This is our last newsletter of 2010 so we would like to take this opportunity to wish you and your families a merry Christmas and a very happy 2011. A big thanks to all the suppliers and clients who kindly donated prizes throuhout the year. Good luck for 2011!
Monthly Archive for December, 2010
This year’s Late Late Toy Show aired on the 26th of November and was the highest rating programme for the past 14 years. The show achieved a peak consolidated ratings of 38.5tvrs for all people in multichannel homes whilst achieving a 69% share. Turbridy’s second Toy Show, which was sold by RTÉ for a special rate of €17,000, performed well across most audiences. For Housekeepers with Children the Toy Show achieved an average consolidated multichannel rating of 49tvrs (77.6% share).
X Factor Semi Final results show also performed very strongly. TV3’s best performing show achieved a peak Live + VOSDAL (viewed on same
day as live) rating of 28.2 for multichannel individuals, which was the highest performing X Factor show to date. This episode of the popular song contest saw Irish hopeful Mary Byrne fail to make it into the final after a ‘Deadlock’ sing off with Cher Lloyd. The results show achieved strong results for the Housekeepers with Children audience, achieving a Live + VOSDAL peak multichannel rating of 44.3 tvrs. This weekend’s final will surely perform well after such a strong semi final performance.
Also, last week saw the world’s longest-running soap opera reach its 50th anniversary – Coronations St. The soap first aired in 1960 and marked its 50th anniversary with an hour long live episode on Thurs 9th December 2010. The action packed story line for this live episode involved a murder, a wedding, an explosion, a birth, confessions of infidelity and of course the runaway tram. All in all, just an average week on this famous cobblestoned street! Amidst all the commotion and excitement on screen, the viewing figures on TV3 for this anniversary week have seen an increase in recent figures with Monday’s two episodes coming in with 739,000 and 837,000 individuals. Wednesday’s double episode came in with 614,000 individuals – the drop can be attributed to UTV showing one of the episodes on Tuesday while TV3 aired Man Utd’s Champions League game against Valencia. The live episode on Thursday recorded 829,000 individuals, which meant that the top 3 episodes so far this year, aired during this anniversary week. The repercussions of this week’s storyline will dominate the street for the foreseeable future as many of the loose-ends are only now beginning to unravel…stay tuned to see what happens to the residents of Manchester’s most famous street.
Despite the doom and gloom that shrouds not only the advertising industry but Ireland as a whole, digital Ireland has remained a bastion of hope. The internet market continues to grow. Internet subscriptions are up 8.1% on Q2 2009 to 1.6 million. Adults using the internet on a monthly basis rose 9% to 2.5 million versus October 2009. Internet ad spend is up 12.1% for H1 2010 versus H1 2009.
2010 was also heralded as mobile internet’s coming of age. While many shouted, “We’ve been here before!”, the shift has been greatly aided by iPhones being
available on three networks as opposed to being an O2 exclusive handset. A greater selection of handsets developed for internet usage on all networks as well as keener competition on data transfer prices from all networks. TGI’s 2009 survey recorded 26% of adult access the internet via a mobile device compared to just 9% in 2008. Anecdotal data suggests that this may now be as high as 35%. While Nokia boasts the greatest number of smart phone handsets in the market, a quick look at any website’s analytics shows that in terms of mobile internet usage, iPhone’s are the clear drivers, followed by Android. Online television catch-up services has also featured prominently this year. Nielsen’s establishment survey shows that 15% of households are regularly watching TV content via an online player. Figures from RTE and TV3 suggest that the player is being used at the same time as peak television viewing and interestingly extends evening viewing by an hour.
Onwards and upwards for 2011
The average Irish consumer is set to spend 10.6pc less this Christmas than last year, according to the annual Deloitte consumer survey of Christmas spending. The survey also found that consumers expect to spend a third of their gift budgets online. The reduction in spending on this year’s festivities is considerably more than the European average of 2.5pc. However, with an expected average spend of €1,020 per household, Ireland remains in second place in the European spending table behind Luxembourg. The average European spend this Christmas will be €590. Carried out in the last two weeks of September, the survey reveals that the average Irish household will spend €650 on gifts, €250 on food, and €120 on socialising this Christmas season. Irish consumers said they would be spending 11pc less on gifts, 7.5pc less on food and nearly 14pc less on socialising. “Irish consumers are now spending nearly a third less on Christmas since 2008,” said Susan Birrell, consumer business partner, Deloitte. “That said, the drop in spend this year is not as significant as last, and consumers have also indicated that they are feeling the fall in spending power less acutely than in 2009. Sixty-three percent of our respondents identified that the main reason for spending less is the economic downturn and the belief that it will get worse. Forty-one percent indicated it was because they are in debt.” Four out of five Irish consumers said they will focus more on purchasing useful gifts this year. In addition, 78pc indicated they will aim to buy discount or retailers’ own label products and purchase fewer branded products. The way in which Irish consumers will finance their Christmas purchases has also changed – 46pc indicated that they will pay more by cash, while 31pc indicated that they are saving more. 42pc percent also indicated that they are using loyalty points more. Deloitte said this should encourage retailers to expand and promote their loyalty programmes. “The survey emphasises the importance that retailers will need to place on their strategy this festive season,” said Birrell. “The mainly price-driven strategy that consumers have adopted will lead them to seek out information on where they can find the best prices and special offers. It will also have an impact on the mix of products purchased – something retailers will have to take into account in their merchandising.” Speciality chains (24pc), hypermarkets (16pc), traditional department stores (14pc) and the internet (11pc) are the preferred locations for purchasing gifts this festive season. 46pc of Irish consumers indicated that they will buy gifts online this year. On average, consumers will spend just over a third of their gift budget on the internet. 41pc said they plan to spend more on the internet this year. The main reasons identified for shopping online are lower prices than traditional stores (79pc), the convenience of home delivery (70pc) and to avoid crowded stores (63pc). Search engines (68pc) and retailer websites are the main information sources for Irish consumers. Gift vouchers are now the most wished for gift in five European countries (including Ireland) in 2010, highlighting how consumers now wish to receive gifts with a high utility value.
The capital’s free bike scheme is set for massive expansion thanks to its huge success. The number of free bicycles available through the Dublin bikes initiative is to be increased from 450 to 5,000 and the number of bike stations will be upgraded from the current 40 to 300. The scheme currently has 45,000 subscribers. The plans, which were given the go-ahead at Monday night’s Dublin City Council meeting, are to be rolled out over the next five years. The expansion plans aim for the scheme to become a part of integrated ticketing with public transport such as bus, Luas and Dart services. The scheme is also to be expanded into 14 new areas across the capital. The areas are to be decided on by a working group in the coming months but a report on the expansion lists the Docklands area, Ballyfermot, Ballymun, Coolock, Finglas and Dublin City University as priorities. However, questions remain about how the expansion is to be paid for. Advertising agency, JCDecaux currently provides the bikes, bike stations and bike stands in return for advertising space around the city. The council says that it will “pursue all measures to finance the scheme” and will fund the plan through a combination of Government funding and advertising deals. The free bicycle scheme has been rolled out in cities across the world, with Dublin being one of the most successful since its launch in April 2009. In Melbourne, a city with twice the population of Dublin, there are just 150 bike trips per day being taken, while in Dublin the average number of trips per day was 5,000 during the summer months.
At the beginning of December, 20th Century Fox launched one of their big, child friendly Christmas blockbusters – Gulliver’s Travel. The launch consisted of a
heavyweight national TV campaign, up weighted in Dublin with outdoor media. The outdoor consisted of two creative’s; one being the infamous Gulliver image of him being tied down by ropes and the other showing Fox’s modern take on the tale, with the star Jack Black towering over the streets of the main location in the movie – Liliput. The media campaign was also backed up by a strong PR campaign; part of which was having the man himself Jack Black in town to promote the flick!!! The movie is out on St Stephens day.
Denny kicked-off their Christmas campaign last week with their beautiful execution of Christmas morning at home. Featuring the Bradbury family from Sandymount in Dublin, the ad – which was filmed on 25th December 2009 – shows 5 year old Katie
discovering what Santa has left for her under the tree before they all tuck into their traditional Denny breakfast!
Thanks to Meteor for this month’s prize which is a Samsung Galaxy Europa phone.
To Win – Just answer the following question: (clue – read on) What is the name of the 20th Century Fox movie that is out on St Stephens Day?
Email your answer to ciara.mahon@vizeum.com before Dec 20th for a chance to win. The winner of last month’s prize of the Jameson Reserve was Paula Flanagan from the Irish Mirror.
Congrats Paula!
Below is an update on the outdoor market for cycles 1 – 20.
48 sheets are the leading format, with 23% share. This is follwed closely by Adshels with 20%. Transport, Ambient and Other 6 sheets are closely tied, with 17%, 15% and 14% respectively.
Source : PML
