1. 18th March 2011
This week: From the blog: Game for a Laugh
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Graham Kirk
The latest TV and search information youtube.com/MindshareIRL
Game for a Laugh
by Ciaran Norris
What holds the Guinness World Record for the fastest selling
consumer tech product? The iPod? Kindle? iPhone? iPad? No, it's
the Xbox Kinect, which sold more than 10 million devices
between its launch in November 2010 and March 2011. Over
and above the fact that this highlights the fact that Apple isn't the
only company in the consumer tech battle, it also perfectly
demonstrates that gaming, so long the preserve of the socially
inadequate young male, has now grown up.
Nintendo realised this when they released the Wii, and marketed
it firmly at women and families. And the rise of social games such
as Farmville & Cityville, which hit 100 million users in just over 1 month,
merely confirms the trend. The fact that, these days, a game will
from the blog
make more on its day of release than most Hollywood movies make
in total, hardly merits mention. But the recent news that Rovio,
makers of the mobile phenomenon Angry Birds, raised $42 million in
funding, is worthy of attention.
The RTE Player Live has Launched
According to a recent article, when Angry Birds (and if you've never
By Jill
played it, all I'll say is that you should) was developed Rovio was
Read Here
close to bankruptcy. Since then the game, which cost $140,000 to
develop, has generated more than $70 million in revenue. In its own Census and Sensibility - the insights and
way, Angry Birds is mapping out the future of creating profitable oversights of this years 2011 Census
content, right here & now. By Rachel
Read Here
Hopefully, 2011 will be another strong year for the industry, and
one we hope to be a major part of. The Need for Accountability - Ad Dynamix
By Darren
Read more here. Read Here

2. INSIGHTS &
ANALYSIS Fukushima Power Plant Tsunami
GOOGLE
TRENDS
Search Trends
18TH MAR 2011 This week the terrible tragedy of the
earthquake (or more accurately the
tragedy of the tsunami) off Japan has
been top of our searches. As stories of
both sadness and survival emerge online
through social media, it is clear that the
earthquake is the most documented in
history. This is, no doubt, powered by the
Cheltenham rise of the web over the years. For our
part, it appears we have been searching
non-national (such as BBC and Sky) news
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and sources for the latest. Interestingly, a lot of
trends of information people are their information was fed from NHK and
11th March - 18th March ’11 searching for over certain time periods. YouTube.
eakout In Japan, searches have turned to the
japan earthquake Breakout latest news story - that TEPCO (Tokyo
4500%
Denryoku) are planning rolling blackouts
japan tsunami Breakout 4500% from today.
starting
nate dogg Breakout 4500%
Unsurprisingly, what is happening in
tsunami Breakout 4500% has been pushed down the searches,
Libya
though hopefully not out of people’s minds.
japan 4150%
The Cheltenham 2011 races have also
cheltenham 650%
been the source of much googling. And
cheltenham 2011 550% where there’s racing, there is of course
Paddy Power.
sky news 250%
Rising searches are based on the increase in
bbc news 170% volume from a base volume seven days ago.
When ‘Breakout’ is recorded, the base figure was
paddy power 140% too low to record them.
Rising News Searches (last 30 days) Rising in the Japan (last 7 days)
17th February - 18th March 2011 11th March - 18th March 2011
primary hukushima
earthquake japan tokyo denryoku blackout
earthquake earthquake
earthquake
tsunami blackout
tsunami japan libya nuclear power plant
election 2011 rolling blackouts
election results tokyo denryoku

3. Graham Kirk, Media Buyer Top UK Product Searches
March 2011 vs. March 2010
What is your role in Mindshare?
1 ebay +2
I work on the MEC TV Department team. We have a
large portfolio of clients. We plan, book, monitor and 2 boots NEW
report on each campaign. I’ve come from a smaller
agency so still acclimatising to the noise and volume of 3 ipod +4
work within the Mindshare work place.
4 iphone +2
What key media developments are you keeping an eye
on? 5 laptop -1
I’ve worked across all media before except digital -
that’s why I came to Mindshare. I am very interested in 6 ps3
NEW
digital and the idea of buying it along with TV campaign. The majority of budgets are
7 amazon
shrinking, but the fact you can extend and maximise your exposure is great tool to sell NEW
to the clients
8 ipad NEW
What is your favorite recent (within last year) campaign? 9 xbox 360 -4
I’m loving the Cadburys Spots V Stripes campaign at the moment. It’s building up to
something good for the Olympics... I can feel it! 10 argos NEW
Are you concerned about sharing your location with other through the likes of
Fourquare or Facebook? Top Dublin Entertainment Searches
Yes, I think there has to be a limit on companies building databases on customers.
japan itv
nate dogg gmail
rebecca black project free tv
rte live rte sport
seomra ranga jersey shore
liam neeson
+90%
rte sport Rising Entertainment
+140%
last 7 days vs. previous 7 days
Nate Dog
Nate Dogg died
Breakout
Breakout
sky news
+60% Nate Dogg dead
Breakout
rebecca black
Breakout
lily allen
+250%
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

4. 1,993
Top TV Advertisers 28th Feb - 6th Mar 2011
TV News
807 788
RTE's new digital terrestrial television service Saorview 588 567 565 532 478 475 381
is now available on a trial basis. RTE One, RTE Two,
TV3,TG4 and RTE News Now are being broadcast
r r ds
from the 16th March. Saorview offers more channels, P&
G ve nd ise UP
C ne son o lds co
m
ile re
la ck no hn Fo na Eir
Un I
Be
n Da Jo af
t
cD
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HD pictures, higher quality sound and other ult t & Kr
n a kit so
n M
Re Re
c n
enhancements free to air. J oh
567 Top 10 Brands 28th Feb - 6th March 2011
Ireland will face England in the Six Nations Tournament
this Saturday . Live coverage from RTE2 on the 19th 372 355 319 317 311 308 299 299 286
March at 14.00hrs.
This week is the final of the All Ireland Talent show. The
winner is announced on RTE1 at 20:30 on Sunday 20th
l sis lt s
lay on
ey
Ra
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ti me en au RS
A fa pa
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CB
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March eP Ac Av Re
n So re s
pl M ig lus or
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Tri O
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C bu
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UP d Da To Co M cD
Ca M
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 22.5 Desperate Housewives 12.9
Weather (9 O’ Clock) 19.0 Coronation Street 20 10.5
RTE News 9 18.8 Eastenders 10.1
Coronation St 17.5 Grey's Anatomy 9.5
Late Late Show 16.9 From Here to Maternity 9.4
Fair City 16.6 The Late Late Show 8.1
Eastenders 14.6 Emmerdale 8.1
From Here to Maternity 14.5 RTE News at 9 8.0
The Restaurant 13.1 Fair City 8.0
At Your Service 12.3 The Oscars 7.5
Sponsorship News: A sponsorship opportunity has arisen in GAA All Ireland
football and hurling championships.
Conrad Gallagher’s search for a ‘Head Chef’ comes to TV3
TV3 Media Sales are currently seeking a sponsor for
this April and it’s available for sponsorship.
Celebrities Go Racing starting in July.
Ireland vs. England this Sunday
Desperate Housewives
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