30th April 2020 Irish Media Landscape Inc Covid-19 Implications
My AIM Today Overview of the current media landscape, with a deep dive into the opportunities for food and drink brands
1 MEDIA EXPENDITURE FORECASTS 2 THE GROWTH OF VIDEO 3 THE EVOLUTION OF SOCIAL MEDIA 4 AUDIO & OOH IN A DIGITAL ERA 5 THE VALUE OF A FREE AND INDEPENDENT PRESS
Media Expenditure Forecasts
Core Outlook 2007 - 2022 € 1..1b € 1.2b € 78m € 9m € 155m € 95m € 8m € 140m € 113m € 646m € 374m € 489m € 451m € 606m € 526m € 566m € 110m € 282m € 123m € 149m € 7m € 229m € 130m € 179m € 140m € 83m € 7m € 7m € 311m € 7m € 70m € 8m € 7m € 68m € 7m € 7m € 77m € 123m € 68m € 81m € 8m € 66m € 74m € 7m € 110m € 80m € 237m € 8m € 83m € 141m € 8m € 103m € 8m € 8m € 138m € 85m € 130m € 132m € 135m € 88m € 90m € 93m € 123m € 118m € 228m € 110m € 225m € 103m € 99m € 97m € 213m € 220m € 210m € 229m € 218m € 237m € 219m € 466m € 221m € 211m € 393m € 206m € 210m € 216m € 275m € 245m € 216m € 206m € 177m € 171m € 165m € 157m € 134m € 120m € 99m € 85m € 75m € 67m 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Print TV Radio Outdoor Cinema Online SOURCE – Core Outlook 2020 ( €m’s)
2020 predictions 7.50% 3.22% 1.45% 0.00% -2.47% -6.38% -12.33% TV Press Radio OOH Online Cinema Total SOURCE – Core Outlook 2020 ( €m’s)
Our latest prediction -30% 2020 prediction since the Covid Crisis SOURCE – Core Outlook 2020 ( €m’s)
Covid-19 - Initial trends Significant amount of deferral spends. May is TV approx. 50% down yoy Initially saw increased sales and online presence. Press Trust key. Also impacted by deferrals. Reactiveness a plus for clients. Will see a decline. Radio Short-term will be significantly impacted. OOH Supply/demand will be an issue in Q4 Cinemas are currently closed Cinema SOURCE – Core Outlook 2020 ( €m’s)
Digital detail +6% +17% +21% -1% Search Video Facebook inc Display inc Instagram partnerships SOURCE – Core Outlook 2020 ( €m’s) )
Covid-19 - Initial trends Short- term certain categories aren’t live – Search travel, some retail, services, entertainment etc. Similar trend as Search but decline could be Facebook bigger on growth predictions In line with TV trends Video Display inc Some partnerships paused meaning spends Partnerships could decline. Events a big problem
What this means for advertisers? Supply/Demand could Extra delivery and added become a big problem on Plan for an aggressive ad value across all media ‘popular’ media channels market in H2 channels later in the year
The growth of video
TV Covid-19
Significant increase in consumption since 12 th Mar Minutes viewed per day Wk 1 200 2019 2020 180 +27% 160 140 increase in Adult15+ viewing year-on-year. 120 100 Wk 4 80 +12% 60 40 increase in Adult15+ 20 viewing year-on-year. 0 Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10 Week11 Week12 Week13 Week14 Week15 Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
RTE Nine O’Clock News performing very well 1400 200% Taoiseac Taoiseac h h Broadcas Broadca 1200 st #2 t #1 increase in viewership since the start of the 1000 General year Election 2020 800 200% 1.4m 600 increase in viewership since the start of the year 400 Taoiseach broadcast – highest rating event 200 of the last 10 years 0 01-Jan-20 03-Jan-20 05-Jan-20 07-Jan-20 09-Jan-20 11-Jan-20 13-Jan-20 15-Jan-20 17-Jan-20 19-Jan-20 21-Jan-20 23-Jan-20 25-Jan-20 27-Jan-20 29-Jan-20 31-Jan-20 02-Feb-20 04-Feb-20 06-Feb-20 08-Feb-20 10-Feb-20 12-Feb-20 14-Feb-20 16-Feb-20 18-Feb-20 20-Feb-20 22-Feb-20 24-Feb-20 26-Feb-20 28-Feb-20 01-Mar-20 03-Mar-20 05-Mar-20 07-Mar-20 09-Mar-20 11-Mar-20 13-Mar-20 15-Mar-20 17-Mar-20 19-Mar-20 21-Mar-20 23-Mar-20 25-Mar-20 27-Mar-20 29-Mar-20 31-Mar-20 02-Apr-20 04-Apr-20 06-Apr-20 08-Apr-20 10-Apr-20 12-Apr-20 Source: TechEdge - adult live programme viewership (000’s) Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Easter weekend saw a surge in viewing Minutes viewed per day – Easter weekend year-on-year 2019 2020 Diff Good Friday 160.2 204.8 +27.8% 200% Saturday 148.8 181.1 +21.7% increase in viewership since the start of the year Easter Sunday 174.4 236.0 +35.3% Easter Monday 167.8 198.0 +18.0% Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Popular programming (exc current affairs) Programme Audience size ‘000 Reeling in the years 472.18 Keys to my life 469.59 Cheap Irish homes 448.35 Home of the year 438.23 200% Fair city 435.45 increase in viewership since the start of the year Room to improve 407.23 Raised by the village 398.77 Coronation street 20 396.43 All round to mrs brown's 384.66 High road, low road 381.62 Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY)
Online streaming grows at record levels Monthly Avg. March yoy increase 8,000,000 +47% 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 +30% +26% 2,000,000 1,000,000 0 RTÉ Player All 4 Virgin Media Player Source: Media Owners data March 2020
What this means for advertisers? Covid led messaging moving towards “light Low cost to entry for TV – Long-term TV costs will entertainment” – eg: Sky AdSmart increase cookery programmes
The evolution of social media
Most used social platforms Youtube 88% Facebook 78% WhatsApp 75% FB Messenger 66% Instagram 57% Twitter 45% Snapchat 35% LinkedIn 34% Pinterest 30% Skype 25% Viber 22% Reddit 21% Twitch 11% Timblr 11% Tiktok 10% Wechat 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Globalwebindex – Survey – Self reported behaviour (age -16-64)
The pivot to video 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Facebook Instagram Twitter Snapchat Video Non-Video Source: Core 2019
Social Media Covid-19
Activities during this period 23 rd – 24 th 12 th : 22nd Call 17 th – St 14 th – UK Schools 18th – 21st UK 27th Higher 15 th – 16 th – 13 th – for greater Patrick’s level of close and Governmen Slower Lockdown Temple Bar Uncertainty Social Cheltenham panic t Day Decline Ireland restrictions Distancing buying Restrictions 9PM St Patricks Day & An Taoiseach 10PM national address Outrage as Temple 9pm Call for Bar Pubs greater Social remain open Distancing 8.30pm measures as Higher level of people flock to restrictions popular locations introduced by Irish Government SOURCE – Brandwatch
Covid-19 has dominated the conversation online Pre-Covid : average 282 daily Covid : average 702 daily mentions mentions SOURCE – Brandwatch
Increased consumption is impacting engagement SOURCE – Facebook API
TikTok advertising has officially launched in Ireland Social video app Entertainment based platform Similar to Vine with extra features Lip syncing, dancing, comedic skits Filters, music, promotes individualism Primary target audience <24 years old
Irish stats 61 1 13 minute 3 Billion million Average Average Monthly times the Monthly time spend app is video views Active on the opened Users platform
Key formats 1. Brand Takeover : 2. Topview: 3. In-feed : Video format that launches on Storytelling video format Full screen takeover with maximum awareness and opening the app embedded within the ‘for you’ feed impact Major restriction – no targeting available in ROI just yet
What this means for advertisers? Increased usage of social TikTok – is a big media platforms is Consumers are crying out opportunity, but brand resulting in increased for more entertainment safety a big watch-out engagement with brands
Audio and OOH in a digital era
Ireland is a nation of listeners 71% 81% 15-34 year olds Adults listen daily listen daily SOURCE – JNLR 2019 – Radio listenership
Radio still the dominant medium for audio SOURCE – JNLR 2019
Podcasts continue to grow
Digital consumption +1.5% >200% +27% Consumption all day, +21.9% Growth in versus peaks weekend digital and troughs consumption listenership when commuting
What this means for advertisers? More reactive than ever Local radio key for SME Great deals across all for advertisers audience stations including local
OOH >90 Covid-19 % Bookings deferred since “lockdown”
What this means for advertisers? Retail sites/screens are H2 inflation will increase the main short-term significantly focus
The value of a free and independent press
INM Paywall/Journal donations
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