This idea is archived

Rugby World Cup - tackle 2012's major sports event in newspapers

Provided by Newsworks
Qual' research into rugby fans' response to rugby-linked ads in newspapers & how different papers work for different brands

Tell us about the Opportunity / What is it?

The NMA has published research into how newspapers offer advertisers "the complete multimedia Rugby World Cup experience". Fans feel that their newspapers share their game's values. The rugby coverage carries the authority of expert journalists and respected former players. This is just as true in digital newspapers as in print. Newspapers offer a variety of options for advertisers, from the pull-out guides that will be kept through the tournament to topical ads to join in the game-by-game excitement .

What is the Marketing Objective?

Newspapers reflect rugby's spirit: Intelligence, Sporting Honesty and Integrity

How does it work?

National newspapers Creative Benchmarking demonstrates that advertising around newspapers' coverage of rugby has succeeded in reaching out to involve and motivate readers. Creative Benchmarking, developed for national newspapers in association with Kantar Media, is based on Kantar's TV creative benchmarking system. The key measure is TNS's AdEvalT Motivated /Involved. Great newspaper advertising creates involvement with the reader, and motivates them to feel closer to the brand and / or to buy or to find out more.

Who's used it in the past?

Guinness, o2, Adidas, Nike, Spitfire and Crunchy Nut are among the many brands that have used the power of national newspaper advertising around the Rugby World Cup.

Features / Benefits

Rugby is the key passionate sport of the nation and it is 'only newspapers who have the commitment to report in depth' Malcolm Vallerius, Sports Editor, Mail on Sunday.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsPredominantly male sports fans, Mass Reach, Daily frequency
All adultsMale
ABC1
C2
NATIONAL PRESS
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBRAND ATTITUDE
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