Media Audience Research in Africa: Where are We, and Where

Should We Go?

Presentation by Dr Paul HauptBonn, Germany

7 November 2014

Thank you to the Konrad-Adenauer-Stiftung and CIBAR for

their support

Carel Albrecht Haupt of Berlin emigrated to South Africa sometime before 1748 – Verenigde Oost-Indische Compagnie (VOC)

BSc in Physics and Mathematics (1970), BSc-Hons (1972), MSc (1973) and PhD in Experimental Nuclear Physics (1976)

Executive Director Pan African Media Research Organization (PAMRO) 2014 - current

CEO South African Audience Research Foundation (SAARF) 1998 - 2014

National Government: Chief Director Science Planning, Department of National Education. Director Occupational Safety and Director Vocational Services and Placement, Department of Manpower

Private Sector: General Manager Research and Development, Unifruco Ltd., Director Gauteng Sea Freight, Safcor Freight (Pty) Ltd.

Research Organizations: Scientist at the Atomic Energy Board, Scientist and Head of the General Physics Division of the South African Bureau of Standards (SABS)

Introduction

2

What is Media Audience Research? The Common Currency Joint Industry Committees (JICs) All Media and Products Survey (AMPS) Pan African Media Research Organization Factors Inhibiting Media Audience

Research Strengthening Local Capacities

Contents

3

It is the study of all aspects of media audiences – their characteristics as well as their sizes

This may include aspects such as demographics, media platforms, consumption of products, brands and services, activities, attitudes, interests, life styles, lifestages,

LSM’s, technographics and psychographics

What is Media Audience Research?

4

As the name indicates, both the buying and the selling side use the same (common) currency and thus it provides an orderly trading environment

It is an independent, credible measure of audiences accepted by all (Buy-in)

It provides comparable data to buyers of media space and time

It provides an even playing field for individual media It provides competitor intelligence It is a necessary condition for media freedom Billions of Advertising spend change hands based on

generally accepted information However, it does not take the place of own research

The Common Currency

5

A Joint Industry Committee is an industry body where the three main stakeholders, namely the Advertisers,

Advertising and Media Agencies, & Media Owners have equal status. It is created with the sole purpose of

jointly Managing and Controlling the currency research required to provide the industry with trading

currencies for the buying and selling of media space and time

An independent media ratings service is a cornerstone for a free, functioning, profitable media industry and exists in many countries

with a diverse liberalized media sector, e.g., here in Europe, the agma, CIM, CESP, WEMF, AIMC, NOM, Media-Analysen but also accross the

world, Kenya, Ghana, South Africa, Zimbabwe, etc.)

Definition of a Joint Industry Committee (JIC)

6

The Tripartite Nature of a JIC

AdvertisersAdvertising and Media Agencies

Media Owners

Cinema, Mobile, Online, Out of Home, Print,

Radio, TV

Joint Industry

Committee (JIC)

7

Characteristics of Users

ActivitiesAll Media

Products

BrandsAttitudes

Segmentation Tools

AMPS Single Source Data

Macro Structure of AMPSMulti- (Pluri-) media reach comparisonMedia Sections for Cinema, Print, Television, Radio, Online, Out of Home and Cell (Mobile) PhoneData from AMPS used to create the LSM-------------------------------------------------Establishment Survey for TAMSRecruitment vehicle for TAMS-------------------------------------------------Carrier vehicle for RAMS Survey-------------------------------------------------Carrier vehicle for Self-Completion Questionnaire (Attitudes, Interests, Activities, Lifestyles, Products and Brands, etc.)-------------------------------------------------NRS for Print (Newspapers and Magazines)

9

Sections of AMPS® Questionnaire Cinema Readership (Newspapers

and Magazines) Electronic Media (TV &

Radio) Out of Home Cell phone Internet LSM Life stage Life styles Activities Attitudes Interests Motor Vehicles

Financial Services Furniture/Appliances Food & Groceries

shopping habits Travel Clothing/Shoes Cosmetics Durables (Large &

small) Personal & household

products Personal & household

details Demographics Pets10

Living Standards Measure (LSM)

Multivariate segmentation tool It is based on access to services and durables, and

geographic indicators as determinants of standard of living (proxies for wealth)

LSM® is a stable and dependable differentiator and the AMPS variables are particularly suited to this

Approximately 100 AMPS® variables selected on logical grounds

Analysed multi-dimensionally by applying:− principle component analysis− stepwise regression analysis

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Summary Of LSM® 10

LSM 10 LOW (3.3%) DEMOGRAPHICSMale35+ Matric and higherUrban

R27 807 ave hh income per month

MEDIAWide range of commercial radioTV: SABC 3, M-Net, DStv, Top TV, Community TVAll printAccessed internet past 7 daysCinema & Outdoor

GENERALFull access to services and bank accountsFull ownership of durablesIncreased participation in activities, excluding stokvel meetings

LSM 10 HIGH (3.0%) DEMOGRAPHICSMale35+ Matric and higherUrban

R33 590 ave hh income per month

MEDIAWide range of commercial radioTV: M-Net, DStv, To TV, Community TVAll printAccessed internet past 7 daysCinema & Outdoor

GENERALFull access to services and bank accountsFull ownership of durablesIncreased participation in activities, excluding stokvel meetings

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Source: SAARF AMPS Dec 11

Cell Phone penetration x LSM®

LSM1

LSM2

LSM3

LSM4

LSM5

LSM6

LSM7L

LSM7H

LSM8L

LSM8H

LSM9L

LSM9H

LSM10L

LSM10H

Cell Phones 38.9 65.3 64.6 74.5 82.5 83.7 86.4 88.5 88.1 89.1 91.8 92.7 95.6 96.5

0

20

40

60

80

100

Cell phones owned, rented or used

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SEGMENTATION EXAMPLE:METRO FM

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METRO FM – LSM®

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 100.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

16

At-Home Singles Single Parents

17.1%

23.5%

29.3%

Young Families

17.3%

METRO FM – Lifestage

Branded RAMS Jun 2011 – Gauteng Base

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LSM 6-10 (13.4%)

Cell Addicts

LSM 6-10 (12.5%) LSM 6-10 (10.6%)

Good Living Traditionals

METRO FM – Lifestyles

Branded RAMS Jun 2011 – Gauteng Base

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METRO FM – Attitude Groups

Branded RAMS Jun 2011 – Gauteng Base

Distants Global Citizens Now GenerationNation Builders Rooted 0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

19

METRO FM – Types of Music Interested in

Branded RAMS Jun 2011 – Gauteng Base

Gospel Love songs / Ballads Rhythm & Blues/Soul House Music Kwaito Rap/Hip-Hop Jazz/Fusion/Blues0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

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Top 10 Cellphone ActivitiesV = % of Adults for Each Activity by Age Groups

Receive

pleas

e ca

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mes

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Send

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Send

oth

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MS's

Take

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ith cellpho

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Liste

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Play

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Take

video

reco

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Downloa

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to m

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(exc

l Rad

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Send

/Rec

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an

MMS

Acces

s Int

erne

t or W

eb fr

om P

hone

0.010.020.030.040.050.060.070.080.090.0

100.0

30.1 34.2 32.6 35.7 42.2 49.539.5

49.540.3 47.8

26.427.5 27.9 29.3

31.731.1

31.031.3

30.730.5

27.125.1 26.9 25.4

20.116.4

23.316.2

22.217.9

16.4 13.2 12.6 9.7 6.1 3.0 6.2 3.0 6.8 3.9

15-24 25-34 35-49 50+

AMPS Dec

2011 21

Pan African Media Research Organisation (PAMRO)

Founding Meeting Johannesburg 1999Short term objective to assist other African

states to do their own media audience research

Long term objective to have harmonised data for Africa based on the tried and tested AMPS

and RAMS methodologieswww.pamro.org

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PAMRO Conferences  1. 1999 Johannesburg South Africa  2. 2000 Accra Ghana  3. 2001 Nairobi Kenya  4. 2002 Vic Falls Zimbabwe  5. 2003 Grand Baie Mauritius  6. 2004 Douala Cameroon  7. 2005 Stone City Zanzibar  8. 2006 Cape Town South Africa  9. 2007 Mangochi Malawi 10. 2008 Lagos Nigeria 11. 2009 Nairobi Kenya 12. 2010 Gaborone Botswana 13. 2011 Dakar Senegal 14. 2012 Munyonyo Uganda 15. 2013 Antananarivo Madagascar

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Factors Inhibiting Media Audience Research

1. National Census Data2. Funding/Cost of Currency Research/

Sustainability 3. Industry Organization4. Infrastructure (Roads, Internet, etc.)5. Access to Media6. Knowledge of Audience Research7. Lack of knowledge of statistics and the use of

sample survey data (unrealistic expectations)8. Insufficient User Involvement9. Small Users – data affordability

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The single biggest problem is funding Catch-22 Kick-start is needed AMPS studies are ideally suited for the

inclusion of development questions It could be a win-win situation if currency

surveys can be used to address development needs as well

Training in Media Audience Research Infrastructure

Strengthening Local Capacities

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ADDITIONAL SLIDES

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Thank you

Thank youVisit us at

www.pamro.org