Rugby World Cup – tune into 2011’s standout sports event in newspapers

An analysis of Kantar Worldpanel sales data shows how different newspaper types work for different brands.

Here are some key points from research among newspaper-reading rugby fans and conversations with newspapers’ Sports Editors –

  • National newspapers will offer “the complete multimedia Rugby World Cup experience” in autumn 2011
  • Fans feel that their newspapers share their game’s values. The rugby coverage carries the authority of expert journalists and respected former players
  • Digital newspapers are part of the rugby community, where fans can interact with journalists and expert columnists
  • 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
  • Rugby fans often feel neglected because of the prominence of football, so they are especially appreciative when brands talk to them.
  • Fans enjoy ads that are linked to the day-by-day events, and look out for the next execution




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