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

Irrespective of device ownership.

3. Digital has little impact on radio listening

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%

Local TV content prevails over international

Both for news channel access and for programmes.

TV viewing time

18 – 24’s considerably less than all other age groups

YouTube 37% in this age cohort Vlogging: content creation for video

4. Local content predominates over international

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….

6. The changing research landscape in SA

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

7. Out of Home (OOH)No longer the Cinderella medium

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

Need for media as a corruption fighter

Responsibility and balance

8. Need for media as a corruption fighter - with responsibility and balance

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.

9. Trust and confidence

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.

10. Social media critical for the political arena

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

THANK YOU