As latest insight from Kantar Media’s TGI survey attests, media coverage of the economic slow-down and its consumer aftershocks continue to hold significant sway over the imaginations of Irish adults. The most recent data shows that 1 in 5 Irish adults are “very or fairly interested” in reading the latest about personal investments / finance in their newspapers – a figure that has doubled in the past five years.

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The New Year is a golden opportunity for marketers to tap into a changing consumer zeitgeist as the over indulgence of the festive season is replaced by resolution making and planning the year’s major purchase decisions. Eimear Faughnan examines how accurate targeting can help marketers improve the efficiency of their campaigns in the early part of 2012.

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Kantar Media is delighted to be a sponsor of the 2012 Media Awards which will be held next March in Dublin.

The Media Awards celebrate the very best work, businesses and brands in the media business. This celebration will be representative of the whole commercial media industry – north, south, national, regional, agency, media owner and sales agency and will acknowledge the people that bring the most outstanding media ideas in press, digital, outdoor, TV and radio to life. Read the rest of this entry »

The final few shopping days left to Christmas mark a frantic period for consumers and retailers alike as bargain-hunters raid the aisles in search of the best deals and marketers carefully plot their final moves to boost sales figures. Kantar Media’s TGI survey in Ireland equips marketers with the actionable insights they need to understand consumer attitudes towards spending and how best to target consumers with promotions and offers.

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As the proliferation of digital technologies accelerates, it is more important than ever for marketers to assess how consumers interact with online platforms. TGI data, available in over 60 markets worldwide, equips marketers with the actionable consumer insights they need to form and implement their digital marketing plans. Eimear Faughnan of TGI here looks at TGI ROI and Europa data to establish how the digital behaviours of Irish consumers compare with their counterparts in Europe.

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The acceleration in digital media consumption shows little sign of slowing in the Republic of Ireland with the number of Irish adults accessing the web more than once per day rising from 30% to 38% in just 12 months. Kantar Media’s TGI study in the Republic of Ireland has tracked the proliferation of the internet for over ten years and enables marketers to identify those consumers who have embraced digital technologies and how they can be effectively targeted.

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The release of the latest TGI data in Northern Ireland marks an excellent opportunity for marketers and advertisers to refine their marketing strategies. Eimear Faughnan here assesses some of the most eye-catching trends in media consumption to emerge from the 2011 data.

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These are interesting times for the TV industry as new technology continues to enhance the viewer experience. Time poor individuals are increasingly able to access on-demand services either directly through their TV or online. From an advertiser’s point of view, the emergence of new ways of watching TV provides a raft of new opportunities. TGI allows you to profile and understand the audience for each platform or overall.

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Today 60% of Irish adults think it is important to be attractive to the opposite sex, up from 40% in 2000, according to the latest data from TGI. There has been a similar increase in the proportion of adults who think it’s important to keep young-looking, up from 40% to 49% over the same period.

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