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The Development Status of Media Audience Measurement in Sub Saharan Africa

The Development Status of Media Audience Measurement in Sub Saharan Africa. August 23 rd , 2011- Dakar, Senegal. Agenda. SES- Who we are Digital TV environment in Africa SES- Research approach & results (Europe) Potential challenges for the Media Audience Measurement in Sub Saharan Africa

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The Development Status of Media Audience Measurement in Sub Saharan Africa

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  1. The Development Status of Media Audience Measurement in Sub Saharan Africa August 23rd, 2011- Dakar, Senegal

  2. Agenda • SES- Who we are • Digital TV environment in Africa • SES- Research approach & results (Europe) • Potential challenges for the Media Audience Measurement in Sub Saharan Africa • Recommendations Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  3. SES- Who we are Nicolas Baravalle PRIVATE AND CONFIDENTIAL 3 SES Proprietary and Confidential

  4. 99% 1 WORLD POPULATION The global fleet of SES reaches 99% of the world‘s population, anytime and anywhere. SATELLITE NETWORK Nicolas Baravalle PRIVATE AND CONFIDENTIAL 4 20/09/2014

  5. 99% 1 DER WELTBEVÖLKERUNG Die globale Satellitenflotte von SES deckt 99% der Weltbevölkerung ab. Effizient, immer und überall. SATELLITEN- NETZWERK Nicolas Baravalle PRIVATE AND CONFIDENTIAL 5 20/09/2014

  6. 13,000 1 SERVICES SES transmits more video- and radio services for leading broadcasters than any other satellite network SATELLITE NETWORK Nicolas Baravalle PRIVATE AND CONFIDENTIAL 6 20/09/2014

  7. 46 99,999% AVAILABILITY Our ambition is always to provide you with a 99,999% availability rate around the world SATELLITES Nicolas Baravalle PRIVATE AND CONFIDENTIAL 7 20/09/2014

  8. The SES fleet 7 satellites over Africa 340.0° east: NSS 5: 47 C-band and 8 Ku-band transponder 338.0° east: NSS 7: 49 C-band and 48 Ku-band transponder 322.5° east: NSS 10: 56 C-band transponder 5.0° east: ASTRA 4A: 6 Ku-band transponder 28.2° east: ASTRA 2B: 16 Ku-band transponder 57.0° east: NSS 12: 40 C-band and 48 Ku-band transponder 47.0° west: NSS 703: up to 27 C-band transponder SES 7 AMC-8 AMC-11 AMC-2 AMC-10 AMC-7 AMC-21 AMC-15 AMC-1 Ciel 2 AMC-4 AMC-18 AMC-3 AMC-16 SES-1 AMC-9 NSS-9 AMC-5 SatCom C3 AMC-6 NSS-11 NSS-806 NSS-6 NSS-703* NSS-10 NSS 5 NSS-7 NSS-12 ASTRA 1C* ASTRA 4A Sirius 3 1D* 1M 2B 1L 1KR 2D 2A 3B 1E 1G 1H 3A *Satellite in inclined orbit Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  9. Digital Environment -Africa- Nicolas Baravalle PRIVATE AND CONFIDENTIAL 9

  10. Digital TV Development in Africa Major increase in homes receiving digital TV, is mainly driven by digital satellite and terrestrial reception Nicolas Baravalle PRIVATE AND CONFIDENTIAL Source: Dataxis 2011

  11. Direct To Home landscape in Africa 22W NSS-7 SES-4 36E W4/W7 28.2E Astra 2B 2F & 2G 57E NSS-12 4.8E Astra-4A Astra-4B 7E W3A W3B 15.8E EB-16/W2M/SS1 W3C 25.5E EB-2 Es Hail 68.5E IS-10/7 IS-20 26E Badr4/5/6 7 4W Amos 2/3 6 Current fleet: New launches: EA WCA DTHexamples SA MENA Alldean FTA examples Arabic Broadcasting environment in Africa is continously growing and next to Pay TV operators, a significant number of Free-to-Air broadcasters. The business model of these broadcasters is mainly advertisement driven. In order to increase this market, attract international channels and grow market opportunities, accepted audience measurement system needs to be in place. Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  12. SES Research Approach -Europe- Nicolas Baravalle PRIVATE AND CONFIDENTIAL 12

  13. SES SATELLITE MONITORS- Goals & Objectives • Measuring the development of all modes of TV reception (analogue, digital, cable, IP-based, satellite and terrestrial) • Measuring total SES reach (Pay TV and Free-to-Air reception) • in 35 countries within the footprint • Proving value in terms of technical reach to customers, press, investors... • Establishing a benchmark for the whole satellite and broadcasting industry Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  14. SES SATELLITE MONITORS- Countries Surveyed • Year End 2010: • 31 countries updated • 70,000 interviews Telephone Interviews Face-to-Face Interviews Telephone/Online Interviews Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  15. SES SATELLITE MONITORS- Strengths • Continuity • Since 1994 yearly measurement of the development of the reception markets, meanwhile including 35 countries • ComparabilityUsing harmonized and acknowledged research methodologies leads to comparable data • ReliabilityConducted by leading market research institutes in Europe, the SES Satellite Monitorshave been audited and awarded quality stamps by independent research authorities • “SES is the only satellite operator making audits of its penetration surveys” Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  16. SES SATELLITE MONITORS- Quality Stamps UK: IPA France: CESP Germany: ZAW • Independent Audits contribute to: • Improve the methodology • Increase the results’ credibility and acceptance • Benefit our customers Poland: CESP & Polish Academy of Sciences Italy: CESP & statistical faculty of the University of Rome “La Sapienza” Spain: CESP & AIMC Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  17. Potential challenges -Africa- Nicolas Baravalle PRIVATE AND CONFIDENTIAL 17

  18. Sub Saharan Africa Media Audience Measurement- Potential challenges Lack of representational Industry bodies (Advertisers, Media Owners, Agencies, Research companies) Sporadic collection of funds from Industry players Small Size of Advertising agency industry per country Results is low research funds collected? Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  19. Sub Saharan Africa Media Audience Measurement - Potential challenges Availability of trained and experience research fieldworkers Lack of consistent research intervals Different methodological approaches lead to different currencies Small sample sizes Creates data doubts? Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  20. Sub Saharan Africa Media Audience Measurement- Current challenges • SES has introduced Satellite Monitors in Cameroon, Ghana and Nigeria- June 2011 • Sample size: 2.000 interviews included rural areas • Challenges: • When comparing basic results like number of TV homes with other research studies  significant differences • For example- the number of TV homes in Nigeria varies between 7 and 12 millions depending on the source [Same discrepancies appear in Ghana and Cameroon] • Not even a common ground on basic figures like TV homes! Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  21. To conclude… Nicolas Baravalle PRIVATE AND CONFIDENTIAL 21 SES Proprietary and Confidential

  22. Recommendations • Organize JIC (Joint Industry Committees) • Commit joint research and methodological approach and accept outcome of the survey as universal • Drive media audience measurement forward in Sub Saharan Africa • Implement training modules and regularly train field researchers • Set up a cooperation with International broadcasters with similar motives • Get the top marketers together in Africa: present them with accurate data- stimulate and raise their interest • SES can support in defining appropriate methodologies and contribute financially to develop accepted audience measurement systems in Africa Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  23. Common research method International Broadcasters Organize JIC SES support On the ground training When do we start?… Now! Harmonized methodology, raise common interest, funds availability... Media Audience Measurement needs to be jointly improved and implemented in Africa Nicolas Baravalle PRIVATE AND CONFIDENTIAL

  24. Thank You for Your Attention and… Please fill in the form we have provided you, so we can contact you to follow up on your suggestions Nicolas Baravalle PRIVATE AND CONFIDENTIAL

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