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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Attitudes to Advertising - Ireland
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- Issues in the Market
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- Definitions
- A note on adspend data
- Abbreviations
- Insights and Opportunities
- More NI-specific portals
- Online media exchange
- Empathise not patronise grey market
- Findings in Brief
- Irish ads compete with UK media
- One in three negative towards advertising
- Advertising budgets soar in RoI
- TV is the main advertising channel in NI
- Press the main channel in RoI
- Irish search engines boost growth
- New media opportunities offer vital link to younger generation
- Factors Influencing Lifestyles
- Key Points
- Internet use becomes mainstream
- Figure 1: Adult population who have used the Internet in the last 12 months, NI and RoI, 2001-06
- Still focused on young adults…
- …but growth is coming from grey consumers
- Very little advertising per se
- Too much focus on young people?
- The most advertising-exposed consumer group
- Declining audience size
- Grey population too patronised?
- Why bother?
- Today’s grey market are a new generation
- But some advertisers are taking note
- Economic climate favourable to advertising budgets
- Figure 2: Health of the economy, NI and RoI, 2002-07
- Growth forecast for NI economy
- RoI forecasts tighter times
- Advertising, the media and children
- Limited concern about the effects of advertising on children
- Watching TV - bad for children’s health
- Codes of conduct established
- More media exposed than ever
- More advertising regulations
- Food and drink given particular emphasis…
- …as have advertisements to children
- Ads to children under review in UK
- Use stats wisely
- Can savvy marketers simply sidestep some issues?
- Speaking to a multicultural Ireland
- Sales opportunities exist
- Strengths and Weaknesses
- Competitive Context
- Key Points
- The competitive environment
- International ads and media
- Local dominance over global advertising?
- UK TV exposure
- Print media
- Further multi-channel adoption widens scope of Irish advertising industry
- Other above-the-line promotion - direct mail
- Scrapped postcode system means DM will lose out to advertising in RoI
- A growing number ‘opting out’…
- Figure 3: Agreement with “I always choose that my name not be included on mailing lists”, NI and RoI, 2002-06
- …leads to a shrinking target market, yet opportunities remain
- Good for traditional advertising
- Other above-the-line promotions - sponsorship
- Sponsorship spending set to grow
- Sponsorship gets noticed, but does it increase sales?
- Figure 4: Agreement with selected sponsorship-related statements, NI and RoI, 2006
- Below the line - sales promotions
- Goodbye grocery order
- Who’s Innovating?
- Key Points
- Channel innovations
- Bluetooth
- Bus and taxi-side advertising
- Controlling downloadable TV shows
- Interactive TV services
- Mobile phones
- ‘Actual’ moving billboards are a captive audience
- Online advertising
- Pub advertising sidesteps regulations
- Video games
- Online media exchange
- Advertising Expenditure Trends
- Key Points
- Adspend flourishes in a booming economy
- Figure 5: Indexed advertising expenditure in Ireland, euros, NI and RoI, 2001-12*
- Figure 6: Advertising expenditure in ireland, NI and RoI, 2001-12
- RoI adspend set to grow by 6% per annum
- NI adspend to grow by 4% per annum
- Segment Performance
- Key Points
- TV dominates NI adspend
- Figure 7: Estimated advertising expenditure in Ireland, by category, NI and RoI, 2006
- RoI TV ads lose out to UK TV
- Figure 8: Average annual advertising expenditure growth, by category, NI and RoI, 2001-06
- Radio losing out in NI…
- …boosting outdoor advertising
- UK media affects NI adspend
- Figure 9: Per capita advertising expenditure, in euros, NI, RoI and GB, 2001-06
- €447 million spent on TV ads in Ireland
- Figure 10: Television advertising expenditure, RoI and NI, 2001-06
- Economic growth drives RoI TV advertising by 66%
- Adspend in NI limited by lack of local channels
- Newspapers: the fastest-growing channel
- Figure 11: Advertising expenditure for print media, RoI and NI, 2001-06
- It helps to READ
- Radio adspend experiencing record growth in RoI
- Figure 12: Radio advertising expenditure, RoI and NI, 2001-06
- Non-commercial radio plays a large role in NI
- Is the NI cinema market turning into a horror picture?
- Figure 13: Cinema advertising expenditure, RoI and NI, 2001-06
- Outdoor advertising: the fastest-growing medium in NI
- Figure 14: Outdoor advertising expenditure, RoI and NI, 2001-06
- Consumer Attitudes to Key Media Channels
- Key Points
- Attitudes to TV
- Figure 15: Attitudes to selected television-related statements, NI and RoI, 2006
- Future threat?
- Digital TV is gaining ground
- Half of NI adults rely on TV to keep them informed
- Men go digital
- Establishing trust among consumers
- Attitudes to newspapers
- Newspapers are a key media for half the adult Irish population
- Figure 16: Attitudes to selected newspaper-related statements, NI and RoI, 2006
- Free newspapers are diminishing in popularity
- Irish becoming more fickle about the newspapers they purchase
- Newspapers still an important source for entertainment listings in Ireland
- Attitudes to radio
- RoI audience is more radio ad-friendly
- Figure 17: Attitudes to selected radio-related statements, NI and RoI, 2006
- NI radio effectiveness in question
- Figure 18: Agreement with the statement “I often notice the advertisements on the radio”, NI and RoI, 2002-06
- Men are the largest contingent of radio listeners in NI
- Target older adults during news broadcasts
- Attitudes to cinema
- Declining number of core users
- Figure 19: Agreement with “I am a regular cinema goer”, NI and RoI, 2003-06
- In-home entertainment continues to threaten cinema admissions
- Attitudes to outdoor advertising
- More recognition of bus stop ads in RoI
- Figure 20: Attitudes to selected outdoor advertising-related statements, NI and RoI, 2006
- Visually stimulating posters make a strong impression
- Buses get noticed and congestion helps
- RoI adults more inclined to notice poster adverts compared to NI adults
- Attitudes to the Internet
- RoI online ads worth €13.5 million
- An important role in product information…
- Figure 21: Agreement with selected Internet-related statements, NI and RoI, 2002-06
- …when making major purchases
- Know how consumers view your product
- New digital technologies will fuel growth of Irish advertising market
- Lack of online visibility
- A growing number of RoI portals…
- …but no NI portals yet
- Consumer Attitudes to Advertising
- Key Points
- Half of adults feel ‘bombarded’
- Figure 22: Attitudes to selected advertising-related statements, NI and RoI, 2006
- Majority still receptive
- Figure 23: Agreement with “I feel bombarded by advertising”, NI and RoI, 2004-06
- Have consumers become desensitised to advertising humour?
- Figure 24: Agreement with “I expect advertising to be entertaining”, NI and RoI, 2002-06
- Ignore advertising
- Figure 25: Agreement with “I rarely notice the adverts in newspapers and magazines”, NI and RoI, 2002-06
- Rising resistance to advertising
- Figure 26: Agreement with “I find advertising a waste of my time”, NI and RoI, 2002-06
- Is irritation blinding the target audience?
- Targeting Consumers Through Advertising
- Key Points
- Figure 27: Advertising cluster group, NI and RoI, 2006
- Ad Friendly - (22% in NI, 18% in RoI)
- Demanding - (21% in NI, 22% in RoI)
- Mail Friendly - (23% in NI, 27% in RoI)
- Bombarded - (18% in NI, 18% in RoI)
- High maintenance - (16% in NI, 15% in RoI)
- Industry Views
- Targeting the new ethnic community
- New community = new consumers
- But threats to Irish brands/companies exist
- How important is ethnic advertising?
- Little information available…
- …leads to problems of stereotyping
- What challenges face advertisers targeting ethnic groups?
- How do we target them?
- The generation gap
- Why can’t advertisers speak to the grey market?
- Ignore existing assumptions
- Which media channels are useful?
- What’s different about young people and the media?
- Caution needed
- What are the best channels for the younger audience?
- New media channels
- Unexplored territory
- Slow adoption
- Advertising apathy
- Are consumers apathetic towards advertising?
- Ads must work harder
- A change in tone
- Global vs local
- Do adverts need a local flavour?
- Budgets don’t match ideas
- How can ads from Ireland better suit the audience?
- Changes in the next few years
- Appendix
- Lifestages
- Regional definitions
- Conversion factors
- Exchange rate
- Population 2005
- BMRB Target Group Index (TGI) sample sizes
- Adults who have used the Internet
- Figure 28: Adult population who have used the Internet in the last 12 months, by demographic sub-groups, NI and RoI, 2006
- Figure 29: Consumers who choose “The effect of the media and advertising on our children” as a concern, by demographic sub-groups, NI, 2006
- Employment statistics
- Figure 30: Percentage in employment, by age group, NI and RoI, 2000-05
- Household size
- Figure 31: Number of households, by size, NI and RoI, 2000-05
- Figure 32: Growth in number of households with children, RoI and NI, 2000-06
- Long-term responsibilities
- Figure 33: Average age at marriage, men and women, NI and RoI, 2000-05
- Figure 34: Average age of women at birth of first child, NI and RoI, 1991-2005
- Working hours
- Figure 35: Average number of hours worked a week, by gender and working status, NI and RoI, 1998-2005
- Population statistics
- Figure 36: Population change, by age group, NI, 2000-20
- Figure 37: Population change, by age group, RoI, 2000-20
- Figure 38: Forecast population change, by age, NI, 2000-20
- Figure 39: Forecast population change, by age, RoI, 2000-20
- Figure 40: Current worries, NI and RoI, 2006
- Marketing to children - codes of conduct
- Figure 41: Advertising spend per capita, NI, RoI and GB, 2001-06
- Market forecast explanation
- Figure 42: Advertising expenditure in the UK, 2001-06
- Figure 43: Top 20 cinema advertisers in RoI, Jan-Dec 2006
- Figure 44: Top 20 cinema advertisers in NI, ‘000s, Jan-Dec 2006
- Figure 45: Top 10 outdoor advertisers in RoI, Jan-Dec 2006
- Attitudes to television
- Figure 46: Attitudes to selected television-related statements, NI and RoI, 2006
- Figure 47: Attitudes to selected television-related statements, NI, 2006
- Figure 48: Attitudes to selected television-related statements, RoI, 2006
- Figure 49: Attitudes to selected television-related statements, NI, 2006
- Figure 50: Attitudes to selected television-related statements, RoI, 2006
- Attitudes to newspapers
- Figure 51: Agreement with “I read a newspaper most days” by demographic sub-groups, NI and RoI, 2006
- Figure 52: Attitudes to selected newspaper-related statements, NI and RoI, 2002-06
- Attitudes to radio
- Figure 53: Attitudes to selected radio-related statements, NI and RoI, 2006
- Figure 54: Attitudes to selected radio-related statements, NI, 2006
- Figure 55: Attitudes to selected radio-related statements, RoI, 2006
- Figure 56: Attitudes to selected radio-related statements, NI, 2006
- Figure 57: Attitudes to selected radio-related statements, RoI, 2006
- Attitudes to cinema
- Figure 58: Cinema attendance in Ireland, NI and RoI, 2001-06
- Figure 59: Cinema infrastructure, NI and RoI, 2006
- Figure 60: Agreement with “I am a regular cinema-goer” by demographic sub-groups, NI and RoI, 2006
- Attitudes to outdoor advertising
- Figure 61: Attitudes to selected outdoor advertising-related statements, NI and RoI, 2006
- Figure 62: Attitudes to selected outdoor advertising-related statements, NI, 2006
- Figure 63: Attitudes to selected outdoor advertising-related statements, RoI, 2006
- Figure 64: Attitudes to selected outdoor advertising-related statements, NI, 2006
- Figure 65: Attitudes to selected outdoor advertising-related statements, RoI, 2006
- Attitudes to the Internet
- Figure 66: Attitudes to selected Internet-related statements, by demographic sub-groups, NI and RoI, 2006
- Attitudes to direct marketing
- Figure 67: Agreement with “I always choose that my name not be included on mailing lists”, by demographic sub-groups, NI and RoI, 2006
- Consumer attitudes to advertising
- Figure 68: Agreement with “On television I enjoy the adverts as much as the programmes”, by demographic sub-groups, NI and RoI, 2006
- Figure 69: Agreement with “I expect advertising to be entertaining”, by demographic sub-groups, NI and RoI, 2006
- Figure 70: Agreement with “I rarely notice the adverts in newspapers and magazines”, by demographic sub-groups, NI and RoI, 2006
- Figure 71: Agreement with “I rarely notice the adverts in newspapers and magazines”, by demographic sub-groups, NI and RoI, 2006
- Figure 72: Agreement with “I feel bombarded by advertising”, by demographic sub-groups, NI and RoI, 2006
- Figure 73: Agreement with “I find advertising a waste of my time”, by demographic sub-groups, NI and RoI, 2006
- Figure 74: Agreement with “Nearly all TV advertising annoys me”, by demographic sub-groups, NI and RoI, 2006
- Targeting consumers through advertising
- Figure 75: Agreement with advertising-related statements, % point difference from average, by cluster group, NI, 2006
- Figure 76: Agreement with advertising-related statements, % point difference from average, by cluster group, RoI, 2006
- Figure 77: Demographic breakdown, by cluster group, NI, 2006
- Figure 78: Demographic breakdown, by cluster group, RoI, 2006
- Figure 79: Agreement with “On television I enjoy the adverts as much as the programmes”, NI and RoI, 2002-06
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