Post on 06-Apr-2018
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Northern Ireland
Media Developments & Trends
August 2011
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2011 Kantar Media 2
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 Favourite TV genres for women Local radio on the up
Beauty Treatments Looking good in Northern Ireland
Utilities Energising Northern Ireland
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2011 Kantar Media 3
Base: All Adults 15+ Source: NI TGI 2011
rise in internet users over 45
of over 45s go online every day
more likely to access new sites after seeingwebsite URL at the end of a TV programme
less likely to access new sites by clicking onpop-up adverts online
DIGITAL DRIVERSTV BIGGEST DRIVER TO NEW SITES FOR OVER 45S
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2011 Kantar Media 4
Base: All Adults 15+ Source: NI TGI 2011
TGI_KantarMedia Target Group IndexGolf fans in NI 50% more likely to read orwrite twitter feeds10 Aug
McIlroyRory Rory McIlroyNorthern Ireland... Golf Capital of the World!!17 Jul
TGI_KantarMedia Target Group Index20,000 more NI consumers interested in golfthan in 201110 Aug
Reading about golf innewspapers(compared to 2010)
80%
74%Reading aboutgolf online(compared to 2010)
GOLFTHE MCILROY EFFECT
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2011 Kantar Media 5
Base: All Adults 15+ Source: NI TGI 2011
LOCALITYSTRONG DEMAND FOR LOCAL PRODUCE
Shoppers visiting localcoffee shops:
NI26%
GB18%
Rise in number of NIshoppers visitinglocal bakeries(compared to 2010)
12,000
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2011 Kantar Media 6
Base: All Adults 15+ Source: NI TGI 2011
WORD OF MOUTHWHAT ARE NI CONSUMERS TALKING ABOUT?
Film: 72%
Music: 69%
Holidays & Travel: 72%
Top Areas of Interest:
Consumers posting reviewsor comments online:
NI GB
Music 13% 8%
Film 12% 7%
Food & Drink: 67%
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EastEnders 50%
Emmerdale 44%
Come Dine With Me 40%Dancing on Ice 39%
Strictly Come Dancing 38%
BBC1
ITV1
C4ITV1
BBC1
Coronation Street (56%)
ITV1
Top Programme (by Vert %):
TV GENRESNORTHERN IRISH WOMENS FAVOURITE PROGRAMMES
Base: All Adults 15+ Source: NI TGI 2011
Top 3 Programmes Genres (By Vert %):
1. Any Drama 67% [126]2. Soaps 58% [132]3. Films 40% [94]
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Match of the Day 49%
UTV Live @ 6 35%
ITV Evening News 34%Sky Sports Live Football 34%
Newsline 6.30 33%
BBC1
UTV
UTVSky Sports 1
BBC1 NI
UEFA Champions League (49%)
ITV1
Top Programme (by Vert %):
TV GENRESNORTHERN IRISH MENS FAVOURITE PROGRAMMES
Base: All Adults 15+ Source: NI TGI 2011
Top 3 Programmes Genres (By Vert %):
1. Films 45% [106]2. Sports News 40% [166]3. Any Drama 39% [73]
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Base: All Adults 15+ Source: NI TGI 2011
RADIOKEEPING IT LOCAL IN NORTHERN IRELAND
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Base: All Adults 15+ Source: NI TGI 2011
BEAUTY TREATMENTSLOOKING GOOD IN NORTHERN IRELAND
2010
33% ofwomen visit
beauty salons
2011
41% of
women visitbeauty salons
Women undergoing hairremoval treatments:
GB12%
NI22%
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UTILITY SUPPLIERSENERGISING NORTHERN IRELAND
184
191193
184 Electricity Average Spend
All Adults
3 or more newspapers read in past week
5-9 newsapers read in past week
160
167169
148 Gas Average Spend
All Adults
3 or more newspapers read in past week
5-9 newsapers read in past week
Base: Newspaper Readers Source: NI TGI 2011
43,500 Newspaper readers have changed gas or electricity to a new supplier