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NI Media Developments and Trends 2011

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NI Media Developments and Trends 2011

  1. 1. Northern Ireland TGI 2011Media Developments and Trends<br />
  2. 2. NEW DEVELOPMENTS & INNOVATIONS<br /><ul><li> Media developments & trends
  3. 3. Digital drivers
  4. 4. The ‘McIlroyeffect’
  5. 5. Keeping it local in Northern Ireland
  6. 6. Word of Mouth
  7. 7. What are NI consumers talking about
  8. 8. Broadcast Media
  9. 9. Favourite TV genres for women
  10. 10. Local radio on the up
  11. 11. Beauty Treatments
  12. 12. Looking good in Northern Ireland
  13. 13. Utilities
  14. 14. Energising Northern Ireland </li></li></ul><li>DIGITAL DRIVERS<br />TV BIGGEST DRIVER TO NEW SITES FOR OVER 45s<br />30,000<br />25%<br />23%<br />27%<br />more likely to access new sites after seeing website URL at the end of a TV programme<br />less likely to access new sites by clicking on pop-up adverts online<br />of over 45s go online every day<br />rise in internet users over 45<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  15. 15. GOLF<br />“The mCILROY EFFECT”<br />80%<br />Reading about golf in newspapers<br />(compared to 2010)<br />TGI_KantarMediaTarget Group Index<br />Golf fans in NI 50% more likely to read or write twitter feeds<br />10 Aug<br />TGI_KantarMediaTarget Group Index<br />20,000 more NI consumers interested in golf than in 2011<br />10 Aug<br />McIlroyRoryRory McIlroy<br />Northern Ireland... Golf Capital of the World!!<br />17 Jul<br />74%<br />Reading about golf online<br />(compared to 2010)<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  16. 16. LOCALITY<br />STRONG DEMAND FOR LOCAL PRODUCE<br />42% AGREE:<br />“I always buy local food brands where available”<br />Shoppers visiting local coffee shops:<br />12,000<br />NI<br />26%<br />GB<br />18%<br />Rise in number of NI shoppers visiting local bakeries (compared to 2010)<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  17. 17. Word of mouth<br />What are ni consumers talking about?<br />Consumers posting reviews or comments online:<br />Top Areas of Interest:<br />Film: 72%<br />Music: 69%<br />Holidays & Travel: 72%<br />Food & Drink: 67%<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  18. 18. Tv GENRES<br />Northern irish women’s favourite programmes<br />Top 3 Programmes Genres (By Vert %):<br />Any Drama – 67% [126]<br />Soaps – 58% [132]<br />Films – 40% [94]<br />Coronation Street (56%)<br />ITV1<br />Top Programme (by Vert %):<br />EastEnders 50%<br />BBC1<br />Emmerdale 44%<br />ITV1<br />Come Dine With Me 40%<br />C4<br />Dancing on Ice 39%<br />ITV1 <br />Strictly Come Dancing 38%<br />BBC1<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  19. 19. Tv GENRES<br />Northern irishMEN’s favourite programmes<br />Top 3 Programmes Genres (By Vert %):<br />Films – 45% [106]<br />Sports News – 40% [166]<br />Any Drama – 39% [73]<br />UEFA Champions League (49%)<br />ITV1<br />Top Programme (by Vert %):<br />Match of the Day 49% <br />BBC1<br />UTV Live @ 6 35%<br />UTV<br />ITV Evening News 34%<br />UTV<br />Sky Sports Live Football 34%<br />Sky Sports 1<br />Newsline 6.30 33%<br />BBC1 NI<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  20. 20. RADIO <br />KEEPING IT LOCAL IN NORTHERN IRELAND<br />2010: 24% of adults listen to local news and current affairs<br />2011: 28% of adults listen to local news and current affairs<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  21. 21. BEAUTY TREATMENTS<br />LOOKING GOOD IN NORTHERN IRELAND<br />2010<br />33% of women visit beauty salons<br />2011<br />41% of women visit beauty salons<br />Women undergoing hair removal treatments:<br />GB<br />12%<br />NI<br />22%<br />Base: All Adults 15+<br />Source: NI TGI 2011<br />
  22. 22. UTILITY SUPPLIERSENERGISING NORTHERN IRELAND<br />“43,500 Newspaper readers have changed gas or electricity to a new supplier<br />Base: Newspaper Readers<br />Source: NI TGI 2011<br />

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