Presentation on theme: "Menell Media Conference 2015 10 things you need to know about the SA media landscape."— Presentation transcript:
Menell Media Conference 2015 10 things you need to know about the SA media landscape
Sources futurefact: psychographic and media survey AMPS: All media and products survey RAMS: Radio diaries ABC: Circulation OMC: Outdoor measurement
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 20042014 Number of titles 18 22 Reach 21%29% Circulation 2006 2014 1.5m1.3m [-16%] Weeklies 20042014 Number of titles 23 26 Reach 31%30% Circulation 2006 2014 2.9m2.3m [-21%] Any Newspaper 20042014 Number of titles 41 48 Reach 39%46% Circulation 2006 2014 4.5m3.6m [-20%] Source: AMPS and ABC
African Language 20042014 Number of stations 9 9 Reach 66%59% Commercial 20042014 Number of stations 23 29 Reach 50%48% Community 20042014 Number of stations 36 53 Reach 13%15% Source: RAMS Radio (the radio market according to RAMS)
Free-to-air* 20042014 Number of channels 4 4 Reach 80%88% Pay TV** 20042014 Number of channels 35 138 Reach 14%40% Subs to DStv 20042014 Subscribers 5% 38% PVR in home *** 2009 13%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.
2. News websites (on bigger screen) have considerable traction but are not supplanting the traditional newspaper as yet
Readership: news websites and traditional print newspapers Source: futurefact 2014
Only a smartphone 16% PC but NOT a Tablet 36% A tablet but NOT a PC 48% Both a PC AND a tablet 60% It is access to either a PC or a tablet that facilitates access to news sites Source: futurefact 2014 Bodes well in terms of future generations
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 Devices have some impact on downloading podcasts With 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 Base: those who watch any news on DStv 38% of DStv subscribers watch any news on DStv
Favourite TV programmes: local is also king Top 10 Source: futurefact 2014
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
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
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.