Transcript Measuring TV Sets Without Remote Control

SAARF and defining &
measuring audiences
Why SAARF does this:
• Seeks relationships between:
– Who people are
– What they consume
– What media they follow.
• Not interested in uses &
grats; ethnography; qualttive
qtns.
Basic assumptions
• 1. Samples are representative.
• BUT: taken over what period?
• Now over 1 year:
– AMPS & RAMS have 30 474
– TAMS has 3549.
• Averages out seasonal change.
Nguni/Sotho Adult: Any TV Viewing
Old Universe up to Week 42 - New incl. DSTV for Weeks 43 - 13
SOCCER
CHARITYCUP +3
COMRADES
WORLD CUP
QUALIFIER
OLYMPIC
GAMES
COMBINATION
SOCCER & MARTIAL ARTS
SA vs
MALAWI
Basic assumptions
• 2. Reading, viewing, etc. can be
averaged out to mean the same
thing: OTS (opp 2 see)
• All OR part of edition/programme.
• 3. Stim->resp (effects model)
• 4. Passive, fragmented audience.
Used for predicting
• 5. Assumption is that patterns
and trends of the past can help
predict the future.
• 6. Assumption that
demographics = behaviour
• 7. Assumption ignores
aspirations and new markets
How SAARF surveys:
Methods
•
•
•
•
Not the NY sewers
Not the Poynter eyetrack
Not the Media Effects lab (PSU)
Interview questionnaire:
–Prompt card (Comp Ass Pers Intv)
–Self-completed section:155 FMCG
More methods
• A diary for extra info on radio
listening habits over 7 days.
• Electronic meters for extra info
on TV viewing habits. Works via
remote cntrl. (24 hrs)
• No focus groups or
ethnographic study
TAMS
• Top TV stations:
–sabc 1: 48.5%
–sabc 2: 18.2%
–etv: 14.2%
–sabc 3: 9.4%
–mnet: 6.1%
–dstv: 2.8%
Amps Rating (AR)
• Proportion of viewers
watching a show, multiplied
by total numbers watching
TV at that point in time.
• Excludes less than 20 secs
viewing, and deferred
(videotaped viewing).
TAMS sampling
• 3549 individuals between 30
July & 5 Aug
• Represents 11 445 000 adults.
• Demographics = SA gender.
• Disproportions: race; age;
income.
Sample Current Reporting Profile
ADULTS
Male
Female
English
Afrikaans
Nguni
Sotho
16-24
25-34
35-49
Current
44,1%
55,9
14,2
29,1
32,3
24,5
24,2
20,4
26,3
Current Reporting Profile
ADULTS
50+
Income H
Income M
Income L
LSM 1-4
LSM 5
LSM 6
LSM 7
LSM 8
Current
29,1
33,1
42,5
24,5
,7 (BUT 56% of SA)
15,6
40,6
24,0
19,0
TAMS difficulties:
• Eurometer has facility to change
TV channels, to mimic
procedures in households not
having a RCU
• The meter RCU is then used to
log in & out only
• [..but remember VCR tuning with
RCU - in that case we install
meter tuning with RCU]
• QUOTE: It became clear during February
that our technicians were not up to task
Deficiencies apparent in :
Call back/response rate to handle
problems was too low.
Centralised technician centres in J’Burg,
Cape Town & Durban were not suited to
a 1500 household panel.
Problem of satellite reception analysis.
AMPs Difficulties
• Interviews: need to check back
(31%)
• Selective & faulty memories.
• Self-completed: fall off.
• Frankness, honesty, hype - who
of you admits to reading “You”
magazine?
Rams difficulties
• 30 474 diary keepers in past
year - but how representative,
given the radio proliferation?
• 15 499 are metropolitan, but
which adult controls the
station in the household?
How Saarf defines profiles
• LSMs: living stds measure.
• Market research tool:
“currency”
• Segments people in terms of
a cluster of 25 qtn variables &
4 observation ones.
Example LSM 1
•
•
•
•
Black females, over 50, rural.
Low schooling, live in hut
No financial services
Minimal consumption or
shopping.
LSMs in society
Lsm 1
Lsm 2
Lsm 3
Lsm 4
Lsm 5
13%
15%
14%
14%
12
R750 pm
R900
R1 100
R1 600
R2 300
LSMs in society
Lsm 6
Lsm 7
Lsm 8
Lsm 9
Lsm 10
12%
6%
6%
5%
5%
R3 700
R5 500
R7 400
R9 700
R13400
LSM variables: you guess!
•
•
•
•
•
•
Hot running water (Gtn East 5%)
fridge/freezer
microwave
flush toilet (Gtn East: 15%)
no domestic in household
VCR
LSM variables cntd
•
•
•
•
•
Vacuum cleaner
No cellphone
Traditional hut
Washing machine
PC in home
LSM variables cntd
•
•
•
•
•
Electric stove
TV set
Tumble dryer
Home phone
less than 2 radio sets
LSM variables cntd
•
•
•
•
•
•
Hi-fi, music centre
Rural outside Gautng, W. Cape
Built in kitchen sink
Deep freeze
Water in home/on plot
Mnet/DSTV subscription
LSM variables cntd
•
•
•
•
•
•
•
Dishwasher
electricity
sewing machine
Gauteng
Western Cape
Motor vehicle
Home security service
MAGAZINES BY LSM - 1
0.9
Bona
Car
1.4
Cosmopolitan
6.8
8.5
10.8
11.4
5.3
2.2
Huisgenoot
12.3
6.3
1.1
Fair Lady
13.6
4.9
1.6
Drum
16.6
4.6
0.7
Kickoff
0
5.3
5
27.2
18
7.7
10
15
LSM 5
20
LSM 7
25
LMS 10
30
35
40
45
50
ACCESS TO SERVICES
Jul 2000 Jun 2001
Electricity
79.4
Access to water
75.1
Home phone
31.9*
Cell phone
19.4+
Access to Home/Cell phone
42.1
Flush toilet (house/plot)
60.4
Hot running water
34.8
+ : Significant increase
* : Significant decrease
DURABLES IN HOME
Jul 2000 Jun 2001
'000
%
TV
Fridge
Hi-fi
Electric Stove
VCR
Microwave Oven
Freezer
M-Net/DStv Subscription
PC
Dishwasher
+ : Significant increase
68.1
59.5+
53.6
48.6
28.2
26.2+
20.7
10.7*
9.2
3.4*
* : Significant decrease
6 494
5 686
5 115
4 645
2 693
2 507
1 980
1 023
878
324
CELLPHONE MARKET
Total number of cellphones
Households with 1
2
3
4+
Average per household
Total
'000
4 539
2 076
731
203
98
1.46
INTERNET USAGE
4 Weeks
TOTAL
‘000
%
Obtain information
1 069
3.7
Send/receive e-mail
1 035
3.6
Banking via internet
286
1.0
77
0.3
Purchased via internet
ACTIVITIES STARTING OUT SINGLES
48.9
bought lottery tickets
bought take-aways
35.5
28.4
eaten in a restaurant
started exercising
21.3
moved house
18.9
bought CDs
18.8
active interest in garden
17.2
hired a videotape
13.9
bought pre-recorded tapes
8.8
ordered take-aways
8.0
0
20
40
60
80
100
ACTIVITIES NEW PARENTS
56.8
bought lottery tickets
bought take-aways
38.5
27.8
eaten in a restaurant
active interest in garden
22.6
bought toys (other)
20.9
bought dolls/soft toys
18.7
bought CD's
18.0
hired a video tape
14.5
started exercising
14.3
moved house
12.2
0
20
40
60
80
100
ACTIVITIES GOLDEN NESTS
46.1
bought lottery tickets
active interest in garden
31.7
26.7
bought take-aways
eaten in a restaurant
24.6
12.0
bought CD's
started exercising
7.8
bought toys (other) 5.9
bought dolls/soft toys 5.4
hired a video tape 5.2
bought scratch cards 4.9
0
20
40
60
80
100
BOUGHT LOTTERY TICKETS - 1
13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks
50+
16.7%
18-24
21.8%
Female
45.7%
35-49
30.1%
25-34
31.4%
Male
54.3%
Gender
Age
BOUGHT LOTTERY TICKETS - 2
13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks
LSM 1-2
12.9%
LSM 9-10
13.5%
White
19.0%
LSM 3
12.2%
LSM 7-8
14.8%
Indian
3.0%
Coloured
8.6%
Black
69.4%
LSM 4
15.4%
LSM 6
16.3%
LSM 5
14.8%
Population Group
LSM Group
There’s loads of info about
audiences in AMPS …
But there is also much more
to audiences than AMPS!
Be aware of their
assumptions and rationale
and limitations.