RADIO: MEASURING THE MEDIA STAR OF AFRICA

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1 RADIO: MEASURING THE MEDIA STAR OF AFRICA Molemo Moahloli PAMRO Conference 1

2 Agenda Why Radio? Why RAM? How to measure Radio? RAM in cross-media context GfK. Growth from Knowledge 2

3 Why Radio? Why RAM? 3

Why Radio? Radio in Africa is much stronger than most people realize Radio Everywhere Truly universal medium for all geographies and social groups.

4 Why Radio? Radio in Africa is much stronger than most people realize Radio Everywhere Truly universal medium for all geographies and social groups. No limits like lack of electricity supply Medium for poor, medium for rich (car listening in massive traffic jams, audio streaming, mobile radio) Driver of democracy Relatively non-expensive medium with low barrier to entry Essential role of community radios Fascinating opportunities for e-radio Key commercial platform Radio is No 1 medium in Africa when it comes to advertising no wonder due to its high penetration and attractive cost/impact ratio Priority communication channel for small and medium enterprises which are essential for the future of Africa 4

Radio belongs to most trusted sources of information Advertising Is Trusted Most by Africans % in Sub-Saharan Africa mentioning as a trustworthy source Television advertisements Television programs

5 Radio belongs to most trusted sources of information Advertising Is Trusted Most by Africans % in Sub-Saharan Africa mentioning as a trustworthy source Television advertisements Television programs Radio Advertisements Radio Programs Newspaper advertisements Newspaper articles Family members or friends Magazine advertisements Advertising you receive on your mobile phone Magazine articles Source: GfK August GfK Roper 24, 2015 Worldwide Measuring Study The 2014 Media (S Star Africa, Of Africa Kenya, Nigeria) 5

6 That s how many radio-capable technology devices people in South Africa bought in 2014 (up 13%) 6

7 Why RAM? Radio deserves the same quality of ratings as other media, especially TV. The Three Pillars are essential Audience Measurement Quality Transparency Trust Source: Leendert van Meerem at PAMRO

8 The Three Pillars are in fact interconnected system QUALITY TRUST TRANSPARENCY Source: Leendert van Meerem at PAMRO

9 How to measure radio 9

10 RAM: 2 approaches Unlike TAM, RAM has no universally harmonized methodology Active collection Passive measurement CATI Diaries Meters App Paper Diary mdiary ediary Watch Pager Hybrid models 10

11 Example: Radio Research in Europe GfK delivers all types of methodologies Recall Diary Diary & Recall Electronic Diary & Electronic Recall & Electronic 11

12 Passive measurement: An overview The most accurate and advanced Radio Audience Measurement. Objective data collection: same principle of TV and Internet. A smart and flexible system to meet a variety of requirements. One world-class soundmatching algorithm. Multiple measuring devices, including: Watch Pager Smartphone App Cross-media: Radio measurement can be coupled with TV measurement. 12

MediaWatch WHAT IS IT? HOW IT WORKS BENEFITS It is GfK proprietary system for measuring radio consumption through a wrist watch. Unique, state-of-the-art Panel members wear a wrist watch at all time.

13 MediaWatch WHAT IS IT? HOW IT WORKS BENEFITS It is GfK proprietary system for measuring radio consumption through a wrist watch. Unique, state-of-the-art Panel members wear a wrist watch at all time. The watch listens to and stores surrounding noises. The audio files are then matched with actual broadcast to identify radio consumption. We use Sound Sampling Units (SSUs) to reference existing radio channels in a given market. An LCD touch-screen allows us to customize the system to local needs and languages. Objective measurement (not based on recall). Unobtrusive. Independent of stations monitored. Customizable to local market s needs. Accurate reporting of streaming, down to one minute. Reliable (4-week battery life cycle). Can also measure TV. Quick delivery of data. Simple reporting and analysis tools (Evogenius and MediaReporter). Summary: Best-in-class. Cost issue. Solution for the (near) future: part of hybrid RAM 13

14 App WHAT IS IT? HOW IT WORKS BENEFITS The GfK App uses our patented audio-matching algorithm on a smartphone (no coding/watermarking by radio stations!). Currently available for Android. ios version to be developed. Similarly to the Mediawatch and the EMM meter, it compares audio collected by the device with actual audio broadcasted by radio (and TV) stations. Captures actual listening. High quality data is measured in a passive and objective way (not based on statements and memories). More cost-effective than the Mediawatch and meter device. However, it is less adopted by respondents, who might not want the App on their phone. Works well in synergy with a Mediawatch or meter, or with traditional methods such as diaries or CATI. Hybrid electronic solutions are easy to set up: all GfK solutions use the same algorithm. Summary: Best-in-class. Cost issue. Solution for the (near) future: part of hybrid RAM 14

15 Active data collection: An overview Diaries or telephone interviews are the traditional ways of collecting radio audience data. Known as day after recall. Low cost and low technology method for collecting robust radio listening data. Based on a high number of contacts at a low price. GfK is market leader in key western European markets. GfK has recently won the Australian and NZ tender. 15

CATI WHAT IS IT? HOW IT WORKS BENEFITS A computer-aided telephone interviewing (CATI) survey for radio involving respondents, who are representative of the population of interest.

16 CATI WHAT IS IT? HOW IT WORKS BENEFITS A computer-aided telephone interviewing (CATI) survey for radio involving respondents, who are representative of the population of interest. Uses day after recall; short automated phone interview captures information about which stations each respondent listened to the day before. Interviews are conducted according to quotas. CATI and meter data can be integrated. Established methodology that ensures continuity with the past. Measures daily and - for local stations - weekly reach of radio as a medium. Cost-effective Sampling ensures solid representation of smaller provinces and local radio stations. Data is typically delivered quarterly. Summary: High variety of radio stations limits its usability. Requires reliable & sizeable CATI providers. Mobile/SMS not ideal (too short ) 16

17 Paper diaries WHAT IS IT? HOW IT WORKS BENEFITS Weekly diary where respondents indicate which station they have listened to each quarter of an hour. Respondents return weekly diary by mail or it can be collected. We use a small A5 format diary with one day part (12 hours) per page spread. Contains data entry coding to ensure easy inputting. Up to 35 radio stations can be precoded. Fully market tested diary design. Can be implemented in any market requiring a pre-coded station week diary. A low cost and low technology interface for collecting radio listening data. Station list can be personalized. Respondent name/address can be printed with mail-merging software. Diary week can start any day of the week. For periods shorter or longer than 7 days. Summary: Often seen as golden standard. Near future: m-diary. Next: hybrid RAM. 17

18 E-diaries WHAT IS IT? HOW IT WORKS BENEFITS This is an online interface that lets respondents submit radio consumption online. Respondents compile a diary to track which stations they have listened to every 15 minutes. Allows once-only setting of station order per respondent. Overview page lets respondents check their progress. E-diary and m-diary can be integrated to obtain one database. Usually combined with offline approach (such as a paper diary) to cover the offline population Saves on data entry and postal costs. E-diary has been tested against existing paper diary; no significant differences between the two. Data completion can be tracked daily. Radio diary data can be generated weekly or daily Flexibility to adapt instructions, contact pages and FAQs, as well as remove functionalities, if not required. Distribution methods (AM or FM; cable or internet) can be included in the selection grid. Tools and checks ensure accurate data collection and station selection. Summary: Due to lower penetration of broadband, the use is limited. Can be the solution for some segments (e.g. urban middle age in ZA) 18

19 Hybrid sources WHAT IS IT? HOW IT WORKS BENEFITS It consists of mixing different sources of data. We mix electronic and traditional data collection methods to meet specific local needs. A solution created out of multiple sources. Ability to address multiple contexts. Flexibility to adapt according to the market s needs. We have previous experience of hybrid solutions in the Netherlands and Italy. HTML5 browser developments. Summary: The Future 19

20 3. Radio in Cross-media context 20

Typical development of national media ratings

All-Media-Study, f2f (PAPI) from 1965 Media-

21 Typical development of national media ratings system (example from Austria) Media-Analyse (MA) All-Media-Study, f2f (PAPI) from 1965 Media- Analyse Teletest Radiotest cine.ma CAWI- Print ÖWA Plus OSA Print CASI/CAPI from 1965 TV HH, electronic from 1991 Radio CATI from 1993 Cinema CAWI from 2011 Special Print Online Interviews from 2006 Internet Server and User Centric Measurement from 2008 Out of Home CAWI / CAPI / CATI/ GPS 2010 Media-Server: Cross-Media-Study from

22 Audience Measurement Today: Same Challenge Everywhere. Go Cross Connect all media Go Deep Add digital and advanced electronic approaches TV Outdoor Print Radio GO DEEP: digital extent Passive, electronic Live viewing Time-shifted viewing All family members Guest viewing Mobility study Match mobility against poster locations Readership survey (multimode or online) RAM (e-diaries, m-diaries) GO CROSS: integrate all currencies or create new XM single source Other screens Total video currency User generated Out-of-home TV Combine with electronic measurement via GPS tracking or mobile insights, mobility modelling Extend to digital audiences of the publishers brands and their overlap to the traditional readers Enrich by GfK Mediawatch to measure electronically Integrate radio streaming, podcasts 22

Revolutionary approach: Single-source (GfK Crossmedia Link set-up on example Germany) Exact panel sizes to be determined by media concentration

5,000 households 12,000 individuals 14+ GfK Crossmedia Link can be set up independent of Consumer Panel, but will use Consumer Panel where ever

23 Revolutionary approach: Single-source (GfK Crossmedia Link set-up on example Germany) Exact panel sizes to be determined by media concentration and penetration of top brands GfK Consumer Panel Online Measurement 15,000 households 22,000 individuals 14+ GfK Crossmedia Link TV measurement 5,000 households 12,000 individuals 14+ GfK Crossmedia Link can be set up independent of Consumer Panel, but will use Consumer Panel where ever possible Mobile measurement share grows as mobile advertising grows Mobile 5,500 nurago metering is a unique GfK digital technology. 23

24 4. GfK. Growth from Knowledge 24

25 GfK. Growth from Knowledge Trusted for quality. For 80 years 13,000 passionate experts The trusted source of relevant market and consumer information Thought leader We deliver globally vital insights into 100 local markets for more informed decisions to create winning strategies GfK 2015 GfK July

26 GfK in Africa GfK has a lot of experience in building trust, in transparency and in quality. GfK Audience Measurement is at home in the US, In Europe, in Australia, and in many other countries all over the world. Quality Audience Measurement Transparency Trust GfK Audience Measurement is ready for Africa with quality, transparency and trust. 26

27 GfK Audience Measurement & Insights Partner with a global leader in audience measurement Over 25 years of experience providing independent audience insights to the world s leading companies and industry groups. We deliver TV and Radio currencies throughout Europe, the Americas and APAC. We set the industry standards and pioneer approaches to measuring online and offline media audiences and their engagement. Excellence and transparency are the drivers of our measurement systems. 27

28 Get in touch Giorgio Licastro Molemo photo Product Head Radio T +39 (02) M + 39 (348) photo GM Audience Measurement & Insights, Sub-Sahara Africa Molemo.Moahloli@gfk.com M +27 (0) Franck Thureau Christopher Maina photo Head of Business Development Media Franck.Thureau@gfk.com T +33 (0) photo GM East Africa Chris.Maina@gfk.com T +254 (0)

THE FUTURE STARTS HERE behaviour and to ensure they all have a voice.

29 Tune-in to the Future The future of radio is rapidly evolving. Thankfully, so are the ways we can reach radio s audience: to understand their THE FUTURE STARTS HERE behaviour and to ensure they all have a voice. GfK is leading the way in this new world by bringing together innovation, technology, media, and people. 29

30 Thank you 30

MRG Tools of the Trade: RADIO. Paul Kennedy, RAJAR Donna Burns, Radiocentre

MRG Tools of the Trade: RADIO. Paul Kennedy, RAJAR Donna Burns, Radiocentre MRG Tools of the Trade: RADIO Paul Kennedy, RAJAR Donna Burns, Radiocentre TV viewing Reading Cinema Outdooring Radio Listening measures live audiences for the UK radio market at a glance stands for RAdio