During this year’s World Cup Vizeum have been tracking viewership of each game on RTÉ. Audience measurement data has recently become available for UTV and BBC which also carried coverage on Irish multichannel platforms. RTÉ retained the largest share of viewers during the finals with over 30% points above BBC and UTV shares for key matches. So how did the big games fare across RTÉ, UTV and BBC?
World Cup Final:
The world cup final was the largest viewed game with 827,000 individuals in multichannel homes watching it across RTÉ, UTV and BBC. This was the only game that was shown on all three station. In earlier stages BBC and UTV alternated which games they showed. Not surprisingly, RTÉ held onto the largest share of viewers with 45.9%. BBC achieved the second highest share for the game with 13.4% while UTV only achieved 3%.
Semi Finals:
The Germany vs Spain semi final was the most viewed semi with just over 600,000 ind mc viewers. This game was shown on RTÉ (39% share) and BBC (8% share).
Uruguay faced the Netherlands in the other semi final and was viewed by 552,900 ind mc viewers. This games was shown on RTÉ (38% share) and UTV (5% share).
England:
As we know, England’s World Cup came to an end on Sunday the 27th against Germany. This game was viewed by 464,000 individuals in multichannel homes. Interestingly the share for BBC for this game came close to equaling RTÉ with 24% to 30% respectively.
England’s most viewed game was against the USA. This game, England’s first of the campaign, was viewed by 517,400 ind mc.
France:
Les Bleu blew their World Cup chance with poor performances and in camp bickering. Their highest viewership was against Mexico on the 17th of June. The games was seen by 369,100 individuals in multichannel homes and achieved a share of 35% (26% RTÉ and 9% BBC).
TV3 is delighted to announce the appointment of Niall Cogley as Broadcast Event Director, overseeing the project of covering next year’s UEFA Europa League Final which will take place in the Aviva Stadium, Dublin on May 18th 2011. As host broadcaster, TV3 will be responsible for providing the worldwide feed to over 170 markets as well as being the exclusive broadcaster of this prestigious event in Ireland
The UEFA Europa League Final 2011 will be the biggest worldwide televised sporting event ever hosted in Ireland and will be a tremendous opportunity to showcase the country and the city of Dublin to a huge global audience. It will also be a great opportunity for TV3 to showcase the skills and resources developed over the last number of years covering live Championship GAA, the Rugby World Cup, UEFA Champions League and UEFA Europa League. Niall will work with the TV3 Sports, Operational and Commercial teams and liaise on behalf of TV3 with the FAI and the City of Dublin as well as UEFA and all their partners to deliver this major broadcasting event.
“Acting as the lead broadcaster for so many European and world-wide broadcasters is a huge responsibility said TV3’s Chief Executive David McRedmond at today’s announcement.
so we will use the best talent available in the market from both within and outside TV3”
“Niall’s specialist sports broadcast experience in both the public and private sectors is unique and the timing of his new business launch could not have been better for us. He will bring a range of operational and leadership skills to this vital project for TV3 and his international relationships in the sector are unmatched.”
“We are very happy to have Niall on board” he said.
Niall Cogley was Head of Sport in RTE before co-founding Setanta Sports Channel Ireland Ltd in 2004. He resigned last week as CEO of the business to set up Sports & Broadcasting Solutions (SBS), an international sports consultancy and brokerage business. Speaking at today’s announcement he said “TV3’s sports coverage has developed tremendously over the last few years and I’m delighted to be asked to co-ordinate the various tasks involved in hosting such a great event for TV3”
“UEFA’s newly branded Europa League tournament has developed at a breath-taking speed since its re-launch and it is a tribute to all concerned that Dublin has been selected to stage the 2011 final.”
On the 12th of June The Irish Daily Mail undertook the ultimate targeted promotion. An Irish national newspaper logistical first! They hand inserted 80,000 county flags into a polybag and distributed them free with the newspaper throughout the 32 counties of Ireland. Each paper, in each shop, in each county had to have the applicable county flag which they successfully delivered – a reader in Naas got a Lilly white flag with the paper, a reader who bought their paper in Dingle received a flag with the Kingdom’s clrs and so on. There was the obstacle of readers who lived away from home. To overcome this issue they set up a special customer “swap line” whereby readers could request a flag swap. Over 200 readers contacted us to swap their flag for the home county colours, which is a testament to exactly how powerful this communication was.
Also, the Irish Daily Mail has taken over as the title sponsor off the forthcoming International Rules Series between Ireland and Australia in October. This is the first time a media brand has taken on the title sponsorship and is a big coup for Associated Newspapers in Ireland. Previous sponsors included Coca Cola and Fosters. The series kicks off in Limerick’s GAA Grounds on October 23rd and will be followed up by the rematch on October 30th in Croke Park. It is expected that up to 130,000 fans will attend the games while an additional 500,000 will watch it on TV.
As part of the build-up to the series, both the Irish Daily Mail and the Irish Mail on Sunday have a dedicated weekly column by Barney Rock. “Rock’n’Rules” will deliver readers all the latest action from the Irish camp.
Aiming to get brand recognition and sales without breaking the bank, Chang Soda in Thailand achieved instant stand – out with this clever use of Outdoor. The “Fizzy Billboard”, situated in Bangkok’s main shopping district, realeases hundreds of white balloons, simulating the effect of bubbles rising from the chang bottle.
Bravo’s Transvision digital advertising screens are displaying news from RTÉ for the first time since its launch in 2009. The news element of the displays had been provided by Sky News. The screens display digital advertising alongside news feeds in Busáras, Connolly, Pearse and Heuston Stations.
RTÉ broadcaster John Murray is to anchor a new programme on between 9-10am every weekday, filling the slot that was left vacant after Ryan Tubridy moved to take over the late Gerry Ryan’s slot on 2FM. Murray is best known to listeners of Radio 1′s Morning Ireland and as a presenter of The Business programme. The new programme will be known simply as The John Murray Show and will focus on broader lifestyle and entertainment items with a strong emphasis on
The ‘FM’ in 98FM’s branding has returned after a two-year absence because it ‘‘justworks’’, according to chief executive Chris Doyle.
The Dublin station last week unveiled a brand refresh, which returned the traditional radio acronym to its name, having dropped it in 2008 to become Dublin’s 98. Doyle said that market research showed strong brand awareness behind the 98FM name, with most people still using it to refer to the station anyway. He also said that the motivation for losing the letters in 2008 was no longer as strong.
‘‘There was a lot of talk about DAB [digitalaudio broadcasting] around that time, and the thinking was to move away from FM, but
DAB’s really stalled in the last while,” he said. ‘‘We’ve spoken to a lot of people and it just felt right to bring it back.” However, while reclaiming its FM roots, the station is still spreading to other platforms. Its existing iPhone app, which streams the station live, is being updated soon, with an app for other phone types arriving shortly afterwards. Twitter and Facebook will also be used more, with the station’s presence on these networks being promoted on air and online. The new look, which was designed with ad agency Rothco, is a shift from the polished purple imagery used for the past two years. The station now sports red as its main colour, with the logo having a more hand-written look. ‘‘That’s something we deliberately went for, to give it that bit of fluidity, perhaps make it feel a little bit less corporate,” said Doyle. ‘‘We also felt there was a requirement to be that bit more positive and that’s where our ‘now is good’ slogan comes in.” To support the rebrand, the station will be rolling out a ‘‘relatively significant’’ marketing investment in television, print and outdoor ads in the weeks ahead. There will also be a new fleet of branded vehicles on the capital’s streets, with Fiat 500s replacing the station’s existing SUVs. Doyle said the ad push was important, not just to promote 98FM, but also to inspire confidence in companies that might be looking to advertise on the station.
‘‘I think it would be cheeky of me to ask people to advertise on 98FM if the radio station didn’t support or market itself,” he said.
Check out 98Fm’s new TV ad! http://www.98fm.com/ourtvad
The amount of advertising permissible on independent commercial television in Ireland looks set to be increased under draft broadcasting rules published by the Broadcasting Authority of Ireland (BAI). If adopted, the rules will see the maximum amount of advertising permitted rise to 12 minutes per hour from the current maximum of 10 minutes per hour. In addition, the maximum amount of advertising permitted per day would increase from 15 per cent of daily broadcasting time up to 20 per cent. If adopted, the rules will apply only to independent commercial television channels licensed in the Republic of Ireland such as TV3, Setanta Ireland and City Channel. Public service television stations RTÉ and TG4 will not be affected by the rules.
“The BAI’s proposal to increase the permitted daily and hourly advertising limits is informed by an awareness of the need to ensure that the independent commercial television sector in Ireland competes effectively with competitors in the wider European commercial television sector including UK channels targeting Irish audiences” BAI chief executive Michael O’ Keeffe said. “The BAI is also of the view that the proposed increases in advertising limits will help to protect and stimulate Irish employment and sustain Irish programme content in a context where the television sector has suffered a significant decline in commercial revenue.” The authority has begun a public consultation on the draft rules. It is anticipated that all responses to the consultation on the draft rules will be considered by the BAI at its meeting in July and that the finalised BAI Rules on Advertising and Teleshopping will be introduced in August 2010
Over 75% of young Men 15-34 yrs old watching TV between 3-5pm on Sunday 27th June were tuned into the England vs. Germany match across RTÉ2 and BBC1. A further 10% were watching the Dubs game on TV3e.
Surprisingly 51% of all young women watching TV at the time of the match also tuned in across RTÉ2 and BBC1. On top of this a further 8% of young Wmn 15-34 were watching the Dubs game on TV3. So almost 59% of young women tuning into TV were watching live sport on Sunday afternoon.
Last year, advertising revenues fell by 15 per cent, largely because cinema tends to be used for big-brand advertising and such campaigns have been severely impacted by the recession. Neither did it help that cinema admissions declined last year, though this year has seen a rebound. The advertising market on cinema screens in Ireland is controlled by Carlton Screen Advertising, which sells advertising for 71 cinemas and more than 400 screens. It may shortly be the only vendor of cinema ad space as it is believed Carlton is about to acquire the rights to sell advertising for the GalwayEye and Vue Liffey Valley from the UK cinema advertising company Pearl & Dean. Carlton is fighting more aggressively for ad revenue, says general manager Eoin Wrixon, and hit movies can make his job a bit easier. Despite critical brickbats, Sex and the City 2 has been a big box-office hit in Ireland and cinema viewers have been targeted with a vast array of ads. Although there’s no legal cap on the number of ads that can be screened, cinema owners and Carlton have agreed a minute limit which varies from Cinema to Cinema. There are also strict guidelines around alcohol advertising. Ireland has the second highest per capita admissions in the world and the attraction of cinema as an advertising medium is that people are consuming the message in a positive social environment. And unlike when they’re watching TV at home, the audience can’t skip the ads with a remote control.
According to research conducted for Carlton last year, one-third of TV users now have a personal video recorder (PVR) and most PVR users skip the ads all or most of the time. The study claims only a quarter of those aged 25-44 will watch the ads on TV. But despite the captive audience cinema can offer, advertisers are still put off by the cost of producing a cinema ad.
