EMBARGOED UNTIL 12pm, Wednesday, 28 March Media maintain, and in some cases grow, consumption, despite tough economic times







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SURVEY DETAILS  Fieldwork covered January to

December 2011.  Sample size: 25 160

 The universe is adults aged 15 years and older.

 The population has been updated to 2011 IHS Global Insight

estimates. MEDIA RELEASE

26 March 2012

EMBARGOED UNTIL 12pm, Wednesday, 28 March 2012

Media maintain, and in some cases grow, consumption, despite tough

economic times

Wrapping up 2011, the South African Advertising Research Foundation (SAARF) has released AMPS Dec 11, covering the media, product and brand consumption habits of South Africa’s adults over the past year. For most media, 2011 was not as bad as some might have anticipated, at least where maintaining audiences was concerned.

2011 was a good year for most media, despite the prevailing financial squeeze.

Overall readership results for print were reasonably positive, with both newspapers and magazines maintaining their readership bases in the face of increased media proliferation and the continued rise of digital (internet access once again grew significantly). In

total, newspapers maintained their reach, as did their glossier cousins, the magazines.

Television too retained its strength. While weekly TV viewing was stable overall, most individual TV stations and satellite platforms attracted significantly more eyes in 2011.

More adults also tuned into radio, with the commercial and PBS sector growing significantly, while the community radio sector trended up.

Moving to the out-of-home sector, the revision of the frequency options and the wording of questions for this medium have driven the significant changes recorded in levels of exposure, which have declined overall.

Another decline was posted by cinema, which showed a significant decrease in attendance across 2011. This AMPS release uses the new 2011 population updates from IHS Global Insight estimates. These updates, which see the adult 15+ population growing by 2.7%, have had a significant impact on the AMPS Dec 11 results. The industry should carefully examine these population changes, bearing them in mind when dealing with changed audience results.


The new 2011 population updates from the IHS Global Insight estimates have had a significant impact on AMPS Dec 11 results.

In total, the 15+ population has increased by 2.7%, from 34.02-million to 34.934-million, with a number of demographics changing because of this.

For many media, the new population estimates have affected audiences in thousands, even if incidence does not reflect any change.

By understanding the effects of the population update, the industry will be able to get a better understanding of what has happened to audience results.


The last population update for AMPS took place in the July 2009-June 2010 survey (AMPS Jun 10), released in September 2010. This update reflected mid-year 2010 estimates supplied by the Bureau of Market Research of UNISA (BMR). The next population update was deferred to March 2012, in order to take into account the mid-year estimates from Stats SA.

This update has now been implemented.

The current AMPS Jan-Dec 2011 survey reflects population updates for 2011, supplied in September of last year by the IHS Global Insight Regional eXplorer suite of models.

IHS Global Insight’s demographic model differs from the previously employed BMR model in a number of technical areas:

 The cohort component model handles mortality in a different way, specifically with regard to the impact of HIV/Aids. Specifically, the BMR model shows a greater impact.

 For regional distribution, slightly different techniques are employed.

 The model is checked for consistency with the economic, labour, income and development factors of every region in South Africa.

The resultant population updates are, therefore, different to the previous population estimates for a number of demographics.


(2010 figures are derived from BMR population estimates, and 2011 figures are derived from IHS Global Insight population estimates.)


While the changes in male and female proportions have not been significant, the percentages are nonetheless closer together, indicating slightly more males.

2010 2011

‘000 % ‘000 %

Male 16 113 47.4 16 879 48.3

Female 17 907 52.6 18 055 51.7


There are less 15-24 year olds in the IHS estimate. Numbers for the 25-49 age groups remain similar, while the estimates for 50+ are higher than they were with BMR.

2010 2011 ‘000 % ‘000 % 15-24 10 048 29.5 9 820 28.1 25-34 7 749 22.8 7 905 22.6 35-49 8 569 25.2 8 814 25.2 50+ 7 654 22.5 8 395 24.0

Significant increase Significant decrease


Most of the population increase has come from the black community, which has risen by over one million adults. The number of coloureds remains similar, as has the number of Indians. There has been a decrease in the white population by about 300 000. Media which target these population groups may see a difference in their audience in thousands.

2010 2011 ‘000 % ‘000 % Black 25 613 75.3 26 784 76.7 Coloured 2 942 8.6 3 006 8.6 Indian 927 2.7 936 2.7 White 4 538 13.3 4 208 12.0



There have been many shifts in the classification of places. There has been growth in the metros, and two new metros have emerged: Krugersdorp and Germiston. Many places have had their community size either upgraded to city/large town status, such as Knysna and Barberton, while others, such as Brits and Vryheid, have lost this classification.

2010 2011 ‘000 % ‘000 % $ 250 000+ 11 541 33.9 12 700 36.4 $ 40 000-249 999 4 626 13.6 4 735 13.6 $ 500 -39 999 4 148 12.2 4 223 12.1 Total urban 20 314 59.7 21 658 62.0

Less than 500/rural 13 706 40.3 13 276 38.0

Significant increase; Significant decrease; $ Movement of places in urban categories


The Western Cape and Limpopo have remained fairly unchanged in terms of proportion to the total population. The Free State has declined significantly, down by 100 000. The Eastern Cape and North West are also down slightly. KwaZulu-Natal grew significantly in the previous BMR update, and has maintained these numbers. Mpumalanga saw some increase. The greatest difference has occurred in Gauteng, which is up by 1.3-million, which makes sense intuitively, as this is where the country’s growth is.

2010 2011 ‘000 % ‘000 % Western Cape 3 524 10.4 3 556 10.2 Northern Cape 718 2.1 796 2.3 Free State 2 210 6.5 2 078 5.9 Eastern Cape 4 734 13.9 4 672 13.4 KwaZulu-Natal 7 148 21.0 7 117 20.4 Mpumalanga 2 340 6.9 2 487 7.1 Limpopo 3 752 11.0 3 724 10.7 Gauteng 6 882 20.2 8 201 23.5 North West 2 712 8.0 2 303 6.6



In general, the metros have increased in size. All the Gauteng metros have grown – Pretoria and Reef in particular – with the exception of Soweto which has declined by 100 000. Durban has maintained but there has been a decrease in Pietermaritzburg. Cape Town and Cape Town Fringe declined slightly.

These changes could affect regional papers and radio stations.

2010 2011

‘000 % ‘000 %

Cape Town 2 298 6.8 2212 6.3

Cape Town Fringe 332 1.0 313 0.9

PE/Uitenhage 853 2.5 885 2.5 East London 386 1.1 388 1.1 Durban 2 063 6.1 2096 6.0 Pietermaritzburg 372 1.1 317 0.9 Kimberley 133 0.4 139 0.4 Bloemfontein 317 0.9 358 1.0 Vaal 716 2.1 840 2.4 Greater Johannesburg 1 934 5.7 2127 6.1 Soweto 907 2.7 804 2.3 Reef 2 710 8.0 3365 9.6 Pretoria 1 344 3.9 1615 4.6




Average household income is R8 612, up 5.3% from R8 175 in AMPS Jun 11. This is ahead of inflation. In general, there has been an upward movement for household income groups, which have not been adjusted in this release.

Three groups showed statistically significant change over the previous survey:

 The R800-R1 399 household income group declined significantly, from 12.0% to 11.1%.  The R1 400-R2 499 group declined from 12.9% to 11.6%.

 The R20 000+ group increased significantly over the last AMPS release, rising from 11.7% to 12.6%.


LSM 1-4 is significantly down, while LSM 5-7 has grown. The top end of the market, LSM 8-10, remains stable.


There were no significant changes in work status over AMPS Jun 11.

Working full-time: 26.8%, 9.37-million.

Working part-time: 8.5%, 2.979-million.

Not working (including the unemployed, students, housewives, and retired people): 64.7%, 22.585-million.


Household results are comparable across AMPS Dec 10, Jun 11 and Dec 11, this despite the updating of the household population in line with the new IHS Global Insight population estimates implemented in this release.


In total, the household population has increased by 5.3%, from 13.369-million to 14.074-million. 2010 2011 ‘000 % ‘000 % Total households 13 369 100.0 14 074 100.0 POPULATION GROUP Black 9 956 74.5 10 699 76.0 Coloured 995 7.4 1 034 7.3 Indian 319 2.4 335 2.4 White 2 099 15.7 2 007 14.3 COMMUNITY SIZE Total urban 8 102 60.6 8 958 63.6

Less than 500/rural 5 266 39.4 5 116 36.4

PROVINCE Western Cape 1 270 9.5 1 355 9.6 Northern Cape 306 2.3 316 2.2 Free State 977 7.3 908 6.5 Eastern Cape 1 916 14.3 1 913 13.6 KwaZulu-Natal 2 626 19.6 2 645 18.8 Mpumalanga 882 6.6 989 7.0 Limpopo 1 508 11.3 1 433 10.2 Gauteng 2 795 20.9 3 533 25.1 North West 1 088 8.1 981 7.0

Significant increase Significant decrease

(2010 figures are derived from BMR population estimates, and 2011 figures are derived from IHS Global Insight population estimates.)


Electricity is trending up, with 92.4% of all households having access. Water in the house/on the plot is significantly up, from 79.5% to 80.7%. More homes also have a flush toilet: up from 62.8% to 65.3%. There is a greater incidence of electric stoves (up from 63.7% to 65.4%) and microwave ovens (from 58.9% to 61.4%).


This report compares data from two AMPS releases:

 the current release, SAARF AMPS Dec 11 (January-December 2011); and  the previous release, SAARF AMPS Jun 11 (July 2010-June 2011).

In some instances, data is also quoted from SAARF AMPS Dec 10 (January-December 2010). All three surveys were conducted using DS-CAPI and are based on adults aged 15+.

Only statistically significant differences are quoted, and are based on percentages, not on number of people.


Considering the tough financial conditions in the local market, with pressure on both ad revenue and consumers’ disposable income for media purchases, the readership results for print portray a reasonably positive image for the medium.

Both newspapers and magazines have maintained their readership bases over the previous AMPS release, with both showing improved levels at the six-month filter, although these claims of readership have not translated into a boost in average issue readership.

In total, 65.8% of the adult population aged 15+ reads a magazine or newspaper publication.

Repertoire is slowly slipping, with slightly fewer titles per reader. Since AMPS Dec 10, when the total print repertoire was 4.21 titles per reader, this figure has declined to 4.08 in the previous AMPS release, and to 4.07 currently.

Print readership at a glance:


Readership on digital and mobile platforms is significantly up, but still accounts for only a fraction of total readership. Only 3.8% of adults claimed to have read a print title online (up from 3.3% previously), while 1.8% said they read a title on a cellphone (up from 1.4%).


In total, newspapers have maintained their reach, with readership of any newspaper holding firm at 48.9% (17.072-million readers aged 15+). There are significantly more readers from the 50+ age group and in Pretoria, with fewer readers coming through from the Free State and Bloemfontein.

Most individual newspaper titles have reflected this consistency, with few showing significant changes in reach, although a number of papers have either gained or lost readers in thousands, an effect which can likely be ascribed to the updated population figures used in this release of AMPS.

While average issue readership remained stable, there was a significant increase in readership at the six-month filter, with more people claiming to have read or paged through a newspaper title in the past six months (83.2%) than they did in AMPS Jun 11 (80.8%).

Mirroring the trend seen in newspapers in general, the daily and weekly paper sectors grew their six-month readership, while average issue readership stayed solid.

Readers’ newspaper repertoire continues to trend down, from 2.16 in AMPS Dec 10, to 2.12 in the previous release, with the latest figure standing at 2.10 newspaper titles per reader.


Average issue readership of any daily newspaper: stable at 30.8%, with 10.761-million adult readers in total, with gains in Pretoria. Declines were seen in the Northern Cape and Bloemfontein.

Repertoire: stable on 1.34 dailies per reader.


The Citizen’s cover-price drop in early 2010 seems to still be delivering positive results, as the title upped its readership from 1.1% in AMPS Jun 11, to 1.5% currently. Readership figures have now exceeded the half-million mark, at 508 000, up from 379 000 a year ago. Gains were seen in the 35+ market, in urban areas, and in LSM 8-10.

 Zulu-language tabloid, Isolezwe, is steadily creeping towards the milestone of one-million readers. The publication’s readership is currently 912 000, up from 756 000, with a reach of 2.6% compared to the 2.2% of AMPS Jun 11. Gains were seen in KwaZulu-Natal and Durban, and amongst females. The paper’s Sunday issue shows signs of following this trend, with an up-trend coming through in its figures.


Shifting audience profiles

Sowetan has grown its Pretoria readership base.  Volksblad lost readers in Bloemfontein.

Daily Sun’s Pretoria readership has grown, as has its 50+ audience, while there was a decline in the Northern Cape.

Daily Dispatch lost female readers.


Average issue readership of any weekly newspaper: holding steady at 34.1%, with 11.915-million readers, with gains in the Western Cape.

Repertoire: trending down to 1.70 weeklies per reader from 1.73 in AMPS Jun 11 and 1.80 in AMPS Dec 10.


 Following a sharp decline in the previous AMPS release, the Super Saturday Citizen has recovered some of the readership it lost in the previous AMPS release. The paper is up from 0.1% in AMPS Jun 11 to 0.2% currently.

 The Cape newspapers have remained wholly consistent, with the exception ofDie Burger (Saterdag). The paper grew its average issue readership from 0.7% previously to 1.1%, up in thousands from 226 000 to 386 000. Gains came through specifically in small urban and rural areas, the Western Cape, the 50+ market, and in LSM 5-10.

Volksblad Saterdag declined from 0.2% reach in AMPS Jun 11 to 0.1%, with losses in

Bloemfontein, although readership was up in Gauteng. The decline might be due to the population changes, since this title’s readership has been very consistent up to now.

Shifting audience profiles

Sunday World’s Gauteng audience has dropped.  Son op Sondag is up in the Western Cape.

 The soccer publications, both newspaper and magazine, are once again trending up, and all of them in Limpopo. Soccer Laduma has shown a significantly larger reach into this province.



Like their newsprint cousins, magazines have held firm to their audience bases over the previous AMPS release.

Overall, magazines continue to command a 50.5% reach into the local adult market, with a total readership of 17.624-million.

On a six-month filter, significantly higher readership was picked up: from 66.3% in AMPS Jun 11 to 68.0% in the current release. This readership did not however, translate through to average issue readership. Across most frequencies, magazine readership remained stable.

Average issue readership of any weekly magazine: 25.5%, with 8.9-million readers, although with declines in large urban areas, Gauteng and LSM 8-10.

Average issue readership of any fortnightly magazine: 11.7%, with 4.091-million readers. Gains came through from Limpopo.

Average issue readership of any monthly magazine: 37.8%, with 13.198-million readers. There were gains in Limpopo and declines in Gauteng.

Average issue readership of any alternate-monthly magazine: This frequency declined significantly overall compared to the previous release, down from 9.8% in AMPS Jun 11 to 6.8%. Readers were lost in both urban and rural areas, in all provinces except the Western Cape and Limpopo, across all age groups, and in LSM 1-7. This category did however, lose the readership of Vuk’uzenzele, which changed its frequency to monthly, which could account somewhat for this decline.

Average issue readership of any quarterly magazine: 2.7%, 950 000 readers.

Average issue readership of any subscriber magazine (excluding store magazines): 12.3%, 4.314-million. Readership was up in the Western Cape, amongst males, and in LSM 5-7.


Dish/skottel’s readership has grown in line with subscriptions: AMPS measures 1.2 readers per subscription. Reach has increased from 11.0% to 11.9%, with gains especially in the Western Cape, amongst males and LSM 5-7.

 Readership of the Financial Mail has declined, from 0.6% in AMPS Jun 11 to 0.4% currently. Losses came through from small urban and rural areas, the Northern Cape and LSM 5-7.

Garden/Tuin Paleis: up from 0.5% to 0.7%, with increases in small urban and rural areas. Despite heavy proliferation in the gardening/home magazine sector, most titles have maintained their readership.


Noseweek: down from 0.2% to 0.1%, with losses in small urban and rural areas.

Vuk’uzenzele’s readership has declined from 4.4% to 3.6%, with decreases in readership in large urban areas, the Free State, amongst females, the 15-24 age group, and in LSM 5-7. (The title changed its frequency from an alternate-monthly to a monthly.)

Shifting audience profiles

 A significant loss of male Bicycling readers has been balanced by an equal number of new female readers, keeping this title’s readership on an even keel.

Bona: up in East London and amongst the 50+ age group.  Drum: up in Limpopo.

Finesse’s readership is up in the Western Cape.  FHM: down in Gauteng.

Go!/Weg!: up in the Western Cape.

Home/Tuis: down in Gauteng but up in the Western Cape.

Huisgenoot: readership is down in urban areas, in the Free State and Gauteng, in Bloemfontein and in the 35-49 age group. Sister publication You has also experienced audience declines in a number of markets: urban areas, the Western Cape and Gauteng, in Cape Town, and in the 50+ market.  Like Soccer Laduma in the newspaper sector, Kickoff and Amakhosi are both up in Limpopo.  Rooi Rose grew its Western Cape readership.

Soul: up amongst female readers.

TV Plus: lost readers in Johannesburg and Pretoria.

True Love has lost readers in Mpumalanga and Gauteng, specifically in Soweto. This title’s readership is down by 116 000 readers in total, 86 000 of whom where Soweto residents. This decline could well be the impact of the significant Sowetan population change implemented in this release of AMPS.



(Please note that SAARF TAMS® is the official currency for television.)

AMPS Dec 11 brings more good results for television, as the medium continues to extend its influence. While total weekly TV viewing remained stable at 90.8%, most TV stations and platforms showed significant growth over the previous AMPS release.

South Africa’s four terrestrial channels – SABC 1, 2, 3 and e.tv – are all up by nearly a million viewers each, even if, in the case of SABC 1 and e.tv, total reach isn’t up.

Pay TV is finding its way into more and more homes: 27.0% of households have a pay-TV subscription, up from 24.3% in the previous survey. There is slightly more viewing of M-Net as a channel, while DStv continues to charge ahead, with TopTV making some significant gains of its own.

Viewing of community TV has also grown over the previous AMPS release. Closer inspection of these gains shows that much of community TV’s growth in thousands is coming from Soweto TV, which is doing well. The other community TV players, like Cape Town TV and Tshwane TV, continue to post very low figures, whereas Soweto TV’s weekly viewers number some 2.5-million, with much of this viewing coming from DStv viewers in other provinces.

How people consume the medium has remained largely traditional, with viewing via cellphones at 1.0% of the adult population, while 0.7% of adults said they viewed TV online, a significant rise over the 0.5% of AMPS Jun 11.

SABC 1: trending upwards, with reach now at 79.1%, with 27.645-million viewers per week. The station grew especially in large urban areas and the Western Cape, in the 25-34 age group, and in LSM 5-7.

SABC 2’s weekly reach has risen significantly, from 68.4% in AMPS Jun 11 to 70.7% currently (24.684-million weekly viewers in total). Growth came from small urban and rural areas, and the Northern Cape, Limpopo, and North West provinces. There was also growth in the 15-34 and 50+ age groups, and in LSM 5-7.

SABC 3: from 55.4% to 57.4%, with 20.041-million viewers in total in an average week, up in urban areas, the Western Cape, the Northern Cape, 35+ and LSM 5-7.

 Despite growing its audience in thousands, e.tv’s weekly reach holds firm at 67.4%, with 23.546-million viewers.

 Viewership on the M-Net channel has grown from 6.1% to 6.5%, with gains in the Western Cape.

Total DStv is up from 23.7% weekly reach in AMPS Jun 11 to 26.3%, with 9.198-million viewers. The satellite platform has seen growth across both urban and rural areas, the Western Cape and Johannesburg, across all ages, and in LSM 5-10. Excluding the terrestrial channels, DStv’s weekly reach is 25.1%, up over the 22.5% reach recorded in AMPS Jun 11.


Total TopTV: up from 1.1% to 1.6% reach in an average week, with 551 000 viewers, an increase of just over 200 000 weekly viewers. Gains came through from large urban areas, the Eastern Cape and Johannesburg, as well as the 15-24 and 35+ age groups, and LSM 5-10.  Total Community TV’s weekly reach has grown from 6.8% in the previous survey to 8.1%

currently, with 2.846-million viewers. Viewing increased in both urban and rural areas, the Free State, Limpopo and North West provinces, in Pretoria, in the 35+ market, and LSM 5-7.


(Please note that SAARF RAMS® is the official currency for radio.) Total weekly radio listenership has grown significantly over the previous AMPS release.

On an average week, the medium now reaches 92.7% of all South African adults, up from 91.9% in the previous survey (growing especially in East London and in the 50+ age group).

Behind total radio’s growth was a significant rise in listenership in the commercial and PBS sector: from 89.0% to 90.0%, with increased listenership seen especially in the 25-34 market.

While not showing statistically significant gains, the community radio sector is nonetheless trending up, with gains in Limpopo but losses in Johannesburg. Weekly reach is 25.9%.

These Joburg losses are likely due to the adjusted population figures used for this release of AMPS. Jozi FM, for example, is down in thousands, although its reach remains stable.


AMPS Dec 11 marks the first 12-months’ worth of data that comes off the changed AMPS questionnaire for the out-of-home sector. On top of the revision of the frequency options and the wording of questions for out-of-home media in the Jan-June 2011 AMPS period, the recall material shown to respondents during the interview was also changed considerably, with new out-of-home signs being added.

The significant changes seen in out-of-home exposure in this release have most likely been driven by these questionnaire changes.

In total, exposure to any out-of-home advertising on a seven-day basis is down. Demographics driving this decline were both urban and rural areas, the Western, Eastern and Northern Cape, KwaZulu-Natal, age 34+ and LSM 1-4.



AMPS Dec 11 marks a new benchmark level for billboards.

The new outdoor section now includes streetpole ads and suburban signs, asking separately about

exposure to these formats. Exposure to billboards ‘proper’ has therefore dropped significantly. Before the questionnaire change, billboards’ seven-day exposure was 70.7%, in AMPS Dec 10. With the introduction of the changes, billboards’ exposure fell from 64.4% in AMPS Jun 11 to 57.9% currently, with declines in both urban and rural areas, in all provinces except the Eastern Cape, across all age groups, and across all LSM groups.

It is SAARF’s hypothesis however, that in previous surveys, respondents were claiming streetpole ads and suburban signs as billboards. If you add the current figure for these two formats back into the figure for billboards, you will get approximately the same level measured in the AMPS Dec 10 release.


A new format on the AMPS out-of-home questionnaire, this form of outdoor was seen by 37.4% of adults over a seven-day period.


Exposure to advertising on the outside of buses is stable at 44.1% across the week, although there were declines in the Western Cape, Free State and Gauteng.


Down from 39.5% to 37.9%, with losses in large urban areas, the Western and Northern Cape, Free State, Gauteng, and in North West, as well as amongst males and in LSM 8-10.


This format is up from 49.8% to 51.7%, with gains in small urban and rural areas, the Eastern Cape and Limpopo, in the 25-34 market and in LSM 5-7, but with downward demographic shifts in large urban areas, the Western Cape and Gauteng.


Exposure to advertising on the outside of minibus taxis is stable at 75.1%, with gains in North West. This format lost ground however in large urban areas, the Western and Northern Cape, Gauteng, and LSM 8-10.


Down from 35.9% to 32.1%, in both urban and rural areas, the Western, Eastern and Northern Cape, the Free State, KwaZulu-Natal and Gauteng, and across all ages and all LSMs.




In the previous AMPS release, cinema attendance was trending down. In the current release, attendance has dropped significantly, which could be related to the rise of satellite TV and video-on-demand services. Cinema attendance is down across all time filters except “up to 7 days”, where it is stable with 1.2% of the population claiming to have attended a screening in that time.

LSM 8-10 viewing is significantly down across the board, and there have been declines in a number of time frames in the Western Cape, Gauteng and KwaZulu-Natal.

Cinema – up to 4 weeks: down from 4.9% to 4.2%, with losses in large urban areas, Gauteng, amongst females, and in LSM 5-10.

Cinema – up to 3 months: down from 10.0% to 8.8%, with declines in large urban areas, the Western Cape and Gauteng, the 50+ market, and LSM 5-10. There were however, gains made in Limpopo.

Cinema – up to 12 months: down from 19.7% to 18.7%, with losses in large urban areas, the Western Cape, KwaZulu-Natal and Gauteng, and LSM 5-10.


Once again, the results for Internet access show the onward march of digital in South Africa.

Internet access is significantly up, notably in small urban and rural areas. Growth is being driven by the 15-34 age group and LSM 5-10, across all time filters.

 17.0% of all adults accessed the internet in the past seven days, up from 15.5% in the previous release. There are now 5.94-million internet users in an average week.  19.8% of adults

accessed the net in the past four weeks, up from 18.0% in AMPS Jun 11, with 6.93-million users.





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