Premier League Consumer Research - Ofcom · that face-to-face interviewing is subject to less bias than online, as respondents are approached to take part in a single interview rather

Premier League

Consumer

Research

Obtaining the views of fans who attend

matches and those who watch them on

TV

25th

July 2016

Contents

Page No.

Contents ............................................................................................................................... 2

Premier League Consumer Research .................................................................................... 3

1. Background ............................................................................................................... 3

2. Methodology ............................................................................................................. 3

3. Weighting and Normalising the data ........................................................................... 5

Questionnaire ..................................................................................................................... 14

3

Premier League Consumer Research 1. Background

On 18 November 2014, Ofcom opened an investigation into the joint selling arrangements by

the Premier League for live UK audio-visual media rights for Premier League football matches.

Ofcom is investigating whether the object or effect (actual or potential) of the joint selling

arrangements of the Premier League for live UK audio-visual media rights to Premier League

matches is the restriction or distortion of competition in breach of the Chapter I prohibition of

the Competition Act 1998 (the “Act”) and/or Article 101 of the Treaty on the Functioning of the

European Union (“Article 101”).

This consumer research was carried out to inform this investigation. The research sought to

understand the views of fans who attend matches and those who watch them on TV.

2. Methodology

Between 13th August and 17th September 2015 BDRC Continental conducted 4,173 interviews

with UK consumers. 2,100 were conducted online, and 2,073 were conducted face-to-face

using CAPI (Computer Assisted Personal Interviewing) software. For each method, detailed

demographic quotas were set on gender, age group, socio-economic classification, English

region, and nation.

The average length of interview was 23 minutes.

A further 177 interviews were conducted with fans of Premier League clubs. This was to enable

sub-groups of these match-attending fans to be analysed in isolation.

There were an additional 4,153 nationally representative interviews (a shorter interview of

approximately five minutes) conducted via a face-to-face consumer omnibus. These provided

data to feed in to the weighting process.

The main data set of 4,173 respondents was weighted to be nationally representative of all UK

adults (aged 16+).

4

A conjoint task was included in the Premier League consumer research conducted for

Ofcom. The task asked respondents to select between Sky Sports and BT Sport packages for

11 different scenarios; they were also permitted to choose both or neither packages. Only

respondents with an interest in watching Premier League football were shown the conjoint task

(1684 respondents).

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3. Weighting and Normalising the data

Research sample structure

The main research survey for this project was conducted amongst a sample of 4,173 UK

adults. 50.3% of the respondents were recruited online via an online panel and 49.7% were

recruited via a face-to-face survey. Both samples, online panel and face-to-face, were

designed to be nationally representative. Online panel respondents were recruited from the

Toluna panel1. This panel recruits members using a broad array of online and offline

approaches to ensure the panel is representative of the UK online population.

Quotas were set by age, gender, socio economic status, region and boosted match attending

fans of Premier League football teams to ensure each team had a minimum of between 25 and

30 supporters. However, due to the possibility of sample selection bias and non-response bias,

some groups may be over or under represented in the survey.

For this reason some questions were also asked on two waves2 of a face-to-face omnibus

survey. This survey repeated (from the main survey questionnaire) a sub-set of questions

relating to which sports packages were taken, frequency of viewing, attitudes to technology

and media consumption. In the second wave of the omnibus, attitudes to the Premier League

and interest in Premier League were also asked.

The purpose of this data was to provide incidences of sport package penetration, interest in

Premier League and viewing frequency from a single sample source which could be used to

sense check and adjust the main survey if needed.

Types of Sample Bias

The purpose of the weighting exercise was to adjust for any possible sample bias in the data

that can be attributed to the sampling methodology. The possible sources of bias are:

Self-selection bias – Respondents on the online panel recruited from are people who

have agreed to be contacted by a research company to take part in research. Previous

research undertaken by Ofcom (Media tracker, Public Service Broadcasting tracker)

1 http://www.toluna-group.com/

2 Each wave consisted of interviewing 2,000 nationally representative adults

http://www.toluna-group.com/

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suggests that people who choose to join an online panel tend to be more engaged with,

and knowledgeable about, media and communications.

Non-response bias - this is a long, complex questionnaire focussed on television sports

packages. People selected who have limited interest in television sports packages and/ or

football may have been more likely to drop out of the research. This may result in an over-

emphasis on people who currently have or intend to subscribe to a sports package.

Methodology

The process was entirely data driven. There were two stages to the process – one to adjust for

differences in the result obtained by the two different methodologies employed (online/offline

sample) and the other to ensure national representativeness, informed by the omnibus survey

data. The first, technically, is not a weighting process but a normalisation exercise; and the

second is a weighting process.

The process used to determine which attributes to weight by is called discriminant analysis,

which is a statistical procedure to determine the attributes which most strongly predict which

group a respondent belongs to based on a number of other attributes. We ran discriminant

analysis on the survey methodology using the survey responses to predict membership.

Since discriminant analysis aims to predict which group a respondent belongs to as well as

providing which questions are the most discriminating (in order of greatest to least significance)

it also provides the accuracy of a prediction based on those variables, we will refer to this as

the accuracy. The accuracy is given as the percentage of respondents which are correctly

allocated to their survey methodology.

When weighting data the effectiveness of each interview diminishes, so the data is less robust

than using unweighted data. We use a concept of efficiency of the weighting to say how much

the effectiveness of the data is reduced by. The efficiency of the weighting (or just efficiency)

is the proportion of the sample size which would give the same effectiveness if we had

achieved the desired profile, hence used no weighting. In other words, if we have an efficiency

of 75% we could have the same reliability of data with 75% of the sample size if we had a

perfect profile and didn’t weight the data. The efficiency is also given as a percentage where

no weighting would be 100%.

There is always a trade-off between accuracy and efficiency, as you include more variables

you are able to better predict the methodology but the weighting gets heavier and the efficiency

7

lower. We want both to be as high as possible. The aim of our weighting was to optimise the

accuracy while maintaining a reasonable efficiency; in this case we did not want the efficiency

to drop below 50%.

8

Stage One - Normalisation Exercise

The following questions showed significant differences between online and CAPI

methodologies in order of significance;

Question number

Question

QTV4 Who is your current fixed broadband provider (ISP) for your household?

Q1 Computers confuse me - I'll never get used to them (Q1 - Firstly, on a scale of 0-10, how much do you agree with the following statements, where 0 is not at all and 10 is a great deal?)

Q1

I prefer to wait until new technology products have become cheaper before thinking about buying them (Q1 - Firstly, on a scale of 0-10, how much do you agree with the following statements, where 0 is not at all and 10 is a great deal?)

QD9 Which of the following best describes your role in making decisions about which television services and channels you receive in your household

QD5 And what is your personal working status?

QD6 Number of people in household

QTV5 Household sports viewing

QTV1 TV service on main TV set

Q1 I couldn’t live without my smartphone

Weighting to the responses achieved in the CAPI was undertaken since it is usual to assume

that face-to-face interviewing is subject to less bias than online, as respondents are

approached to take part in a single interview rather than signing up to be available for multiple

surveys online. It is widely accepted in the market research industry that face-to-face

interviews are the ‘gold standard’ of interviewing.

It was decided not to correct for QTV4 (broadband provider) as this was intrinsic to the data

collection method and may influence the use of packages which will be accounted for in the

stage 2 weighting.

The demographics and the remaining variables were added one at a time in the order of

significance to see the improvement in accuracy of predicting methodology and impact of

weighting efficiency. An accuracy of 67% was achieved using the variables up to and including

QD6. Additional variables had little impact on accuracy so were not included. The resulting

efficiency of weighting the data to the CAPI responses was 84%. The efficiency and accuracy

of each additional variable is listed in the table below. These values refer to the combined

impact of all questions up to and including the correct one.

9

Attribute Efficiency Accuracy

Q1

Computers confuse me - I'll never get used to them (Q1 -

Firstly, on a scale of 0-10, how much do you agree with

the following statements, where 0 is not at all and 10 is a

great deal?)

91% 64%

Q1

I prefer to wait until new technology products have

become cheaper before thinking about buying them (Q1 -

Firstly, on a scale of 0-10, how much do you agree with

the following statements, where 0 is not at all and 10 is a

great deal?)

86% 65%

QD9

Which of the following best describes your role in making

decisions about which television services and channels

you receive in your household

85% 66%

QD5 And what is your personal working status? 83% 66%

QD6 Number of people in household 84% 67%

Since the only question not available from the omnibus was ‘interest in football’ (PL1 and PL3

combined) it was decided to use 1 stage weighting to omnibus data. For ‘interest in football’

the targets were taken from the CAPI survey. Working status targets were taken from the

CAPI survey since these figures were closer to those provided by the Office of National

Statistics.

Stage Two – Weighting to Nationally Representative Omnibus results

For the second stage of the analysis we combined the CAPI and online surveys and compared

these results to the omnibus survey, conducted separately, on a subset of the questions.

The following variables were significantly different between the combined survey and the

omnibus data:

Question number

Question

QD9 Which of the following best describes your role in making decisions about which television services and channels you receive in your household

Q1 I prefer to wait until new technology products have become cheaper before thinking about buying them

Q1 I couldn’t live without my smartphone

10

QTV13 TV service on main set

QTV1 How often do you or members of your household watch Sky sports

Q1 My friends always ask me for advice when using new things

QTV5 How often watch sky sports

QTV8 Have you had access to BT Sport in the first 6 months of the year

Q2 How often watch catch-up TV services

Analysis confirmed there was marginal difference in accuracy of using ‘Computers confuse me’

rather than ‘I couldn’t live without my smartphone’ and since this was important at stage 1

’Computers confuse me’ was used in place of ‘I couldn’t live without my smartphone’ for the

weighting.

Q2 (How often watch catch-up services) was excluded because it added very little in terms of

accuracy (less than 1% lower) while causing a significant reduction in efficiency (1.8% drop,

also pushing the efficiency below 50%).

Therefore the following questions were included in the omnibus weighting to give a combined

accuracy of 66% and efficiency of 50%.

Question number

Question

QD9 Which of the following best describes your role in making decisions about which television

Q1 I prefer to wait until new technology products have become cheaper before thinking about buying them

Q1 Computers confuse me – I’ll never get used to them

QTV13 TV service on main set

QTV1 How often do you or members of your household watch Sky sports

Q1 My friends always ask me for advice when using new things

QTV5 How often watch sky sports

QTV8 Have you had access to BT Sport in the first 6 months of the year

11

Final weighting

The final attributes weighted to and targets are provided below. The efficiency of the weighting

at an overall level was 50%, the minimum threshold set for this weighting.

Source of targets

Question Responses Targets

Quotas Gender Male 48.7%

Female 51.3%

Quotas Age

18-24 14.6%

25-34 16.2%

35-44 17.0%

45-54 17.1%

55-64 14.6%

65+ 20.4%

Quotas SEG

AB 21.9%

C1 30.4%

C2 21.0%

DE 25.4%

DK/Ref 1.3%

Quotas Country/Region

East Midlands 7.1%

East of England 9.1%

London 12.6%

North East 4.1%

North West 11.0%

South East 13.5%

South West 8.4%

West Midlands 8.7%

Yorks/Humbs 8.2%

England 82.8%

Wales 5.8%

Scotland 9.2%

Northern Ireland 2.2%

CAPI QD5 Working status Working 61.1%

Student/ retired 26.9%

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Unemployed/ not-working/ prefer not to say 12.0%

Omnibus QD6 Number of people in household

1 21.9%

2-3 51.6%

4+ 26.0%

Prefer not to say 0.6%

CAPI Interest in Football (PL1 & PL3)

Passion/strong interest - team supporters 20.9%

Passion/strong interest - not team supporters

2.9%

Follower 14.2%

Not interested/ DK 61.9%

Omnibus

QD9 Which of the following best describes your role in making decisions about which television

I make the decision on my own 38.6%

I make the decision with someone else 42.5%

I am not involved in the decision 18.9%

Omnibus q1_2 Computers confuse me - I'll never get used to them

0 - Not at all 44.8%

1-3 17.9%

4-5 13.6%

6-7 7.3%

8-9 6.7%

10 - A great deal 9.7%

Omnibus

q1_3 I prefer to wait until new technology products have become cheaper before thinking about buying them


1 2.9%

2-4 9.8%

5 13.4%

6-7 14.2%

8-9 21.2%


Omnibus q1_5 My friends always ask me for advice when using new things


1 7.2%

2-5 29.7%

6-9 19.1%


Omnibus QTV13 How often do Don't subscribe to sky sports 80.9%

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you watch Sky sports Once a day or more 9.1%

A few times a week 5.9%

Once a week/ About once every couple of weeks

2.1%

Less often/ never 1.6%

Don't know 0.4%

Omnibus QTV1 TV service on main TV set

Sky/ Virgin Media/ BT TV/ Talk Talk TV/ Youview

59.5%

Freesat/ Freeview 34.1%

Other 0.7%

None of these - don't have a TV Set 5.5%

Don't know 0.2%

Omnibus QTV5 TV sports viewing

I am the main viewer of sports on TV in my household

25.0%

Not the main viewer/ Nobody watches sport in my household

74.5%

Don't know 0.5%

Omnibus

QTV8 have you had access to BT sport at home in the first 6 months of the year

Yes 13.9%

No 82.8%

Don't know 3.3%

Match attending fan boost

In order to look in detail at the responses for match attending fans, boost interviews were also

conducted amongst fans of Premiership teams who have attended matches at least once in the

previous season. Since the demographic profile for these respondents was unknown it was

decided to exclude these from the main sample, and hence the weighting, and analyse all

match attending fans (i.e. those in the main survey and the boost) unweighted in the section

relating to attending matches.

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Questionnaire 1. Demographics

ASK ALL

D1. Are you? SINGLE CODE

1. Male 2. Female

ASK ALL

D2. Which of the following age groups do you fall into? SINGLE CODE

1. Under 18 [CLOSE] 2. 18-24 3. 25-34 4. 35-44 5. 45-54 6. 55-64 7. 65+

ASK ALL

D3. Do you or anyone else in your household work for the following companies (select all that apply): MULTICODE

(RANDOM ORDER]

1. Sky [CLOSE] 2. BT [CLOSE] 3. Virgin Media [CLOSE] 4. Talk Talk [CLOSE] 5. BP 6. Shell 7. British Gas 8. N Power 9. EDF 10. EON 11. Royal Mail 12. Ofcom [CLOSE] 13. Any market research company [CLOSE] 14. The English Premier League [CLOSE] 15. The Football Association (FA) [CLOSE] 16. A professional football club [CLOSE] 17. None of the above FIX POSITION

ASK ALL

D4. Which of the following best describes the occupation of the main income earner in your household?

If you live in a household with others, but have separate finances, do not include them in this question.

Only consider those who have shared incomes/ outgoings.

15

If the main income earner has been unemployed for less than 6 months, don't answer 'unemployed', but

think back to the last job before that.

If they're retired and receiving a pension from employment as well as a state pension, please think back

to the last job before retirement.

SINGLE CODE

1. Very senior management; top-level civil servant or professional (e.g. surgeon; partner in a law firm; regional bank manager; board director of medium/ large firm)

2. Intermediate management in large organisation; owner of small business; principal officer in civil service/ local government

3. Junior management or professional; or administrative (e.g. most office workers; accounts clerk; secretary; police sergeant)

4. Skilled manual worker (e.g. Mechanic; Plumber; Electrician) 5. Manual worker (e.g. Lorry driver; Labourer; Hotel porter) 6. Casual worker without regular income; or unemployed for 6 months or longer 7. Retired and receiving a state pension 8. Housewife/ house husband/ looking after family 9. Student 10. Prefer not to say 11. Don’t know

ASK ALL

D5. And what is your personal working status?

SINGLE CODE

1. Full-time paid work (30+ hours per week) 2. Part-time paid work (8-29 hours per week) 3. Part-time paid work (under 8 hours per week) 4. Variable or zero hour contract work 5. Retired 6. Student 7. Unemployed (seeking work) 8. Not in paid employment 9. Prefer not to say 10. Don’t know

ASK ALL

D6. How many people are there in your household altogether, including any children and yourself?

TYPE IN Prefer not to say

ASK ALL WITH HOUSEHOLD LARGER THAN 1

D7. ….And how many children under the age of 18 are there in the household?

TYPE IN Prefer not to say

16

ASK ALL

D8. Which of the following areas do you live in? SINGLE CODE

1. Greater London 2. South East 3. East of England 4. South West 5. West Midlands 6. East Midlands 7. North West 8. Yorkshire & Humberside 9. North East 10. Wales 11. Northern Ireland 12. Scotland 13. Channel Islands 14. Isle of Man 15. Somewhere outside the UK [CLOSE]

ASK ALL

D9. Regardless of whether you are the bill payer or not, which of the following best describes your role in making decisions about which television service(s) you get and the television channels you receive in your household? SINGLE CODE

1. I make the decision on my own [FOR ROUTING, CODE AS DECISION MAKERS] 2. I make the decision with someone else [FOR ROUTING, CODE AS DECISION MAKERS] 3. I am not involved in the decision [FOR ROUTING, CODE AS NON DECISION MAKERS]

2. TV service and channels taken

ROUTE THE FOLLOWING RESPONDENTS THROUGH THIS SECTION:

ALL RESPONDENTS WHO HAVE NOT BEEN SCREENED OUT. THIS INCLUDES NON-DECISION MAKERS.

INTRO – TO ALL

We would now like to ask you about the TV and Broadband available in your household.

ASK ALL

TV1. Which of the following best describes the TV service you have on the main TV set (the TV set you watch most often)?

SINGLE CODE. RANDOMISE

1. Sky satellite TV “Sky TV” in future references to [S3 service] 2. Freesat – using a Sky box

17

3. Freesat – using a Freesat box 4. Virgin Media TV 5. Freeview 6. BT TV (YouView / BT Vision) “BT TV” in future references to [S3 service] 7. TalkTalk TV (YouView) “TalkTalk TV” in future references to [S3 service] 8. YouView – using a box you have bought from a retailer FIX POSITION 9. Other (please specify) FIX POSITION 10. None of these – don’t have a TV Set FIX POSITION 11. Don’t know FIX POSITION

[DEFINE PAY TV SUBSCRIBERS AS CODING SKY SATELLITE TV, VIRGIN MEDIA TV, BT TV, TALKTALK TV]

ASK ALL PAY TV SUBSCRIBERS

TV2. Do you subscribe to Sky Movies as part of your [service] subscription?

SINGLE CODE

1. Yes 2. No

3. Don’t know

TV3. Question deleted before pilot phase ASK ALL

TV4. Who is your current fixed broadband provider (ISP) for your household? If you have more than one broadband provider, please tell us who your main broadband provider is.

SINGLE CODE. RANDOMISE

1. Sky (including O2) 2. Virgin Media 3. BT 4. TalkTalk (including Tiscali, Pipex, AOL) 5. Vodafone 6. EE/Orange/T-Mobile 7. Tesco 8. Plusnet 9. Post Office 10. Other (please specify) FIXED POSITION 11. None – don’t have fixed broadband FIXED POSITION 12. Don’t know FIXED POSITION

ASK ALL

TV5. Which of these statements best applies to you and your household?

SINGLE CODE, FIXED ORDER

1. I am the main viewer of sports on TV in my household 2. I am one of the main viewers of sports on TV in my household

3. I am not the main viewer of sports on TV in my household, but I do occasionally watch sports on TV

4. I never watch sports on TV but someone in my household does

5. Nobody watches sport on TV in my household

18

6. Don’t know

ASK ALL

TV6. Did you have a subscription to Sky Sports as part of your TV service, at any point, during the first 6 months of this year (i.e. January to June 2015)?

By Sky Sports, we mean a monthly subscription to Sky Sports channels which show live sporting events

(e.g. Sky Sports 1). We do not mean Sky Sports News HQ, which is included in most pay TV subscriptions

or Sky Sports Day/Weekly Passes on NOW TV.

1. Yes [SKY SPORTS SUBSCRIBER] 2. No 3. Don’t know

TV7. Question deleted before pilot phase

ASK ALL

TV8. Did you have access to BT Sport at home at any point during the first 6 months of this year (i.e. January to June 2015)?

By this we mean the collection of BT Sport channels (e.g. BT Sport 1, BT Sport 2, ESPN) which show live

sporting events regularly, not the BT Sport Showcase channel which is available on Freeview.

1. Yes [FOR ROUTING, CODE AS BT SPORT SUBSCRIBER] 2. No 3. Don’t know

ASK ALL BT SPORT SUBSCRIBERS (I.E. THOSE WHO HAD ACCESS TO BT SPORT IN THE FIRST 6 MONTHS

OF THE YEAR)

TV9. Which of the following statements best describe how you were able to watch BT Sport?

SINGLE CODE

1. I could watch BT Sport on my pay TV service (e.g. Sky, Virgin Media, BT TV) [FOR ROUTING CODE AS BT SPORT TV SUBSCRIBER]

2. I could only watch BT Sport on my computer, tablet or phone (using the BT Sport app / online player) [FOR ROUTING, CODE AS BT SPORT ONLINE ONLY SUBSCRIBER]

3. Don’t know

NOTE THREE DEFINITIONS OF BT SPORT SUBSCRIBERS:

- BT SPORT SUBSCRIBERS - ANYONE WHO HAD ACCESS TO BT SPORT - BT SPORT TV SUBSCRIBER – ANYONE WHO HAD ACCESS TO BT SPORT ON MAIN PAY TV SERVICE - BT SPORT ONLINE ONLY SUBSCRIBER – ANYONE WHO HAD ACCESS TO BT SPORT ONLINE ONLY (I.E. NOT

VIA THEIR PAY TV SERVICE)

ASK ALL BT SPORT TV SUBSCRIBERS

19

TV10. Thinking about when you had BT Sport during the first 6 months of this year (i.e. January to June 2015), did you pay extra to have BT Sport on your main TV service, or was it already included with your TV or broadband package? (Please ignore any one-off charges you paid to get the channels.)

SINGLE CODE

1. I didn’t pay anything extra – the channels were included with my TV or broadband package 2. The channels were included with my TV or broadband package, but I paid extra to get the

channels in HD (high definition) 3. The channels were not included with my TV or broadband package. I paid extra to get them. 4. Don’t know

ASK ALL BT SPORT SUBSCRIBERS OR SKY SPORTS SUBSCRIBERS

TV11. When did you first start subscribing to [Sky Sports / BT Sport]?

ONLY SHOW SPORTS CHANNELS TAKEN

BT Sport Sky Sports

In the last 6 months 1 1

6 months to a year ago 2 2

A year to 2 years ago 3 3

2 to 5 years ago n/a 4

Over 5 years ago n/a 5

Don’t know/can’t remember n/a 6

ASK ALL

TV12. You may recall that BT Sport launched in August 2013 after BT bought the rights to show some live English Premier League matches. Before this, some live English Premier League matches were shown on ESPN. Did you subscribe to or have access to ESPN as part of your TV service before BT Sport launched in August 2013?

1. Yes 2. No 3. Don’t know

ASK ALL SKY SPORTS SUBSCRIBERS

TV13. Thinking about when you have Sky Sports, roughly how often do you or members of your household watch Sky Sports on your main TV set?

SINGLE CODE

1. A few times a day 2. Once a day 3. A few times a week 4. Once a week 5. About once every couple of weeks 6. About once a month

20

7. About once every couple of months 8. Less often 9. Never 10. Don’t know

ASK ALL BT SPORT SUBSCRIBERS

TV14. Thinking about when you have BT Sport, roughly how often do you or members of your household watch BT Sport?

SINGLE CODE

1. A few times a day 2. Once a day 3. A few times a week 4. Once a week 5. About once every couple of weeks 6. About once a month 7. About once every couple of months 8. Less often 9. Never 10. Don’t know

3. Substitutability of Sky Sports and BT Sport – based on first 6 months


- DECISION MAKERS (AS DEFINED IN SECTION 1) WHO ARE ALSO EITHER: -

o SKY SPORTS SUBSCRIBERS (AS DEFINED IN SECTION 2) o BT SPORT SUBSCRIBERS (AS DEFINED IN SECTION 2) o SKY SPORTS AND BT SPORT SUBSCRIBERS (AS DEFINED IN SECTION 2)

INTRODUCTION.

We would now like to find out about you and your household’s views on Sky Sports and BT Sport.

DECISION MAKERS - SKY SPORTS SUBSCRIBERS

SB1. You mentioned that you had Sky Sports in the first 6 months of the year. Why did your household decide to take Sky Sports?

MULTICODE. RANDOMISE WITHIN CODES 1-6 AND 7-13.

1. To watch live football 2. To watch live cricket 3. To watch live rugby union 4. To watch live golf 5. To watch live Formula 1 6. To watch live coverage of other sports (WRITE IN) SEMI-FIXED POSITION – SHOW AFTER LAST

OF CODES 1-5 IS DISPLAYED 7. To watch a wide range of live sports coverage 8. To watch live sports coverage regularly 9. To watch high quality live sports coverage

21

10. It came with my package 11. It didn’t cost that much 12. Got money off \ got a good deal 13. Other people in my household wanted it 14. Other – WRITE IN FIXED POSITION 15. Don’t know FIXED POSITION

ASK IF CODED FOOTBALL (CODE 1) ABOVE

SB2. You mentioned football as a reason your household took Sky Sports. Was coverage of any of the following in particular a reason why your household took Sky Sports?

MULTICODE. RANDOMISE ORDER

1. Live English Premier League football

2. Live Scottish Premiership football 3. Live Champions League football 4. Live Football League and League Cup football 5. Live European domestic leagues (e.g. La Liga and Eredivisie) 6. Live coverage of other football competitions FIXED POSITION 7. Football generally FIXED POSITION 8. None of the above FIXED POSITION 9. Don’t know FIXED POSITION

DECISION MAKERS - SKY SPORTS SUBSCRIBERS

SB3. You said that the following were reasons why your household decided to take Sky Sports. How important is the ability to watch these sports to you or members of your household in your decision to take Sky Sports? Please select your answers below

ROWS: SHOW SPORTS ANSWERS THEY CODED AS REASONS FOR DECISION AT SB1 CODES 2-6 and SB2

CODES 1-7.

IF CODES 7- 15 AT SB1 OR CODES 8-9 AT SB2 ARE CODED IN ISOLATION SKIP SB3

1. Nice to have – I would still subscribe if this wasn’t availab le 2. Important - I would think again about subscribing if this wasn’t available 3. Essential – I certainly wouldn’t subscribe if this wasn’t available

4. Don’t know

DECISION MAKERS - SKY SPORTS SUBSCRIBER BUT NOT BT SPORT SUBSCRIBER

SB4. And, why did your household subscribe to Sky Sports rather than BT Sport? Please select your answers below.

MULTICODE. RANDOMISE

1. Sporting competitions that I/we want to watch were not shown on BT Sport 2. Sky Sports showed more / better coverage of specific sporting competit ions I/we want to

watch 3. Sky Sports had a better range / variety of sports overall 4. Sky Sports came at a discount with my TV package 5. Sky Sports offered better value for money 6. There was an offer on Sky Sports when I subscribed

22

7. I could not or did not want to switch my broadband to BT and BT Sport is too expensive when you take it without BT broadband

8. I couldn’t get BT Sport as part of my TV package 9. BT Sport didn’t exist when I decided to subscribe to Sky Sports 10. I would never consider any service from BT 11. I have had Sky Sports for a long time and like the way they do things 12. Other (specify) FIXED POSITION 13. None of the above FIXED POSITION 14. Don’t know FIXED POSITION

ASK IF “SPORTING COMPETITIONS NOT SHOWN ON BT SPORT” (CODE 1)

SB5. You mentioned that sporting competitions that your household wanted to watch were not shown on BT Sport, but were shown on Sky Sports. Which sporting competitions in particular?

MULTICODE. REVERSE ORDER OF STATEMENTS SHOWN KEEPING SPORTS GROUPED TOGETHER

1. Champions League football 2. Football League & League Cup football 3. Key European domestic football leagues (e.g. La Liga, Eresdivisie) 4. International qualifying matches e.g. World Cup, European Championships 5. English Test Match cricket 6. Other International Test Match cricket (excluding England) 7. One Day International cricket 8. Twenty20 cricket 9. County Championship cricket 10. Guinness Pro12 rugby 11. Super League Rugby 12. Ryder Cup (golf) 13. Masters (golf) 14. PGA Championship 15. US Open golf 16. US Open Tennis 17. Australian Open 18. F1 Grand Prix 19. Other – WRITE IN 20. Don’t know

ASK IF “MORE / BETTER COVERAGE”

SB6. You mentioned that Sky Sports showed more / better coverage of sporting competitions your household wanted to watch than BT Sport. Which sporting competitions in particular?


1. English Premier League football 2. Key European domestic football leagues 3. Scottish Premiership football 4. European Rugby Champions Cup 5. Other – write in 6. Don’t know

23

DECISION MAKERS - BT SPORT SUBSCRIBERS

SB7. You mentioned that you had BT Sport in the first 6 months of the year. Why did your household decide to take BT Sport?

MULTICODE. RANDOMISE WITHIN CODES 1-6 AND 7-13.

1. To watch live football 2. To watch live rugby union 3. To watch live motor sports 4. To watch live Ultimate Fighting Championship (UFC) 5. To watch live coverage of other sports (INTERVIEWER WRITE IN) SEMI-FIXED POSITION –

SHOW AFTER LAST OF CODES 1-5 IS DISPLAYED 6. To watch a wide range of live sports coverage 7. To watch live sports coverage regularly 8. To watch high quality live sports coverage 9. It was included in my broadband or TV package 10. It didn’t cost that much 11. Got money off \ got a good deal 12. Other people in my household wanted it 13. Other – WRITE IN FIX POSITION 14. Don’t know FIX POSITION

ASK IF CODED FOOTBALL ABOVE

SB8. You mentioned football as a reason your household took BT Sport. Was coverage of any of the following in particular a reason why your household took BT Sport?

MULTICODE. RANDOMISE ORDER

1. Live English Premier League football 2. Live FA Cup football 3. Live Scottish Premiership football 4. Live Europa League football 5. Live European domestic leagues (e.g. Bundesliga, Serie A, Ligue 1) 6. Other live football competitions FIXED POSITION 7. Football generally FIXED POSITION 8. None of the above FIXED POSITION 9. Don’t know FIXED POSITION

DECISION MAKERS - BT SPORT SUBSCRIBERS

SB9. You said that the following were reasons why your household decided to take BT Sport. How important is the ability to watch these sports to you or members of your household in your decision to take BT Sport?”

Please select your answers below.

24

ROWS: SHOW ANSWERS THEY CODED AS REASONS FOR DECISION AT SB7 CODES 2-5 and SB8 CODES 1-

7.

IF CODES 6- 15 AT SB7 OR CODES 8-9 AT SB8 ARE CODED IN ISOLATION SKIP SB9

0- Nice to have – I would still subscribe if this wasn’t available 1- Important - I would think again about subscribing if this wasn’t available 2- Essential– I certainly wouldn’t subscribe if this wasn’t available 3- Don’t know

DECISION MAKERS - BT SPORT SUBSCRIBER BUT NOT SKY SUBSCRIBER

SB10. And, why did your household subscribe to BT Sport rather than Sky Sport? Please select your answers below.


1. Sporting competitions that I/we wanted to watch were not shown on Sky Sports 2. BT Sports showed more / better coverage of specific sporting competitions I/we wanted to

watch 3. BT Sports had a better range / variety of sports overall 4. BT Sports came at a discount/free with my TV / broadband package 5. There was an offer on BT Sports when I subscribed 6. I could not or did not want to switch my TV package to get Sky Sports 7. I couldn’t get Sky Sport as part of my TV package 8. BT Sport offered better value for money 9. I would never consider any service from Sky 10. Other (specify) FIXED POSITION 11. None of the above FIXED POSITION 12. Don’t know FIXED POSITION

ASK IF “SPORTING COMPETITIONS NOT SHOWN ON SKY SPORT”

SB11. You mentioned that sporting competitions that your household wanted to watch were not shown on Sky Sports. Which sporting competitions in particular?


1. FA Cup football 2. Europa League football 3. Football League & other domestic cups 4. Key European domestic football leagues (e.g. Bundesliga, Serie A, Ligue 1) 5. Aviva Premiership Rugby 6. Ultimate Fighting Championship (UFC) 7. Other – WRITE IN 8. Don’t know

ASK IF “MORE / BETTER COVERAGE”

SB12. You mentioned that BT Sports showed more / better coverage of sporting competitions your household wanted to watch than Sky Sports. Which sporting competitions in particular?


1. English Premier League football 2. Key European domestic football leagues 3. Scottish Premiership football

25

4. European Rugby Champions Cup 5. Other – write in 6. Don’t know

DECISION MAKERS – SUBSCRIBERS TO BT SPORT OR SKY SPORTS, BUT NOT BOTH

SB13. You mentioned that in the first 6 months of this year your household only had [Sky Sports/ BT Sport]. Why didn’t you take both Sky Sports and BT Sport?


1. I received enough sports on [ Sky Sports /BT Sport] 2. I didn’t want to be paying two separate bills 3. I didn’t want to pay any more for my sports TV subscription 4. I couldn’t afford to take both 5. There were already enough sports on free-to-air TV 6. Other (please specify) FIXED 7. Don’t know FIXED

DECISION MAKERS – SUBSCRIBERS TO BOTH BT SPORT AND SKY SPORTS

SB14. You mentioned that your household had both Sky Sports and BT Sport at some point in the first 6 months of the year (i.e. January to June 2015). Did you have both channels at the same time at any point during this period?

1. Yes 2. No 3. Don’t know / Can’t remember SKIP SB15 , SB16 AND SB17

DECISION MAKERS - ALL WHO HAD BOTH AT THE SAME TIME

SB15. Why did your household take both?


1. Wanted to watch a wide range of sports 2. Wanted to be able to watch all live English Premier League matches 3. Wanted to be able to watch all live European Rugby matches 4. Wanted to be able to watch all live Scottish Premiership football matches 5. Wanted to be able to watch more of the sports I/we are interested in 6. They came as part of a package 7. I/we enjoy the variety 8. I want to have access to all live sport on TV 9. My Sky Sports subscription was coming to an end and my new subscription overlapped 10. My BT Sport subscription was coming to an end and my new subscription overlapped 11. Because we wanted Sky Sports, and BT Sport did not cost much extra\was free 12. Other (please specify) FIXED 13. Don’t know FIXED

DECISION MAKERS - ALL WHO DIDN’T HAVE BOTH AT THE SAME TIME

SB16. Which of the following applies to your household?

1. I (FOR SINGLE PERSON HOUSEHOLD) / We (FOR 2+ PERSON HOUSEHOLDS) had Sky Sports and then switched to BT Sport

2. I (FOR SINGLE PERSON HOUSEHOLD) / We (FOR 2+ PERSON HOUSEHOLDS) had BT Sport and then switched to Sky Sports

3. Neither SKIP SB17

26

4. Don’t know SKIP SB17

DECISION MAKERS - ALL WHO DIDN’T HAVE BOTH AT THE SAME TIME

SB17. Why did your household switch sports channels?

OPEN ANSWER

Don’t know

4. Substitutability – forward look


- ALL WATCHING SPORT IN THE HOUSEHOLD (SPORTS FANS) –i.e. THOSE NOT SAYING CODE 5 OR DON’T KNOW AT TV5, WHO ARE ALSO DECISION MAKERS (AS DEFINED IN SECTION 1)

INTRODUCTION.

We would now like to find out about the sports channels you think your household wi ll have in the

future.

SPORTS FANS WHO ARE DECISION MAKERS

VARIABLE TEXT:

SKY SUBSCRIBER ONLY – subscribed to Sky Sports

BT SUBSCRIBER ONLY – subscribed to BT Sport

SUBSCRIBER TO BOTH – subscribed to Sky Sports and BT Sport

NON SUBSCRIBER - didn’t subscribe to Sky Sports or BT Sport

FL1. You have told us that in the first 6 months of the year (January to June 2015), your household [VARIABLE]. What does your household subscribe to now?

SINGLE CODE

1. Sky Sports only 2. BT Sport only 3. Both Sky Sports and BT Sport 4. Subscribe to neither 5. Don’t know


FL2. And which of these do you think your household will have a subscription to at some point over the next 6 months? E.g. because you have it now, or will start a subscription to it.

SINGLE CODE

1. Sky Sports only 2. BT Sport only

27

3. Both Sky Sports and BT Sport 4. Subscribe to neither 5. Don’t know


VARIABLE TEXT:

Subscribe to Sky Sports

Subscribe to BT Sport

Subscribe to both Sky Sports and BT Sport

Subscribe to neither Sky Sports or BT Sport

FL3. And, how likely is your household to actually [VARIABLE] over the next 6 months?

1. Very likely 2. Quite likely 3. Don’t know / Not sure

SPORTS FANS WHO ARE DECISION MAKERS - WHO WILL TAKE NONE

FL4. And why won’t your household be subscribing to either Sky Sports or BT Sport over the next 6 months?

MULTICODE.RANDOMISE

1. They’re too expensive 2. Sports I’m/we’re interested in won’t be shown 3. The sports I’m/we’re interested in won’t be shown at convenient times 4. I/we only subscribe when they’re on offer 5. I /we don’t expect to watch much sport on TV 6. Other (specify)

7. Don’t know

SPORTS FANS WHO ARE DECISION MAKERS – WHO SAY SKY SPORTS (CODE 1 OR 3)

FL5. You have said your household will subscribe to Sky Sports over the next six months. How will you be subscribing to Sky Sports?

1. Through my main TV provider (e.g. Sky, Virgin Media, TalkTalk, BT TV) 2. Through NOW TV (by purchasing a Day Pass, Weekly Pass or Monthly Pass)

3. Don’t know

SPORTS FANS WHO ARE DECISION MAKERS – WHO SAY BT SPORT (CODE 2 OR 3)

FL6. You have said your household will subscribe to BT Sport over the next six months. Will you subscribe to the BT Sport Pack which includes all the BT Sport channels including BT Sport Europe, or will you just subscribe to BT Sport Lite (which includes only the BT Sport 1 channel)?

BT Sport Lite will show English Premier League games, but won’t show the Champions League or Europa

League (these are only available on BT Sport Europe).

28

SINGLE CODE

1. BT Sport Pack (all BT Sport channels including BT Sport Europe, including the English Premier League, Champions League and Europa League)

2. BT Sport Lite (BT Sport 1 only, including the English Premier league, but not including the Champions league or Europa League)

3. Don’t know

SPORTS FANS WHO ARE DECISION MAKERS - WHO SAY BT SPORT

FL7. And which of the following best describes how your household will subscribe to BT Sport over the next six months? SINGLE CODE

1. With BT Broadband, to watch on Sky TV 2. I will get it with BT Broadband, to watch on the BT Sport app and online only 3. I will get it on its own (without BT Broadband), to watch on Sky satellite TV 4. I will get it with BT TV 5. I will get it with Virgin Media TV 6. None of these 7. Don’t know

ASK ALL WHO MAKE A CHANGE (I.E. THEIR ANSWER AT FL2 IS DIFFERENT FROM ANSWER AT TV5 and

TV6)

FL8. You said that your household will be subscribing to [VARIABLE] over the next 6 months. This is different to what your household was subscribing to during the first 6 months of the year. Why will you make this change?

VARIABLE TEXT:

Sky Sports

BT Sports

Sky Sports and BT Sport

Neither Sky Sports nor BT Sport

OPEN, ALLOW DON’T KNOW


From this season (2015/16), BT Sport will show all matches from the UEFA Champions League live.

These matches will be shown on a new channel called BT Sports Europe and will no longer be shown

on ITV or Sky Sports

FL9. Were you aware before this survey that the live Champions League coverage will now be shown on BT Sport, on a new channel called BT Sport Europe?

SINGLE CODE

1. Yes – I know all about it 2. Yes – I’ve heard something about it

29

3. No – I’ve not heard anything about it 4. Don’t know / Not applicable

AWARE OF BT SPORT CHANGES ABOVE

FL10. Did knowing about the Champions League coverage moving to BT Sport affect your choice of which sports channels to take in the next 6 months?

1. Yes 2. No

3. Don’t know / not applicable


FL11. How strongly do you agree or disagree with the following statements regarding the fact that BT

Sport will have exclusive coverage of the Champions League?

RANDOMISE

1 –

Disagree

Strongly

2-

Disagree

Slightly

3- Neither

Agree nor

Disagree

4- Agree

Slightly

5- Agree

Strongly

Don’t

Know /

not

applicable

It makes me/ us more likely to take BT

Sport

It makes me/ us more likely to drop

Sky Sport

ASK ALL SUBSCRIBERS TO BT SPORT AND/OR SKY SPORTS (Subscription based on FL1)

VARIABLE1 = ‘Sky Sports’ ‘BT Sports’ or ‘Sky Sports and BT Sport’ as appropriate.

VARIABLE2 = ‘Sky Sports’ ‘BT Sports’ or ‘Sky Sports or BT Sport’ as appropriate.

FL12. As a subscriber to [VARIABLE1], if one live Premier League match per week was made available

on free-to-air TV, would this affect your decision about subscribing to [VARIABLE2]?

1. Yes – definitely

2. Yes - possibly

3. No

4. Don’t know

ASK THOSE WHO SAY THEIR DECISION WOULD BE AFFECTED ABOVE

FL13. How strongly do you agree or disagree with the following regarding the addition of a weekly

free-to-air Premier League match?

RANDOMISE

30

1 –

Disagree

Strongly

2-

Disagree

Slightly

3- Neither

Agree nor

Disagree

4- Agree

Slightly

5- Agree

Strongly

Don’t

Know /

not

applicable

It makes me more likely to drop BT

Sport

It makes me more likely to drop Sky

Sports

It makes me more likely to subscribe to

BT Sport

It makes me more likely to subscribe to

Sky Sports

ASK ALL SPORTS CHANNEL SUBSCRIBERS


FL14. Some English Premier League matches are played in five mid-week and bank holiday rounds each

season.

Currently, between two and three of the ten matches played in each of these rounds are shown live on

television. Below are some statements people have used to describe these matches. How strongly do

you agree or disagree with them?

RANDOMISE

1 –

Disagree

Strongly

2-

Disagree

Slightly

3- Neither

Agree nor

Disagree

4- Agree

Slightly

5- Agree

Strongly

Don’t

Know /not

applicable

It is important to me that I can watch

matches in these rounds live on TV

I don’t mind if I can’t watch matches in

these rounds live on TV because the

days / times they are broadcast are not

convenient to me

I don’t mind if I can’t watch matches in

these rounds live on TV as they aren’t

very regular

31


FL15. If more of the mid-week and bank holiday matches were shown live on television it is possible

that these would be shown at the same time as the matches in these rounds already shown live on

television.

How interested would you be in having more of these matches available to watch live on television?

Please use a scale from 0 to 10, where 0 is not interested at all and 10 is extremely interested.

0- Not at all interested 1

2 3 4 5 6 7 8 9 10 –

Extremely

Interested

Don’t know


FL16. Why do you say that?

Open text box

Don’t know

5. English Premier League coverage on TV


- ALL DECISION MAKERS - ALL NON-DECISION MAKERS

In the next section of the questionnaire, we are going to ask about your views on English Premier

League coverage on TV. Please give your own opinion - you do not have to think about the views of any

other people in your household.

ASK ALL

PL1. Which statement most closely describes your interest in English Premier League football? SINGLE CODE

1. It is one of the passions of my life 2. I have a strong interest in it 3. I follow it but I am not a very active fan 4. I’m not interested in it 5. Don’t know

IF ANSWER CODES 1-3, DEFINE AS “INTERESTED IN PL

32

ALL INTERESTED IN PL

PL2. Please indicate how often you do the following in a typical season? RANDOMISE CODE LIST, REVERSE COLUMNS FOR EVERY OTHER RESPONDENT, FIX DK AT END

OF LIST

Never Some weeks Most weeks Every week Don’t know

[SHOW ALL ] I

watch live

English Premier

League matches

on Sky Sports at

home

0 1 2 3 4

[SHOW ALL] I

watch live

English Premier

League matches

on BT Sport at

home

0 1 2 3 4

I watch live

English Premier

League matches

on TV outside of

home (e.g. at the

pub or a friend’s

house)

0 1 2 3 4

I watch English

Premier League

highlights on the

BBC (Match of

the Day)

0 1 2 3 4

[SKY SPORTS

SUBSCRIBERS

ONLY] I watch

delayed coverage

of matches on

Sky Sports at

home

0 1 2 3 4

Listen to live

coverage on the 0 1 2 3 4

33

radio

DEFINE “INTERESTED IN WATCHING PL GAMES ON TV”– CODE 1-3 FOR ANYTHING APART FROM RADIO


PL3. Do you support a football team in the English Premier League this season (2015/2016)?

SINGLE CODE

1. Yes 2. No

ASK ALL INTERESTED IN PL WHO SUPPORT A TEAM IN THE ENGLISH PREMIER LEAGUE

PL4. Which team do you support? If you support more than one team, please select the team that you feel the strongest about.

SINGLE CODE

1. Arsenal 2. Aston Villa 3. Bournemouth 4. Chelsea 5. Crystal Palace 6. Everton 7. Leicester City 8. Liverpool 9. Manchester City 10. Manchester United 11. Newcastle United 12. Norwich 13. Southampton 14. Stoke City 15. Sunderland 16. Swansea City 17. Tottenham Hotspur 18. Watford 19. West Bromwich Albion 20. West Ham United 21. Don’t know

ASK ALL INTERESTED IN WATCHING PL GAMES ON TV

PL5. And how interested are you in watching each of the English Premier League teams live on TV in the 2015/16 football season? ASK FOR EACH TEAM IN 2015/16 PL. GRID

SINGLE CODE PER ROW

No interest

in

watching

this team

No interest in

watching this

team live -

ability to

I’m only

interested

in watching

this team

I’m only

interested

in their key

matches

I’m interested in

watching as

many matches

live on TV as I

Don’t know

34

at all watch

highlights/near

live is fine

play live on

TV if they

are playing

a team I’m

interested

in

live on TV can for this

team

Arsenal

Aston Villa

Bournemouth

Chelsea

Crystal Palace

Everton

Leicester City

Liverpool

Manchester

City

Manchester

United

Newcastle

United

Norwich

Southampton

Stoke City

Sunderland

Swansea City

Tottenham

Hotspur

Watford

West

Bromwich

Albion

West Ham

United

INTERESTED IN WATCHING PL GAMES ON TV

PL6. We are now going to ask you about your interest in watching different types of English Premier

League matches live on TV. We are going to ask you about:

35

Matches involving the team you support SHOW IF SUPPORTER (PL3 = 1)

Matches involving [other] top clubs

Matches involving other clubs i.e. clubs that are neither a top club or the team you

support

SHOW 3 SECTIONS ON SEPERATE SCREENS

SINGLE CODE PER ROW

ONLY SHOW SECTION 1 IF SUPPORT AN ENGLISH PREMIER LEAGUE TEAM IN THE 2015/16 SEASON

(PL3=1)

Which of the following types of match involving the team you support are you interested in watching

live on TV?

I’m not

interested

in

watching

I’m only

interested

in

watching

highlights

of these

matches

Interested in

watching some of

these matches

live

Interested

in

watching

as many of

these

matches

live as I

can

Don’t

know

SECTION 1

Games

involving my

team against

close rivals

0 1 3 4 5

Games

involving my

team against

[other] top

clubs

0 1 3 4 5

Games

involving my

team in

matches

important for

whether they

are relegated /

win the title /

qualify for

Europe

0 1 3 4 5

36

Other games

involving my

team

0 1 3 4 5

Which of the following types of match involving [other] top clubs are you interested in watching live

on TV:

I’m not

interested

in

watching

I’m only

interested

in

watching

highlights

of these

matches

Interested in

watching some of

these matches

live

Interested

in

watching

as many of

these

matches

live as I

can

Don’t

know

SECTION 2

Games

between two

[other] top

clubs

0 1 3 4 5

Games

between

a[nother] top

club and

another English

Premier League

club

0 1 3 4 5

Games that are

important for

whether

a[nother] top

club wins the

title / qualifies

for Europe

0 1 3 4 5

Which of the following types of match involving other clubs (i.e. clubs that are neither a top club nor

the team you support) are you interested in watching live on TV?

I’m not I’m only Interested in Interested Don’t

37

interested

in

watching

interested

in

watching

highlights

of these

matches

watching some of

these matches live

in

watching

as many

of these

matches

live as I

can

know

SECTION 3

Games

featuring

particular clubs

of interest

0 1 3 4 5

Games that are

important for

whether the

team qualifies

for Europe /

gets relegated

0 1 3 4 5

Other games

involving clubs 0 1 3 4 5


PL7. We would like to know which of the following types of matches are the most important for you to be able to watch. Here you have 100 points to ‘spend’ in total on these different types of matches. Please allocate them amongst these types of matches to reflect how important each of them are to you.

Please do not leave any items blank, type ‘0’ if the item is of no importance to you

SHOW ITEMS FROM ABOVE (CODE 3-4). INCLUDE SECTION DESCRIPTORS FROM EACH

QUESTION TEXT BEFORE EACH CODE I.E ‘MATCHES INVOLVING TEAM YOU SUPPORT’,

MATCHES INVOLVING [OTHER] TOP CLUBS, MATCHES INVOLVING OTHER CLUBS

INCLUDE POINTS CALCULATOR AT BASE

ASK ALL

38

PL8. How important is coverage of live English Premier League matches when considering whether to

subscribe to a sports channel? Please use a scale from 0 to 10, where 0 is not important at all and 10 is

extremely important.

0- Not at all important 1

2 3 4 5 6 7 8 9 10 –

Extremely

Important

Don’t know


PL9. For the following features of live coverage of English Premier League matches, please indicate

which channel you believe has the best offer for each feature?

RANDOMISE STATEMENTS, FLIP SCALE FOR EVERY OTHER RESPONDENT, FIX DK / N.A AT END OF

SCALE

Sky Sports

much stronger

Sky Sports

slightly

stronger

Sky Sports and

BT Sport are

about the

same

BT Sport

slightly

stronger

BT Sport

much

stronger

Don’t know

/ not

applicable

Number of live

matches shown

Time and day

when live

matches are

shown

Ability to watch

a match at the

same time

every week

Live matches

featuring the

team I support

Live matches

featuring

[other] top

clubs

Other

important live

39

matches

Overall quality

of live matches

available to

watch

Quality of

commentary

and match

analysis

ASK THOSE SAYING LIVE ENGLISH PL MATCHES ARE IMPORTANT (CODES 7-10 AT PL8)

PL10. We want to know which aspects of a channel’s live English Premier League coverage are most

important to you. Here you have 100 points to ‘spend’ in total on these different aspects. Please

allocate them to reflect how much each would influence your decision to subscribe to a sports channel.

Please do not leave any items blank, type ‘0’ if the item is of no importance to you

INCLUDE POINTS CALCULATOR AT BASE

1. Number of live matches shown 2. Time and Day of the week when live matches are shown 3. Ability to watch a match at the same time every week

4. Live matches featuring the team I support SHOW IF SUPPORTER (PL3 = 1)

5. Live matches featuring [other] top clubs

6. Other important live matches

7. Overall quality of live matches available to watch

8. Quality of commentary and match analysis 9. Don’t know /Not applicable EXCLUSIVE CODE, DO NOT SHOW IN POINTS TABLE


PL11. Which of these statements best describes how you feel about English Premier League matches

that are currently shown live on TV?

SINGLE CODE. DO NOT RANDOMISE

1. I’m happy with both the overall number and the specific matches shown 2. I’m happy with the overall number of matches shown, but would prefer different matches 3. I would prefer more matches to be shown 4. I would prefer less matches to be shown 5. Don’t know SKIP PL12/PL13

40

ASK ALL HAPPY WITH OVERALL NUMBER OF MATCHES OR WOULD PREFER LESS (1 OR 4 ABOVE)

PL12. And why do you say that?

OPEN WRITE IN

Don’t know

ASK ALL HAPPY WITH OVERALL NUMBER OF MATCHES BUT WOULD PREFER DIFFERENT MATCHES

SHOWN OR WOULD PREFER MORE (2 OR 3 ABOVE)

PL13. And which of these types of match would you prefer to see more of on live on TV?

INSERT LIST OF CATEGORIES INTERESTED IN WATCHING FROM PL6 (code 3-4)

Other WRITE IN

Don’t know


PL14. Last season 380 English Premier League matches were played. Roughly what number do you

think were shown live on UK TV?

Please move the slider or type the number into the text box to give your answer

0-380 matches SLIDES

Don’t know


PL15. In fact, out of a possible 380 matches last season, 154 English Premier League matches were

broadcast live.

Bearing this in mind, which of the following statements do you agree with?

1. I would like lots more matches to be shown live on TV 2. I would like some more matches to be shown live on TV 3. I think the number of matches shown is about right 4. I would like slightly fewer matches to be shown live on TV 5. I would like a lot less matches to be shown live on TV 6. Don’t know


PL16. If more matches were made available live, some might be shown at the same time or overlap

with each other. Below are some statements people have used to describe the possibility of some

41

matches being shown at the same time or overlapping. How strongly would you agree or disagree with

them?

RANDOMISE

1 –

Disagree

Strongly

2-

Disagree

Slightly

3- Neither

Agree nor

Disagree

4- Agree

Slightly

5- Agree

Strongly

Don’t

Know

I would like having the flexibility to

choose what to watch

Extra matches are of limited interest to

me if they are shown at the same time

as existing matches

ASK INTERESTED IN WATCHING PL GAMES ON TV

PL17. If a TV season ticket was launched that gave you access to live TV coverage of all the matches

that feature your club, or a club you were interested in, how interested would you be?

Note: you could buy this TV season ticket without subscribing to any other sports channels

SINGLE CODE

1. Very interested 2. Fairly interested 3. Not very interested 4. Not at all interested 5. Don’t know

INTERSTED IN TV SEASON TICKET

PL18. Would the TV Season Ticket make you less likely to subscribe to BT Sport or Sky Sports?

1. Yes – less likely to take BT Sport 2. Yes – less likely to take Sky Sports 3. Yes – less likely to take both BT Sport and Sky Sports 4. No – wouldn’t affect my subscriptions 5. Don’t know SKIP PL 21

IF LESS LIKELY TO TAKE A PACKAGE ABOVE

PL21. Why would you be less likely to take [BT/Sky] Sports?


42

1. I wouldn’t be able to afford a TV Season Ticket as well an additional sports channel subscription.

2. I only really care about watching my own team /It would provide all the matches I want to see

3. I don’t like having multiple subscriptions

4. Other (please specify)

5. Don’t know

6. Importance of different aspects of live PL coverage on TV

ALL DECISION MAKERS AND NON-DECISION MAKERS

WHO ARE INTERESTED IN WATCHING PL GAMES ON TV


IM1. Question deleted before pilot phase

IM2. We would like to understand when you would most like to watch live English

Premier League football on TV. Please select the most accurate statement for each timeslot

1- One of my

preferred

times

2-An okay

time for me

3-I wouldn’t

like this

time

4-No

preference at

all

5-Don’t know

1. Monday night (20:00 kick off)

2. Tuesday / Wednesday night (19.45 or 20:00 kick off)

3. Friday night (19.30 or 20:00 kick off)

4. Saturday lunchtime (12:45 kick off)

5. Saturday night (17:30 kick off)

6. Sunday noon (12:00 kick

43

off)

7. Sunday lunchtime (13:30 or 14.00 kick off)

8. Sunday afternoon (16:00 kick off)

9. Bank holidays (e.g. Boxing Day, New Year’s Day)


IM3. Currently live TV matches can be shown at one of a number of specific timeslots, and matches are scheduled so that only one match is shown in each time slot (with the exception of the last day of the season). From the below statements, please select how you feel about this.

1 –

Disagree

Strongly

2-

Disagree

Slightly

3- Neither

Agree nor

Disagree

4- Agree

Slightly

5- Agree

Strongly

Don’t

know

Sky Sports and BT Sport should not

show 2 matches at the same time as

each other

Sky Sports should not show 2 matches

at the same time

BT Sport should not show 2 matches at

the same time

44

7. Conjoint

DECISION MAKERS - INTERESTED IN PL on TV

Intro text:

Currently, you are able to watch a variety of sports on Sky Sports and BT Sport.

NEW SCREEN:

These are the main sports you can currently watch on BT Sport and Sky Sports. Please bear this in

mind when answering the following questions

SHOW LIST OF BT SPORTS WITH COMPETITIONS AND SKY SPORTS WITH COMPETITIONS

NEW SCREEN:

At the moment live coverage of the English Premier League is split between BT Sport and Sky Sports.

38 matches per season are shown on BT Sport. This includes:

Matches featuring the Top 5 clubs most weeks.

Main kick-off time is Saturday 12.45pm. In addition, two matches are shown in each of the five mid-week and bank holiday rounds each season.

116 matches per season are shown on Sky Sports. This includes:

Matches featuring the Top 5 clubs every week

Main kick-off times are Saturday 5.30pm, Sunday 2pm and 4pm, and Monday 8pm. In addition, one match is shown in each of the two bank holiday rounds each season.

We would like to know how likely you would be to subscribe to Sky Sports and BT Sport if the coverage

of English Premier League football on these channels changed.

NEW SCREEN:

On each of the next 11 screens, you will be shown different options that could be available for

watching Premier League football matches on BT Sport and Sky Sports.

You will be shown the following information about the channels:

How often Top 5 clubs will be shown

How many matches will be shown in each of the regular (weekly) timeslots?

How many matches will be shown in the mid-week and bank holiday rounds (there are five of these

rounds each season)

The total number of matches shown each season

The price of each channel

45

For each screen you will be asked to select which channel you would subscribe to (Sky Sports, BT Sport,

both or neither). When answering please assume that both Sky Sports and BT Sport are available to

you on your main TV service, and all other sports coverage on these channels remains unchanged.

Please note that in some options presented BT Sport will show more Premier League matches than Sky

Sports. Also in some situations more than one match might be shown at the same time. Some options

presented will be similar but all will be different in some way so please consider the options carefully

before answering.

QUESTION TEXT TO BE SHOWN INSIDE EACH TASK:

We would like to know how likely you would be to subscribe to Sky Sports and BT Sport if the coverage

of English Premier League football on these channels changed. Which channel would you subscribe to?

If you would like to remind yourself of the other sports coverage currently available, please hover over

the brand logos

2 PACKAGES PER SCREEN

CONJOINT DESIGN BY BDRC – Please note the grid shows the conjoint code frame and contains all

levels. Each scenario will have only one level per attribute

2 PACKAGES PER SCREEN. 11 TASKS PER RESPONDENT INCLUDING BASE CASE

PROGRAMMER NOTES:

1. Conjoint grid should be shown on one screen if possible, widen grid to remove excess text lines

2. Radar buttons to be placed directly beneath grid as follows:

Sky Sports

BT Sport

Sky Sports and BT Sports

Neither 3. Insert horizontal bar on left ‘match time / day’

Brand BT Sport Sky Sports

Top 5 team shown Some weeks Some weeks

Most weeks Most weeks

Every week Every week

Monday 20.00 1 match No matches

46

No matches 1 match

Saturday 12.45 1 match No matches

No matches 1 match

Saturday 17.30 1 match No matches

No matches 1 match

Sunday 12.00 No matches No matches

1 match No matches

No matches 1 match

Sunday 14.00 1 match No matches

No matches 1 match

2 matches No matches

No matches 2 matches

1 match 1 match

Sunday 16.00 1 match No matches

No matches 1 match

2 matches No matches

No matches 2 matches

1 match 1 match

Matches shown midweek and bank

holidays

1 match per round (i.e. 5

matches per season)

1 match per round (i.e. 5

matches per season)

2 matches per round (i.e. 10

matches per season)


matches per season)


matches per season)


matches per season)


matches per season)


matches per season)

Price per month on top of your basic

TV / broadband service

£15 (free) £15 (£7)

£20 (£5) £20 (£12)

£25 (£10) £25 (£17)

£30 (£15) £30 (£22)

£35 (£20) £35 (£27)

Total Matches shown per season

(DISPLAY ONLY - DEFINED BY

NUMBER OF TIMESLOTS AND 33-263 33-264

47

SPECIAL MATCHES)

SINGLE CODE

Sky Sports

BT Sport

Sky Sports and BT Sport

Neither – I would just watch a game a week on Freeview

Prohibitions

Number of Timeslots for channel

Price

1 2 3 4 5

1 £15 x x

2 £20 x

3 £25

4 £30 x

5 £35 x x

Number of timeslots by channel

0 x

1

2

3

4

5

6

7

8

Top 5 Sky 1 2 3

Top 5

BT

Some

weeks

Most

weeks

Every

week

1 Some weeks x

2 Most weeks

3 Every week

48

X=combination not allowed

IF SELECTED NONE OF THESE FIRST TIME SELECTED ONLY

C2. What was the main reason why you didn’t choose a package? Please select one.

1. Too expensive 2. Not enough matches available 3. There were no games of interest 4. I don’t want to switch provider 5. I’m happy with the highlights on free-to-air TV 6. I’m not interested in paying for sports channels 7. I do not want to take a pay TV subscription 8. Other (specify) 9. Don’t know

8. Impact on attending fans of matches played at times other than Saturday 3pm


ALL INTERESTED IN PL COMPETITION

R1. Approximately how many English Premier League matches did you attend in person last season (2014-2015)?

SHOW IF SUPPORT A PL TEAM: When deciding if it was home or away match, please answer thinking

about the main English Premier League club that you support.

Home

(HIDE IF DON’T

SUPPORT A PL TEAM)

Away

(HIDE IF DON’T

SUPPORT A PL TEAM)

[OTHER] Premier

League MATCHES

(REMOVE “OTHER”

FOR THOSE WHO

DON’T SUPPORT A PL

TEAM)

0

1-5

6-10

11-15

16+

Don’t know

‘MATCH ATTENDEE’ IF GO TO ANY OF THE MATCHES ABOVE

49

MATCH ATTENDERS- HOME GAMES

R2. How long do you normally have to travel to attend an English Premier League home game?

SINGLE CODE

1. Under 30 minutes 2. 30 minutes to an hour 3. An hour to 2 hours 4. 2 to 3 hours 5. 3 or more hours 6. Don’t know

MATCH ATTENDERS- AWAY GAMES

R3. How long do you normally travel to attend an English Premier League away game?

SINGLE CODE

1. Under 30 minutes 2. 30 minutes to an hour 3. An hour to 2 hours 4. 2 to 3 hours 5. 3 or more hours 6. Don’t know

MATCH ATTENDERS- OTHER GAMES

R4. How long do you normally travel to attend [other] English Premier League Games?

SINGLE CODE

1. Under 30 minutes 2. 30 minutes to an hour 3. An hour to 2 hours 4. 2 to 3 hours 5. 3+ hours 6. Don’t know

MATCH ATTENDERS

R5. Which of the following describes the ticket type you most often hold when going to see English Premier League matches?

SINGLE CODE

1. Regular match day ticket 2. Club membership (+ match ticket) 3. Half- Season ticket 4. Full Season ticket 5. Other (please specify) 6. Don’t know

R6. Question deleted before pilot phase

MATCH ATTENDERS

50

R7. How important are the following to you when choosing which English Premier League matches to watch in person at the stadium?


0- Not at all important

1

2 3 4 5 6 7 8 9 10 – Extrem

ely Import

ant

DK

The day of the week and kick-off time on which

the match is played

Whether the match will also be shown live on TV

Which teams are playing

Whether it is an important match

Travelling time

Ticket price

MATCH ATTENDERS WHO SAY DAY AND TIME IS IMPORTANT (CODE 7,8,9,10)

R8. When would you prefer to attend matches?

MULTICODE


2. Tuesday / Wednesday night (19.45 or 20:00 kick off)

3. Friday night (20:00 kick off)


5. Saturday afternoon (15:00 kick-off)


7. Sunday lunchtime (12:00 kick off)




11. Other (Specify)

51

MATCH ATTENDERS WHO SAY DAY AND TIME IS IMPORTANT (CODE 7,8,9,10)

R9. Why do you prefer those times?

MULTICODE

1. Transport easier 2. Convenient time 3. Cheaper to travel 4. No need stay overnight anywhere 5. More sociable e.g. can meet with friends/other fans 6. It’s traditional that matches are played at this time 7. Doesn’t overlap with my working times 8. Doesn’t affect spending time with family/friends 9. More of an ‘event’ at this time 10. Other (specify) 11. Don’t know

R10. Question deleted before pilot phase R11. Question deleted before pilot phase

MATCH ATTENDERS

Most English Premier League matches kick-off at 3pm on a Saturday. However, sometimes they are played at

a different time or day so that they can be shown live on television.

R12. Has an English Premier League match you attended or were planning to attend ever been played at a different time or day to Saturday at 3pm so that it could be shown live on television?

SINGLE CODE

1. Yes, last season 2. Yes, longer ago than last season 3. Never 4. Don’t know / can’t remember GO TO SECTION 9

IF EXPERIENCED RESCHEDULE (CODE 1-2 AT R12)

R13. Thinking about the last time this happened, was this a home or an away match for you?

SINGLE CODE

1. Home 2. Away 3. Neither 4. Don’t know

IF EXPERIENCED RESCHEDULE

R14. Did you plan to attend this match before it was announced that it would be played at a different time or day to Saturday at 3pm?

SINGLE CODE

52

1. Yes 2. No 3. Don’t know

IF PLANNED TO ATTEND (CODE 1 ABOVE)

R15. When was the rescheduled match played?

SINGLE CODE


2. Tuesday /Wednesday night (19.45 or 20:00 kick off)



5. Sunday lunchtime (12:00 kick off)




9. Other (Specify)

10. Don’t know

IF EXPERIENCED RESCHEDULE (CODE 1-2 AT R12) AND PLANNED ON ATTENDING BEFORE ANNOUNCED

(CODE 1 AT R14)

R16. What did you decide to do when you heard that it would be played at a different time or day to Saturday at 3pm?

SINGLE CODE

1. Decided not to go to the match 2. Decided to go (it was at a better time for me) 3. Decided to go (it was at a worse time for me) 4. Decided to go (it made no difference for me) 5. Don’t know

IF DECIDED NOT TO GO TO THE MATCH (CODE 1 AT R16)

R17. What was the MAIN reason you decided not to go to the match? RANDOMISE

And were there any OTHER reasons you did not go to the match?

53

Main Reason

[Single code]

Other Reasons

[Multicode]

I couldn’t/didn’t want to re-organise my arrangements 1 2

It cost me more to attend the match 1 2

The time was inconvenient because of work 1 2

The time was inconvenient because of family

commitments

1 2

I was too annoyed 1 2

I couldn’t arrange travel on that day/time 1 2

I already had plans on the date 1 2

I wasn’t given enough notice 1 2

I was able to watch the match live on TV 1 2

Other 1 2

None of these 1

Don’t know 1 2

IF MORE DECIDED TO GO BUT IT WAS AT A WORSE TIME (CODE 3 AT R16)

R18. What was the MAIN reason it was a worse time for you?

RANDOMISE

And were there any OTHER reasons it was a worse time for you?

PROGRAMMER NOTE: DON’T FORCE RESPONENT TO GIVE “OTHER” REASON(S)

Main Reason

[Single code]

Other Reasons

[Multicode]

I had to re-organise my arrangements 1 2

It cost me more to attend the match 1 2

It was inconvenient because of work 1 2

It was inconvenient because of family commitments 1 2

Travelling was harder on the new date 1 2

I already had plans on the date 1 2

I wasn’t given much notice 1 2

Other 1 2

None of these 1

Don’t know 1 2

54

MATCH ATTENDERS

R19. When a match is played at a time other than Saturday at 3PM, does this in general make you

more reluctant to attend?

SINGLE CODE

1. Yes 2. No 3. Don't know

MATCH ATTENDERS

R20. Why did you say this?

OPEN

DONT KNOW

9. The aspects of the PL competition as a whole


ALL INTERESTED IN PL COMPETITION

PLC1. Thinking about the English Premier League as a whole, how important are each of the following to you personally?

RANDOMISE LIST

0- Not at all important

1

2 3 4 5 6 7 8 9 10 – Extrem

ely Import

ant

DK

World class players in action every week

Home grown talent coming through

Atmospheric (e.g. full) stadiums week in week

out)

Competitive matches

Competitive league across the season

Matches available to watch on TV every week

World-wide recognition of English Premier

League

English Premier League Clubs ability to compete

at European level

World class facilities at stadiums

Local clubs representing local communities

55

Affordable ticket prices

Affordable TV coverage

HAVE AN INTEREST IN PL

PLC2. And how satisfied are you with how the English Premier League delivers on each of these?

ONLY SHOW CODES SCORED AT 7,8,9,10 AT PLC1.

1. Very dissatisfied 2. Quite dissatisfied 3. Neither satisfied nor dissatisfied 4. Quite satisfied 5. Very satisfied 6. Don’t know

HAVE AN INTEREST IN PL

PLC3. And how do you think these have changed over the past 5 years?

1 –

Much Worse than 5 years ago

2- a bit worse than 5 years ago

3- about

the same as 5

years ago

4- A bit

better than

5 years ago

5- Much better than 5 years ago

Don’t Know

ONLY SHOW CODES SCORED AT 7,8,9,10 AT PLC1

HAVE AN INTEREST IN PL – THINGS GETTING WORSE FOR ANY

PLC4. You said that you thought (some of) these had got worse over time. Why do you think that is? Please type your answer below.

Don’t know

HAVE AN INTEREST IN PL – THINGS GETTING BETTER FOR ANY

PLC5. You said that you thought (some of) these had got better over time. Why do you think that is? Please type your answer below.

Don’t know

10. Background questions for cutting results

S1. We would like to know a little more about the type of sports that you like to watch on TV at home. Please tell us how much you enjoy watching each of the following sports on television, using the following scale:

SINGLE CODE PER ROW

56

It’s a sport that I

don’t enjoy and

rarely if ever

watch


will watch if

there’s nothing

better available


really enjoy

watching

It’s my favourite

sport and I go out

of my way to

watch as much as I

can

Football

Motorsport

Golf

Rugby League

Rugby Union

Cricket

Tennis

11. Online/Offline Calibration

Finally we would like to ask you a couple of questions around your technology use. ASK ALL

1. [from ODO 2014] Firstly, on a scale of 1-10, how much do you agree with the following statements, where 1 is not at all and 10 is a great deal?

RANDOMISE

0- Not at all

1 2 3 4 5 6 7 8 9 10 - A great deal

I always keep up with new technology

0 1 2 3 4 5 6 7 8 9 10

Computers confuse me - I'll never get used to them

0 1 2 3 4 5 6 7 8 9 10

I prefer to wait until new technology products have become cheaper before thinking about buying them

0 1 2 3 4 5 6 7 8 9 10

I couldn’t live without my smartphone

0 1 2 3 4 5 6 7 8 9 10

My friends always ask me for advice when using new things

0 1 2 3 4 5 6 7 8 9 10

57

ASK ALL

2. And how often do you watch TV catch up services online (e.g. BBC iPlayer, ITV Player, 4oD/All 4, Demand 5)?

1. Every day 2. Several times a week 3. At least once a week 4. At least once a month 5. Less than once a month 6. Never

ASK ALL

3. What is the first half of the post code for your main home address? Please be assured that this information will only be used to ensure that we are speaking to a variet y of

households across the country and will not be used to contact you in any way.

For example: SW2 or CM23

ALLOW ‘PREFER NOT TO SAY’

That’s the end of survey. Thank you for taking part.

Documents

Premier League Consumer Research - Ofcom · that face-to-face interviewing is subject to less bias than online, as respondents are approached to take part in a single interview rather