Media landscape may 2013 english

Media LandscapeMedia Landscape

DRCDRC

By By Patrick PakonssPatrick Pakonss’’

Mail: Mail: [email protected]@gmail.com / / [email protected]@impactdrc.cd

Tel: +243998803011Tel: +243998803011

PIN BBM : 2A443923PIN BBM : 2A443923

mailto:[email protected]

mailto:[email protected]

Sources of Information

EXPERTS

LES POINTS

IMAAR

TNS SOFRES 2012

LEKAS MONITORING

The The

EnvironmentEnvironment

Large, Central and RichLarge, Central and Rich

• Vast: 2.345 million square kms

land: 2,267,048 sq km

water: 77,810 sq km

• Variety:

• 73,599,190 (July 2012 est.)

• 15-64 years: 53% (male 18,919,942/female 19,116,204)

• KINSHASA (capital) 8.401 million; Lubumbashi 1.543 million;

Mbuji-Mayi 1.488 million; Kananga 878,000; Kisangani

812,000 (2009)

• 250 ethnics

• 5 main languages

• 35% urban

• Roman Catholic 50%, Protestant 20%, Kimbanguist 10%,

Muslim 10%, other (includes syncretic sects) 10%

• Strategic: Centre of the continent, 9 borders

Source: CIA The Worldd Factbook 2012

Due to its natural resources, size and strategic

location, DRC is a major player on the continent,

2nd largest African country after Algeria

4

More expressive, it profoundly affects the rhythm of our

occupations and our leisure by creating new types of

attitudes and behaviors depending on the context of joy

or sadness

The MusicThe Music

Theaters paint ironically daily life of Kinshasa or Congo.

Generally, their productions are broadcast delay in

prime time.

The TheaterThe Theater

But one of the poorest countries in the world, the result of years

of dictatorship, corruption and civil wars

Poorest Countries Ranking: 168 /177

•145.9 USD per capita.

•80% of the population below $ 1 / d

•66.8% literacy (77% male 57% female)

•Shocking Infrastructure: electricity,

running water, roads, etc..

•food or waterborne diseases: bacterial

and protozoal diarrhea, hepatitis A, and

typhoid fever

• Airports: 26 paved runways Vs 175

unpaved runways

• Roadways: 2.794Km paved Vs

150.703Km unpaved (2004)

• Mobile cellular: 21 millions (2012)


DRC’s biggest resources:

The people, life-loving despite challenges

The Country is at a major turning point: Despite

election in 2011 marred by serious voting

irregularities, DRC continues its path to reconstruction

(Revolution of modernity) and organises the 14th

summit of francophonie

Positive OutlookPositive Outlook

Overall the political stability has yielded some

positive results in 2007.

High focus on infrastructure development,

relying highly on international investors (China

and the West).

We expect foreign interests in mining to

increase, thus leading the development of other

economic sectors.


Early economic indicators look promisingEarly economic indicators look promising

Positive Economic OutlookPositive Economic Outlook

Government economic policy showing some

positive results:

• Growth of GDP by 6.9% (est.) in 2011

• Decrease in inflation:17% (2011) Vs 23.1%

(2010)

• Relatively stable franc to dollar.

Opportunity Score CardOpportunity Score Card Opportunity Score CardOpportunity Score Card

Economic Growth 5

Political Stability 4

Emerging Consumer Buying Power 4

Multinational Client Presence 3

Branding Culture 7

Marketing Sophistication 3

Availability of Consumer Research 4

Media Sophistication 3

Production Facilities 3

The Opportunity Score Card out of 10The Opportunity Score Card out of 10

The The

IndustryIndustry

3 Near national radio stations

Many community and regional stations

Low electricity penetration

Media clutter in urban areas

Limited media in rural areas

Lack of market and consumer data

Skills is a major issue

Poor production values

Instable supply of electricity in Kinshasa and other

provinces

Absence of legislation and professional regulation

An undeveloped ad industry

Few professional clients

Low advertising budgets

Limited skills

.

An underdeveloped marketing industry

Great potential in Advertising but badly

exploited

• 83 TV Stations

• 52 in Kinshasa alone

• 3 Near National TV

• 247 Radio Stations

• 42 in Kin alone

• Other Medias

• Outdoor clutter

• 125 Newspapers in Kin

• 600 in DRC

• 12 Magazines

Media Media OverviewOverview

Current State of the Media

ADVERTISERS MEDIA

Immature Industry

Needs are not defined in terms of creation and

objectives

Derived from the Independence and

Objectivity of the Media

• Domination of certain medias in the industry

•Lack of consensus and freedom in the industry

No Reliable Way to Measure an

Audience

• To measure the impact of a commercial • To measure the frequency of the advertisment (To quantify) • To measure the behaviors (Qualified)

Lack of a Professional

Identity

Lack of a Professional

Attitude

Difficult to Integrate a Media

Plan

To select the necessary space in the different medias in order to give an effective message at the best price

Lack of a clear strategy

• By the management

interns in the Media • By the commercial managements (Lack of Advertising Agencies)

Media strategy and planning are not

databased

• Media reco is often based on ad hoc research + qualitative

data + market and consumer observations

• There is naturally more data available for Kinshasa

• Planning and buying are not based on ARs or GRPs as no

formal ratings are available.

Our Media Effectiveness EquationOur Media Effectiveness Equation Our Media Effectiveness EquationOur Media Effectiveness Equation

Media effectiveness is difficult to establish

Official Rate Card 100%100%

Less: Agency Discount up to 40%up to 40%

Plus : Hidden Costs (motivation technical team at station) up to 20%) up to 20%

Media Cost / Reach Effectiveness Equation

It is critical to include monitoring to increase

media spend effectiveness. Monitoring is used to control

flightings and measure share of voice.

Claimed Reach 100%

Less: Non respect of flighting schedule up to 30%

(no flighting/wrong timing)

Less: Unplanned Issues up to 10%

(Power Cuts)

45

40

50

10

30

54

14

TV Radio Newspaper Outdoors

Kinshasa

Province

Media clutter in urban areas complicates

viewer targeting. Rural areas

are dominated by radio.

No of Providers

Source : Experts Research Agency

- Media clutter is due to poor regulation,

politics (elections) and religious aligned

churches.

- TV: 12 public + 63 private stations

+ 3 satellite stations and near National.

- High cross shared viewing

amongst neighbours

- Radio is the primary media in

rural areas.

- Complementary to TV in

urban areas.

On average, Media is significantly cheaper On average, Media is significantly cheaper

than in the rest of the worldthan in the rest of the world This is mainly due to the excess

supply vs demand

Poor quality of programming and

Broadcasting

Media DRC

$

RSA

$

TV (Prime/sec) 0.8 to 2.5 400

Radio (Prime/ sec) 0.5 to 1.5 70

Newspapers (FP) 500 to 1000 30 000

Magazines (FP) 3 000 to 4 000 7 000

Outdoor (sq m) 18 - 50 80

Media Rates in RSA

•TV Prime time: 30" TVC- ZAR 110.000 (Generations

soap opera)

•Radio Prime: 30" spot- ZAR 16.500 (Highveld

station)

•Outdoor: average price per sq meter (ZAR

45.000

for 4mx 18m)

•Print Paper: Full page (ZAR 350.000) Sunday

Times

•Magazine: Full page (ZAR 50.000) Cosmopolitan

BRAZZA

$

100

22

800 to 1500

2 000 to 3 000

74

Media Spend (2005Media Spend (2005--06)06)

Media US $

TV 14,000,000

Radio 2,500,000

Newspapers 500,000

Magazines NA

Experiential/POS NA

Outdoor 14,000,000

*Estimate based on largest ad spenders i.e. Telecoms, Beer, Soft Drinks and Cosmetics

Growing Media spend is led by TV and Outdoor Growing Media spend is led by TV and Outdoor

• Written press is expensive, has poor

printing quality, low distribution and

irregular publication.

• Outdoor regulation is unstable and

chaotic

• Increase in the number of magazines,

but readership is still niche

• Radio is underused

• Internet (Yahoo & Facebook) is small,

though growing fast with the elite and

youth segment

2007 (+20,5%)

US $

16,870,000

3,012,500

602,500

NA

NA

16,870,000

2010 (+37%)

US $

23,111,900

4,127,125

825,425

NA

NA

23,111,900

Media Spend (2005Media Spend (2005--06)06)

Media US $

TV 14,000,000

Radio 2,500,000

Newspapers 500,000

Magazines NA

Experiential/POS NA

Outdoor 14,000,000

2007

(+20,5%)

US $

16,870,000

3,012,500

602,500

NA

NA

16,870,000

2010

(+37%)

US $

23,111,900

4,127,125

825,425

NA

NA

23,111,900

2012

(+37%)

US $

31,550,220

10,516,740

NA

3,505,580

NA

24,539,060

Media Spend Estimation 2012 (Impact 2012)Media Spend Estimation 2012 (Impact 2012)

*Estimate based on Airtel media spend (Kinshasa’s region) 2012

Performance of the Media Performance of the Media

by Targetby Target

Ranking Media by target

Program type by segments

The Best The Best Advertising MediasAdvertising Medias

ASSESSMENTS CHALLENGES

INCREASE IN SUPPORT ATOMIZATION OF THE

AUDIENCE

DISPERSION OF THE

AVERTISING INVESMENT

The lack of investments in Advertising Change in the traditional Congolese Media

Imbalances as for geographical and sectoral

advertising investments

Installation of advertising agencies (autonomous

business services)

Communcation campaigns are not very selective

when targeting

Evaluation and Conclusion of advertisement

prices

General reduction of costs

The Support Universe

747678808284868890

Agree that advertisments use this characteristic

Agree Advertisements use this characteristic

89% of the locals agree that advertisements use

celebrities to create an impact

Expert Mars 2011Expert Mars 2011

Audience GlobaleAudience Globale

Congolese watch television every day at 71%,

followed by the radio 22% and Internet 14%

Source: Expert Mai 2012

Audience TélévisionAudience Télévision

o Global audience: 100%

o Daily audience: 84%

o Prime Time: 18h A 21h

o TOP 3: Antenne A (74%), Mirador (68%), Digital Congo (49%)

o Top Program: Theater (22%), News (16%), Magazines(12%)

o 2 Magazines: Kin Makambo, B-one show


18H – 00H: LE TV PRIME TIME


Best Television (Top 10)


Best Women Television (Top 10)

Best Men Television (Top 10)


Best TV Program (Top 10)


Audience RadioAudience Radio

o Global audience: 52%

o Daily audience: 17%

o Prime Time: 6h A 9h

o TOP 3: OKAPI (30%), RFI (28%), MIRADOR(7%)

o TOP Program: News (34%), Music(30%), Predication (10%)

o Strong progression: AFRIKA FM(+4%)


The radio has a record global audience,

from 52% to 63%. Its major urban listeners

are 37% employees, managers (24%).

Relaxation music (39%) takes over the

information (31%)

06H – 09H: RADIO PRIME TIME


05

101520253035

TOP 10 RADIO

TOP 10 RADIO

Source: Les Points / Expert Mai 2013

Best Radio (Top 10)

0 5 10 15 20

TOP DILEMME (TOP CONGO)

DEDICACES MUSIQUE (RTGA)

PARLONS EN (TOP CONGO)

ANNIVERSAIRE (TOP CONGO)

PAROLE AUX AUDITEURS (RFI)

SALUTATION ONE (B-ONE)

TOP MATIN (TOP CONGO)

DIALOGUE ENTRE CONGOLAIS (OKAP)

KIN AMBIANCE (B-ONE, KIN 24, RTVS1, CENTRAL)

DIGI SPORT (DIGITAL FM)

TOP 10 RADIO PROGRAM

TOP 10 RADIO PROGRAM

Best Radio Program (Top 10)

Source: Les Points / Expert Mai 2013

BillboardBillboard

EXPERT MARS 2011

0

2

4

6

8

10

12

14

16

Boulevard Lumumba

Rond Point Victoire

Boulevard du 30 Juin

Avenue des

huileries

Kintambo Magasin

Places where Billboards are seen by Locals

Places where Billboards are seen by Locals

Le Boulevard Lumumba remains as the strategic place

for billboards followed by Rond-point Victoire

Medialandscape 2011 Boulevard Lumumba (Debonhomme)

Rond point Victoire

Boulevard du 30 Juin

Huilerie (Entrance of the Boulevard)

Kintambo Magasin

SMSSMS

EXPERT MARS 2011

50

0

10

20

30

40

50

60

Tigo Vodacom Airtel CCT

SMS publicities most read

SMS publicities most read

The public reads SMS more often now:

Tigo and Vodacom with 57% et 28%

NEWSPAPERNEWSPAPER

Congolese people don’t read. Only 9% of the locals read

the newspaper.

% of Audience that read Newspapers

Don't read

Rarely

Regularly

No Answer

65%

22%

9% 4%

SOURCE: LES POINTS MARS 2011

Le Potentiel remains the journal most read by the locals

(23%), followed by Le Palmares(22%) and Dépêche de

Brazza (22%)

0 5 10 15 20 25

INTERPRETE

FORUM DES AS

TEMPETE DES TROPIQUES

OBSERVATEUR

REFERENCE PLUS

L'AVENIR

LE PHARE

DEPECHE DE BRAZZAVILLE

LE PALMARES

LE POTENTIEL

% of Journals read most in Kinshasa

% of Journals read most in Kinshasa

SOURCE: EXPERT MAI 2013

MAGAZINESMAGAZINES

LES POINTS MARS 2011

55

Magazines are a niche in DRC. Only 4% of the locals

read magazines regularly

% GLOBAL AUDIENCE MAGAZINE

Don't read

Rarely

Regularly

No Answer

84%

7%

4% 5%

SOURCE: LES POINTS MARS 2011

Grand Lac is the magazine mostly read by the locals (51%), followed by Jeune Afrique (25%) and Amina

(10%)

0 20 40 60

OPTIMUM

MWANA MBOKA

KABIBI

BELLISSIMA

AMINA

JEUNE AFRIQUE

GRAND LAC MAGAZINE

% Global des magazines les plus lus de Kinshasa

% Global des magazines les plus lus de Kinshasa


Kabibi, The first female magazine

Bellissima, The second female magazine

Optimum, Elite magazine

INTERNETINTERNET

EXPERT MARS 2011

• They’re able to upload photos and chat with their friends

• Only a small number of executives and leaders along with

students use it to exchange information

Facebook is very popular with the youth and the

elite

% Global support Internet

Cellphones

Laptops

Cybercafe

47%

24%

29%

47% of the Congolese net surfers use the Internet

through their cellphones

Websites in % that are most visited

FACEBOOK

GOOGLE

YAHOO

GMAIL

WAPTRICK

TWITTER

SKYPE

YOUTUBE

MEDIACONGO

Facebook has a global audience of 72%, followed by Google (46%), and yahoo (41%)


The PlayersThe Players

Advertising Advertising

Audiences of Brands Audiences of Brands

in DRCin DRC

Situation of oligopoly where the weakness of competition does not stimulate the

advertising investment

ADVERTISING PRESSURE

IS HIGH IN TWO

DOMINANT SECTORS

GEOGRAPHIC

CONCENTRATION OF

ADVERTISING PRESSURE

IN KINSHASA

GLOBAL ADVERTISING

INVESTMENT OF

$ 39 MILLIONS

TELECOMMUNICATIONS &

BREWERIES

=

77% OF THE

ADVERTISING REVENUES

APPROX. 80% OF

ADVERTISING EFFORTS

REACH 12% OF THE DRC

POPULATION

0.5% OF GDP

Vs

1% OF GDP IN MOROCCO

Vs

2% OF GDP IN FRANCE

Lack of Anticipation and Evalution in order to make Advertising effective

Immar - Séminaire de formation des Médias audiovisuels et des Annonceurs - RDC- novembre 2010

Universe of Advertisers

The Market is led by Telecom and Beer brands, the

largest advertisers in DRC. Cosmetics and foods follow.

Bank are still small

Big Spenders

•• VodacomVodacom

•• AirtelAirtel

•• PrimusPrimus

•• CeltelCeltel

•• AngelAngel

•• TigoTigo

•• KerrigoldKerrigold

•• CowbellCowbell


62,80%62,80%

12,90%12,90%

7,50%7,50%

5,60%5,60%


Telecoms spend the highest in advertising Telecoms spend the highest in advertising

with an Average spend of 33 mm/year with an Average spend of 33 mm/year

33,6%33,6%

6,9%6,9%

4%4%

Media Spend share by Media Spend share by

CategoryCategory

20072007

SECTEURS SOCIETES BUDGET

PUBLICITAIRE

HORS

MEDIA

MEDIA TELEVISION RADIO

TELECOM

CELTEL 13 000 000$ 40% 60% 50% 50%

VODACOM 10 000 000$ 70% 30% 80% 20%

TIGO 700 000$ 57% 43% 60% 40%

BRASSERIES BRALIMA 3 000 000$ 9% 91% 90% 10%

GRANDE

CONSOMMA

TION

BELTEXCO 1 000 000$ 70% 30% 80% 20%

MARSAVCO 1 000 000$ 70% 30% 40% 60%

NESTLE 800 000$ 25% 75% NA NA

FEMCO 500 000$ 40% 60% 60% 40%

TRANSPORT

AERIEN

BRAVO AIR

CONGO

1 000 000$ 30% 70% NA NA

BANQUES ET

FINANCES

BIAC 500 000$ NA NA NA NA

CELPAY 400 000$ 50% 50% 40% 60%

AUTOMOBILE CFAO 160 000$ 70% 30% 70% 30%

Media Spend share by Media Spend share by

CategoryCategory

20102010

+ + thanthan 37% 37% of total growth in the Advertising

Industry in DRC

-4-202468

1012

Growth by Sector

Growth by Sector

30%

50%

40%40% 15%15% --33%33%

100%100% 100%100%

Medialandscape 2011

0

1

2

3

4

5

6

7

Sector configuration of Advertising Industry in 2010

Sector configuration of Advertising Industry in 2010

Telecommunications occupies 62.8% of the advertising industry

followed by breweries with 12.9%

62,80%62,80%

12,9%12,9%

7,5%7,5%

5,6%5,6%

1,9%1,9%

3,7%3,7%

5,6%5,6%

74 Medialandscape 2011

0

5

10

15

20

25

30

35

40

Advertising Investments by Sectors

Advertising Investments by Sectors

We can estimate the advertising industry to be $53.5 million dollars

33,6 M33,6 M

6,2 M6,2 M

4 M4 M

3 M3 M

2 M2 M 1 M1 M

3 M3 M

Approximate volume by sector and growth of

Congolese advertising market

SECTOR BUDGET 2010 BUDGET 2013

Source: IMAAR 2013

IMMAAR 2013IMMAAR 2013

WHO

ARE

WE

IMPACT MEDIA The largest central planning and

buying media in DRC

The media expertise of Pygma

communications at national and

international service

Our offer covers all media DRC,

Congo Brazzaville and 5 continents

via France Television Publicité

Our Buying vision allows us to buy in volume and to

position itself as a true discounter with the lowest

prices on the market at a national level

OUR VISION

OUR ROLE

Our role extends from the STRATEGY to

the PLANNING, MEDIA BUYING,

MONITORING, ASSESSMENT of media

planning

MEDIAMEDIA

APPROACH

Our approach is based on a deep

understanding of the brief

THE BRIEF Include:

1. The product description

2. The target

3. Objectives of the campaign

4. The budget

5. The period of action

6. The copy strategy

7. Other activities supported

8. The competition

9. The deadline

THE STRATEGY The best combination of media to reach an optimal target

1. PERFORMANCE MEDIA

2. BEST MIX. BEST AUDIENCE

BEST COST

AVERAGE PRESSURE BROADCAST (12 TIME/JOUR)

THE DAILY TIME OF CONSUMER MEDIA (177MIN TV & 90MIN RADIO)

3. THE BEST TIME OF EXECUTION

4. ADVERTISING MONITORING

5. EVALUATION OF MEDIA PLAN (Post-Tests)

They have trusted us

SOUTH AFRICAN TOURISM

NESTLE

DANONE

PROCREDIT KATANGA

MISS VODACOM

JEUNE AFRIQUE

ZAIN - AIRTEL

Thank You Siyambonga

Matondo

Dank u Botondi

Aksanti

Merci

Media landscape may 2013 english

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Transcript of Media landscape may 2013 english