2017 2017 Launch Presentation #PAMS2017 TH THE JOU E JOURNE - - PowerPoint PPT Presentation

2017 2017

Launch Presentation

#PAMS2017

TH THE JOU E JOURNE NEY

3

THE HE BR BRIEF IEF

 To measure and track audiences across all reading platforms to enable the buying and selling of advertising  High AMPS RPCs need to be addressed  Link to PRC Mobile Reader Panel  To enable the linking of these audiences to the Establishment Survey and IAB Effective Measure data

Source: PAMS 2017

4

OU OUR R PUR URPOS POSE

To provide an innovative “Gold Standard” Reader Audience Measurement founded on global and local best-in-class practice, expertise and resources

Source: PAMS 2017

5

THE HE OU OUTCOME COME

The most complete measurement of reader audiences, across all platforms, to inform effective advertising investment

Source: PAMS 2017

6

FIE IELDW LDWORK ORK , S , SAMPLE MPLE AND D SCOP COPE

• Fieldwork: 11 July – 16 November 2017
• Total sample of 17 386:
• Weighted to the mid-2017 IHS population of 40 073 000 (Adults 15+)
• 53 Newspapers; 92 Magazines and 10 Online News Sites were measured –

155 Total

Source: PAMS 2017

7

FLOODI OODING NG – IN INCR CREASED EASED SAM AMPL PLE E BY BY 7 70%

Significant cost efficiency generated through flooding methodology

Households Average Flooded Rate Total Respondents

10,000 1,74 17,386

PAMS INTERVIEWS

Cost us 34% of what we paid in 2015 per AMPS interview

Source: PAMS 2017

8

FLO LOODING ING – REDUCES UCES READE ADERSHIP RSHIP BY BY 4%

60.4 56.6

44.4 40.6 44.3 41.4

Primary Total Sample Total Newspapers Magazines

Source: PAMS 2017

9

QUE UESTIONN TIONNAI AIRE RE FLOW OW

PLATFORM FILTER

On Paper On a Cellphone On a Computer On a Tablet On another device None of these

CASI SELF- SELECTION ROUTING PAPER / ONLINE QUESTIONS

Frequency When last for AIR Pick ups Origin of Copy Time Spent Reading Device/Platform

1 2 3

Cell Phones / Online behaviour Motoring / Financial Retail: Food and groceries / Furniture and Appliances / Clothing

Source: PAMS 2017

PRODUCT / BRAND / RETAIL / BEHAVIOUR

4

10

NEW EW EX EXPANDED ANDED & RE REFINED INED DEF EFINITIO INITION

Source: PAMS 2017

11

CA CASI I – SEL ELF-SELECTIO ELECTION N OF OF TI TITL TLES ES

Design

• Masthead rotations
• Only 4 titles per screen
• Newspaper prompts regionalised by province
• Shortens questionnaire length
• Publications reported by Platform and in Total
• Increases respondent interest
• Saves time

Outcome

• Removes bias
• More focus on EACH title
• Zero incompletes
• More “Niche” publications hitting the radar
• Removes status induced over-claim

Source: PAMS 2017

12

EAS ASIER IER FREQU EQUENCY ENCY SE SELECTION ECTION THROU OUGH GH VI VISU SUAL AL PUBL BLIS ISHING ING INTERVA ERVAL L SC SCAL ALE

• Thinking of DAILY SUN there are FIVE issues published from MONDAY to FRIDAY. How many different issues do you

normally read or page through?

• Thinking of CITY PRESS, there are normally FOUR issues published in a ONE MONTH. How many different issues do you

normally read or page through?

• Thinking of BONA, there are TWELVE issues published in a YEAR. How many

different issues do you normally read or page through?

Source: PAMS 2017

1 2 3 4 5 Monday Tuesday Wednesday Thursday Friday 1 2 3 4 5 6 7 8 9 10 11 12 January February March April May June July August September October November December Year 1 2 3 4 Week 1 (Mon-Sun) Week 2 (Mon-Sun) Week 3 (Mon-Sun) Week 4 (Mon-Sun) Month

13

TW TWO O PLAC ACEB EBO O TI TITL TLES ES IN INCL CLUDED UDED

Total Respondents 56 Total Respondents 6

% PAMS Paper 0,0 PAMS Online 0,1 PAMS Total 0,1

Source: PAMS 2017

Paper 0,0 PAMS Online 0,0 PAMS Total 0,0 %

14

AIR BASED ON “WHEN LAST” RECENCY

Not counting today, when last did you personally read or page through a paper copy of

• 2 Days ago
• 3 Days ago
• 4 Days ago
• 5 Days ago
• 6 Days ago
• 7 Days ago
• 8 Days – 2 Weeks ago
• 3 – 4 Weeks ago
• 5 – 6 Weeks ago
• 7 – 8 Weeks ago
• 9 – 12 Weeks ago
• 4 – 6 Months ago
• 7 – 12 Months ago

Source: PAMS 2017

• Yesterday
• 2 Days ago
• 3 Days ago
• 4 Days ago
• 5 Days ago
• 6 Days ago
• 7 Days ago
• 8 Days – 2 Weeks ago
• 3 – 4 Weeks ago
• Longer ago

You mentioned that you have read or viewed online content for IOL. When last did you read or view this? PAPER ONLINE

15

AI AIRs Rs BAS BASED ED ON ON RE RECE CENCY NCY

Total Multi-platform AIR

(7 Day online)

Paper AIR Online AIR

Last read in Issue period Last read in 7 days Last read in 4 weeks

Source: PAMS 2017

16

NE NEW: W: MUL ULTIPLE TIPLE PIC ICK-UPS UPS (OT OTS)

Thinking about the paper copy of Sunday Times you last read, how many times did you pick it up before you finished with it?

• Once Only
• 2 – 3 times
• 4 – 5 times
• 6 or more times
• Once Only
• 2 – 3 times
• 4 – 5 times
• 6 or more times

Thinking about the paper copy of BONA you last read, how many times did you pick it up before you finished with it? Source: PAMS 2017

17

NUMBER OF PICK-UPS

45 39 29 29 41 42 46 41 14 19 25 30

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Once only 2-3 times 4 or more times Average number 2,2

2,4

2,7 2,9

Pick-ups

Based on 12 month Readers

Source: PAMS 2017

18

NEW: TIME SPENT READING (TSR)

Thinking of your reading of Daily Dispatch, on average, how long do you spend reading or paging through the paper copy of Daily Dispatch?

Average Time

• Less than 30 minutes
• Between 30 minutes – 1 hour
• Between 1-2 hours
• Between 3-4 hours
• 4 hours or more

Average Time

• Less than 30 minutes
• Between 30 minutes – 1 hour
• Between 1-2 hours
• Between 3-4 hours
• 4 hours or more

Thinking of your reading of SARIE KOS, on average, how long do you spend reading or paging through the paper copy of SARIE KOS?

Source: PAMS 2017

19

TIME SPENT READING

34 29 25 27 45 43 43 38 21 28 32 35

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Less than 30 mins 30 mins - 1 hour 1 hour +

Average time 49 57 61 67 minutes

Based on 12 month Readers

Source: PAMS 2017

20

NEW: USA SAGE GE OF AD ADVE VERTIS RTISING ING INSE SERTS RTS/LEA /LEAFLETS FLETS

Thinking about advertising pamphlets, leaflets or inserts such as these, do you

• Use them to compare prices

57

• Use them to plan your shopping

45

• Buy products as a result of seeing them

29

• Glance or page through to see if anything interests you 26
• Don’t look at them

16 %

Source: PAMS 2017

21

TO TOPICS ICS/INTERES /INTEREST T QUE UESTION TION – NE NEWS WSPAPERS PAPERS

%

38 38 35 35 33 32 27 25 23 23 22 21 18 17 16 16 16 14 13 13 10 Sport Community News/Local… Jobs/Careers SA News/Current Affairs Celebrity News Politics Education Health/Fitness International news Food/Recipies Beauty & Fashiion Advertising Business/Economic/Compa… Comics/Cartoons/Crosswo… Entertainment/Movies/TV… Motoring Technology Property Personal Finance Travel Home/Gardening/DIY

Source: PAMS 2017

22

TO TOPICS ICS/INTERES /INTEREST T QUE UESTION TION – MAG AGAZINE AZINES

%

33 30 27 26 25 24 23 21 21 19 14 14 14 14 12 11 11 11 Real life stories Celebrities Sports Food, Cooking and Baking Fashion and Beauty Health, Fitness and Weight loss Careers, Jobs and Appointments Wellness and Relationships TV Guides International news Home Décor and Gardening Holidays and Travel Motoring Technology, Gadgets and Hobbies Financial and Business Pregancy, Baby and Parenting Personal Finance and Investment Agriculture

Source: PAMS 2017

23

SAM AMPLING LING AN AND D WE WEIG IGHTING HTING

Designed by Prof. Ariane Neethling National Sample based on SAL’s Verified by Andrew Whitney

24

99% % OF OF MUNI UNICIPALITIES CIPALITIES SAM AMPLED LED

232

• ut of

233 municipalities

Source: PAMS 2017

25

SA SAMPLE PLE POINTS NTS ST STRETC ETCHED HED TO MAX AXIMISE MISE DIVE VERSI RSITY TY

Limited to Points of 2 per SAL to maximise national coverage No substitution

• utside

sampled SAL

26

SOUTH UTH AFRICA CA – MOST IN

INEQUIT QUITAB ABLE LE SOCIE IETY TY ON EART RTH

27

DIS ISPROPORTION ROPORTIONAL AL DES ESIGN IGN IN IN LIN INE E WIT ITH IN INCOME OME SHARE ARE

50 30 20 41 28 31 Metro Urban Rural

Source: PAMS 2017

62 14 6 18 79 9 3 9 Black Coloured Indian White

28

HYB YBRI RID D OF OF CE CELL AN AND D RI RIM WEI EIGHT GHTING ING

RIM WEIGHTING

• Iterative process of recalculation of

weights

• Repeated until results converge to the

target population

• Enabled PAMS to weight Afrikaans

speakers

CELL WEIGHTING

• Applies a weight per Cell combination
• Enables interlaced demographic

control

• Ensures in-depth analysis reliability

Source: PAMS 2017

AFRIKAANS OTHER

GENDER AGE POP GROUP AREA

ALL INTERLACED

29

WE WEIG IGHTING HTING EF EFFICI ICIENC ENCY

Meas asure re of how well l PAM AMS samp mple le is alig igned ed to the popula ulation tion

83% 70%

International Standard

Source: PAMS 2017

30

CR CREATING ATING A S A SINGLE GLE DAT ATABASE ABASE - IMPUTATI TATION ON

Single PAMS 2017 Datafile 17 386

PRIMARY SAMPLE 10 000 Reading Demographics FLOODED SAMPLE 7 386 Reading Demographics Products + Services Best match Donor Imputed Products + Services

Source: PAMS 2017

31

KE KEY DE Y DEMOGRAPH MOGRAPHICS ICS

32

SEM’s

12 17 13 11 11 8 9 7 6 7 11 13 13 11 10 9 11 9 7 7

ES (July 2016-June 2017 12M) PAMS

% Source: PAMS 2017

33

LSM’s

0.3 1.4 3.9 13.9 21.3 33.4 11.5 5.4 5.7 3.2

0.7 1.9 3.5 11.1 18.1 27.5 13.6 8.3 9.3 6.0

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

AMPS 2015 ES (July 2016-June 2017 12M) PAMS

% Source: PAMS 2017

34

EM EMPL PLOYM YMENT ENT LEV EVELS ELS HIG IGHE HER R AMONGST ONGST REA EADERS DERS

28 9 7 33 14 10 34 9 6 28 15 8

5 10 15 20 25 30 35 40 45 50 Working Full Time Working Part Time Housewife/Husband Unemployed Student Retired

PAMS Total PAMS Readers

%

Working Full Time Working Part Time Housewife/ Househusband Unemployed Student Retired

Source: PAMS 2017

35

RE READ ADING ING RE RESUL ULTS TS

36

Designed for All Media and Products Sample Magisterial Based HH address based Questionnaire: “Paper” Masthead: DSCAPI AIR: FRIPI

(First Reading within in Issue Period)

Designed for Readership Masthead: TABLET AIR: Recency based

Source: PAMS 2017

PAM AMS S IS NO S NOT CO COMPAR ARABLE ABLE TO AM AMPS S – EVE VEN N THE PAP APER ER MEASU ASURE RE

=

AMPS

Sample: SAL the HH addressed based, Flooded different disproportionality Questionnaire: Multi-platform reading

37

TO TOTAL TAL RE READI ADING NG – LIM IMIT ITED ED OV OVER ERLAP LAP

Paper & Online 11 % Online Only 3 % Paper Only 86 %

R10,220 37 years R21,460 33 years R19,480 32 years 907k 3 739k 29 129k

Source: PAMS 2017

38

TO TOTAL TAL RE READE ADERS RS AI AIR

Total Audience 22 664 23 341

%

57 61

PAMS Total (AIR) AMPS 2015 (AIR)

Source: 2017

39

ON ONLINE INE RE REPET ETOIRES OIRES AR ARE E HIG IGHER ER

AMPS 2015 PAMS PAPER ONLINE TOTAL

1,9 2,0 2,6 2,2 2,7 2,6 3,1 2,8 3,5 3,3 4,1 3,6

Source: PAMS 2017

40

NE NEWS WSPAPE PAPERS RS

41

TO TOTAL TAL NE NEWS WSPAPE PAPERS RS AI AIR

AMPS 2015 ’000 PAMS 2017 Total Audience

26 29 44 22 29 41

Any Daily Any Weekly Any Newspaper

AMPS 2015 PAMS Total

%

9 742 8 756 10 945 11 797 16 664 16 251

Source: PAMS 2017

42

TO TOTAL TAL NE NEWS WSPAPE PAPERS RS AI AIR

AMPS 2015 ’000 PAMS 2017 Total Audience 10 945 11 797 16 664 16 251

26 29 44 18 27 37 5 4 6 22 29 41

Any Daily Any Weekly Any Newspaper AMPS 2015 PAMS Paper PAMS Online PAMS Total 9 742 8 756

%

Source: PAMS 2017

43

RA RANK NKING INGS – DAI AILY Y NE NEWS WSPAPE PAPERS RS

Daily Sun Sowetan Isolezwe Son The Star The Times Daily Voice The Citizen Business Day Daily News Beeld The Mercury

PAMS 2017

Daily Sun Sowetan Isolezwe Son The Star Beeld The Citizen Daily Voice Daily News The Times Daily Dispatch Daily Herald

AMPS 2015

Source: PAMS 2017

44

RA RANK NKING INGS – WE WEEK EKLY LY NE NEWS WSPAPERS PAPERS

Soccer Laduma Sunday Times Sunday Sun City Press Sunday World Ilanga LangeSonto Isolezwe ngeSonto Rapport Isolezwe ngoMgqibelo Ilanga Son op Sondag Sunday Tribune

PAMS 2017

Sunday Times Soccer Laduma Sunday Sun City Press Sunday World Rapport Isolezwe ngeSonto Ilanga LangeSonto Isolozwe… Son op Sondag Sunday Tribune Post

AMPS 2015

Source: PAMS 2017

45

MAG AGAZINE AZINES

46

TO TOTAL TAL MAG AGAZINE AZINES AI AIR

AMPS 2015 ’000 PAMS 2017 Total Audience

23 34 45 20 32 41

Any Weekly Any Monthly Any Magazine

AMPS 2015 PAMS Total

%

8 946 8 063 12 866 12 903 17 360 16 599

Source: PAMS 2017

47

TO TOTAL TAL MAG AGAZINE AZINES AI AIR

AMPS 2015 ’000 PAMS 2017 Total Audience 12 866 12 903 17 360 16 599

23 34 45 19 30 39 2 4 5 20 32 41

Any Weekly Any Monthly Any Magazine AMPS 2015 PAMS Paper PAMS Online PAMS Total 8 946 8 063

% %

Source: PAMS 2017

48

RA RANK NKING INGS - MAG AGAZINE AZINES

KickOff Drum Bona You Move! Huisgenoot True Love Car People Men's Health Kuier Food & Home PAMS 2017 KickOff Drum Bona Move! You True Love Huisgenoot People Men's Health Kuier Speed & Sound Cosmopolitan AMPS 2015

Source: PAMS 2017

49

IN INTE TERNET RNET AN AND D CE CELLPHON PHONE

50

IN INTE TERNET RNET AC ACCE CESS

51% 8% 4%

TOTAL ACCESS 55 %

Source: PAMS 2017

51

INTERNET DEVICE OVERLAP

Cellphone & Computer/ Tablet 12 % Computer/ Tablet Only 7 % Cellphone Only 81 %

R11,890 32 years R17,100 37 years R27,540 37 years 17 873k 1 525k 2 738k

52

CE CELLPHON PHONES ES

50 % 30 % 10 %

TOTAL ACCESS 90 %

Smartphone Ordinary Cell Feature Cell

Source: PAMS 2017

53

RE RETAI TAIL L AN AND D BR BRANDS ANDS

54

33 33% % OF HOUSE SEHOLDS HOLDS HAV AVE A M A MOTOR OR VE VEHICLE CLE

One 20% Two 9% Three + 4% None 67%

NUMBER IN HOUSEHOLD AMPS 2015 - 34% STATS SA COMMUNITY SURVEY 2016 - 33% ESTABLISHMENT SURVEY - 25%

Source: PAMS 2017

55

TO TOP CA CAR MA R MANUFACTURERS NUFACTURERS

22 15 7 7 5 5 4 4 3 3 3 3 2

Toyota VW Ford Nissan Hyundai BMW Opel Mazda Mercedes Isuzu Audi Chevrolet Kia %

Source: PAMS 2017

56

MAI AIN N BAN BANK

23 13 13 10 8 1 32

Capitec Bank ABSA First National Bank (FNB) Standard Bank Nedbank Postbank/Posbank Don’t have a bank account

%

Source: PAMS 2017

57

RE RESPONSI ONSIBILITY BILITY FOR OR HOU OUSEHOLD EHOLD PUR URCHASES ASES Yes

64%

No 36%

WHOLLY/PARTLY RESPONSIBLE – DAY TO DAY PURCHASES

Source: PAMS 2017

59

TO TOP 3 SPEN END D MOS OST T MONEY ONEY

Base: Purchasers

SEM 1-4 % SEM 5-7 % SEM 8-10 %

Shoprite 47 Shoprite 50 Pick ‘n Pay/Hyper 33

Boxer Superstores 14 Pick ‘n Pay/Hyper 16 Shoprite 22

Spar/Superspar 14 Spar/Superspar 12 Checker/Checkers Hyper 17

Source: PAMS 2017

60

FUR URNIT NITURE URE AN AND D AP APPLIA IANCE NCES

• %

Yes

24% No 76%

BOUGHT IN PAST 12 MONTHS

17 15 12 10 6 5 5 5 4 4 4 4 3 3 3 2 2 2 2 2 1 1 Shoprite Game OK Furniture Lewis Makro Checkers/Checkers… Clicks Pick 'n Pay/Pick 'n… Hi-Fi Corporation Jet Mart Mr Price Home Russells Ackermans House & Home Morkels At Home Barnetts Boardmans Joshua Doore Pep Stores Geen & Richards Hirsch's

Source: PAMS 2017

61

33 25 23 20 19 14 12 9 8 7 6 6 5 4 3 3 2 1 1 1 Mr Price/Mr Price Sport Jet Ackermans Pep Stores Edgars/Edgars Active Truworths Woolworths Markham Sportscene Identity Foschini Total Sports Studio 88 Legit Fashion Express Pick 'n Pay/Pick 'n Pay Hyper Milady's Jay Jay's Sportman's Warehouse Stuttafords

CL CLOT OTHING HING

• Yes

62% No 38%

BOUGHT IN PAST 6 MONTHS

Source: PAMS 2017

%

62

AD ADDITIO ITIONAL NAL VA VALUE-ADDS ADDS / F / FUSI SION ON HOOKS

Fusion Hooks Incorporated, Including behavioural and brand data TV and Radio topline data also included

• L1. During an average week, on how many days do you personally watch TV?
• 7 days (every day)
• 6 days
• 5 days
• 4 days
• 3 days
• 2 days
• 1 day
• Don’t watch TV in an average week

Source: PAMS 2017

63

PAMS PANEL

BALANCE FUSE

= TOTAL AUDIENCE

OUR CURRENCY SURVEYS

Source: PAMS 2017

64

HUB UB & D & DON ONOR OR = SIN INGL GLE E SOU OURC RCE

ES

PAMS TAMS RAM

IAB HOME SCAN OOH

65

HUB UB & D & DON ONOR OR = SIN INGL GLE E SOU OURC RCE

IAB HOME SCAN OOH

66

NEXT STEPS - FUSION

67

TH THE E TH THIN ING G ABO ABOUT UT SIN INGL GLE E SOU OURC RCE

All markets fragment as the world becomes more complex

• 1. Fewer respondents per question
• 2. More questions to understand complexity and

brands

• 3. Longer questionnaires
• 4. Poorer quality of responses

Inevitably single source will no longer do the trick!

68

MEDIA FUSION IS NO LONGER THE VISION, IT’S THE PREFERRED SOLUTIO OLUTION

Brings previously separate media assets together

• 1. for the most granular

view of consumers

• 2. cross platform

behavior

• 3. which supports

analytics,

• 4. flexible media &

target creation and

• 5. un-duplicated reach &

frequency planning

F

F

• ne

F

F

Source: PAMS 2017

69

WH WHAT AT IS IS D DATA ATA FUS USION? ION?

• Statistical analytics and modeling in order to create a single data set that incorporates the attributes from

both

Data Set 1 (recipient): Print Title Reading + Platform Data Set 2: (donor) FMCG brand consumption Data Set 3: (integrated) Print Title FMCG consumption profile by platform

Source: PAMS 2017

70

DA DATA TA FUSION ION APPROACH ROACH

Linking Variables

Like-variables within both Data Sets

Importance Weights

Using statistical analysis to understand how each of these variables correlates to behavior, we establish importance weights for each variable

Fusion

A fusion algorithm is created that uses the linking variables and importance weights to assign donor data from Data Set 2 to Data Set 1

Calibration and testing

Individual respondents in the fused data set are re- weighted, calibrated. Fusion yields behaviors consistent with the original data sets.

71

BU BUT T WE WE HAV AVE A L A LOT OT TO TO WO WORK RK WI WITH TH

ES / IHS TAMS RAMS EM / DAR ROAD PAMS

Homepanel (CPS) AMPS 2016

GCIS Financial Services (OMNI)

FutureFact

FUSION

Currency data Insight data

72

INTRODUCING Nielsen consumer PANEL (CPS)

73

Longitudinal FMCG HH Data

Urban HH’s are audited twice a month, Rural HH’s once a month

Household Sample

4000, representative

• f 15 millionHH

(AMPS 2014)

Full National

Demographically and Geographically representative of South African Households (LSM, PDM age, Region, HH size, Race)

Pantry Audit

Record household purchases in a Nielsen diary. Auditor* cross checks with pantry and dustbin

All Retail Outlets

HH’s continuously report their domestic purchases from all retail outlets and are rewarded if compliant

74

HOMEPANEL FUSION to PAMS

Apart from all the Reader data, what do we get?

PAMS

• Retail outlet:

– Furniture + Appliances – Clothing – Food + Grocery

• Reading
• Cell phone network
• Feature vs. smart

phone

• Banks
• Motor vehicle brands
• Demographics
• Weighted to IHS
• SEM / LSM

Homepanel

PAMS

Home Scan

• FMCG retail outlet
• FMCG volumetric

consumption

• 200 categories
• 2000 brands
• Full national
• Longitudinal data
• Weighted to IHS
• Demographics
• LSM (and SEM later)

75

1.0 1.0

THANK YOU

2017 17

QUESTIONS?