NMA Why advertise in the sports pages of newspapers

1. NMA  Why advertise in the sports pages of newspapers?

3. db 3

4. 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

5. db 5 A love of sport unites and unifies very different men 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 media, 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 newspaper how much detail and depth they want in their information how focussed on truth and /or sensationalism they are 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 focussed` Love of sport is fundamental

6. 1. Sports fans have an impressively involved relationship with their sports media

7. 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.

8. Back Page First Readership

9. Time Spent Reading

10. Number of Reading Occasions

11. Reading Occasions: Daily vs. Sunday

12. Daily Paper Reading Occasions: Morning Zone

13. Daily Paper Reading Occasions: P.M. Zone

14. 2. Sports Pages enrich and extend the experience

15. Strongest benefits derived from newspapers after the event Looked to and valued for in-depth and expert analysis 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 �what�s 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 it�s a habit to compare your own opinion with what you saw�, �the analysis is more considered, they�ve 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 / enthusiasts: �it�s escapism, a fantasy world - we�d all love to be Beckham, be in their boots� to read, perchance to dream: especially Tabloid readers �you imagine yourself as part of it - there�s an envious streak while reading it� 2. Newspapers sport pages extend and enrich the sport fans experience

16. Before and After Value of Paper

17. 3. Sports Pages provide information that is socially valuable and emotionally nourishing

18. 3. Newspaper sports pages provide information that is  socially valuable and emotionally nourishing 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) language

19. 3. Newspaper sports pages provide information that is socially valuable and emotionally nourishing 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 passions �you read the passion in their writing� Dream: what could happen next, how it might feel

20. Paper: Social Currency

21. Paper: Information Values

22. 4. Sports Pages are a totally absorbing environment

24. Paper: Involvement / Entertainment Values

25. db 25 Mood during Reading (continued)

26. 5. Sports Pages are Virgin advertising territory

27. 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 they�re selling, just stuff like got no money? Have a loan!� no real surprises: �all very stale -feels really predictable� visually incongruous / confusing: � they�ve got a picture of an office which you�re trying to forget about, it�s got no place on the page -� (Broadsheet Midlands) Uninspiring: �I�ve never been tempted, but then they seem to be the wrong choice of adverts - I�d like to see - more dedicated and relevant� (Broadsheet Midlands) 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: �they�d gain a lot of street cred by doing good ads� those that did get noticed and achieve a degree of involvement were strong on relevance or on relevant siting �. 5. To readers newspaper sports pages are virgin advertising territory - a totally missed opportunity

28. 6. How can advertisers best enter �this bubble� ?

29. Potential routes for advertisers to break into this bubble

30. 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 / intrigue 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 - I�m not going to bother with that� Vodafone � Michael Schumacher ad very powerful if used in newspaper sports sections during f1 season 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 it�s a brand leader and keeps it in the mind�s eye� Guinness rugby ad particularly strong delivery, also Sure �bull� ad Breaking into the bubble

31. 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 counterproductive �they have to advertise to us as part of the sports fraternity - if it�s totally naff, we�ll take no notice of them� �you need something where you can actually get involved� 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 Smith�s �have it� style press advertising �there are a dozen papers lying around at work with 300 people passing through and they�re 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 they�re funny� Breaking into the bubble

32. Cleverness of siting: bespoke advertising advertising feels powerful when well thought through�Adidas ( 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 that�s important for you� �you accept it�s not such an intrusion� particularly apposite for brands which are known to be investors in sport: �they�re 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 headline picking up on the point of an article was impactful and distinctive Relevance of brand: the man, not just the fan reader�s 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 don�t want to be aerodynamic and powerful� (broadsheet reader, Shepperton) but don�t make him look like he�s a girl when he�s reading about the rugby: brands he buys include Diesel, Gap, Stella, John Smiths, Nike, FCUK, Brylcreem, Vodafone Breaking into the bubble

33. 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 reader�s emotions Clever, relevant creative captures the readers� time offering significant, quality, exposure ( esp compared to the average 2 mins or so of a TV campaign) Significant upweight of client campaign in RWC editorial Greater ROI per Campaign � spend National Reach, Cover and Frequency Geographical distribution of campaign Multiple consumer contact points Complementary media activity � consumption/scheduling Paper read pre/post match TV during Enhances overall campaign cost effectiveness