The Hotwire Media Perception Survey results for 2011 are….

Media in Botswana today

Contents

• What is the Hotwire Media Survey?

• Who are the Respondents?

• Preferred Media Sources

• The Newspapers: Some Key Pointers

• Radio Stations: More Key Pointers

• Advertising Placement: Preferences

• Other findings

2

HW is Botswana’s leader in PR

and Public Affairs.

The Hotwire Media Survey

• Survey tool online based

• Data captured electronically and manually

• Conducted in 2009 and 2012, with more to come…

• In-depth, detailed snapshot of the media landscape in Botswana

• Crucial information for advertisers and marketers

• Top Line Findings presented here

3

HW recently opened its doors

in Mozambique – Headed by

Motswana Oteng Majuta

The Respondents

4

0.0%

18.6%

50.1%

21.4%

7.4%

1.7% 0.8%

Age spread

Male

45.6% Female

54.4%

Gender

0.0% 5.0%

10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Income spread

515 respondents took part in the 2012 survey

Preferred Source of News on Botswana

5

Magazines

1%

Social Media

2%

Word of

Mouth

3%

Internet (news

sites)

11%

Radio

17%

Television

18%

News Papers

48%

Current General News on Botswana

News

Papers

52%

Television

18%

Radio

11% Internet

(news sites)

13%

Social Media

1% Magazines

2%

Word of

Mouth

3%

Current Business News on Botswana

Where do people get their news?

Newspapers are the major source of general news and business

news

Most trusted source

6

1.4%

1.8%

2.0%

9.3%

25.5%

27.0%

33.0%

Magazines

Social Media

Word of mouth

Internet (news sites)

Newspapers

Television

Radio

Most TRUSTED (believable) source of information

Radio and TV are more

trusted than newspapers

Word of mouth, social

media and magazines are

least trusted

So who is top dog in newspapers?

7

0.9%

0.9%

1.4%

2.1%

3.0%

3.9%

5.5%

6.0%

10.6%

12.9%

22.8%

30.0%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Echo

The Telegraph

Global Post

Mid-Week Sun

Mmegi - Monitor

The Voice

Weekend Post

Gazette

Guardian

Daily News

Mmegi - Daily

Sunday Standard

Best Newspaper for General Content

The Sunday Standard stands out as the leading paper

for General News

0.2%

0.7%

2.2%

3.6%

3.8%

3.8%

4.3%

5.6%

7.6%

13.7%

17.5%

36.9%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Echo

The Telegraph

Global Post

Mid-Week Sun

Daily News

The Voice

Mmegi - Monitor

Gazette

Weekend Post

Mmegi - Daily

Guardian

Sunday Standard

Best Newspaper for Business

Who is Boss when we talk shop? In Paper

Who entertains us best in print?

9

0.2%

0.7%

1.6%

1.6%

2.7%

2.7%

2.9%

3.2%

3.2%

4.1%

5.7%

71.5%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

The Telegraph

Echo

Daily News

Global Post

Mmegi - Monitor

Guardian

Sunday Standard

Mid-Week Sun

Weekend Post

Gazette

Mmegi - Daily

The Voice

Best Newspaper for Entertainment

The Voice is respondents’ favourite for entertainment

(and by a long way!)

0.0%

0.0%

2.3%

3.4%

4.1%

6.0%

6.9%

8.5%

8.9%

9.2%

11.0%

39.7%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

The Telegraph

Global Post

Echo

Mid-Week Sun

Weekend Post

The Voice

Mmegi - Monitor

Daily News

Sunday Standard

Guardian

Gazette

Mmegi - Daily

Best Newspaper for Sports

Mmegi – Daily takes the lead in sports news

Who knows the score best in print?

Which paper has an eye on the globe?

11

0.9%

2.1%

2.3%

2.5%

3.5%

4.6%

7.4%

7.8%

9.4%

9.9%

11.3%

38.2%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

Echo

Mmegi - Monitor

The Voice

The Telegraph

Mid-Week Sun

Weekend Post

Global Post

Daily News

Gazette

Guardian

Mmegi - Daily

Sunday Standard

Best Newspaper for International News

The Sunday Standard: more than 3 times its

nearest rival

Who do the readers believe? (most…)

12

0.2%

0.2%

0.9%

1.4%

2.5%

3.7%

4.3%

4.6%

10.0%

13.2%

22.8%

36.1%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

The Telegraph

Global Post

Mid-Week Sun

Echo

Mmegi - Monitor

The Voice

Gazette

Weekend Post

Guardian

Mmegi - Daily

Daily News

Sunday Standard

Most Trusted Newspaper

1. The Sunday Standard

2. Daily News

3. Mmegi - Daily

Who is king in Print?

13

0.2%

0.2%

1.1%

1.8%

1.8%

4.6%

5.5%

7.5%

8.2%

9.8%

16.0%

43.2%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

Echo

The Telegraph

Global Post

Mmegi - Monitor

Mid-Week Sun

Gazette

Weekend Post

Guardian

Daily News

The Voice

Mmegi - Daily

Sunday Standard

Best Overall Newspaper

The Sunday Standard takes it….

Lets look closer look at the top 5 in Print

15

2.4%

5.9%

11.8%

12.5%

12.9%

19.5%

34.8%

0.0% 10.0% 20.0% 30.0% 40.0%

Best overall Newspaper

Best for Business

Best for Sports

Most Trusted Newspaper

Best for International News

Best for Entertainment

Best for General content

Daily News

4.1%

11.1%

13.5%

14.5%

14.9%

15.5%

26.4%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%

Best for Entertainment

Best overall Newspaper

Best for Sports

Best for International News

Most Trusted Newspaper

Best for General Content

Best for Business

Guardian

Daily news:

• Good for general

content

• Poor for business

Guardian:

• Excellent for business

news

• Generally strong

• Weak on entertainment

16

2.2%

3.6%

3.8%

3.8%

5.8%

9.7%

71.0%

0.0% 20.0% 40.0% 60.0% 80.0%

Best for International News

Most Trusted Newspaper

Best for General Content

Best for Business

Best for Sports

Best overall Newspaper

Best for Entertainment

The Voice

4.7%

9.2%

10.8%

11.4%

13.1%

18.5%

32.3%

0.0% 10.0% 20.0% 30.0% 40.0%

Best for Entertainment

Best for International News

Most Trusted Newspaper

Best for Business

Best overall Newspaper

Best for General content

Best for Sports

Mmegi - Daily

The Voice:

• Streets ahead on entertainment

• Generally weak elsewhere

Mmegi - Daily:

• The leader in sports

reporting

• Generally very strong

• Weak on entertainment

17

1.5%

4.5%

15.1%

18.4%

19.1%

19.3%

22.0%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

Best for Entertainment

Best for Sports

Best for General Content

Most Trusted Newspaper

Best for Business

Best for International News

Best overall Newspaper

Sunday Standard

Sunday Standard:

• Very strong in all

categories except:

• Sports

• Entertainment

HOW DO THE

RADIO

STATIONS

MEASURE UP?

Radio

RB 1 leads here… Notably sister RB2 scores low too

Local news in BW, who has our ear?

12.6%

13.0%

15.9%

21.7%

36.8%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

RB2

DumaFM

GabzFM

YaronaFM

RB1

Local News

Yarona FM is chief here

International news, who is tuned in best?

11.8%

17.8%

18.5%

19.6%

32.3%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

DumaFM

RB1

RB2

GabzFM

YaronaFM

International News

Gabz FM is the biz here!

Who knows the numbers best?

9.2%

16.3%

16.8%

26.0%

31.7%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

RB1

DumaFM

RB2

YaronaFM

GabzFM

Business

Yarona seems to get it most.. Gabz not too far tho…

General Content?

12.9%

17.9%

19.7%

20.4%

29.0%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

DumaFM

RB2

RB1

GabzFM

YaronaFM

General Content

Who leads when it comes to tunes?

23

7.8%

8.5%

14.4%

17.0%

52.3%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

RB1

DumaFM

GabzFM

RB2

YaronaFM

Music

Who has the gift of gab?

24

6.4%

10.7%

20.5%

27.7%

34.8%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

RB1

RB2

GabzFM

DumaFM

YaronaFM

Talk Shows

Who has game on their minds…

25

9.8%

10.8%

19.9%

27.2%

32.3%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

RB1

GabzFM

DumaFM

RB2

YaronaFM

Sport

YaronaFM is the leader in music, talk shows and

sport

Who do we believe the most…?

26

10.3%

10.8%

17.8%

23.3%

37.8%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

DumaFM

RB2

GabzFM

YaronaFM

RB1

Most Trustworthy

Who is King of the airways?

27

11.4%

13.6%

15.9%

18.0%

41.1%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

DumaFM

RB2

RB1

GabzFM

YaronaFM

Best Overall Station

Let’s look at the top 3 in more detail

28

6.3%

8.5%

9.6%

10.5%

10.6%

11.6%

12.1%

12.1%

18.6%

0.0% 5.0% 10.0% 15.0% 20.0%

Sport

Music

Local News

Most Trustworthy

Best overall station

International News

General content

Talk Shows

Business

GabzFM

3.9%

4.8%

5.6%

6.1%

9.9%

11.0%

12.3%

23.1%

23.3%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

Talk Shows

Music

Business

Sport

Best overall station

International News

General content

Local News

Most Trustworthy

RB1

GabzFM:

• Best station for business

news

• Scores high for talk shows,

general content and

international news

RB1:

• Trustworthy

• Best for local news

• Sport, business, music and

talk shows fared worst

29

7.5%

7.9%

8.8%

10.0%

11.0%

11.1%

11.9%

14.1%

17.7%

0.0% 5.0% 10.0% 15.0% 20.0%

Local News

Most Trustworthy

Business

General content

Sport

International News

Talk Shows

Best overall station

Music

YaronaFM

YaronaFM:

• Best station for

music

• Best overall station

• Scores high for talk

shows, international

news, sport and

general content

Other findings

Advertising is everywhere. Where do

people prefer to see or hear it most?

31

2.2%

2.9%

3.3%

18.2%

23.5%

24.6%

25.3%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%

Email

SMS

Magazines

Newspapers

Television

Billboards

Radio

Preferred Advertising Channel

What kind of advertising do people like

LEAST?

32

2.9%

4.0%

4.6%

5.7%

6.2%

9.3%

10.3%

17.6%

39.4%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

Magazine

Newspapers

Posters

Radio

Billboards

Email

TV

Flyers

SMS

Least Preferred Advertising Channel

So... Think carefully

before you suggest an

SMS campaign!