1. Irish Media Agency 2011
3rd June 2011
This week: The blog: To ReadandE-Read? of search
The latest insights
or
analysis
twitter.com/MindshareIRL
blog.mindshare.ie
A few words from Keith Wallace
youtube.com/MindshareIRL
To Read or to E-Read?
by Mark James
I’m currently reading the novel ‘Super Sad True Love Story‘ by
Gary Shteyngart (on my Kindle).
In this inventive, nostalgic, immigrant novel set in the near future,
the hero or anti-hero clings on to an old-fashioned love for books.
The kind of books that are made of paper that you pick up and
put down, independent of batter y power or wireless
connection. Most of the rest of the people in the world of this
novel don’t seem to share this book-love, however. In fact, to them
books ’smell’ and carry an anti-social status.
People in the novel instead prefer to consult, or read from, their ‘äppäräts’, devices which can live-stream their owners’
thoughts and conversations, as well as, amongst other things, broadcast their “hotness” to others. This would appear to be
enough for them and their reading or data consuming interest.
So,with this electronic reading future beckoning, or some other version of it, I
thought it was time to review my own electronic book reading experience to date.
from the blog
Two months in to exclusively reading from a kindle, and like the novel’s (anti-) Come Dine with Me Comes to Ireland
hero,I’m definitely suffering from a bit of book nostalgia. I’m missing the books by Jill Robinson
that we’ve all been reading from since…well since books were invented. Read it here.
But leaving aside the nostalgia for a few moments, how would I sum up the Another Victory for Mindshare
difference between a book read and an e-book (Kindle) read? by Ciaran Norris
Read it here.
I’ll start with what I see as the pro-kindle party position. What are the good
things about reading from the world’s best-selling e-reader?
Social Media: What’s the Point?
by Finian Murphy
Read the rest of this article here.
Read it here.

2. INSIGHTS & Oprah Geordie Shore
ANALYSIS
GOOGLE
TRENDS
Search Trends
1ST JUNE 2011
This week has been a busy one for
entertainment. We had Cheryl Cole being
given her P45 from the U.S. - after she tried
and failed to ‘break’ the States again. We
had Kings of Leon playing Slane Castle - an
event that seems to have come and gone
Cheryl Cole without much fuss.
There was a lot of buzz about The
Hangover 2, despite it received a 35%
rating on Rotten Tomatoes. They describe it
as a “crueler, darker, raunchier carbon
copy of the first installment”. Something the
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and trailer more than hints at (view here).
trends of information people are Nonetheless, the success of the first film
means the sequel is guaranteed to sell the
24th May - 31st May 2011 searching for over certain time periods.
same amount of tickets, if not more.
Breakout
The UK’s answer to Jersey Shore - Geordie
cheryle cole 800%
Shore - has appeared in the entertainment
saorview 750% searches, as has the producer MTV.
Despite the success of shows such as The
weather forecast 80% Breakout Osbournes, Jackass, Punk’d , My Super
Sweet Sixteen and Jersey Shore, the
365 60% Breakout ‘situation’ for MTV is that it actually has
aib 40% been in a steady decline since at least
2004.
aib internet banking 40%
Finally, we had ‘The Opracalypse’ as the
banking 365 40% queen of daytime TV and tutting housewives
worldwide - Oprah - presented her last
daily mail 40% show (view here). Somehow though, one
gets the feeling that we haven’t seen the last
met eireann 40%
of her.
paddy power 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 Product Searches
1st May - 31st May 2011 (last 30 days)
eurovision 2011 la noire ps3
queen dr dre beats ipad2
bin laden
jedward la noire xbox brink
eurovision giggs smartphone
obama ireland htc desire
osama obama la noire

3. Keith Wallace, Account Planner Top Rising Gaming Terms
in the last 12 Months
What is your role in Mindshare?
I’m a media planner for Heineken and Ubisoft. 1 football manager Breakout
2 minecraft Breakout
What’s your favourite campaign recently?
I liked a recent outdoor ad for Mars. It depicts one 3 black ops +4,400%
guy standing alone on a beach getting ready to
4 fallout new vegas +1,050%
surf. He has the surfboard gripped in his whilst
watching the waves break. The surfboard is the 5 jailbreak +450%
main focus and has obviously seen better days with
6 halo reach +350%
numerous shark bites taken out of it. It’s for their ad
campaign ‘Get Back on Track’. It’s obviously very lad orientated, gives Mars an 7 red dead redemption +300%
edgier side and stands out from the crowd.
8 playstation network+250%
Twitter or Facebook? 9 mortal combat +200%
Facebook at the moment. It is great for keeping in touch with all my friends that have
10 game fudge +60%
emigrated in recent years to countries such as Canada and Australia. It also comes in
very handy when meeting up with up with friends while traveling. I have a twitter
account but am slowly beginning to use it. Top Rising Accessories Searches in the last
12 months
mulberry longchamp
Any changes in media you are keeping an eye on?
mulberry bag rolex
I’m really interested in the integration of all areas of media and to see how the
biggest and most successful campaigns will use and innovate it in the coming years. michael kors cartier
g shock new era
ioffer
kings of leon Rising Entertainment
mtv house of fraser
+120%
+90% +250% last 7 days vs. previous 7 days
Cheryl Cole Sacked
oprah Breakout
kim kardashian
american idol +200% Cheryl Cole
+250%
+150% +1,350%
hangover 2
+300%
geordie shore
+550%
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 Top TV Advertisers 16th - 22nd May
1,584
After much anticipation Come Dine with Me Ireland
will finally be hitting our screens on TV3 on Monday
at 9PM. 835 732 648 597 542 529 518 516 468
There is live coverage of the Republic of Ireland's
2012 Euro Qualifier against Macedonia on RTE2 at er l s e i
ve
r G a od n m
UP
C eo Vh
P& kis re
r fo no co ag
ile nc L'O Da Eir Di
from 8:20PM on Saturday. Un e
as
te
kitt B M
c
Re
After weeks of highs and lows, Ant and Dec will 518 Top TV Brands 16th - 22nd May
468
416 388 388
finally be crowning the winner of Britain's Got Talent 361
312
262 247 243
on TV3 at 7PM on Saturday.
Celebrity Salon will be returning to our screens on i
C Vh en or y is er 2 co s
UP ek ete Sk Ga is O
Te
s ald
in M rd we on
TV3 at 9PM on Monday He Bo Bu
d
M
cD
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 20.2 Desperate Housewives 12.2
RTE News 19.8 Prime Time 9.8
Coronation Street 19.0 RTE News 9.6
Prime Times 17.6 Coronation Street 9.3
Eastenders 16.8 Britain's Got Talent 8.6
Queen Elizabeth II in Ireland 16.3 Queen Elizabeth II in Ireland 8.6
Blood of the Travellers 15.1 Grey's Anatomy 8.4
The Late Late 15.0 Fair city 8.4
Fair City 15.0 Eastenders 8.1
Feargal Quinn's Retail Therapy 14.8 Feargal Quinn's Retail Therapy 7.1
Sponsorship Availability Master Chef comes to Ireland and it’s up for sponsorship from
September on RTE
An Idiot Abroad: Things To Do Before You Die is potentially up for An exciting sponsorship opportunity has arrived for Charity ICA
sponsorship on SKY1. TBC next week. Boot Camp on RTE1 in August
Queen Elizabeth II in Ireland Londis sponsors Come Dine with Me
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