BROADCASTERS VIEW Audience Measurement and programme Ratings - PREPARED BY: ABDUL MATHEE - Broadcast Media Africa
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BROADCASTERS VIEW
Audience Measurement and programme Ratings
PREPARED BY: ABDUL MATHEE FEBRUARY 2016
BROADCASTERS VIEW
Audience Measurement and programme Ratings
MEDIUM SALES RESEARCH ADVERTISER AUDIENCES
1 May 1950
THE FIRST NATIONAL
Springbok Radio made FIRST COMMERCIAL
MARKET RESEARCH SPRINGBOK HAD 632
its first broadcast.1952, EVER TO BE
000 ADULTS LISTENING
SURVEY INTO A RADIO BROADCAST ON THE
SPRINGBOK RADIO TO IT ON AN AVERAGE One of three SABC Mobile
SABC RADIO WAS A
RADIO STATION WAS DONE IN DAY – AT THE HEIGHT Recording Units, which
WAS BRINGING IN R TEN WORD SLOGAN The doyen of black broadcasters, King
accompanied the South
OF ITS POPULARITY, IT Edward Masinga
1952, TWO YEARS AFTER FOR EDBLO African
MILLIONS WORTH OF HAD AN AUDIENCE OF troops to North Africa, during
MATTRESSES ON
THE BIRTH OF SPRINGBOK OVER TWO MILLION! the second World War
ADVERTISING SPRINGBOK RADIO
RADIO
REVENUE.
JUST AFTER 18:00,
THE FIRST EVER 30
1 JANUARY 1978 OVERNIGHT AUDIENCE SECOND TV
SABC called for tenders
TV THE SABC INTRODUCED DATA IS AVAILABLE ON TV COMMERCIAL FOR
to bid for the first slot.
BIG T BURGERS WAS
TV COMMERCIALS ON. PLATFORMS FLIGHTED ON SABC
TV
JOURNEY OF SA TELEVISION
Audience Measurement and programme Ratings
3
JOURNEY OF SA RADIO
Audience Measurement and programme Ratings
140%
120%
100%
80%
% Share
60% Linear (% Share)
40%
20%
0%
1940 1950 1960 1970 1980 1990 2000 2010 2020 2030
4
CHALLENGES WITH RELIABLE MEASUREMENT AND RATINGS DATA
BROADCASTERS VIEW
Challenges with reliable measurement and ratings data
PROGRAMME SKEEM SAAM MUVHANGO
TIMEBAND S1 18:30 S1 18:30 S2 21:00 S2 21:00
D.O.W TVR CPP TVR CPP
Mon 15,8 7344 18,5 8892
Tue 20,6 7479 18,1 9136
Wed 16,7 7396 15,7 10185
Thu 19,4 7998 14,7 10975
Fri 15,1 8290 15 10856
Average
Average %AR Deviation -27% %AR -19%
Deviation
Average
Average CPP Inflation -11% CPP -18%
Inflation
BROADCASTERS VIEW
Challenges with reliable measurement and ratings data (LSM Trends 2001 to 2013
In the 12 years, since 2001, significant upward mobility is evident. In the 2013A report some 61% of the Adult population resides in the upper LSM
6+ segment, compared to only 35% in 2001. Notably the most disenfranchised LSM 1-2 segment has dwindled to below 5% of the Total Adult
Population. Good news for the economic prognosis of South Africa is continued strong growth in the Upwardly Mobile LSM 6/7 sector. The LSM
trends encapsulate the basis for a variety of phenomena evident in shifts in media consumption and adoption of increasingly more sophisticated
lifestyles and purchase behaviour overall.
Adults (000s): 30,656 31,109 34,018 34,934 37,214
100%
%
90% 16.3 17.1 20.4 23.3 23.5
Adults 24.9
80%
70%
18.5 22.0
26.6 LSM 8-10
60% 30.2 34.3 36.3 LSM 6/7
50%
40.7
40% 41.6 LSM 3-5
30% 39.1
37.8 36.7 LSM 1/2
20% 34.4
10% 24.5 19.3 13.9 8.7
0% 5.5 4.4
2001 2005 2007B 2010A 2012A 2013A
SOURCE: AMPS
TAMS RESEARCH :
Challenges with reliable measurement and ratings data (Issues Uncovered by the TAMS Audit)
Disparity between the weightings
Affluent vs lower income levels:
•A single panel member in an affluent target group could be
weighted to represent 6,000 viewers in the TV Universe, whilst a
panel member in a low income group could be weighted to
represent as many as 99,000 viewers.
•Weightings per panel member were 'capped' at 99,000. As such a
potential for lower income groups to be under-read which
worsened as the TV Universe grew YOY.
BROADCASTERS VIEW
Importance of Ratings for Revenue Generation
FORMULAE
Base CPP/CPT/CPM
HOW AR/Share
Rate
INFLUENCES
Demand
What Demographs
Seasonality
EXTERNAL FACTORS
Media Inflation
HOW Fragmentation
Source: SABC Pricing Grid
9
IMPORTANCE OF RATINGS FOR REVENUE GENERATION
Trading Models
FIXED RATES OR
RATINGS AUCTION & STATION PRICE
SCATTER COST PER
SHARE MODELImportance of Ratings for Revenue Generation
Spot v Audience Selling
COMPETITIVE AUDIENCE DEALS COMPETITIVE CHERRY PICK DEALS
Packaging strategy: Ability to offer niche audience market offering Marketing to Niche audiences is expensive.
WORKS BEST WITH: AUDIENCE & STATION AVERAGE PRICE
with low wastage to advertisers. Audience fragmentation
WORKS BEST WITH: CHEERY PICK SPOT BUYING
Inventory on terrestrials channels limited to available ratings Demand for premium spots impacts inventory and revenue
INTERNALLY
ADVERTISERS AND MEDIA AGENCIES Less criticality to forecast audiences accurately
Push for lower CPP’s/CPT’s
No audience guarantee
Demand forecasting
Advertisers feel in control, especially for effective reach
Audience forecasting
Push for higher discounting
Price linked to universe / CPT
Flexibility on inventory management
INTERNALLY
Predictive Modeling Equilibrium price
Difficult to forecast: Skills needed Less flexibility: need to compensate for errors
Audience Guarantees: Risk of running out of Ratings Inventory – purely based on negotiation power
Predictive modelling can become very labour and statistically Requires schedule stability
intensive require vast amounts of resource.
Create a database of trends. (i.e. by Genre and audience profile).BROADCASTERS VIEW
Audience Measurement and programme Ratings
SPOT vs. AUDIENCE DEALS) STATION /SHARE PRICE AUCTION / SCATTER
Inventory is sold on spot or Proactive Value Creation
audience basis, A period during which inventory is sold
Electronic “stock-market” model on spot basis, in bulk with ratings
based on eBay approach guaranteed
Value Proposition Dissemination
MODELS SELLING SPOTS
Ratings not guaranteed Electronic “stock-market” model based
on eBay approach
TRADING MODELS
Proactive Value Demand Identification
MODELS SELLING AUDIECES
Ratings guaranteed
Reactive Value Demand
12INNOVATIVE SOLUTIONS FOR MEDIA
PLATFORM OWNERS AND
ADVERTISERSINNOVATIVE SOLUTIONS
INTERGRATED MEDIA Audience Measurement and programme Ratings
Brand integration across
platforms.
Commercial is replicated
across platforms
Instantly start the social media
conversation, by being
exposed to the story line in
advance.
Continue the Brand/Content
discussion across radio stations
the next day via Live reads etc.AUDIENCE MEASUREMENT IN A DIGITAL AGE
…Creating an environment for a sustainable future
TV VIEWERSHIP RADIO LISTENING
V.O.D / MOBILITY
ON DEMAND INNOVATION STRATEGIC PARTNERSHIPS
CONTENT CONSUMTION ON THE GO USER GENERATED CONTENT FIXED PLAYLISTS STREAMING#THEEND
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