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3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DStv-i Africa: Taking Return Path Measurement to new Frontiers.

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Presentation on theme: "3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DStv-i Africa: Taking Return Path Measurement to new Frontiers."— Presentation transcript:

1 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DStv-i Africa: Taking Return Path Measurement to new Frontiers By Brenda Wortley Director-Strategy & Research, DStv Media Sales, South Africa © 2010 Kantar Media

2 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN

3 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN The panel of households is balanced according to Bouquets A specially modified decoder and modem is installed in the household which allows for data collection DStv subscriber Households are recruited and key demographics are collected STB viewing data (based on button pressing on the remote control) is stored on the Set Top Box (STB Decoder) STB viewing data is collected via a local cellular network provider and households data is sent to Multichoice daily What is DStv-i?

4 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Why Return Path Data (RPD) Return Path Data (RPD) measurement has been recognized globally as a cost effective solution to measuring digital viewership Simplified direct system No active participation or management No need for paper diaries

5 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Existing RPD Services around the world Q BSkyBJan Oceanic Time Warner Dec Charter Communications Jan (Los Angeles) DIRECTVJan-071m DIRECTVJan Foxtel/AustarQ Sky TVJan SA AUS USA NZ UK

6 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Our Objectives for DStv-i © 2010 Kantar Media A more cost effective solution to audience measurement Larger sample sizes to address Audience fragmentation Real time audience measurement Eliminate the need for paper diaries Provide important measurement to advertisers Establish a Pan African Universal metric to measure channel performance

7 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN POCPanel Set-up/Roll OutFuture Kenya Nov – Namibia Nigeria Dec– Botswana Jan 13 Angola May– 13Zambia Roll Out Plan

8 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Household Type Main Language Other Languages ReligionRace Household Income 8 SAZambiaBotsNamibia NigeriaKenyaGhanaUganda Construction of data output: utopia W7IS7 Common Demographics for comparative analysis Gender Age Household size Shopping responsibilityPrimary caregiver Common Channels Africa Magic SuperSport 1 Studio Universal MTV Channel O Specific Content/ Language Separate study to be conducted between Phase 1 & 2 to establish these Specific cells per country Cultural specific demographics Common Currency Calculator Viewer Experience Cities/ Province Packages Segmentation? LSM? Behaviour Indicator?

9 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN How can DStv-i be used? Platform Advertisers, Agencies Channel Suppliers, Schedulers, Content Producers

10 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Some Challenges – any others? Identifying the network providers in each market who are able to deliver on the panel polling requirements Power outages are a key challenge Monthly cash payments by subscribers Understanding the nuances that exist in each market particularly when formulating the recruitment questionnaires – it is evident that not one size fits all (CATI, CAPI, paper) Heavy traffic, affecting the rate of installations Household structures and details are not always fully captured in the subscriber database. Different swap-out and activation procedures in each country

11 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN RPD vs Meter Data SA example Source: Infosys+, Monday 13 August 2012 Household data, excluding guests % TVR

12 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Monday-Friday TVRs for Households Source: Infosys+, 31 st July-19 th August. Based on Head of House only for Kenya and South Africa. Central Africa Time

13 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Saturday-Sunday TVRs for Households Source: Infosys+, 31 st July-19 th August. Based on Head of House only for Kenya and South Africa. Central Africa Time

14 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Olympic Greats 14 Source: SuperSport

15 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DStv Channel Ranking Kenya Households- Week 33(Normal week) Source: Infosys+, 13 st July-19 th August

16 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DStv Channel Ranking Kenya – Week 32 (Olympics) Source: Infosys+, 31 st July-12 th August

17 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Time Spent Viewing – South Africa vs Kenya 17 Source: Infosys+, 31 st July-19 th August. Measurement is based on Head of House only for Kenya and South Africa South AfricaKenya Av MinsAv HrsAv MinsAv Hrs Mon-Fri Sat-Sun

18 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN 2012 Olympic Mens 800m Final 18 Source: SuperSport

19 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Olympics: Mens 800m final

20 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Olympics: Mens marathon

21 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN Next Steps Plan is to establish Nairobi and Lagos panels by November Establish further city panels in Nigeria November 12 to March 13 Review and validate the data October 12 to March 13 Report on the data from April

22 3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN The future of Audience Measurement for Africa


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