RTÉ's latest break innovation offered brands with a strong Irish association the opportunity to advertise in 'Proud To Be Irish' themed ad breaks. The two-spot package included spots in the centre-break of The All Ireland Talent Show Results programme on March 15th and during the St Patrick's Day Parade coverage on March 17th.
The All-Ireland Talent Show results programme attracted an audience of 662,000 Adult viewers, which ranked it among the top 5 programmes across all channels for the first quaRTÉr of this year (Based on any day, any time, best episode). The 2008 St. Patrick's Day Parade coverage on RTÉ One achieved a 53% share for Adults.
RTÉ Television Sales commissioned a research study with i-Reach on the 'Proud to be Irish' themed ad break to measure awareness levels and the perceived uniqueness of the ad break among consumers. We also gained insights into the impact of the ad break on brand perception for the products included in it and consumer views on themed ad breaks in general.