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STATE OF THE IRISH NATION 2014 
15th December 2014 
1
CONTENTS 
•The economy 
•The consumer 
•The advertising market 
•Changing attitudes 
2
THE ECONOMY 
•The economy has performed well in 2014, with concrete evidence that Ireland has weathered the worse of the recession. 
•All headline KPI’s are improving. Employment continues to grow steadily. The construction, services and manufacturing sector are all performing better. 
•However the worsening state of the global economy is a major threat to Ireland’s continuing recovery in 2015
4 
The recovery in the Irish economy has gained momentum and is broadening, though the underlying strength of the economy is less than that suggested by the recent exceptionally buoyant Quarterly National Accounts data. However, while the latest year-on-year headline growth rate overstates the scale of the improvement in economic performance, the evidence from a range of other data indicates that the recovery has strengthened and is becoming more balanced. Encouragingly, the domestic economic recovery has become more broad-based, supported by gradually improving employment and incomes. Against this background, consumer spending is growing and, allied to strong growth in investment spending, domestic demand is set to contribute positively to growth in 2014, for the first time since the downturn 
Patrick Honohan, Governor, Central Bank of Ireland, Oct 2014 
THE TIDE IS COMING IN 
3
The Irish economy is forecast to grow by 4.5% in 2014 and 3.4% in 2015 
-8 
-7 
-6 
-5 
-4 
-3 
-2 
-1 
0 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
1999 
2000 
2001 
2002 
2003 
2004 
2005 
2006 
2007 
2008 
2009 
2010 
2011 
2012 
2013 
2014 
2015 
Ireland GDP Growth Forecasts 
5 
Source: Central Bank of Ireland 2014
Consumer and Business Confidence 
0.0 
20.0 
40.0 
60.0 
80.0 
100.0 
120.0 
Jan-04 
May-04 
Sep-04 
Jan-05 
May-05 
Sep-05 
Jan-06 
May-06 
Sep-06 
Jan-07 
May-07 
Sep-07 
Jan-08 
May-08 
Sep-08 
Jan-09 
May-09 
Sep-09 
Jan-10 
May-10 
Sep-10 
Jan-11 
May-11 
Sep-11 
Jan-12 
May-12 
Sep-12 
Jan-13 
May-13 
Sep-13 
Jan-14 
May-14 
Sep-14 
Consumer Sentiment Index 
6 
0 
20 
40 
60 
80 
100 
120 
140 
Business Confidence Index 
Consumer and business confidence have grown substantially since the middle of 2013. While the fundaments of the Irish economy remain sound, should the global economy slip back into recession in 2015, Ireland will be challenged to maintain growth 
Source: KBC/ESRI Consumer Sentiment Survey KBC/Chartered Accountants Ireland Business Confidence
Oct-14 
Sep-14 
Aug-14 
Jul-14 
Jun-14 
May-14 
Apr-14 
Mar-14 
Feb-14 
Jan-14 
Dec-13 
Nov-13 
Oct-13 
Sep-13 
Aug-13 
Jul-13 
Jun-13 
May-13 
Apr-13 
Mar-13 
7
Ireland has the fastest growing economy in Europe in 2014 
-4 
-3 
-2 
-1 
0 
1 
2 
3 
4 
5 
Germany 
Belgium 
Estonia 
Ireland 
Greece 
Spain 
France 
Italy 
Cyprus 
Latvia 
Lithuania 
Luxembourg 
Malta 
Netherlands 
Austria 
Portugal 
Slovenia 
Slovakia 
Finland 
UK 
EU 
8
8
• 
• 
•
11
12
13 
Source: CSO
10 
11 
12 
13 
14 
15 
16 
Jan-12 
Mar-12 
May-12 
Jul-12 
Sep-12 
Nov-12 
Jan-13 
Mar-13 
May-13 
Jul-13 
Sep-13 
Nov-13 
Jan-14 
Mar-14 
May-14 
Jul-14 
Sep-14 
Ireland Rate of Unemployment 
14 
Source: CSO 2014 / Eurostat
National 
15 
National 
Source: CSO 2014
16
Consumer Confidence is strong 
0 
5 
10 
15 
20 
25 
30 
35 
40 
17 
0.0 
20.0 
40.0 
60.0 
80.0 
100.0 
120.0 
Jan-04 
May-04 
Sep-04 
Jan-05 
May-05 
Sep-05 
Jan-06 
May-06 
Sep-06 
Jan-07 
May-07 
Sep-07 
Jan-08 
May-08 
Sep-08 
Jan-09 
May-09 
Sep-09 
Jan-10 
May-10 
Sep-10 
Jan-11 
May-11 
Sep-11 
Jan-12 
May-12 
Sep-12 
Jan-13 
May-13 
Sep-13 
Jan-14 
May-14 
Sep-14
• 
• 
• 
•
19
20 
Press 
TV 
Outdoor 
Radio 
Cinema 
-6% 
-4% 
-2% 
0% 
2% 
4% 
6% 
8% 
10% 
12% 
14%
• 
• 
•
22
23 
Source: TGI 2014
The state of the irish nation 2014 (slideshare)

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The state of the irish nation 2014 (slideshare)

  • 1. STATE OF THE IRISH NATION 2014 15th December 2014 1
  • 2. CONTENTS •The economy •The consumer •The advertising market •Changing attitudes 2
  • 3. THE ECONOMY •The economy has performed well in 2014, with concrete evidence that Ireland has weathered the worse of the recession. •All headline KPI’s are improving. Employment continues to grow steadily. The construction, services and manufacturing sector are all performing better. •However the worsening state of the global economy is a major threat to Ireland’s continuing recovery in 2015
  • 4. 4 The recovery in the Irish economy has gained momentum and is broadening, though the underlying strength of the economy is less than that suggested by the recent exceptionally buoyant Quarterly National Accounts data. However, while the latest year-on-year headline growth rate overstates the scale of the improvement in economic performance, the evidence from a range of other data indicates that the recovery has strengthened and is becoming more balanced. Encouragingly, the domestic economic recovery has become more broad-based, supported by gradually improving employment and incomes. Against this background, consumer spending is growing and, allied to strong growth in investment spending, domestic demand is set to contribute positively to growth in 2014, for the first time since the downturn Patrick Honohan, Governor, Central Bank of Ireland, Oct 2014 THE TIDE IS COMING IN 3
  • 5. The Irish economy is forecast to grow by 4.5% in 2014 and 3.4% in 2015 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Ireland GDP Growth Forecasts 5 Source: Central Bank of Ireland 2014
  • 6. Consumer and Business Confidence 0.0 20.0 40.0 60.0 80.0 100.0 120.0 Jan-04 May-04 Sep-04 Jan-05 May-05 Sep-05 Jan-06 May-06 Sep-06 Jan-07 May-07 Sep-07 Jan-08 May-08 Sep-08 Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14 May-14 Sep-14 Consumer Sentiment Index 6 0 20 40 60 80 100 120 140 Business Confidence Index Consumer and business confidence have grown substantially since the middle of 2013. While the fundaments of the Irish economy remain sound, should the global economy slip back into recession in 2015, Ireland will be challenged to maintain growth Source: KBC/ESRI Consumer Sentiment Survey KBC/Chartered Accountants Ireland Business Confidence
  • 7. Oct-14 Sep-14 Aug-14 Jul-14 Jun-14 May-14 Apr-14 Mar-14 Feb-14 Jan-14 Dec-13 Nov-13 Oct-13 Sep-13 Aug-13 Jul-13 Jun-13 May-13 Apr-13 Mar-13 7
  • 8. Ireland has the fastest growing economy in Europe in 2014 -4 -3 -2 -1 0 1 2 3 4 5 Germany Belgium Estonia Ireland Greece Spain France Italy Cyprus Latvia Lithuania Luxembourg Malta Netherlands Austria Portugal Slovenia Slovakia Finland UK EU 8
  • 9. 8
  • 11. 11
  • 12. 12
  • 14. 10 11 12 13 14 15 16 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Sep-14 Ireland Rate of Unemployment 14 Source: CSO 2014 / Eurostat
  • 15. National 15 National Source: CSO 2014
  • 16. 16
  • 17. Consumer Confidence is strong 0 5 10 15 20 25 30 35 40 17 0.0 20.0 40.0 60.0 80.0 100.0 120.0 Jan-04 May-04 Sep-04 Jan-05 May-05 Sep-05 Jan-06 May-06 Sep-06 Jan-07 May-07 Sep-07 Jan-08 May-08 Sep-08 Jan-09 May-09 Sep-09 Jan-10 May-10 Sep-10 Jan-11 May-11 Sep-11 Jan-12 May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14 May-14 Sep-14
  • 18. • • •
  • 19. 19
  • 20. 20 Press TV Outdoor Radio Cinema -6% -4% -2% 0% 2% 4% 6% 8% 10% 12% 14%
  • 22. 22