APPENDIX D MARKET RESEARCH
The attached slides from the most recent B&A research update gives us a clear picture of the structure of our market. In addition to going behind the data to identify levels of affinity for, and rejection of racing, one of our key aims was to identify where the potential new recruits for racing are and what their principal motivators are.
In summary, the results show: • As in the previous survey (Feb ‘10), just over 1 in 5 adults are interested in horse racing, with interest strongest among those aged 50+.
• 13% of Irish adults attended a race meeting in past 12 months.
• 13% of all those neutral or uninterested in sport are interested in attending a horse racing event. This equates to 10% of all adults (360k) and we refer to this group as ‘HR Potential Recruits’.
SPORTING INTERESTS Base: All Adults N = 976
GAA Football 27
Fairly Interested Very Interested
Neutral
Fairly uninterested Very uninterested Don’t Know
Interested Nov 10 Interested Feb 10
QUESTION 1 :
25 9
9 31
52% 52%
35 GAA Hurling 27
22 9
10 32
48% 48%
21
27 9
11 32
14.25
48% 54%
27
20 8
11 51
33 1
47% 49% 31
23% 22%
Rugby Soccer
Horse Racing
15 8
11 14
Golf
14 7
10 12
52 6
21% 20%
41
I will read out the names of a number of sports and for each one, please tell me how interested or uninterested you are in it?
Greyhound Racing
2 7
11 17
63 1 11% 41 9%
• Key attraction of a race meeting for horse racing potentials is clearly socialising.
• When segmented on a behavioural basis, the key target groups are: - Horse Racing Regulars: interested in horse racing and attended meeting past 12 months (370,000).
- Horse Racing Occasionals: interested in horse racing, attended meeting ‘ever’/not past 12 months (344,000).
- Horse Racing Potentials: neutral/not interested in horse racing, interested in attending meeting in future (360,000).
• In total, 31% of Irish adults represent the target for marketing activity.
• Horse racing regulars are older males with a strong rural bias. Horse racing occasionals are also biased toward older males and high among C2DEs (Working Class). In contrast, potentials are more likely to be female, younger and ABC1 (Middle Class).
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STRATEGIC MARKETING GROUP REPORT TO HRI BOARD
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