Sunday Sport

Full colour and ‘late to press’ capability defines the Herald on Sunday Sport section. The Herald on Sunday Sport section is a significant part of the paper and a comprehensive guide to the weekend’s sport. It contains expert analysis, the latest results and entertaining perspectives from the country’s best sports writers. Written in an entertaining and informative manner, the section has developed a strong and loyal readership. With its position as a reverse front page, Herald on Sunday Sport satisfies the most devoted sports fan, and delivers a dedicated audience to the advertiser.

How readers engage with Herald on Sunday Sport

Men are more likely to engage with Sport as entertainment, women engage with Sport as an education. Younger readers engage with Sport on a social level – sharing the contents with someone else.

“I will always read Sport before any other section (unless my wife nabs the paper first!) Nothing beats taking your time reading the Sport section on Sunday morning, at home over a cup of coffee. Bliss.”

Herald on Sunday Sport engages with readers by ‘educating me’, absorbing me’ and ‘altering my thoughts and feelings, it also engages readers at a ‘social’ level.

What does this mean to advertisers?

The highest Sunday newspaper readership Taupo North combined with unbeatable sports coverage is a valuable proposition for those looking to advertise in a sports environment.

Reader Profile

Around two thirds of Herald on Sunday Sport readers are males. The majority are between the ages of 30 and 59 years and have succeeded in building a strong career, earning good money. They love sport and are as likely to embrace it socially as they are to actually participate.






% of readers


Male 63.64%
Female 36.36%
Top 3 Socios 55.50%
Top 3 Occupations 20.10%


% of readers


Lifestage One – Dependent Children 2.87%
Lifestage Two – Independent Young Adults 20.10%
Lifestage Three – Adults with Young Families 19.62%
Lifestage Four – Adults with Older Children 18.66%
Lifestage Five – Empty Nesters 38.76%
Household Income $80,000+ 51.20%
Home Owners 55.98%
Mortgage Free Home Owners 27.75%



% of readers


I am a top up shopper and buy something most days 141 23.44%
I prefer to drink boutique or craft beers 137 11.00%
I am passionate about sports 136 44.50%
I am at my best in a crowd 125 27.27%
Friends look to me for advice on major purchasing decisions 123 21.05%
I am passionate about cars 119 19.14%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




Weekly, Sunday