G O L F C L U B M E D I A
2 0 1 7 C R E D E N T I A L S
Golf Clubs
Engage premium
individuals, in
an exclusive
environment
Golf
An Introduction
•
Over 20% of the UK population
have taken part in some form of
golf activity in the past year
•
Emerging formats like ‘adventure
golf’ & ‘short course’ are driving
take-up amongst young & female
audiences
•
However, ‘full length course’
remains the most popular format
amongst adults
Source: European Tour UK Participation Study
Golf Activity
Participation by Format
Percentage of UK population
Adults
9%
Children
8%
In the last 12 months -
8%
6%
5%
5%
4%
3%
5%
4%
3%
3% 3%
2% 2%
Full length
course
Driving
Range
9 hole
course
Adventure Pitch & Putt
Golf
Putting
Green
of adults have
played a full length
course
Par 3/Short
course
Source: European Tour UK Participation Study
Golf Activity
How many adults does this translate into?
3.5m 2.8m 2m
Full length
course
Driving
range
9 hole
course
2m
Adventure
golf
1.9m 1.5m 1m
Pitch &
putt
Putting Par 3/short
green
course
9.3 million adults & 1.7 million 6-17 year olds have played at least
one form of golf in the last year.
Source: European Tour UK Participation Study
Golf Activity
Enthusiastic Participation
21.9
full course rounds in the
last year for UK adults
Source: European Tour UK Participation Study
The Audience
Full Length Course Profile - Gender & Age
100%
100%
90%
90%
80%
70%
80%
49%
86%
60%
50%
50%
40%
40%
20%
20%
14%
General Population
Female
34%
33%
30%
51%
10%
0%
46%
70%
60%
30%
36%
Played full length course
Male
10%
0%
29%
General Population
18-34
21%
Played full length course
35-54
55+
86% of players are male; 54% are between the age of 18-54
Source: European Tour UK Participation Study
The Audience
Full Length Course Profile - Socio-Demographic
45%
Played full length course
19%
22%
General Population
0%
10%
31%
20%
30%
AB
21%
40%
C1
23%
C2
50%
60%
13%
26%
70%
80%
90%
100%
DE
45% of full length course players are in the AB demographic,
twice the national average.
Source: European Tour UK Participation Study
Communication
Opportunity
•
A national network of 105 golf
clubs, with a bias towards the
London & South regions
•
A combined membership reach
of 68,174 high earning individuals
•
In addition, 988,800 guest green
fees are taken every year by our
network of clubs
•
This equates to an extra 38,030
visitors every 2 weeks
Communication
Opportunity
•
High dwell time with members
visiting on average 4.5 hours
per week
•
Social environment, with events
such as monthly competitions,
Sunday lunch & club nights
•
Club facilities include a bar,
restaurant, function room &
pro shop - some even have a
spa & children’s play areas
Digital Panels
•
32” HD portrait full motion
dynamic displays
•
132 displays located in key
areas across each club
―
Bar, Restaurant,
Pro Shop & Reception
•
10” spot, 1 in 6 rotation
•
NFC enabled
Effectiveness
A Digital Noticeboard
50%
look at the loop
for between 30-60 seconds
36%
look at the displays
for over 1 minute
Source: In-house Research
Effectiveness
A Digital Noticeboard
96%
say the screen
enhances the club experience
68%
use the display for daily
club information
Source: In-house Research
Summary
•
Golf remains a popular
‘passion point’, with the
game becoming more
accessible to the young &
female audiences
•
Our network of 105 clubs
allow you to engage
106,204 high earning
influencers every 2 weeks
•
132 x 32” dynamic displays
available for £33,000 media
For More Information
Please contact
Dan Photi
Head of Sales
t. 01252 368368
e. [email protected]