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This week:                   From the blog: 4oD and the TV (R)evolution                             The latest insights an...
INSIGHTS &              ANALYSIS               The Barbour jacket                            New Zealand earthquake       ...
Rising Health Issues  Jill Robinson, Deputy Head of Trading                                                               ...
1,777                     Top TV Advertisers 31 Jan - 6 Feb 2011                             TV NewsRTE News and political...
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Mindshare - 25 Feb 2011


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Mindshare - 25 Feb 2011

  1. 1. This week: From the blog: 4oD and the TV (R)evolution The latest insights and analysis of search A few words from Jill Robinson The latest TV and Search information 25th February 2011 4oD and the TV (R)evolution Andy Pierce The latest figures released from 4OD make for very interesting reading on the nature of Video on Demand consumption. At first glance, the numbers are still low, with VoD accounting for just 2% of total Channel 4 portfolio viewership. However, once you start drilling down into specific programmes and audience groups, there are some fascinating emerging trends, chiefly that amongst younger audiences, more than half of a programmes’ viewers no longer watch it at the time of transmission. They now regard TV as On Demand. 4OD have released three case studies which demonstrate this quite clearly.MisfitsIn the case of "Misfits", one episode received 1.2 million viewers in the UK. But only 36% of these viewers watched theshow when it was aired on E4. The remaining 64% watched the show on a number of formats, E4+1 (11%), repeats(11%), PVR recordings (18%) PC VoD (20%) and TV VoD (4%).Effectively, they watched the show at a time that suited them.Skins from the blogThe case study from Series three of Skins shows another interestingside effect of the rise of "On Demand" Viewing. In this instance, ifwe just analysed the TV ratings, we would assume that viewershipwas dropping. Down from 816,000 in year 1, to 672,000 in year 2to 665,000 in year 3. Self-Rising Recipes: Trend of Home Cooking by Rachel RayHowever, in reality the numbers are actually increasing overall. Read HereTo continue reading this article, please visit our blog here. Upwardly Mobile: Smartphone Stats Read Here
  2. 2. INSIGHTS & ANALYSIS The Barbour jacket New Zealand earthquake GOOGLE TRENDS Google This! 25TH FEB 2011 It seems the romantic gestures and love poems being searched for last week have been replaced by an interest in the likes of Amber Heard, co-star of new movie Drive Angry (3D) and the latest news in football and cricket (from cricinfo). This week, Google honored Brancusi for the day and Britney Spears back? we searched him too. In news, the New Zealand earthquake is our top searched story. We’ve also beenRising Searches (last 7 days) Mindshare analyses the search volume within Ireland to establish patterns and searching the latest on Bahrain. The news trends of information people are source has also been18th Feb - 25th Feb 2011 searching for over certain time periods. ‘googled’ this week. They’ve published a number of useful supplements recently amber heard Breakout 1500% three on Leaving Cert English and including brancusi Breakout an election guide this week. 1500% In entertainment, we’ve been searching fornew zealand eathquake Breakout 1500% Adele (still UK no. 1), Tom Hardy and... bahrain 550% Breakout Britney Spears. Considering this is the first fa cup 550% time she has appeared in our results, is there a comeback brewing? The fashion conscious acca 190% amongst us will be wearing Barbour jackets, cricinfo 170% eating truffles and growing roses and adele 90% hydrangeas. 90% 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 Product Searches (UK)25th January - 25th February 2011 25th January - 25th February 2011 rugby sewing machines sky egypt barbour jacket google rucksack cork airport cork samsung tocco sky sports sleeping bag truffle torres ebay iphone youtube fine gael
  3. 3. Rising Health Issues Jill Robinson, Deputy Head of Trading 2010 vs 2009 What is your role in Mindshare? 1 cancer NEW I’m Deputy Head of Trading at Mindshare. We 2 heart +5 look after online and TV trading - negotiating the best deals possible for our clients and managing 3 diabetes +5 sponsorships which are becoming increasingly valuable to clients. 4 back pain +5 What media developments are you keeping an 5 sleep NEW eye on? 6 arthritis NEW The fusion of our TV and computer into one - the 42” plasma in the sitting room will become your 7 thyroid NEW home PC and TV. Appointment to view TV will mostly be live events, with everything else on 8 hiv NEW demand. 9 blood pressure NEW  Whats your favorite recent campaign? 10 shingles NEWThe Volkswagen ‘The Force’ campaign that was launched at this year’s Superbowl andhas done phenomenally well internationally through YouTube (currently at over 32 Rising Searches in Gardeningmillion views). It doesn’t have some secret ‘viral’ magic ingredient, it worked because itis a simple, funny spot - the basics of a good ad campaign. roses prune seeds garden centreTo tweet or not to tweet?Tweet, tweet. I am obsessed with Twitter - especially now that George Hook is following hydrangea garden design ideasme! I have arrived people! Follow me for amazing knowledge @j__ro lawnmowers ireland polytunnels ireland national trust Rising Entertainment last 7 days vs. previous 7 days tom hardy +400% radiohead britney spears +190% +100% project fee tv +80% ultimate guitar +80% adele rte guideOur own Andy Pierce and David Ahlstrom appeared in The Irish Times this week at +80% +60%the launch of Crackbird on Crane Lane. Read the full article at justin beiber The Google Trends report is published weekly by Mindshare Dublin based on search volumes according +50% 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
  4. 4. 1,777 Top TV Advertisers 31 Jan - 6 Feb 2011 TV NewsRTE News and political coverage programming is rating 750 710 619 542very highly on RTE and TV3 in particular for HW+CH 469 443 437 434 425and Ads 15-34 during the General ElectionMrs Browns Boys continues to keep the top spot across er gs er Sky lds P& G lev nso n lo g cks UPC RS A Eirc om ona Uni Joh Kel Ben McDaudiences n& kitt nso Rec JohOn 27th Feb Ireland take on Scotland in a bid to keep 469 Top 10 Brands 31 Jan - 6 Feb 2011 443 425their Six Nation dreams alive 402 380 365 342 286 266The Champions League was back on air this week with 248Chelsea V Copenhagen, Man U V Marseille Next weekAC Milan V Spurs, Arsenal V BarcelonaThe Operation Transformation Final took place on Wed UP C RS A lds ris nd es s of a ion AX A tc h na Au ra inn sS us wawith Sinead from Co Meath winning and the end of the cD o ta k yb Gu Plu tt eF ne M yo S st lle Ph o To Co Gishow’s most successful series yet Top Rated Programmes HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs) Mrs. Browns Boys 25.3 Mrs Browns Boys 25.3 RTE News 9 20.0 Coronation St 18.2 Coronation St 19.1 Eastenders 16.9 Eastenders 16.9 Operation Transformation 16.8Operation Transformation 16.8 Raw 16.4 Raw 16.4 Fair City 16.3 Fair City 16.3 Late Late Show 15.7 Late Late Show 15.7 RTE News 9 14.8 All Ireland Talent Show 15.1 Saturday Night Show 12.6 Saturday Night Show 12.6 RTE News 6 11.7SponsorshipsTV3 have some cookery shows available for sponsorship RTÉ Media Sales are currently seeking sponsors for Health ofHead Chef with Conrad Gallagher and the Lazy Chef with the Nation and for The BusinessStuart O Keeffe Head Chef with Conrad Gallagher Health of the Nation with Dr. Mark Hamilton The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data. For more information contact Jill Robinson ( or +353 1 415 0300