Broadcast options for Australian Rugby

[LeCheese]

To me, there's nothing from that excerpt that suggests open borders would specifically engage new fans.

Exactly. Because it wouldn't. Parkes has poo-poo'd a marketing strategy designed to bring people back to rugby, and countered it with something that would only improve viewership among diehards - hence why I think it's myopic.

There are also only so many genuine stars that would actually take eyeballs with them if they defected across the ditch.

 

[Major Tom]

Easy to forget it starts earlier than the others when they haven't been engaged by it since the mid 2000s. Tricky position when people are still taking kids to Cricket for another month.... I just think they need a bit more than the back of a bus. They did have ads during the Super Bowl but I haven't seen them otherwise.

I think a lot would be around tipping. Workplaces around the country do AFL and NRL but very, very rarely super rugby. Also, fantasy is well established in those comps. This is a large reason people know when AFL and NRL starts.

 

[JRugby2]

The new creative campaign that we're discussing is purely billboards isn't it>

All the social media accounts have plenty of content.

I tend to think that if you're not seeing any rugby content on Twitter/Instagram/Facebook then you've done plenty to ensure you don't see any of it.

My view is that you're predominantly trying to engage people who are already rugby fans to some degree but might have engaged with Super Rugby for some time.

I think the concept that we're going to unlock fans who have never watched a game of rugby before with any sort of advertising campaign is wishful thinking.

The marketing budget is never going to be massive. It needs to be well directed and cost effective.

I'm not saying that at all - I see heaps, just haven't seen this campaign in the wild. It might be purely billboards, and you're right that Super Rugby has the benefit of having 11 other teams, and 3 national bodies with their own accounts and audience to promote the competition.

My main point was I personally don't think the creative is that effective, or will do enough to get people to watch Super Rugby (unless they already are).

This ad specifically - basically says "If you don't like the unique elements of rugby, don't watch it then". What type of message is that to promote a competition fighting for eyeballs?

 

[JRugby2]

Exactly. Because it wouldn't. Parkes has poo-poo'd a marketing strategy designed to bring people back to rugby, and countered it with something that would only improve viewership among diehards - hence why I think it's myopic.

There are also only so many genuine stars that would actually take eyeballs with them if they defected across the ditch.

I agree with you, but my point before is that he wasn't arguing that (or that is my read on his article, at least) - so you're disagreeing with a non-existent argument.

 

[LeCheese]

This ad specifically - basically says "If you don't like the unique elements of rugby, don't watch it then". What type of message is that to promote a competition fighting for eyeballs?

View attachment 21101

Advertising's a funny thing - to me it basically says 'if you like physicality, watch rugby'.

Through that lens, it feels pretty clearly targeted towards the 'game's gone soft' / 'bring back the biff' leaguies.

 

[LeCheese]

I agree with you, but my point before is that he wasn't arguing that (or that is my read on his article, at least) - so you're disagreeing with a non-existent argument.

I'm disagreeing with Parkes promoting what is essentially a straw man argument because he personally doesn't see the appeal or reason in what they've put together, and suggests a solution for another issue altogether.

Glad we're on the same page though.

 

[JRugby2]

Advertising's a funny thing - to me it basically says 'if you like physicality, watch rugby'.

Through that lens, it feels pretty clearly targeted towards the 'game's gone soft' / 'bring back the biff' leaguies.

Yeah for sure - definitely open to interpretation.

Be interesting to see what impact that campaign has. But I agree with Geoff that compared side by side - allowing open borders between Aus and NZ super teams would have a greater impact on fan engagement than that creative campaign, even if it only impacts existing fans (because I don't that creative will do much to impact anyone at all).

Then (in my utopian world) as their existing audience becomes more engaged with the competition as a whole, that excitement slowly bleeds into a wider population, magically.

 

[Strewthcobber]

Maybe - seems to be nothing on social (nothing on Ad Library anyway from the Super Rugby Pacific account) re the new creative. Outdoor for sure is a great way to build brand awareness but they may have left it a little late, no?

Luckily last year's Tahs poster may still be up at Town Hall station

 

[Major Tom]

I'm not saying that at all - I see heaps, just haven't seen this campaign in the wild. It might be purely billboards, and you're right that Super Rugby has the benefit of having 11 other teams, and 3 national bodies with their own accounts and audience to promote the competition.

My main point was I personally don't think the creative is that effective, or will do enough to get people to watch Super Rugby (unless they already are).

This ad specifically - basically says "If you don't like the unique elements of rugby, don't watch it then". What type of message is that to promote a competition fighting for eyeballs?

View attachment 21101

Yeah, a much better way would be explaining the weight of an average super rugby scrum or highlighting how much force is exerted / absorbed. People don't hate scrums, they just hate resets. At least this would go some way in educating why they happen.

 

[LeCheese]

Be interesting to see what impact that campaign has. But I agree with Geoff that compared side by side - allowing open borders between Aus and NZ super teams would have a greater impact on fan engagement than that creative campaign, even if it only impacts existing fans (because I don't that creative will do much to impact anyone at all).

And there-in lies the issue - that is not the objective of the current campaign.

Probably time I rule 10 myself for a bit.

 

[JRugby2]

And there-in lies the issue - that is not the objective of the current campaign.
Probably time I rule 10 myself for a bit

I think debate on this is fine. Anyway - this is what the press release infers the objective of the campaign is:

‘The Power of the Pacific’, which champions the energy, culture, and unique spirit that makes rugby union the most powerful sporting code across Australia, New Zealand, and the Pacific... "This campaign is about celebrating what makes Super Rugby Pacific truly special – its cultural connection, its intensity, and the undeniable power of the game."

I don't really understand what the tangible objective of this is - beyond brand building maybe. And sure - Super Rugby as an entity aren't at the conversion end of either broadcast numbers, tickets or merchandise, so I get the argument of what else could they really do - but then I still don't see what dial this campaign will move for anyone?

It doesn't really tell people that super rugby is on and happening now- you just have to infer that yourself. The creatives I've seen kind of just say/ remind people that Super Rugby - or Rugby in general - exists?

 

[The Ghost of Raelene]

Luckily last year's Tahs poster may still be up at Town Hall station

I still see Hooper in Tahs jersey on the back of buses near me. Jed Holloway as well

 

[PhilClinton]

The NRL just got featured on WWE Live on Netflix as a promo for their Vegas games next week.

Say what you want about that, but we aren’t getting anything like that type of exposure.

 

[Adam84]

you get what you pay for....

 

[PhilClinton]

Not a bad investment from them if you ask me.

WWE on Netflix deal has been one of the biggest talking points in streaming over the past few months, they're pretty popular at the moment.

It's not even about exposure in the USA. With that short promo we now have offices across Australia talking about it. The WWE is such an interesting crossover because it hits a bunch of demographics.

Even though it is obviously money driven, it just shows the gap again between our product and the competition. We've got Force fans telling us 5000 to a home game is a good crowd and our national team head coach resigning during a pretty crucial period. Whilst V’landys (the horse racing guy) plops his balls on the table and throws money at Triple H and The Rock.

 

[Adam84]

could be money well spent, depending on how much was spent and if this translates to extra viewers for NRL.. hard to know

anyway..... that's league not union

 

[PhilClinton]

I think it's relevant to this conversation considering advertising has been featured over the past couple of pages.

RA is clawing for a seat at the table and trying to prime our audience as we lead into the Lions and home RWC, and we've been given a couple of very meh billboards.

Chris Jericho (now at AEW) was out and about touring Brisbane over the weekend, millions of views on his stories as he caught City Cats and walked around the river. The QRU should have got him to chuck on a jersey! Give us something out of the box please.

 

[Adam84]

I just think it's difficult to assess whether something is a worthwhile investment without knowing how much it costs and what the ROI metrics are.

NRL's Vegas expedition ran at a loss last year and is expected to run at a loss this year... But they wont say by how much. I also dont like talking about V'Landys balls..

 

[PhilClinton]

I mean if we are only going to talk about things where we fully understand the costs and what ROI metrics are i.e. have fully informed conversations, we may as well shut down the forum.

From a purely optics point of view, I think it's a positive move and conversation starter that I would like to see rugby doing more of. Obviously within a scope of what options fall within our budget.

 

[The Ghost of Raelene]

They have the money to throw around.

Even if it doesn't money spin in the US its been plastered across sports coverage here for a month. They found a way to be the headline sports story without any games being played. For Rugby to get air time we have needed the coach to pull the pin and a short clip of JAS walking in the water to launch the season.