SAARF and defining & measuring audiences

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.

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.

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

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.

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

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

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

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%

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).

TAMS sampling

• 3549 individuals between 30 July & 5 Aug

• Represents 11 445 000 adults.

• Demographics = SA gender.

• Disproportions: race; age; income.

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

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

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]

• 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.

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?

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?

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.

Example LSM 1

• Black females, over 50, rural.

• Low schooling, live in hut

• No financial services

• Minimal consumption or shopping.

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

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

LSM variables: you guess!

• Hot running water (Gtn East 5%)• fridge/freezer• microwave• flush toilet (Gtn East: 15%)• no domestic in household• VCR

LSM variables cntd

• Vacuum cleaner

• No cellphone

• Traditional hut

• Washing machine

• PC in home

LSM variables cntd

• Electric stove

• TV set

• Tumble dryer

• Home phone

• less than 2 radio sets

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

LSM variables cntd• Dishwasher• electricity• sewing machine• Gauteng• Western Cape• Motor vehicle• Home security service

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

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

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

CELLPHONE MARKETTotal'000

Total number of cellphones 4 539Households with 1 2 076

2 7313 2034+ 98

Average per household 1.46

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

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

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

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

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

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%

There’s loads of info about audiences in AMPS …

But there is also much more to audiences than AMPS!

Be aware of their assumptions and rationale

and limitations.