1) Newspapers are read by 17.2 million men on average sporting weekends and 6 million men watched the 2007 Rugby World Cup Final on TV. 2) Rugby is a passionate sport for both players and fans. Players put 110% effort into games and fans feel pride and patriotism supporting their national teams. 3) Newspapers provide in-depth coverage and analysis of rugby from experienced journalists and former players. They reflect the spirit and values of the sport.

1. 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

2. 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

3. Newspapers reflect rugby’s spirit
Intelligence, Sporting Honesty & Integrity

4. It is only
newspapers who
have the
commitment to
report in depth
Malcolm Vallerius,
Sports Editor,
Mail on Sunday
They are the people
who know what
they are talking
about
Newspapers
The fans’ match day programme throughout…

5. Newspapers
The advertisers’ premier package

6. Power of Online Newspapers
for sporting events

7. How and from where
visitors access online Newspapers

8. How and from where
visitors access online Newspapers

9. 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 hand
with 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

10. 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 it
panders to my little ego
that I’m clever enough to
know exactly who that is
and it doesn’t have to hit
me over the head with
a frying pan to know
what that is and
what it’s about.
Newspapers ads forging connections
endorsement by England stars gives boost

11. Newspapers ads forging connections
humour fuels pub banter

12. Newspapers ads forging connections
Guinness – unrivalled heritage

13. Newspapers ads forging connections
Brands get credit for talking to the fans

14. 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

15. 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

16. 1. Powerade
Populars +73%
2. Scotts Porridge
Oats
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

17. 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 shaving
soap
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

18. 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 male
average
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

19. Newspapers help secure your touchdown