Copyright by Market Research Services Limited. Market Research Services Limited 16 Cargill Avenue Kingston 10 Jamaica

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1 Copyright by Market Research Services Limited All rights reserved. No part of this compact disc (CD) covered by the copyrights hereon may be reproduced or copied in any form or by any means graphic, electronic, or mechanical, including photocopying, taping or information storage and retrieval systems without written permission of the publisher. Market Research Services Limited 16 Cargill Avenue Kingston 10 Jamaica

2 All Media Survey 2014 Contact Details: Market Research Services Ltd. All Media Survey 2014 Market Research Services Ltd. 16 Cargill Avenue Kingston 10. Tele: or Fax: Published: March 2015 Executive Report

3 All Media Survey 2014 CONTENTS PAGE # Preface Acknowledgements.. 9 Background & Methodology Glossary of Technical Terms Used.. 13 Overview Set Count. 15 Potential Audience to Radio, Free To Air (FTA) TV, Local/Regional Cable International Cable () Media Interaction (TV, Radio, Newspaper) Media Share (Radio, FTA TV, Local/Regional Cable, International Cable Media Share (Radio, FTA TV, Local/Regional Cable, International Cable 2012 Vs 2014)..19 Tube Share.20 Average Audience to Radio, FTA TV, Local/Regional Cable, International Cable by 3 hr. Daypart 21 2

4 All Media Survey 2014 CONTENTS PAGE # Radio Summary Share of Listenership Share of Listenership 2012 vs Share of Listenership Trend Radio Audience Who Are They? Radio Audience Where Are They? Radio Audience When Are They Available? Station Reach (Radio) Share of Listenership by Daypart Share of Listenership by Demographics Share of Listenership by Area. 42 TV Summary Share of Viewership Share of Viewership 2012 vs Share of Viewership Trend TV Audience Who Are They? TV Audience Where Are They? TV Audience When Are They Available? Station Reach (TV) Share of Viewership by Daypart Share of Viewership by Demographics. 57 Share of Viewership by Area

5 All Media Survey 2014 CONTENTS PAGE # Share of Viewership (Local/Regional Cable).. 59 Share of Viewership (2012 vs 2014) Local/Regional Cable Audience Who Are They? Local/Regional Cable Audience Where Are They? Local/Regional Cable Audience When Are They Available? Station Reach. 67 Share of Viewership by Daypart Share of Viewership by Demographics. 71 Share of Viewership by Area 72 International Cable Audience Who Are They? International Cable Audience Where Are They? International Cable Audience When Are They Available?

6 All Media Survey 2014 CONTENTS PAGE # Newspaper Summary Share of Readership. 80 Share of Readership (2012 vs 2014). 81 Share of Readership Morning Newspapers Share of Readership Morning Newspapers (2012 vs 2014). 84 Newspaper Readers Who Are They? Newspaper Readers Where Are They? Average Readership & Reach () Reach of Newspaper Categories.. 88 Readership In to Newspaper Publications. 89 Readership In to Pullouts Duplication Sunday Newspapers. 92 Duplication Morning Newspapers Magazine Readers Who Are They? Magazine Readers Where Are They?

7 All Media Survey 2014 CONTENTS PAGE # Internet Internet Users Who Are They? Internet Users Where Are They? Population Estimates Fixed & Mobile Phone Internet. 99 What Is Internet Used For?

8 All Media Survey 2014 PREFACE The 2014 All Media Survey represents the 30th in a series of annual and bi-annual surveys conducted by Market Research Services Ltd. (MRSL). MRSL has continuously tracked audience to all media since 1974 and considers this a privilege and an honor to be the entity relied on by the media and advertising fraternity for media information. The Jamaican media landscape is a very competitive one comprising over twenty (20) national radio stations, three Free To Air (FTA) television stations and a plethora of international and local cable channels that have national and regional coverage. In addition to this there are a number of other community based channels. The media environment has been made significantly more competitive and more demanding by the existence of two strong players in the newspaper segment, publishing daily morning and afternoon papers. To this scenario should be added a proliferation of community based papers that are seeking to carve out a niche for themselves. The publication of many local magazines cannot be ignored providing readers and advertisers with a wide range of options for reading entertainment and advertising respectively. The dynamism in the market has been further conditioned by the fact that in the situation where such notable changes and shifts have been made over the last twenty years, the growth in the national population has been relatively minimal And there is still just 24 hours in the day to interface with and relate to the significantly wider options now available to the general public. This scenario has forced a higher level of focus on a customer driven approach to marketing one s media product and a greater reliance on more scientific ways of measuring the appeal and sustainability of services, programs And presentations by the media players. It has been widely appreciated then, that the general public has so much more Choice available to them. It is a factor that has impacted significantly on the audience, readership and viewership numbers in the Jamaican environment over the last decade. 7

9 All Media Survey 2014 PREFACE The competing demands for the consumers time and the limited growth in the number of people in the marketplace have resulted in significant shifts in the pattern of relating to media. It now behoves those media players serious about Growing their market to avail themselves of on-going current information that will assist them in strategizing more efficiently. It also demands of advertising agencies a more enlightened approach to media buying, against the background of the much larger body of data now being analysed and available to them. The Global crisis we are all facing has exacerbated the challenges in the environment and has, we believe, helped to shape some of the behaviour patterns that have emerged in the last year or so. Internet usage must not be ignored. Internet access in the workplace and on mobile phones has also added to this dynamism and presented consumers with even more choice in media. The 2012 survey shows that access to internet via the mobile phone has outgrown access to internet on a desktop or laptop across Jamaican households. Media in Jamaica has indeed become very complex for all the above reasons. The market dynamics dictate that data be available on a more continuous and more frequent basis. MRSL wishes to re-iterate a point it has made consistently over the last decade and a half, that surveys of this nature need to be carried out on a continuous basis because of the number of media entities that the public now has to deal with and the fact that so much choice is now available to that public, factors all contributing to a more dynamic market place. MRSL is committed to seeing this realized and will continue to work with the different interest groups to achieve this. 8

10 All Media Survey 2014 PREFACE Our company has consistently underwritten the cost of the All-Media Surveys because of our commitment to ensuring the most independent reporting of media habits and audience figures. The very nature of the market ensures that each time the survey is presented, there are winners and losers and the survey cannot escape extreme scrutiny because of its Significance and importance. MRSL prepares itself for this by the diligence with which it executes its work, both at the fieldwork and at the analysis stages of the project. The team at MRSL acknowledges the support that we have received over the years from the media, the advertising fraternity, tertiary institutions and the general public and indeed extend our appreciation and sincere gratitude to all those who participated in the survey as respondents. Donald Anderson Chief Executive Officer, MRSL 9

11 All Media Survey 2014 ACKNOWLEDGMENTS Market Research Services Ltd. (MRSL) wishes to acknowledge the support of the following entities and individuals who made important contributions to the development, implementation and completion of the survey and indeed this report: The media fraternity, including all the radio and television stations and the newspaper companies that provided the research team with the information required to successfully execute the fieldwork. The Broadcasting Commission The members of the general public The Fieldwork Staff of MRSL 10

12 All Media Survey 2014 BACKGROUND & METHODOLOGY Scope & Objectives The purpose of the study, as in earlier studies, is to update media consumption patterns among Jamaicans aged 10 years and older. It is intended for the survey findings to be used by the media and advertising fraternity to help make strategic decisions about programming and advertising. Methodology The survey involved the conduct of 1,905 interviews with Jamaicans age 10 years and older living across all thirteen (13) parishes of the island (Kingston & St. Andrew being included as one). Sampling A sample size of 1,905 per was chosen in order to ensure that all the estimates provided in the document would be within + or 6% points at the 95% level of confidence. What this means is that while the margin of error associated with the Overall sample size is approximately + or 2.3% points at the 95% level of confidence, the sample size associated with the different segments by which the data has been analyzed results in variations in the margin or error, the maximum error being + or 6% points. A random and stratified sampling methodology, involving a multi-stage sample design, was used. At the first stage of the process the sample was stratified across the thirteen parishes in accordance with the population size in each of these parishes. At the second stage, further stratification of the parish samples by gender, age and socio-economic class was done in line with their known population proportion. At the third stage, the sample quotas were distributed across each of the seven (7) days of the week, in order to ensure that an equal number of interviews were done each day. 11

13 All Media Survey 2014 BACKGROUND & METHODOLOGY Cluster sampling was used to select the areas from which households were randomly selected using a systematic process. That is, each parish was divided into homogenous clusters (sample areas). In the final analysis approximately 200 sample areas were randomly selected with no more than 10 interviews being scheduled for a single sample area. Households within each area were randomly selected using a systematic process. A random start address was assigned to each area. Households were selected from this point onwards using a systematic skip pattern based on the population of households in each area and the quota number of interviews to be achieved. Once the household was identified a list of all persons 10 years and older was developed in order to select the informant for the survey. This respondent was selected in line with the assigned quotas by gender, age and socio-economic class. In order to take the respondent selection outside of the control of the interviewer, where there was more than one person in the household who qualified, the person who last celebrated a birthday was selected as the respondent. Data Collection and Quality Control The data was collected by a team of approximately 52 interviewers and 10 supervisors. The interviewer was responsible for correctly selecting the household and the informant and conducting the interviews. The supervisors ensured that all The specifications laid down for selecting the sample was adhered to and also provided support to the interviewers in the field if and when they encountered difficult situations. In addition to this level of control in the field, a post-interview validation involving random call backs or revisits to no less than 30% of each interviewers completed surveys was carried out. This ensured that the interviews were carried out in accordance with the specifications laid down by MRSL. 12

14 All Media Survey 2014 BACKGROUND & METHODOLOGY Data Collection Tools A structured questionnaire (Appendix I) was the instrument used to gather and record the data in the field. The questionnaire was designed in order to allow for the 24 hour aided recall methodology whereby respondents were asked about their viewership and listenership patterns in the past 24 hours. Program schedules from the different TV and radio stations were used to aid respondents recall of their listenership and viewership in the past 24 hours. The 24 hour aided-recall methodology has been used consistently by MRSL to track listenership and viewership patterns. To date, it represents the most realistic approach for capturing such information when literacy levels and costs are taken into consideration. Time Frame Fieldwork, including validation and other quality checks were carried out over a six weeks period between November 2014 and January

15 All Media Survey 2014 GLOSSARY OF TECHNICAL TERMS TERM CONFIDENCE INTERVAL MARGIN OF ERROR ABC1 C2 DE POTENTIAL AUDIENCE/READERS REACH SET COUNT AHH AQH FTA MEANING This is the measure of assurance that the estimate is off by no more than the computed margin (range) or error. The confidence interval set for this research is 90%. The margin of error is the computed range of error that the estimate may vary from the true population statistic. The upper and upper middle socio-economic group. The middle socio-economic group. The low middle and low socio-economic groups. The total number of different persons within the population that listened to the radio or watched the television at any time at all, yesterday. The total number of different persons reached by the radio station or television station typically at a specific time of the day. The estimate of the total number of radio sets, television sets and cable sets across the island. Average half hour Average quarter hour Free To Air Television 14

16 Overview All Media Survey 2014

17 All Media Survey 2014 Set Count () 2500 The figures below represent number of working sets Radio TV Average Sets Per Household Nationally: Radio 1.6 sets per household NOTE: Radio set count does not include radio on mobile phones. TV 1.7 sets per household 16

18 All Media Survey 2014 Potential Market For Radio, Free To Air (FTA) TV, Local Cable, International Cable, Newspaper & Internet () 2000 to Radio FTA LOCAL CABLE INT'L CABLE NEWSPAPER INTERNET NOTE: Potential Market represents the total number of different persons that listened to the radio or watched FTA TV, local cable or international cable at any time at all yesterday, use the internet at home, work or elsewhere and read or leaf through a newspaper publication within the last week. 17

19 Media Interaction All Media Survey 2014 Television (FTA & Local/Regional Cable) Newspaper Radio Readers Watched TV only 273 Listened radio only 146 Read newspaper only 187 Watched TV and listened radio Watched TV and read newspaper Listened radio and read newspaper Watched TV, listened radio and read newspaper The above represents the total number of different viewers, listeners and readers. 18

20 All Media Survey 2014 Media Share 2014 Newspaper 20.6% International Cable 10.1% Local Cable 1.0% Free To Air 23.2% Internet 25.5% Radio 19.6% The above shares are based on potential audience to the respective media. 19

21 PERCENTAGE (%) All Media Survey 2014 Media Share 2014 vs Radio FTA Local Cable Int'l Cable Newspaper Internet The above shares are based on potential audience to the respective media. 20

22 All Media Survey 2014 Tube Share 2014 International Cable 29.5% Free To Air 67.8% Local/Reg. Cable 2.7% The above shares are based on potential audience to the respective tube source (FTA TV, Local cable and International Cable) 21

23 All Media Survey 2014 Average Audience To Radio, FTA TV, Local Cable & International Cable 3 HR. DAY PART 3 HOUR DAY PART (Sunday to Saturday) Radio FTA TV Local Cable International Cable 12 mn to 2:59 am :00 am to 5:59 am :00 am to 8:59 am :00 am to 11:59 am md to 2:59 pm :00 pm to 5:59 pm :00 pm to 8:59 pm :00 pm to 11:59 pm Note the above represent average listeners in each of the above 3 hours time segment. The data above does not necessarily represent different persons in each 3 hour segment. 22

24 Radio All Media Survey 2014

25 IRIE FM RJR 94 FM ZIP 103 LOVE 101 MELLO FM FYAH 105 KOOL FM NCU HITZ 92 FM POWER 106 FAME FM NATIONWIDE GOSPEL JA SUNCITY KLAS TBC VYBZ FM LINKZ MUSIC 99 FM BESS FM HOT 102 NEWSTALK ROOTS FM STYLZ RFI MEGA JAMZ OTHER PERCENTAGE (%) All Media Survey 2014 Share of Listenership 2014 TOTAL RADIO LISTENERS 10+ YEARS 2014: 1,293,000 24

26 IRIE FM RJR 94 FM ZIP 103 LOVE 101 MELLO FM FYAH 105 KOOL FM NCU HITZ 92 FM POWER 106 FAME FM NATIONWIDE GOSPEL JA SUNCITY KLAS TBC VYBZ FM LINKZ MUSIC 99 FM BESS FM HOT 102 NEWSTALK ROOTS FM STYLZ RFI MEGA JAMZ OTHER PERCENTAGE (%) Share of Listenership 2014 vs 2012 TOTAL RADIO LISTENERS 10+ YEARS 2014: 1,293,000 All Media Survey

27 All Media Survey 2014 Share of Listenership Trend TOTAL RADIO LISTENERS 10+ YEARS 2014: 1,293, IRIE FM ZIP 103 RJR 94 FM LOVE 101 HITZ 92 MELLO FM KOOL 97 FAME FM POWER 106 SUN CITY NCU GOSPEL JA KLAS NATIONWIDE HOT 102 VYBZ LINKZ FM BESS FM NEWSTALK MEGA JAMZ TBC MUSIC 99 ROOTS FM STYLZ FM RFI FYAH 105 OTHERS 26

28 All Media Survey 2014 Radio Audience - Who are they? Total (Potential) Audience 1,293,000 Gender () Males: 644 Females: 649 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: C2: DE: SE Class () ABC1: 222 C2: 365 DE: 706 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS LISTENERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO 27 ROUNDING/WEIGHTING

29 All Media Survey 2014 Radio Audience - Where are they? Total (Potential) Audience 1,293,000 KMA () 442 URBAN () 595 RURAL () 256 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 24 HRS. LISTENERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 28

30 All Media Survey 2014 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 mn : : : : :30 < : : : : : : The above represent the number of persons listening to radio in each half hour time segment. 29

31 All Media Survey 2014 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 am : : : : : : : : : : : The above represent the number of persons listening to radio in each half hour time segment

32 All Media Survey 2014 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md : : : : : : : : : : : The above represent the number of persons listening to radio in each half hour time segment. 31

33 All Media Survey 2014 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : : The above represent the number of persons listening to radio in each half hour time segment. 32

34 All Media Survey 2014 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday BESS FM FAME FM FYAH GOSPEL JA HITS 92 FM HOT IRIE FM KLAS FM KOOL FM LINKS LOVE FM MEGA JAMZ 10 < MELLO FM MUSIC The above represent the number of different persons reached by each radio station on a typical day during the study period. 33

35 All Media Survey 2014 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday NATIONWIDE 21 < NCU NEWSTALK/RADI O MONA < POWER RFI <10 <8 <8 8 <7 <8 <8 RJR 94 FM ROOTS FM <8 49 STYLZ < SUNCITY RADIO TBC/THE BREATH OF CHANGE VYBZ FM ZIP OTHERS (BBC) The above represent the number of different persons reached by each radio station on a typical day during the study period. 34

36 All Media Survey 2014 Share of Listenership By Daypart Sunday 12 mn 6am 12 md 6pm All day Radio Stations 5:59 am 12:00 mn 5:59pm 11:59pm % % % % % Bess FM Fame FM FYAH Gospel Ja Hitz 92 FM Hot 102 FM Irie FM Klas Sports Radio Kool 97 FM Linkz FM Love 101 FM Mega Jamz Mello FM Music 99FM Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 35

37 All Media Survey 2014 Share of Listenership By Daypart Sunday Cont d Radio Stations 12 mn 5:59 am 6am 12:00 mn 12 md 5:59pm 6pm 11:59pm All day % % % % % Nationwide NCU News Talk Power 106 FM RFI RJR 94 FM Roots FM Stylz Sun City Radio TBC Vybz FM Zip 103 FM Other Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 36

38 All Media Survey 2014 Share of Listenership By Daypart Monday - Friday Radio Stations 12 mn 5:59 am 6am 12:00 mn 12 md 5:59pm 6pm 11:59pm All day % % % % % Bess FM Fame FM FYAH Gospel Ja Hitz 92 FM Hot 102 FM Irie FM Klas Sports Radio Kool 97 FM Linkz FM Love 101 FM Mega Jamz Mello FM Music 99FM Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 37

39 All Media Survey 2014 Share of Listenership By Daypart Monday - Friday Cont d RADIO STATIONS 12 mn 5:59 am 6am 12:00 mn 12 md 5:59pm 6pm 11:59pm All day % % % % % Nationwide NCU News Talk Power 106 FM RFI RJR 94 FM Roots FM Stylz Sun City Radio TBC Vybz FM Zip 103 FM Other Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 38

40 All Media Survey 2014 Share of Listenership By Daypart Saturday Radio Stations 12 mn 5:59 am 6am 12:00 mn 12 md 5:59pm 6pm 11:59pm All day % % % % % Bess FM Fame FM FYAH Gospel Ja Hitz 92 FM Hot 102 FM Irie FM Klas Sports Radio Kool 97 FM Linkz FM Love 101 FM Mega Jamz Mello FM Music 99FM Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 39

41 All Media Survey 2014 Share of Listenership By Daypart Saturday Cont d RADIO STATIONS 12 mn 5:59 am 6am 12:00 mn 12 md 5:59pm 6pm 11:59pm All day % % % % % Nationwide NCU News Talk Power 106 FM RFI RJR 94 FM Roots FM Stylz Sun City Radio TBC Vybz FM Zip 103 FM Other Shares above are based on average past 24 hours audience to each radio station at each of the time segments above. 40

42 Females Males Tweens & Teens (10 19 yrs) Young adults (20 34 yrs) Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low Income Overall All Media Survey 2014 Share of Listenership By Market Segments - Demographics Radio Stations % % % % % % % % % Bess FM Fame FM FYAH Gospel Ja Hitz 92 FM Hot 102 FM Irie FM Klas Sports Radio Kool 97 FM Linkz FM Love 101 FM Mega Jamz Mello FM Music 99FM NB: Shares above are based on average audiences Sunday to Saturday. 41

43 Females Males Tweens & Teens (10 19 yrs) Young adults (20 34 yrs) Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low Income Overall All Media Survey 2014 Share of Listenership By Market Segments - Demographics Radio Stations % % % % % % % % % Nationwide NCU News Talk Power 106 FM RFI RJR 94 FM Roots FM Stylz Sun City Radio TBC Vybz FM Zip 103 FM Other NB: Shares above are based on average audiences Sunday to Saturday. 42

44 All Media Survey 2014 Share of Listenership By Market Segments - Area KMA URBAN RURAL Overall KMA URBAN RURAL Overall % % % % % % % % Bess FM Nationwide Fame FM NCU FYAH News Talk Gospel Ja Power 106 FM Hitz 92 FM RFI Hot 102 FM RJR 94 FM Irie FM Roots FM Klas Sports Radio Stylz Kool 97 FM Sun City Radio Linkz FM TBC Love 101 FM Vybz FM Mega Jamz Zip 103 FM Mello FM Other Music 99FM NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban Other St. Catherine, St. James, St. Ann, Manchester, Clarendon, Westmoreland Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Hanover, Trelawny. DATA IS BASED ON PAST 24 HRS. LISTENER-SHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING. NB: Shares above are based on average audiences Sunday to Saturday. 43

45 Television All Media Survey 2014

46 All Media Survey 2014 Share of Viewership 2014 (FTA) TOTAL FTA TV VIEWERS 10+ YEARS 2014: 1,530,000 LOVE TV 0.5% CVM TV 27.0% TVJ 72.5% 45

47 PERCENTAGE (%) All Media Survey 2014 Share of Viewership 2014 vs 2012 (FTA) TOTAL FTA TV VIEWERS 10+ YEARS 2014: 1,530, TVJ CVM LOVE TV

48 Share of Viewership Trend TOTAL FTA TV VIEWERS 10+ YEARS 2014: 1,530,000 All Media Survey TVJ CVM TV LOVE TV 47

49 All Media Survey 2014 Free To Air (FTA) TV Audience - Who are they? Total (Potential) Audience 1,530,000 Gender () Males: 746 Females: 784 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: C2: DE: SE Class () ABC1: 177 C2: 417 DE: 936 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING 48

50 All Media Survey 2014 Free To Air (FTA) TV Audience - Where are they? Total (Potential) Audience 1,530,000 KMA () 512 URBAN () 705 RURAL () 313 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 49

51 All Media Survey 2014 Free To Air (FTA) TV Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 12:00 mn <8 12:30 < <8 1:00 < <8 1: <8 2: < <8 2: <8 17 <7 8 <8 3: < :30 <10 16 < :00 < :30 < < <8 5: <8 5: <8 50

52 Free To Air (FTA) TV Audience When are they available? All Media Survey 2014 ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 6:00 am : : : : : : : : : : :

53 All Media Survey 2014 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md : : : : : : : : : : :

54 All Media Survey 2014 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : :

55 All Media Survey 2014 Station Reach (FTA) Sunday Monday Tuesday Wednesday Thursday Friday Saturday TV STATIONS TVJ CVM Love < <8 The above represent the number of different persons reached by each station on a typical day during the study period. 54

56 All Media Survey 2014 Share of Viewership (FTA) By Daypart - Sunday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TVJ CVM Love Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 55

57 All Media Survey 2014 Share of Viewership (FTA) By Daypart - Monday to Friday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TVJ CVM Love Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 56

58 All Media Survey 2014 Share of Viewership (FTA) By Daypart - Saturday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TVJ CVM Love Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 57

59 Female Males Tweens & Teens (10-19 yrs) Young Adults (20-34 yrs Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low Overall All Media Survey 2014 Share of Viewership (FTA) By Market Segments - Demographics TV STATIONS % % % % % % % % % TVJ CVM Love NB: Shares above are based on average audiences Sunday to Saturday. 58

60 All Media Survey 2014 Share of Viewership (FTA) By Market Segments Area TV STATIONS KMA URBAN RURAL Overall % % % % TVJ CVM Love TV NB: Shares above are based on average audiences Sunday to Saturday. 59

61 All Media Survey 2014 Share of Viewership 2014 (LOCAL/REGIONAL CABLE) TOTAL LOCAL/REGIONAL CABLE VIEWERS 10+ YEARS 2014: 61,000 TVJ Sports 10.3% RE TV 17.2% JNN 0.4% Tempo 1.3% Sportsmax 62.1% CVM Sports 0.0% Music + 3.2% Hype TV 5.5% 60

62 PERCENTAGE (%) Share of Viewership 2014 vs 2012 (LOCAL/REGIONAL CABLE) TOTAL LOCAL/REGIONAL CABLE VIEWERS 10+ YEARS 2014: 61,000 All Media Survey Sportsmax Hype TV Music + CVM Plus TVJ Sports RE TV JNN Tempo

63 All Media Survey 2014 Local/Regional Cable TV Audience - Who are they? Total (Potential) Audience 61,000 Gender () Males: 44 Females: 17 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: 5 - C2: 10 4 DE: SE Class () ABC1: 5 C2: 14 DE: 42 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE 62 TO ROUNDING/WEIGHTING

64 All Media Survey 2014 Local/Regional Cable TV Audience - Where are they? Total (Potential) Audience 61,000 KMA () 25 URBAN () 19 RURAL () 17 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 63

65 All Media Survey 2014 Local/Regional Cable TV Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 12:00 mn <10 8 <8 <8 <7 <8 <8 12:30 <10 8 <8 <8 <7 <8 <8 1:00 <10 <8 <8 <8 <7 <8 <8 1:30 10 <8 <8 <8 <7 <8 <8 2:00 10 <8 <8 <8 7 <8 <8 2:30 10 <8 <8 <8 <7 <8 <8 3:00 10 <8 <8 <8 <7 <8 <8 3:30 <10 <8 <8 <8 <7 <8 <8 4:00 <10 8 <8 <8 <7 <8 <8 4:30 <10 16 <8 <8 <7 <8 <8 5:00 <10 <8 <8 <8 <7 <8 <8 5:30 <10 <8 <8 <8 <7 <8 <8 64

66 All Media Survey 2014 Local/Regional Cable TV Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 6:00 am <10 <8 <8 8 < :30 <10 <8 <8 <8 <7 <8 16 7:00 <10 <8 <8 <8 14 <8 16 7:30 <10 <8 <8 <8 7 <8 8 8: <8 < : < <8 24 9: <8 14 <8 16 9:30 10 <8 8 <8 <7 < :00 10 <8 <8 <8 7 < :30 10 <8 <8 <8 7 < : <8 < : <8 <

67 All Media Survey 2014 Local/Regional Cable TV Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 12:00 md 21 <8 8 < :30 21 <8 <8 < : <8 <8 28 <8 16 1: <8 <8 21 <8 8 2: <8 <8 14 <8 24 2:30 21 <8 <8 <8 14 <8 24 3:00 21 <8 <8 <8 21 <8 24 3:30 31 <8 <8 <8 14 <8 24 4:00 10 < <8 16 4:30 10 <8 8 <8 14 <8 <8 5: <8 <7 <8 <8 5:30 <10 <8 16 <8 <7 <8 <8 66

68 All Media Survey 2014 Local/Regional Cable TV Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 6:00 pm <8 14 <8 8 6: <8 7 <8 <8 7: <8 7 <8 <8 7:30 10 <8 16 <8 7 <8 <8 8:00 10 <8 16 <8 7 <8 <8 8:30 <10 <8 8 8 <7 <8 <8 9: <7 <8 <8 9: <7 <8 8 10: <7 <8 8 10: <8 14 <8 8 11: <8 <8 7 <8 <8 11:30 <10 16 <8 <8 7 <8 <8 67

69 All Media Survey 2014 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday TEMPO 10 <8 <8 <8 <7 8 <8 RE TV < <8 <8 CVM PLUS <10 8 <8 <8 <7 <8 <8 SPORTS MAX JNN <10 <8 8 <8 <7 <8 <8 TVJ SPORTS < <8 16 MUSIC PLUS 10 <8 <8 <8 7 8 <8 HYPE TV <8 14 <8 <8 OTHER <10 <8 <8 <8 <7 <8 <8 The above represent the number of different persons reached by each station on a typical day during the study period. 68

70 All Media Survey 2014 Share of Viewership (LOCAL/REGIONAL CABLE) By Daypart - Sunday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TEMPO RE TV CVM PLUS SPORTS MAX JNN TVJ SPORTS MUSIC PLUS HYPE TV OTHER Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 69

71 All Media Survey 2014 Share of Viewership (LOCAL/REGIONAL CABLE) By Daypart - Monday to Friday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TEMPO RE TV CVM PLUS SPORTS MAX JNN TVJ SPORTS MUSIC PLUS HYPE TV OTHER Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 70

72 All Media Survey 2014 Share of Viewership (LOCAL/REGIONAL CABLE) By Daypart - Saturday TV STATIONS 12 mn 6am 12 md 6pm All day 5:59 am 11:59 am 5:59 pm 11:59 pm % % % % % TEMPO RE TV CVM PLUS SPORTS MAX JNN TVJ SPORTS MUSIC PLUS HYPE TV OTHER Shares above are based on average past 24 hours audience to each TV station at each of the time segments above. 71

73 Female Males Children & Teens (10-19 yrs) Young Adults (20-34 yrs Older Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low Overall All Media Survey 2014 Share of Viewership (LOCAL/REGIONAL CABLE) By Market Segments - Demographics TV STATIONS % % % % % % % % % TEMPO RE TV CVM PLUS SPORTS MAX JNN TVJ SPORTS MUSIC PLUS HYPE TV OTHER NB: Shares above are based on average audiences Sunday to Saturday. 72

74 All Media Survey 2014 Share of Viewership (LOCAL/REGIONAL CABLE) By Market Segments Area TV STATIONS KMA URBAN RURAL Overall % % % % TEMPO RE TV CVM PLUS SPORTS MAX JNN TVJ SPORTS MUSIC PLUS HYPE TV OTHER NB: Shares above are based on average audiences Sunday to Saturday. 73

75 All Media Survey 2014 International Cable Audience - Who are they? Total (Potential) Audience 667,000 Gender () Males: 341 Females: 326 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: C2: DE: SE Class () ABC1: 169 C2: 213 DE: 285 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING 74

76 All Media Survey 2014 The International Cable Audience - Where are they? Total (Potential) Audience 667,000 KMA () 299 URBAN () 285 RURAL () 83 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 75

77 All Media Survey 2014 International Cable Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 12:00 mn : : <8 40 1: <8 32 2: : <8 24 3: <8 24 3:30 10 <8 < <8 16 4:00 <10 <8 < :30 <10 <8 < :00 <10 <8 < :30 <

78 All Media Survey 2014 International Cable Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 6:00 am : : : : : : : : : : :

79 All Media Survey 2014 International Cable Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 12:00 md : : : : : : : : : : :

80 All Media Survey 2014 International Cable Audience When are they available? ½ Hour Sunday Monday Tuesday Wednesday Thursday Friday Saturday Commencing 6:00 pm : : : : : : : : : : :

81 Newspaper & Magazines All Media Survey 2014

82 Share of Readership 2014 (Sunday Newspapers) TOTAL NUMBER OF DIFFERENT READERS (REACH) OF SUNDAY NEWSPAPER 10+ YEARS 2014: 678,000 All Media Survey 2014 Sunday Observer 22.7% Sunday Gleaner 77.3% Note: Share above is based on readership of the last issue of each Sunday Newspaper. 81

83 PERCENTAGE (%) Share of Readership 2014 vs 2012 (Sunday Newspapers) TOTAL NUMBER OF DIFFERENT READERS (REACH) OF SUNDAY NEWSPAPER 10+ YEARS 2014: 678,000 All Media Survey Sunday Gleaner Sunday Observer Sunday Herald Note: Share above is based on readership of the last issue of each Sunday Newspaper. 82

84 Share of Readership 2014 (Morning Newspapers) TOTAL NUMBER OF DIFFERENT READERS (REACH) OF MORNING NEWSPAPERS 10+ YEARS: 575,000 All Media Survey 2014 Daily Observer 48.6% Daily Gleaner 51.4% Note: Share above is based on readership of the last issue of each day s morning newspaper publication by Gleaner and Observer respectively. 83

85 MONDAY GLEANER WEDNESDAY GLEANER MONDAY OBSERVER TUESDAY GLEANER THURSDAY GLEANER TUESDAY OBSERVER WEDNESDAY OBSERVER FRIDAY GLEANER THURSDAY OBSERVER FRIDAY OBSERVER SATURDAY GLEANER SATURDAY OBSERVER PERCENTAGE (%) Share of Readership 2014 (Morning Newspapers) TOTAL NUMBER OF DIFFERENT READERS (REACH) OF MORNING NEWSPAPERS 10+ YEARS: 575, All Media Survey Note: Share above is based on readership of the last issue of each day s newspaper. 84

86 MONDAY GLEANER WEDNESDAY GLEANER MONDAY OBSERVER TUESDAY GLEANER THURSDAY GLEANER TUESDAY OBSERVER WEDNESDAY OBSERVER FRIDAY GLEANER THURSDAY OBSERVER FRIDAY OBSERVER SATURDAY GLEANER SATURDAY OBSERVER PERCENTAGE (%) Share of Readership 2014 vs (Morning Newspapers) TOTAL NUMBER OF DIFFERENT READERS (REACH) OF MORNING NEWSPAPERS 10+ YEARS: 575, All Media Survey Note: Share above is based on readership of the last issue of each day s newspaper. 85

87 All Media Survey 2014 Newspaper Readers - Who are they? Total (Potential) Readers 1,359,000 Gender () Males: 643 Females: 716 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: C2: DE: SE Class () ABC1: 244 C2: 426 DE: 689 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 7 DAYS READERSHIP OF A NEWSPAPER PUBLICATION. NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 86

88 All Media Survey 2014 Newspaper Readers - Where are they? Total (Potential) Readers 1,359,000 KMA () 511 URBAN () 623 RURAL () 225 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 7 DAYS READERSHIP OF A NEWSPAPER PUBLICATION NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 87

89 All Media Survey 2014 Average Readership & Reach () National Publications TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 Publications Average Readership Reach (Different Readers) The Gleaner (Sun. Sat.) The Star (Mon.-Sat.) The Observer (Sun.-Sat.) Children s Own YouthLink Teenage Observer Observer West Track & Pool

90 All Media Survey 2014 Reach of Newspaper Categories TOTAL POTENTIAL READERS 10+ YEARS: 1,359, Evening Papers Sunday Papers Morning Papers Weekly Papers Youth Papers Pullouts Regional Papers Business Papers THE DATA ABOVE REPRESENT THE NUMBER OF DIFFERENT READERS OF THE DIFFERENT CATEGORIES OF NEWSPAPERS: Evening Papers: Sunday Papers: Morning Papers: Weekly Publications: Youth Papers: Pullouts: Regional Papers: Business Papers: The Star The Sunday Gleaner, The Sunday Observer The Daily Observer, The Daily Gleaner Children s Own, Teenage Observer, Youth Link, Western, Mirror, North Coast Times. Children s Own, Youthlink, Teenage Observer Sunday Outlook, Sunday Business, Flair, Wednesday Business, Western Focus, Hospitality Jamaica, Financial Gleaner, Career & Education, Style, Classifieds, Finance, Business Observer, All Woman, Teenage, The Agenda, Life Tributes, Bookends, Vows, Study Center, Observer West, Thursday Life, Caribbean Business Report, Sporting World, Splash, Auto, Environment Watch, Buy Me, Under The Dryer. Western Mirror, Northcoast Times and Observer West. Business Observer, Financial Gleaner, Caribbean Business Report, Finance, Sunday Business, Wednesday Business. 89

91 Monday Tuesday Wednesday Thursday Friday Saturday Western Mirror North Coast Times Track & Pools Children's Own Youthlink Observer West Observer North Teen Observer Portmore Star Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday All Media Survey 2014 Readership In To Newspaper Publications 605 TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 The Gleaner The Observer The Star All Others

92 376 Readership In To Pull Outs - Gleaner TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 All Media Survey Sunday Outlook Sunday Business Flair Wednesday Business Financial Gleaner Hospitality Jamaica Western Focus 91

93 Career & Education Classifieds All Woman Style Observer Business Observer Teenage Observer Finance Life Tributes Thursday Life The Agenda Vow Study Center Caribbean Business Bookends Sporting World Splash Auto Environment Watch Under The Dryer Observer West Buy Me Readership In To Pull Outs - Observer TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 All Media Survey

94 Duplication Sunday Newspapers TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 All Media Survey 2014 Sunday Gleaner Sunday Observer Readers Sunday Gleaner only 505 Sunday Observer only 100 Sunday Gleaner & Observer 68 The above represents the total number of different readers of each publication 93

95 All Media Survey 2014 Duplication Morning Newspapers TOTAL POTENTIAL READERS 10+ YEARS: 1,359,000 The Gleaner The Observer Readers The Gleaner only 217 The Observer only 197 The Gleaner & The Observer 162 The above represents the total number of different readers of each publication 94

96 All Media Survey 2014 Magazine Readers - Who are they? Total (Potential) Readers 238,000 Gender () Males: 88 Females: 150 Age Group () 10 19: : Males Females 10 19: : Males Females ABC1: C2: DE: SE Class () ABC1: 61 C2: 76 DE: 101 ABC1 C2 DE NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 7 DAYS READERSHIP OF A NEWSPAPER PUBLICATION. NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 95

97 All Media Survey 2014 Magazine Readers - Where are they? Total (Potential) Readers 238,000 KMA () 108 URBAN () 107 RURAL () 23 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Urban: Other St. Catherine, St. James, St. Ann, Westmoreland, Manchester, Clarendon Rural: St. Thomas, Portland, St. Mary, St. Elizabeth, Trelawny, Hanover DATA IS BASED ON PAST 7 DAYS READERSHIP OF A NEWSPAPER PUBLICATION NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING 96

98 Internet All Media Survey 2014