Menell Media Conference things you need to know about the SA media landscape

Sources  futurefact: psychographic and media survey  AMPS: All media and products survey  RAMS: Radio diaries  ABC: Circulation  OMC: Outdoor measurement

Changes in the traditional media landscape  NEWSPAPERS newspaper circulations reach more sharing – newspapers still relevant.  RADIO ALS listening Number of community stations not listenership.  TV Pay TV and P VRs FTA

1. Changes in the traditional media landscape

Newspapers (the newspaper market according to AMPS) Dailies Number of titles Reach 21%29% Circulation m1.3m [-16%] Weeklies Number of titles Reach 31%30% Circulation m2.3m [-21%] Any Newspaper Number of titles Reach 39%46% Circulation m3.6m [-20%] Source: AMPS and ABC

African Language Number of stations 9 9 Reach 66%59% Commercial Number of stations Reach 50%48% Community Number of stations Reach 13%15% Source: RAMS Radio (the radio market according to RAMS)

Free-to-air* Number of channels 4 4 Reach 80%88% Pay TV** Number of channels Reach 14%40% Subs to DStv Subscribers 5% 38% PVR in home *** %22% Source: AMPS TV (the TV market according to AMPS) *regardless of platform **excluding free-to-air channels **DStv and StarSat ***DStv subscribers’ decoders

News websites have considerable traction but are not supplanting the traditional newspaper as yet  Only 5% read only a website (and not the traditional paper version).  Depends on access to a tablet or PC or both for traction.

2. News websites (on bigger screen) have considerable traction but are not supplanting the traditional newspaper as yet

Readership: news websites and traditional print newspapers Source: futurefact 2014

Only a smartphone 16% PC but NOT a Tablet 36% A tablet but NOT a PC 48% Both a PC AND a tablet 60% It is access to either a PC or a tablet that facilitates access to news sites Source: futurefact 2014 Bodes well in terms of future generations

Digital has little impact on radio listening  Irrespective of device ownership.

3. Digital has little impact on radio listening

Digital has little impact on radio listening The traditional methods of listening to the radio far prevail over digital devices. Whether one has a computer or not does not impact significantly on radio listening. Source: futurefact 2014 Devices have some impact on downloading podcasts With a tablet: 15% With a PC: 9% With a smartphone: 6%

Local TV content prevails over international  Both for news channel access and for programmes.

TV viewing time  18 – 24’s considerably less than all other age groups  YouTube 37% in this age cohort  Vlogging: content creation for video

4. Local content predominates over international

Across the board the local news channels have higher viewing than the international ones Source: futurefact 2014 Base: those who watch any news on DStv 38% of DStv subscribers watch any news on DStv

Favourite TV programmes: local is also king Top 10 Source: futurefact 2014

Media synergy is the advertising game: 1+1=3  For a variety of categories from changing banks to buying a car, home, computer or laptop, there are optimum combinations of media for greater reach.

5. Media synergy: the advertising game (1+1=3) Media planners will need to consider the synergistic effect of plans as media platforms become more and more merged

Useful media when deciding to buy a house… Source: futurefact 2014 Newspape= 43% Internet= 32% Source: futurefact 2014 In combination……. Newspapers + internet = 63%

Newspape= 45% TV= 39% In combination……. Newspapers + TV = 61% Useful media when deciding to buy a computer/laptop/cell… Source: futurefact 2014

TV= 36% Radio= 21% Useful media when deciding to change banks… In combination……. TV + Radio = 41% Source: futurefact 2014

Which combo? Magazines + newspapers= 55% Magazines + internet= 59% Newspapers + internet = 63% All 3 together= 73% Useful media when deciding to purchase a car… Newspape= 41% Magazines= 37% Internet= 36% Source: futurefact 2014

The whole audience research frame is changing  Core establishment survey  Intermedia basics  Individual industry surveys fused to the ES  TAMS, RACS, PAMS, OOH….

6. The changing research landscape in SA

Audience research: the state of play Marketers TBC Radio survey TV Panel OOH survey Readership survey Digital survey Products & brands survey Establishment survey OMC BRC PDMSA TBC

7.Out of Home (OOH) No longer the Cinderella medium

Sophisticated modelling to create comparability with other media in terms of reach and frequency Demographics and travel data Real car counts from satellite data Visibility zones for panels/billboards Reach and frequency calculations

Need for media as a corruption fighter  Responsibility and balance

8. Need for media as a corruption fighter - with responsibility and balance

Perceived duty of the media Source: futurefact 2014

Trust and confidence  Attacks on media result in greater trust in journalists  Trust and confidence scores increasing  Also for satirists and comedians  FAR higher than for the P’s: President, Parties and Politicians.

9. Trust and confidence

Confidence scores Media score Source: futurefact 2014 To put this in perspective: -ANC = 120 -Thuli Madonsela = 262 -ConCourt = 288 -SAPS = 152 -Jacob Zuma = -6

Social media critical for the political arena  Political frame more fluid than before  Considerable use by party faithfuls and ‘swingers’ of social media.

10. Social media critical for the political arena

Internet access and politics Source: futurefact 2014 Political camps 43% 42% 37% Regularly use social media

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