Rugby fans and newsbrands
description
Transcript of 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
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.
Newspapers ads forging connections
endorsement by England stars gives boost
Newspapers ads forging connections
humour fuels pub banter
Newspapers ads forging connections
Guinness – unrivalled heritage
Newspapers ads forging connections
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