As the Six Nations Championship returns to our screens this Friday, our findings reveal a compelling story about rugby’s growing digital audience and its relationship with news brands
Figures from Ipsos iris demonstrate a surge in rugby-related content consumption across news brands during last year’s tournament. February 2024 saw UK readership of rugby content climb 61% above typical monthly figures, highlighting the tournament’s power to drive engagement.
Perhaps unsurprisingly, rugby-mad Wales led the way, with a striking 80% increase in audience figures. This exceptional growth underscores the deep-rooted connection between Welsh audiences and the sport, particularly during the Six Nations period.
The relationship between rugby enthusiasts and news brands runs deeper still. According to IPA TouchPoints 2024, individuals who regularly engage with rugby content — whether watching matches in pubs, at home, or listening via radio — are 23% more likely to be weekly news brand readers compared to the average British adult.
For brands and marketers, these findings present a clear opportunity. The Six Nations tournament not only delivers a surge in engaged readers but also attracts an audience with strong news consumption habits. As we approach kick-off, these insights suggest that news brands will once again prove to be vital trusted platforms for Six Nations coverage, offering advertisers a robust channel to reach passionate rugby supporters throughout the championship.
For more information about news brands reach head to our audiences section or download our 10 reasons why you should advertise in news brands.
