When it comes to media and who we are targeting, it is crucial we understand just who our target market is. Too often agencies base this their thinking on ‘common sense’, perceptions and presumptions but at Mindshare we know better! The latest data from the CSO has hit the papers and the radio stations this week, so the research team thought we’d give an overview of the the key stats and just what they mean in terms of advertising and media. Education 52% of Irish women are aged 25-34 have a level education in comparison to just 39% of Irish men. However while women accounted for the majority of graduates in the arts, education and social studies; men still account for 84% of graduating engineers and – crucially – 59% of science graduates. Given that science and technology are currently said to be the strongest sectors in Ireland, it stands to reason that the employment prospects may fair better for recent male graduates than female. Are young singles in science and tech going to be the ones with cash to splash? And what does this mean in terms of the family? There still seems to exist an outdated preconception that the most ‘traditionally’ educated member of a family is the man. This needs to be reconsidered. The Workforce OK so we already know that women earn a good bit less (70%) of what men make on average in the workforce however…This rises to 90% if the time worked is taken into account. Men, on average, work an extra day per week in comparison to the working woman. In terms of media targeting, men are working longer hours and therefore on average not home as early as women. Read more here. This week: The latest insights and analysis of search A few words from Rebecca The latest TV and search information twitter.com/MindshareIRL blog.mindshare.ie 29th April 2011 youtube.com/MindshareIRL What’s Average? Targeting Families by Rachel Ray The blog: What’s Average? Targeting Families Irish Media Agency 2011 from the blog We’ve moved... Find us at blog.mindshare.ie - much easier to remember and to interact with. See you there.
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Transcript
When it comes to media and who we are targeting it is crucial we understand just who our target market is Too often agencies base this their thinking on lsquocommon sensersquo perceptions and presumptions but
at Mindshare we know better The latest data from the CSO has hit the papers and the radio stations this week so the research team
thought wersquod give an overview of the the key stats and just what they mean in terms of advertising and media
Education52 of Irish women are aged 25-34 have a level education in comparison to just 39 of Irish men However while women
accounted for the majority of graduates in the arts education and social studies men still account for 84 of graduating engineers and ndash crucially ndash 59 of science graduates Given that science and technology are currently said to be the strongest sectors in Ireland it stands to reason that the employment prospects may fair better for recent male graduates than
female Are young singles in science and tech going to be the ones with cash to splash And what does this mean in terms of the family There still seems to exist an outdated preconception that the most lsquotraditionallyrsquo educated member of a family is the
man This needs to be reconsidered
The Workforce
OK so we already know that women earn a good bit less (70) of what men make on average in the workforce howeverhellipThis rises to 90 if the time worked
is taken into account Men on average work an extra day per week in comparison to the working woman In terms of media targeting men are working longer hours and therefore on average not home as early as women
Read more here
This weekThe latest insights and analysis of searchA few words from RebeccaThe latest TV and search information
twittercomMindshareIRL
blogmindshareie
29th April 2011
youtubecomMindshareIRL
Whatrsquos Average Targeting Familiesby Rachel Ray
The blog Whatrsquos Average Targeting Families
Irish Media Agency 2011
from the blogWersquove moved
Find us at blogmindshareie
- much easier to remember and to
interact with
See you there
earth day
playstation network
psn
playstation
snooker
sainsburys
asda
kate middleton
royal wedding
tesco 70
70
70
80
120
190
700
1150
3300
4000
INSIGHTS amp ANALYSISGOOGLE TRENDS
29TH APRIL 2011
Rising Searches (last 7 days)
21st - 28th April rsquo11
Search Trends13 This week in search we have been interested in the slowly unraveling story of Playstationrsquos hacking disaster Lovers of irony will be pleased to see that wersquove also been googling lsquoearth dayrsquo (when we are supposed to lsquoswitch offrsquo) thanks to Google Doodles
13 Wersquore not too sure why Sainsburys Asda and Tesco are all topping the rising searches but it may have something to do both with price comparison (link here)and jobs - Tesco has promised 200 new ones this week
The royal wedding has been on the tips of people tongues and the top of their searches as we searched for details about the day Kate Middleton has also been topping our searches and both BBC and Sky sites crashed But not everyone was loving it - see picture above
13 In image searches wersquove been googling a balance of super sweet (easter bunnies) and super evil (a house that looks like Hitler pictured above) In entertainment aside from those already mentioned wersquove been googling Dr Who (his 11th reincarnation is back on the BBC) and the movie Thor (brought to us from the guys that made Ironman)
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising Image Searches (last 30 days)
29th March - 28th April 2011
hitler hitler house
Hitler HouseThe Royal Wedding
Rising News Searches (last 30 days)
29th March - 28th April 2011
leinster
easter
kate middleton
jennifer lopez
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them
pokemon
Breakout
humphriesmasters
journalist
grand national 2011
royal wedding
tom humphries
grand national
Dr Who
easter bunnyeaster eggs
imogen thomaskate middleton
eliza doolittle1
spartacus2
channel 1313
narnia
4 grand canal theatre
5
harry potter
6 robin hood
7 national theatre
8 banksy
9
vampire diaries10
Rising in Arts over the last
12 Months
Rising Entertainment
last 7 days vs previous 7 days
jennifer hudson
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
psn
Breakout
earth day
Breakout
1 playstation network
2 psn
3 royal wedding
4 kate middleton
5met eireann
6 premier league
7 tv guide
8bus eireann
9dublin weather
10 lotto
Top Dublin Searches Last 7 Days
jimmy carr
Breakout
vin diesel
+350
fb
+90
thor
+60
doctor who
+80
Breakout
+180
+350
+50
+170
+140
+50
+50
+70
+60
Rebecca Duffy ReceptionPA
What is your role in Mindshare Irsquom the receptionist and PA in
Mindshare Dublin
Whatrsquos your favourite current campaignI love T Mobile Royal wedding advert
The ad celebrates the marriage of William and Kate with the help of a host of royal look-a-likes and music from East 17 Even today itrsquos ranked 9th on Google if you search lsquoroyal
weddingrsquo It now has 14 and half million views on YouTube You can watch it here
Any changes in Media you are keeping an eye onThe development of brands social media sites and the increased
involvement of companies with them
Twitter or Facebook Daddy or ChipsFacebook
ultimate guitar
+70
Unilever Pamp
GLrsquoO
real
Reckitt B
enckise
rSpar
Vhi O2RSA
ESB
Nintendo
264272280330396398460
569
812822
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 4th -10th April
Vhi
Aer Lin
gus O2
McDonalds
UPC RSA
Bank of Ir
eESB
Dunnes
Pokemon
264266272279280282284330
380396
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
Fair city
Coronation Street 20
UEFA
The Late Late
Roomers
RTE 9 News
Dragons Den
Emmerdale 707680808182
8891
106142
The Simpsons is up for Sponsorship on Sky1 from June 2011
An exciting sponsorship opportunity has arrived for Off the
Rails from 1st July 2011
Desperate Housewives
Coronation Street
Roomers
RTE 9 News
Eastenders
The Late Late
Fair city
Dragons Den
Wagonrsquos Den
Room to Improve 119130131
149162163173174
186240
The Royal Wedding
Wagonrsquos Den
Sponsorship Availability
The Royal Wedding was watched worldwide
today by over 2 billion people 65 of all related
social media came from the US
RTE welcomes a new makeover programme At
Your Service hosted by Francis and John Brennan
Starts on RTE on 1st May at 730pm
Highlights of Leinster facing Toulouse in the
Heineken Cup on RTE2 Saturday at 1015pm
RTE present KillerSisters a documentary on the
Scissor Sisters on Monday 2nd May at 930pm
Top TV Brands 4th - 10th April
TV News
earth day
playstation network
psn
playstation
snooker
sainsburys
asda
kate middleton
royal wedding
tesco 70
70
70
80
120
190
700
1150
3300
4000
INSIGHTS amp ANALYSISGOOGLE TRENDS
29TH APRIL 2011
Rising Searches (last 7 days)
21st - 28th April rsquo11
Search Trends13 This week in search we have been interested in the slowly unraveling story of Playstationrsquos hacking disaster Lovers of irony will be pleased to see that wersquove also been googling lsquoearth dayrsquo (when we are supposed to lsquoswitch offrsquo) thanks to Google Doodles
13 Wersquore not too sure why Sainsburys Asda and Tesco are all topping the rising searches but it may have something to do both with price comparison (link here)and jobs - Tesco has promised 200 new ones this week
The royal wedding has been on the tips of people tongues and the top of their searches as we searched for details about the day Kate Middleton has also been topping our searches and both BBC and Sky sites crashed But not everyone was loving it - see picture above
13 In image searches wersquove been googling a balance of super sweet (easter bunnies) and super evil (a house that looks like Hitler pictured above) In entertainment aside from those already mentioned wersquove been googling Dr Who (his 11th reincarnation is back on the BBC) and the movie Thor (brought to us from the guys that made Ironman)
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising Image Searches (last 30 days)
29th March - 28th April 2011
hitler hitler house
Hitler HouseThe Royal Wedding
Rising News Searches (last 30 days)
29th March - 28th April 2011
leinster
easter
kate middleton
jennifer lopez
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them
pokemon
Breakout
humphriesmasters
journalist
grand national 2011
royal wedding
tom humphries
grand national
Dr Who
easter bunnyeaster eggs
imogen thomaskate middleton
eliza doolittle1
spartacus2
channel 1313
narnia
4 grand canal theatre
5
harry potter
6 robin hood
7 national theatre
8 banksy
9
vampire diaries10
Rising in Arts over the last
12 Months
Rising Entertainment
last 7 days vs previous 7 days
jennifer hudson
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
psn
Breakout
earth day
Breakout
1 playstation network
2 psn
3 royal wedding
4 kate middleton
5met eireann
6 premier league
7 tv guide
8bus eireann
9dublin weather
10 lotto
Top Dublin Searches Last 7 Days
jimmy carr
Breakout
vin diesel
+350
fb
+90
thor
+60
doctor who
+80
Breakout
+180
+350
+50
+170
+140
+50
+50
+70
+60
Rebecca Duffy ReceptionPA
What is your role in Mindshare Irsquom the receptionist and PA in
Mindshare Dublin
Whatrsquos your favourite current campaignI love T Mobile Royal wedding advert
The ad celebrates the marriage of William and Kate with the help of a host of royal look-a-likes and music from East 17 Even today itrsquos ranked 9th on Google if you search lsquoroyal
weddingrsquo It now has 14 and half million views on YouTube You can watch it here
Any changes in Media you are keeping an eye onThe development of brands social media sites and the increased
involvement of companies with them
Twitter or Facebook Daddy or ChipsFacebook
ultimate guitar
+70
Unilever Pamp
GLrsquoO
real
Reckitt B
enckise
rSpar
Vhi O2RSA
ESB
Nintendo
264272280330396398460
569
812822
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 4th -10th April
Vhi
Aer Lin
gus O2
McDonalds
UPC RSA
Bank of Ir
eESB
Dunnes
Pokemon
264266272279280282284330
380396
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
Fair city
Coronation Street 20
UEFA
The Late Late
Roomers
RTE 9 News
Dragons Den
Emmerdale 707680808182
8891
106142
The Simpsons is up for Sponsorship on Sky1 from June 2011
An exciting sponsorship opportunity has arrived for Off the
Rails from 1st July 2011
Desperate Housewives
Coronation Street
Roomers
RTE 9 News
Eastenders
The Late Late
Fair city
Dragons Den
Wagonrsquos Den
Room to Improve 119130131
149162163173174
186240
The Royal Wedding
Wagonrsquos Den
Sponsorship Availability
The Royal Wedding was watched worldwide
today by over 2 billion people 65 of all related
social media came from the US
RTE welcomes a new makeover programme At
Your Service hosted by Francis and John Brennan
Starts on RTE on 1st May at 730pm
Highlights of Leinster facing Toulouse in the
Heineken Cup on RTE2 Saturday at 1015pm
RTE present KillerSisters a documentary on the
Scissor Sisters on Monday 2nd May at 930pm
Top TV Brands 4th - 10th April
TV News
eliza doolittle1
spartacus2
channel 1313
narnia
4 grand canal theatre
5
harry potter
6 robin hood
7 national theatre
8 banksy
9
vampire diaries10
Rising in Arts over the last
12 Months
Rising Entertainment
last 7 days vs previous 7 days
jennifer hudson
Breakout
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 (finianmurphymindshareworldcom) or +353 1 415 0300
psn
Breakout
earth day
Breakout
1 playstation network
2 psn
3 royal wedding
4 kate middleton
5met eireann
6 premier league
7 tv guide
8bus eireann
9dublin weather
10 lotto
Top Dublin Searches Last 7 Days
jimmy carr
Breakout
vin diesel
+350
fb
+90
thor
+60
doctor who
+80
Breakout
+180
+350
+50
+170
+140
+50
+50
+70
+60
Rebecca Duffy ReceptionPA
What is your role in Mindshare Irsquom the receptionist and PA in
Mindshare Dublin
Whatrsquos your favourite current campaignI love T Mobile Royal wedding advert
The ad celebrates the marriage of William and Kate with the help of a host of royal look-a-likes and music from East 17 Even today itrsquos ranked 9th on Google if you search lsquoroyal
weddingrsquo It now has 14 and half million views on YouTube You can watch it here
Any changes in Media you are keeping an eye onThe development of brands social media sites and the increased
involvement of companies with them
Twitter or Facebook Daddy or ChipsFacebook
ultimate guitar
+70
Unilever Pamp
GLrsquoO
real
Reckitt B
enckise
rSpar
Vhi O2RSA
ESB
Nintendo
264272280330396398460
569
812822
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 4th -10th April
Vhi
Aer Lin
gus O2
McDonalds
UPC RSA
Bank of Ir
eESB
Dunnes
Pokemon
264266272279280282284330
380396
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
Fair city
Coronation Street 20
UEFA
The Late Late
Roomers
RTE 9 News
Dragons Den
Emmerdale 707680808182
8891
106142
The Simpsons is up for Sponsorship on Sky1 from June 2011
An exciting sponsorship opportunity has arrived for Off the
Rails from 1st July 2011
Desperate Housewives
Coronation Street
Roomers
RTE 9 News
Eastenders
The Late Late
Fair city
Dragons Den
Wagonrsquos Den
Room to Improve 119130131
149162163173174
186240
The Royal Wedding
Wagonrsquos Den
Sponsorship Availability
The Royal Wedding was watched worldwide
today by over 2 billion people 65 of all related
social media came from the US
RTE welcomes a new makeover programme At
Your Service hosted by Francis and John Brennan
Starts on RTE on 1st May at 730pm
Highlights of Leinster facing Toulouse in the
Heineken Cup on RTE2 Saturday at 1015pm
RTE present KillerSisters a documentary on the
Scissor Sisters on Monday 2nd May at 930pm
Top TV Brands 4th - 10th April
TV News
Unilever Pamp
GLrsquoO
real
Reckitt B
enckise
rSpar
Vhi O2RSA
ESB
Nintendo
264272280330396398460
569
812822
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Top TV Advertisers 4th -10th April
Vhi
Aer Lin
gus O2
McDonalds
UPC RSA
Bank of Ir
eESB
Dunnes
Pokemon
264266272279280282284330
380396
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
Fair city
Coronation Street 20
UEFA
The Late Late
Roomers
RTE 9 News
Dragons Den
Emmerdale 707680808182
8891
106142
The Simpsons is up for Sponsorship on Sky1 from June 2011
An exciting sponsorship opportunity has arrived for Off the