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PAMRO COUNTRY REPORTS

PAMRO COUNTRY REPORTS. Strong Foundation amidst waves of change. Liz Pillay – Starcom Mediavest Group. PAMRO COUNTRY REPORTS. Strong Foundation amidst waves of change. Liz Pillay – Starcom Mediavest Group. Country Flag. Botswana. Country Map. Country Overview.

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PAMRO COUNTRY REPORTS

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  1. PAMROCOUNTRYREPORTS Strong Foundation amidst waves of change Liz Pillay – Starcom Mediavest Group

  2. PAMROCOUNTRYREPORTS Strong Foundation amidst waves of change Liz Pillay – Starcom Mediavest Group

  3. Country Flag Botswana Country Map

  4. Country Overview

  5. Country OverviewBotswana Statistics

  6. Population Age Distribution

  7. Last Survey Released Year 2008 Type of Interview Sample Size Type: F2F N = 667 Scope of Survey (Universe) 7 out of 10 Districts namely: South East, North, Ngamiland, Chobe, Southern, Kgalagadi & Kgatleng (Total of 23 Geographical areas) Media Covered Brands covered Print Media – Local and South African Electronic Media – Local and South African Survey Funding Cost of Survey Self Next Survey Last Quarter of year 2010 AMPS Type Research

  8. Last Survey Released 2ND Quarter of Year 2008 Type of Interview Sample Size Personal in home interviews for the adult population of Botswana Scope of Survey (Universe) South East, North, Ngamiland, Chobe, Southern, Kgalagadi & Kgatleng Districts Media Covered Brands covered Local and South African Radio and Television only Survey Funding Cost of Survey SELF Next Survey Last Quarter of Year 2010 Diaries Type Research

  9. Media Overview – Channel & Media 2010 2008 2009 REACH (Past Week*) REACH (Past Week*) Medium REACH (Past Week*) No. No. No. 71% 2 TV channels 3 63% Radio channels Available last quarter 2010 Not Available News-papers 14 96% 50% Magazines 20 24%* 3 Cinema screens

  10. Market Segmentation - LSM 2008 NB: percentage of total population interviewed

  11. Media Breakdown – Print Readership 53% of the total sample interviewed read Botswana daily news paper while 33% read Mmegi daily

  12. Market Share of Local Dailies Market share has been calculated based on those that read these 2 dailies

  13. Media Breakdown – Readership of Local Weeklies

  14. Media Breakdown – RadioListenership 60% of the total sample interviewed listen to RB2 (local) while 15% to Motsweding (RSA). It should be noted that at the time of field only these 2 radio stations had most or national wide reach

  15. Media Breakdown – Local RadioMarket Share (Nationwide) In 2008 Duma FM had not yet began broadcasting. Yarona FM and Gabz FM were only broadcasting in greater Gaborone at the time

  16. Media Breakdown – Local RadioMarket Share (Gaborone Only)

  17. Media Breakdown – Television TV Viewership Please note, since 2008, ETV is no longer available on free to air decoders. And since 2008 as well, ETV took over the controlling shares of GBC TV and rebranded it in 2010 to eBotswana.

  18. Media Breakdown – TV Viewership Per Region (market share)

  19. Media Update • Consumer fragmentation, especially for radio into mainstream, vernacular, religious, foreign and community segments, are evident and a similar trend is being observed on Free to Air TV channels with entertainment, sports, soaps, music, talk shows and reality TV being the main segments. Interestingly, the number and quality of local productions (music & sports) has improved. • Although internet penetration is considerably low compared to developed markets, there is evidence of an increase in uptake of internet services with the introduction of Orange Live box, Internet everywhere, brobe by BTC and 3G mobile internet. • A major paradigm shift is the move from reading newspapers physically to ONLINE browsing. This is due to the lowering of internet connectivity costs that are increasingly declining because of the fast growth in mobile telephony sector.

  20. Country Flag Senegal Country Map

  21. Country Overview

  22. Last Survey Released March 2010 Type of Interview Sample Size 2010 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural people living in Dakar (2009) Urban and Rural people living in all regions (2007) Media Covered Brands covered Print / Internet / Broadcast / Radio Most Products Categories. Survey Funding Cost of Survey N/A Next Survey N/A Amps Type Research

  23. Last Survey Released April - May 2009 Type of Interview Sample Size 2009 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural people living in Dakar (2009) Media Covered Brands covered Print / Internet / Broadcast / Radio Most Products Categories Survey Funding Cost of Survey N/A Next Survey N/A Diaries Type Research

  24. No. No. No. Medium REACH (Past Week*) REACH (Past Week*) REACH (Past Week*) TV channels NA NA NA 7 7 7 Radio channels 44 26 32 NA NA NA Newspapers NA NA 24 17 NA 19 Magazines NA NA NA 26 15 20 NA NA NA Cinema screens Media Overview – Channel & Media 2008 2009 2010

  25. TV Overview • Tough Competition between channels for increased audiences • Highly focused on advertising • Lack of specialised broadcasting for all Social Classes and categories • Lack of creativity in programming • Prominence of Foreign and satellite TV channels • Senegal TV is available on satellite

  26. TV Overview • TV is the most popular medium in Senegal with 91% viewership. • As opposed to other Media, there is practically a TV in every house.

  27. TV Viewership – Age & Gender TV is most watched by 15 to 24 years. In Senegal TV is a female media

  28. TV Viewership Source : ADESR 2009

  29. Newspaper Readership Source : ADESR 2009

  30. Print Overview • Press is the more composite Media in Senegal in terms of titles and sharing out by variety. Press is a Media mostly used by Men. This is due to the high illiteracy of woman in Senegal. • Press is the less used Media because of his cost and his needs in terms of abilities to read. But it is the most influential media in Senegal because he is just read by influencers and country leaders. • Just 46,9% of Senegal population used this Media. This part of the population take information and transmit the messages to the 51,3% non readers.

  31. Internet Usage • 1,020,000 Internet users as of June, 2009 this amounts to 7.4% of the population.

  32. Radio Listenership Source : ADESR 2009

  33. Radio Listener Profile Source : ADESR 2009

  34. Media Update • The introduction of news media (TV, Radio and Press) shows us that the media landscape of Senegal has expanded over the last two years. • Tough Opposition between Government Press and Private Press • Poor quality of newspapers due to inferior quality of printing paper. • Outdoor landscape has increased considerably over the last 3 years • There are several outdoor companies but only 3major players • Large formats now widely used • There is an increase in the use of outdoor especially by smaller brands which was not common 3 years ago • Use of this medium in Senegal creates big brand perception

  35. Country Flag Nigeria Country Map

  36. Country Overview

  37. Last Survey Released August 2010 Type of Interview Sample Size Scope of Survey (Universe) FCT + 36 States (National) Urban, S-urban, & Rural Media Covered Brands covered Survey Funding Cost of Survey Next Survey Feb – Apr 2011 Amps Type Research (Nigeria Amps) – Face-to-Face in-home personal interviews – 22,000+ – 8 (TV, Radio, Newspapers, Magazines, OOH, Cinema, Internet, & Mobile Phone). – 1,900 Brands in 105 Categories. – Media Planning Services (Nig) Ltd – MPS. – USD 16,667 @ ₦150 ≡ USD1.

  38. Last Survey Released July 2010 Type of Interview Sample Size Scope of Survey (Universe) 15 Key Urban Areas Spread Across Nigeria Media Covered Brands covered – 2 (Radio & Television) Survey Funding Cost of Survey Next Survey Diaries type research – Diaries Place in-home, respondents free to roam – 20,700 – Media Planning Services (Nig) Ltd – MPS – USD 16,667 @ ₦150 ≡ USD1 September 2010, already in Field for August 2010 Data

  39. REACH (Past Week*) REACH (Past Week*) Medium REACH (Past Week*) No. No. No. 86% 170+ 86% 170 84% 166 TV channels 156 78% 146 87% 126 83% Radio channels 24% 88+ 35% 62 News-papers 66+ 28% 18% 62+ 19% 26% 68 Magazines 50+ 11%* 60+ 2%* 40 1%* 26 Cinema screens Media Overview – Channel & Media 2010 2008 2009

  40. Market Segmentation Region Urban/S-Urban/Rural

  41. Media Breakdown - Print % Penetration

  42. Media Breakdown - Radio % Penetration

  43. Media Breakdown - Television % Penetration

  44. Media Breakdown - OOH % Penetration

  45. Media Update • Consumer fragmentation, especially for radio into mainstream, vernacular, religious, foreign and community segments, is evident and a similar trend is being observed on Free to Air TV channels as well as DTT (Startime) with entertainment, sports, soaps, music, talk shows and reality TV being the main segments. Interestingly, the number and quality of local productions has improved. • In conclusion, internet penetration is growing considerably over time. A major development is increasing data (Internet Connectivity) packages by Mobile Phone Networks and the move from reading newspapers manually to ONLINE reading. There is also an increase in online social networking.

  46. Kenya

  47. Country Overview

  48. Market Segmentation

  49. Last Survey Released September / October 2007 Type of Interview Sample Size 6003 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural Kenya Media Covered Brands covered Print / Internet / Broadcast / outdoor Most Products Categories Survey Funding Cost of Survey Industry Funding: Advertisers/Agencies Next Survey Q4 2010 AMPS Type Research

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