When it comes to media and who we are targeting it is crucial we understand just who our target market is Too often agencies base this their thinking on lsquocommon sensersquo perceptions and presumptions but

at Mindshare we know better The latest data from the CSO has hit the papers and the radio stations this week so the research team

thought wersquod give an overview of the the key stats and just what they mean in terms of advertising and media

Education52 of Irish women are aged 25-34 have a level education in comparison to just 39 of Irish men However while women

accounted for the majority of graduates in the arts education and social studies men still account for 84 of graduating engineers and ndash crucially ndash 59 of science graduates Given that science and technology are currently said to be the strongest sectors in Ireland it stands to reason that the employment prospects may fair better for recent male graduates than

female Are young singles in science and tech going to be the ones with cash to splash And what does this mean in terms of the family There still seems to exist an outdated preconception that the most lsquotraditionallyrsquo educated member of a family is the

man This needs to be reconsidered

The Workforce

OK so we already know that women earn a good bit less (70) of what men make on average in the workforce howeverhellipThis rises to 90 if the time worked

is taken into account Men on average work an extra day per week in comparison to the working woman In terms of media targeting men are working longer hours and therefore on average not home as early as women

Read more here

This weekThe latest insights and analysis of searchA few words from RebeccaThe latest TV and search information

twittercomMindshareIRL

blogmindshareie

29th April 2011

youtubecomMindshareIRL

Whatrsquos Average Targeting Familiesby Rachel Ray

The blog Whatrsquos Average Targeting Families

Irish Media Agency 2011

from the blogWersquove moved

Find us at blogmindshareie

- much easier to remember and to

interact with

See you there

earth day

playstation network

psn

playstation

snooker

sainsburys

asda

kate middleton

royal wedding

tesco 70

70

70

80

120

190

700

1150

3300

4000

INSIGHTS amp ANALYSISGOOGLE TRENDS

29TH APRIL 2011

Rising Searches (last 7 days)

21st - 28th April rsquo11

Search Trends13 This week in search we have been interested in the slowly unraveling story of Playstationrsquos hacking disaster Lovers of irony will be pleased to see that wersquove also been googling lsquoearth dayrsquo (when we are supposed to lsquoswitch offrsquo) thanks to Google Doodles

13 Wersquore not too sure why Sainsburys Asda and Tesco are all topping the rising searches but it may have something to do both with price comparison (link here)and jobs - Tesco has promised 200 new ones this week

The royal wedding has been on the tips of people tongues and the top of their searches as we searched for details about the day Kate Middleton has also been topping our searches and both BBC and Sky sites crashed But not everyone was loving it - see picture above

13 In image searches wersquove been googling a balance of super sweet (easter bunnies) and super evil (a house that looks like Hitler pictured above) In entertainment aside from those already mentioned wersquove been googling Dr Who (his 11th reincarnation is back on the BBC) and the movie Thor (brought to us from the guys that made Ironman)

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods

Rising Image Searches (last 30 days)

29th March - 28th April 2011

hitler hitler house

Hitler HouseThe Royal Wedding

Rising News Searches (last 30 days)

29th March - 28th April 2011

leinster

easter

kate middleton

jennifer lopez

Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them

pokemon

Breakout

humphriesmasters

journalist

grand national 2011

royal wedding

tom humphries

grand national

Dr Who

easter bunnyeaster eggs

imogen thomaskate middleton

eliza doolittle1

spartacus2

channel 1313

narnia

4 grand canal theatre

5

harry potter

6 robin hood

7 national theatre

8 banksy

9

vampire diaries10

Rising in Arts over the last

12 Months

Rising Entertainment

last 7 days vs previous 7 days

jennifer hudson

Breakout

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 (finianmurphymindshareworldcom) or +353 1 415 0300

psn

Breakout

earth day

Breakout

1 playstation network

2 psn

3 royal wedding

4 kate middleton

5met eireann

6 premier league

7 tv guide

8bus eireann

9dublin weather

10 lotto

Top Dublin Searches Last 7 Days

jimmy carr

Breakout

vin diesel

+350

fb

+90

thor

+60

doctor who

+80

Breakout

+180

+350

+50

+170

+140

+50

+50

+70

+60

Rebecca Duffy ReceptionPA

What is your role in Mindshare Irsquom the receptionist and PA in

Mindshare Dublin

Whatrsquos your favourite current campaignI love T Mobile Royal wedding advert

The ad celebrates the marriage of William and Kate with the help of a host of royal look-a-likes and music from East 17 Even today itrsquos ranked 9th on Google if you search lsquoroyal

weddingrsquo It now has 14 and half million views on YouTube You can watch it here

Any changes in Media you are keeping an eye onThe development of brands social media sites and the increased

involvement of companies with them

Twitter or Facebook Daddy or ChipsFacebook

ultimate guitar

+70

Unilever Pamp

GLrsquoO

real

Reckitt B

enckise

rSpar

Vhi O2RSA

ESB

Nintendo

264272280330396398460

569

812822

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

Top TV Advertisers 4th -10th April

Vhi

Aer Lin

gus O2

McDonalds

UPC RSA

Bank of Ir

eESB

Dunnes

Pokemon

264266272279280282284330

380396

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data

For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300

Desperate Housewives

Eastenders

Fair city

Coronation Street 20

UEFA

The Late Late

Roomers

RTE 9 News

Dragons Den

Emmerdale 707680808182

8891

106142

The Simpsons is up for Sponsorship on Sky1 from June 2011

An exciting sponsorship opportunity has arrived for Off the

Rails from 1st July 2011

Desperate Housewives

Coronation Street

Roomers

RTE 9 News

Eastenders

The Late Late

Fair city

Dragons Den

Wagonrsquos Den

Room to Improve 119130131

149162163173174

186240

The Royal Wedding

Wagonrsquos Den

Sponsorship Availability

The Royal Wedding was watched worldwide

today by over 2 billion people 65 of all related

social media came from the US

RTE welcomes a new makeover programme At

Your Service hosted by Francis and John Brennan

Starts on RTE on 1st May at 730pm

Highlights of Leinster facing Toulouse in the

Heineken Cup on RTE2 Saturday at 1015pm

RTE present KillerSisters a documentary on the

Scissor Sisters on Monday 2nd May at 930pm

Top TV Brands 4th - 10th April

TV News