Stuart Fogarty

From Marketing.ie SEPTEMBER

Cinema sales house Wide Eye Media has been rebranded to Pearl & Dean by its Irish parent company Deanforbes, which owns both businesses. WEM and P&D have been working closely together from a marketing perspective since 2015. The move will make the partnership official and establish brand consistency across the Republic of Ireland and the UK.

Eoin Wrixon will continue as CEO of Pearl & Dean Ireland.

Both companies will share finance, marketing and operational resources. Pearl & Dean plans to extend suite of creative services and offerings in Ireland with a focus on research and audience insight, with the team currently working on replicating the CAA film monitor survey for the Irish market. The sales teams will remain unchanged following the rebrand.

Pearl & Dean, known for its deep purple ident and Asteroid theme, which was famously reworked by Queen for the launch of the Bohemian Rhapsody film in 2018, will celebrate its 70th year in business in 2023. Wide Eye Media has managed to dominate the cinema sales market in the Republic and previously traded under the name Carlton Screen Advertising.

But Note – Direct Business up 40% and that’s the switch we are seeing now.

From RTE….

“Revenue for all radio operators in Ireland in the first six months of the year was up 18% on the same time last year, according to figures published by Radiocentre Ireland.

The revenue data is based on the actual recorded revenues for each radio station in Ireland.

The report shows that the Irish radio advertising market enjoyed revenues of €74.2m from January to June.

Revenue remained buoyant throughout the period with revenues in January, February and March up 22%, while revenues for April, May and June were up 14% on the same time last year.

The €74.2mn revenue was made up of €60m of spot revenue (radio commercials) which was up 16% for the six month period.

Branded content revenue (sponsorships, partnerships, content solutions) came to €12.9m up 21%, while digital audio revenue was €2.3m for the six months, up 50%.

Revenue from media agencies came to €51.9m, up 10%. Revenue coming directly from advertisers was €22.3m, an increase of 40%.

Ciaran Cunningham CEO Radiocentre Ireland said, “I am delighted to see such strong revenue growth for the radio sector for the first six months of the year. 2022 got off to such a strong start with revenue growth of 22% in Quarter 1 and it is very encouraging to see that this great start was followed up with revenue growth of 14% in Quarter 2.

“Radio listening is booming,” Mr Cunningham said.

“Today’s revenue figures show that advertisers are increasing investment in the medium so that their brands access robust and valuable audiences, in a trusted environment, at all times of the day,” he added.

New JNLR research July 2022 (radio).  From The Irish Independent here https://www.independent.ie/entertainment/radio/jnlr-figures-2fm-boss-says-replacing-louise-mcsharry-completely-justified-as-latest-radio-numbers-revealed-41874168.html

Figures released under the Joint National Listenership Research (JNLR) show that the majority of RTÉ Radio 1’s weekday shows have increased their listenership while the big win for its sister station, 2FM, is with The Breakfast Show which is up 9,000 listeners to 123,000.

Bauer Media’s Today FM is celebrating after it recorded a market share of 9.2pc, which is its highest in over a decade. This compares to RTÉ’s 2FM at 5.8pc. Earlier this year, Today FM added an extra hour to The Ian Dempsey Breakfast Show, bringing its listenership up by 15,000 to 201,000. The Ray Foley show has gained 6,000 listeners, The Last Word with Matt Cooper is up 3,000 while Dermot and Dave has seen a drop of 3,000, bringing it to 203,000

Morning Ireland on Radio 1 remains the most popular show nationally, as it has increased its listenership to 473,000, which is up 8,000 listeners

Today with Claire Byrne has similarly seen an increase in its audience by 8,000, now having a listenership of 350,000, with Drivetime also gaining 1,000 listeners, with 216,000 tuning in every weekday evening,

Liveline has seen a drop, with Joe Duffy’s programme losing 3,000 listeners.

Playback, which is presented by Sinéad Mooney, has seen the biggest increase in the station, gaining 32,000 listeners.

At the weekend, while Brendan O’Connor’s Saturday show has seen a drop of 7,000 listeners, his Sunday show is up 4,000.

And Sunday with Miriam gained 11,000 as 339,000 listeners engage every Sunday morning.

Bauer Media’s Newstalk is celebrating its breakfast show being up 5,000 listeners to 146,000, The Pat Kenny Show is down 2,000, Lunchtime Live is down 3,000 and The Hard Shoulder remains the same at 155,000.

From Marketing.ie June 2022.

News Ireland has rolled out a new multi-channel nationwide campaign for The Irish Sun daily tabloid newspaper. News Corp says thesun.ie saw “significant growth” over the past 12 months, with monthly users increasing by 19 per cent from April last year to the end of April 2022. Over the same period, page views are said to have grown by 35 per cent.

Entitled ‘Drive Direct to theSun.ie’, the campaign positions TheSun.ie as Ireland’s first choice online destination for news, sport and showbiz gossip. The concept focuses on the idea that life is full of moments that could do with a bit of livening up – essentially using time to the full. These are the moments when a little hit of entertainment would go a long way

So, whether a person is waiting on a bus, waiting for your take away to arrive or you simply have five unexpected minutes to yourself, check out theSun.ie to make life that bit brighter. The initial campaign will run during June and is the first of four bursts planned for the next year. With a focus on commuter media, the various channels relied upon include:

• OOH – placement on 530 sites nationwide across 48 sheets, bus shelters, Supersides, Comlites and Adboxes as well as Purchase Points and forecourt Digitowers
• Radio – 20 second ads will run across all Wireless radio stations; Dublin’s Q102, FM104, Cork’s 96FM, C103, Live95FM, and LMFM
• Digital – Content will run across Facebook, Instagram and YouTube

The campaign was developed by Pulse Creative, a joint venture between The&Partnership, m/SIX and Wunderman Thompson. Media buying was by Mindshare with Talon Ireland handling OOH. News Corp in Ireland also owns the Wireless Radio Group (Dublin’s Q102, FM104, Cork’s 96FM, C103, Live95FM, and LMFM), Storyful and HarperCollins.

From The Examiner June 9th 2022.

 

RTÉ earned almost €5m in advertising revenue from its streaming player in 2020, despite the State broadcaster previously admitting it would likely cost “several million” in investment to bring it into line with international best standards.

The RTÉ Player, whose poor performance has been repeatedly criticised by users and Oireachtas members, earned €4.945m from spot advertising over that 12-month period, RTÉ’s head of public affairs Vivienne Flood revealed.

https://www.irishtimes.com/business/business-podcast/inside-business-ad-man-stuart-fogarty-on-disrupting-the-irish-market-1.4869310

Advertising. Do it Better.

A series of 6 x 1 hour zoom sessions which will give you a better insight into how advertising works, why it doesn’t sometimes and therefore, how to do it better.

This can also be in-office, or in-person, with a bespoke programme for your staff (and we say that, because we’ve been asked to do that too).

You will learn about Advertising, Media and give you new skills to be able to get more from your Advertising campaigns. A full interactive Q&A at the end of each session gives you the opportunity to ask questions directly.

Session 1 The Story of Advertising – understanding it’s history.

Session 2 Building a Brand, Finding a proposition, starting Creative approaches

Session 3 Targeting an Audience. Who are they and why target them?

Session 4 Classic Advertising Campaigns, what works and what doesn’t

Session 5 The Media marketplace including all media and online/programmatic

Session 6 Execution and campaign delivery, the other issues such as Promotion, PR, Experiential to create overall impact with results

Cost 200 euro (plus VAT @ 23%) all 6 sessions.

Any one session 50 euro.

Timings Every Friday for 6 weeks 10am-1pm followed by Q&A

Enquire Now for the next one Stuart@admatic.ie

Stuart Fogarty is a high profile, often controversial, outspoken second-generation Adman. He is CEO of Admatic.ie

A real insider as Former President and Fellow of The Advertising Institute (IAPI); Board Member and Fellow of The Marketing Institute; Chairman of The Advertising Press Club; Board member of The Publicity Club; former Ad Agency CEO and Owner of Ireland’s largest Ad Agency McConnell’s and AFAO’Meara Advertising; Co-Founder of Core Media, Ireland’s largest Media Agency: Founder of Digital Agency ICAN; Son of an Ad Agency CEO; Founder of Club Internet (floated Nasdaq March 2000 as Via Net Works); regular media contributor on advertising matters; Sailing World record holder.

 

As pandemic restrictions are lifted and Irish consumers return to some degree of normality, new research carried out by Radio Centre Ireland shows that 9 out of 10 adults listen to the radio every day.

The research shows that during the pandemic, over a third of people changed their listening habits, largely due to working from home. This included listening to more radio, listening to more stations and at different times and on different platforms.

Podcast listening, according to the research, also increased with 50% of adults saying they listen to podcasts, rising to 76% for 18-34 year olds.

The research, which was carried out by Amarach, also shows that a large percentage of people (27%) said they listened more to news, current affairs 23%) and talk shows (20%) as the pandemic unfolded. In addition, a large portion of those surveyed said when working from home, said radio helped keep them company (46%), lift their mood (28%) and even help them focus and be more productive (18%).

“Not only was radio a trusted source of news and information during the pandemic, it was also a companion for people working from home and a lot of people want to continue working from home post pandemic restrictions,” says Ciaran Cunningham, CEO of Radiocentre Ireland.

“The research also shows that post restrictions, people are itching to spend their money on areas that they missed hugely, namely leisure and travel are spending more on eating out, holidays and concerts,” he adds.

“While recent developments in Ukraine have added to economic uncertainty, Irish consumers are nevertheless in ‘catch up’ mode when it comes to their spending behaviour after two years of pandemic and lockdowns. They have piled up more savings than before, which will be used to do some of the catching up in the months ahead,” adds Gerard O’Neill, Amarach Research.

Mall Scene: James Byrne, marketing manager PML Group with this week’s Out \ Look on Out of Home. 

Mall Scene – More than Shopping Centres

In this week’s Out \ Look, we publish new research from our iQ programme ‘Mall Scene’ investigating retail trends amongst 300 Dubliners, aged 16-54. The findings suggest consumers look to shopping centres for far more than just shopping. Consumers are taking full advantage of both retail and leisure amenities that shopping centres have to offer.

The traditional shopping centre has long been characterized by its large department stores and surrounding clusters of retail apparel chains. But now, shopping centres combine retail with other non-retail attractions such as entertainment venues, expanded dining options, fitness centres and beauty services. These non-retail amenities help drive footfall and provide advertisers with great opportunities to reach their target audience near points of purchase.

With consumers spending more time outside of the home, we asked respondents how often they would visit a shopping centre. 65% of all respondents visit a shopping centre once a week or more. This peaked amongst 35-44s with 83% of females and 69% of males visiting at least once a week or more. Another strong age category is 16-24s with 68% of females and 60% of males. The findings suggest shopping centres are attracting more than just your average shopper as attendance is strong across all categories.

In terms of time spent, 45% of respondents spend about two hours in a shopping centre during a typical visit. 65% of females and 46% of males spend up to 3 hours during a typical visit. DOOH formats such as dPods, iVisions and DX Screens in retail environments help brands extend their messaging along the entire path to purchase. This is a necessary move as consumers are spending more time in retail settings and more time interacting with brands throughout their buying journey.

Following this, we asked respondents about types of activities they take part in during their visit. The chart above demonstrates how there is an appetite amongst consumers to get out and socialise through a range of leisure activities such as visiting a restaurant, the cinema or simply going for a coffee.  Shopping centres are truly evolving into ‘leisure centres’ to drive footfall and encourage greater social interactions between visitors.

Leisure activities such as visiting the cinema or a restaurant were the most popular during the weekend. Interestingly, only 26% of respondents shop for groceries during the weekend. When comparing grocery shopping to weekdays, this figure increased by 11% amongst all respondents. This peaked for main shoppers at 43% who said they take part in grocery shopping during weekdays. In terms of age categories, 35-44s shop for groceries during weekdays (51% of females and 40% of males).  With this insight in mind, brands can tailor their messaging and contextually target consumers using DOOH. The landmark three-stage research ‘Moments of Truth’ study highlighted the effectiveness of relevance in Digital OOH advertising from the point of view of brain response, ad recall and sales. Key findings from this pioneering study reveal that consumer brain response is 18% higher when viewing relevant content in digital Out of Home campaigns, which in turn leads to a 17% increase in consumers’ spontaneous advertising recall, and ultimately proving that dynamic digital Out of Home campaigns can deliver a 16% sales uplift.

Our ‘Mall Scene’ research highlights how brands can create more interesting advertising and better experiences for consumers via retail environments. The networks now exist in Ireland to make that impact scalable and truly powerful.  As we move beyond the third-party cookie, unblockable channels like Dynamic OOH will be more prominent and a bright opportunity lies in contextual targeting.