Mindshare Weekly Report 18 March 2011
4
What holds the Guinness World Record for the fastest selling consumer tech product? The iPod? Kindle? iPhone? iPad? No, it's the Xbox Kinect, which sold more than 10 million devices between its launch in November 2010 and March 2011. Over and above the fact that this highlights the fact that Apple isn't the only company in the consumer tech battle, it also perfectly demonstrates that gaming, so long the preserve of the socially inadequate young male, has now grown up. Nintendo realised this when they released the Wii, and marketed it firmly at women and families. And the rise of social games such as Farmville & Cityville, which hit 100 million users in just over 1 month, merely confirms the trend. The fact that, these days, a game will make more on its day of release than most Hollywood movies make in total, hardly merits mention. But the recent news that Rovio, makers of the mobile phenomenon Angry Birds, raised $42 million in funding, is worthy of attention. According to a recent article, when Angry Birds (and if you've never played it, all I'll say is that you should) was developed Rovio was close to bankruptcy. Since then the game, which cost $140,000 to develop, has generated more than $70 million in revenue. In its own way, Angry Birds is mapping out the future of creating profitable content, right here & now. Hopefully, 2011 will be another strong year for the industry, and one we hope to be a major part of. Read more here. This week: From the blog: Game for a Laugh The latest insights and analysis of search A few words from Graham Kirk The latest TV and search information twitter.com/MindshareIRL m-insights.blogspot.com 18th March 2011 from the blog The RTE Player Live has Launched By Jill Read Here Census and Sensibility - the insights and oversights of this years 2011 Census By Rachel Read Here The Need for Accountability - Ad Dynamix By Darren Read Here by Ciaran Norris youtube.com/MindshareIRL Game for a Laugh
description
Transcript of Mindshare Weekly Report 18 March 2011
What holds the Guinness World Record for the fastest selling consumer tech product The iPod Kindle iPhone iPad No its the Xbox Kinect which sold more than 10 million devices between its launch in November 2010 and March 2011 Over and above the fact that this highlights the fact that Apple isnt the only company in the consumer tech battle it also perfectly demonstrates that gaming so long the preserve of the socially inadequate young male has now grown up
Nintendo realised this when they released the Wii and marketed it firmly at women and families And the rise of social games such
as Farmville amp Cityville which hit 100 million users in just over 1 month merely confirms the trend The fact that these days a game will make more on its day of release than most Hollywood movies make in total hardly merits mention But the recent news that Rovio makers of the mobile phenomenon Angry Birds raised $42 million in funding is worthy of attention
According to a recent article when Angry Birds (and if youve never played it all Ill say is that you should) was developed Rovio was close to bankruptcy Since then the game which cost $140000 to develop has generated more than $70 million in revenue In its own way Angry Birds is mapping out the future of creating profitable content right here amp now
Hopefully 2011 will be another strong year for the industry and one we hope to be a major part of
Read more here
This week From the blog Game for a LaughThe latest insights and analysis of searchA few words from Graham KirkThe latest TV and search information
twittercomMindshareIRL
m-insightsblogspotcom
18th March 2011
from the blogThe RTE Player Live has LaunchedBy JillRead Here
Census and Sensibility - the insights and oversights of this years 2011 CensusBy RachelRead Here
The Need for Accountability - Ad DynamixBy DarrenRead Here
by Ciaran Norris
youtubecomMindshareIRL
Game for a Laugh
japan earthquake
japan tsunami
nate dogg
tsunami
japan
cheltenham
cheltenham 2011
sky news
bbc news
paddy power 140
170
250
550
650
4150
4500
4500
4500
4500
INSIGHTS amp ANALYSISGOOGLE TRENDS
18TH MAR 2011
Rising Searches (last 7 days)
11th March - 18th March rsquo11
Search Trends This week the terrible tragedy of the earthquake (or more accurately the tragedy of the tsunami) off Japan has been top of our searches As stories of both sadness and survival emerge online through social media it is clear that the earthquake is the most documented in history This is no doubt powered by the rise of the web over the years For our part it appears we have been searching non-national (such as BBC and Sky) news sources for the latest Interestingly a lot of their information was fed from NHK and YouTube
In Japan searches have turned to the latest news story - that TEPCO (Tokyo Denryoku) are planning rolling blackouts starting from today
13 Unsurprisingly what is happening in Libya has been pushed down the searches though hopefully not out of peoplersquos minds
13 The Cheltenham 2011 races have also been the source of much googling And where therersquos racing there is of course Paddy Power
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising in the Japan (last 7 days)
11th March - 18th March 2011
tokyo denryoku blackout
rolling blackouts
Tsunami Fukushima Power Plant
Cheltenham
Breakout
Rising News Searches (last 30 days)
17th February - 18th March 2011
earthquake nuclear power plant
tokyo denryoku
blackoutprimary hukushima
Breakout
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them
earthquake
Breakout
Breakout
Breakout
earthquake
election 2011
tsunami
election results
libya
earthquake japan
tsunami japan
ebay1
boots2
ipod3
laptop
4 iphone
5
xbox 360
6 ps3
7 amazon
8 ipad
9
argos10
Top UK Product Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
Nate Dogg dead
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
lily allen
+250
Graham Kirk Media Buyer
What is your role in Mindshare I work on the MEC TV Department team We have a large portfolio of clients We plan book monitor and report on each campaign Irsquove come from a smaller agency so still acclimatising to the noise and volume of work within the Mindshare work place
What key media developments are you keeping an eye on Irsquove worked across all media before except digital - thatrsquos why I came to Mindshare I am very interested in digital and the idea of buying it along with TV campaign The majority of budgets are shrinking but the fact you can extend and maximise your exposure is great tool to sell to the clients
What is your favorite recent (within last year) campaign Irsquom loving the Cadburys Spots V Stripes campaign at the moment Itrsquos building up to something good for the Olympics I can feel it
Are you concerned about sharing your location with other through the likes of Fourquare or Facebook Yes I think there has to be a limit on companies building databases on customers
NEW
Nate Dog
Breakout
japan
nate dogg
rebecca black
rte live
seomra ranga
itv
gmail
project free tv
rte sport
jersey shore
Top Dublin Entertainment Searches
-1
+4
+2
NEW
Nate Dogg died
Breakout
rebecca black
Breakout
liam neeson
+90rte sport
+140
sky news
+60
NEW
NEW
-4
NEW
+2
PampG
Unilever
Renault
Ireland
Reckitt B
enckise
rUPC
Danone
Johnson amp
Johns
on
Kraft Foods
McDonalds
Eircom
381475478532565567588788807
1993
TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
RTEs new digital terrestrial television service Saorview
is now available on a trial basis RTE One RTE Two
TV3TG4 and RTE News Now are being broadcast
from the 16th March Saorview offers more channels
HD pictures higher quality sound and other
enhancements free to air
Ireland will face England in the Six Nations Tournament
this Saturday Live coverage from RTE2 on the 19th
March at 1400hrs
This week is the final of the All Ireland Talent show The
winner is announced on RTE1 at 2030 on Sunday 20th
March
Top TV Advertisers 28th Feb - 6th Mar 2011
UPC Tri
ple Play
O2 Money
Cadbury Big Race
Danone Actim
el
Toyota Avensis
Renault RSA
Cost Plus
Sofas
Meteor P
repay
McDonalds C
BO
286299299308311317319355372
567 Top 10 Brands 28th Feb - 6th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Coronation Street 20
Eastenders
Greys Anatomy
From Here to Maternity
The Late Late Show
Emmerdale
RTE News at 9
Fair City
The Oscars 7580808181
9495
101105
129
Sponsorship News
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
A sponsorship opportunity has arisen in GAA All Ireland
football and hurling championships
TV3 Media Sales are currently seeking a sponsor for
Celebrities Go Racing starting in July
Desperate Housewives
Weather (9 Orsquo Clock)
RTE News 9
Coronation St
Late Late Show
Fair City
Eastenders
From Here to Maternity
The Restaurant
At Your Service 123131
145146
166169175
188190
225
Ireland vs England this SundayDesperate Housewives
japan earthquake
japan tsunami
nate dogg
tsunami
japan
cheltenham
cheltenham 2011
sky news
bbc news
paddy power 140
170
250
550
650
4150
4500
4500
4500
4500
INSIGHTS amp ANALYSISGOOGLE TRENDS
18TH MAR 2011
Rising Searches (last 7 days)
11th March - 18th March rsquo11
Search Trends This week the terrible tragedy of the earthquake (or more accurately the tragedy of the tsunami) off Japan has been top of our searches As stories of both sadness and survival emerge online through social media it is clear that the earthquake is the most documented in history This is no doubt powered by the rise of the web over the years For our part it appears we have been searching non-national (such as BBC and Sky) news sources for the latest Interestingly a lot of their information was fed from NHK and YouTube
In Japan searches have turned to the latest news story - that TEPCO (Tokyo Denryoku) are planning rolling blackouts starting from today
13 Unsurprisingly what is happening in Libya has been pushed down the searches though hopefully not out of peoplersquos minds
13 The Cheltenham 2011 races have also been the source of much googling And where therersquos racing there is of course Paddy Power
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising in the Japan (last 7 days)
11th March - 18th March 2011
tokyo denryoku blackout
rolling blackouts
Tsunami Fukushima Power Plant
Cheltenham
Breakout
Rising News Searches (last 30 days)
17th February - 18th March 2011
earthquake nuclear power plant
tokyo denryoku
blackoutprimary hukushima
Breakout
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them
earthquake
Breakout
Breakout
Breakout
earthquake
election 2011
tsunami
election results
libya
earthquake japan
tsunami japan
ebay1
boots2
ipod3
laptop
4 iphone
5
xbox 360
6 ps3
7 amazon
8 ipad
9
argos10
Top UK Product Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
Nate Dogg dead
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
lily allen
+250
Graham Kirk Media Buyer
What is your role in Mindshare I work on the MEC TV Department team We have a large portfolio of clients We plan book monitor and report on each campaign Irsquove come from a smaller agency so still acclimatising to the noise and volume of work within the Mindshare work place
What key media developments are you keeping an eye on Irsquove worked across all media before except digital - thatrsquos why I came to Mindshare I am very interested in digital and the idea of buying it along with TV campaign The majority of budgets are shrinking but the fact you can extend and maximise your exposure is great tool to sell to the clients
What is your favorite recent (within last year) campaign Irsquom loving the Cadburys Spots V Stripes campaign at the moment Itrsquos building up to something good for the Olympics I can feel it
Are you concerned about sharing your location with other through the likes of Fourquare or Facebook Yes I think there has to be a limit on companies building databases on customers
NEW
Nate Dog
Breakout
japan
nate dogg
rebecca black
rte live
seomra ranga
itv
gmail
project free tv
rte sport
jersey shore
Top Dublin Entertainment Searches
-1
+4
+2
NEW
Nate Dogg died
Breakout
rebecca black
Breakout
liam neeson
+90rte sport
+140
sky news
+60
NEW
NEW
-4
NEW
+2
PampG
Unilever
Renault
Ireland
Reckitt B
enckise
rUPC
Danone
Johnson amp
Johns
on
Kraft Foods
McDonalds
Eircom
381475478532565567588788807
1993
TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
RTEs new digital terrestrial television service Saorview
is now available on a trial basis RTE One RTE Two
TV3TG4 and RTE News Now are being broadcast
from the 16th March Saorview offers more channels
HD pictures higher quality sound and other
enhancements free to air
Ireland will face England in the Six Nations Tournament
this Saturday Live coverage from RTE2 on the 19th
March at 1400hrs
This week is the final of the All Ireland Talent show The
winner is announced on RTE1 at 2030 on Sunday 20th
March
Top TV Advertisers 28th Feb - 6th Mar 2011
UPC Tri
ple Play
O2 Money
Cadbury Big Race
Danone Actim
el
Toyota Avensis
Renault RSA
Cost Plus
Sofas
Meteor P
repay
McDonalds C
BO
286299299308311317319355372
567 Top 10 Brands 28th Feb - 6th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Coronation Street 20
Eastenders
Greys Anatomy
From Here to Maternity
The Late Late Show
Emmerdale
RTE News at 9
Fair City
The Oscars 7580808181
9495
101105
129
Sponsorship News
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
A sponsorship opportunity has arisen in GAA All Ireland
football and hurling championships
TV3 Media Sales are currently seeking a sponsor for
Celebrities Go Racing starting in July
Desperate Housewives
Weather (9 Orsquo Clock)
RTE News 9
Coronation St
Late Late Show
Fair City
Eastenders
From Here to Maternity
The Restaurant
At Your Service 123131
145146
166169175
188190
225
Ireland vs England this SundayDesperate Housewives
ebay1
boots2
ipod3
laptop
4 iphone
5
xbox 360
6 ps3
7 amazon
8 ipad
9
argos10
Top UK Product Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
Nate Dogg dead
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
lily allen
+250
Graham Kirk Media Buyer
What is your role in Mindshare I work on the MEC TV Department team We have a large portfolio of clients We plan book monitor and report on each campaign Irsquove come from a smaller agency so still acclimatising to the noise and volume of work within the Mindshare work place
What key media developments are you keeping an eye on Irsquove worked across all media before except digital - thatrsquos why I came to Mindshare I am very interested in digital and the idea of buying it along with TV campaign The majority of budgets are shrinking but the fact you can extend and maximise your exposure is great tool to sell to the clients
What is your favorite recent (within last year) campaign Irsquom loving the Cadburys Spots V Stripes campaign at the moment Itrsquos building up to something good for the Olympics I can feel it
Are you concerned about sharing your location with other through the likes of Fourquare or Facebook Yes I think there has to be a limit on companies building databases on customers
NEW
Nate Dog
Breakout
japan
nate dogg
rebecca black
rte live
seomra ranga
itv
gmail
project free tv
rte sport
jersey shore
Top Dublin Entertainment Searches
-1
+4
+2
NEW
Nate Dogg died
Breakout
rebecca black
Breakout
liam neeson
+90rte sport
+140
sky news
+60
NEW
NEW
-4
NEW
+2
PampG
Unilever
Renault
Ireland
Reckitt B
enckise
rUPC
Danone
Johnson amp
Johns
on
Kraft Foods
McDonalds
Eircom
381475478532565567588788807
1993
TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
RTEs new digital terrestrial television service Saorview
is now available on a trial basis RTE One RTE Two
TV3TG4 and RTE News Now are being broadcast
from the 16th March Saorview offers more channels
HD pictures higher quality sound and other
enhancements free to air
Ireland will face England in the Six Nations Tournament
this Saturday Live coverage from RTE2 on the 19th
March at 1400hrs
This week is the final of the All Ireland Talent show The
winner is announced on RTE1 at 2030 on Sunday 20th
March
Top TV Advertisers 28th Feb - 6th Mar 2011
UPC Tri
ple Play
O2 Money
Cadbury Big Race
Danone Actim
el
Toyota Avensis
Renault RSA
Cost Plus
Sofas
Meteor P
repay
McDonalds C
BO
286299299308311317319355372
567 Top 10 Brands 28th Feb - 6th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Coronation Street 20
Eastenders
Greys Anatomy
From Here to Maternity
The Late Late Show
Emmerdale
RTE News at 9
Fair City
The Oscars 7580808181
9495
101105
129
Sponsorship News
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
A sponsorship opportunity has arisen in GAA All Ireland
football and hurling championships
TV3 Media Sales are currently seeking a sponsor for
Celebrities Go Racing starting in July
Desperate Housewives
Weather (9 Orsquo Clock)
RTE News 9
Coronation St
Late Late Show
Fair City
Eastenders
From Here to Maternity
The Restaurant
At Your Service 123131
145146
166169175
188190
225
Ireland vs England this SundayDesperate Housewives
PampG
Unilever
Renault
Ireland
Reckitt B
enckise
rUPC
Danone
Johnson amp
Johns
on
Kraft Foods
McDonalds
Eircom
381475478532565567588788807
1993
TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
RTEs new digital terrestrial television service Saorview
is now available on a trial basis RTE One RTE Two
TV3TG4 and RTE News Now are being broadcast
from the 16th March Saorview offers more channels
HD pictures higher quality sound and other
enhancements free to air
Ireland will face England in the Six Nations Tournament
this Saturday Live coverage from RTE2 on the 19th
March at 1400hrs
This week is the final of the All Ireland Talent show The
winner is announced on RTE1 at 2030 on Sunday 20th
March
Top TV Advertisers 28th Feb - 6th Mar 2011
UPC Tri
ple Play
O2 Money
Cadbury Big Race
Danone Actim
el
Toyota Avensis
Renault RSA
Cost Plus
Sofas
Meteor P
repay
McDonalds C
BO
286299299308311317319355372
567 Top 10 Brands 28th Feb - 6th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Coronation Street 20
Eastenders
Greys Anatomy
From Here to Maternity
The Late Late Show
Emmerdale
RTE News at 9
Fair City
The Oscars 7580808181
9495
101105
129
Sponsorship News
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
A sponsorship opportunity has arisen in GAA All Ireland
football and hurling championships
TV3 Media Sales are currently seeking a sponsor for
Celebrities Go Racing starting in July
Desperate Housewives
Weather (9 Orsquo Clock)
RTE News 9
Coronation St
Late Late Show
Fair City
Eastenders
From Here to Maternity
The Restaurant
At Your Service 123131
145146
166169175
188190
225
Ireland vs England this SundayDesperate Housewives
