Final Presentation (Liz Pillay) - The Coca-Cola Company

1、Source: Phrase , International Monetary fund, Kenya Economic SurveyMedia Overview - Channels & Media ReachMediumTV channels Radio channelsNewspapersMagazinesCinema screensREACH(Past Week*)56%91%43%No.1596+845+212%24%Growth of about 33% in electronic media driven by radio explosion over the last

2、1 year.TV and Radio are big in Kenya with penetration growing daily.Cinema still growing however currently more of retail networking happening there than movie watching.High incidence of Mobile telephony with expected growth due to entry of the 2 new networks. Source: Steadman and Assoc. KARFMedia O

3、verview at a Glance.Radio is key medium of choice for advertisers due to a low production cost, low costs of flighting, immediacy and regional flexibility. Print is losing ground due to its high insertion cost and stagnant circulation figures.Television numbers growing (reach, penetration & ad s

4、pend), key is to dominate the media to try and rise above the clutter in the Kenyan advertising market. Local productions on the rise which has increased viewership in certain timeslots.OOH media being forced to innovate to be able to drive growth. The rise of digital media (internet & SMS) cite

5、d due to growth in Cellular usage.Changes in Market on ResearchKey changes in research market in the past 2 years:qMillward Brown expand its footprint in Africa by opening offices in Kenya & GhanaqSynovate buy off SteadmanqResearch International merged with TNS How big is affluence in Kenya?The

6、Initial KARF survey established that the LSMs are distributed as follows:0%5%10%15%20%25%30%BASE = 21.1 M TOTAL SAM PLESeries110%25%19%12%7%5%6%4%3%2%1%1%1%1%1%1%1% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 LSM 11 LSM 12 LSM 13 LSM 14 LSM 15 LSM 16 LSM 17 A: 2% C1:9% C2:19% E:35%

7、D:32% B:3% Source: KARF Data05101520253035 LSM1 LSM2 LSM3 LSM4 LSM5 LSM6 LSM7 LSM8 LSM9 LSM10 LSM11 LSM12 LSM13 LSM14 LSM15 LSM16 LSM17 Rural UrbanSource: KARF DataLast Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext Sur

8、veySeptember / October 20076003 Adults, aged 15+Urban and Rural KenyaPrint / Internet / Broadcast / outdoorMost Products CategoriesIndustry Funding: Advertisers/AgenciesJuly 2009Source: Phrase , , AMPs, BOSMedia Overview - Channels & Media ReachMediumTV channels Radio channelsNewspapersREACH(Pas

9、t Week*)52%92%39%No.154715There about 5 big players on national TV with smaller regional players in the scene causing clutter.Radio has over 60 stations, planning regionally important however partnerships are key to drive ROI.Poor quality in Print reproduction has caused a preference for electronic

10、& OOH media.Digital media is also growing however they key players partner with the Cellular companies and are not fully independent. Internet ads have still not penetrated the digital sceneHigh incidence of Mobile telephony at about 8.8mio subscribers.Source: Steadman and Assoc. AMPS Media Over

11、viewTV penetration still growing currently at 52% across the country, 89% of the viewership is urban areas with Dar having the highest penetration (97%).Lower percentage in the rural areas due to lower electrification rate and purchasing power dissimilarity to the urban areas.Main Broadcast language

12、 is Swahili with a mix of English on Radio The poor quality of reproduction and newsprint has driven preference for OOH and electronic media. Few Magazine titles which are inconsistent with regards to production and timelines. OOH highly cluttered as with all East Africa markets. Main players in the

13、 market are regional e.g. INM, Alliance and A1.Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyJuly/ August 20084972 Adults, aged 15+Urban and Rural TanzaniaPrint / Internet / Broadcast / outdoorMost Products

14、CategoriesSelf FundingSeptember 2009Source: Phrase , , AMPs, UBOSMedia Overview - Channels & Media ReachMediumTV channels Radio channelsNewspapersREACH(Past Week*)21%94%31%No.15120+10Source: Steadman and Assoc. AMPS Market has over 120 operational radio stations with about 144 licenses have been

15、 issued.Radio has maintained a considerable share of revenue even with the growth of TV. This has been driven by the vibrant mobile telephony /communication sector. Print is getting less spend while outdoor continues to grow at a considerable rate.Cellphone usage has increased to about 9m subscriber

16、s Media OverviewTV penetration lower than other 2 East African markets currently at 21%, 83% of the viewership is urban areas specifically in Kampala.Growth in reality shows as well as brand creating their own programming e.g. Celtel Africa challenge, Idols and the Apprentice.There has been no major

17、 development within the radio industry over the last year, Most players still run of the mill.Due to the new telecommunication entrants and unavailability of airtime the most radio stations have rejected time band blocking and recommended brands to own hourly segments instead.Poor Repro has been the

18、 order of the day. The 2 big players have however heeded step change and are now using a new printing press.Launch of new gloss magazines a thing to watch out for, they are predominately female titles.Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands covere

19、dSurvey FundingCost of SurveyNext SurveySept/ Oct 20084972 Adults, aged 15+Urban and Rural UgandaPrint / Internet / Broadcast / outdoorMost Products CategoriesSelf FundingSeptember 2009Information supplied by:2007REACH(Past Week*)Medium1 316 405TV channels 1 513 450Radio channels665 317Newspapers1 0

20、71 355MagazinesN/ACinema screensREACH(Past Week*)1 316 4051 513 450665 3171 071 355N/ANo.100+2712805No.100+24980+5REACH(Past Week*)No.Not yet available August 200920212021v Very little change in the local media market.v Other Pay TV services gained some momentum with the advent of G-TV, however with

21、 the sudden demise of the company in Africa, Free to air TV gained and to a lesser extent DStvv TV has come more to the fore with Namibian companies with the likes of Trustco signing deals with CNBC.v Very little changes in printed media with a few local magazines and lesser known newspapers closing

22、 down.Last Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyAugust 20082400 Adults, aged 15+13 regions, Urban and RuralPrint / Internet / Broadcast / RadioMost Products CategoriesSelf Funding: Media Owners / Clients

23、USD 100,000 paData to be released August 2009v Research market stablev 3 main research houses with smaller consultants in the market Vision Africa Research Services Survey Warehouse Business Intelligence Africav Corporate companies mainly responsible for majority of research workInformation supplied

24、 by: Ocan Ogilvy Sngal*Newspapers and magazines have not been differentiated*No study exists in the cinema MediumTV channels Radio channelsPrint*REACH(Past Week*)92,5%93,6%N/AN/AInternetREACH(Past Week*)91,5%88%53,1%30,5%REACH(Past Week*)98,5%95,4%58,5%N/A200720212021v The Senegalese audiovisual lan

25、dscape is very dynamic. v Between 2006 and 2021, the number of private channels has increased from 1 to 5, in addition to the number one public channel RTS1. v Consumption patterns have also varied, with a predominance to foreign soaps or sports.Last Survey ReleasedType of InterviewSample SizeScope

26、of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyMay 20091346 Adults, aged 15+, Face to faceDakar, Pikine, RufisquePrint / TV / RadioNoneSelf Funding: Private agency300 000 FCFA paTBCUrban/RuralInformation supplied by:Lintas - GhanaREACHMEDIA NO83%TV channels 9 99

27、%Radio channels 13660%Newspapers3525%Magazines1069%Outdoor 8Source: Steadman & AssociatesCinema screens 54%*Innovations (SMS & Internet)PRIVATE/GOVERNMENTOWNERSHIPCOVERAGE45%PRIVATEPRIVATE/GOVERNMENT/COMMUNITY/EDU INSTITUTIONSPRIVATEGOVERNMENTPRIVATEPRIVATEPRIVATENATIONAL NATIONALNATIONALNAT

28、IONALREGIONAL CAPITALSREGIONAL CAPITALSNATIONALLast Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSurvey FundingCost of SurveyNext SurveyMay 20083000 Adults, aged 15+, Face to Face Pen & Paper interviewsUrban and Rural Population 5 000+Print / Int

29、ernet / Broadcast / RadioMost Products CategoriesSelf FundingTBCInformation supplied by: Research International for Zimbabwe Advertising Research FoundationREACH(Past Week*)Medium74%TV channels 77%Radio channels34%Newspapers20%Magazines8%*Cinema screensREACH(Past Week*)68%81%28%10%7%*No.142652No.151

30、93220072021REACH(Past Week*)68%81%28%10%7%*No.1519322021Televisionv ZTV and DVDs/VCDs viewership have reduced while Satellite TV viewership enjoyed an increase over a 12 month period(free to air decoders )v Peak TV Times - Although TV viewership has dropped, peak viewership times on ZTV remain betwe

31、en 18h30 and 21h30 with the highest number of viewers being recorded between 20h00 and 20h30 (Main news time)Radio Listenershipv Past day listenership of local radio stations decreased considerably across most of the radio stations except National FM which remained stagnantNewspapersv Daily Newspape

32、rs - Readership of daily newspapers have declined, with both The Herald and The Chronicle recording reduced readership. However, The Herald still remains the most widely read daily paper among the urban residents. v Business Weeklies - Financial Gazette recorded a slight increase in readership level

33、s while that of Zimbabwe Independent has dropped slightly.Other Mediav All other media realized decreased patronage or visibility, except for internet which remained stagnant over a 12-month periodLast Survey ReleasedType of InterviewSample SizeScope of Survey(Universe)Media CoveredBrands coveredSur

34、vey FundingCost of SurveyNext SurveyQuarter 4 20082008 Adults, aged 15+Urban Zimbabwe Print / Internet / Broadcast / RadioMost Products CategoriesSelf Funding: Media Owners / ClientsUSD$15 0004TH Quarter 2009Information supplied by: SAARFMedium48 25 931 000TV channels (past 7 days) 29 081 000Radio c

35、hannels (past 7 days) 14 572 000Any AMPSNewspapers (past 6 months) 12 239 000Any AMPS Magazines (past 6 months) 559 000Cinema (past 7 days) 26 214 00029 467 00015 222 00012 537 000453 000146501392REACHNo.measured57168511472Currently in field200720212021REACHNo.measuredv Media fragmentationv Growth in readershipv Community media upliftment MDDA fundingv Community TV: Soweto, Cape Town & soon Tshwanev DTTvv Fiber optic networkLast Survey