Mindshare Weekly Report 18 March 2011


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Mindshare Weekly Report 18 March 2011

  1. 1. 18th March 2011This week: From the blog: Game for a Laugh The latest insights and analysis of search twitter.com/MindshareIRL m-insights.blogspot.com A few words from Graham Kirk The latest TV and search information youtube.com/MindshareIRL Game for a Laugh by Ciaran Norris What holds the Guinness World Record for the fastest selling consumer tech product? The iPod? Kindle? iPhone? iPad? No, its the Xbox Kinect, which sold more than 10 million devices between its launch in November 2010 and March 2011. Over and above the fact that this highlights the fact that Apple isnt the only company in the consumer tech battle, it also perfectly demonstrates that gaming, so long the preserve of the socially inadequate young male, has now grown up. Nintendo realised this when they released the Wii, and marketed it firmly at women and families. And the rise of social games suchas Farmville & Cityville, which hit 100 million users in just over 1 month,merely confirms the trend. The fact that, these days, a game will from the blogmake more on its day of release than most Hollywood movies makein total, hardly merits mention. But the recent news that Rovio,makers of the mobile phenomenon Angry Birds, raised $42 million infunding, is worthy of attention. The RTE Player Live has LaunchedAccording to a recent article, when Angry Birds (and if youve never By Jillplayed it, all Ill say is that you should) was developed Rovio was Read Hereclose to bankruptcy. Since then the game, which cost $140,000 todevelop, has generated more than $70 million in revenue. In its own Census and Sensibility - the insights andway, Angry Birds is mapping out the future of creating profitable oversights of this years 2011 Censuscontent, right here & now. By Rachel Read HereHopefully, 2011 will be another strong year for the industry, andone we hope to be a major part of. The Need for Accountability - Ad Dynamix By DarrenRead more here. Read Here
  2. 2. INSIGHTS & ANALYSIS Fukushima Power Plant Tsunami GOOGLE TRENDS Search Trends 18TH MAR 2011 This week the terrible tragedy of the earthquake (or more accurately the tragedy of the tsunami) off Japan has been top of our searches. As stories of both sadness and survival emerge online through social media, it is clear that the earthquake is the most documented in history. This is, no doubt, powered by the Cheltenham rise of the web over the years. For our part, it appears we have been searching non-national (such as BBC and Sky) news Rising Searches (last 7 days) Mindshare analyses the search volume within Ireland to establish patterns and sources for the latest. Interestingly, a lot of trends of information people are their information was fed from NHK and 11th March - 18th March ’11 searching for over certain time periods. YouTube.eakout In Japan, searches have turned to the japan earthquake Breakout latest news story - that TEPCO (Tokyo 4500% Denryoku) are planning rolling blackouts japan tsunami Breakout 4500% from today. starting nate dogg Breakout 4500% Unsurprisingly, what is happening in tsunami Breakout 4500% has been pushed down the searches, Libya though hopefully not out of people’s minds. japan 4150% The Cheltenham 2011 races have also cheltenham 650% been the source of much googling. And cheltenham 2011 550% where there’s racing, there is of course Paddy Power. sky news 250% Rising searches are based on the increase in bbc news 170% volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure was paddy power 140% too low to record them. Rising News Searches (last 30 days) Rising in the Japan (last 7 days) 17th February - 18th March 2011 11th March - 18th March 2011 primary hukushima earthquake japan tokyo denryoku blackout earthquake earthquake earthquake tsunami blackout tsunami japan libya nuclear power plant election 2011 rolling blackouts election results tokyo denryoku
  3. 3. Graham Kirk, Media Buyer Top UK Product Searches March 2011 vs. March 2010What is your role in Mindshare? 1 ebay +2I work on the MEC TV Department team. We have alarge portfolio of clients. We plan, book, monitor and 2 boots NEWreport on each campaign.  I’ve come from a smalleragency so still acclimatising to the noise and volume of 3 ipod +4work within the Mindshare work place. 4 iphone +2What key media developments are you keeping an eyeon? 5 laptop -1I’ve worked across all media before except digital -that’s why I came to Mindshare.  I am very interested in 6 ps3 NEWdigital and the idea of buying it along with TV campaign.  The majority of budgets are 7 amazonshrinking, but the fact you can extend and maximise your exposure is great tool to sell NEWto the clients 8 ipad NEWWhat is your favorite recent (within last year) campaign? 9 xbox 360 -4I’m loving the Cadburys Spots V Stripes campaign at the moment. It’s building up tosomething good for the Olympics... I can feel it! 10 argos NEWAre you concerned about sharing your location with other through the likes ofFourquare or Facebook? Top Dublin Entertainment SearchesYes,  I think there has to be a limit on companies building databases on customers.   japan itv nate dogg gmail rebecca black project free tv rte live rte sport seomra ranga jersey shore liam neeson +90% rte sport Rising Entertainment +140% last 7 days vs. previous 7 days Nate Dog Nate Dogg died Breakout Breakout sky news +60% Nate Dogg dead Breakout rebecca black Breakout lily allen +250%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. 1,993 Top TV Advertisers 28th Feb - 6th Mar 2011 TV News 807 788RTEs new digital terrestrial television service Saorview 588 567 565 532 478 475 381is now available on a trial basis. RTE One, RTE Two,TV3,TG4 and RTE News Now are being broadcast r r dsfrom the 16th March. Saorview offers more channels, P& G ve nd ise UP C ne son o lds co m ile re la ck no hn Fo na Eir Un I Be n Da Jo af t cD oHD pictures, higher quality sound and other ult t & Kr n a kit so n M Re Re c nenhancements free to air. J oh 567 Top 10 Brands 28th Feb - 6th March 2011Ireland will face England in the Six Nations Tournamentthis Saturday . Live coverage from RTE2 on the 19th 372 355 319 317 311 308 299 299 286March at 14.00hrs.This week is the final of the All Ireland Talent show. Thewinner is announced on RTE1 at 20:30 on Sunday 20th l sis lt s lay on ey Ra c e ti me en au RS A fa pa y CB OMarch eP Ac Av Re n So re s pl M ig lus or P ald Tri O 2 yB ne t a tP on C bu r n o yo s ete UP d Da To Co M cD Ca MTop Rated ProgrammesHW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs) Desperate Housewives 22.5 Desperate Housewives 12.9 Weather (9 O’ Clock) 19.0 Coronation Street 20 10.5 RTE News 9 18.8 Eastenders 10.1 Coronation St 17.5 Greys Anatomy 9.5 Late Late Show 16.9 From Here to Maternity 9.4 Fair City 16.6 The Late Late Show 8.1 Eastenders 14.6 Emmerdale 8.1 From Here to Maternity 14.5 RTE News at 9 8.0 The Restaurant 13.1 Fair City 8.0 At Your Service 12.3 The Oscars 7.5Sponsorship News: A sponsorship opportunity has arisen in GAA All Ireland football and hurling championships.Conrad Gallagher’s search for a ‘Head Chef’ comes to TV3 TV3 Media Sales are currently seeking a sponsor forthis April and it’s available for sponsorship. Celebrities Go Racing starting in July. Ireland vs. England this Sunday Desperate Housewives 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