1. Irish Media Agency 2011
20th May 2011
This week: The blog: The Latest News on Irishsearch
The latest insights and analysis of
Cinema twitter.com/MindshareIRL
blog.mindshare.ie
A few words from Sheena Murphy
youtube.com/MindshareIRL
The Latest News on Irish Cinema
by Emma Daly
The latest figu res from Screen Digest show Ireland still ranks second
highest for cinema goers in Europe.
Ireland comes in just behind Iceland, with the average person visiting
the cinema 3.6 times per year. This figures is higher than our
neighbours in the U.K. (they visit 2.7 times per year) and higher still
than the average European, who visits 1.7 visit per year. So it’s safe to
say that the Irish are still lovers of cinema.
According to Carlton Screen Advertising, the latest cinema admissions are down 1.7% year on year (based on Jan-Feb). That
said, January 2010 was when Avatar was released and it ended up as the highest grossing film of all time, so it was always
unlikely that 2011 would match 2010. However, cinema advertising in February was up 11.2%. Carlton Screen – who now
have a 100% market share of Irish cinemas – have 443 screens nationwide. 143 of these are digital screens and 98 of them
can show 3D. If you compare this to January 2010 when there was only 63 digital
screens, it shows how quickly digital is growing.
What to look out for this summer:
We’ve already gone over some of the big hits for this year in our ‘Must See
from the blog
Movies for 2011′ blog post. As we predicted, 2011 is all set up to be the Eurovision achieves Highest Numbers
‘summer of the superhero’. We’ve already had ‘The Green Lantern‘ and in 15 Years
‘Thor‘ (brought to us from the guys that made the Iron Man series). Look out for
by Sheena Murphy
Conan, Immortals, Captain America: The First Avenger and the world’s most
Read here
lovable, mechanical saviours of the earth in Transformers: Dark of the Moon.
Don’t forget that this summer also sees the release of The Hangover 2, the next
Pirates of the Caribbean installment, and of course, the end of the most profitable What’s wrong with Groupon...
movie franchise of all time, with the final Harry Potter.
by Rachel Ray
Read the rest of this blog post here. Read here

2. INSIGHTS & Azerbaijan botox
ANALYSIS
GOOGLE
TRENDS
Search Trends
18TH MAY 2011
One word has been dominating our
searches over the last 7 days and that word
is ‘Eurovision’. With over 2.2 million people
viewing the final show at it’s peak on RTE
on Saturday, Eurovision 2011 was the most
viewed song contest since 1994 - when it
white iPhone 4 was hosted in The Point, by Ronan Keating.
71% of 15 to 24 year olds watched the
programme in total - the highest audience
share for the age group of any programme
on any channel in Ireland since 2002.
But it didn’t seem to matter how much
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and the whole nation willed on the two
trends of information people are hyperactive Jedward twins. The only happy
camper in Ireland on the night was Paddy
11th May - 18th May 2011 searching for over certain time periods.
Power. Oh well, at least we are moving on
from Bin Laden and the Royal Wedding.
azerbaijan Breakout 1000%
In telecommunications the top three
eurovision 2011 results searches have been for the white iPhone 4,
1000%
Breakout
3 Mobile and HTC Desire S. When it comes
eurovision 600% Breakout to health supplements, we are interested in
searching for discounts (a trend across all
eurovision 2011 600% Breakout categories), body building with creatine and
keeping our brains and joints in shape with
jedward eurovision 550%
fish oil.
jedward 450%
In the world of ‘outer beauty’ botox is
tenerife 250% the top plastic surgery search in Ireland.
Trust us though when we tell you that you
euromillions 120% don’t want to know what the top rising
plastic surgery term was....
fa 110%
garda 110% 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 Telecom Searches (last 7 days)
18th April - 18th May 2011 11th May - 18th May 2011
eurovision gps
t mobile
eurovision 2011
jedward
virgin broadband talk talk
royal wedding htc desire s
wedding playstation 3 mobile
bin laden psn
osama white iphone
osama bin laden white iphone 4

3. Sheena Murphy, Senior Account Manager in Trading Rising in Supplements
1. What is your role in MindShare? 2007 - 2011
Senior Account Manager in the Exchange (Trading
department). I work mostly across TV, but more
1 discount supplements Breakout
recently across digital. My job is to negotiate rates 2 holland and barrett Breakout
and deliver the best fit for our clients’ campaigns
3 vitamin d +150%
and media channels.
4 body building +140%
2. What media developments are you keeping an
5 whey protein +100%
eye on?
HD TV - its growth potential over the next couple of years and the effect it might 6 supplements ireland +90%
have on commercial viewing in the Irish market.
7 whey +90%
3. What’s your favourite recent campaign? 8 protein shakes +80%
The New Bord Gáis Energy Bots campaign that has just launched (you cant have
9 fish oil +50%
missed it, it is everywhere). The Robots are adorable and have longevity. I think
they are going to be a big hit. The new Duracell Bunny! 10 creatine +40%
4. To tweet or not to tweet?
Top Plastic Surgery Searches in Ireland in
I have had an account for over a year now, and think I’ve tweeted twice. But I do
the last year
log on every now and then - to see what the celebs are up to! botox heidi montag
liposuction augmentation
breast implants breast enlargement
nose job tattoo removal
varicose veins
Eurovision 2011 jedward Rising Entertainment
+650 +500%
last 7 days vs. previous 7 days
eurovision jedward
+600%
Eurovision
+650
martha graham eurovision winner eurovision results 2011 eurovision winner 2011 eurovision results eurovision 2011 live
Breakout Breakout Breakout Breakout Breakout Breakout
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 1,858 Top TV Advertisers 11th -18th April
Leinster v Northampton Saints in the Heineken Cup
Final at 4PM on Saturday and will be live on SKY 1,016
884
Sports One. 635 598 595 590 576 534 485
The British Soap Awards will be aired on TV3 on
Thursday at 9PM.
Eight-part mini-series ‘The Kennedys’ starts this ve
r
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kis
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sti
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ile da fo nc ine Ke Eir ca
Un Vo
ca t er e He ad
Co as tt B ro
Saturday on RTE1 at 11PM. M c ki
y B
Re Sk
RTE has a new documentary on the traveling
community called 'Blood of the Travelers' starts on
884 Top TV Brands 11th - 18th April
Sunday at 9:30PM.
590 534
‘The Queen: an Extraordinary Life’ will be broadcast 485 437 430 369
on Sunday at 9:30PM on TV3. 251 234 233
Obama will be in Ireland this monday, with live news
coverage throughout.
ne en m tic lds ay ar rie
s C A
fo ek co lan na lP Sp er KB RS
da in Eir t o Bil f
Vo He yA cD 2 Iri
sh
Sk M O
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 18.8 Desperate Housewives 11.5
The Late Late Show 18.2 Coronation Street 20 9.7
Coronation Street 17.2 Grey's Anatomy 9.1
RTE News 16.3 The Late Late Show 9.0
What’s Ireland Eating 16.0 Eastenders 8.9
Roomers 14.3 RTE News 7.8
Fair city 13.6 Britain's got Talent 7.6
The Consumer Show 13.1 Fair City 7.6
Grey's Anatomy 13.1 Champions League live 7.5
Eastenders 12.8 Don't tell the Bride 6.9
Sponsorship Availability
Master Chef is up for sponsorship from September on RTE. With Irish fashion show ‘Off the Rails’ is available for sponsorship from
more entertaining at home, this show could be a great fit for an the 1st July 2011. The show gives its female viewers a broad mix of
FMCG or home focused brand. trend reports, ‘steal her style’, makeovers, fashion shows etc. It will
strongly fit with a brand that has a female focus.
Obama is welcomed to Ireland on Monday The season finale of Desperate Housewives draws near
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