Research Approach The Challenge: To understand how media channels fit into people s lives nowadays in essence joining the dots. The Process: 2 stage Methodology Quantitative 200 quantitative one week diaries Nationally representative Qualitative 10 focus groups (same people) Nationally representative Source: Behaviour and Attitudes
Research Approach The initial teaser focus groups complete with vox-pops were undertaken for the RTÉ Cross Media Conference on 7 th October. The composition of these groups was as follows: Group Gender Age Socio-economic Class Location Time/Date 1. Male 35-44 ABC1 Anner Hotel Thurles Co Tipperary 6.30pm Tues, 14 th Sept 2. Female 30-39 BC1 Milltown House Dublin 6.30pm Wed, 15 th Sept Note all completed a week long media and behavioural diary which was included in the main quantitative analysis.
Remaining groups Group Gender Age Socioeconomic Class Region Time/Date 1. Male 16/17 ABC1 Dublin 6.30pm Wednesday, 27 th October 2. Female 16/17 C2DE Cork 5.00pm Tuesday, 26 th October 3. Male 25-34 C2DE Galway 6.30pm Thursday, 14 th October 4. Male 35-44 ABC1 Tipperary 6.30pm Tuesday, 19 th October 5. Female 35-44 C2DE Portlaoise 6.30pm Tuesday 26 th October 6. Male 45-55 ABC1 Dublin 8.00pm Wednesday, 27 th October 7. Female 45-55 ABC1/F Cork 6.30pm Tuesday, 26 th October 8. Mixed 25-35 BC1 Dublin (viewing) 6.30pm Wednesday, 27 th October Other Criteria At least two respondents in each of groups 4 and 6 had mobile broadband via plug-in modem (Code 4, Q.5) One respondent in each of Groups 3 and 8 had a DAB radio (code 6, Q.7) At least two respondents across Groups 1, 2, 3, 4 and 5 had an i-pad/tablet device (code 5, Q.7) At least one respondent in each of groups 1, 2, 3 and 8 had downloaded any Apps at Q.8 At least one respondent in each of Groups 3, 5 and 8 were regular users of Twitter (Code 11, Q.9) All respondents in Group 8 had used RTÉ player in past 4 weeks (code 1, Q.11)
What they said
Key Conclusions RTÉ never more RELEVANT Rediscovering home and the value of family RTÉ has the power to tap into the national psyche Highest Reach Individual properties - linked
RTÉ has developed with the times RTÉ Television RTÉ Radio RTÉ Online RTÉ Print Original, quality home produced Within each property Blockbuster A-list/US series Soaps Latest Films Comedy Life/Lifestyle Excellent Childrens programmes Best quality talk radio Strongest presenter line up Current Affairs News and Entertainment via RTÉ.ie website RTÉ Player modernity News, Sport and current affairs Integration of programming Across each property RTÉ Guide holds special place in nations heart Enduring link and reminder of family, community and Irishness
Key Conclusions Newer developments like RTÉ Player, seen as an extension to RTÉ programming, dialling up its modern relevance. Strengths do not solely lie in content, with Irish people commenting spontaneously on RTÉ s superiority in terms of: Visual identity, studio sets, etc Guest contributors on programmes/rté Guide/Online Presenter line up on TV and radio All delivering an enhanced relevance on top of quality programming The actual promotion of RTÉ programming also fuelling viewing.
All Adults Male 49% Fem 51% Age 16-24 17% 25-34 22% 35-44 19% 45-54 16% 55 + 27% AB 14% C1 28% C2DE 51% F 8% Young profile 26% are 16-24 26% are AB 98% have internet at home 74% use internet every day 63% are into music 31% are into cars 46% shop in tesco
All Adults Male 49% Fem 51% Age 16-24 17% 25-34 22% 35-44 19% 45-54 16% 55 + 27% AB 14% C1 28% C2DE 51% F 8% 22% are 25-34 17% access internet on the go 43% are Dunnes shoppers 19% are 35-44 23% own a Wii 22% watch TV on demand
All Adults Male 49% Fem 51% Age 16-24 17% 25-34 22% 35-44 19% 45-54 16% 55 + 27% AB 14% C1 28% C2DE 51% F 8% 77% ARE WOMEN 48% DINE OUT 33% SHOP IN LIDL! 24% SHOP ONLINE
RTÉ Television All Adults Male 49% Fem 51% Age 16-24 17% 25-34 22% 35-44 19% 45-54 16% 55 + 27% AB 14% C1 28% C2DE 51% F 8%
All Adults Male 49% Fem 51% Age 16-24 17% 25-34 22% 35-44 19% 45-54 16% 55 + 27% AB 14% C1 28% C2DE 51% F 8% News 48% are 16-34 42% are into fitness 46% own a HDTV 66% have a credit card
RTÉ Media Consumption Weekday Build % Any RTÉ rte.ie RTÉ Guide RTÉ Radio RTÉ TV 70 72 65 61 55 48 Reach and Frequency 41 43 38 38 38 37 36 35 32 26 8 9 10-11pm 9-10pm 8-9pm 7-8pm 6-7pm 5-6pm 4-5pm 3-4pm 2-3pm 1-2pm 12-1pm 11-12noon 10-11am 9-10am 8-9am 7-8am 6-7am 1-6am
The Ready Reckoner TOTAL Any RTÉ media RTÉ1 RTÉ 2 ANY RTÉ TV RTE Radio 1 RTE 2FM Any RTÉ Radio RTE Guide Rté.ie Base: 207 194 177 98 182 80 66 122 15 15 % % % % % % % % % % Any RTÉ Media 95 100 100 100 100 100 100 100 100 100 RTÉ1 86 91 100 94 97 94 85 90 95 88 RTÉ2 48 51 53 100 54 40 48 41 43 37 ANY RTÉ TV 89 94 100 100 100 96 89 92 100 88 RTÉ Radio 1 40 43 44 33 44 100 44 69 63 44 RTÉ 2fm 31 33 30 31 31 34 100 52 28 59 Any RTE radio 59 62 61 50 61 100 100 100 80 81 RTÉ Guide 7 8 8 7 8 11 7 10 100 22 rté.ie 7 7 7 5 7 7 13 9 20 100
Key Conclusions Advertising RTÉ Relevance TV3 perceived to have longer ad breaks especially around their top programmes (e.g. X-Factor) - leading to potential dulling of ad break effectiveness (i.e. flicking channels, leaving the TV to do other things etc). People comment on RTÉ having shorter ad breaks, with a resultant curtailment of ancillary activity hence potentially more effective ad breaks.
Key Conclusions Advertising RTÉ Relevance Viewing/listeners also comment on the quality of the programming and channel/station image as impacting on their perceptions of the brands advertising on specific channels/stations. RTÉ Radio 4½ mins Independent Radio 10 mins Less clutter, more stand out
Key Conclusions Advertising RTÉ Relevance Respondents felt that bigbrands advertise more on RTÉ with credentials of high quality, original and Irish, whereas competitors were a cheaper quality programming image. Potential new advertising audiences exist via the RTÉ Player and Apps adding to coverage and/or frequency RTÉ Radio still immensely relevant with real engagement with RTÉ programming.
To Summarise The Media Consumption Challenge People s media consumption no longer occurs on a linear, siloed basis multiple media are consumed simultaneously at key junctures throughout the day To the consumer, different media now complement, rather than compete with, each other. The RTÉ Response RTÉ provides many complementary, and relevant, touchpoints to the consumer, in an effortless fashion. It appears credible to the consumer that, for example, brands advertising across the platforms could to some extent absorb such core values.