1. Source: Independent/Independent on Sunday/Times/Sunday Times Category: Alcoholic drinks Date: February, March, April, November 10 Tested: November 2010 Sample: 98 Male rugby fans who read quality or mid-market newspapers Recognition 51% Rugby World Cup Campaign tested – Guinness

2. Rugby World Cup Adverts in campaign

3. Perceived branding clarity % Very clear Quite clear Rugby World Cup (32 ads) Normative data (averages)

4. Positive answer to 2 out of 3 of: People like you would like this advert? Would like to see the ad again some time? Gives feeling that what was said about brand was worthwhile? As well as being involved, positive to 2 out of 3 of: Increased interest in using BRAND? Improved opinion of BRAND? Would mention points / impressions from ad in conversation? Q Q 6 simple questions derive Involvement and Motivation = Involved = Motivated Involvement & Motivation (AdEval™)

5. 54 Total Motivated/involved 84% Normative data (averages) motivated involved Involvement & Motivation (AdEval™) % Rugby World Cup (32 ads)

6. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Affiliative Approachable Friendly Fun-loving Carefree Spontaneous Bold Dynamic Independent Self-assured Assertive Forthright Focused Competent Controlled Careful Caring Sensitive Validated photo-sets represent each archetype Validated photo-sets represent each archetype

7. 2226 15 8 14 %s Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad Rugby World Cup Average 21 18 11 15 17

8. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

9. Rugby World Cup Category average Test ad Impact and Role for Advertising % Impact Re-appraisal Emotional connection Call to action Depth of information Reminds me of TV

10. For further information, please contact: Judy HarmanJulia Harrison Planning DirectorAssociate Director Newspaper Marketing AgencyKantar Media 020 7182 1718020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com Contacts This study is based on the TNS Mercury™ model of assessing advertising creative

11. Source: Telegraph, Sunday Telegraph, Guardian, Observer Category: Alcoholic drinks Date: September/October 07 Tested: November 2010 Sample: 99 Male rugby fans who read quality or mid-market newspapers Recognition 49% Rugby World Cup Campaign tested – Guinness

12. Rugby World Cup Adverts in campaign

13. Perceived branding clarity % Very clear Quite clear Rugby World Cup (32 ads) Normative data (averages)

14. Positive answer to 2 out of 3 of: People like you would like this advert? Would like to see the ad again some time? Gives feeling that what was said about brand was worthwhile? As well as being involved, positive to 2 out of 3 of: Increased interest in using BRAND? Improved opinion of BRAND? Would mention points / impressions from ad in conversation? Q Q 6 simple questions derive Involvement and Motivation = Involved = Motivated Involvement & Motivation (AdEval™)

15. 54 Total Motivated/involved 73% Normative data (averages) motivated involved Involvement & Motivation (AdEval™) % Rugby World Cup (32 ads)

16. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Affiliative Approachable Friendly Fun-loving Carefree Spontaneous Bold Dynamic Independent Self-assured Assertive Forthright Focused Competent Controlled Careful Caring Sensitive Validated photo-sets represent each archetype Validated photo-sets represent each archetype

17. 2129 12 9 16 %s Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad Rugby World Cup Average 21 18 11 15 17

18. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

19. Rugby World Cup Category average Test ad Impact and Role for Advertising % Impact Re-appraisal Emotional connection Call to action Depth of information Reminds me of TV

20. For further information, please contact: Judy HarmanJulia Harrison Planning DirectorAssociate Director Newspaper Marketing AgencyKantar Media 020 7182 1718020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com Contacts This study is based on the TNS Mercury™ model of assessing advertising creative

21. Source: Telegraph, Times, Sunday Telegraph Category: Alcoholic drinks Date: September, October 07 Tested: November 2010 Sample: 99 Male rugby fans who read quality or mid-market newspapers Recognition 36% Rugby World Cup Campaign tested – Guinness

22. Rugby World Cup Adverts in campaign

23. Perceived branding clarity % Very clear Quite clear Rugby World Cup (32 ads) Normative data (averages)

24. Positive answer to 2 out of 3 of: People like you would like this advert? Would like to see the ad again some time? Gives feeling that what was said about brand was worthwhile? As well as being involved, positive to 2 out of 3 of: Increased interest in using BRAND? Improved opinion of BRAND? Would mention points / impressions from ad in conversation? Q Q 6 simple questions derive Involvement and Motivation = Involved = Motivated Involvement & Motivation (AdEval™)

25. 54 Total Motivated/involved 72% Normative data (averages) motivated involved Involvement & Motivation (AdEval™) % Rugby World Cup (32 ads)

26. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Affiliative Approachable Friendly Fun-loving Carefree Spontaneous Bold Dynamic Independent Self-assured Assertive Forthright Focused Competent Controlled Careful Caring Sensitive Validated photo-sets represent each archetype Validated photo-sets represent each archetype

27. 1725 21 11 13 12 %s Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad Rugby World Cup Average 21 18 11 15 17

28. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

29. Rugby World Cup Category average Test ad Impact and Role for Advertising % Impact Re-appraisal Emotional connection Call to action Depth of information Reminds me of TV

30. For further information, please contact: Judy HarmanJulia Harrison Planning DirectorAssociate Director Newspaper Marketing AgencyKantar Media 020 7182 1718020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com Contacts This study is based on the TNS Mercury™ model of assessing advertising creative