1. This week: From the blog: 4oD and the TV (R)evolution
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Jill Robinson
The latest TV and Search information 25th February 2011
4oD and the TV (R)evolution
Andy Pierce
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.
Misfits
In 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.
Skins
from the blog
The 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. Self-Rising Recipes: Trend of Home Cooking
by Rachel Ray
However, in reality the numbers are actually increasing overall.
Read Here
To continue reading this article, please visit our blog here.
Upwardly Mobile: Smartphone Stats
Read Here

2. INSIGHTS &
ANALYSIS The Barbour jacket New Zealand earthquake
GOOGLE
TRENDS
Google This!
25TH FEB 2011
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been replaced by an interest in the likes of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
Britney Spears back?
we searched him too.
In news, the New Zealand earthquake is
our top searched story. We’ve also been
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and searching the latest on Bahrain. The news
trends of information people are source Independent.ie has also been
18th Feb - 25th Feb 2011 searching for over certain time periods.
‘googled’ this week. They’ve published a
number of useful supplements recently
amber heard Breakout 1500% three on Leaving Cert English and
including
brancusi Breakout an election guide this week.
1500%
In entertainment, we’ve been searching for
new zealand eathquake Breakout 1500%
Adele (still UK no. 1), Tom Hardy and...
bahrain 550% Breakout
Britney Spears. Considering this is the first
fa cup 550% time she has appeared in our results, is there
a comeback brewing? The fashion conscious
acca 190%
amongst us will be wearing Barbour jackets,
cricinfo 170% eating truffles and growing roses and
adele 90% hydrangeas.
independent.ie 90% 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.
Rising News Searches (last 30 days) Rising Product Searches (UK)
25th January - 25th February 2011 25th January - 25th February 2011
rugby sewing machines
sky egypt barbour jacket
google
rucksack
cork airport cork samsung tocco
sky sports sleeping bag truffle
torres ebay iphone
youtube
fine gael

3. Rising Health Issues
Jill Robinson, Deputy Head of Trading
2010 vs 2009
What is your role in Mindshare?
1 cancer NEW
I’m Deputy Head of Trading at Mindshare. We
2 heart +5
look after online and TV trading - negotiating the
best deals possible for our clients and managing 3 diabetes +5
sponsorships which are becoming increasingly
valuable to clients. 4 back pain +5
What media developments are you keeping an 5 sleep NEW
eye on?
6 arthritis NEW
The fusion of our TV and computer into one - the
42” plasma in the sitting room will become your 7 thyroid NEW
home PC and TV. Appointment to view TV will
mostly be live events, with everything else on 8 hiv NEW
demand.
9 blood pressure NEW
What's your favorite recent campaign?
10 shingles NEW
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
Rising Searches in Gardening
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. roses prune
seeds garden centre
To tweet or not to tweet?
Tweet, tweet. I am obsessed with Twitter - especially now that George Hook is following hydrangea garden design ideas
me! I have arrived people! Follow me for amazing knowledge @j__ro lawnmowers ireland polytunnels ireland
national trust
Rising Entertainment
last 7 days vs. previous 7 days
youtube.com/MindshareIRL tom hardy
+400%
radiohead britney spears
+190% +100%
project fee tv
+80%
ultimate guitar
+80%
adele
rte guide
Our own Andy Pierce and David Ahlstrom appeared in The Irish Times this week at
+80%
+60%
the launch of Crackbird on Crane Lane. Read the full article at IrishTimes.ie
justin beiber
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according +50%
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

4. 1,777 Top TV Advertisers 31 Jan - 6 Feb 2011
TV News
RTE News and political coverage programming is rating 750 710 619 542
very highly on RTE and TV3 in particular for HW+CH 469 443 437 434 425
and Ads 15-34 during the General Election
Mrs Browns Boys continues to keep the top spot across er gs er Sky lds
P&
G
lev nso
n
lo g cks UPC RS A
Eirc
om
ona
Uni Joh Kel Ben McD
audiences n& kitt
nso Rec
Joh
On 27th Feb Ireland take on Scotland in a bid to keep 469 Top 10 Brands 31 Jan - 6 Feb 2011
443 425
their Six Nation dreams alive 402 380 365 342
286 266
The Champions League was back on air this week with 248
Chelsea V Copenhagen, Man U V Marseille Next week
AC Milan V Spurs, Arsenal V Barcelona
The Operation Transformation Final took place on Wed
UP
C
RS
A lds ris nd es
s
of
a ion AX
A tc h
na Au ra inn sS us wa
with Sinead from Co Meath winning and the end of the
cD
o ta k yb Gu Plu tt eF ne
M yo S st lle Ph
o
To Co Gi
show’s most successful series yet
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Mrs. Browns Boys 25.3 Mrs Browns Boys 25.3
RTE News 9 20.0 Coronation St 18.2
Coronation St 19.1 Eastenders 16.9
Eastenders 16.9 Operation Transformation 16.8
Operation Transformation 16.8 Raw 16.4
Raw 16.4 Fair City 16.3
Fair City 16.3 Late Late Show 15.7
Late Late Show 15.7 RTE News 9 14.8
All Ireland Talent Show 15.1 Saturday Night Show 12.6
Saturday Night Show 12.6 RTE News 6 11.7
Sponsorships
TV3 have some cookery shows available for sponsorship RTÉ Media Sales are currently seeking sponsors for Health of
Head Chef with Conrad Gallagher and the Lazy Chef with the Nation and for The Business
Stuart O Keeffe
Head Chef with Conrad Gallagher Health of the Nation with Dr. Mark Hamilton
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