Download - Mindshare 04 mar2011

Transcript
Page 1: Mindshare   04 mar2011

There has been a lot of talk in recent years about cross media solutions integrated media or 360 degrees marketing but until last weekend there had not been an Irish event mainstream enough to demonstrate the power of truly integrated media

The General Election not only produced some interesting stats politically but also in terms of media We have written before about how consumers are multi-tasking tweeting whilst watching TV and using their mobiles at the same time as consuming other media and the General Election was the perfect example of how traditional media drives people to find out more online

At the main Dublin count centre on Saturday there were hundreds of journalists from international media According to OLeary Analytics there were 1200 articles in 900 publications in 54 countries by 10pm on Saturday night Reporters from Al Jazeera BBC and CNN were some of those present as were national broadcasters RTEacute TV3 Newstalk and many local stations providing coverage of the event

With live Newstalk coverage running all day until 2am on Sunday morning their radio audience was driven to their regularly updated website and app Unique visitors to newstalkie were up 63 (against the first week of January 2011) and the average time spent viewing Newstalk TV was six and a half minutes

Social media played a greater role than it did in 2007 with 22000 tweets mentioning ge11 sent in 24 hours (according to OLeary Analytics) many of them from main news outlets but many from people at count centres acting as citizen reporters Thats 1 tweet every 4 seconds On Saturday the scale of involvement was so high that at points the level of global tweets was half that of the level mentioning Libya - a much larger global event

Read more here

This week From the blog General Election 2011The latest insights and analysis of searchA few words from SallyAnn KingThe latest TV and search information

twittercomMindshareIRL

m-insightsblogspotcom

4th March 2011

from the blogJNRS Press Readership 2010 vs 2009by JessicaRead Here

Top Topics on the Blogby AndyRead Here

General Election 2011 Irelands 360Finian Murphy Head of Consumer Insights

youtubecomMindshareIRL

election 2011 results

election results

oscars

oscars 2011

rte election

election 2011

six nations

rte news

fantasy football

premier league 80

90

110

180

950

1350

1400

1550

2000

2000

INSIGHTS amp ANALYSISGOOGLE TRENDS

4TH MAR 2011

Rising Searches (last 7 days)

25th Feb - 2nd Mar 2011

Search TrendsThis was a week of speculation for searchers as the top terms included fantasy football the Oscars and the general electionUnsurprisingly Enda Kenny was the top trending TD and Fine Gael the top trending political party A lot of people expressed disappointment at the uneventful Oscars as well as who won Interestingly the loser True Grit is the only film to top Google searchesIn the arts the sculptor Brancusi and the author of Journey to the Centre of the Earth - Jules Vernes - were searched a lot this month thanks to Google doodles We were also interested in the drama series Spartacus (staring John Hannah of Four Weddings The Mummy and Sliding Doors) prohibition (perhaps due to Boardwalk Empire) and the mysterious street artist Banksy (nominated for Oscars) Finally it seems the trend for Ginger hair spotted in a previous report is being replaced by Blondes the battle continues

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 Arts (Ireland)

1st February - 2nd March 2011

prohibition

spartacus

True GritElection 2011

The Oscars 2011

Breakout

galway

rte

corkelection

results 2011

Rising News Searches (last 30 days)

1st February - 2nd March 2011

fine gael

enda kenny

election mick wallace

jules verne

brancusiromeo and juliet

churchill banksy

Breakout

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

irish election

iphone1

nokia2

phones3

samsung

4 o2

5

iphone 4

6 carphone

7 carphone warehouse

8 htc

9

ericsson10

Rising Mobile Phones

March 2010- 2011 vs 2009

Rising Entertainment

last 7 days vs previous 7 days

radiohead

+350

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

adele

+180

SallyAnn King Senior Digital Account Manager

What is your role in Mindshare I work with clients and my colleagues on digital strategies with overall campaigns in mind My background has been working for digital agencies Itrsquos fantastic to be able to work with the biggest media agency in Ireland It means we can share concepts on behalf of our clients and all aspects of each campaign are in synch Its an interesting and demanding role and I thoroughly enjoy it

What media developments are you watching We are at the tip of the iceberg of opportunities for mobile advertising In app ads and mobile sites are on the rise There is an app for everything and everyone - my recent favourite is the Pocket Hipster app but you probably havent heard of it

Whats your favourite recent campaign Volkswagen promoted its Fox car to a young audience in Sao Paolo Brazil by sponsoring music festival the Planeta Terra Festival - and launching a hunt for lost tickets to the festival via Twitter It hid 10 tickets in places throughout Sao Paolo and launched an online platform using Google Maps of the city To find them people had to tweet foxatplanetaterra and the more tweets the closer the zoom became on the map The first one to get to the tickets location won it The four day competition saw the Foxs appearance at Planeta Terra become a trending topic within hours A fantastic example of a social media mashup

To tweet or not to tweet Twitter is the voice of the people Over 20000 tweets with ge11 were recorded on 26th Feb as the votes were counted Ill follow you if you follow me sallyannking

+1

oscars 2011

+500

alpecin shampoo

justin bieber haircut

lipstick jedward

shave or dye

justin bieber

hairstyles 2011

blonde hair

la fitness

loreal

Rising Searches in Beauty

0

-1

+5

-1

jessie j

+250

true grit

+170

rihanna

+80the rock

+80

justin beiber

+60

NEW

0

NEW

-6

+2

PampG

Unilever

Reckitt B

enckse

rToyota

Kelloggs

LrsquoOrea

l UK

Johnsonamp

Johnson

Nestle

Danone

GlaxoSmithKline

348382447496512548595742828

1531

TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

The Frontline Leadersrsquo Debate was the top rating

programme for adults 15-34 Political coverage was top

of the agenda this week for both RTE and TV3 in

advance of the election

Dragonsrsquo Den has returned to our screens again as

hopeful entrepreneurs make their pitches for investment

Expect lots of drama with the return of Desperate

Housewives the end of an era in Summer Bay and a

bigger and better Off the Rails It returns on Wednesday

with a new hour-long format

Stephen Fry made his much anticipated appearance on

Ros na Ruacuten this week He played a bewildered English

tourist It will also be part of Fryrsquos series on languages

Top TV Advertisers 14th - 20th Feb 2011

UPC

O2 Prepay

Toyota Auris

RSA anti-drug

Toyota Avensis

Galtee M

eats

Nutricia

Aptamil

Gillette

Fusion

McDonalds B

urger

Brancott E

state

230234241255262285296310329345Top 10 Brands 14th - 20th Feb 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

Frontline Leaders Debate

Eastenders

Dragonsrsquo Den

Late Late Show

Coronation St

Fair City

RTE News 9

Greyrsquos Anatomy

Toy Story 2

Operation Transformation 71727373

8788899197

162

Sponsorships

RTE are currently seeking a sponsor for Health of the Nation

which returns to our screens in Summer 2011

There is also a sponsorship available for the US Masters on

Sky This is a great opportunity for a brand seeking a sport

association

Coronation St

RTE News 9

Frontline Leaders Debate

Late Late Show

Operation Transformation

Dragonsrsquo Den

Fair City

All Ireland Talent Show

Eastenders

Emmerdale 140144

153156

165174

195220220226

The Frontline Leadersrsquo DebateStephen Fry on Ros na Ruacuten

Page 2: Mindshare   04 mar2011

election 2011 results

election results

oscars

oscars 2011

rte election

election 2011

six nations

rte news

fantasy football

premier league 80

90

110

180

950

1350

1400

1550

2000

2000

INSIGHTS amp ANALYSISGOOGLE TRENDS

4TH MAR 2011

Rising Searches (last 7 days)

25th Feb - 2nd Mar 2011

Search TrendsThis was a week of speculation for searchers as the top terms included fantasy football the Oscars and the general electionUnsurprisingly Enda Kenny was the top trending TD and Fine Gael the top trending political party A lot of people expressed disappointment at the uneventful Oscars as well as who won Interestingly the loser True Grit is the only film to top Google searchesIn the arts the sculptor Brancusi and the author of Journey to the Centre of the Earth - Jules Vernes - were searched a lot this month thanks to Google doodles We were also interested in the drama series Spartacus (staring John Hannah of Four Weddings The Mummy and Sliding Doors) prohibition (perhaps due to Boardwalk Empire) and the mysterious street artist Banksy (nominated for Oscars) Finally it seems the trend for Ginger hair spotted in a previous report is being replaced by Blondes the battle continues

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 Arts (Ireland)

1st February - 2nd March 2011

prohibition

spartacus

True GritElection 2011

The Oscars 2011

Breakout

galway

rte

corkelection

results 2011

Rising News Searches (last 30 days)

1st February - 2nd March 2011

fine gael

enda kenny

election mick wallace

jules verne

brancusiromeo and juliet

churchill banksy

Breakout

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

irish election

iphone1

nokia2

phones3

samsung

4 o2

5

iphone 4

6 carphone

7 carphone warehouse

8 htc

9

ericsson10

Rising Mobile Phones

March 2010- 2011 vs 2009

Rising Entertainment

last 7 days vs previous 7 days

radiohead

+350

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

adele

+180

SallyAnn King Senior Digital Account Manager

What is your role in Mindshare I work with clients and my colleagues on digital strategies with overall campaigns in mind My background has been working for digital agencies Itrsquos fantastic to be able to work with the biggest media agency in Ireland It means we can share concepts on behalf of our clients and all aspects of each campaign are in synch Its an interesting and demanding role and I thoroughly enjoy it

What media developments are you watching We are at the tip of the iceberg of opportunities for mobile advertising In app ads and mobile sites are on the rise There is an app for everything and everyone - my recent favourite is the Pocket Hipster app but you probably havent heard of it

Whats your favourite recent campaign Volkswagen promoted its Fox car to a young audience in Sao Paolo Brazil by sponsoring music festival the Planeta Terra Festival - and launching a hunt for lost tickets to the festival via Twitter It hid 10 tickets in places throughout Sao Paolo and launched an online platform using Google Maps of the city To find them people had to tweet foxatplanetaterra and the more tweets the closer the zoom became on the map The first one to get to the tickets location won it The four day competition saw the Foxs appearance at Planeta Terra become a trending topic within hours A fantastic example of a social media mashup

To tweet or not to tweet Twitter is the voice of the people Over 20000 tweets with ge11 were recorded on 26th Feb as the votes were counted Ill follow you if you follow me sallyannking

+1

oscars 2011

+500

alpecin shampoo

justin bieber haircut

lipstick jedward

shave or dye

justin bieber

hairstyles 2011

blonde hair

la fitness

loreal

Rising Searches in Beauty

0

-1

+5

-1

jessie j

+250

true grit

+170

rihanna

+80the rock

+80

justin beiber

+60

NEW

0

NEW

-6

+2

PampG

Unilever

Reckitt B

enckse

rToyota

Kelloggs

LrsquoOrea

l UK

Johnsonamp

Johnson

Nestle

Danone

GlaxoSmithKline

348382447496512548595742828

1531

TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

The Frontline Leadersrsquo Debate was the top rating

programme for adults 15-34 Political coverage was top

of the agenda this week for both RTE and TV3 in

advance of the election

Dragonsrsquo Den has returned to our screens again as

hopeful entrepreneurs make their pitches for investment

Expect lots of drama with the return of Desperate

Housewives the end of an era in Summer Bay and a

bigger and better Off the Rails It returns on Wednesday

with a new hour-long format

Stephen Fry made his much anticipated appearance on

Ros na Ruacuten this week He played a bewildered English

tourist It will also be part of Fryrsquos series on languages

Top TV Advertisers 14th - 20th Feb 2011

UPC

O2 Prepay

Toyota Auris

RSA anti-drug

Toyota Avensis

Galtee M

eats

Nutricia

Aptamil

Gillette

Fusion

McDonalds B

urger

Brancott E

state

230234241255262285296310329345Top 10 Brands 14th - 20th Feb 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

Frontline Leaders Debate

Eastenders

Dragonsrsquo Den

Late Late Show

Coronation St

Fair City

RTE News 9

Greyrsquos Anatomy

Toy Story 2

Operation Transformation 71727373

8788899197

162

Sponsorships

RTE are currently seeking a sponsor for Health of the Nation

which returns to our screens in Summer 2011

There is also a sponsorship available for the US Masters on

Sky This is a great opportunity for a brand seeking a sport

association

Coronation St

RTE News 9

Frontline Leaders Debate

Late Late Show

Operation Transformation

Dragonsrsquo Den

Fair City

All Ireland Talent Show

Eastenders

Emmerdale 140144

153156

165174

195220220226

The Frontline Leadersrsquo DebateStephen Fry on Ros na Ruacuten

Page 3: Mindshare   04 mar2011

iphone1

nokia2

phones3

samsung

4 o2

5

iphone 4

6 carphone

7 carphone warehouse

8 htc

9

ericsson10

Rising Mobile Phones

March 2010- 2011 vs 2009

Rising Entertainment

last 7 days vs previous 7 days

radiohead

+350

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

adele

+180

SallyAnn King Senior Digital Account Manager

What is your role in Mindshare I work with clients and my colleagues on digital strategies with overall campaigns in mind My background has been working for digital agencies Itrsquos fantastic to be able to work with the biggest media agency in Ireland It means we can share concepts on behalf of our clients and all aspects of each campaign are in synch Its an interesting and demanding role and I thoroughly enjoy it

What media developments are you watching We are at the tip of the iceberg of opportunities for mobile advertising In app ads and mobile sites are on the rise There is an app for everything and everyone - my recent favourite is the Pocket Hipster app but you probably havent heard of it

Whats your favourite recent campaign Volkswagen promoted its Fox car to a young audience in Sao Paolo Brazil by sponsoring music festival the Planeta Terra Festival - and launching a hunt for lost tickets to the festival via Twitter It hid 10 tickets in places throughout Sao Paolo and launched an online platform using Google Maps of the city To find them people had to tweet foxatplanetaterra and the more tweets the closer the zoom became on the map The first one to get to the tickets location won it The four day competition saw the Foxs appearance at Planeta Terra become a trending topic within hours A fantastic example of a social media mashup

To tweet or not to tweet Twitter is the voice of the people Over 20000 tweets with ge11 were recorded on 26th Feb as the votes were counted Ill follow you if you follow me sallyannking

+1

oscars 2011

+500

alpecin shampoo

justin bieber haircut

lipstick jedward

shave or dye

justin bieber

hairstyles 2011

blonde hair

la fitness

loreal

Rising Searches in Beauty

0

-1

+5

-1

jessie j

+250

true grit

+170

rihanna

+80the rock

+80

justin beiber

+60

NEW

0

NEW

-6

+2

PampG

Unilever

Reckitt B

enckse

rToyota

Kelloggs

LrsquoOrea

l UK

Johnsonamp

Johnson

Nestle

Danone

GlaxoSmithKline

348382447496512548595742828

1531

TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

The Frontline Leadersrsquo Debate was the top rating

programme for adults 15-34 Political coverage was top

of the agenda this week for both RTE and TV3 in

advance of the election

Dragonsrsquo Den has returned to our screens again as

hopeful entrepreneurs make their pitches for investment

Expect lots of drama with the return of Desperate

Housewives the end of an era in Summer Bay and a

bigger and better Off the Rails It returns on Wednesday

with a new hour-long format

Stephen Fry made his much anticipated appearance on

Ros na Ruacuten this week He played a bewildered English

tourist It will also be part of Fryrsquos series on languages

Top TV Advertisers 14th - 20th Feb 2011

UPC

O2 Prepay

Toyota Auris

RSA anti-drug

Toyota Avensis

Galtee M

eats

Nutricia

Aptamil

Gillette

Fusion

McDonalds B

urger

Brancott E

state

230234241255262285296310329345Top 10 Brands 14th - 20th Feb 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

Frontline Leaders Debate

Eastenders

Dragonsrsquo Den

Late Late Show

Coronation St

Fair City

RTE News 9

Greyrsquos Anatomy

Toy Story 2

Operation Transformation 71727373

8788899197

162

Sponsorships

RTE are currently seeking a sponsor for Health of the Nation

which returns to our screens in Summer 2011

There is also a sponsorship available for the US Masters on

Sky This is a great opportunity for a brand seeking a sport

association

Coronation St

RTE News 9

Frontline Leaders Debate

Late Late Show

Operation Transformation

Dragonsrsquo Den

Fair City

All Ireland Talent Show

Eastenders

Emmerdale 140144

153156

165174

195220220226

The Frontline Leadersrsquo DebateStephen Fry on Ros na Ruacuten

Page 4: Mindshare   04 mar2011

PampG

Unilever

Reckitt B

enckse

rToyota

Kelloggs

LrsquoOrea

l UK

Johnsonamp

Johnson

Nestle

Danone

GlaxoSmithKline

348382447496512548595742828

1531

TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

The Frontline Leadersrsquo Debate was the top rating

programme for adults 15-34 Political coverage was top

of the agenda this week for both RTE and TV3 in

advance of the election

Dragonsrsquo Den has returned to our screens again as

hopeful entrepreneurs make their pitches for investment

Expect lots of drama with the return of Desperate

Housewives the end of an era in Summer Bay and a

bigger and better Off the Rails It returns on Wednesday

with a new hour-long format

Stephen Fry made his much anticipated appearance on

Ros na Ruacuten this week He played a bewildered English

tourist It will also be part of Fryrsquos series on languages

Top TV Advertisers 14th - 20th Feb 2011

UPC

O2 Prepay

Toyota Auris

RSA anti-drug

Toyota Avensis

Galtee M

eats

Nutricia

Aptamil

Gillette

Fusion

McDonalds B

urger

Brancott E

state

230234241255262285296310329345Top 10 Brands 14th - 20th Feb 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

Frontline Leaders Debate

Eastenders

Dragonsrsquo Den

Late Late Show

Coronation St

Fair City

RTE News 9

Greyrsquos Anatomy

Toy Story 2

Operation Transformation 71727373

8788899197

162

Sponsorships

RTE are currently seeking a sponsor for Health of the Nation

which returns to our screens in Summer 2011

There is also a sponsorship available for the US Masters on

Sky This is a great opportunity for a brand seeking a sport

association

Coronation St

RTE News 9

Frontline Leaders Debate

Late Late Show

Operation Transformation

Dragonsrsquo Den

Fair City

All Ireland Talent Show

Eastenders

Emmerdale 140144

153156

165174

195220220226

The Frontline Leadersrsquo DebateStephen Fry on Ros na Ruacuten