The F.A. Premier League National Fan Survey Report 2004/05 Season

Transcription

1 The F.A. Premier League The F.A. Premier League 11 Connaught Place London W2 2ET Telephone premierleague.com The F.A. Premier League National Fan Survey Report 2004/05 Season National Fan Survey Report 2004/05 Season

2 Produced for the F.A. Premier League by: Authors: Rick Waghorn, Jon Downer, Roger Munby We would like to thank Action Images for supplying us with the front cover pictures. The Football Association Premier League Limited 2005 Unauthorised copying, adaptation, lending, re-sale charging for use, broadcast, cable transmission, public performance, distribution or extraction of this work are prohibited Designed by Graham Land Creative Services Printed by Crowes

3 National Fan Survey Foreword As we approach our 14th season the Premier League can be justifiably proud of what has been achieved both on and off the pitch. An integral part of what has made the Premier League such a success story has been the fans and the support they give their Clubs and the wider game. With more fans watching Premier League football, in more ways than ever before, it is important that we communicate with and listen to supporters. The National Fan Survey is a key element in this consultation process. With questionnaires going out to 80,000 match-going supporters, the survey is the biggest of its kind, and provides supporters with a chance to give us their views. The survey provides information about who attends Premier League football, their match day experience, and their outlook on the various services and facilities offered by their Club. Important questions are asked about our work on racism, customer service, community programmes and the impact of television on the game. In this year s survey we took a new approach, asking supporters to tell us not only what they think of their experience of Premier League football, but also to let us know what is important to them. It is particularly encouraging to see that supporters are interested in knowing more about what their Clubs do in the community. This area of work is becoming more and more fundamental to Club operations and their relationship with their fans, and the challenge for us going forward is how best to communicate this. The views presented here help us identify what we are getting right and where we need to improve, acting as guidance on how to ensure the Premier League and its Clubs continue to keep meeting the needs and expectations of fans. Richard Scudamore CHIEF EXECUTIVE FA PREMIER LEAGUE THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 1

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5 Contents 1 Introduction Page 5 Objectives Methodology 2 Executive Summary Page 7 3 The Role of the FAPL Page 8 4 Fan Profile Page 11 Age Gender Social Class Income 5 Fan Characteristics and Behaviour Page 13 Why do I support my team? Where do fans live? How long have fans been supporting? How do fans get to games? Who do I go to games with? How often do I go to games? Why don t fans go to games? 6 Fan Expenditure Page 17 Matchday Expenditure Merchandise Expenditure 7 Fan Attitude and Opinion Page 21 Matchday Experience Stadium Safety Contact with the Club Ticketing Products and Merchandise Social & Community Involvement 8 TV and Internet Page 32 Appendices Page 36 Acknowledgements Questionnaire INTRODUCTION EXECUTIVE SUMMARY THE ROLE OF THE FAPL FANPROFILE FAN CHARACTERISTICS AND BEHAVIOUR FAN EXPENDITURE FANATTITUDE AND OPINION TV AND INTERNET APPENDICES THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 3

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7 1 Introduction This is the tenth FA Premier League National Fan Survey the largest single survey of supporters views in English football. Conducted on behalf of the FA Premier League by SportsWise, an independent sports research consultancy, this year s survey continues to monitor supporters attitudes towards the top flight of English football, giving the fans the paying customers the chance to relate their experiences of life within the Premier League. This year s survey also extends the formula of previous years in that, for the first time, we also look at what the fans themselves deem to be important where their own priorities lie. Likewise the 2004/05 survey includes a new field of investigation the relationship between Clubs and their local communities and, in particular, how supporters view this. INTRODUCTION Objectives The object of the exercise remains unchanged to explore attitudes and opinions across a wide spectrum of football-related issues as well as to provide a better understanding of supporter behaviour on match days. In simplest terms, the 2004/05 survey reveals who an FA Premier League fan is, and what they do when they go to a game and then asks the basic, customer service question: How was it for them? To achieve such ends, as in previous years, we look at the demographic make-up of an FA Premier League crowd their age, gender, race, income and family composition. From that basic platform, we then broaden our inquiry into the key dimensions of supporters views. How was their experience of the Premier League? Were they happy with the level of service on offer? How did they feel they were treated by the club concerned? And, taking all this together, we make an impression of perceived value for money, at club and league levels. The benefit to clubs is a detailed report on how their own fans perceive them. The benefit to supporters is that they know their views have been fed back to clubs. The benefit to the FA Premier League is a research survey that monitors and tracks the progress of the game. Methodology The basic truth of the survey is that it successfully taps straight into supporters willingness to be involved, to be included in their club s thinking, to be part of their game. Hence the fact that postal self-completion works so well as a method of data gathering. Indeed, of the 80,000 questionnaires sent out to supporters in October 2004, in total 25,539 were returned completed a response rate of 32%, that is huge by any commercial standard. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 5

8 Questionnaire distribution and response rates INTRODUCTION Season Season Ticket Questionnaires Ticket Holders Questionnaires Non-Season Non-Season to Season Ticket Holders Response to Non-Season Ticket Holders Ticket Holders Total Football Club Holders Returns Rate Ticket Holders Returns Response Rate Total Returns Response Rate Arsenal 2, % 1, % 1,116 28% Aston Villa 2, % 1, % 1,175 29% Birmingham City 2, % 1, % 1,224 31% Blackburn Rovers 2, % 1, % 1,335 33% Bolton Wanderers 2, % 1, % % Charlton Athletic 2, % 1, % 1,027 26% Chelsea 2, % 1, % 1,384 35% Crystal Palace 2,800 1,208 43% 1, % 1,706 43% Everton 2, % 1, % 1,394 35% Fulham 2,800 1,066 38% 1, % 1,387 35% Liverpool 2, % 1, % 1,454 36% Manchester City 2, % 1, % 1,268 32% Manchester United 2, % 1, % 1,061 27% Middlesbrough 2,800 1,041 37% 1, % 1,360 34% Newcastle United 2, % 1, % % Norwich City 2,800 1,056 38% 1, % 1,396 35% Portsmouth 2, % 1, % 1,269 32% Southampton 2,800 1,080 39% 1, % 1,490 37% Tottenham Hotspur 2, % 1, % 1,322 33% West Bromwich Albion 2,800 1,130 40% 1, % 1,313 33% TOTALS: 56,000 19,167 34% 24,000 6,372 27% 25,539 32% TABLE 1.1 Questionnaire distribution and response rates 2004/05 Notes to reader: All sample surveys are open to some degree of bias. Self-completion surveys are subject to self-selection, which means that some respondents views may not be fully reflected, resulting in undervaluing certain sections of the fan base. However, the level of response to this survey far surpasses the likely normal response levels and this helps to minimise any bias associated with the method itself. Moreover, each year has enjoyed similar high response rates, ensuring that year-on-year comparisons can be relied upon. Data in this report has been weighted to reflect average match attendance for each club for the three seasons where findings are reported on. This approach provides for an overall Premier League picture to be developed. Findings are reported as percentages, or average ratings (either on a 3 point, 5 point, or 10 point scale). Where percentages do not add to 100%, this is due to the exclusion of don t know responses, rounding of figures, or other responses that have not been presented. Sample sizes for levels of response (e.g. n=25,539) appear on every graph and vary due to different levels of response for each question. Some graphs indicate average samples. Statistically significant differences are common in a survey of this magnitude due to the large samples. For this reason they are not highlighted in this document. 6 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

9 2 Executive Summary The 2004/05 FA Premier League survey broke new ground by asking supporters what they deemed to be important. What were their priorities with regard to their every-day experience of the FA Premier League? This helps us value the relative standing of their views about experiences of Clubs and at matches. Across all 20 member clubs, their most important issue was unequivocal safety. It is of paramount concern to Premier League fans. Thereafter, it is sight lines and match atmosphere that matter most. People want to be able to see and feel the games two important aspects in which the FAPL product is very much meeting the customers needs. EXECUTIVE SUMMARY The second, fresh departure for the 2004/05 FA Premier League survey was to examine more closely the relationship between member clubs and the communities they serve and support. Here, as in many other areas, it is the perception of being involved that is key to supporters thinking. Fans not only want to be included in the life of their football club, but they also want their football club to be involved in their lives, too be it via educational programmes, social initiatives or the on-going work against racism. Put simply, supporters appreciate the willingness of top-flight football clubs to put something back into the community. Elsewhere, with regard to club merchandising, the single most important issue is to get the look and the feel of the home replica kit right. It is an issue that even out-weighs the traditional concerns of the cost of replica kit. Reaction to ticket price meanwhile demonstrates the differing attitudes amongst fans on this issue, whilst another area of ticketing ease of getting ticket information enjoys a more consistent, and improving, review. Better communication on that score is undoubtedly one of the success stories to be gleaned from the 2004/05 survey as is the continuing impact of clubs websites. But in line with the two-way relationship that underpins a club s interaction with its community communication must be a two-way process. And as far as fans are concerned, they want to see their club not only listen but react to their views and concerns. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 7

10 3 The Role of the FAPL Overview THE ROLE OF THE FAPL The ease with which the FAPL sits within its surrounding communities has long been an area of focus be it social or economic. Last year s survey focused on its customer relations and, in particular, the success of customer charters and the fact that four out of five supporters were aware of their club s own customer charter. This year, emphasis has been placed on community relations between FA Premier League members and their surrounding fan base what, in short, clubs give back to the communities that support them and how successful they are as various new partnerships and community-based initiatives come on stream. The 2004/05 survey also retraced its steps with regard to supporters perceptions of the FA Premier League overall results showed slight improvement in most instances. On the positive side, more supporters see their club as being better run as a result of being in the FA Premier League; more supporters see the FA Premier League as being progressive and modern. Even more for obvious and well-publicised reasons see the financial benefits that membership of the FA Premier League brings. Please rate sight lines... FA Premier League please indicate how much you agree or disagree with each statement... Agree with statement Disagree with statement 2003/04 figures in parenthesis 2003/04 figures in parenthesis Belonging to the FA Premier League brings financial benefits to 62% 7% its member clubs (57%) (9%) Clubs are better run as a result of belonging to the FA Premier League 38% 17% (33%) (22%) FA Premier League is progressive and modern 37% 21% (34%) (22%) Going to matches in the FA Premier League is good value for money 33% 35% (34%) (32%) 8 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

11 On the issue of value for money there is an evenly spread reaction from supporters as many agree, as disagree or don t have a view one way or another. One or two certainties remain that FA Premier League players have a vital role to play not only in the traditional sense as a role model for the younger generation, but also for their ability to be a club s roving ambassador in the local community a uniform view held by fans of all clubs across the league. Also that fans see an important role for their club in the local community positive endorsement for continued efforts on the part of league and member clubs. Football players have an important role Premier League Clubs have an important role to play as role models in society to play in their local community 1% 0% 4% 0% 0% THE ROLE OF THE FAPL 30% 33% 64% 62% Strongly agree Agree Neither Disagree Strongly disagree Base: All fans (n=25,334) Strongly agree Agree Neither Disagree Strongly disagree Base: All fans (n=25,240) FIGURE 3.1 Players have an important role to play as role models FIGURE 3.2 Premier League Clubs have an important role to play in their local community THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 9

12 Comment THE ROLE OF THE FAPL As has been seen in this survey before, supporter opinion of their club s community activity is very positive. Fans respond very well to evidence of a club s willingness to give something back be it in time, in opportunity, in social message or above all else, player availability. The success of the Kick It Out anti-racism campaign is a shining example of how successful the FA Premier League can be as a vehicle for social good.the fact that 58% of supporters are aware of the Kick It Out campaign rising to 71% at such traditionally community-minded clubs as Charlton Athletic is positive proof of a socially important message that s being well delivered. In addition, findings this year show supporters respond well to stories Please rate sight lines.. supported by the FA Premier League. and its of their club being involved in their clubs are you aware of? community nearly seven out of ten fans are interested in reading Kick it Out 58% about the way their club is involved a uniform view across Football Foundation 32% the league. Prince s Trust Football Initiative 25% It is this interest that perhaps Club Learning Centres 15% explains why such initiatives as the Football Foundation and the Premier League Reading Stars 8% Prince s Trust have been so effective in generating supporters Playing for Success 5% awareness. None of these 26% And the fact is that some FA Base: All Fans (n=25,057) Premier League supporters would FIGURE 3.3 Awareness of FAPL supported community projects use clubs for so much more in everything from health checks and screening to family reading groups How interested are you in reading about as well as the more traditional the activities that your club does football coaching schemes already in the community? out there. 4% 2% 18% How likely would you or your family be to engage in any of the following activities if they were based or 24% available through your club? All fans (n=24,634) Football coaching 31% Very interested Fairly interested Not that interested Definitely not interested Don't know 52% Base: All fans (n=25,238) Health check/screening 26% Adult education courses 13% After school education classes 10% Family reading groups 6% FIGURE 3.4 Interest in community activities 10 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

13 4 Fan Profile This part of the 2004/05 FA Premier League survey endeavours to answer the question who are FA Premier League Club supporters? To a large extent, the answer to that fundamental question is very simple supporters of the FA Premier League are the same people they have always been. In terms of age, gender, social class, income, ethnicity or birthplace, the principal point to emerge from the 2004/05 survey is the consistent and unchanging make-up of an FA Premier League crowd. Ten years ago the first national fan survey found the FA Premier League to be watched by an How old are you? audience that was 87% male, 13% female. Today that figure has changed slightly with the 2004/05 40% survey returning gender figures of 35% 85% male, 15% female. 30% 25% 20% 15% 10% 5% 0% 7% 17% 29% FIGURE 4.1 Fan age 2002/ /05 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 25% 14% 2002/03 (n=28,465) 2003/04 (n=26,801) 2004/05 (n=25,432) Are you...? Male Female 7% 9% 10% 10% 10% 10% 11% 12% 12% 12% 12% 12% 14% 15% 16% 16% 18% 21% 23% 34% 93% 91% 90% 90% 90% 90% 89% 88% 88% 88% 88% 88% 86% 85% 84% 84% 82% 79% 77% Aston Villa Newcastle United Arsenal Birmingham City Liverpool West Bromwich Albion Crystal Palace Chelsea Everton Fulham Southampton Tottenham Hotspur Portsmouth Charlton Athletic Manchester City Manchester United 7% 66% Bolton Wanderers Blackburn Rovers Norwich City Middlesbrough Base: All fans (n=25,157) As ever, there are variations from the norm with both Middlesbrough and Norwich City bucking the male dominated trend with 66 versus 34 male-female ratio at The Riverside and a split at Carrow Road. Likewise on age, Fulham stand out from the 44-something crowd with an average age of just below the 50-mark (49), compared to the relative young guns of Manchester City (42) and Newcastle United (42). Socially and economically, the 2004/05 FA Premier League survey follows typical north-south divides with the highest percentages of AB fans following the London clubs Arsenal, Chelsea, Fulham and Tottenham Hotspur while the biggest clusters of C2/DE come in the North-West and the West Midlands, at Aston Villa, West Bromwich Albion, Everton, Liverpool and Manchester City. Year-on-year, there was very little change. FANPROFILE FIGURE 4.2 Fan gender 2004/05 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 11

14 000 Social Class AB C1 C2 DE Upper middle Lower middle Skilled working Working class/subsistence Premier League 2004/05 46% 25% 19% 10% Premier League 2003/04 45% 27% 18% 10% Premier League 2002/03 46% 23% 20% 11% FANPROFILE What is your Please approximate rate sight income lines. each.. year? Arsenal Chelsea Fulham Tottenham Hotspur Crystal Palace Charlton Athletic Southampton Birmingham City Manchester United Everton Manchester City Newcastle United Portsmouth Aston Villa Liverpool Middlesbrough Bolton Wanderers West Bromwich Albion Blackburn Rovers Norwich City FIGURE 4.3 Average fan income 2004/05 Base: All fans (n=20,175) Not surprisingly this structure is mirrored in income statistics, with the six London clubs boasting the six top average income scores. With average earnings at Highbury running at 54,000 compared to the 51,000 at Chelsea, it all provides a stark contrast with those at the foot of the earnings table where in line with their geographical position in the midst of historically low wage areas average supporter incomes at Blackburn Rovers and Norwich City stop at 29,000. Fewer than one in ten Canary fans earns in excess of 50,000 per annum. In line with other areas of fan profile, the question of ethnicity remains unchanged with 96% of those surveyed describing themselves as white. Interestingly, it was the two north London clubs Arsenal and Tottenham Hotspur with the highest proportion of non-whites (8% and 6% respectively). So, who are they? FA Premier League supporters are predominantly male (85%), white (96%) and principally middle class (71%). They are also invariably middle aged (44 years old), slightly older in profile and live relatively local to the club they support*. And therein lies one of the biggest challenges facing the FA Premier League how to ensure that member clubs are seen, and can act, as inclusive pillars of the local community. * Please note: average descriptions do not necessarily reflect the make up of an average FAPL fan due to the potential effect of polarisation in response. The research method (self-selection) itself may mean that certain sections of Premier League supporters are under-represented in our sample. 12 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

15 5 Fan Characteristics and Behaviour Overview Knowing your customer is a pre-requisite for running a successful business and an FA Premier League Club is no exception it is important that Clubs know exactly who their supporters are and realise that fans emotional commitment puts them well beyond simple economic customers. Why they support a particular club, where they live, how they travel to matches, who they go to games with awareness of all these issues can only improve the relationship that exists between a club and its supporters. Results from the 2004/05 FA Premier League National Fan Survey may help by providing a greater appreciation of the issues as well as giving a fuller insight into the thoughts and nature of the modern football supporter. Why do I support my team? For the majority of Premiership football supporters the answer to that question is very simple it s my local club. And in many instances that consideration outweighs all others with Birmingham City, Bolton Wanderers, Blackburn Rovers, Charlton Athletic, Crystal Palace, Middlesbrough, Newcastle United, Norwich City, Portsmouth and Southampton all demonstrating the power of locality with more than 60% of their fans stating it s my local club as the reason for first attending matches. Similarly, this is the reason given by the majority of season ticket holders for why they first started attending matches, proving geography as a powerful driver in club selection and the extent of that support. What made Please you rate start sight going lines to matches?... Total STH NSTH (n=25,142) (n=18,939) (n=6,203) It is my local club 51% 55% 38% Parental influence 44% 46% 38% Other family / friends wanted me to come 26% 26% 25% The way the team plays 23% 23% 31% The club is successful 13% 13% 17% Good stadium facilities 11% 11% 14% More free time to go 8% 8% 10% Move to the area 5% 5% 5% My child(ren) wanted me to come 5% 5% 6% FAN CHARACTERISTICS AND BEHAVIOUR Equally, parental influence still proves to be a significant power in determining where childrens subsequent loyalties lie. Everton fans, in particular, proving to be particularly loyal to their parents in this regard (61%). THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 13

16 Geography aside, Manchester United, Liverpool and Tottenham Hotspur supporters appear to have been attracted by performance in that their original decision to support the team was based on either club success at that time or in the way the team played. Those two factors play heavily too with the more casual supporter, i.e. the non-season ticket holders. If a team is doing well, people will go to games. Middlesbrough can also take heart from the impact that their new Riverside Stadium development has had on supporters thinking with one in five Boro fans suggesting that good stadium facilities influenced their decision-making a positive return on their investment. Where do fans live? The average FA Premier League supporter lives 33 miles from his or her club a figure, interestingly, that varies significantly between season ticket holder and non-season ticket holder with the former, on average, being 24 miles distant, the latter 63 miles. As has been previously mentioned, Liverpool and Manchester United have the furthest-flung fans at an average of 53 miles each, while Bolton Wanderers have the closest at 17 miles. Given the proximity of Bolton, and similarly Blackburn to other, competing clubs, perhaps it should come as no surprise that supporters form such a tight ring around their stadia. FAN CHARACTERISTICS AND BEHAVIOUR 100% 90% 80% 19% How far away from our ground do you live now? < 10 miles miles 50+ miles 13% 11% 10% 14% 15% 12% 16% 19% 23% 27% 19% 14% 18% 38% 27% 19% 37% 30% 29% 70% 60% 50% 40% 19% 36% 40% 43% 41% 40% 43% 43% 37% 43% 38% 46% 48% 50% 32% 44% 54% 38% 48% 54% 30% 62% 20% 51% 49% 47% 46% 45% 45% 41% 40% 38% 35% 35% 33% 10% 32% 30% 29% 27% 25% 22% 17% 0% Bolton Wanderers Middlesbrough Blackburn Rovers West Bromwich Albion Birmingham City Charlton Athletic Newcastle United Southampton Everton Portsmouth Manchester City Norwich City Aston Villa Fulham Liverpool Crystal Palace Arsenal Manchester United Tottenham Hotspur Chelsea Base: All fans (n=24,727) FIGURE 5.1 Distance lived from ground 2004/05 How long have fans been supporting? The average FA Premier League supporter in this survey has been attending their team s matches for 24 years a pattern and length of support that cuts across all clubs and reflects the fact that this survey reports on long serving fans. Where variation does occur it is in the category of new/recent attendees those that started to attend matches within the last 4 years. The appeal of less established clubs now in the Premier League would appear to be the obvious conclusion given that the four clubs with the highest proportion of new fans are Charlton Athletic, Portsmouth, Bolton Wanderers and Norwich City. 14 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

17 How do fans get to games? For those clubs that regularly experience match-day congestion and parking problems, the 2004/05 FA Premier League survey underlines the fact that 1 in 2 supporters travel to games in their own cars. How do you usually travel to home matches? 2002/ / /05 (n=28,848) (n=26,722) (n=25,328) Own car 49% 49% 48% Lift in a car 20% 21% 20% Local bus/tube/metro 13% 11% 12% Train 9% 9% 11% Walk/cycle 5% 5% 5% Supporters coach 3% 3% 3% Park and Ride 1% 1% 1% Minibus/van 1% 1% 1% The fact that amongst those that drive to matches fewer than 1 in 10 (9%) manage to park in a football club car park demonstrates the on-going need for car park spaces and the pressure this inevitably places on both local residents and the municipal authorities. It also highlights the potential need for improved public transport. Those clubs with better transport infrastructures to hand in particular the local bus/tube/metro systems in both London and Newcastle duly record a higher percentage of fans travelling by public transport. For supporters of Fulham, Portsmouth, Blackburn Rovers and Norwich City,walking or cycling is more popular than at other clubs a reflection of their local fan base. Equally, given Bolton Wanderers absence from that list, it could also be a positive measure of the Reebok s success in providing ample car parking spaces as more than 1 in 4 (28%) of Bolton Wanderers fans that drive are accommodated in the football club car park. FAN CHARACTERISTICS AND BEHAVIOUR Who do I go to games with? Once again, there is little or no change in the nature of supporters matchday companions. Likewise, clubs that score highly on the social and community aspects of the 2004/05 survey tend to score higher on the adult family front Charlton Athletic being the obvious example (41% attend with adult family). Who is usually with you when you attend our home league matches? / / /05 (n=29,723) (n=29,087) (n=26,795) (n=25,429) Adult friends 56% 55% 54% 55% Adult family (not partner) 29% 29% 33% 33% Own Children N/a 26% 26% 28% Partner/Spouse 20% 20% 20% 20% Usually alone 10% 10% 10% 10% Other children N/a N/a N/a 8% Corporate guests N/a N/a N/a 2% Going to a game with adult friends remains the prevailing match day habit for more than 6 in 10 fans at Arsenal, Chelsea, Liverpool and Newcastle United. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 15

18 How often do I go to games? Among non-season ticket holders, average attendance is stuck around the dozen games a season mark amongst fans in our sample a reflection, one suspects, of the greater distance, on average, they travel to attend games and, in the case of some clubs, simply the difficulty in obtaining tickets on a regular basis. Of some encouragement, however, is the fact that neither home nor away attendance frequency amongst this group of supporters has deteriorated. How many times Please in a season rate do sight you lines go to. watch.. our club s Premier League matches? Fan Type 2002/ / /05 (n=26,821) (n=25,018) (n=23,445) Season ticket holders 22 games 22 games 23 games 18.3 home 3.9 away 18.2 home 3.8 away 19 home 3.9 away Non-season ticket holders 12 games 12 games 11 games 9.1 home 2.6 away 9.8 home 2.5 away 8.7 home 2.7 away Average games highlighted FAN CHARACTERISTICS AND BEHAVIOUR Why don t fans go to games? This question was only asked of those supporters who attended four games or fewer in any one season the casual supporter. In our sample of fans, 1 in 10 qualified on this basis. For them, as mentioned above, distance to the ground and ticket availability remain the key factors working against greater levels of attendance both have become more important as issues. If you attend 4 or Please fewer rate home sight matches, lines.. what. prevents you from attending more matches? Factors preventing attendance 2002/ / /05 (n=2,262) (n=1,739) (n=2,276) Distance to ground 42% 39% 46% Ticket availability 37% 43% 45% Ticket cost 40% 40% 36% Work commitments 28% 28% 24% Family commitments 27% 27% 23% Timing of games 13% 13% 13% Only go to big matches - - 2% NB: Based upon fans that attend 4 home matches or fewer a season The ticket availability issue is of particular concern to supporters at Arsenal (94%), Manchester United (80%) and Norwich City (80%) three clubs that have all embarked on significant stadium improvement work of late and have either had recent or sustained long-term success. These clubs are already making, or planning to make greater use of corner in-fills in the case of Norwich City and Manchester United, and preparing to make full use of a brand new home in the case of Arsenal. Importantly, ticket cost is deemed less of a contributing factor to low attendance (4 or fewer matches at home) than it has been in previous years. Distance (from the ground) and simple ticket availability are key in preventing greater attendance. 16 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

19 6 Fan Expenditure 6.1 Matchday Expenditure Overview Year on year, supporters continue to spend more on matchday consumables in fact, 12% more than in 2003/04 by those fans who regularly spend money within football grounds on such consumable items as soft drinks, confectionary and matchday betting. Average spend on matchday consumables confectionery/snacks, Please rate sight other lines foods.. or. meals, soft drinks, alcoholic drinks and betting % of fan buying Average spend Year on year % consumable items Per match Change 2004/05 (n=25,280) 76% % 2003/04 (n=26,755) 78% % 2002/03 (n=28,707) 81% However, what ought to be of interest to members is the correlation between increased supporter spending per match and their time of arrival inside the ground. The message there is quite simple the longer the customer is within the stadium, the more he or she will spend and contribute to club revenues. Indeed, the fact that supporters How long Please before rate kick-off sight do lines you.. usually. who arrive at the ground more get into the ground? than two hours before kick-off spend, on average, over 15 per head compared to the /04 (n=26,755) 2004/05 (n=25,280) average spend by fans who arrive Trend line just ahead of kick-off should be viewed as a commercial opportunity worth pursuing, and which might also enhance the experience of fans FAN EXPENDITURE Just before ko Up to 10 mins. Up to 20 mins. Up to 30 mins. Up to 45 mins. Up to 1 hour Up to 2 hours More than 2 Time of arrival at ground on matchdays FIGURE 6.1 Average spend per match and time of arrival 2003/ /05 To that end, FA Premier League member clubs should take note of those factors that encourage supporters to arrive earlier at the ground. Lower prices for food and drink remain, year after year, the No1 enticement, but it is interesting to note the role that better pre-match entertainment might play. Deemed relatively unimportant in the wider Matchday Experience, for a minority of supporters particularly those with year old children better pre-match entertainment is still a big pull something that would encourage their early arrival at the ground and thereby potentially boost a club s matchday income as a result. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 17

20 Which of the following, if any, would make you come to the ground earlier? 2002/ / /05 (n=28,627) (n=26,500) (n=25,179) Lower prices for food and drink 45% 44% 46% Better pre-match entertainment 38% 38% 38% Better food and drink 31% 31% 31% Better bars and kiosks 30% 29% 30% More comfortable concourses 30% 30% 29% Wider range of food and drink 25% 25% 25% Interviews/highlights on screen 25% 26% 25% More bars and kiosks 19% 19% 19% More for children to do 10% 10% 9% None of these 22% 23% 23% Comment FAN EXPENDITURE What is implied from the 2004/05 survey and those of previous years is the fact that, given the right environment and the right products, supporters are willing to up their spending on matchdays if their experience is enhanced. As ever, there is a balance to be reached in terms of the costs involved in lowering prices for stadium food and drink as always, the principal reason why fans would arrive earlier in the ground. But by enticing fans away from the street-side burger bars and out of the local watering holes that much earlier, all manner of commercial benefits and spin-offs could be had be it the greater time and opportunity this would offer supporters to use the in-house betting kiosks or, even, the opportunity to advertise as part of big screen interview packages. It might not be easy. Individually, the results from certain clubs where more fans state that nothing would make them go to grounds earlier Blackburn Rovers, Norwich City and Southampton (all at 30%), for example suggest that supporters pre-match routines could be fairly set in stone and that, lower food and drink prices apart, better bars or more comfortable concourses might do relatively little to alter their traditional matchday schedule. 50% At any one home match, how much do you spend 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Please rate sight lines... on each of the following items? 2002/03 (n=28,707) 2003/04 (n=26,755) 2004/05 (n=25,280) 42% 42% 38% 33% Soft drinks Food/meals Alcoholic drinks Confectionery/ snacks e.g Average spend amongst spending fans 2004/05 Betting FIGURE 6.2 Proportion of fans buying each item on matchdays 2002/ /05 25% Others, however, appear more amenable to new, pre-match thinking with Arsenal (45%), Crystal Palace (43%), Birmingham City (42%) and Tottenham Hotspur (42%) supporters quite taken with the prospect of better food and drink. For Everton (41%) fans, better bars and kiosks offer equal appeal; for the supporters of Liverpool (45%), Southampton (43%) and Portsmouth (41%), it is an improvement in pre-match entertainment that would lead to their earlier arrival at the ground. 18 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

21 The price of food and drink within the ground remains the above-average sticking point for fans of Newcastle United (61%), Manchester City (55%), Chelsea (54%) and Bolton Wanderers (49%). Year on year, the proportion of supporters cash devoted to soft drinks, betting or confectionary remains very similar right across the board. Football fans up and down the land know what they like and like what they know. How to challenge that orthodoxy in the search for new and improved income streams and improved customer experience to boot is something for FAPL clubs to ponder. 6.2 Merchandise Expenditure Overview The most telling fact to emerge from the 2004/05 FAPL National Fan Survey on merchandise expenditure is just what creatures of habit supporters are. For the third year in a row the percentage of fans buying club merchandise was locked within one percentile at 90% while the average spend, too, remained effectively unchanged at 109 in 2004/05, as compared to 108 in 2002/03 and 108 again in 2003/04. This also suggests merchandise prices have remained static. Average spend on club merchandise club replica kit, club videos and publications, Please rate adult sight club lines clothing,... children s products and other club products and merchandise % of fans buying Average spend Year on year merchandise items per season % change s 2004/05 (n=25,237) 90% % 2003/04 (n=26,724) 90% /03 (n=28,676) 91% FAN EXPENDITURE Club replica kit remains the No.1 seller and at an average spend of nearly 54, remains the biggest single expenditure for those supporters who buy this item. A major variable here comes with On average, Please how much rate are sight you lines likely... to spend season ticket status more nonseason ticket holders buy than on each item over the season? season ticket holders (71% 100% 2002/03 (n=28,676) 2003/04 (n=26,724) 2004/05 (n=25,237) compared to 63%) digging a 90% little deeper reveals that the 80% average age of our non-season 70% 65% 64% 60% ticket holders is younger than that 60% 54% of season ticket holders (40 vs. 45) 50% and this may well be a contributing 40% 36% factor. 30% 20% 10% 0% Club replica kit e.g Other club products and merchandise Adult club clothing (not kit) Average spend amongst spenders 2004/05 Club videos and publications FIGURE 6.3 Proportion of fans buying merchandise 2002/ /05 Children's products (not kit) Otherwise, fans continue to flock in the same numbers to the old favourites be it adult club clothing, club videos and publications or other products. With regard to children s products, it is those fans with year old children that show greatest spend ( 41). THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 19

22 Comment From the results of the 2004/05 FA Premier League Fan Survey, merchandising expenditure is static albeit in a very positive sense. Supporters know what they like and continue to buy what they like with FA Premier League Clubs, in turn, continuing to successfully supply such a familiar market. However, whilst the proportion of supporters that buy club merchandise once again shows no change, it does highlight the dependent nature of this line on revenue for clubs dependent upon fans buying the same, albeit updated, items year after year. The challenge facing FA Premier League clubs is one of innovation and enterprise to tap into the commercial goodwill that tends to exist between club and supporters to boost and diversify the income streams available through merchandising operations. Financial services could be one big growth area as clubs look to access the brand loyalty they so obviously enjoy with their regular customers and could follow the lead given by the supermarkets in this highly competitive arena. Otherwise there may be a case for clubs becoming cuter in defining and servicing the so-called niche shoppers be that in terms of their interests or age. Also, the difference in buying habits between non-season ticket holders and season ticket holders is interesting and shows real variation for replica kit. Were the survey to also include the purchase behaviour of those fans that do not attend matches at all it may reveal further opportunity in merchandise purchasing that could contribute to commercial thinking at clubs. FAN EXPENDITURE 20 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

23 7 Fan Attitude and Opinion This section provides a summary of attitudes towards matchday experience, areas of stadium safety and club services and facilities. We report on what fans regard as important (by priority order), using a ten-point scale (1=Not at all important to 10= Very important), and how they rate performance of their club on key areas. 7.1 The Premier League Matchday Experience Overview Supporters want to be able to see the game clearly. For them that remains the most important aspect of their matchday experience. It may sound all too obvious, but simply being able to watch the game properly remains a key concern for the paying FA Premier League customer. No protruding pillars, no pitch-side TV crew obstructing their line of sight just a clear, uninterrupted view of the action unfolding in front of them. As importantly, fans want the atmosphere to match the action. Hand-in-hand with decent sight lines comes the over-riding importance of a good atmosphere. It is still very much part of the football package the noise, the banter, the colour, the crowd. Please rate the following areas of matchday experience... Importance (out of 10) =1st 9.1 Sight lines 0.82 =1st 9.1 Match Atmosphere rd 8.1 Toilet facilities th 7.9 Cleanliness th 7.6 Facilities for disabled fans th 7.4 Facilities for fans to bring children th 7.1 Results service th Prices of food/drink 9th 6.9 Matchday programme 0.69 =10th 6.8 PA for announcements 0.29 =10th 6.8 Access to food/drink th 6.7 Music played as team enters th Quality/range of food/drink 14th What happens on the pitch at half time 15th Pre-match entertainment Poor Neither good nor poor Good Comment 2002/03 (n=28,229) 2003/04 (n=24,892) 2004/05 (n=24,874) Average ratings are shown based on responses to a +1 Good to 1 Poor scale FIGURE 7.1 Fan attitude towards matchday experience 2002/ /05 (Ranked in order of fan importance) A clean, safe and family-friendly environment matters too. Be it a cinema, a theatre, a shopping centre or a ten-pin bowling alley, the entertainment industry s 21st Century customer has certain expectations when it comes to the facilities associated with a good and comfortable day out. And football is no exception to that rule, particularly for those with a young family attached. A stadium s friendliness for both kids and disabled fans is important. Alternative entertainment be it pre-match or half-time matters less. People pay good money to watch the football. It is the main event and remains just that by and large, the football is the be all and end all of a good day out in the FA Premier League. FANATTITUDE AND OPINION On the issues that matter most, the 2004/05 survey results confirm once again that the FA Premier League are getting it very right. Positives across the board the dip in performance associated with toilets a reflection of the range of stadium facilities across the league (this area shows the greatest extremes in variation). Even those clubs that slip below the excellent on sight lines can point quite readily and reasonably to ageing stadiums built to meet a different set of standards and expectations. What is fascinating is the fact that those with sight-line difficulties Everton and Portsmouth,for example both score very highly in match atmosphere, the second most important area of a match day experience. Here, we would expect fan expectations to be a factor influencing opinion between different clubs. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 21

24 FANATTITUDE AND OPINION Please rate the sight lines Good (0.82) Neither Good 0 nor Poor Poor 1 Southampton Middlesbrough Bolton Wanderers Manchester City Aston Villa Charlton Athletic Norwich City West Bromwich Albion Manchester United Newcastle United Blackburn Rovers Birmingham City Chelsea Liverpool Tottenham Hotspur Average ratings are shown based on responses to a +1 Good to 1 Poor scale FIGURE 7.2 Fan attitude towards sight lines 2004/05 club by club FAPL average 2004/05 Base: (n=24,571) Likewise those with the least interrupted view and the best toilets can still struggle to hit the heights atmosphere-wise. Blackburn Rovers and Newcastle United are among the FA Premier League front-runners in terms of ease of vision and stadium facilities and yet dip below the rest in terms of atmosphere. And therein probably lies a challenging dilemma for the FA Premier League and clubs in terms of fan retention how do you give the supporters the sights, the seats and the safety they now expect, and yet still retain the earthy, raw atmosphere of yester-year? That all said, however, the 2004/05 survey still reveals figures for the matchday atmosphere that are uniformly upbeat and positive and which essentially show high levels of satisfaction. Please rate match atmosphere Good (0.63) Neither Good 0 nor Poor Poor 1 Portsmouth Norwich City West Bromwich Albion Crystal Palace Birmingham City Bolton Wanderers Tottenham Hotspur Everton Chelsea Southampton Charlton Athletic Aston Villa Fulham Middlesbrough Arsenal Average ratings are shown based on responses to a +1 Good to 1 Poor scale Arsenal Liverpool Crystal Palace Even when we take account of the relative levels of expectation present in fans of different clubs it is still clear that clubs in the Premier League are getting it far more right than wrong. Although not a critical dimension to the match day experience, it is interesting to note the year-onyear growth of positive appraisal associated with the matchday programme. This is particularly encouraging at a time when the popularity of the internet as an information source is at its peak perhaps a reflection of the growing exclusivity a club programme enjoys in terms of star player interviews, particularly when both the clubs and, indeed, the players themselves are increasingly limiting their exposure in the national media. The price of food and drink on matchday also merits comment. Whilst fans perceive this area poorly, it is not considered an essential area of the matchday experience. Likewise, quality and range of refreshments is poorly regarded, but is even less important to fans. Norwich City may benefit from the presence of the club s principal shareholder, the TV cook and writer Delia Smith, in terms of the highest approval rating for the quality of food on offer at Carrow Road, but the Canaries like every other FAPL member are firmly in negative territory when it comes to the price of the food on offer. So what s important to the 2004/05 Premier League fan is the same, simple fundamental that under-pinned the last two surveys value for money. They want a seat that they can see clearly from; a seat that is clean, tidy and within easy reach of clean and tidy toilets; a seat that is safe and accessible for both the kids and the disabled. And for the money they pay, they want an atmosphere. And nor have any of those fundamentals changed markedly over the course of the last 12 months. Manchester United Fulham Manchester City Everton Newcastle United Portsmouth Blackburn Rovers FAPL average 2004/05 Base: (n=24,961) 22 THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05

25 7.2 Premier League Stadium Safety Overview On the issue of fans safety, supporters questioned in this survey, and the FA Premier League, speak with one voice the safety of supporters is of paramount importance. This is evident in that in each of the four areas surveyed be it fan safety at the match, stewarding, fans behaviour or policing supporters rated their importance as eight out of ten or higher (where ten means very important). Safety matters. What is particularly encouraging from an FA Premier League standpoint is the year-on-year improvement with regard to supporters attitudes towards both policing and stewarding.the fact that they view both positively with enhanced performance to boot would appear to be testament to the success of FAPL members in driving these areas forward. As for the behaviour of other supporters sat around them, attitudes and opinions remain largely unchanged. Supporters see their fellow FA Premier League fans as well behaved and while there is obviously no room for complacency, people feel safe within the stadiums of the Premier League. Importance to fans (out of 10) 1st 9.2 Please rate the following areas of stadium safety... Fan safety at the match nd 8.6 Behaviour of people rd 8.4 Policing th 8.4 Stewarding Poor Neither good nor poor Good 2002/03 (n=28,229) 2003/04 (n=26,253) 2004/05 (n=24,992) Average ratings are shown based on responses to a +1 Good to 1 Poor scale FANATTITUDE AND OPINION FIGURE 7.4 Fan attitude towards stadium safety/security 2002/ /05 (Ranked in order of fan importance) Comment What is most striking on the issue of stadium safety is the uniform nature of supporters opinions. Across the board, people feel safe. In fact, judging by the level of responses, people feel very safe within FA Premier League grounds. Indeed, across all four of the areas surveyed, there are no overall negative scores to be seen. For an average of (on a scale of +1 Good to 1 Poor) to be the lowest level of dissatisfaction recorded is, in itself, a considerable feat and compares very favourably with other areas of the 2004/05 survey where negative opinions are more common. The FA Premier League, in conjunction with their close and long-standing relationship with the police, are delivering what the supporters want an environment free from the fears and worries of an earlier generation. The tragic lessons of Bradford, Heysel and Hillsborough appear to have been well learned. THE FA PREMIER LEAGUE NATIONAL FAN SURVEY REPORT 2004/05 23