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Insight of the Week: Marketers Love Rugby Fans

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With the RBS Six Nations tournament well and truly underway, rugby fans are an excellent target for marketers according to the latest research from Kantar Media TGI.

According to Kantar Media’s TGI study, rugby is a clear favourite of adults across the island of Ireland, with more than a third (34%) interested in the sport, making it the most popular team sport after soccer and Gaelic football.

These rugby fans can be especially commercially valuable to marketers. They are 62% more likely than the average adult to earn over €75,000 and 28% more likely to have been educated to at least university degree level.

In terms of reaching them effectively, it is instructive to note that they are 21% more likely to be in the ‘Hotel Parents’ TGI Lifestage group (aged 35 or over, live with son/daughter but no children aged under 16) and that they are also 31% more likely to say they are interested in international events.