> IN BRIEF
Irish digital media spend to jump 15pc in 2011
Digital media spend in Ireland is set to increase by up to 15pc in 2011, while overall media revenue will drop by 5pc, Accenture Media Management has predicted. It said press and outdoor adspend declined by 11pc and 12pc
respectively in 2010, and are expected to fall by a further 8pc and 12pc this year. Radio revenue was down by close to 10pc in 2010 and is likely to fall by another 6pc in 2011. Cinema was rel- atively flat in 2010 and will remain largely static in 2011. There was good news for TV revenue, which increased in 2010
by 1pc, driven by the World Cup, and strong programming. Accenture said, however, its forecasts indicate that TV revenue will decline by 2pc in 2011, given the lack of stand-out sporting events to drive revenue. "Digital media spend is set to buck the trend in 2011 with many advertisers viewing the medium as most appropriate to the cur- rent economic environment,” said Nina Gallagher, senior manag- er with Accenture Media Management. “By its nature online advertising provides advertisers with a
cost-effective and accountable alternative and many of the more traditional media segments will have to work hard to retain their share of the market. While Ireland still lags many other European markets when it comes to digital media spend, indications are that Irish advertisers will contribute to closing this gap over the coming 12 months.” Accenture estimates that the total advertising market will
decline by 5pc in 2011, resulting in a total market worth approx- imately €750m in 2011, Gallagher added. Carat Ireland, meanwhile, has predicted that online revenues
will remain healthy (growth of 11pc to €120m is predicted), but will increasingly move towards direct response led activity, social media and mobile, while search advertising will continue to remain robust. The company is expecting a drop in the mainstream media
market of 3pc from around €820m in 2010 to €795m this year. TV spending is expected to fall slightly (down 1pc to €232m), but other traditional media options – including print (-8pc to €257m), out-of-home (-5pc to €61m) and radio (-6pc to €111m) – will be hit harder.
SUBWAY CREATED BEST BUZZ IN 2010
Subway, the History Channel and Ford are the brands that
created the most positive buzz in the US during 2010, according to a new YouGov BrandIndex ranking. BrandIndex Buzz measures the difference between the
percentage of US consumers who have heard recent positive news about a brand (via advertising, news stories or word of mouth) and the percentage of people who have heard recent negative news about the brand. With a score of 41.8, Subway moved into first place in the
2010 rankings, having been second to Google in 2009. The latter moved down to joint fourth place with a score of 39.0. History Channel scored 40.6 and Ford achieved 39.3, while Lowe’s shared fourth place with Google. AIG, Chrysler and Ford registered the biggest improve-
ments in scores between 2009 and 2010. However, AIG (-19.9) and Chrysler (-0.3) were still in negative territory, despite improving by 15.3 and 15.0 points respectively. Ford jumped 13.3 points. The biggest decliners were Toyota (down from 29.6 to
-9.7), BP (down from 6.7 to -25.5) and Tylenol (down from 30.2 to 20.5).
Radio listenership stays at 85pc – JNLR
The latest JNLR/IpsosMRBI figures reveal that 85pc of all adults are listening to radio every weekday. Covering the 12-month period to December 2010, the figures reveal that overall listenership remained the same as for the 12-month period to September 2010. According to the report, 57pc of adults are tuning into their local or regional station each week day and 47pc are listening to
a national station. This is a drop of 1pc for the local/regional sta- tion group and a corresponding increase of 1pc to national sta- tions over the previous quarter. On average, Irish adults tune in for almost four hours a day
between 7am and 7pm on weekdays. National radio has 46pc share of all minutes while local/regional radio holds 54pc. This is breakdown is the same as for the previous quarter.
10 Marketing Age Volume 5 Issue 1 2011
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