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RADIO TELEFÍS ÉIREANN
Operational Review
RTÉ Television (continued)
Source: RTÉ
Commercial Activity and Performance
In setting the budget for 2008 there was
an expectation of a slow down in the
phenomenal growth that had been achieved
over the past four years (compound annual
growth rate from 2003-2007 of 14.6%)
but no economic indicators predicted the
rapidity and severity of the decline on the
Irish
economy in general and TV advertising
in particular.
Overall RTÉ Television advertising revenue
was down 5% on 2007 but deeper analysis
reveals a year of two halves with year-onyear
increase of 4% in the January to June
period but a fall of 13% in the second half of
the year, July to December.
Analysis of TV advertising revenue by
category shows the largest year-on-year
decreases in Retail, Drink, Finance and
Entertainment and the Media. The Retail
sector, ranked number two in terms of RTÉ
Television revenue, experienced a decrease
of over €3 million on 2007 and within this a
decline of over €2 million was experienced
in quarter 4 2008. Business - Industrial and
Government
sectors, showed the largest
increases in TV advertising spend yearon-year.
New advertisers in 2008 included
Quinn Direct, Climate Change, Samsung,
National Roads Authority and the Irish
League of Credit Unions.
RTÉ Television sponsorship revenue was
also affected by the dramatic downturn in
economic
fortunes with final results down
13% on 2007. Despite setbacks caused by
the US Guild Writers strike, the early part
of 2008 saw some significant contracts
agreed including a new sponsor, Baileys, for
Desperate Housewives (2008 - 2011) and
the Weather continues to be sponsored by
Avonmore (2008 - 2010). New sponsors
during 2008 included News International
(The Sunday Times), Unilever (Timotei and
Cif) and KAL (Nordmende).
Operation Transformation which ran across
three platforms, Radio, Television and
Online, proved a huge success for the Cross
Media Sales team maximising leverage for
the sponsor. Other initiatives during 2008
included the Television Sales conference
i 2 insight and innovation, bringing new
thinking to the television industry in
Ireland.
This platform introduced some key
research (Affinity and Effectiveness, Brand
Essence, Blueprint for a Sting) to the
industry to prove that advertisements and
sponsorship on TV work harder than any
other medium. In November 2008 RTÉ was
the first broadcaster in Europe to broadcast
a live advertisement simultaneously across
Television, Radio and Online during the
Munster vs All Blacks game.
TV Library Sales achieved a record turnover
of €455,000 in the year which represents a
growth of 143% over a six-year period.
Operation Transformation, RTÉ’s first 360 o
commission on TV, Radio and Online.
In November 2008 RTÉ was the first broadcaster
in Europe to broadcast a live advertisement
simultaneously across Television, Radio and
Online during the Munster v All Blacks game.
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