Media & Marketing: With the Olympics and Euro 2004 in Portugal just around the corner, cable company NTL has increased the pressure on Sky in Dublin, Galway and Waterford by offering free digital TV for all customers signing up between now and September, writes Emmet Oliver.
The firm described the promotion as a "major marketing drive" to increase its digital subscriber base. Customers signing up to NTL's Go Digital pack up to the end of June will get a free subscription to digital television until September, said a spokeswoman.
The offer is open to new and existing analogue customers who sign up for 12 months to NTL and agree to pay by direct debit with a once-off connection fee of €65. The usual price of €12 per month for digital will apply once the offer ends in September.
Customers are being informed about the offer through press inserts, direct mail and radio and TV advertising campaign costing about €200,000.
Best 'Friends'
The farewell episode of US sitcom Friends looks set to become the most popular show of the year after Network 2 managed to attract 955,000 viewers. It now stands as the most popular show of the year for adults between 15-34. Meanwhile, TV3 is seeking a sponsor for its morning TV show, Ireland AM. The programme is now in its fourth year and attracts an average audience of 185,000. The programme broadcasts live each weekday at 7-10a.m. RTÉ does not offer a similar weekday format on TV .
According to Dublin agency AFA O'Meara: "One of the attractive added values of sponsoring the show is the amount of programme trailers that are broadcast in early evening prime time where the viewing figures are much greater. A year-long deal could be negotiated for an average of €800 per day."
Website winner
The Irish Times website, ireland.com, has seen its Irish readership rise by almost 50 per cent in the last year, according to new audience research figures.
The latest Joint National Internet Research (JNIR) report on the Irish internet audience shows that ireland.com remains the most popular media site, with 170,000 readers accessing the site on a regular basis.
Now in its second year, the JNIR survey does not take into account international readerships, but it measures the total Irish internet audience among 17 leading websites. The JNIR results show more than two-thirds of ireland.com readers were in the ABC1 category, while over half were aged 25-44 years.
Media merger?
McConnells media arm, MCM Communications, may yet be merged with Irish International, according to the managing director of McConnells, Jarlath Jennings.
But Mr Jennings told The Irish Times nothing was imminent and McConnells had talked to several media agencies over the last two years. He said the talks with Irish International were not exclusive.
He strongly emphasised that any link up between MCM and another media buying agency would have no implications for McConnells itself. He said any MCM deal would be strictly a merger and not a takeover.
Advertising sources suggest a deal would make sense. One source said: "McConnells does not have an international alignment, which means they have no real access to up-to-date strategic planning tools and processes.
"This hurts them when they are pitching against Irish International, JWT, Cawley Nea TBWA and McCanns. The problem is very few big advertising houses are in the market to buy a new agency in Ireland. All trends point to consolidation, mergers, etcetera."One issue which might cause a problem for Irish International and McConnells, said another source, would be the potential conflicts of interest.
Mobile ads
Three major advertisers have decided to explore the truck advertising market by taking space with Dublin company Advertising Truck Media.
The company recently introduced a giant mobile billboard service and Coca-Cola has taken space for one of its campaigns. Tayto used the trucks for its 50th anniversary campaign.
Swatch swoop
PR@ The Helme has won the Swatch account following a presentation to the brand's Irish distributor, BJ FitzPatrick & Co. The company will be handling Swatch's fashion Skin and Irony ranges as well as the up and coming Bijoux jewellery collection. A key future element will be Swatch's Olympic collection, highlighting its sponsorship as official timekeeper of the Athens Olympics. PR@The Helme is part of the Dublin agency Grey Helme.
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