Mindshare Weekly Report

1. This week: From the blog: The Changes for Sky
A few words from Niki Gageby
twitter.com/MindshareIRL
m-insights.blogspot.com
The Latest Trends in Search
28th January 2011
Changes to Sky EPG (Electronic Programme Guide)
Jill Robinson
Some major changes are coming to the EPG (Electronic Programme
Guide) on Sky which will involve an update to the positions at which many
of the channels can be found on the Sky platform. A new channel, Sky
Atlantic, will also be launched, with all of these changes taking effect from
the 1st Feb.
The EPG changes mean that for Sky+ HD subscribers, 33 channels in Sky’s
HD pack will ‘swap’ positions with their Standard Definition (SD)
counterparts. So, for example, HD subscribers will find Sky 1 HD at #106, with Sky 1 moving to #170. According
to Sky, the reason for this change is that they want to make the HD Sky channels more accessible and easier for the
viewer to find.
HD Channels are not Opt Out channels (i.e. they only show UK adverts in Ireland). SD channels, which can be
targeted by Irish advertisers, will now be located at a higher
from the blog
position on the EPG meaning viewers will have to flick past the
HD version of the channels to view them. This change will only
effect Sky HD subscribers.
More News from Sky about Living, Sky Atlantic,
Sponsorship and More4; by Rhona
Currently the number of homes in Ireland who are HD subscribers
Read More
remains low at under 10%. Statistics on how many of these
subscribers have already been watching HD as opposed to SD is Your Mobile... a phone, a wallet, a radio
unknown, so it's uncertain what change to Sky impacts the moves station. The latest you can do with your mobile;
by Hilary.
will have on the channels with HD versions
Read More
Continue Reading this article

2. INSIGHTS &
ANALYSIS Jim Corr Operation Transformation
GOOGLE
TRENDS
28 JAN 2011
Google This!
This week, many have been on the
search for all things fun in the world of
football. We’ve also been googling the not
so fun world of banking too; with HSBC,
Lloyds and banking365 all trending.
In news searches, the newly trending
chicken recipes stories are Cowen’s demise and the Aer
Lingus strike. In entertainment, Jim Corr has
received a lot of online attention -
particularly through Facebook after the Late
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and Late show.
trends of information people are
In Dublin, it seems that the kids have
20th Jan - 27th Jan 2011 searching for over certain time periods. had free reign of computers this week as
stardoll ‘utube’ (yes, youtube misspelt) and
club penguin are trending.
bbc football 80% We also looked at food retailers
lottery 80% searched this year in comparison to 2010.
Discount retailers Aldi, have made it into the
tfl 70% top ten list, as have Tesco Mobile.
lloyds 60%
In cooking and meals, Portuguese
restaurant Nando’s has opened in Ireland
banking365 50%
and is trending in our searches. Operation
bbc sport 50% Transformation is now more interactive than
fantasy football 50% ever and is being well received. If we can
guess from Google, our latest cooking
hsbc 50%
attempts have involved a lot of chicken and
premier league 50% beef, curry, lasagna and carbonara - winter
the sun 50% warmers all round.
Rising News Searches (last 30 days) Rising Cooking Searches
December 29nd - 27th January 2011 (last 30 days)
cowen harte beef recipes
michaela harte lasagna
operation transformation
michaelaliverpool
chicken recipes nandos
aer lingus nigel slater
mauritius
pancakes chicken curry
michaela mcareavey
brian cowen cakes carbonara

3. Top Food Retailers
Niki Gageby, Business Director
Google Searches 2010 vs 2009
1)What is your role in Mindshare?
I’m a Business Director in the planning 1 tesco 0
department.
2 asda 0
2)What media developments are you keeping 3 supervalu 0
an eye on?
As with everyone - Digital & Mobile - it's an ever- 4 supervalu breaks 0
changing, complicated market place. But also, 5 tesco mobile NEW
the whole idea of media owners offering a 360
solution. 6 tesco direct +1
It's not a new media development in the sense of
7 morrisons +3
Digital, Mobile and Content but if the likes of RTE (and hopefully other media
owners) actually pull-off multi-platform campaigns it'll offer clients a real strength 8 tesco ireland 0
in engaging and conversing with consumers
9 lidl 0
3)What's your favorite recent campaign? 10 aldi NEW
Yeo Valley 'Rapping Farmers'. Two minutes of mindless fun that you can't
help but watch. Illustrates how brands can grow from niche to 'big
budget' (They only used X Factor prime time spots) without compromising on Trending in Dublin this Week
quality and brand values. Find out more about it here. fantasy football club penguin
4od irish times
4)To Tweet or not to Tweet? utube banking 365
Still getting to grips with it.... definitely more into following (spying) fantasy football donedeal
lotto.ie
Our Five Friday Follows! stardoll
@GrouponDublin (For daily deals) Rising Entertainment
@luxurydaily (Luxury Marketing) last 7 days vs. previous 7 days
@thejournal_ie (Daily News RoundUps)
jim corr
@TBCT (Temple Bar Cultural Trust)
breakout
@siliconrepublic (Irish Tech News)
Upcoming Films tom hardy
400%
Thanks to Carlton Screens
1. Barney’s Version 6. Hereafter anne hathaway
+110%
28/01/2011 28/01/2011
2. Biutiful 7. The Fighter odeon
28/01/2011 04/02/2011 +80%
3. How Do You Know 8. Brighton Rock cineworld radio 1
28/01/2011 04/02/2011 +50% +50%
4. The Mechanic 9. Sanctum
28/01/2011 04/02/2011 free movies
online
5. Tangled 10. Yogi Bear vue
+40%
28/01/2011 11/02/2011 +40%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
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