kenya media landscape (2016) fmc group
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Kenya Media Landscape (2016)
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Population/Economic landscape
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Population overview
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Kenya demographic (age)
Source: Kenya National Bureau of Statistics
0-19 54%
20-24 10%
25-34 15%
35-44 9%
45-54 6%
55+ 7%
37%
Potential
business
people.
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Source: Jumia
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Domestic economy
6Source: Kenya National Bureau of Statistics
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Inflation rate overview
The overall inflation rate in April 2016 stood at 5.27 per cent. The annual inflation rate as measured by the Consumer Price Index (CPI) decelerated marginally from 6.9 per cent in 2014 to 6.6 per cent
in 2015. – The easing of inflation was largely due to reduced costs of petroleum products, electricity and tightening of the monetary policy.
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International scene
Source: Kenya National Bureau of Statistics
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Public finance
Source: Kenya National Bureau of Statistics
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International trade
Source: Kenya National Bureau of Statistics
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Media trends
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Media Growth
218
1716
766
151613
100140 140
2012 2013 2014
No. TV ChannelsKTN News and Inooro TV are the new TV stations in 2015 that were introduced by
Standard Media and Royal Media Services respectively. The vast growth in number of TV channels during 2014 was attributed to digital
migration.
No. Radio StationsNew radio stations introduced in 2015 were only
two; KISIMA FM and Mwanendu FM
No. Weekly PublicationsNMG’s withdrawal of “SportOn” publications
was a reason to drop in 2014 weekly publications.
No. Daily PublicationsXNEWS was the latest daily publication introduced
in 2014.
220
142
7
15
2015
Source: Reelforge
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What are the top media in Kenya?
64.8%
30.6%
1.9% 1.6% 0.8% 0.1% 0.1% 0.05%0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Radio Television Internet/other online
sources
Newspapers Social media Onlinenewspapers
Magazines Onlinemagazines
Inci
den
ce
Radio and television are the most preferred media against total population.
Base population: 24 million
Source: KARF 2015 Establishment Survey
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Who is the consumer of each medium – by gender?
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Radio Television Internet/ otheronline sources
Newspapers Social media Onlinenewspapers
Onlinemagazines
Magazines
% in
cid
ence
Male Female
Radio and TV are the most consumed media by both genders.
Source: KARF 2015 Establishment Survey
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Industry trends (2015 ad spends)
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Industry Trends (ad spends – 2012 to 2015)
Source: Ipsos
2012 2013 2014 2015
INDUSTRY SPENDS KES 90,499 94,467 100,594 106,416
80,000
85,000
90,000
95,000
100,000
105,000
110,000
SP
EN
DS
KE
S (
Mil
lio
ns)
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Industry Exposure : Jan - Dec 2015ATL Totals, figures in Kshs: 106,416,073,821 (US $ 1,064,160,738 )
CORPORATE & MULTIBRANDS, 16%
COMMUNICATION, 15%
FINANCIAL SERVICES, 9%
PUBLISHING and EDUCATION, 8%
MEDIA, 8%
BEVERAGE, 7%
HOUSEHOLD, 7%
FOODS, 6%
TOURISM and ENTERTAINMENT, 6%
PERSONAL CARE, 5%
PHARMACEUTICALS, 4%
TRANSPORT, 3%
VETERINARY and AGRICULTURE, 2%
RETAIL, 2% OFFICE EQUIPMENT & SERVICES, 1%
CLOTHING,FABRICS & FOOTWEAR, 1%
Source: Ipsos
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2015 advertising spends distribution by media (total spends KES 106.4B)
Source: Reelforge
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Industry Exposure : Jan - Dec 2015
SECTION TELEVISION RADIO PRINT CINEMA TOTAL KES
CORPORATE & MULTIBRANDS 7,162,503,173 6,911,804,303 3,406,712,738 1,600,767 17,482,620,981
COMMUNICATION 8,102,885,003 7,887,883,965 393,987,646 16,384,756,614
FINANCIAL SERVICES 3,576,596,634 4,710,319,828 1,144,998,170 9,431,914,632
PUBLISHING and EDUCATION 4,279,490,465 2,805,638,642 1,547,764,677 422,344 8,633,316,128
MEDIA 3,468,114,035 3,665,788,433 1,088,651,524 8,222,553,991
BEVERAGE 3,564,691,988 3,857,128,959 92,991,080 7,514,812,027
HOUSEHOLD 3,760,006,999 3,166,139,475 270,933,759 422,344 7,197,502,577
FOODS 3,728,305,958 2,977,582,331 153,290,427 6,859,178,716
TOURISM and ENTERTAINMENT 3,148,264,337 2,955,688,938 716,675,742 6,820,629,017
PERSONAL CARE 4,575,328,916 862,084,457 65,548,683 5,502,962,056
PHARMACEUTICALS 2,331,703,425 2,001,528,806 105,838,583 4,439,070,814
TRANSPORT 1,212,788,893 1,402,865,839 513,324,152 3,128,978,884
VETERINARY and AGRICULTURE 372,932,923 1,442,368,621 22,608,900 1,837,910,444
RETAIL 757,016,537 758,168,129 144,564,407 1,659,749,073
OFFICE EQUIPMENT & SERVICES 396,010,014 267,141,209 102,124,003 547,625 765,822,851
CLOTHING,FABRICS & FOOTWEAR 365,920,260 119,899,427 46,524,965 532,344,652
SUPPLEMENTS and CONGRATULATIONS 41,667 1,908,700 1,950,367
TOTAL SPENDS KES 50,802,559,560 45,792,073,026 9,818,448,155 2,993,080 106,416,073,821
Source: Ipsos
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Industry Exposure : Jan - Dec 2012-2015
SECTION 2012 2013 2014 2015 TOTAL KES
COMMUNICATIONS 15,233,576,448 19,382,153,282 16,749,822,042 16,384,756,614 67,750,308,386
CORPORATE and MULTIBRAND 14,712,084,589 14,337,856,737 14,629,425,109 17,482,620,981 61,161,987,416
FINANCIAL SERVICES 9,701,990,358 11,688,742,221 12,884,530,111 9,431,914,632 43,707,177,322
MEDIA 10,789,520,756 7,502,715,070 8,116,641,516 8,222,553,991 34,631,431,333
HOUSEHOLD 7,166,365,396 8,391,475,135 9,074,240,320 7,197,502,577 31,829,583,428
PERSONAL CARE 5,464,162,026 6,083,386,377 6,751,251,800 5,502,962,056 23,801,762,259
BEVERAGES 5,553,987,844 6,399,786,765 5,901,835,166 7,514,812,027 25,370,421,802
PHARMACEUTICALS 5,901,221,971 4,869,860,288 5,608,224,204 4,439,070,814 20,818,377,277
FOODS 5,754,410,720 3,998,966,148 5,365,148,440 6,859,178,716 21,977,704,024
PUBLISHING and EDUCATION 3,591,838,173 3,975,306,681 5,020,235,552 8,633,316,128 21,220,696,534
TOURISM and ENTERTAINMENT 2,095,071,056 1,974,658,700 2,165,531,412 6,820,629,017 13,055,890,185
TRANSPORT 1,459,661,649 1,649,924,160 2,420,758,613 3,128,978,884 8,659,323,306
VETERINARY and AGRICULTURE 1,211,217,035 2,003,635,491 2,126,319,072 1,837,910,444 7,179,082,042
RETAIL 1,065,964,431 1,086,210,187 2,610,638,640 1,659,749,073 6,422,562,331
OFFICE EQUIPMENT and SERVICES 404,081,801 362,485,934 380,452,217 765,822,851 1,912,842,803
SUPPLEMENTS and
CONGRATULATIONS 204,304,134 556,841,111 298,936,875 1,950,367 1,062,032,487
CLOTHING, FABRICS and
FOOTWEAR 189,223,910 202,408,687 489,597,367 532,344,652 1,413,574,616
TOBACCO 706,192 703,000 394,092 - 1,803,284
TOTAL SPENDS KES 90,499,388,489 94,467,115,974 100,593,982,548 106,416,073,821 391,976,560,832
Source: Ipsos
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Top Companies & brands
863
865
877
922
952
970
1,109
1,187
1,211
1,295
1,353
1,397
1,398
1,423
1,724
1,837
2,327
4,673
6,061
6,812
STARTIMES MEDIA
SAMSUNG
MABATI ROLLING MILLS
BROOKSIDE DAIRY LTD
KCB
PROCTER AND GAMBLE
ORANGE PHARMA KENYA…
TELKOM ORANGE LIMITED
POPULATION SERVICES…
EQUITY GROUP HOLDING…
JAMII TELECOM
UNILEVER KENYA LIMITED
PWANI OIL LIMITED
MULTICHOICE
KENYA BREWERIES LTD
RECKITT BENCKISER EAST…
AIRTEL KENYA
COCA COLA
GOVERNMENT OF KENYA
SAFARICOM
COMPANY SPENDS KES (Millions)
578
658
666
667
711
731
774
783
824
828
879
952
1,102
1,268
1,295
1,297
1,720
2,309
4,423
6,698
YOUTH AVIATION
DETTOL
TUSKER
LOTTO
KENYA POWER
SONA MOJA PAIN KILLERS
JAMII MILLING
STARTIMES
SAMSUNG
SMS 29299 ZINDUA CHAPAA
GOTV
KCB
TELKOM ORANGE
MINISTRY OF HEALTH
EQUITY BANK
FAIBA
BAMBA TV
AIRTEL
COCA COLA
SAFARICOM
BRAND SPENDS KES (Millions)
Source: Ipsos
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TV
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TV ad spends 2012 - 2015
Source: Reelforge
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Citizen TV continues to dominate TV Spends.
Source: Reelforge
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TV revenues
25Source: PWC
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TV prime time ratings
Citizen maintains the highest ratings throughout prime time followed by KTN then NTV. NTV ratings are highest at 19:00 and 21:00, when the Swahili and English news shows are aired respectively. KTN has its highest average rating at 21:00 each evening.The highest overall ratings recorded are at 19:00, 20:30 and 21:00 on Citizen Television. These times correspond with Citizen News’ airing of Swahili news at 19:00 and English news airing at 21:00 on Citizen.
Source: Geopoll data, Q4 2015
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What are the differences between analogue and digital broadcasting?
Analogue Platform
• An analogue (or analog) broadcast signal directly represents the transmitted sound and picture through deliberate variations in signal voltage and radio frequencies
Digital Platform
• Digital broadcasting works by translating sound and picture into digital data rather than analogue waveforms.
• Digital links have more efficient bandwidth usage than analog links, which gives a content provider more room to provide a higher-quality signal.
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Set top box penetration (May – Dec 2015)
In December, 71% of those with TV sets owned a set top box, up 8% from the 63% who owned a set top box in July. In Nairobi, which was the first area to transition to digital signal, 79% now own a set top box, which is a 7% increase from July.
Source: Geopoll data, Q4 2015
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STB free to air versus pay TV (Mar – Dec 2015)
An increase is seen in the number of people paying a monthly fee to access services from 62% in March 2015 to 70% in December 2015.
Source: Geopoll data, Q4 2015
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Favourite channels versus new channels (Mar – Dec 2015)
The digital migration increased the number of channels available from the analogue platform. Surfing for new channels has dropped from a high of 67% in March 2015. In December, 55% of respondents indicated that they are still exploring new channels.
Source: Geopoll data, Q4 2015
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Reasons for not owning a set top box (Mar – Dec 2015)
In December, 45% of those who have not yet switched to digital indicated they had not made the switch because it was too expensive. This percentage has declined since March, possibly due to increasingly affordable set top boxes.
Source: Geopoll data, Q4 2015
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RADIO
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Radio…
Source: PWC
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Radio ad spends 2012 - 2015
Source: Reelforge
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Spends distribution by top 15 radio stations
Source: Reelforge
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Spends distribution by dialect
Source: Reelforge
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Radio revenues
37Source: PWC
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Newspapers…
Source: PWC
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Newspaper revenues
Source: PWC
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Magazines…
Source: PWC
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Print ad spends 2012 - 2015
Source: Reelforge
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Spends distribution by publication
Source: Reelforge
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Spends distribution by circulation (2014 – 2015)
Source: Reelforge
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Magazines revenues
Source: PWC
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Kenya Digital Landscape
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Overview
Source: Jumia
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Emerging trends (internet metrics)
Broadband Internet subscriptions which are still 99% mobile are at 6.3
million for a penetration of 14.7%
Equitel has 5% mobile Internet market share with 1 million
subscriptions
Orange has 13.4% mobile Internet market share with 2.8 million
subscriptions
Airtel has 17.5% mobile Internet market share with
3.7 million subscriptions
Safaricom has 64.1% mobile Internet market
share as a result of having 13.8 million
subscribers
Internet subscriptions in Kenya is at 21.6
million meaning a
penetration of 74.2%
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Internet Penetration
23.2mn 6.2mnhours of YouTube
watchtime per
month
Internet Users in Kenya
27%smartpho
ne
penetratio
n
4.2mn
Active
Users
Kenyans
online that
use search.
Display
Network
penetration:
98%
99%
97%
source: internal Google Data, TNS, CCK
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45% Internet Penetration in Kenya
TNS/Google (2014): Connected
Consumer Study – Results Kenya
Q6: How often do you access the Internet for personal reasons?
Base (weighted): all respondents, n= 1,070
Online usage by age group
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65% use Search Engines, 40% use Online video
TNS/Google (2014): Connected
Consumer Study – Results Kenya
Online activities (once per month)
Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per
device Category
Base (weighted): online users, n=483
See full list of items in local language here.
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