Table of Contents
Issues in the Market
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- Key themes in the report
- Definitions
- Data sources
- Consumer data
- Abbreviations
Insights and Opportunities
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- Driving online awareness
- Television captures greatest interest
- Lack of realism disappoints
Market in Brief
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- Some recovery in the market
- TV is the preferred channel
- High advert avoidance
- Overly regulated market?
- Faith in the medium
Fast Forward Trends
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- Trend 1: Agelessness
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Attention Economy
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- TV popular but traditional model is being superseded
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- Figure 1: Agreement with the statement ‘I skip adverts when I watch recorded programs’, by gender, NI and RoI, April 2011
- Placement offers a new platform
- Setting limits on product placement
- Broadband rollout drives increased online exposure
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- Figure 2: Consumers with a broadband connection at home, NI and RoI, 2006-11
- Advertising driven by new technologies
- QR codes facing competition from augmented reality
- Online adspend grows as a consequence of technological advances
- Increased exposure to media outlets
- Image retouching affecting consumers’ self-perception
- Reflective of reality
- Limiting children’s purchasing power
- How children are protected
- Restricted alcohol advertising
- Tobacco ads up in smoke
- What appeals to consumers most
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- Figure 3: Best-liked TV advertisements, UK, 2011
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- Figure 4: Most viewed advertisements on YouTube by Irish consumers, 2011
- Different themes require different media
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- Figure 5: National Newspapers of Ireland (NNI) Press Ad of the Month winners, 2011
- Harking back to better times
Broader Market Environment
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- Key points
- Ageing population
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- Figure 6: Population, by age, NI, 2010-56
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- Figure 7: Population, by age, RoI, 2006-41
- Older consumers ignored
- Consumers likely to remain cautious about the economy
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- Figure 8: Economic outlook, RoI and NI, 2009-12
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- Figure 9: Agreement with the statement ‘I spend money more carefully than I used to’, NI and RoI, 2007-11
- NI market most constrained
- Global events
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- Figure 10: Television advertising revenues, by broadcaster, 2008-10
Market Size and Forecast
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- Key points
- Revenues slow to recover
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- Figure 11: Estimated advertising revenues, IoI, NI and RoI, 2006-16
- New technologies
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- Figure 12: Estimated advertising expenditure, RoI, 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Smartphones driving innovations
- Augmented reality and 3D
- Interactive captures viewer interest
- Bringing outdoor advertising into the modern era
Companies and Products
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- Key points
- Omnicom Group Inc
- Irish International (IIBDO)
- Owens DDB
- WPP
- Ogilvy and Mather Ireland
- MEC Ireland
- The Brand Union
- DDFH&B Advertising
- Interpublic Group of Companies (IPG)
- McCann Erickson
- Publicis Groupe
- Leo Burnett
- Publicis QMP
- Young Euro RSCG
- Carat
- Rothco
- CBS Outdoor
- JCDecaux
The Consumer – Usage of Advertising
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- Key points
- Television has the greatest reach
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- Figure 13: Consumers who pay the most attention to television advertising, by gender, NI and RoI, August 2011
- Product placement sees high level of attention considering its newness
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- Figure 14: Consumers who pay the most attention to products featured in TV shows, by gender, NI and RoI, August 2011
- Sponsorship appeals to younger viewers
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- Figure 15: Consumers who pay the most attention to TV sponsorship, by age, NI and RoI, August 2011
- Print adverts have reach, despite declining readership
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- Figure 16: Selected advertising media types which consumers pay the most attention to, NI and RoI, August 2011
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- Figure 17: Consumers who pay the most attention to newspaper/magazine advertising, by age, NI and RoI, August 2011
- Outdoor has low importance for high usage
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- Figure 18: Consumers who pay the most attention to advertising on billboards/sides of buses/outdoor posters, by location, NI and RoI, August 2011
- Men absorb more radio adverts
- Events target a niche market
- Leafleting unpopular
- Cinema adverts are unavoidable
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- Figure 19: Consumers who pay attention to cinema advertising, by age, NI and RoI, August 2011
- Low enjoyment of online advertisements
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- Figure 20: Consumers who pay attention to online advertising, NI and RoI, August 2011
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- Figure 21: Social networking sites accessed, by gender, NI and RoI, August 2011
The Consumer – Attitudes towards Advertising
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- Key points
- Two in five consumers are bombarded by adverts
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- Figure 22: Agreement with the statement ‘I feel bombarded by advertising’, by age, NI and RoI, August 2011
- Men are better at tuning out advertising
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- Figure 23: Agreement with statements relating to the impact of advertising on all consumers, NI and RoI, August 2011
- High ad avoidance through media channels
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- Figure 24: Agreement with statements relating to avoiding advertising, NI and RoI, August 2011
- Younger people more likely to channel hop
- Almost half of consumers dislike pop-ups
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- Figure 25: Agreement with the statement ‘Online pop-up adverts make me angry’, by age, NI and RoI, August 2011
- Limited interest in avoiding adverts
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- Figure 26: Agreement with statements regarding avoiding advertising, NI and RoI, August 2011
- Around half of Irish consumers see direct mail as junk
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- Figure 27: Agreement with statements relating to direct mail, NI and RoI, August 2011
- The perils of advertising
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- Figure 28: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, by presence of children in household, NI and RoI, August 2011
- RoI consumers favour greater regulatory controls
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- Figure 29: Agreement with the statement ‘It should be illegal to advertise some products (ie alcohol, fast food etc)’, by age, NI and RoI, August 2011
- NI consumers less disappointed by advertising
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- Figure 30: Agreement with statements relating to faith in advertising, NI and RoI, August 2011
- Over-50s are the most suspicious of adverts
- RoI consumers appreciate testimonials more
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- Figure 31: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information’, by age, NI and RoI, August 2011
- TV programme sponsorship unpopular
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- Figure 32: Agreement with statements relating to sponsorship, NI and RoI, August 2011
- Advertising of promotions favoured in RoI
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- Figure 33: Agreement with the statement ‘I use advertising to keep me informed where the best special offers are’, by gender, NI and RoI, August 2011
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- Figure 34: Agreement with lifestyle statements relating to shopping, NI and RoI, 2007-11
- Humour valued over celebrity
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- Figure 35: Agreement with the statement ‘I pay more attention to advertising that makes me laugh’, by working status, NI and RoI, August 2011
Consumer Typologies
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- RoI target groups
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- Figure 36: Consumer typologies, RoI, August 2011
- Unengaged
- Binners
- Informers
- Bombarded
- NI target groups
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- Figure 37: Consumer typologies, NI, August 2011
- Unconcerned
- Attentive
- Overwhelmed
- Info Seekers
Appendix
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- RoI Toluna data
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- Figure 38: Which media types do consumers pay the most attention to, by demographics, RoI, August 2011
- Figure 39: Which media types do consumers pay the most attention to (continued), by demographics, RoI, August 2011
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- Figure 40: Agreement with statements relating to advertising, by demographics, RoI, August 2011
- Figure 41: Agreement with statements relating to advertising (continued), by demographics, RoI, August 2011
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- Figure 42: Agreement with further statements relating to advertising, by demographics, RoI, August 2011
- Figure 43: Agreement with further statements relating to advertising (continued), by demographics, RoI, August 2011
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- Figure 44: Agreement with statements relating to advertising, by consumer typology, RoI, August 2011
- Figure 45: Agreement with statements relating to advertising, by consumer typology, RoI, August 2011
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- Figure 46: Consumer typologies, by demographics, RoI, August 2011
- NI Toluna data
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- Figure 47: Which media types do consumers pay the most attention to, by demographics, NI, August 2011
- Figure 48: Which media types do consumers pay the most attention to (continued), by demographics, NI, August 2011
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- Figure 49: Agreement with statements relating to advertising, by demographics, NI, August 2011
- Figure 50: Agreement with statements relating to advertising (continued), by demographics, NI, August 2011
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- Figure 51: Agreement with further statements relating to advertising, by demographics, NI, August 2011
- Figure 52: Agreement with further statements relating to advertising (continued), by demographics, NI, August 2011
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- Figure 53: Agreement with statements relating to advertising, by consumer typology, NI, August 2011
- Figure 54: Agreement with statements relating to advertising, by consumer typology, NI, August 2011
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- Figure 55: Consumer typologies, by demographics, NI, August 2011
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