The first full week of the Rugby World Cup 2015 is over and to celebrate we’ve put together a list of the most interesting insights for sponsor activation, media efficiency & amplification; advertising from the tournament so far. Make sure to subscribe and follow @LivewireIRL to get all of our other updates for the remainder of the tournament.
The RWC Insider is brought to you through a collaborative effort from Livewire, Radical and Ignite Research – all members of Core Media Group. Make sure to follow @LivewireIRL for daily updates for the remainder of the tournament.
TV3 ad Revenue
Ireland’s game against Canada netted an estimated €500k in advertising spend for TV3 as over one million (1,013,800) viewers tuned in to watch the match. 45 ads were aired between 14:10 and 16:40, generating an estimated €455k in direct revenue. But sponsors such as Land Rover, who have paid an estimated €450k to TV3 for the entire tournament, & online advertising are also added into the totals that TV3 received.
No jersey, No problem
Three topped the sponsor’s viewing charts with 603k net views from their advert which was placed first in the half-time break during the Ireland v Canada game on TV3. Under the existing RWC sponsorship restrictions team sponsors are unable to brand team jerseys outside of training sessions. Brands have had to get creative or buy tactical media to leverage their sponsorship. In this instance it is a case of no jersey, no problem for the telco brand.
Rugby Takes Over Search
The first weekend of the RWC saw “Rugby” being searched three times more on average than “GAA” or “Football” on Google. This is remarkable on a weekend that included Chelsea v Arsenal and the All Ireland Football Final. This was a 669% increase from the previous week. Perhaps not surprising considering how much the RWC has taken over our screens, airwaves and newsfeeds.
Search for “rugby” has also increased by 6% in Ireland during this RWC compared against the tournament four years ago. Geographic vicinity to the host nation, a TV schedule that is more palatable and back to back Six Nations titles has more than likely been the key factors. There has also been a noticeable amount of sponsor and non sponsor activity already putting some proof into the pre-conceived notion that this will be the biggest RWC of all time. Needless to say, the arrival of Beats by Dre into the space is a signal of the globalisation and changing face of rugby.
#RWC2015 goes viral
The #RWC2015 hashtag has been uniquely tweeted 376k times, leaving 7.9 billion impressions across our screens. Of all the National Hashtags #JPN, after their historic win over South Africa, has topped the list with 676k impressions. Japan’s success has been a bonus for both sponsors and advertisers as more viewers are tuning into watch the Brave Blossoms than would have been expected – indeed 427k people tuned in to the final moments of last weekend’s memorable victory.
GAA & Rugby Combine
AIB’s “Backing Club & County” GAA TV advertisement ironically reached the highest number of viewers (692k) during TV3’s Rugby World Cup coverage last weekend. The bank has access to a tier 1 solus ad break package that ensured it was the first advertiser at the conclusion of England v. Fiji (326k viewers), Ireland v. Canada (692k viewers) and France v. Italy games (334k viewers) so far.
Heineken demonstrated how to leverage sponsorship in trade with its “Fight Or Flight” stunt. Captured on video, Shane Horgan and a trio of Māori warriors surprised Tesco customers as they purchased packs of Heineken. A clever use of sponsorship to link the brand directly to its product in the trade – something many sponsors struggle to do. The activation is part of the Heineken’s ‘It’s Your Call’ campaign which is currently live ATL and BTL all over the country. So far the campaign has included a number of videos featuring rugby stars such as Jonah Lomu and an opportunity for fans to win a chance to attend the captains’ coin flip before Ireland’s pool games.