92% have a TV
8% Claim not to have a TV (License?)
AB 208K Homes / 12%
C1 499K Homes / 28%
C2 355K Homes / 20%
F50+ 79K Homes / 4%
F50- 19K Homes / 1%
ABC1 707 / 39% C2DE 989 / 55% F 97 / 5%
SKY 40% / Virgin 15% / Netflix 15% / Eir 4%
Below is the list of the Top 50 Programmes on Televsion in Ireland in 2018. The highest rating of all programmes in 2018 was The Late Late Toy Show again1. Interestingly when it comes to entertainment shows, Room to Improve, Mrs Browns Boys and I’m a Celebrity Get Me out of Here all performed exceptionally well, making it into the top 15 shows of the year1. Home-produced programmes and soaps continued to dominate the top of the ratings chart across all channels.
Sport was a big winner this year again accounting for more than half of the top 50 programmes of the year. Ireland’s Grand Slam 6 Nations clash against England was the most watched sporting programme of the year.
Weather plays a big role in Irish life and this was reflected in the TV viewing data. The Beast from the East hit us for a week in March meaning we stayed glued to our sets for an incredible average of 4hr 5mins every day during that week2.
Looking at the Top 50 programmes we can see that “Live” programmes and Events are what audiences want to watch and that’s where a key strength of TV broadcasters lies. TV broadcaster’s ability to provide this content to mass audiences is what makes TV stand out as the super medium.
We’ve all been there. The moment when the conversation veers to some phrase or cluster of letters that everyone else except you seems to understand. Depending on your audience, do you laugh and nod as if you know what they are talking about, swiftly change the subject, or surreptitiously tap the words into a search engine when no-one is looking?
You probably know YOLO and eventually realised that LOL was laugh out loud and not lots of love (which it used to be!), maybe you know NIMBY, BAE or IMHO, but what about LA, KYC, ICYMI or IO? It’s impossible to know everything, but with more and more acronyms in common usage at work, are you keeping up or even keeping pace? Maybe you deal with it by going AWOL, throwing shade or ROLF.
Indeed, you may not realise that some words are acronyms at all, so completely they have been swallowed by the English language, such as SCUBA (Self Contained Underwater Breathing Apparatus), TASER (Thomas A. Swifts Electric Rifle), RADAR (Radio Detection and Ranging), IMAX (Image Maximum) or SWAT (Special Weapons And Tactics). Some acronyms such has TAG have up to as many as 129 different meanings.
Industrialisation of the military in the 1940’s was a major driver of acronyms into the English vocabulary – largely because of new technologies and complicated names, but abbreviations have moved apace since then. People want to communicate and be understood with the minimum of effort and we do this by fitting as much text as possible into as small a space as possible, by pressing the least number of buttons that we can. One emoji now paints a picture and the urban dictionary is constantly evolving.
These days, you need to know your IRL from your HTML, but if you don’t, integrated communications agency McConkey Associates can help you out with that. They have put together a brief dictionary of digital terms to shine a light for those of us who need a bit of enlightening, so are you literate in contemporary shorthand?
If you aren’t sure about your MFA, CSS, API, DSP or SSP, get a free copy of ‘Know Your WTF from Your NSFW: A brief dictionary of digital terms’ from McConkey Associates by contacting firstname.lastname@example.org. Please state whether you’d like a soft or hard copy and include your name, email and postal address.
Click below to download our handy one side of one sheet reference guide to the latest Radio listenership research in Ireland.
Part of online’s efforts to grow-up and clean-up, the IAB Publishers’ pledge to clients.
Download it here
It’s nothing less than an advertiser is entitled to expect, however it’s a start in the right direction.
Here is the Ebiquity Media Effectiviness Research quoted by NewsBrands as it relates to Press:
As with most offline media, Ebiquity shows Newspapers rank highly (3rd) for ROI but are rated poorly (8th) by Marketeers.
NewsBrands commissioned RAM to conduct this “reAction Study at the end of March to evaluate the effectiveness of Irish Press and publish the results of 5 case studies.
Advertisers need to be sure their Media Planning is Neutral and unbiased from perception or planner’s age discrimination.
Download our review of the 2018 Irish Newsprint and Magazine Market.
• As could be expected, Newspaper sales fell further in 2017. The circulation of daily print titles was 8.2% lower in the second half than on the same period the year losing some 34K copies a day.
• The print circulation of The Irish Times now stands at 61,049 copies, down 7.8 per cent year on year.
• The Irish Times Digital Edition (a digital replica of the daily newspaper) had daily sales of 16,939 for the period up
29% yoy, The growth in digital edition sales meant the combined sale for the print and digital editions of The Irish
Times declined 2 per cent year on year, arriving at 77988 copies. The IT claim 72,000 of its sales as subscription!
• Irish Independent: Print circulation fell 7.2 per cent year on year to 90107 and the Herald, its sister paper, saw its sales fall 11.6 per cent to 36097.
• The Irish Examiner now sells an average of 27589 copies. It remains to see if this will be absorbed as the Cork edition of the Irish Times.
• The Times (Ireland) launch managed to lift its circulation to 10,109 copies, up from the London Times circulation of 2593 copies. I suspect most of these are free (to Bank of Ireland customers).
• The Irish Daily Mail at 37,351 copies is down (with the Irish Mail on Sunday at 74,392 also down) believed to be the
result of bulk circulations not being reflected in the figures.
• Sunday Newspapers lost 36,760 copies a week, retreating 6.1 per cent.
• The Sunday Independent is still the top selling Sunday but its circulation has stayed below the 200,000 mark at
178,323 – 6.9 per cent lower than at the end of 2016.
• The circulation of the Sunday World fell 10.4 per cent year on year to 133,946
• The Sunday Times fell 1.2 per cent year on year to 75534.
• The Sunday Business Post’s circulation is close to where it was a year ago at 29619.
Download our print friendly review here
The 2018 version of the hotly awaited annual Internet and New Technologies report from Mary Meeker has been published.
Here are a few charts as they relate to Advertising and Ad Tech.
Mobile (Smart phones, Tablets, iPads) is growing dramatically reflecting the advances in 3 & 4G Technology coupled with larger screen sizes delivering a better user experience. Desktop is holding its own.
• 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.