NMA UK World Cup Special - Talk to football mad men in their papers
(2m, Acrobat (.pdf) format)
World Cup 2010 - Omnibus Research results
(843k, PowerPoint (.ppt) format)
Advertising in the World Cup
Newspapers deliver emotional power along with more mass reach than TV. Football fans rely on both TV and press for this World Cup. For advertisers, TV and papers are the dream team. Read this UK study to find out more.
According to the NMA UK, the World Cup will drive £720m extra spending on food, drink, clothes toys and other branded goods. Download this study to find out how your brand can score in national newspapers during the 2010 World Cup.
Key findings
- Men need both TV and national newspapers to follow the World Cup.
- Advertisers that use both TV and newspapers make the strongest connections with men, useful insight for advertisers of alcoholic beverages and male cosmetics.
- National newspapers reach 27% more men every day than the commerical TV broadcaster's (ITV) top audience in the 2006 World Cup.
- National newspapers reach 36% more young men (16-34) every day than ITV's top audience in the 2006 World Cup.
- Frequent national newspaper readers spent £50m more on beer in 2009 than the heaviest third of TV viewers.
- Print and online newspapers work together for men to deliver the complete World Cup experience.
Download the presentations below for more information.
Visit the NMA UK's website for exclusive video interviews with key sports journalists on the power of papers during the the World Cup.
Source: NMA UK - Newspapers; The top football audience for advertisers.
April 2010
