1. 4th March 2011
This week: From the blog: General Election 2011
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from SallyAnn King
The latest TV and search information youtube.com/MindshareIRL
General Election 2011: Ireland's 360
Finian Murphy, Head of Consumer Insights
There has been a lot of talk in recent years about cross media
solutions, integrated media or 360 degrees marketing, but until
last weekend there had not been an Irish event mainstream
enough to demonstrate the power of truly integrated media.
The General Election not only produced some interesting stats
politically, but also in terms of media. We have written before
about how consumers are multi-tasking, tweeting whilst watching
TV and using their mobiles at the same time as consuming other
media, and the General Election was the perfect example of how
traditional media drives people to find out more online.
At the main Dublin count centre on Saturday, there were hundreds of journalists from international media. According to
O'Leary Analytics, there were 1,200 articles in 900 publications in 54 countries by 10pm on Saturday night. Reporters
from Al Jazeera, BBC and CNN were some of those present, as were national broadcasters RTÉ, TV3, Newstalk and
many local stations providing coverage of the event.
With live Newstalk coverage running all day until 2am on Sunday morning, their radio audience was driven to their
regularly updated website and app. Unique visitors to newstalk.ie were up 63% (against the first week of January 2011)
and the average time spent viewing Newstalk TV was six and a half minutes.
from the blog
Social media played a greater role than it did in 2007, with 22,000
tweets mentioning #ge11 sent in 24 hours (according to O'Leary
Analytics), many of them from main news outlets, but many from
people at count centres acting as citizen reporters. That's 1 tweet
every 4 seconds! On Saturday, the scale of involvement was so high JNRS Press Readership 2010 vs 2009
that at points the level of global tweets was half that of the level by Jessica
mentioning Libya - a much larger, global event. Read Here
Read more here. Top Topics on the Blog
by Andy
Read Here

2. INSIGHTS &
ANALYSIS Election 2011 True Grit
GOOGLE
TRENDS
Search Trends
4TH MAR 2011 This was a week of speculation for
searchers, as the top terms included fantasy
football, the Oscars and the general
election.
Unsurprisingly, Enda Kenny was the top
trending TD and Fine Gael the top trending
political party. A lot of people expressed
disappointment at the uneventful Oscars as
The Oscars 2011 well as who won. Interestingly, the loser
True Grit is the only film to top Google
searches.
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and
In the arts, the sculptor Brancusi and the
author of Journey to the Centre of the
trends of information people are
Earth, - Jules Vernes - were searched a lot
25th Feb - 2nd Mar 2011 searching for over certain time periods.
this month thanks to Google doodles.
We were also interested in the drama series
election 2011 results Breakout 2000% (staring John Hannah of Four
Spartacus
Breakout Weddings, The Mummy and Sliding Doors),
election results 2000%
prohibition (perhaps due to Boardwalk
oscars 1550% Empire?) and the mysterious street artist
Breakout Banksy (nominated for Oscars).
oscars 2011 1400%
Finally, it seems the trend for Ginger
rte election 1350% hair spotted in a previous report is being
replaced by Blondes... the battle continues.
election 2011 950%
six nations 180%
Rising searches are based on the increase in
rte news 110% volume from a base volume seven days ago.
fantasy football 90% When ‘Breakout’ is recorded, the base figure was
too low to record them.
premier league 80%
Rising News Searches (last 30 days) Rising in the Arts (Ireland)
1st February - 2nd March 2011 1st February - 2nd March 2011
rte enda kenny churchill banksy
prohibition
election cork brancusi
election fine gael
mick wallace
results 2011 romeo and juliet
spartacus
galway irish election jules verne

3. Rising Mobile Phones
SallyAnn King, Senior Digital Account Manager
March 2010- 2011 vs 2009
What is your role in Mindshare?
I work with clients and my colleagues on digital
1 iphone +2
strategies with overall campaigns in mind. My
background has been working for digital agencies. It’s 2 nokia -1
fantastic to be able to work with the biggest media
agency in Ireland. It means we can share concepts on 3 phones -1
behalf of our clients and all aspects of each campaign
are in synch. Its an interesting and demanding role and I 4 o2 +5
thoroughly enjoy it!
5 samsung 0
What media developments are you watching?
We are at the tip of the iceberg of opportunities for 6 carphone 0
mobile advertising. In app ads and mobile sites are on the rise. There is an app for
everything and everyone - my recent favourite is the Pocket Hipster app... but you
7 carphone warehouse +1
probably haven't heard of it.
8 htc NEW
What's your favourite recent campaign? 9 iphone 4 NEW
Volkswagen promoted its Fox car to a young audience in Sao Paolo, Brazil, by
sponsoring music festival the Planeta Terra Festival - and launching a hunt for 'lost' 10 ericsson -6
tickets to the festival via Twitter. It hid 10 tickets in places throughout Sao Paolo and
launched an online platform using Google Maps of the city. To find them, people had
to tweet #foxatplanetaterra, and the more tweets, the closer the zoom became on the Rising Searches in Beauty
map. The first one to get to the ticket's location won it. The four day competition saw
the Fox's appearance at Planeta Terra become a trending topic within hours. A alpecin shampoo hairstyles 2011
fantastic example of a social media mashup. justin bieber haircut blonde hair
lipstick jedward la fitness
To tweet or not to tweet?
Twitter is the voice of the people. Over 20,000 tweets with #ge11 were recorded on shave or dye loreal
26th Feb as the votes were counted. I'll follow you if you follow me? @sallyannking
justin bieber
Rising Entertainment
last 7 days vs. previous 7 days
jessie j oscars 2011
+250% +500%
rihanna
the rock
+80%
+80%
justin beiber
+60% radiohead
+350%
adele
+180%
true grit
+170%
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 (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. 1,531 Top TV Advertisers 14th - 20th Feb 2011
TV News
828 742
595 548 512 496
The Frontline Leaders’ Debate was the top rating
447 382 348
programme for adults 15-34. Political coverage was top
of the agenda this week for both RTE and TV3 in
G er se
r t a gs UK on tle ne lin
e
P& ilev ck yo og al n s N es no
advance of the election. Un n To Ke
ll re oh Da it hK
Be O J
Sm
kit
t L’ n& o
c so ax
Re hn Gl
Dragons’ Den has returned to our screens again as Jo
hopeful entrepreneurs make their pitches for investment. Top 10 Brands 14th - 20th Feb 2011
345 329
Expect lots of drama with the return of Desperate 310 296 285 262 255 241 234
Housewives, the end of an era in Summer Bay and a 230
bigger and better Off the Rails. It returns on Wednesday
with a new hour-long format.
Stephen Fry made his much anticipated appearance on l
C ay ris ug sis ts i
ion er te
UP ep Au -dr en ea t am us rg sta
Ros na Rún this week ! He played a bewildered English Pr ta ti Av eM Ap eF Bu tE
2 yo an a lte tt ds ot
O To A yo
t cia lle al an
c
RS To Ga tr i Gi on Br
tourist. It will also be part of Fry’s series on languages. Nu cD
M
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Coronation St 22.6 Frontline Leaders Debate 16.2
RTE News 9 22.0 Eastenders 9.7
Frontline Leaders Debate 22.0 Dragons’ Den 9.1
Late Late Show 19.5 Late Late Show 8.9
Operation Transformation 17.4 Coronation St 8.8
Dragons’ Den 16.5 Fair City 8.7
Fair City 15.6 RTE News 9 7.3
All Ireland Talent Show 15.3 Grey’s Anatomy 7.3
Eastenders 14.4 Toy Story 2 7.2
Emmerdale 14.0 Operation Transformation 7.1
Sponsorships
RTE are currently seeking a sponsor for Health of the Nation There is also a sponsorship available for the US Masters on
which returns to our screens in Summer 2011. Sky. This is a great opportunity for a brand seeking a sport
association.
The Frontline Leaders’ Debate
Stephen Fry on Ros na Rún
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