© 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

© 2011 Kantar Media 3

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

© 2011 Kantar Media 4

Base: All Adults 15+ Source: NI TGI 2011

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”

© 2010 Kantar Media 5

Base: All Adults 15+ Source: NI TGI 2011

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

© 2011 Kantar Media 6

Base: All Adults 15+ Source: NI TGI 2011

WORD OF MOUTHWHAT ARE NI CONSUMERS TALKING ABOUT?

Film: 72%

Music: 69%

Holidays & Travel: 72%

Top Areas of Interest:

Consumers posting reviews or comments online:

NI GB

Music 13% 8%

Film 12% 7%

Food & Drink: 67%

© 2011 Kantar Media 7

EastEnders 50%Emmerdale 44%Come Dine With Me 40%Dancing on Ice 39%Strictly Come Dancing 38%

BBC1ITV1C4ITV1 BBC1

Coronation Street (56%)ITV1

Top Programme (by Vert %):

TV GENRESNORTHERN IRISH WOMEN’S FAVOURITE PROGRAMMES

Base: All Adults 15+ Source: NI TGI 2011

Top 3 Programmes Genres (By Vert %):

1. Any Drama – 67% [126]2. Soaps – 58% [132]3. Films – 40% [94]

© 2011 Kantar Media 8

Match of the Day 49%UTV Live @ 6 35%ITV Evening News 34%Sky Sports Live Football 34%Newsline 6.30 33%

BBC1UTVUTVSky Sports 1BBC1 NI

UEFA Champions League (49%)ITV1

Top Programme (by Vert %):

TV GENRESNORTHERN IRISH MEN’S FAVOURITE PROGRAMMES

Base: All Adults 15+ Source: NI TGI 2011

Top 3 Programmes Genres (By Vert %):

1. Films – 45% [106]2. Sports News – 40% [166]3. Any Drama – 39% [73]

© 2011 Kantar Media 9

Base: All Adults 15+ Source: NI TGI 2011

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

© 2011 Kantar Media 10

Base: All Adults 15+ Source: NI TGI 2011

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%

© 2011 Kantar Media 11

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