Summer on the Sofa Report - Freeview

<strong>Summer</strong>
on the Sofa
Report
A look at the nation’s TV viewing habits
during an unprecedented summer of sport
June 2012

Foreword
This summer promises to be the
most exciting ever for sport.
When Euro 2012 kicks off,
England fans everywhere will be
hoping the national team can break
the routine of glorious failure. Can
Andy Murray finally go to the next
level and become the first Brit to win
Wimbledon since 1935? Could Jensen
Button finally win his first British Grand
Prix or Lee Westwood his first major in
the British Open? How will Team GB
fare in the Paralympics in September?
And then there’s the small matter of a
17 day sporting event involving over
200 countries and 14,000 athletes
kicking off in E20 at the end of July.
TV is an incredibly important part of
people’s lives and what connects these
landmark sporting spectacles this
summer is their availability on free-toair
channels across the UK.
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The <strong>Summer</strong> on the Sofa Report paints
a picture of how the nation intends to
enjoy such an unprecedented summer
of sport, from the number of hours
we will be watching every day to the
technology we will be using to view the
action, and wider still to find out the
impact of our viewing behaviour on
everything from tweeting to takeaways.
What is clear from the research is how
television continues to be the medium
that unites the nation during major
events. This was evident last year
when over 24 million of us tuned in to
watch The Royal Wedding. Whether
we laugh, cry, scream or shout in front
of the box, the shared experience of
watching events live on TV in our living
room still holds true and the majority
of us will choose to watch them with
our partner, family or friends.
We will be watching on bigger and
better quality TV sets than ever before
and this year several major sporting
events will be available in stunning
high definition (HD) – good news for
the third of viewers tuning in who said
it’s the most important technology,
compared to only one in a hundred
who choose 3D TV.
Freeview is the UK’s biggest digital
television service. Three quarters of the
population now watch Freeview in over
20 million homes and with over 5m
Freeview HD TV sets and boxes now
sold, millions of people across the UK
can look forward to having the best
seat in the house this summer to watch
thrilling sports events in crystal clear
HD, free from subscription.
Ilse Howling
Managing Director, Freeview
<strong>Summer</strong> on the Sofa Report

TV Viewing and Technology
Whether a sports nut or not,
the majority of people this
summer will be gathered
around TV screens up and down the
country to watch the sporting action.
Whilst the technology exists for us to
watch TV on the move, it is clear from
our research that what really matters
most is being able to watch with
partners and friends. Only 7% of us
will be using a smartphone to watch
sporting events and even less of us
(5%) will use a tablet.
Over a million 3DTVs 1 have been
sold in the UK to date and yet this
innovation, tipped by many as the next
big thing in consumer electronics, isn’t
considered the way most people want
to watch sport this summer. With high
definition now available in millions
of homes across the UK, nearly a
third of us planning to tune in think
it will be more important to have HD
whilst watching the Olympics this year,
followed by catch up services such as
BBC iPlayer (15%), and PVR recorders
(9%). Just 1% chose 3DTV and Mobile
TV.
The research indicates daily TV viewing
will be dominated by sports coverage
over the summer. According to
research by YouGov for this report,
the average Brit will be watching 100
minutes of sport a day on TV. That’s
42% of the average length of time 2 (4
hours) that each of us spend watching
TV every day.
1 Source: GfK, Lektrak (April 2012)
2 Source: BARB Report into TV viewing in 2011
(January 2012)
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How we will be watching
72%
Where we’ll watch
64%
Living room
14% 10% 7% 5%
TV Laptop Desktop Smart-
phone
Who we’ll watch with
Alone
12%
4% 3% 1%
Bedroom Pub Kitchen
Friends
25%
Family
40%
London 2012 vs Beijing
2008 – size matters
2012 - 35” 2008
2008 - 31”
Average 8%
TV size
increased
by 4”
Tablet
Partner
57%
2012
23%
Those watching on 42”
Euro 2012
17%
The average number
of games Brits will be
watching
London 2012 – most
important technology
influence
9%
PVR / DTR
4%
Remote recording
16%
Catch up services
1%
3D / Mobile TV / Smart TV apps
30%
HD
London 2012 – how many
hours we will watch in total
27.5
Average
28.3
Women
26.4
Men
London 2012 – how much
we will watch each day
Minutes per day
97 mins
93 mins
Average Male Female
Television arrived in Britain
with the Queen’s coronation. How
revealing that as we celebrate the
60th year of her reign, the box still
remains well ahead of all other
media outlets with 72 per cent
of people planning to watch it
on television. It is ten times more
popular than smart phones with only
one in twenty planning to watch it
on a tablet.
Mihir Bose, Sports Journalist
101 mins
Over 55s will be the most prolific viewers,
watching on average 115 mins per day
<strong>Summer</strong> on the Sofa Report

Social TV
Whilst the majority of us will
be tuning in to watch the
sporting action on TV, it is
clear that the smartphone, tablet and
laptop will play an important role for
viewers when sharing their summer of
sport experiences.
When considering live sport, the
huge growth in these tablets has
not detracted from the living room
experience but rather enhanced it.
TV viewers now have the chance to
instantly share their experiences via
‘second screens’.
Over a quarter of TV viewers expect
to share their experiences of sports
viewing online, as the action takes
place, with 21% sharing and discussing
via Facebook and 9% via Twitter. In
fact, according to our research, the
Olympic Games could be the most
tweeted sporting event of all time in
the UK, with over 180 million tweets
estimated during the 17 day event.
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We are planning to
tweet at least four times
about the Olympics,
whilst watching the
Games on TV. As
a nation, that’s an
estimated 186m tweets
expected over 17 days
of Olympic TV coverage
Second screens
For people watching live
sport on TV this summer,
over one in four expect
to share their experience
on a second screen e.g.
tweeting
Live TV will drive
sharing online
18-24
25-34
35-44
45-54
55+
% of people who will share their
experience online whilst watching live
sport on TV
27%
22%
11%
49%
45%
How we will
share the viewing
experience
More than a fifth (21%) of the
nation will share and discuss
the major sporting events
this summer, via text. Men
(23%) will use text more than
women (20%)
Nearly half (48%) of the
nation will share and discuss
the major sporting events this
summer, face-to-face
Over a fifth (21%) of the
nation will share and discuss
the major sporting events this
summer via Facebook. But
here, women (23%) will use
Facebook more than men
(19%)
Nearly one in ten (9%) of the
nation will share and discuss
the major sporting events this
summer, via tweeting, whilst
Men (10%) use Twitter more
than women (7%)
The power of
social media
10% of people planning to watch
live sport this summer, think they
will tune in after reading a tweet
about it
10% of Brits who will be watching
on TV think discussion on social
networks will encourage them to
tune in to live sporting action this
summer
But the TV guide is the most
important, accounting for a
quarter of Brits (26%)
It’s more fun to be patriotic in
a group, even if it’s an e-group
like Twitter. The number of people
expecting to tweet about sport is
9% but those expecting to share on
Facebook is a really big number at
21%, 23% for women.
Kate Bulkley,
Media Commentator
<strong>Summer</strong> on the Sofa Report

Sporting Companions and Emotions
Sport has the unique ability to
bring the nation together both in
success and defeat, as we have
seen over the years from Gazza’s tears
in the 1990 World Cup to the elation
of the Rugby World Cup in 2003.
In 2012, as the nation gathers together
in front of the TV to watch sport over
the summer, millions of us expect to
shed a few tears whether to the sound
of the national anthem or during an
epic footballing encounter.
However, with 8% of men feeling the
amount of live sport they will watch
on TV will cause an argument, it’s no
surprise that over 1.4 million Brits are
already building up “brownie points”
ahead of the summer by planning to
buy gifts for partners and offering to
do extra chores around the house.
The crying game
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3.3m Brits envisage that
they are likely to cry whilst
watching sport on TV this
summer
3% of men are likely to cry
Compared to 11% of women
TV takeaways
Over 73 million takeaways could be
ordered during Euro 2012, as each of
us expects to buy an average of over
1.5 takeaways during the tournament
53% 41% 39% 39% 13%
Beer consumption
During Euro 2012, the
nation could be drinking
40m pints a day
This equates to nearly
a billion pints for the
tournament
Men will drink on average
1.5 pints a day
Emotional moments
Just over a quarter of Brits
(26%) feel a British gold
medal-winning ceremony
at the Olympics will trigger
their emotions this summer
A dramatic England
win in Euro 2012 would
emotionally effect 25% of the
nation
For 30% of Scots, Andy
Murray reaching the
Wimbledon final would
trigger their emotions,
compared to 16% of UK
overall
Our hopes Relationships:
the male view
21%
England to win
Euro 2012
21%
Record haul of
gold medals for
Team GB
11%
Andy Murray to win
Wimbledon
5%
Jensen Button to win the
British Grand Prix
5%
England to crash out of
Euro 2012
For 13% of Scots, their
greatest sporting hope
this summer is to see
England crash out of the
Euros, second to Andy
Murray reaching the final
(35%) of Wimbledon
4%
4%
5%
5%
8%
Think watching
Euro 2012 is more
important than going
away with their
partner
Altered their holidays
plan because of sport
Building up brownie
points in advance
e.g. buying gifts for
their partner
Not taking a holiday
because of sport
Believe sport will
cause an argument
with their partner
Generally speaking, research
suggests that men are poor at
expressing their feelings.
Sporting events allow them an outlet
to share, discuss and demonstrate
‘bonding behaviour’ that might
otherwise be difficult – hugging
while celebrating or consoling are
two good examples. Sport can
provide a sense of belonging to
individuals.
David Moxon, Behavioural
Psychologist
<strong>Summer</strong> on the Sofa Report

Impact on the Workplace
This summer promises exciting
sporting action across the free-toair
channels from morning to late
in the evening, throughout the working
week. So it’s unsurprising that sports
viewing will not be restricted to the
living room sofa.
The research suggests that we will
be watching on average at least 18
minutes of the Olympic Games a day
at work, and 5% of those planning
to watch will be tuning in for at least
an hour of sport a day. The YouGov
research suggests that some of us
are already considering our work/
life balance during the period, with
respondents opting to work from
home, take holiday or even change
their working hours, all in the name of
supporting their sporting heroes this
summer. Some respondents are even
planning unofficial leave during the
period, with research estimating that
there may be up to 2m sick days taken
during London 2012.
Some employers have already tackled
the issue according to a recent report 1 ,
which suggests over half of businesses
in the UK are planning greater
flexibility for employees. However as
employers and employees approach
the major sporting events, there will
be an impact on daily working life for
many of us during the forthcoming
summer.
1 CIPD report (May 2012)
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Watching the
Olympic Games at
work
For the average British worker
18
minutes a
day
220
minutes
200
minutes
at work in
total
11
days
Total Olympic TV
viewing at work by
gender
151
minutes
Changing work patterns
5%
Those planning to
watch the summer of
sport on TV who will
be tuning in to watch
at least an hour a
day of Euro 2012
or the Olympics
programming, whilst
at work
Obviously it is not always possible, but more forward thinking bosses would
consider arranging work schedules to fit around important sporting events or
provide TV facilities to allow those who are interested to watch.
David Moxon,
Behavioural Psychologist
3%
Those who will be
working from home
more than usual
during the summer
of sport, to watch it
Up to 2 million sick days could be
taken during London 2012
4%
Those who will be
changing their hours
at work
5%
Those who will be
will be taking holiday
time to watch some
of the major sporting
events on TV this
summer
4% of people tuning into sports on
TV this summer will watch with their
work colleagues
<strong>Summer</strong> on the Sofa Report

The Experts’ View
This report has explored how TV viewers throughout the UK will embrace what promises to be the most thrilling summer of sport in
living memory. Three experts share their views on the research and what it means for the exciting summer that lies ahead.
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Kate Bulkley
Media Commentator
This summer’s TV sports diet will largely be watched live
and with others, both facts that for those of us who look
at the cutting edge of TV technology as a job seem a bit
odd. But Brits are embracing the social side of technology
with high expected social sharing numbers – a fifth of all
Brits will share about sport on Facebook or on SMS texts.
Twitter, not surprising as it is still a niche sport, is expected
to be used by one out of 10 this summer.
Tablets are in 12% of British hands but that number is
going to soar faster than you can say cheap alternative
to iPad. So even though the survey said only 5% plan to
watch summer sport on their tablets, I bet that is an under
guesstimate.
In any case, the point is that live sport brings people
together and back to the big screen, which is usually still
the one in the living room or the pub.
And increasingly there is hunger from consumers for
better pictures. The report found that 30% put HD viewing
as a top priority. I get this as HD really is superb for
sports and unlike 3D doesn’t come with the attendant
problems of potential headaches from wearing those silly
glasses.
David Moxon
Behavioural Psychologist
It is not surprising that nearly half of all the respondents
report that they will be discussing the major sporting
events this summer face to face. Sport can provide a
sense of belonging to individuals.
We humans are social animals and it is vital for us to feel
part of a group. The eminent social psychologist Gordon
Allport suggested it was necessary to categorise people
into groups to reduce the complexity of information we
constantly get in the social world. Making us feel part of
a group with common goals and common interests is a
very healthy endeavour.
Within many areas of psychology ‘anticipatory’ emotions
are frequently viewed in almost the same way as the real
things. The excitement of looking forward to something
is akin to the excitement demonstrated when the event
actually arrives. Within stress research it has been well
established that ‘perceived control’ can be almost as
beneficial as ‘actual control’ over situations. It is the
anticipatory belief which can generate optimistic thinking
patterns and even change physiological processes in
advance.
So, it is not surprising therefore, that an overwhelming
majority of respondents were hoping for sporting success
this summer in a variety of sports. However we mustn’t
forget the 5% of respondents whose anticipatory hopes
included England crashing out of the Euro 2012.
Mihir Bose
Sports Journalist
This summer of sport may mark a return to basics as far
as television viewing is concerned. I am aware that the
phrase has unfortunate associations with John Major’s
less than glorious rule but this summer with both the
major sporting events, the Euros and the Olympics on
free-to-air television, could mark the moment when what
was long considered normal service is resumed. That
means that you watch sport from your own living room
sofa, as 85 per cent of those surveyed are planning to
do and only 4 per cent going to a pub. When television
arrived in this country families gathered together round
the set at home. We will it seems see more of that this
summer.
What cannot be predicted is how England will fare in
the Euros. Not since Italia 1990 has England gone
into a major competition with such low expectations.
Then the World Cup came after English clubs had been
banned for five years from European competitions due
to hooliganism. Now it is due to management problems
with Roy Hodgson having barely weeks to take charge
of the national team. But should the unexpected happen
and England do well, even perhaps emulate Denmark
who so unexpectedly won Euro 1992, then the Euros
could overshadow the Olympics. Football remains the
nation’s great passion and it will only require a decent
English performance in Ukraine/Poland to ignite that
flame.
<strong>Summer</strong> on the Sofa Report

References
Research:
All figures, unless otherwise stated, are from YouGov
Plc. The total sample size was 2010 adults. Fieldwork
was undertaken between 21st - 23rd May 2012. The
figures have been weighted and are representative of
all GB adults (aged 18+).
Additional data:
BARB Report into TV viewing in 2011 (January 2012)
GfK, Lektrak (April 2012)
CIPD/Hays Resourcing and Talent Planning survey
(May 2012)
With thanks to:
YouGov Plc
Kate Bulkley, Media Commentator
Mihir Bose, Sports Journalist
David Moxon, Behavioural Psychologist
Cascade Creative
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<strong>Summer</strong> of Sport on TV:
French Open
ITV4, ITV1 HD
F1
BBC One, BBC One HD
Cricket:
England v West Indies
Radio 5 Live Extra, Channel 5
Euro 2012
BBC One, BBC One HD, ITV1 HD, ITV4
Ascot
BBC One, BBC One HD
Wimbledon
BBC One, BBC One HD
The Open
BBC One, BBC One HD, BBC Two, BBC HD
Olympics
BBC One, BBC One HD, BBC HD, BBC Three, BBC
Red Button
Paralympics
C4 HD
Tour de France
ITV4
Information:
For more information, or to arrange interviews, please
contact Hayley or Emily at House PR on
020 7 291 3000 or email freeview@housepr.com
© Copyright 2012 Freeview
<strong>Summer</strong> on the Sofa Report