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Players

Play-ers / [play-ers] -noun 1. 18-34 year old men who play local team sports.  They are brand-aware, socialise a lot, like the latest and best of what they’re into – gadgets, cars, phones, clothes, games consoles and the like.  Keen on appearances, and exist within a peer-group culture where banter & bragging-rights is key, and male-bonding is done with the assistance of lagers and shots. Highly sought after by brands desperate to benefit from the turbo-charged boost of acceptance amongst these brand ambassadors. Local media fans – engaged and loyal. Related forms: Play-er [noun] , play [verb]

T H E A L FA I S S U E


W H AT W E K N O W. . .

Our local media brands’ sports sections are powerful and effective (& relatively untapped) platforms, from which to deeply engage with 18-34 year old sports-playing male brand ambassadors – “players”.

H E R E ’ S H O W W E K N O W I T. . . T H E A L FA I S S U E


PHASE 1

Research Agency: Market Research UK Sample: 1000 face to face interviews (quant) / 8 focus groups (qual) Objective: Establish relationship, if any, between ‘players’ and their local media brand – how, why, when etc. Build profile of this audience.

THE

PLAYERS

SINCE 1974

77%

read their local newspaper regularly for local sports news

68%

67%

said local newspapers provide a breadth of local sports information not available anywhere else.

T H E A L FA I S S U E

93%

proportion of Players that use local paper or website as main source of information on their team’s news/results.

said local papers play a key role in campaigning on local sports issues


PHASE 2

Research Agency: Wood Holmes Sample: 672 [’players’ element boosted to 25%] Objective: To put our money where our mouths were. Prove that our titles could deliver this audience in a ‘live’ enviroment, with a brand and product aimed at that exact group.

Pre and post campaign interviews 3 ads ran over 3 weeks in each location Bournemouth in ROP | Swindon in Sport Measuring brand, model & dealer awareness

T H E A L FA I S S U E


Players relationship with their local newspaper is fundamentally built around Sport content. They ALWAYS read it, they are twice as likely to turn to sport FIRST and they read it longer than other readers. [They always go there and they’re always engaged when they get there.]

ALWAYS READ

90 77 65

59

72

67 58 48

31

Local News

T H E A L FA I S S U E

Ents

Jobs

Sports

37

Motors


47

TURN TO FIRST

50

LONGEST READING

36

41 24

25 23

22

13

13

Local News

Sports

Jobs

23

20

Local

Sports

Jobs

T H E A L FA I S S U E


Players respond positively to brand advertising in their local newspaper. Alfa Romeo awareness – WENT UP Mito awareness – WENT UP Local dealer awareness – WENT UP

TOTAL Unprompted Recall

All Players

[Swindon]

Pre 2%

Post 10%

All Players

[Bournemouth] Pre 9%

Post 19%

400% INCREASE

100% increase in dealer awareness in Swindon after the cutin ads

Bournemouth [traditional/ROP] Pre % Bournemouth [traditional/ROP] Post %

28

15

147 T H E A L FA I S S U E

15

19

157

17

14

159

15

Bre


51

49

Players TOTAL Awareness 34 26 21

19

era

11

GT

Mito

Spider T H E A L FA I S S U E


Players are more receptive to specific ads if the brand, content and location is directly relevant to them Umprompted ad recall increased in both locations amongst Players

20%

of players likely to purchase car in next 12 months (13% of AIRs)

T H E A L FA I S S U E


Bournemouth Players Ad Recall =

Swindon Players Ad Recall =

47%

77%

UP

UP

T H E A L FA I S S U E


P L AY E R S , S P O R T & C U T - I N , GAME ON... THE

PLAYERS

Players are 21% more likely to prefer the cut-in treatment than regular readers Of those, one third did so because of the ad’s location in the sports section amongst directly relevant content.

SINCE 1974

For more information please contact Richard Thomas, Head of Insight r.thomas@newsquestmedia.co.uk 020 7420 7603


Thanks to Research Agency

WOOD HOLMES Research Agency

MRUK Client

ALFA ROMEO Media Agency

MEDIAEDGE:CIA Newspapers

SWINDON ADVERTISER BOURNEMOUTH ECHO


Alfa Mito Research  

See what we found out when we did some research on Alfa Romeo adverts in Local Media

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