Stoke City boss Tony Pulis admits the relegation battle has never been so intense.
The top-flight's lucrative new TV deal kicks in next season so even a mid-table club can look forward to an annual payday of at least £70million.
Potters boss Pulis said: "We're on 30 points and need to get to the safety target of 40 points as quickly as we can because it's a massive season this year.
"TV money is going up something like 72 per cent.
"We are not in the same class as Arsenal so must work 10 times harder. I'm proud of where we are and what we've achieved."