1. This week: From the blog: Quora: 5 questions to ask
A few words from Ciarán Norris
twitter.com/MindshareIRL
m-insights.blogspot.com
Top Movies at the cinema
The latest TV and search information 21st January 2011
5 Questions to Ask before Jumping into Quora
Ciarán Norris, Head of Digital
In my last post, I suggested that Groupon would be 2011′s Twitter, by which I
meant that it would start attracting more and more media attention, as well as
big brand dollars. And I stand by that.
However, if you’re a frequent reader of Techcrunch or many of the other big
tech-blogs, particularly those based near, and part of the West Coast tech-
scene, you might think that another site is set to dominate the coming 12
months.
Social question site Quora is receiving the sort of attention that Foursquare was getting 12 months ago, or Twitter a year
or two before that. Barely a day goes by on Techcrunch without an article featuring Quora (to the extent that many
readers are now commenting that they’re already bored of reading about it), and since signing up to the site, my inbox
has been flooded with notifications of people who are now following me.
from the blog
Heck, even Robert Scoble is now following me (I have no idea why),
and when Scoble gets on board, you know there’s a new fad in
town.
Find out what it’s like to be in a media agency
So how much of this is hype, and what should marketers do about? for the first time...
In each case, I’ve tried to find an answer on Quora, so that you can Baby Steps in Media; by Aoife.
Read More
compare it with my own.
Not All Clouds have A Silver Lining; by Ciarán
Ciaran has a monthly column on Search Engine Land Read More
Continue reading this article It seems that gaming is a recession-free world.
Nerds - Bigger than Hollywood; by Rachel
Read More

2. INSIGHTS &
ANALYSIS My Big Fat Gypsy Wedding Ricky Gervais
GOOGLE
TRENDS
Google This!
21 JAN 2011 This week, Paul Cezanne ‘s 172nd birthday
beat Edgar Allan Poe to be celebrated by
Google on their homepage.
If you enjoy reading your horoscope,
prepare for your mind to be blown. The
news is that all our star signs have had to
be readjusted to account for the Earth
Paul Cezanne wobbling.
Channel 4 scored a surprise hit this
week with My Big Fat Gypsy Wedding. The
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and
series is an access-all-areas documentary
trends of information people are following four gypsy and traveller brides as
14th Jan - 20th Jan 2011 searching for over certain time periods. they planned their big day.
The Premier League and fantasy
football have made their usual regular
golden globes 3700%
Breakout!
appearances.
paul cezanne 3700%
Breakout!
The biggest story being searched on
ricky gervais 3700% Google however was Ricky Gervais’ hosting
Breakout!
of the Golden Globes. Once more the
star signs 1050%
differences between American and
fantasy premier league 100% European humour became abundantly clear
fantasy football 70% as Gervais shocked the (easily shockable)
audience with some cutting humour. He
channel 4 50%
later stated; “My strategy is to make me
odeon 50% laugh. If there's anyone in the world like
premier league 50% me, that's a bonus." Sounds like a good
strategy for life in general.
tfl 50%
Rising News Searches (last 30 days) Rising Arts Searches (last 30 days)
December 22nd - 20th January 2011 December 22nd - 20th January 2011
kerry katona harte alice in wonderland
michaela harte olympia theatre
paul cezanne
michaelaliverpool
channel 131 vampire diaries
air lingus sherlock holmes
mauritius
titanic london theatre
michaela mcareavey
dublin airport the field narnia

3. Top Telecommunications
Ciarán Norris, Head of Digital
Google Searches 2010 vs 2009
1)What is your role in Mindshare?
I'm the Head of Digital. I run the specialist digital
1 o2 +2
department and also aim to educate all of
Mindshare's staff & clients on the opportunities that 2 iphone +6
digital marketing offers. I think my most important
role is to ensure that digital is thought of as an 3 vodafone -3
integral part of any comms plan, rather than a silo
that just gets the budget left over when other 4 meteor -2
channels have been finalised.
5 nokia 0
2)What media developments are you keeping an
eye on? 6 mobile 0
I'm interested in how different technologies and
7 sky -1
consumer behaviours are converging, such as the rise of social TV (where people use
social platforms to discuss TV in real-time); the way that the rise of games consoles aimed
8 skype NEW
at family audiences (Wii, Kinect) and social/casual games (Farmville, Angry Birds) are
changing the notion of what constitutes a 'gamer'; and also whether developments such as 9 broadband +1
location based services (Foursquare, Facebook Places) will actually become mainstream.
My feeling is no, or at least not in their current form. 10 twitter NEW
3)What's your favorite recent campaign?
I think that Mindshare London's award winning work for First Direct was brilliant: simple, Trending in Dublin this Week
brave, and most importantly, effective.
new star signs premier league
4)To Tweet or not to Tweet? paul cezanne myp2p
I have been known to tweet on occasion. I joined back in March 2007, but didn't 'get it' star signs cao
for nearly a year. Since then I've become a huge fan, though my own interaction with the
black swan aerlingus.ie
service veers from addict to cold turkey.
michaela mcar... donedeal
fantasy football rip.ie
Carlton Screens are now posting the
latest running cinema ads on their Rising Entertainment
website. To check out who is advertising
last 7 days vs. previous 7 days
in the movies, visit their website here.
golden globes
breakout
golden globes 2011
Box Office Weekend breakout
Thanks to Carlton Screens
ricky gervais
1. The Green Hornet 6. 127 Hours +1,450%
€218,758 €117,642
2. The King’s Speech 7. The Next Three Days fantasy football
€200,953 €106,484 +140%
3. Love and Other Drugs 8. Megamind
€144,394 €48,875 rte live
4. Gulliver’s Travels 9. Conviction +70%
adele
€133,609 €45,129 +60%
5. Little Fockers 10.The Way Back
€120,802 €38,581 kim kardashian
tagged
+40%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
+40%
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. 1,158 1,101
Top TV Advertisers 3rd - 9th Jan 2011
TV News
703 673 614 593
514 496 485
1. Coronation Street is continuing to do well after its
dramatic Tram Crash story line since Christmas.
2. Mrs Brown’s Boys, a new six-part series which is
r n d ne as d rd m
currently airing on RTÉ One is rating in the Top 10. ise so P&G lan no of lan Fo co
ck hn Ire sS Ire Eir
Be
n
&J
o Da
The comedy value of this show is perhaps helping t n O
2 Plu ve
r
kit so st ile
Re
c
oh
n Co Un
people through the gloomy month of January. J
673
3. Raw is back on RTE 1 and following on from success Top 10 Brands 3rd - 9th Jan 2011
506 469
last year the show is once again rating well. 395 366 345 327
Operation Transformation has also returned to our 321 302 279
screens. This time, the whole nation is getting involved.
4. TV3‘s Take Me Out - the humorous dating show - is
as es l
holding its audience since the began. It is currently ay alt
h
Pla
y nd ra an ge se
ep of ra t hi ne rm an ee
Pr sS He ple yB
o e o rR Ch
2 Plu iva Tri Sk mo eG yN Ca le
their 3rd most popular show online. O st Av C n tS re
tt ve a vil
Co UP ce ico Ha
r at rle
o oy ha
Inn N T C
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Coronation Street 20 23.1 Coronation Street 20 14.4
Mrs. Brown’s Boys 22.7 Grey's Anatomy 13.0
The Late Late Show 22.7 Eastenders 12.6
Fair City 21.1 Fair City 12.3
Eastenders 19.3 Emmerdale 2011 10.3
RTE News 9 19.0 The Late Late Show 10.0
Raw 19.0 Raw 9.9
Operation Transformation 18.7 Operation Transformation 9.7
Grey’s Anatomy 17.0 Mrs Brown's Boys 9.6
Saturday Night Show 16.4 RTE News 9 9.1
Sponsorship Opportunities
This September, New Zealand host the Rugby World Cup September, while a brand-new interior design series
2011. RTÉ will be broadcasting the live action across TV and Roomers launches this March.
radio. Advertisers have the opportunity to secure airtime on Formula 1 on RTE is an exciting opportunity that has also
RTE across these platforms. become available for sponsorship. €250K is the asking price
RTÉ media sales are currently seeking a sponsor for their for the full sponsorship with stings on all the Formula 1
House strand for 2011. Room to Improve returns in output across TV, radio and online.
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300