1 / 14

Sustainable Audience Research in Africa: A Case Study in West Africa

Sustainable Audience Research in Africa: A Case Study in West Africa. George E Thorpe Non-Exec Director, Media Planning Services (MPS) Lagos. Aug 2008. The Challenge. Problem Definition. Sustainability of the finance & administration of audience research for media planning in Nigeria

zack
Download Presentation

Sustainable Audience Research in Africa: A Case Study in West Africa

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sustainable Audience Research in Africa:A Case Study in West Africa George E Thorpe Non-Exec Director, Media Planning Services (MPS) Lagos. Aug 2008

  2. The Challenge

  3. Problem Definition • Sustainability of the finance & administration of audience research for media planning in Nigeria • Research providers offer periodic media habit studies • Rampant piracy of media research reports with huge costs/risks • Generate intense controversy/frenzy among media/press houses • Fell short of minimum requirement for scientific media planning • Model in RSA could not be replicated in Nigeria anyway • Industry rarely collaborates (even to compete) in Nigeria • Who Pays/How would be most problematic in Nigeria • Frustration in Nigeria then warning signals from Ghana • With GAMPS at PAMRO 2000…..somewhat stalled since then

  4. Problem Definition • Sustainability of the finance & administration of audience research for media planning in Nigeria • Focus on providing media planning services, not just researching media habits and consumption • Current & reliable data for GRP = Reach x Frequency • Appropriate technologies to read data for media planning • Establish commercial basis & business model for sustainable scientific media planning in Nigeria • Admit to role & limitations of current marketing research methodologies in measurement of media advertising in a rapidly changing technology & media environment re best practice

  5. The MPS Solution

  6. Media Planning Services • From conception to delivery in 2 long years • Identified champions of change for commitment • Good mix of advertisers & advert/media agencies • Formation & biz/fin prospectus to target investors • Advertising and Media Agencies ONLY • Advertisers & Media Houses expressly excluded • Very slow & limited equity investment & client uptake almost crippled MPS re commitment of stakeholders • Ad industry collaboration for ‘syndicated’ audience research • Lots of lessons as shared at Ad industry meeting in Accra

  7. MPS • Data Sheet • Date of Incorporation • 24 Oct 2000 • Board of Directors • Share Capital • Issued $144K • Paid Up $72K • Shareholders • # Agencies 14 • Min $800 to highest $24K • Staff • x1 ED • x2 Staff

  8. MPS • Value Chain…only 3 Exec + strategic partners Procurement of Audience Research Formatting of Data Subs to Data Sets & Techno After Sale Support • x1 AMPS + x4RAMS • + x4TAMS per annum • AMPS; 20K sample • Diaries in 13 locations • Similar to SAARF Data is formatted to be read exclusively on only MPS licensed technologies User Groups for referral, best practice & support

  9. MPS - Offerings & 2008 Prices

  10. MPS Sales 2002 2003 2004 2005 2006 2007 Subs (# Data Sets) 6 19 30 36 46 50 Technologies - Media Star 6 9 20 23 29 31 - Marketing Star/ESPRI 3 10 15 16 20 44

  11. MPS P&L (Indexed)

  12. MPS • Recent & LRP Initiatives • U&A section improved to max exploitations (warn) • Expanded product categories (80-110) • Introduced upgraded version of Media Star now closer to Telmar • Launched ESPRI to replace Marketing Star • Program rating now available for TV & Radio wef AMPS II 2003 • Migrated from ABCDE social class typology to LSM wef AMPS III/Dairies Wave 8-11 (2006/6) • AMPS Data every 12 months (vs 18 month) wef Jan 2007 • Continuous daily tracking in x4 locations out of current 10 Diary locations wef Jan 2007 • To replace current Dairy surveys with Peoplemeter per roll out plan for more accurate, real time data • Offer 2 levels of software re Media Star, Telmar & IMS

  13. Conclusion • Sustainability of the finance & administration of audience research for media planning in Nigeria • MPS as a fully viable value-add platform for media planning solutions in Nigeria; research as key input • Procured $1.5m worth of media audience research from 2 leading providers since 2001; probably now #1 research user in Nigeria • Plan to procure some N1.1m worth of media research in 2008-10 subject to impacts of new technology & media developments • My special thanks to…… • PAMRO 1999 for showing us the audience research way (re Piet) • Ghana’s GAMPS 2000 for a rude awakening in/to Nigeria • MPS subscribers for bringing some science (sanity) to the largest, most dynamic and complex advert media market in Africa

  14. Thank You George Thorpe georgethorpe@market-space.com

More Related