roi media developments and trends 2011
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© 2010 Kantar Media 1© 2010 Kantar Media 1
Republic of Ireland TGI 2011
Media Developments and Trends
© 2010 Kantar Media 2
NEW DEVELOPMENTS & INNOVATIONS
• Media developments & trends• Digital drivers• Radio• Digital News Sources
• Word of Mouth• What are ROI consumers talking about
• Buying to Last• Cars• DIY
• Life Events
• Rugby & Golf
© 2011 Kantar Media 3
Base: All Adults 15+ Source: ROI TGI 2011
17% rise in consumers using internet at least once per day
475k Consumers regularly find out about new sites from newspapers or magazines
33%more likely for 35-44s to find out about new websites in newspapers
200kregularly find new websites by seeing URLs at the end of TV programmes
DIGITAL DRIVERSTRADITIONAL MEDIA DRIVING CONSUMERS TO NEW WEBSITES
© 2010 Kantar Media 4
Base: All Adults 15+ Source: ROI TGI 2011
RADIO LISTENING ON THE INCREASE
2.7 million consumers in ROI listen to the radio
Morning radio listening while travelling also up
100,000 26% 30%
“I often notice the advertisements
on the radio”
19%46%Base: All Radio Listeners 15+
© 2011 Kantar Media 5
DIGITAL NEWS SOURCESHOW CONSUMERS ACCESS CONTENT?
Over 1 million people access
news via websites (35% of online
population)
Base: All Adults 15+ Source: ROI TGI 2011
160,000 use
mobile apps for
news
90,000 download news-related
podcasts
© 2011 Kantar Media 6
Base: All Adults 15+ Source: ROI TGI 2011
WORD OF MOUTHWHAT ARE IRISH CONSUMERS TALKING ABOUT?
Holidays & Travel: 76%
Politics: 76%
Films: 75%
Top Areas of Interest:Food & Dining: 80%.
Holidays & Travel: 80%
Sport: 85%.
Politics: 79%
© 2010 Kantar Media 7
STATE OF THE MOTORING MARKET IN ROICAR PURCHASING SELECTED FACTORS
2006 2007 2008 2009 2010 20110%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Reliability Price Fuel Consumption Insurance Premiums Style/Design Brand Image
Base: All Adults 15+ who own at least one car Source: ROI TGI 2006 -2011
© 2011 Kantar Media 8
Base: All Adults 15+ Source: ROI TGI 2011
DIYON THE UP
2.1 million adults have done DIY in
last 12 months
Rise of 100,000 in number
doing DIY in last year
76% claim, if they want
something – they’ll save
for it.
© 2011 Kantar Media 9
TGI LIFE EVENTSTARGETING CONSUMERS BY CIRCUMSTANCES
Three new life events added to ROI TGI 2011
Gap Year
14% of students have either recently taken or are about to take a gap
year
Redundancy
170,000 adults have experienced being made
redundant in last 12 months. They are 20% more likely to be in the
ABC1 social grade
Finish Repaying Mortgage
59% of this group consider themselves to
be “very good at managing money”.
Base: All Adults 15+ Source: ROI TGI 2011
© 2011 Kantar Media 10
Base: All Adults 15+ Source: ROI TGI 2011
RUGBY & GOLFSPORTING SUCCESSES
60,000 rise in number of adults watching rugby on TV
20,000 rise in adults reading about rugby in newspapers
169,000 now follow rugby online, up from 132,000 in 2010
520,000 watch golf on TV, up from
480,000 in 2010.
26% rise in reading about
golf in newspapers