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8/2/2019 PAMRO G Thorpe

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Sustainable Audience Research in Africa:Sustainable Audience Research in Africa:

A Case Study in West AfricaA Case Study in West Africa

George E ThorpeGeorge E Thorpe

NonNon--Exec Director,Exec Director,

Media Planning Services (MPS) Lagos.Media Planning Services (MPS) Lagos.Aug 2008Aug 2008


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The ChallengeThe Challenge


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Problem DefinitionProblem Definition

Sustainability of the finance & administration ofSustainability of the finance & administration of

audience research for media planning in Nigeriaaudience research for media planning in Nigeria Research providers offer periodic media habit studiesResearch providers offer periodic media habit studies

Rampant piracy of media research reports with huge costs/risksRampant piracy of media research reports with huge costs/risks

Generate intense controversy/frenzy among media/press housesGenerate intense controversy/frenzy among media/press houses

Fell short of minimum requirement for scientific media planningFell short of minimum requirement for scientific media planning

Model in RSA could not be replicated in Nigeria anywayModel in RSA could not be replicated in Nigeria anyway

Industry rarely collaborates (even to compete) in NigeriaIndustry rarely collaborates (even to compete) in Nigeria Who Pays/How would be most problematic in NigeriaWho Pays/How would be most problematic in Nigeria

Frustration in Nigeria then warning signals from GhanaFrustration in Nigeria then warning signals from Ghana

With GAMPS at PAMRO 2000..somewhat stalled since thenWith GAMPS at PAMRO 2000..somewhat stalled since then


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Problem DefinitionProblem Definition

Sustainability of the finance & administration ofSustainability of the finance & administration of

audience research for media planning in Nigeriaaudience research for media planning in Nigeria Focus on providing media planning services, not justFocus on providing media planning services, not just

researching media habits and consumptionresearching media habits and consumption

Current & reliable data for GRP = Reach x FrequencyCurrent & reliable data for GRP = Reach x Frequency

Appropriate technologies to read data for media planningAppropriate technologies to read data for media planning

Establish commercial basis & business model forEstablish commercial basis & business model for

sustainable scientific media planning in Nigeriasustainable scientific media planning in Nigeria Admit to role & limitations of current marketing researchAdmit to role & limitations of current marketing research

methodologies in measurement of media advertising in a rapidlymethodologies in measurement of media advertising in a rapidlychanging technology & media environment re best practicechanging technology & media environment re best practice


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The MP

S SolutionThe MP

S Solution


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Media Planning ServicesMedia Planning Services

From conception to delivery in 2 long yearsFrom conception to delivery in 2 long years Identified champions of change for commitmentIdentified champions of change for commitment

Good mix of advertisers & advert/media agenciesGood mix of advertisers & advert/media agencies

Formation & biz/fin prospectus to target investorsFormation & biz/fin prospectus to target investors Advertising and Media Agencies ONLYAdvertising and Media Agencies ONLY

Advertisers & Media Houses expressly excludedAdvertisers & Media Houses expressly excluded

Very slow & limited equity investment & client uptakeVery slow & limited equity investment & client uptake

almost crippled MPS re commitment of stakeholdersalmost crippled MPS re commitment of stakeholders Ad industry collaboration for syndicated audience researchAd industry collaboration for syndicated audience research

Lots of lessons as shared at Ad industry meeting in AccraLots of lessons as shared at Ad industry meeting in Accra


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MPSMPS

Data SheetData Sheet Date of IncorporationDate of Incorporation

24 Oct 200024 Oct 2000

Board of DirectorsBoard of Directors

Share CapitalShare Capital IssuedIssued $144K $144K

Paid UpPaid Up $72K $72K

ShareholdersShareholders

# Agencies# Agencies 1414

Min $800 to highestMin $800 to highest

$24K$24K

StaffStaff

x1 EDx1 ED

x2 Staffx2 Staff

Reps of Industry SectorsReps of Industry Sectors Rep ofRep of

ShareholdersShareholders

Advertisers Association ofAdvertisers Association of

Nigeria (ADVAN)Nigeria (ADVAN)

Akin OdunsiAkin Odunsi

ChairmanChairman

(Rosabel)(Rosabel)

Association ofAssociation of

Advertising AgenciesAdvertising Agencies

of Nigeria (AAAN)of Nigeria (AAAN)

George ThorpeGeorge Thorpe

(OMD)(OMD)

Media IndependentMedia Independent

Association ofAssociation ofNigeria (MIPAN)Nigeria (MIPAN)

Layi AfolabiLayi Afolabi

(Exec Director)(Exec Director)

BroadcastingBroadcasting

Organization ofOrganization of

Nigeria (BON)Nigeria (BON)


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MPSMPS

Value Chainonly 3 Exec + strategic partnersValue Chainonly 3 Exec + strategic partners

Procurement ofAudienceResearch

Formattingof Data

Subs to DataSets & Techno

After SaleSupport

x1 AMPS + x4RAMS+ x4TAMS per annum AMPS; 20K sample Diaries in 13 locations Similar to SAARF

Data is formattedto be read exclusivelyon only MPS licensedtechnologies

User Groups for referral,best practice & support


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MPSMPS -- Offerings & 2008 PricesOfferings & 2008 Prices

OfferingsOfferings PricingPricing TargetTarget

MarketMarket

CommentsComments

Annual subscription to dataAnnual subscription to data

x1 AMPS + x4 RAMS + x4x1 AMPS + x4 RAMS + x4TAMS for media planningTAMS for media planning

x1 AMPS for market analysesx1 AMPS for market analyses

$13,300$13,300

$6,000$6,000

AdvertisersAdvertisers


Data loaded to agency PCData loaded to agency PC

Data loaded to advertiserData loaded to advertiserPCPC

Various AMPS Data Reports egVarious AMPS Data Reports eg

MediaMedia

ProductProduct

$750$750

$1,250$1,250

MediaMediaOwnersOwners


Purchase of hard or softPurchase of hard or softcopycopy

Purchase of hard or softPurchase of hard or softcopycopy

Annual License of TechnologiesAnnual License of Technologies

Media Star for media planningMedia Star for media planning

Marketing Star for marketMarketing Star for marketanalysesanalyses

$3,000/$3,000/

$1,500$1,500

$1,000$1,000

Advert &Advert &MediaMedia

AgenciesAgencies


Machine specific softwareMachine specific softwareis installed and timedis installed and timed

Machine specific softwareMachine specific softwareis installed and timedis installed and timed


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MPS SalesMPS Sales

20022002 20032003 20042004 20052005 20062006 20072007

Subs (# Data Sets)Subs (# Data Sets) 66 1919 3030 3636 4646 5050

TechnologiesTechnologies-- Media StarMedia Star 6 9 20 236 9 20 23 2929 3131

-- Marketing Star/ESPRI 3Marketing Star/ESPRI 3 1010 1515 1616 2020 4444


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MPS P&L (Indexed)


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MPSMPS

Recent & LRP InitiativesRecent & LRP Initiatives U&A section improved to max exploitations (warn)U&A section improved to max exploitations (warn)

Expanded product categories (80Expanded product categories (80--110)110)

Introduced upgraded version of Media Star now closer to TelmarIntroduced upgraded version of Media Star now closer to Telmar

Launched ESPRI to replace Marketing StarLaunched ESPRI to replace Marketing Star

Program rating now available for TV & Radio wef AMPS II 2003Program rating now available for TV & Radio wef AMPS II 2003

Migrated from ABCDE social class typology to LSM wef AMPSMigrated from ABCDE social class typology to LSM wef AMPSIII/Dairies Wave 8III/Dairies Wave 8--11 (2006/6)11 (2006/6)

AMPS Data every 12 months (vs 18 month) wef Jan 2007AMPS Data every 12 months (vs 18 month) wef Jan 2007

Continuous daily tracking in x4 locations out of current 10 DiaryContinuous daily tracking in x4 locations out of current 10 Diarylocations wef Jan 2007locations wef Jan 2007

To replace current Dairy surveys with Peoplemeter per roll out plan forTo replace current Dairy surveys with Peoplemeter per roll out plan formore accurate, real time datamore accurate, real time data

Offer 2 levels of software re Media Star, Telmar & IMSOffer 2 levels of software re Media Star, Telmar & IMS


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ConclusionConclusion

Sustainability of the finance & administration ofSustainability of the finance & administration ofaudience research for media planning in Nigeriaaudience research for media planning in Nigeria

MPS as a fully viable valueMPS as a fully viable value--add platform for mediaadd platform for mediaplanning solutions in Nigeria; research as key inputplanning solutions in Nigeria; research as key input

Procured $1.5m worth of media audience research from 2 leadingProcured $1.5m worth of media audience research from 2 leadingproviders since 2001; probably now #1 research user in Nigeriaproviders since 2001; probably now #1 research user in Nigeria

Plan to procure some N1.1m worth of media research in 2008Plan to procure some N1.1m worth of media research in 2008--1010subject to impacts of new technology & media developmentssubject to impacts of new technology & media developments

My special thanks toMy special thanks to PAMRO 1999 for showing us the audience research way (re Piet)PAMRO 1999 for showing us the audience research way (re Piet)

Ghanas GAMPS 2000 for a rude awakening in/to NigeriaGhanas GAMPS 2000 for a rude awakening in/to Nigeria

MPS subscribers for bringing some science (sanity) to the largest,MPS subscribers for bringing some science (sanity) to the largest,most dynamic and complex advert media market in Africamost dynamic and complex advert media market in Africa


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Thank YouThank You

George ThorpeGeorge Thorpe

georgethorpe@[email protected]

pamro g thorpe

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