Congratulations to Jean Curran on the launch of the Vertigo Project at Photo London.
Great feature in the FT Weekender Magazine too.
• Radio continues to saturate the media landscape with 82% of the population or over 3 million adults tuning in for an average of 4 hours per day.
• This compares to 51% of all adults using Social Media and 40% reading a National Newspaper.
• Live radio commands 87.7% listnership versus 8% of owned music and 3.2% for Spotify.
• National Radio is strongest in Dublin @ 55% share and the greater Dublin commuter belt @ 54% while local/regional radio is stronger in other regions peaking in Cork @ 65% and the south west region @ 60%.
• Local radio scores highly among the 15-34 age group with 65.4% of minutes versus 34.6% for National radio. Dublin @ 72%, the Dublin commuter region @ 69% and in Cork @ 71% demonstrates this audience’s affinity with their local Station.
• However for the 35+ age bracket national radio holds the majority share in Dublin @ 63% and the Dublin commuter region @ 61%.
• RTÉ Radio 1 delivers 1,396,000 listeners (+11,000 yoy). 2FM’s weekly reach figure is at 853,000 (+79,000 yoy). RTÉ Lyric FM has a national weekday share of 1.8% and 278,000 listeners tuning in on a weekly basis.
• Newstalk has hit an all-time market share high of 6.6% nationally and 10.5% in Dublin. Pat Kenny is up 5,000, the Breakfast show is up 7,000.
• Today FM maintained their national weekly reach of 878,000. Ian Dempsey, Dermot & Dave and Matt Cooper all showed marginal gains across their respective time slots. Muireann O’Connell welcomed 3,000 new listeners to her new lunchtime show (12-2pm) in just 3 months and now delivers 101,000 listeners every day.
Download a print friendly summary of the figures here
Radio, newspapers and magazines perform significantly better than they are perceived to for brand
That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial
radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the
value of online and offline media in the UK and with a similar media landscape in Ireland has
implications for your media planning here.
Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building
followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers
undervalue traditional media and tend to overrate the value of online and social which are getting a
disproportionate allocation of Advertising Budgets.
The five most important media attributes for growing a brand in the long term are:
– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.
Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.
With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.
You can download the full report here
and slides here
A video synopsis of the report can be viewed here.
TABS need more support and has to establish links & bridges with the younger members of the Industry to make itself relevant to the Advertising Community at large. You can find out more about TABS and how to donate here.
Reviewing the latest JNRS Circulation figures from NewsBrands Ireland makes for very interesting - if not unexpected gloomy reading.
The circulation of print titles was over 8% lower at the end of 2016 than in 2015.
8% less Daily Newspapers are sold each day now at 421,930 copies while the Sundays are almost 9% down to 609,987.
That's a lot of newsprint recycling lost in just one year.
Compared to 2005 though the figures are even more startling. Then the Irish Independent had a total of 170K copies split almost evenly betweek the broadsheet and the then'new' Compact. It looks as if the compact has almost completely cannibalised the Broadsheet with daily circulation now at 97K copies, the first time to dip below the 100K mark. The situation is the same across all the Daily titles: Irish Times has 114K copies then against 66K today. The Irish Sun 114K now 50K, The Star 100K now 51K, The Mirror 79K now 36K, The Examiner 59K now 30K, The Herald 88K now 41K. You'd have to wonder about the immediate mortality of the latter two. The Sundays still have some volume but showing the same trend: Independent down to 191K from 291K, World to 150K from 268K, Times at 79K from 102K. Business Post 31K from 48K. The Sun at 56K - slightly down from 58K. Also of note are the titles that have crashed and burned including: Ireland on Sunday 144K (now The Irish Mail at 79K); Sunday Tribune; Irish News of the World (166K) and the Irish People. 11 years has seen over 2 million copies taken out of circulation weekly from 5.1M copies in 2005 to 3.1M copies today.
That's a weekly average of 0.6 of a newspaper per caput today from an average of 1.3 newspapers a week in '05. Gloomy indeed. & Digital Subscriptions aren't anywhere close to replacing those lost copies. Download the detail and the readership figures below.
– Matt Idema, VP of monetization product marketing at Facebook
“For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”
Mr. Idema added that there is “no silver bullet or universal solution” for creating video ads for Facebook’s mobile platform. On Facebook’s mobile News Feed, for example, users spend on average 1.7 seconds with a piece of content versus 2.5 seconds on desktop, according to data released by the company Wednesday. Additionally, 24% of its videos were understood without sound, compared with 76% that required sound to be understood.
Facebook said marketers should consider screen size, make creative brief but direct to deliver a message, include captions, and experiment with different ideas. “We recommend marketers continue to test, learn and iterate to find the solutions that work best for their brand, keeping a few key creative principles in mind,” Mr. Idema added.