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Mindshare Weekly Report 27th May 2011
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Mindshare Weekly Report 27th May 2011

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  • 1. Irish Media Agency 2011 27th May 2011This week: The blog: What’s the Craic withofBarack? The latest insights and analysis search twitter.com/MindshareIRL blog.mindshare.ie A few words from Stanislava Zeitoun youtube.com/MindshareIRL Is Féidir Linn - The Barack Effect by Kate Schiko Some might say those of us in Ireland  have lived through a great moment in history over the last couple of weeks… the first Royal visit in 100 years, and arguably the most anticipated Presidential visit since Clinton ’95. This was all preceded by a certain wedding that every female in Ireland seems to have watched. Despite the road closures and transport disruption, the much bemoaned cost to the exchequer and the never ending lines of Gardai, we just couldn’t get enough of TheQueen and Obama (and Kate). We had a solid week of wall to wall mediacoverage in every medium, but it’s the online statistics that stood out across thesethree particular events. from the blogFirstly, the Royal Wedding… the anticipation of  that dress saw 100,000 streams Happy and Unhappy Social Networkof the wedding coverage. This is equivalent to the normal level of streams RTE Users Stick Togetherwould see in a single day. So to see a day’s worth of traffic focused on one story By Hilary Traceywas amazing. Read it here.Then the Queen came to visit. She proved seemingly a bit more popular thanKate. Over four days we watched 2.3 million streams – nearly 6 times as many Contextual Targeting and the Volcanoper day as the wedding. The majority of these were views on the player, with the Flight Disruptionvisit to the Garden of Remembrance and the speech in Dublin Castle drawing the by Ollie Smithmost interest. Read it here.And the culmination began with Air Force One touching down on Monday. TheRTE.ie home page saw 930,000 page impressions on Monday 23rd – this is four The True Music Influencerstimes its normal traffic. The ‘tracker’ delivered 451,000 page impressions, as by Ciaran Norrispeople followed Barack’s movements from Air Force One, to the Áras, to Read it here.Moneygall, back to College Green. I’m assuming it was him, and not Jedward,that was driving the interest…..or maybe it was the 60,000 people in the queueon Dame Street checking to see if they were going to get in to College Green. Can We Sell Good News in Ireland? ‘Is Féidir Linn’Read the rest of this article here. by Rachel Ray Read it here.
  • 2. INSIGHTS & Obama Sunday Herald ANALYSIS GOOGLE TRENDS Search Trends 25TH MAY 2011 Between the perfectly pronounced"A Úachtárain agus a chairde" and “Is Féidir Linn”, haven’t the last few days been rather nice, news wise? We’ve had the Queen’s visit, the epic Leinster victory, O’ Bama (alright Obama)... Leinster victory In the meantime it appears that some of us are still contentedly searching the Royal Wedding and Osama Bin Laden’s demise. In other ‘stories we’re tired of now’ news the worst kept secret in the world is now out in the open. Truth, half truths or total lies,Rising Searches (last 7 days) Mindshare analyses the search volume within Ireland to establish patterns and it’s all out in the open for Ryan Giggs and trends of information people are Imogen Thomas. At least he’s probably not in as much trouble as Arnold18th May - 25th May 2011 searching for over certain time periods. Schwartzenegger - who’s marriage to a Kennedy appears to have neatly ended at sunday herald Breakout 5000% the same time as his political career. What a coincidence. rapture 4200% In entertainment ‘cloche’ broke out the ryan giggs 650% Breakout UK’s Apprentice. Apparently they were talking about the ones that go with your barack obama 550% Breakout dining room and not the kind that go on your head. Beyonce and Lady Gaga also obama 500% trended because it was announced Beyonce heineken cup 350% would preform at Oxegen and Lady Gaga’s new album ‘Born this Way’ was released. imogen thomas 250% RTE live and Twitter saw a rise in search leinster 80% too this week - evidence of how important real-time info has become. twitter 50% bbc weather 40% Rising searches are based on the increase in volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure was too low to record them.Rising News Searches (last 30 days) Rising Food Related Searches25th April - 25th May 2011 (last 90 days) eurovision 2011 balsamic vinegar wedding smoothie maker eurovision ice cream machine royal wedding chocolate truffles atkins bar bbq kate middleton queen obama osama jedward barbeque
  • 3. Stanislava Zeitoun, Search Account Manager Top Rising Searches in the What is your role in Mindshare? last 12 Months I’m a search account manager. What’s your favourite campaign recently? 1 lottery +190% I loved the ‘Skittles’ Touch’ viral videos. This viral 2 donedeal +140% campaign that has delivered more than 5 million 3 rte player +130% views in a couple of months on YouTube. The combination of fun videos and interaction managed to 4 tesco +100% catch my interest. I certainly contributed to a lot of 5 bbc +70% those views by sharing the videos with my friends! My absolute favourite is ‘Cat’ which had more than 3.5 6 translate +70% million page views so far on YouTube. 7 apple +60% Twitter or Facebook? I prefer Facebook, as I can stay in contact with my friends and family from back 8 twitter +60% home, check the newest pictures, videos and news everyone has. Facebook gives 9 argos +50% you so much more possibilities than 140 charachters do. I even organised my 10 year high school reunion by using Facebook and connecting with my classmates in 10 bbc sport +50% over 6 countries. Any changes in Media you are keeping an eye on? Top Image Searches this Week Changes in digital media are happening so fast that you have to keep an eye on them if you want to remain in the loop. One of the more interesting things that is barack obama imogen happening right now is ‘remarketing’ - which helps you target specific users who randy savage imogen thomas have already been exposed to your web site, but didn’t take action, like shop or ryan giggs lady gaga download. This is important because it gives you a chance to target those people. sunday herald horse on the net that expressed interest in your product or service. obama love twitter lady gaga Rising Entertainment ryan giggs +60% +50% +450% last 7 days vs. previous 7 days rte live rte news livebeyonce +90 +140%+80% rapture cloche Breakout Breakout arnold schwarzenegger +250% imogen thomas +500% 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 (finian.murphy@mindshareworld.com) or +353 1 415 0300
  • 4. TV News 1,431 Top TV Advertisers 9th - 15th May Leinster verses Munster in the Magners League Final on 946 Saturday 4:30PM, on RTE2. 837 709 653 The final of Head Chef will be on TV3 on Friday at 9PM. 438 401 395 391 373 The UEFA Champions League final is on Saturday at 7PM when Barcelona V Manchester United. r l er co s s ve G a m od ald eo UP C Joe Duffy is presenting a documentary on public art ile P& re kis co Te s r fo ag Un L’O nc Eir te on Di e as cd kitt B M M (e.g. the ‘Hags with Bags’ and the ‘Floozie in the Re c Jacuzzi’) in Whose Art is it Anyway? on Tuesday at 653 Top TV Brands 9th - 15th May 10:15PM on RTE1. 438 395 The latest offering from AMC The Walking Dead 373 starts Monday on RTE2 at 10PM. Epic zombie drama 250 242 235 218 215 211 from the guys who brought us Mad Men and other talents from the likes of Shawshank Redemption, Aliens, co s C d ld ply .ie er i co m Te s ald UP br an or up 123 is Vh Love Actually, The Green Mile and Stephen King’s The Eir on y W S dwe cd Sk C gy Bu M nsP er Mist under their belts. Find out more here. xo En Di is Ga rd Bo Top Rated Programmes HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs) The Eurovision 33.2 The Eurovision 24.2 The Late Late 23.8 Desperate Housewives 12.0 Desperate Housewives 19.8 The Late Late 9.6 Dont tell the Bride 16.7 Dont tell the Bride 8.5 RTE News 16.3 RTE News 8.2 Roomers 14.1 iWitness 7.9 Eastenders 13.4 Eastenders 7.5 Coronation Street 13.0 Des Bishop 7.0 Fair City 12.6 Fair city 6.5 RTE Midweek Movie 11.3 Emmerdale 6.1Sponsorship AvailabilityMaster Chef and Off the Rails arestill available. Who’s Art is it Anyway? The Walking Dead The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data. For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300

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