Media&Marketing: The strong ratings achieved by RTÉ this summer have continued over the last week. The final episode on Monday of Rip Off Republic, hosted by Eddie Hobbs, managed to reach 807,000 adults.
This figure was up nine per cent on the previous week's 746,000 viewers. Last Monday's show is expected to be one of RTÉ's top performing programmes in 2005. The Late, Late Show has also started relatively well, with last week's episode reaching 573,000 adults.
Ironically, the high ratings have thrown up a new problem. Some advertisers are starting to become unhappy about the cost of airtime on the station.
This week MCM Communications, which buys airtime on behalf of McConnells, said: "TV inflation is a serious concern for advertisers, not only for this year, but also going forward into 2006".
The agency acknowledged there were now a range of options for advertisers in the TV market. Apart from RTÉ, there is also TV3, UTV, all the Sky channels, TG4 and Paramount Comedy.
Nevertheless, big spenders like Unilever and Proctor & Gamble tend to like a presence on RTÉ. But what about smaller players?
MCM suggested that price inflation by RTÉ could push some spenders towards other media. "What this means is that TV is in danger of pricing itself off some brand schedules in 2006. Good news for other media owners perhaps".
Other agencies suggest price inflation is not just an RTÉ issue but one for the whole TV market to consider.
Martina Stenson, of Universal McCann, said yesterday: "RTÉ is still the major player in the market and as long as they are delivering the numbers that they are, they will continue to find a place on the majority of schedules."
She added however that a change of focus was on the way. "The most likely repercussions of this year's trading will be a change of focus of many of the advertisers targeting a young multi-channel audience. The cost of reaching these will have risen by up to 30 per cent this year and there will doubtless be a lot of re-thinking going on before 2006 plans are finalised," she said.
Galway Bay for NTL
Last night Galway Bay FM looked like becoming one of the first regional radio stations to take a place on the NTL digital television platform. The companies were reported to be close to signing an agreement that would see the station made available in Dublin, Galway and Waterford.
Initiative's CEO
One of Dublin's largest advertising agencies, Initiative, which lost the key Unilever account a few months ago, has appointed a new chief executive.
Colin Clarke was previously the agency's deputy chief executive. He replaces Dave Harland.
The company said since the announcement the Unilever account was moving to Mindshare, the agency had secured significant new business, including the Gulf Air account. The carrier now flies directly from Dublin to Dubai.
The Unilever account of is believed to be worth €18 million.
Mr Clarke said: "The agency has taken on a new complexion since the Unilever announcement and we are aligned to where we want to go."
Fall in movie goers
Several agencies remarked this week on a surprising fall-off in cinema admissions after years of strong gains. The figures for January to June show a 7.2 per cent decrease, with total admissions falling to 7.7 million.
Total admissions in 2004 were down just 1 per cent on 2003, but the trend for the first six months is a little more alarming. This week McConnells identified a lack of family-oriented movies as the reason.
"One answer is sex and violence. Or to put it another way a the lack of non family-oriented movies. Take a look at the 2005 Top 10 from January to June and will have to go to number 10 to find a family movie," said the agency.
The latest trends come at an interesting time for cinemas. There are plans to open 69 new Irish screens before the end of 2006, but will the industry be able to fill them
Marketing awards
Companies interested in entering the marketer of the year competition have only a few weeks to get their entries in.
The awards are organised by Marketing magazine and sponsored by Dolman public relations. The closing date is September 22and. Entry forms are available from cullen@marketing.i.e..
This year's judging panel will be chaired by Geraldine O'Leary, commercial manager TV at RTÉ.
The other judges are Michael Caraher, chief executive, Association of Advertisers in Ireland; John Concannon, chief executive, Ireland West Tourism; Ann Corcoran, managing director, Limetree; Maurice Cullen, marketing manager, Bord Gáis; Jim Kelly, brand management, AIB; Pat Kinsley, Neworldesign, and Niall Tracey, marketing manger, Budweiser.
Emmet Oliver can be contacted at eoliver@irish-times.ie
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