The NMA conducted qualitative research among men who followed the World Cup in newspapers. Results showed that the majority of respondents enjoyed ads that followed the tournament with them and reflected how they felt. In fact, it was found that the adverts that did this became part of these mens overall reading experience. An additional finding to be noted was that the readers expected the brands that sponsored the sporting events to be featured in their newspapers. Find out more...

Demonstrate that brand advertisers can make a real connection with newspaper readers by tapping into their engagement with major cultural and sporting events.