Research Finds Sport is Key in Driving Mid-Week Custom

As the UEFA Champions league kicks off again new research from KAM, in par tnership with BT Spor t, has found that showing live spor t can be a more impor tant driver of footfall for pubs during weekdays than at weekends

The research showed that 43% of spor ts fans say watching live spor t is the main reason they go to a pub mid-week whereas at the weekend there are many other factors at play Although still a significant reason to visit, with 35% saying live spor t was the biggest driver at the weekend 92% of spor ts fans said that showing live spor t during the week positively influences their visit frequency to a pub

Katy Moses, Founder/MD KAM (www kammedia.co.uk): “Midweek trading has made the headlines recently as operators explore options to reduce opening hours and therefore associated costs, and understandably so But If operators are looking at ways to pull people off their sofas and into venues in the week, then the oppor tunities to attract spor t fans and associated spend during traditionally quiet mid-week times is huge The research highlights that showing mid-week live spor t should be looked at as a vehicle for driving true incrementality and also loyalty ”

Phillip Thorley Director of Thorley Taverns: “Spor t during the week gives customers a reason to come out and visit It gives our customers a compelling reason definitely helps ”

Alasdair Collis, Director of Commercial Customers, BT Spor t said “In tough economic times ever y penny spent counts The more insight we have and that we can offer into consumer behaviour, the better we are able to help our customers keep the drinks coming and the tills ringing This repor t illustrates just how key live spor t is to driving footfall and incremental spend for pubs during what can be quieter midweek evenings ”

The KAM research suggests these mid-week visits aren’t cannibalising weekend visits either – that they are