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Northern Ireland Media Developments & Trends

August 2011

NEW DEVELOPMENTS & INNOVATIONS
• Media developments & trends
• Digital drivers • The ‘McIlroy effect’ • Keeping it local in Northern Ireland

• Word of Mouth
• What are NI consumers talking about

• Broadcast Media • Favourite TV genres for women • Local radio on the up

•Beauty Treatments
• Looking good in Northern Ireland

•Utilities
• Energising Northern Ireland
© 2011 Kantar Media

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DIGITAL DRIVERS
TV BIGGEST DRIVER TO NEW SITES FOR OVER 45S

rise in internet users over 45

of over 45s go online every day
more likely to access new sites after seeing website URL at the end of a TV programme

less likely to access new sites by clicking on pop-up adverts online

Base: All Adults 15+

Source: NI TGI 2011

© 2011 Kantar Media

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GOLF
“THE MCILROY EFFECT”

TGI_KantarMedia Target Group Index Golf fans in NI 50% more likely to read or write twitter feeds
10 Aug

80%
Reading about golf in newspapers
(compared to 2010)

TGI_KantarMedia Target Group Index 20,000 more NI consumers interested in golf than in 2011
10 Aug

McIlroyRory Rory McIlroy Northern Ireland... Golf Capital of the World!!
17 Jul

Reading about golf online
(compared to 2010)

74%

Base: All Adults 15+

Source: NI TGI 2011

© 2011 Kantar Media

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LOCALITY
STRONG DEMAND FOR LOCAL PRODUCE

12,000
Rise in number of NI shoppers visiting local bakeries (compared to 2010)
Base: All Adults 15+

Shoppers visiting local coffee shops:

NI 26%

GB 18%
Source: NI TGI 2011

© 2011 Kantar Media

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WORD OF MOUTH
WHAT ARE NI CONSUMERS TALKING ABOUT?

Consumers posting reviews or comments online:

Top Areas of Interest: Film: 72%

Music Film

NI 13% 12%

GB 8% 7%

Music: 69%
Holidays & Travel: 72% Food & Drink: 67%
Base: All Adults 15+ Source: NI TGI 2011

© 2011 Kantar Media

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TV GENRES
NORTHERN IRISH WOMEN’S FAVOURITE PROGRAMMES
Top 3 Programmes Genres (By Vert %): 1. Any Drama – 67% [126] 2. Soaps – 58% [132] 3. Films – 40% [94]
Top Programme (by Vert %): Coronation Street (56%) ITV1

EastEnders Emmerdale Come Dine With Me Dancing on Ice Strictly Come Dancing

50% 44% 40% 39% 38%

BBC1 ITV1 C4 ITV1 BBC1

Base: All Adults 15+

Source: NI TGI 2011

© 2011 Kantar Media

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TV GENRES
NORTHERN IRISH MEN’S FAVOURITE PROGRAMMES
Top 3 Programmes Genres (By Vert %): 1. Films – 45% [106] 2. Sports News – 40% [166] 3. Any Drama – 39% [73]
Top Programme (by Vert %):

UEFA Champions League (49%) ITV1

Match of the Day UTV Live @ 6 ITV Evening News Sky Sports Live Football Newsline 6.30

49% 35% 34% 34% 33%

BBC1 UTV UTV Sky Sports 1 BBC1 NI

Base: All Adults 15+

Source: NI TGI 2011

© 2011 Kantar Media

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RADIO
KEEPING IT LOCAL IN NORTHERN IRELAND

Base: All Adults 15+

Source: NI TGI 2011

© 2011 Kantar Media

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BEAUTY TREATMENTS
LOOKING GOOD IN NORTHERN IRELAND

2010

33% of women visit beauty salons
2011
Women undergoing hair removal treatments:

41% of women visit beauty salons
Base: All Adults 15+

GB

NI

12%

22%
Source: NI TGI 2011

© 2011 Kantar Media

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UTILITY SUPPLIERS
ENERGISING NORTHERN IRELAND “43,500 Newspaper readers have changed gas or electricity to a new supplier
£184 Electricity Average Spend £184

£193

All Adults 3 or more newspapers read in past week 5-9 newsapers read in past week

£191

£148

Gas Average Spend

£160

£169
All Adults 3 or more newspapers read in past week 5-9 newsapers read in past week

£167

Base: Newspaper Readers

Source: NI TGI 2011
© 2011 Kantar Media

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