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SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF

"YOUR WINDOW TO THE WORLD OF RESEARCH". SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF. Introduction to SAARF The Pan African Media Research Organization The SAARF LSM The SAARF Development Index Conclusions. Contents. Radio Listenership Survey – 1948

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SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube S AARF

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  1. "YOUR WINDOW TO THE WORLD OF RESEARCH" SAARF IN A NUTSHELL By Dr Paul Haupt & Mluleki Ncube SAARF PaulPres 2002 11 05 1

  2. Introduction to SAARF The Pan African Media Research Organization The SAARF LSM The SAARF Development Index Conclusions Contents PaulPres 2002 11 05 2

  3. Radio Listenership Survey – 1948 Readership Survey – 1948 National Readership Survey – 1962 SABC Broadcast Index – 1968 SAARF - 1974 Media Research In South Africa PaulPres 2002 11 05 3

  4. To measure the readership of newspapers and magazines The listenership of radio stations The viewership of TV channels, etc as well as the consumption of products and services by users of the media Primary Reason Why SAARFWas Formed PaulPres 2002 11 05 4

  5. SAARF's Raison D’être The provision of a common trading currency for the selection and buying of appropriate media space and time and to enable effective target marketing It creates an even playing field for individual media PaulPres 2002 11 05 5

  6. The Tripartite Nature Of SAARF MEDIA OWNERS CINEMA INTERNET OUTDOOR PRINT RADIO TV MARKETERS SAARF ADVERTISING AGENCIES PaulPres 2002 11 05 6

  7. Funding Until 1996:SAARF levy Levy on advertising expenditure0,5% From 1997:MIT levy Marketing Industry Trust (MIT) Beneficiaries : SAARF, ASA, FOCS Collected by the media From 1997 : 0,65% From 1998 : 1% PaulPres 2002 11 05 7

  8. Association for Communication and Advertising (ACA) & Advertising Media Forum (AMF) Marketing Federation of Southern Africa (MFSA) CINEmark National Association of Broadcasters (NAB) including community radio & SABC Out of Home Media South Africa (OHMSA) Print Media South Africa (PMSA) Independent Chairperson Immediate Past-Chairperson Managing Director Technical Director SAARF Members PaulPres 2002 11 05 8

  9. Specialised Councils SAARF Cinema Council SAARF Internet Council SAARF Outdoor Council SAARF Print Council SAARF Products Council SAARF RAMS Council SAARF TAMS Council PaulPres 2002 11 05 9

  10. BOARD ADVISORY COUNCIL CINEMA COUNCIL INTERNET COUNCIL OUTDOOR COUNCIL PRINT COUNCIL PRODUCTS COUNCIL RAMS COUNCIL TAMS COUNCIL SAARF STAFF BMR DEMOGRAPHIC RESEARCH COMMITTEE CON-TRACTOR CENSUS DATA PaulPres 2002 11 05 10

  11. SAARF Staff Managing Director Technical Director Technical Support Executive Administrator Executive Secretary Office Assistant PaulPres 2002 11 05 11

  12. SAARF Products & Activities • All Media and Products Survey (AMPS) • Radio Audience Measurement Survey (RAMS) • Television Audience Measurement Survey (TAMS) • SAARF Development Index • SAARF Segmentation Tools • Pan African Media Research Organisation (PAMRO) PaulPres 2002 11 05 12

  13. SAARF Media Groups Measure (SAARF MGM) SAARF Life Stages SAARF Lifestyles SAARF Universal Living Standards Measure (SU-LSM) SAARF Segmentation Tools PaulPres 2002 11 05 13

  14. SAARF AMPS Survey – What Is It? - 1 It is a grass-roots survey done in the homes of approximately 26 000 individuals nation wide every year People tell us about the things they do – and we report their behaviour, their media habits, the activities they take part in and in short it gives us a picture of South Africa It is conducted in the home language of each individual to ensure that the person understands the questions PaulPres 2002 11 05 14

  15. SAARF AMPS Survey – What Is It? - 2 All interviewers record data directly on a laptop computer Adults 16+ Average interview time 45 minutes Truly National Survey Is regarded as a national treasure and envied by many countries PaulPres 2002 11 05 15

  16. Multi-stage area-stratified probability sampling Pre-stratified by: Province 9 strata Community size 4 strata Gender 2 categories Age (Politz grid) 4 categories TOTAL 288 CELLS Over-sampling in catchment area of some media How Do We Ensure That The Sample Is Representative? PaulPres 2002 11 05 16

  17. External M-Net decoders Cellular phones New electricity connections Internal Durable items:AMPS 2001B incidence +AMPS 2002B purchases last 12 months =AMPS 2002B incidence AMPS/RAMS Sample Validation PaulPres 2002 11 05 17

  18. SAARF AMPS Survey – What’s On it? - 1 Cinema Internet Outdoor advertising Print media Radio Television Activities / life style PaulPres 2002 11 05 18

  19. SAARF AMPS Survey – What’s On It? - 2 Clothing/shoes/cosmetics Financial services Food & grocery shopping habits Furniture & appliances Large & small durable items Life stages Motor vehicles PaulPres 2002 11 05 19

  20. SAARF AMPS Survey – What’s On It? - 3 Personal & household products Personal/household details Pets Shopping Centres Travel Your home PaulPres 2002 11 05 20

  21. Beer Drinking South Africans Reach Potential By Medium Totals RADIO LISTENING - Yesterday TELEVISION - Yesterday READERSHIP - Monthly Mag READERSHIP - Any Weekly READERSHIP - Weekly Mag READERSHIP - Any Daily READERSHIP - Fortnightly Mag 0 5,000 10,000 (000) - AMPS 2000 A 9,449 7,127 6,053 3,418 3,270 2,981 2,020 1,175 PaulPres 2002 11 05 21

  22. Same respondents than for AMPS Same sample design and weighting procedures Leave behind self-completion diary kept for seven consecutive days Recording by quarter hour within station SAARF RAMS: The Measurement Of Radio PaulPres 2002 11 05 22

  23. In place since late 80’s State of the art Eurometers 1 300 reporting homes Utilization of radio communication, landlines and Cell phone technology Measurement of Digital Satellite TV Weekly ratings Overnight ratings TAMS Panel: The Measurement Of Television PaulPres 2002 11 05 23

  24. Coping With Media DiversityAMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002BNewspapers:Daily2217 1718Bi-Weekly - - - 6 Weekly23¹ 24¹ 148¹ 22Community 123Monthly - - - 1SupplementsNil 40 85 93Magazines:Weekly/Fortnightly 19Monthly 34² 44² 81² 65Alternate Monthly - - - 6Quarterly - - - 6Total Print79 125 331359Sample Size 16 634 1464335 069 29 791¹Weekly/Community combined²Weekly/Fortnightly/Monthly combined PaulPres 2002 11 05 24

  25. Coping With Media DiversityAMPS 1975 AMPS 1995 AMPS 2000 AMPS 2002BRadio Stations:Commercial 42Community 83Total Radio 9 28 132 125TV Channels:Terrestrial: Free Nil 6 7 7 Pay-TV Nil 2 2 2 SatelliteNil Nil 53¹71¹Total TV Nil 8 62 80Cinema Questions3 33 5Internet Questions Nil Nil 5 6Outdoor CategoriesNil Nil 7 8Sample Size 16 634 1464335 069 29 791¹ Includes terrestrial stations also available on DStv PaulPres 2002 11 05 25

  26. PaulPres 2002 11 05 26

  27. Started in the early nineties SAARF’s contribution to the African Renaissance 8 countries 27 founding members PAMRO Founding Meeting –Johannesburg 1999 PaulPres 2002 11 05 27

  28. 1948 –1990 Ad Hoc studies across Africa 1974 SAARF (South Africa) 1975 AMPS (South Africa) 1976 RAMS (South Africa) 1989 TAMS (South Africa) 1990 NAMPS (Namibia) 1993 GAMPS (Ghana) 1995 KAMPS (Kenya) 1995 Jicmark (Kenya) Media Audience Research in Africa - 1 PaulPres 2002 11 05 28

  29. Media Audience Research in Africa - 2 1997 ZARF (Zimbabwe) 1998 ZAMPS (Zimbabwe) 1999Founding of PAMRO 1999 AMPS/RAMS (Nigeria)   2000 GARF (Ghana) 2002 Jicnam (Namibia)  2003 Mauritius?   UAMPS (Uganda), TAMPS (Tanzania), BAMPS (Botswana)? PROVIDES OPPORTUNITY FOR MULTI-COUNTRY COMPARISONS PaulPres 2002 11 05 29

  30. Creation of an African forum to exchange ideas on research matters To ensure the highest quality in African media research Harmonization of results Continental data for Africa PAMRO Objectives PaulPres 2002 11 05 30

  31. Use of the established SAARF AMPS methodology across Africa Many marketers, media owners, agencies and research providers involved in more than one country Also demand for multi-country research The How And The Why Of PAMRO PaulPres 2002 11 05 31

  32. Annual meetings 1999 South Africa 2000 Ghana 2001 Kenya 2002 Zimbabwe 2003 Mauritius 2004 Maybe Cameroon/Lake Malawi or Senegal ? Achievements PaulPres 2002 11 05 32

  33. First official AGM in Mauritius 12 countries 71 registered delegates Growth in International Interest 2 UK, 3 USA, 1 French delegate Where Do We Stand in 2003? PaulPres 2002 11 05 33

  34. Formalizing of PAMRO – establishment of section 21 company Regional activities Cooperation with governments, NGOs, NEPAD, etc Cooperation with international development bodies PAMRO - Quo Vadis? PaulPres 2002 11 05 34

  35. "YOUR WINDOW TO THE WORLD OF RESEARCH" The SAARF Universal Living Standards Measure™ PaulPres 2002 11 05 35

  36. Market Segmentation Why the LSM? 1993/1995/2000 LSM New SAARF Universal LSM™ Contents PaulPres 2002 11 05 36

  37. 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 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 Market Segmentation - 1 PaulPres 2002 11 05 37

  38. Types of Market Segmentation: Demographic Geographic Life-stage Psychographic Behaviour Perceptions Usage Needs / Wants Socio-economic Multi-attribute etc. Market Segmentation - 2 PaulPres 2002 11 05 38

  39. The SAARF LSM is just one type of segmentation tool based on affluence, access and geographic indicators Because affluence is a very stable and dependable differentiator and the AMPS variables are particularly suited to this, this approach was retained in the design of the new SAARF Universal LSM Market Segmentation - 3 PaulPres 2002 11 05 39

  40. Some people tend to behave in a similar fashion Some people tend to behave in a different fashion from others Thus group people with similar behaviour together distinguish between people with different behaviour Why Classify People? PaulPres 2002 11 05 40

  41. The urban/rural debate Community size classification Lever Brothers’ experience UK and USA - realised importance of variables other than demographics - multivariate differentiators Technological developments - sophisticated hardware/powerful software Why Did We Develop The LSM? PaulPres 2002 11 05 41

  42. Human beings are complex – it is better to try and describe them by using a combination of variables LSM index developed to find the best combination of variables from AMPS Why Did We Develop The LSM? PaulPres 2002 11 05 42

  43. Develop an index whichdifferentiates better than any single demographic plus It must have broad application across the total market Must be simple to use, easy to link to other surveys Must be stable over time, but sensitive enough to register changes Main Aim Of The SAARF LSM PaulPres 2002 11 05 43

  44. LSM Variables Approximately 70 AMPS variables initially selected on logical grounds Only the 13 strongest ones finally included in the first LSM It was immediately evident that LSMs were stronger differentiator than any single demographic The Latest LSM – 29 variables PaulPres 2002 11 05 44

  45. Fridge/freezer No water or electricity Polisher/vacuum cleaner Non-Supermarket shopper No car in hh TV set Microwave oven 8. Rural dweller (not PWV & W.cape) 9. Hi-fi/music centre 10. No domestic worker 11. Washing machine 12. Sewing machine 13. Metropolitan dweller 1993 SAARF LSM Variables PaulPres 2002 11 05 45

  46. NEW SAARF UNIVERSAL LSM™ AUGUST 2001 PaulPres 2002 11 05 46

  47. In the design of the new SAARF Universal LSM a number of improvements have been built in: 1. To allow finer differentiation, the number of variables has been increased to 29 2. Variables have been carefully chosen to avoid biases being introduced and to ensure that they are universally applicable to all respondents New SAARF Universal LSM™ – The Improvements - 1 PaulPres 2002 11 05 47

  48. 3. The scale has been extended to 10 groups to allow finer segmentation 4. The groups at the top end of the scale from LSM 7 and up has been made smaller to allow finer segmentation of this important market segment New SAARF Universal LSM™ – The Improvements - 2 PaulPres 2002 11 05 48

  49. 5. 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 6. This new feature of the design will enable trending from one year to the other, even when new variables are introduced New SAARF Universal LSM™ – The Improvements - 3 PaulPres 2002 11 05 49

  50. Electric stove/hotplate Microwave oven Flush toilet in house or on plot No domestic worker VCR in household Vacuum cleaner / floor polisher Traditional hut 8. 1/more sedan cars 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 15 Variables From Previous LSMs PaulPres 2002 11 05 50

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