A survey carried out by Universal McCann shows that 27% of Britain’s young TV viewers (15-24 year olds) would sign up to cable and satellite TV, if BSkyB won exclusive rights to live transmissions for major sporting events such as Wimbledon, the Grand National, Test Cricket or the FA Cup Final. It also shows that 65% of 15-34 year olds (50% above tha national average) watched the Coca-Cola League Cup Final last year.
The data also suggests that the addition of live sports events exclusively to cable and satellite channels has the potential to draw in an extra 7.2 million adult viewers.
Trista Grant, managing director of Universal McCann, says: “Our research underlines the importance of quality programming in attracting viewers, especially amongst the highly sought after light TV viewing audiences. The sporting events which are currently exclusive to the BBC would offer advertisers excellent opportunities for reaching viewers in a receptive environment”. She adds however that “currently around 6% of total TV advertising expenditure is on satellite and cable, and I expect that figure to increase significantly over the next five years, regardless of any new sporting or programming strands.”
Universal McCann: 0171 580 6690
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