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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