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A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS. Jennie Beck Global Director. Presentation Objective. Highlighting pathways to success. * Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition).

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A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

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  1. A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Jennie Beck Global Director

  2. Presentation Objective • Highlighting pathways to success * Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition) A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Exploring challenges of building industrymedia research* in emerging/developing economies

  3. Some typical characteristics of emerging economies A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The State broadcaster is the biggest player • One player with overwhelming share in the print medium • Lack of unity among industry bodies • Global consumer packaged goods company with large share of the market • Lots of local consumer goods providers – but low on marketing expertise • Government controls large share of advertising expenditure

  4. Challenges for building industry MEDIA RESEARCH A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Lack of interest from State broadcasters and Government • Difficult to get JICs in place • Low perceived benefit of currencies • Lack of funding

  5. Sri Lanka 4 case histories • India • Vietnam A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Bangladesh

  6. Credits • Thanks to my colleagues .... Mai Tran Managing Director Kantar Media Ho Chi Minh City Vietnam A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Hemant Mehta Senior Vice President IMRB International Mumbai India

  7. Bangladesh A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Independent country from 1971 • 161m population • A third under 15 • 70% rural • Poor and over-populated but with 5-6% GDP growth a year • 69m mobile phones • BTV state broadcaster (1 TV channel) plus 8 private satellite channels; foreign satellite channels gaining share

  8. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Research agency launched a National Media Survey • recall-based measurement of all media • demographics, product usage and lifestyle • Sells the ‘concept’ of media measurement

  9. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • National Media Survey published annually and marketed to marketers, agencies, media, academics • Helped in establishing media measurement metrics as the currency • Sold with easy to use software and built-in planning module • Drove data-based media planning

  10. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Research agency started continuous data collection, with diaries to measure TV viewing • Drove awareness through continuous communication and PR • Worked at low marginto bring as many users as possible into the net • Gave the data free to state broadcasters • Took the same approach in Sri Lanka ….

  11. SRI LANKA A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Independent from 1948. Sri Lanka from 1972 • 21m population • 25% under 15 • 86% rural • Economic development programme from 2009 with 8% GDP in each of last 2 years • 17m mobile phones • 2 state TV channels, 8 private channels plus multi-channel satellite and cable TV subscription services

  12. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Adopted the same approach as in Bangladesh • NMS sold value of media measurement • Established the concept of a currency • Launched and promoted continuous audience measurement diaries Then, in both countries, as the TV market grew, so did the need for electronic measurement.

  13. What happened next A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Moving to electronic measurement was expensive and media agencies unable to fund it • Research agency needed to find a partner with seed funding and developed a proposal and a partnership model • Unilever agreed to be a founder sponsor • in both Bangladesh and Sri Lanka • started small with a few metro panels

  14. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Unilever’s participation sent the right message to the industry • Helped drive adoption of the currency among roster agencies • Acted as evangelist among industry peers • More agencies and clients came on board • That helped to bring in the state broadcaster! • Full national peoplemeter panels now running in both countries

  15. India A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • No longer an emerging market! • 1.2bn population - 70% rural • 550+ TV channels and PeoplemeterTV measurement since 1998 • 350+ radio stations but no national FM service, so no national currency

  16. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • No radio industry body • Research agency gathered like-minded broadcasters together to form an informal consortium - The Founders Club

  17. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • This Founders Club agreed to act as a technical/monitoring body • They undertook to subscribe to a new RAM service • They helped the agency to design and launch the service

  18. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The Founders Club broadcasters used the data for ad sales and content planning • They promoted the data to the industry • Media agencies and other broadcasters came on board • India had a RAM service

  19. VIETNAM A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Densely populated, with 86m population • 25% under 15 • 70% rural • 154m mobile phones • VTV (government controlled) has 5 national and 6 regional TV channels and, overall the average number of channels accessible in a city/province grew from 6 in 1999, to over 100 by 2007

  20. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Under pressure from advertisers, a TAM diary and media habits survey started in 1999 • Together they measured TV viewing and print readership • Both were funded by 13 founding media agencies • But media agency consolidation reduced this number over the years

  21. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The growth in channels increased demands for Peoplemeter measurement for TV. • Initial launch in 2008 in Ho Chi Minh City • Still funded by media agencies – for whom greater precision, accuracy and speed is worth the investment

  22. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Peoplemeter rolled out to Hanoi in 2010 • Research agency persuaded VTV to invest and other stations follow suit • By 2012, broadcasters took over from media agencies as majority funders

  23. Pathways 1 Start with a National Media Survey Publish Regularly Offer with Media Planning Software Diversify into Diaries Make Data Widely Available A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Find a Development Partner

  24. PARTNER Pathways Value Add Revenue Share A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Fixed Period Exclusivity

  25. Pathways 2 Pilot currency Expand with new clients – viral effect Full currency/joint industry subscription A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  26. Before I go ... Good luck

  27. THANK YOU Jennie Beck Global Director

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