broadcasting in africa presented by joe hall and kevin cowan the changing face of international
Post on 29-Mar-2015
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BBC has strong heritage in Africa
Broadcasting to Africa since 1932
Dedicated English and language programming
BBC seen as having ‘grown with Africa’
Present on Radio, TV, Online, Mobile
News needs are changing
Trusted source
Intellectual stimulation
Complementary source
Primary source
Niche
Mass
Lifeline service
In the know
Developmental agenda
Domestic news
Regional news
International news
Domestic International
State b’casting
MW TV
SW radio
BBC WS
DW
players
VOA
technology
Competition is growing
FM radio
VOA
State b’casting
Commercial b’casters
BBC
DW
CNN
Euronews
Sky News
TVsatellite
newspapersCable TV
satellite
SW radio
internet
players
technology
Global commercial
SW radio
Satellite TV
Broadband internet
Mobile phones
Digital radio
FM radio
Mobile devices
Cable TV
VOABBC
DW
CNN
GoogleDSTV
Global commercial
Bloomberg
Al Jazeera State b’casting
Commercial b’casters
Sky News Yahoo!Newspapers online
National 24hr news channels
players
technology
Commercial Licence Fee + Commercial
Different Research Needs
Three different funding models
Grant in Aid
Public service research
• Auditing BBC performance
• Nationally representative surveys
• Reach, Quality, Impact
• Mainly ad-hoc research
• Data from 37 countries in Africa
Africa is a rare opportunity
Source: WARC July 2011
-19.7%
-15.6%
-2.6%
-2.3%
0.2%
8.1%Middle East
Africa
C. & S. America
Asia-Pacific
N. America
Europe
Share of global ad market last
decade
0.6% 1.4%
SSA economies 2011 forecast
5.5%
Regional advertising spend 2008-9
Xinhua Mobile Newspaper - First in Sub-Saharan Africa
AlJazeera Swahili- Plans to launch TV channel in Nairobi
MTN extends partnership with CNN- Cross platform campaign
CNN African Programming- Inside Africa, African Voices- Marketplace Africa
Competitors investing in Africa
Sky News Arabia launching- Targeting North Africa and Middle East
• Optimistic and confident
• Late 20s and above
• Better educated than the average population
• Most are employed / professionals
• “Newshounds” esp. for regional and international news
• Consuming news on many platforms
Profile when compared to the average population
The BBC has an African audience attractive to global advertisers
Commercial research
• Research needs not met by existing studies
• Information for advertising / sponsorship
• Targeting consumers with high disposable incomes/BDMs
• Syndicated research
EMS has helped open up pan-African advertising to the outside world
Source: EMS Africa 2010
• R&F data to allow campaign assessment on a continental wide level as with other regions
• Combined with Europe and Middle East data into EMEA database
• Competitive profiling to enable global media owners to promote their audiences in Africa
EMS has helped open up pan-African advertising to the outside world
Source: EMS Africa 2010
• Competitive profiling to enable global media owners to promote their audiences in Africa to global advertisers
Time.com
FT.com
CNN.com
Businessweek.com
BBC .com
1.8%
7.7%
8.7%
9.9%
10.2%
Monthly online reach: Africa c-suites
But EMS is not yet a pan-African survey
Source: Synovate
• Only 5 of 50+ African countries included`
• In contrast:
• Europe 20 out of 50+
• Middle East 9 out of 20
BBC World News AdScore
Source: Toluna
• Every two months WN assesses approx. 15 global ad campaigns in 18 countries, including S. Africa
• Online survey by Toluna
• Provides feedback to advertisers on:
• Ad recall• Brand awareness• Brand favourability• Brand image• Brand consideration• Brand recommendation
Omniture analytics for BBC.com in Africa
Source: Omniture Q2 2011, Africa
• Analytics for BBC.com by site section
• Regional data e.g. Africa then by country but only South Africa
• Every month
Unique Users
Page Views
Minutes Spent
Per Visit
Page Views
per Visit
Total Website 2,014,312 18,718,544 10:43 3.14
News 1,359,960 9,398,020 9:25 2.52
Homepage 556,048 1,930,540 3:42 1.24
Sport 1,009,972 9,893,720 9:10 2.63
Business 154,048 386,680 4:40 1.45
Technology 80,676 150,520 3:28 1.28
Science & Environment 91,784 199,416 3:48 1.31
Travel 38,008 83,004 4:52 1.71
Weather 72,788 275,784 4:16 1.67
Research is used to help make ad-sales arguments – Transferring Trust
BBC.com rated more highly than CNN Money and CNBC for measures of authority, inspiring confidence, being international, credibility and trustworthiness
These brand values were transferred to a bank, where the same advertisement was rated more highly on BBC.com than on CNN Money and CNBC
Banks need to re-build their images after the global recession. Association with BBC.com constitutes a unique opportunity for financial institutions to make a start in re-branding
BBC has had to evolve- Markets and audiences have changed
Africa is a rare opportunity
Public research not fulfilling commercial needs
Gap exists in information available- Need to support advertising and sponsorship
Summary
Need for more ad-sales research data- Will help drive growth in investment
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