1. This week: From the blog: Must See Movies of 2011
A few words from Rachel Ray
twitter.com/MindshareIRL
m-insights.blogspot.com
The Rise and Rise of Groupon
The latest TV and search information 4th February 2011
Must See Movies of 2011
Rachel Ray, Consumer Insights
Last year we gave standing ovations to the likes of Avatar,
Inception and Toy Story 3, but we also left the cinema
disappointed after a number of others. A night out at the cinema
is a pricey investment for consumers these days and so they
(rightly) expect high standards from the experience. 3D has
brought an element to movie viewing that most of us still can't get
at home, but the story will as always, remain key.
So what are the stories that will draw the audiences this year? We've already been given two
critically acclaimed and award tipped movies this month in The King's Speech and Black Swan but
what else do audiences have to look forward to? Here's a brief round up of the movies we suspect
will do the best - with some surprises and flops thrown in.
James Cameron presents... Sanctum 04/02/2011
Coming out on February 4th, James Cameron's latest film from the blog
Sanctum is set to bring in the crowds. Even his strongest
It’s finally here. So what were the
critics are prepared to expect big things from this movie,
as Cameron finally focuses on his previous experience of, numbers? Neasa tells us about the
and passion for, marine biology - filming this story in the launch of Sky Atlantic...
subterranean world. Think Blue Planet meets an action
adventure. Expect lots of impressive 3D and Cameron's Read More
favourite colour, blue.
Read more Here.

2. INSIGHTS &
ANALYSIS Egypt Tangled
GOOGLE
TRENDS
Google This!
4TH FEB 2011 This week we’ve been googling for the
latest on the Torres transfer saga (seen
across imitating athlete Usain Bolt’s
celebration pose). Other sports news has
been heavily searched - such as Sky News
and the Australian Open.
Andy Gray is the top news search, closely
Torres does a ‘Bolt’
followed by Fianna Fail - whose escapades
and failings have just been published in a
special spread in Vanity Fair (read here).
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and Rising local searches speaks for itself this
trends of information people are week.
4th Jan - 3rd Feb 2011 searching for over certain time periods. The protests and subsequent disconnection
of Egypt has not escaped our attention - as
torres 1900% the people of Egypt show a much less
complacent attitude than us towards
eygpt 200%
unwanted government officials.
fa 150% It is really interesting to see searches for
sky sports news 110% many male orientated programmes online
have been pushed out by soaps and reality
australian open 100%
shows. Are more ladies moving online? Also
liverpool fc 100% of great interest is the rise and rise of
skins 90% Groupon - doubling in strength every month
in relation to search (see p2).
sky sports 90%
In entertainment, Tangled and the hilarious
sky sports football 60% Super Bowl ad for Volkswagen (star wars) is
skysports 60% trending (click here to view).
Rising News Searches (last 30 days) Rising Local Searches (last 30 days)
4th January - 3rd February 2011 4th January - 3rd February 2011
torres
harte australia
daft
jobs gaa
fas
andy gray
fianna fail michaela harte
aer lingus brian cowen egypt
cowen fas jobs
michaela harte qualifax jobs.ie
sky sports

3. Trending in TV Programs
Rachel Ray, Consumer Insights
Jan 2011 vs Jan 2010
1)What is your role in Mindshare?
I work with Finian in Consumer Insights. We
1 Eastenders +6
conduct the research projects for clients that helps
them further understand their consumers and make +2
2 Home and Away
informed decisions regarding media usage. I also
pull together everyones’ input for this weekly report 3 X Factor NEW
- which has been fantastic because it’s giving me the
chance to work with lots of great people here in 4 Family Guy -2
Mindshare!
5 Criminal Minds 0
2)What media developments are you keeping an
eye on? 6 Top Gear NEW
Call me boring, but I am really interested in how
7 Desperate Housewives -1
people are interacting with things like direct mail deals and coupons this year. Value is
absolutely key for the consumer - now more than ever. The phenomenal success of
8 Simpsons NEW
Groupon is testament to this and Facebook Places is going to play a key role too. There is
a great book Why Popcorn Costs so Much at the Movies for anyone wising to understand NEW
9 Jersey Shore
the world of coupons and the economics of pricing in general! I am really interested in
seeing our results from our annual State of the Nation survey regarding coupon usage... 10 Skins NEW
3)What's your favorite recent campaign?
I loved the Old Spice ‘The Man Your Man Could Smell Like’ campaign. Thought it was a Trending in Radio
really good example of how to have lots of media platforms working together. I could
today fm today fm live
(and have) watched it over and over and have interacted with the campaign over Twitter.
bbc radio lmfm
radio 1 radio one
4)To Tweet or not to Tweet?
To tweet! First thing I do after switching off my alarm in the morning. It's probably my newstalk kclr
main source of information now. @RachelLuRay fm104 bbc 5 live
96fm radio 1
radio nova radio 5 live
Our Five Friday Follows!
Stats and Facts: @infobeautiful Rising Entertainment
News and Trends: @stephenoleary last 7 days vs. previous 7 days
e4
Advertising: @adsoftheworld +250%
sky sports news
Local Business/Organisation: @sciencegallery
+180%
Personalities: @MiriamOCal
sky news
The Rise and Rise of Groupon... +150%
Searches for Groupon have almost doubled tangled
month on month in Ireland! Searches for +90%
Coupons in general have tripled since 2007.
skysports
+70%
star wars
+60%
Jun Jul Aug Sep Oct Nov Dec Jan bbc sport
sky
+50%
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. 1,247
984 Top TV Advertisers 17th - 23rd Jan 2011
TV News
775
606 588 565
1. Mrs Brown’s Boys is rating very well with both the 482 479 479 472
HW+CH and Ads 15-34 market. Such high ratings for
this are surprising considering its time slot at 9.20 on a
Sat Night especially for the Ads 15-34 audience r d G ne e on d d rd m
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2. Operation Transformation has gripped the nation and Re
c
Un Gl hn Ke
Jo
is motivating many to follow out their new years
479 470
resolutions to lose weight. The show is performing well
Top 10 Brands 17th - 23rd Jan 2011
with all audiences. Particularly with HW+CH : 17 ratings 354 333 324 306 298 295 267 264
3.Ireland will take on Italy in the Six Nations
Championship tomorrow. Live coverage of the game
will be broadcast by RTE with commentary following
the game by Tom McGurk. Kickoff at 2.30pm
ay r
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4.Both the 18:00 and 21:00 news are preforming very 2 Su Te To Sk Str PC ne ea X tra
O C n o IH
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well.
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Mrs. Brown’s Boys 25.0 Coronation Street 11.0
The Late Late Show 23.0 Eastenders 11.0
RTE News 9 21.0 Mrs Brown's Boys 11.0
Eastenders 20.0 The Late Late Show 10.0
Fair City 19.0 Grey's Anatomy 9.0
Coronation Street 20 19.0 RTE News 9 9.0
Operation Transformation 17.0 Fair City 8.0
Six One 15.0 Operation Transformation 8.0
All Ireland Talent Show 15.0 Six One 8.0
Ear to the Ground 14.0 Emmerdale 7.0
Sponsorship Opportunities
There are many sport Packages being made available by
TV3 for a brand to get involved with. The Champions RTÉ media sales are currently seeking a sponsor for our
League, Europa League and All Ireland GAA Championship Garden Strand 2011. Two brand new gardening series are
are available for a brand to spot buy. More details coming to RTÉ One this year - Dermot’s Hidden Garden and
available.
How To Create A Garden.
RTÉ Media Sales are currently seeking a sponsor for The
Business presented by George Lee, starting on RTÉ One on
Friday 4th March at 8.30 p.m..
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