1. 25th March 2011
This week: From the blog: The Changing Face of Gaming
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Mark Kelly
The latest TV and search information youtube.com/MindshareIRL
The Changing Face of Gaming
by Rachel Ray
We've already talked about how much gaming has changed over the
past few years, what a lucrative market it has become and how its
target market has completed changed. Whether it's an app like Angry
Birds or an Assassin's Creed, gaming is big business these days. It is
also one of the few areas actually bringing jobs to Ireland's skilled
labour force right now.
According to TGI, half of all households in Ireland have at least one
kind of gaming device in them. If we break it down by age and
lifestyle stage, we can see that it can't just be down to the households
with teens.
You would have to be living under a rock to not be aware of how gaming software, graphics and hardware have
developed over the past ten years. Motion detectors, facial recognition and your mom beating you on Michael Jackson
Wii dance (cough) aside, graphics in many games have reached new heights of realism. Gaming on the likes of the
Playstation and Xbox has therefore become a cinematic experience to some extent. This in turn has changed something
else in the world of gaming - how those games are advertised.
Previously, games were advertised on TV in one of two ways. They
were either in-game action scenes with all the latest capabilities
shown in the best light, or imitation action scenes, that actually had
graphics a hundred times better than the actual game. The last one
from the blog
got people pretty irate sometimes. Over the last 3 years however (as
you've probably noticed), the TV ads have become something
completely different. Essentially, they have become movie trailers. Saorview - free to air digital is coming soon
by Martin Kelly
What seems to have happened is that story - previously often forget Read here.
in the haze of dazzling new capabilities and graphics - has shifted
back to being the heart of the gaming experience. A welcome move
by those that fondly remember playing popular PC games like New Man in Town: Irish Tatler Man
Monkey Island and Day of the Tentacle. by Darren Bracken
Read more here. Read here.

2. INSIGHTS &
ANALYSIS Elizabeth Taylor Libya
GOOGLE
TRENDS
Search Trends
25TH MAR 2011 This week we have been googling the
passing of the last big star of her era.
Elizabeth Taylor was as famous for her
dramatic life, as she was her talent, style
and her most famous roles as Cleopatra.
After many years of ill health and a battle
with alcohol, she died of congestive heart
Rebecca Black
failure on Wednesday aged 79.
As the rebellion in Libya continues,
we’ve been searching for news. The latest
story is that Nato has agreed to take over
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and
responsibility from the US for enforcing the
no-fly zone.
trends of information people are
We’ve also been googling the poor kid
11th March - 18th March ’11 searching for over certain time periods.
Rebecca Black - a girl who has received
eakout almost 47 million views on YouTube, after
elizabeth taylor Breakout her parents splashed the cash on a music
500%
video for her birthday... What happened to
libya 350% getting a bike?! The upside, she’s making
money, the downside... well, click the link
comic relief 300%
and see.
rebecca black 180%
It’s clear from the entertainment search
results that the good weather has put us in
fantasy football 120%
festival mood already. So route round for
premier league 120% your wellies. This week, the Euromillions will
be 125 million, so we’ve all been buying
euromillions 70% tickets and day dreaming of what we’d do
with such a mind-boggling amount of
ucd 60%
money. Whether you win or not, don’t
open24 50% forget ‘The Mammy’ for Mother’s Day!
Rising searches are based on the increase in volume from a base volume seven
barclays 40% days ago. When ‘Breakout’ is recorded, the base figure was too low to record
Rising News Searches (last 30 days) Rising in the Dublin (last 7 days)
19th February - 25th March 2011 19th March - 25th March 2011
boi firefox
earthquake japan
charlie sheen elizabeth taylor
tsunami fantasy football six nations
cheltenham
japan premier league
japan tsunami dcu
mothers day
election 2011
election results rebecca black

3. Mark Kelly, Account Manager Top Movie Searches
What is your role in Mindshare? March 2011 vs. March 2010
I joined Mindshare three months ago and work on the Search
team as an Account Manager. I previously worked for Google 1 cinema 0
and so am using the experience I gained there to manage &
maximise return for our client’s search investments. 2 done deal 0
What media developments are you keeping an eye on? 3 movie NEW
There have been a couple of interesting developments in
Search recently like map extensions and site links that have 4 vue NEW
worked really well for us. Over the course of the year I’ll be
looking forward to the release of offer, video and product ads. 5 movies -2
What’s your favourite recent campaign? 6 imdb 0
Coca Cola together with the band Maroon 5 ran a really innovative campaign recently were
they tried to crowd source a song for charity. The idea was to allow fans to interact with the 7 cineworld +2
band and lend their creativity to lyrics and riffs for the new song. I haven’t heard the finished
product yet but thought it was a really interesting way to engage fans. 8 odeon NEW
Facebook Places - great, or too much shared information? 9 oscars NEW
Not for me but can see the potential for marketers.
My own take on the Facebook phenomenon is the opposite of the cliché. The cliché is that kids/ 10 charlie sheen NEW
teenagers get it and that the older people (those people who’ve grown up and have a life) don’t.
I think the opposite of this- that the older people get it and use it to get back in touch with
everyone they’ve lost contact with and that the kids/teenagers get trapped in it. Because part of
growing up is forgetting who you were as a teenager, I worry that that a lot of young people
Trending in Recipes and Food
today are going to get trapped in the caricature of themselves that they portray on their paella recipe fajitas
Facebook page.
beef bourguignon picnic
punch potato recipes
bbq corned beef hash
comic relief
reading festival
+400% aga banana bread
+750%
Rising Entertainment
leeds festival
last 7 days vs. previous 7 days
Breakout elizabeth taylor
comic relief 2011 Breakout
+350%
fearne cotton
liz taylor Breakout
Breakout
reading festival 2011
Breakout
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. Top TV Advertisers 7th - 13th March2011
1,652
TV News
949
Daire O'Brien, Brent Pope and Frankie Sheehan will
682 603 506 492 447 428 410 399
present live Magners League coverage as the
Newposrt Gwent Dragons battle Leinster. Live coverage
from 14.30 on RTE2 G ve
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P& ile ise sti ob UP na lan co
ck ca ft F
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Ire Eir
Un Be
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M
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t oa Kra
RTE1 welcomes a new and exciting design show kit Br ete M na
Re
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presented by Nevile Knott. Three interior designers itis
Br
battle it out to transform rooms around Ireland, Sunday 492
447 Top 10 Brands 7th - 13th March 2011
27th March at 20.30 366 343
285 264 258 248 233 225
Live Championship League coverage of Real Madrid V
Tottenham on the 5th April at 20.45 on TV3
TV3 introduces a documentary on Irish Muslims in the
ay y ce SA ey us h O ile nc
e
Truth about Irish Muslims on the 29th March at 10pm. ep Pla Ra R on ing 00 CB ob ra
Pr ple rL T2 ds su
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ete ur O xu on m ie
UP
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Ca M Eir 12
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 22.1 Desperate Housewives 15.6
RTE News 9 19.0 Eastenders 10.2
Fair City 18.1 RTE News at 9 10.1
Weather (9 O’ Clock) 18.0 Six Nations Rugby 9.8
Late Late Show 16.4 The Late Late Show 9.7
Coronation St 16.4 Coronation Street 20 9.6
Greys Anatomy 15.3 Fair City 8.9
Primetime 14.7 Emmerdale 7.7
Off the Rails 14.6 UEFA Champions League 7.7
Eastenders 13.7 From Here to Maternity 7.5
Sponsorship Availability
Conrad Gallagher’s search for a ‘Head Chef’ comes to TV3 TV3 Media Sales are currently seeking a sponsor for Friday
this April and it’s available for sponsorship. Late With Vincent Browm
Off the Rails The Truth about Irish Muslims
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