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Contents

Contents. Executive summary. Pages 2>4. Project description. Pages 5>9. Pages 10>15. Sample. Pages 16>40. Results. Pages 41>43. Conclusions. Executive summary. EXECUTIVE SUMMARY. PROJECT DESCRIPTION. SAMPLE. RESULTS. CONCLUSIONS.

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  1. Contents Executivesummary Pages 2>4 Project description Pages 5>9 Pages 10>15 Sample Pages 16>40 Results Pages 41>43 Conclusions

  2. Executive summary EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS CONCLUSIONS

  3. Executive summary (1/2) 1000 spectators from all different ticket categories were interviewed by the Independent French Agency Junior Essec Conseil (commissioned by Stade de France for their satisfaction studies of The Race of Champions when the event was held in Paris). 452 Face-to-face interviews at Wembley the 16 December. 548 telephone interviews after the event. Demographic profile of spectators: 78% Male (48% married, 43% Single)  36 years average age (38% between 26-35. 65% between 21-40 years.) 30% working in a management position. 49% attending with their family, 42% attending with friends. Enjoyment of the event and individual elements: Over 90% of Spectators were Satisfied or very satisfied with The Race of Champions at Wembley. Perceptions of event sponsors as a result of sponsorship: 93% of spectators have a positive image of the sponsors of The Race of Champions. Executive summary

  4. Executive summary Executive summary (2/2) • Enjoyment of the event and individual elements: • On a scale from 1-10 the average satisfaction notes for different parts of the event are as follows: • The Drivers = 8,88 • The Motocycle show = 8,61 • The Cars = 8,54 • The Track = 8,54 • The Race = 8,53 • The car shows = 8,39 • The F1 Show = 8,28 • The general atmosphere = 7,77 • On a scale from 1-20 the average satisfaction note for the entire ROC event at Wembley Stadium is 16,07. • Attitudes and image of the event: • 93% would tell their friends to go see The Race of Champions next time. • 87% would come back if The Race of Champions is organized at Wembley Stadium in 2008.

  5. Project description EXECUTIVE SUMMARY PROJECTDESCRIPTION SAMPLE RESULTS CONCLUSIONS

  6. Context and objectives of the survey Project description • The Race of Champions sees the world’s best circuit racers and off-road drivers come face to face on a spectacular parallel track to determine the fastest. • Created in 1988 by Fredrik Johnsson, president of the IMP, and Michèle Mouton, The Race of Champions was originally conceived as the ultimate shoot-out between the top international rally stars. Over the years, it has grown to include the biggest stars from all the major motor sport disciplines, including F1, NASCAR, Le Mans, Indy500, World Rally, Champ Car, DTM, WTCC, etc. • For the first time this gripping race was staged in the dramatic setting of the new state of the art WEMBLEY STADIUM on Sunday, the 16th December, 2007 in front of 54 319 spectators. • Junior Essec Conseil was commissioned by Stade de France for their satisfaction studies among others of The Race of Champions when the event was held in Paris.        • For The Race of Champions 2007 at Wembley,  Junior Essec Conseil interviewed 1000 spectators from all different ticket categories. The focus of the administered survey was: • Establishing a typology of the spectators, • Analysing their level of satisfaction.

  7. Junior ESSEC commits itself Project description • Jules DELMAS, Project manager, and David BENGUIGUI, Vice-President, are responsible for this study and can be contacted on: Phone : +33 (0) 1 30 75 05 05 Fax : +33 (0) 1 30 38 08 92 Mail : je@junioressec.com

  8. Conduct of the project (1/2) Project description Control and regular check points with the project assistants IV – Final Phase III – Treatment of information I – Preliminary phase II – Operational phase Analysis and treatment of the data Preliminary call for the validation of the goals Elaboration of the satisfaction questionnaire Global synthesis Recruitment of project assistants in London Administration of 1 000 questionnaires Crossing the results Conclusions and recommendations Briefing of project assistants Data capture Executive summary Elaboration of the mission logistics organization Presentation of the results Regular check points with the partner

  9. Conduct of the project (2/2) Project description • The sample is based on a panel of 1,000 spectators: • 452 spectators have been polled on Sunday, December 16th during the event, 548 have been contacted by phone afterwards, between the 17th and the 31st of December.

  10. Sample EXECUTIVE SUMMARY PROJECTDESCRIPTION SAMPLE RESULTS CONCLUSIONS

  11. A mainly male audience Sample • The sample is based on a panel of 1,000 spectators: Number of personspolled:1,000 Number of answers: 957 • The Race of Champions ’s audience is mainly a male audience: nearly 8 respondents out of 10 are indeed men. • 48 % of spectators are married, 43 % are single. Number of personspolled:1,000 Number of answers: 957

  12. Average age: 36 years old Sample • The sample rests on a panel of 1,000 spectators: Social class • 38 % of the respondents are between 26 and 35 years old. 13 % of the spectators are 50 or older. The average age is 36. • Nearly one person polled out of 3 is employed, one out of 7 is manager. Number of personspolled:1,000 Number of answers: 960

  13. Spectators attending in groups Sample • The sample rests on a panel of 1,000 spectators: Number of personspolled:1,000 Number of answers: 960 • Nearly one in two participants attended The RoC with their family, 42 % came with friends whilst 4% of participants came alone. • 47 % of the spectators attended the event in pairs. Number of personspolled: 927 Number of answers: 902

  14. High attendance to motorsport events Sample How often do you attend motorsport-relatedevents ? Number of personpolled: 1,000 Number of answers: 964 • The ROC audience attends motorsport events on a regular basis: nearly one in two participants go to an event per trimester. Only 14% have never attended a motorsport event. • 59% of the 646 participants that go to motorsport events attend Formula 1 Grand Prix. Number of personspolled:1,000 Number of answers: 646

  15. Participants are regular cinema-goers Sample How often do you go to… • The ROC survey participants regularly attend the cinema: more than one participant in three goes once a month. Sports are also popular with 20% of participants attending a sporting event once a month. Shows and concerts are less popular with 38% and 41% respectively going once a year. Number of personspolled:1,000 Number of answers: 797

  16. Results EXECUTIVE SUMMARY PROJECTDESCRIPTION SAMPLE RESULTS CONCLUSIONS

  17. Results EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS WEMBLEY STADIUM The ROC CONCLUSIONS

  18. 70% of survey participants visited Wembley Stadium for the first time during The ROC Results Number of personspolled: 1,000 Number of answers: 1,000 Number of personspolled: 1,000 Number of answers: 1,000 • Only 30% of participants had been to Wembley Stadium prior to The Race of Champions on Sunday 16 December 2007. • 72% of those having been to the stadium previously attended football matches.

  19. Results EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS WEMBLEY STADIUM The ROC: knowledge of the event CONCLUSIONS

  20. 73% of survey participants knew about The ROC before Wembley Results Number of personspolled: 1,000 Number of answers: 1,000 Number of personspolled: 728 Number of answers: 728 • Nearly three out of four participants had heard of The ROC before attending the event at Wembley Stadium. From this group, 15% had been to The ROC’s previous events.

  21. 19% of participants found out about The ROC through word of mouth Results Number of personspolled: 1,000 Number of answers: 972 • Just under 20% of survey participants found out about The ROC at Wembley Stadium through word of mouth. Online advertising was second most popular with 16% of participants finding out via the Internet.

  22. The majority of survey participants bought their tickets online Results Other Internet, specify: • Almost 80% of participants purchased their tickets for The ROC through ticketmaster.com and autosport.com. 10% of survey participants had been invited to the event. Number of personspolled: 389 Number of answers: 352

  23. Results EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS WEMBLEY STADIUM The ROC: level of satisfaction CONCLUSIONS

  24. Spectators very happy with their seats… Results Number of personspolled: 1,000 Number of answers: 988 • 96% of survey participants were either satisfied or very satisfied with their seats at Wembley Stadium. Only 4% of participants complained with ‘being seated too high in the stadium’ cited as the most popular answer. Number of personspolled: 40 Number of answers: 40

  25. …despite tickets being considered expensive Results Number of personspolled: 1,000 Number of answers: 989 Number of personspolled: 1,000 Number of answers: 983 • Nearly two in three participants consider the ticket price to • be correct or attractive when compared to other events and • given the fact that The ROC took place in Wembley Stadium. • More than one in four participants (28%) felt ticket prices were too expensive.

  26. Drivers and cars get high ratings Results Number of personspolled: 1,000 Number of answers: 988 Number of personspolled: 1,000 Number of answers: 985 • Most participants were satisfied with the drivers taking part in the show, 92% gave a grade equal or higher than 8/10. The average grade was 8.88. • The cars scored well too with 80% of participants giving them a grade equal or higher than 8/10. The average grade for cars was 8.54.

  27. Excellent visibility Results Number of personspolled: 1,000 Number of answers: 986 Number of personspolled: 1,000 Number of answers: 985 • The majority of participants were satisfied with the Wembley Stadium track, 78% gave a score equal or higher than 8/10. The average grade was 8.54. • Over 50% of participants attributed a score of 10/10 to the visibility available. The average grade was 9.

  28. Over 90% of spectators were happy - or very happy - with the race Results Number of personspolled: 1,000 Number of answers: 984 Number of personspolled: 1,000 Number of answers: 980 • Although scoring well above mid-figures, the atmosphere did not score as highly as other criteria listed. 24% of participants gave a score lower or equal to 6/10. However the average remained strong with a score of 7.77. • Over four in five participants attributed a grade equal or higher than 8/10 to the race. The average score was 8.53.

  29. Popular Exhibitions Results Number of personspolled: 1,000 Number of answers: 810 Number of personspolled: 1,000 Number of answers: 774 • Nearly three in four survey participants gave the F1 show a score equal or higher than 8/10. The average grade was 8.28. • More than two out of five participants attributed the freestyle motorbike display a score of 10/10. 81% were very satisfied with the display, the average grade was 8.61.

  30. High satisfaction of car displays Results Number of personspolled: 1,000 Number of answers: 786 • The car stunts were appreciated by most survey participants, 76% gave the display a score equal or higher than 8/10. The average grade was 8.39.

  31. High overall satisfaction Results Number of personspolled: 1,000 Number of answers: 872 • 71% of survey participants attributed The ROC an overall score between 15 and 18/20. Only 8% gave a score of less than 10 although no participants gave the event a score lower than 5/20. The average grade was 16.07.

  32. 93% would tell their friends to go see The ROC Results Number of personspolled: 1,000 Number of answers: 960 Number of personspolled: 1,000 Number of answers: 966 • 93% of participants claimed The ROC met or exceeded their expectations. Only 7% of survey participants were disappointed with the event. • Over 90% of participants declared they would recommend the show to their friends.

  33. 87% of spectators would come back and see The ROC again Results Number of personspolled: 1,000 Number of answers: 979 Number of personspolled: 131 Number of answers: 127 • More than four in five participants (87%) would attend The ROC 2008 if it took place at Wembley Stadium again. • Only 13% answered the question with a negative with 26% from that group citing ‘attending the event once is enough’ as their reason.

  34. Results EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS WEMBLEY STADIUM The ROC: possible improvements CONCLUSIONS

  35. Reasons for attending Results Number of personspolled: 1,000 Number of answers: 971 Number of personspolled: 158 Number of answers: 158 Nombre d'interrogés: 158 Nombre de répondants: 158 • Almost 50% of survey participants attended The ROC for the show itself. Only 17% of participants cited the venue as the deciding factor. • 16% of participants selected ‘other’ when asked what made them decide to attend the event, with ‘free tickets’ being cited as the main ‘other’ reason (44%). This amounted to only 7% of survey participants.

  36. Possible improvements (1/2) Results Number of personspolled: 1,000 Number of answers: 437 • The cold and poor catering were the two main areas highlighted within this section with 69% of participants choosing either of those categories. Long queues and poor quality were mentioned regarding the catering. • Some participants also cited the Stadium Itself and prices as areas of disappointment.

  37. Possible improvements (2/2) Results Number of personspolled: 1,000 Number of answers: 192 • 17% of survey participants opted for more live music when asked what other entertainment they would like to see included in The ROC. • More Formula 1 cars was the second most popular answer with 14% of participants choosing that option.

  38. Results EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS WEMBLEY STADIUM The ROC: sponsors CONCLUSIONS

  39. BP, Abu Dhabi and Sky Sports are named as the main sponsors Results Number of personspolled: 1,000 Number of answers: 944 Number of personspolled: 1,000 Number of answers: 584 • 43% of survey participants named BP as The ROC’s main sponsor without being prompted, 23% named Abu Dhabi. • When given options, 33% of participants named Sky Sports as the main sponsor whilst 19% chose Virgin Radio.

  40. 93% have positive image of the sponsors of The ROC Results Number of personspolled: 1,000 Number of answers: 900 • The ROC’s sponsors were considered to have a positive image by over 90% of survey participants. • Among the 7% of participants answering negatively, 50% cited not caring about sponsors in general as their reason. No particular sponsor was named. Number of personspolled: 66 Number of answers: 44

  41. Conclusions EXECUTIVE SUMMARY PROJECT DESCRIPTION SAMPLE RESULTS CONCLUSIONS

  42. Conclusions and recommendations Conclusions • A much appreciated show… • Despite ticket prices considered to be too expensive by more than one in four survey participants, 87% will consider attending The ROC in 2008 whilst over 90% are happy to recommend the show’s next edition to their friends. • 15% of participants had already attended The ROC on a previous occasion, showing strong loyalty towards the show when considering its relocation to Wembley Stadium in 2007. • Almost 20% of survey participants first heard of The ROC at Wembley Stadium through word of mouth. • Several participants were surprised at the low number of posters and criticised the lack of communication about the organisation of the show. • More communication aimed at people who do not attend motorsport events should draw more spectators to future editions of The ROC.

  43. Conclusions andRecommendations Conclusions • Taking care of customer services… • One in three survey participants held a very poor opinion of the catering. Long queues and poor service were regularly mentioned by participants. Some were also disappointed in the stadium’s staff and the speaker’s performance. • Improving the quality of customer service during the show will contribute towards increasing spectator satisfaction, most of whom (70%) visited Wembley Stadium for the first time during The ROC 2007.

  44. Jules DELMAS (Project Manager) and David BENGUIGUI (Vice-président) will be Junior ESSEC Conseils spokespersons for this study. They can be reached using the contact details below: Phone : +33 (0) 1 30 75 05 05 Fax : +33 (0) 1 30 38 08 92 Mail : je@junioressec.com This proposal is available one year since it was signed up The information in this proposal is strictly confidential

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