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Presented by: Monica Kambo – Universal McCann Kenya

Presented by: Monica Kambo – Universal McCann Kenya . Kenya Tanzania Uganda. Kenya. Country Overview. Source: Phrase Base.com, International Monetary fund, Kenya Economic Survey. Media Overview - Channels & Media Reach.

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Presented by: Monica Kambo – Universal McCann Kenya

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  1. Presented by:Monica Kambo –Universal McCann Kenya Kenya Tanzania Uganda

  2. Kenya

  3. Country Overview Source: Phrase Base.com, International Monetary fund, Kenya Economic Survey

  4. Media Overview - Channels & Media Reach Growth of about 33% in electronic media driven by radio explosion over the last 1 year. TV and Radio are big in Kenya with penetration growing daily. Cinema still growing however currently more of retail networking happening there than movie watching. High incidence of Mobile telephony with expected growth due to entry of the 2 new networks. No. REACH (Past Week*) Medium 56% TV channels 15 96+ 91% Radio channels 43% Newspapers 8 Magazines 24% 45+ Cinema screens 2% 21 Source: Steadman and Assoc. KARF

  5. Media Overview at a Glance. • Radio is key medium of choice for advertisers due to a low production cost, low costs of flighting, immediacy and regional flexibility. • Print is losing ground due to it’s high insertion cost and stagnant circulation figures. • Television numbers growing (reach, penetration & ad spend), key is to dominate the media to try and rise above the clutter in the Kenyan advertising market. Local productions on the rise which has increased viewership in certain timeslots. • OOH media being forced to innovate to be able to drive growth. • The rise of digital media (internet & SMS) cited due to growth in Cellular usage.

  6. Changes in Market on Research • Key changes in research market in the past 2 years: • Millward Brown expand it’s footprint in Africa by opening offices in Kenya & Ghana • Synovate buy off Steadman • Research International merged with TNS

  7. Living Standard Measures

  8. How big is affluence in Kenya? The Initial KARF survey established that the LSMs are distributed as follows: E:35% D:32% C2:19% C1:9% B:3% A: 2% Source: KARF Data

  9. LSM: by Rural/Urban Source: KARF Data

  10. Kenya Advertisers Research Foundation (KARF) Last Survey Released September / October 2007 Type of Interview Sample Size 6003 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural Kenya Media Covered Brands covered Print / Internet / Broadcast / outdoor Most Products Categories Survey Funding Cost of Survey Industry Funding: Advertisers/Agencies Next Survey July 2009

  11. Tanzania

  12. Country Overview Source: Phrase Base.com, cia.gov, AMP’s, BOS

  13. Media Overview - Channels & Media Reach There about 5 big players on national TV with smaller regional players in the scene causing clutter. Radio has over 60 stations, planning regionally important however partnerships are key to drive ROI. Poor quality in Print reproduction has caused a preference for electronic & OOH media. Digital media is also growing however they key players partner with the Cellular companies and are not fully independent. Internet ads have still not penetrated the digital scene High incidence of Mobile telephony at about 8.8mio subscribers. No. REACH (Past Week*) Medium 52% TV channels 15 47 92% Radio channels 39% Newspapers 15 Source: Steadman and Assoc. AMPS

  14. Media Overview • TV penetration still growing currently at 52% across the country, 89% of the viewership is urban areas with Dar having the highest penetration (97%). • Lower percentage in the rural areas due to lower electrification rate and purchasing power dissimilarity to the urban areas. • Main Broadcast language is Swahili with a mix of English on Radio • The poor quality of reproduction and newsprint has driven preference for OOH and electronic media. • Few Magazine titles which are inconsistent with regards to production and timelines. • OOH highly cluttered as with all East Africa markets. Main players in the market are regional e.g. INM, Alliance and A1.

  15. Tanzania AMPS (TAMPS) Last Survey Released July/ August 2008 Type of Interview Sample Size 4972 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural Tanzania Media Covered Brands covered Print / Internet / Broadcast / outdoor Most Products Categories Survey Funding Cost of Survey Self Funding Next Survey September 2009

  16. Uganda

  17. Country Overview Source: Phrase Base.com, cia.gov, AMP’s, UBOS

  18. Media Overview - Channels & Media Reach • Market has over 120 operational radio stations with about 144 licenses have been issued. • Radio has maintained a considerable share of revenue even with the growth of TV. This has been driven by the vibrant mobile telephony /communication sector. • Print is getting less spend while outdoor continues to grow at a considerable rate. • Cellphone usage has increased to about 9m subscribers No. REACH (Past Week*) Medium 21% TV channels 15 120+ 94% Radio channels 31% Newspapers 10 Source: Steadman and Assoc. AMPS

  19. Media Overview • TV penetration lower than other 2 East African markets currently at 21%, 83% of the viewership is urban areas specifically in Kampala. • Growth in reality shows as well as brand creating their own programming e.g. Celtel Africa challenge, Idols and the Apprentice. • There has been no major development within the radio industry over the last year, Most players still run of the mill. • Due to the new telecommunication entrants and unavailability of airtime the most radio stations have rejected time band blocking and recommended brands to own hourly segments instead. • Poor Repro has been the order of the day. The 2 big players have however heeded step change and are now using a new printing press. • Launch of new gloss magazines a thing to watch out for, they are predominately female titles.

  20. Uganda AMPS (UAMPS) Last Survey Released Sept/ Oct 2008 Type of Interview Sample Size 4972 Adults, aged 15+ Scope of Survey (Universe) Urban and Rural Uganda Media Covered Brands covered Print / Internet / Broadcast / outdoor Most Products Categories Survey Funding Cost of Survey Self Funding Next Survey September 2009

  21. Presented by:Liz Pillay – Starcom Worldwide SA Namibia Senegal Ghana Zimbabwe

  22. Namibia Information supplied by:

  23. Country Overview

  24. Media Overview - Channels & Media Reach No. REACH (Past Week*) Medium No. REACH (Past Week*) No. REACH (Past Week*) TV channels 1 316 405 1 316 405 100+ 100+ 27 24 Radio channels 1 513 450 1 513 450 Newspapers 665 317 12 665 317 9 Not yet available – August 2009 Magazines 1 071 355 1 071 355 80 80+ Cinema screens N/A N/A 5 5 2007 2008 2009

  25. Media Overview • Very little change in the local media market. • Other Pay TV services gained some momentum with the advent of G-TV, however with the sudden demise of the company in Africa, Free to air TV gained and to a lesser extent DStv • TV has come more to the fore with Namibian companies with the likes of Trustco signing deals with CNBC. • Very little changes in printed media with a few local magazines and lesser known newspapers closing down.

  26. Last Survey Released August 2008 Type of Interview Sample Size 2400 Adults, aged 15+ Scope of Survey (Universe) 13 regions, Urban and Rural Media Covered Brands covered Print / Internet / Broadcast / Radio Most Products Categories Survey Funding Cost of Survey Self Funding: Media Owners / Clients USD 100,000 pa Next Survey Data to be released August 2009 MediaMetricsTM Includes Radio and Consumer diaries

  27. Changes in Research Market • Research market stable • 3 main research houses with smaller consultants in the market • Vision Africa Research Services • Survey Warehouse • Business Intelligence Africa • Corporate companies mainly responsible for majority of research work

  28. Market Segmentation

  29. Sénégal Information supplied by: Océan Ogilvy Sénégal

  30. Country Overview

  31. REACH (Past Week*) Medium REACH (Past Week*) REACH (Past Week*) 98,5% TV channels 92,5% 91,5% 95,4% Radio channels 93,6% 88% 58,5% Print* 53,1% N/A N/A Internet N/A 30,5% Media Overview - Channels & Media Reach 2007 2008 2009 *Newspapers and magazines have not been differentiated *No study exists in the cinema

  32. Media Overview • The Senegalese audiovisual landscape is very dynamic. • Between 2006 and 2009, the number of private channels has increased from 1 to 5, in addition to the number one public channel RTS1. • Consumption patterns have also varied, with a predominance to foreign soaps or sports.

  33. All Media Survey Last Survey Released May 2009 Type of Interview Sample Size 1346 Adults, aged 15+, Face to face Scope of Survey (Universe) Dakar, Pikine, Rufisque Media Covered Brands covered Print / TV / Radio None Survey Funding Cost of Survey Self Funding: Private agency 300 000 FCFA pa Next Survey TBC

  34. Market Segmentation / Dakar Urban/Rural

  35. Ghana Information supplied by: Lintas - Ghana

  36. Country Overview

  37. Living Standard Measure [LSM] Distribution

  38. OWNERSHIP COVERAGE MEDIA NO REACH NATIONAL PRIVATE/ GOVERNMENT TV channels 9 83% NATIONAL PRIVATE/GOVERNMENT/ COMMUNITY/ EDU INSTITUTIONS Radio channels 136 99% PRIVATE GOVERNMENT NATIONAL Newspapers >35 60% Magazines <10 25% PRIVATE REGIONAL CAPITALS Outdoor 8 69% PRIVATE NATIONAL Cinema screens <5 PRIVATE REGIONAL CAPITALS 4%* Innovations (SMS & Internet) NATIONAL 45% PRIVATE Source: Steadman & Associates Media Channels

  39. Last Survey Released May 2008 Type of Interview Sample Size 3000 Adults, aged 15+, Face to Face Pen & Paper interviews Scope of Survey (Universe) Urban and Rural – Population 5 000+ Media Covered Brands covered Print / Internet / Broadcast / Radio Most Products Categories Survey Funding Cost of Survey Self Funding Next Survey TBC All Media Survey

  40. Print This medium has seen less usage from advertisers lately. Periods that we see dramatic increase in usage are promotions, new theme campaigns and event sponsorships. Strip banner advertising is tactically used to remind the target market of special products. Radio Radio is a major vehicle for promotional campaigns for most products. Types: Program sponsorship: Talk shows and Sports. Sponsorship of events and live broadcasts: Soccer matches. Spot buying for promotions and theme advertising General Usage of Media

  41. Television Medium is very vibrant with new and innovative programs being introduced. All major advertisers in the industry are active on TV as this creates a “BIG BRAND” feel. Sponsorships and Spot Buying are common. Outdoor There is a serious street battle for visibility among advertisers. Conventional formats are commonly used by all advertisers. Clutter is a major problem. Wall branding has gained prominence and the battle for space is rife. Most street poles in busy suburbs have been utilised. The impact of this medium cannot be overlooked as it reinforces television messages and provides daily continuity of exposure and contact. The use of Vehicle Branding is limited to short term campaigns, launches and promotions. General Usage of Media Cont.

  42. Zimbabwe Information supplied by: Research International for Zimbabwe Advertising Research Foundation

  43. Country Overview

  44. Media Overview - Channels & Media Reach 2008 2009 2007 No. REACH (Past Week*) Medium No. REACH (Past Week*) No. REACH (Past Week*) 68% TV channels 74% 68% 1 1 1 5 4 5 81% Radio channels 77% 81% 28% Newspapers 28% 19 26 34% 19 10% Magazines 20% 10% 3 5 3 7%* Cinema screens 8%* 7%* 2 2 2

  45. Media Overview Television • ZTV and DVDs/VCDs viewership have reduced while Satellite TV viewership enjoyed an increase over a 12 month period(free to air decoders ) • Peak TV Times - Although TV viewership has dropped, peak viewership times on ZTV remain between 18h30 and 21h30 with the highest number of viewers being recorded between 20h00 and 20h30 (Main news time) Radio Listenership • Past day listenership of local radio stations decreased considerably across most of the radio stations except National FM which remained stagnant

  46. Media Overview Newspapers • Daily Newspapers - Readership of daily newspapers have declined, with both The Herald and The Chronicle recording reduced readership. However, The Herald still remains the most widely read daily paper among the urban residents. • Business Weeklies - Financial Gazette recorded a slight increase in readership levels while that of Zimbabwe Independent has dropped slightly. Other Media • All other media realized decreased patronage or visibility, except for internet which remained stagnant over a 12-month period

  47. Zimbabwe All Media & Products Survey (Zamps) Last Survey Released Quarter 4 2008 Type of Interview Sample Size 2008 Adults, aged 15+ Scope of Survey (Universe) Urban Zimbabwe Media Covered Brands covered Print / Internet / Broadcast / Radio Most Products Categories Survey Funding Cost of Survey Self Funding: Media Owners / Clients USD$15 000 Next Survey 4TH Quarter 2009

  48. THANK YOU

  49. South Africa Information supplied by: SAARF

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