overview of ni digital market 2010

Independent News & Media NI

Northern Ireland – A Digital Update


The Market We Operate In: Northern Ireland

• Broadband penetration: 70%* (UK average 71%)

• Total population: 1.4m (aged 15 yrs+) **

• Total Online population: 980,000 (aged 15 yrs+) i.e. 70% of total population

• Value of total advertising market: £135m

• Value of online advertising market including search: £9.5m (7% of total)

• Value of search: £4m (42% of all online spend)

• Value of listing/display: £5.5m (58% of all online spend)

• Online market growth 2010 v 2009: 7%

*Source Ofcom Communications Market Report August 2010** Source TGI 2010***based on internal figures


The Market We Operate In

Press 36%

TV 29%

Digital 11%

Outdoor 7%

Radio 4%

Other 12%

Cinema 1%

UK Ad spend

Press 38%

TV 34%

Outdoor 9%

Radio 7%

Other 7%

Digital 4%

Cinema 1%

Northern Ireland Ad spend

Source: Advertising Association Estimate 2010 - excludes Search

Source: Estimate 2010 - excludes Search

Value £14.5 bn Value £135,000


News – www.belfasttelegraph.co.uk

Market Overview

Print Online Mobile

News 67,353 14,000,000 pi –1,350,000 uu Launch Mar 2011

• We are committed to multi-platform publishing with focus on delivering an increased audience to the Belfast Telegraph brand by offering a range of delivery channels

• Number 1 news platform in marketplace

• Multi-platform readership up 8% year on year

• iPad and iphone app in development due to launch early 2011

• Offering new, innovative and value add advertising solutions – bellybuster, email, homepage takeover

• Email offering: 14,000 members opt-in for daily newsletter and 3,750 opt-in for weekly business newsletter


News – www.belfasttelegraph.co.uk Audience profile

Page Impressions 14,000,000

Total Readers 1,350,000

Frequent Readers (8+ 30 days) 255,630

Regular Readers (4+ 7days) 144,560

Geographical Breakdown 60% UK and Ireland

Gender 55% male

Age 25 to 45 yrs

Social Group BC1

Household income £27k plus

Education Third level

Day of week Monday to Thursday

Time of day Morning – lunchtime peak

Traffic sources 50% search, 20% direct

Most visited section News

Reasons to visit 87% - NI news

Sections Business - 400,000 pi monthySport – 950,000 pi monthlyEntertainment – 1,300,000 pi Life and Style - 750,000 pi Telebest – 250,000 pi monthly

Email alerts Daily news bulletin 3,800Weekly Business Digest 3,300

Socially engaged Facebook 4,750 fans Twitter 4,500 followers

Multiplatform Readership +8% yr on yr driven by increase in online only readership up from 76,000 in 2009 to 103,000 in 2010


Property – www.propertynews.com

Market Overview

Print Online Mobile

Propertynews Homefinder67,353 in BT 22 million pi – 350,000 uu 25,000 downloads

• We are committed to multi-platform publishing with focus on delivering an increased audience to Property by offering a range of delivery channels

• We have number 1 property platform in marketplace

• Mobile and iphone app generating 1.5 million page impression per month (android app launching 2011)

• Offering new and innovative advertising creatives e.g. rekins, page peels, page takovers

• Value add advertising solutions via sponsorships e.g. photo gallery, mortgage calculator

• 45k opt-in for 3rd party fully branded client emails or alternatively reach 15k members via top and tail banner advertising on daily property email alerts


Property – www.propertynews.comAudience profile

Page Impressions 22,000,000

Total Readers 350,000

Visitors 73% returning, 27% new per month

Regular Readers (4+ 7days) 144,560

Geographical Breakdown 91% NI

Gender 61% Female

Age 74% under 40

Social Group ABC1

Household income £25k plus

Education Third level

Children 62% without

Peak days Saturday to Wednesday

Time of day All day 10am – 10pm

Most visited section Search results

Reasons to visit 31% repeat buyer, 26% renter,21% first time buyer

Sections Residential SaleResidential RentalNew HomesCommercialOverseas

Email alerts Daily property notifications 15,000

Registered members 65,00045,000 opted for third party emails

Socially engaged Facebook presence


Jobs – www.nijobfinder.co.uk

Market Overview

Print Online Mobile

nijobfinder 131,478 in BT and SL

67,353 – BT64,125 - SL

2,300,000 pi –108,000 uu 5,200 downloads

• We are committed to multi-platform publishing with focus on delivering an increased audience to Nijobfinder.co.uk by offering a range of delivery channels • we have number 1 recruitment platform in marketplace

• CV matching service launched in December 2010

• Mobile app generating 300 applications a day

• Focus is on being pivotal in recruitment process

• 13,740 registered members – 5,166 signed up to email alerts


Cars – www.nicarfinder.co.uk

Market Overview

Print Online Magazine Mobile

nicarfinder 67,353 in BT 680,000 pi – 42,000 uu 7,500 print run 3,500 downloads

• We are committed to multi-platform publishing with focus on delivering an increased audience to Nicarfinder.co.uk by offering a range of delivery channels • Now over 270 dealers listing

• Listings include privates, cars, vans, bikes, caravans and now farm and plant

• Hot deals, premium listings and commercial opportunities

• Now in print, in magazine, online and mobile

• 9762 registered members – 42 signed up to email alerts


Contact Details

If you would like more details or have any queries please contact:

Julieann TsangTel: 028 9055 4756Email: [email protected]

Michelle ChambersTel: 028 9026 4000 Email: [email protected]

We will be happy to help!