This week:                   From the blog: The Changes for Sky                             A few words from Niki Gageby  ...
INSIGHTS &                    ANALYSIS         Jim Corr                                     Operation Transformation      ...
Top Food RetailersNiki Gageby, Business Director                                                                          ...
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Mindshare Weekly Report 28th January 2011


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Mindshare Weekly Report

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Mindshare Weekly Report 28th January 2011

  1. 1. This week: From the blog: The Changes for Sky A few words from Niki Gageby The Latest Trends in Search 28th January 2011 Changes to Sky EPG (Electronic Programme Guide) Jill Robinson Some major changes are coming to the EPG (Electronic Programme Guide) on Sky which will involve an update to the positions at which many of the channels can be found on the Sky platform. A new channel, Sky Atlantic, will also be launched, with all of these changes taking effect from the 1st Feb. The EPG changes mean that for Sky+ HD subscribers, 33 channels in Sky’s HD pack will ‘swap’ positions with their Standard Definition (SD)counterparts. So, for example, HD subscribers will find Sky 1 HD at #106, with Sky 1 moving to #170. Accordingto Sky, the reason for this change is that they want to make the HD Sky channels more accessible and easier for theviewer to find.HD Channels are not Opt Out channels (i.e. they only show UK adverts in Ireland). SD channels, which can betargeted by Irish advertisers, will now be located at a higher from the blogposition on the EPG meaning viewers will have to flick past theHD version of the channels to view them. This change will onlyeffect Sky HD subscribers. More News from Sky about Living, Sky Atlantic, Sponsorship and More4; by RhonaCurrently the number of homes in Ireland who are HD subscribers Read Moreremains low at under 10%. Statistics on how many of thesesubscribers have already been watching HD as opposed to SD is Your Mobile... a phone, a wallet, a radiounknown, so its uncertain what change to Sky impacts the moves station. The latest you can do with your mobile; by Hilary.will have on the channels with HD versions Read MoreContinue Reading this article
  2. 2. INSIGHTS & ANALYSIS Jim Corr Operation Transformation GOOGLE TRENDS 28 JAN 2011 Google This! This week, many have been on the search for all things fun in the world of football. We’ve also been googling the not so fun world of banking too; with HSBC, Lloyds and banking365 all trending. In news searches, the newly trending chicken recipes stories are Cowen’s demise and the Aer Lingus strike. In entertainment, Jim Corr has received a lot of online attention - particularly through Facebook after the LateRising Searches (last 7 days) Mindshare analyses the search volume within Ireland to establish patterns and Late show. trends of information people are In Dublin, it seems that the kids have20th Jan - 27th Jan 2011 searching for over certain time periods. had free reign of computers this week as stardoll ‘utube’ (yes, youtube misspelt) and club penguin are trending. bbc football 80% We also looked at food retailers lottery 80% searched this year in comparison to 2010. Discount retailers Aldi, have made it into the tfl 70% top ten list, as have Tesco Mobile. lloyds 60% In cooking and meals, Portuguese restaurant Nando’s has opened in Ireland banking365 50% and is trending in our searches. Operation bbc sport 50% Transformation is now more interactive thanfantasy football 50% ever and is being well received. If we can guess from Google, our latest cooking hsbc 50% attempts have involved a lot of chicken andpremier league 50% beef, curry, lasagna and carbonara - winter the sun 50% warmers all round.Rising News Searches (last 30 days) Rising Cooking SearchesDecember 29nd - 27th January 2011 (last 30 days) cowen harte beef recipes michaela harte lasagna operation transformation michaelaliverpool chicken recipes nandos aer lingus nigel slater mauritius pancakes chicken curry michaela mcareavey brian cowen cakes carbonara
  3. 3. Top Food RetailersNiki Gageby, Business Director Google Searches 2010 vs 2009 1)What is your role in Mindshare? I’m a Business Director in the planning 1 tesco 0 department. 2 asda 0 2)What media developments are you keeping 3 supervalu 0 an eye on? As with everyone - Digital & Mobile - its an ever- 4 supervalu breaks 0 changing, complicated market place. But also, 5 tesco mobile NEW the whole idea of media owners offering a 360 solution. 6 tesco direct +1 Its not a new media development in the sense of 7 morrisons +3Digital, Mobile and Content but if the likes of RTE (and hopefully other mediaowners) actually pull-off multi-platform campaigns itll offer clients a real strength 8 tesco ireland 0in engaging and conversing with consumers 9 lidl 03)Whats your favorite recent campaign? 10 aldi NEWYeo Valley Rapping Farmers. Two minutes of mindless fun that you canthelp but watch. Illustrates how brands can grow from niche to bigbudget (They only used X Factor prime time spots) without compromising on Trending in Dublin this Weekquality and brand values. Find out more about it here. fantasy football club penguin 4od irish times4)To Tweet or not to Tweet? utube banking 365Still getting to grips with it.... definitely more into following (spying) fantasy football donedeal Our Five Friday Follows! stardoll @GrouponDublin (For daily deals) Rising Entertainment @luxurydaily (Luxury Marketing) last 7 days vs. previous 7 days @thejournal_ie (Daily News RoundUps) jim corr @TBCT (Temple Bar Cultural Trust) breakout @siliconrepublic (Irish Tech News) Upcoming Films tom hardy 400% Thanks to Carlton Screens 1. Barney’s Version 6. Hereafter anne hathaway +110% 28/01/2011 28/01/2011 2. Biutiful 7. The Fighter odeon 28/01/2011 04/02/2011 +80% 3. How Do You Know 8. Brighton Rock cineworld radio 1 28/01/2011 04/02/2011 +50% +50% 4. The Mechanic 9. Sanctum 28/01/2011 04/02/2011 free movies online 5. Tangled 10. Yogi Bear vue +40% 28/01/2011 11/02/2011 +40% 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 ( or +353 1 415 0300