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Attitudes to Advertising - Ireland - October 2015

“With a high level of consumers taking steps to avoid promotional content, advertisers could look to strike a new deal with consumers. Offering incentives to view advertising could encourage them to re-engage with online advertising.”

– James Wilson, Research Analyst

This report looks at the following issues:

  • What are the main advertising channels used to reach Irish consumers?
  • Are Irish consumers exposed to too much advertising?
  • What are Irish consumers' attitudes towards advertising?
  • What are the main drivers of the advertising industry in Ireland?

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Table of contents

  1. Introduction

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

                  • The market
                    • Forecast
                      • Figure 1: Indexed estimated advertising revenues, NI and RoI, 2010-20
                    • Market factors
                      • Ad-blocking has financial impact for advertising industry
                        • Social networks are important advertising channels
                          • New vlogger guidelines to provide greater clarity on promoted content
                            • Digital drives overall growth in readership of newspapers in RoI
                              • Smartphone and tablet ownership continues to grow
                                • Companies, brands and innovations
                                  • The consumer
                                    • Offline advertising more effective in reaching Irish consumers than online methods
                                      • Figure 2: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2015
                                    • Irish consumers see an increase in volume of advertising
                                      • Figure 3: Agreement with statements relating to advertising, NI and RoI, June 2015
                                    • Consumers understand that advertising keeps services free
                                      • Figure 4: Agreement with statements relating to advertising, NI and RoI, June 2015
                                    • What we think
                                    • Issues and Insights

                                        • What are the main advertising channels used to reach Irish consumers?
                                          • The facts
                                            • The implications
                                              • Are Irish consumers exposed to too much advertising?
                                                • The facts
                                                  • The implications
                                                    • What are Irish consumers’ attitudes towards advertising?
                                                      • The facts
                                                        • The implications
                                                          • What are the main drivers of the advertising industry in Ireland?
                                                            • The facts
                                                              • The implications
                                                              • Market Overview

                                                                • Key points
                                                                  • Online ad-blocking a key issue for advertising industry
                                                                    • Figure 5: Global monthly active users (MAUs) of ad-blocking software, January 2013-June 2015
                                                                  • Apple’s iOS 9 update to change the game for mobile advertising
                                                                    • Figure 6: Type of mobile phone device used by consumers (main device only), NI and RoI, March 2015
                                                                  • Facebook and YouTube the most popular social media platforms in Ireland
                                                                    • Figure 7: Social networks used by consumers at least once per week, NI and RoI, March 2015
                                                                    • Figure 8: Media networks used by consumers at least once per week, NI and RoI, March 2015
                                                                  • Social networks launching new services to boost appeal to advertisers
                                                                    • New vlogger guidelines introduced by advertising committee
                                                                      • Print newspapers still popular, but digital readership grows
                                                                        • Figure 9: Readership of print and digital newspapers, RoI, 2012/13-2014/15
                                                                      • Ad agencies returning to newspaper advertising
                                                                        • Figure 10: Advertising revenue generated by newspapers (print and digital), RoI, 2011-14
                                                                      • Mobile device ownership in Ireland continues to grow
                                                                        • Figure 11: Consumers who own, or have access to, mobile technology devices, NI and RoI, July 2014-June 2015
                                                                      • Second screening is a mainstream activity
                                                                        • Amazon and Chrome follow Firefox to block Flash
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Advertising market continues to grow in 2015
                                                                              • Figure 12: Estimated advertising revenues, IoI, NI and RoI, 2010-20
                                                                            • Recovery in ad spending to be faster in RoI compared to NI
                                                                              • Figure 13: Indexed estimated advertising revenues, NI and RoI, 2010-20
                                                                            • Online the main driver of advertising expenditure
                                                                              • Figure 14: Online advertising spend, RoI, 2009-18
                                                                            • Significant increase in mobile ad spending in 2014…
                                                                              • Figure 15: Breakdown of mobile advertising spend, RoI, 2013 and 2014
                                                                            • …though desktop still accounts for majority of digital adspend
                                                                              • Figure 16: Breakdown of desktop advertising spend, RoI, 2013 and 2014
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Companies and Innovations

                                                                                • Key points
                                                                                  • Examples of innovation
                                                                                    • Live-streamed pizza
                                                                                      • Snap for ice cream
                                                                                        • Print ad chills beer
                                                                                          • Company profiles
                                                                                            • An Post
                                                                                              • Key facts
                                                                                                • Recent developments
                                                                                                  • Carat Ireland
                                                                                                    • Key facts
                                                                                                      • Recent developments
                                                                                                        • Cawley NEA/TBWA
                                                                                                          • Key facts
                                                                                                            • Recent developments
                                                                                                              • Clear Channel Ireland
                                                                                                                • Key facts
                                                                                                                  • Recent developments
                                                                                                                    • Irish International
                                                                                                                      • Key facts
                                                                                                                        • Recent developments
                                                                                                                          • JCDecaux Ireland
                                                                                                                            • Key facts
                                                                                                                              • Recent developments
                                                                                                                                • LyleBailie International
                                                                                                                                  • Key facts
                                                                                                                                    • Recent developments
                                                                                                                                      • MEC Ireland
                                                                                                                                        • Key facts
                                                                                                                                          • Recent developments
                                                                                                                                            • Ogilvy & Mather
                                                                                                                                              • Key facts
                                                                                                                                                • Recent developments
                                                                                                                                                  • Omnicom Group
                                                                                                                                                    • Key facts
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Owens DDB
                                                                                                                                                          • Key facts
                                                                                                                                                            • Recent developments
                                                                                                                                                              • Publicis Dublin
                                                                                                                                                                • Key facts
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • Rothco
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • WPP
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Recent developments
                                                                                                                                                                              • The Consumer – Effectiveness of Advertising

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • TV rated the most effective method of advertising
                                                                                                                                                                                    • Figure 17: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2015
                                                                                                                                                                                  • NI men and RoI Boomers find TV advertising most effective
                                                                                                                                                                                    • Figure 18: Consumers who rated TV advertising as ‘1’ (most effective), by gender and age, NI and RoI, June 2015
                                                                                                                                                                                  • Sponsorship of TV shows effective at reaching Millennials and early Gen-Xers
                                                                                                                                                                                    • Figure 19: Consumers who rated sponsorship of TV shows as ‘1’ (most effective), by gender and age, NI and RoI, June 2015
                                                                                                                                                                                  • Billboards and outdoor posters effective in reaching city dwellers
                                                                                                                                                                                    • Figure 20: How effective consumers rate billboards/outdoor posters as ‘1’ (most effective), by location, RoI, June 2015
                                                                                                                                                                                • The Consumer – Interaction with Advertising

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Irish consumers agree that volume of advertising has increased
                                                                                                                                                                                      • Figure 21: Agreement with statements relating to advertising, NI and RoI, June 2015
                                                                                                                                                                                    • NI women most receptive to advertising with special offers
                                                                                                                                                                                      • Figure 22: Agreement with statements relating to advertising, by gender and age, NI, June 2015
                                                                                                                                                                                    • Late Gen-Xers in RoI think there is more advertising today compared to five years ago
                                                                                                                                                                                      • Figure 23: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
                                                                                                                                                                                    • NI Millennials most likely to feel misled by advertising
                                                                                                                                                                                        • Figure 24: Agreement with statements relating to advertising, by gender and age, NI, June 2015
                                                                                                                                                                                        • Figure 25: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
                                                                                                                                                                                    • The Consumer – Attitudes towards Advertising

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Consumers understand that advertising keeps some services free
                                                                                                                                                                                          • Figure 26: Agreement with statements relating to advertising, NI and RoI, June 2015
                                                                                                                                                                                        • Millennials most annoyed by in-app advertising
                                                                                                                                                                                          • Figure 27: Agreement with statements relating to advertising, by age, NI, June 2015
                                                                                                                                                                                          • Figure 28: Agreement with statements relating to advertising, by age, RoI, June 2015
                                                                                                                                                                                        • Young consumers switching to other devices during TV ad breaks
                                                                                                                                                                                          • Figure 29: Agreement with statements relating to advertising, by gender and age, NI, June 2015
                                                                                                                                                                                          • Figure 30: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
                                                                                                                                                                                        • Young and old consumers prefer direct mail to be printed on recyclable materials
                                                                                                                                                                                          • Figure 31: Agreement with statements relating to advertising, by gender and age, NI, June 2015
                                                                                                                                                                                          • Figure 32: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
                                                                                                                                                                                      • Appendix

                                                                                                                                                                                        • NI Toluna
                                                                                                                                                                                          • Figure 33: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 34: How effective consumers rate sponsorship of TV shows (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 35: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 36: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 37: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 38: How effective consumers rate advertising they receive in the mail (direct mail) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 39: How effective consumers rate smartphone/tablet in-app advertising (eg Candy Crush) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 40: How effective consumers rate advertising on a search engine (eg Google/Yahoo) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 41: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 42: How effective consumers rate advertising on social network feeds (eg sponsored links on Facebook) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 43: How effective consumers rate ‘Liked’ advertisements on social networks (eg when a friend has liked a company post/page) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 44: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 45: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 46: How effective consumers rate advertisements on internet media service (eg YouTube, Spotify) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 47: How effective consumers rate augmented reality/NFC points/QR codes (eg interactive bus stops) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 48: How effective consumers rate product placement (eg famous brands featured in a TV show/film) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 49: Agreement with statements relating to advertising, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 50: Agreement with statements relating to advertising, by demographics, NI, June 2015 (continued)
                                                                                                                                                                                          • Figure 51: Agreement with statements relating to advertising, by demographics, NI, June 2015 (continued)
                                                                                                                                                                                          • Figure 52: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 53: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 54: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 55: Agreement with the statement ‘I think I bought a product/service in the last 12 months after it was endorsed/reviewed by a blogger/vlogger that I follow’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 56: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 57: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 58: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 59: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 60: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 61: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 62: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using a smartphone/tablet (eg QR codes)’, by demographics, NI, June 2015
                                                                                                                                                                                          • Figure 63: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by demographics, NI, June 2015
                                                                                                                                                                                        • RoI Toluna
                                                                                                                                                                                          • Figure 64: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 65: How effective consumers rate sponsorship of TV shows (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 66: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 67: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 68: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 69: How effective consumers rate advertising they receive in the mail (direct mail) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 70: How effective consumers rate smartphone/tablet in-app advertising (eg Candy Crush) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 71: How effective consumers rate advertising on a search engine (eg Google/Yahoo) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 72: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 73: How effective consumers rate advertising on social network feeds (eg sponsored links on Facebook) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 74: How effective consumers rate ‘Liked’ advertisements on social networks (eg when a friend has liked a company post/page) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 75: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 76: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 77: How effective consumers rate advertisements on internet media service (eg YouTube, Spotify) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 78: How effective consumers rate augmented reality/NFC points/QR codes (eg interactive bus stops) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 79: How effective consumers rate product placement (eg famous brands featured in a TV show/film) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 80: Agreement with statements relating to advertising, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 81: Agreement with statements relating to advertising, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                                          • Figure 82: Agreement with statements relating to advertising, by demographics, RoI, June 2015 (continued)
                                                                                                                                                                                          • Figure 83: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 84: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 85: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 86: Agreement with the statement ‘I think I bought a product/service in the last 12 months after it was endorsed/reviewed by a blogger/vlogger that I follow’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 87: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 88: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 89: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 90: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 91: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 92: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 93: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using a smartphone/tablet (eg QR codes)’, by demographics, RoI, June 2015
                                                                                                                                                                                          • Figure 94: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by demographics, RoI, June 2015

                                                                                                                                                                                      Companies Covered

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

                                                                                                                                                                                      Attitudes to Advertising - Ireland - October 2015

                                                                                                                                                                                      £1,095.00 (Excl.Tax)