> MEDIAWATCH
Newstalk is an example of the new 3D radio
Digital players by stations like TV3 are generating a new online audience
We’ve all seen the headlines, read the articles, listened to the
presentations and heard the fantastic case histories of digital suc- cess. There is no denying the numbers and they are impressive: over 60pc of Irish adults now with broadband access; 1.8 million people on Facebook, with one in four of them aged over 35, and over 40pc of younger users checking their Facebook page as soon as they wake up in the morning! When one looks at this new media landscape, with high-speed
broadband access rising, time spent online growing, and the num- bers using social media breaking new records every month, is it any wonder that marketers are left wondering if the power and control within the Irish media market is moving to a handful of new players: Google, Microsoft, Apple and Facebook? And if that is the case, are the ‘old media’ going the way of Don Draper and the Mad Men of yesteryear? Well, to quote another fictitious ad man, played by Cary Grant in
the film North by Northwest: “In the world of advertising, there's no such thing as a lie. There's only expedient exaggeration”. There is certainly enough evidence to suggest that the death of traditional media has been greatly exaggerated and the industry audience research figures tell their own tale.
Television Data from the AC Neilsen/Irish TAM viewing panel shows that over the last five years, the overall level of adult viewing has risen by 10pc to 3.5 hours per day and by 15pc among under 35s. The take-up of digital, along with PVRs, HD and catch-up channels, have increased the opportunity and inclination to view.
Cinema Despite the advent of digital TV, movie piracy, online access and a shorter release window between theatrical and DVD release, the numbers going to the cinema here are still impressive. While there was a 6pc drop in overall admissions last year it was more due to a ‘speed bump’ caused by the World Cup in June rather than a real move away from the medium. Almost 16.5 million admissions took place last year, which put us second in the world league of cinema visits per capita.
44 Marketing Age Volume 5 Issue 1 2011
Digital screens in The Square, Tallaght
Radio Shock headlines around audience losses for stations, individual shows or presenters often leave the casual observer with an impression that the glory days of Irish radio have passed. But the JNLR data tells a different story – the level of radio listening is now higher than ever. The latest survey shows Irish adults listen for over four hours per day. Also, while iTunes and online streaming have enabled many to create personalised radio formats, the levels of listening by younger adults have held up incredibly well too.
Newspapers If ever a medium gets a bad ‘rep’ in relation to the internet, it is the newspaper industry. The online erosion of classified revenue and aggregators like Google News re-purposing their content and dilemmas around pay-walls, all seem to point to a medium in real trouble.
Newspaper sales are under pressure but so too is every prod-
uct that you have to pay for on a daily basis, from chocolate bars to loaves of bread. But let’s not forget that Irish newspapers are still one of the last big FMCG categories, with over 650,000 sold every week day and over a million units on a Sunday – and not many cat- egories still manage that. Press readership is also still holding up better, with the latest figures from Millward Brown Lansdowne showing that over half of adults read a daily paper while almost 70pc still read a Sunday one.
Outdoor Surely the oldest medium of all, outdoor, is the one that is destined to lose most if media budgets are being re-allocated to fund digi- tal channels? But the outdoor site owners have not been found wanting in creating new ways to keep their medium fresh and inno- vative. New high street options and a myriad of ambient formats have emerged over the last five years. There is also an increasing appreciation that OOH can play a
crucial role in reaching and engaging consumers in the so-called ‘third space’ – the one between home, work and play. Here con- sumers are likely to be thinking about social plans, products to buy and people they care about, while on the move. The opportunity
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