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Dave T

Extraordinary TV ads to promote new Super League season (merged threads)

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Good move, hopefully it will prove successful and encourage more promotion of specific games like Challenge Cup Finals etc.

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Press release: Extraordinary TV ads to promote new Super League season

Super League will break extraordinary ground next week with an innovative and perception-changing television advertising campaign to promote the start of the new season.

Ahead of the big kick off of the 2013 season on the weekend of February 1-3, a specially-commissioned advert featuring some of Super League's biggest stars will be transmitted in the Granada and Yorkshire Television regions.

The 60-second ad is the latest phase of the 'Rugby League of the Extraordinary' campaign and will showcase the amazing exploits and talents of Super League players to millions of viewers.

These include a bumper audience on the weekend of January 26 and 27 when the ad will be screened during the live FA Cup football matches on ITV.

The first time the new ad will be seen is during ITV's live coverage of the Stoke City v Manchester City tie on Saturday January 26 (kick-off 12.45pm) and then again on Sunday January 27 during live coverage of Oldham v Liverpool (kick -off 4.00pm).

The ad will also be broadcast during the FA Cup highlights programme on the evening of Saturday January 26. Other spots will be spread through the week up to Friday February 1.

Matt Lowery, the Super League marketing consultant who has engineered 'Rugby League of the Extraordinary', said: "The TV advertising campaign will expose the stars of Super League to a whole new audience.

"It's easy for some fans to take what they see on the pitch in a Super League match for granted: the ad is designed to convey the message that this really is a sport played by extraordinary athletes who are extraordinarily skilful, with great speed and energy.

"Rugby League is a fast-paced, physical game that is hard to rival anywhere in sport.

"The ad builds on the breakthroughs we experienced with the viral video which was a great internet success last autumn and I am sure it will be well received by all who see it.

Almost a quarter of a million people downloaded the video on youtube and Lowery is anticipating another positive response.

He added: "Those who watched the viral had a huge appetite for it and how it conveyed the sport. There was a strong desire for it to be shown to a much a bigger and wider audience.

"In the build up to the Super League 2013 season we now have that opportunity and hope to reach three million adults on several occasions."

The advertisement features a range of Super League players, including England stars Tom Briscoe (Hull FC), Eorl Crabtree (Huddersfield Giants), James Roby (St Helens) and Sam Tomkins (Wigan Warriors).

The aim of the campaign is to take the excitement of Rugby League to a wider audience.

Research conducted following the 'Rugby League of the Extraordinary' online and poster campaign around last season's Super League Grand Final has indicated it was successful in changing the perception of non-Rugby League fans and increasing their likelihood to attend matches in the future.

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This is good news Dave T but it would be infinitely better if - in World Cup year, with large stadiums in London and Cardiff to fill (not to mention letting the Greater London public know about the existence of London Broncos) - the advert were to be televised in more than 2 regions.

I'm disappointed that the RFL appears not to have the funds to do this. Maybe forthcoming sponsorship money will help them to advertise to the whole country once the season is in progress?

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Sounds good, but why not more areas, surely the north east is a RL hotbed these days ? How about sth wales, as for the benefits of London - assume this comes down to money, still better than nothing though ! Need to get th SL show shown more widely also this year, should be Parton beebs contract

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This is good news Dave T but it would be infinitely better if - in World Cup year, with large stadiums in London and Cardiff to fill (not to mention letting the Greater London public know about the existence of London Broncos) - the advert were to be televised in more than 2 regions.

I'm disappointed that the RFL appears not to have the funds to do this. Maybe forthcoming sponsorship money will help them to advertise to the whole country once the season is in progress?

Yep - would agree that it is disappointing, it's hard to justify us being a national game and demanding national BBC coverage, national sponsors, newspaper coverage, if when it comes down to it we acknowledge that we are a northern game through things like this. It sends out a very dangerous message.

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Same old problem with rugby league: great idea, poorly executed. To show this ad only in Lancashire and Yorkshire is a waste of money. Advertising is supposed to be used to spread the news not preach to the converted. Yet another missed opportunity, especially if the ad is the same one as we saw before Christmas or something similar (ie excellent).

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Yep - would agree that it is disappointing, it's hard to justify us being a national game and demanding national BBC coverage, national sponsors, newspaper coverage, if when it comes down to it we acknowledge that we are a northern game through things like this. It sends out a very dangerous message.

I am utterly ignorant of how much this kind of venture costs the RFL - and of how much more it would cost them if the advert were to be shown to the 7-8 million? residents of Greater London... but, after all these years, when push comes to shove (to quote a phrase) investing in the health and prosperity of the professional game in London is something to which the RFL is simply not committed.

The game, at all levels, and in so many different ways, lacks the courage of its convictions. And that's a shame.

I hope that a representative of what remains of the rugby league press - politely and respectfully - finds himself/herself in a position to question the RFL on their strategy.

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All bar one of the UK Super League clubs are covered by this advert.

If you add the cost of advertising and Yorkshire and Granada together and then double that figure then that's how much a slot in London region costs in comparison.

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Same old problem with rugby league: great idea, poorly executed. To show this ad only in Lancashire and Yorkshire is a waste of money. Advertising is supposed to be used to spread the news not preach to the converted. Yet another missed opportunity, especially if the ad is the same one as we saw before Christmas or something similar (ie excellent).

To be fair to them, there are millions of people who will be exposed to this advert who won't be involved with RL.

One of my issues with the RL marketing in recent years is that it has specifically targeted Rugby League existing customers through club websites, trade press etc. - at least this is a step forward away from that and into a more mainstream channel.

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All bar one of the UK Super League clubs are covered by this advert.

If you add the cost of advertising and Yorkshire and Granada together and then double that figure then that's how much a slot in London region costs in comparison.

Looking at the itv site, it would suggest that Granada is a very expensive region, at least based on the minimum package cost.

I wonder whether national advertising could have been done more reasonably through some of the smaller satellite channels. It always surprises me that when we (Rugby League) has gone with TV ads, we have pretty much always gone in clumsily in between Coronation Street and similar.

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Looking at the itv site, it would suggest that Granada is a very expensive region, at least based on the minimum package cost.

I wonder whether national advertising could have been done more reasonably through some of the smaller satellite channels. It always surprises me that when we (Rugby League) has gone with TV ads, we have pretty much always gone in clumsily in between Coronation Street and similar.

Targetting local sports fans watching the FA Cup seems like rather a good idea to me.

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If it's too expensive for the RFL to extend these adverts to include London then perhaps they should divide the cost of this between the 12 teams who will benefit and then give a comparable sum to both the London Broncos and Catalans Dragons to spend on advertising locally?

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Targetting local sports fans watching the FA Cup seems like rather a good idea to me.

Yep - you won't get me disagreeing on that.

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Yep - you won't get me disagreeing on that.

Well, somebody better cos I feel like an argument.

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If it's too expensive for the RFL to extend these adverts to include London then perhaps they should divide the cost of this between the 12 teams who will benefit and then give a comparable sum to both the London Broncos and Catalans Dragons to spend on advertising locally?

I did think that, it's a shame that London miss out on any benefits here. Maybe at least some other local advertising to assist them.

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All bar one of the UK Super League clubs are covered by this advert.

If you add the cost of advertising and Yorkshire and Granada together and then double that figure then that's how much a slot in London region costs in comparison.

If it's all about money, then fair enough. If this is all they have, then so be it.

I just don't believe that it is remotely good enough for "all but one" of the Super League clubs to be covered by this advert - especially as many have argued that it is precisely this one club that might hold the key to unlocking further sponsorship/media riches for the game.

Either London Broncos are part of the game's future, or they are not. This advert suggests they're not even part of the present.

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This will have about as much effect as the pope preaching to a bunch of nuns:)))))

Welcome to the new world of the M62 SL

Complete waste of time and money

CM

Did you advise the RFL of this before they did it?

If not, why not?

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I am utterly ignorant of how much this kind of venture costs the RFL

You can hunt down the ITV Spots cost ppt online.

But as a guide a 30 second advertising slot during Corrie costs;

Yorkshire - £4400

Granada - £5470

London - £11490

Slots vary massively in cost of the course of a day for example on Granada at 11am you get a 30 second slot for £620, presumably one man and his dog watches in border at this time as that's only 50 quid! To go nationwide costs between £6,200 for the 11am slots up to £60,390 for the 9.30pm slot, which soon adds up if you air a few times!

Of course on top of that you've got production costs, any other fees and negotiations around the +1 channel to take into consideration.

Great initiative, can see the sense of just going Granada and Yorkshire for reasons already stated by others.

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The RFL my friend live in a goldfish bowl where ones main aim is to survive it would be easier to have a conversation with a lamppost:)))

But CM, did you at least not try?

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You can hunt down the ITV Spots cost ppt online.

But as a guide a 30 second advertising slot during Corrie costs;

Yorkshire - £4400

Granada - £5470

London - £11490

Slots vary massively in cost of the course of a day for example on Granada at 11am you get a 30 second slot for £620, presumably one man and his dog watches in border at this time as that's only 50 quid! To go nationwide costs between £6,200 for the 11am slots up to £60,390 for the 9.30pm slot, which soon adds up if you air a few times!

Of course on top of that you've got production costs, any other fees and negotiations around the +1 channel to take into consideration.

Great initiative, can see the sense of just going Granada and Yorkshire for reasons already stated by others.

Thanks for providing these figures. This is a good initiative. It is better than having nothing - or only 1 region covered.

If the RFL have set aside money to advertise the World Cup throughout all TV regions - but especially the Greater London region where a 90000 stadium has to be filled - then all well and good.

If, on the other hand, this is all the funds at their disposal, then I'd rather have seen the World Cup promoted than to have the Super League promoted minus - in this country - only its London team.

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Great initiative, can see the sense of just going Granada and Yorkshire for reasons already stated by others.

I wonder how much it cost the RFL to buy out Odsal's lease? How much is it costing to rent the office at Media City and pay the World Cup crew there? How many staff are employed by the RFL?

That may seem a random interjection but I rather think that the RFL does not put much store by marketing generally - evidence is quite obvious really by the, er, lack of marketing - and hence I'm rather inclined to think that it isn't a question of they don't have the money to extend this advertising to some southerly channels (thinking of the Midlands, Wales, London and South West where there are in some cases thriving amateur teams and/or newbie Championship 1 teams) where it would actually be doing its job of spreading the word (as opposed to preaching to the converted). I rather think that they choose not to spend money on marketing, simply because they don't view it as important (a judgement based upon a number of years of no marketing to speak of by the RFL).

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Looking forward to seeing the new advert, the last one was excellent. Am also disappointed we wont get to see teh ad nationally, but if it is a case of money, which is more than likely, it makes sense to get the ads shown where they can.

If the adverst are as good, or better, than the previous one, then social media sites like facebook and twitter will ensure it gets to the attention of sports fans around the country, and if the RFL feed this ad to their new PR agency (London based) theres nothing to say it wont go on to populate the websites and blogs of a whole number of newspapers and sports specific magazines.

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I wonder how much it cost the RFL to buy out Odsal's lease? How much is it costing to rent the office at Media City and pay the World Cup crew there? How many staff are employed by the RFL?

That may seem a random interjection but I rather think that the RFL does not put much store by marketing generally - evidence is quite obvious really by the, er, lack of marketing - and hence I'm rather inclined to think that it isn't a question of they don't have the money to extend this advertising to some southerly channels (thinking of the Midlands, Wales, London and South West where there are in some cases thriving amateur teams and/or newbie Championship 1 teams) where it would actually be doing its job of spreading the word (as opposed to preaching to the converted). I rather think that they choose not to spend money on marketing, simply because they don't view it as important (a judgement based upon a number of years of no marketing to speak of by the RFL).

There maybe thriving clubs in the midlands, Wales, south west etc, but its a Super League campaign, as has already been pointed out this campaign covers all bar one of the UK based Super League clubs, not really sure what benefit you'd expect to get, especially having not seen the advert yet (well I've not) of advertising in non-super league areas, its not like we've fully exploited the Granada or Yorkshire regions for fans!

Not sure what your point is on media city, that strikes me as being a great PR move when the alternative was no doubt a broom cupboard at Red Hall.

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Chuff me, some of the comments on here are incredible.

We had a great new approach for an advert that was released on YouTube. It was well received and research showed that it went down well with non-rugby league fans, who said they would be more likely to attend matches as a result.

Now the concept has been expanded and will be broadcast to several million people who live close to an existing Super League club, and it will be broadcast in the week leading up to the start of the season that will be no doubt be featured in the local newspapers and on the local radio stations of the same people.

It seems like a very well thought out plan to me, that is making the most of the very limited funds the game has.

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