25th March 2011This From the blog: The Changing Face of Gaming The latest insights and analysis of search twitter.com/MindshareIRL m-insights.blogspot.com A few words from Mark Kellyweek: The latest TV and search information youtube.com/MindshareIRL The Changing Face of Gaming by Rachel Ray Weve already talked on previous blog posts, how much gaming has been changing over the past few years, what a lucrative market it has become and how its target market has completed changed. Whether its an app like Angry Birds or an Assassins Creed, gaming is big business these days. It is also one of the few areas actually bringing jobs to Irelands skilled labour force right now. According to TGI, half of all household in Ireland have at least one kind of gaming device in them. If we break it down by age and lifestyle stage, we can see that, cant just be the households with teens.You would have to be living under a rock to not be aware of howgaming software, graphics and hardware has developed sosigniﬁcantly over the past ten years. Motion detectors, facialrecognition and your mom beating you on Michael Jackson Wiidance (cough) aside, graphics in many games are on par with from the blogcinema animation. Gaming on the likes of the Playstation andXbox has therefore become a cinematic experience to some Saorview - free to air digital is comingextent. This in turn has changed something else in the world of soongaming - how those games are advertised. by Martin Read here.Previously, games were advertised on TV one of two ways. Theywere either in-game action scenes with all the latest capabilitiesshown in the best light, or imitation action scenes, that actually Information on thoughts Irish Men’shad graphics a hundred times better than the actual game... Tatlerwhich got people pretty irate sometimes. Over the last 3 years by Darrenhowever (as youve probably noticed), the TV ads have become Read here.something completely different. Essentially, they have becomemovie trailers. Read more here.
INSIGHTS & ANALYSIS Elizabeth Taylor Libya GOOGLE TRENDS Search Trends 25TH MARCH This week this week we have been googling the passing of the last big star of her era. Elizabeth Taylor was as famous for her dramatic life, as she was her talent, beauty and style. Her most famous roles was as Cleopatra. After many years of ill health and a battle with Rebecca Black alcohol, she died of congestive heart failure on Wednesday aged 79. As the rebellion in Libya continues, we’ve been searching for news. The latest story is that Nato says it has Rising Searches (last 7 Mindshare analyses the search volume within Ireland to establish patterns agreed to take over responsibility from and trends of information people are the US for enforcing the no-fly zone. days) 11th March - 18th searching for over certain time We’ve also been googling the poor kideakout Rebecca Black - a girl who has received Breakout almost 47 million views on YouTube, elizabeth taylor 500% after her parents splashed the cash on a libya 350% music video for her birthday... What happened to getting a bike?! The upside, comic relief 300% she’s making money, the downside... well, click the link and see. rebecca black 180% The Euromillions this week will be 125 fantasy football 120% Million, so we’ve all been buying tickets premier league 120% and day dreaming of what we’d do with such a mind-boggling amount of money. euromillions 70% Whether you win or not, don’t forget ‘The Mammy’ for Mother’s Day! ucd 60% Rising searches are based on the increase in open24 50% volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure barclays 40% was too low to record them. Rising News Searches (last 30 days) Rising in the Dublin (last 7 days) 19th February - 25th March 2011 19th March - 25th March 2011 boi firefox earthquake charlie sheen elizabeth tsunami fantasy football six nations premier league cheltenham japan japan tsunami dcu mothers day taylor election 2011 election results rebecca black
Mark Kelly, Account Manager Top Movie SearchesWhat is your role in Mindshare? March 2011 vs. March 2010I joined Mindshare three months ago and work on the 1 cinema 0Search team as an Account Manager. I previously workedfor Google and so am using the experience I gained there 2 done deal 0to Manage & maximise return for our clients searchcampaigns. 3 movie NEWWhat media developments are you keeping an eye on?There have been a couple of interesting new things in 4 vue NEWSearch recently like map extensions and site links that haveworked really well for us. Over the course of the year I’ll be 5 movies -2looking forward to the release of offer, video and productads. 6 imdb 0What’s your favourite recent campaign? Coca Cola together with the band Maroon 5 ran a 7 cineworld +2really innovative campaign recently were they tried to crowd source a song for charity. Theidea was to allow fans to interact with the band and lend their creativity to lyrics and riffs 8 odeon NEWfor the new song. I haven’t heard the finished product yet but thought it was a reallyinteresting way to engage fans. 9 oscars NEWFacebook Places - great, or too much shared information? charlie sheen NEWNot for me but can see the potential for marketers.My own take on the Facebook phenomenon is the opposite of the cliché. The cliché is thatkids/teenagers get it and that the older people (those people who’ve grown up and have a Trending in Recipes and Foodlife) don’t. I think the opposite of this- that the older people get it and use it to get backin touch with everyone they’ve lost contact with and that the kids/ teenagers get trapped paella recipe fajitasin it. Because part of growing up is forgetting who you were as a teenager, I worry that beef bourguignon picnicthat a lot of young people today are going to get trapped in the caricature of themselvesthat they portray on their Facebook page. punch potato recipes bbq corned beef hash comic relief reading festival +400% aga banana bread recipe +750% Rising Entertainment leeds festival last 7 days vs. previous 7 days Breakout elizabeth taylor comic relief 2011 Breakout +350% fearne cotton liz taylor Breakout Breakout reading festival 2011 BreakoutThe Google Trends report is published weekly by Mindshare Dublin based on search volumesaccording to Google Insights. The data is owned and curated by Google, but available for publicaccess.
Top TV Advertisers 7th - 13th March2011 TV News 1,652 949 682 603Daire OBrien, Brent Pope ansd Frankie Sheehan will 506 492 447 428 410 399present live Magners League coverage as theNewposrt Gwent Dragons battle Leinster. Livecoverage from 14.30 on RTE2 G r r g s ile C s d m P& ve ise tin ood UP ld lan irco ile ck as F ob na re Un Be n dc raft rM Do lt I E t oa K te o Mc auRTE1 welcomes a new and exciting design show c kit Br Me Re n Re S ky shpresented by Nevile Knott, three interior designers iti Brbattle it out to transform rooms around Ireland, 492 447 Top 10 Brands 7th - 13th March 2011Sunday 27th March at 20.30 366 343 285 264 258 248 233 225Live Chamionship League coverage of Real Madrid VTottenham on the 5th April at 20.45 on TV3TV3 introduces a documentary on Irish Muslims in y y c e A y s 0h BO ile cethe Truth about Irish Muslims on the 29th March at pa Pla Ra RS ne gu 20 ob an Pr e le Mo Lin sC ur or ip ig r CT ald EM ns te Tr yB O2 Ae s n i2200. C ur xu Do co m ie Me UP db Le Mc Eir 3. Ca 12Top Rated ProgrammesHW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs) Desperate Housewives 22.1 Desperate Housewives 15.6 RTE News 9 19.0 Eastenders 10.2 Fair City 18.1 RTE News at 9 10.1 Weather (9 O’ Clock) 18.0 Six Nations Rugby 9.8 Late Late Show 16.4 The Late Late Show 9.7 Coronation St 16.4 Coronation Street 20 9.6 Greys Anatomy 15.3 Fair City 8.9 Primetime 14.7 Emmerdale 7.7 Off the Rails 14.6 UEFA Champions League 7.7 Eastenders 13.7 From Here to Maternity 7.5Sponsorship AvailabilityConrad Gallagher’s search for a ‘Head Chef’ comes to TV3 Media Sales are currently seeking a sponsor forTV3 this April and it’s available for sponsorship. Friday Late With Vincent Browm Off the Rails The Truth about Irish Muslims The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.