2017

Launch Presentation

#PAMS2017

THE JOURNEY

3

THE BRIEF

To measure and track

audiences across all reading platforms to enable the buying and selling of advertising

High AMPS RPCs need to be

addressed

Link to PRC Mobile Reader Panel

To enable the linking of these audiences to the Establishment Survey and IAB Effective Measure data

Source: PAMS 2017

4

OUR PURPOSE

To provide an innovative

“Gold Standard” Reader Audience Measurement

founded on global and local best-in-class practice,

expertise and resources Source: PAMS 2017

5

THE OUTCOME

The most complete measurement of

reader audiences, across all platforms, to

inform effective advertising investment

Source: PAMS 2017

6

FIELDWORK , SAMPLE AND SCOPE

Fieldwork: 11 July – 16 November 2017

Total sample of 17 386:

Weighted to the mid-2017 IHS population of 40 073 000 (Adults 15+)

53 Newspapers; 92 Magazines and 10 Online News Sites were measured –

155 Total Source: PAMS 2017

7

FLOODING – INCREASED SAMPLE BY 70%

Significant cost efficiency generated through flooding methodology

Households Average Flooded Rate

Total Respondents

10,000 1,74 17,386

PAMS INTERVIEWS

Cost us 34% of what we paid in 2015 per AMPS interview Source: PAMS 2017

8

FLOODING – REDUCES READERSHIP BY 4%

60.4 56.6

44.4 40.6

44.3 41.4

Primary Total Sample

Total Newspapers Magazines

Source: PAMS 2017

9

QUESTIONNAIRE FLOW

PLATFORM FILTER

On Paper

On a Cellphone

On a Computer

On a Tablet

On another device

None of these

CASI SELF-

SELECTION

ROUTING

PAPER / ONLINE

QUESTIONS

Frequency

When last for AIR

Pick ups

Origin of Copy

Time Spent Reading

Device/Platform

1 2 3

Cell Phones / Online behaviour

Motoring / Financial

Retail: Food and groceries / Furniture and Appliances / Clothing Source: PAMS 2017

PRODUCT / BRAND / RETAIL / BEHAVIOUR 4

10

NEW EXPANDED & REFINED DEFINITION

Source: PAMS 2017

11

CASI – SELF-SELECTION OF TITLES

Design

• Masthead rotations

• Only 4 titles per screen

• Newspaper prompts regionalised by province

• Shortens questionnaire length

• Publications reported by Platform and in Total

• Increases respondent interest

• Saves time

Outcome

• Removes bias

• More focus on EACH title

• Zero incompletes

• More “Niche” publications hitting the radar

• Removes status induced over-claim

Source: PAMS 2017

12

EASIER FREQUENCY SELECTION THROUGH VISUAL PUBLISHING INTERVAL SCALE

• Thinking of DAILY SUN there are FIVE issues published from MONDAY to FRIDAY. How many different issues do you normally read or page through?

• Thinking of CITY PRESS, there are normally FOUR issues published in a ONE MONTH. How many different issues do you

normally read or page through?

• Thinking of BONA, there are TWELVE issues published in a YEAR. How many different issues do you normally read or page through?

Source: PAMS 2017

1 2 3 4 5

Monday Tuesday Wednesday Thursday Friday

1 2 3 4 5 6 7 8 9 10 11 12

January February March April May June July August September October November December

Year

1 2 3 4

Week 1

(Mon-Sun)

Week 2

(Mon-Sun)

Week 3

(Mon-Sun)

Week 4

(Mon-Sun)

Month

13

TWO PLACEBO TITLES INCLUDED

Total Respondents 56

Total Respondents 6

%

PAMS Paper 0,0

PAMS Online 0,1

PAMS Total 0,1

Source: PAMS 2017

Paper 0,0

PAMS Online 0,0

PAMS Total 0,0

%

14

AIR BASED ON “WHEN LAST” RECENCY

Not counting today, when last did you personally read or page through a paper copy of

o 2 Days ago o 3 Days ago o 4 Days ago o 5 Days ago o 6 Days ago o 7 Days ago o 8 Days – 2 Weeks ago o 3 – 4 Weeks ago o 5 – 6 Weeks ago o 7 – 8 Weeks ago o 9 – 12 Weeks ago o 4 – 6 Months ago o 7 – 12 Months ago Source: PAMS 2017

o Yesterday o 2 Days ago o 3 Days ago o 4 Days ago o 5 Days ago o 6 Days ago o 7 Days ago o 8 Days – 2 Weeks ago o 3 – 4 Weeks ago o Longer ago

You mentioned that you have read or viewed online content for IOL. When last did you read or view this?

PAPER ONLINE

15

AIRs BASED ON RECENCY

Total Multi-platform AIR (7 Day online)

Paper AIR Online AIR

Last read in Issue period Last read in 7 days

Last read in 4 weeks

Source: PAMS 2017

16

NEW: MULTIPLE PICK-UPS (OTS)

Thinking about the paper copy of Sunday Times you last read, how many times did you pick it up before you finished with it?

o Once Only o 2 – 3 times o 4 – 5 times o 6 or more times

o Once Only o 2 – 3 times o 4 – 5 times o 6 or more times

Thinking about the paper copy of BONA you last read, how many times did you pick it up before you finished with it?

Source: PAMS 2017

17

NUMBER OF PICK-UPS

45 39 29 29

41 42

46 41

14 19 25 30

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Once only 2-3 times 4 or more times

Average number 2,2 2,4 2,7 2,9 Pick-ups

Based on 12 month Readers

Source: PAMS 2017

18

NEW: TIME SPENT READING (TSR)

Thinking of your reading of Daily Dispatch, on average, how long do you spend reading or paging through the paper copy of Daily Dispatch?

Average Time

o Less than 30 minutes o Between 30 minutes – 1 hour o Between 1-2 hours o Between 3-4 hours o 4 hours or more

Average Time

o Less than 30 minutes o Between 30 minutes – 1 hour o Between 1-2 hours o Between 3-4 hours o 4 hours or more

Thinking of your reading of SARIE KOS, on average, how long do you spend reading or paging through the paper copy of SARIE KOS?

Source: PAMS 2017

19

TIME SPENT READING

34 29 25 27

45 43

43 38

21 28 32 35

DAILY NEWSPAPER WEEKLY NEWSPAPER WEEKLY MAGAZINE MONTHLY MAGAZINE

Less than 30 mins 30 mins - 1 hour 1 hour +

Average time 49 57 61 67 minutes

Based on 12 month Readers

Source: PAMS 2017

20

NEW: USAGE OF ADVERTISING INSERTS/LEAFLETS

Thinking about advertising pamphlets, leaflets or inserts such as these, do you

• Use them to compare prices 57

• Use them to plan your shopping 45

• Buy products as a result of seeing them 29

• Glance or page through to see if anything interests you 26

• Don’t look at them 16

%

Source: PAMS 2017

21

TOPICS/INTEREST QUESTION – NEWSPAPERS

% 38 38

35 35

33 32

27 25

23 23

22 21

18 17

16 16 16

14 13 13

10

SportCommunity News/Local…

Jobs/CareersSA News/Current Affairs

Celebrity NewsPolitics

EducationHealth/Fitness

International newsFood/Recipies

Beauty & FashiionAdvertising

Business/Economic/Compa…Comics/Cartoons/Crosswo…Entertainment/Movies/TV…

MotoringTechnology

PropertyPersonal Finance

TravelHome/Gardening/DIY

Source: PAMS 2017

22

TOPICS/INTEREST QUESTION – MAGAZINES

% 33

30

27

26

25

24

23

21

21

19

14

14

14

14

12

11

11

11

Real life stories

Celebrities

Sports

Food, Cooking and Baking

Fashion and Beauty

Health, Fitness and Weight loss

Careers, Jobs and Appointments

Wellness and Relationships

TV Guides

International news

Home Décor and Gardening

Holidays and Travel

Motoring

Technology, Gadgets and Hobbies

Financial and Business

Pregancy, Baby and Parenting

Personal Finance and Investment

Agriculture

Source: PAMS 2017

23

SAMPLING AND WEIGHTING

Designed by Prof. Ariane Neethling

National Sample based on SAL’s

Verified by

Andrew Whitney

24

99% OF MUNICIPALITIES SAMPLED

232 out of

233 municipalities

Source: PAMS 2017

25

SAMPLE POINTS STRETCHED TO MAXIMISE DIVERSITY

Limited to Points of 2

per SAL to maximise

national coverage

No substitution

outside sampled SAL

26

SOUTH AFRICA – MOST INEQUITABLE SOCIETY ON EARTH

27

DISPROPORTIONAL DESIGN IN LINE WITH INCOME SHARE

50 30

20 41

28

31

Metro Urban RuralSource: PAMS 2017

62 14 6

18

79

9

3 9

Black Coloured Indian White

28

HYBRID OF CELL AND RIM WEIGHTING

RIM WEIGHTING

• Iterative process of recalculation of weights

• Repeated until results converge to the target population

• Enabled PAMS to weight Afrikaans speakers

CELL WEIGHTING

• Applies a weight per Cell combination

• Enables interlaced demographic control

• Ensures in-depth analysis reliability

Source: PAMS 2017

AFRIKAANS

OTHER

GENDER AGE

POP GROUP

AREA

ALL INTERLACED

29

WEIGHTING EFFICIENCY

Measure of how well PAMS sample is aligned to the population

83% 70%

International Standard

Source: PAMS 2017

30

CREATING A SINGLE DATABASE - IMPUTATION

Single PAMS 2017 Datafile

17 386

PRIMARY SAMPLE 10 000

Reading Demographics

FLOODED SAMPLE 7 386

Reading Demographics

Products + Services

Best match Donor Imputed

Products + Services

Source: PAMS 2017

31

KEY DEMOGRAPHICS

32

SEM’s

12 17

13 11 11

8 9 7 6

7 11 13 13

11 10 9 11 9

7 7

ES (July 2016-June 2017 12M) PAMS

%

Source: PAMS 2017

33

LSM’s

0.3 1.4

3.9

13.9

21.3

33.4

11.5

5.4 5.7

3.2 0.7 1.9

3.5

11.1

18.1

27.5

13.6

8.3 9.3

6.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

AMPS 2015 ES (July 2016-June 2017 12M) PAMS%

Source: PAMS 2017

34

EMPLOYMENT LEVELS HIGHER AMONGST READERS

28

9 7

33

14 10

34

9 6

28

15

8

0

5

10

15

20

25

30

35

40

45

50

Working Full Time Working Part Time Housewife/Husband Unemployed Student Retired

PAMS Total PAMS Readers

%

Working Full Time

Working Part Time

Housewife/ Househusband

Unemployed Student Retired

Source: PAMS 2017

35

READING RESULTS

36

Designed for All Media and Products

Sample

Magisterial Based HH address based

Questionnaire: “Paper”

Masthead: DSCAPI

AIR: FRIPI (First Reading within in Issue Period)

Designed for Readership

Masthead: TABLET AIR: Recency based

Source: PAMS 2017

PAMS IS NOT COMPARABLE TO AMPS – EVEN THE PAPER MEASURE

=

AMPS

Sample: SAL the HH addressed based, Flooded

different disproportionality

Questionnaire: Multi-platform reading

37

TOTAL READING – LIMITED OVERLAP

Paper & Online 11 %

Online Only 3 %

Paper Only 86 %

R10,220 37 years

R21,460 33 years

R19,480 32 years

907k 3 739k 29 129k

Source: PAMS 2017

38

TOTAL READERS AIR

Total Audience 22 664 23 341

%

57 61

PAMS Total (AIR) AMPS 2015 (AIR)

Source: 2017

39

ONLINE REPETOIRES ARE HIGHER

AMPS 2015 PAMS

PAPER ONLINE TOTAL

1,9 2,0 2,6 2,2

2,7 2,6 3,1 2,8

3,5 3,3 4,1 3,6

Source: PAMS 2017

40

NEWSPAPERS

41

TOTAL NEWSPAPERS AIR

AMPS 2015 ’000

PAMS 2017 Total Audience

26 29

44

22

29

41

Any Daily Any Weekly Any Newspaper

AMPS 2015 PAMS Total

%

9 742

8 756

10 945

11 797

16 664

16 251

Source: PAMS 2017

42

TOTAL NEWSPAPERS AIR

AMPS 2015 ’000

PAMS 2017 Total Audience

10 945

11 797

16 664

16 251

26 29

44

18

27

37

5 4 6

22

29

41

Any Daily Any Weekly Any Newspaper

AMPS 2015 PAMS Paper PAMS Online PAMS Total

9 742

8 756

%

Source: PAMS 2017

43

RANKINGS – DAILY NEWSPAPERS

Daily Sun

Sowetan

Isolezwe

Son

The Star

The Times

Daily Voice

The Citizen

Business Day

Daily News

Beeld

The Mercury

PAMS 2017

Daily Sun

Sowetan

Isolezwe

Son

The Star

Beeld

The Citizen

Daily Voice

Daily News

The Times

Daily Dispatch

Daily Herald

AMPS 2015

Source: PAMS 2017

44

RANKINGS – WEEKLY NEWSPAPERS

Soccer Laduma

Sunday Times

Sunday Sun

City Press

Sunday World

Ilanga LangeSonto

Isolezwe ngeSonto

Rapport

Isolezwe ngoMgqibelo

Ilanga

Son op Sondag

Sunday Tribune

PAMS 2017

Sunday Times

Soccer Laduma

Sunday Sun

City Press

Sunday World

Rapport

Isolezwe ngeSonto

Ilanga LangeSonto

Isolozwe…

Son op Sondag

Sunday Tribune

Post

AMPS 2015

Source: PAMS 2017

45

MAGAZINES

46

TOTAL MAGAZINES AIR

AMPS 2015 ’000

PAMS 2017 Total Audience

23

34

45

20

32

41

Any Weekly Any Monthly Any Magazine

AMPS 2015 PAMS Total

%

8 946

8 063

12 866

12 903

17 360

16 599

Source: PAMS 2017

47

TOTAL MAGAZINES AIR

AMPS 2015 ’000

PAMS 2017 Total Audience

12 866

12 903

17 360

16 599

23

34

45

19

30

39

2 4 5

20

32

41

Any Weekly Any Monthly Any Magazine

AMPS 2015 PAMS Paper PAMS Online PAMS Total

8 946

8 063

%

%

Source: PAMS 2017

48

RANKINGS - MAGAZINES

KickOff

Drum

Bona

You

Move!

Huisgenoot

True Love

Car

People

Men's Health

Kuier

Food & Home

PAMS 2017

KickOff

Drum

Bona

Move!

You

True Love

Huisgenoot

People

Men's Health

Kuier

Speed & Sound

Cosmopolitan

AMPS 2015

Source: PAMS 2017

49

INTERNET AND CELLPHONE

50

INTERNET ACCESS

51% 8% 4%

TOTAL ACCESS 55 %

Source: PAMS 2017

51

INTERNET DEVICE OVERLAP

Cellphone & Computer/

Tablet 12 %

Computer/ Tablet Only

7 %

Cellphone Only 81 %

R11,890 32 years

R17,100 37 years

R27,540 37 years

17 873k 1 525k 2 738k

Source: PAMS 2017

52

CELLPHONES

50 % 30 % 10 %

TOTAL ACCESS 90 %

Smartphone Ordinary Cell Feature Cell

Source: PAMS 2017

53

RETAIL AND BRANDS

54

33% OF HOUSEHOLDS HAVE A MOTOR VEHICLE

One 20%

Two 9%

Three + 4%

None 67%

NUMBER IN HOUSEHOLD

AMPS 2015 - 34%

STATS SA COMMUNITY SURVEY 2016 - 33%

ESTABLISHMENT SURVEY - 25%

Source: PAMS 2017

55

TOP CAR MANUFACTURERS

22

15

7

7

5

5

4

4

3

3

3

3

2

Toyota

VW

Ford

Nissan

Hyundai

BMW

Opel

Mazda

Mercedes

Isuzu

Audi

Chevrolet

Kia

%

Source: PAMS 2017

56

MAIN BANK

23

13

13

10

8

1

32

Capitec Bank

ABSA

First National Bank (FNB)

Standard Bank

Nedbank

Postbank/Posbank

Don’t have a bank account

%

Source: PAMS 2017

57

RESPONSIBILITY FOR HOUSEHOLD PURCHASES

Yes

64%

No 36%

WHOLLY/PARTLY RESPONSIBLE – DAY TO DAY PURCHASES

Source: PAMS 2017

59

TOP 3 SPEND MOST MONEY

Base: Purchasers

SEM 1-4 %

SEM 5-7 %

SEM 8-10

%

Shoprite 47 Shoprite 50 Pick ‘n

Pay/Hyper 33

Boxer Superstores

14 Pick ‘n

Pay/Hyper 16 Shoprite 22

Spar/Superspar 14 Spar/Superspar 12 Checker/Checkers

Hyper 17

Source: PAMS 2017

60

FURNITURE AND APPLIANCES •

%

Yes

24%

No 76%

BOUGHT IN PAST 12 MONTHS

17 15

12 10

6 5 5 5

4 4 4 4

3 3 3

2 2 2 2 2

1 1

ShopriteGame

OK FurnitureLewis

MakroCheckers/Checkers…

ClicksPick 'n Pay/Pick 'n…Hi-Fi Corporation

Jet MartMr Price Home

RussellsAckermans

House & HomeMorkels

At HomeBarnetts

BoardmansJoshua Doore

Pep StoresGeen & Richards

Hirsch's

Source: PAMS 2017

61

33

25

23

20

19

14

12

9

8

7

6

6

5

4

3

3

2

1

1

1

Mr Price/Mr Price Sport

Jet

Ackermans

Pep Stores

Edgars/Edgars Active

Truworths

Woolworths

Markham

Sportscene

Identity

Foschini

Total Sports

Studio 88

Legit

Fashion Express

Pick 'n Pay/Pick 'n Pay Hyper

Milady's

Jay Jay's

Sportman's Warehouse

Stuttafords

CLOTHING •

Yes

62%

No 38%

BOUGHT IN PAST 6 MONTHS

Source: PAMS 2017

%

62

ADDITIONAL VALUE-ADDS / FUSION HOOKS

Fusion Hooks Incorporated, Including behavioural and brand data TV and Radio topline data also included

L1. During an average week, on how many days do you personally watch TV?

o 7 days (every day) o 6 days o 5 days o 4 days o 3 days o 2 days o 1 day o Don’t watch TV in an average week

Source: PAMS 2017

63

PAMS

PANEL

BALANCE FUSE = TOTAL AUDIENCE

OUR CURRENCY SURVEYS

Source: PAMS 2017

64

HUB & DONOR = SINGLE SOURCE

64

ES

PAMS

TAMS

RAM

IAB

HOME SCAN

OOH

65

HUB & DONOR = SINGLE SOURCE

65

IAB

HOME SCAN

OOH

66

NEXT STEPS - FUSION

67

THE THING ABOUT SINGLE SOURCE

All markets fragment as the world becomes more complex

1. Fewer respondents per question

2. More questions to understand complexity and brands

3. Longer questionnaires

4. Poorer quality of responses

Inevitably single source will no longer do the trick!

68

MEDIA FUSION IS NO LONGER THE VISION, IT’S THE PREFERRED SOLUTION

Brings previously separate media assets together

1. for the most granular view of consumers

2. cross platform behavior

3. which supports analytics,

4. flexible media & target creation and

5. un-duplicated reach & frequency planning

Digital

Newspaper

Magazine

TV

OOH

F

Radio

Segments

Homescan

Video Streaming

Cinema

Online

TV

F

Homescan

Smartphone

TV

F

Homescan

Online

Newspaper Magazine

TV

F

Source: PAMS 2017

69

WHAT IS DATA FUSION?

• Statistical analytics and modeling in order to create a single data set that incorporates the attributes from both

Data Set 1

(recipient): Print Title

Reading

+ Platform

Data Set 2:

(donor)

FMCG brand

consumption

Data Set 3:

(integrated)

Print Title FMCG

consumption profile by

platform

Source: PAMS 2017

70

DATA FUSION APPROACH

Linking Variables

Like-variables within both Data Sets

Importance Weights

Using statistical analysis to

understand how each of these

variables correlates to behavior, we

establish importance weights for each

variable

Fusion

A fusion algorithm is created that uses the linking variables and importance weights to assign donor data from Data Set 2 to

Data Set 1

Calibration and testing

Individual

respondents in the fused data set are re-weighted, calibrated.

Fusion yields behaviors consistent

with the original data sets.

71

BUT WE HAVE A LOT TO WORK WITH

ES / IHS

TAMS

RAMS

EM / DAR

ROAD

PAMS

Newspaper Magazine

TV

Radio

OOH

Digital

Brands + Categories

Profile + Segments

Homepanel (CPS)

AMPS 2016

Products + Brands

Products + Brands

GCIS

Financial Services

(OMNI)

Attitudes + Lifestyle

FutureFact

Attitudes + Lifestyle

FUSION

Currency data

Insight data

72

INTRODUCING Nielsen consumer PANEL (CPS)

73

Longitudinal FMCG HH Data

Urban HH’s are audited twice a month, Rural HH’s once a month

Household Sample

4000,

representative of 15 millionHH

(AMPS 2014)

Full National

Demographically and

Geographically representative of

South African Households (LSM, PDM age, Region,

HH size, Race)

Pantry Audit

Record household purchases in a Nielsen diary. Auditor* cross

checks with pantry and

dustbin

All Retail Outlets

HH’s continuously

report their domestic

purchases from all retail outlets and are rewarded if

compliant

74

HOMEPANEL FUSION to PAMS

Apart from all the Reader data, what do we get?

PAMS

• Retail outlet:

– Furniture + Appliances

– Clothing

– Food + Grocery

• Reading

• Cell phone network

• Feature vs. smart phone

• Banks

• Motor vehicle brands

• Demographics

• Weighted to IHS

• SEM / LSM

Homepanel

PAMS

Home Scan

• FMCG retail outlet

• FMCG volumetric

consumption

• 200 categories

• 2000 brands

• Full national

• Longitudinal data

• Weighted to IHS

• Demographics

• LSM (and SEM later)

75

1.0

THANK YOU

2017

QUESTIONS?