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SAARF and defining & measuring audiences

SAARF and defining & measuring audiences. Why SAARF does this:. Seeks relationships between: Who people are What they consume What media they follow. Not interested in uses & grats; ethnography; qualttive qtns. . Basic assumptions. 1. Samples are representative.

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SAARF and defining & measuring audiences

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  1. SAARF and defining & measuring audiences

  2. Why SAARF does this: • Seeks relationships between: • Who people are • What they consume • What media they follow. • Not interested in uses & grats; ethnography; qualttive qtns.

  3. Basic assumptions • 1. Samples are representative. • BUT: taken over what period? • Now over 1 year: • AMPS & RAMS have 30 474 • TAMS has 3549. • Averages out seasonal change.

  4. Nguni/Sotho Adult: Any TV ViewingOld Universe up to Week 42 - New incl. DSTV for Weeks 43 - 13 WORLD CUP QUALIFIER SA vs MALAWI SOCCER CHARITYCUP +3 OLYMPIC GAMES COMBINATION SOCCER & MARTIAL ARTS COMRADES

  5. Basic assumptions • 2. Reading, viewing, etc. can be averaged out to mean the same thing: OTS (opp 2 see) • All OR part of edition/programme. • 3. Stim->resp (effects model) • 4. Passive, fragmented audience.

  6. Used for predicting • 5. Assumption is that patterns and trends of the past can help predict the future. • 6. Assumption that demographics = behaviour • 7. Assumption ignores aspirations and new markets

  7. How SAARF surveys: Methods • Not the NY sewers • Not the Poynter eyetrack • Not the Media Effects lab (PSU) • Interview questionnaire: • Prompt card (Comp Ass Pers Intv) • Self-completed section:155 FMCG

  8. More methods • A diary for extra info on radio listening habits over 7 days. • Electronic meters for extra info on TV viewing habits. Works via remote cntrl. (24 hrs) • No focus groups or ethnographic study

  9. TAMS • Top TV stations: • sabc 1: 48.5% • sabc 2: 18.2% • etv: 14.2% • sabc 3: 9.4% • mnet: 6.1% • dstv: 2.8%

  10. Amps Rating (AR) • Proportion of viewers watching a show, multiplied by total numbers watching TV at that point in time. • Excludes less than 20 secs viewing, and deferred (videotaped viewing).

  11. TAMS sampling • 3549 individuals between 30 July & 5 Aug • Represents 11 445 000 adults. • Demographics = SA gender. • Disproportions: race; age; income.

  12. Sample Current Reporting Profile ADULTS Current Male 44,1% Female 55,9 English 14,2 Afrikaans 29,1 Nguni 32,3 Sotho 24,5 16-24 24,2 25-34 20,4 35-49 26,3

  13. Current Reporting Profile ADULTS Current 50+ 29,1 Income H 33,1 Income M 42,5 Income L 24,5 LSM 1-4 ,7 (BUT 56% of SA) LSM 5 15,6 LSM 6 40,6 LSM 7 24,0 LSM 8 19,0

  14. TAMS difficulties: • Eurometer has facility to change TV channels, to mimic procedures in households not having a RCU • The meter RCU is then used to log in & out only • [..but remember VCR tuning with RCU - in that case we install meter tuning with RCU]

  15. QUOTE: It became clear during February that our technicians were not up to task • Deficiencies apparent in : • Call back/response rate to handle problems was too low. • Centralised technician centres in J’Burg, Cape Town & Durban were not suited to a 1500 household panel. • Problem of satellite reception analysis.

  16. AMPs Difficulties • Interviews: need to check back (31%) • Selective & faulty memories. • Self-completed: fall off. • Frankness, honesty, hype - who of you admits to reading “You” magazine?

  17. Rams difficulties • 30 474 diary keepers in past year - but how representative, given the radio proliferation? • 15 499 are metropolitan, but which adult controls the station in the household?

  18. How Saarf defines profiles • LSMs: living stds measure. • Market research tool: “currency” • Segments people in terms of a cluster of 25 qtn variables & 4 observation ones.

  19. Example LSM 1 • Black females, over 50, rural. • Low schooling, live in hut • No financial services • Minimal consumption or shopping.

  20. LSMs in society

  21. LSMs in society

  22. LSM variables: you guess! • Hot running water (Gtn East 5%) • fridge/freezer • microwave • flush toilet (Gtn East: 15%) • no domestic in household • VCR

  23. LSM variables cntd • Vacuum cleaner • No cellphone • Traditional hut • Washing machine • PC in home

  24. LSM variables cntd • Electric stove • TV set • Tumble dryer • Home phone • less than 2 radio sets

  25. LSM variables cntd • Hi-fi, music centre • Rural outside Gautng, W. Cape • Built in kitchen sink • Deep freeze • Water in home/on plot • Mnet/DSTV subscription

  26. LSM variables cntd • Dishwasher • electricity • sewing machine • Gauteng • Western Cape • Motor vehicle • Home security service

  27. MAGAZINES BY LSM - 1

  28. + : Significant increase * : Significant decrease ACCESS TO SERVICES

  29. + : Significant increase * : Significant decrease DURABLES IN HOME

  30. CELLPHONE MARKET

  31. INTERNET USAGE4 Weeks

  32. ACTIVITIES - STARTING OUT SINGLES

  33. ACTIVITIES - NEW PARENTS

  34. ACTIVITIES - GOLDEN NESTS

  35. BOUGHT LOTTERY TICKETS - 1 13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks Gender Age

  36. BOUGHT LOTTERY TICKETS - 2 13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks Population Group LSM Group

  37. There’s loads of info about audiences in AMPS …

  38. But there is also much more to audiences than AMPS!

  39. Be aware of their assumptions and rationale and limitations.

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