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Broadcasting in Africa

Broadcasting in Africa. The Changing Face of International . Presented by Joe Hall and Kevin Cowan. BBC has strong heritage in Africa. Broadcasting to Africa since 1932. Dedicated English and language programming. BBC seen as having ‘grown with Africa’.

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Broadcasting in Africa

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  1. Broadcasting in Africa The Changing Face of International Presented by Joe Hall and Kevin Cowan

  2. BBC has strong heritage in Africa Broadcasting to Africa since 1932 Dedicated English and language programming BBC seen as having ‘grown with Africa’ Present on Radio, TV, Online, Mobile

  3. News needs are changing Complementary Niche source Intellectual stimulation International news Developmental agenda Regional news In the know Trusted source Domestic news Lifeline service Primary source Mass

  4. Competition is growing BBC players players players VOA Google BBC DW Facebook DSTV VOA Euronews Sky News BBC WS Yahoo! DW CNN National 24hr news channels Sky News Newspapers online DW CNN Commercial b’casters Commercial b’casters VOA Global commercial Bloomberg Global commercial State b’casting State b’casting Al Jazeera State b’casting FM radio Cable TV Cable TV FM radio Mobile phones newspapers TV MW TV internet satellite satellite SW radio Broadband internet SW radio Satellite TV SW radio Mobile devices Digital radio technology technology technology Domestic International

  5. Audiences becoming more demanding What they want from news…….

  6. Three different funding models Grant in Aid Commercial LicenceFee + Commercial Different Research Needs

  7. The big picture 90 million weekly audience estimate for Africa

  8. Africa: GND Any platform 90m Radio 78.7m TV 19.9m Online 1.5m The Bigger Picture: 90 million consumers

  9. Public service research • Auditing BBC performance • Nationally representative surveys • Reach, Quality, Impact • Mainly ad-hoc research • Data from 37 countries in Africa

  10. Africa is a rare opportunity Regional advertising spend 2008-9 Middle East Africa C. & S. America Asia-Pacific N. America Europe Share of global ad market last decade 0.6% 1.4% SSA economies 2011 forecast 5.5% Source: WARC July 2011

  11. Competitors investing in Africa Xinhua Mobile Newspaper - First in Sub-Saharan Africa AlJazeera Swahili - Plans to launch TV channel in Nairobi MTN extends partnership with CNN - Cross platform campaign • CNN African Programming • Inside Africa, African Voices • Marketplace Africa • Sky News Arabia launching • Targeting North Africa and Middle East

  12. BBC World News investing in Africa Sponsored by

  13. BBC WN’s growth in Africa 2011 15.6m 2006 8.9m Source: weekly reach, BBC GAE 2011

  14. The BBC has an African audience attractive to global advertisers • Optimistic and confident • Late 20s and above • Better educated than the average population • Most are employed / professionals • “Newshounds” esp. for regional and international news • Consuming news on many platforms Profile when compared to the average population

  15. Commercial research • Research needs not met by existing studies • Information for advertising / sponsorship • Targeting consumers with high disposable incomes/BDMs • Syndicated research

  16. EMS has helped open up pan-African advertising to the outside world • R&F data to allow campaign assessment on a continental wide level as with other regions • Combined with Europe and Middle East data into EMEA database • Competitive profiling to enable global media owners to promote their audiences in Africa Source: EMS Africa 2010

  17. EMS has helped open up pan-African advertising to the outside world • Competitive profiling to enable global media owners to promote their audiences in Africa to global advertisers Source: EMS Africa 2010

  18. But EMS is not yet a pan-African survey • Only 5 of 50+ African countries included` • In contrast: • Europe 20 out of 50+ • Middle East 9 out of 20 Source: Synovate

  19. BBC World News AdScore • Every two months WN assesses approx. 15 global ad campaigns in 18 countries, including S. Africa • Online survey by Toluna • Provides feedback to advertisers on: • Ad recall • Brand awareness • Brand favourability • Brand image • Brand consideration • Brand recommendation Source: Toluna

  20. Omniture analytics for BBC.com in Africa • Analytics for BBC.com by site section • Regional data e.g. Africa then by country but only South Africa • Every month Source: Omniture Q2 2011, Africa

  21. Research is used to help make ad-sales arguments – Transferring Trust BBC.com rated more highly than CNN Money and CNBC for measures of authority, inspiring confidence, being international, credibility and trustworthiness These brand values were transferred to a bank, where the same advertisement was rated more highly on BBC.com than on CNN Money and CNBC Banks need to re-build their images after the global recession. Association with BBC.com constitutes a unique opportunity for financial institutions to make a start in re-branding

  22. Summary BBC has had to evolve - Markets and audiences have changed Africa is a rare opportunity Public research not fulfilling commercial needs • Gap exists in information available • Need to support advertising and sponsorship • Need for more ad-sales research data • Will help drive growth in investment

  23. Thanks for listening.

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