Launch Presentation #PAMS2017

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3

THE BRIEF



To measure and track

audiences across all reading

platforms

to enable the buying

and selling of advertising



High AMPS

RPCs

need to be

addressed



Link to PRC Mobile Reader

Panel



To enable the

linking

of these

audiences to the Establishment

Survey and IAB Effective

Measure data

(4)

OUR PURPOSE

To provide an innovative

“Gold Standard”

Reader Audience Measurement

founded on global and local

best-in-class practice,

expertise and resources

(5)

THE OUTCOME

The most complete

measurement of

reader audiences,

across

all platforms

, to

inform effective

advertising investment

(6)

FIELDWORK , SAMPLE AND SCOPE



_{Fieldwork: 11 July – 16 November 2017}



_{Total sample of 17 386:}



_{Weighted to the mid-2017 IHS population of 40 073 000}

_{(Adults 15+)}



_{53 Newspapers; 92 Magazines and 10 Online News Sites were measured –}

(7)

FLOODING – INCREASED SAMPLE BY 70%

Significant cost efficiency generated through

flooding methodology

Households

Average

Flooded Rate

Total

Respondents

10,000

1,74

17,386

PAMS INTERVIEWS

Cost us

34%

of what we paid in 2015 per AMPS interview

(8)

FLOODING – REDUCES READERSHIP BY 4%

60.4 56.6 44.4 40.6 44.3 41.4

Primary

Total Sample

Total

Newspapers

Magazines

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9

QUESTIONNAIRE FLOW

PLATFORM FILTER

On Paper

On a Cellphone

On a Computer

On a Tablet

On another device

None of these

CASI SELF-SELECTION ROUTING PAPER / ONLINE QUESTIONS

Frequency

When last for AIR

Pick ups

Origin of Copy

Time Spent Reading

Device/Platform

1

2

3 Cell Phones / Online behaviour

Motoring / Financial

Retail: Food and groceries / Furniture and Appliances / Clothing

Source: PAMS 2017

PRODUCT / BRAND / RETAIL / BEHAVIOUR

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NEW EXPANDED & REFINED DEFINITION

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CASI – SELF-SELECTION OF TITLES

Design

• Masthead rotations

• Only 4 titles per screen

• Newspaper prompts regionalised by province

• Shortens questionnaire length

• Publications reported by Platform and in Total

• Increases respondent interest

• Saves time

Outcome

• Removes bias

• More focus on EACH title

• Zero incompletes

• More “Niche” publications hitting the radar

• Removes status induced over-claim

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EASIER FREQUENCY SELECTION THROUGH VISUAL PUBLISHING

INTERVAL SCALE

• Thinking of DAILY SUN there are FIVE issues published from MONDAY to FRIDAY. How many different issues do you normally read or page through?

• Thinking of CITY PRESS, there are normally FOUR issues published in a ONE MONTH. How many different issues do you normally read or page through?

• Thinking of BONA, there are TWELVE issues published in a YEAR. How many different issues do you normally read or page through?

Source: PAMS 2017

1 2 3 4 5

Monday Tuesday Wednesday Thursday Friday

1 2 3 4 5 6 7 8 9 10 11 12

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TWO PLACEBO TITLES INCLUDED

Total Respondents 56

Total Respondents 6

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AIR BASED ON “WHEN LAST” RECENCY

Not counting today, when last did you personally read or page through a paper copy of

o

2 Days ago

o

3 Days ago

o

4 Days ago

o

5 Days ago

o

6 Days ago

o

7 Days ago

o

8 Days – 2 Weeks ago

o

3 – 4 Weeks ago

o

5 – 6 Weeks ago

o

7 – 8 Weeks ago

o

9 – 12 Weeks ago

o

4 – 6 Months ago

o

7 – 12 Months ago Source: PAMS 2017

o

Yesterday

o

2 Days ago

o

3 Days ago

o

4 Days ago

o

5 Days ago

o

6 Days ago

o

7 Days ago

o

8 Days – 2 Weeks ago

o

3 – 4 Weeks ago

o

Longer ago

You mentioned that you have read or viewed online content for IOL. When last did you read or view this?

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AIRs BASED ON RECENCY

Total Multi-platform AIR

(7 Day online)

Paper AIR

Online AIR

Last read in Issue period

Last read in 7 days

Last read in 4 weeks

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NEW: MULTIPLE PICK-UPS (OTS)

Thinking about the paper copy of Sunday Times

you last read, how many times did you pick it up before you finished with it?

o

Once Only

o

2 – 3 times

o

4 – 5 times

o

6 or more times

o

Once Only

o

2 – 3 times

o

4 – 5 times

o

6 or more times

Thinking about the paper copy of BONA you last read, how many times did you pick it up before you finished with it?

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NUMBER OF PICK-UPS

45 ₃₉

29

41

42

46 ₄₁

14 ₁₉

25 ₃₀

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Once only

2-3 times

4 or more times

Average number 2,2

2,4

2,7

2,9

Pick-ups

(18)

NEW: TIME SPENT READING (TSR)

Thinking of your reading of Daily Dispatch,on average, how long do you spend reading or paging through the paper copy of Daily Dispatch?

Average Time

o

Less than 30 minutes

o

Between 30 minutes – 1 hour

o

Between 1-2 hours

o

Between 3-4 hours

o

4 hours or more

Average Time

o

Less than 30 minutes

o

Between 30 minutes – 1 hour

o

Between 1-2 hours

o

Between 3-4 hours

o

4 hours or more

Thinking of your reading of SARIE KOS,on average, how long do you spend reading or paging through the paper copy of SARIE KOS?

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TIME SPENT READING

34 ₂₉

25

27

45

43

38

21 ₂₈

32 ₃₅

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Less than 30 mins

30 mins - 1 hour

1 hour +

Average time 49

57

61

67

minutes

Based on 12 month Readers

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NEW: USAGE OF ADVERTISING INSERTS/LEAFLETS

Thinking about advertising pamphlets, leaflets or inserts such as these, do you

• Use them to compare

prices

57

• Use them to

plan

your shopping

45

• Buy

products as a result of seeing them

29

• Glance or page through to see if anything

interests

you 26

• Don’t

look at them

16 %

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TOPICS/INTEREST QUESTION – MAGAZINES

% 33 30 27 26 25 24 23 21 21 19 14 14 14 14 12 11 11 Real life stories

Celebrities Sports Food, Cooking and Baking Fashion and Beauty Health, Fitness and Weight loss Careers, Jobs and Appointments Wellness and Relationships TV Guides International news Home Décor and Gardening Holidays and Travel Motoring Technology, Gadgets and Hobbies Financial and Business Pregancy, Baby and Parenting Personal Finance and Investment

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DISPROPORTIONAL DESIGN IN LINE WITH INCOME SHARE

50

30

20

41

28

31 Metro

Urban

Rural

Source: PAMS 2017

62

14

6

18

79

9

3

9

(28)

HYBRID OF CELL AND RIM WEIGHTING

RIM WEIGHTING

• Iterative process of recalculation of

weights

• Repeated until results converge to the

target population

• Enabled PAMS to weight Afrikaans

speakers

CELL WEIGHTING

• Applies a weight per Cell combination

• Enables interlaced demographic

control

• Ensures in-depth analysis reliability

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WEIGHTING EFFICIENCY

Measure of how well PAMS sample is aligned to the population

83%

70%

International Standard

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SEM’s

12

17

13 ₁₁

11

8

9 ₇

₆

7

11

13

13 ₁₁

₁₀

9

11 ₉

7

7 ES (July 2016-June 2017 12M)

PAMS

%

(33)

LSM’s

0.3 1.4 3.9 13.9 21.3 33.4 11.5 5.4 5.7 3.2 0.7 1.9 3.5 11.1 18.1 27.5 13.6 8.3 9.3 6.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

AMPS 2015 ES (July 2016-June 2017 12M) PAMS

%

(34)

EMPLOYMENT LEVELS HIGHER AMONGST READERS

28

9

7

33

14

10

34

9

6

28

15

8

0 5 10 15 20 25 30 35 40 45 50

Working Full Time Working Part Time Housewife/Husband Unemployed Student Retired

PAMS Total

PAMS Readers

% Working Full Time Working Part Time Housewife/ Househusband

Unemployed Student Retired

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Designed for

All Media and Products

Sample

Magisterial Based

HH address based

Questionnaire:

“Paper”

Masthead: DSCAPI

AIR: FRIPI

(First Reading within in Issue Period)

Designed for

Readership

Masthead: TABLET

AIR: Recency based

Source: PAMS 2017

PAMS IS NOT COMPARABLE TO AMPS –

EVEN THE PAPER MEASURE

=

AMPS

Sample:

SAL the HH addressed based, Flooded

different disproportionality

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TOTAL READERS AIR

Total Audience

22 664

23 341

%

57

61 PAMS Total (AIR)

AMPS 2015 (AIR)

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ONLINE REPETOIRES ARE HIGHER

AMPS 2015

PAMS

PAPER

ONLINE TOTAL

1,9

2,0

2,6

2,2

2,7

2,6

3,1

2,8

3,5

3,3

4,1

3,6

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41

TOTAL NEWSPAPERS AIR

AMPS 2015 ’000 PAMS 2017 Total Audience

26

29

44

22

29

41

Any Daily Any Weekly Any Newspaper

AMPS 2015

PAMS Total

(42)

TOTAL NEWSPAPERS AIR

AMPS 2015 ’000 PAMS 2017 Total Audience 10 945 11 797 16 664 16 251

26

29

44

18

27

37

5 ₄

6

22

29

41

Any Daily Any Weekly Any Newspaper

AMPS 2015 PAMS Paper PAMS Online PAMS Total

9 742 8 756

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TOTAL MAGAZINES AIR

AMPS 2015 ’000 PAMS 2017 Total Audience

23

34

45

20

32

41

Any Weekly Any Monthly Any Magazine

AMPS 2015

PAMS Total

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47

TOTAL MAGAZINES AIR

AMPS 2015 ’000 PAMS 2017 Total Audience 12 866 12 903 17 360 16 599

23

34

45

19

30

39

2

4

5

20

32

41

Any Weekly Any Monthly Any Magazine

AMPS 2015 PAMS Paper PAMS Online PAMS Total

8 946 8 063

% %

(48)

RANKINGS - MAGAZINES

KickOff

Drum

Bona

You

Move!

Huisgenoot

True Love

Car

People

Men's Health

Kuier

Food & Home

PAMS 2017

KickOff

Drum

Bona

Move!

You

True Love

Huisgenoot

People

Men's Health

Kuier

Speed & Sound

Cosmopolitan

AMPS 2015

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INTERNET ACCESS

51%

8%

4%

TOTAL ACCESS 55 %

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CELLPHONES

50 %

30 %

10 %

TOTAL ACCESS 90 %

Smartphone

Ordinary Cell

Feature Cell

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33% OF HOUSEHOLDS HAVE A MOTOR VEHICLE

One

20%

Two

9%

Three +

4%

None

67%

NUMBER IN HOUSEHOLD

AMPS 2015 - 34%

STATS SA COMMUNITY SURVEY 2016 - 33%

ESTABLISHMENT SURVEY - 25%

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55

TOP CAR MANUFACTURERS

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MAIN BANK

23 13 13 10 8 1 32

Capitec Bank

ABSA

First National Bank (FNB)

Standard Bank

Nedbank

Postbank/Posbank

Don’t have a bank account

%

(57)

RESPONSIBILITY FOR HOUSEHOLD PURCHASES

Yes

64%

No

36%

WHOLLY/PARTLY RESPONSIBLE – DAY TO DAY

PURCHASES

(58)

TOP 3 SPEND MOST MONEY

SEM

1-4

%

SEM

5-7

%

SEM

8-10

%

Shoprite

47 Shoprite

50 Pick ‘n

Pay/Hyper

33 Boxer

Superstores

14 Pick ‘n

Pay/Hyper

16 Shoprite

22

Spar/Superspar 14 Spar/Superspar 12 Checker/Checkers

Hyper 17

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60

FURNITURE AND APPLIANCES

• %

Yes

24%

No

76%

BOUGHT IN PAST

12 MONTHS

17 15 12 10 6 5 5 5 4 4 4 4 3 3 3 2 2 2 2 2 1 1 Shoprite Game OK Furniture Lewis Makro Checkers/Checkers… Clicks Pick 'n Pay/Pick 'n… Hi-Fi Corporation Jet Mart Mr Price Home Russells Ackermans House & Home Morkels At Home Barnetts Boardmans Joshua Doore Pep Stores Geen & Richards Hirsch's

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33 25 23 20 19 14 12 9 8 7 6 6 5 4 3 3 2 1 1

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ADDITIONAL VALUE-ADDS / FUSION HOOKS

Fusion Hooks Incorporated, Including behavioural and brand data

TV and Radio topline data also included

L1. During an average week, on how many days do you personally watch TV?

o

7 days (every day)

o

6 days

o

5 days

o

4 days

o

3 days

o

2 days

o

1 day

o

Don’t watch TV in an average week

(62)

PAMS

PANEL

BALANCE

FUSE

=

TOTAL AUDIENCE

OUR CURRENCY SURVEYS

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THE THING ABOUT SINGLE SOURCE

All markets fragment as the world becomes more

complex

1. Fewer

respondents

per question

2. More

questions

to understand complexity and

brands

3. Longer

questionnaires

4. Poorer

quality

of responses

(67)

MEDIA FUSION IS NO LONGER THE VISION, IT’S THE PREFERRED

SOLUTION

Brings previously separate

media assets together

1. for the most

granular

view of consumers

2. cross platform

behavior

3. which supports

analytics

,

4. flexible

media &

target creation and

5. un-duplicated

reach &

(68)

WHAT IS DATA FUSION?

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DATA FUSION APPROACH

Linking

Variables

Like-variables within both Data Sets

Importance

Weights

Using statistical analysis to understand how each of these variables correlates to behavior, we establish importance

weights for each variable

Fusion

A fusion algorithm is created that uses the linking variables and

importance weights to assign donor data

from Data Set 2 to Data Set 1

Calibration and

testing

Individual respondents in the fused data set are re-weighted, calibrated.

Fusion yields behaviors consistent

(70)

(71)

(72)

Longitudinal FMCG HH Data

Urban HH’s are audited twice a month, Rural HH’s once a month

Household

Sample

4000, representative of 15 millionHH (AMPS 2014)

Full National

Demographically and Geographically representative of South African Households (LSM, PDM age, Region, HH size, Race)

Pantry Audit

Record household purchases in a Nielsen diary. Auditor* cross checks with pantry and dustbin

All Retail

Outlets

HH’s continuously report their domestic purchases from all

retail outlets and are rewarded if

(73)

HOMEPANEL FUSION to PAMS

Apart from all the Reader data, what do we get?

PAMS • Retail outlet: – Furniture + Appliances – Clothing – Food + Grocery • Reading

• Cell phone network • Feature vs. smart

phone • Banks

• Motor vehicle brands • Demographics • Weighted to IHS • SEM / LSM Homepanel PAMS Home Scan • FMCG retail outlet • FMCG volumetric consumption • 200 categories • 2000 brands • Full national • Longitudinal data • Weighted to IHS • Demographics

(74)