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South Africa

PAMRO 2008 Lagos. SAARF OUTDOOR. First Results from GPS Measurement Survey. South Africa. This Presentation Covers ●●●. Industry Requirements Outdoor Methodology Universe of Sites Processing of Data Results Next Steps in Progress. Industry Requirements.

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South Africa

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  1. PAMRO 2008 Lagos SAARF OUTDOOR First Results from GPS Measurement Survey South Africa

  2. This Presentation Covers ●●● • Industry Requirements • Outdoor Methodology • Universe of Sites • Processing of Data • Results • Next Steps in Progress

  3. Industry Requirements • SAARF Outdoor Tender awarded to Nielsen 2006 - 2008 • Specifications included: • Electronic Measurement using a GPS device • Providing an Outdoor measurement that is • accurate • reliable • comparable with other media • Synergies with SAARF Readership and Radio Survey

  4. OUTDOOR Methodology

  5. Outdoor GPS Device • The Nielsen Personal Outdoor Device (Npod) was used • The Npod was developed in conjunction with RDP Associates, with thorough testing • To accurately Track respondent travel patterns • Npod strengths include: • More advanced chip set than commercial units for greater sensitivity • Size of a standard cellphone for ease of carrying • Sufficient memory to allow collection every few seconds over 9 days • Accurate measurement of location, time, speed and direction of travel

  6. The Interview • The national readership and radio surveys provided the placement interview for Outdoor • At the end of the placement interview, respondents were asked to carry an Npod for 9 days • The Npod was then collected with the Radio Diary and self-completion questionnaires • Participants were asked to fill in a short daily travel log to be collected at the same time • Travel log data used as a post – processing comparative tool

  7. Successful Field Placement • Was facilitated by: • Detailed Personal briefing of respondent by interviewer • Various Respondent Aids including : • Welcome Letter • Quick Instruction pamphlet • Frequently Asked Question document with interviewer's telephone number • Colour, laminated Magnetic Reminder card to be placed anywhere in the home • Respondents were also given a gift for participation (thermal travel mug) • On successful collection, the respondent was entered into a cash draw • Success rate was continuously monitored, with subsequent debriefing and rebriefing of interviewers

  8. The Elepod • When travelling in a vehicle, the Npod needed to be placed on the dashboard or at the back window to ensure satellite reception • South Africa has a high incidence of theft from vehicles • In order to reassure respondents, Nielsen developed the Elepod to hide the Npod “in plain sight” • Very successful – no reported incidents of Npod loss through “smash and grab” • And the respondent got to keep his Elepod!

  9. Sampling • A sub-sample of SAARF AMPS (All Media and Products Survey) respondents were selected • Area – stratified probability sampling was used • Outdoor sub-sample was drawn by selecting every “nth” AMPS point (one male, one female) after a random start • The latest AMPS survey was analysed to obtain incidence of mains electricity by sub area, and the Outdoor contact sample was boosted appropriately • A cost-effective decision was made to cover selected provinces each year and build to a national picture over 3 years

  10. Sampling (Cont.) Province Sample Design Year 1 358 872 Gauteng KwaZulu-Natal 2006 2 230 666 600 Eastern Cape Western Cape 2007 1 266 4 320 360 200 264 Free State Northern Cape Mpumalanga 2008 824

  11. The Universe • Adults (16 years or older), living in private households, with mains electricity, were selected from the host AMPS sample • For the 2006 survey, in Gauteng and KwaZulu-Natal, the Outdoor universe equated to 83% of the AMPS universe across these two provinces • Response rates were exceptionally high: 87% of Npods were recovered + useable from Gauteng + KwaZulu-Natal (2006)

  12. The In-Tab Sample • On collection of Npods, the data was downloaded and sent to the U.S. for post-processing • “In-Tab” respondents were identified (i.e. respondents with at least 2 good days of usable Npod data, who were compliant with the survey rules of carrying the Npod, whenever travelling outside the home) • The final In-Tab sample size in 2006 was 82,5% of the realised sample • 87.8% of In-Tab respondents travelled across 9 days • 12.2% of In-Tab respondents had no travel across 9 days •  Compares to AMPS (15%) • 77.5% of In-Tab respondents passed at least one Outdoor Site during the 9 days •  Compares to AMPS (81.7%) • The average weighted In-Tab days per respondent was 7.4 (out of 9 Days)

  13. Universe of Sites

  14. Selection of Sites • The survey covered all static Out of Home media that are located “out of doors” and that belong to participating media owners • These media owners supplied all their site information in an electronic database • Training on geo-coding of sites was offered to media owners by Nielsen • Site databases were checked by Nielsen for completion and range validity • In addition, a 10% site check was undertaken by Nielsen across media owner, area and site type • Total number of sites in 2006 survey = 5 955 • 3 824 in Gauteng • 2 131 in KwaZulu-Natal

  15. Processing of Data

  16. Travel vs Passage Data • Travel Data • GPS data from In-Tab respondents was converted to travel data via a sophisticated proprietary software system, which addressed “urban canyons” as well as small roads running parallel to large thoroughfares • Passage Data • Respondent travel data from Npod was converted into passage data by integrating travel data with the database of Out of Home Sites

  17. Radius SiteExposureAngle140º Site Visibility Zone Opportunity to See • “Opportunity to See” (OTS) a site is defined as “Respondent is in the geographic area of the Site location, has a potential line of site, and is travelling in a direction favourable to the site” • Creation of the concept of a Visibility Zone • A respondent was credited with opportunity to see the site if he/she: • travelled through the visibility zone • in a direction favourable to the site face • on or near the primary road associated with the site Example

  18. Post Processing Verification • Following the initial processing of Site data and production of Passage data, potential anomalies were investigated: • Sites with zero passage • Sites with invalid primary road designation • Street segments with high range of passage • Nearby sites with varying passage • Where problems were revealed, these were corrected either by Media owners or by Nielsen • The updated master site database was then reprocessed and final anomalies checked and corrected

  19. Data Smoothing • Due to sample limitations and certain areas with no sample, 21% of boards had zero exposure, and some had extreme levels • This restricted analysis capabilities (e.g. geographical subdivisions) and increased campaign variability • Sites with zero passage also needed to be imputed • Data were smoothed so that: • Average exposures by area by site type were unchanged • Extremes were reduced and zeroes eliminated • Results were more logical and usable, but unchanged overall • The Smoothing reduced campaign variability by 50%

  20. Release Datafile • In South Africa, Third Party Processors provide the Industry with Media Scheduling Analysis Software • A number of these have purchased the Outdoor Release Datafiles from SAARF • This Release Datafile included the modelled passage for sites with no sample data • Initial feedback from media owners has been very positive

  21. Results

  22. Npod vs AMPS • Demographic profiles of exposure were comparable with AMPS • Urban dwellers • 35 - 49 year olds • Working, Educated, Higher income respondents • Please note that all the data in the slides that follow are smoothed

  23. Top-Line Results Compare well with AMPS “Billboard” Weekly Reach % • AMPS : Recalled data • Npod : Measured actual weekly exposure

  24. Weekly Reach

  25. Weekly Reach

  26. Average Daily Exposures • Overall average daily exposures = 9.8 per day • Urban = 10.6 per day / Greater Johannesburg = 20 exposures per day • Rural = 5.8 per day • Differences by demographic are similar to reach, but usually a bit more extreme

  27. Daily Exposures

  28. Daily Exposures

  29. Next Steps in Progress

  30. Outdoor – Year 3 - 2008 • The last stage of the survey is currently in field • In the provinces of:Free State Northern Cape and Mpumalanga • When this is complete, we will be able to build to a national picture for South Africa! 824

  31. Thank you !

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