Weekend Sport

Sport leads in from the back of the second section of the Weekend Herald 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, Weekend Herald Sport also provides the very latest on all the week’s events.

How readers engage with Weekend Herald 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

Weekend Sport readers are generally family-oriented males, employed in well-paying jobs. They are passionate about sport and try to exercise as much as they can.






% of readers


Male 64.88%
Female 35.12%
Top 3 Socios 62.40%
Top 3 Occupations 26.03%


% of readers


Lifestage One – Dependent Children 2.07%
Lifestage Two – Independent Young Adults 15.70%
Lifestage Three – Adults with Young Families 13.22%
Lifestage Four – Adults with Older Children 16.94%
Lifestage Five – Empty Nesters 51.65%
Household Income $80,000+ 54.13%
Home Owners 63.22%
Mortgage Free Home Owners 39.67%



% of readers


I am passionate about sport 125 41.00%
I am in financially comfortable circumstances 121 42.00%
My home has to have the finest furnishings 117 9.00%
I like to stand out from the crowd 112 19.00%
I put quality ahead of costs 112 45.00%
I go to the gym at least twice a week 111 11.00%
Source: Nielsen CMI Q3 13 - Q2 14 AP15+




Weekly, Saturday