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RTÉ Goes Behind the Scenes in Adland Tomorrow Night

World TV Day Vizeum

RTÉ TV Sales has teamed up with four media agencies to showcase the power of TV advertising as part of a special promotion during World Television Day which takes place tomorrow, November 21st.

The innovative concept will see four specially produced 50 second ads airing throughout the evening on RTÉ 1, with the first ad scheduled to be aired during the ad break that follows Winning Streak. The four agencies taking part are Core Media, GroupM, Carat and Vizeum and the well-known broadcaster Eoghan McDermott will give viewers a behind-the-scenes look at life at each agency as well as the busy TV Sales department within RTÉ.

In 1996, the United Nations General Assembly proclaimed November 21st as World Television Day, to recognize the increasing impact of TV and its power to educate, to inform, to entertain, to foster democracy, to encourage freedom of speech, and to contribute to innovation. Each year RTÉ joins with broadcasters from across Europe to support World Television Day, running activities on and off-air to help promote the power of TV. This year RTÉ will build on these activities to deliver an Irish and European “broadcasting first” with the new ads.

The power of TV was once again emphasised this week by an analysis by TAM Ireland which shows that in the first half of 2015 Irish adults aged 15+ spent an average of 3 hours and 30 minutes viewing TV each day. This compares with 2005 when they spent 3 hours and 5 minutes watching TV, according to TAM Ireland’s CEO Jill McGrath.

She points out that ten years ago, YouTube was launched and Irish consumers had no PVRs, smartphones, tablets, Netflix or video on demand. The ability to series link, pause and rewind live TV was also something that viewers could only have imagined.

“Fast forward to 2015 and PVRs are in 58% of homes, 80% of homes have broadband, we have Netflix, YouTube, Facebook, VOD, Smartphones, tablets, smart TVs, connected games consoles and in 2015 we watched on average 3 hours and 8 minutes of live TV daily. Back in 2005 our total time spent viewing TV was 3 hours 5 minutes per day – this has now increased to 3 hours 30 minutes per day – the additional time being spent viewing time-shift TV (up to 7 days after broadcast) Time-shift viewing accounts for 10% of all TV viewing and Live TV accounts for the remaining 90%.”

“As we celebrate World TV Day this year it is great to see that the shelf life of TV content is expanding and we are expanding our time with our TV set to ensure we never miss great content. The more ways there are to view TV – the more TV we view,” she concludes.

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