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.
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.