We at Mindshare are delighted to have been presented with

the Number 1 agency award by Paul Cooke chairman of the

NNI

The award was presented to our Senior Management Team of

Bill Kinlay Emma ODoherty and David Sneddon last week in

recognition of Mindshare topping the NNI league table with a total investment of just under euro17 million in 2010 (74

larger than the number 2 agency spender)

We are obviously delighted with the presentation but also delighted

that we along with our client partners were able to provide such

strong support for the Irish print industry last year Despite a

changing landscape as Jessica explained in her recent post a huge

number of Irish people still read papers on a regular basis and its

an integral part of most integrated communications plans

Hopefully 2011 will be another strong year for the industry and

one we hope to be a major part of

This week From the blog Mindshare No1 for PressThe latest insights and analysis of searchA few words from Fiona GallagherThe latest TV and search information

twittercomMindshareIRL

m-insightsblogspotcom

11th March 2011

from the blogAd Parodies - Good or Bad for your brand By KateRead Here

BAI permits product placement on TVBy JillRead Here

Why - love her or hate her - you need to pay attention to Lady GagaBy RachelRead Here

by Andy Pierce

youtubecomMindshareIRL

Mindshare No 1 Press Spender

pancake recipe

pancakes

oxegen

oxegen 2011

chris brown

mothers day 2011

bbc football

charlie sheen

liverpool

met eireann 70

70

70

70

80

250

700

850

1200

1900

INSIGHTS amp ANALYSISGOOGLE TRENDS

11TH MAR 2011

Rising Searches (last 7 days)

4th March - 11th March rsquo11

Search TrendsThis week the lsquoal la cartersquo Catholics in us all have been googling pancake recipes Lent was also googled but it didnrsquot quite get the same numbers People are looking forward to the festival season as the sun starts to peak through So when the Oxegen line up was published the site was inundated with visitors and crashed The US are also getting into the festival mood with Mardi Gras Wersquove also been googling cricket to bluff some level of expertise while we bragged about Ireland beating England at their own game

In terms of top sites right now Facebook and YouTube still hold number one and two places ahead of Google - that does mean people are still typing lsquoGooglersquo into Google In entertainment Creamfields 2011 and Charlie Sheenrsquos very public breakdown into pure insanity over Twitter and YouTube have been top of our searches We would like to apologise for Chris Brown Lady Gaga Charlie Sheen and Justin Bieber all appearing in the same report - sometimes certain celebs just canrsquot be avoided no matter how hard you try

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods

Rising in the US (last 7 days)

4th March - 11th March 2011

charlie sheen quotes

mardi gras

Oxegen 2011Pancake Tuesday

Charlie Sheen

Breakout

galway

justin bieber

cricketelection

results 2011

Rising News Searches (last 30 days)

110th February - 11th March 2011

fine gael

libya

oscars daniel tosh

rango

will eisnerchris brown

mardi gras 2011

Breakout

Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them

election 2011

pokemon

facebook1

youtube2

google3

login facebook

4 you

5

news

6 rte

7 hotmail

8 games

9

gmail10

TOP Searches

2011 vs 2010

Rising Entertainment

last 7 days vs previous 7 days

darren day

Breakout

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights The data is owned and curated by Google but available for public access

For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300

chris brown

+250

Fiona Gallagher Digital Business Director

What is your role in Mindshare I am a Business Director in the digital department I work with colleagues and clients to educate them on emerging digital media opportunities ensuring digital media forms part of integrated communication plans and on a day-to-day basis managing and optimising campaigns to maximise return

What media developments are you watchingThe growth of smart phones and in turn mainstreamm-payments Once the phone really starts replacing the wallet the opportunities for brands to engage with consumers are limitless

Whats your favourite recent campaignI am enjoying the current Smartwater video with Jennifer Aniston - nice parody of what some people think makes a good viral See it here Kate has done a whole blog post on ad parodies which you can read here

Are you concerned about sharing locations onlineNot really - my biggest concern is probably sharing just how mundane most of my checkins arebeing the Mayor of the local Spar is not exactly exciting stuff Personally my level of checkins is quite low as I always forget to take my phone out of my bag when I arrive somewhere new - however would definitely change this if a brand was to offer me a nice little reward for checking in

-1

creamfields 2011

Breakout

games

stardoll

wedding

pregnancy

girls games

smyths

charlie sheen

dress up games

Top Dublin Lifestyle Searches

NEW

+1

+3

0

creamfields

+450

britney spears

+100

charlie sheen twitter

+80

bbc sport football

+60

chalie sheen

+60

0

+ 3

NEW

NEW

0

facebook1

youtube2

google3

login facebook

4 you

5

news

6 rte

7 hotmail

8 games

9

gmail10

TOP Searches

2011 vs 2010

Rising Entertainment

last 7 days vs previous 7 days

darren day

Breakout

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights The data is owned and curated by Google but available for public access

For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300

chris brown

+250

Fiona Gallagher Digital Business Director

What is your role in Mindshare I am a Business Director in the digital department I work with colleagues and clients to educate them on emerging digital media opportunities ensuring digital media forms part of integrated communication plans and on a day-to-day basis managing and optimising campaigns to maximise return

What media developments are you watchingThe growth of smart phones and in turn mainstreamm-payments Once the phone really starts replacing the wallet the opportunities for brands to engage with consumers are limitless

Whats your favourite recent campaignI am enjoying the current Smartwater video with Jennifer Aniston - nice parody of what some people think makes a good viral See it here Kate has done a whole blog post on ad parodies which you can read here

Are you concerned about sharing locations onlineNot really - my biggest concern is probably sharing just how mundane most of my checkins arebeing the Mayor of the local Spar is not exactly exciting stuff Personally my level of checkins is quite low as I always forget to take my phone out of my bag when I arrive somewhere new - however would definitely change this if a brand was to offer me a nice little reward for checking in

-1

creamfields 2011

Breakout

games

stardoll

wedding

pregnancy

girls games

smyths

charlie sheen

dress up games

Top Dublin Lifestyle Searches

NEW

+1

+3

0

creamfields

+450

britney spears

+100

charlie sheen twitter

+80

bbc sport football

+60

chalie sheen

+60

0

+ 3

NEW

NEW

0

PampG

Unilever

Reckitt B

enckise

r

Johnsonamp

Johnson

LrsquoOrea

l UK

Danone

Masterfo

ods

Aer Lin

gus

General M

illsNest

le

383384393432499500505603

1223

1730

TV News

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

Ireland travel to Cardiff for their latest game in the Six

Nations Tournament as they take on Wales Live

coverage from RTE2 on the 12th March at 1730

The Meaning of Life with Gay Byrne has returned to

our screens following its previous popularity It will air

at 2230 RTE1 on Sunday Nights This week Gay

interviews Brendan OCarroll

Families in the Wild returns with clinical psychologist

David Coleman who will take 3 families feeling the

stresses and pressures of family life to the Kerry

wilderness for a week of activities and therapy

Mondays RTE1 935

Top TV Advertisers 21st - 27th Feb 2011

Aer Lin

gus

O2 Money

Toyota Avensis

UPC Tri

ple Play

Galtee M

eats

Gillette

Fusion

Bavaria Beer

McDonalds B

urger

National Lotter

y

Supermilk

226228239246306317353367375393

Top 10 Brands 21st - 27th Feb 2011

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data

For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300

Prime Time

Coronation St

RTE News 9

Late Late Show

Election 2011

Six Nations Rugby

Greyrsquos Anatomy

Coronation St 20

Eastenders

From here to Maternity 878788919396100102106

115

Celebrating its 16th year the St Patrickrsquos Festival takes place

this year from Wednesday March 16th to Sunday March

20th With over one million people expected to take part in

the festival events over the five days and nights in

celebration of Irishness RTE will of course be covering the

event

RTE News 9

Prime Time

Fair City

Coronation St

Election 2011

Late Late Show

From Here to Maternity

Eastenders

Operation Transformation

Dragonsrsquo Den 137155159165166168

178179

197223

St Patrickrsquos Day CelebrationsSix Nations Rugby