In his latest column for INMA, communications manager Lewis Boulton takes readers on a whistle-stop tour of the season through the eyes of top news brand advertising campaigns
It is the “season.” The quotation marks alone give it an air of Bridgerton-esque balls, debutant presentations, and awkward romantic encounters between people with plummy accents.
And for good reason: The United Kingdom (and London more specifically) was the home of the “season” from the 17th century to the 20th century, in which the country’s aristocracy would descend on the most exclusive events of the spring and summer to wield influence and perhaps marry off a child or two.
Fortunately for the rest of us, Britain’s cultural calendar is no longer the sole preserve of its nobility and landed gentry. The country’s cornerstone sporting, music, and cultural events have grown into must-see moments for the whole nation, with news brands serving up important spaces for readers to get their fix.
Advertisers in these environments are perfectly placed to take advantage. PAMCo found that 12 million people interested in music content read news brands weekly, while 13 million interested in both men’s and women’s football read news brands every month.
TouchPoints data indicated those who go to gigs at least every three months are 24% more likely to read digital news brands than the average UK adult.
Fancy seeing what the cultural season looks like from the perspective of advertisers in news brands?
Pack your suncream, snacks, and best sarcastic banner: here are six weeks of top sporting and musical action through the eyes of some top ad campaigns.
