53
Irish Media LandscapeInc Covid-19 Implications
30th April 2020
Overview of the current media
landscape, with a deep dive
into the opportunities for food
and drink brands
My AIM Today
2 THE GROWTH OF VIDEO
4 AUDIO & OOH IN A DIGITAL ERA
1 MEDIA EXPENDITURE FORECASTS
5 THE VALUE OF A FREE AND INDEPENDENT
PRESS
3 THE EVOLUTION OF SOCIAL MEDIA
Media Expenditure Forecasts
SOURCE – Core Outlook 2020 (€m’s)
€466m€393m
€275m €245m €216m €206m €177m €165m €171m €157m €134m €120m €99m €85m €75m €67m
€311m
€237m
€228m€225m
€213m €220m€210m €218m €229m €237m
€219m €221m€211m €206m €210m €216m
€140m
€130m
€123m€110m
€103m€141m
€132m €135m€138m €130m
€123m €118m€110m €103m €99m €97m
€155m
€113m
€83m
€70m
€68m€68m
€66m €74m€77m €81m
€80m €83m€85m
€88m €90m €93m
€9m
€8m
€7m
€7m
€7m€7m
€7m €7m€7m €8m
€8m €7m€8m €8m €8m €8m
€78m
€95m
€110m
€123m
€140m
€149m€179m
€229m
€282m€374m €451m €489m €526m €566m €606m
€646m
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Print TV Radio Outdoor Cinema Online
€1.2b €1..1b
Core Outlook 2007 - 2022
2020 predictions
-2.47%
-12.33%
-6.38%
3.22%
7.50%
0.00%
1.45%
TV Press Radio OOH Online Cinema
Total
SOURCE – Core Outlook 2020 (€m’s)
Our latest prediction
SOURCE – Core Outlook 2020 (€m’s)
-30%2020 prediction since the Covid
Crisis
Covid-19 - Initial trends
SOURCE – Core Outlook 2020 (€m’s)
TV Significant amount of deferral spends. May is
approx. 50% down yoy
Press Initially saw increased sales and online presence.
Trust key. Also impacted by deferrals.
Radio Reactiveness a plus for clients. Will see a decline.
OOH Short-term will be significantly impacted.
Supply/demand will be an issue in Q4
Cinema Cinemas are currently closed
Digital detail
+6%Search
+21%Facebook inc
+17%Video
-1%Display inc
partnerships
SOURCE – Core Outlook 2020 (€m’s))
Covid-19 - Initial trends
SearchShort-term certain categories aren’t live –travel, some retail, services, entertainment
etc.
Facebook Similar trend as Search but decline could be
bigger on growth predictions
Video In line with TV trends
Display incPartnerships
Some partnerships paused meaning spends
could decline. Events a big problem
What this means for advertisers?
Extra delivery and added
value across all media
channels
Plan for an aggressive ad
market in H2
Supply/Demand could
become a big problem on
‘popular’ media channels later in the year
The growth of video
TV
Covid-19
Significant increase in consumption since 12th
Mar
Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Wk 1
+27%increase in Adult15+
viewing year-on-year.
Wk 4
+12%increase in Adult15+
viewing year-on-year.
0
20
40
60
80
100
120
140
160
180
200
Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10 Week11 Week12 Week13 Week14 Week15
2019 2020
Minutes viewed per day
200%increase in viewership since the start of the year
RTE Nine O’Clock News performing very well
200%increase in viewership
since the start of the
year
1.4mTaoiseach broadcast
– highest rating event
of the last 10 years
Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Source: TechEdge - adult live programme viewership (000’s)
0
200
400
600
800
1000
1200
1400
01
-Jan-2
0
03
-Jan-2
0
05
-Jan-2
0
07
-Jan-2
0
09
-Jan-2
0
11
-Jan-2
0
13
-Jan-2
0
15
-Jan-2
0
17
-Jan-2
0
19
-Jan-2
0
21
-Jan-2
0
23
-Jan-2
0
25
-Jan-2
0
27
-Jan-2
0
29
-Jan-2
0
31
-Jan-2
0
02
-Feb
-20
04
-Feb
-20
06
-Feb
-20
08
-Feb
-20
10
-Feb
-20
12
-Feb
-20
14
-Feb
-20
16
-Feb
-20
18
-Feb
-20
20
-Feb
-20
22
-Feb
-20
24
-Feb
-20
26
-Feb
-20
28
-Feb
-20
01
-Mar-
20
03
-Mar-
20
05
-Mar-
20
07
-Mar-
20
09
-Mar-
20
11
-Mar-
20
13
-Mar-
20
15
-Mar-
20
17
-Mar-
20
19
-Mar-
20
21
-Mar-
20
23
-Mar-
20
25
-Mar-
20
27
-Mar-
20
29
-Mar-
20
31
-Mar-
20
02
-Ap
r-20
04
-Ap
r-20
06
-Ap
r-20
08
-Ap
r-20
10
-Ap
r-20
12
-Ap
r-20
Taoiseach
Broadcast #2
Taoiseach
Broadcast #1
General Election
2020
200%increase in viewership since the start of the year
Easter weekend saw a surge in viewing
Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
2019 2020 Diff
Good Friday 160.2 204.8 +27.8%
Saturday 148.8 181.1 +21.7%
Easter Sunday 174.4 236.0 +35.3%
Easter Monday 167.8 198.0 +18.0%
Minutes viewed per day – Easter weekendyear-on-year
200%increase in viewership since the start of the year
Popular programming (exc current affairs)
Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Programme Audience size ‘000Reeling in the years 472.18
Keys to my life 469.59
Cheap Irish homes 448.35
Home of the year 438.23
Fair city 435.45
Room to improve 407.23
Raised by the village 398.77
Coronation street 20 396.43
All round to mrs brown's 384.66
High road, low road 381.62
Online streaming grows at record levels
Source: Media Owners data March 2020
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
RTÉ Player All 4 Virgin Media Player
Monthly Avg. March yoy increase
+26%
+47%
+30%
What this means for advertisers?
Low cost to entry for TV –Sky AdSmart
Covid led messaging
moving towards “light entertainment” – eg:
cookery programmes
Long-term TV costs will
increase
The evolution of social media
9%
10%
11%
11%
21%
22%
25%
30%
34%
35%
45%
57%
66%
75%
78%
88%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tiktok
Timblr
Twitch
Viber
Skype
Snapchat
FB Messenger
Youtube
Source: Globalwebindex – Survey – Self reported behaviour (age -16-64)
Most used social platforms
The pivot to video
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Instagram Twitter Snapchat
Video Non-Video
Source: Core 2019
Social Media
Covid-19
12th:
Schools
close and
panic
buying
13th –Cheltenham
14th – UK
Governmen
t
15th –Temple Bar
16th –Uncertainty
17th – St
Patrick’s Day
18th – 21st
Slower
Decline
22nd Call
for greater
Social
Distancing
23rd – 24th
UK
Lockdown
Ireland
Restrictions
27th Higher
level of
restrictions
9PM
St Patricks Day &
An Taoiseach
national address10PM
Outrage as Temple
Bar Pubs
remain open
9pm Call for
greater Social
Distancing
measures as
people flock to
popular locations
8.30pm
Higher level of
restrictions
introduced by Irish
Government
Activities during this period
SOURCE – Brandwatch
Covid-19 has dominated the conversation online
SOURCE – Brandwatch
Pre-Covid : average 282 daily
mentions
Covid : average 702 daily
mentions
Increased consumption is impacting engagement
SOURCE – Facebook API
TikTok advertising has officially launched in Ireland
Social video app
Entertainment based platform
Similar to Vine with extra features
Lip syncing, dancing, comedic
skits
Filters, music, promotes
individualism
Primary target audience
<24 years old
Irish stats
1 millionMonthly
Active
Users
61 minuteAverage
time spend
on the
platform
13 Average
times the
app is
opened
3 Billion Monthly
video views
Key formats
1. Brand Takeover :Full screen takeover with
maximum awareness and
impact
2. Topview:Video format that launches on
opening the app
3. In-feed :Storytelling video format
embedded within the ‘for you’ feed
Major restriction – no targeting available in ROI just yet
What this means for advertisers?
Increased usage of social
media platforms is
resulting in increased
engagement with brands
TikTok – is a big
opportunity, but brand
safety a big watch-out
Consumers are crying out
for more entertainment
Audio and OOH in a digital era
Ireland is a nation of listeners
81%Adults listen daily
71%15-34 year olds
listen daily
SOURCE – JNLR 2019 – Radio listenership
Radio still the dominant medium for audio
SOURCE – JNLR 2019
Podcasts continue to grow
Digital consumption
+1.5% >200% +27%
+21.9% weekend
consumption
Consumption all day,
versus peaks and troughs
when commuting
Growth in digital
listenership
What this means for advertisers?
More reactive than ever
for advertisers
Great deals across all
stations including local
Local radio key for SME
audience
OOH
Covid-19 >90%
Bookings deferred since
“lockdown”
What this means for advertisers?
Retail sites/screens are
the main short-term
focus
H2 inflation will increase
significantly
The value of a free and independent
press
INM Paywall/Journal donations
Growth across print and digital
Initial increase in print sales (average), which has now declined
Increase in e-papers and subscriptions
Suburban focus
Weekend sales record 2020
An Post now delivering newspapers
SOURCE – Newspapers
-10%Record traffic days for many sites
News the key driver
Wk1/2 saw record levels
Wk 3 onwards have witnessed a slight decline
as people move away from only focusing on
news
+18/95%
Daily Mail Group and SME’s
The ads will run across DMG Media
Ireland’s titles, including the Irish Daily Mail, the Irish Mail on Sunday, Extra.ie,
EVOKE, RollerCoaster.ie, and MailOnline,
which reach over 3.3m Irish adults every
month in Ireland.
What this means for advertisers?
Cross-media
opportunities – great
value
Trusted source of news
2 THE GROWTH OF VIDEO
4 AUDIO & OOH IN A DIGITAL ERA
1 MEDIA EXPENDITURE FORECASTS
5 THE VALUE OF A FREE AND INDEPENDENT
PRESS
3 THE EVOLUTION OF SOCIAL MEDIA
30% decline in
2020
TV is a big
opportunity
TikTok is worth a
test
Increased
consumption of
digital
Trust is
invaluable
https://onecore.ie/outlook/
https://onecore.ie/intel/covi
d-19/covid-19-changing-
media-habits/
Outlook 2020Covid – Media
Consumption Habits
Data sources
Contact details
Understand behavior to understand the future
At The Thinking House we have always
Invested time in understanding the
future.
Our most recent thought leadership work
has explored scenarios for the future of
our industry over the next 25 years,
future innovations in the meat category
and the future of ‘functional foods’ for
the dairy category and beyond.
Our approach is always to put the
consumer at the heart of how we go
about understanding the future…
We have also focused on understanding
consumer behavior to help guide
marketing and innovation strategy.
Our most recent behavioural study was
‘What Ireland Ate Last Night’; a large
scale diary study of dietary habits.
In international markets we have used
consumer ethnography to unlock
insights around the drivers of consumer
behavior.
Understand behavior to understand the future
The Covid-19 crisis has already ready produced
dramatic changes in consumer and shopper behavior.
The Thinking House will track and trace these
behavioural shifts to provide our client companies and
their customers with a rich reservoir of insight. Our
ambition is to identify behaviours that are ‘sticky’.
We have identified the ‘early indicators’ of key changes
in consumer behaviour under three key areas:
• Macro Behaviour
• Shopper Behaviour
• Consumption Behaviour
Future Proofing through behavioural research
And we are tracking the ‘stickiness’ of these early
indicators through a regular pulse measure of
consumer behaviour in key markets. This omnibus poll
of consumer and shoppers will act as a behavioural
montior:
• 1000 people per market
• 4 key markets
• Ireland
• GB
• Germany
• USA
Future Proofing through behavioural research
Working with us to Future Proof your business
The team at the Thinking House are developing a bespoke toolkit to enable producers and their
customers work through the implications of these behavioural indicators. The toolkit is built around
a simple three step-process that can be navigated by businesses large and small.
THINK
Risk Mapping to allow
businesses understand the
relevance of these
behavioural indicators
Horizon Checks to road test
the ‘stickiness’ of the behaviour to your category
PLAN
Pathway Development to
identify the ‘must dos’ for your business
Goal Setting to clearly
define your businesses’ activity goals
DO
Game Plans to articulate
your business or brands’ activation strategy
The Covid-19 crisis has already ready produced
dramatic changes in consumer and shopper behavior.
The Thinking House will track and trace these
behavioural shifts to provide our client companies and
their customers with a rich reservoir of insight. Our
ambition is to identify behaviours that are ‘sticky’.
We have identified the ‘early indicators’ of key changes
in consumer behaviour under three key areas:
• Macro Behaviour
• Shopper Behaviour
• Consumption Behaviour
Future Proofing through behavioural research
Brand Communications Strategy Webinar
Date: Thursday 7th May ’20
Time: 11:00 - 12:00 hrs
Register: www.bordbia.ie/industry/covid-19
