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NMA Why advertise in the sports pages of newspapers?


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Title: NMA Why advertise in the sports pages of newspapers?

NMA Why advertise in the sports pages of
Targeting the male sports fan the opportunity
  • The NMA has undertaken a major piece of
    qualitative and quantitative research 1100
    sample May-June
  • National newspapers offer an unrivalled
    opportunity to enrich and extend campaigns
    targeting this audience in an environment they
    are passionate about, devote time to and where
    they start reading the newspaper.
  • As part of a multi-media campaign newspapers
    added to the schedule significantly improve ROI
    for this audience increasing national coverage by
    10 points, low viewing regions such as London and
    South by an additional 10 points

5 key reasons why newspaper sports pages are an
opportunity for advertisers
Source Guardian
5 key reasons why sports pages are a opportunity
for advertisers
  • Sports fans have an impressively involved
    relationship with their sports media
  • Newspapers play a key role in extending and
    enriching their sports experience
  • Newspaper sports pages provide information that
    is socially valuable and emotionally nourishing
  • Sports pages are a totally absorbing environment
  • Sports pages are seen by readers as virgin
    advertising territory

Love of sport is fundamental
  • A love of sport unites and unifies very different
  • different ages, different values, different
    politics, different occupations, different
    classes, different ambitions, different
    perceptions of self
  • their passion for sport causes them to be very
    similar in all of
  • how they feel about sport, how they behave with
    sport, what they use their sports media for, what
    their requirements of sports media are, how they
    feel about those media , what they value in those
  • as well as similar, crucially, in how they behave
    with those media
  • the only real differences to have an effect on
    their requirement for information about sport
    stem from how erudite they require their sport
    information diet to be
  • ie whether they choose a broadsheet or a tabloid
  • how much detail and depth they want in their
  • how focussed on truth and /or sensationalism they
  • a combination of their values, politics, social
    identities then dictates which broadsheet or
    tabloid they choose
  • the mindset through which they consume newspaper
    sports sections is shared, and is particularly

All of the above make s newspaper sports sections
a potentially effective environment for
brand-building advertising targeting men
1. Sports fans have an impressively involved
relationship with their sports media
1 Men who love sport are very involved by their
sports media
  • Time dedicated to chosen sports media is prized
    and closely guarded
  • checking scores before eating, reading pre and
    post match reports, radio tuned to 5 Live in the
    shower, quick internet fixes of sport info during
    work day, listening to radio commentary while
    watching match on TV
  • Reading the sport usually a priority as soon as
    the newspaper is obtained
  • for 54 the back page is the real front page
    they admit to going there first
  • Time is made so that getting the sport
    information can fit somewhere into the day
  • committed readers as likely to read it 2 times
    in the day as once only.

Back Page First Readership
  • 54 of tabloid readers claiming to treat back
    page as their first port of call corroboration
  • qualitative insight that broadsheet less
    likely to claim back page first readership,
    although over a
  • third still opt for back page as first access
    to paper.
  • This rises to 69 including those who scan front
    page headlines and then turn to sport section
  • 16 - 34s most likely to claim back page first
  • Source BMRB

Time Spent Reading
  • Almost 1 in 3 spend 21 minutes reading the
    sport pages in their daily paper.
  • Weekend readership shows a broader spread of
    reading habits, with over 40
  • spending 21 minutes reading their sports
  • Source BMRB

Number of Reading Occasions
  • Equal split between those who read the sport in
    an isolated chunk, versus those
  • who go back to digest the sports pages.
  • No significant difference between daily and
    weekend reading occasions
  • Source BMRB

Reading Occasions Daily vs. Sunday
  • Readership of the sports pages happens
    throughout the day debunking the myth that
  • newspaper readership is a hurried read to or
    from work
  • Sunday paper achieves significantly more morning
    readership than the daily paper
  • with half of readers picking it up to read the
    sport either before or during breakfast.
  • Source BMRB

Daily Paper Reading Occasions Morning Zone
  • Daily paper being read in a variety of
    situations Main differences between tabloid
  • and broadsheet readership are
  • Reading at work on arrival and during break a
    valid opportunity to read the
  • sports pages for tabloid with up to 1 in 3
    reading drops to 1 in 5 or less for
  • broadsheet readers
  • Source BMRB

Daily Paper Reading Occasions P.M. Zone
  • In the evening at home the most regular claimed
    zone for reading the sports pages of
  • the daily paper - with almost half reading at
    this point.
  • Source BMRB

2. Sports Pages enrich and extend the experience
2. Newspapers sport pages extend and enrich the
sport fans experience
  • Strongest benefits derived from newspapers after
    the event
  • Looked to and valued for in-depth and expert
  • Editorial viewed as expert and considered and
    therefore especially valid
  • Due to range of and expertise of journalists
  • 3 reports on one match
  • Unlike commentary and commenting on TV and radio
  • Newspapers provide more insight eg what happened
    after the final whistle
  • Tunnel antics / tensions / fracas etc. post match
    can be reported better via newspapers
  • whats gone on once they go down the tunnel
    the rollocking they got from the manager almost
    like a gossip column
  • I love the way newspapers go through all the
    player previews
  • Ability for more direct comparison - in the cool
    light of day
  • you know the headlines - but its a habit to
    compare your own opinion with what you saw, the
    analysis is more considered, theyve got more
    breathing space - they add something extra
  • Before the event is valued
  • news and views
  • latest developments
  • but less immediate than TV and radio
  • speculation as to what may occur
  • you read the passion in their writing
  • voice of the nations stuff
  • As well as ability to fan the flames of hopes
    and dreams
  • adding to excitement, anticipation and adrenaline
  • the gossip, the transfer talk
  • the fans view
  • fosters the fantasy element of sport - the if
    only aspirations of amateur players /
  • its escapism, a fantasy world - wed all love
    to be Beckham, be in their boots
  • to read, perchance to dream especially Tabloid
  • you imagine yourself as part of it - theres an
    envious streak while reading it

Before and After Value of Paper
  • Perceived value of paper around a sporting event
    felt to be higher
  • after the event with half of tabloid and
    broadsheet readers feeling it is
  • very / quite important to help prolong the
  • Value as build-up should not be underestimated
    however, with over a third
  • of sports readers valuing the ability of the
    paper to help build up anticipation
  • about an event
  • Source BMRB

3. Sports Pages provide information that is
socially valuable and emotionally nourishing
3. Newspaper sports pages provide information
that is socially valuable and emotionally
  • It provides them with vital social currency
  • Expert, detailed information about their
    sport/team and other sports/teams
  • Which means they are in on the conversation at
    work, in the pub
  • a validated view, an expert opinion, the inside
    track, a real insight
  • They know what they are talking about
  • They are fluent in what is a universal (male)

3. Newspaper sports pages provide information
that is socially valuable and emotionally
  • The detail and the depth of newspaper sports
    editorial is not just dry information it is
    emotionally nourishing as it allows men who love
    sport to
  • Live or relive the experience
  • Extend the pleasure of victory or the soul
    searching of defeat
  • Enjoy it from different angles
  • Understand it more fully
  • Share the passion with writers who are adept at
    expressing and fuelling personal and collective
  • you read the passion in their writing
  • Dream what could happen next, how it might feel

Paper Social Currency
  • Two thirds of tabloid readers and over half of
    broadsheet readers openly agreeing with statement
  • that they use what they read in newspapers
    about sport to stimulate conversations with
    friends or
  • colleagues
  • 80 of the sample disagree with the idea of
    keeping what they read to themselves indicating
  • degree to which newspapers provide starting
    points for social discussion
  • Newspapers are also shared regularly by a
    significant number 45 of tabloid readers and
    over a
  • third of broadsheet readers access other
    peoples papers for different perspectives /
  • corroborating the sense that a paper has a
    wider readership than the initial purchaser
  • Source BMRB

Paper Information Values
  • Clearly readers value their paper for the
    information it provides
  • Strong levels of agreement with feeling more
    informed about whats going on
  • And over half committed to the view that
    newspapers provide in-depth analysis
  • and a more considered view
  • Source BMRB

4. Sports Pages are a totally absorbing
4. Newspapers pages are a totally absorbing
Really well written bits are my toilet read
No-one can talk to me when Im reading the sport
Men like statistics on sport they want to read
it 3 or 4 times to log it
I will shut off from the others
Want to concentrate, to digest what Im reading
Youre able to lock in and shut the rest of the
world out - I want silence while Im reading
I commit to that time, before the kids get up
Me and my paper and my cup of coffee - time for
I hide (from wife and kids), go back to bed with
the paper
Sports a real adrenaline rush. Youre interested
to read the paper, catch up, its uncontrollable
Paper Involvement / Entertainment Values
  • Even split between those who feel they are not
    easily distracted and those who
  • disagree with this sentiment.
  • Clear value placed on reading about sport as
    part of mens relaxation / entertainment
  • zone - with half in agreement about this
  • Important to note that half of sample disagree
    with the idea that the sports pages of
  • the newspaper are purely for information - and
    a quarter strongly disagree. Further
  • evidence that pleasure / involvement is at the
    heart of the value of reading about sport
  • Source BMRB

Mood during Reading (continued)
  • Again clear indications of high levels of
    involvement during reading with further
  • evidence of the bubble phenomenon whilst
    reading - in my own world/oblivious
  • to others/absorbed/involved - ie. vital to
    acknowledge this when communicating
  • with them
  • a third of tabloid readers are so focused as to
    agree on a quantitative survey that
  • they are oblivious to others whilst reading
    their sports section.
  • Source BMRB

5. Sports Pages are Virgin advertising territory
5. To readers newspaper sports pages are virgin
advertising territory - a totally missed
Clear overall feeling that the advertising is not
as good as it could be
  • Fairly disparaging response indicated a lack of
    emotional connection
  • apologetic
  • bland, waste of space - take no notice - all
    small, unobtrusive and tucked up the corner
  • no cleverness in execution
  • very direct - no trying to ponder what theyre
    selling, just stuff like got no money? Have a
  • no real surprises
  • all very stale -feels really predictable
  • visually incongruous / confusing
  • theyve got a picture of an office which youre
    trying to forget about, its got no place on the
    page - (Broadsheet Midlands)
  • Uninspiring
  • Ive never been tempted, but then they seem to
    be the wrong choice of adverts - Id like to see
    - more dedicated and relevant (Broadsheet
  • A desire nevertheless for display advertising to
    complement their emotional mindset rather than
    prick the bubble
  • a lot of its in your subconscious - you see a
    colour photo of Tiger Woods in his Nike cap on
    the back page and the brand goes in
  • An awareness that brands do successfully align
    themselves to sport to generate a positive image
  • theyd gain a lot of street cred by doing good
  • those that did get noticed and achieve a degree
    of involvement were strong on relevance or on
    relevant siting .

6. How can advertisers best enter this bubble ?
Potential routes for advertisers to break into
this bubble
Levity, brevity
Locked on, wants to log it, needs to use it to
inform his dreams and his conversations, using
his precious time to get the insight, its part
of the man he is
Relevance of brand
Cleverness of siting
Cleverness/ empathy of execution
Breaking into the bubble
  • Levity, release
  • the sport is taken seriously.and respondents are
    in information gathering mode.
  • But they are in and on leisure time sport
    remains fundamentally about entertainment /
    release / relaxation from life.
  • As such advertising has to acknowledge this
  • and should work to entertain / captivate /
  • rather than bombard with minutiae of facts
  • Brevity
  • readers want detail in their sports column inches
    but not in ads
  • e.g. mobile phone packages / mortgage rates etc.
  • so much small print - Im not going to bother
    with that
  • Vodafone Michael Schumacher ad very powerful if
    used in newspaper sports sections during f1
  • Cleverness of execution
  • as ever, very clever or very funny ads are likely
    to win over most objections, and humour is
    especially relevant
  • to this audience
  • to this context it is all about banter, ribbing,
    laughing at each other - John Smiths campaign has
    some highly viable sports executions which could
    happily live within the newspaper
  • Empathy of execution emotional intensity
  • recognition of the emotional intensity of sport
    within advertising can help to demonstrate
    empathy / understanding.
  • mean and moody, complements the editorial - a
    sense of occasion shows its a brand leader and
    keeps it in the minds eye Guinness rugby ad
    particularly strong delivery, also Sure bull ad

Breaking into the bubble
  • Empathy of execution belong in the bubble
  • ie. building a sense that the brand justifiably
    belongs within the bubble / sanctum / community
    that is sports enthusiasts
  • it needs to be interesting and striking without
    being intrusive
  • not an infiltrator from the outside who has no
    real understanding of how men think or feel while
    digesting sporting news
  • they should target firms that would really fit
    with sports they cover - unless a phone company
    is prepared to make a better link in their ads,
    it seems inappropriate
  • insensitivity to this sporting mindset is hugely
  • they have to advertise to us as part of the
    sports fraternity - if its totally naff, well
    take no notice of them
  • you need something where you can actually get
  • this includes presenting the right men of the
    various men inside each reader he is manly man,
    not effete man when thinking sport
  • Gucci sun glasses, Police sun glasses( using
    Beckham), Ben Sherman using Rio Ferdinand, Armani
    and Justin Chambers
  • Empathy of execution the collective
  • particularly within the tabloid universe,
    newspapers are as much a public as private medium
  • talk factor in newspaper / display advertising
    might be a potential opportunity
  • as papers / views and features are shared
  • ads which work to unite readers interests /
    sense of humour etc. could be capitalised upon
  • e.g. John Smiths have it style press
  • there are a dozen papers lying around at work
    with 300 people passing through and theyre all
    reading the sports pages
  • papers sell millions a day - they could do more
    with ads - bold, simple, in your face and
    relevant to sport, especially if theyre funny

Breaking into the bubble
  • Cleverness of siting
  • bespoke advertising
  • advertising feels powerful when well thought
    throughAdidas ( Viera), Vodafone Schumacher
  • when the brand has clearly invested in an
    execution tailor made to complement the editorial
    / events of stature in sport
  • Guinness has taken the trouble to create an
    advert - your attention is always caught if
    people make an extra effort, do something special
    for an event thats important for you
  • you accept its not such an intrusion
  • particularly apposite for brands which are known
    to be investors in sport
  • theyre more entitled to mention their products
    in relation to sport because they give money to
    sport eg Gillette
  • editorially relevant advertising
  • can be achieved via the visuals or via the
  • picking up on the point of an article was
    impactful and distinctive
  • Relevance of brand the man, not just the fan
  • readers self -perception and perception of user
    imagery obviously again here brands need not to
    uncomfortably challenge the environment
  • also an opportunity to think more broadly about
    the brands that are relevant
  • calls for sporting brands are clearly made, and
    offer a natural fit
  • but they are not the extent of the possible
  • more creative solutions, if executed carefully so
    as not to alienate, may offer more standout
  • talk to the man in the fan, who does other
    things except think sport, cars, DIY
  • I dont want to be aerodynamic and powerful
    (broadsheet reader, Shepperton)
  • but dont make him look like hes a girl when
    hes reading about the rugby brands he buys
  • Diesel, Gap, Stella, John Smiths, Nike, FCUK,
    Brylcreem, Vodafone

Why National Newspapers?
  • Editorial Impact
  • Unrivalled, guaranteed environment, offering an
    intense, sociable,
  • and stimulating experience
  • Clever, relevant creative cuts through and is
    talked about it becomes a part of the bubble
    both leveraging and fueling the readers emotions
  • Clever, relevant creative captures the readers
    time offering significant, quality, exposure (
    esp compared to the average 2 mins or so of a TV
  • Significant upweight of client campaign in RWC
  • Greater ROI per Campaign spend
  • National Reach, Cover and Frequency
  • Geographical distribution of campaign
  • Multiple consumer contact points
  • Complementary media activity consumption/schedul
  • Paper read pre/post match
  • TV during
  • Enhances overall campaign cost effectiveness

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