1. Menell Media Conference 2015 10 things you need to know about the SA media landscape

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

3. 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

4. 1. Changes in the traditional media landscape

5. Newspapers (the newspaper market according to AMPS) Dailies 20042014 Number of titles 18 22 Reach 21%29% Circulation 2006 2014 1.5m1.3m [-16%] Weeklies 20042014 Number of titles 23 26 Reach 31%30% Circulation 2006 2014 2.9m2.3m [-21%] Any Newspaper 20042014 Number of titles 41 48 Reach 39%46% Circulation 2006 2014 4.5m3.6m [-20%] Source: AMPS and ABC

6. African Language 20042014 Number of stations 9 9 Reach 66%59% Commercial 20042014 Number of stations 23 29 Reach 50%48% Community 20042014 Number of stations 36 53 Reach 13%15% Source: RAMS Radio (the radio market according to RAMS)

7. Free-to-air* 20042014 Number of channels 4 4 Reach 80%88% Pay TV** 20042014 Number of channels 35 138 Reach 14%40% Subs to DStv 20042014 Subscribers 5% 38% PVR in home *** 2009 13%22% Source: AMPS TV (the TV market according to AMPS) *regardless of platform **excluding free-to-air channels **DStv and StarSat ***DStv subscribers’ decoders

8. 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.

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

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

11. 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

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

13. 3. Digital has little impact on radio listening

14. 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%

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

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

17. 4. Local content predominates over international

18. 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

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

20. 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.

21. 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

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

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

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

25. 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

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

28. 6. The changing research landscape in SA

29. 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

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

31. 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

32. Need for media as a corruption fighter  Responsibility and balance

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

34. Perceived duty of the media Source: futurefact 2014

35. 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.

36. 9. Trust and confidence

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

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

39. 10. Social media critical for the political arena

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

41. THANK YOU