1. Irish Media Agency 2011
27th May 2011
This week: The blog: What’s the Craic withofBarack?
The latest insights and analysis search
twitter.com/MindshareIRL
blog.mindshare.ie
A few words from Stanislava Zeitoun
youtube.com/MindshareIRL
Is Féidir Linn - The Barack Effect
by Kate Schiko
Some might say those of us in Ireland have lived through a great moment
in history over the last couple of weeks… the first Royal visit in 100 years,
and arguably the most anticipated Presidential visit since
Clinton ’95. This was all preceded by a certain wedding that every female
in Ireland seems to have watched.
Despite the road closures and transport disruption, the much bemoaned
cost to the exchequer and the never ending lines of Gardai, we just
couldn’t get enough of The
Queen and Obama (and Kate). We had a solid week of wall to wall media
coverage in every medium, but it’s the online statistics that stood out across these
three particular events.
from the blog
Firstly, the Royal Wedding… the anticipation of that dress saw 100,000 streams Happy and Unhappy Social Network
of the wedding coverage. This is equivalent to the normal level of streams RTE Users Stick Together
would see in a single day. So to see a day’s worth of traffic focused on one story By Hilary Tracey
was amazing. Read it here.
Then the Queen came to visit. She proved seemingly a bit more popular than
Kate. Over four days we watched 2.3 million streams – nearly 6 times as many Contextual Targeting and the Volcano
per day as the wedding. The majority of these were views on the player, with the Flight Disruption
visit to the Garden of Remembrance and the speech in Dublin Castle drawing the
by Ollie Smith
most interest.
Read it here.
And the culmination began with Air Force One touching down on Monday. The
RTE.ie home page saw 930,000 page impressions on Monday 23rd – this is four
The True Music Influencers
times its normal traffic. The ‘tracker’ delivered 451,000 page impressions, as
by Ciaran Norris
people followed Barack’s movements from Air Force One, to the Áras, to
Read it here.
Moneygall, back to College Green. I’m assuming it was him, and not Jedward,
that was driving the interest…..or maybe it was the 60,000 people in the queue
on Dame Street checking to see if they were going to get in to College Green. Can We Sell Good News in Ireland? ‘Is
Féidir Linn’
Read the rest of this article here. by Rachel Ray
Read it here.

2. INSIGHTS & Obama Sunday Herald
ANALYSIS
GOOGLE
TRENDS
Search Trends
25TH MAY 2011
Between the perfectly pronounced"A
Úachtárain agus a chairde" and “Is Féidir
Linn”, haven’t the last few days been rather
nice, news wise? We’ve had the Queen’s
visit, the epic Leinster victory, O’ Bama
(alright Obama)...
Leinster victory
In the meantime it appears that some of
us are still contentedly searching the Royal
Wedding and Osama Bin Laden’s demise.
In other ‘stories we’re tired of now’ news
the worst kept secret in the world is now out
in the open. Truth, half truths or total lies,
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and it’s all out in the open for Ryan Giggs and
trends of information people are Imogen Thomas. At least he’s probably not
in as much trouble as Arnold
18th May - 25th May 2011 searching for over certain time periods.
Schwartzenegger - who’s marriage to a
Kennedy appears to have neatly ended at
sunday herald Breakout 5000%
the same time as his political career. What
a coincidence.
rapture 4200%
In entertainment ‘cloche’ broke out the
ryan giggs 650% Breakout UK’s Apprentice. Apparently they were
talking about the ones that go with your
barack obama 550% Breakout dining room and not the kind that go on
your head. Beyonce and Lady Gaga also
obama 500%
trended because it was announced Beyonce
heineken cup 350% would preform at Oxegen and Lady Gaga’s
new album ‘Born this Way’ was released.
imogen thomas 250%
RTE live and Twitter saw a rise in search
leinster 80% too this week - evidence of how important
real-time info has become.
twitter 50%
bbc weather 40% Rising searches are based on the increase in volume from a base volume seven
days ago. When ‘Breakout’ is recorded, the base figure was too low to record
them.
Rising News Searches (last 30 days) Rising Food Related Searches
25th April - 25th May 2011 (last 90 days)
eurovision 2011 balsamic vinegar
wedding smoothie maker
eurovision ice cream machine
royal wedding chocolate truffles
atkins bar
bbq
kate middleton
queen obama
osama jedward barbeque

3. Stanislava Zeitoun, Search Account Manager Top Rising Searches in the
What is your role in Mindshare? last 12 Months
I’m a search account manager.
What’s your favourite campaign recently?
1 lottery +190%
I loved the ‘Skittles’ Touch’ viral videos. This viral 2 donedeal +140%
campaign that has delivered more than 5 million
3 rte player +130%
views in a couple of months on YouTube. The
combination of fun videos and interaction managed to 4 tesco +100%
catch my interest. I certainly contributed to a lot of
5 bbc +70%
those views by sharing the videos with my friends! My
absolute favourite is ‘Cat’ which had more than 3.5 6 translate +70%
million page views so far on YouTube.
7 apple +60%
Twitter or Facebook?
I prefer Facebook, as I can stay in contact with my friends and family from back 8 twitter +60%
home, check the newest pictures, videos and news everyone has. Facebook gives
9 argos +50%
you so much more possibilities than 140 charachters do. I even organised my 10
year high school reunion by using Facebook and connecting with my classmates in 10 bbc sport +50%
over 6 countries.
Any changes in Media you are keeping an eye on?
Top Image Searches this Week
Changes in digital media are happening so fast that you have to keep an eye on
them if you want to remain in the loop. One of the more interesting things that is barack obama imogen
happening right now is ‘remarketing’ - which helps you target specific users who
randy savage imogen thomas
have already been exposed to your web site, but didn’t take action, like shop or
ryan giggs lady gaga
download. This is important because it gives you a chance to target those people.
sunday herald horse
on the net that expressed interest in your product or service.
obama love
twitter lady gaga Rising Entertainment
ryan giggs
+60% +50%
+450% last 7 days vs. previous 7 days
rte live
rte news live
beyonce +90
+140%
+80%
rapture cloche
Breakout Breakout
arnold schwarzenegger
+250%
imogen thomas
+500%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. TV News 1,431 Top TV Advertisers 9th - 15th May
Leinster verses Munster in the Magners League Final on
946
Saturday 4:30PM, on RTE2. 837
709 653
The final of Head Chef will be on TV3 on Friday at
9PM.
438 401 395 391 373
The UEFA Champions League final is on Saturday at
7PM when Barcelona V Manchester United.
r l er co s s
ve G a m od ald eo UP
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Joe Duffy is presenting a documentary on public art ile P& re kis co Te
s
r fo ag
Un L’O nc Eir te on Di
e
as cd
kitt B M M
(e.g. the ‘Hags with Bags’ and the ‘Floozie in the Re
c
Jacuzzi’) in Whose Art is it Anyway? on Tuesday at
653 Top TV Brands 9th - 15th May
10:15PM on RTE1.
438 395
The latest offering from AMC The Walking Dead 373
starts Monday on RTE2 at 10PM. Epic zombie drama 250 242 235 218 215 211
from the guys who brought us Mad Men and other
talents from the likes of Shawshank Redemption, Aliens,
co s C d ld ply .ie er i
co
m
Te
s ald UP br
an or up 123
is Vh
Love Actually, The Green Mile and Stephen King’s The Eir on y W S dwe
cd Sk C gy Bu
M nsP er
Mist under their belts. Find out more here. xo En
Di is
Ga
rd
Bo
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
The Eurovision 33.2 The Eurovision 24.2
The Late Late 23.8 Desperate Housewives 12.0
Desperate Housewives 19.8 The Late Late 9.6
Don't tell the Bride 16.7 Don't tell the Bride 8.5
RTE News 16.3 RTE News 8.2
Roomers 14.1 iWitness 7.9
Eastenders 13.4 Eastenders 7.5
Coronation Street 13.0 Des Bishop 7.0
Fair City 12.6 Fair city 6.5
RTE Midweek Movie 11.3 Emmerdale 6.1
Sponsorship Availability
Master Chef and Off the Rails are
still available.
Who’s Art is it Anyway? The Walking Dead
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300