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Attitudes towards Advertising - Ireland - November 2011

The advertising industry is being heavily impacted by technological developments; whilst television remains the most popular advertising medium (with over seven in ten consumers identifying TV as the advertising medium they pay most attention to), online media players and time-shifted viewing via personal video recorders (PVRs) are stealing market share.

Meanwhile developments in mobile communications and next-generation broadband are both driving usage of apps and location-based services, and increasing exposure to online adverts (which are themselves becoming more sophisticated). Revenues in the advertising industry across Ireland are estimated at €1.41 billion for 2011, with growth of 5% anticipated for 2012.

Key questions answered in the report include:

  • Which advertising format do consumers pay the most attention to? – Having been the dominant advertising medium for so long, does TV still hold sway over other media types?
  • Are consumers overwhelmed by the range of advertising they are exposed to? – As technology offers ever increasing means for consumers to be contacted and targeted, do consumers feel bombarded by advertising?
  • Do consumers believe that advertisements can be damaging? – Should there be further limitations on advertising of the products, eg the ongoing Oireachtas report on alcohol marketing and its effects on young people?
  • Is technology a help or a hindrance to advertising? – Whilst some platforms can expect to see growth (eg online), is technology damaging other media (eg skipping adverts through PVRs)?
  • How are advertisers expanding their proposition? – 2011 has seen huge growth in the usage of Quick Response (QR) codes, whilst outdoor specialists continue to innovate with digital displays: what lies ahead for further development?

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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

                • Driving online awareness
                  • Television captures greatest interest
                    • Lack of realism disappoints
                    • Market in Brief

                      • Some recovery in the market
                        • TV is the preferred channel
                          • High advert avoidance
                            • Overly regulated market?
                              • Faith in the medium
                              • Fast Forward Trends

                                  • Trend 1: Agelessness
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                          • Trend 2: Attention Economy
                                            • What’s it about?
                                              • What we’ve seen
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • TV popular but traditional model is being superseded
                                                      • Figure 1: Agreement with the statement ‘I skip adverts when I watch recorded programs’, by gender, NI and RoI, April 2011
                                                    • Placement offers a new platform
                                                      • Setting limits on product placement
                                                        • Broadband rollout drives increased online exposure
                                                          • Figure 2: Consumers with a broadband connection at home, NI and RoI, 2006-11
                                                        • Advertising driven by new technologies
                                                          • QR codes facing competition from augmented reality
                                                            • Online adspend grows as a consequence of technological advances
                                                              • Increased exposure to media outlets
                                                                • Image retouching affecting consumers’ self-perception
                                                                  • Reflective of reality
                                                                    • Limiting children’s purchasing power
                                                                      • How children are protected
                                                                        • Restricted alcohol advertising
                                                                          • Tobacco ads up in smoke
                                                                            • What appeals to consumers most
                                                                                • Figure 3: Best-liked TV advertisements, UK, 2011
                                                                                • Figure 4: Most viewed advertisements on YouTube by Irish consumers, 2011
                                                                              • Different themes require different media
                                                                                • Figure 5: National Newspapers of Ireland (NNI) Press Ad of the Month winners, 2011
                                                                              • Harking back to better times
                                                                              • Broader Market Environment

                                                                                • Key points
                                                                                  • Ageing population
                                                                                    • Figure 6: Population, by age, NI, 2010-56
                                                                                    • Figure 7: Population, by age, RoI, 2006-41
                                                                                  • Older consumers ignored
                                                                                    • Consumers likely to remain cautious about the economy
                                                                                      • Figure 8: Economic outlook, RoI and NI, 2009-12
                                                                                      • Figure 9: Agreement with the statement ‘I spend money more carefully than I used to’, NI and RoI, 2007-11
                                                                                    • NI market most constrained
                                                                                      • Global events
                                                                                        • Figure 10: Television advertising revenues, by broadcaster, 2008-10
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Revenues slow to recover
                                                                                          • Figure 11: Estimated advertising revenues, IoI, NI and RoI, 2006-16
                                                                                        • New technologies
                                                                                            • Figure 12: Estimated advertising expenditure, RoI, 2011
                                                                                        • Strengths and Weaknesses

                                                                                          • Strengths
                                                                                            • Weaknesses
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Smartphones driving innovations
                                                                                                  • Augmented reality and 3D
                                                                                                    • Interactive captures viewer interest
                                                                                                      • Bringing outdoor advertising into the modern era
                                                                                                      • Companies and Products

                                                                                                        • Key points
                                                                                                          • Omnicom Group Inc
                                                                                                            • Irish International (IIBDO)
                                                                                                              • Owens DDB
                                                                                                                • WPP
                                                                                                                  • Ogilvy and Mather Ireland
                                                                                                                    • MEC Ireland
                                                                                                                      • The Brand Union
                                                                                                                        • DDFH&B Advertising
                                                                                                                          • Interpublic Group of Companies (IPG)
                                                                                                                            • McCann Erickson
                                                                                                                              • Publicis Groupe
                                                                                                                                • Leo Burnett
                                                                                                                                  • Publicis QMP
                                                                                                                                    • Young Euro RSCG
                                                                                                                                      • Carat
                                                                                                                                        • Rothco
                                                                                                                                          • CBS Outdoor
                                                                                                                                            • JCDecaux
                                                                                                                                            • The Consumer – Usage of Advertising

                                                                                                                                              • Key points
                                                                                                                                                • Television has the greatest reach
                                                                                                                                                    • Figure 13: Consumers who pay the most attention to television advertising, by gender, NI and RoI, August 2011
                                                                                                                                                  • Product placement sees high level of attention considering its newness
                                                                                                                                                    • Figure 14: Consumers who pay the most attention to products featured in TV shows, by gender, NI and RoI, August 2011
                                                                                                                                                  • Sponsorship appeals to younger viewers
                                                                                                                                                      • Figure 15: Consumers who pay the most attention to TV sponsorship, by age, NI and RoI, August 2011
                                                                                                                                                    • Print adverts have reach, despite declining readership
                                                                                                                                                      • Figure 16: Selected advertising media types which consumers pay the most attention to, NI and RoI, August 2011
                                                                                                                                                      • Figure 17: Consumers who pay the most attention to newspaper/magazine advertising, by age, NI and RoI, August 2011
                                                                                                                                                    • Outdoor has low importance for high usage
                                                                                                                                                        • Figure 18: Consumers who pay the most attention to advertising on billboards/sides of buses/outdoor posters, by location, NI and RoI, August 2011
                                                                                                                                                      • Men absorb more radio adverts
                                                                                                                                                        • Events target a niche market
                                                                                                                                                          • Leafleting unpopular
                                                                                                                                                            • Cinema adverts are unavoidable
                                                                                                                                                              • Figure 19: Consumers who pay attention to cinema advertising, by age, NI and RoI, August 2011
                                                                                                                                                            • Low enjoyment of online advertisements
                                                                                                                                                              • Figure 20: Consumers who pay attention to online advertising, NI and RoI, August 2011
                                                                                                                                                              • Figure 21: Social networking sites accessed, by gender, NI and RoI, August 2011
                                                                                                                                                          • The Consumer – Attitudes towards Advertising

                                                                                                                                                            • Key points
                                                                                                                                                              • Two in five consumers are bombarded by adverts
                                                                                                                                                                  • Figure 22: Agreement with the statement ‘I feel bombarded by advertising’, by age, NI and RoI, August 2011
                                                                                                                                                                • Men are better at tuning out advertising
                                                                                                                                                                    • Figure 23: Agreement with statements relating to the impact of advertising on all consumers, NI and RoI, August 2011
                                                                                                                                                                  • High ad avoidance through media channels
                                                                                                                                                                      • Figure 24: Agreement with statements relating to avoiding advertising, NI and RoI, August 2011
                                                                                                                                                                    • Younger people more likely to channel hop
                                                                                                                                                                      • Almost half of consumers dislike pop-ups
                                                                                                                                                                          • Figure 25: Agreement with the statement ‘Online pop-up adverts make me angry’, by age, NI and RoI, August 2011
                                                                                                                                                                        • Limited interest in avoiding adverts
                                                                                                                                                                            • Figure 26: Agreement with statements regarding avoiding advertising, NI and RoI, August 2011
                                                                                                                                                                          • Around half of Irish consumers see direct mail as junk
                                                                                                                                                                              • Figure 27: Agreement with statements relating to direct mail, NI and RoI, August 2011
                                                                                                                                                                            • The perils of advertising
                                                                                                                                                                                • Figure 28: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, by presence of children in household, NI and RoI, August 2011
                                                                                                                                                                              • RoI consumers favour greater regulatory controls
                                                                                                                                                                                • Figure 29: Agreement with the statement ‘It should be illegal to advertise some products (ie alcohol, fast food etc)’, by age, NI and RoI, August 2011
                                                                                                                                                                              • NI consumers less disappointed by advertising
                                                                                                                                                                                  • Figure 30: Agreement with statements relating to faith in advertising, NI and RoI, August 2011
                                                                                                                                                                                • Over-50s are the most suspicious of adverts
                                                                                                                                                                                  • RoI consumers appreciate testimonials more
                                                                                                                                                                                      • Figure 31: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information’, by age, NI and RoI, August 2011
                                                                                                                                                                                    • TV programme sponsorship unpopular
                                                                                                                                                                                      • Figure 32: Agreement with statements relating to sponsorship, NI and RoI, August 2011
                                                                                                                                                                                    • Advertising of promotions favoured in RoI
                                                                                                                                                                                        • Figure 33: Agreement with the statement ‘I use advertising to keep me informed where the best special offers are’, by gender, NI and RoI, August 2011
                                                                                                                                                                                        • Figure 34: Agreement with lifestyle statements relating to shopping, NI and RoI, 2007-11
                                                                                                                                                                                      • Humour valued over celebrity
                                                                                                                                                                                          • Figure 35: Agreement with the statement ‘I pay more attention to advertising that makes me laugh’, by working status, NI and RoI, August 2011
                                                                                                                                                                                      • Consumer Typologies

                                                                                                                                                                                        • RoI target groups
                                                                                                                                                                                          • Figure 36: Consumer typologies, RoI, August 2011
                                                                                                                                                                                        • Unengaged
                                                                                                                                                                                          • Binners
                                                                                                                                                                                            • Informers
                                                                                                                                                                                              • Bombarded
                                                                                                                                                                                                • NI target groups
                                                                                                                                                                                                  • Figure 37: Consumer typologies, NI, August 2011
                                                                                                                                                                                                • Unconcerned
                                                                                                                                                                                                  • Attentive
                                                                                                                                                                                                    • Overwhelmed
                                                                                                                                                                                                      • Info Seekers
                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                        • RoI Toluna data
                                                                                                                                                                                                          • Figure 38: Which media types do consumers pay the most attention to, by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 39: Which media types do consumers pay the most attention to (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 40: Agreement with statements relating to advertising, by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 41: Agreement with statements relating to advertising (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 42: Agreement with further statements relating to advertising, by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 43: Agreement with further statements relating to advertising (continued), by demographics, RoI, August 2011
                                                                                                                                                                                                          • Figure 44: Agreement with statements relating to advertising, by consumer typology, RoI, August 2011
                                                                                                                                                                                                          • Figure 45: Agreement with statements relating to advertising, by consumer typology, RoI, August 2011
                                                                                                                                                                                                          • Figure 46: Consumer typologies, by demographics, RoI, August 2011
                                                                                                                                                                                                        • NI Toluna data
                                                                                                                                                                                                          • Figure 47: Which media types do consumers pay the most attention to, by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 48: Which media types do consumers pay the most attention to (continued), by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 49: Agreement with statements relating to advertising, by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 50: Agreement with statements relating to advertising (continued), by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 51: Agreement with further statements relating to advertising, by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 52: Agreement with further statements relating to advertising (continued), by demographics, NI, August 2011
                                                                                                                                                                                                          • Figure 53: Agreement with statements relating to advertising, by consumer typology, NI, August 2011
                                                                                                                                                                                                          • Figure 54: Agreement with statements relating to advertising, by consumer typology, NI, August 2011
                                                                                                                                                                                                          • Figure 55: Consumer typologies, by demographics, NI, August 2011

                                                                                                                                                                                                      Companies Covered

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                                                                                                                                                                                                      Attitudes towards Advertising - Ireland - November 2011

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