Saturday 1 October 2016

AdLib: Industry sounds out JNLR moves

Media & Marketing with Michael Cullen

Published 07/04/2016 | 02:30

Lisa Comerford is moving to become BT marketing director. Photo: Fennell Photography
Lisa Comerford is moving to become BT marketing director. Photo: Fennell Photography
Colm Wilkson dreams a dream of a house to buy
Barry Dooley, CEO of the Association of Advertisers in Ireland

An industry group has been set up to handle the pitches for the Joint National Listenership Research (JNLR) contract valued at up to €500k a year. Chaired by Association of Advertisers in Ireland (AAI) CEO Barry Dooley, the committee also comprises RTE's Paul Mulligan and Gareth Ivory, Scott Williams, Q102, for independent stations and MediaVest's Helen O'Rourke, representing media agencies.

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Ipsos MRBI, run by polling expert Damian Loscher, has had the JNLR contract for over 20 years, during which time it has gone out to tender several times. Other major research agencies, including B&A, Millward Brown and Red C, are expected to pitch. Agencies are being provided with a brief for the tender - what Dooley describes as "a basis of discussion with interested parties". First launched in 1990, the new JNLR contract comes into effect from next January, but the 2016 results will be out as usual in February.

Dooley said it's hoped a decision on the new contract can be made by the end of June.

Depending what comes out of the agency proposals, the way in which the JNLR data is collected and the survey frequency may change. Measurement technology is expensive to develop.

Whether or not meters should be part of the survey is a contentious issue as it can lead to two different surveys.

The JNLR currently starts its audience measurement from local areas around the country and metering means only a small number of homes are measured, which wouldn't be representative. As things stand, various areas have representative samples which come together to form a national profile of 16,600.

Commenting in his Outlook 16 report, Core Media boss Alan Cox said the pace of change in media extends beyond how consumers interact with media to the research that measures and records the interactions. JNLR now includes digital readership measurement as it moves away from recall data for recording online consumption.

Cox believes that with faster measurements and a focus on real-time results, it might be wise to consider personal meters like those used in Norway and Denmark. The meters offer greater speed and accuracy in measurement, relying on recorded data rather than on respondent recall.

But the big hurdle with introducing personal meters in Ireland is cost, Cox added.

* With the Euros just over two months away, CityJet has become the official airline partner of the FAI in a six-figure deal which sees the airline fly the Ireland squad to France and allow Irish fans flight discounts, Livewire reports.

Aer Lingus hopes its support for American football will see fans fly over from the US for what is expected to be a sell-out game between Boston College and Georgia Tech at the Aviva in September.

The Navy v Notre Dame game four years ago was worth €85m to the Irish economy. KPMG has signed a two-year, six-figure deal with 23-year-old Greystones golf pro, Paul Dunne. Meanwhile, Livewire's Jamie Macken says current sponsorship opportunities include packages for the Euros across TV, radio, press and digital. Newstalk seeks a brand for its Euro 2016 updates for an asking price of around €120k. Summer events up for grabs include the Cat Laughs comedy festival in Kilkenny, a country music festival called Cowboys and Heroes and the Irish Independent's A Lust for Life.

Q One of Ireland's most accomplished marketers in planning, brand development and communications Lisa Comerford, is leaving Eir after five years to join Brown Thomas as marketing director. Before leaving for Grafton Street next month, she hopes to finalise the telco group's current ad review.

Comerford began her career at Denis O'Brien's Communicorp where she was tasked with identifying business opportunities in radio and multimedia.

She later worked in market research with Lansdowne - now Millward Brown - before switching to the client side to head up research and branding roles at Coca-Cola. In 2005, she set up her own marketing consultancy before joining Eircom four years later, first with eMobile and then as group boss of brand and communications, which included Meteor. She spearheaded the Eir roll out, including the iconic Skelligs TV ad created by DDFH&B.

Q Estate agents with prime properties around south county Dublin on their books were given a sales lead on Sean O'Rourke's show on RTE Radio 1. O'Rourke's guest was Les Mis and Phantom of the Opera star Colm Wilkinson, who was in Dublin to take part in the 2016 Centenary shows. During the interview, Wilkinson (71) said he loves returning to Ireland from Canada. No matter where he roams, Dublin is always home.

The only reason why he hasn't settled here permanently is because he can't found the right house to buy. Somewhere around Killiney, Dalkey and Sandycove would suit him perfectly. No doubt, when Wilkinson performs at the National Concert Hall in September, auctioneers will form a lengthy queue in a bid to, er, Bring Him Home.

Michael Cullen is editor of Marketing.ie: cullen@marketing.ie

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