Newspaper are a totally absorbing environment & provide information that is socially valuable and emotionally nourishing, they provide the opportunity for high visibility and saliency. Newspapers compensate for the inherent weaknesses of commercial TV: specifically they deliver the audiences TV is poor at: Men, the young, the upmarket, Southern based individuals.

Build greater understanding of the medium to enable better media usage, placement & potentially creative work

The NMA commissioned qualitative research using focus groups to explore insights amongst men readers about how they read the sports pages in the national newspapers. We also placed relevant advertisements in the newspapers to understand how they worked in the medium - or didn't!

This is the first time we have commissioned this research amongst the category, although the NMA has undertaken similar research amongst other product categories.

-Unbeatable reach - 12 million men daily read a national newspaper versus an average of 5.3 million viewers for the top 5 Champions League matches. -Their passion for sport gives the newspapers sport pages a pivotal role in their lives. An emotional read they share and pass around at work and in the pub with debate, joking and argument about different points of view -Advertisers within sports sections maintain visibility and saliency.