1. © 2010 Kantar Media 1 1 Northern Ireland TGI 2011 Media Developments and Trends

2. © 2010 Kantar Media 2 NEW DEVELOPMENTS & INNOVATIONS Media developments & trends Digital drivers The ‘McIlroy effect’ Keeping it local in Northern Ireland Word of Mouth What are NI consumers talking about Broadcast Media Favourite TV genres for women Local radio on the up Beauty Treatments Looking good in Northern Ireland Utilities Energising Northern Ireland

3. © 2011 Kantar Media 3 Base: All Adults 15+Source: NI TGI 2011 rise in internet users over 45 of over 45s go online every day more likely to access new sites after seeing website URL at the end of a TV programme less likely to access new sites by clicking on pop-up adverts online DIGITAL DRIVERS TV BIGGEST DRIVER TO NEW SITES FOR OVER 45 S

4. © 2011 Kantar Media 4 Base: All Adults 15+Source: NI TGI 2011 TGI_KantarMedia Target Group Index Golf fans in NI 50% more likely to read or write twitter feeds 10 Aug McIlroyRory Rory McIlroy Northern Ireland... Golf Capital of the World!! 17 Jul TGI_KantarMedia Target Group Index 20,000 more NI consumers interested in golf than in 2011 10 Aug Reading about golf in newspapers (compared to 2010) 80% 74% Reading about golf online (compared to 2010) GOLF “THE MCILROY EFFECT”

5. © 2010 Kantar Media 5 Base: All Adults 15+Source: NI TGI 2011 LOCALITY STRONG DEMAND FOR LOCAL PRODUCE “I always buy local food brands where available” Shoppers visiting local coffee shops: NI 26% NI 26% GB 18% GB 18% Rise in number of NI shoppers visiting local bakeries (compared to 2010) 12,000

6. © 2011 Kantar Media 6 Base: All Adults 15+Source: NI TGI 2011 WORD OF MOUTH WHAT ARE NI CONSUMERS TALKING ABOUT? Film: 72% Music: 69% Holidays & Travel: 72% Top Areas of Interest: The Arts: 27% Consumers posting reviews or comments online: NIGB Music13%8% Film12%7%

7. © 2011 Kantar Media 7 Skins EastEnders Emmerdale Come Dine With Me Dancing on Ice E4 +1 BBC1 ITV1 C4 ITV1 Coronation Street ITV1 TV GENRES NORTHERN IRISH WOMEN’S FAVOURITE PROGRAMMES Base: All Adults 15+Source: NI TGI 2011

8. © 2011 Kantar Media 8 Base: All Adults 15+Source: NI TGI 2011 RADIO KEEPING IT LOCAL IN NORTHERN IRELAND 2010: 24% of adults listen to local news and current affairs 2011: 28% of adults listen to local news and current affairs

9. © 2011 Kantar Media 9 Base: All Adults 15+Source: NI TGI 2011 BEAUTY TREATMENTS LOOKING GOOD IN NORTHERN IRELAND 2010 33% of women visit beauty salons 2010 33% of women visit beauty salons 2011 41% of women visit beauty salons 2011 41% of women visit beauty salons Women undergoing hair removal treatments: GB 12% GB 12% NI 22% NI 22%

10. © 2011 Kantar Media 10 UTILITY SUPPLIERS ENERGISING NORTHERN IRELAND Base: Newspaper ReadersSource: NI TGI 2011 “43,500 Newspaper readers have changed gas or electricity to a new supplier