Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- ACORN
- Abbreviations
Premier Insight
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- Dogs are only human (interest)
- Run outside the rails
- Reach for the stars
- Hospitality a short price for win-double
- It’s only a game…
Summary of Key Report Findings
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- Horse racing
- Public interest on the upgrade…
- …with only football attracting more paying customers
- Market continues to expand
- Full effect of change in betting tax regime now being felt…
- …but other legislative factors cloud the horizon
- Sponsorship: Horse racing looks after its own
- Small screen action shrinks
- Horse racing embraces new technology
- Demographic profile of horse race gamblers
- Dog racing
- Public interest holding steady…
- …with dog racing hot on the heels of the leading spectator sports
- The patient stabilises
- Major track operators change hands
- New leadership and new funding plant seeds of new confidence
- Dog racing faces its fear of television
- Animal welfare issue set to run and run
- Demographic profile of dog racing bettors
Market Factors
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- Economic climate
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- Figure 1: Trends in personal disposable income and consumer expenditure, 2000-10
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- Figure 2: UK labour force trends, 2000-10
- Population trends
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- Figure 3: Trends in the age structure of the UK population, by gender, 2000-10
- The socio-economic structure of the population
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- Figure 4: Forecast adult population trends, by socio-economic group, 2000-10
- Population by lifestage
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- Figure 5: Forecast adult population trends, by lifestage, 2000-10
- Gambling
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- Figure 6: Stakes, prizes and net expenditure through betting offices*, 2000-05
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- Figure 7: UK gambling stakes, by key sector, 1998-2004
- Legislation
- The Gambling Act
- Abolition of the levy
- The Animal Welfare Bill
- Office of Fair Trading inquiry
- British Horseracing Board v William Hill
- Sporting interest
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- Figure 8: Interest in named sports/pastimes among UK adults, 2001-04
- Attendance trends
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- Figure 9: Sporting events paid to watch, 2001-04
- Media interest
- Television coverage
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- Figure 10: Television coverage of individual sports, 2002 and 2004
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- Figure 11: Television coverage of horse racing, by channel, 2003 and 2004
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- Figure 12: Television coverage of greyhound racing, by channel, 2003 and 2004
- Access to cable/satellite pay-TV
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- Figure 13: Penetration of UK multichannel households, by platform, 2001-05
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- Figure 14: Annual % shares of viewing (Individuals), 1990-2004
- At The Races
- Racing UK
- Channel 425 (William Hill TV)
- Newspaper coverage
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- Figure 15: Average net circulation of popular and mid-market tabloid daily national newspapers, May 2005
- New technology
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- Figure 16: UK Internet penetration, by gender, socio-economic group, age, region and working status, 2001-05
- Image
- Nature
Market Size and Segmentation
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- Horse racing
- Market size
- Number of courses
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- Figure 17: Flat, National Hunt and dual-purpose courses, 2005
- Number of fixtures
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- Figure 18: Number of UK horse racing fixtures, 2000-04
- Number of races
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- Figure 19: Number of UK horse races, 2000-04
- Number of horses
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- Figure 20: Horses in training (monthly average), 2000-04
- Figure 21: Number of runners in UK horse races, 2000-04
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- Figure 22: Average number of runners per race, by type of racing, 2000-04
- Number of owners
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- Figure 23: Owners with horses in training, by type of ownership, 2000-04
- Number of trainers
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- Figure 24: Annual average number of licensed trainers, 2000-04
- Number of jockeys
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- Figure 25: Annual average number of professional jockeys, 2000-04
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- Figure 26: Attendance at horse racing meetings, 2000-04
- Figure 27: Influence of Regional Racing on horse racing attendances, 2003 and 2004
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- Figure 28: Horse racing attendance, by type of meeting, 2002 and 2004
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- Figure 29: Horse racing attendance, by day of the week, 2002 and 2004
- Figure 30: Bank Holiday race meeting attendances, 2003 and 2004
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- Figure 31: Top 20 race meetings, by attendance, 2004
- Market value
- Racecourse revenues
- Prize money
- Betting revenues
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- Figure 32: Horserace Betting Levy Board income, 1994/95-2003/04
- Greyhound racing
- Market size
- Number of tracks
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- Figure 33: Number of greyhound racecourses, 2000-04
- Number of fixtures
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- Figure 34: Number of NGRC meetings staged annually, 2000-04
- Figure 35: Number of BAGS meetings staged annually, 2000-04
- Number of races
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- Figure 36: Number of NGRC races run annually, 2000-04
- Number of dogs in training
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- Figure 37: Number of registered greyhounds, 2000-04
- Number of owners
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- Figure 38: Number of new owners registered by NGRC, 2000-04
- Number of trainers
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- Figure 39: Number of trainers licensed by NGRC, 2000-05
- Attendances
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- Figure 40: NGRC racecourse attendances, 2000-04
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- Figure 41: Average NGRC racecourse attendances, 2000-04
- Market values
- Racecourse revenues
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- Figure 42: Greyhound stadium revenues, 2005
- Prize money
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- Figure 43: Prize money added by NGRC management and sponsors, 2000-04
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- Figure 44: Minimum added prize money, by NGRC race type, 2005
- Betting revenue
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- Figure 45: On- and off-course betting on greyhound racing, 2000-04
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- Figure 46: NGRC racecourse totalisator turnover, 2000-04
The Supply Structure
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- Governing bodies
- The Jockey Club
- The British Horseracing Board
- Modernisation of British Racing
- The Horserace Betting Levy Board
- Courses
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- Figure 47: Principal fixtures. 2005
- Major racecourse operators
- Racecourse Holdings Trust (managed by United Racecourses)
- Arena Leisure plc
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- Figure 48: Arena Leisure, five-year financial performance, 2000-03
- Northern Racing plc
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- Figure 49: Northern Racing plc, financial performance, 2003 and 2004
- Greyhound racing
- Governing bodies
- National Greyhound Racing Club
- British Greyhound Racing Board
- British Greyhound Racing Fund
- Greyhound stadia
- Major greyhound stadia operators
- Greyhound Racing Association
- Stadia UK
Advertising and Promotion
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- Horse racing
- Levels of sponsorship
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- Figure 50: Contributions to prize money by sponsors, 1998-2004
- Race sponsorship
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- Figure 51: Percentage of races sponsored, overall and televised, 2001-04
- Sponsors
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- Figure 52: Top ten race-sponsoring industry sectors, 2003 and 2004
- Figure 53: Top 30 horse race sponsors, by advertised prize money, 2004
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- Figure 54: Top 30 horse race sponsors, by number of races sponsored, 2004
- Greyhound racing
- Greyhound racing sponsorship
The Consumer
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- Horse racing
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- Figure 55: Attitudes towards horse racing, May 2005
- Consumers’ betting habits
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- Figure 56: Location and method of betting, by attitude towards horse racing, May 2005
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- Figure 57: Location and method of betting, by attitude towards horse racing, May 2005
- Dog racing
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- Figure 58: Attitudes towards dog racing, May 2005
- Consumers’ betting habits
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- Figure 59: Location and method of betting, by attitude towards dog racing, May 2005
- Demographic analysis of dog and horse bettors
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- Figure 60: Prevalence of dog and horse race betting, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 61: Prevalence of dog and horse race betting, by region and ACORN category, May 2005
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- Figure 62: Prevalence of dog and horse race betting, by detailed lifestage groups, May 2005
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- Figure 63: Prevalence of dog and horse race betting, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
The Consumer: Attitudes Towards Horse Racing – Detailed Demographics
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- Most popular attitudes towards horse racing
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- Figure 64: Most popular attitudes towards horse racing, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 65: Most popular attitudes towards horse racing, by region and ACORN category, May 2005
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- Figure 66: Most popular attitudes towards horse racing, by detailed lifestage groups, May 2005
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- Figure 67: Most popular attitudes towards horse racing, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
- Next most popular attitudes towards horse racing
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- Figure 68: Next most popular attitudes towards horse racing, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 69: Next most popular attitudes towards horse racing, by region and ACORN category, May 2005
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- Figure 70: Next most popular attitudes towards horse racing, by detailed lifestage groups, May 2005
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- Figure 71: Next most popular attitudes towards horse racing, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
The Consumer: Attitudes Towards Dog Racing – Detailed Demographics
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- Most popular attitudes towards dog racing
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- Figure 72: Most popular attitudes towards dog racing, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 73: Most popular attitudes towards dog racing, by region and ACORN category, May 2005
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- Figure 74: Most popular attitudes towards dog racing, by detailed lifestage groups, May 2005
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- Figure 75: Most popular attitudes towards dog racing, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
- Next most popular attitudes towards dog racing
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- Figure 76: Next most popular attitudes towards dog racing, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 77: Next most popular attitudes towards dog racing, by region and ACORN category, May 2005
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- Figure 78: Next most popular attitudes towards dog racing, by detailed lifestage groups, May 2005
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- Figure 79: Next most popular attitudes towards dog racing, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
Consumer Typologies
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- Horse racing target groups
- Corporate Potentials (6% of sample or 2.8 million adults aged 18+)
- Funsters (13% of sample or 6.1 million adults aged 18+)
- Common Interest (18% of sample or 8.4 million adults aged 18+)
- Couch Comfort (9% of sample or 4.2 million adults aged 18+)
- Disinterested (54% of sample or 25.3 million adults aged 18+)
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- Figure 80: Demographic analysis of horse racing target groups, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 81: Demographic analysis of horse racing target groups, by region and ACORN category, May 2005
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- Figure 82: Demographic analysis of horse racing target groups, by detailed lifestage groups, May 2005
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- Figure 83: Demographic analysis of horse racing target groups, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
- Attitudes towards the sport among horse racing target groups
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- Figure 84: Attitudes towards horse racing, by target group, May 2005
- Betting habits of horse racing target groups
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- Figure 85: Prevalence of different types of gambling, by horse racing target group, May 2005
- Location and method of betting among horse racing target groups
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- Figure 86: Location and method of betting, by horse racing target group, May 2005
- Source of betting information among horse racing target groups
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- Figure 87: Source of betting information, by horse racing target group, May 2005
- Dog racing target groups
- Dog Race Revellers (8% of sample or 3.8 million adults aged 18+)
- Couch Comfort (7% of sample or 3.3 million adults aged 18+)
- Dog Race Enjoyment (13% of sample or 6.1 million adults aged 18+)
- Disinterested (39% of sample or 18.3 million adults aged 18+)
- At Odds With Dog Racing (33% of sample or 15.5 million adults aged 18+)
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- Figure 88: Demographic analysis of dog racing target groups, by gender, age, socio-economic group, marital and working status, May 2005
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- Figure 89: Demographic analysis of dog racing target groups, by region and ACORN category, May 2005
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- Figure 90: Demographic analysis of dog racing target groups, by detailed lifestage groups, May 2005
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- Figure 91: Demographic analysis of dog racing target groups, by media usage, commercial TV viewing, daily and Sunday newspaper readership and supermarket preference, May 2005
- Attitudes towards the sport among dog racing target groups
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- Figure 92: Attitudes towards dog racing, by dog racing target groups, May 2005
- Betting habits of dog racing target groups
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- Figure 93: Prevalence of different types of gambling, by dog racing target group, May 2005
- Location and method of betting among dog racing target groups
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- Figure 94: Location/method of betting, by dog racing target group, May 2005
- Source of betting information among dog racing target groups
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- Figure 95: Source of betting information, by dog racing target group, May 2005
The Future
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- Horse racing
- Economic and demographic outlook largely positive
- Betting market tipped to slow
- ‘Stewards’ inquiry’ leaves future funding in the lurch
- Attendance trends expected to persist…
- …but will TV begin to turn off?
- Dog racing
- Economic and demographic outlook largely positive
- Animal welfare to take the lead
- If you build it, will they come?
- Struggle for spectators set to continue
Forecast
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- Scenario 1: Static
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- Figure 96: Horse and dog-racing target group populations, scenario 1, 2005-10
- Scenario 2: Optimistic
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- Figure 97: Horse and dog-racing target group populations, scenario 2, 2005-10
- Scenario 3: Pessimistic
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- Figure 98: Horse and dog-racing target group populations, scenario 3, 2005-10
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