passive audience measurement - tifa research · media research –key indicators 28 reach : the...

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Back to the Basics

Media Audience Research

❑ A study of media consumers of radio, television, print media and

internet for the purpose of reaching the optimal consumer audience.

❑ Media audience provide critical information for’;

▪ Advertisers needing to target their messages

▪ Media owners pricing their advertising inventory

▪ Ad agencies that plan and buy media on behalf of advertisers.

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Audience Research in Africa

Kenya Uganda Tanzania Nigeria South-Africa

Methodology DAR DAR DAR Diaries Diaries/People

Meters

Frequency Monthly Quarterly Quarterly

Monthly Radio- QuarterlyTV – Daily

Coverage National Main cities Main cities 18 urban areas National

Last survey release date

May 2019 Quarter 4 2017 May 2018 July 2018 Up-to-date with relevant release

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Notes:❑ DAR: Day After Recall

❑ Dairies: 7 days paper dairies Source: PAMRO

Kenya is ahead of the East Africa in terms of frequency of surveys and geographical coverage

Historical Perspective: Audience Research Methodology

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❑ Audience research in Kenya has undergone a transformation from self-completion paper diaries to

the day after recall.

❑ Future of audience research is the PASSIVE

Paper diariesSelf completion

Mobile AppSelf completion

Day After RecallDAR

PassiveAudience Research

Our Passive Journey

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Passive Pilot

Product Refinement

Panelists Recruitment

Data collection

LaunchIndustry

adoption

Nov-Dec 2018 Jan-Feb 2019 March 2019 April-May 2019 June 2019

Comparison – Passive vs DAR

Day After Recall (DAR)

Monthly Data

Fewer Channels Captured

Reliance On Recall

Real Time Data

More Channels

Records All Exposure

PASSIVE

Graphics adopted from Adioma

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Leveraging on Technology for Passive Audience

Measurement

❑ Passive is data collection methodology without

active involvement of respondents.

❑ TIFA passive collects respondents’ media

consumption behavior using a smartphone.

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Passive Audience Methodology

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Passive Data Collection - How it works

Media House

Key features of TIFAp+

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Calibrated to earshot

Audio frequency matching

Unique Panel ID for respondents

Submits text files to server Internet connectivity required

Compatible Android 4.2+

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TIFAp+ Live Demo

Does app use my phone storage?

No, the data is saved in the form of text files.

When I am offline, do you get data?

No, but will keep collecting media consumption until when you are next online.

Do you listen to my conversation?

The app does not listen or store any personal

information.

TIFAp+ : FAQs from Panelists

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Does the app use up my data bundles?

TIFA has already purchased bundles for the app for reach respondent.


No objection letter

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Panelists recruitment

Panel Rationale

❑ Panel: respondents recruited to take part in research sessions or projects continuously over a period ofone year.

❑ Studies that focus on the same respondents over a period of time enable the investigator secure better

evidence media consumption

17Graphics adopted from Adioma

Recruitment Process

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Sample HH visits Screening Consent Install App

❑ Based on establishment survey 2015

❑ Screening ❑ Demographics

❑ Type of handset❑ Duration in location

❑ Agree to terms in writing

❑ Provide unique ID

❑ Confirm if data received in server


Sample Spread: Location For Recruitment

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Sample Distribution

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Age Group Establishment Passive LSM Establishment Passive

15-17 years 2.7% 2.7% LSM 1-2 3.6% 3.6%

18-24 years 25.4% 25.4% LSM 3-4 15.0% 15.0%

25-34 years 42.5% 42.5% LSM 5-7 27.2% 27.2%

35-44 years 18.7% 18.7% LSM 8-11 36.8% 36.8%

45+ years 10.7% 10.7% LSM 12+ 17.4% 17.4%

Gender Establishment Passive

Male 51.7% 51.7%

Female 48.2% 48.2%

Methodology

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Data Collection Passive

Target Population 15+ Years Media Consumers

Duration of Data Collection April-May 2019

Geography Nairobi Topography

Sample Size 400 media consumers

Margin of Error +/-4.8%

TIFAp+ Big Data : April to May 2019

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1,140 HOURS

60 DAYS

86,400 MINUTES

5,184,000 SECONDS


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Key Media Consumption Insights

Average number stations

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5.2

3.4

Radio TV

75

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Total Radio Stations Captured Total TV Stations Captured

Average number of stations per day Average number of stations captured for all audiences

Average No. of Stations Per day

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5.2 5.54.9

6.3

5.2 5.3 5.44.7

3.4 3.5 3.52.8

3.4 3.5 3.6 3.8

0

1

2

3

4

5

6

7

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Total Male Female 15-17 years 18-24 years 25-34 years 35-44 years 45+ years

Radio TV

Media planning – spends across more stations

Radio Jambo

Urban Radio

Radio Taifa

One FM

Ghetto FM

Baraka FM

Urban Radio

Kiss FM )

NRG Radio

Nation FM

Panelists’ Case Studies: One Day Listenership

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Citizen Radio

Radio Maisha

Panelist 100178 (11th April 2019) Panelist 100539


• Male

• 18 - 34 Years

• LSM 5-7

• Female

• 25 - 44 Years

• LSM 8-11

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❑Different methodologies yield different results

i.e DAR , diaries and passive ,etc.

❑Passive data collection methodologies always

capture more media channels being

consumed by audiences.

❑The results for passive should NOT be compared

with data from other methodologies.

Audience consumption behaviour

Media Research – Key Indicators

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► Reach : The proportion of the population/respondents that tuned in to a particular station

► Share : The percentage of the total viewing or listening audience over a given period of time.

Share is the % of a station’s total time spent over the total time spent across all stations/channels.

► Trend : Audience estimate expressed as a percentage of the population within a specific time

segment. To know which time of the day delivers significant audience sizes

► Source of 2.09M base : Past 7 Days Media Consumers in Nairobi (Television/Radio Print And

Internet) as per the KARF Establishment Survey (Feb/Mar 2015).

Radio Reach: Nairobi Only

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Base: 2.09M (Past 7 days media consumers)

10.1%9.5%

8.9% 8.6% 8.4%7.7% 7.6%

7.0%

5.7% 5.5%4.9% 4.5% 4.3%

3.6% 3.4% 3.3% 3.2% 3.0% 2.7% 2.6% 2.6% 2.5% 2.5% 2.5% 2.5% 2.4% 2.3% 2.2% 2.2%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Radio Share : Nairobi Only

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NRG Radio, 8%

Kiss FM, 7%

Classic FM, 7%

Kameme FM, 5%

Radio Maisha, 5%

Home boyz Radio, 5%

Milele FM, 4%

Ghetto FM, 4%

Citizen Radio, 3%

Ramogi

FM, 3%Hot 96 FM, 3%

One FM, 3%

Inooro FM, 2%

Nation FM, 2%

Radio Jambo, 1%

Others, 37%

Radio Trends – Average Week : Nairobi Only

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0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

NRG Radio Kiss FM Classic FM Radio Maisha Milele FM Hot 96 FM

Ghetto FM Home boyz Radio Citizen Radio One FM Nation FM Radio Taifa

Urban Radio Kameme FM Gukena FM Qwetu FM Capital FM Ramogi FM

TV Reach: Nairobi Only

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17%

12%10% 10%

9%7%

5%4% 4% 4% 4% 4% 4%

3% 3% 3%2% 2% 2%

0%

5%

10%

15%

20%

25%

30%


TV Share : Nairobi Only

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Citizen TV, 25%

KTN home TV, 11%

NTV, 9%

Inooro TV,

9%

KTN News,

7%

SuperSport 3, 4%

K24 TV, 4%

Agikuyu TV, 3%

Kameme TV, 3%

Kass TV, 3%

Signs TV, 2%

y254 TV, 2%

Raia TV, 2%

Njata TV, 2%

switch tv, 2%

Ebru Africa TV, 2%

KBC TV,

2%Kiss TV, 2%

Others,

5%

TV Trends – Week Average : Nairobi Only

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0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

Citizen TV KTN home TV NTV Inooro TV KTN News

K24 TV Kass TV Kameme TV Njata TV SuperSport 3

Ebru Africa TV y254 TV Signs TV Agikuyu TV Raia TV

KBC TV Kiss TV ktn burudani switch tv

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Methodological Considerations

Methodological Considerations

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Duration for analysis – seconds by second? 15minutes slot? 5 minute slot? Considering delayed transmissions across the

country.

Time shifting media consumption – capturing media

consumption past the airing date. Integration of these into

audience ratings

Geo-location analysis – what happens to a respondent

who migrates from one region to another? Under which

region should he/she be analyzed from?

Key success factors for passive technology roll out

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Current LSM’s are outdated. An urgent need to update the

LSM evaluation criteria

Establishment survey is outdated and needs to be refreshed

Newspaper readers panel and the data collected 1-3 times a

year.

Industry to pull together to meet the cost of passive audience

research – likely to be grow by 200%

Update LSMs

Establishment Survey

Print media

Costs


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Immediate Use of TIFAp+

High Networth Inviduals – research on access to media

consumption for affluent panel

Geocentric media consumption – research on specific

geographies e.g. pre-BTL event, problematic sales region. etc

Consumer deep dives – research on a specific target group

through a customized research panel.

Public place audiences – install TIFAp+ in selected public

places.

Costs will be customized based on your target group

How to connect with TIFAp+ team

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We are keen to run a live demo of TIFAp+

Industry Framework for Audience Research

❑KARF is the industry body that manages audience

research in Kenya.

❑TIFA is currently the data collection agency for

audience research data for KARF using the DAR

methodology.

❑TIFA is keen work with the industry to roll-out the passive

methodology.

TIFA Research Limited

7th Floor, Lenana Towers 843

Lenana Road, Kilimani

+254 709 65 90 00

P O Box 59629, 00200

Nairobi, Kenya.

[email protected] | www.tifaresearch.com© 2018

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