January 2016: Media and Marketing Update


Here's a look back on the media and marketing news over the last month.



We read your private messages...welcome to Facebook 2016
In mid-2014 Facebook teamed up with US company Nielsen, to ascertain what television viewers were watching on their tablets and other mobile devices. In the past, Nielsen solely tracked meters on home televisions, but now finds this old system unreliable. The company has been using tweets to support its ratings analysis since 2013. 
Recently,  however, Nielsen was taken another technology leap and begun mining the contents of private Facebook messages in an effort to more accurately determine ratings. Facebook  have confirmed that they will initially provide Facebook 'private message' data to Nielsen before expanding the service to include Instagram.
From a Media and Advertising perspective, this is an exciting development which will no doubt lead to greater insights on TV ratings and consumption. However, on a personal level it’s hard not to feel that this is a massive invasion of privacy. Without a doubt, data mining of your Whatsapp messages is next!  Anyone regret that drunken text to your ex now?
Facebook, the new go-to site for sports coverage? 
As of the 20th of January 2016, Facebook announced they would be launching their brand new service, Facebook Sports Stadium. Debuting initially in the US, this new capability allows users to tap into Facebook’s worldwide sports fan population of 650m people and see what is exciting them in real-time around major sporting events. 
This sporting hub on the Facebook platform will pull in posts, comments, news and reaction from your friends, your rivals, and further afield to well-informed sports journalists and pundits. The idea of the platform is to engage with fans and all sports stakeholders in real time and create a 2nd screen experience that enhances your overall sports-viewing enjoyment.  Accompanying this will be real-time footage and statistics where available, thus enabling you to have a greater ability to analyse the game yourself and then go one step further and contribute to the conversation.
This proves to be an exciting new venture and one which we’ll be hoping to see coming across the water to Europe some time soon. From a marketing perspective it could indeed spell some exciting and cool new opportunities for advertisers in real time as well.  Watch this space. 


Jan TV Viewership
Despite new show Rebellion and returning bankers Operation Transformation and The Voice, RTÉ’s 2016 is off to a poor start with impacts down 20% for Hw+Ch and 19% for Ads 15-34. RTÉ 2 in particular is having a terrible month with impacts down 35% and 33% respectively for those audiences. 
TV3 did not fare much better in Jan down 15% for Hw+Ch and 16% for Ads15-34. Celebrity Big Brother, National TV awards, Red Rock and Ant and Dec made up their top programme slots for the month. 
New entrant to the market UTV Ireland managed to significantly increase viewership for 15-24 year olds which is driving their 7% increase in viewership among 15-34 year olds, the only station to see an increase in January! UTV have also garnered support among the 45+ demo in Jan year on year with the combined 15-24 and 45+ audience increasing their impacts among adults by 6%. 
Sky Media come a close 2nd behind UTV Ireland in terms of their impact performance year on year. One significant difference is Sky’s ability to opt out stations which can limit the declines seen across the group, in particular the HD opt outs in Q4 2015 would be a significant contributor to the slower decline. 
Overall the ROI market had a rocky start this year. With increased demand in the market place this puts further pressure on advertisers campaign delivery.
Channel 4 is the winner in the North with a continued strong performance year on year which we have seen since Nov 2015 and with a strong schedule ahead for H1 we can expect this to continue. 
UTV’s NI performance is lagging, however we can expect this to pick up on the back of strong programming in Q1. 
Pat Kiely appointed Managing Director of TV3
Pat Kiely, TV3’s long-serving Commercial Director, has been appointed Managing Director of the broadcaster by its new owners Virgin Media Ireland.
Pat, who has been a Senior executive at TV3 since it launched in 1998, replaces David McRedmond, who departed as Chief Executive in December shortly after the sale of the group to Virgin was completed.
“Having been part of the TV3 story since launch, I am both thrilled and honoured to take on this role,” Pat said in a statement.
- Richard Britton
January is a time for new beginnings; the phrase ‘New Year, New Me’ is one we hear a lot. However, it does seem to be a good time for change as both 2FM and Beat have rebranded and now have new logos. RTE has given 2FM a new look with a brand new logo that can be seen below and also a new website that launched at 2fm.ie. 
The regional station Beat has also received a facelift and has a new logo and website as well.  98FM are also getting ready for a big change as Ray Foley announced that he was leaving the breakfast show on Christmas Eve as he plans to concentrate on his TV work. The show has now changed its name from The Ray Foley Show to 98FM’s Big Breakfast.
Former rugby international and Clare native Keith Wood is now the new chairman of the Spin South West board. The station has released a statement saying that “the new appointment marks the start of an exciting evolution of the station”. 
UTV media are getting ready to focus solely on radio as soon as the sale of UTV Television has been completed. They have predicted that the sale will be complete by the end of February and they are focusing their 2016 plans on leveraging their local radio offerings and also further developing their online content. 
- Fiona Kelly 
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