletics, say public. So how big a hole do their retirements leave?

BLOG | by James Stibbs ... As the World Athletics Championships in London wound down this weekend, the IAAF leadership team probably allowed themselves to look on with some satisfaction. Two stars whose light flickered for the last time on the track this week are, of course, Usain Bolt and Mo Farah. So what happens when, in one fell swoop, both the world’s and the UK’s greatest athletes take their final track and field bows? Read our YouGov Omnibus survey results.

August 15th, 2017|Tags: , , |

The best deal in Indian sport sponsorship – it’s just not cricket

BLOG | by Joseph Eapen ... For as long as anyone can remember, sport in India has really meant just one thing – cricket. And yet in creating such a powerful brand, the IPL also sowed the seeds for a revolution in Indian sport, spurring the rest of India’s sports sector to start cooking up their own versions. One such success story is the Pro Kabaddi League, which now represents the best value for money in the Indian market.

July 27th, 2017|Tags: , , , |

US PGA prioritises eyeballs over revenue as it seeks to avoid tide of cord-cutting

BLOG | by Charlie Dundas ... If it’s safe to say that some UK golfers don’t like change, many are in for a rude awakening next month when the last of the season’s Majors, the US PGA Championship, takes place. That’s because, instead of flicking on Sky Sports to follow the action, as they have since 1992, they will have to go to some place new, and that's the BBC.

July 21st, 2017|Tags: , , , , |

Middle-Aged Men in Lycra – MAMILs – Do they dominate the cycling audience?

BLOG | by Charlie Dundas ... The growth in cycling has been well-documented in recent years, not least the phenomenon of the Middle-Aged Man in Lycra or MAMIL. MAMILs have been seen as the bedrock of this explosion in participation but have they also driven a media market for cycling which has seen major broadcasters competing for rights? Let’s take a look at the data around fans of the Tour de France, cycling’s premier property.

July 13th, 2017|Tags: , , |

NBA Brand Health Recap: The Implications of ‘Resting and Tanking’ on Sponsorship Values

BLOG | by Lance Fraenkel ... Key research highlights the latest NBA Buzz (recent brand sentiment) and Recommendation levels (loyalty) in perspective of three previous NBA seasons. Using a number of research analytics including SMG Insight/YouGov's daily tracking service, BrandIndex; proprietary image monitoring technology and audience data for sponsorship valuations; and through examination of long-term NBA trends, we can see significant brand perception declines around this seasons ‘resting and tanking’ issues (March-April 2017) and increased volatility in NBA perception around the playoffs.

June 23rd, 2017|Tags: , , |

Wimbledon’s Unique Selling Point – Its Spectators

BLOG | by Bruce Cook ... The experience of attending the Championships, Wimbledon, is altogether pretty singular. Whether it’s the old London double decker to the grounds or the taxi convivially shared with strangers; the purple petunias decorating the walkways; or the sound of a jazz quartet syncopating with the clink of fizz glasses, Wimbledon is no ordinary sports event.

June 16th, 2017|Tags: , , |

What happens when you move your sports event off free-to-air TV?

BLOG | by Frank Saez ... The end of the football season in Europe brings with it a host of key games – from play-off and cup finals, to league fixtures which determine promotion, relegation or simply a few million in TV money. Yet despite the competition, UEFA’s Champions League remains the blue riband event of the season. Following the Champions League’s departure from UK free-to-air screens in 2015, many people have been wondering whether fans’ perceptions of the competition have changed.

What do UK fans of US sport look like?

BLOG | by Charlie Dundas I don’t need to tell anyone that the NFL and the NBA, America’s two most popular sports leagues, have global aspirations – it’s been a big industry focus and is particularly exciting for anyone based in an international hotspot like London, where regular season games have been a fixture for a number of years now. But what’s interesting to me is the different approaches to growing the game the two have taken.

February 17th, 2017|Tags: , , , |

Data Says More to Super Bowl Ad Game Than Getting a Laugh

BLOG | by Bruce Cook Nearly a decade ago, a boss first asked me the ‘so what?’question. “Millions watch the games and thousands attend our events, so what?” he said. “What is it doing for the business?”… or the brand? That was all about the RBS 6 Nations. Rugby’s Greatest Championship kicks off tomorrow, but what’s on my mind today is Sunday’s NFL showcase event. Super Bowl LI (51) is now just a couple days away and I love the unmatched hype and the unbelievable production of the game and the half-time show. Gaga is sure to put on a performance worthy of her name.

While Falcons fans believe in angels, Patriots fans side with the aliens

BLOG | by Tracy Schoenadel It's almost that time of year again. This Sunday, the New England Patriots will meet the Atlanta Falcons in Super Bowl LI. While the Falcons are hoping to win their first championship in franchise history, the Patriots, who've dominated the league for over a decade now, are aiming for their fifth. But that's what makes the teams different. What about their fans? A new infographic from YouGov helps illustrate the many differences and similarities between the two groups.

February 2nd, 2017|Tags: , , , , , , |