> MEDIAWATCH
‘There is still a disconnect between the allocation of offline and online media budgets, which doesn’t reflect the actual consumption patterns of each
Overall TV viewing levels have increased, even among younger audiences
225 200 175 150 125 100 75 50 25 0
Daily TV viewing/minutes – Irish adults 190 188 147 195 147 149 196 157 210 172
to create value, either by distraction or serving an immediate need, is high, and outdoor alongside a medium like mobile can be very potent.
Adults Under 35s
2006 2007 2008 2009 2010 Source: Carat/AC Neilsen Irish Tam
Overall listening levels remain buoyant across the age ranges
5 4 3 2 1 0
Daily radio listening / hours per day – Irish adults 4.01 3.56 4.03 3.58 4.17 3.67 4.25 3.63 4.23 3.58
Not less, just more So while digital media audiences are growing it does not neces- sarily seem to be at the expense of traditional media consumption. However, because of the accessibility and ease of the new Web 2.0 platforms, audiences are consuming media differently. A journalism lecturer from New York University, Jay Rosen, described the new behaviour perfectly when he coined the phrase “the people formerly known as the audience”. It encapsulates the fact that people are no longer prepared to be prisoners of the lin- ear programme schedule or the printed format. Just think of the ways in which digital media have liberated the experience of watching, listening, reading and interacting with your own favourite media: On TV, the launch of the catch-up digital players by stations like RTÉ and TV3 has generated a whole new online video audience.
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Digital has helped turn radio too from being a 2D medium into one that enables listeners to not only hear, respond and con- tribute in real-time, but nowalso see the presenters in action too. Newstalk is a great example of the new breed of ‘3D radio’.
Huge investment by press publishers has gone into making their content available to digital natives and this has helped to extend the footprint of great news brands like the Irish Independent and The Irish Times.
Adults Under 35s
2006 2007 2008 2009 2010 Source: Carat/IPSOS – JNLR 46 Marketing Age Volume 5 Issue 1 2011
Even outdoor is getting a digital makeover. In the last two years we have seen the launch of large digital screens at Irish train stations and shopping centres, providing new ways to communicate with a mobile audience.
Beyond awareness There is still a disconnect between the allocation of offline and
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