LondonViews 3 .0

1. LondonViews 3.0 Insights from the third survey in January 2014

2. LondonViews • Online reader panel launched in September 2013 • 1,400+ members and growing every day as recruitment continues • Monthly surveys on a wide range of topics, editorial and commercial • Members earn rewards which they can redeem through PayPal

3. The boring bit (methodology) • Results based on a sample of 433 readers • Fieldwork dates Wed 15 – Wed 22 Jan 2014 (inclusive) • Around 80questions, so panel split into two “streams”, resulting in a median 15-minute online survey for most • We have defined a London Evening Standard “reader” as someone who normally reads 1 + issue of the paper in a typical week (excluding reading of standard.co.uk) • Figures are weighted so they are representative of the wider LES readership (all regular readers who are online ~1.3m) Men 15-34 31% Men 35-54 25% Men 55+ 5% Women 15-34 18% Women 35-54 15% Women 55+ 6%

5. Footballistas • 66% of London Evening Standard readers are interested in the FIFA World Cup 2014 tournament: 35% very and 31% quite (77% male, 48% female total v/q interested) • Q. It will be difficult to escape World Cup football this summer. Since you’re not a World Cup fan, how will you escape the football mania and avoid footy fever? • Around 200 comments, including: Binge on box sets and go out with my friends - few of whom are footie fans Go to cinema, theatre, exhibitions, museums, art galleries, parks, etc. Take advantage of cheap theatre/cinema deals instead (TV will be nothing but football) No Plans. Will enjoy the traffic free roads when major matches are being played

6. Team colours • Q. Which team will be your first choice to support in the World Cup 2014? 16% 3% 65% • Q. Which team will be your second choice to support in the World Cup 2014? 12% 10% 29%

7. Be lucky … • Q. Do you follow any ‘lucky’ rituals on the day your national team plays a match?! Full breakfast in Weatherspoon’s I do have my England football socks to wear. I used to have pants as well, but they are history. I simply carry a shell in my pocket Just ensuring that we display the Union Jack Flag Just showing a St George's cross and an England T shirt Once we score I keep my posture the same, or try to We obsessively fill in the wall charts with EVERY team score, and change pubs to watch every game - never watch England play in the same pub more than once! Wear my clean England top Wearing lucky pants Wear the team shirt A minority do…

8. Media coverage • Q. How do you think you will follow the World Cup coverage this year? Base: all readers very/quite interested in the World Cup

9. Group stages • 90% of London Evening Standard readers interested in the World Cup said they would be likely to watch any of the qualifying group games on TV, and 93% said they would be likely to watch the England games on TV • Q. What games do you think you will be watching in the group stages? 68% Will watch as many of the games in the tournament as I can 13% Will watch the games in my team’s group only 10% Will only watch my own teams games 3% Will not watch any of the group games 6% Don’t know

10. Viewing is a team sport • Q. Where do you plan on watching most of the matches? Base: all readers very/quite interested in the World Cup

11. Enhancing viewing pleasure … of readers plan to buy a new tablet in preparation for the World Cup 2014. Number of new tablets likely to be bought = of readers plan to buy a new TV in preparation for the World Cup 2014. Number of new TV sets likely to be bought = of readers plan to upgrade mobile phone in preparation for the World Cup 2014. Number of mobile phone upgrades = of readers plan to change internet provider in preparation for the World Cup 2014. Number of switchers likely to be = 12% 81,000+ 11% 74,000+ 6% 40,000+ 5% 33,000+ * x% of the 52% interested in the World Cup = y% x 1.3m readers (based on LondonViews weights to the NRS)

12. Partners • Q. Which, if any, of these brands do you associate with the FIFA World Cup 2014? Base: all readers very/quite interested in the World Cup

13. Sponsors • Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Base: all readers very/quite interested in the World Cup

14. Associations • Q. How strong is each of these brands’ association with football, where 1 is no association at all and 5 is very strongly associated? Base: all readers very/quite interested in the World Cup

15. Promotions • Great interest in competitions where a reader could win tickets to the World Cup 2018 – in total 68% of LES readers interested in WC2014 were interested in this idea Base: all readers very/quite interested in the World Cup

16. Sponsors • Q. Which, if any, of the following car manufacturers are official global sponsors of the FIFA World Cup 2014? Base: all readers very/quite interested in the World Cup

17. Vauxball … • Q. Which, if any, of these car brands is sponsoring or associated with the England football team specifically? Base: all readers very/quite interested in the World Cup

18. By gender … Amongst male and female readers interested in the FIFA World Cup, men are much more likely (50%) than females (13%) to know that Vauxhall is associated with the England team Base: all readers very/quite interested in the World Cup

19. Now back to the general survey ….

20. World Cup, bowl, pack, bottle • Q. Which food & drinks are you likely to consume watching the World Cup? Base: all readers very/quite interested in the World Cup

21. Snack brands Q. Which snack brands are you likely to eat whilst watching? Top 3

22. Beer brands Q. Which beer/lager/alebrands are you likely to drink whilst watching? Top 5

23. What if …. • Q. If your team won the World Cup, how do you think you would celebrate?!

24. Soft drinks brands Q. Which soft drinks are you likely to drink whilst watching? Top 3

25. Betting • 24% of London Evening Standard readers interested in the tournament intend to bet on outcomes from the FIFA World Cup 2014 (and 12% are undecided) • Of the 65% who do NOT intend to bet, only 5% said they might potentially use a bookmaker who offered them a free bet to open an account. Q. Which of the following bookmakers are you likely to place your bet with? Base: all readers very/quite interested in the World Cup

26. Betting • Q. How much do you think you will wager across the entire tournament? £68 MEAN £75 men £36 women Base: all readers very/quite interested in the World Cup

27. London Evening Standard • 87% of readers think that reading World Cup coverage and comment in the London Evening Standard will enhance their experience of the event • But what if England are knocked our early?! 88% said even if their team doesn’t get through to the group stage, they will still follow the rest of the competition Base: all readers very/quite interested in the World Cup

28. UK FOOTBALL

29. A game of 2 halves • Q. Now leaving aside the World Cup and looking at the Premier League and football league. How interested are you in football in general? • Not quite a game of two halves: 57% of LES readers are very/quite interested (71% of men, 35% of women) while 43% of readers are not very/not at all interested Base: all LES readers (not just those very/quite interested in the World Cup)

30. 66% of readers support a team 77%of men, 50%of women

31. By gender … Amongst male and female readers who support a UK football team, Tottenham and Liverpool are more likely to have female fans amongst our readership than male fans

32. Coverage • Q. How do you usually follow your team’s matches?