Mindshare 11th March 2011


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Mindshare 11th March 2011

  1. 1. 11th March 2011This week: From the blog: Mindshare, No.1 for Press The latest insights and analysis of search twitter.com/MindshareIRL m-insights.blogspot.com A few words from Fiona Gallagher The latest TV and search information youtube.com/MindshareIRL Mindshare No. 1 Press Spender by Andy Pierce We at Mindshare are delighted to have been presented with the Number 1 agency award by Paul Cooke, chairman of the NNI. The award was presented to our Senior Management Team of Bill Kinlay, Emma ODoherty and David Sneddon last week inrecognition of Mindshare topping the NNI league table with a total investment of just under €17 million in 2010 (74% from the bloglarger than the number 2 agency spender).We are obviously delighted with the presentation, but also delightedthat we, along with our client partners, were able to provide such Ad Parodies - Good or Bad for your brand?strong support for the Irish print industry last year. Despite a By Katechanging landscape, as Jessica explained in her recent post, a huge Read Herenumber of Irish people still read papers on a regular basis, and its BAI permits product placement on TV.an integral part of most integrated communications plans. By Jill Read HereHopefully, 2011 will be another strong year for the industry, and Why - love her or hate her - you need toone we hope to be a major part of. pay attention to Lady Gaga. By Rachel Read Here
  2. 2. INSIGHTS & ANALYSIS Pancake Tuesday Oxegen 2011 GOOGLE TRENDS Search Trends 11TH MAR 2011 This week the ‘al la carte’ Catholics in us all have been googling pancake recipes. Lent was also googled, but it didn’t quite get the same numbers. People are looking forward to the festival season as the sun starts to peak through. So when the Oxegen line up was published, the site was inundated with visitors and crashed. The Charlie Sheen US are also getting into the festival mood with Mardi Gras. We’ve also been googling cricket to bluff some level ofRising Searches (last 7 days) Mindshare analyses the search volume within Ireland to establish patterns and expertise while we bragged about Ireland beating England at their own game. trends of information people are4th March - 11th March ’11 searching for over certain time periods. In terms of top sites right now, Facebook and YouTube still hold number one and two places ahead of Google - that does mean pancake recipe 1900% people are still typing ‘Google’ into pancakes 1200% Breakout Google. In entertainment Creamfields 2011 and Charlie Sheen’s very public oxegen 850% Breakout breakdown into pure insanity over Twitter oxegen 2011 700% and YouTube have been top of our searches. We would like to apologise for chris brown 250% Chris Brown, Lady Gaga, Charlie Sheen mothers day 2011 80% and Justin Bieber all appearing in the same report - sometimes certain celebs just can’t bbc football 70% be avoided... no matter how hard you try. charlie sheen 70% Rising searches are based on the increase in liverpool 70% volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure was met eireann 70% too low to record them.Rising News Searches (last 30 days) Rising in the U.S. (last 7 days)110th February - 11th March 2011 4th March - 11th March 2011 justin bieber libya charlie sheen quotes mardi gras 2011 election pokemon oscars cricket fine gael will eisner daniel tosh results 2011 chris brown mardi gras galway election 2011 rango
  3. 3. TOP SearchesFiona Gallagher, Digital Business Director 2011 vs. 2010What is your role in Mindshare?I am a Business Director in the digital department.  I 1 facebook 0work with colleagues and clients to educate them onemerging digital media opportunities, ensuring digital 0 2 youtubemedia forms part of integrated communication plans andon a day-to-day basis managing and optimising 3 google +1campaigns to maximise return. 4 you +3What media developments are you watching?The growth of smart phones and in turn mainstream 5 login facebook NEWm-payments.  Once the phone really starts replacing thewallet, the opportunities for brands to engage with 6 rte +3consumers are limitless. 7 hotmail -1Whats your favourite recent campaign? 8 games 0I am enjoying the current Smartwater video with Jennifer Aniston - nice parody ofwhat some people think makes a good viral.  See it here. Kate has done a whole blog 9 news NEWpost on ad parodies which you can read here. 10 gmail NEWAre you concerned about sharing locations online?Not really - my biggest concern is probably sharing just how mundane most of mycheckins are...being the Mayor of the local Spar is not exactly exciting stuff.   Top Dublin Lifestyle SearchesPersonally my level of checkins is quite low, as I always forget to take my phone out ofmy bag when I arrive somewhere new - however would definitely change this if a games smythsbrand was to offer me a nice little reward for checking in. stardoll charlie sheen wedding dress up games pregnancy girls games Rising Entertainment charlie sheen twitter last 7 days vs. previous 7 days +80% creamfields 2011 creamfields Breakout +450% bbc sport football +60% darren day Breakout chalie sheen +60% chris brown +250% britney spears +100%The Google Trends report is published weekly by Mindshare Dublin based on search volumes accordingto 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. 4. 1,730 Top TV Advertisers 21st - 27th Feb 2011 TV News 1,223 603 505 500 499 432 393 384 383 Ireland travel to Cardiff for their latest game in the Six Nations Tournament as they take on Wales. Live coverage from RTE2 on the 12th March at 17:30. G er er on UK ne od s us ills stl e P& ilev c kis h ns al no fo ing M Ne Un en Jo re Da t er rL al tB n& O as Ae er kit L’ n c so M Ge The Meaning of Life with Gay Byrne has returned to Re hn Jo our screens following its previous popularity. It will air at 22.30 RTE1 on Sunday Nights. This week Gay Top 10 Brands 21st - 27th Feb 2011 393 375 367 353 interviews Brendan OCarroll. 317 306 246 239 228 226 Families in the Wild returns with clinical psychologist David Coleman, who will take 3 families feeling the stresses and pressures of family life to the Kerry wilderness for a week of activities and therapy. us ey sis y ts ion er er ry ilk ing on en Pla ea us Be rg tt e rm Mondays, RTE1 , 9:35 rL M Av ple eM eF ia Bu Lo pe Ae 2 t a Tri lte tt ar ds al Su O yo lle av al n To UP C Ga Gi B on tio cD Na M Top Rated Programmes HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs) RTE News 9 22.3 Prime Time 11.5 Prime Time 19.7 Coronation St 10.6 Fair City 17.9 RTE News 9 10.2 Coronation St 17.8 Late Late Show 10.0 Election 2011 16.8 Election 2011 9.6 Late Late Show 16.6 Six Nations Rugby 9.3 From Here to Maternity 16.5 Grey’s Anatomy 9.1 Eastenders 15.9 Coronation St. 20 8.8Operation Transformation 15.5 Eastenders 8.7 Dragons’ Den 13.7 From here to Maternity 8.7Celebrating its 16th year, the St Patrick’s Festival takes place the festival events over the five days and nights inthis year from Wednesday March 16th to Sunday March celebration of Irishness. RTE will, of course, be covering the20th. With over one million people expected to take part in event. St. Patrick’s Day Celebrations Six Nations Rugby 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