1. Irish Media Agency 2011
21st April 2011
This week: The blog: Adprentice
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Hazel Bollard
The latest TV and search information youtube.com/MindshareIRL
Mindshare Adprentice
by Finian Murphy
At Mindshare, we love a bit of competition, as demonstrated
by our recent win as Media Agency 2011. We also like solving
problems - big and small.
No bigger problem right now in Ireland is how to sell Ireland
as a nation back to the Irish people. This is the brief which six
internal teams have been working on as part of Mindshare
Adprentice.
With so much doom and gloom, these teams have been working on researching the sentiment of the Irish people,
the role of media, creating a media solution and utilising our Consumer Journey model to provide a clear strategy
for success.
With all competition, there can only be one winner. On Friday 14 April,
Mindshare teams were pitched against each other to a panel of Senior from the blog
Management to present why their solution is better than the rest. While
My Big Fat April 29th
the Irish problem is wide and varied, we intend to share some of our
by Ken Nolan
solutions with clients on how we can turn the country around. Read here.
Congratulations to Motion Media made up of Fiona Gallagher, Oliver More issues with... the Death of the Coupon?
by Jack Gilligan
Smith, Jack Gilligan, Gemma Morris, Rhona Dineen and mentor Gillian
Read here.
Jordan. All teams demonstrated their great expertise in communicating
how Ireland can be great.

2. INSIGHTS &
Garden Party Time The U.S. Masters
ANALYSIS
GOOGLE
TRENDS
Search Trends
21ST APRIL 2011 This week in search we have been
googling Imogen Thomas - the woman who
was dealt a gagging order from court to
stop her telling the media which football
player and well known family man had a
seven month long affair with her.
aviators Golf (yes, golf) has had us searching
online as the final day of the U.S. Masters
saw Tiger Woods find his game again and
Rory McIlroy loose his.
In product searches, it seems we are all
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and
eagerly awaiting summer with items such as
aviator sunglasses, flip flops and garden
trends of information people are furniture on our search lists. In news,
14th - 21st April ’11 searching for over certain time periods. Obama is starting to make an appearance -
most likely down to his upcoming visit to
these shores.
charlie chaplin Breakout 1700%
Top of the rising food searches over the
imogen thomas Breakout 1700% months was Jamie Oliver’s 30
past 12
minute meals, pancakes, rice, cupcakes
london marathon 700% and... lobster? Someone somewhere mustn’t
fa 130% be feeling the ‘pinch’. The last trending
treats have been cupcakes, then macaroons.
tom humphries 120% Google Insights says next up it’s
doughnuts... Guess we’ll just have to wait
holly wiloughby 80% and see.
liverpool fc 60% As for Charlie Chaplin? You guessed it -
Google Doodles.
arsenal 40%
Rising searches are based on the increase in volume from a
bus eireann 40%
base volume seven days ago. When ‘Breakout’ is recorded,
cineworld 40% the base figure was too low to record them.
Rising News Searches (last 30 days) Rising Image Searches (last 30 days)
23rd March - 21st April 2011 23rd March - 21st April 2011
quinn insurance london yuri gagarin
tom humphries notebook computers
us masters masters flip flops speakers
masterskate middleton garden furniture
heater
grand national computer backpack
leinster aviator sunglasses
grand national 2011 computer speakers

3. Hazel Bollard, Media Buyer Rising in Food over the
What is your role in Mindshare?
last 12 Months
I’m a media buyer.
1 30 minute meals +850%
What’s your favourite current campaign? 2 pancake recipes +500%
I’m currently loving the T Mobile Royal wedding
advert. It celebrates the marriage of William and 3 special fried rice +450%
Kate with the help of a host of royal look-a-likes
4 pancake tuesday +190%
and music from East 17. It really shows how the
use of social media around national events can 5 nandos +150%
engage consumers and prompt them to associate
6 yorkshire pudding +130%
a brand with positive values. I love the hilarious
and innovative Royal Wedding Dance viral - already had over 4 million views 7 nigel slater +120%
after only 2 days!
8 pancake tuesday +100%
Twitter or Facebook? Daddy or Chips? 9 cupcakes +70%
Facebook is my favourite form of social media as many of my friends live
abroad I love the fact we can keep in touch so easily. I do think Twitter is much 10 lobster +70%
better in terms of finding out news, sharing information and generally seeing
what people are up to.
Top Homeware Retailer Searches for 2010
Any changes in Media you are keeping an eye on? 1.ikea 5. dyson
Mobile advertising is increasingly important, as mobile phone adoption rates,
2. argos 6. habitat
especially smartphone adoption rates, soar. With a range of mobile
advertising options, including SMS, WAP, mobile app display ads, search ads, 3. woodies
rich media, video and push notifications, there are limitless opportunities to
reach the consumers. 4.john lewis
Rising Entertainment
coachella
scream
Breakout last 7 days vs. previous 7 days
cinema listings
+90%
+70%
charlie chaplin
glastonbury
Breakout
+250%
scream 4
+140%
britians got talent
+400%
glastonbury 2011
+200%
amir khan
+400%
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. 918 Top TV Advertisers 4th -10th April
TV News
656 639
565
RTÉ Player: 483
406 405 385 376 343
RTÉ’s online catch-up and live TV streaming
service, celebrates its second birthday on
Thursday (21 April 2011) with the P&
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announcement of a record-breaking number Re
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of video requests from the previous month.
Top TV Brands 4th - 10th April
March boasted 2.7 million requests. This
breaks down as an average of 86,000 per 406 405 385 376 343 340
day, and recorded the largest single day of 283 277 271 268
traffic for 2011 on St. Patrick’s Day (17
March) with over 117,000 streams delivered.
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Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 26.0 Desperate Housewives 14.8
Coronation Street 24.3 Coronation Street 10.4
Weather 17.9 Grey's Anatomy 9.8
Eastenders 17.9 RTE News 8.8
RTE News 17.8 Eastenders 8.7
Roomers 17.2 Roomers 8.4
Grey's Anatomy 17.1 Republic of Telly 8.2
Monday Millions 17.0 Anonymous 7.9
The Late Late 14.7 Fair City 7.6
Fair city 14.7 Champions League 7.4
The Saturday Night Show 12.9 Emmerdale 7.3
Sponsorship Availability
An exciting sponsorship opportunity has arrived on RTE1 for TV3 Media Sales are currently seeking a sponsor for Friday
Off the Rails this Summer from the 1st July for four episodes. Late With Vincent Brown.
A new sponsorship opportunity has arrived for Celebrity
Salon 2 on TV3.
Off the Rails RTE Player
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