SAARF and defining & measuring audiences

Why SAARF does this: Seeks relationships between: – Who people are – What they consume – What media they follow. Not interested in uses & grats; ethnography; qualttive qtns.

Basic assumptions 1. Samples are representative. BUT: taken over what period? Now over 1 year: – AMPS & RAMS have – TAMS has Averages out seasonal change.

Nguni/Sotho Adult: Any TV Viewing Old Universe up to Week 42 - New incl. DSTV for Weeks COMRADES OLYMPIC GAMES SOCCER CHARITYCUP +3 COMBINATION SOCCER & MARTIAL ARTS WORLD CUP QUALIFIER SA vs MALAWI

Basic assumptions 2. Reading, viewing, etc. can be averaged out to mean the same thing: OTS (opp 2 see) All OR part of edition/programme. 3. Stim->resp (effects model) 4. Passive, fragmented audience.

Used for predicting 5. Assumption is that patterns and trends of the past can help predict the future. 6. Assumption that demographics = behaviour 7. Assumption ignores aspirations and new markets

How SAARF surveys: Methods Not the NY sewers Not the Poynter eyetrack Not the Media Effects lab (PSU) Interview questionnaire: –Prompt card (Comp Ass Pers Intv) –Self-completed section:155 FMCG

More methods A diary for extra info on radio listening habits over 7 days. Electronic meters for extra info on TV viewing habits. Works via remote cntrl. (24 hrs) No focus groups or ethnographic study

TAMS Top TV stations: –sabc 1: 48.5% –sabc 2: 18.2% –etv: 14.2% –sabc 3: 9.4% –mnet: 6.1% –dstv: 2.8%

Amps Rating (AR) Proportion of viewers watching a show, multiplied by total numbers watching TV at that point in time. Excludes less than 20 secs viewing, and deferred (videotaped viewing).

TAMS sampling 3549 individuals between 30 July & 5 Aug Represents adults. Demographics = SA gender. Disproportions: race; age; income.

ADULTS Current Male 44,1% Female 55,9 English 14,2 Afrikaans 29,1 Nguni 32,3 Sotho 24, , , ,3 Sample Current Reporting Profile

ADULTS Current 50+29,1 Income H33,1 Income M42,5 Income L24,5 LSM 1-4,7 (BUT 56% of SA) LSM 515,6 LSM 640,6 LSM 724,0 LSM 819,0 Current Reporting Profile

TAMS difficulties: Eurometer has facility to change TV channels, to mimic procedures in households not having a RCU The meter RCU is then used to log in & out only [..but remember VCR tuning with RCU - in that case we install meter tuning with RCU]

QUOTE: It became clear during February that our technicians were not up to task Deficiencies apparent in : Call back/response rate to handle problems was too low. Centralised technician centres in J’Burg, Cape Town & Durban were not suited to a 1500 household panel. Problem of satellite reception analysis.

AMPs Difficulties Interviews: need to check back (31%) Selective & faulty memories. Self-completed: fall off. Frankness, honesty, hype - who of you admits to reading “You” magazine?

Rams difficulties diary keepers in past year - but how representative, given the radio proliferation? are metropolitan, but which adult controls the station in the household?

How Saarf defines profiles LSMs: living stds measure. Market research tool: “currency” Segments people in terms of a cluster of 25 qtn variables & 4 observation ones.

Example LSM 1 Black females, over 50, rural. Low schooling, live in hut No financial services Minimal consumption or shopping.

LSMs in society

LSM variables: you guess! Hot running water (Gtn East 5%) fridge/freezer microwave flush toilet (Gtn East: 15%) no domestic in household VCR

LSM variables cntd Vacuum cleaner No cellphone Traditional hut Washing machine PC in home

LSM variables cntd Electric stove TV set Tumble dryer Home phone less than 2 radio sets

LSM variables cntd Hi-fi, music centre Rural outside Gautng, W. Cape Built in kitchen sink Deep freeze Water in home/on plot Mnet/DSTV subscription

LSM variables cntd Dishwasher electricity sewing machine Gauteng Western Cape Motor vehicle Home security service

MAGAZINES BY LSM - 1

ACCESS TO SERVICES + : Significant increase * : Significant decrease

DURABLES IN HOME + : Significant increase * : Significant decrease

CELLPHONE MARKET

INTERNET USAGE 4 Weeks

ACTIVITIES - STARTING OUT SINGLES

ACTIVITIES - NEW PARENTS

ACTIVITIES - GOLDEN NESTS

BOUGHT LOTTERY TICKETS - 1 Gender Age adults (45.7%) purchased lottery tickets in 4 weeks

BOUGHT LOTTERY TICKETS - 2 Population Group LSM Group adults (45.7%) purchased lottery tickets in 4 weeks

There’s loads of info about audiences in AMPS …

But there is also much more to audiences than AMPS!

Be aware of their assumptions and rationale and limitations.