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SAARF releases the new AMPS® benchmark for print going forward The South African Advertising Research Foundation (SAARF) has released AMPS® 2009AB (Jan-Dec 2009), the first 12-month database to use the Double Screen Computer Assisted Personal Interviewing methodology exclusively. The impact of the move to DS-CAPI can still be seen, but on a far lesser RECAP: a changed methodology scale than when the methodology was DS-CAPI is an interviewing technique used by first introduced in September last fieldworkers when doing the AMPS® interviews. year, in the mixed CAPI/DS-CAPI release of AMPS® 2009BA (July 2008- Short for Double Screen Computer Assisted June 2009). Personal Interviewing, DS-CAPI displays all prompt material needed for the interview on both the As the first full DS-CAPI release, interviewer’s laptop, as well as on a screen for the AMPS® 2009AB is the new benchmark respondent. for the print media. For print, masthead prompts can now be in full colour, and are no longer randomly shuffled by the Total newspaper reading has interviewer, but are carefully grouped to remove as stabilised, as has the average issue much title-confusion as possible. readership of the daily papers, which showed a declining trend in the The DS-CAPI methodology allowed SAARF to previous AMPS® release. Weekly introduce a number of improvements to the papers too have stabilised, although readership questionnaire, as recommended in the the Saturday editions have continued AMPS® audit of 2007. to show a correcting movement, as It does however, mean a new benchmark for print title confusion between the Saturday readership, which cannot be compared to previous titles and their dailies is reduced. AMPS® results, nor to AMPS® 2009BA, which is a hybrid survey, being half CAPI and half DS-CAPI. Magazines start the year with a significantly higher benchmark than All other media however, can be trended as before, although increases in reading normal. levels have not been as dramatic as those seen in AMPS® 2009BA. SAARF AMPS® 2009AB (Jan-Dec 2009), page 1 of 14 TECHNICAL INFORMATION AMPS® 2009AB data covered January-December 2009 All 2009 fieldwork used the DS-CAPI methodology Sample size: 25 170. This is an increase of over 4 200 on AMPS® 2009BA, thanks to the additional small urban/rural survey and the extension of the AMPS® universe to 15+ (with an additional 583 respondents). UNIVERSE The AMPS® 2009AB release is based on the new AMPS® universe which measures all people aged 15-years and older. The 975 000 15-year-olds who joined the AMPS® fold have pushed up the total AMPS® universe to 32.498-million. Interestingly, the addition of these 15-year-olds has not had a significant impact on any media, including those which are specifically targeted at the youth market. The addition of this age group can be seen in thousands for certain media, but has not impacted on penetration. LIVING STANDARDS MEASURE (LSMs) The LSMs of AMPS® 2009AB are comparable to those in AMPS® 2009BA, with no significant changes being seen. LSMs Comparable in SAARF AMPS 2009AB 2009BA 2009AB LSM 1 3.5 3.2 LSM 2 7.3 7.5 LSM 3 7.8 8.0 LSM 4 14.2 14.3 LSM 5 15.2 15.9 LSM 6 19.5 18.7 LSM 7 10.2 9.8 LSM 8 7.6 7.5 LSM 9 8.5 8.9 LSM 10 6.3 6.2 Page 5 SAARF AMPS® 2009AB (Jan-Dec 2009), page 2 of 14 HOUSEHOLD INCOME Household income is unchanged in AMPS® 2009AB. What little change there is has been in an upward trend. Average household income now stands at R7 295.00 per month, an increase of 5.3% from R6 928 in AMPS® 2009BA. At July 2009, the six-month change was tracking ahead of inflation at 8.0%. Household Income unchanged in SAARF AMPS 2009AB 2009BA 2009AB Groups Groups % % Up to R 799 5.7 Up to R 799 5.9 R 800 - R 1 399 17.1 R 800 - R 1 399 16.4 R 1 400 - R 2 499 14.6 R 1 400 - R 2 499 14.6 R 2 500 - R 4 999 19.0 R 2 500 - R 4 999 19.0 R 5 000 - R 7 999 13.8 R 5 000 - R 7 999 13.9 R 8 000 - R10 999 10.2 R 8 000 - R10 999 10.0 R 11 000 - R19 999 10.3 R 11 000 - R19 999 10.4 R 20 000+ 9.3 R 20 000+ 9.9 Page 6 HOUSEHOLD DATA The AMPS® 2009BA release included a change to the household weighting procedure, as recommended in the AMPS® audit in 2007. This resulted in a new benchmark for household variables, and household results could not be compared with previous surveys. The new household weighting procedure has been used again for AMPS® 2009AB. Results for household variables are therefore comparable with those in AMPS® 2009BA. The household population stands at 12.484-million SAARF AMPS® 2009AB (Jan-Dec 2009), page 3 of 14 ACCESS TO SERVICES Services have remained stable over the previous AMPS® release. Access to Services AMPS AMPS 2009BA 2009AB Electricity 90.1 90.3 Water in house / on plot 76.7 77.0 Home telephone 16.2 15.4 Geyser – hot water 39.5 39.3 Flush toilet 64.3 64.0 Page 131 DURABLES IN THE HOME There was little movement in the durables sector: DVD players are up, from 51.9% to 53.6% MNet/DStv subscriptions have increased in households. Currently 18.4% of households own satellite decoders, up from 17.2% previously. Electric hotplates are up, from 30.5% to 32.2% Home PCs/laptops increased from 18.1% to 19.0%. The incidence of hi-fis/music centres in homes is down, from 52.8% in the previous survey to 50.9% currently. The rise of MP3 players and iPods may have had an impact here. Home theatres are down, from 27.4% to 25.8% SAARF AMPS® 2009AB (Jan-Dec 2009), page 4 of 14 MEDIA AUDIENCE RESULTS This report compares data from two AMPS® releases: the previous release, SAARF AMPS® 2009BA (July 2008-June 2009) which used CAPI for half of the Large Urban component and DS-CAPI for half of Large Urban, and for the entire Small Urban/Rural component. Its universe is 16+. the current release, SAARF AMPS® 2009AB (January-December 2009), which is full DS-CAPI, with a 15+ universe. Only statistically significant differences are quoted, and are based on percentages, not number of people. PRINT The new benchmark for print titles is here. As the first, full DS-CAPI survey, AMPS® 2009AB marks the starting point for the print media’s new currency. The large changes in print’s readership figures, seen when DS-CAPI was first introduced in AMPS® 2009BA, have not occurred in the latest release. Readership figures are more settled, and those changes which have occurred have been less substantial. The new benchmark average issue readership for total print (any newspaper/magazine) is 63.1%, stable on the previous survey. Total readership is 20,508-million readers. The industry should nonetheless remain aware that it is still not possible to determine unequivocally whether changes are due to the influence of DS-CAPI, or to market forces. Readership changes are therefore not an indication of a title’s shifting performance in the marketplace. The readership figures from AMPS® 2009AB should also not be compared to previous AMPS® results, including AMPS® 2009BA. The AMPS® 2009AB (fieldwork period Jan-Dec 2009) release consists of a full, 12-month DS- CAPI data set. For print however, this AMPS® release is still not comparable either with the data set from the previous AMPS® 2009BA (fieldwork period July 2008-June 2009) data set, or with AMPS® releases prior to AMPS® 2009BA. This is because AMPS® 2009BA is a hybrid of both CAPI and DS-CAPI results, and those prior were CAPI results, while AMPS® 2009AB, the latest release, has full DS-CAPI results. SAARF AMPS® 2009AB (Jan-Dec 2009), page 5 of 14 All other media however, can be trended, since the change to DS-CAPI only affected the print titles. A new trend line for print will become available in the September 2010 AMPS release (AMPS® 2010BA), with users then being able to compare complete, 12-month DS-CAPI databases. Average Number of Publications Read (Based on readers) 2008AB 2009BA 2009AB (CAPI) (CAPI/DS) (DS) Daily newspapers 1.43 1.42 1.43 Weekly newspapers 2.02 1.98 1.96 Total Newspapers 2.52 2.42 2.39 Magazines 3.78 3.66 3.77 Subscriber magazines 1.44 1.59 1.79 Total publications 4.91 5.12 5.39 Page 115 NEWSPAPERS The newspaper readership currency has stabilised, with both six-month and average issue readership remaining motionless over the previous AMPS® release when DS-CAPI was introduced. Six-month readership for total newspapers remains at 77.7%, unchanged over AMPS 2009BA. Total newspapers’ average issue readership (AIR) has also stabilised at 47.2%, remaining unchanged over the previous survey. In total, 15,324-million adults aged 15+ read a newspaper. DAILIES At the six-month filter, daily newspaper readership mirrors the sector in total. Following the initial increases seen in six-month readership for dailies when AMPS® moved onto DS-CAPI, SAARF AMPS® 2009AB (Jan-Dec 2009), page 6 of 14 levels have now stabilised. Six-month readership is 73.2%, unchanged over the previous release. Looking at average issue readership, the downward trend seen for total dailies has stabilised, with no change whatsoever over the previous survey, and only two titles showing significant shifts in their AIR. Currently, 28.6% of South African adults (15+) read a daily paper (AIR), which is an audience of 9,281-million readers. DAILY TITLES SHOWING CHANGE OVER AMPS® 2009BA In the previous release, the Daily News was the only paper to grow its average issue readership. This growth has now levelled off. The average issue readership figures of the Sowetan and the Daily Sun, two of the three large dailies which experienced a significant decline in AMPS® 2009BA (not related to DS-CAPI), have now stabilised. The Daily Sun however, continues to benefit from the introduction of DS-CAPI at the six-monthly level, where readership is up from 42.8% to 44.1%. Six-month readership of The Herald has grown, from 3.2% previously to 3.7%, but with no change in its AIR. The Star’s average issue readership is down from 2.5% to 2.1%, although its six- month readership has remained stable. Since the paper’s average issue readership is declining more than the six-monthly is, it is possible that while people are still reading the paper, economic factors are impacting on how frequently they’re reading. Other factors could also be at play here. Similarly, the six-month readership results for dailies like Beeld and Die Burger are trending up, while their AIR figures are trending down. The move to DS-CAPI has netted more readers for the titles at the six-month filter question, where respondents first claim their titles. Readers are not reading as frequently however, affecting the AIR question further into the AMPS® questionnaire. Son’s average issue readership has increased from 1.9% previously to 2.4%. Its six- month readership figure is also significantly up. This growth has come in from the title’s expanding its distribution into the Eastern Cape. WEEKLIES Like the dailies, weekly newspapers are showing stable readership over AMPS® 2009BA, with a slight upward trend. SAARF AMPS® 2009AB (Jan-Dec 2009), page 7 of 14 Six-month readership is stable at 49.2%, while average issue readership remains unchanged over the past release at 35.0%. In total, this newspaper sector has 11,366-million readers. WEEKLY TITLES SHOWING CHANGE OVER AMPS® 2009BA Soccer Laduma saw its six-month readership grow in AMPS® 2009BA thanks to DS- CAPI, a trend which continues into AMPS® 2009AB. The title’s six-month readership is up from 14.2% to 15.7%, although no additional readership has come through on an average issue level. THE WEEKEND PAPER CORRECTIONS The relationship between dailies and their Saturday editions continues to change over AMPS® 2009BA, as the full and final impact of DS-CAPI’s reduction of respondent confusion is felt. The Saturday papers are the only newspapers to have shown declines at the six-month readership level. Six-month readership of The Citizen on Saturday is down from 2.9% to 2.1%, with declines also showing for its average issue readership, which is down from 1.7% to 1.3%. Volksblad Saterdag has seen its six-month readership decline significantly, from 0.6% to 0.4%, although its average issue readership has remained stable. Weekend Post has gained readers at the six-month filter, with readership up from 1.1% to 1.4%. Pretoria News Weekend has lost average issue readership over the previous survey, dropping from 0.5% to 0.3%. Since its six-month readership remained stable however, this loss of average issue readers is likely due to other factors such as the economic downturn. There have also been shifts in the Sunday market. Sunday Times is still on an upward path, significantly growing its six-month readership from 19.9% to 21.2%. This growth did not however follow through to its average issue readership. Both Sondag’s six-month and average issue readership figures have declined significantly. At the six-month filter, readership dropped from 1.1% to 0.7%, and at an AIR level, from 0.8% to 0.5%. SAARF AMPS® 2009AB (Jan-Dec 2009), page 8 of 14 The Sunday Independent’s six-month figures continue to adjust downwards since the introduction of DS-CAPI, from 1.2% to 0.9%. Its average issue readership however, remains stable. Weekend Argus (Sunday) has experienced a decline in its six-month readership, going from 1.1% to 0.8%, although its AIR has remained stable. MAGAZINES For many magazines, the introduction of DS-CAPI in AMPS® 2009BA resulted in a significantly higher measure for this print sector. Now, at the six-month readership level, there has been continued growth for the magazine industry, but far less dramatic than the 18% increase seen when DS-CAPI was first introduced. Currently, six-month readership for Any Magazine is up 5% on the previous survey, from 62.4% to 65.5%. This gain has carried through to average issue readership, with Any Magazine rising from 47.8% to 50.0%. That the gains seen at a six-month level have carried through to average issue readership is an indication that these increases are due to the methodology change, rather than to other factors such as the economic downturn. A NEW BENCHMARK As with newspapers, AMPS® 2009AB marks the new starting point for all magazine readership. It is still not possible to determine unequivocally whether changes in AMPS 2009AB are due to the influence of DS-CAPI, or to market forces. Readership changes are therefore not an indication of a title’s shifting performance in the marketplace. The magazine readership figures from AMPS® 2009AB should also not be compared to previous AMPS® results, including AMPS® 2009BA, which is a hybrid survey, being half CAPI and half DS-CAPI. A new trend line for magazine readership will become available in the September 2010 AMPS® release (AMPS 2010BA), with users then being able to compare complete, 12-month DS-CAPI databases. MAGAZINES SHOWING CHANGES OVER AMPS® 2009BA Both Huisgenoot and You have shown significant growth in their six-month readership levels, which have carried through to their AIR figures. Huisgenoot’s AIR SAARF AMPS® 2009AB (Jan-Dec 2009), page 9 of 14 went from 6.6% previously to 7.4%, while You’s readership rose from 6.6% previously to 7.3%. Bona’s six-month readership is up from 14.9% previously, to 15.9%. Its AIR however remained stable. Move! has more readers at a six-month level, with the title’s reach rising from 12.9% to 14.4%. Its AIR has not been similarly impacted. Car’s six-month and average issue readership are both up significantly. The magazine’s AIR now stands at 3.7%, up from 3.2% previously. Similarly, topcar grew both readership bases, with its AIR now at 2.5%, up from 2.0%. Autotrader too saw both its six-month and average issue readership increase. Its AIR is now 2.7%, having grown from 2.1% previously. With an increase seen only in its average issue readership, SA 4x4’s improved fortunes are likely to be real growth, rather than the effect of DS-CAPI. AIR rose from 0.5% to 0.7%. Only one women’s magazine showed significant growth. Destiny’s six-month readership is up from 0.8% to 1.3%. No change in average issue readership. People’s readership has risen at both filters – six-month and AIR. Its average issue readership is now 5.1%, from 4.3%. Six-month readership for Kick Off grew, from 16.7% to 17.9%, with no increase in average issue readership, suggesting this is a result of the move to DS-CAPI. Amakhosi’s six-month readership is up from 7.7% in AMPS® 2009BA to 8.8% currently, with no carry-through to its AIR. Seventeen is up on both counts. Six-month readership grew from 1.5% to 1.9%, and average issue readership from 0.9% to 1.2%. Neither Seventeen, nor any other youth title has shown a significant benefit from the introduction of 15-year-olds to the AMPS® universe. Privé lost ground at the six-month readership filter, dropping from 0.2% to 0.1%, but with no further impact at the AIR level. SA Birds & Birding’s six-month readership is up, from 0.3% to 0.5%. The six-month readership of Top Billing increased from 3.9% to 4.8%, with a similarly significant climb occurring in average issue readership – from 2.1% to 2.7%. De Kat’s growth in six-month readership is mirrored by a growth in AIR, which is now at 0.4%, up from 0.2%, which could indicate the title has achieved real growth. SAARF AMPS® 2009AB (Jan-Dec 2009), page 10 of 14 Vuk’uzenzele grew its six-month readership, as well as its AIR, which is currently 3.6%, up from 2.9%. Again, that both the six-month and average issue readership grew could be an indication that the title’s AIR increase is not due entirely to the move to DS-CAPI. FitPregnancy’s average issue readership has dropped over the previous survey, from 0.6% to 0.4%. Hype’s AIR rose from 1.7% to 2.1%. BILINGUAL TITLES When dealing with bilingual titles, the best practice is to show respondents separate masthead prompts, and not one prompt with both titles listed. Respondents are not used to seeing both mastheads at once, which can affect their claiming of the title. In South Africa, bilingual titles with two ABC figures, such as You and Huisgenoot, have always been measured separately, but those with a combined ABC were measured together in AMPS. After investigating international best practice with research bodies in EMRO countries, SAARF implemented this change in AMPS® 2009AB, giving separate masthead prompts to all bilingual magazines, although publishing a final, combined readership figure. BILINGUAL TITLES SHOWING CHANGES OVER AMPS® 2009BA The change to separate masthead prompts had a positive impact on Dish/Skottel’s readership. (Subscription gains of only 7% cannot account for the significant growth seen in readership). The title’s six-month readership grew significantly, from 4.3% to 6.3%. Its AIR is also up, from 3.7% to 5.5%. For Home/Tuis, the split has also been a positive move, with readership up from 1.0% to 1.9% on a six-month level, and from 0.7% to 1.3% for its AIR. SA Garden/Tuin Paleis showed no effect from being separated out. Go!/Weg! increased their six-month readership levels, from 1.0% to 1.3%. The same holds for Drive Out/Weg Ry, whose AIR is up from 0.2% previously, to 0.4% currently. SAARF AMPS® 2009AB (Jan-Dec 2009), page 11 of 14 TELEVISION SAARF TAMS®, the official currency for the television industry, showed increases in television viewing in the early part of 2009, levelling off towards the end of the year. A similar trend has been picked up by AMPS®. Only e.tv and total DStv showed increases over AMPS® 2009BA (7 day viewing). e.tv viewing rose from 61.2% to 62.8%, with gains amongst females, and LSM 1-5. DStv’s viewership increased from 18.3% in AMPS® 2009BA to 19.6% currently, with gains in metros, cities and large towns, in Gauteng, amongst females, and in LSM 6- 9. (This is the first time DStv has been reported without the inclusion of terrestrial channel viewing. The figure quoted from AMPS® 2009BA therefore, has been back- analysed to allow for comparison with the latest AMPS® 2009AB figure.) TV Channels Viewed Past 7 Days Bloem Bloem Metros Jhb Jhb Jhb Metros, C/LT LSM 4 Dbn Females GP CT Fringe LSM 1-5 PE/Uit, Dbn Whites Reef Females Blacks LSM 6-9 * * Excluding terrestrial channels Page 118 SAARF AMPS® 2009AB (Jan-Dec 2009), page 12 of 14 RADIO Total radio listenership is trending down slightly, but with no significant changes coming through in AMPS®, mirroring the picture seen in RAMS®, the official currency for radio. Total radio listenership is currently at 89.3% across the week, trending down from the 90.0% seen in the previous AMPS release. Losses occurred in metros, cities and large towns, in Gauteng, KwaZulu-Natal and Pretoria, in the 35-49 age group, and in LSM 6 and 7. The losses in the medium are coming from the commercial radio sector, which has shown a decline in AMPS® 2009AB over AMPS® 2009BA. Weekly listenership has dropped from 87.7% to 86.7%, with losses in metros, cities and large towns, the Western Cape, KwaZulu- Natal, Port Elizabeth, Uitenhage and Pretoria, and amongst females and in LSM 6-10. Community radio on the other hand, has shown an increase, with weekly listenership up from 22.1% previously to 24.0%. The sector gained listeners in metros and the Eastern Cape, in the 35-49 age group, and in LSM 1-5 and 7. OUT-OF-HOME Although OHMS is the official currency for this media type, AMPS® also measures topline exposure to the out-of-home media channels. AMPS® shows that all out-of-home formats, with the exception of truck advertising, have remained stable over the previous AMPS® release. All types have also experienced shifts in their demographic profiles, especially in the Western Cape. Truck advertising registered significantly more opportunities to see than in AMPS® 2009BA, with 76.8% of adults seeing advertising on trucks across the week, up from 74.3% previously. These gains were seen specifically in the Western Cape, Free State and Gauteng, and in LSM 6-10. Billboards are down in the Western Cape, Northern Cape and Gauteng, as well as in the 50+ age group. Store advertising has declined in the Free State and Gauteng, and LSM 7 and 10. Exposure to bus shelters rose in the Western Cape and LSM 9, and fell off in Limpopo, the 15-24 age group, and LSM 5. Train advertising has grown in the Western Cape, in LSM 7 and 9. Minibus taxi advertising is up in the Western Cape, Limpopo and Gauteng, and in LSM 6 and 8. Bus advertising is up in the Western Cape, and in LSM 9-10. Dustbins are up in the Western Cape and Gauteng, and in LSM 7-8. SAARF AMPS® 2009AB (Jan-Dec 2009), page 13 of 14 CINEMA Cinema is stable in total but showing an upward trend, which is supported by cinema owners’ reports of increasing ticket sales over the same period. Annual cinema attendance has risen significantly in metro areas, in Gauteng and Johannesburg specifically, and in LSM 6-10. Four week attendance levels are currently at 5.7% 12-month attendance is trending up, from 18.5% previously to 19.1% currently. INTERNET Internet penetration has remained stable, although trending up, with growth occurring in metros and Gauteng across all time filters. Weekly internet usage has trended up from 9.3% in AMPS® 2009BA to 9.8% currently. Gains were made in metros, the whole of Gauteng, as well as in LSM 6-10. Annual internet usage is at 13.4%, also an uptrend over the previous AMPS® release. Growth occurred in metros, Gauteng, and LSM 6-10. Ends RELEASED ON BEHALF OF THE SOUTH AFRICAN ADVERTISING RESEARCH FOUNDATION (SAARF) Tel: (011) 463-5340 Email: email@example.com Web: www.saarf.co.za For further information, please contact: Sharon Piehl, InZalo Communications Tel: (011) 646-9992 Email: Sharon@inzalo.com SAARF AMPS® 2009AB (Jan-Dec 2009), page 14 of 14
"DS_CAPI 6 months on"