New Media Offers, Opportunities & News

And here’s the advertising package…..The Traitors Ireland Airtime Package

The latest JNLR/Ipsos listenership data for the April 2024 to March 2025 period (pdf and powerpoint).

JNLR Saleshouse Report 2025-1 Final.PPT

The report shows that Radio is enjoying record levels of listenership with 3.94 million people now listening to radio every week, the highest weekly listenership ever recorded, growing by 128,000 listeners compared to the same 12 month period previously (April 2023 to March 2024). The daily weekday audience is also hugely impressive, with 3.5 million people listening each weekday — an increase of 103,000 listeners compared to the same period last year. Despite competition from a wide range of media, Irish people have a deep passion for live radio and are listening in growing numbers across both broadcast and online platforms

Other key results from the latest JNLR/Ipsos survey are;

• 90% of all adults and 85% of 15–34-year-olds listen to radio every week.
• 68% of 15-34 year olds listen to radio each weekday, while daily weekday listening levels for the hard to reach 15-24 year old cohort is also very impressive with 64% listening each weekday.
•  Listening levels to local and regional radio continues to be very strong with over 2.2 million adults listening to their local or regional station every single weekday.
• The average weekday audience listening at any time between 7 a.m. and 7 p.m. is now1,091,000 — one of the highest ever recorded — representing an increase of 41,000 listeners compared to the same period previously.
• The Irish Audio Report which was published in November last year and measures all forms of audio listening, revealed there is universal listening to audio content with 97% of adults listening every week. Live radio dominates audio listening with a 76% share of total audiolistening followed by music streaming with a 12% share while YouTube Music has a 6% share and podcasts a 3% share of audio listening.

• In terms of how people listen, 12% of all radio listening is now through a connected device with 7% of all listening through a smart speaker while listening via a mobile device is at 3%.
• For the younger 15 to 34 age cohort, 20% of all their radio listening is now through a connected device with a smart speaker accounting for 7% of all 15-34 listening, while listening through a mobile device also accounts for 8% of all radio listening for this audience.

Source: JNLR/Ipsos 2025-1 (April 2024 to March 2025), JNLR/Ipsos 2024-2 Audio Module (Apr’24 – Jun ’24 3 month data)

FROM UM:

Rory McIlroy has sealed his career Grand Slam with a nerve-shredding Masters victory after years of heartache. It was a nail-biting final day with audiences glued to their TV screens as Rory delivered a rollercoaster round, hitting every emotional high and low. Across the 4 days, viewing (avr 000s) is +95% on 2024 coverage with the average audience on Day 4 reporting 239,000 (+144%). Viewing peaked to 339,000 at 24.12 as Rory took his final and winning shot! US Masters 2025 breaks all previous golf viewing records, delivering the biggest Sky Sports Golf audience ever.

From Adworld:

The Advertising Standards Authority (ASA) has appointed three new members to its board.

The first of these is Gary Joyce, co-founder and managing partner of Genesis, a business advisory and brand strategy consultancy.  With extensive board involvement across private, public, and not-for-profit sectors, she is currently deputy chair of Barnardos and serves on the boards of European Movement Ireland and the Irish Farm Accounts Co-operative Society Limited (IFAC).  Before establishing Genesis, Gary co-founded Dimension, Ireland’s first multidisciplinary marketing communications company, which was acquired by McConnells Advertising in 1994.

ASA has also announced that the recently appointed CEO of IAPI, Siobhán Masterson, has also joined the board. Appointed as CEO of IAPI in February, she has wide-ranging experience across corporate affairs, communications, socio-economic policy and commercial strategy, having previously worked for Kerry, the RDS and Ibec

The third new director Stephen Jackson, head of customer and marketing at PTSB . With over 20 years’ experience driving global brand growth, building award winning teams, and delivering market leading performance, Jackson has held seniour leadership roles with Vodafone, Lexus, and Davy Group.

According to Orla Twomey, chief executive of the Advertising Standards Authority: “We are delighted to welcome Gary, Siobhán, and Stephen to the Board. Each appointee brings unique perspectives and invaluable industry expertise to the role. As the advertising landscape continues to evolve, their guidance will be instrumental in advancing our mission to foster trust in advertising for all.”

“Gary, Siobhán, and Stephen each bring a wealth of experience and valuable insights from their respective careers, reflecting the diverse voices contributing to the Board’s deliberations,” adds Miriam Hughes, chair of the board, ASA.

” On behalf of myself and the entire Board, I’d like to wish them every success in their new roles as we continue our work safeguarding consumers from advertising that is harmful, offensive, or misleading and ensuring care and compliance across the advertising industry.”

Coming soon. NEW.

We’ve always been asked to do this and now it’s time. You want to meet other advertisers together and socially. We can do that.

If enough of us join too, we’ll all be able to have greater impact too.

So join us now in our new Admatic Club.

• We’ll give members a FURTHER 25% off all Admatic.ie advertising prices published at that time. Every time. A Straightforward additional saving on your Advertising exclusively only for our club members.
• We’ll invite members to at least 2 fun, free (on us), casual Advertising Social events per year, to meet and chat. You’ll meet other advertisers and share experiences, knowledge and learn, in a fun relaxed atmosphere. Pubs, Restaurants and we’re planning wine tasting evenings too.
• You’ll get regular updates on all advertising matters including industry webinars/events.
• And it’s totally free. Why not? You’d be mad not to…..

Form will appear shortly on our homepage, but in the interim if you wish to join, it’s Stuart@admatic.ie

It’s a soft media market right now, so we’ve reduced our media costs further.

You’ll see them on our catalogue page but remember too….you can book now at lower prices… and run your advertising anytime during 2025 at those today prices, avoiding any further increases.

https://app.admatic.ie/catalog

Starts June 20th in the Aviva actually but every match, one spot, 20k

Obviously you can double that etc but advertising in rugby is very ABC1 and this will be HUGELY popular.

Great price, click the link for more….

Lions Sky Media Ireland 2025 Package

From Irish Times

It’s time to get real about advertising, American marketing guru Bob Hoffman tells Dentsu’s Dave Winterlich

Ad man and bestselling author of books such as Marketers are from Mars, Consumers are from New Jersey; Advertising for Skeptics; and AdScam, Bob Hoffman is back shining an unfiltered light on the industry. He’s not impressed with what he sees.

Given that his blog, The Ad Contrarian, was named one of the world’s most influential by Business Insider, when the former ad agency boss calls out rampant ad fraud, to the tune of around $100 billion (€91 billion) a year, you’d expect the industry to act.

But it doesn’t, and for a very good reason, he tells Dentsu’s Dave Winterlich. “Everyone’s making money and everyone is prospering,” says Hoffman. If he were buying online advertising, he would only buy direct from the publisher or from a quality trusted network, he tells Winterlich. “I would never buy programmatically.”

That’s because so much ad fraud is attributable to automated, programmatic advertising. It means brands are spending money and too often getting nothing in return.

“The money is being stolen. You would think they would care but what is bad for the brand may not be bad for the marketing people,” he argues.

“The CMOs (chief marketing officers) and the marketing people are getting these fraudulent reports about what they’re buying, the low cost per thousands and the millions of people seeing their ads, and it’s all bulls**t. But they can wave it in front of their CEO, or their board, and say ‘See what I’m getting for this money we’re spending in programmatic online, see all the good stuff that’s coming from it?‘”

It is much harder for a CMO to go back to their boss and say actually, “we’ve been screwed. We lost tens of millions of dollars last year to fraud and I didn’t know about it. I’m an idiot,” he adds.

What the brand has actually paid for is anything from bots to click farms, but worse, their money is lining the coffers of cyber criminal gangs

“According to the World Federation of Advertisers, in 2025 ad fraud may become the second largest source of criminal income in the world after drug trafficking,” says Hoffman. Part of the problem is that the marketing industry is, almost by definition, “immune to facts”.

“They exist on legends and rituals. They ignore the facts and just keep doing what they’ve been doing, and everyone seems to be satisfied with fraud, and the damage that some of it is doing to society. It’s frustrating.”

It’s a topic he explores in his latest book, The Three Word Brief, a newly published collection of his most thought provoking and controversial essays, in which he characteristically pulls no punches taking apart the so-called “best practices” of the advertising, media and marketing industries.

His thesis is that the most important thing any brand needs to tell its ad agency is three words: “make us famous”. “It doesn’t matter what you are selling, if your competition is not famous and you are, you have an enormous advantage over them because most people don’t really think very deeply about what they buy.”

‘To me the most important part of advertising is to be noticed, and it doesn’t take a brilliant strategy to do that’

Marketing and advertising is about likelihoods and probabilities, he says. “There’s no yes and no, no always and never. And if you are famous, the likelihood of your brand being bought is substantially greater than your competition that is not famous. And that’s the number one thing advertising can create,” he says.

It’s very simple really but unfortunately another characteristic of the industry is a compulsion to obscure simplicity, he believes. “Because that’s how we make money. We make money by complicating the shit out of everything. We take the obvious and make it incomprehensible,” he argues.

Marketing is about strategy, advertising is about execution.

It’s why marketing should be left to marketing people and the execution of advertising to advertising folk. Unfortunately that happens less and less.

“The skills to be a good marketer are that you need to be logical – to connect A to B in a logical way. In advertising, logic doesn’t work. Advertising is not about logic. Advertising is not a court case where I list the points in my favour and you list the points in yours and whoever has the best-case wins,” he points out.

Indeed, he reckons Monty Python was the best ad agency that never existed. The legendary comedic troupe would have “done some of the greatest advertising in history”, he says, because of their core strength – silliness, one of the most underutilised facets in advertising.

He believes that how strong brands are created is grossly misunderstood. “You don’t create a strong brand by ‘branding’ – whatever that means – you create it by doing a lot of other things right, like making a terrific product, by making it attractive and easily available, and by making it famous,” he says. It’s not about putting a logo on a pair of socks.

As advertising is an art, not a science, marketers need to be wary of using endless data and metrics to prescribe it, he cautions, not least because so much of the data is unreliable. More than that, data is meaningless without a human who can synthesise and develop a sensible strategy out of it, he adds.

Indeed, it’s the humans that make the difference in this business, given that data is so ubiquitous and commoditised as to be no longer any source of competitive advantage.

Part of the difficulty the industry has in recognising this is that it has been bought up by very large financial institutions.

“Holding companies are not advertising agencies, they are financial institutions who have bought up all the big advertising agencies and milk them, and that’s how they make their money,” he says.

“They are not run by the craftspeople who built the advertising industry, the copywriters and art directors and researchers and (client) accounts and marketing people. It was built bottom up. But now it is a top-down industry in which the large financial institutions optimise for efficiency, they don’t optimise for craftsmanship.”

Though there is so much that concerns him, and so little sign the industry has the will to mend itself, he won’t stop calling it as he sees it. “Advertising is the only thing I know about,” he says. “I feel a responsibility to some degree to try and do what I can.”