SAARF Universal LSM ®

SAARF Training Module 1 - General Overview of SAARF & all productsModule 1 - General Overview of SAARF & all products Module 2 - All Media & Products Survey (AMPS ® )Module 2 - All Media & Products Survey (AMPS ® ) Module 3 - Television Audience Measurement Survey (TAMS ® ) and Radio Audience Measurement Survey (RAMS ® ) Module 3 - Television Audience Measurement Survey (TAMS ® ) and Radio Audience Measurement Survey (RAMS ® ) Module 4 - All segmentation tools including LSM ® Module 4 - All segmentation tools including LSM ® Lone standing LSM ® Lone standing LSM ® Module 1 - General Overview of SAARF & all productsModule 1 - General Overview of SAARF & all products Module 2 - All Media & Products Survey (AMPS ® )Module 2 - All Media & Products Survey (AMPS ® ) Module 3 - Television Audience Measurement Survey (TAMS ® ) and Radio Audience Measurement Survey (RAMS ® ) Module 3 - Television Audience Measurement Survey (TAMS ® ) and Radio Audience Measurement Survey (RAMS ® ) Module 4 - All segmentation tools including LSM ® Module 4 - All segmentation tools including LSM ® Lone standing LSM ® Lone standing LSM ®

What information is available Trend Booklet – Shows trended AMPS ® data over a period of 5 years. Provides basic penetration data and has a section with all data by SU-LSM ® Trend Booklet – Shows trended AMPS ® data over a period of 5 years. Provides basic penetration data and has a section with all data by SU-LSM ® Main AMPS ® CD* – All AMPS ® data by detailed media within each SU-LSM ® (SU-LSM 1-4 grouped) Main AMPS ® CD* – All AMPS ® data by detailed media within each SU-LSM ® (SU-LSM 1-4 grouped) Branded AMPS ® CD – All AMPS ® products by community size, province, literacy, household purchaser, life stage, metropolitan areas, gender, age, home language, population group, employment status, occupation, level of education achieved, household income, SU-LSM ® s & the product itself Branded AMPS ® CD – All AMPS ® products by community size, province, literacy, household purchaser, life stage, metropolitan areas, gender, age, home language, population group, employment status, occupation, level of education achieved, household income, SU-LSM ® s & the product itself * Available on Trend Booklet – Shows trended AMPS ® data over a period of 5 years. Provides basic penetration data and has a section with all data by SU-LSM ® Trend Booklet – Shows trended AMPS ® data over a period of 5 years. Provides basic penetration data and has a section with all data by SU-LSM ® Main AMPS ® CD* – All AMPS ® data by detailed media within each SU-LSM ® (SU-LSM 1-4 grouped) Main AMPS ® CD* – All AMPS ® data by detailed media within each SU-LSM ® (SU-LSM 1-4 grouped) Branded AMPS ® CD – All AMPS ® products by community size, province, literacy, household purchaser, life stage, metropolitan areas, gender, age, home language, population group, employment status, occupation, level of education achieved, household income, SU-LSM ® s & the product itself Branded AMPS ® CD – All AMPS ® products by community size, province, literacy, household purchaser, life stage, metropolitan areas, gender, age, home language, population group, employment status, occupation, level of education achieved, household income, SU-LSM ® s & the product itself * Available on

What information is available… Segmentation CD - Explains the various segmentation tools in detail and provides some interesting cross tabulations Segmentation CD - Explains the various segmentation tools in detail and provides some interesting cross tabulations - History, FAQ, presentations, press releases, technical reports (has section on SU-LSM ® that indicates variables and their weight and the corresponding question in the questionnaire), basic information on print and radio penetration etc - History, FAQ, presentations, press releases, technical reports (has section on SU-LSM ® that indicates variables and their weight and the corresponding question in the questionnaire), basic information on print and radio penetration etc Computer Bureaus - Specialised runs available at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar) Computer Bureaus - Specialised runs available at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar) Segmentation CD - Explains the various segmentation tools in detail and provides some interesting cross tabulations Segmentation CD - Explains the various segmentation tools in detail and provides some interesting cross tabulations - History, FAQ, presentations, press releases, technical reports (has section on SU-LSM ® that indicates variables and their weight and the corresponding question in the questionnaire), basic information on print and radio penetration etc - History, FAQ, presentations, press releases, technical reports (has section on SU-LSM ® that indicates variables and their weight and the corresponding question in the questionnaire), basic information on print and radio penetration etc Computer Bureaus - Specialised runs available at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar) Computer Bureaus - Specialised runs available at a cost from software companies (AGBNMR, Eighty20, IMS, Infosense, Softcopy & Telmar)

What is Market Segmentation? It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties A market segment is a gross slice of the market such as high-income car buyers A market segment is a gross slice of the market such as high-income car buyers A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties It’s the task of breaking the total market (which is typically too large to serve) into segments that share common properties A market segment is a gross slice of the market such as high-income car buyers A market segment is a gross slice of the market such as high-income car buyers A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars A market niche is a smaller, specially formed segment, such as high-income car buyers who want high-performance sports cars

Types of Market Segmentation DemographicDemographic Life StageLife Stage BehaviourBehaviour UsageUsage Socio-economicSocio-economic DemographicDemographic Life StageLife Stage BehaviourBehaviour UsageUsage Socio-economicSocio-economic Geographic Psychographic Perceptions Wants / Needs Multi-attribute

Over Segmentation on AMPS ® Filter Sample Size ‘000 Population Adults Adult Women Adult Women, aged Adult Women, aged 25-34, LSM Adult Women, aged 25-34, LSM 10, with children Adult Women, aged 25-34, LSM 10, with children, divorced/widowed/separated 4 ** 2** ** Highly unstable data SOURCE: SAARF AMPS 2008A

Need for & Development of LSM ®

What is SAARF Living Standards Measure (LSM ® ) ? The SAARF LSM is not the only type of segmentation tool The SAARF LSM is not the only type of segmentation tool It is based on access to services and durables, and geographic indicators as determinants of standard of living It is based on access to services and durables, and geographic indicators as determinants of standard of living LSM is a very stable and dependable differentiator and the AMPS variables are particularly suited to this LSM is a very stable and dependable differentiator and the AMPS variables are particularly suited to this The SAARF LSM is not the only type of segmentation tool The SAARF LSM is not the only type of segmentation tool It is based on access to services and durables, and geographic indicators as determinants of standard of living It is based on access to services and durables, and geographic indicators as determinants of standard of living LSM is a very stable and dependable differentiator and the AMPS variables are particularly suited to this LSM is a very stable and dependable differentiator and the AMPS variables are particularly suited to this

The SAARF Universal LSM ® is a Target Marketing Tool that is also used for the selection of appropriate media, therefore, no media related variables are used in its construction The SAARF Universal LSM ® is a Target Marketing Tool that is also used for the selection of appropriate media, therefore, no media related variables are used in its construction No personal attributes (except in 1995 and 2000 LSMs) are used No personal attributes (except in 1995 and 2000 LSMs) are used Income never used Income never used The SAARF Universal LSM ® is a Target Marketing Tool that is also used for the selection of appropriate media, therefore, no media related variables are used in its construction The SAARF Universal LSM ® is a Target Marketing Tool that is also used for the selection of appropriate media, therefore, no media related variables are used in its construction No personal attributes (except in 1995 and 2000 LSMs) are used No personal attributes (except in 1995 and 2000 LSMs) are used Income never used Income never used What is SAARF Living Standards Measure (LSM ® )?...

Rationale For Segmentation Some people tend to behave in a different fashion from others Some people tend to behave in a different fashion from others Some people tend to behave in similar fashion Some people tend to behave in similar fashionThus Try to group similar people together Try to group similar people together Try to distinguish between different people Try to distinguish between different people Some people tend to behave in a different fashion from others Some people tend to behave in a different fashion from others Some people tend to behave in similar fashion Some people tend to behave in similar fashionThus Try to group similar people together Try to group similar people together Try to distinguish between different people Try to distinguish between different people

In Statistical Terms Maximise variation between groups Maximise variation between groups Minimise variation within groups Minimise variation within groups Maximise variation between groups Maximise variation between groups Minimise variation within groups Minimise variation within groups

For Advertising/Marketing Purposes Identify the target market / audience as accurately as possible Identify the target market / audience as accurately as possible Aim is to reach 100% of target market, i.e. Maximise reach Aim is to reach 100% of target market, i.e. Maximise reach With 0% (minimum) wastage With 0% (minimum) wastage Identify the target market / audience as accurately as possible Identify the target market / audience as accurately as possible Aim is to reach 100% of target market, i.e. Maximise reach Aim is to reach 100% of target market, i.e. Maximise reach With 0% (minimum) wastage With 0% (minimum) wastage

Single variables, usually demographics (profiles) Single variables, usually demographics (profiles) Shortcoming ? Useful, but often not strong differentiators on their own Useful, but often not strong differentiators on their own LSM index developed to find the best combination of variables from AMPS ® LSM index developed to find the best combination of variables from AMPS ® Single variables, usually demographics (profiles) Single variables, usually demographics (profiles) Shortcoming ? Useful, but often not strong differentiators on their own Useful, but often not strong differentiators on their own LSM index developed to find the best combination of variables from AMPS ® LSM index developed to find the best combination of variables from AMPS ® Traditional Approach

Process of Development Urban vs. Rural debate Urban vs. Rural debate Community size classification Community size classification Lever Brothers’ experience Lever Brothers’ experience Realisation internationally (UK & US) that demographics are not a strong differentiator of behaviour when used on their own Realisation internationally (UK & US) that demographics are not a strong differentiator of behaviour when used on their own Urban vs. Rural debate Urban vs. Rural debate Community size classification Community size classification Lever Brothers’ experience Lever Brothers’ experience Realisation internationally (UK & US) that demographics are not a strong differentiator of behaviour when used on their own Realisation internationally (UK & US) that demographics are not a strong differentiator of behaviour when used on their own

It’s Not Just About Demographics Source: Admap December 1990

It must have broad application across the total market It must have broad application across the total market Must be simple to use, easy to link to other surveys Must be simple to use, easy to link to other surveys Must be stable over time, but sensitive enough to register changes Must be stable over time, but sensitive enough to register changes It must have broad application across the total market It must have broad application across the total market Must be simple to use, easy to link to other surveys Must be simple to use, easy to link to other surveys Must be stable over time, but sensitive enough to register changes Must be stable over time, but sensitive enough to register changes Requirements Of The SAARF LSM ®

SAARF LSM ® – National 1993 LSMs SAMPLE SIZE: (’94), (’00), (’08A) POPULATION, ALL SOUTH AFRICANS 16+: (’94), (’00), (’08A)

SAARF LSM ® – Gauteng 1993 LSMs SAMPLE SIZE: (’94), (’00), (’08A) POPULATION, ALL SOUTH AFRICANS 16+: (’94), (’00), (’08A)

SAARF LSM ® – KZN SAMPLE SIZE: (’94), (’00), (’08A) POPULATION, ALL SOUTH AFRICANS 16+: (’94), (’00), (’08A)

SAARF LSM ® – Western Cape 1993 LSMs SAMPLE SIZE: (’94), (’00), (’08A) POPULATION, ALL SOUTH AFRICANS 16+: (’94), (’00), (’08A)

LSM may not be useful in all instances

SU-LSM ® – Monthly Magazines 2001 LSMs SOURCE: SAARF AMPS 2008A

Age – Monthly Magazines SOURCE: SAARF AMPS 2008A

Gender - Monthly Magazines SOURCE: SAARF AMPS 2008A

Cell Phone Penetration Within SU-LSM ® SOURCE: SAARF AMPS 2008A

% Listenership: SU- LSM ® 1-5 SOURCE: SAARF AMPS 2008A

% Listenership: SU-LSM ® 1-5 SOURCE: SAARF AMPS 2008A

% Listenership: SU-LSM ® 6-10 SOURCE: SAARF AMPS 2008A

% Listenership: SU-LSM ® SOURCE: SAARF AMPS 2008A

Approximately 70 AMPS ® variables selected on logical grounds Approximately 70 AMPS ® variables selected on logical grounds Analysed multi-dimensionally by applying: Analysed multi-dimensionally by applying: principle component analysis principle component analysis stepwise regression analysis stepwise regression analysis Approximately 70 AMPS ® variables selected on logical grounds Approximately 70 AMPS ® variables selected on logical grounds Analysed multi-dimensionally by applying: Analysed multi-dimensionally by applying: principle component analysis principle component analysis stepwise regression analysis stepwise regression analysis LSM ® Input Variables

1993 SAARF LSM ® Variables 1.Fridge/Freezer 2.No Water or Electricity 3.Polisher/Vacuum Cleaner 4.Non-Supermarket Shopper 5.No Car in HH 6.TV Set 7.Microwave Oven 1.Fridge/Freezer 2.No Water or Electricity 3.Polisher/Vacuum Cleaner 4.Non-Supermarket Shopper 5.No Car in HH 6.TV Set 7.Microwave Oven 8. Rural dweller (not PWV & W.Cape) 9.Hi-fi/Music Centre 10.No Domestic Worker Worker 11.Washing Machine 12.Sewing Machine 13.Metropolitan Dweller Dweller

1995 LSMs Non-Household Supermarket Shopper became Household Supermarket Shopper Non-Household Supermarket Shopper became Household Supermarket Shopper No Water or Electricity was dropped No Water or Electricity was dropped The following variables were added: The following variables were added: Non-Supermarket Shopper (Personal) Non-Supermarket Shopper (Personal) Flush Toilet Flush Toilet Hot Running Water Hot Running Water No Financial Services Used (Personal) No Financial Services Used (Personal) No Insurance Policy (Personal) No Insurance Policy (Personal) No Credit Facility (Personal) No Credit Facility (Personal) Hut Dweller Hut Dweller Home Telephone Home Telephone Non-Household Supermarket Shopper became Household Supermarket Shopper Non-Household Supermarket Shopper became Household Supermarket Shopper No Water or Electricity was dropped No Water or Electricity was dropped The following variables were added: The following variables were added: Non-Supermarket Shopper (Personal) Non-Supermarket Shopper (Personal) Flush Toilet Flush Toilet Hot Running Water Hot Running Water No Financial Services Used (Personal) No Financial Services Used (Personal) No Insurance Policy (Personal) No Insurance Policy (Personal) No Credit Facility (Personal) No Credit Facility (Personal) Hut Dweller Hut Dweller Home Telephone Home Telephone

2000 LSMs Non-Supermarket Shopper (Personal) became Supermarket Shopper (Personal) Non-Supermarket Shopper (Personal) became Supermarket Shopper (Personal) No Credit Facility (Personal) became Credit/Credit Facility including Retail Card (Personal) No Credit Facility (Personal) became Credit/Credit Facility including Retail Card (Personal) The following variables were dropped: The following variables were dropped: Rural Dweller Rural Dweller Metropolitan Dweller Metropolitan Dweller Household Supermarket Shopper Household Supermarket Shopper The following variables were added: The following variables were added: Built-in Kitchen Sink Built-in Kitchen Sink Electric Stove/Hotplate Electric Stove/Hotplate VCR VCR Sedan car Sedan car Non-Supermarket Shopper (Personal) became Supermarket Shopper (Personal) Non-Supermarket Shopper (Personal) became Supermarket Shopper (Personal) No Credit Facility (Personal) became Credit/Credit Facility including Retail Card (Personal) No Credit Facility (Personal) became Credit/Credit Facility including Retail Card (Personal) The following variables were dropped: The following variables were dropped: Rural Dweller Rural Dweller Metropolitan Dweller Metropolitan Dweller Household Supermarket Shopper Household Supermarket Shopper The following variables were added: The following variables were added: Built-in Kitchen Sink Built-in Kitchen Sink Electric Stove/Hotplate Electric Stove/Hotplate VCR VCR Sedan car Sedan car

New SAARF Universal LSM ®

Early LSMs Several unforeseen difficulties, challenges and biases were experienced through the initial development phases of the LSM’s Several unforeseen difficulties, challenges and biases were experienced through the initial development phases of the LSM’s Some of these are: Each time variables changed the LSM changed Each time variables changed the LSM changed The personal variables introduced in 1995 created gender and age biases The personal variables introduced in 1995 created gender and age biases These personal variables also created difficulties with TAMS (entire household interviewed vs. AMPS individuals) These personal variables also created difficulties with TAMS (entire household interviewed vs. AMPS individuals) LSM’s did not differentiate sufficiently at the top end (8 groups to 10) LSM’s did not differentiate sufficiently at the top end (8 groups to 10) Several unforeseen difficulties, challenges and biases were experienced through the initial development phases of the LSM’s Several unforeseen difficulties, challenges and biases were experienced through the initial development phases of the LSM’s Some of these are: Each time variables changed the LSM changed Each time variables changed the LSM changed The personal variables introduced in 1995 created gender and age biases The personal variables introduced in 1995 created gender and age biases These personal variables also created difficulties with TAMS (entire household interviewed vs. AMPS individuals) These personal variables also created difficulties with TAMS (entire household interviewed vs. AMPS individuals) LSM’s did not differentiate sufficiently at the top end (8 groups to 10) LSM’s did not differentiate sufficiently at the top end (8 groups to 10)

SU-LSM ® Variables Of the 20 variables that formed the 2000 LSM ® ’s, only 15 were retained in the SU-LSM ®’ s Of the 20 variables that formed the 2000 LSM ® ’s, only 15 were retained in the SU-LSM ®’ s All the personal variables that created biases were removed: All the personal variables that created biases were removed: Supermarket Shopper Supermarket Shopper No Financial Services No Financial Services No Insurance Policy No Insurance Policy Credit Facility including Retail Card Credit Facility including Retail Card No car in household was also dropped as it was no longer a good differentiator No car in household was also dropped as it was no longer a good differentiator 14 new variables were added 14 new variables were added Of the 20 variables that formed the 2000 LSM ® ’s, only 15 were retained in the SU-LSM ®’ s Of the 20 variables that formed the 2000 LSM ® ’s, only 15 were retained in the SU-LSM ®’ s All the personal variables that created biases were removed: All the personal variables that created biases were removed: Supermarket Shopper Supermarket Shopper No Financial Services No Financial Services No Insurance Policy No Insurance Policy Credit Facility including Retail Card Credit Facility including Retail Card No car in household was also dropped as it was no longer a good differentiator No car in household was also dropped as it was no longer a good differentiator 14 new variables were added 14 new variables were added

SU-LSM ® Variables (2001) Old Variables Retained: 1.Electric Stove/Hotplate 2.Microwave Oven 3.Flush Toilet 4.No Domestic Worker 5.VCR 6.Vacuum Cleaner/Floor Polisher 7.Traditional Hut 8.1/more Sedan Car 9.Washing Machine 10.TV Set 11.Home Telephone 12.Hi-Fi/Music Centre 13.Built-in Kitchen Sink 14.Hot Running Water 15.Fridge/Freezer Old Variables Retained: 1.Electric Stove/Hotplate 2.Microwave Oven 3.Flush Toilet 4.No Domestic Worker 5.VCR 6.Vacuum Cleaner/Floor Polisher 7.Traditional Hut 8.1/more Sedan Car 9.Washing Machine 10.TV Set 11.Home Telephone 12.Hi-Fi/Music Centre 13.Built-in Kitchen Sink 14.Hot Running Water 15.Fridge/Freezer New Variables: 1. Deep Freezer 2. Water in Home/On Plot 3. MNET/DStv Subscription 4. Dishwasher 5. Electricity 6. Sewing Machine 7. Gauteng 8. Western Cape 9. No Cellphone in Household 10. PC in Home 11. Tumble Dryer 12. Less than two Radio Set in Household 13. Non-Urban outside GP/WC 14. Home Security Service

Naming The New SAARF LSM ® As these new improved LSMs are now universally applicable to all respondents and to all current and future SAARF surveys they were renamed the SAARF Universal LSM (SU-LSM ® ) As these new improved LSMs are now universally applicable to all respondents and to all current and future SAARF surveys they were renamed the SAARF Universal LSM (SU-LSM ® ) PLEASE NOTE: If you need to trend further back than 2001 you need to use the 1993 LSM ® ’s If you need to trend further back than 2001 you need to use the 1993 LSM ® ’s As these new improved LSMs are now universally applicable to all respondents and to all current and future SAARF surveys they were renamed the SAARF Universal LSM (SU-LSM ® ) As these new improved LSMs are now universally applicable to all respondents and to all current and future SAARF surveys they were renamed the SAARF Universal LSM (SU-LSM ® ) PLEASE NOTE: If you need to trend further back than 2001 you need to use the 1993 LSM ® ’s If you need to trend further back than 2001 you need to use the 1993 LSM ® ’s

Benefits of New SAARF Universal LSM ® As South African society develops, the groups can be extended beyond 10. This will obviate the need for a new LSM every now and then As South African society develops, the groups can be extended beyond 10. This will obviate the need for a new LSM every now and then Can be updated and remain trendable Can be updated and remain trendable The proven stability of the measure will thus be complemented with a sensitivity to the changing landscape The proven stability of the measure will thus be complemented with a sensitivity to the changing landscape As South African society develops, the groups can be extended beyond 10. This will obviate the need for a new LSM every now and then As South African society develops, the groups can be extended beyond 10. This will obviate the need for a new LSM every now and then Can be updated and remain trendable Can be updated and remain trendable The proven stability of the measure will thus be complemented with a sensitivity to the changing landscape The proven stability of the measure will thus be complemented with a sensitivity to the changing landscape

SU- LSM ® Update 2004 Variables Dropped (4) Traditional Hut Traditional Hut Electricity Electricity Gauteng Gauteng Western Cape Western Cape New Variables (4) House/cluster House, Town House House/cluster House, Town House Metropolitan Dweller Metropolitan Dweller DVD Player DVD Player One Cell Phone in Household One Cell Phone in Household Variables Dropped (4) Traditional Hut Traditional Hut Electricity Electricity Gauteng Gauteng Western Cape Western Cape New Variables (4) House/cluster House, Town House House/cluster House, Town House Metropolitan Dweller Metropolitan Dweller DVD Player DVD Player One Cell Phone in Household One Cell Phone in Household

SAARF LSM ® Update 2008A Variables Dropped (3) Sewing machine Sewing machine No cell phone in household No cell phone in household 1 cell phone in household 1 cell phone in household New Variables (3) Home theatre system Home theatre system 2 cell phones in household 2 cell phones in household 3+ cell phones in household 3+ cell phones in household SAARF LSM ® Extension: LSM 7-10 have been split to show high and low groups for finer segmentation LSM 7-10 have been split to show high and low groups for finer segmentation Variables Dropped (3) Sewing machine Sewing machine No cell phone in household No cell phone in household 1 cell phone in household 1 cell phone in household New Variables (3) Home theatre system Home theatre system 2 cell phones in household 2 cell phones in household 3+ cell phones in household 3+ cell phones in household SAARF LSM ® Extension: LSM 7-10 have been split to show high and low groups for finer segmentation LSM 7-10 have been split to show high and low groups for finer segmentation

Current SAARF LSM ® Variables

How to calculate SU-LSM ® Determine the variables with which the respondent complies Determine the variables with which the respondent complies Sum the weights for the 29 variables for each respondent Sum the weights for the 29 variables for each respondent Add a constant Add a constant Allocate the respondent to an SU-LSM as follows: Allocate the respondent to an SU-LSM as follows:

SAARF LSM ® Groups Penetration Ave HH Income 2006RA2007B2008A 2006RA2007B2008A SU-LSM R R 1, R 1, SU-LSM R 1, R 1, R 1, SU-LSM R 1, R 1, R 1, SU-LSM R 1, R 2, R 2, SU-LSM R 2, R 2, R 3, SU-LSM R 4, R 5, R 5, SU-LSM R 6, R 8, R 8, SU-LSM R 9, R 11, R 12, SU-LSM R 12, R 14, R 16, SU-LSM R 19, R 20, R 23, Significant increase on 2007B Significant decrease on 2007B

Number of Adults in each LSM ® PopulationRespondents% Pop SU-LSM 11,062, SU-LSM 2 2,732, SU-LSM 32,953, SU-LSM 44,557,0001, SU-LSM 54,843,0002, SU-LSM 65,597,0004, SU-LSM 7L1,499,0001, SU-LSM 7H1,459,0001, SU-LSM 8L1,088,0001, SU-LSM 8H1,070,0001, SU-LSM 9L1,281,0001, SU-LSM 9H1,265,0001, SU-LSM 10L950,0001, SU-LSM 10H948,0001, SOURCE: SAARF AMPS 2008A

Mpumalanga Eastern Cape Free State Gauteng KwaZulu-Natal Northern Cape North West Western Cape Limpopo 31 to 60 % % of Province that is Rural More than 60 % 11 to 30 % up to 10 % SU-LSM ® By Province Lsm 1- 4 Lsm 5 Lsm 6 Lsm 7 Lsm 8 Lsm 9 Lsm 10 SOURCE: SAARF AMPS 2008A

PLEASE NOTE: The descriptions of the 10 SU-LSM ® groups in some of the following slides show those descriptors that are above national average for each SU-LSM ® group. So for example, African Language Stations are above national average for LSM ® 1-5. This however, does not mean that LSM ® 6-10 do not listen to ALS.

ALS by SU-LSM ® SOURCE: SAARF AMPS 2008A

Summary Of New SU-LSM ® Groups (AMPS ® 2008A) LSM 1 (3.4%) DEMOGRAPHICSFemale50+ Primary Completed Rural Traditional Hut R1 080 ave hh income per month MEDIA Radio a major channel of media communication - Commercial radio; mainly African Language Services (ALS) GENERAL Minimal access to services Minimal ownership of durables, except radio sets LSM 1 (3.4%) DEMOGRAPHICSFemale50+ Primary Completed Rural Traditional Hut R1 080 ave hh income per month MEDIA Radio a major channel of media communication - Commercial radio; mainly African Language Services (ALS) GENERAL Minimal access to services Minimal ownership of durables, except radio sets LSM 2 (8.7%) DEMOGRAPHICS Female 16 – 24, 50+ Some High School Rural House/Matchbox house R1 401 ave hh income per month MEDIA Radio: Commercial, mainly ALS GENERAL Water on plot Minimal ownership of durables, except radio sets and stoves

LSM 3 (9.4%) DEMOGRAPHICSMale 16 – 24, 50+ Up to some high Rural House/Matchbox house R1 795 ave hh income per month MEDIA Radio: commercial mainly ALS stations, Ukhozi FM, Umhlobo Wenene FM TV: SABC 1 OutdoorGENERAL Electricity, water on plot Minimal ownership of durables, except radio sets and stoves Activities – lottery tickets LSM 3 (9.4%) DEMOGRAPHICSMale 16 – 24, 50+ Up to some high Rural House/Matchbox house R1 795 ave hh income per month MEDIA Radio: commercial mainly ALS stations, Ukhozi FM, Umhlobo Wenene FM TV: SABC 1 OutdoorGENERAL Electricity, water on plot Minimal ownership of durables, except radio sets and stoves Activities – lottery tickets LSM 4 (14.6%) DEMOGRAPHICS Male Schooling up to some high Rural R2 536 ave hh income per month MEDIA Radio: commercial mainly ALS stations, Metro fm TV: SABC 1,2, ETV Outdoor GENERAL Electricity, water on plot, flush toilet TV sets, hi-fi/radio set, electric hotplates, fridge Activities - stokvel meeting, lottery tickets, eat and buy take away food Summary Of New SU-LSM ® Groups (AMPS ® 2008A)

LSM 5 (15.5%) DEMOGRAPHICSMale16-34 Up to Matric Rural R3 122ave hh income per month MEDIA Radio: commercial mainly ALS stations, Metro fm TV: SABC 1,2,3, e.tv Daily/Weekly Newspapers, Magazines OutdoorGENERAL Electricity, water, flush toilet TV sets, hi-fi/radio set, stove, fridge Activities: started exercising, painted interior of house, stokvel meeting, purchase take-away food, lottery tickets LSM 5 (15.5%) DEMOGRAPHICSMale16-34 Up to Matric Rural R3 122ave hh income per month MEDIA Radio: commercial mainly ALS stations, Metro fm TV: SABC 1,2,3, e.tv Daily/Weekly Newspapers, Magazines OutdoorGENERAL Electricity, water, flush toilet TV sets, hi-fi/radio set, stove, fridge Activities: started exercising, painted interior of house, stokvel meeting, purchase take-away food, lottery tickets LSM 6 (17.9%) DEMOGRAPHICS Male Matric and higher Urban R5 386 ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv Daily/Weekly Newspapers, Magazines Cinema & Outdoor GENERAL Electricity, hot running water, flush toilet Ownership of a number of durables plus cell phone Participated in a number of activities Summary Of New SU-LSM ® Groups (AMPS ® 2008A)

LSM 7 LOW (4.8%) DEMOGRAPHICSFemale , 50+ Matric and higher Urban R7 837 ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Increased ownership of durables plus motor vehicle Participation in all activities LSM 7 LOW (4.8%) DEMOGRAPHICSFemale , 50+ Matric and higher Urban R7 837 ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Increased ownership of durables plus motor vehicle Participation in all activities Summary Of New SU-LSM ® Groups (AMPS ® 2008A) LSM 7 HIGH (4.7%) DEMOGRAPHICS Matric and higher Urban R9 540 ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net & DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Increased ownership of durables plus motor vehicle Participation in all activities

LSM 8 HIGH (3.4%) DEMOGRAPHICS 35+ Matric and higher, Urban R13546 ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl. DVD, PC and satellite dish Increased participation in activities Summary Of New SU-LSM ® Groups (AMPS ® 2008A) LSM 8 LOW (3.5%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl. DVD, PC and satellite dish Increased participation in activities LSM 8 LOW (3.5%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 1,2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, incl. DVD, PC and satellite dish Increased participation in activities

LSM 9 LOW (4.1%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings LSM 9 LOW (4.1%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings Summary Of New SU-LSM ® Groups (AMPS ® 2008A) LSM 9 HIGH (4.0%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings LSM 9 HIGH (4.0%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings

LSM 10 HIGH (3.0%) DEMOGRAPHICS 35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings Summary Of New SU-LSM ® Groups (AMPS ® 2008A) LSM 10 LOW (3.0%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings LSM 10 LOW (3.0%) DEMOGRAPHICSMale35+ Matric and higher, Urban R ave hh income per month MEDIA Wide range of commercial & community radio TV: SABC 2,3, e.tv, M-Net, DStv Daily/Weekly Newspapers, Magazines Accessed internet 4 weeks Cinema & Outdoor GENERAL Full access to services Full ownership of durables, Incl. PC, DVD and satellite dish Increased participation in activities, excluding stokvel meetings

ConclusionConclusion Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM ® s, e.g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM ® s, e.g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age NB! Do not over segment NB! Do not over segment Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM ® s, e.g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age Remember that there are many other powerful differentiators in AMPS that could be used in conjunction with the LSM ® s, e.g. Lifestages, Education, Mothers with children, Household purchaser, Large item purchaser, Occupation, Gender, Language, Family size and Age NB! Do not over segment NB! Do not over segment

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