Weekday Sport & SuperSport

Monday to Thursday, Sport leads in from the back of the daily liftout and is dedicated to the country’s obsession for sport. Offering expert analysis and evaluation of the latest results, profiles on the personalities and all the conjecture on upcoming games, Sport also provides the very latest on all the week’s events.

On Friday SuperSport is a standalone liftout and provides a definitive guide to the sporting weekend ahead with in-depth interviews and previews of all the major sporting events. It also features Outdoors on the first Friday of the month.

How readers engage with Sport

Qualitative research has shown Sport and SuperSport are regarded as strong sections with good coverage. The writers are engaging and ‘know their stuff’.

‘Wynne Gray is a really good writer and that other fella Chris, he is opinionated and I actually quite like that. I am not interested in reading what the score is. It is nice to know that they have got guys like them who write a bit and others like that. I think they do a pretty good job on the sports side of things”

The Sport sections of the Herald strongly engage by ‘entertaining me’, they also engage as a ‘pastime’ and at a ‘social’ level.


What does this mean for advertisers?

The Herald Sports sections cater to a broad male audience, who have interests in an enormous number of products and services. Sport is ideally positioned to deliver a large audience of affluent male readers. The Sport section is an essential read for many of our readers; this gives the advertiser the impact of being in front of the reader before other advertising messages clutter the environment. The advertiser benefits from aligning their brand in an environment packed with the world’s leading sports stars in the country’s best read newspaper.

Reader Profile

Sport is one of the Herald’s most male skewed environments. These males have created a strong career, and are more likely to be employed in the top occupation groups, personally earning well ahead of the national average. They are passionate about sport, and make an effort to keep active on a regular basis.






% of readers


Male 69.33%
Female 30.67%
Top 3 Socios 55.56%
Top 3 Occupations 21.78%


% of readers


Lifestage One – Dependent Children 2.22%
Lifestage Two – Independent Young Adults 19.56%
Lifestage Three – Adults with Young Families 16.00%
Lifestage Four – Adults with Older Children 16.89%
Lifestage Five – Empty Nesters 44.89%
Household Income $80,000+ 47.56%
Home Owners 56.44%
Mortgage Free Home Owners 31.56%



% of readers


I am passionate about sports 135 44.00%
I play a lot of sport 133 14.22%
I like to try new/different beers 126 26.67%
I am a top-up shopper and buy something most days 123 20.44%
It only feels like a holiday if I leave New Zealand 121 14.22%
I often respond to work emails at home and at weekends 117 21.33%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




Monday to Friday