News & Resources

This June will mark Wimbledon's 125th birthday, making it the world's longest-running tennis tournament. For the first time, all the action from Centre Court in this year's finals will be broadcast live in 3D.

Sporting events have always attracted new technology, with Wimbledon in the 1960's being one of the first TV programmes to be shown in colour. Recent years have seen the arrival of HD TV, and many popular sports have now already been seen in 3D.

Recently released insight from Kantar Media's TGI survey reveals there to be a good coupling between Wimbledon-followers and potential 3D consumers. Being an event so steeped in heritage, the Wimbledon finals are a particularly iconic event in the British sporting calendar. It therefore fits that 45% of British adults follow Wimbledon - with 86% of this group watching it on TV.

Wimbledon lovers are a prosperous bunch, being almost 40% more likely than the average adult to have a family income of at least £50,000, and 40% more likely to be in the highest social grade. They appear to be a group who do not mind putting their hands in their wallets, with 74% saying it's worth paying more for quality goods, compared to the national average of 65%. In addition, over two thirds say they like to treat themselves to things they don't need.

Wimbledon-followers are 59% more likely to claim sport is a big part of their social life, as well as being more likely to keep up with all the latest sporting news. They are also almost 50% more likely to spend over £60 per month on sports. Their willingness to spend and love of sport indicates a group who may be particularly susceptible to the temptations 3D promises.

Although this is the first time a 3D sports event will be available to a mass audience, people will need 3D TVs in order to tune into the action. Despite this being a niche group at present, insight from TGI suggests a possible link between potential 3D customers and Wimbledon-followers. 15% of Wimbledon followers are looking forward to watching 3D TV at home and one-fifth already have full HD TV, which you need in order to get 3D broadcasts.

Similarly, 40% of HD TV-owners like to watch Wimbledon, which hints at an even larger base of potential 3D customers. Like Wimbledon-followers, these owners of HD TVs are an affluent bunch, being 54% more likely to have an average income of at least £50,000. As HD TV is relatively new and high-end, one would expect this group to be relatively tech-savvy and interested in the latest gizmos and gadgets. It also seems as if they like to enjoy the finer things in life, being 22% more likely than the average adult to go for premium goods and two thirds more likely to claim it is important to be equipped with the latest technology.

Broadcasting the Wimbledon finals in 3D seems to be a shrewd move - Wimbledon-followers look to be a group who could respond very favourably to 3D TV. Although Wimbledon's signature strawberries and cream will need to be homemade, these sofa spectators can rest assured that they will feel a part of the action without having to worry about bringing their brollies. So whether or not this will be Murray's year, it is sure to be a memorable tournament, marking Wimbledon's first steps into the 3D world.