Stuart Fogarty
About Stuart Fogarty
Posts by Stuart Fogarty:
Study of Marketing Agency Professionals, shows they’re not.
From Marketing.ie
“A survey of Ireland’s marketing professionals by WPP group media planning agency EssenceMediacom has found that the main issues facing the sector are staff burnout, recruitment, working from home and measuring the impact of social media. As many as six in ten of the Irish marketers interviewed found the pace of work relentless, while 58 per cent said team engagement is more challenging due to working from home.
A huge number of marketing professionals expressed caution about social media advertising. An overwhelming 72 per cent said that social media platforms overclaim the impact of paid activity, while 57 per cent said they were cautious over digital platform audience data. No longer being able to measure social media engagement via cookies was flagged as a key concern for 62 per cent of the sample.
Four in 10 marketers surveyed said that recruitment was their biggest challenge, with many citing a lack of traditional marketing skills as a problem. The study found that 53 per cent agreed that Ireland had a shortage of experienced staff in marketing agencies while 43 per cent said there there was a lack of basic brand building skills
Spend
The research also found that the majority of marketing professionals are planning to spend more on social media, digital video and radio ads, while less spending is planned on newspaper, magazine and cinema advertising. The survey shows that while 58 per cent of all advertising spend is non-digital, there are clear trends towards companies spending more on online and digital ads. Spend on influencers and podcasts is increasing.
Radio and out of home are the only traditional forms of advertising seeing increased spends.
Ed Ling chief growth and operations officer at EssenceMediacom Ireland, said the results show that the effects of the pandemic are lingering on, with the industry still trying to adapt to working from home and hybrid models coupled with ongoing shortage of talented staff. Also discussed was the problem with burnout and the fast-paced, relentless nature of marketing.”
From Admatic
This is the problem with Agencies as well as, the media kickback issue. Poor quality of staff without training, to understand key brand issues.
The study found that 53 per cent agreed that Ireland had a shortage of experienced staff in marketing agencies while 43 per cent said there there was a lack of basic brand building skills
Permanent TSB to Sponsor The Late Late Show for Two Seasons (but at a discount)
From IMJ:
With new host Patrick Kielty, Permanent TSB has been announced as the new sponsor of the show for the new two years.
The sponsorship agreement with Permanent TSB will include a total of 730 credited stings per season which will air across RTÉ One and RTÉ One +1, as well as the series repeat, and 30-day catch-up on RTÉ Player. It will also include the sponsor’s logo on all dedicated promos on television and social media channels.
According to Stephen Jackson, head of customer & marketing, Permanent TSB: “We’re delighted to become title sponsor of The Late Late Show, the world’s longest-running live chat show and a national institution, as it begins an exciting new chapter in the show’s history. Permanent TSB has proudly served Irish communities for more than 200 years and with over 1.3 million customers, we look forward to the opportunity to connect with customers nationwide in their homes each week. With 25 new branches and over 185,000 new personal and SME customers joining Permanent TSB over the past 18 months, our sponsorship of The Late Late Show supports us in continuing to grow our business and our reach, enabling us to achieve our ambition of being Ireland’s best personal and small business bank.”
“RTÉ Commercial are delighted to announce our two-year partnership with Permanent TSB for the 61st and 62nd season of this unique and iconic show with new host Patrick Kielty. We are really looking forward to the new look Late Late Show and the opportunity for our Sponsor to connect and engage with Irish audiences on a massive scale across RTÉ television and RTÉ Player,” adds Dara Meany, head of sales, RTÉ.
New Late Late. How did it go?
Late Late Show first night 2023 vs 2022
Patrick Kielty’s first ever Late Late Show on Friday the 15th of September got off to a great start, 614,000 viewers and a 60% share!
2023 vs 2022 opening night of the LLS for Adults, Ads2544, HKWK and AdsABC1. Big increases for all audiences; +56% Adults, +52% Ads2544, +45% HKWK and +43% AdsABC1. See the stats above by clicking the headline on this post for the opening night 2nd of Sept, 2022 vs 15th of Sept, 2023.
So generally that’s more than good but you might expect that, given the ‘noise’ around it….the key issue will be to sustain it, but that’s a great start!
New Late Late Show logo unveiled as RTÉ ditches the iconic owl
From Irish Independent August 19th:
RTÉ’s Late Late show has unveiled a new logo ahead of the programme’s return in September, and it’s missing the owl synonymous with the show since it first aired in 1962.
The change was announced on the Late Late show’s Twitter profile.
A simple circular graphic with navy, green and purple has been introduced ahead of new host Patrick Kielty taking the reins from September 15.
A barn owl has accompanied the show’s logo since it was first launched with Gay Byrne in 1962.
When former host Ryan Tubridy first took on the gig in 2009, the first thing he said in his announcement was: “I can tell you that the owl is not dead”.
Viewers concerned for the iconic owl may not need to worry, however. After a wave of reactions to the owl’s absence on Twitter, the show replied and said “don’t worry, our owl is still on holidays and will be back soon”.
Some likened the new logo to Batman’s bat signal. The Late Late Show account acknowledged the comparison with a GIF of the Caped Crusader.
Bauer Media Audio agrees to acquire iRadio
From Breaking News August 19th:
Bauer Media Audio Ireland has today announced that it has entered into an agreement to acquire iRadio, the leading youth music station serving listeners spanning the North East, Midlands and North West.
Bauer Media Audio Ireland now extends its total weekly radio reach to almost 1.9 million listeners.
iRadio is one of Ireland’s leading youth music brands, being the most listened to station in the 15 to 44 demographic across its 15 broadcast counties.
TodayFM, SPIN and Newstalk are all currently under the ownership of Bauer Media Audio.
The business has also invested in audioXi – Ireland’s largest digital audio advertising exchange, and home to a number of innovative advertising formats.
Speaking on the transaction, Chris Doyle, Interim CEO, Bauer Media Audio Ireland said “iRadio is a high-quality business and we’re looking very forward to welcoming it to Bauer. Together, we’ll be able to ensure that the station can provide even more of the great content, music and entertainment that its audiences love.”
Radio Advertising Market Rises by 3% in First Half of 2023
From IMJ Adworld August 8th (but we’re not surprised, it’s flying on Admatic) :
The Irish radio advertising market continued to enjoy revenue growth in the first half of 2023 with total spend increasing by 3% to €76.5m according to figures published by Radiocentre Ireland. According to the figures, the first quarter of 2023 performed better with total spend up by around 6% for the first three months of the year. In the second quarter, however, the market was a little more challenging with revenue flat for the period.
According to Radiocentre Ireland, the €76.5 million revenue was made up of €59.6m in spot advertising, a 1% increase on the same period last year. Branded content, including sponsorships, content solutions and partnerships, rose by 5% to €13.6 million while digital audio revenues for the period amounted to €3.3m, an increase of 40%. However, this figure does not include revenues generated in the Irish market by global audio players like Spotify, Acast, Soundcloud.
The Radiocentre Ireland figures also show that the largest category spender on radio during the first six months was the retail sector followed by finance, government spending and the motoring with the latter in particular up 28% on 2022. Other sectors that reported strong growth included pharmaceuticals (+18%), travel and transport (+17%) and B2B (+11%).
“It is great to see further growth in radio revenue following on from such strong revenue growth in 2022,” says Ciaran Cunningham, CEO of Radiocentre Ireland.
“The JNLR listenership data confirms that radio enjoys huge audience numbers with 91% of Irish adults and 87% of 15-34-year-olds listening to radio every week,” he adds.
“Radio also delivers for advertisers according to recent research published by dentsu U.S. in partnership with Lumen Research, which measured attention to various audio formats. The research revealed that radio drove higher attentive seconds per thousand impressions compared to other digital, social and TV benchmarks,” Cunningham says.
ADMATIC DOES NOT ACCEPT MEDIA KICKBACKS FROM ANY MEDIA OWNER.
“The story in The Sunday Independent yesterday, that media agencies received media kickbacks in this case from RTE, we are fully familiar with and indeed, other forms of inducements to prefer one media owner over another. The difficulty is that they create a potential conflict of interest when recommending media choices to Clients. In other words, what’s best to tackle a project, rather than, be clouded by other financial considerations. We do NOT accept kickbacks from ANY media owner for exactly that reason. Never have, never will. We remain your impartial, independent advisers of media. The whole commission system should rightly be questioned now. But totally assured of our independence and we’re very grateful for your support”. Stuart Fogarty (former President IAPI and Fellow IAPI).
Ban on TV and radio ads for alcohol before 9pm could be in place by next year.
From The Examiner May 22nd:
A ban on alcohol adverts on TV before a 9pm watershed could take effect before the end of next year, the Department of Health has said.
Regulations for strict limits on what can and cannot be featured in alcohol advertisements are also currently being developed by the office of the Attorney General. These limits, however, could take some time as they must be submitted to Europe for assessment and come with a three-year lead-in time.
This comes after the Government announced the enactment of another piece of its lengthy alcohol legislation — warning labels on alcohol products — on Monday.
While the Public Health Alcohol Act was passed and signed into law in 2018, the actual provisions in it have been introduced on a phased basis since then.
This has included separating alcohol from other products in shops and supermarkets and minimum unit pricing on alcohol.
The latest measure enacted will see comprehensive health labelling of alcohol products sold in Ireland. It has a lead-in time of three years to give businesses “significant time to prepare for the change”, the Department of Health said.
Health Minister Stephen Donnelly said that packaging of other food and drink products already contain health information and warnings, where appropriate.
While welcomed in some quarters, including the HSE and advocates such as the Irish Liver Foundation, it was heavily criticised by Drinks Ireland, which claimed the move was a “solo run” by the Government when the EU was planning a harmonised approach to health labels.
It said that opposition from Ireland’s trading partners will cause reputational, logistical, and financial harm to the sector here.
Drinks Ireland director Cormac Healy said: “Unfortunately, this is an example of zealotry rather than evidence-based legislation.”
As of yet, there are still other sections of the alcohol bill that are yet to be enacted.
This includes strict advertising rules on TV and radio that would change both the time that adverts for beers, wines, and spirits could be shown, and their content
Under the provisions of the law, it would bring an advertising watershed for alcohol on television from 3am and 9pm. It would mean no alcohol ads could be shown during the day.
Advertisements would only be able to feature very specific features of the product, such as references to the product itself, where it is from, how it is produced, and “an objective description of [its] flavour, colour, and smell”.
Adverts should also contain warnings on the “danger of alcohol consumption” and the “direct link between alcohol and fatal cancers”, according to the legislation.
Reacting to the introduction of the health warnings on alcohol labels, Alcohol Action Ireland CEO Dr Sheila Gilheany said this measure on its own would be not be sufficient to “fully address the harm being experienced on a daily basis in Ireland”.
“Other important elements of the Alcohol Act still need to be commenced, such as the broadcast watershed for alcohol advertising and restrictions on the content of alcohol advertisements,” she said.
A Department of Health spokesperson said that consultation is ongoing regarding the broadcast watershed, but it is the intention of the minister for health that this be commenced this year.
There is a one-year lead-in time for this measure, so it could be in place before the end of 2024.
City Reach Buses. Now on Admatic with 2 FREE tickets to Bord Gais shows which you can add to our May Offers!
These are great, because it’s Transport Advertising but uniquely, in the Dublin City centre where other buses may not go! They’re a fleet of 12 tour buses (double deckers) with many opportunities which you’ll see in our Outdoor OOH section now. Highly recommended to consider because they’re new and different.