NI Media Developments and Trends 2011
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The document summarizes key media trends in Northern Ireland from the 2011 TGI survey. It finds that the popularity of golfer Rory McIlroy has increased interest in golf locally. There is strong demand for local products and a rise in people visiting local shops. Television remains the biggest driver of new website visits for over 45s. More women are visiting beauty salons and undergoing hair removal treatments. Local radio listenership for news and current affairs has grown.
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NI Media Developments and Trends 2011
- 1. Northern Ireland TGI 2011Media Developments and Trends
- 5. Keeping it local in Northern Ireland
- 6. Word of Mouth
- 7. What are NI consumers talking about
- 9. Favourite TV genres for women
- 10. Local radio on the up
- 12. Looking good in Northern Ireland
- 13. Utilities
- 15. GOLF “The mCILROY EFFECT” 80% Reading about golf in newspapers (compared to 2010) TGI_KantarMediaTarget Group Index Golf fans in NI 50% more likely to read or write twitter feeds 10 Aug TGI_KantarMediaTarget Group Index 20,000 more NI consumers interested in golf than in 2011 10 Aug McIlroyRoryRory McIlroy Northern Ireland... Golf Capital of the World!! 17 Jul 74% Reading about golf online (compared to 2010) Base: All Adults 15+ Source: NI TGI 2011
- 16. LOCALITY STRONG DEMAND FOR LOCAL PRODUCE 42% AGREE: “I always buy local food brands where available” Shoppers visiting local coffee shops: 12,000 NI 26% GB 18% Rise in number of NI shoppers visiting local bakeries (compared to 2010) Base: All Adults 15+ Source: NI TGI 2011
- 17. Word of mouth What are ni consumers talking about? Consumers posting reviews or comments online: Top Areas of Interest: Film: 72% Music: 69% Holidays & Travel: 72% Food & Drink: 67% Base: All Adults 15+ Source: NI TGI 2011
- 18. Tv GENRES Northern irish women’s favourite programmes Top 3 Programmes Genres (By Vert %): Any Drama – 67% [126] Soaps – 58% [132] Films – 40% [94] Coronation Street (56%) ITV1 Top Programme (by Vert %): EastEnders 50% BBC1 Emmerdale 44% ITV1 Come Dine With Me 40% C4 Dancing on Ice 39% ITV1 Strictly Come Dancing 38% BBC1 Base: All Adults 15+ Source: NI TGI 2011
- 19. Tv GENRES Northern irishMEN’s favourite programmes Top 3 Programmes Genres (By Vert %): Films – 45% [106] Sports News – 40% [166] Any Drama – 39% [73] UEFA Champions League (49%) ITV1 Top Programme (by Vert %): Match of the Day 49% BBC1 UTV Live @ 6 35% UTV ITV Evening News 34% UTV Sky Sports Live Football 34% Sky Sports 1 Newsline 6.30 33% BBC1 NI Base: All Adults 15+ Source: NI TGI 2011
- 20. RADIO KEEPING IT LOCAL IN NORTHERN IRELAND 2010: 24% of adults listen to local news and current affairs 2011: 28% of adults listen to local news and current affairs Base: All Adults 15+ Source: NI TGI 2011
- 21. BEAUTY TREATMENTS LOOKING GOOD IN NORTHERN IRELAND 2010 33% of women visit beauty salons 2011 41% of women visit beauty salons Women undergoing hair removal treatments: GB 12% NI 22% Base: All Adults 15+ Source: NI TGI 2011
- 22. UTILITY SUPPLIERSENERGISING NORTHERN IRELAND “43,500 Newspaper readers have changed gas or electricity to a new supplier Base: Newspaper Readers Source: NI TGI 2011