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Attitudes to Advertising - Ireland - October 2014

“The Irish advertising sector is showing signs of recovery, however while online advertising provides a welcome fillip to advertising expenditure, it serves to mask declining expenditure in other media. Going forward, brands and advertisers will continue to face the challenge of engaging Irish consumers whose attention is increasingly being competed for across multiple media and devices.”
– David Falls, Research Analyst

Some questions answered in this report include:

  • What are the dominant advertising channels?
  • What role do mobile devices play in advertising?
  • Are consumers overwhelmed by the range of advertising that they are exposed to? 
  • What role does trust play in advertising?

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Table of contents

  1. Introduction

      • Key themes in the report
        • Data sources
          • Definitions
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Estimated advertising revenues, IoI, NI and RoI, 2009-19
                • Forecast
                  • Figure 2: Indexed estimated advertising revenues, NI and RoI, 2009-19
                • Market factors
                  • Mobile device ownership on the rise
                    • Media consumption habits changing
                      • Advertising opportunities and challenges in new media
                        • Rising consumer confidence
                          • Tightening advertising regulations
                            • The consumer
                              • TV the most effective advertising channel
                                • Figure 3: How effective consumers find different methods of advertising to be, NI and RoI, August 2014
                              • Approximately half of Irish consumers avoid advertising
                                • Figure 4: Agreement with statements relating to advertising, NI and RoI, August 2014.
                              • In-app advertisements annoy Irish consumers
                                • Figure 5: Agreement with statements relating to advertising, NI and RoI, August 2014
                              • What we think
                              • Issues and Insights

                                • What are the dominant advertising channels?
                                  • The facts
                                    • The implications
                                      • What role do mobile devices play in advertising?
                                        • The facts
                                          • The implications
                                            • Are consumers overwhelmed by the range of advertising that they are exposed to?
                                              • The facts
                                                • The implications
                                                  • What role does trust play in advertising?
                                                    • The facts
                                                      • The implications
                                                        • What role does advertising fulfil for Irish consumers?
                                                          • The facts
                                                            • The implications
                                                            • Trend Application

                                                                • Attention Economy
                                                                  • Prove It
                                                                    • Supernanny State
                                                                    • Market Overview

                                                                      • Key points
                                                                        • Smartphone and tablet ownership continues to increase throughout Ireland
                                                                          • Figure 6: Ownership of smartphone and tablet devices, NI, 2013 and 2014
                                                                        • RoI device ownership also increasing strongly
                                                                          • Figure 7: Ownership of smartphone devices and access to tablet devices, RoI, 2013 and 2014
                                                                        • Handheld devices becoming more affordable, driving ownership
                                                                          • Figure 8: Growth in internet access by mobile devices, NI and RoI, 2009-13
                                                                        • Changing media landscape and consumption patterns
                                                                          • Second screening
                                                                            • Print media losing out to devices
                                                                              • Figure 9: Readership of print and digital newspapers, RoI, 2012/13-2013/14
                                                                            • Increasing opportunities in social media and apps
                                                                              • Facebook rolling out geo-targeting advertising
                                                                                • Advertising in these channels not without risk
                                                                                  • Figure 10: Agreement with the statement ‘advertising on social networks annoys me’, NI and RoI, 2011-13
                                                                                • Increasing levels of consumer confidence
                                                                                  • Figure 11: Consumer confidence, RoI, Q1 2013 – Q2 2014
                                                                                  • Figure 12: Consumer confidence, NI, March 2013 –June 2014
                                                                                • More restrictive advertising legislation
                                                                                  • Alcohol and gambling promotions continue to come under fire
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • 2014 showing signs of growth in the advertising market
                                                                                        • Figure 13: Estimated advertising revenues, IoI, NI and RoI, 2009-19
                                                                                      • New postcode system will help to boost RoI revenue, while a tax cut would help further
                                                                                        • Figure 14: Indexed estimated advertising revenues, NI and RoI, 2009-19
                                                                                      • Advertising recovery in NI to lag behind RoI due to government spending cuts
                                                                                        • Online spend driving growth
                                                                                          • Figure 15: Online advertising spend, RoI, 2009-15
                                                                                          • Figure 16: Breakdown of mobile advertising spend, RoI, 2013
                                                                                          • Figure 17: Breakdown of desktop advertising spend, RoI, 2013
                                                                                        • Advertising budgets to be increasingly diverted to online video
                                                                                          • Digital ‘upfronts’ picking up pace
                                                                                          • Strengths and Weaknesses

                                                                                            • Strengths
                                                                                              • Weaknesses
                                                                                              • Companies and Innovations

                                                                                                • Key points
                                                                                                  • Innovations
                                                                                                    • Harp Lager’s weather-activated outdoor advertising campaign
                                                                                                      • Swedish subway advert blurs lines between advertisement and environment
                                                                                                        • The Washington Post adds ‘native ads’ to print
                                                                                                          • New York animal charity uses Tinder to highlight animals needing homes
                                                                                                            • Subway invests in branded entertainment
                                                                                                              • Company profiles
                                                                                                                • An Post
                                                                                                                  • Carat Ireland
                                                                                                                    • Cawley NEA\TBWA
                                                                                                                      • Clear Channel Ireland
                                                                                                                        • Irish International
                                                                                                                          • JCDecaux Ireland
                                                                                                                            • LyleBailie International Ltd
                                                                                                                              • MEC Ireland
                                                                                                                                • Ogilvy & Mather
                                                                                                                                  • Omnicom Group
                                                                                                                                    • Owens DDB
                                                                                                                                      • Publicis Dublin
                                                                                                                                        • Rothco
                                                                                                                                          • WPP
                                                                                                                                          • The Consumer – Usage of Advertising

                                                                                                                                            • Key points
                                                                                                                                              • Television advertising is the most effective means of catching Irish consumers’ attention.
                                                                                                                                                • Figure 18: How effective consumers find different methods of advertising to be, NI and RoI, August 2014
                                                                                                                                              • Eight out of 10 Irish consumers find TV advertising effective
                                                                                                                                                • Figure 19: Effectiveness of TV advertising at catching consumers’ attention, NI and RoI, August 2014
                                                                                                                                              • Young consumers find TV advertising to be most effective
                                                                                                                                                • Figure 20: Consumers who rated TV advertising as ‘very effective’, by age, NI and RoI, August 2014
                                                                                                                                              • Irish women find TV advertising more effective than men
                                                                                                                                                • Figure 21: Consumers who rated TV advertising as ‘very effective’, by age, NI and RoI, August 2014
                                                                                                                                              • One in five consumers pay attention to TV sponsorship and product placement
                                                                                                                                                • Figure 22: Consumers who rated sponsorship of TV show/products featured in TV shows to be very effective in catching their attention, by gender and age, NI and RoI, August 2014
                                                                                                                                                • Figure 23: Top 10 most viewed TV programmes in the UK, 2013
                                                                                                                                              • Irish students more inclined to notice outdoor advertisements
                                                                                                                                                • Figure 24: Consumers who rated billboard/outdoor poster advertisements to be very effective in catching their attention by work status, NI and RoI, August 2014
                                                                                                                                              • One third of Irish consumers find direct mail to be not effective
                                                                                                                                                • Figure 25: How effective consumers believe advertising they receive in the mail to be in catching their attention, NI and RoI, August 2014
                                                                                                                                              • Younger consumers more likely to engage with direct mail
                                                                                                                                                • Figure 26: Consumers who find advertisements received in the mail to be very effective at catching their attention by age, NI and RoI, August 2014.
                                                                                                                                              • High number of consumers removing their names from mailing lists/databases
                                                                                                                                                • Irish consumers question the effectiveness of online advertising
                                                                                                                                                  • Figure 27: The five least effective advertising methods of catching Irish consumers’ attention, NI and RoI, August 2014
                                                                                                                                                  • Figure 28: How effective consumers believe smartphone/tablet in-app advertising to be in catching their attention, NI and RoI, August 2014
                                                                                                                                                • Irish consumers ignore adverts in social networking feeds and online media services
                                                                                                                                                  • Figure 29: How effective consumers believe advertisements in social network feeds and internet media services to be in catching their attention, NI and RoI, August 2014
                                                                                                                                              • The Consumer – Interaction with Advertising

                                                                                                                                                • Key points
                                                                                                                                                  • Irish consumers use technology to avoid TV advertisements
                                                                                                                                                    • Figure 30: Agreement with statements relating to advertising, NI and RoI, August 2014
                                                                                                                                                    • Figure 31: Consumers who agreed with the statement ‘I fast-forward through television adverts when using catch-up/on-demand services’, by gender, age and social class, NI and RoI, August 2014
                                                                                                                                                  • Second screens competing for viewers’ attention
                                                                                                                                                    • Figure 32: Consumers who agreed with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’ by gender, age and social class, NI and RoI, August 2014
                                                                                                                                                  • Irish consumers have little love for ‘likes’
                                                                                                                                                      • Figure 33: Consumers who agreed with the statement ‘I pay more attention to advertisements/promotions 'liked' by my friends on social media’ by gender and age of children in household, NI and RoI, August 2014
                                                                                                                                                    • Usage of advertising to keep informed has a greater role in RoI
                                                                                                                                                      • Figure 34: Consumers who agreed with the statement ‘I use advertising to keep me informed where the best special offers are’, by gender, NI and RoI, August 2014
                                                                                                                                                    • Reliance on advertising for information on best deals reducing
                                                                                                                                                      • Figure 35: Agreement with the statement ‘I use advertising to keep me informed where the best special offers are’, NI and RoI, October 2012 and August 2014
                                                                                                                                                    • Humour an effective way to catch consumers’ attention
                                                                                                                                                        • Figure 36: Consumers who agree with the statement ‘I pay attention to advertising that makes me laugh’ by gender, NI and RoI, August 2014
                                                                                                                                                      • Consumers sceptical of advertising claims
                                                                                                                                                        • Figure 37: Consumers who agreed with the statements ‘I find a lot of advertising is misleading’ and ‘Products are never as good as advertisements make them look’, NI and RoI, August 2014
                                                                                                                                                    • The Consumer – Attitudes towards Advertising

                                                                                                                                                      • Key points
                                                                                                                                                        • Irish consumers find smartphone/tablet in-app advertisements annoying
                                                                                                                                                          • Figure 38: Agreement with statements relating to advertising, NI and RoI, August 2014
                                                                                                                                                          • Figure 39: Consumers who agreed with the statement ‘Smartphone/tablet in-app adverts annoy me’, by gender, age and social class, NI and RoI, August 2014
                                                                                                                                                        • Consumers appreciate the need for advertisements to fund online services
                                                                                                                                                          • Figure 40: Consumers who agreed with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by gender, NI and RoI, August 2014
                                                                                                                                                        • Irish consumers have environmental concerns surrounding mail
                                                                                                                                                          • Figure 41: Consumers who agreed with the statements ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by gender, NI and RoI, August 2014
                                                                                                                                                          • Figure 42: Consumers who agreed with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’ by gender and social class, NI and RoI, August 2014
                                                                                                                                                        • Growing concern over the effect of advertising targeted towards children
                                                                                                                                                          • Figure 43: Consumers who agreed with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, May 2012 and August 2014
                                                                                                                                                        • A fifth of Irish consumers think advertising of certain products should be banned
                                                                                                                                                        • Appendix

                                                                                                                                                          • NI Toluna Tables
                                                                                                                                                            • Figure 44: How effective consumers believe TV advertising to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 45: How effective consumers believe sponsorship of TV show/products featured in TV shows are at advertising to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 46: How effective consumers believe radio advertising to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 47: How effective consumers believe cinema advertising to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 48: How effective consumers believe newspaper/magazine advertising to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 49: How effective consumers believe advertising they receive in the mail to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 50: How effective consumers believe smartphone/tablet in-app advertising (eg Candy Crush) to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 51: How effective consumers believe advertising on a search engine/web page (eg Google, Yahoo!)/banner advertisements to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 52: How effective consumers believe advertising on social network feeds (eg Facebook) to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 53: How effective consumers believe sponsorship of a sports team to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 54: How effective consumers believe billboards/outdoor posters to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 55: How effective consumers believe advertising on the side of buses/taxis to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 56: How effective consumers believe advertisements on internet media service (eg YouTube, Spotify) to be in catching their attention, by demographics, NI, August 2014
                                                                                                                                                            • Figure 57: Agreement with statements relating to advertising, by demographics, NI, August 2014
                                                                                                                                                            • Figure 58: Agreement with statements relating to advertising, by demographics, NI, August 2014 (continued)
                                                                                                                                                            • Figure 59: Agreement with statements relating to advertising, by demographics, NI, August 2014 (continued)
                                                                                                                                                            • Figure 60: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 61: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 62: Agreement with the statement ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 63: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 64: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information rather than advertising’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 65: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 66: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 67: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 68: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 69: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 70: Agreement with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, August 2014
                                                                                                                                                            • Figure 71: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using my smartphone/tablet (eg QR codes)’, by demographics, NI, August 2014
                                                                                                                                                          • RoI Toluna Tables
                                                                                                                                                            • Figure 72: How effective consumers believe TV advertising to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 73: How effective consumers believe sponsorship of TV show/products featured in TV shows are at advertising to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 74: How effective consumers believe radio advertising to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 75: How effective consumers believe cinema advertising to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 76: How effective consumers believe newspaper/magazine advertising to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 77: How effective consumers believe advertising they receive in the mail to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 78: How effective consumers believe smartphone/tablet In-app advertising (eg candy crush) to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 79: How effective consumers believe advertising on a search engine/web page (eg Google, Yahoo!)/banner advertisements to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 80: How effective consumers believe advertising on social network feeds (eg Facebook) to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 81: How effective consumers believe sponsorship of a sports team to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 82: How effective consumers believe billboards/outdoor posters to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 83: How effective consumers believe advertising on the side of buses/taxis to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 84: How effective consumers believe advertisements on internet media service (eg YouTube, Spotify) to be in catching their attention, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 85: Agreement with statements relating to advertising, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 86: Agreement with statements relating to advertising, by demographics, RoI, August 2014 (continued)
                                                                                                                                                            • Figure 87: Agreement with statements relating to advertising, by demographics, RoI, August 2014 (continued)
                                                                                                                                                            • Figure 88: Agreement with the statement ‘Smartphone/tablet In-app adverts annoy me’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 89: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 90: Agreement with the statement ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 91: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 92: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information rather than advertising’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 93: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 94: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 95: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 96: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 97: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 98: Agreement with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, August 2014
                                                                                                                                                            • Figure 99: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using my smartphone/tablet (eg QR codes)’, by demographics, RoI, August 2014

                                                                                                                                                        Companies Covered

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

                                                                                                                                                        Attitudes to Advertising - Ireland - October 2014

                                                                                                                                                        £1,095.00 (Excl.Tax)