consumer multimedia index 2012 - a landmark syndicated study by mediact, ipsos pakistan
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A 360° View of Consumers in Pakistan The Most Robust Syndicated Pan-industry Initiative
June 2012 © 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not bedisclosed or reproduced without the prior written consent of Ipsos.
A Brief Backdrop of CMi
2
All
INCLUSIVE
CMi goes one step beyond plain
socio-economic or demographic
classification by tapping into the
attitudes, a day in consumer’s
life, shopping habits ,
emotional makeup & lifestyle
allowing psychographic profiling
of the consumers.
COMMON
CURRENCY
CMi aims at being common
currency for marketers,
advertisers, media
agencies /planners, and
media operators with its
dynamic data delivery
software.
TREND
DATA
Consumer Multimedia Index (CMi) is the birth of Single-source data in
Pakistan to measure 360º media reach & frequency, product/Service
consumption and psychographic segments
As a trend data, CMi was
first conducted in 2009
and since then its 3 data
waves have been
released and upcoming
data wave will be in place
by July 2012
What it tells about Consumers?
Users & Non – Users (Market Size)
Brands’ Top of Mind Recall
Primary & Secondary Brands
Decision Making Dynamics
Word of Mouth Influence
Consumption Frequency
TV Radio
Newspapers Magazines
Internet SMS as Media
Cinema Outdoor (16 vehicles)
Direct Marketing
CONSUMER Detailed Media
Exposure/Habits Product Category Consumption
Consumption Habits Over 65 Product Categories
Pe
rso
nal
Car
e
• Toothpaste
• Skincare Cream & Lotion
• Shampoo
• Talcum/Prickly Heat Powder
• Facial Wash/Cleanser
• Personal Cleansing Soap
• Sanitary Napkins
• Hair Removing Creams
• Mouth Wash
• Diapers
• Baby Products
• Analgesics
• Male Grooming
• Hair Color
• Liquid Hand Wash
• Shower Gel
Foo
d
• Biscuits
• Juices
• Mineral Water
• Ketchup
• Jams/Jellies/Marmalades
• Carbonated Soft Drink
• Tea
• Noodles
• Ice Cream
• Deserts
• Flavored Milk
• Salty Snacks
• Pickles
• Ghee
• Cooking Oil
• Spices
• Recipes
• Powdered Milk
• Liquid Milk
• Milk Modifier
• Chocolates
• Powdered Drinks
HH
Car
e /
Du
rab
les • Surface Cleaner
• Tissue Papers
• Insecticide
• Laundry Detergents Powder
• Laundry Detergents Soap/Bars
• Mobile Phone Sets
• TV
• Refrigerator
• Microwave Oven
• Air Conditioner
• Washing Machine
• Car
• Motorcycle
Serv
ice
s • Mobile Service Provider
• Mobile Phone Sets
• Mobile Financial Services
• Internet Service Provider
• Air Travel
• Fast Food Restaurants
• Durables/Home Appliances
• Car
• Motorcycle
• Lubricants
• Fuel Stations
• Cigarettes
• Bank
• Credit Card
• Debit Card
4
Media Information covered in CMi 2012
5
TV
• Penetration of TV (Overall Viewership)
• Average No. of days and time spent watching TV during a day and week
• Top of Mind recall for TV Channels
• TV overall reach as a media vehicle
• TV Channels Reach (Avg. Day/Avg. Week/Avg. Month) across all individual Week Days & Weekend and hourly breakup
• Routine of watching TV across Weekdays – Weekend by Time Slots
• Accompaniment, Channel Control and Places of watching TV by different time slots
• Likes/Dislikes for Various TV Program Types
• Reaction/Response during TV Ad/Commercial Breaks
Newspaper/Magazine
• Penetration of NP/ Mag (Readership Measure)
• No. of days NP is read during a week
• Avg. Time Spend reading NP in an avg. day
• Top of Mind recall for NP/ Mag
• NP overall reach as a media vehicle and Titles Reach (Avg. Day/Avg. Week/Avg. Month), no of issues read, titles across all individual Week Days & Weekend
• No of Picks associated with NP read an avg. day
• Part Reading of NP read an avg. day
• Likes/Dislikes of sections/pages as per degree of interest
• Routine of reading Magazine across Weekdays – Weekend by Time Slots
Radio
• Penetration of Radio (Listenership Measure)
• Average No. of days Radio listened during a week
• Number of Radio sets at home and type radio used when listening
• Average time spend listening to radio in a day and overall reach as a media vehicle
• Radio Channels Reach (Avg. Day/Avg. Week/Avg. Month) and across all individual Week Days & Weekend
• Reach of Top 10 Radio channels across an avg. day by 3 hourly break-up
• Routine of listening radio across Weekdays – Weekend by Time Slots and accompaniment while listening to radio across different time slots
• Place where radio is listened in average across different time slots
6
Interactive/Social Media
• Internet Section • Penetration of Internet
• Average No. of days internet used in a week
• Avg. Time Spend browsing internet across an avg. day
• Top of Mind recall for Internet Sites
• Social Websites reach and habits
• Internet overall reach as a media vehicle
• Websites Reach (Avg. Day/Avg. Week/More than a week) and across all individual Week Days & Weekend
• Reach of Top 10 websites across an avg. day by 6 hourly break-up
• Routine of browsing internet across Weekdays – Weekend by Time Slots
• Number of times websites opened by 6 hourly breakup
• Approx minutes spend on browsing websites across 6 hourly breakup
• SMS Section • Incidence of Text Advertisement through SMS
• Treatment of SMS Text Advertisement by Respondents
• Viewing pattern of Text Advertisement
• Opinion about Text Advertisement through SMS
Out of Home (OOH)
• Outdoor Advertising
• Penetration of 16 OOH Media Vehicles
• Daily & Weekly Reach of 16 OOH Media Vehicles
• How often outdoor advertisements are viewed by respondents
• Outdoor media witnesses by respondents when they are out of home
• Daily sightings of all OOH Media Vehicles
• Direct Marketing Activities
• Penetration of Direct Marketing Modes
• Opinion about various Direct Marketing Modes
• Treatment/Response to Direct Marketing Modes
• Incidence of participation in Direct Marketing Activities
Media Information covered in CMi 2012
Augmenting Critical Decsion Making
Comprehensive and Compatible reach & frequency figures of media vehicles & their channels/titles within
Multimedia planning to reach out to high definition TGs through media mix approach & advertising budget optimization
A shift from hunch-based decisions to more pragmatic optimization of Advertising Budgets
With 3500+ brands of over 60 product categories, defining the Target Groups with High Resolution Lens
Knowing the detailed category dynamics by diving deep into own and competitors’ brand users’ profiles
Research Design
Why
• To establish single source data for
• Multimedia Reach & Frequency
• Product Consumption Patterns
• Psychographic Profiling
What • F2F Interviews
• Door to Door methodology
Who
• Male & Female equal split
• Aged 12 years and above
• SEC A to E1
Where
• National Coverage
• 15,000 Interviews
• 10 Key Cities (Individually Reported)
• 40 Rest of Urban Cities
• 400 Villages
How Often
• Annual
• 3 Data Waves (2009 & 10)
• 2012 Data Wave due by August
Qnire • 1 hour
What Makes CMi Distinct?
KARACHI 1335
LAHORE 883
FAISALABAD 640
RAWALPINDI 578
GUJRANWALA 567
MULTAN 541
HYDERABAD 527
PESHAWAR 379
ISLAMABAD 370
SUKKAR 231
Total Key Cities 6051
Rest of Urban Cities Total 3949
Rural 5000
Total 15000
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Most robust study ever conducted in terms of Geographic Coverage & Sample Size for its specific mandate
Stratified Sampling in accordance with population strata and geographical spread
As a sequel of National Ridership Survey 2007, CMi has evolved as only syndicated Pan-Industry National Representative Study
First and only read of Rural Pakistan in terms of Multimedia Reach & Frequency Figures & category Penetration
Initiated and endorsed by PAS, CMi is the critically acclaimed currency for Print Media and Radio in particular.
What Makes CMi Distinct?
CMi offers flexible Subscriptions Module primarily in form of:
One-off Reports (PPT based)
Full Fledge subscription
─ (with software, planning optimizer, training and Client Servicing Support)
About 25 subscribers from Advertisers, media buying & media operators
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CMi Subscribers
FMCG Sector
Service Sector
TAM Providers in Pakistan
Media Planners
Media Operators
12 12
Some Glimpses of CMi Data Based on 2010 Data Wave
The same and much more info covered in latest Data wave of
CMi 2012 is available through subscription.
12
Daily Multimedia Reach %
13 Base: CMi 2010
Media Users Profiling – Urban/Rural
14
39 M
Base: CMi 2010
1
5
Multimedia Planning Scenario – Overall vs. Youth of Upper SEC With the change in target, for the same mix of multimedia selection Regional Channels/Publications, Avg. Day Reach grows markedly
19%
8%
5%
4%
3%
3%
2%
1%
17%
11%
5%
15%
7%
5%
2%
1%
TV News Channel
National Urdu Daily
Reg. Lang. TV Channel
6 Leading Websites
English Movie Channel
Radio Channel
Reg. Lang. Daily
National Eng Daily
Youth 12-24 SEC A&B Total Urban
Based on Actual Data
1
6
Multimedia Planning Scenario – Overall vs. Interior Province With the change in target, for the same mix of multimedia selection
Regional Channels/Publications, Avg. Day Reach grows markedly
19%
8%
5%
4%
3%
3%
2%
1%
10%
4%
37%
2%
2%
0%
17%
0%
TV News Channel
National Urdu Daily
Reg. Lang. TV Channel
6 Leading Websites
English Movie Channel
Radio Channel
Reg. Lang. Daily
National Eng Daily
Interior Province Total Urban
Based on Actual Data
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Media Users Profiling across Mobile Service Brands
36%
14% 22%
23%
5%
Brand - A
Brand - B
Brand - C
Brand - D
Brand - E 63% 8%
12%
15%
2% Med- Heavy Viewers TV Med- Heavy Newspaper Readers
37%
10% 19%
29%
5% Med - Heavy Listeners Radio Med-Heavy Internet Browsers
33%
12% 33%
13%
9%
Based on Actual Data
Base: CMi 2010
Food Products Penetration - %age (Selected Categories)
Selected Food Products – Users’ Profiling across Urban & Rural
77 M 79 M 74 M 53 M 72 M 57 M 42 M 40 M 81 M 78 M
Non-Food Products Penetration - %age
21
Selected Personal & Household Care Products Penetration Users’ Profiling across Urban & Rural
Services
22
0.2 M 5 M 8 M 2 M
Commutation Mode
23
0.6 M 1.5 M 8 M 11 M 1.3 M
(*Air travel at least once a year)
24
Psychographic Profiling of
Urban Pakistan
CMi derives 7 psychographic segments of Urban Pakistan which you can corss – tab
against your TGs.
Such one-pager descriptions are available for all 7 psychographic segments of Urban Pakistan
A Day in Consumers’ Life 24 Hours Activity Scan
06am-09am
09am-12pm 12pm-03pm 03pm-06pm 06pm-09pm 09pm-12am 12am-03am 03am-06am
Rural
Urban Power Nap
Power Nap
Housework
Housework
TV/DVD
TV/DVD
Prayers Prayers Prayers Prayers
Prayers Prayers Prayers
Dinner Lunch
Dinner Lunch
Prayers
What’s next ? The same bites with much more information is available
based on our latest Data Wave of 2012-12 the fieldwork of which was conducted in July – August 2012.
To know more about subscription cost structure, feel free to call or send an email.
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Get in touch with us!
28 © 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not bedisclosed or reproduced without the prior written consent of Ipsos.
Yasir Masood Afaq Business Lead MediaCT, Pakistan Email: yasir.afaq@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 262
Ahmer Siddiqui Senior Research Executive MediaCT, Pakistan - Karachi Email: ahmer.siddiqui@ipsos.com Tel: + 92 21 3438 2885-6 Mob: +92 345 8220 818
Farhan Zaidid Senior Research Executive MediaCT, Pakistan - Islamabad Email: farhan.zaidi@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 616
Ateeq Ahmad Research Executive MediaCT, Pakistan - Islamabad Email: ateeq.ahmed@ipsos.com Tel: + 92 51 2210815-8 Mob: +92 345 8550 838
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