TV3's investment in the Rugby World Cup is "paying off," according to Barry Lennon of the London INDEPENDENT. A survey by PSG Sponsorship reported 73% of people are "aware of the broadcaster's coverage of the competition." A further 84% of those surveyed "intend to watch all of Ireland's games during the tournament with the bumper audience set to generate additional advertising revenue for the station." Securing rights to broadcast the tournament was a "big coup" for TV3 after the launch of UTV Ireland saw "increased competition and loss of programs." Heineken was another big winner after it received 37% "unprompted awareness level" and 69% "prompted awareness during the World Cup." The company has invested heavily, securing exclusive rights to "sell only their products at the RWC." Non-RWC sponsor Guinness has successfully inserted itself into the arena and was the "7th most recalled Rugby World Cup sponsor" with a 33% level of "prompted awareness." PSG's research revealed that front of jersey sponsorships "deliver huge levels of unprompted awareness with Ireland and 3 Mobile on 91%, England and O2 on 72% and New Zealand and AIG scoring 63%" (INDEPENDENT, 9/24).
