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Attitudes to Advertising - Ireland - August 2019

Covered in this report

This report examines the advertising industry in NI and RoI and includes an analysis of the main market drivers. For the purpose of this Report, the following definitions apply:

Advertising – any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Catch-up/on-demand services – refers to television programmes digitally recorded using personal video recorder equipment to be watched by the user at a later date.

Digital/online advertising – any form of advertising on the internet including display advertising, search advertising and mobile advertising.

Direct marketing – direct mail, direct-response advertising and telemarketing.

Sponsorship – financial or material support of an event, activity, person, organisation or product.

Commercial media – these stations can be easily identified in that they broadcast advertisements. They are paid for predominantly by advertising. Major commercial TV stations include UTV, Channel 4, Channel 5 and Sky TV channels. RTÉ is both commercially and state-funded. Non-commercial media – these stations do not broadcast advertising and are funded by the state. The BBC network of TV and radio is completely non-commercial.

“Irish consumers think that it is important to see more diversity in the actors and models used in advertising. Better visibility of under-represented communities in their advertising will help brands to create more inclusive promotional campaigns that better reflect and enable them to connect with an increasingly diverse audience.”
– James Wilson, Research Analyst

This Report looks at the following areas:

  • Relevant advertising appeals to consumers
  • UK brands banned from using ‘harmful’ gender stereotyping in ads
  • Social media will see continued investment from brands
  • Brands taking steps to better represent diverse communities in advertising

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated advertising revenues, NI and RoI, 2014-19
          • Forecast
            • Figure 2: Indexed estimated advertising revenues, NI and RoI, 2014-24
          • Market factors
            • Relevant advertising appeals to consumers
              • UK brands banned from using ‘harmful’ gender stereotyping in ads
                • Social media will see continued investment from brands
                  • Brands taking steps to better represent diverse communities in advertising
                    • Companies, innovations and brands
                      • The consumer
                        • Advertising on live TV noticed by Irish consumers
                          • Figure 3: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                        • Advertising on social networks gaining consumers’ attention
                          • Figure 4: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                        • Advertising avoidance remains high
                          • Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2019
                        • Paper and mail-based advertising should be recyclable
                          • Figure 6: Agreement with statements relating to advertising, NI and RoI, June 2019
                        • What we think
                        • The Market – What You Need to Know

                          • Growth in advertising revenues continues in 2019
                            • Brands to grow investment in social media advertising
                              • New rules for gender stereotyping in advertising
                                • Ad campaigns becoming more representative of diverse society
                                • Market Size and Forecast

                                    • Advertising revenue to grow in 2019
                                      • Figure 7: Estimated advertising revenues, IoI, NI and RoI, 2014-24
                                    • Growth in adspend to continue through to 2024
                                      • Figure 8: Indexed estimated advertising revenues, NI and RoI, 2014-24
                                    • Online advertising expenditure continues to grow
                                      • Figure 9: Online advertising spend, RoI, 2014-18
                                      • Figure 10: Year-on-year percentage growth rates for digital advertising formats, RoI, 2017-18
                                    • Online adspend driven by mobile
                                      • Figure 11: Mobile spending as a percentage of total online advertising expenditure, RoI, 2013-18
                                      • Figure 12: Mobile vs desktop advertising expenditure, RoI, 2013-18
                                  • Market Drivers

                                    • Smartphones a key channel for advertisers
                                      • Figure 13: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2019
                                    • Consumers open to relevant online ads
                                      • Figure 14: Openness towards online advertising, UK (including NI), 2017 and 2018
                                    • Advertisers to continue investing in social media
                                      • Figure 15: Top five channels for further online advertising investment, RoI, 2018
                                      • Figure 16: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, 2016 and 2019
                                    • Brexit implications for Irish TV advertising sector
                                      • Mozilla launches Enhanced Tracking Protection for Firefox
                                        • Gender stereotyping banned in UK advertising
                                          • Growing diversity in advertising campaigns
                                            • Figure 17: Number of BAME people featured in marketing campaigns, UK (excluding NI), 2015 and 2018
                                        • Companies and Brands – What You Need to Know

                                          • BBDO and TBWA craft social commentary campaigns
                                            • Core call for non-compulsory ‘marketing licence’ for Irish marketers
                                              • Publicis awarded major prizes at An Post Smart Marketing Awards
                                                • Technology companies driving innovation in advertising
                                                  • Wavemaker retains L’Oréal UK and Ireland account
                                                  • Who’s Innovating?

                                                    • Amazon reported to be testing its advertising platform
                                                      • Instagram introduces advertising to its Explore page
                                                        • Google announces overhaul of advertising images to benefit marketers
                                                          • Spotify allowing brands to launch targeted advertisements in the UK
                                                          • Competitive Strategies – Key Players

                                                              • An Post
                                                                • Key facts
                                                                  • Recent developments
                                                                    • BBDO Dublin
                                                                      • Key facts
                                                                        • Recent developments
                                                                          • Clear Channel
                                                                            • Key facts
                                                                              • Recent developments
                                                                                • Core
                                                                                  • Key facts
                                                                                    • Recent developments
                                                                                      • Havas Media Ireland
                                                                                        • Key facts
                                                                                          • Recent developments
                                                                                            • JCDecaux Ireland
                                                                                              • Key facts
                                                                                                • Recent developments
                                                                                                  • Ogilvy Dublin
                                                                                                    • Key facts
                                                                                                      • Recent developments
                                                                                                        • Omnicom Media Group
                                                                                                          • Key facts
                                                                                                            • Recent developments
                                                                                                              • Publicis Dublin
                                                                                                                • Key facts
                                                                                                                  • Recent developments
                                                                                                                    • TBWA\Dublin
                                                                                                                      • Key facts
                                                                                                                        • Recent developments
                                                                                                                          • Wavemaker
                                                                                                                            • Key facts
                                                                                                                              • Recent developments
                                                                                                                                • WPP
                                                                                                                                  • Key facts
                                                                                                                                    • Recent developments
                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                      • Social network advertising reaching consumers
                                                                                                                                        • Live TV advertising reaching consumers
                                                                                                                                          • Irish consumers remember entertaining ads
                                                                                                                                            • Transparency around advertising continues to be an issue for brands
                                                                                                                                            • Effectiveness of Online Advertising

                                                                                                                                                • Advertising on social networks noticed by Irish consumers
                                                                                                                                                  • Figure 18: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                                                                                                                                                • Consumers living with parents seeing social network ads
                                                                                                                                                  • Figure 19: Consumers who have noticed advertising on social network feeds (eg sponsored links on Facebook), by household composition, NI and RoI, June 2019
                                                                                                                                                • Millennials most likely to notice online ads
                                                                                                                                                  • Figure 20: Online advertising methods consumers consider most effective (noticeable), by age, NI, June 2019
                                                                                                                                                  • Figure 21: Online advertising methods consumers consider most effective (noticeable), by age, RoI, June 2019
                                                                                                                                              • Effectiveness of Offline Advertising

                                                                                                                                                  • Consumers notice TV advertising
                                                                                                                                                    • Figure 22: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
                                                                                                                                                  • Live TV advertising gaining Boomers’ attention
                                                                                                                                                    • Figure 23: Consumers who have noticed live TV advertising, by generation, NI, June 2019
                                                                                                                                                    • Figure 24: Consumers who have noticed live TV advertising, by generation, RoI, June 2019
                                                                                                                                                  • Men notice advertising at sports events
                                                                                                                                                    • Figure 25: Consumers who have noticed sponsorship of a sports team or event, by gender, NI and RoI, June 2019
                                                                                                                                                  • Cinema advertising reaching affluent consumers
                                                                                                                                                    • Figure 26: Consumers who have noticed cinema advertising, by social class, NI and RoI, June 2019
                                                                                                                                                • Interaction with Advertising

                                                                                                                                                    • Consumers view ‘Photoshopped’ ads negatively
                                                                                                                                                      • Figure 27: Agreement with statements relating to advertising, NI and RoI, June 2019
                                                                                                                                                    • Advertising inspired young consumers’ recent purchases
                                                                                                                                                      • Figure 28: Agreement with the statement ‘An advertisement has inspired me to buy a new product or service in the last month’, by age, NI and RoI, June 2019
                                                                                                                                                    • Advertising with special offers appeals to Irish women
                                                                                                                                                      • Figure 29: Agreement with the statement ‘I prefer advertising that informs me of special offers compared to advertising of brands’, by gender, NI and RoI, June 2019
                                                                                                                                                    • Social and ethical ads noticed by Gen Z
                                                                                                                                                      • Figure 30: Agreement with the statement ‘I have noticed more advertisements with social/ethical messages in the last 12 months’, by generation, NI and RoI, June 2019
                                                                                                                                                  • Attitudes towards Advertising

                                                                                                                                                      • Use of recyclable material in direct mail important
                                                                                                                                                        • Figure 31: Agreement with statements relating to advertising, NI and RoI, June 2019
                                                                                                                                                      • Women want to see more diversity in advertising
                                                                                                                                                        • Figure 32: Agreement with the statement ‘It is important to see more diversity in actors/models used in advertising (eg plus-sized models, actors with disabilities)’, by gender, NI and RoI, June 2019
                                                                                                                                                      • Affluent consumers want to know what companies do with their data
                                                                                                                                                        • Figure 33: Agreement with the statement ‘There should be more transparency on the information collected by companies and passed on to advertisers’, by social class, NI and RoI, June 2019
                                                                                                                                                      • Older consumers more inclined to think direct mail should use recyclable material
                                                                                                                                                        • Figure 34: Agreement with the statement ‘Paper/mail-based advertising should use recyclable material’, by age, NI and RoI, June 2019
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                      • Data sources
                                                                                                                                                        • Market size rationale
                                                                                                                                                          • Generational cohort definitions
                                                                                                                                                            • Abbreviations

                                                                                                                                                            Attitudes to Advertising - Ireland - August 2019

                                                                                                                                                            £1,095.00 (Excl.Tax)