Presentation by Dr Paul Haupt Bonn, 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) current  CEO South African Audience Research Foundation (SAARF)  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) 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 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 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 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.) 6

Advertisers Advertising and Media Agencies Media Owners Cinema, Mobile, Online, Out of Home, Print, Radio, TV Media Owners Cinema, Mobile, Online, Out of Home, Print, Radio, TV Joint Industry Committee (JIC) 7

Characteristics of Users Activities All Media Products Brands Attitudes Segmentation Tools

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) 9

 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  Pets 10

 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 11

LSM 10 LOW (3.3%) DEMOGRAPHICS Male 35+ Matric and higher Urban R 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 GENERAL Full access to services and bank accounts Full ownership of durables Increased participation in activities, excluding stokvel meetings LSM 10 HIGH (3.0%) DEMOGRAPHICS Male 35+ Matric and higher Urban R ave hh income per month 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 13

Source: SAARF AMPS Dec 11 Cell phones owned, rented or used 14

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At-Home Singles Single Parents 17.1% 23.5% 29.3% Young Families 17.3% Branded RAMS Jun 2011 – Gauteng Base 17

LSM 6-10 (13.4%) Cell Addicts LSM 6-10 (12.5%)LSM 6-10 (10.6%) Good LivingTraditionals Branded RAMS Jun 2011 – Gauteng Base 18

Branded RAMS Jun 2011 – Gauteng Base 19

Branded RAMS Jun 2011 – Gauteng Base 20

AMPS Dec

Pan African Media Research Organisation (PAMRO) 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 22

1.1999Johannesburg South Africa AccraGhana NairobiKenya Vic FallsZimbabwe Grand BaieMauritius DoualaCameroon Stone CityZanzibar Cape TownSouth Africa MangochiMalawi LagosNigeria NairobiKenya GaboroneBotswana DakarSenegal MunyonyoUganda AntananarivoMadagascar 23

Factors Inhibiting Media Audience Research 1. National Census Data 2. Funding/Cost of Currency Research/ Sustainability 3. Industry Organization 4. Infrastructure (Roads, Internet, etc.) 5. Access to Media 6. Knowledge of Audience Research 7. Lack of knowledge of statistics and the use of sample survey data (unrealistic expectations) 8. Insufficient User Involvement 9. Small Users – data affordability 24

 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 25

ADDITIONAL SLIDES 26

Thank you

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