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Research finds that newspaper adverts still deliver impact for brands during international events


By The Drum Team, Editorial

December 7, 2011 | 1 min read

Newspapers continue to deliver impact for brands, research by the Newspaper Marketing Association has claimed.

Research undertaken after the FIFA World Cup last year found that while TV was still the main viewing point for large scale events, newspapers could also be used by brands successfully, similar to adverts also run during the Royal Wedding earlier this year.

The qualitative research project, with research conducted by Research Plus was among 100 BC1C2 men between the age of 25 – 50, who were dedicated football fans and newspaper readers during the 2010 World Cup.

The most successful advert among those involved in the research was found to be those by brands that demonstrated an understanding of what was happening at the time. It was also found that more people were reading newspapers during the event and that readers were looking out for specific World Cup content throughout the newspapers, and not just within the sports section.


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