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Broadcasting in Africa Presented by Joe Hall and Kevin Cowan The Changing Face of International.

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Presentation on theme: "Broadcasting in Africa Presented by Joe Hall and Kevin Cowan The Changing Face of International."— Presentation transcript:

1 Broadcasting in Africa Presented by Joe Hall and Kevin Cowan The Changing Face of International

2 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

3 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

4 Domestic International State bcasting MW TV SW radio BBC WS DW players VOA technology Competition is growing FM radio VOA State bcasting Commercial bcasters BBC DW CNN Euronews Sky News TV satellite newspapers Cable 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 VOA BBC DW CNN Google DSTV Global commercial Bloomberg Al JazeeraState bcasting Commercial bcasters Sky News Yahoo! Newspapers online National 24hr news channels Facebook players technology

5 Audiences becoming more demanding What they want from news…….

6 CommercialLicence Fee + Commercial Different Research Needs Three different funding models Grant in Aid

7 The big picture 90 million weekly audience estimate for Africa

8 Africa: GND Any platform 90m Radio 78.7m TV 19.9m Online 1.5m The Bigger Picture: 90 million consumers

9 Public service research Auditing BBC performance Nationally representative surveys Reach, Quality, Impact Mainly ad-hoc research Data from 37 countries in Africa

10 Africa is a rare opportunity Source: WARC July 2011 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

11 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

12 BBC World News investing in Africa Sponsored by

13 BBC WNs growth in Africa Source: weekly reach, BBC GAE 2011 2006 8.9m 2011 15.6m

14 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

15 Commercial research Research needs not met by existing studies Information for advertising / sponsorship Targeting consumers with high disposable incomes/BDMs Syndicated research

16 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

17 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

18 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

19 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

20 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 2,014,31218,718,54410:433.14 News1,359,960 9,398,0209:25 2.52 Homepage 556,048 1,930,5403:42 1.24 Sport 1,009,972 9,893,7209:10 2.63 Business 154,048 386,6804:40 1.45 Technology 80,676150,5203:28 1.28 Science & Environment 91,784 199,4163:48 1.31 Travel38,008 83,0044:52 1.71 Weather72,788275,7844:161.67

21 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

22 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

23 Thanks for listening.


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