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Northern Ireland TGI 2011 Media Developments and Trends

Northern Ireland TGI 2011 Media Developments and Trends. NEW DEVELOPMENTS & INNOVATIONS. Media developments & trends Digital drivers The ‘ McIlroy effect ’ Keeping it local in Northern Ireland Word of Mouth What are NI consumers talking about Broadcast Media

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Northern Ireland TGI 2011 Media Developments and Trends

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  1. Northern Ireland TGI 2011Media Developments and Trends

  2. NEW DEVELOPMENTS & INNOVATIONS • Media developments & trends • Digital drivers • The ‘McIlroyeffect’ • Keeping it local in Northern Ireland • Word of Mouth • What are NI consumers talking about • Broadcast Media • Favourite TV genres for women • Local radio on the up • Beauty Treatments • Looking good in Northern Ireland • Utilities • Energising Northern Ireland

  3. DIGITAL DRIVERS TV BIGGEST DRIVER TO NEW SITES FOR OVER 45s 30,000 25% 23% 27% more likely to access new sites after seeing website URL at the end of a TV programme less likely to access new sites by clicking on pop-up adverts online of over 45s go online every day rise in internet users over 45 Base: All Adults 15+ Source: NI TGI 2011

  4. GOLF “The mCILROY EFFECT” 80% Reading about golf in newspapers (compared to 2010) TGI_KantarMediaTarget Group Index Golf fans in NI 50% more likely to read or write twitter feeds 10 Aug TGI_KantarMediaTarget Group Index 20,000 more NI consumers interested in golf than in 2011 10 Aug McIlroyRoryRory McIlroy Northern Ireland... Golf Capital of the World!! 17 Jul 74% Reading about golf online (compared to 2010) Base: All Adults 15+ Source: NI TGI 2011

  5. LOCALITY STRONG DEMAND FOR LOCAL PRODUCE 42% AGREE: “I always buy local food brands where available” Shoppers visiting local coffee shops: 12,000 NI 26% GB 18% Rise in number of NI shoppers visiting local bakeries (compared to 2010) Base: All Adults 15+ Source: NI TGI 2011

  6. Word of mouth What are ni consumers talking about? Consumers posting reviews or comments online: Top Areas of Interest: Film: 72% Music: 69% Holidays & Travel: 72% The Arts: 27% Base: All Adults 15+ Source: NI TGI 2011

  7. Tv GENRES Northern irish women’s favourite programmes Coronation Street ITV1 Skins E4 +1 EastEnders BBC1 Emmerdale ITV1 Come Dine With Me C4 Dancing on Ice ITV1 Base: All Adults 15+ Source: NI TGI 2011

  8. RADIO KEEPING IT LOCAL IN NORTHERN IRELAND 2010: 24% of adults listen to local news and current affairs 2011: 28% of adults listen to local news and current affairs Base: All Adults 15+ Source: NI TGI 2011

  9. BEAUTY TREATMENTS LOOKING GOOD IN NORTHERN IRELAND 2010 33% of women visit beauty salons 2011 41% of women visit beauty salons Women undergoing hair removal treatments: GB 12% NI 22% Base: All Adults 15+ Source: NI TGI 2011

  10. UTILITY SUPPLIERSENERGISING NORTHERN IRELAND “43,500 Newspaper readers have changed gas or electricity to a new supplier Base: Newspaper Readers Source: NI TGI 2011

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