Mindshare Weekly Report June 17th 2011
4
Something I’ve noticed in my short experience of advertising so far, is how desperately hard a lot of brands try to be ‘cool’. I realise how much of a benefit it is to get team cool on board with your product - especially if they will be blagging to their presumably less cool friends over the likes of Facebook. A snapshot of the ice queen of cool – Kate Moss – wearing or using your product, can pretty much guarantee its catapult into the coolness stratosphere. That’s all well and good, but I’ve a bit of a problem… First of all, brands seem to make the mistake that Cool = Young (think Mary Kate and Ashley). The second mistake they make is that Cool = Risky (think model with a possible class 3 drug habit, or a footballer that hits the clubs a little too hard). I’ve already blogged about how people over 40-50 are overlooked far too much by advertisers and brands. This time I would like to draw attention to a 57 year old brand ambassador, who has done more for making any of the ‘cool’ brands cool than a Middleton could do for Reiss. Her ‘favourites’ list is better known than any other celebrity. Forget about the Late Late Toy Show, the ultimate ‘freebie’ show is her My Favourite Things… May 25th marked the end of an era – the ‘Opracalypse’. It was the final Oprah Winfrey show. Nielsen estimate that on average 7.4 million people tuned in to the Oprah Show daily in the U.S. That breaks down to 3% of all Americans and 4% of all American women every day. When it came to a core audience though, it will come as no surprise that between 7-11% of all women over 50 in the U.S. tuned in every day*. Why does this matter? Read the rest of this blog post here. This week: The latest insights and analysis of search Blog News: Media Mini-bites twitter.com/MindshareIRL blog.mindshare.ie 17th June 2011 youtube.com/MindshareIRL Raindrops On Roses And Whiskers On Kittens by Rachel Ray The blog: Raindrops on Roses and Whiskers on... Irish Media Agency 2011
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Transcript of Mindshare Weekly Report June 17th 2011
Something Irsquove noticed in my short experience of advertising so far is how desperately hard a lot of brands try to be lsquocoolrsquo I realise how much of a benefit it is to get team cool on board with your product - especially if they will be blagging to their presumably less cool friends over the likes of Facebook
A snapshot of the ice queen of cool ndash Kate Moss ndash wearing or using your product can pretty much guarantee its catapult into the coolness stratosphere Thatrsquos all well and good but Irsquove a bit of a problemhellip
First of all brands seem to make the mistake that Cool = Young (think Mary Kate and Ashley)The second mistake they make is that Cool = Risky (think model with a possible class 3 drug habit or a footballer that hits the clubs a little too hard)
Irsquove already blogged about how people over 40-50 are overlooked far too much by advertisers and brands This time I would like to draw attention to a 57 year old brand ambassador who has done more for making any of the lsquocoolrsquo brands cool than a Middleton could do for Reiss Her lsquofavouritesrsquo list is better known than any other celebrity Forget about the Late Late Toy Show the ultimate lsquofreebiersquo show is her My Favourite Thingshellip
May 25th marked the end of an era ndash the lsquoOpracalypsersquo It was the final Oprah Winfrey show
Nielsen estimate that on average 74 million people tuned in to the Oprah Show daily in the US That breaks down to 3 of all Americans and 4 of all American women every day When it came to a core audience though it will come as no surprise that between 7-11 of all women over 50 in the US tuned in every day
Why does this matter
Read the rest of this blog post here
This weekThe latest insights and analysis of searchBlog News Media Mini-bites
twittercomMindshareIRL
blogmindshareie
17th June 2011
youtubecomMindshareIRL
Raindrops On Roses And Whiskers On Kittensby Rachel Ray
The blog Raindrops on Roses and Whiskers on
Irish Media Agency 2011
brian lenihan
google guitar
les paul
lily allen
queens tennis
f1
taste of dublin
breaking news
debenhams 50
70
70
100
200
450
1250
1500
1500
1500
INSIGHTS amp ANALYSISGOOGLE TRENDS
16TH JUNE 2011
Rising Searches (last 7 days)
9th June - 16th June 2011
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising Image Searches (last 30 days)
18th May - 16th June 2011
imogen thomas
imogen
Brian LenihanTaste of Dublin
blake lively
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
ryan giggs
Breakout
Lily Allen
geordie shore
sunday herald
barack obama
Breakout
Rising News Searches (last 30 days)
18th May - 16th June 2011
lenihan
barack obamaobama ireland
obama ryan giggs
ash cloudbrian lenihan
queen elizabethryan giggs
Search Trends13 This week the news of Br ian Lenihanrsquos death lead Google search Lenihan took over as finance minister in May 2008 at the cusp of the economic storm Despite it all he was the only Fianna Fail TD in Dublin to keep his seat this year - which says a good deal about the man
13 Also topping the Google searches was the latest google doodle (a tribute to Les Paul) and Lily Allen (who recently got married) In sports wersquove been googling Queenrsquos Tennis and the Formula1 (after a very dramatic race last Sunday)
13 In news searches of Ryan Giggsrsquo continue as further stories of his infidelity unfold Meanwhile in image searches it seems we have been googling the characters of Geordie Shore Wersquoll be keeping an eye on how the show does here In entertainment wersquove been searching the Taste of Dublin Festival sponsored by Superquinn that took place last weekend
This week we took a look at searches for car brands There was a significant increase in searches in 2011 compared to 2010 The top three most searched brands of the past 12 months are BMW Audi and Ford
Breakout
Breakout
justin bieber 2011lady gaga
Blog News Media Mini-bites
From next week we will be sharing are understanding and insights into
particular media partners through media profile posts These posts will
give a bite-sized look into the world of Irish media - from newspapers
to T-sides wersquoll be covering them all over the next few months
This will provide key stats on who consumes the media the key
benefits and any developments
As always keep visiting the blog for
all the latest news Wersquove had over
8000 unique visitors since our
launch and wersquod love to hear
your feedback
green hornet1
hissan juke2
audi a13
bmw 1 series
4 audi a7
5
audi t6
6 fiat 500
7 range rover
8 range rover sport
9
done deal cars10
Rising in Car Brandsin the last 12 Months
Rising Entertainment
last 7 days vs previous 7 days
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
+110
google guitar
Breakout
bmw
audi
ford
vw
cars
toyota
renault
nissan
mercedes
peugeot
lily allen
+140
glastonbury 2011
+80
rte guide
+60
+550
+50
+500
+250
+50
+60
+90
+80
Breakout
Breakout
south park
+60
jennifer lopez
+80
done deal
+50
Top car brand Searches
in the last 12 months
les paul
+650
blogmindshareie
Unilever Pamp
GRena
ult
An Post
Reckitt B
enckise
rUPC
LrsquoOrea
l
DiageoEirco
m
Coca Cola
403411490501504529650733829
1750
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 16th - 22nd May
An Post
UPCMete
or Vhi Sky
Budweiser
National Lotter
y
Ulster b
ank
Irish L
ifeRena
ult
226228239246306317353367375393
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
Six One News
RTE News
Eastenders
The Late Late
Champions League
Magners League
Coronation Street 20
Greys Anatomy
Dont Tell the Bride 73748181858590
120127
144
Bondi Rescue is coming to TV3 on the 8th of July and itrsquos available for
sponsorship
TV3 are offering special discounted rate on June weekend takeovers This
incorporates sponsoring all available programming across the weekend (from
Friday to Sunday) and also 3 homepage takeovers on TV3ie
Xposeacute - the highly popular fashion and gossip show - is now available for
sponsorship from TV3 from July 1st
The 6 part series Farmers is available for sponsorship on TV3
Desperate Housewives
Coronation Street
RTE News
The Late Late
Six One News
Fair City
Greys Anatomy
Eastenders
Dont Tell the Bride
Emmerdale 56131
141147151
166183190
199272
Saturday Night with Miriam Xposeacute
Sponsorship Availability
Former X Factor star Mary Byrne will be amongst the
guests this week on Saturday Night with Miriam
The Munster Hurling - Tipperary vs Clare will take
place this weekend and covered exclusively by TV3
The final of Come Dine with Me and Celebrity Salon
are both on TV3 tonight
The TV Team of Mindshare attended the Saorview
information launch in RTE this week The Saorview
(free to air digital television) message will be
increasingly broadcasted with public
Top TV Brands 16th - 22nd May
TV News
brian lenihan
google guitar
les paul
lily allen
queens tennis
f1
taste of dublin
breaking news
debenhams 50
70
70
100
200
450
1250
1500
1500
1500
INSIGHTS amp ANALYSISGOOGLE TRENDS
16TH JUNE 2011
Rising Searches (last 7 days)
9th June - 16th June 2011
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising Image Searches (last 30 days)
18th May - 16th June 2011
imogen thomas
imogen
Brian LenihanTaste of Dublin
blake lively
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
ryan giggs
Breakout
Lily Allen
geordie shore
sunday herald
barack obama
Breakout
Rising News Searches (last 30 days)
18th May - 16th June 2011
lenihan
barack obamaobama ireland
obama ryan giggs
ash cloudbrian lenihan
queen elizabethryan giggs
Search Trends13 This week the news of Br ian Lenihanrsquos death lead Google search Lenihan took over as finance minister in May 2008 at the cusp of the economic storm Despite it all he was the only Fianna Fail TD in Dublin to keep his seat this year - which says a good deal about the man
13 Also topping the Google searches was the latest google doodle (a tribute to Les Paul) and Lily Allen (who recently got married) In sports wersquove been googling Queenrsquos Tennis and the Formula1 (after a very dramatic race last Sunday)
13 In news searches of Ryan Giggsrsquo continue as further stories of his infidelity unfold Meanwhile in image searches it seems we have been googling the characters of Geordie Shore Wersquoll be keeping an eye on how the show does here In entertainment wersquove been searching the Taste of Dublin Festival sponsored by Superquinn that took place last weekend
This week we took a look at searches for car brands There was a significant increase in searches in 2011 compared to 2010 The top three most searched brands of the past 12 months are BMW Audi and Ford
Breakout
Breakout
justin bieber 2011lady gaga
Blog News Media Mini-bites
From next week we will be sharing are understanding and insights into
particular media partners through media profile posts These posts will
give a bite-sized look into the world of Irish media - from newspapers
to T-sides wersquoll be covering them all over the next few months
This will provide key stats on who consumes the media the key
benefits and any developments
As always keep visiting the blog for
all the latest news Wersquove had over
8000 unique visitors since our
launch and wersquod love to hear
your feedback
green hornet1
hissan juke2
audi a13
bmw 1 series
4 audi a7
5
audi t6
6 fiat 500
7 range rover
8 range rover sport
9
done deal cars10
Rising in Car Brandsin the last 12 Months
Rising Entertainment
last 7 days vs previous 7 days
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
+110
google guitar
Breakout
bmw
audi
ford
vw
cars
toyota
renault
nissan
mercedes
peugeot
lily allen
+140
glastonbury 2011
+80
rte guide
+60
+550
+50
+500
+250
+50
+60
+90
+80
Breakout
Breakout
south park
+60
jennifer lopez
+80
done deal
+50
Top car brand Searches
in the last 12 months
les paul
+650
blogmindshareie
Unilever Pamp
GRena
ult
An Post
Reckitt B
enckise
rUPC
LrsquoOrea
l
DiageoEirco
m
Coca Cola
403411490501504529650733829
1750
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 16th - 22nd May
An Post
UPCMete
or Vhi Sky
Budweiser
National Lotter
y
Ulster b
ank
Irish L
ifeRena
ult
226228239246306317353367375393
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
Six One News
RTE News
Eastenders
The Late Late
Champions League
Magners League
Coronation Street 20
Greys Anatomy
Dont Tell the Bride 73748181858590
120127
144
Bondi Rescue is coming to TV3 on the 8th of July and itrsquos available for
sponsorship
TV3 are offering special discounted rate on June weekend takeovers This
incorporates sponsoring all available programming across the weekend (from
Friday to Sunday) and also 3 homepage takeovers on TV3ie
Xposeacute - the highly popular fashion and gossip show - is now available for
sponsorship from TV3 from July 1st
The 6 part series Farmers is available for sponsorship on TV3
Desperate Housewives
Coronation Street
RTE News
The Late Late
Six One News
Fair City
Greys Anatomy
Eastenders
Dont Tell the Bride
Emmerdale 56131
141147151
166183190
199272
Saturday Night with Miriam Xposeacute
Sponsorship Availability
Former X Factor star Mary Byrne will be amongst the
guests this week on Saturday Night with Miriam
The Munster Hurling - Tipperary vs Clare will take
place this weekend and covered exclusively by TV3
The final of Come Dine with Me and Celebrity Salon
are both on TV3 tonight
The TV Team of Mindshare attended the Saorview
information launch in RTE this week The Saorview
(free to air digital television) message will be
increasingly broadcasted with public
Top TV Brands 16th - 22nd May
TV News
Blog News Media Mini-bites
From next week we will be sharing are understanding and insights into
particular media partners through media profile posts These posts will
give a bite-sized look into the world of Irish media - from newspapers
to T-sides wersquoll be covering them all over the next few months
This will provide key stats on who consumes the media the key
benefits and any developments
As always keep visiting the blog for
all the latest news Wersquove had over
8000 unique visitors since our
launch and wersquod love to hear
your feedback
green hornet1
hissan juke2
audi a13
bmw 1 series
4 audi a7
5
audi t6
6 fiat 500
7 range rover
8 range rover sport
9
done deal cars10
Rising in Car Brandsin the last 12 Months
Rising Entertainment
last 7 days vs previous 7 days
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
+110
google guitar
Breakout
bmw
audi
ford
vw
cars
toyota
renault
nissan
mercedes
peugeot
lily allen
+140
glastonbury 2011
+80
rte guide
+60
+550
+50
+500
+250
+50
+60
+90
+80
Breakout
Breakout
south park
+60
jennifer lopez
+80
done deal
+50
Top car brand Searches
in the last 12 months
les paul
+650
blogmindshareie
Unilever Pamp
GRena
ult
An Post
Reckitt B
enckise
rUPC
LrsquoOrea
l
DiageoEirco
m
Coca Cola
403411490501504529650733829
1750
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 16th - 22nd May
An Post
UPCMete
or Vhi Sky
Budweiser
National Lotter
y
Ulster b
ank
Irish L
ifeRena
ult
226228239246306317353367375393
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
Six One News
RTE News
Eastenders
The Late Late
Champions League
Magners League
Coronation Street 20
Greys Anatomy
Dont Tell the Bride 73748181858590
120127
144
Bondi Rescue is coming to TV3 on the 8th of July and itrsquos available for
sponsorship
TV3 are offering special discounted rate on June weekend takeovers This
incorporates sponsoring all available programming across the weekend (from
Friday to Sunday) and also 3 homepage takeovers on TV3ie
Xposeacute - the highly popular fashion and gossip show - is now available for
sponsorship from TV3 from July 1st
The 6 part series Farmers is available for sponsorship on TV3
Desperate Housewives
Coronation Street
RTE News
The Late Late
Six One News
Fair City
Greys Anatomy
Eastenders
Dont Tell the Bride
Emmerdale 56131
141147151
166183190
199272
Saturday Night with Miriam Xposeacute
Sponsorship Availability
Former X Factor star Mary Byrne will be amongst the
guests this week on Saturday Night with Miriam
The Munster Hurling - Tipperary vs Clare will take
place this weekend and covered exclusively by TV3
The final of Come Dine with Me and Celebrity Salon
are both on TV3 tonight
The TV Team of Mindshare attended the Saorview
information launch in RTE this week The Saorview
(free to air digital television) message will be
increasingly broadcasted with public
Top TV Brands 16th - 22nd May
TV News
Unilever Pamp
GRena
ult
An Post
Reckitt B
enckise
rUPC
LrsquoOrea
l
DiageoEirco
m
Coca Cola
403411490501504529650733829
1750
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 16th - 22nd May
An Post
UPCMete
or Vhi Sky
Budweiser
National Lotter
y
Ulster b
ank
Irish L
ifeRena
ult
226228239246306317353367375393
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
Six One News
RTE News
Eastenders
The Late Late
Champions League
Magners League
Coronation Street 20
Greys Anatomy
Dont Tell the Bride 73748181858590
120127
144
Bondi Rescue is coming to TV3 on the 8th of July and itrsquos available for
sponsorship
TV3 are offering special discounted rate on June weekend takeovers This
incorporates sponsoring all available programming across the weekend (from
Friday to Sunday) and also 3 homepage takeovers on TV3ie
Xposeacute - the highly popular fashion and gossip show - is now available for
sponsorship from TV3 from July 1st
The 6 part series Farmers is available for sponsorship on TV3
Desperate Housewives
Coronation Street
RTE News
The Late Late
Six One News
Fair City
Greys Anatomy
Eastenders
Dont Tell the Bride
Emmerdale 56131
141147151
166183190
199272
Saturday Night with Miriam Xposeacute
Sponsorship Availability
Former X Factor star Mary Byrne will be amongst the
guests this week on Saturday Night with Miriam
The Munster Hurling - Tipperary vs Clare will take
place this weekend and covered exclusively by TV3
The final of Come Dine with Me and Celebrity Salon
are both on TV3 tonight
The TV Team of Mindshare attended the Saorview
information launch in RTE this week The Saorview
(free to air digital television) message will be
increasingly broadcasted with public
Top TV Brands 16th - 22nd May
TV News
