mindshare - 25 feb 2011
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The latest figures released from 4OD make for very interesting reading on the nature of Video on Demand consumption.
At first glance, the numbers are still low, with VoD accounting for just 2% of total Channel 4 portfolio viewership. However, once you start drilling down into specific programmes and audience groups, there are some fascinating emerging trends, chiefly that amongst younger audiences, more than half of a programmes’ viewers no longer watch it at the time of transmission. They now regard TV as On Demand.4OD have released three case studies which demonstrate this quite clearly.
MisfitsIn the case of "Misfits", one episode received 1.2 million viewers in the UK. But only 36% of these viewers watched the show when it was aired on E4. The remaining 64% watched the show on a number of formats, E4+1 (11%), repeats (11%), PVR recordings (18%) PC VoD (20%) and TV VoD (4%).Effectively, they watched the show at a time that suited them.
SkinsThe case study from Series three of Skins shows another interesting side effect of the rise of "On Demand" Viewing. In this instance, if we just analysed the TV ratings, we would assume that viewership was dropping. Down from 816,000 in year 1, to 672,000 in year 2 to 665,000 in year 3.
However, in reality the numbers are actually increasing overall.
To continue reading this article, please visit our blog here.
This week: From the blog: 4oD and the TV (R)evolutionThe latest insights and analysis of searchA few words from Jill RobinsonThe latest TV and Search information
twitter.com/MindshareIRL
m-insights.blogspot.com
25th February 2011
from the blog
4oD and the TV (R)evolutionAndy Pierce
Self-Rising Recipes: Trend of Home Cookingby Rachel Ray Read Here
Upwardly Mobile: Smartphone StatsRead Here
amber heard
brancusi
new zealand eathquake
bahrain
fa cup
acca
cricinfo
adele
independent.ie 90%
90%
170%
190%
550%
550%
1500%
1500%
1500%
INSIGHTS & ANALYSISGOOGLE TRENDS
25TH FEB 2011
Rising Searches (last 7 days)
18th Feb - 25th Feb 2011
Google This! It seems the romantic gestures and love poems being searched for last week have been replaced by an interest in the likes of Amber Heard, co-star of new movie Drive Angry (3D) and the latest news in football and cricket (from cricinfo). This week, Google honored Brancusi for the day and we searched him too. In news, the New Zealand earthquake is our top searched story. We’ve also been searching the latest on Bahrain. The news source Independent.ie has also been ‘googled’ this week. They’ve published a number of useful supplements recently including three on Leaving Cert English and an election guide this week. In entertainment, we’ve been searching for Adele (still UK no. 1), Tom Hardy and... Britney Spears. Considering this is the first time she has appeared in our results, is there a comeback brewing? The fashion conscious amongst us will be wearing Barbour jackets, eating truffles and growing roses and hydrangeas.
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods.
Rising Product Searches (UK)
25th January - 25th February 2011
barbour jacket
truffle
New Zealand earthquakeThe Barbour jacket
Britney Spears back?
Breakout
youtube
sky google
corkegypt
cork airport
Rising News Searches (last 30 days)
25th January - 25th February 2011
fine gael torressky sports
samsung tocco
ebay iphone
rucksacksleeping bag
sewing machines
Breakout
Breakout
Breakout
Rising searches are based on the increase in volume from a base volume seven days ago. When ‘Breakout’ is recorded, the base figure was too low to record them.
rugby
cancer1
heart2
diabetes3
sleep
4 back pain
5
blood pressure
6 arthritis
7 thyroid
8 hiv
9
shingles10
Rising Health Issues
2010 vs 2009
Rising Entertainment
last 7 days vs. previous 7 days
radiohead
+190%
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
ultimate guitar
+80%
Jill Robinson, Deputy Head of Trading
What is your role in Mindshare?
I’m Deputy Head of Trading at Mindshare. We look after online and TV trading - negotiating the best deals possible for our clients and managing sponsorships which are becoming increasingly valuable to clients.
What media developments are you keeping an eye on?
The fusion of our TV and computer into one - the 42” plasma in the sitting room will become your home PC and TV. Appointment to view TV will mostly be live events, with everything else on demand.
What's your favorite recent campaign?
The Volkswagen ‘The Force’ campaign that was launched at this year’s Superbowl and has done phenomenally well internationally through YouTube (currently at over 32 million views). It doesn’t have some secret ‘viral’ magic ingredient, it worked because it is a simple, funny spot - the basics of a good ad campaign.
To tweet or not to tweet?Tweet, tweet. I am obsessed with Twitter - especially now that George Hook is following me! I have arrived people! Follow me for amazing knowledge @j__ro
NEW
tom hardy
+400%
roses
seeds
hydrangea
lawnmowers ireland
national trust
prune
garden centre
garden design ideas
polytunnels ireland
Rising Searches in Gardening
NEW
NEW
+5
+5
+5
britney spears
+100%
project fee tv
+80%
adele
+80%rte guide
+60%
justin beiber
+50%
NEW
NEW
NEW
NEW
youtube.com/MindshareIRL
Our own Andy Pierce and David Ahlstrom appeared in The Irish Times this week at
the launch of Crackbird on Crane Lane. Read the full article at IrishTimes.ie
P&GUnileve
r
Johnson&JohnsonKello
ggs
Reckitt Benckser UPC RSA
Eircom Sky
McDonalds
425434437443469542619710750
1,777TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
RTE News and political coverage programming is rating
very highly on RTE and TV3 in particular for HW+CH
and Ads 15-34 during the General Election
Mrs Browns Boys continues to keep the top spot across
audiences
On 27th Feb Ireland take on Scotland in a bid to keep
their Six Nation dreams alive
The Champions League was back on air this week with
Chelsea V Copenhagen, Man U V Marseille Next week
AC Milan V Spurs, Arsenal V Barcelona
The Operation Transformation Final took place on Wed
with Sinead from Co Meath winning and the end of the
show’s most successful series yet
Top TV Advertisers 31 Jan - 6 Feb 2011
UPC RSA
McDonalds
Toyota Auris
Sky brand
Guinnes
s
Cost Plus
Sofa
Gillette
Fusion
AXA
Phonew
atch
248266286342365380402425443469 Top 10 Brands 31 Jan - 6 Feb 2011
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
Mrs Browns Boys
Coronation St
Eastenders
Operation Transformation
Raw
Fair City
Late Late Show
RTE News 9
Saturday Night Show
RTE News 6 11.712.6
14.815.716.316.416.816.9
18.225.3
Sponsorships
TV3 have some cookery shows available for sponsorship
Head Chef with Conrad Gallagher and the Lazy Chef with
Stuart O Keeffe
RTÉ Media Sales are currently seeking sponsors for Health of
the Nation and for The Business
Mrs. Browns Boys
RTE News 9
Coronation St
Eastenders
Operation Transformation
Raw
Fair City
Late Late Show
All Ireland Talent Show
Saturday Night Show 12.615.115.716.316.416.816.9
19.120.0
25.3
Health of the Nation with Dr. Mark HamiltonHead Chef with Conrad Gallagher
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