rugby fans and newsbrands

17.2mmen read

newspapers around the average

sporting weekend (Fri-Mon) in 2010

6mmen watched the 2007 Rugby World Cup Final on TV

2011 Rugby World Cup

Kick out for glory with newspapers

Rugby is the key

passionate sport of the

nation; it is down to the

determination of the

guys who play the game.

You can see every

minute of the game they

are putting

110% into it

It is just the sheer passion. Whenever any

other sport is playing the national anthem

the head is down they are not really singing. But in

terms of rugby you see the biggest men you are ever

going to see crying. I think they feel completely

differently about playing for their country.

The ex players are very

passionate in their writing

and they are getting better

with their prose, so it is good

to read. It is good stuff.

Newspapers

Pride, Passion & Patriotism

Newspapers reflect rugby’s spirit

Intelligence, Sporting Honesty & Integrity

It is only newspapers who

have the commitment to report in depthMalcolm Vallerius,

Sports Editor,

Mail on Sunday

They are the people who know what they are talking about

Newspapers

The fans’ match day programme throughout…

Newspapers

The advertisers’ premier package

Power of Online Newspapers

for sporting events

How and from where

visitors access online Newspapers

It is credible. They’re

the very reasons why we like

rugby so much, why people

like rugby so much, it’s not

mucking about, it’s not

making it up and that last

line, the best a fan can

get, that’s very clever,

it’s honest.

Big old muddy handwith the red rose that we’re

very passionate about. That’s the emblem we wear so that’s reflecting the fans’ pride in the England rugby team

which will make us remember that advert, and I

do remember that advert. That’s very nicely done.

Newspapers ads forging connections

responding to the national mood

They’re identifiable,they’re a team, so

therefore the product they are endorsing is a pukka product. They’ve actually

spent some money and they’ve got the entire England team there.

I like this because itpanders to my little ego

that I’m clever enough toknow exactly who that isand it doesn’t have to hitme over the head witha frying pan to know

what that is andwhat it’s about.


endorsement by England stars gives boost


humour fuels pub banter


Guinness – unrivalled heritage


Brands get credit for talking to the fans

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 newspapers in association with Kantar Media, is based on Kantar’s TV creative benchmarking system.

The key measure is TNS’s AdEval™ 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.

To be involved consumers must like the ad and find it relevant. To be motivated, they must first be involved, and agree that the ad raises their interest in and opinion of the brand.

Creative Benchmarking is a cost-effective way for brands to evaluate the performance of their own, or their competitors’, TV and newspaper advertising in a similar way.

Ads are also scored against a range of ad metrics. To read all about Creative Benchmarking, visit www.nmauk.co.uk/cb

The Top 2007 Rugby World Cup Ads

Creative Benchmarking

Motivated Involved Total Motivated / Involved

62%52%

10%

Gilette

AMV BBDO

Media agency:

Starcom Media

Vest

EdfEnergy

campaign

Euro RSCG

Media agency:

MPG

62%45%

18%

59%40%

19%

Adidas

TBWA/London

Media agency:

Carat

54%45%

10%

Post Office

campaign

Mother

Media agency:

OMD

Green King

campaign

MCBD

Media agency:

MediaCom

58%40%

18%

Fuller’s London

Pride

DCH

Media agency:

MEC

57%37%

20%

The Top 2007 Rugby World Cup Ads

1. Powerade

Populars +73%

2. Scotts PorridgeOats

Qualities +79%

Mid-market +73%

Populars +3%

6. Nurofen

Populars +19%

9. Shredded Wheat

Qualities +63%

Mid-market +96%

Populars =

8. Strepsils

Qualities +38%

Mid-market +48%

7. Rennie

Qualities +64%

Mid-market +32%

3. Danone Actimel

Qualities +49%

Mid-market +61%

Populars +7%

5. Lucozade

Populars +7%

10. Taylors of Harrogate

Qualities +227%

Mid-market +87%

4. Danone Activia

Qualities +43%

Mid-market +58%

Brand opportunities

The build-up

1. Colgate

Mid-market +15%

Populars +3%

7. Nivea men’s skincare

Mid-market +65%

Populars +47%

2. Deep Freeze + Deep Heat

Populars +19%

10. Sure

Mid-market +1%

Populars +19%

11. Right Guard

Mid-market +2%

Populars +26%

8. Persil

Qualities +18%

Mid-market +33%

Populars +14%

6. Nivea Shaving soap

Mid-market +58%

4. Gillette shavingsoap

Qualities +16%

Mid-market +1%

3. Gillette razor blades

Mid-market +20%

Populars +16%

9. Philips shaving

Qualities +111%

Mid-market +83%

5. Lynx

Populars +19%

Figures in boxes are % difference in spend per household by frequent readers of Quality, Mid-Market or

Popular Newspaper titles vs heaviest third of commercial TV viewers

Brand opportunities

Fresh from the fight

1. Coca-cola

Populars +10%

2. Guinness

Qualities +28%

Mid-market +32%

Populars +28%

11. Peperami

Populars +27%

12. Mars

Populars +35%

3. The Famous Grouse

Qualities +72%

Mid-market +94%

16. Cadbury’s Dairy Milk

Populars +4%

15. Sprite

Populars +22%

4. Wolf Blass

Qualities +242%

Mid-market +98%

9. Kettle

Qualities +86%

Mid-market +27%

10. Magners

Mid-market +5%

Populars +45%

6. Carlsberg

Populars +9%

13. San Miguel

Mid-market +22%

14. Smirnoff

Populars +28%

The TGI user profile of men who drink hand-pumped ale is 40% more AB

than the maleaverage

8. John Smith’s

Populars +21%

7. Fosters

Populars +20%

5. Bulmers

Populars +38%

Figures in boxes are % difference in spend per household by frequent readers of Quality, Mid-Market or

Popular Newspaper titles vs heaviest third of commercial TV viewers

Brand opportunities

In the club-house bar

Newspapers help secure your touchdown