Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

ITV Sport – Tour de France

How a multi-platform partnership between the Guardian and ITV helped to deliver record levels of viewership for ITV4's Tour de France coverage.

ITV Sport is largely associated with football, with limited awareness of other sports and the quality of coverage. There is also a low awareness of the brand's offering beyond the main ITV channel.

Building awareness of ITV Sport's Tour de France coverage required quality context and quantifiable reach to active sports fans – predominantly ABC1 men. With its ability to reach the target audience across multiple touch-points, the Guardian was identified as the ideal partner.

Operating across print, PC, phone and tablet, the Guardian was able to offer scale as well as efficiency. The digital element of the campaign was planned by day part and mindset, allowing ITV to direct viewers to live viewing or catch up, depending on the time of day. Newspaper advertising appeared alongside relevant editorial to deliver maximum cut through.

The result was an engaging, multi-channel campaign that delivered the right audience for ITV, culminating in ITV4 reaching its highest ever Sunday audience on the final day of the Tour.

Key findings

  • 2 million viewers tuned in to watch Chris Froome’s victory (up 500,000 year on year) peaking at 2.1 million – ITV4's highest ever Sunday audience
  • The Guardian's iPad app and browser activity delivered a click through rate of up to 1%
  • Tracking of digital display showed strong traffic to during key stages through all platforms
  • The Guardian delivered a male focused (70%) audience, with a higher share of 35-54 year olds than 2012

Channel 4 Paralympics

Channel 4 - C4 Paralympics

How a partnership between the Guardian and ITV helped to deliver record levels of viewership for ITV4


Audible - Your perfect running partner

How Audible partnered with the Evening Standard to cement the association between Audible and running

knowledge about sport

Fast Fact

82% of people who say they have a large amount of knowledge about sport are newsbrand readers

health and fitness

Fast Fact

Newspapers reach 9.2 million people interested in health & fitness every day



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