Transcript the presentation

Thank you to the KonradAdenauer-Stiftung and CIBAR for
their support
Presentation by Dr Paul Haupt
Bonn, Germany
7 November 2014
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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)
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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
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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
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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
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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.)
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Advertising and
Media Agencies
Advertisers
Joint Industry
Committee
(JIC)
Media Owners
Cinema, Mobile,
Online, Out of
Home, Print, Radio,
TV
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Products
Attitudes
All Media
Segmentation
Tools
Brands
Activities
Characteristics of
Users
Multi- (Pluri-) media reach comparison
Media Sections for Cinema, Print, Television, Radio,
Online, Out of Home and Cell (Mobile) Phone
Data from AMPS used to create the LSM
------------------------------------------------Establishment Survey for TAMS
Recruitment 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)
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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
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Financial Services
Furniture/Appliances
Food & Groceries
shopping habits
Travel
Clothing/Shoes
Cosmetics
Durables (Large & small)
Personal & household
products
Personal & household
details
Demographics
Pets
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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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LSM 10 LOW (3.3%)
DEMOGRAPHICS
Male
35+
Matric and higher
Urban
LSM 10 HIGH (3.0%)
DEMOGRAPHICS
Male
35+
Matric and higher
Urban
R27 807 ave hh income per month
R33 590 ave hh income per month
MEDIA
Wide range of commercial radio
TV: SABC 3, M-Net, DStv, Top TV, Community
TV
All print
Accessed internet past 7 days
Cinema & Outdoor
MEDIA
Wide range of commercial radio
TV: M-Net, DStv, To TV, Community TV
All print
Accessed internet past 7 days
Cinema & Outdoor
GENERAL
Full access to services and bank accounts
Full ownership of durables
Increased participation in activities, excluding
stokvel meetings
GENERAL
Full access to services and bank accounts
Full ownership of durables
Increased participation in activities, excluding
stokvel meetings
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100
80
60
40
20
0
LSM LSM LSM LSM LSM LSM LSM LSM LSM LSM LSM LSM LSM LSM
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2
3
4
5
6
7L 7H 8L 8H 9L 9H 10L 10H
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
Cell phones owned, rented or used
Source: SAARF AMPS14
Dec 11
15
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
LSM 1
LSM 2
LSM 3
LSM 4
LSM 5
LSM 6
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LSM 7
LSM 8
LSM 9
LSM 10
At-Home Singles
Young Families
Single Parents
17.3%
17.1%
23.5%
29.3%
Branded RAMS Jun 2011 – Gauteng Base
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Good Living
Cell Addicts
Traditionals
LSM 6-10 (13.4%)
LSM 6-10 (12.5%)
LSM 6-10 (10.6%)
Branded RAMS Jun 2011 – Gauteng Base
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35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
Distants
Global Citizens Now Generation Nation Builders
Branded RAMS Jun 2011 – Gauteng Base
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Rooted
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
Gospel
Love songs / Ballads Rhythm & Blues/Soul
House Music
Kwaito
Branded RAMS Jun 2011 – Gauteng Base
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Rap/Hip-Hop
Jazz/Fusion/Blues
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
16.4
27.1
26.4
30.1
13.2
25.1
9.7
12.6
26.9
27.5
27.9
34.2
32.6
25.4
29.3
35.7
15-24
AMPS
Dec
2011
6.1
20.1
31.7
42.2
25-34
35-49
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3.0
16.4
6.2
23.3
3.0
16.2
30.7
31.0
50+
22.2
31.3
31.1
49.5
6.8
39.5
49.5
40.3
3.9
17.9
30.5
47.8
Founding Meeting Johannesburg 1999
Short 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 methodologies
www.pamro.org
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2009
2010
2011
2012
2013
Johannesburg
Accra
Nairobi
Vic Falls
Grand Baie
Douala
Stone City
Cape Town
Mangochi
Lagos
Nairobi
Gaborone
Dakar
Munyonyo
Antananarivo
South Africa
Ghana
Kenya
Zimbabwe
Mauritius
Cameroon
Zanzibar
South Africa
Malawi
Nigeria
Kenya
Botswana
Senegal
Uganda
Madagascar
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National Census Data
Funding/Cost of Currency Research/
Sustainability
Industry Organization
Infrastructure (Roads, Internet, etc.)
Access to Media
Knowledge of Audience Research
Lack of knowledge of statistics and the use of
sample survey data (unrealistic expectations)
Insufficient User Involvement
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
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ADDITIONAL SLIDES
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Thank you
Thank you
Visit us at
www.pamro.org