1 / 14

August 2010

August 2010. Where we have got to and where we need to go. From Kenya To Ghana Then Uganda, Tanzania and Mozambique Summary of lessons The Way Forward. The Kenya Advertisers Research Foundation.

xylia
Download Presentation

August 2010

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. August 2010

  2. Where we have got to and where we need to go • From Kenya • To Ghana • Then Uganda, Tanzania and Mozambique • Summary of lessons • The Way Forward

  3. The Kenya Advertisers Research Foundation • The Kenya Advertisers search Foundation, a JIC, was formed by media stakeholders in Kenya i.e. advertisers and agencies; media owners buy into the data but do not comprise the foundation members • KARF ownsand distributes media research data in Kenya • The Steadman Group, Now Part of Synovate financed and conducted continuous audience research prior to the formation of KARF

  4. The Kenya Advertisers Research Foundation • The following challenges led to the formation of KARF: • The need for a neutral data owner: research agencies collecting audience research information face the burden of having to prove non-partisanship in their research; KARF eliminated this in Kenya • Financing: varying payment cycles by different media research clients means that research agencies have to pre-finance audience research surveys which can be a challenge • Media industry support: Joint Industry Committees assist in marshalling support for audience research in the market since they act as a media mouthpiece

  5. The Kenya Advertisers Research Foundation • After the formation of KARF; the following successes have been achieved: • More media stakeholders have joined the foundation: patronage by media stakeholders in KARF has increased • Industry Standard: KARF data is now considered to be the media industry standard in Kenya • Growth in the advertising market: there is an increase in the advertising revenue streams

  6. Continuous Audience Research In Ghana: • Background… • There was a dearth of current audience measurement information in Ghana from early 2009; the research agency running the survey halted fieldwork citing lack of financial support • At the time, there was and there is still no Joint Industry Committee supporting audience measurement • Ad hoc media consumption studies were being conducted but there was h need for an industry standard

  7. Continuous Audience Research In Ghana: Getting started: • Synovate held forums with advertisers, media houses and agencies to marshal support for the re-commencement of continuous audience measurement • Two media houses and an advertising agency came together to form a consortium; members committed to permanent subscription to the data as well as methodological support.

  8. Continuous Audience Research In Ghana: Survey commencement: • The consortium financed an urban establishment phase survey in the 10 regions of Ghana: in December 2009. • Continuous audience measurement survey commenced in the 3rd week of January 2010 and has been running since in Greater Accra, Kumasi, Takoradi and Cape Coast.

  9. Continuous Audience Research In Ghana: Current scenario: • In 8 months, patronage has increased to 9; more contracts are being negotiated as we speak. • Data stability: in collaboration with the consortium, a panel was set – up with a 20% monthly churn; previous month’s data is available by the 3rd week of the following month • Dedicated field team: a dedicated field team has been set up in the four regions in which the survey is conducted

  10. Continuous Audience Research In Ghana: Challenges: • Industry support: especially during the conceptual stages of the survey late last year, Synovate faced great skepticism from media stakeholders; as a new player • Technical support: the consortium comprised members with audience research expertise from different countries; settling on a standard methodology and even data structure was a tough process therefore. • Patronage: some key advertisers and their agencies are yet to agree on which party will subscribe to the data

  11. Uganda, Tanzania and Mozambique • The cost component is usually the overriding issue when it comes to the commencement and sustenance of audience research surveys in sub-Saharan Africa • Synovate pre-finances and conducts successful audience research surveys in Uganda and Tanzania without the benefit of a Joint Industry Committee • Support from the industry is however still necessary for the market to continue embracing the data Synovate provides in the above 2 countries; Synovate pre-financed audience measurement surveys in Zambia and Malawi but the industry was not supportive. • In Mozambique, Synovate and other agencies pre-financed establishment surveys resulting in a bombardment of the market with similar data - how can PAMRO come in to help the situation?

  12. A Summary Of Lessons • In summary: • The first step: this has to be taken either by a consortium , a research agency or a JIC • Guidance from PAMRO: PAMRO standards need to be adhered to in all audience research surveys regardless of scope; the transition to JICs (such as KARF) is smoother when survey standards are met from the onset • JIC stability: Patronage of JICs is likely to increase once surveys are running as happened in Kenya with KARF and with the JIC in Nigeria

  13. The Way Forward • An increased role for PAMRO Involvement by PAMRO in the following would go a long way in bringing about audience measurement standards in African markets: • JIC / consortium formation • Research methodology • Survey instruments e.g. questionnaire, LSM schedule • Data Structure

  14. Contact Details: Philip Okullo Country Manager Synovate Ghana Philip.Okullo@synovate.com Cell: +233 544 330454 Office Location; Steadman-Synovate Mango Drive, Asylum Down Accra, Ghana

More Related