The latest Adspend figures for the last full year Feb2010 – Jan2011 YOY, had a very marginal increase of 0.44% . Radio had the biggest decline, down 8.9% YoY. Press shows a growth YoY, up 4.8% vs same period last year, while cinema saw the biggest increase with 12.6% YoY. Tv saw a drop of 1.5%.
Archive for the 'General News' Category
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The Institute of Advertising Practitioners in Ireland (IAPI) is rolling out a series of “energiser” events for 2011 that will take the format of a series of thought provoking talks and workshops for IAPI members across all levels. The first of these is to be held on March 23rd at 8am in IAPI and is entitled “How psychology is inserting itself into the practice of advertising” and will be delivered by Dr Kenneth McKenzie a social psychologist in Trinity College Dublin and University College Dublin who will address how psychology is inserting itself into the practice of advertising. He will also outline what advertising people need to consider before they try to adopt psychology in writing briefings and making pitches. Places are limited and booking is essential – email aisling@iapi.com to book your place.
Jan-Dec 2009 V 2010 had a marginal increase of 1.34% YoY. Radio had the biggest decline, down 9.4% YoY. Press shows a growth YoY, up 4.7% vs same period last year. TV saw a 1% drop, Outdoor a 3% drop and Cinema was up 7.5% YoY.
TGI allows a deeper understanding of TV audiences and their relation to both offline and online platforms. The latest TGI data shows that median average TV viewing in Ireland is 18 hours a week, compared to 20 hours a week in GB. Despite this (or perhaps because of it), Irish adults are more likely to think of themselves as TV addicts. A quarter do so, compared to 16% of their counterparts in Britain. The good news for advertisers is that 27% of Irish adults find TV advertising interesting and something to talk about – compared to only 15% of GB adults. Based on this statement, the most receptive TGI Lifestage groups are Fledglings, Empty Nesters, and Senior Sole Decision Makers (see below). Potentially lucrative Empty Nesters are 20% more likely than the average Irish adult to find TV advertising interesting.
2010 saw the profile of TV on demand raised thanks to events such as the FIFA World Cup in South Africa. Half a million Irish adults have used TVOD to date and 240,000 watch TV for one hour or more a week using the service In Ireland the majority of TVOD viewers (60%) access services through their TV set, with 30% using a PC. As yet, only a small minority view TV on demand using a mobile device.
More broadly, 400,000 Irish adults watch TV online. Again, 15-24s are the key age group – in Ireland a quarter watch TV online and 18% do so regularly, compared to only 7% of the 25-34 age group. Over 200,000 people download TV programmes from the internet. Sixty-five per cent of those who do are aged 15-34. Two-thirds of Irish adults ‘prefer’ to watch television programmes at the time they are broadcast, rather than record them. Almost half the population say they often record a programme on TV then don’t get a chance to watch it. Time poor ABC1s are more likely to watch recorded TV, with Irish ABs 24% more likely to watch an hour or more a week (compared to the national average). Busy and outgoing 25-34s are the age group most likely to watch an hour or more of recorded TV each week. Base: All adults 15+
Source: Republic of Ireland TGI 2010
Fledglings = 15-34, single, no children, live with parents.
Empty Nesters = 55+, married or living as a couple, children have left home.
Senior Sole Decision Makers = 55+, not married and live alone.
Ryanair, the budget airline, is partnering with publisher Ink to create customised ads on home-printed boarding passes, which target fliers based on their travelling routes and location. Ink, the in-flight magazine publisher, is developing a system that will customize advertising for travellers, according to their route and demographic data. The ads will be printed on Ryanair boarding cards and will target destination and departure points. A Ryanair spokesperson said: “Passengers are required to reference their boarding cards on a number of occasions during a trip, providing repeat exposure for advertisers.” The revenue from the ads will be used to keep Ryanair airfares low
The first ever Irish Media Awards that are aimed at recognising, celebrating and rewarding excellence and innovation in all areas of media planning, buying and media sales have been launched. The Media Awards 2011 are a joint initiative between Irish Marketing Journal, Ireland’s leading magazine for the advertising and marketing industries, and The Brainfood Store, the country’s top thought-leadership event forum.
In such a challenging environment and at a time when media is consistently innovating, launching, re-launching and exploring new ideas, it has never been more important to single out success stories and to praise some of the most creative thinkers in media buying, planning and sales. To this end, Ireland’s first ever Media Awards will take place in Dublin, 31st March 2011 and will celebrate the very best work, businesses and brands in the media business. Thiscelebration will be representative of the whole commercial media industry – North, South, National, Regional, Agency, Media Owner/ Suppliers and will acknowledge the people that bring the most outstanding media ideas to life. An impressive panel of judges from home and abroad will select winners in 16 categories and the night will have collaboration and inclusivity at its heart.
A total of 16 awards will be made on the night, including the coveted Grand Prix Award. The categories, which are outlined below, are of interest to both media agencies and media owners/suppliers and include awards for Best Media Agency, Best Media Brand and Sales Team of the Year. The Awards also include Northern Ireland while there will also be an award for the Best Regional Initiative. In addition the Awards will also recognize and reward innovation and collaboration between agency and media owners.
1 Best Use of Media ROI Medium/Large €100k+
2 Best Use of Media NI Medium/Large €100k+
3 Best Use of Media ROI Niche <€100k
4 Best Use of Media NI Niche <€100k
5 Best Sales Initiative ROI Medium/Large €100k+
6 Best Sales Initiative NI Medium/Large€100k+
7 Best Sales Initiative ROI Niche <€100k
8 Best Sales Initiative NI Niche <€100k
9 Best Research Initiative
10 Best Collaboration between Agency & Media Owner
11 Best Regional Media Initiative Agency AND/OR Media Owner – Single AND/OR Multi Media
12 Best Newcomer Awarded to an Individual
13 Media Brand of the Year
14 Sales Team of the Year
15 Media Agency of the Year
16 Grand Prix
For more information please visit
www.mediaawards.ie
Congratulations to Dawn Bailey in Dublin Bus on the arrival of her new little bundle of joy! Baby Ruby was born 2/01/11 weighing in at 8lbs.
Jan-Oct 2009 V 2010 had a marginal increase of 2.7% YoY. It is much the same trends as previous months. Radio had the biggest decline, down 8.2% YoY. Both Press & Cinema are up 7.2% & 7.8% respectively on the same period last year. TV saw a 2% drop, Outdoor a 2.5% drop.
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.
