© 2010 Kantar Media 1 1 Northern Ireland TGI 2011 Media Developments and Trends.

© 2010 Kantar Media 1© 2010 Kantar Media 1

Northern Ireland TGI 2011

Media Developments and Trends

© 2010 Kantar Media 2

NEW DEVELOPMENTS & INNOVATIONS

• Media developments & trends• Digital drivers• The ‘McIlroy effect’ • Keeping it local in Northern Ireland

• Word of Mouth• What are NI consumers talking about

• Broadcast Media• Favourite TV genres for women• Local radio on the up

• Beauty Treatments • Looking good in Northern Ireland

• Utilities • Energising Northern Ireland


Base: All Adults 15+ Source: NI TGI 2011

30,000 rise in internet users over 45

25% of over 45s go online every day

23%more likely to access new sites after seeing website URL at the end of a TV programme

27%less likely to access new sites by clicking on

pop-up adverts online

DIGITAL DRIVERSTV BIGGEST DRIVER TO NEW SITES FOR OVER 45S



TGI_KantarMedia Target Group Index

Golf fans in NI 50% more likely to read or write twitter feeds10 Aug

McIlroyRory Rory McIlroy

Northern Ireland... Golf Capital of the World!!17 Jul

TGI_KantarMedia Target Group Index

20,000 more NI consumers interested in golf than in 201110 Aug

Reading about golf in newspapers(compared to 2010)

80%

74%Reading about golf online

(compared to 2010)

GOLF“THE MCILROY EFFECT”



LOCALITYSTRONG DEMAND FOR LOCAL PRODUCE

42% AGREE: “I always buy local food brands where available”

Shoppers visiting local coffee shops:

NI

26%

GB

18%

Rise in number of NI shoppers visiting local bakeries (compared to 2010)

12,000



WORD OF MOUTHWHAT ARE NI CONSUMERS TALKING ABOUT?

Film: 72%

Music: 69%

Holidays & Travel: 72%

Top Areas of Interest:

The Arts: 27%

Consumers posting reviews or comments online:

NI GB

Music 13% 8%

Film 12% 7%


SkinsEastEndersEmmerdaleCome Dine With MeDancing on Ice

E4 +1BBC1ITV1C4ITV1

Coronation StreetITV1

TV GENRESNORTHERN IRISH WOMEN’S FAVOURITE PROGRAMMES




RADIO KEEPING IT LOCAL IN NORTHERN IRELAND

2010: 24% of adults listen to local news and current affairs

2011: 28% of adults listen to local news and current affairs



BEAUTY TREATMENTSLOOKING GOOD IN NORTHERN IRELAND

2010

33% of women visit

beauty salons

2011

41% of women visit

beauty salons

Women undergoing hair removal treatments:

GB

12%

NI

22%


UTILITY SUPPLIERSENERGISING NORTHERN IRELAND

£184

£191£193

£184 Electricity Average Spend

All Adults3 or more newspapers read in past week5-9 newsapers read in past week

£160

£167£169

£148 Gas Average Spend

All Adults3 or more newspapers read in past week5-9 newsapers read in past week

Base: Newspaper Readers Source: NI TGI 2011

“43,500 Newspaper readers have changed gas or electricity to a new supplier

© 2010 Kantar Media 1 1 Northern Ireland TGI 2011 Media Developments and Trends.

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