saarf and defining & measuring audiences why saarf does this: seeks relationships between: –...
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SAARF and defining & measuring audiences
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Why SAARF does this:
• Seeks relationships between:– Who people are– What they consume– What media they follow.
• Not interested in uses & grats; ethnography; qualttive qtns.
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Basic assumptions• 1. Samples are representative.
• BUT: taken over what period?
• Now over 1 year: – AMPS & RAMS have 30 474
– TAMS has 3549.
• Averages out seasonal change.
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Nguni/Sotho Adult: Any TV ViewingOld Universe up to Week 42 - New incl. DSTV for Weeks 43 - 13
0
10
20
30
40
50
60
70
80
90
100
% O
F T
OT
AL
1998 1999 2000 2001
COMRADES
OLYMPIC GAMES
SOCCER CHARITYCUP +3 COMBINATION
SOCCER & MARTIAL ARTS
WORLD CUP QUALIFIER
SA vs MALAWI
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Basic assumptions• 2. Reading, viewing, etc. can be
averaged out to mean the same thing: OTS (opp 2 see)
• All OR part of edition/programme.
• 3. Stim->resp (effects model)
• 4. Passive, fragmented audience.
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Used for predicting• 5. Assumption is that patterns and
trends of the past can help predict the future.• 6. Assumption that demographics
= behaviour• 7. Assumption ignores aspirations
and new markets
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How SAARF surveys: Methods
• Not the NY sewers
• Not the Poynter eyetrack
• Not the Media Effects lab (PSU)
• Interview questionnaire:–Prompt card (Comp Ass Pers Intv)
–Self-completed section:155 FMCG
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More methods
• A diary for extra info on radio listening habits over 7 days.• Electronic meters for extra info on
TV viewing habits. Works via remote cntrl. (24 hrs)• No focus groups or ethnographic
study
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TAMS• Top TV stations:–sabc 1: 48.5%–sabc 2: 18.2%–etv: 14.2%–sabc 3: 9.4%–mnet: 6.1% –dstv: 2.8%
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Amps Rating (AR)
• Proportion of viewers watching a show, multiplied by total numbers watching TV at that point in time. • Excludes less than 20 secs
viewing, and deferred (videotaped viewing).
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TAMS sampling
• 3549 individuals between 30 July & 5 Aug
• Represents 11 445 000 adults.
• Demographics = SA gender.
• Disproportions: race; age; income.
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ADULTS Current
Male 44,1%
Female 55,9
English 14,2
Afrikaans 29,1
Nguni 32,3
Sotho 24,5
16-24 24,2
25-34 20,4
35-49 26,3
Sample Current Reporting Profile
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ADULTS Current
50+ 29,1
Income H 33,1
Income M 42,5
Income L 24,5
LSM 1-4 ,7 (BUT 56% of SA)
LSM 5 15,6
LSM 6 40,6
LSM 7 24,0
LSM 8 19,0
Current Reporting Profile
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TAMS difficulties:•Eurometer has facility to change TV channels, to mimic procedures in households not having a RCU•The meter RCU is then used to log in & out only• [..but remember VCR tuning with RCU - in that case we install meter tuning with RCU]
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• QUOTE: It became clear during February that our technicians were not up to task
Deficiencies apparent in :
Call back/response rate to handle problems was too low.
Centralised technician centres in J’Burg, Cape Town & Durban were not suited to a 1500 household panel.
Problem of satellite reception analysis.
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AMPs Difficulties• Interviews: need to check back
(31%)
• Selective & faulty memories.
• Self-completed: fall off.
• Frankness, honesty, hype - who of you admits to reading “You” magazine?
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Rams difficulties
• 30 474 diary keepers in past year - but how representative, given the radio proliferation?
• 15 499 are metropolitan, but which adult controls the station in the household?
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How Saarf defines profiles
• LSMs: living stds measure.
• Market research tool: “currency”
• Segments people in terms of a cluster of 25 qtn variables & 4 observation ones.
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Example LSM 1
• Black females, over 50, rural.
• Low schooling, live in hut
• No financial services
• Minimal consumption or shopping.
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LSMs in society
Lsm 1 13% R750 pm
Lsm 2 15% R900
Lsm 3 14% R1 100
Lsm 4 14% R1 600
Lsm 5 12 R2 300
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LSMs in society
Lsm 6 12% R3 700
Lsm 7 6% R5 500
Lsm 8 6% R7 400
Lsm 9 5% R9 700
Lsm 10 5% R13400
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LSM variables: you guess!
• Hot running water (Gtn East 5%)• fridge/freezer• microwave• flush toilet (Gtn East: 15%)• no domestic in household• VCR
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LSM variables cntd
• Vacuum cleaner
• No cellphone
• Traditional hut
• Washing machine
• PC in home
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LSM variables cntd
• Electric stove
• TV set
• Tumble dryer
• Home phone
• less than 2 radio sets
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LSM variables cntd
• Hi-fi, music centre• Rural outside Gautng, W. Cape• Built in kitchen sink• Deep freeze• Water in home/on plot• Mnet/DSTV subscription
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LSM variables cntd• Dishwasher• electricity• sewing machine• Gauteng• Western Cape• Motor vehicle• Home security service
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7.7
4.6
2.2
10.8
1.6
1.4
16.6
5.3
18
5.3
8.5
6.3
4.9
6.8
0.7
27.2
11.4
1.1
12.3
13.6
0.9
0 5 10 15 20 25 30 35 40 45 50
Kickoff
Huisgenoot
Fair Lady
Drum
Cosmopolitan
Car
Bona
LSM 5 LSM 7 LMS 10
MAGAZINES BY LSM - 1
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ACCESS TO SERVICESJul 2000 -Jun 2001
Electricity 79.4
Access to water 75.1
Home phone 31.9*
Cell phone 19.4+
Access to Home/Cell phone 42.1
Flush toilet (house/plot) 60.4
Hot running water 34.8+ : Significant increase
* : Significant decrease
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DURABLES IN HOMEJul 2000 -Jun 2001
% '000
TV 68.1 6 494
Fridge 59.5+ 5 686
Hi-fi 53.6 5 115
Electric Stove 48.6 4 645
VCR 28.2 2 693
Microwave Oven 26.2+ 2 507
Freezer 20.7 1 980
M-Net/DStv Subscription 10.7* 1 023
PC 9.2 878
Dishwasher 3.4* 324
+ : Significant increase * : Significant decrease
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CELLPHONE MARKETTotal'000
Total number of cellphones 4 539Households with 1 2 076
2 7313 2034+ 98
Average per household 1.46
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INTERNET USAGE4 Weeks
TOTAL‘000 %
Obtain information 1 069 3.7
Send/receive e-mail 1 035 3.6
Banking via internet 286 1.0
Purchased via internet 77 0.3
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8.0
8.8
13.9
17.2
18.8
18.9
21.3
28.4
35.5
48.9
0 20 40 60 80 100
ordered take-aways
bought pre-recorded tapes
hired a videotape
active interest in garden
bought CDs
moved house
started exercising
eaten in a restaurant
bought take-aways
bought lottery tickets
ACTIVITIES - STARTING OUT SINGLES
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12.2
14.3
14.5
18.0
18.7
20.9
22.6
27.8
38.5
56.8
0 20 40 60 80 100
moved house
started exercising
hired a video tape
bought CD's
bought dolls/soft toys
bought toys (other)
active interest in garden
eaten in a restaurant
bought take-aways
bought lottery tickets
ACTIVITIES - NEW PARENTS
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4.9
5.2
5.4
5.9
7.8
12.0
24.6
26.7
31.7
46.1
0 20 40 60 80 100
bought scratch cards
hired a video tape
bought dolls/soft toys
bought toys (other)
started exercising
bought CD's
eaten in a restaurant
bought take-aways
active interest in garden
bought lottery tickets
ACTIVITIES - GOLDEN NESTS
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BOUGHT LOTTERY TICKETS - 1BOUGHT LOTTERY TICKETS - 1
Female45.7%
Male54.3%
GenderGender AgeAge
18-2421.8%
25-3431.4%
35-4930.1%
50+16.7%
13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks
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BOUGHT LOTTERY TICKETS - 2BOUGHT LOTTERY TICKETS - 2
Population GroupPopulation Group LSM GroupLSM Group
Black69.4%
Coloured8.6%
Indian3.0%
White19.0%
13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks13 255 000 adults (45.7%) purchased lottery tickets in 4 weeks
LSM 1-212.9%
LSM 312.2%
LSM 415.4%
LSM 514.8%
LSM 616.3%
LSM 7-814.8%
LSM 9-1013.5%
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There’s loads of info about audiences in AMPS …
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But there is also much more to audiences than AMPS!
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Be aware of their assumptions and rationale
and limitations.