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June 2017 Media and Marketing Review

Posted By Carat, Tuesday 4 July 2017

Here's a look back on the media and marketing news over the last month, brought to you by Carat.


Top 5 OOH advertisers in June: 

  • Diageo
  • Mars
  • Lidl
  • Vodafone
  • Warner Brothers


The Telecoms sector was very active on OOH in May, as it was the biggest spending category, covering cycles 10 and 11. The category gained a market share of 10.8%, a whopping 90% increase in spend when compared to last month. Vodafone and Sky featured on the top advertiser list in fourth and sixth place respectively.  Some of the campaigns to contribute to the Telecoms spend were; Three, who ran an extensive OOH campaign to aid the launch of their new app 3Plus, Samsung, who launched the highly anticipated Galaxy S8, and Vodafone, who ran a OOH promotion for Vodafone at Home.

Retail Outlets retained its position as the second highest spending category in May, with 10.5% of the market share. Campaigns from H&M, Lidl and Ikea all ran on OOH contributing to the spend. Lidl featured 3rd in the top advertisers for May. The #Lidltrolleycam OOH campaign displayed on large format billboards and bus formats, which helped bring the stars of the campaign front and centre. 

Beers & Ciders was the third biggest spending category in May, with 10.1% market share. Diageo and the C&C Group, both the first and seventh highest spending advertisers respectively, promoted a variety of their products. Diageo ran OOH campaigns for Budweiser, Guinness, Smirnoff and Smithwicks, while C&C group continued their Bulmers brand refresh along with promotional activity for their sponsorship of the Forbidden Fruit Festival. 

Mars Ireland was the second highest advertiser in cycles 10 and 11. Mars Ireland ran a variety of campaigns for their different brands. Pedigree Ireland ran their competition and event led ‘pawsitive living’ to coincide with their Dublin and Cork events. Skittles also ran a forecast based OOH campaign.





The campaign named ‘We’re Open’ ran in anticipation of Dublin’s LGBTQ Pride parade, which took place on Saturday June 24th.  Smirnoff is showing their support with their new colourful campaign. 

With a series of playful OOH adverts, planned by Carat with Source OOH and creative by 72andsunny, the campaign is displaying on Green Screen, Golden Square, 48 Sheet and T-Side for maximum coverage across the city.



Hop House 13 

Guinness Hop House 13 has launched new creative in its latest OOH campaign, featuring several well-known spots that stock the popular lager: John Kavanagh and Sam’s Barbers, both located in Dublin, and Brennan’s Criterion Bar in Bundoran. 

The Outdoor campaign is in conjunction with 20 second video adverts from each of these locations, as well as McCarthy’s in Fethard, Co. Tipperary, which show the publicans serving customers and emphasises the character of these locations, and Hop House 13. 

Carat and Source out of home planned the OOH element of this campaign, with creative by AMV BBDO.

 hop house 13



The Ireland Edition of The Times 

June 3rd saw the launch of the new, Ireland edition of The Times in print format. 

The Ireland edition of The Times was launched originally as a digital only format in September 2015, and offers a mix of Irish and international news, business, politics and sport as well as opinion and analysis. 

This print edition has replaced the international edition that was in the market, building on the success of the digital version. 

In addition to providing a unique perspective on Irish news, the Ireland edition of The Times ensures readers are always across the global news agenda due to the wealth of coverage generated by a team of more than 200 journalists in London and 36 correspondents across six continents, including contributions from international names such as Caitlin Moran, Mike Atherton, Giles Coren, Henry Winter, Daniel Finkelstein, Anthony Loyd and Matthew Parris. 



Media Central Wins the Tender to Supply Advertising Sales to Communicorp 

Media Central, the radio sales house has won the tender to supply and manage advertising sales to “Communicorp” the Denis O’Brien-owned radio group. 

Media Central, which is headed up by Gavin Deans was already the sales house for the Communicorp-owned radio stations 98FM, Spin 1038 and Spin SouthWest. It also sells advertising on behalf of independent stations Beat 102-103, iRadio and 4FM. 

In winning the tender to supply advertising sales, Media Central found itself up against CommunicorpOne, the in-house sales team that managed advertising sales for Today FM and Newstalk.  Around 20 staff working for CommunicorpOne have transferred to Media Central. The newly enlarged offering from Media Central will begin trading from August onwards.



Snap Map Comes to Snapchat 

Snapchat has released a new ‘Snap Map’ feature, which allows you to view Snaps of sporting events, celebrations and breaking news. By pinching on the camera screen, users can pull up a current real-time map of events in their area. 

The map also lets you and your friends follow one another, by sharing your location, similar to Apple’s Find Friends App on iOS, a feature which has raised fears around security for some users. Only the people you choose can see your location, as the Map feature is an opt-in service. 

The release of the update coincides with Snap’s acquisition of Zenly, a French start up that makes a social map so people can see where their friends are hanging out, for $200m. The move is a further indication of Snap’s move to diversify the business and the Snapchat application.




May TV Viewership 

May was a month of descending TV viewership with ratings down across all key demographics compared to the same period in 2016. Adults 25-44 saw the biggest decline coming in at -13% year on year, followed by Housekeepers with Kids (HW+CH ) at -12%, Adults 15-34 at -10% and broad Adults at -5%. 

This information is illustrated in the below graphic:



Ratings were down across the board for RTE in May. The young audiences again experienced the sharpest decline, in line with the industry trend. HW+CH and Adults also fell on last year’s figures, to a lesser extent than the younger audiences however. In terms of programming for the month, RTE dominated the top 20 with strong performances from the usual suspects; The Late Late Show, RTE News, and the Soaps, and the new EastEnders spin off Red Water. 

TV3 experienced a decrease in ratings on most audiences in April, with only broad Adults escaping relatively unchanged compared to last year. Housekeepers with Kids were impacted the most, seeing a -15% drop off, and the young audiences were down -5% (15-34) and -11% (25-44). 

The Champions League semi-finals were shown live on RTE and TV3 in May, and were high rating spots for the younger audiences. On top of this, in 2017 to date, the World Cup Qualifiers, the Sunday Game and the 6 Nations have been some of the highest rating spots for young audiences. Live sport tends to do quite well for the young audiences, particularly Ads 15-34 who are increasingly difficult to target through traditional TV. 

TG4 saw a rise in impacts for Housekeepers with Kids for the second month in a row, up 1%, however the other audiences slipped on last year. Again it was live sport that provided the highest rating spots on TG4, with the final games of the Pro 12. 

May was a poor month over on Sky Media where ratings dropped against all audiences. Adults 15-34 were the heaviest hit with a fall of -15%, followed by Housekeepers with Kids at -13% and Ads 25-44 at -11%. Broad Adults fell 9%. Modern Family, Geordie Shore and the new series Jamestown were the highest rating programmes in May. Continuing on with the live sport trend, Sky’s Premier League coverage was its best programming against the younger audiences, particularly Ads 15-34. With the Premier League season now over for the summer, it will be interesting to see if these young ratings fall even further. 

C4 bucked the industry trend this month with a slight increase in Ads 15-34, up 1% from 2016. The other key audiences continued the downward trend however, all seeing a dip compared to the same period last year. Housekeepers with Kids fell over 9%, while Adults and Adults 25-44 fell -5% and -9% respectively. First Dates, Gogglebox and The Island with Bear Grylls were the highest rating shows in May. C4 Ulster struggled with the young audiences this month. Ads 15-34 and Ads 25-44 dropped off around -10% each. Housekeepers with Kids were close behind with a -9% decrease, and Adults were the least impacted at -3%. 

Britain’s Got Talent rated well against all audiences on UTV, however the station still struggled across the board. Adults, Ads 15-34 and Ads 25-44 all saw double digit declines, while Housekeepers with Kids came in about -4% down on last year.


Universe Update June 2017 

In June, we saw the TV universes updated in line with the recent CSO release of 2016 Census data. As a result of this, RTE have also amended down their CPTs. The extension of the universes will provide a larger viewing population, and commercial ratings will tend to rise accordingly. This is an attempt to halt the declining TV ratings that we have witnessed this year. Over the coming months, we expect to see improvements in year on year rating figures, as the updated universes will rebalance TV viewership. 

From July, Nielsen TV Audience Measurement will include of viewing from both WebTV only households and WebTV only TV sets for the first time. The penetration of WebTV homes is still relatively low but with the launch of NowTv and IPTV from eir and Vodafone these alternative ways of watching Television are gaining traction.

This article was originally published on


Carat Ireland, part of the world's leading independent media planning & buying agency and the market-leader in digital and non-traditional media solutions. Owned by global media group Aegis Group plc, listed on the London stock exchange, the Carat network is more than 5,000 people in 70 countries worldwide. 

Today, advances in digital technology and changing consumer behaviour has created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients.

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