2017 2017 Launch Presentation #PAMS2017
TH THE JOU E JOURNE NEY
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 3 Source: PAMS 2017
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 4
THE HE OU OUTCOME COME The most complete measurement of reader audiences, across all platforms , to inform effective advertising investment Source: PAMS 2017 5
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 6
FLOODI OODING NG – IN INCR CREASED EASED SAM AMPL PLE E BY BY 7 70% Significant cost efficiency generated through flooding methodology 10,000 1,74 17,386 Average Total Households Flooded Rate Respondents PAMS INTERVIEWS Cost us 34% of what we paid in 2015 per AMPS interview Source: PAMS 2017 7
FLO LOODING ING – REDUCES UCES READE ADERSHIP RSHIP BY BY 4% 60.4 56.6 44.4 44.3 41.4 40.6 Primary Total Sample Total Newspapers Magazines Source: PAMS 2017 8
QUE UESTIONN TIONNAI AIRE RE FLOW OW 1 PLATFORM FILTER 2 CASI SELF- 3 ROUTING SELECTION PAPER / ONLINE QUESTIONS On Paper Frequency On a Cellphone When last for AIR On a Computer Pick ups On a Tablet Origin of Copy On another device Time Spent Reading None of these Device/Platform 4 PRODUCT / BRAND / RETAIL / BEHAVIOUR Cell Phones / Online behaviour Motoring / Financial Retail: Food and groceries / Furniture and Appliances / Clothing 9 Source: PAMS 2017
NEW EW EX EXPANDED ANDED & RE REFINED INED DEF EFINITIO INITION Source: PAMS 2017 10
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 11
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? 1 2 3 4 5 Monday Tuesday Wednesday Thursday Friday • 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? 1 2 3 4 Week 1 Week 2 Week 3 Week 4 (Mon-Sun) (Mon-Sun) (Mon-Sun) (Mon-Sun) Month • Thinking of BONA, there are TWELVE issues published in a YEAR. How many different issues do you normally read or page through? 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 Source: PAMS 2017 12
TWO TW O PLAC ACEB EBO O TI TITL TLES ES IN INCL CLUDED UDED Total Respondents 56 Total Respondents 6 % % PAMS Paper 0,0 Paper 0,0 PAMS Online 0,1 PAMS Online 0,0 PAMS Total 0,1 PAMS Total 0,0 Source: PAMS 2017 13
AIR BASED ON “WHEN LAST” RECENCY PAPER ONLINE Not counting today, when last did you personally You mentioned that you have read or viewed online read or page through a paper copy of content for IOL . When last did you read or view this? o 2 Days ago o 3 Days ago o Yesterday o 4 Days ago o 2 Days ago o 5 Days ago o 3 Days ago o 6 Days ago o 4 Days ago o 7 Days ago o 5 Days ago o 8 Days – 2 Weeks ago o 6 Days ago o 3 – 4 Weeks ago o 7 Days ago o 5 – 6 Weeks ago o 8 Days – 2 Weeks ago o 7 – 8 Weeks ago o 3 – 4 Weeks ago o 9 – 12 Weeks ago o Longer ago o 4 – 6 Months ago o 7 – 12 Months ago Source: PAMS 2017 14
AI AIRs Rs BAS BASED ED ON ON RE RECE CENCY NCY Paper AIR Online AIR Last read in Issue period Last read in 7 days Last read in 4 weeks Total Multi-platform AIR (7 Day online) Source: PAMS 2017 15
NE NEW: W: MUL ULTIPLE TIPLE PIC ICK-UPS UPS (OT OTS) Thinking about the paper copy of Sunday Times Thinking about the paper copy of BONA you last you last read, how many times did you pick it up read, how many times did you pick it up before before you finished with it? you finished with it? o Once Only o Once Only o 2 – 3 times o 2 – 3 times o 4 – 5 times o 4 – 5 times o 6 or more times o 6 or more times Source: PAMS 2017 16
NUMBER OF PICK-UPS 2,7 2,9 2,4 Average number 2,2 Pick-ups 14 19 25 30 41 42 46 41 45 39 29 29 DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE Once only 2-3 times 4 or more times Based on 12 month Readers Source: PAMS 2017 17
NEW: TIME SPENT READING (TSR) Thinking of your reading of SARIE KOS, on Thinking of your reading of Daily Dispatch, on average, how long do you spend reading or average, how long do you spend reading or paging paging through the paper copy of SARIE KOS ? through the paper copy of Daily Dispatch ? Average Time Average Time o Less than 30 minutes o Less than 30 minutes o Between 30 minutes – 1 hour o Between 30 minutes – 1 hour o Between 1-2 hours o Between 1-2 hours o Between 3-4 hours o Between 3-4 hours o 4 hours or more o 4 hours or more Source: PAMS 2017 18
TIME SPENT READING Average time 49 57 61 67 minutes 21 28 32 35 45 43 43 38 34 29 27 25 DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE Less than 30 mins 30 mins - 1 hour 1 hour + Based on 12 month Readers Source: PAMS 2017 19
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 20
TO TOPICS ICS/INTERES /INTEREST T QUE UESTION TION – NE NEWS WSPAPERS PAPERS Sport 38 % Community News/Local… 38 Jobs/Careers 35 SA News/Current Affairs 35 Celebrity News 33 Politics 32 Education 27 Health/Fitness 25 International news 23 Food/Recipies 23 Beauty & Fashiion 22 Advertising 21 Business/Economic/Compa… 18 Comics/Cartoons/Crosswo… 17 Entertainment/Movies/TV… 16 Motoring 16 Technology 16 Source: PAMS 2017 Property 14 Personal Finance 13 Travel 13 Home/Gardening/DIY 10 21
TO TOPICS ICS/INTERES /INTEREST T QUE UESTION TION – MAG AGAZINE AZINES Real life stories 33 % Celebrities 30 Sports 27 Food, Cooking and Baking 26 Fashion and Beauty 25 Health, Fitness and Weight loss 24 Careers, Jobs and Appointments 23 Wellness and Relationships 21 TV Guides 21 International news 19 Home Décor and Gardening 14 Holidays and Travel 14 Motoring 14 Technology, Gadgets and Hobbies 14 Financial and Business 12 Source: PAMS 2017 Pregancy, Baby and Parenting 11 Personal Finance and Investment 11 Agriculture 22 11
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 23
99% % OF OF MUNI UNICIPALITIES CIPALITIES SAM AMPLED LED 232 out of 233 municipalities Source: PAMS 2017 24
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 outside sampled SAL 25
SOUTH UTH AFRICA CA – MOST IN INEQUIT QUITAB ABLE LE SOCIE IETY TY ON EART RTH 26
DIS ISPROPORTION ROPORTIONAL AL DES ESIGN IGN IN IN LIN INE E WIT ITH IN INCOME OME SHARE ARE 9 3 31 9 41 20 18 6 50 14 62 30 79 28 Metro Urban Rural Black Coloured Indian White Source: PAMS 2017 27
HYB YBRI RID D OF OF CE CELL AN AND D RI RIM WEI EIGHT GHTING ING RIM WEIGHTING CELL WEIGHTING AFRIKAANS GENDER AGE ALL INTERLACED POP AREA GROUP OTHER • Iterative process of recalculation of • Applies a weight per Cell combination weights • Enables interlaced demographic • Repeated until results converge to the control target population • Ensures in-depth analysis reliability • Enabled PAMS to weight Afrikaans Source: PAMS 2017 speakers 28
WEIG WE IGHTING HTING EF EFFICI ICIENC ENCY 83% 70% International Standard Source: PAMS 2017 Meas asure re of how well l PAM AMS samp mple le is alig igned ed to the popula ulation tion 29
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