It’s been a lively week across sport, culture and current affairs. Historic sporting moments, from Italy’s Six Nations win to Luke Littler’s darts success, drove strong engagement, while seasonal milestones like World Book Day and Crufts kept culture and pets in the spotlight. Elsewhere, the Spring Statement, travel disruption and the start of the new car registration cycle shaped audience attention, alongside a burst of spring home inspiration as warmer weather arrived.
Topical News
Crufts 2026, the iconic dog show, took place last week, as dog lovers from around the world competed to prove they had the perfect pooch. As a result, Pets content wagged it’s way up 60%, driven by Dogs, which jumped up 40%.
Elsewhere, ongoing geopolitical conflict has seen hundreds of flights cancelled or diverted amid safety concerns, sending Travel content flying 29% as Brits keep up with what the disruption could mean for them. Asia Travel soared 2.8x, while Air Travel rose 74% and Travel Locations climbed 41%. Meanwhile, the cancellation of all services at Glasgow Central station following a fire also fuelled the surge in travel interest.
The Labour Government’s Spring Statement last week drove News & Politics content up 6%, powered by a 2.6x surge in Economy engagement as Brits caught up on the key announcements. Rising oil prices added further fuel to the economic conversation.
Meanwhile, the first hints of warmer weather sparked a 34% bloom in Home & Garden content as spring sprucers got their homes ready for the months ahead. Gardening jumped 64% week on week, with Interior Decorating close behind at 33%
Finally, International Women’s Day on Sunday 8 March saw heartwarming tributes flowing in for influential Women across the world.
Seasonal News
It was a big week for Sports, which shot up 29% WoW. Italy’s historic win against England in the Six Nations marked the first time England has ever lost to Italy, and saw Rugby Union content kick up 69%, and Rugby content 43%. Over in Darts, up 14% WoW, Luke Littler made history in the UK Open with his retention of the championship. Finally, Football contents surged 33% off the back of the 5th round of the FA Cup. As the World Cup approaches, you can drive outcomes in our World Cup audience insights webinar. Sign up here.
Elsewhere, March marks the biannual car registration updates, with the new ‘26’ identifier coming into effect for new cars. As a result, Automotive engagement has driven up 8% as Brits catch up on these changes, with Auto Buying & Selling revving it’s way up 91%.
World Book Day last Thursday saw thousands of children across the country dress up as their favourite characters, helping Books & Literature engagement turn a new page with a 5% uplift. Children’s Literature jumped 74%, while Fiction rose 69%.
Last week’s WhatsOnStage Awards saw Paddington sweep the stage with nine wins, making it one of the three most awarded shows in the ceremonies history. The theatre night cast a spotlight on Fine Art content, which rose 42%. Opera hit a pitch perfect 6.7x boost, Ballet matched the surge, while Dance tapped its way up 4.5x.
#250 issues of Reading the Nation!
Today marks out 250th issue of Reading the Nation. That’s nearly 5 years of us bringing you audience insights every. single. week. And to celebrate, we are offering you a a chance to win a share of £250 in gift cards…All you have to do is sign up to attend our webinar: GOALS: Audience insights to drive outcomes through the World Cup and beyond.
