Menell Media Conference 2015 10 things you need to know about the SA media landscape.
-
Upload
sheryl-arnold -
Category
Documents
-
view
214 -
download
0
Transcript of Menell Media Conference 2015 10 things you need to know about the SA media landscape.
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
Newspapers (the newspaper market according to AMPS)
Dailies
2004 2014
Number of titles18 22
Reach21% 29%
Circulation2006
20141.5m 1.3m
[-16%]
Weeklies
2004 2014
Number of titles23 26
Reach31% 30%
Circulation2006
20142.9m 2.3m
[-21%]
Any Newspaper
2004 2014
Number of titles41 48
Reach39% 46%
Circulation2006
20144.5m 3.6m
[-20%]Source: AMPS and ABC
Free-to-air*
2004 2014
Number of channels 4 4
Reach80% 88%
Pay TV**
2004 2014
Number of channels35 138
Reach14% 40%
Subs to DStv
2004 2014
Subscribers5% 38%
PVR in home ***200913% 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.
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
Normal radio set/
hi fi
Car radio Cell phone/ tablet
Computer/ laptop
78%
35%
19%
1%Devices have some impact on downloading podcastsWith a tablet: 15%With a PC: 9%With a smartphone: 6%
TV viewing time
18 – 24’s considerably less than all other age groups
YouTube 37% in this age cohort Vlogging: content creation for video
Across the board the local news channels have higher viewing than the international ones
Source: futurefact 2014
58%
30% 29% 27% 24%
Base: those who watch any news on DStv
38% of DStv subscribers watch any news on DStv
Favourite TV programmes: local is also kingTop 10
Source: futurefact 2014
South African movies
International Soccer
Documentaries
Lifestyle
Reality shows
South African sitcom / comedy series
South African soccer
South African drama series
Music
South African soaps
31%
31%
33%
34%
34%
35%
41%
49%
50%
63%
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….
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
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
Perceived duty of the media
Source: futurefact 2014
44% 45%
35% 35%
18% 17%
3% 4%
Don't know
Disagree
Agree a little
Agree a lot
It is the duty of the medi...
81%
17%
2%
Not sure
Disagree
Agree
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.
Confidence scores Media
Journalists Political commentators Comedians and car-toonists
-200
-100
0
100
200
300
400
214
144171
scor
e
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.
Internet access and politics
Source: futurefact 2014Total
36%
17%
2%
31%
8%4%
Don't know
Support none
Swing voters
EFF camp
DA camp
ANC camp
Political camps
43%
42%
37%
Regularly use social media