1. Irish Media Agency 2011
17th June 2011
This week: The blog: Raindrops onanalysisandsearch on...
The latest insights and
Roses
of
Whiskers twitter.com/MindshareIRL
blog.mindshare.ie
Blog News: Media Mini-bites
youtube.com/MindshareIRL
Raindrops On Roses And Whiskers On Kittens
by Rachel Ray
Something I’ve noticed in my short experience of advertising so far, is
how desperately hard a lot of brands try to be ‘cool’. I realise how much
of a benefit it is to get team cool on board with your product
- especially if they will be blagging to their presumably less cool friends
over the likes of Facebook.
A snapshot of the ice queen of cool – Kate Moss – wearing or using
your product, can pretty much guarantee its catapult into the coolness
stratosphere. That’s all well and good, but I’ve a bit of a problem…
First of all, brands seem to make the mistake that Cool = Young (think Mary Kate and Ashley).
The second mistake they make is that Cool = Risky (think model with a possible class 3 drug habit, or a footballer that hits
the clubs a little too hard).
I’ve already blogged about how people over 40-50 are overlooked far too much by advertisers and brands. This time I
would like to draw attention to a 57 year old brand ambassador, who has done more for making any of the ‘cool’ brands
cool than a Middleton could do for Reiss. Her ‘favourites’ list is better known than any other celebrity. Forget about the Late
Late Toy Show, the ultimate ‘freebie’ show is her My Favourite Things…
May 25th marked the end of an era – the ‘Opracalypse’. It was the final Oprah Winfrey show.
Nielsen estimate that on average 7.4 million people tuned in to the Oprah Show daily in the U.S. That breaks down to 3% of
all Americans and 4% of all American women every day. When it came to a core audience though, it will come as
no surprise that between 7-11% of all women over 50 in the U.S. tuned in every day*.
Why does this matter?
Read the rest of this blog post here.

2. INSIGHTS &
Taste of Dublin Brian Lenihan
ANALYSIS
GOOGLE
TRENDS
Search Trends
16TH JUNE
This week , t he news of Br ian
2011 Lenihan’s death lead Google search.
Lenihan took over as finance minister in
May 2008, at the cusp of the economic
storm. Despite it all, he was the only
Fianna Fail TD in Dublin to keep his seat
Lily Allen this year - which says a good deal about
the man.
Also topping the Google searches
was the latest google doodle (a tribute to
Les Paul) and Lily Allen (who recently got
married). In sports, we’ve been googling
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and Queen’s Tennis and the Formula1 (after a
trends of information people are very dramatic race last Sunday).
9th June - 16th June 2011 searching for over certain time periods.
In news, searches of Ryan Giggs’
Breakout continue as further stories of his infidelity
unfold. Meanwhile in image searches, it
brian lenihan Breakout 1500%
seems we have been googling the
google guitar Breakout characters of Geordie Shore. We’ll be
1500%
keeping an eye on how the show does
les paul Breakout 1500% In entertainment, we’ve been
here.
searching the Taste of Dublin Festival,
lily allen 1250%
sponsored by Superquinn, that took place
queens tennis 450% last weekend.
This week we took a look at searches
f1 200%
for car brands. There was a significant
taste of dublin 100% increase in searches in 2011, compared to
2010. The top three most searched brands
breaking news 70% of the past 12 months are BMW, Audi and
Ford.
facebook 70%
debenhams 50% 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 Image Searches (last 30 days)
18th May - 16th June 2011 18th May - 16th June 2011
ash cloud barack obama
queen elizabeth
imogen thomas
brian lenihan ryan giggs blake lively
lenihan imogen
ryan giggs
obama ireland geordie shore lady gaga
barack obama justin bieber 2011
obama ryan giggs sunday herald

3. Rising in Car Brands
Blog News: Media Mini-bites
in the last 12 Months
From next week we will be sharing are understanding and insights into
1 green hornet Breakout
particular media partners through media profile posts. These posts will
2 hissan juke Breakout
give a bite-sized look into the world of Irish media - from newspapers
to T-sides, we’ll be covering them all over the next few months. 3 audi a1 +550%
4 audi a7 +500%
This will provide key stats on who consumes the media, the key bmw 1 series
5 +250%
benefits and any developments.
6 fiat 500 +90%
7 range rover +80%
As always, keep visiting the blog for
all the latest news. We’ve had over 8 range rover sport +60%
8,000 unique visitors since our 9 audi t6 +50%
launch and we’d love to hear 10 done deal cars +50%
your feedback.
Top car brand Searches
in the last 12 months
blog.mindshare.ie
bmw toyota
audi renault
ford nissan
vw mercedes
done deal google
cars peugeot
+50% +110%
glastonbury 2011 Rising Entertainment
+80%
last 7 days vs. previous 7 days
rte guide google guitar
les paul
+60% Breakout
+650%
jennifer lopez
+80%
south park lily allen
+60% +140%
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 Top TV Advertisers 16th - 22nd May
1,750
Former X Factor star, Mary Byrne will be amongst the
guests this week on Saturday Night with Miriam.
829 733 650
529 504 501 490
The Munster Hurling - Tipperary vs. Clare will take 411 403
place this weekend and covered exclusively by TV3.
r lt t er l
ve G au Po
s
UP
C a eo m la
ile P& n kis re ag co Co
Un Re An enc L’O Di Eir c a
The final of Come Dine with Me and Celebrity Salon tt B Co
c ki
Re
are both on TV3 tonight.
Top TV Brands 16th - 22nd May
393 375 367
The TV Team of Mindshare attended the Saorview
353
317 306
information launch in RTE this week. The Saorview 246 239 228 226
(free to air digital television) message will be
increasingly broadcasted with public.
st C or i y er y k e lt
Po UP Vh Sk is ter an Lif au
ete we ot rb sh n
An M d L e Iri Re
Bu nal lst
tio U
Na
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 27.2 Desperate Housewives 14.4
Coronation Street 19.9 Six One News 12.7
RTE News 19.0 RTE News 12.0
The Late Late 18.3 Eastenders 9.0
Six One News 16.6 The Late Late 8.5
Fair City 15.1 Champions League 8.5
Grey's Anatomy 14.7 Magners League 8.1
Eastenders 14.1 Coronation Street 20 8.1
Don't Tell the Bride 13.1 Grey's Anatomy 7.4
Emmerdale 5.6 Don't Tell the Bride 7.3
Sponsorship Availability
Bondi Rescue, is coming to TV3 on the 8th of July and it’s available for Xposé - the highly popular fashion and gossip show - is now available for
sponsorship. sponsorship from TV3 from July 1st.
TV3 are offering special discounted rate on June weekend takeovers. This The 6 part series Farmers is available for sponsorship on TV3.
incorporates sponsoring all available programming across the weekend (from
Friday to Sunday) and also 3 homepage takeovers on TV3.ie.
Saturday Night with Miriam Xposé
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