DS_CAPI 6 months on by pengxiang


									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

      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).


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


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 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

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


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.

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

      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

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

                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


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

      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.


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

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.


      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.


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.


      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 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

      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.


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.


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.


      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

   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

   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%.


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.


      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
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-

       (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
                                                                                         LSM 6-9


                                                                * Excluding terrestrial channels

                                                                 Page 118

                    SAARF AMPS® 2009AB (Jan-Dec 2009), page 12 of 14
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.

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 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 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.



Tel: (011) 463-5340

Email: saarf@saarf.co.za

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

To top