1. This week: From the blog: Upwardly Mobile
Details from our Digital Conference
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Darren Bracken
The latest TV and Search information 11th February 2011
Upwardly Mobile
Finian Murphy, Consumer Insights
Following our digital conference, we have published research
which shows that Ireland’s smartphone owners use their
mobiles more often and for more reasons than the average
mobile owner. We have quantified that up to half of Irish
consumers have a smartphone, but not all consumers make
use of the smart features. The nationally represented research
was conducted by Sponge It and measured the mobile
ownership and behaviour of 1,007 Irish respondents.
The research was sponsored by RTE Mobile, Kinetic Outdoor
and Metro Herald.
Ciaran Norris, Norm Johnston, Emma O’ Doherty, Bill Kinlay,
Finian Murphy, Mindshare with Anton Savage, guest chair.
The most popular smartphone features used on a daily basis are searching (46% of users), email (39%), social
networking (39%) and seeking news (36%). These activities peak
from the blog
towards the end of the day and tend to be used in conjunction with a
secondary medium.
87% of mobiles have a web connection
46% of mobile owners use the internet on their mobile
16% of mobile owners clicked a mobile advert recently Superbowl, Super ads by Gillian Jordon
1 in 5 listen to the radio on their mobile every day Read Here
18% of smartphone owners watch videos on their mobile every day
The info on Facebook Places and its roll-out
from Maeve O’ Gorman
The level of engagement with smartphones varies by demographic – Read Here
men aged 18-34 years old are twice as likely as their female
counterpart to use their smartphones. Emailing is the most popular The latest news about the X Factor from
feature for over 50 year olds, and social networking is the most Niamh Murphy
popular for women aged 18-34 year old. Read Here
Read more here.

3. INSIGHTS &
ANALYSIS Amanda Holden Superbowl 2011
GOOGLE
TRENDS
Google This!
11TH FEB 2011 This week we’ve been googling the sad
news that actress Amanda Holden has lost
her baby, seven months into her pregnancy.
Most of the top rising searches this week
however have been related to sport and
entertainment - such as the Six Nations
rugby, football and Dancing on Ice.
Rugby Six Nations The American Superbowl 2011 was also
highly searched - whether you actually
watched the game or were googling the ads
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and like us media addicts!
trends of information people are Michaela Harte news stories still pull
4th Jan - 10th Feb 2011 searching for over certain time periods. high interest. The family have started a
charity in her name this week. In computers
amanda holden Breakout 2500% things tech, Mac has stolen the top
and all
gary moore Breakout 2500% from Microsoft this year on last
searches
year.
jules verne Breakout 2500%
Finally, in beauty, it seems that a lot of
superbowl 2011 800% us are looking for some radical new hair
superbowl 700% styles for 2011 and are (very predictably)
searching for information on slimming and
six nations 140% exercise. Hmm... wonder how long that one
6 nations 110% will last?
met eireann 90% Rising searches are based on the increase in
volume from a the base volume seven days
tv3 70% ago. Where ‘Breakout’ is recorded, the base
dancing on ice 60% figure was too low to record from.
Rising News Searches (last 30 days) Rising Beauty Searches (last 30 days)
12th January - 10th February 2011 12th January - 10th February 2011
egypt cowen avon
slimming world
exercise
torres
tattoo designs cheryl cole
andy gray rugby
michaele hairstyles 2011
michaela harte points calculator bodybuilding
brian cowen aer lingus harte weight watchers points

4. Trending in Computers
Darren Bracken, Account Manager
Jan 2011 vs Jan 2010
What's your role in Mindshare?
I am an Account Manager in the planning department.
1 hotmail 0
Any media developments you’re keeping an eye on?
The whole area of location based mobile marketing,
2 facebook 0
with the rise in popularity of smartphones, real-time
3 download NEW
location marketing is really going to come to the fore.
Location based marketing is unique because it allows 4 youtube 0
you to specifically target your consumers in terms of
narrowing down your offering by geo-demographics. 5 apple NEW
Maeve has written a great post on the launch of
‘Facebook Places’ (Facebook’s answer to Foursquare 6 mac +3
and eventually Groupon). Read it here.
7 converter NEW
What was your favourite campaign of 2010?
My favourite 2010 campaign has to be Old Spice campaign and the numerous spin-offs 8 ipod NEW
from that campaign where even Sesame St did their own version of the ad. In relation to
viral it totally embraced social media with the star of the ad posting his responses to
9 microsoft -4
tweets on YouTube and the ad itself was extremely popular on Facebook in terms of
10 steve jobs NEW
people posting it on each other's Facebook pages. However, my favourite advert ever
has to be Lay's MC Hammer Ad
Rising Searches Computers
Will you be using Facebook Places?
Facebook places is an interesting development, although I don't think I will be using it pete postlethwaite microsoft office
quite yet. I have Foursquare on my iPhone and I have never used it so for the time being steve jobs 2010
the best way to find out where I am, will be to call or text! Although if Facebook Deals thomson minecraft
materialises as Maeve discussed, this could change. exchange sap
malwarebytes
google docs
sas
Cinema Advertising
Rising Entertainment
There are a number of blockbusters available for advertising:
last 7 days vs. previous 7 days
Gnomeo and Juliet (Family) 11/02/2011 amanda holden
Breakout
Just Go with It (15A) 11/02/2011
Yogi Bear (Family) 11/02/2011
rihanna s&m
+140%
Rango (Family) 04/03/2011
jessie j
Limitless (15A) 18/03/2011 +110%
rte live
Justin Beiber 01/04/2011 +110%
nicki minaj
+60%
mila kunic
It is now also possible to advertise in 3D. Contact us for more
+50%
information.
rihanna
megavideo
+50%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
+40%
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

5. 1,307 Top TV Advertisers 24th Jan - 1st Feb 2011
1,096
TV News
700 626 612 582 516 455 434 389
Mrs Brown's Boys (753,500 viewers - January average
audience per episode)
The Late Late Show (772,800 viewers - January average G d er m on ne d ns lu fa
P& lan kis co ns no lan So va So
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er e J 2 d Su plu
audience per episode) lev kitt B so
n& O or st
Un
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Re Jo nr
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The Saturday Night Show (577,600 viewers - January
average audiences, a 20% increase on the season
average)
516 Top 10 Brands 24th Jan - 1st Feb 2011
331
The All-Ireland Talent Show (586,400 viewers for the 287 281 281 277 257
results show in January alone - average audience) 222 218 217
The Savage Eye (The average live audience has
increased by over one third year-on-year
ay y as gs nd .ie lds ion alu es
s
ep Pla of Eg Bra 3 na us rv pr
Pr ple sS 12 o eF pe Ex
Departure Day (667,500 viewers on Monday 10th
Plu me Sky cD
O
2 Tri st re M lle
tt Su
tic
al
January - average audience) UP
C
Co yC Gi p
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db
Ca
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Mrs. Brown’s Boys 26.8 Mrs Brown's Boys 12.2
RTE News 9 22.0 Coronation Street 12.0
Operation Transformation 19.7 Eastenders 11.9
The Late Late Show 19.0 Raw 10.1
Coronation Street 20 18.8 The Late Late Show 9.9
Eastenders 18.3 Operation Transformation 9.8
Fair City 17.6 RTE News 9 9.8
Raw 17.4 Grey's Anatomy 9.7
All Ireland Talent Show 15.8 Emmerdale 9.3
Saturday Night Show 14.9 Fair City 8.5
Sponsorship Opportunities
There are many sport packages being made available by RTÉ media sales are currently seeking a sponsor for our
TV3 for a brand to get involved with. The Champions Garden Strand 2011. Two brand new gardening series are
League, Europa League and All Ireland GAA Championship coming to RTÉ One this year - Dermot’s Hidden Garden and
are available for a brand to spot buy. More details How To Create A Garden.
available. Conrad Gallagher’s search for a ‘Head Chef’ comes to TV3
RTÉ Media Sales are currently seeking a sponsor for The this April and this would be a perfect sponsorship
Business presented by George Lee, starting on RTÉ One on opportunity for any brand interested in a cookery theme.
Friday 4th March at 8.30pm.
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300

6. Photos from the Digtial Vision
Ciarán Norris, Norm Johnston, Emma O’ Doherty, Bill Kinlay, Finian
Murphy, Mindshare with Anton Savage, guest chair.
Finian Murphy answers the most frequently asked question about mobiles
Lucile Rabier, Danone Melanie McCourt, Jaguar Rachel Doyle, Danone
Robert Coyle, Bloom Michelle Russell, Axa Daragh Byrne, TV3
Maria McKenna, Nestle Jennifer Quinn, Nestle Aoife Harlihan, Nestle
Nicola Byrne, 11890 Gabrielle Strassburger, Value Retail
Thank you to everyone who came along. And a big thank you to our sponsors RTE and
Metro Herald and Kinetic the speakers and those involved in the organising.