AN  OVERVIEW  OF  INTERNATIONAL  PRACTICES  AND    THE  PERSPECTIVES,  OPINIONS  AND  PREFERENCES  OF  

THE  SOUTH  AFRICAN  INDUSTRY    

REPORT  EXTRACTS  21  APRIL  2015  

HUB  SURVEY  -­‐  STRUCTURE  

4.6

6% 19%

75%

MA

RK

ETER

S The South African audience research model should have a single joint Establishment/Hub Survey at its core.

4.9

AG

ENC

IES

3.9 4.2

MED

IA

OW

NER

S

5.0

8%

92%

4% 4%

24%

68%

14%

57%

29%

100%

1   2   3   4   5  

3% 2% 2% 22%

72%

Rating out of 5

4.6

RES

EAR

CH

ERS

SOFT

WA

RE

BU

REA

US

Rating out of 5 Mean average of the sum of the answers

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility

I N D U S T R Y V I E W

8  

4.7

4.3

4.5

MA

RK

ETER

S

AG

ENC

IES

4.6

MED

IA

OW

NER

S

5.0

Rating out of 5

4.6

RES

EAR

CH

ERS

SOFT

WA

RE

BU

REA

US

Rating out of 5 Mean average of the sum of the answers

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility

I N D U S T R Y V I E W

Should such a joint Establishment/Hub Survey be independent of any single stakeholder grouping?

1   2   3   4   5  

5% 0% 2% 22%

72%

6% 6% 13%

75%

31%

69%

4%

28%

68%

14%

14%

71%

100%

9  

HUB  SURVEY  -­‐  COMPOSITION  

If the joint Establishment/Hub Survey is designed to allow for fusion/integration with other surveys in order to create a single source database, how important is the inclusion of the following components in a future establishment survey to enable decision making in your business?

Demographics (Age, gender, race, area, etc)

Media categories (eg read a magazine, watched TV, etc)

Media consumption behaviour (what platform was used to access the media - eg tablet,

online, newspaper)

Retail Services (banking, shopping, etc.)

Products (eg washing powder)

Brands (eg OMO)

Living Standards Measures (LSMs)

Lifestyles

Attitudes

15%

20%

23%

11%

6%

12%

11%

8%

6%

6%

12%

15%

3%

3%

18%

20%

23%

12%

25%

15%

5%

15%

22%

22%

18%

20%

25%

31%

34%

92%

78%

72%

31%

31%

25%

45%

23%

20%

Ra+ng  out  of  5  

4.6  

4.7  

4.9  

3.3

3.4

3.9

3.5

3.4

3.2

Mean  average  of    the  sum  of  the  answers  

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility

I N D U S T R Y V I E W

11  

Ra+ng  out  of  5  

4.5

4.6

4.8

3.9

3.9

4.0

3.7

3.6

3.4

If the joint Establishment/Hub Survey is designed to allow for fusion/integration with other surveys in order to create a single source database, how important is the inclusion of the following components in a future establishment survey to enable decision making in your business?

Demographics (Age, gender, race, area, etc)

Media categories (eg read a magazine, watched TV, etc)

Media consumption behaviour (what platform was used to access

the media - eg tablet, online,

Retail Services (banking, shopping, etc.)

Products (eg washing powder)

Brands (eg OMO)

Living Standards Measures (LSMs)

Lifestyles

Attitudes

6%

13%

19%

25%

6%

19%

6%

6%

13%

6%

25%

13%

6%

6%

6%

19%

6%

13%

13%

13%

13%

6%

19%

13%

6%

19%

6%

6%

19%

25%

88%

69%

75%

56%

56%

63%

56%

38%

31%

Mean  average  of    the  sum  of  the  answers  

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility

M A R K E T E R S V I E W

12  

Rating out of 5

4.8

4.8

5.0

4.2

4.1

3.9

4.0

3.5

3.1

Demographics (Age, gender, race, area, etc)

Media categories (eg read a magazine, watched TV, etc)

Media consumption behaviour (what platform was used to access the media - eg tablet, online,

newspaper)

Retail Services (banking, shopping, etc.)

Products (eg washing powder)

Brands (eg OMO)

Living Standards Measures (LSMs)

Lifestyles

Attitudes

8%

8%

8%

8%

15%

8%

8%

8%

15%

15%

15%

31%

54%

38%

15%

23%

31%

23%

31%

8%

15%

31%

100%

85%

77%

46%

54%

38%

54%

23%

8%

Mean average of the sum of the answers

M E D I A A G E N C Y V I E W

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility If the joint Establishment/Hub Survey is designed to allow

for fusion/integration with other surveys in order to create a single source database, how important is the inclusion of the following components in a future establishment survey to enable decision making in your business?

13  

4.7

4.7

4.8

2.6

3.1

2.3

3.2

2.8

3.1

Demographics (Age, gender, race, area, etc)

Media categories (eg read a magazine, watched TV, etc)

Media consumption behaviour (what platform was used to access the media - eg tablet, online,

newspaper)

Retail Services (banking, shopping, etc.)

Products (eg washing powder)

Brands (eg OMO)

Living Standards Measures (LSMs)

Lifestyles

Attitudes

24%

32%

36%

8%

12%

12%

20%

12%

12%

12%

16%

20%

36%

28%

8%

16%

8%

12%

24%

20%

16%

20%

36%

40%

36%

96%

84%

72%

12%

36%

20%

20%

4%

4%

4%

4%

8%

8%

Ra+ng  out  of  5  Mean  average  of    the  sum  of  the  answers  

1 Not Important 2 Slightly Important 3 Important 4 Very Important 5 Critically Important 6 Not my area of responsibility

M E D I A O W N E R V I E W If the joint Establishment/Hub Survey is designed to allow for fusion/integration with other surveys in order to create a single source database, how important is the inclusion of the following components in a future establishment survey to enable decision making in your business?

14  

INDUSTRY  BODY  

4.8

MA

RK

ETER

S

4.0

AG

ENC

IES

4.0 2.8

MED

IA

OW

NER

S

3.7

Rating out of 5

RES

EAR

CH

ERS

SOFT

WA

RE

BU

REA

US

Rating out of 5 Mean average of the sum of the answers

1 Not important 2 Slightly important 3 Important 4 Very important 5 Critically important 6 Not my area of responsibility

I N D U S T R Y V I E W

3.5

Within a multi-JIC environment, a single industry body will be the best vehicle to represent the interests of marketers, agencies and media, for the purpose of joint industry research. 1   2   3   4   5  

23%

5% 6%

28% 38%

29%

43%

29%

13%

88%

8% 8%

8%

77%

20%

16%

12%

44%

100%

16  

FUNDING  

81%

19%

69%

25% 6%

63%

38%

19%

81%

100%

31%

69%

Would you be willing to contribute towards the funding of joint industry research? Would you be willing to contribute funding towards a representative industry body that manages industry research, provides training and development, and is responsible for the validation and certification of industry research? Is a centralised collection model the most appropriate mechanism for collecting funds to be utilised by the industry body? Should the industry contributions be managed and administered by a body, which is independent from the industry research body? Should all contributions and collections be subjected to verification and independent audits? Should funds collected through a new funding mechanism be utilised to fund joint research over and above an Establishment/Hub Survey, e.g. segmentation tools, surveys, components within currencies etc.?

No Yes

Not in my area of responsibility

M A R K E T E R S V I E W

Funding audience and other research as an industry

18  

15%

77%

8%

38%

62%

85%

15%

31%

69%

92%

8%

62%

38%

Would you be willing to contribute towards the funding of joint industry research? Would you be willing to contribute funding towards a representative industry body that manages industry research, provides training and development, and is responsible for the validation and certification of industry research? Is a centralised collection model the most appropriate mechanism for collecting funds to be utilised by the industry body? Should the industry contributions be managed and administered by a body, which is independent from the industry research body? Should all contributions and collections be subjected to verification and independent audits? Should funds collected through a new funding mechanism be utilised to fund joint research over and above an Establishment/Hub Survey, e.g. segmentation tools, surveys, components within currencies etc.?

No

Yes

Not in my area of responsibility M E D I A A G E N C Y V I E W

Funding audience and other research as an industry

19  

96%  

4%  

52%  

44%  4%  

28%  

60%  

12%  

4%  

80%  

16%  

76%  

20%  4%  

28%  

64%  

8%  

Would you be willing to contribute towards the funding of joint industry research?

Would you be willing to contribute funding towards a representative

industry body that manages industry research, provides training and development, and is responsible for the validation and certification of

industry research?

Is a centralised collection model the most appropriate mechanism for collecting funds to be utilised by the industry body?

Should the industry contributions be managed and administered by a body, which is independent from the industry research body?

Should all contributions and collections be subjected to verification and independent audits?

Should funds collected through a new funding mechanism be utilised to fund joint research over and above an Establishment/Hub Survey, e.g.

segmentation tools, surveys, components within currencies etc.?

No Yes

Not in my area of responsibility

M E D I A O W N E R V I E W

Funding audience and other research as an industry

20  

FUNDING  MECHANISM  

10 Respondents suggested that in addition to media agencies collecting a levy from marketers, a mechanism should be found for capturing direct spend from those marketers who do not utilise the services of media agencies. One respondent gave the same suggestion as a unique response.

What mechanism would be preferable to collect industry contributions?

An add-on levy as a % of net adspend, collected by media agencies

An add-on levy as a % of net adspend, collected by media owners

An annual subscription billed directly to the marketers

Other

No Response

There is no concensus for a collection model. However, 56% of respondents preferred a solution that involves funding derived from marketers whether through levy collections or direct payment.

#3

#1

+

25%

6%

31%

25%

13%

55 respondents answered the question and a total of 80 answers were analysed.

No response Other An add-on levy as a % of net adspend, collected by Media Agencies An add-on levy as a % of net adspend, collected by Media Owners An annual subscription billed directly to Marketers

I N D U S T R Y V I E W

22  

25%

6%

31%

25%

13%

39%

6% 33%

6% 17%

41%

6% 35%

6% 12%

AG

ENC

IES

MA

RK

ETER

S

IND

UST

RY

The preferred solution involves contributions from marketers, either by direct payment or collected by media agencies through a levy system. It is therefore important to unpack the responses from these stakeholder groupings themselves, in order to gauge the feasibility of implementing such a funding model.

#3

#1

+

No response Other An add-on levy as a % of net adspend, collected by Media Agencies An add-on levy as a % of net adspend, collected by Media Owners An annual subscription billed directly to Marketers

I N D U S T R Y V I E W

23  

VALUES  

                 

If you were running the industry body, what change would you make to improve the research for yourself?

55 of the 65 respondents answered the question (10% did not answer). A total of 86 statements were collected and many respondents shared more than one view. Suggestions were grouped into four (4) broad categories (values) and the remainder are dealt with under “other”.

Data Integrity & Reliability Pro-Innovation Stance Cohesive Leadership Research Expertise

26% 23% 21% 16%

29%

15% 17%

21%

8% 10%    Innova+on  

   Exper+se  

   Leadership  

   Integrity  

26% of comments were concerned about data integrity and reliability in the new dispensation. Respondents argued that an inclusive & transparent mechanism should be found to review & safeguard data integrity.

23% of comments concerned the need for innovation. Respondents argued for innovation through the exploration of new research methodologies and technologies.

21% of comments argued that the industry lacks cohesive leadership.

Respondents expressed a need for leadership that is focused on industry needs.

16% of comments concerned a current lack

of research expertise. Respondents identified the need for knowledge building in the industry.

I N D U S T R Y V I E W

26