View
1
Download
0
Category
Preview:
Citation preview
2017
Launch Presentation
#PAMS2017
THE JOURNEY
3
THE BRIEF
To measure and track
audiences across all reading platforms to enable the buying and selling of advertising
High AMPS RPCs need to be
addressed
Link to PRC Mobile Reader Panel
To enable the linking of these audiences to the Establishment Survey and IAB Effective Measure data
Source: PAMS 2017
4
OUR PURPOSE
To provide an innovative
“Gold Standard” Reader Audience Measurement
founded on global and local best-in-class practice,
expertise and resources Source: PAMS 2017
5
THE OUTCOME
The most complete measurement of
reader audiences, across all platforms, to
inform effective advertising investment
Source: PAMS 2017
6
FIELDWORK , SAMPLE AND SCOPE
Fieldwork: 11 July – 16 November 2017
Total sample of 17 386:
Weighted to the mid-2017 IHS population of 40 073 000 (Adults 15+)
53 Newspapers; 92 Magazines and 10 Online News Sites were measured –
155 Total Source: PAMS 2017
7
FLOODING – INCREASED SAMPLE BY 70%
Significant cost efficiency generated through flooding methodology
Households Average Flooded Rate
Total Respondents
10,000 1,74 17,386
PAMS INTERVIEWS
Cost us 34% of what we paid in 2015 per AMPS interview Source: PAMS 2017
8
FLOODING – REDUCES READERSHIP BY 4%
60.4 56.6
44.4 40.6
44.3 41.4
Primary Total Sample
Total Newspapers Magazines
Source: PAMS 2017
9
QUESTIONNAIRE FLOW
PLATFORM FILTER
On Paper
On a Cellphone
On a Computer
On a Tablet
On another device
None of these
CASI SELF-
SELECTION
ROUTING
PAPER / ONLINE
QUESTIONS
Frequency
When last for AIR
Pick ups
Origin of Copy
Time Spent Reading
Device/Platform
1 2 3
Cell Phones / Online behaviour
Motoring / Financial
Retail: Food and groceries / Furniture and Appliances / Clothing Source: PAMS 2017
PRODUCT / BRAND / RETAIL / BEHAVIOUR 4
10
NEW EXPANDED & REFINED DEFINITION
Source: PAMS 2017
11
CASI – SELF-SELECTION OF TITLES
Design
• Masthead rotations
• Only 4 titles per screen
• Newspaper prompts regionalised by province
• Shortens questionnaire length
• Publications reported by Platform and in Total
• Increases respondent interest
• Saves time
Outcome
• Removes bias
• More focus on EACH title
• Zero incompletes
• More “Niche” publications hitting the radar
• Removes status induced over-claim
Source: PAMS 2017
12
EASIER FREQUENCY SELECTION THROUGH VISUAL PUBLISHING INTERVAL SCALE
• Thinking of DAILY SUN there are FIVE issues published from MONDAY to FRIDAY. How many different issues do you normally read or page through?
• Thinking of CITY PRESS, there are normally FOUR issues published in a ONE MONTH. How many different issues do you
normally read or page through?
• Thinking of BONA, there are TWELVE issues published in a YEAR. How many different issues do you normally read or page through?
Source: PAMS 2017
1 2 3 4 5
Monday Tuesday Wednesday Thursday Friday
1 2 3 4 5 6 7 8 9 10 11 12
January February March April May June July August September October November December
Year
1 2 3 4
Week 1
(Mon-Sun)
Week 2
(Mon-Sun)
Week 3
(Mon-Sun)
Week 4
(Mon-Sun)
Month
13
TWO PLACEBO TITLES INCLUDED
Total Respondents 56
Total Respondents 6
%
PAMS Paper 0,0
PAMS Online 0,1
PAMS Total 0,1
Source: PAMS 2017
Paper 0,0
PAMS Online 0,0
PAMS Total 0,0
%
14
AIR BASED ON “WHEN LAST” RECENCY
Not counting today, when last did you personally read or page through a paper copy of
o 2 Days ago o 3 Days ago o 4 Days ago o 5 Days ago o 6 Days ago o 7 Days ago o 8 Days – 2 Weeks ago o 3 – 4 Weeks ago o 5 – 6 Weeks ago o 7 – 8 Weeks ago o 9 – 12 Weeks ago o 4 – 6 Months ago o 7 – 12 Months ago Source: PAMS 2017
o Yesterday o 2 Days ago o 3 Days ago o 4 Days ago o 5 Days ago o 6 Days ago o 7 Days ago o 8 Days – 2 Weeks ago o 3 – 4 Weeks ago o Longer ago
You mentioned that you have read or viewed online content for IOL. When last did you read or view this?
PAPER ONLINE
15
AIRs BASED ON RECENCY
Total Multi-platform AIR (7 Day online)
Paper AIR Online AIR
Last read in Issue period Last read in 7 days
Last read in 4 weeks
Source: PAMS 2017
16
NEW: MULTIPLE PICK-UPS (OTS)
Thinking about the paper copy of Sunday Times you last read, how many times did you pick it up before you finished with it?
o Once Only o 2 – 3 times o 4 – 5 times o 6 or more times
o Once Only o 2 – 3 times o 4 – 5 times o 6 or more times
Thinking about the paper copy of BONA you last read, how many times did you pick it up before you finished with it?
Source: PAMS 2017
17
NUMBER OF PICK-UPS
45 39 29 29
41 42
46 41
14 19 25 30
DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE
Once only 2-3 times 4 or more times
Average number 2,2 2,4 2,7 2,9 Pick-ups
Based on 12 month Readers
Source: PAMS 2017
18
NEW: TIME SPENT READING (TSR)
Thinking of your reading of Daily Dispatch, on average, how long do you spend reading or paging through the paper copy of Daily Dispatch?
Average Time
o Less than 30 minutes o Between 30 minutes – 1 hour o Between 1-2 hours o Between 3-4 hours o 4 hours or more
Average Time
o Less than 30 minutes o Between 30 minutes – 1 hour o Between 1-2 hours o Between 3-4 hours o 4 hours or more
Thinking of your reading of SARIE KOS, on average, how long do you spend reading or paging through the paper copy of SARIE KOS?
Source: PAMS 2017
19
TIME SPENT READING
34 29 25 27
45 43
43 38
21 28 32 35
DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE
Less than 30 mins 30 mins - 1 hour 1 hour +
Average time 49 57 61 67 minutes
Based on 12 month Readers
Source: PAMS 2017
20
NEW: USAGE OF ADVERTISING INSERTS/LEAFLETS
Thinking about advertising pamphlets, leaflets or inserts such as these, do you
• Use them to compare prices 57
• Use them to plan your shopping 45
• Buy products as a result of seeing them 29
• Glance or page through to see if anything interests you 26
• Don’t look at them 16
%
Source: PAMS 2017
21
TOPICS/INTEREST QUESTION – NEWSPAPERS
% 38 38
35 35
33 32
27 25
23 23
22 21
18 17
16 16 16
14 13 13
10
SportCommunity News/Local…
Jobs/CareersSA News/Current Affairs
Celebrity NewsPolitics
EducationHealth/Fitness
International newsFood/Recipies
Beauty & FashiionAdvertising
Business/Economic/Compa…Comics/Cartoons/Crosswo…Entertainment/Movies/TV…
MotoringTechnology
PropertyPersonal Finance
TravelHome/Gardening/DIY
Source: PAMS 2017
22
TOPICS/INTEREST QUESTION – MAGAZINES
% 33
30
27
26
25
24
23
21
21
19
14
14
14
14
12
11
11
11
Real life stories
Celebrities
Sports
Food, Cooking and Baking
Fashion and Beauty
Health, Fitness and Weight loss
Careers, Jobs and Appointments
Wellness and Relationships
TV Guides
International news
Home Décor and Gardening
Holidays and Travel
Motoring
Technology, Gadgets and Hobbies
Financial and Business
Pregancy, Baby and Parenting
Personal Finance and Investment
Agriculture
Source: PAMS 2017
23
SAMPLING AND WEIGHTING
Designed by Prof. Ariane Neethling
National Sample based on SAL’s
Verified by
Andrew Whitney
24
99% OF MUNICIPALITIES SAMPLED
232 out of
233 municipalities
Source: PAMS 2017
25
SAMPLE POINTS STRETCHED TO MAXIMISE DIVERSITY
Limited to Points of 2
per SAL to maximise
national coverage
No substitution
outside sampled SAL
26
SOUTH AFRICA – MOST INEQUITABLE SOCIETY ON EARTH
27
DISPROPORTIONAL DESIGN IN LINE WITH INCOME SHARE
50 30
20 41
28
31
Metro Urban RuralSource: PAMS 2017
62 14 6
18
79
9
3 9
Black Coloured Indian White
28
HYBRID OF CELL AND RIM WEIGHTING
RIM WEIGHTING
• Iterative process of recalculation of weights
• Repeated until results converge to the target population
• Enabled PAMS to weight Afrikaans speakers
CELL WEIGHTING
• Applies a weight per Cell combination
• Enables interlaced demographic control
• Ensures in-depth analysis reliability
Source: PAMS 2017
AFRIKAANS
OTHER
GENDER AGE
POP GROUP
AREA
ALL INTERLACED
29
WEIGHTING EFFICIENCY
Measure of how well PAMS sample is aligned to the population
83% 70%
International Standard
Source: PAMS 2017
30
CREATING A SINGLE DATABASE - IMPUTATION
Single PAMS 2017 Datafile
17 386
PRIMARY SAMPLE 10 000
Reading Demographics
FLOODED SAMPLE 7 386
Reading Demographics
Products + Services
Best match Donor Imputed
Products + Services
Source: PAMS 2017
31
KEY DEMOGRAPHICS
32
SEM’s
12 17
13 11 11
8 9 7 6
7 11 13 13
11 10 9 11 9
7 7
ES (July 2016-June 2017 12M) PAMS
%
Source: PAMS 2017
33
LSM’s
0.3 1.4
3.9
13.9
21.3
33.4
11.5
5.4 5.7
3.2 0.7 1.9
3.5
11.1
18.1
27.5
13.6
8.3 9.3
6.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
AMPS 2015 ES (July 2016-June 2017 12M) PAMS%
Source: PAMS 2017
34
EMPLOYMENT LEVELS HIGHER AMONGST READERS
28
9 7
33
14 10
34
9 6
28
15
8
0
5
10
15
20
25
30
35
40
45
50
Working Full Time Working Part Time Housewife/Husband Unemployed Student Retired
PAMS Total PAMS Readers
%
Working Full Time
Working Part Time
Housewife/ Househusband
Unemployed Student Retired
Source: PAMS 2017
35
READING RESULTS
36
Designed for All Media and Products
Sample
Magisterial Based HH address based
Questionnaire: “Paper”
Masthead: DSCAPI
AIR: FRIPI (First Reading within in Issue Period)
Designed for Readership
Masthead: TABLET AIR: Recency based
Source: PAMS 2017
PAMS IS NOT COMPARABLE TO AMPS – EVEN THE PAPER MEASURE
=
AMPS
Sample: SAL the HH addressed based, Flooded
different disproportionality
Questionnaire: Multi-platform reading
37
TOTAL READING – LIMITED OVERLAP
Paper & Online 11 %
Online Only 3 %
Paper Only 86 %
R10,220 37 years
R21,460 33 years
R19,480 32 years
907k 3 739k 29 129k
Source: PAMS 2017
38
TOTAL READERS AIR
Total Audience 22 664 23 341
%
57 61
PAMS Total (AIR) AMPS 2015 (AIR)
Source: 2017
39
ONLINE REPETOIRES ARE HIGHER
AMPS 2015 PAMS
PAPER ONLINE TOTAL
1,9 2,0 2,6 2,2
2,7 2,6 3,1 2,8
3,5 3,3 4,1 3,6
Source: PAMS 2017
40
NEWSPAPERS
41
TOTAL NEWSPAPERS AIR
AMPS 2015 ’000
PAMS 2017 Total Audience
26 29
44
22
29
41
Any Daily Any Weekly Any Newspaper
AMPS 2015 PAMS Total
%
9 742
8 756
10 945
11 797
16 664
16 251
Source: PAMS 2017
42
TOTAL NEWSPAPERS AIR
AMPS 2015 ’000
PAMS 2017 Total Audience
10 945
11 797
16 664
16 251
26 29
44
18
27
37
5 4 6
22
29
41
Any Daily Any Weekly Any Newspaper
AMPS 2015 PAMS Paper PAMS Online PAMS Total
9 742
8 756
%
Source: PAMS 2017
43
RANKINGS – DAILY NEWSPAPERS
Daily Sun
Sowetan
Isolezwe
Son
The Star
The Times
Daily Voice
The Citizen
Business Day
Daily News
Beeld
The Mercury
PAMS 2017
Daily Sun
Sowetan
Isolezwe
Son
The Star
Beeld
The Citizen
Daily Voice
Daily News
The Times
Daily Dispatch
Daily Herald
AMPS 2015
Source: PAMS 2017
44
RANKINGS – WEEKLY NEWSPAPERS
Soccer Laduma
Sunday Times
Sunday Sun
City Press
Sunday World
Ilanga LangeSonto
Isolezwe ngeSonto
Rapport
Isolezwe ngoMgqibelo
Ilanga
Son op Sondag
Sunday Tribune
PAMS 2017
Sunday Times
Soccer Laduma
Sunday Sun
City Press
Sunday World
Rapport
Isolezwe ngeSonto
Ilanga LangeSonto
Isolozwe…
Son op Sondag
Sunday Tribune
Post
AMPS 2015
Source: PAMS 2017
45
MAGAZINES
46
TOTAL MAGAZINES AIR
AMPS 2015 ’000
PAMS 2017 Total Audience
23
34
45
20
32
41
Any Weekly Any Monthly Any Magazine
AMPS 2015 PAMS Total
%
8 946
8 063
12 866
12 903
17 360
16 599
Source: PAMS 2017
47
TOTAL MAGAZINES AIR
AMPS 2015 ’000
PAMS 2017 Total Audience
12 866
12 903
17 360
16 599
23
34
45
19
30
39
2 4 5
20
32
41
Any Weekly Any Monthly Any Magazine
AMPS 2015 PAMS Paper PAMS Online PAMS Total
8 946
8 063
%
%
Source: PAMS 2017
48
RANKINGS - MAGAZINES
KickOff
Drum
Bona
You
Move!
Huisgenoot
True Love
Car
People
Men's Health
Kuier
Food & Home
PAMS 2017
KickOff
Drum
Bona
Move!
You
True Love
Huisgenoot
People
Men's Health
Kuier
Speed & Sound
Cosmopolitan
AMPS 2015
Source: PAMS 2017
49
INTERNET AND CELLPHONE
50
INTERNET ACCESS
51% 8% 4%
TOTAL ACCESS 55 %
Source: PAMS 2017
51
INTERNET DEVICE OVERLAP
Cellphone & Computer/
Tablet 12 %
Computer/ Tablet Only
7 %
Cellphone Only 81 %
R11,890 32 years
R17,100 37 years
R27,540 37 years
17 873k 1 525k 2 738k
Source: PAMS 2017
52
CELLPHONES
50 % 30 % 10 %
TOTAL ACCESS 90 %
Smartphone Ordinary Cell Feature Cell
Source: PAMS 2017
53
RETAIL AND BRANDS
54
33% OF HOUSEHOLDS HAVE A MOTOR VEHICLE
One 20%
Two 9%
Three + 4%
None 67%
NUMBER IN HOUSEHOLD
AMPS 2015 - 34%
STATS SA COMMUNITY SURVEY 2016 - 33%
ESTABLISHMENT SURVEY - 25%
Source: PAMS 2017
55
TOP CAR MANUFACTURERS
22
15
7
7
5
5
4
4
3
3
3
3
2
Toyota
VW
Ford
Nissan
Hyundai
BMW
Opel
Mazda
Mercedes
Isuzu
Audi
Chevrolet
Kia
%
Source: PAMS 2017
56
MAIN BANK
23
13
13
10
8
1
32
Capitec Bank
ABSA
First National Bank (FNB)
Standard Bank
Nedbank
Postbank/Posbank
Don’t have a bank account
%
Source: PAMS 2017
57
RESPONSIBILITY FOR HOUSEHOLD PURCHASES
Yes
64%
No 36%
WHOLLY/PARTLY RESPONSIBLE – DAY TO DAY PURCHASES
Source: PAMS 2017
59
TOP 3 SPEND MOST MONEY
Base: Purchasers
SEM 1-4 %
SEM 5-7 %
SEM 8-10
%
Shoprite 47 Shoprite 50 Pick ‘n
Pay/Hyper 33
Boxer Superstores
14 Pick ‘n
Pay/Hyper 16 Shoprite 22
Spar/Superspar 14 Spar/Superspar 12 Checker/Checkers
Hyper 17
Source: PAMS 2017
60
FURNITURE AND APPLIANCES •
%
Yes
24%
No 76%
BOUGHT IN PAST 12 MONTHS
17 15
12 10
6 5 5 5
4 4 4 4
3 3 3
2 2 2 2 2
1 1
ShopriteGame
OK FurnitureLewis
MakroCheckers/Checkers…
ClicksPick 'n Pay/Pick 'n…Hi-Fi Corporation
Jet MartMr Price Home
RussellsAckermans
House & HomeMorkels
At HomeBarnetts
BoardmansJoshua Doore
Pep StoresGeen & Richards
Hirsch's
Source: PAMS 2017
61
33
25
23
20
19
14
12
9
8
7
6
6
5
4
3
3
2
1
1
1
Mr Price/Mr Price Sport
Jet
Ackermans
Pep Stores
Edgars/Edgars Active
Truworths
Woolworths
Markham
Sportscene
Identity
Foschini
Total Sports
Studio 88
Legit
Fashion Express
Pick 'n Pay/Pick 'n Pay Hyper
Milady's
Jay Jay's
Sportman's Warehouse
Stuttafords
CLOTHING •
Yes
62%
No 38%
BOUGHT IN PAST 6 MONTHS
Source: PAMS 2017
%
62
ADDITIONAL VALUE-ADDS / FUSION HOOKS
Fusion Hooks Incorporated, Including behavioural and brand data TV and Radio topline data also included
L1. During an average week, on how many days do you personally watch TV?
o 7 days (every day) o 6 days o 5 days o 4 days o 3 days o 2 days o 1 day o Don’t watch TV in an average week
Source: PAMS 2017
63
PAMS
PANEL
BALANCE FUSE = TOTAL AUDIENCE
OUR CURRENCY SURVEYS
Source: PAMS 2017
64
HUB & DONOR = SINGLE SOURCE
64
ES
PAMS
TAMS
RAM
IAB
HOME SCAN
OOH
65
HUB & DONOR = SINGLE SOURCE
65
IAB
HOME SCAN
OOH
66
NEXT STEPS - FUSION
67
THE THING ABOUT SINGLE SOURCE
All markets fragment as the world becomes more complex
1. Fewer respondents per question
2. More questions to understand complexity and brands
3. Longer questionnaires
4. Poorer quality of responses
Inevitably single source will no longer do the trick!
68
MEDIA FUSION IS NO LONGER THE VISION, IT’S THE PREFERRED SOLUTION
Brings previously separate media assets together
1. for the most granular view of consumers
2. cross platform behavior
3. which supports analytics,
4. flexible media & target creation and
5. un-duplicated reach & frequency planning
Digital
Newspaper
Magazine
TV
OOH
F
Radio
Segments
Homescan
Video Streaming
Cinema
Online
TV
F
Homescan
Smartphone
TV
F
Homescan
Online
Newspaper Magazine
TV
F
Source: PAMS 2017
69
WHAT IS DATA FUSION?
• Statistical analytics and modeling in order to create a single data set that incorporates the attributes from both
Data Set 1
(recipient): Print Title
Reading
+ Platform
Data Set 2:
(donor)
FMCG brand
consumption
Data Set 3:
(integrated)
Print Title FMCG
consumption profile by
platform
Source: PAMS 2017
70
DATA FUSION APPROACH
Linking Variables
Like-variables within both Data Sets
Importance Weights
Using statistical analysis to
understand how each of these
variables correlates to behavior, we
establish importance weights for each
variable
Fusion
A fusion algorithm is created that uses the linking variables and importance weights to assign donor data from Data Set 2 to
Data Set 1
Calibration and testing
Individual
respondents in the fused data set are re-weighted, calibrated.
Fusion yields behaviors consistent
with the original data sets.
71
BUT WE HAVE A LOT TO WORK WITH
ES / IHS
TAMS
RAMS
EM / DAR
ROAD
PAMS
Newspaper Magazine
TV
Radio
OOH
Digital
Brands + Categories
Profile + Segments
Homepanel (CPS)
AMPS 2016
Products + Brands
Products + Brands
GCIS
Financial Services
(OMNI)
Attitudes + Lifestyle
FutureFact
Attitudes + Lifestyle
FUSION
Currency data
Insight data
72
INTRODUCING Nielsen consumer PANEL (CPS)
73
Longitudinal FMCG HH Data
Urban HH’s are audited twice a month, Rural HH’s once a month
Household Sample
4000,
representative of 15 millionHH
(AMPS 2014)
Full National
Demographically and
Geographically representative of
South African Households (LSM, PDM age, Region,
HH size, Race)
Pantry Audit
Record household purchases in a Nielsen diary. Auditor* cross
checks with pantry and
dustbin
All Retail Outlets
HH’s continuously
report their domestic
purchases from all retail outlets and are rewarded if
compliant
74
HOMEPANEL FUSION to PAMS
Apart from all the Reader data, what do we get?
PAMS
• Retail outlet:
– Furniture + Appliances
– Clothing
– Food + Grocery
• Reading
• Cell phone network
• Feature vs. smart phone
• Banks
• Motor vehicle brands
• Demographics
• Weighted to IHS
• SEM / LSM
Homepanel
PAMS
Home Scan
• FMCG retail outlet
• FMCG volumetric
consumption
• 200 categories
• 2000 brands
• Full national
• Longitudinal data
• Weighted to IHS
• Demographics
• LSM (and SEM later)
75
1.0
THANK YOU
2017
QUESTIONS?
Recommended