football fans index selling match audiences
DESCRIPTION
Football Fans Index presentation - the power of match by match dataTRANSCRIPT
Football Fans Index
Selling match audiences
TGI data
What is Football Fans Index?
The Football Fans
Index was formed by
merging data from
Target Group Index
(TGI) to the Football
Fans Census Fans Census
This creates a vast
database of in-depth
consumer data on
individual football clubs’
supporters.
Football Fans Census
Football Fans
Selling match audiences
Selling match audiences
V
August 16th
V
August 16th
V
August 23rd
Energy drinks
V
August 16th
Selling match audiences
41% of the combined
audience consume
energy drinksenergy drinks
They are 22% more likely
than the average football
fan to be heavy consumers
of energy drinks
Energy drinks
V
August 16th
Selling match audiences
Top brands
(120) (120)
(118) (113)
V
August 16th
Selling match audiences
V
August 16th
V
August 16th
Selling match audiences
V
August 16th
Use Nivea product Spurs/Liverpool
At least 3 products 31% more likelyAt 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
Spurs/Liverpool vs. Nivea fans
Source: Football Fans Index 2009
Their value
V
August 23rd
Selling match audiences
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
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 wine38% 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
Chelsea/Fulham fans and M&S
121% more likely to do their
regular grocery shopping at M&S
Simply Food
56% more likely to do their regular grocery shopping at M&S
Source: Football Fans Index 2009
13% more likely to do their top-up
grocery shopping at M&S
47% more likely to their top-up
grocery shopping at M&S
Simply Food
Selling website ad space
Man City FFI fans vs. average FFI fan
Source: Football Fans Index 2009
Key product sectors- Heavy consumers of product : % more/less likely than average FFI fan
Brown and other sauces +41%
Cheese +26%
Draught lager +12%
Bottled beer and stout +11%
Brown bread +10%
Mo
re lik
ely
Our depth of insight demonstrates clear differences between club fans
Source: Football Fans Index 2009
Brown bread +10%
Energy drinks - 80%
Tomato ketchup - 32%
Fresh ground coffee - 26%
Cereal bars - 23%
Bottled mineral water - 14%
Less lik
ely
Top brands
+76%+94% +60%
+57% +46%
We can identify best-fit sponsors and suppliers
+24%+34% +27%
Source: Football Fans Index 2009
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
Holiday tour operator used - % more/less likely for Man City fans to have used
To
ur
op
era
tor
Source: Football Fans Index 2009
To
ur
op
era
tor
Flown with Thomas Cook (last year’s shirt sponsor)- % more/less likely to have flown in the last 12 months
FF
I fa
ns
Source: Football Fans Index 2009
FF
I fa
ns
Summary
FFI data will help you…
… use limited budget more effectively
… identify partnership opportunities… identify partnership opportunities
… sell advertising space
… understand football fans