Media Research May 2011 v2

7/27/2019 Media Research May 2011 v2

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0 Synovate 2011

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Reaching your audiences

effectively and efficiently

Synovate pan AfricaMedia Research & Monitoring Division

2011


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1 Synovate 2011

Media Research & Monitoring Division

In 6 African countries

Kenya

Uganda

Tanzania Ghana

Zambia

Mozambique

Markets targeted for expansion

Angola

Nigeria

DRC

Malawi1


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2 Synovate 2011

Media Monitoring & Media Research

Ad Verification

Online media monitoringAdvertising expenditure

Competitive reviews

Editorial monitoringMedia content analysis

GRP analysis

Audience measurement

Planning insights

Campaign evaluation

Station profiling

Online engagement

Omnibus survey


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3 Synovate 2011

From tracking 1 TVstation and 1 radio

station in Kenya 28

years ago to

3


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4 Synovate 2011

To over 436 media brands today!

COUNTRY YEARS RADIO TV PRINT

Kenya 28 52 8 67

Uganda 19 81 8 29

Tanzania 19 32 7 64

Ghana 10 16 6 16

Zambia 8 14 3 11

Mozambique 3 6 4 12

TOTAL 87 201 36 199


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Audience Research Media Studies Across Africa

Kenya Audience Research

Foundation


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7 Synovate 2011

Country Sample SizeMost Recent

SurveyNext Survey

Kenya 4,300 per quarter Q1 2011 Q2 2011

Uganda

N= 5,000 in 2008

N= 3,000 in 2009

N= 3,000 in 2010

February 2011 Jan 2012

Tanzania

N= 5,000 in 2008

N= 3,000 in 2009

N= 3,000 in 2010

June 2011 Jan 2012

Mozambique N= 2,000 in 2009 May 2009 2011

Ghana N=2,400 May 2011 June 2011

Zambia N=2,000 2004 July 2011

Omnibus opportunities available on the AMPs Surveys

Audience Measurement across Africa


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8 Synovate 2011

Establishment Phase 2011 Methodology

Sampling

Sample representation: National Probability Survey

Sampling Methodology: Multistage Cluster Sampling with PPPS Sample coverage: All districts

Target population: Those aged 15+ (22 million)

Sample weighting:According to Kenya National Population and

Housing Census 2011

Sampling units: Households

Data Collection

Stage 1: Face-to-Face interviews

Stage 2: 7-day diary kept by P7D media consumers

Diary types: TV, Radio and Print

Survey Dates: January to March 2011

Reporting domains

TV: Total Survey Area, Urban, Rural & Nairobi

Radio: By topography (See slide deck on new 2011 topographies)


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How PPMs work


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12 Synovate 2011

Seismic

ParadigmShift

From..

15 minute x 15 minute ratings

Rolling Monthly data

No break ratings

Average programme ratings

Weekly samples

Estimated reach and frequency

No proper inventory control

No real campaign evaluation


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13 Synovate 2011

TheParadigm

shift..

Continuous and boost panels

Minute x minute programme and

spot ratings

Regular, current data

Actual reach and frequency

Full inventory control

Accurate campaign evaluation

More professional selling and buying


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Up-market Kenyan

youth Ages 18-35

LSM 12+

Living in urban areas


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Values Image, success, in-crowd


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Interests media, music, fashion, sports


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Opinions shaped by media personalities &

strong leaders


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Activities relationships, clubbing, city life,

the hustle

66% of the

influential youth

are in Nairobi


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Middle income

Kenyan youth Ages 18-35

LSM 5-11

Living in urban areas


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Values Stability, patriotism, security &

hard-work


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Interests Sports, Gospel & African

music, local programs & soaps


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Opinions Shaped by sportsmen,

celebrities, young politicians, musicians


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Activities Hanging out, relationships,

savings, concerts, church


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Bottom of thepyramid Kenyan

youth Ages 18-35

LSM 1-4

Rural and urban


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Values Survival, religious, hope, family,

social, tradition


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Interests social gatherings, market days,

subsistence farming, music


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Opinions formed by politicians, elders,

radio personalities, relatives living in urban

areas


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Activities weddings, funerals, rites of

passage, soccer, social home visits


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Media habits of

Kenyan youth LSM 12+, Urban

LSM 5-11, Urban

LSM 1-4, Rural/Urban


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This group is very mediasavvy

Low internet penetration

within this group in the

past 7 days


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Key stations: Citizen, Kiss, Easy, QFMMiddle income youth


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NTV & KTN reach is strong among the high income

youth

BASE: PAST 7 DAYS TV VIEWERS


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Media associated with costs & electricity

trend lower than in other income groups

Radio reaches to entire low income group, while

TV reaches about a quarter of them

Over half of them send SMS, but only 3%participated in an SMS promotion in the past 7days

Mobile Cinema reach is surprisingly low


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34 Synovate 2011

Kiswahili radio stations top the reach list

among this youth group


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35 Synovate 2011

Citizen TV & KBC are the key TV stations

that reach the low end youth


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Media Scene Kenya

Q3 2010


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CENTRAL

GREATER NAIROBI

LAKE

LOWEREASTERN

NORTHWESTERN

RIFT

SOUTH NYANZA

SOUTH RIFT

UPPEREASTERN

WESTERN NORTH EASTERN

COAST

2007

16 Topos

KARF 2011 Media TopographiesChanges between 2007 & 2011

2011

12 Topos


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38 Synovate 2011

Kenyans become more affluentLSM comparisons between 2007 & 2011

0%

10%

20%

30%

40%

EST 2007 EST 2011


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39 Synovate 2011

Radio is universal, internet use growsMedia incidence Past 4 Weeks & Past 7 Days

94%

68%

55%

9%

99%

71%

48%

16%

95%

49%

27%

13%

0%

20%

40%

60%

80%

100%

Radio TV Print Internet

P4W (EST 2007) P4W (EST 2011) P7D (EST 2011)

Base: 22.0m


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40 Synovate Kenya 2011

Channel time allocation & time spent viewingby local, African, international content

International

39%

Local52%

African9%

International

30%

Local

60%

African10%

Share of time allocated

by genreShare of time spent

viewing by genre


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37%

15%

12%

6% 6%5% 4% 3% 3% 2% 2% 2% 2% 2%

33%

7%10%

19%

3%

8%

2% 3%4% 4%

1% 1%

3%1%

-10%

0%

10%

20%

30%

40%

50%

60%

Time Allocated Time Spent

Genre time allocated Vs time spent

viewing overall


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Share of Time Spent Listening by MainLanguage of Broadcasting

Greater Nairobi Topography

Top 5 Radio Stations Reach

Per capita radio listening data

Average # of radio stations listened to per week=3.8

Average # of hrs spent listening to radio per day=4.5


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Central Topography







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Western Topography







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Base: 6.0m (Past 7 Days Newspaper Reader)

Newspaper readership profile

Solus print

readers, 36%

Dual print

readers, 44%

Multiple (3+)

print

readers, 20%


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Media Mix Return

on Investment Determine the best mix of

media brands to reach your

target groups effectively

Best applied for campaign

planning and evaluation


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82%

83%

75%

45%

96%

92%

34%

0% 20% 40% 60% 80% 100%

Radio Mix Coverage of M-PESA Target

Radio Mix Coverage of target population

TV Mix Coverage of M-PESA Target

TV Mix Coverage of target population

Media Mix Coverage of M-PESA Target

Media Mix Coverage of target population

M-PESA Target sizing (LSM:LSM4-11, Age:18-35)

Target Population: Age 15+, 21.1 million

M-PESACAMPAIGN

Media Fit Dashboard


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48 Synovate 2011

12%

13%

44%

45%

54%

73%

10%

12%

40%

41%

51%

68%

0% 20% 40% 60% 80% 100%

Classic TV

K-24

KTN

NTV

KBC

Citizen

P7D TV M-PESA Target

M-PESACAMPAIGN

TV Audience Fit Dashboard

M-PESACAMPAIGN

TV Spends

Station Gross Adspend SoS

CTV 4,916,790.00 47%

KTN TELEVISON 2,575,550.00 24%

KBC TELEVISION 2,040,650.00 19%NTV 812,233.00 8%

K24 181,500.00 2%

CLASSIC TV 45,815.00 0.01%

TV Total 10,572,538.00 100%

Determine the best advertising media mix to get the best Return on Investment

for your advertising

Clearly defines which media performs the best within your target group


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49 Synovate 2011

0%

0%

1%

1%

2%

4%

5%

5%

6%

6%

7%

9%

11%

15%

18%

20%

27%

58%

0%

1%

4%

1%

3%

3%

3%

5%

10%

10%

4%

7%

10%

15%

12%

12%

22%

59%

0% 10% 20% 30% 40% 50% 60% 70%

East FM

Radio Star (Kisii)

Egesa Fm

Radio Rahma/pulse

Muuga FM

Pw ani FM

Hope FM

KBC English

Ramogi FM

West FM/Bungoma FM

Capital FM

Mbaitu FM

Kass FM

Inooro FM

Metro FM

Classic FM

Q fm

Radio Citizen

P7D TV M-PESA Target

M-PESACAMPAIGN

Radio Audience Fit Dashboard

Station Gross Adspend SoS

KASS FM 75,529,157.00 31%

WEST FM 37,893,447.00 16%

INOORO FM 32,021,190.00 13%

MBAITU FM 22,781,987.00 9%

CITIZEN FM 21,262,783.00 9%

RAMOGI FM 107.1 19, 393, 365.00 8%

CLASSIC FM 9,010,925.00 4%

STAR FM 8,313,177.00 3%

HOPE FM 7,818,158.00 3%

PWANI FM 4,001,567.00 2%

EAST FM 2,792,681.00 1%

CAPITAL FM 1,216,800.00 1%

MUUGA FM 168,284.00 0%

Q FM 37,500.00 0%

RADIO RAHMA 23,800.00 0%

METRO FM 18,880.00 0%

EGESA FM 10,500.00 0%

ENGLISH SERVICE 2,753.00 0%

RADIO Total 242,296,954.00 100%

Align the advertising

weight in each

station to match its

reach and

effectiveness


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Media PublicityIndex Q4 2010


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51 Synovate 2011

Overall coverage of issues by the media

Base:2,765 Clips

Base:2,951 Clips

Qt r 4 2010 Issues

Qt r 3 2010 Issues

The data used in this analysis is collected over a period ofthree months from a select number of publications andbroadcaststations.Information is collected from 1st to 3rd and the last pages ofnewspapers.On TV information is collected for the first 10 minute of

news.

2%

3%

6%

9%

15%

20%

45%

0% 10% 20% 30% 40% 50%

Environment

International Issues

Business

Sports

Governance

Social Issues

Politics

2%

3%

4%

10%

19%

21%

41%

0% 10% 20% 30% 40% 50%

Environment

International Issues

Business

Sports

Governance

Social Issues

Politics


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10.2

31.4

17.2

34.8

22.629.8

59.3

34.9

45.941.2

55.2

30.936.1

6872.4

57.8

103.5

95.2

58.3

110.1

0

20

40

60

80

100

120

Qtr

1

Qtr

2

Qtr

3

Qtr

4

Qtr

1

Qtr

2

Qtr

3

Qtr

4

Qtr

1

Qtr

2

Qtr

3

Qtr

4

Qtr

1

Qtr

2

Qtr

3

Qtr

4

Qtr

1

Qtr

2

Qtr

3

Qtr

4

2005 2006 2007 2008 2009

Coca-Colas MPI over 5 years

23.4

36.7 43.3

58.6

91.8

Insights provided using the MPI have enhance Cokes

performance in the 3 East African countries, and an

example of that is shown below.

A one number

figure that

indicates the

size, quality andextent of acompanies

publicity over

time

MPI measuresonly editorial or

news content, not

the advertising


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Benefits of media publicity

Form publicity strategy with factual market data

Measure & evaluate; learn & act

Identify best practice and benchmark peers

Define the perception of community investment

Ensure communication plans are in line with business

objectives


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Company X Performance against targets

2010-Kenya.

ELEMENT TARGET Qtr 1 Qtr 2 (Q3) (Q4)

MPI 67.1 80.8 76.7 58.0 47.0

Frequency 489 508 499 256 182

Tonality +ve 95% 100% 100% 100% 100%

Prominence 3.1 2.9 3.5 2.9 1.7

Media splits %

Radio, TV, Print

20 20- 60 20 25 55 25-23-52 12 12 76 6 - 18 - 76

KPLC Rights Issue Publicity


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KPLC Rights Issue Publicity

Period Main Issues Covered

Total no in

Frequency

Pre Launch(around October)

Issues of converting shares currently held by

the government. 87% of those held by the

Kenyan government

115

Dates of the rights issues commencement

announced to be 22nd Nov with trading

starting on 15th Dec

Share holder approval of the rights issues

floatation and the plans of how the money

to be raised from this exercise will be used.

Launch(November 2010)

Unveiling the price of new shares

106The rights issue sales commence with the

last days showing increased demand

Rights issue exercise close after 22 days of

trading

Post Rights Issues(22nd December )

Expected to raise Ksh 9.5 billion shillings

78KPLC board of directors declare the rights

issues exercise a success

Grand Total 299


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Coca-Cola

CopaCoca-Cola

Stadiumbranding

Trophy

tour

Golf

Spriteslam

basketball

MPI 91.8

Stadium Branding & The Trophy Tour

greatly contribute to Cokes visibility

Coke enhanced their support for

sports in 2009, and it contributed

to their visibility throughout the

year

The Stadium Branding initiative is

a good example of brandPR, which worked particularly well

prior to the political dispute that

ensued

The trophy tour captured the

hearts and minds of soccer lovers

across the globe with KenyasPresident receiving the trophy in a

well covered event.

Copa Coca-Cola has run for 4

years, with each year getting

more publicity that the previous

one


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Orange

OrangeCECAFA

NationalRugbyTeam

WomensHockey

MPI 70.7

CECAFA sponsorhip boosts Oranges

visibility among key consumers in 2009

The CECAFA African soccer

tournament sponsorship received

a large amount of media

coverage in Q4 2009, including

live coverage of the matches

International and continentalsoccer tournaments appeal to a

broad base of consumers

The CECAFA sponsorship

contributed about 50% of the

Orange coverage in that quarter,

and it worked to create aemotional connection to the

brand among consumers


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7478.9

40.3

103.8

57.5

51.4

70.9

64

40

80.8

2117.7 19

106108.3

50.5

57

86

69.3

28.6

49.445.7

38

68

30.3

18.8

26.7

114.5

104.4

94.287.1

74.1

69.265.2

52.348.6

42.7 41.4

25.2 24.9

0

20

40

60

80

100

120

140

Safaricom EABL KPLC KCB Airtel KQ Telkom EquityBank

Barclays Coca-Cola EssarTelecom

Unilever Bamburi

Qtr 1 Qtr 2 Qtr 3 Qtr 4

MPI Scores Q4 2010

100.7 90.8

73.466.3 66.0 59.9 56.5 55.3 52.7

42.729.1 27.0 25.1

0.0

20.0

40.0

60.0

80.0

100.0120.0

Annual Average 2010


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Thank You

Media Research May 2011 v2

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