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Mindshare Weekly Newsletter 20th May 2011


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Mindshare Weekly Newsletter 20th May 2011

  1. 1. Irish Media Agency 2011 20th May 2011This week: The blog: The Latest News on Irishsearch The latest insights and analysis of Cinema A few words from Sheena Murphy 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). Thatsaid, January 2010 was when  Avatar was released and it ended up as the highest grossing film of all time, so it was alwaysunlikely 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 themcan show 3D. If you compare this to January 2010 when there was only 63 digitalscreens, 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 blogMovies 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 MurphyConan, Immortals, Captain America: The First Avenger and the world’s most Read herelovable, 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 nextPirates of the Caribbean installment, and of course, the end of the most profitable What’s wrong with franchise of all time, with the final Harry Potter. by Rachel RayRead the rest of this blog post here. Read here
  2. 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 muchRising 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 Paddy11th 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 threeeurovision 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 mobilebin laden psn osama white iphoneosama bin laden white iphone 4
  3. 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% 2. What media developments are you keeping an 4 body building +140% eye on? 5 whey protein +100% HD TV - its growth potential over the next couple of years and the effect it might have on commercial viewing in the Irish market. 6 supplements ireland +90% 7 whey +90% 3. What’s your favourite recent campaign? The New Bord Gáis Energy Bots campaign that has just launched (you cant have 8 protein shakes +80% missed it, it is everywhere). The Robots are adorable and have longevity. I think 9 fish oil +50% they are going to be a big hit. The new Duracell Bunny! 10 creatine +40% 4. To tweet or not to tweet? I have had an account for over a year now, and think I’ve tweeted twice. But I do Top Plastic Surgery Searches in Ireland in log on every now and then - to see what the celebs are up to! the last year 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 dayseurovision 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 ( or +353 1 415 0300
  4. 4. TV News 1,858 Top TV Advertisers 11th -18th AprilLeinster v Northampton Saints in the Heineken CupFinal at 4PM on Saturday and will be live on SKY 1,016 884Sports One. 635 598 595 590 576 534 485The British Soap Awards will be aired on TV3 onThursday at 9PM.Eight-part mini-series ‘The Kennedys’ starts this ve r P& G fo ne Co la od s kis er ke n llo gs co m sti ng ile da fo nc ine Ke Eir ca Un Vo ca t er e He ad Co as tt B roSaturday on RTE1 at 11PM. M c ki y B Re SkRTE has a new documentary on the travelingcommunity called Blood of the Travelers starts on 884 Top TV Brands 11th - 18th AprilSunday at 9:30PM. 590 534‘The Queen: an Extraordinary Life’ will be broadcast 485 437 430 369on Sunday at 9:30PM on TV3. 251 234 233Obama will be in Ireland this monday, with live newscoverage 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 Greys 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 Britains got Talent 7.6 The Consumer Show 13.1 Fair City 7.6 Greys Anatomy 13.1 Champions League live 7.5 Eastenders 12.8 Dont tell the Bride 6.9Sponsorship AvailabilityMaster Chef is up for sponsorship from September on RTE. With Irish fashion show ‘Off the Rails’ is available for sponsorship frommore 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 ofFMCG 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 ( or +353 1 415 0300