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Attitudes to Advertising - Ireland - May 2012

The year 2012 continues to see traditional media losing ground to newer media, with Irish consumers increasingly exposed to web-based advertising, in turn lessening the effectiveness of TV and print advertising.

Despite this, TV still remains the most important channel for advertisers in reaching Irish consumers, particularly the increasingly important mature segment. Moving forward, there is likely to be continued importance placed on mobile advertising as the usage levels of smartphones continue to grow amongst Irish consumers.

Some key questions answered in this report include:

  • What are the dominant advertising channels? – Are TV and print still the main channels that consumers pay attention to, or are consumers increasingly paying more attention to online advertising?
  • What role do mobile devices play in advertising? – How strong is smartphone usage in Ireland, and what potential does this medium have for advertising agencies?
  • Are consumers overwhelmed by the range of advertising they are exposed to? – How much advertising are Irish consumers exposed to? What impact does this have on the effectiveness of advertising?
  • Do consumers believe that advertisements can be damaging? – What types of product advertising are under threat?
  • What effect has the economic downturn had on advertising? – Has the recession impacted on the types of advertising consumers pay attention to, as well as the media through which they are most likely to be exposed to advertisements??

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definitions
          • Data sources
            • Consumer data
              • Abbreviations
              • Insights and Opportunities

                • Smart money on smart phones
                  • Online advertising is the future, but is it effective?
                  • Market in Brief

                    • 2012 to be a slow year for advertising spending
                      • Online advertising reach to expand further
                        • TV still the dominant advertising channel
                          • Newspapers and magazines still a key channel, despite dwindling readership
                            • Consumers feel bombarded
                            • Fast Forward Trends

                                • Trend 1: Men Shopping Badly
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                        • Trend 2: Prove It
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • Call for greater investment in broadband in RoI
                                                    • Figure 1: Consumers with a broadband connection at home, NI and RoI, 2006-11
                                                  • Smartphone usage on the rise
                                                    • Figure 2: Where consumers tend to access the internet, NI and RoI, August 2011 and June 2012
                                                  • Irish consumers addicted to smartphones and apps
                                                    • The digital switchover is coming
                                                        • Figure 3: Agreement with the statement ‘I rely on TV to keep me informed’, by age, NI and RoI, 2011
                                                      • The switchover may dilute TV audiences
                                                        • Children and advertising
                                                          • Figure 4: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, August 2011 and June 2012
                                                        • Parents call for junk food advertising ban
                                                          • ASA gains stronger powers in regulating social media
                                                            • Pressure for a ban on alcohol advertising mounts
                                                              • Ban on alcohol sports sponsorship very unlikely
                                                                • Reverse graffiti bringing innovation to outdoor advertising
                                                                    • Figure 5: Agreement with statements relating to the environment, NI and RoI, 2011
                                                                  • Reverse graffiti or just graffiti?
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Economy to see slow growth in 2012
                                                                        • Figure 6: Economic outlook, NI and RoI, 2010-13
                                                                      • Economic situation weighing heavily on consumers’ minds
                                                                        • Figure 7: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-May 2012
                                                                        • Figure 8: Consumer Price Index (CPI) – detailed indices for food products, January 2011 and January 2012
                                                                        • Figure 9: Most notable percentage increases in Consumer Price Index categories, RoI, 12-month rate to January 2012
                                                                      • Leaving the house less
                                                                        • Mature consumers of increasing importance to advertisers
                                                                          • Figure 10: Population, by age, NI, 2012 and 2024
                                                                          • Figure 11: Population, by age, RoI, 2011 and 2026
                                                                        • Handle with care
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • 2012 sees borderline growth
                                                                              • Figure 12: Estimated advertising revenues, IoI, NI and RoI, 2007-17
                                                                            • Future growth will be slow
                                                                              • Newspapers segment accounts for largest share of RoI market
                                                                                • Figure 13: Estimated advertising revenues, by segment, RoI, 2012
                                                                              • Search advertisements account for the largest part of RoI online expenditure
                                                                                • Figure 14: Estimated online advertising expenditure, by format, RoI, 2012
                                                                              • Online advertising is tops in NI
                                                                                • Figure 15: Estimated advertising revenues, by segment, NI, 2012
                                                                                • Figure 16: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, by internet usage, NI and RoI, June 2012
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Facebook makes brands tell stories
                                                                                      • KitKat crowdsources latest flavour
                                                                                        • Outdoor advergaming
                                                                                          • RSPCA enters mobile phone arena
                                                                                            • Mobile first
                                                                                            • Companies and Products

                                                                                                • Omnicom Group Inc.
                                                                                                  • Irish International (IIBDO)
                                                                                                    • Owens DDB
                                                                                                      • Cawley Nea\TBWA
                                                                                                        • WPP
                                                                                                          • Ogilvy & Mather Ireland
                                                                                                            • MEC Ireland
                                                                                                              • The Brand Union
                                                                                                                • DDFH&B Advertising
                                                                                                                  • Interpublic Group of Companies (IPC)
                                                                                                                    • McCann Erickson
                                                                                                                      • Publicis Groupe
                                                                                                                        • Leo Burnett
                                                                                                                          • Publicis QMP
                                                                                                                            • Young Euro RSCG
                                                                                                                              • Carat
                                                                                                                                • Rothco
                                                                                                                                  • CBS Outdoor
                                                                                                                                    • JCDecaux Ireland
                                                                                                                                      • Lyle Bailie
                                                                                                                                      • The Consumer – Usage of Advertising

                                                                                                                                        • Key points
                                                                                                                                          • Television has the greatest reach
                                                                                                                                            • Figure 17: Types of advertising that consumers pay the most attention to, NI and RoI, June 2012
                                                                                                                                          • Three quarters of Irish consumers pay attention to TV advertising
                                                                                                                                            • Figure 18: Consumers who pay the most attention to television advertising, by age and gender, NI and RoI, June 2012
                                                                                                                                            • Figure 19: Consumers who agree with the statement ‘I prefer to watch television programmes at the time they are broadcast, rather than record them’, NI and RoI, 2007-11
                                                                                                                                          • Sponsorship of TV shows catches the eye of one in five
                                                                                                                                            • Figure 20: Consumers who pay the most attention to sponsorship of TV shows, by gender, NI and RoI, June 2012
                                                                                                                                            • Figure 21: Top ten viewed TV programmes in the UK, 2011
                                                                                                                                          • Little change in consumers who notice product placement
                                                                                                                                              • Figure 22: Consumers who pay the most attention to product placement in TV shows, NI and RoI, August 2011 and June 2012
                                                                                                                                            • Newspapers and magazines second most effective medium of communicating with Irish consumers
                                                                                                                                                • Figure 23: Consumers who pay the most attention to newspapers/magazines, by age, NI and RoI, June 2012
                                                                                                                                              • Dwindling readership of print media?
                                                                                                                                                • Figure 24: Trends in the readership* of national daily newspapers**, 2001 and 2011
                                                                                                                                              • One in five value colour supplements
                                                                                                                                                • Radio advertising stronger in RoI
                                                                                                                                                  • Rural consumers more likely to listen to radio advertisements
                                                                                                                                                    • Figure 25: Consumers who pay the most attention to radio advertising, by location, NI and RoI, June 2012
                                                                                                                                                  • Mature consumers more inclined to pay attention to direct mail
                                                                                                                                                    • Figure 26: Consumers who pay the most attention to direct mail, by age, NI and RoI, June 2012
                                                                                                                                                  • Six in ten would prefer not to be on mailing lists
                                                                                                                                                    • Younger consumers more likely to notice outdoor advertising
                                                                                                                                                      • Figure 27: Consumers who pay the most attention to outdoor advertising (billboards, posters, etc), by age, NI and RoI, June 2012
                                                                                                                                                    • Irish consumers claim to pay little attention to online advertising...
                                                                                                                                                        • Figure 28: Consumers who pay the most attention to online advertisements, NI and RoI, June 2012
                                                                                                                                                      • …but it can be effective, whether consumers know it or not
                                                                                                                                                      • The Consumer – Interactions with Advertising

                                                                                                                                                        • Key points
                                                                                                                                                          • High level of advertising avoidance
                                                                                                                                                            • Figure 29: Agreement with statements relating to advertising, NI and RoI, June 2012
                                                                                                                                                          • High level of consumers skip advertisements
                                                                                                                                                              • Figure 30: Agreement with the statement ‘I fast forward through television adverts’, by social class, NI and RoI, June 2012
                                                                                                                                                            • Finding new ways to encourage consumers to watch advertisements
                                                                                                                                                              • Many feel bombarded by advertising
                                                                                                                                                                • Figure 31: Agreement with the statement ‘I feel bombarded by advertising’, by gender and location, NI and RoI, June 2012
                                                                                                                                                              • Exposure getting higher
                                                                                                                                                                • Overexposure?
                                                                                                                                                                  • Figure 32: Agreement with the statement ‘I feel advertising has little effect on me’, by gender and age, NI and RoI, June 2012
                                                                                                                                                                • Bargain hunters look to advertising
                                                                                                                                                                  • Are advertisements unrealistic?
                                                                                                                                                                      • Figure 33: Agreement with the statement ‘Products are never as good as advertisements make them look’, by gender, NI and RoI, June 2012
                                                                                                                                                                      • Figure 34: Gender of main shoppers, NI and RoI, 2011
                                                                                                                                                                    • Managing expectations
                                                                                                                                                                      • Tickling the funny bone a sure way to enhance advertisement recall
                                                                                                                                                                          • Figure 35: Top ten most liked advertisements in the UK, 2011
                                                                                                                                                                      • The Consumer – Attitudes towards Advertising

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Little love for pop-up advertisements
                                                                                                                                                                            • Figure 36: Agreement with statements relating to advertising, NI and RoI, June 2012
                                                                                                                                                                          • Many hate pop-ups
                                                                                                                                                                              • Figure 37: Agreement with the statement ‘Online pop-up adverts annoy me’, by gender and age, NI and RoI, June 2012
                                                                                                                                                                            • A third see advertising as a necessary evil
                                                                                                                                                                                • Figure 38: Agreement with the statement ‘Advertising is a necessary evil’, by age, NI and RoI, June 2012
                                                                                                                                                                              • Most direct mail goes straight into the bin
                                                                                                                                                                                  • Figure 39: Estimated level of direct mail sent, addressed and unaddressed, UK, NI and RoI, 2009
                                                                                                                                                                                  • Figure 40: Agreement with the statement ‘I worry about the effect that discarded junk mail has on the environment (ie landfills)’, by gender, NI and RoI, June 2012
                                                                                                                                                                                • A quarter of Irish consumers have had their names taken off mailing lists
                                                                                                                                                                                  • A third see advertising as invasive or interruptive
                                                                                                                                                                                  • Consumer Typologies

                                                                                                                                                                                    • RoI target groups
                                                                                                                                                                                      • Figure 41: Consumer typologies, RoI, June 2012
                                                                                                                                                                                    • Overwhelmed
                                                                                                                                                                                      • Uninterested
                                                                                                                                                                                        • Up-to-Date
                                                                                                                                                                                          • Worried
                                                                                                                                                                                            • NI target groups
                                                                                                                                                                                              • Figure 42: Consumer typologies, NI, June 2012
                                                                                                                                                                                            • Informed
                                                                                                                                                                                              • Disengaged
                                                                                                                                                                                                • Uninformed
                                                                                                                                                                                                  • Bombarded
                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                    • RoI
                                                                                                                                                                                                      • Figure 43: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012
                                                                                                                                                                                                      • Figure 44: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012 (continued)
                                                                                                                                                                                                      • Figure 45: Agreement with statements relating to advertising, by demographics, RoI, June 2012
                                                                                                                                                                                                      • Figure 46: Agreement with statements relating to advertising, by demographics, RoI, June 2012
                                                                                                                                                                                                      • Figure 47: Agreement with further statements relating to advertising, by demographics, RoI, June 2012
                                                                                                                                                                                                      • Figure 48: Agreement with further statements relating to advertising, by demographics, RoI, June 2012 (continued)
                                                                                                                                                                                                      • Figure 49: Consumer typologies, by demographics, RoI, June 2012
                                                                                                                                                                                                      • Figure 50: Types of advertising consumers are most likely to pay attention to, by consumer typologies, RoI, June 2012
                                                                                                                                                                                                      • Figure 51: Agreement with statements relating to advertising, by consumer typologies, RoI, June 2012
                                                                                                                                                                                                      • Figure 52: Agreement with further statements relating to advertising, by consumer typologies, RoI, June 2012
                                                                                                                                                                                                    • NI
                                                                                                                                                                                                      • Figure 53: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012
                                                                                                                                                                                                      • Figure 54: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                                      • Figure 55: Agreement with statements relating to advertising, by demographics, NI, June 2012
                                                                                                                                                                                                      • Figure 56: Agreement with statements relating to advertising, by demographics, NI, June 2012
                                                                                                                                                                                                      • Figure 57: Agreement with further statements relating to advertising, by demographics, NI, June 2012
                                                                                                                                                                                                      • Figure 58: Agreement with further statements relating to advertising, by demographics, NI, June 2012 (continued)
                                                                                                                                                                                                      • Figure 59: Consumer typologies, by demographics, NI, June 2012
                                                                                                                                                                                                      • Figure 60: Types of advertising consumers are most likely to pay attention to, by consumer typologies, NI, June 2012
                                                                                                                                                                                                      • Figure 61: Agreement with statements relating to advertising, by consumer typologies, NI, June 2012
                                                                                                                                                                                                      • Figure 62: Agreement with further statements relating to advertising, by consumer typologies, NI, June 2012

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                  Attitudes to Advertising - Ireland - May 2012

                                                                                                                                                                                                  £1,095.00 (Excl.Tax)