Author: Mintel Group Ltd.
Last saved by: HTTP server

Attitudes to Advertising - Ireland - May 2012

ISSUES IN THE MARKET
Key themes in the report
Definitions
Data sources
Consumer data
Abbreviations
INSIGHTS AND OPPORTUNITIES
Smart money on smart phones
Online advertising is the future, but is it effective?
MARKET IN BRIEF
2012 to be a slow year for advertising spending
Online advertising reach to expand further
TV still the dominant advertising channel
Newspapers and magazines still a key channel, despite dwindling readership
Consumers feel bombarded
FAST FORWARD TRENDS
Trend 1: Men Shopping Badly
What’s it about?
What we’ve seen
What next?
Trend 2: Prove It
What’s it about?
What we’ve seen
What next?
INTERNAL MARKET ENVIRONMENT
Key points
Call for greater investment in broadband in RoI
Figure 1: Consumers with a broadband connection at home, NI and RoI, 2006-11
Smartphone usage on the rise
Figure 2: Where consumers tend to access the internet, NI and RoI, August 2011 and June 2012
Irish consumers addicted to smartphones and apps
The digital switchover is coming
Figure 3: Agreement with the statement ‘I rely on TV to keep me informed’, by age, NI and RoI, 2011
The switchover may dilute TV audiences
Children and advertising
Figure 4: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, August 2011 and June 2012
Parents call for junk food advertising ban
ASA gains stronger powers in regulating social media
Pressure for a ban on alcohol advertising mounts
Ban on alcohol sports sponsorship very unlikely
Reverse graffiti bringing innovation to outdoor advertising
Figure 5: Agreement with statements relating to the environment, NI and RoI, 2011
Reverse graffiti or just graffiti?
BROADER MARKET ENVIRONMENT
Key points
Economy to see slow growth in 2012
Figure 6: Economic outlook, NI and RoI, 2010-13
Economic situation weighing heavily on consumers’ minds
Figure 7: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-May 2012
Figure 8: Consumer Price Index (CPI) – detailed indices for food products, January 2011 and January 2012
Figure 9: Most notable percentage increases in Consumer Price Index categories, RoI, 12-month rate to January 2012
Leaving the house less
Mature consumers of increasing importance to advertisers
Figure 10: Population, by age, NI, 2012 and 2024
Figure 11: Population, by age, RoI, 2011 and 2026
Handle with care
MARKET SIZE AND FORECAST
Key points
2012 sees borderline growth
Figure 12: Estimated advertising revenues, IoI, NI and RoI, 2007-17
Future growth will be slow
Newspapers segment accounts for largest share of RoI market
Figure 13: Estimated advertising revenues, by segment, RoI, 2012
Search advertisements account for the largest part of RoI online expenditure
Figure 14: Estimated online advertising expenditure, by format, RoI, 2012
Online advertising is tops in NI
Figure 15: Estimated advertising revenues, by segment, NI, 2012
Figure 16: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, by internet usage, NI and RoI, June 2012
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Facebook makes brands tell stories
KitKat crowdsources latest flavour
Outdoor advergaming
RSPCA enters mobile phone arena
Mobile first
COMPANIES AND PRODUCTS
Omnicom Group Inc.
Irish International (IIBDO)
Owens DDB
Cawley Nea
WPP
Ogilvy & Mather Ireland
MEC Ireland
The Brand Union
DDFH&B Advertising
Interpublic Group of Companies (IPC)
McCann Erickson
Publicis Groupe
Leo Burnett
Publicis QMP
Young Euro RSCG
Carat
Rothco
CBS Outdoor
JCDecaux Ireland
Lyle Bailie
THE CONSUMER – USAGE OF ADVERTISING
Key points
Television has the greatest reach
Figure 17: Types of advertising that consumers pay the most attention to, NI and RoI, June 2012
Three quarters of Irish consumers pay attention to TV advertising
Figure 18: Consumers who pay the most attention to television advertising, by age and gender, NI and RoI, June 2012
Figure 19: Consumers who agree with the statement ‘I prefer to watch television programmes at the time they are broadcast, rather than record them’, NI and RoI, 2007-11
Sponsorship of TV shows catches the eye of one in five
Figure 20: Consumers who pay the most attention to sponsorship of TV shows, by gender, NI and RoI, June 2012
Figure 21: Top ten viewed TV programmes in the UK, 2011
Little change in consumers who notice product placement
Figure 22: Consumers who pay the most attention to product placement in TV shows, NI and RoI, August 2011 and June 2012
Newspapers and magazines second most effective medium of communicating with Irish consumers
Figure 23: Consumers who pay the most attention to newspapers/magazines, by age, NI and RoI, June 2012
Dwindling readership of print media?
Figure 24: Trends in the readership* of national daily newspapers**, 2001 and 2011
One in five value colour supplements
Radio advertising stronger in RoI
Rural consumers more likely to listen to radio advertisements
Figure 25: Consumers who pay the most attention to radio advertising, by location, NI and RoI, June 2012
Mature consumers more inclined to pay attention to direct mail
Figure 26: Consumers who pay the most attention to direct mail, by age, NI and RoI, June 2012
Six in ten would prefer not to be on mailing lists
Younger consumers more likely to notice outdoor advertising
Figure 27: Consumers who pay the most attention to outdoor advertising (billboards, posters, etc), by age, NI and RoI, June 2012
Irish consumers claim to pay little attention to online advertising...
Figure 28: Consumers who pay the most attention to online advertisements, NI and RoI, June 2012
…but it can be effective, whether consumers know it or not
THE CONSUMER – INTERACTIONS WITH ADVERTISING
Key points
High level of advertising avoidance
Figure 29: Agreement with statements relating to advertising, NI and RoI, June 2012
High level of consumers skip advertisements
Figure 30: Agreement with the statement ‘I fast forward through television adverts’, by social class, NI and RoI, June 2012
Finding new ways to encourage consumers to watch advertisements
Many feel bombarded by advertising
Figure 31: Agreement with the statement ‘I feel bombarded by advertising’, by gender and location, NI and RoI, June 2012
Exposure getting higher
Overexposure?
Figure 32: Agreement with the statement ‘I feel advertising has little effect on me’, by gender and age, NI and RoI, June 2012
Bargain hunters look to advertising
Are advertisements unrealistic?
Figure 33: Agreement with the statement ‘Products are never as good as advertisements make them look’, by gender, NI and RoI, June 2012
Figure 34: Gender of main shoppers, NI and RoI, 2011
Managing expectations
Tickling the funny bone a sure way to enhance advertisement recall
Figure 35: Top ten most liked advertisements in the UK, 2011
THE CONSUMER – ATTITUDES TOWARDS ADVERTISING
Key points
Little love for pop-up advertisements
Figure 36: Agreement with statements relating to advertising, NI and RoI, June 2012
Many hate pop-ups
Figure 37: Agreement with the statement ‘Online pop-up adverts annoy me’, by gender and age, NI and RoI, June 2012
A third see advertising as a necessary evil
Figure 38: Agreement with the statement ‘Advertising is a necessary evil’, by age, NI and RoI, June 2012
Most direct mail goes straight into the bin
Figure 39: Estimated level of direct mail sent, addressed and unaddressed, UK, NI and RoI, 2009
Figure 40: Agreement with the statement ‘I worry about the effect that discarded junk mail has on the environment (ie landfills)’, by gender, NI and RoI, June 2012
A quarter of Irish consumers have had their names taken off mailing lists
A third see advertising as invasive or interruptive
CONSUMER TYPOLOGIES
 ROI TARGET GROUPS
Figure 41: Consumer typologies, RoI, June 2012
Overwhelmed
Uninterested
Up-to-Date
Worried
 NI TARGET GROUPS
Figure 42: Consumer typologies, NI, June 2012
Informed
Disengaged
Uninformed
Bombarded
APPENDIX
RoI
Figure 43: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012
Figure 44: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012 (continued)
Figure 45: Agreement with statements relating to advertising, by demographics, RoI, June 2012
Figure 46: Agreement with statements relating to advertising, by demographics, RoI, June 2012
Figure 47: Agreement with further statements relating to advertising, by demographics, RoI, June 2012
Figure 48: Agreement with further statements relating to advertising, by demographics, RoI, June 2012 (continued)
Figure 49: Consumer typologies, by demographics, RoI, June 2012
Figure 50: Types of advertising consumers are most likely to pay attention to, by consumer typologies, RoI, June 2012
Figure 51: Agreement with statements relating to advertising, by consumer typologies, RoI, June 2012
Figure 52: Agreement with further statements relating to advertising, by consumer typologies, RoI, June 2012
NI
Figure 53: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012
Figure 54: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012 (continued)
Figure 55: Agreement with statements relating to advertising, by demographics, NI, June 2012
Figure 56: Agreement with statements relating to advertising, by demographics, NI, June 2012
Figure 57: Agreement with further statements relating to advertising, by demographics, NI, June 2012
Figure 58: Agreement with further statements relating to advertising, by demographics, NI, June 2012 (continued)
Figure 59: Consumer typologies, by demographics, NI, June 2012
Figure 60: Types of advertising consumers are most likely to pay attention to, by consumer typologies, NI, June 2012
Figure 61: Agreement with statements relating to advertising, by consumer typologies, NI, June 2012
Figure 62: Agreement with further statements relating to advertising, by consumer typologies, NI, June 2012

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.