Mindshare - 25 Feb 2011

4
The latest figures released from 4OD make for very interesting reading on the nature of Video on Demand consumption. At first glance, the numbers are still low, with VoD accounting for just 2% of total Channel 4 portfolio viewership. However, once you start drilling down into specific programmes and audience groups, there are some fascinating emerging trends, chiefly that amongst younger audiences, more than half of a programmes’ viewers no longer watch it at the time of transmission. They now regard TV as On Demand. 4OD have released three case studies which demonstrate this quite clearly. Misfits In the case of "Misfits", one episode received 1.2 million viewers in the UK. But only 36% of these viewers watched the show when it was aired on E4. The remaining 64% watched the show on a number of formats, E4+1 (11%), repeats (11%), PVR recordings (18%) PC VoD (20%) and TV VoD (4%). Effectively, they watched the show at a time that suited them. Skins The case study from Series three of Skins shows another interesting side effect of the rise of "On Demand" Viewing. In this instance, if we just analysed the TV ratings, we would assume that viewership was dropping. Down from 816,000 in year 1, to 672,000 in year 2 to 665,000 in year 3. However, in reality the numbers are actually increasing overall. To continue reading this article, please visit our blog here . This week: From the blog: 4oD and the TV (R)evolution The latest insights and analysis of search A few words from Jill Robinson The latest TV and Search information twitter.com/MindshareIRL m-insights.blogspot.com 25th February 2011 from the blog 4oD and the TV (R)evolution Andy Pierce Self-Rising Recipes: Trend of Home Cooking by Rachel Ray Read Here Upwardly Mobile: Smartphone Stats Read Here

description

 

Transcript of Mindshare - 25 Feb 2011

Page 1: Mindshare - 25 Feb 2011

The latest figures released from 4OD make for very interesting reading on the nature of Video on Demand consumption.

At first glance, the numbers are still low, with VoD accounting for just 2% of total Channel 4 portfolio viewership. However, once you start drilling down into specific programmes and audience groups, there are some fascinating emerging trends, chiefly that amongst younger audiences, more than half of a programmes’ viewers no longer watch it at the time of transmission. They now regard TV as On Demand.4OD have released three case studies which demonstrate this quite clearly.

MisfitsIn the case of "Misfits", one episode received 1.2 million viewers in the UK. But only 36% of these viewers watched the show when it was aired on E4. The remaining 64% watched the show on a number of formats, E4+1 (11%), repeats (11%), PVR recordings (18%) PC VoD (20%) and TV VoD (4%).Effectively, they watched the show at a time that suited them.

SkinsThe case study from Series three of Skins shows another interesting side effect of the rise of "On Demand" Viewing. In this instance, if we just analysed the TV ratings, we would assume that viewership was dropping. Down from 816,000 in year 1, to 672,000 in year 2 to 665,000 in year 3.

However, in reality the numbers are actually increasing overall.

To continue reading this article, please visit our blog here.

This week: From the blog: 4oD and the TV (R)evolutionThe latest insights and analysis of searchA few words from Jill RobinsonThe latest TV and Search information

twitter.com/MindshareIRL

m-insights.blogspot.com

25th February 2011

from the blog

4oD and the TV (R)evolutionAndy Pierce

Self-Rising Recipes: Trend of Home Cookingby Rachel Ray Read Here

Upwardly Mobile: Smartphone StatsRead Here

Page 2: Mindshare - 25 Feb 2011

amber heard

brancusi

new zealand eathquake

bahrain

fa cup

acca

cricinfo

adele

independent.ie 90%

90%

170%

190%

550%

550%

1500%

1500%

1500%

INSIGHTS & ANALYSISGOOGLE TRENDS

25TH FEB 2011

Rising Searches (last 7 days)

18th Feb - 25th Feb 2011

Google This! It seems the romantic gestures and love poems being searched for last week have been replaced by an interest in the likes of Amber Heard, co-star of new movie Drive Angry (3D) and the latest news in football and cricket (from cricinfo). This week, Google honored Brancusi for the day and we searched him too. In news, the New Zealand earthquake is our top searched story. We’ve also been searching the latest on Bahrain. The news source Independent.ie has also been ‘googled’ this week. They’ve published a number of useful supplements recently including three on Leaving Cert English and an election guide this week. In entertainment, we’ve been searching for Adele (still UK no. 1), Tom Hardy and... Britney Spears. Considering this is the first time she has appeared in our results, is there a comeback brewing? The fashion conscious amongst us will be wearing Barbour jackets, eating truffles and growing roses and hydrangeas.

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods.

Rising Product Searches (UK)

25th January - 25th February 2011

barbour jacket

truffle

New Zealand earthquakeThe Barbour jacket

Britney Spears back?

Breakout

youtube

sky google

corkegypt

cork airport

Rising News Searches (last 30 days)

25th January - 25th February 2011

fine gael torressky sports

samsung tocco

ebay iphone

rucksacksleeping bag

sewing machines

Breakout

Breakout

Breakout

Rising searches are based on the increase in volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure was too low to record them.

rugby

Page 3: Mindshare - 25 Feb 2011

cancer1

heart2

diabetes3

sleep

4 back pain

5

blood pressure

6 arthritis

7 thyroid

8 hiv

9

shingles10

Rising Health Issues

2010 vs 2009

Rising Entertainment

last 7 days vs. previous 7 days

radiohead

+190%

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights. The data is owned and curated by Google, but available for public access.

For more information contact Finian Murphy ([email protected]) or +353 1 415 0300

ultimate guitar

+80%

Jill Robinson, Deputy Head of Trading

What is your role in Mindshare?

I’m Deputy Head of Trading at Mindshare. We look after online and TV trading - negotiating the best deals possible for our clients and managing sponsorships which are becoming increasingly valuable to clients.

What media developments are you keeping an eye on?

The fusion of our TV and computer into one - the 42” plasma in the sitting room will become your home PC and TV. Appointment to view TV will mostly be live events, with everything else on demand. 

What's your favorite recent campaign?

The Volkswagen ‘The Force’ campaign that was launched at this year’s Superbowl and has done phenomenally well internationally through YouTube (currently at over 32 million views). It doesn’t have some secret ‘viral’ magic ingredient, it worked because it is a simple, funny spot - the basics of a good ad campaign.

To tweet or not to tweet?Tweet, tweet. I am obsessed with Twitter - especially now that George Hook is following me! I have arrived people! Follow me for amazing knowledge @j__ro

NEW

tom hardy

+400%

roses

seeds

hydrangea

lawnmowers ireland

national trust

prune

garden centre

garden design ideas

polytunnels ireland

Rising Searches in Gardening

NEW

NEW

+5

+5

+5

britney spears

+100%

project fee tv

+80%

adele

+80%rte guide

+60%

justin beiber

+50%

NEW

NEW

NEW

NEW

youtube.com/MindshareIRL

Our own Andy Pierce and David Ahlstrom appeared in The Irish Times this week at

the launch of Crackbird on Crane Lane. Read the full article at IrishTimes.ie

Page 4: Mindshare - 25 Feb 2011

P&GUnileve

r

Johnson&JohnsonKello

ggs

Reckitt Benckser UPC RSA

Eircom Sky

McDonalds

425434437443469542619710750

1,777TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

RTE News and political coverage programming is rating

very highly on RTE and TV3 in particular for HW+CH

and Ads 15-34 during the General Election

Mrs Browns Boys continues to keep the top spot across

audiences

On 27th Feb Ireland take on Scotland in a bid to keep

their Six Nation dreams alive

The Champions League was back on air this week with

Chelsea V Copenhagen, Man U V Marseille Next week

AC Milan V Spurs, Arsenal V Barcelona

The Operation Transformation Final took place on Wed

with Sinead from Co Meath winning and the end of the

show’s most successful series yet

Top TV Advertisers 31 Jan - 6 Feb 2011

UPC RSA

McDonalds

Toyota Auris

Sky brand

Guinnes

s

Cost Plus

Sofa

Gillette

Fusion

AXA

Phonew

atch

248266286342365380402425443469 Top 10 Brands 31 Jan - 6 Feb 2011

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.

For more information contact Jill Robinson ([email protected]) or +353 1 415 0300

Mrs Browns Boys

Coronation St

Eastenders

Operation Transformation

Raw

Fair City

Late Late Show

RTE News 9

Saturday Night Show

RTE News 6 11.712.6

14.815.716.316.416.816.9

18.225.3

Sponsorships

TV3 have some cookery shows available for sponsorship

Head Chef with Conrad Gallagher and the Lazy Chef with

Stuart O Keeffe

RTÉ Media Sales are currently seeking sponsors for Health of

the Nation and for The Business

Mrs. Browns Boys

RTE News 9

Coronation St

Eastenders

Operation Transformation

Raw

Fair City

Late Late Show

All Ireland Talent Show

Saturday Night Show 12.615.115.716.316.416.816.9

19.120.0

25.3

Health of the Nation with Dr. Mark HamiltonHead Chef with Conrad Gallagher