ARTSTRACK Nº 6
5 5 REPORT LAYOUT
1. CHAPTER ONE: INTRODUCTION & METHODOLOGY 5
2. CHAPTER TWO: ANALYSIS OF KEY DEMOGRAPHIC 8
3. CHAPTER THREE: DETAILED QUANTIFICATION AND SEGMENTATION OF THE MUSIC MARKET 12
4. CHAPTER FOUR: LIVE PERFORMANCES 46
5. CHAPTER FIVE: MUSIC AND TELEVISION 50
6. CHAPTER SIX: MUSIC AND THE RADIO 58
7. CHAPTER SEVEN: READING ABOUT MUSIC 62
8. CHAPTER EIGHT: ATTITUDES TOWARDS SPONSORS OF MUSIC 66
9. CHAPTER NINE: SPONSOR AWARENESS ASPECTS 68
10. CHAPTER TEN: MOST POPULAR MUSIC ARTISTS 70
11. CHAPTER ELEVEN: INTERESTS IN ARTS AND CULTURE 88
1 Where required, Chapters 12 onwards contains confidential feedback to those subscribers that have requested research on specific issues of importance to themselves.
12. CHAPTER TWELVE: ATTENDING ARTS/CULTURE EVENTS 94
13. CHAPTER THIRTEEN: BUSINESS AND THE ARTS 102
14. CHAPTER FOURTEEN: OTHER ADVANTAGES & ROLES OF ARTS AND CULTURE 108
15. CHAPTER FIFTEEN: AFRICA AND ITS IMPORTANCE TO SPONSORS 110
16. CHAPTER SIXTEEN: AFRICA AND ITS IMPORTANCE TO SPONSORS 112
2 i. METHODOLOGY
This project is based on consumer research amongst a total sample of nearly 2000 Adult South Africans of 19 years and older. • All interviews were done personally, at the places of living, in the home language of the respondent. • All respondents were selected at random. • For each group, an area-stratified probability sample was drawn at random by interviewing every nth household starting on different corners within the different areas. The person to be interviewed was selected on a random basis by making use of an adaptation of the Politz Grid. A back-check of 25% was conducted as part of quality control. • A structured questionnaire was used. Results were computer-analysed and this report prepared. • For whites and blacks, national samples from all metropolitan and major urban areas were covered, excluding only rural areas, while Asians covered only KwaZulu-Natal and Gauteng [about 90% of their total population] and coloureds the Eastern Cape, Western Cape, Northern Cape and Gauteng [about 90% of their population]. The specific sample details are as follows:
BLACK RESPONDENTS NUMBER OF INTERVIEWS: 800 GENDER: Male 49% Female 51% AGE: 19-24 years 23% 25-34 years 31% 35-49 years 26% 50 + years 20% PROVINCE: Gauteng 32% KwaZulu-Natal 20% Free State 8% Eastern Cape 17% Western/Northern Cape 8% Others 15%
3 WHITE RESPONDENTS NUMBER OF INTERVIEWS: 700 GENDER: Male 50% Female 50% AGE: 19-24 years 15% 25-34 years 22% 35-49 years 33% 50 + years 30% PROVINCE: Gauteng 35% KwaZulu-Natal 13% Free State 10% Eastern Cape 10% Western Cape 19% Northern Cape 3% Others 10%
COLOURED RESPONDENTS NUMBER OF INTERVIEWS: 250 GENDER: Male 50% Female 50% AGE: 19-24 years 20% 25-34 years 28% 35-49 years 32% 50 + years 20% PROVINCE: Western Cape 57% Eastern Cape 20% Northern Cape 15% Gauteng 8%
ASIAN RESPONDENTS NUMBER OF INTERVIEWS: 200 GENDER: Male 49% Female 51% AGE: 19-24 years 20% 25-34 years 27% 35-49 years 30% 50 + years 23% PROVINCE: Kwa-Zulu Natal 80% Gauteng 20%
4 ii. VALIDITY AND LIMITATIONS Unlike an audit, Market Research is not an exact science but is always subject to statistical margins of error. The prime factors governing the statistical margin of error of sample surveys are the size of the sample and the unanimity of the responses.
The market research techniques employed for this report were done according to the accepted practice and norms of the industry.
The statistical margin of error at a 95% confidence level will range from about 2% to 4% on a sample size of 750 interviews. For a sample of 200, the margin of error will range from 3% to 7% at a 95% confidence level. The results presented in this report are based on samples falling within the above-mentioned ranges and, statistically, it can be concluded that the result will be as presented, plus or minus a maximum of 10% (but probably closer to 5%), in 95 out of 100 cases.
In layman’s terms, one can be 95% confident that the results are statistically as presented, plus or minus maybe 5%.
This report concentrates on the adult market, defined as 19 years and older, and excludes the youth market, defined as aged 18 years or younger.
5 2. SUMMARY OF KEY SOUTH AFRICAN DEMOGRAPHICS Before quantifying and segmenting the music market, it is important to analyse the latest available population demographics for South Africa. How many people are there within different segments of the population?
Based on the latest available census figures (2011), mid-year estimates, AMPS and information when published by the Bureau of Market Research at UNISA, the 2013 population as defined by this eport,r can be estimated as is done in the table below. There were some marginal adaptations based on the 2011 census numbers which have since been published. 2.1 TOTAL POPULATION
Estimated South African population statistics: 2013
NUMBER OF PEOPLE x 1000 POPULATION GROUP TOTAL % OF TOTAL ADULTS % OF ADULTS Blacks 42 284 79.8 25 794 77.2 Whites 4 702 8.9 3 606 10.8 Coloureds 4 666 8.8 3 042 9.1 Asians 1 329 2.5 959 2.9 TOTAL 52981 100.0 33 401 100.0
COMMENTS:
• The total population is estimated at 53 million for 2013. • Of this total, 63% or 33 million, are adults of 19 years and older. • Blacks account for 80% of the total population, but for a somewhat lower 77% of all adults. • Whites account for 9% of the total population, but for 11% of all adults. • Coloureds and Asians together account for 11% of the South African population, and for 12% of all adults. Graphic display of adult South African population: 2013
Blacks 25 794
Whites 3 606
Coloureds 3 042
Asians 959 0 5 000 15 000 20 000 25 000 30 000 35 000
Thousands of Adults
6 Adult population trends: 2001 to 2013
30 000
25 000
20 000
15 000
10 000
5 000
0 2001 2004 2007 2009 2011 2013
Blacks Whites Col/Aisian 2.2 GENDER ANALYSES
Gender analyses of adult population
ADULT POPULATION POPULATION GROUP MALE FEMALE TOTAL Blacks 12 571 13 223 25 794 Whites 1 755 1 851 3 606 Coloureds 1 472 1 570 3 042 Asians 483 476 959 TOTAL 52981 100.0 33 401 PERCENTAGE OF TOTAL 48.7 51.3 100.0
COMMENTS:
Women outnumber men by about 840 000, to account for 51% of adults. There are an estimated 17,1 million adult women as defined in this report in South Africa and 16,3 million adult men.
Graphic display of adult population gender segmentation
Female [17.1 million] 51+49+j Male [16.3 million]
7 2.3 AGE ANALYSES OF ADULT POPULATION
There are also significant differences in musical preferences of differentge a groups. A more detailed segmentation of the adult population according to age groups is therefore of importance. This is done in the following table. Approximate age segmentation of the adult South African population
NUMBER OF PEOPLE x 1000 POPULATION GROUP 19 – 24 YEARS 24 – 34 YEARS 35 – 49 YEARS 50 + YEARS TOTAL Blacks 5 052 7 601 7 565 5 576 25 794 Whites 385 590 974 1657 3606 Coloureds 499 732 1012 799 3042 Asians 130 239 299 291 959 TOTAL 6 066 9 162 9 850 8 323 33 401 PERCENTAGE OF TOTAL 18 27 30 25 100
The profiles of the different age groups can be summarised as follows: Age group: 19 – 24 years old (Total reach: 6.1m adults)
Blacks 83
Whites 8
Coloureds 7
Asians 2 10 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Total Group
Age group: 25 – 34 years old (Total reach: 9.2m adults)
Blacks 83
Whites 7
Coloureds 8
Asians 2 10 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Total Group
8 Age group: 35 – 49 years old (Total reach: 9.9m adults)
Blacks 77
Whites 10
Coloureds 10
Asians 3 0 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Total Group
Age group: 50+ years old (Total reach: 8.3m adults)
Blacks 67
Whites 20
Coloureds 10
Asians 3 0 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Total Group
OBSERVATIONS:
• The four age groups provide significant total target audiences of 6 to nearly 10 million people each. • While the black population dominates all age groups, they are more prominent in the younger age groups, accounting for 83% of 19-24 years old, but a much smaller 67% of those older than 50. • In contrast, whites account for only 7% of people aged 19-24 years old, but for a more significant 20% of those aged 50 years or older. • The music, arts and culture preferences of the different cultural groups will therefore result in different profiles within each age category. 2.4 LSM GROUPS The latest LSM group data available shows that: 25% of the population fall into LSM 1-4, 40% into LSM 5-6, 20% into LSM 7-8 and 15% into LSM 9-10. From 2009 to 2012 there was an 8 point drop in LSM 1-4, while LSM 5-6 and LSM 7-8 increased by 5 points and 3 points respectively. This is a clear indication of the advancement of our population up the economic ladder. Most of those watching Arts/Cultural programmes on television prefer both local and international programme.
9 3. QUANTIFICATION AND SEGMENTATION OF THE MUSIC MARKET This section of the report analyses the extent to which different segments of het adult population follow different kinds of music. 3.1 THE MUSIC PASSIONATE POPULATION Respondents were asked: “To what extent do you like listening to music?” Extent to which different demographic groups like listening to music
POPULATION GROUP (PERCETAGE) PASSION FOR MUSIC BLACKS WHITES COLOUREDS/ASIANS Like it very much 72 72 71 Like it somewhat 18 19 19 Neither like nor dislike it 5 5 3 Do not really like it 2 3 3 Do not like it at all 3 1 4 TOTAL 100.0 100.0 100.0
COMMENTS:
• There is a close correlation between the passions of the different population groups as far as music is concerned, with: • 67% to 72% liking it very much. • 9% to 10% feeling neutral, or not liking music. • This means that approximately: − 24,0 million adults like listening to music very much. − 6,1 million like listening to music to some extent. − 3,3 million do not like listening to music. • Overall, those with an interest in music has grown from 25,5 million to 30,1 million, and those with no interest from 2,1 million to 3,3 million, between 2001 and 2013. • It is clear that significant numbers of adult South Africans are passionate about music, which presents a significant opportunity for Brands to use this as a medium to engage in experiential platforms with their consumers.
10 Trends in the % passionate music population
80
75
70
65
60
55
50 2001 2004 2007 2009 2011 2013
Blacks Whites Col/Aisian
An analysis by gender shows the following: Extent to which different genders like listening to music: Males
MALE POPULATION (PERCETAGE) PASSION FOR MUSIC BLACKS WHITES COLOUREDS/ASIANS Like it Very Much 73 69 68 Like it Somewhat 17 22 21 Neither Like nor Dislike 5 5 4 Do not Really like it 2 3 3 Do not Like it at All 3 1 4 TOTAL 100.0 100.0 100.0
Extent to which different genders like listening to music: Females
FEMALE POPULATION (PERCETAGE) PASSION FOR MUSIC BLACKS WHITES COLOUREDS/ASIANS Like it Very Much 71 75 75 Like it Somewhat 20 16 15 Neither Like nor Dislike 5 5 2 Do not Really like it 2 3 3 Do not Like it at All 2 1 5 TOTAL 100.0 100.0 100.0
11 COMMENTS:
Females are bigger listeners to music than males in terms of total numbers:
FEMALE POPULATION (PERCETAGE) PASSION FOR MUSIC MALES (MILLION) FEMALES (MILLION) Like it Very Much 11.7 12.3 Like it Somewhat 2.9 3.2 Do not Like it at All 1.7 1.6 TOTAL 16.3 17.1
3.2 TOTAL INTEREST IN DIFFERENT GENRES OF MUSIC Respondents were probed to determine their interest in 13 different genres of music. The results are analysed in a lot of detail in this part of the report. Total adult interest in different types of music: 2013
TOTAL ADULTS INTERESTED IN MUSIC RANKING TYPE OF MUSIC [X1000]
1 Gospel/ Religious 24 017 2 Jazz 17 368 3 Rap/Hip-Hop 15 353 4 Kwaito 15 287 5 Pop/Light Rock 13 008 6 Classical 12 530 7 Reggae 11 836 8 Contemporary 9 178 9 Country/Folk 8 710 10 Dance/Rave 8 274 11 Alternative 6 405 12 Rock/Heavy Metal 4 809 13 Cabaret 2 405
COMMENTS:
• Note that total interest is defined to include all those passionate about it, as well as those that like it to a certain some extent. • Gospel/Religious was on top with 24,0 million of the 33,4 million adult South Africans [71%] either loving it or liking it somewhat. • Second was Jazz with 17,4 million followers or 52% of the adult population. • Rap/Hip-Hop was in third place with 15,3 million followers. • A further four genres have over 10 million followers: reggae, pop, classical and kwaito music. • Last was cabaret with 2,4 million followers [7% of the adult population].
12 • Compared to 2011, classical, pop/light rock and country music moved up the list while reggae and dance/ rave moved down.
A further analysis can be shown to differentiate between those that love each type of music, and those that merely like it somewhat.
Total adult interest in music types by level of passion
EXTENT OF LIKING IT [X1000] TYPE OF MUSIC PASSIONATE LIKE IT SOMEWHAT TOTAL INTEREST Gospel/ Religious 16986 7031 24017 Jazz 8773 8595 17368 Rap/Hip-Hop 7752 7601 15353 Kwaito 7129 8158 15287 Pop/Light Rock 5484 7524 13008 Classical 5277 7253 12530 Reggae 4644 7192 11836 Contemporary 2746 6432 9178 Country/Folk 3397 5313 8710 Dance/Rave 3698 4576 8274 Alternative 2212 4193 6405 Rock/Heavy Metal 2262 2547 4809 Cabaret 748 1657 2405
COMMENTS:
• Those adults that define themselves as passionate about a particular kind of music form the real target market for sponsoring companies. They vary from a low of 748 000 for cabaret to a high of 16,9 million for gospel/religious music. • These figures compare favourably with sports interests, where soccer is on top with over 13 million followers, with a further three sports of more than 8 million followers and another three with more than 4 million followers. • Based purely on those that feel passionate about the various music genres it is clear that gospel and jazz have the most passionate followers, while both kwaito and rap have each got over 7 million followers.
13 3.3 ADULT MUSIC GENRE INTEREST ACCORDING TO POPULATION GROUP The various music interests can be analysed by population group as follows: Total adult music interest analyses according to population group: 2013
TYPE OF TOTAL FOLLOWERS OF EACH TYPE OF MUSIC MUSIC BLACKS WHITES COLOUREDS/ASIANS
% OF TOTAL % OF TOTAL % OF TOTAL FOLLOWERS FOLLOWERS FOLLOWERS FOR EACH FOR EACH FOR EACH [X1000] [X1000] [X1000] TYPE TYPE TYPE
Gospel/ Religious 20172 84 1938 8 1907 8 Jazz 14789 85 682 4 1897 11 Rap/Hip-Hop 11714 76 1403 9 2236 15 Kwaito 13671 90 341 2 1275 8 Pop/Light Rock 8247 63 2743 21 2018 16 Classical 9431 75 1358 11 1741 14 Reggae 9624 81 754 7 1458 12 Contemporary 6726 73 1212 13 1240 14 Country/Folk 5423 62 2168 25 1119 13 Dance/Rave 5297 64 1479 18 1498 18 Alternative 3862 60 1405 22 1138 18 Rock/Heavy Metal 2699 56 1076 22 1034 22 Cabaret 1415 59 528 22 462 19 - 77 - 11 - 12
COMMENTS:
• Where a population group accounts for a significantly above average percentage of a music genre, compared to their percentage of the adult population, it has been set in bold in the table above. • While black adults account for the majority of each music type, the three types where they account for percentages that are significantly higher than their population contribution of 77% are: − Kwaito 90% − Gospel 84% − Jazz 85% • Whites do not account for the majority of any music genres. However, they do account for a significantly above average percentage of various music genres, and in particular for: − Cabaret 22% − Alternative 22% − Pop/Light Rock 21% − Country/Folk 25% − Rock/Heavy Metal 22%
14 • Coloureds/Asians also account for an above average percentage of four genres namely: − Cabaret 19% − Alternative 18% − Dance/ Rave 18% − Rock/ Heavy Metal 22%
The same exercise can be repeated based only on those adults that are passionate about a specific type of music. They make up the prime target audience for sponsors of music. Music interest population analyses for those passionate about each type of music
TYPE OF TOTAL FOLLOWERS OF EACH TYPE OF MUSIC MUSIC BLACKS WHITES COLOUREDS/ASIANS
% OF TOTAL % OF TOTAL % OF TOTAL FOLLOWERS FOLLOWERS FOLLOWERS FOR EACH FOR EACH FOR EACH [X1000] [X1000] [X1000] TYPE TYPE TYPE
Gospel/ Religious 14649 86 1089 7 1248 7 Jazz 7296 83 198 2 1279 15 Rap/Hip-Hop 5926 76 698 9 1128 15 Kwaito 6561 92 81 1 487 7 Pop/Light Rock 2838 52 1554 28 1092 20 Classical 4070 77 569 11 638 12 Reggae 3761 81 195 4 688 15 Contemporary 1806 66 429 15 512 19 Country/Folk 1761 52 1194 35 442 13 Dance/Rave 2262 61 776 21 659 18 Alternative 1158 52 694 32 360 16 Rock/Heavy Metal 1374 61 520 23 368 16 Cabaret 412 55 179 24 157 21 ACTUAL POPULATION % - 77 - 11 - 12
COMMENTS:
• On the basis of this analysis the dominance of blacks in gospel and kwaito increased even further. • The same is true of whites, where they now account for an even bigger percentage of the following music types: − Pop/Light Rock − Alternative − Country/Folk • Coloureds/Asians now feature strongest in cabaret and contemporary music.
15 3.4 LSM ANALYSES Both these tables can now be repeated to do an analysis of music interest by LSM group. a. Total adult interest in different genres of music by LSM group
TYPE OF PERCENTAGE OF TOTAL INTEREST RANK MUSIC LSM 1-4 LSM 5-6 LSM 7-8 LSM 9-10 TOTAL 1 Gospel 27 42 18 13 100 2 Jazz 28 43 18 11 100 3 Kwaito 24 41 22 13 100 4 Rap/Hip-Hop 29 44 17 10 100 5 Pop/Light Rock 27 42 19 12 100 6 Reggae 19 35 23 23 100 7 Classical 10 29 33 28 100 8 Country/Folk 12 39 29 20 100 9 Contemporary 21 37 23 19 100 10 Rock/Heavy Metal 14 35 29 22 100 11 Dance/Rave 9 31 28 32 100 12 Alternative 19 34 24 23 100 19 Cabaret 2 21 33 44 100 13 Cabaret 25 40 20 15 100 Population average 25 40 20 15 100 b. Passionate adult interest in different genres of music by LSM group
RANK TYPE OF PERCENTAGE OF TOTAL INTEREST MUSIC LSM 1-4 LSM 5-6 LSM 7-8 LSM 9-10 TOTAL 1 Gospel 27 42 18 13 100 2 Jazz 28 43 18 11 100 3 Kwaito 24 41 22 13 100 4 Rap/Hip-Hop 29 44 17 10 100 5 Pop/Light Rock 27 42 19 12 100 6 Reggae 19 35 23 23 100 7 Classical 10 29 33 28 100 8 Country/Folk 12 39 29 20 100 9 Contemporary 21 37 23 19 100 10 Rock/Heavy Metal 14 35 29 22 100 11 Dance/Rave 9 31 28 32 100 12 Alternative 19 34 24 23 100 19 Cabaret 2 21 33 44 100 13 Cabaret 25 40 20 15 100 Population average 25 40 20 15 100
16 3.5 GROWTH TRENDS How did the popularity of the music genres change over the10 year period from 2004 to 2013?
As the following table shows, overall 12 genres experienced growth, while only one declined. Popularity changes: 2004 to 2013
PERCENTAGE OF TOTAL INTEREST ANNUAL TYPE OF % CHANGE MUSIC 2013 2011 2009 2007 2004 2004 - 2013
Dance/Rave 8274 7860 5460 5145 4551 6.9 Alternative 6405 4941 4019 3993 3563 6.7 Classical 12530 9923 9062 9024 8000 5.1 Cabaret 2405 2432 2003 1917 1577 4.8 Rap/Hip-Hop 15353 13518 11522 10838 10084 4.7 Contemporary 9178 8167 7216 7319 6062 4.7 Jazz 17368 15852 14189 14774 13446 2.9 Pop/Light Rock 13008 10283 10485 10675 10527 2.4 Kwaito 15287 11899 11968 12327 12649 2.1 Gospel 24017 21743 20515 21202 20982 1.5 Country/Folk 8710 7380 8421 8149 7887 1.1 Reggae 11836 10642 10679 10483 10816 1 Rock/Heavy Metal 4809 4882 5775 5196 5214 -0.9
OBSERVATIONS:
• Dance/Rave experienced the best growth of about 6,9% compound per year since 2004. Alternative was a close second at 6,7% per annum. • Classical music also performed well growing by over 5% per year. • Three other music genres increased by between 4% and 5% per year: − Cabaret − Rap/ Hip-Hop − Contemporary • Growth for gospel was low off a high base, but still represented an increase over het 10 year period of more than 3 million people. • The only decline was for Rock/Heavy metal at –1% per year.
17 This can also be shown graphically as follows: Trend lines for various music genres numbers: 2001 – 2013
30 000
25 000
20 000
15 000
10 000
5 000
0 2001 2004 2007 2009 2011 2013
Gospel Classic Rave Jazz Reggae Alternative Hip-Hop Contemporary Rock Kwaito Folk Cabaret Pop
30 000
25 000
20 000
15 000
10 000
5 000
0 Gospel Jazz Hip-Hop Kwaito Pop Classic
30 000
25 000
20 000
15 000
10 000
5 000
0 Reggae Contemporary Folk Rave Alternative Rock Cabaret
2001 2004 2007 2009 2011 2013
18 It is also important to look at the short term trend over the past 2 years only as is done in the following table:
TYPE OF MUSIC EXTENT OF LIKING IT [X1000]
AVERAGE GROWTH 2013 2011 2011 – 2013 (%)
Alternative 6405 4941 11.9 Kwaito 15287 11899 11.5 Pop/Light Rock 13008 10283 11.2 Classical 12530 9923 11.0 Country/Folk 8710 7380 10.6 Rap/Hip-Hop 15353 13518 6.7 Contemporary 9178 8167 6.0 Reggae 11836 10642 5.5 Gospel 24017 21743 5.1 Jazz 17368 15852 4.6 Dance/Rave 8274 7860 2.6 Cabaret 2405 2432 -0.6 Rock/Heavy Metal 4809 4882 -0.8
COMMENTS:
• Alternative experienced the best growth of about 12% during the past 2 year period ahead of the over 11% growths of both kwaito and pop/light rock. • While country/folk music experienced low long term growth, the short term trend above seems to indicate a reversal of this and a growth in popularity for this genre. The same is true for kwaito. In contrast the opposite seem to be true for dance/rave music and cabaret. • Rock/Heavy Metal had the biggest decline in interest over the past 2 years and also over the longer term. 3.6 DETAILED ANALYSES OF INTEREST BY EACH POPULATION GROUP The way each population group feels about the different genres of music is analysed here. The question to respondents was:
“Please indicate the extent to which you like each of the following music genres. For each type indicate whether you love it, like it somewhat, neither like or dislike it [neutral], do not really like it, or hate it”.
Answers for each of the 13 genres of music were then recorded.
19 a. Black adults How black adults feel about different genres of music: 2013
MUSIC GENRE BLACK ADULTS [X1000]
LIKE TOTAL DO NOT LOVE IT NEUTRAL HATE IT SOMEWHAT INTEREST REALLY LIKE
Gospel/ Religious 14649 5523 20172 3274 1573 775 Jazz 7296 7493 14789 4289 3621 3095 Kwaito 6561 7110 13671 5159 4127 2837 Rap/Hip-Hop 5926 5788 11714 5416 3563 5101 Reggae 3761 5863 9624 6293 4561 5316 Classical 4070 5361 9431 5726 4851 5786 Pop/Light Rock 2838 5409 8247 5107 5482 6958 Contemporary 1806 4920 6726 6087 5085 7896 Country/Folk 1761 3662 5423 5117 6884 8370 Dance/Rave 2262 3035 5297 5526 5737 9234 Alternative 1158 2704 3862 7061 6514 8357 Rock/Heavy Metal 1374 1325 2699 4933 7877 10285 Cabaret 412 1003 1415 5184 8117 11078
COMMENTS:
• Most popular amongst blacks is gospel/religious music with 20,2 million liking it at least somewhat. More than 14,6 million love it. • Second was jazz at 14,8 million, followed by kwaito with nearly 13,7 million interested black adults. • Between about 3 and 7 million blacks feel neutral about most of the other types of music. • However, there are significant numbers that hate the different music types. Looking at the “hate it” column in isolation, shows that the least liked music types, and therefore those with more niche market followings, are: − Rock/Heavy Metal [10,3 million hate it] − Cabaret [11,1 million hate it] − Alternative [8,4 million hate it] − Country/ Folk [8,3 million hate it] − Dance/Rave [9,2 million hate it] • As it will be much easier to engage with those consumers that feel passionate about a particular music genre when getting involved as a sponsor, companies should rather look at the numbers claiming to love it when making any decision. The table shows that significant numbers of black adults love the various types of music. • Trends: Compared to 2011 genres like kwaito, pop/light rock and classical music showed strong growth, but also gospel, reggae and rap. In contrast dance/rave, cabaret and rock declined significantly. Jazz was also down amongst those passionate.
20 b. White adults How white adults feel about different genres of music: 2013
MUSIC GENRE WHITE ADULTS [X1000]
LIKE TOTAL DO NOT LOVE IT NEUTRAL HATE IT SOMEWHAT INTEREST REALLY LIKE
Pop/Light Rock 1554 1189 2743 365 267 231 Country/Folk 1194 974 2168 599 547 292 Gospel/ Religious 1089 849 1938 716 696 256 Dance/Rave 776 703 1479 721 752 654 Alternative 694 711 1405 914 736 551 Rap/Hip-Hop 698 705 1403 631 811 761 Classical 569 789 1358 818 805 625 Contemporary 429 783 1212 932 892 570 Rock/Heavy Metal 520 556 1076 682 968 880 Reggae 195 559 754 631 1255 966 Jazz 198 484 682 667 1212 1045 Cabaret 179 349 528 872 1176 1030 Kwaito 81 260 341 631 1414 1220
COMMENTS:
• The three most popular genres of music amongst white adults are: − Pop/Light Rock [2,7 million followers] − Country and Folk Music [2,2 million followers] − Gospel/ Religious [1,9 million followers] • Based on those that hate the different music genres, the least popular music genre amongst whites are: − Kwaito − Reggae − Cabaret − Jazz • Trends: Compared to 2011 there was significant growth in genres such as kwaito, pop/light rock, reggae and even jazz. In contrast there were declines in dance/rave, classical and cabaret.
21 c. Coloured/asian adults How coloured/asian adults feel about different genres of music: 2013
MUSIC GENRE COLOURED/ASIAN ADULTS [X1000]
LIKE TOTAL DO NOT LOVE IT NEUTRAL HATE IT SOMEWHAT INTEREST REALLY LIKE
Rap/Hip-Hop 1128 1108 2236 535 503 727 Pop/Light Rock 1092 926 2018 548 707 728 Gospel/ Religious 1248 659 1907 644 1162 288 Jazz 1279 618 1897 646 1026 432 Classical 638 1103 1741 683 899 678 Dance/Rave 659 839 1498 605 1076 822 Reggae 688 770 1458 804 1155 584 Kwaito 487 788 1275 740 1274 712 Contemporary 512 728 1240 911 1208 642 Alternative 360 778 1138 992 1156 715 Country/Folk 442 677 1119 922 1008 952 Rock/Heavy Metal 368 666 1034 608 1026 1333 Cabaret 157 305 462 916 1408 1215
COMMENTS:
• Most popular amongst coloured/asian adults, and bunched closely together at the top, are: − Rap/Hip-Hop − Pop/Light Rock − Gospel/ Religious − Jazz • There is also a significant following for classical music. • Based purely on those that said they hate a certain genre of music, the least popular genres of music amongst them are: − Cabaret − Rock/Heavy Metal − Dance/Rave − Country/Folk
22 d. Comparison
The popularity rankings of the various groups can be summarized as follows: Comparison of popularity rankings of music genres
MUSIC GENRE POPULARITY RANKING AMONGST EACH GROUP BLACKS WHITES COLOUREDS/ASIANS Gospel/ Religious 1 3 3 Jazz 2 11 4 Rap/Hip-Hop 4 6 1 Kwaito 3 13 8 Reggae 5 10 7 Pop/Light Rock 7 1 2 Classical 6 7 5 Contemporary 8 8 9 Dance/Rave 10 4 6 Country/Folk 9 2 11 Alternative 11 5 10 Rock/Heavy Metal 12 9 12 Cabaret 13 12 13
COMMENTS:
• There are vast differences in the rankings within the different demographic groups. • Gospel/Religious, which is ranked number one overall, was placed in the top 3 by all groups. • Cabaret, at the bottom of the list, was ranked in the last two by all groups. • In-between, rankings differed vastly. The biggest differences were for: − KWAITO: ranked 3rd by blacks, but only 8th by coloureds/asians and last by whites. − POP/LIGHT ROCK: ranked 1st by whites, but only 7th by blacks. − REGGAE: ranked 5th by blacks but only 10th by whites. − COUNTRY/FOLK: ranked 2nd by whites, but only 11th by all the coloureds/asians. − JAZZ: ranked 2nd by blacks but only 11th by whites.
23 3.7 GENDER ANALYSES OF MUSIC GENRE PREFERENCES 3.7.1 Females Total interests of women in different genres of music: 2013
MUSIC GENRE POPULARITY RANKING AMONGST EACH GROUP BLACKS WHITES COLOUREDS/ASIANS ALL FEMALES Gospel 11372 1148 1105 13624 Jazz 6744 296 880 7920 Kwaito 7008 130 552 7690 Rap/Hip-Hop 5554 648 1043 7245 Classical 5157 814 900 6872 Pop/Light Rock 4099 1462 962 6523 Contemporary 3835 685 634 5154 Reggae 3967 333 696 4996 Country/Folk 2909 1185 552 4646 Dance/Rave 2909 759 716 4384 Alternative 1851 703 512 3066 Rock/Heavy Metal 1190 444 389 2023 Cabaret 661 352 286 1299
COMMENTS:
• Most popular music amongst females is gospel, well ahead of the other music genres. • A further six genres of music have over 5 million female followers. • Trend: Compared to 2011 the highest growth amongst females was in classical music followed by alternative, kwaito and contemporary music. In contrast their interests in rock and country declined while the growths in reggae and cabaret were also below population growth . • Most popular amongst the various groups are the following: Popularity rankings of female total music interests
BLACK WOMEN WHITE WOMEN COLOURED/ASIAN WOMEN 1. Gospel Pop/Light Rock Gospel 2. Kwaito Country/Folk Rap/ Hip-Hop 3. Jazz Gospel Pop/Light Rock 4. Rap/Hip-Hop Classical Classical 5. Classical Dance/ Rave Jazz 6. Pop/ Light Rock Alternative Reggae 7. Reggae Contemporary Contemporary
24 The exercise is repeated for those women who feel passionate about each genre of music, rather than also including those that only like it to some extent. Analyses of music genre interests of women passionate about each genre of music
MUSIC GENRE THOSE THAT LOVE EACH GENRE OF MUSIC [X1000] BLACKS WHITES COLOUREDS/ ASIANS ALL FEMALES Gospel/ Religious 8992 703 798 10493 Rap/Hip-Hop 2909 259 532 3700 Jazz 2645 93 634 3371 Kwaito 3041 37 184 3262 Pop/Light Rock 1455 870 593 2918 Classical 1983 305 286 2575 Dance/Rave 1256 407 327 1991 Country/Folk 793 685 266 1744 Reggae 1322 72 346 1740 Contemporary 926 278 307 1510 Alternative 529 370 164 1063 Rock/Heavy Metal 595 185 153 934 Cabaret 198 130 102 430
COMMENTS:
• Gospel/Religious remains well on top amongst females with 10,5 million feeling passionate about it. • This was well ahead of the 3,7 million rap/ hip-hop lovers and 3,4 million jazz lovers in second and third place respectively. • Popularity rankings can now be summarized as follows: Female popularity rankings based on those passionate about music genres
BLACK WOMEN WHITE WOMEN COLOURED/ASIAN WOMEN 1. Gospel/ Religious Pop/Light Rock Gospel/ Religious 2. Kwaito Gospel/ Religious Jazz 3. Rap/ Hip-Hop Country/Folk Pop/ Light Rock 4. Jazz Dance/Rave Rap/ Hip-Hop 5. Classical Alternative Reggae 6. Pop/ Light Rock Classical Dance/ Rave 7. Reggae Contemporary Contemporary
• From a sponsor’s point of view, these passionate rankings are the better ones to take into account.
25 Trends for females passionate about music: 2004 – 2013
11 000
10 000
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Gospel Jazz Hip-Hop Kwaito Pop Classic
11 000
10 000
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Reggae Contemporary Folk Rave Alternative Rock Cabaret
2004 2007 2009 2011 2013
26 3.7.2 Males Total interests of males in different genres of music: 2013
MUSIC GENRE THOSE THAT LOVE EACH GENRE OF MUSIC [X1000] BLACKS WHITES COLOUREDS/ ASIANS ALL MALES Gospel 8800 790 802 10391 Jazz 8045 386 1017 9448 Rap/Hip-Hop 6160 755 1193 8107 Kwaito 6663 211 723 7597 Reggae 5657 421 762 6841 Pop/Light Rock 4148 1281 1056 6485 Classical 4274 544 841 5659 Country/Folk 2514 983 567 4064 Contemporary 2891 527 606 4024 Dance/Rave 2388 720 782 3890 Alternative 2011 702 626 3339 Rock/Heavy Metal 1509 632 645 2785 Cabaret 754 176 176 1106
COMMENTS:
• Also amongst males, gospel music is the most popular music genre with 10,4 million followers, and it increased in 2013 after some years of declining. • A further six music genres have over five million followers. • Trends: The best growth since 2011 was for pop/light rock music while alternative, kwaito and classical also showed good growth. In contrast there were significant declines in cabaret and contemporary music. • Most popular amongst the various groups are the following:
BLACK MEN WHITE MEN COLOURED/ASIAN MEN 1. Gospel Pop/Light Rock Rap/Hip-Hop 2. Jazz Country/Folk Pop/Light rock 3. Kwaito Gospel Jazz 4. Rap/Hip-Hop Rap/Hip-Hop Classical 5. Reggae Dance/Rave Gospel 6. Classical Alternative Dance/Rave 7. Pop/Light rock Rock/Heavy metal Reggae
The exercise is repeated for those men who feel passionate about each genre of music, rather than also including those that only like it to some extent.
27 Analyses of music genre interests of males passionate about each music genre
MUSIC GENRE THOSE THAT LOVE EACH GENRE OF MUSIC [X1000] BLACKS WHITES COLOUREDS/ ASIANS ALL MALES Gospel/ Religious 5657 386 450 6493 Jazz 4651 105 645 5402 Rap/Hip-Hop 3017 439 596 4052 Kwaito 3520 44 303 3867 Reggae 2439 123 342 2904 Classical 2087 263 352 2702 Pop/Light Rock 1383 684 499 2566 Dance/Rave 1006 369 332 1707 Country/Folk 968 509 176 1653 Rock/Heavy Metal 779 333 215 1328 Contemporary 880 151 205 1236 Alternative 629 325 196 1149 Cabaret 214 49 55 318
COMMENTS:
• Gospel stayed on top with almost 6,5 million passionate followers amongst males. • Jazz was second up to 5,4 million and rap/hip-hop third with 4,1 million.
The popularity rankings based on those men feeling passionate about each music genre, can be summarized as follows: Male popularity rankings based on those passionate about music genres
BLACK MEN WHITE MEN COLOURED/ASIAN MEN 1. Gospel/ Religious Pop/Light Rock Jazz 2. Jazz Country/ Folk Rap/ Hip-Hop 3. Kwaito Rap/Hip-Hop Pop/ Light Rock 4. Rap/ Hip-Hop Gospel/ Religious Gospel/ Religious 5. Reggae Dance/ Rave Classical 6. Classical Rock/ Heavy Metal Reggae 7. Pop/ Light Rock Alternative Dance/Rave
28 Trends for males passionate about music: 2004 – 2013
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Gospel Jazz Hip-Hop Kwaito Pop Classic
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Reggae Contemporary Folk Rave Alternative Rock Cabaret
2004 2007 2009 2011 2013
3.7.3 Males versus females To what extent is each music genre male or female dominated? The following two tables analyse this.
29 Male/female segmentation based on total interest in each music genre
MUSIC GENRE MALES FEMALES
TOTAL INTEREST % OF TOTAL FOR TOTAL INTEREST % OF TOTAL FOR [X1000] EACH MUSIC GENRE [X1000] EACH MUSIC GENRE
Rock/Heavy Metal 2785 58 2023 42 Reggae 6841 58 4996 42 Jazz 9448 54 7920 46 Rap/Hip-Hop 8107 53 7245 47 Alternative 3339 52 3066 48 Pop/Light Rock 6485 50 6523 50 Kwaito 7597 50 7690 50 Dance/Rave 3890 47 4384 53 Country/Folk 4064 47 4646 53 Cabaret 1106 46 1299 54 Classical 5659 45 6872 55 Contemporary 4024 44 5154 56 Gospel/ Religious 10391 43 13624 57
COMMENTS:
• This table has been arranged to show the male dominated music genres at the top, and the more female dominated ones at the bottom. • Music that are most male dominated are: − Jazz − Rock/Heavy Metal − Reggae − Alternative − Rap/Hip-Hop • A number of music genres have a majority female following which include: − Gospel − Contemporary − Cabaret − Classical − Country/Folk
30 Gender segmentation based on those passionate about each music genre
MUSIC GENRE MALES FEMALES
PASSIONATE % OF TOTAL FOR PASSIONATE % OF TOTAL FOR INTEREST [X1000] EACH MUSIC GENRE INTEREST [X1000] EACH MUSIC GENRE
Reggae 2904 63 1740 37 Jazz 5402 62 3371 38 Rock/Heavy Metal 1328 59 934 41 Kwaito 3867 54 3262 46 Rap/Hip-Hop 4052 52 3700 48 Alternative 1149 52 1063 48 Classical 2702 51 2575 49 Country/Folk 1653 49 1744 51 Pop/Light Rock 2566 47 2918 53 Dance/Rave 1707 46 1991 54 Contemporary 1236 45 1510 55 Cabaret 318 43 430 57 Gospel/ Religious 6493 38 10493 62
COMMENTS:
• Concentrating only on those people that have expressed themselves as passionate about specific music genres further polarised the market into more well defined music genres dominated mainly by males. • Music with a strong passionate male profile include: − Reggae − Rock/Heavy Metal − Jazz − Kwaito • Music with a reasonably even interest by genders include: − Pop/Light Rock − Country/Folk − Classical − Alternative • Genres that are strongly female dominated: − Gospel − Cabaret − Contemporary
31 3.8 AGE GROUP ANALYSES FOR DIFFERENT MUSIC GENRES
Four different age groups are profiled, namely: • 19 to 24 years old • 25 to 34 years old • 35 to 49 years old • 50 plus years old a. Analyses based on total interest in each music genre Total interest in different music genres by different age groups
MUSIC GENRE AGE GROUP: TOTAL INTEREST [X1000] 19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS Gospel/ Religious 4323 6725 7445 5524 Jazz 2779 4863 5731 3995 Rap/Hip-Hop 4606 5220 3992 1535 Kwaito 4127 5350 4280 1529 Pop/Light Rock 3122 3642 3772 2472 Classical 1754 3133 4511 3133 Reggae 2841 3906 3314 1775 Contemporary 2019 3212 2845 1101 Country/Folk 1307 2352 2874 2178 Dance/Rave 2730 2979 1986 579 Alternative 1537 2306 1857 705 Rock/Heavy Metal 1443 1731 1298 337 Cabaret 385 577 890 553
COMMENTS:
• Significant numbers of all age groups have an interest in each type of music. • The top seven rankings for each age group are as follows:
32 Ranking amongst each age group based on total music interest
19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS 1. Rap/Hip-Hop Gospel/Religious Gospel/Religious Gospel/Religious 2. Gospel Religious Kwaito Jazz Jazz 3. Kwaito Rap/Hip-Hop Classical Classical 4. Pop/Light Rock Jazz Kwaito Pop/Light Rock 5. Reggae Reggae Rap/Hip-Hop Country/Folk 6. Jazz Pop/Light Rock Pop/Light Rock Reggae 7. Dance/Rave Contemporary Reggae Rap/Hip-Hop
COMMENTS:
• Noticeable is that gospel/religious music is on top amongst all except the youth. • Jazz and classical music becomes more important as age increases. This is also true of country/folk music. • Rap/Hip-Hop is more popular amongst the younger age groups. Percentage analyses based on total music interests
MUSIC GENRE % THAT EACH AGE GROUP CONTRIBUTES TO EACH MUSIC GENRE 19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS TOTAL Gospel/ Religious 18 28 31 23 100 Jazz 16 28 33 23 100 Rap/Hip-Hop 30 34 26 10 100 Kwaito 27 35 28 10 100 Pop/Light Rock 24 28 29 19 100 Classical 14 25 36 25 100 Reggae 24 33 28 15 100 Contemporary 22 35 31 12 100 Country/Folk 15 27 33 25 100 Dance/Rave 33 36 24 7 100 Alternative 24 36 29 11 100 Rock/Heavy Metal 30 36 27 7 100 Cabaret 16 24 37 23 100 ACTUAL POPULATION % 18 27 30 25 100
COMMENTS:
• Percentages printed in red represents those music genres where a specific age group accounts for a significant above average percentage of the total. • The dominance of the young group of 19 to 24 years old in rap/hip-hop, dance/rave, kwaito and rock/heavy metal is clear. • Contemporary, alternative, dance/rave, rock and kwaito are particularly strong amongst those aged 25 to 34 years old.
33 • Amongst the middle ages of 35 to 49, cabaret, classical, jazz and country music are more important. • Older people of over 50 years old, have their strongest interests in country/folk, cabaret and classical music. b. Analyses based on those passionate about each music genre
The first analyses can now be repeated, but based only on those adults that indicated that they are passionate about each music type, and excluding those that merely like it to some extent. Music preferences by age group of those passionate about each music genre
MUSIC GENRE AGE GROUP: THOSE THAT LOVE IT [X1000] 19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS TOTAL Gospel 2718 4586 5775 3907 100 Jazz 1053 2456 3158 2106 100 Rap/Hip-Hop 2946 3023 1550 233 100 Kwaito 2139 2638 1568 784 100 Reggae 1068 1533 1440 604 100 Pop/Light Rock 1371 1755 1481 877 100 Classical 686 1266 1847 1478 100 Contemporary 632 1016 824 275 100 Dance/Rave 1331 1331 777 259 100 Country/Folk 374 815 1121 1087 100 Alternative 619 885 575 133 100 Rock/Heavy Metal 769 837 520 136 100 Cabaret 97 157 269 224 100
COMMENT:
• The top seven rankings amongst each age group can now be shown as follows, based on those adults that feel passionate about each music type:
34 Ranking amongst each age group based on those feeling passionate
19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS 1. Rap/Hip-Hop Gospel Gospel Gospel 2. Gospel Rap/Hip-Hop Jazz Jazz 3. Kwaito Kwaito Classical Classical 4. Pop/Light Rock Jazz Kwaito Country/Folk 5. Dance/Rave Pop/Light Rock Rap/Hip-Hop Pop/Light Rock 6. Reggae Reggae Pop/Light Rock Kwaito 7. Jazz Dance/Rave Reggae Reggae
COMMENTS:
• Again, gospel music was on top amongst all except the youth, where rap/hip-hop is on top. • Classical music does not feature in the top 7 amongst the younger groups, but was 3rd in the two older groups. • Country/Folk music was fourth amongst the oldest generation.
A percentage analysis can also be shown as follows: Percentage analyses based on those feeling passionate about music
MUSIC GENRE % THAT EACH AGE GROUP CONTRIBUTES TO EACH MUSIC GENRE 19 – 24 YEARS 25 – 34 YEARS 35 – 49 YEARS 50+ YEARS TOTAL Gospel 16 27 34 23 100 Jazz 12 28 36 24 100 Rap/Hip-Hop 38 39 20 3 100 Kwaito 30 37 22 11 100 Reggae 23 33 31 13 100 Pop/Light Rock 25 32 27 16 100 Classical 13 24 35 28 100 Contemporary 23 37 30 10 100 Dance/Rave 36 36 21 7 100 Country/Folk 11 24 33 32 100 Alternative 28 40 26 6 100 Rock/Heavy Metal 34 37 23 6 100 Cabaret 13 21 36 30 100 ACTUAL POPULATION % 18 27 30 25 100
35 COMMENTS:
• Percentages printed in red represent those music genres where a specific age group accounts for an above average percentage of the total. • The youth clearly have significant passions for rap, kwaito, dance/rave and rock music. • Those aged 25 to 34 years have well above average passions for alternative, contemporary and rap/hip-hop music. • Middle ages are particularly strong in classical, gospel, jazz and cabaret music. • The oldest group accounts for above average percentages of classical, country/folk and cabaret music. • Pop/Light Rock appeals to all. Trend lines by age group for those passionate about music: 2004 – 2013
4 000
3 000
2 000
AGE 19 – 24 AGE 1 000
0 2004 2007 2009 2011 2013
5 000
4 000
3 000
2 000 AGE 25 – 34AGE 1 000
0 20012004 2007 2009 2011 20132013
6 000
5 000
4 000
3 000
AGE 35 – 49 35 AGE 2 000
1 000
0 20012004 2007 2009 2011 20132013
36 5 000
4 000
3 000
2 000 AGE 50+
1 000
0 20012004 2007 2009 2011 20132013
Gospel Classic Rave Jazz Reggae Alternative Hip-Hop Contemporary Rock Kwaito Folk Cabaret Pop 3.9 SUMMARY OF MUSIC GENRE PROFILES a. Gospel
• Most popular music overall. • 17 million passionate followers. • A further 7 million like it to some extent. • Passionate followers are: − 86% blacks − 7% whites − 7% coloureds/asians • They furthermore are: − 62% female [10,5 million] − 38% male [6,5 million] • It is more popular amongst older age groups with 54% of 35 years and older. b. Jazz
• It is the second most popular music genre overall. • 8,8 million adults feel passionate about it. • A further 9 million like it to some extent. • The passionate followers are: − 83% blacks − 15% coloureds/asians − 2% whites • Also, they are mainly males: − 62% are male [5,4 million] − 38% are female [3,4 million] • It is most popular in the age group 35 to 49 years old.
37 c. Reggae
• Reggae ranks as the 7th most popular music genre and has dropped 2 places. • 4,6 million adults feel passionate about it. • A further 7,1 million like it at least somewhat. • Those that love it are: − 81% blacks − 15% coloureds/asians − 4% whites • Also, the passionate followers are: − Male dominated at 63% [2,9 million] − Females account for 37% [1,7 million] − This makes reggae the most male dominated of all music genres. • The profile is young, with 56% under 35 years of age, and in particular 33% are 25-34 years old. d. Kwaito
• It is the 4th most popular music genre amongst adult South Africans. • 7,2 million adults feel passionate about it, and a further 8,2 million like it. − 92% blacks − 7% coloureds/asians − 1% whites − It therefore has the highest percentage black followers of all music types. • Passionate followers are more males than females: − 54% males [3,9 million] − 46% females [3,3 million] • 67% of kwaito lovers are under 35 years of age, and in fact 30% are 19 to 24 years old. That makes kwaito one of the more popular music genres amongst the youth. • Kwaito therefore reaches significantly into the young black market of 19 ot 24 years old, and also of 25 to 34 years old, and into both genders. e. Pop/light rock
• This music genre is 5th most popular. • 5,5 million South African are passionate about it. • 7.5 million at least like it somewhat. • Those that love it are: − 52% blacks − 28% whites − 20% coloureds/asians − The profile is therefore significantly white, in fact in the top 3. • Those that love it are: − 53% female [2,9 million] − 47% male [2,6 million] • Pop/Light Rock is more popular amongst the younger generation. • Pop/Light Rock reaches significantly into the younger white and female markets.
38 f. Classical music
• 5,3 million adult South Africans feel passionate about Classical music. • A further 7,2 million like it to some extent. • Those that love it are: − 77% blacks − 11% whites − 12% coloureds/asians • Those that love it are: − 51% males [2,7 million] − 49% females [2,6 million] • 63% of classical music lovers are older than 35, and in fact 28% are older than 50 years of age, one of the highest percentage for all music genres. • Classical music therefore reaches significantly into the older market segments. g. Rap/hip-hop
• 7,8 million adults are passionate about it, and it is 3rd most popular overall. • A further 7,6 million also like it at least somewhat. • Those that are passionate about it are: − 76% blacks − 15% coloureds/asians − 9% whites • Those that love it are: − 52% males [4,1 million] − 48% females [3,7 million] • 77% of rap/hip-hop lovers are younger than 35 years of age. In fact 38% [2,9 million] are only 19 to 24 years old, the highest reach for all music genres. • Rap/Hip-Hop therefore reaches significantly into the younger market. h. Country/folk
• 3,4 million adults are passionate about country/folk music. • A further 5,3 million like it at least to some extent. • Those that love it are: − 52% blacks − 35% whites − 13% coloureds/asians − It therefore has a well above average white interest as whites make up only 12% of the population. • Of those that love country/folk music are: − 49% males [1,6 million] − 51% females [1,7 million] • 65% of those that love this music are 35 years or older. In fact, 33% are 35 to 49 years of age. • Therefore, significant reach into the older market, both genders and in particularly amongst whites.
39 i. Contemporary
• 2,7 million adults are passionate about it. • A further 6,4 million like it at least somewhat. • Those that love this music are: − 66% blacks − 15% whites − 19% coloureds/asians • Of those that love it: − 55% are females [1,5 million] − 45% are males [1,2 million] − It therefore has a strong female focus. • 60% of contemporary music lovers are younger than 35 years of age. It therefore has a younger profile, and in particular with 37% being 25 to 34 years of age. j. Alternative
• 2,2 million adults are passionate about alternative music. • A further 4,1 million like it to some extent. • Those that love it are: − 52% blacks − 32% whites − 16% coloureds/asians. − It therefore is well above average white, and has the 2nd highest white percentage following. • Of those that love it: − 52% are male [1,1 million] − 48% are female [1,0 million] • 68% are younger than 35, and in fact 40% are 25 to 34 years old. It therefore has a significantly young and white profile. k. Dance/rave
• 3,7 million adults love this music. • A further 4,5 million like it at least to some extent. • Those that love it are: − 61% blacks − 21% whites − 18% coloureds/Asians • Followers are 46% male [1,7 million] and 54% female [2,0 million]. • 72% of those that love this music are younger than 35 years old, one of the biggest percentages for all music types. In fact, 36% are 19 to 24 years old. Overall it is one of the youngest profiles for all music genres. • Dance/Rave music therefore reaches significantly into the younger adult generation, and also specifically into the white and coloured/asian population groups.
40 l. Rock/heavy metal
• 2,3 million adults are passionate about it. It experienced the best growth of all genres over the past nine years. • Another 2,5 million at least like it somewhat. • Those that love it are: − 61% blacks − 23% whites − 16% coloureds/asians − It therefore has an above average white profile. • Of those that love it: − 59% are male [1,3 million] − 41% are female [0,9 million] • A majority of 71% of those that love this music are 34 years or younger. In fact, 37% are 25 to 34 years old. m. Cabaret
• This music type has the lowest following of the 13 music genres researched, but represents a specific niche market. • 748 000 adults feel passionate about it. • A further 1,7 million like it to at least some extent. • Those that love it are: − 55% blacks − 24% whites − 21% coloureds/asians − It therefore has one of the highest percentage white and coloured/Asian profiles. • Of those that love it: − 57% are females [0,43 million] − 43% are males [0,32 million] • 66% of those that love it are over 35 years or older.
41 3.10 PREFERENCES FOR CHOIR MUSIC
Respondents were probed to determine how they feel about choir music: How Adult South Africans Feel About Choir Music
PERCENTAGE OF RESPONDENTS
LIKE TOTAL DO NOT LOVE IT NEUTRAL HATE IT SOMEWHAT INTEREST REALLY LIKE IT
Population Blacks 32 25 57 24 14 5 Whites 8 21 29 25 32 14 Coloureds/Asians 12 20 32 24 33 11 TOTAL ALL 27 24 51 24 18 7 Gender Males 19 22 41 26 23 10 Females 35 26 61 22 13 4 TOTAL ALL 27 24 51 24 18 7 Age Group 19 – 24 19 21 40 26 21 13 5 – 34 24 21 45 28 19 8 35 – 49 28 27 55 23 17 5 50 + 36 28 64 19 14 3 TOTAL ALL 27 24 51 24 18 7
COMMENTS:
• Choral music is clearly most popular amongst the black population, females and older people.
42 43 4. LIVE PERFORMANCES 4.1 FREQUENCY OF ATTENDING LIVE PERFORMANCES How often do adults go and watch musical artists/groups perform live? How often adults go and watch live music performances
PASSION FOR MUSIC PERCENTAGE OF EACH GROUP BLACKS WHITES COLOUREDS/ ASIANS ALL ADULTS 2011 2013 2011 2013 2011 2013 2011 2013 Very Often 10 8 5 5 3 3 9 7 Reasonably Often 20 19 14 14 9 8 18 17 Now and Then 32 31 36 35 34 33 33 32 Seldom 17 17 30 26 29 25 20 19 Never 21 25 15 20 25 31 20 25 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• 7% of adults are regular visitors to live musical events. This ranged from 3% amongst coloureds/asians to 8% amongst blacks. Trend: Significantly down on the 9% of 2011. • About 25% said they never attend such events, Trend: This was well up on 2011. In fact those that never or seldom go increased by 5 points since 2011, and actually by 7% since 2009. • Although 7% frequent visitors to live events look low, it still represents a substantial portion of the adults population. Keep in mind that only about 9% of sport followers go the venues with a big majority only watching on TV. Comparison between males/females regarding live music attendance
HOW OFTEN PERCENTAGE OF EACH GROUP MALES FEMALES 2011 2013 2011 2013 Very Often 10 7 8 8 Reasonably Often 16 15 20 18 Now and Then 32 32 34 32 Seldom 22 20 18 18 Never 20 26 20 24 TOTAL 100 100 100 100
44 • There are only small differences between the two genders, with women somewhat more frequent visitors to live musical events. While 8% of them go very often, 7% of men go very often. • Also 26% of men never go compared to the 24% of women. • Trend: compared to 2011 there was a noticeable decline amongst men. Age analyses of frequency of attending live music events
HOW OFTEN PERCENTAGE OF EACH GROUP 19 – 24 YEARS 23 – 34 YEARS 35 – 49 YEARS 50+ YEARS 2011 2013 2011 2013 2011 2013 2011 2013 Very Often 14 12 13 11 5 4 4 3 Reasonably Often 20 19 20 19 17 16 14 14 Now and Then 39 41 34 34 32 31 26 26 Seldom 16 13 18 17 25 21 23 23 Never 11 15 15 19 21 28 33 34 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• Younger people visit live music events significantly more often than the older people. While 31% of those aged younger than 25 go reasonably to very often, only 17% of those aged 50 or older, go that often. • Also, while only 15% of those under 25 years claim to never go, 34% of people older than 50 say they never go. • Trend: Most noticeable is an increase amongst all groups in those that seldom/never go, and a decline in those that go reasonably to very often. • What contributes MOST to people thinking of concerts they attended as a lifetime experience? − The atmosphere and vibe at the event − The actual enjoyment of the music − The overall performance of the artists and not just the singing − The crowd interaction and socialising − The spiritual feeling that the show generates − The dancing − The sound and lighting and other effects − The memories it creates Trends in % watching live music performances
30
20
10
0 2004 2007 2009 2011 2013
Very Often Not Often
45 4.2 BEST DAYS FOR LIVE MUSICAL EVENTS On which days of the week would people prefer to attend live music events? Days adults prefer for live music events
DAY OF THE WEEK % OF TOTAL 2007 2009 2011 2013 Saturday 55 59 51 59 Friday 28 27 21 29 Sunday 10 13 11 12 Any Weekend Day 14 11 15 8 Wednesday 3 2 2 1 Other Days 4 2 4 2 Any Day 4 2 3 2
• The clear preference is for live music events to take place over weekends, particularly on Saturday or Friday. Trend: Compared to 2011, there were increases in the mentions for especially Saturday and Fridays, but the gap in preference for Saturday over Friday remained a significant 30 points. .
46 47 5. MUSIC AND TELEVISION This chapter discusses preferences and attitudes with regard to music and television. 5.1 FREQUENCY OF WATCHING MUSIC PROGRAMMES ON TELEVISION How often do adults watch music programmes on television? How often adults watch music programmes on television
HOW OFTEN PERCENTAGE OF EACH GROUP BLACKS WHITES COLOUREDS/ ASIANS ALL ADULTS 2011 2013 2011 2013 2011 2013 2011 2013 Very Often 26 32 16 24 14 16 23 29 Reasonably Often 32 29 24 24 23 24 30 28 Now and Then 30 27 38 29 42 35 32 28 Seldom 7 6 13 11 15 12 9 7 Never 5 6 9 12 6 13 6 8 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• A significant 29% of adults watch music programmes on television very often. This ranged from a high of 32% amongst blacks to a low of 16% amongst coloureds/asians. Trend: Overall this was 6 points higher in 2013 than in 2011 and in fact up by 8 points amongst whites alone. • Only 15% of adults seldom to never watch music on television. This ranged from 12% amongst blacks to 23% amongst whites and 25% amongst coloureds/asians. Therefore significant ifferencesd between the various demographic groups. Trend: Those not watching increased by 4 points amongst coloureds/asians and by 1 point for whites. Overall the biggest growth was amongst whites where 40% of them watched reasonably to often in 2011, this increased to 48% in 2013.
48 Comparison between male/female music television watching patterns
HOW OFTEN PERCENTAGE OF EACH GROUP MALES FEMALES 2011 2013 2011 2012 Very Often 21 27 25 31 Reasonably Often 28 27 32 29 Now and Then 34 29 30 26 Seldom 10 8 8 7 Never 7 9 5 7 TOTAL 100 100 100 100
COMMENT:
• Females watch significantly more frequently than men at 60% reasonably ot often versus the 54% of men. However, while females increased by 3 points compared to 2011, men increased by 5 points. Age analyses of frequency of watching music programmes on tv
HOW OFTEN PERCENTAGE OF EACH GROUP 19-24 YEARS 23-34 YEARS 35-49 YEARS 50 PLUS YEARS 2011 2013 2011 2013 2011 2013 2011 2013 Very Often 30 34 24 28 20 30 18 23 Reasonably Often 32 31 30 33 31 25 26 22 Now and Then 27 23 32 26 34 29 35 36 Seldom 8 6 9 5 9 9 10 7 Never 3 6 5 8 6 7 11 12 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• There are significant differences between the age groups on this issue, with younger people watching music on television significantly more than older people. • While 34% of those that are under 25 years old watch very often, 23% of those aged over 50 watch very often. • Only 6% of the 19 to 24 year olds said they never watch music programmes on television, compared to 12% of those aged 50 or older. • Trends: There was strong growth in people aged 35 to 49 years old that regularly watch music on television, being up by a full 10 points.
49 Trends in % watching music programs on tv
40
30
20
10
0 2004 2007 2009 2011 2013
Very Often Not Often 5.2 EXTENT OF WATCHING SPECIFIC PROGRAMMES ON TV Respondents were asked to indicate the extent to which they watch certain given music programmes on television. a. Blacks Extent to which blacks watch given music programmes on television
PROGRAMME PERCENTAGE OF BLACKS THAT WATCH OFTEN SOMETIMES NEVER TOTAL Its Gospel Time 51 23 26 100 Selimathunzi 47 33 20 100 Rootz 37 26 37 100 Live Amp 35 21 44 100 Afro Café 33 26 41 100 American Idols 31 28 41 100 Buzz about Gospel 30 22 48 100 Jam Sandwich 12 22 66 100 Noot-vir-Noot 5 16 79 100 Jukebox 2 8 90 100
50 COMMENTS:
• Gospel Gold and Selimathunzi stand out as most popular amongst black adults. Its Gospel Time has lost ground with 74% now watching it at least sometimes compared to 83% in 2011. • Over 50% watch the top 7 programmes in the table above at least sometimes. • Of the three programs at the bottom of the table, two are Afrikaans programmes and have little interest amongst this group. • American Idols being on SABC has a bigger following than the SA Idols which is on M-Net and increased by 10 points compared to 2011. • Other trends include a decline of about 3 points for Rootz but growth of about 4 points for Selimathunzi. b. Whites Extent to which whites watch given music programmes on television
PROGRAMME PERCENTAGE OF WHITES THAT WATCH OFTEN SOMETIMES NEVER TOTAL Noot-vir-Noot 41 22 37 100 American Idols 28 20 52 100 Jukebox 20 14 66 100 Its Gospel Time 3 5 92 100 Buzz about Gospel 1 3 96 100 Afro Café 1 3 96 100 Jam Sandwich 1 3 96 100 Rootz 1 2 97 100 Live Amp 1 1 98 100 Selimathunzi 1 1 98 100
COMMENTS:
• Most popular by far is Noot-vir-Noot, with a significant 41% watching often. However, overall claimed viewing declined from 68% in 2011 to 63% in 2013. • American Idols and Jukebox are also significantly watched. Both declined compared to 2011, with Jukebox down by 4 points. • There is very little following amongst whites for music programmes aimed at the African market such as Rootz and Selimathunzi, and various others.
51 c. Coloureds/Asians Extent to which coloureds/Asians watch given music programmes on television
PROGRAMME PERCENTAGE OF COLOUREDS/ASIANS THAT WATCH OFTEN SOMETIMES NEVER TOTAL American Idols 37 28 37 100 Noot-vir-Noot 34 26 40 100 Its Gospel Time 10 14 76 100 Afro Café 8 15 77 100 Jukebox 7 9 84 100 Jam Sandwich 6 14 80 100 Buzz about Gospel 6 8 86 100 Selimathunzi 5 10 85 100 Live Amp 4 10 86 100 Rootz 4 9 87 100
COMMENTS:
• Most popular are American Idols and Noot-vir-Noot. Both were somewhat down compared to 2011. • Other popular programmes are regularly followed by between 4% and 10%.
52 d. Numbers
In terms of actual numbers, it is estimated that the different programmes are atchedw often by the following numbers of adults: Extent to which adults watch given music programmes on television
PROGRAMME NUMBERS THAT WATCH OFTEN [X1000] BLACKS WHITES COLOUREDS/ASIANS TOTAL Its Gospel Time 13155 108 400 13663 Selimathunzi 12123 36 200 12359 American Idols 7996 1010 1480 10486 Rootz 9544 36 160 9740 Live Amp 9028 36 160 9224 Afro Café 8512 36 320 8868 Buzz about Gospel 7738 36 240 8014 Noot-vir-Noot 1290 1478 1360 4129 Jam Sandwich 3095 36 240 3371 Jukebox 516 721 280 1517
COMMENTS:
• Note that these numbers are NOT representative of actual TV audiences at any time, as not all of them will watch at the same time or all of the time. The actual audiences [AR’s] will vary from broadcast to broadcast, and will be a subset of these totals. • The results clearly show that significant numbers of people can be reached hrought most of these music programmes. • Its Gospel Time is on top with the largest following, ahead of Selimathunzi and American Idols, all of which have over 10 million followers. • Compared to 2011, all of these programs showed growth.
53 e. Rating the programmes
Those watching the different programmes also rated them in terms of enjoyment: Extent of enjoying each programme
PROGRAMME PERCENTAGE OF THOSE WATCHING: ENJOYED VERY MUCH SOMEWHAT AVERAGE NOT REALLY NOT AT ALL TOTAL Noot-vir-Noot 51 24 14 8 3 100 American Idols 49 34 14 2 1 100 Its Gospel Time 47 25 15 7 6 100 Selimanthunzi 42 26 21 6 5 100 Jukebox 40 28 14 14 4 100 Buzz about Gospel 40 27 17 9 7 100 Live Amp 38 28 23 5 6 100 Rootz 36 31 17 10 6 100 Afro Café 34 30 24 8 4 100 Jam Sandwich 24 27 39 7 3 100 Selimathunzi 1 1 98 100
COMMENTS:
• Keep in mind that ratings are by those that do watch each programme. • Enjoyed most is Noot-vir-Noot with 51% enjoying it very much well up on the 42% of 2011. • American Idols was rated next best with 49% enjoying it very much and only 17% rating is as just average or below average. Note however that compared to 2011 the rating for this program declined. 5.3 MOST PREFERRED CHANNELS FOR WATCHING MUSIC Respondents were asked: ”On which specific TV channels do you mostly watch your music?” Channels on which adults mostly watch music
CHANNEL % MENTIONS CHANNEL % MENTIONS SABC1 45 DSTV 5 SABC2 33 ETv 4 MTV 11 VH1 2 Trace 9 M-Net 2 Kyknet 9 Top TV 1 Channel O 8 Others 3
54 COMMENTS:
• Music programs on SABC1 still pull the biggest crowds with 45% mentioning it, ahead of the 33% for SABC2. DSTV/Kyknet together were at 14% and MTV at 11%. • Various other specialist music channels got from 2% to 9% mentions. Trends in % channel preferences for music on tv
70
60
50
40
30
20
10
0 2004 2007 2009 2011 2013
SABC 1 SABC 2 DStv MTV Etv SABC 3
55 6. THE ROLE OF THE INTERNET 6.1 ACCESS TO THE INTERNET The following adults indicated that they have access to the Internet through their computer: Current claimed access to the internet by adults in South Africa
GROUP CLAIMED ACCESS TO INTERNET % OF EACH GROUP NO. OF ADULTS [X1000] 2007 2009 2011 2013 2007 2009 2011 2013 Whites 40.9 60.2 66.3 71.7 1627 2141 2530 2585 Blacks 8.7 10.4 18.1 22.5 1904 2307 4190 5803 Coloureds/Asians 20.3 27.1 34.6 39.2 712 932 1270 1568 ALL ADULTS 14.4 18.4 26.0 29.8 4243 5380 7990 9956
COMMENTS:
• Based on these results, nearly 10 million adult South Africans now have access to the Internet, and this was significantly up on 2011. • Mobile access through so-called Smartphone’s will be even higher although often not perceived as providing access to the Internet by many users, but rather just as being on Facebook or other social sites. Trends in % access to the internet by adults
80
70
60
50
40
30
20
10
0 2004 2007 2009 2011 2013
Blacks Col/Asians Whites
56 6.2 READING ABOUT MUSIC ON THE WEB Those people that do have access to the Internet were then asked whether they ever read about music on the Internet. Extent to which people read about music on the internet
GROUP LISTENING TO MUSIC ON THE WEB HAVE ACCESS LISTEN TO MUSIC % WITH ACCESS % OF ALL ADULTS [X1000] [X1000] THAT LISTEN
Whites 2585 904 35 25 Blacks 5803 1880 32 8 Coloureds/Asians 1568 567 36 14 TOTAL 9956 3351 34 10
COMMENTS:
• An estimated 3,4 million adult South Africans read about music on the Internet, up from 1,2 million in 2007, and up from 2,7 million in 2011. • That means that one third of people with Internet access do read about music on the Web. • The Internet music readership overall, however, only accounts for just 10% of adult South Africans. 6.3 LISTENING TO MUSIC ON THE WEB The same respondents were also asked whether they ever listen to music over the Internet. Extent of listening to music over the internet
GROUP LISTENING TO MUSIC ON THE WEB HAVE ACCESS LISTEN TO MUSIC % WITH ACCESS % OF ALL ADULTS [X1000] [X1000] THAT LISTEN
Whites 2585 1065 41 29 Blacks 5803 1770 31 7 Coloureds/Asians 1568 548 35 14 TOTAL 9956 3283 34 10
57 COMMENTS:
• A significant 3,3 million adult South Africans also claimed to listen to music on the Internet at least sometimes. • That means that 34% of those with Internet access at least sometimes listen to music on the Web, and this was up from 28% in 2009, and 31% in 2011. • Overall, they account for only 10% of the adult population in South Africa. • Favourite Websites for Music (listen to or download from): − YouTube − Waptrick − Zonkewap − Zamob − MP3skull − iTunes − Musica − Beemp3 − Toxicwap − Tubidy − MP3Juice − Kalahari − Amazon 6.4 DOWNLOADING MUSIC FROM THE INTERNET Extent of downloading music from the internet
GROUP LISTENING TO MUSIC ON THE WEB HAVE ACCESS LISTEN TO MUSIC % WITH ACCESS % OF ALL ADULTS [X1000] [X1000] THAT LISTEN
Whites 2585 854 33 24 Blacks 5803 928 16 4 Coloureds/Asians 1568 376 24 9 TOTAL 9956 2158 22 6
COMMENT: • More than 2 million adults claim to download music off the Web, up from 0,8 million in 2007 and a large increase on the 1,4 million of 2011. • Why do some not download music from the Internet? − Just not interested in that − Its Pirating / Pirate copies / It’s illegal − Prefer to buy at the store / shop − Don’t know how to do it / too technical for me − Connections are too slow / it takes too long − Scared of viruses − Don’t trust it
58 59 7. ATTITUDES TOWARDS SPONSORS OF MUSIC This section of the report analyses the attitudes of adult South Africans towards companies that sponsor music events or broadcasts. 7.1 SHOULD COMPANIES SPONSOR MUSIC? The question was: “Do you believe companies in South Africa should sponsor music (events, broadcasts, etc)?” Should companies in south africa sponsor music?
SHOULD THEY PERCENTAGE OF EACH GROUP SPONSOR MUSIC? BLACKS WHITES COLOUREDS/ ASIANS ALL ADULTS 2011 2013 2011 2013 2011 2013 2011 2013 YES: They should 76 77 70 74 75 76 75 77 NO: They should not 14 14 17 17 12 15 14 14 Unsure 10 9 13 9 13 9 11 9 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• A significant 77% of adult South Africans continue to feel positive that companies should sponsor music. This was 2 points up on the 75% of 2011. • Only 14% definitely feel they should not, while 9% feel unsure about this. Trend: there was a positive trend of 2 points overall, and even more at plus 4 points amongst whites. • There were only marginal differences in the opinions of the various demographic groups, with blacks somewhat more positive than the others. • These results do show that companies sponsoring music can build on a positive foundation amongst the clear majority of adult South Africans.
60 Trends in % that believe companies must sponsor music
80
70
60
50
40
30
20
10
0 2004 2007 2009 2011 2013
Blacks Col/Asians Whites
7.2 PRIORITY RANKINGS FOR MUSIC AND OTHER SPONSORSHIPS
Where should companies rather spend their money if they have funds available for sponsorship into the community? Respondents were probed for their views on this, by giving them a list of nine different options, and they had to rank them from ‘1’ to ‘9’ in sequence of most to least important priority area. The results follow: Adult attitudes on the priority sequence for company funds to be used
SPONSORSHIP AREA PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS 2011 2013 2011 2013 2011 2013 Education 1 1 1 1 1 1 Housing 2 2 3 4 2 2 Infrastructure in Disadvantaged Areas 3 3 7 9 3 3 Small Business Development 4 5 6 6 5 4 Sport Sponsorships 5 4 4 3 4 5 Science Research Programs 6 9 9 8 9 9 Arts/Culture 7 8 8 7 8 8 Music 8 7 5 5 7 7 The Environment 9 6 2 2 6 6
61 COMMENTS:
• Most consumers see education and housing as the main priority areas for companies in which to invest, • Sport increased by one position to be ranked 4th by blacks, and 3rd by whites and 5th by coloureds/asians. • Music was again 5th amongst whites, and 7th amongst the other groups. • Since last time attitudes towards the environment (nature conservation) improved most namely by 3 positions amongst blacks. • It is clear that music is not seen as a main priority area for companies to invest in when compared against other area of needs, but it is certainly not last on the list. 7.3 ATTITUDES TOWARDS SPONSORS OF MUSIC Respondents were asked: “Do you feel more positive / the same / or negative towards a company that sponsors music?” How adults claim to be influenced towards music sponsors
PERCENTAGE OF EACH GROUP HOW INFLUENCED BLACKS WHITES COL/ASIANS ALL ADULTS 2011 2013 2011 2013 2011 2013 2011 2013 More positive 60 62 35 35 37 41 54 57 Stay the same 37 34 62 62 61 55 43 39 Become negative 3 4 3 3 2 3 3 4 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• A significant 57% of adult South Africans claimed to be positively inclined owardst companies sponsoring music, and a full 3 points up on last time. • Only 4% are negatively influenced. • The balance of 39% claimed not to be influenced either way. • The results indicate that companies sponsoring music can positively influence a significant part of the population, with little risk of a negative impact, which should encourage sponsors to get involved.
62 Trends in % that feel positive towards companies sponsoring music
70
60
50
40
30
20
10
0 2004 2007 2009 2011 2013
Blacks Col/Asians Whites
63 8. SPONSOR AWARENESS Various companies are already involved in the sponsoring of music, either in the form of live events, or through programmes on radio or television. What awareness levels of their sponsorship involvement have they created to date? This section measures the spontaneous association of companies with music. It must be noted that the seasonality of sponsored programmes will impact on awareness levels.
The question was: “Please name all the companies you can recall that sponsors music in South Africa”.
The percentage mentions different companies received are shown: Companies spontaneously mentioned as sponsors of music in South Africa
COMPANIES MENTIONED BY RESPONDENTS PERCENTAGE AWARENESS AMONGST EACH GROUP BLACKS WHITES COL/ASIANS TOTAL ALL MTN 41 20 23 37 Coca-Cola 18 10 15 17 Vodacom 15 8 13 14 ABSA 7 44 24 13 Standard Bank 7 4 6 6 Old Mutual 4 2 2 4 Telkom 3 1 1 3 Musica 3 4 4 3 Cell C 2 0 1 2 Castle 2 1 1 2 Shell 2 1 1 2 Huisgenoot 0 5 4 1 Outsurance 1 2 1 1 5FM 1 3 2 1 Fanta 1 2 2 1
COMMENTS:
• Over 50 different companies or brands received at least one mention! • Most of them were mentioned by small percentages of specific groups of respondents. • MTN was mentioned most by blacks and second most by coloured/asians. Whites are mostly aware of ABSA as a sponsor of music. Their 44% mentions for Absa is also the highest for any music sponsor. • Over the past few years MTN’s mentions increased most amongst all groups, as they increased their involvement in music, and have also been consistently involved with events such as the SAMAS. • Vodacom also improved their position significantly since 2011, on the back of their Unlimited experience. • Coca-Cola, MTN, Vodacom and ABSA have established the strongest profiles as sponsors of music locally, and their awareness’s compare favourably with the performances of sport sponsors. • The top awareness levels amongst the different groups were as follows:
64 BLACKS WHITES COLOUREDS/ASIANS 1. MTN ABSA ABSA 2. Coca-Cola MTN MTN 3. Vodacom Coca-Cola Coca-Cola 4. Standard Bank Vodacom Vodacom 5. ABSA Huisgenoot Standard Bank 6. Old Mutual Musica Musica 7. Musica Standard Bank Huisgenoot
Graphic display of music sponsor awareness 2013
MTN 37
Coca-Cola 17
Vodacom 14
Absa 13
Std. Bank 6
Old Mutual 4
Musica 3
Cell C 2 0 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Mentions % Trend Lines
50
40
30
20
10
0 2004 2007 2009 2011 2013
MTN Std. Bank Coca-Cola Old Mutual Absa Telkom Vodacom Cell C
65 9. MOST POPULAR MUSIC ARTISTS Respondents were asked to name their most popular music artists. Their views are summarized here. Note that hundreds of different artists and groups were mentioned but that only hoset mentioned most are listed here. a. Local singers Top 25 most popular local singers as mentioned by each group
BLACKS WHITES COLOUREDS/ASIANS 1. Lira Juanita du Plessis Loyiso Bala 2. Zahara Parlotones Danny K 3. Joyous Celebrations Kurt Darren Jamali 4. Rebecca Malope Steve Hofmeyer Micasa 5. Mafikizolo Theuns Jordaan Emo Adam 6. Big Nuz Prime Circle Khaya Mthethwa 7. Zonke Bobby van Jaarsveld Parlotones 8. The Soil Ray Dillon Freshly Ground 9. Sifiso Snotkop Jody Williams 10. Micasa Freshly Ground Jonathan Butler 11. Ringo Nicolas Louw Brenda Fassie 12. Hugh Masekela Just Jinger Elvis Blue 13. Brenda Fassie Jack Parow Juanita du Plessis 14. Khuli Chana Leani Mey Liquid Deep 15. Professor Bok van Blerk Prime Circle 16. Black Coffee Danny K Steve Hofmeyr 17. HHP Karlien van Jaarsveld Mandoza 18. Hlengiwe Mhlaba Heuwel Fantasties TKZee 19. Lucky Dube Watershed Kurt Darren 20. Thandiswa Mazwai Jay Mafikizola 21. TKZee Robbie Wessels DJ Keny 22. Mandoza Romanze Lira 23. Ncandweni Johnny Clegg Johnny Clegg 24. Malaika Gold Fish DJ Fresh 25 Lundi Riana Nel Chris Chameleon
66 b. International singers Top 25 most popular international singers as mentioned by each group
BLACKS WHITES COLOUREDS/ASIANS 1. Beyoncé Bon Jovi Rihanna 2. R. Kelly Celine Dion Mariah Carey 3. Usher Pink Justin Bieber 4. Rihanna Rihanna Chris Brown 5. Chris Brown Neil Diamand Usher 6. Mariah Carey Pitbull Beyoncé 7. Whitney Houston Roxette Michael Jackson 8. Lil Wayne Adele Celine Dion 9. Michael Jackson Justin Bieber Jennifer Lopez 10. John Legend Abba Nicki Minaj 11. Jay Z Linkin Park Westlife 12. Drake Westlife Lil Wayne 13. Luther Vandross U2 Drake 14. Celine Dion Queen Hillsong 15. Justin Bieber Bruno Mars Ne-yo 16. Boys 2 Men UB40 50 Cents 17. Alicia Keys Jennifer Lopez Whitney Houston 18. Aretha Franklin Beyoncé UB40 19. Nicki Minaj Eminem Lionel Ritchie 20. Kirk Franklin One Direction Akon 21. Westlife Lady Gaga Black Eyed Peas 22. Brandy Bryan Adams Pitbull 23. Rick Ross Madonna David Kramer 24. Teddy Pendergras Britney Spears Adelle 25 O’Jays ACDC Shakira
67 10. INTERESTS IN ARTS AND CULTURE 10.1 INTERESTS IN DIFFERENT FORMS OF ART AND CULTURE With interests in music already analysed in depth in the first part of this report, respondents were also probed and asked: “How interested are you in the following given arts and cultural activities?” a. Blacks Black interests in various forms of art and culture
ART FORM LEVEL OF INTEREST: PERCENTAGE OF BLACKS
EXTREMELY SOMEWHAT NOT REALLY NOT AT ALL NEITHER/ NOR INTERESTED INTERESTED INTERESTED INTERESTED
Movies 53 23 11 4 9 Traditional Dancing 37 26 15 8 14 Arts Festivals 28 27 18 12 15 Fashion Shows 20 22 15 14 29 Beauty Contests 18 19 18 15 30 Museums 18 20 19 16 27 Crafts 16 19 17 19 29 Contemporary Dance 15 23 20 16 26 Theatre 11 22 23 13 31 Sculptures/Paintings/Photography 11 22 18 20 29 Literature 10 20 18 19 33 Opera 8 11 17 22 42 Ballet 5 9 20 21 45
COMMENTS:
• The major interests in art and culture amongst blacks are in: − Movies. − Traditional dancing. − Arts festivals. • Only small percentages are passionate about ballet and opera while high interests in the other activities range from 10% to 20%. • Trends: Since 2011 the biggest growth in passionate interest was for movies, up from 50% to 53%, In contrast there was a decline in passionate interest for especially literature, theatre and fashion shows of between 3 and 4 percentage points.
68 b. Whites White interests in various forms of art and culture
ART FORM LEVEL OF INTEREST: PERCENTAGE OF WHITES
EXTREMELY SOMEWHAT NOT REALLY NOT AT ALL NEITHER/ NOR INTERESTED INTERESTED INTERESTED INTERESTED
Movies 50 33 8 4 5 Art Festivals 21 26 16 15 22 Fashion Shows 13 21 16 13 37 Crafts 12 29 18 18 23 Contemporary Dance 12 19 21 20 28 Theatre 10 26 19 19 27 Museums 9 28 20 17 26 Sculptures/Paintings/Photography 9 27 20 15 29 Literature 9 19 18 24 30 Ballet 8 12 17 20 43 Traditional Dance 7 17 19 23 34 Beauty Contests 7 16 18 19 40 Opera 6 10 13 22 49
COMMENTS:
• The main interest amongst whites by far is for films/movies. • Their next biggest interests are for art festivals, fashion shows and crafts at 12% to 21% extreme interest. • Opera, beauty contest and traditional dancing are at the bottom of the list with 6% to 7% extremely interested. • Trends: Compared to 2011 the interest of whites in arts and culture mainly declined. The only growth in interest came from movies, literature and ballet at 1 point each. • In contrast most of the other categories declined by two points.
69 c. Coloureds/Asians Coloured/Asian interests in various forms of art and culture
ART FORM LEVEL OF INTEREST: PERCENTAGE OF COLOUREDS/ASIANS
EXTREMELY SOMEWHAT NOT REALLY NOT AT ALL NEITHER/ NOR INTERESTED INTERESTED INTERESTED INTERESTED
Movies 49 36 7 4 4 Art Festivals 18 31 18 14 19 Fashion Shows 13 27 17 15 28 Contemporary Dance 12 21 20 18 29 Traditional Dancing 12 26 19 15 28 Museums 11 27 18 19 25 Crafts 10 24 15 20 31 Literature 10 23 19 17 31 Beauty Contests 11 21 20 19 29 Sculptures/Paintings/Photography 9 25 17 19 30 Theatre 10 28 15 16 31 Opera 5 12 16 20 47 Ballet 5 13 17 22 43
COMMENTS:
• Interest in movies is by far the highest amongst the coloureds/asians. Next most popular are arts festivals followed by fashion shows, with 13% to 18% extremely interested in them. • Ballet and opera are at the bottom of the list with just 5% extremely interested. • Trends: Compared to 2011, a decline was noticeable for most arts genres amongst this group of adults. Growth came from movies, theatre and ballet at 1 to 2 points up on 2011. The major declines were for fashion shows (3 points down) and arts festivals (2 points down).
70 d. Summary of total interest levels Summary of total interest levels in various forms of art and culture
ART FORM OVERALL PERCENTAGE THAT ARE INTERESTED
BLACKS WHITES COL/ASIANS ALL ADULTS
Movies 76 83 85 78 Traditional Dancing 63 24 38 56 Art Festivals 55 47 49 53 Fashion Shows 42 34 40 41 Museums 38 37 38 38 Contemporary Dance 38 31 33 37 Crafts 35 41 34 36 Beauty Contests 37 23 32 35 Theatre 33 36 38 34 Sculptures/Paintings/Photography 33 36 34 33 Literature 30 28 33 30 Opera 19 16 17 18 Ballet 14 20 18 15
COMMENTS:
• The total interests in the various activities range from 15% for ballet and 18% for opera, to a high of 78% for movies which is the most popular by far. • Next most popular are traditional dancing and arts festivals. • Museums also have a following of over 40%. • Trends: Compared to 2011, the only growth came from movies at 2 points up, with all others declining. The biggest declines came from theatre, arts festivals and fashion shows (down by 4 to 5 points each).
71 e. Summary of those feeling passionate Summary of those with passionate interests in art and culture
ART FORM PERCENTAGE THAT ARE PASSIONATE
BLACKS WHITES COL/ASIANS ALL ADULTS
Movies 53 50 49 52 Traditional Dancing 37 7 12 31 Art Festivals 28 21 18 26 Fashion Shows 20 13 13 18 Beauty Contests 18 7 11 16 Museums 18 9 11 16 Crafts 16 12 10 15 Contemporary Dance 15 12 12 14 Theatre 11 10 10 11 Sculptures/Paintings/Photography 11 9 9 11 Literature 10 9 10 10 Opera 8 6 5 7 Ballet 5 8 5 5
COMMENTS:
• Those really passionate about the various arts/cultural categories range from 5% for ballet to 52% for movies. • At the bottom of the interest chain are the niche markets of ballet and opera at just 5% to 7% respectively. • Trends: There was a downwards trend noticeable amongst passionate followers for most of these genres. In particular there was a decline of 2 to 3 points for fashion shows, literature, crafts and theatre. In contrast movies increased by 2 points since 2011. • Note that the above represent percentages of the population with a passionate interest. While this percentage can show a decline, it I still possible that the actual numbers show growth, depending on how much the population numbers increased during the same period. (i.e. a lower percentage but of a bigger population).
72 10.2 QUANTIFYING THIS MARKET In this section the interests are quantified in numbers of people, but only for those that have expressed themselves as passionate followers of each activity or genre. a. Total passionate interest Number of adults passionate about in arts/culture activities: 2013
ART FORM ESTIMATED NUMBER VERY INTERESTED [X1000]
BLACKS WHITES COL/ASIANS ALL ADULTS
Movies 13671 1803 1960 17434 Traditional Dancing 9544 252 472 10268 Art Festivals 7222 757 720 8700 Fashion Shows 5159 469 520 6148 Beauty Contests 4746 267 456 5469 Museums 4643 339 444 5426 Crafts 4127 447 416 4990 Contemporary Dance 3869 426 496 4791 Theatre 2941 361 380 3681 Sculptures/Paintings/Photography 2837 332 360 3529 Literature 2579 321 400 3300 Opera 2064 216 216 2496 Ballet 1290 288 196 1774
COMMENTS:
• Clearly, significant numbers of adult South Africans have a passion for the different arts/culture activities. • In particular, over 17 million are keen on movies and over 10 million are passionate about traditional dancing. Interest in movies increased by more than 2 million people since 2011. • In terms of these numbers, apart from movies, growth was also experienced by traditional dancing, arts festivals, beauty contests, museums, and contemporary dance. • Even for the smallest niche genre namely ballet there are nearly 1,8 million passionate supporters. Actual growths in numbers from 2011 to 2013 can be shown as follows:
73 ART FORM % GROWTH 2011 – 2013 ART FORM % GROWTH 2011 – 2013 Movies + 15 Contemporary Dance + 7 Traditional Dancing + 5 Theatre - 7 Art Festivals + 4 Literature - 16
Fashion Shows - 6 Sculptures/Paintings/ - 5 Beauty Contests + 6 Photography Crafts - 2 Opera 0 Museums + 9 Ballet - 2
• The biggest declines in numbers of passionate followers were for literature, theatre, fashion shows and sculptures etc.
Trend lines for various arts/culture genres numbers: 2004 – 2013
20 000
18 000
16 000
14 000
12 000
10 000
8 000
6 000
4 000
2 000
0 2004 2007 2009 2011 2013
Movies Museums Sculpture Trad. Dance Crafts Literature Festivals Cont. Dance Opera Fashion Theatre Ballet Beauty
COMMENTS:
• The high growth in those watching movies can well be because of the high growth over the past years in DSTV decoder sales and the additional access to movie channels. • What is of concern is the low to negative growth in the past year or so in the more traditional genres such as opera, theatre, literature, ballet and also sculptures etc.
74 b. Gender analysis
An analysis of gender preferences can be shown as follows, based on those that are passionate: Gender analyses: Passionate interests in arts and culture
ART FORM PERCENTAGE THAT ARE PASSIONATE MALE FEMALE ALL ADULTS Movies 56 49 52 Traditional Dancing 27 34 31 Art Festivals 27 25 26 Fashion Shows 12 25 18 Beauty Contests 8 24 16 Museums 18 14 16 Crafts 14 16 15 Contemporary Dance 11 17 14 Theatre 11 12 11 Sculptures/Paintings/Photography 10 11 11 Literature 8 11 10 Opera 7 7 7 Ballet 3 7 5
COMMENTS:
• There are significant differences between the preferences of men and women for some of these arts and culture genres. • Only in three activities are there significant higher percentages of men with a passionate interest, namely for: − Movies − Museums − Arts Festivals • Significant bigger percentages of women than men have high interests in: − Fashion Shows − Beauty Contests − Traditional Dancing − Crafts − Contemporary Dancing
75 These percentages convert to the following numbers per gender for the different categories: Passionate arts interest numbers by gender: 2013
ART FORM NUMBER OF PASSIONATE FOLLOWERS MALE FEMALE TOTAL Movies 9117 8317 17434 Traditional Dancing 4386 5882 10268 Art Festivals 4388 4311 8700 Fashion Shows 1922 4226 6148 Beauty Contests 1357 4112 5469 Museums 2996 2430 5426 Crafts 2321 2669 4990 Contemporary Dance 1804 2987 4791 Theatre 1778 1904 3681 Sculptures/Paintings/Photography 1703 1826 3529 Literature 1381 1919 3300 Opera 1216 1280 2496 Ballet 535 1239 1774
COMMENTS:
• Trends: Compared to 2011 females showed significant growth in numbers for movies, traditional dancing and arts festivals. They declined in numbers for literature, theatre, fashion shows and craft. • Men showed good growth for museums, crafts and movies. They declined most for Literature.
76 Trends for females passionate about arts/ culture: 2004 – 2013
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Movies Trad. Dance Festivals Fashion Beauty Museums
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Crafts Cont. Dance Theatre Sculpture Literature Opera Ballet
2004 2007 2009 2011 2013
77 Trends for males passionate about arts/ culture: 2004 – 2013
10 000
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Movies Trad. Dance Festivals Fashion Beauty Museums
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
0 Crafts Cont. Dance Theatre Sculpture Literature Opera Ballet
2004 2007 2009 2011 2013
78 c. Age analysis
It is also important to see how different age groups feel about these activities. Age analyses: consumers with passionate interests in arts and culture
ART FORM PERCENTAGE THAT ARE PASSIONATE
19 – 24 25 – 34 35 – 49 50+ ALL YEARS YEARS YEARS YEARS ADULTS
Movies 69 60 52 32 52 Traditional Dancing 26 28 34 33 31 Art Festivals 29 30 25 21 26 Fashion Shows 28 21 18 9 18 Beauty Contests 26 20 13 10 16 Museums 19 16 15 16 16 Crafts 12 14 16 17 15 Contemporary Dance 21 16 13 10 14 Theatre 7 12 13 11 11 Sculptures/Paintings/Photography 10 11 10 10 11 Literature 6 8 12 12 10 Opera 4 7 9 9 7 Ballet 4 6 6 5 5
COMMENTS:
• Noticeable is how many categories there are where the interest is highest amongst the youngest group of 19 to 24 years old, including: − Movies − Fashion Shows − Beauty Contests − Contemporary Dance • The highest interests for traditional dance, ballet, literature and crafts were recorded amongst those 50 years and older of age. • Opera, literature and theatre are most popular amongst those aged over 35 to 49 years old.
79 These percentages can be converted to actual numbers as per the table following: Passionate arts interest numbers by age group: 2013
ART FORM NUMBER OF PASSIONATE FOLLOWERS
19 – 24 25 – 34 35 – 49 50+ ALL YEARS YEARS YEARS YEARS ADULTS
Movies 4182 5513 5077 2662 17434 Traditional Dancing 1578 2565 3339 2786 10268 Art Festivals 1779 2704 2469 1748 8700 Fashion Shows 1698 1959 1725 766 6148 Beauty Contests 1549 1807 1298 815 5469 Museums 1163 1432 1467 1364 5426 Crafts 709 1292 1599 1390 4990 Contemporary Dance 1277 1467 1256 791 4791 Theatre 436 1108 1241 896 3681 Sculptures/Paintings/Photography 620 1026 1034 849 3529 Literature 382 708 1208 1002 3300 Opera 252 650 864 730 2496 Ballet 271 507 593 403 1774 Trend lines by age group for those passionate about arts/culture: 2004 – 2013
5 000
4 000
3 000
2 000 AGE 19 – 24 AGE 1 000
0 2004 2007 2009 2011 2013
Movies Museums Sculpture Trad. Dance Crafts Literature Festivals Cont. Dance Opera Fashion Theatre Ballet Beauty
80 6 000
5 000
4 000
3 000
AGE 25 – 34AGE 2 000
1 000
0 2004 2007 2009 2011 2013
6 000
5 000
4 000
3 000
AGE 35 – 49 – 49 35 AGE 2 000
1 000
0 2004 2007 2009 2011 2013
3 000
2 000
1 000 AGE 50+
0 2004 2007 2009 2011 2013
Movies Museums Sculpture Trad. Dance Crafts Literature Festivals Cont. Dance Opera Fashion Theatre Ballet Beauty
COMMENTS:
• The biggest concern is the low growth in the youngest age group as noticeable from the graph above. The future must come from this group and it seems as if more and stronger promotions should be aimed at them in order to stimulate interest levels.
81 d. LSM analyses
This table can now be repeated to do an analysis of interest in arts and culture according to the different LSM groups. Passionate adult interest in different arts and culture activities according to LSM group
ART FORM PERCENTAGE THAT ARE PASSIONATE LSM 1-4 LSM 5-6 LSM 7-8 LSM 9-10 TOTAL Traditional Dancing 35 46 12 7 100 Crafts 30 40 17 13 100 Museums 24 40 22 14 100 Beauty Contests 23 43 21 13 100 Sculptures/Paintings/Photography 23 41 20 16 100 Movies 22 40 22 16 100 Art Festivals 20 44 21 15 100 Literature 17 41 24 18 100 Contemporary Dance 16 39 26 19 100 Fashion Shows 7 37 30 26 100 Theatre 6 38 32 24 100 Opera 0 32 29 39 100 Ballet 0 22 36 42 100 POPULATION AVERAGE 25 40 20 15 100
OBSERVATIONS:
• Traditional dancing and crafts are particularly strong amongst the lower LSM group of 1-4. • In contrast, opera, ballet, fashion shows and theatre are strong in the upper LSM’s of 7-10. • There has been a significant shift in the total population over the past 2 years waya from the lower LSM group of 1 to 4 to higher LSM groups. In particular the LSM 1 to 4 contribution to the total population decreased from 33% to just 25% while LSM 5 to 6 increased by 5 points from 35% to 40% and LSM 7 to 8 by 3 points from 17% to 20%.
82 10.3 LOCAL vs. INTERNATIONAL INTERESTS Those that indicated an interest in each art/cultural activity were then further probed and had to indicate whether their interest is in local, international or both. Music is added to this list. Interest in local or international arts/culture activities
ART FORM PERCENTAGE INTERESTED IN EACH CATEGORY BLACKS WHITES COLOUREDS/ASIANS LOCAL INT. BOTH LOCAL INT. BOTH LOCAL INT. BOTH Music 13 2 85 6 8 86 2 29 69 Movies 7 17 76 2 19 79 4 22 74 Fashion Shows 33 15 52 22 18 60 17 25 58 Traditional Dancing 79 2 19 27 8 65 27 17 56 Arts Festivals 70 2 28 54 7 39 43 11 46 Museums 67 5 28 46 6 48 38 14 48 Literature 48 8 44 15 17 68 14 17 69 Crafts 54 1 45 41 9 50 29 13 58 Theatre 55 5 40 37 9 54 25 19 56 Sculptures/Paintings/Photography 47 7 46 19 12 69 11 18 71 Contemporary Dance 36 13 51 20 18 62 14 16 70 Ballet 17 18 65 12 28 60 13 17 70 Beauty Contests 33 14 53 22 18 60 16 21 63 Opera 27 15 58 14 27 59 7 33 60
COMMENTS:
• Major interests in local only include: − Traditional Dancing − Arts Festivals − Theatre − Museums − Crafts • Significant interests for international only include: − Movies − Opera − Ballet • In most cases people have an interest in both local and international forms of the arts. • Local only is lowest for: − Movies − Opera − Music − Ballet
83 10.4 WATCHING ARTS/CULTURE ON TELEVISION Respondents were probed to find out whether they watch Arts/Culture programmes on television: a. Percentages that watch Do adults watch arts/culture programmes on television?
GROUP PERCENTAGE THAT DO WATCH 2004 2007 2009 2011 2013 Blacks 48 52 55 57 54 Whites 31 33 35 32 30 Coloureds/Asians 39 37 36 36 33 ALL ADULTS 45 48 50 51 49 Male 42 46 47 48 47 Female 48 50 53 54 51 19 – 24 years 44 45 46 48 45 25 – 34 years 47 50 51 51 50 35 – 49 years 47 51 54 55 53 50+ years 42 44 48 50 48
COMMENTS:
• This year 49% of adults claimed to at least sometimes watch arts/culture programmes on television. • Blacks [54%] watch most and whites [30%] least. Also: women watch more than men at 51% versus 47%. • An age analysis shows that people of middle age are most interested in watching arts/culture programmes on television. • Trends: There was a decline of about 2 points since last time, and this decline was evident amongst all groups.
84 Trends in % watching arts programs on television
60
50
40
30
20
10
0 2001 2004 2007 2009 2011 2013
Blacks Col/Asians Whites b. Local versus international
Respondents were asked whether their arts/culture television viewing interest is in local or international arts programmes. Interest in watching local/international arts/culture programmes on TV
GROUP WHICH ARTS/CULTURE TV PROGRAMMES ARE WATCHED [%] LOCAL INTERNATIONAL BOTH Blacks 42 3 55 Whites 18 15 67 Coloureds/Asians 21 22 57 ALL ADULT VIEWERS 37 7 56
COMMENTS:
• Most of those that watch arts/cultural programmes on television prefer both local and international programmes. • Only 7% prefer watching only international programmes. However, amongst coloureds/asians this was higher at 22%. • 37% prefer to watch only local arts/culture programmes, and this was at a rather low 18% amongst whites, but a high 42% for blacks.
85 11. SPONSORSHIP ISSUES 11.1 ATTITUDES TOWARDS SPONSORS OF ARTS/CULTURE a. Should companies sponsor arts/culture?
Respondents were asked whether they believed companies should sponsor the various forms of the arts/culture. Music was already covered in the first part of this report. Do adults believe companies should sponsor different arts/culture activities
ART FORM YES: THEY SHOULD SPONSOR [%] BLACKS WHITES COL/ASIANS ALL ADULTS Arts Festivals 72 67 70 71 Museums 60 64 60 60 Traditional Dance 64 37 42 58 Theatre 53 51 60 54 Movies 52 52 52 52 Crafts 49 45 46 48 Fashion Shows 48 45 42 47 Literature 45 41 44 44 Exhibitions [sculptures, etc.] 44 37 39 43 Beauty Contests 43 32 33 41 Contemporary Dance 41 37 32 39 Opera 28 32 31 29 Ballet 23 30 32 25
COMMENTS:
• Significant percentages believe companies should get involved as sponsors of the various arts and culture genres. • Highest placed was art festivals with 71% saying companies should sponsor this. • 58% also believe traditional dance should be sponsored. • Above 50% also support sponsorships for movies, theatre and museums. • Lowest on the list are opera and ballet at 25% to 29% support. • Comparable percentages for sport and music are over 90% and 80% respectively. Therefore the highest ranked arts category offFestivals, are about 20 percentage points behind sport, and about 10 percentage points behind music. • Trends: Compared to 2011 there were declines for especially movies and crafts. In contrast museums and exhibitions increased by 3 points each.
86 Trends in belief that companies should sponsor different arts activities
ART FORM YES: THEY SHOULD SPONSOR [%] 2001 2004 2009 2011 2013 Arts Festivals 60 69 74 71 71 Museums 43 52 47 57 60 Traditional Dance 55 60 57 58 58 Theatre 48 52 51 50 48 Movies 52 54 56 54 52 Crafts 52 52 51 50 48 Fashion Shows n/a n/a 50 45 47 Literature 41 42 42 43 44 Exhibitions [sculptures, etc.] 43 44 42 40 43 Beauty Contests n/a n/a 40 42 41 Contemporary Dance 28 28 38 39 39 Opera 23 27 29 29 29 Ballet 24 23 24 25 25 b. Positive attitudes
Respondents were also asked: “Do you feel more positive towards a company that sponsors arts/culture [not music]?” How adults claim to be influenced towards arts/culture sponsors
HOW INFLUENCED PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS ALL ADULTS 2011 2013 2011 2013 2011 2013 2011 2013 More positive 48 50 28 29 34 38 44 46 Stay the same 49 45 68 68 63 58 53 49 Become negative 3 5 4 3 3 4 3 5 TOTAL 100 100 100 100 100 100 100 100
COMMENTS:
• 46% of all adults are positively inclined towards companies sponsoring arts/culture. This ranged from just 29% of whites to 50% of blacks, showing some clear differences of opinion between different groups. • Only a relatively small 3% to 5% of respondents claimed to be influenced negatively. • Most, namely 49% overall, said they are not influenced either way. • Trends: Compared to 2011 there was an increase in the positive attitudes of all groups.
87 Trends in % that feel positive towards companies sponsoring arts/culture
60
50
40
30
20
10
0 2009 2011 2013
Blacks Col/Asians Whites
88 11.2 ARTS AND CULTURE SPONSOR AWARENESS The question to respondents was: “Please name all the companies that you can recall that sponsor art and culture [not music] in South Africa”. Music sponsors were covered earlier on in this report. The focus here is on arts/culture. Spontaneous awareness of companies sponsoring arts and culture in south africa
% AWARENESS AMONGST EACH GROUP COMPANIES RESPONDENTS BLACKS WHITES COL/ASIANS ALL ADULTS MENTIONED 2011 2013 2011 2013 2011 2013 2011 2013 Standard Bank 19 17 16 16 15 11 18 16 ABSA 14 8 18 23 12 12 14 13 MTN 14 15 7 6 11 9 13 13 Coca-Cola 8 8 5 4 7 6 8 7 Telkom 8 6 6 7 3 3 7 6 Old Mutual 7 7 6 3 4 2 7 6 Vodacom 9 6 6 5 10 7 9 6 Nedbank 5 3 6 6 4 6 5 4 FNB 5 4 1 4 8 7 5 4 SA Breweries 4 4 2 3 2 2 4 4 SABC 3 3 1 1 1 1 3 3 Eskom 3 2 1 2 1 1 3 2 Sasol 2 2 4 5 2 2 2 2 Soweton 3 2 1 0 1 0 3 2 Lotto 1 2 2 2 1 1 1 2 Clover 1 1 4 4 2 1 2 1 Outsurance 2 1 2 1 1 0 2 1 Huisgenoot 1 0 2 2 2 2 1 1 Cell C 4 1 2 1 2 3 4 1 Sanlam 1 1 2 3 2 2 1 1 BP 1 1 1 1 1 1 1 1 ATKV - 0 2 1 - 0 1 0
COMMENTS:
• Most noticeable is that most sponsor awareness’s declined compared to 2011. The continued lack of consistent and quality mainstream media exposure, and the measured declines in interest in some arts genres, is most probably to blame for this. • Standard Bank again received most mentions but Absa moved further ahead of them amongst whites. In fact the growth in awareness for ABSA amongst whites was the most noticeable positive trend. MTN increased amongst blacks and was joint second overall.
89 • Old Mutual, Telkom, Vodacom and Coca-Cola all received mentions ranging from 6% to 7%. • Well over 50 different companies or brands were mentioned. • It is also true though that some actual sponsors received no mentions at all. • The sequence amongst the three groups were as follows:
BLACKS WHITES COLOUREDS/ASIANS 1. Standard Bank ABSA ABSA 2. MTN Standard Bank Standard Bank 3. ABSA Telkom MTN 4. Coca-Cola MTN FNB 5. Old Mutual Nedbank Vodacom 6. Telkom Sasol Coca-Cola 7. Vodacom Vodacom Nedbank
• While the awareness levels are rather low, apart from Standard Bank, ABSA and MTN, it must be kept in mind that these are spontaneous responses and not prompted/aided. • Also, awareness levels may well be very different when respondents are probed on specific categories, and also specific events within those categories. • Still, this annual report gives an indication of which companies South Africans believe to be most involved in arts and culture sponsorships.
Std Bank 16
Absa 13
MTN 13
Coca-Cola 7
Telkom 6
Old Mutual 6
Vodacom 6
Nedbank 4
FNB 4
SAB 4 0 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of Mentions
90 Awareness trends over time
25
20
15
10
5
0 2004 2007 2009 2011 2013
Std. Bank Telkom Nedbank Absa Old Mutual FNB MTN Vodacom SAB Coca-Cola
91 12. ATTENDING ARTS/CULTURE EVENTS a. Theatre Annual frequency of attending theatre
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 1 1 6 to 10 4 3 3 2 to 5 7 9 8 ONCE PER YEAR 10 14 14 LESS THAN ONCE PER YEAR 15 20 15 NEVER 63 53 59 AVERAGE TIMES PER YEAR [ALL] 1,0 times 1,1 times 1,0 times AVERAGE FOR THOSE THAT GO 2,5 2,1 2,3
COMMENTS:
• South Africans go to the theatre on average once a year. • While 53% to 63% of the different groups say they never go, about 12% go twice or more imest per year. • Those that do go, go an average of 2,1 to 2,5 times per year. Similar explanations apply to the other forms of art following as well. • Trend: Compared to 2011: well down amongst all groups.
92 b. Exhibitions [paintings, sculptures and photography] Frequency of attending exhibitions
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 1 1 6 to 10 2 2 2 2 to 5 7 7 5 ONCE PER YEAR 9 13 12 LESS THAN ONCE PER YEAR 15 15 14 NEVER 66 62 66 AVERAGE TIMES PER YEAR [ALL] 0,8 times 0,8 times 0,7 times AVERAGE FOR THOSE THAT GO 2,3 2,1 2,1
• Trend: compared to 2011: down amongst all groups. c. Literature Frequency of attending literature
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 1 1 6 to 10 3 2 2 2 to 5 6 5 6 ONCE PER YEAR 7 8 7 LESS THAN ONCE PER YEAR 12 16 13 NEVER 71 68 71 AVERAGE TIMES PER YEAR [ALL] 0,8 times 0,7 times 0,7 times AVERAGE FOR THOSE THAT GO 2,6 2,1 2,4
COMMENTS:
• Trend: A decline compared to 2011.
93 d. Crafts Frequency of attending crafts
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 3 2 6 to 10 5 8 3 2 to 5 6 14 12 ONCE PER YEAR 10 12 13 LESS THAN ONCE PER YEAR 19 15 13 NEVER 59 48 56 AVERAGE TIMES PER YEAR [ALL] 1,0 times 1,9 times 1,3 times AVERAGE FOR THOSE THAT GO 2,4 3,6 3,0
COMMENTS:
• Trend: Marginally down on 2011. e. Movies Frequency of attending movies
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 13 16 15 6 to 10 11 18 18 2 to 5 17 32 23 ONCE PER YEAR 8 11 11 LESS THAN ONCE PER YEAR 10 8 10 NEVER 41 15 23 AVERAGE TIMES PER YEAR [ALL] 3,7 times 5,3 times 4,8 times AVERAGE FOR THOSE THAT GO 6,2 6,3 6,2
COMMENTS:
• Trend: Lower than in 2011 but still the highest attendance of all arts genres. This is a clear indication that the growth earlier reported for movies is for watching more on TV rather than going to the cinemas.
94 f. Traditional dance Frequency of attending traditional dance
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 6 1 2 6 to 10 11 2 4 2 to 5 18 6 10 ONCE PER YEAR 14 7 12 LESS THAN ONCE PER YEAR 13 13 13 NEVER 38 71 59 AVERAGE TIMES PER YEAR [ALL] 2,8 times 0,7 times 1,3 times AVERAGE FOR THOSE THAT GO 4,6 2,4 3,2
COMMENT:
• Trend: Marginally down on 2011. g. Contemporary dance Frequency of attending contemporary dance
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 2 1 1 6 to 10 5 2 3 2 to 5 6 6 7 ONCE PER YEAR 10 8 9 LESS THAN ONCE PER YEAR 12 18 16 NEVER 65 65 64 AVERAGE TIMES PER YEAR [ALL] 1,1 times 0,8 times 0,9 times AVERAGE FOR THOSE THAT GO 3,2 2,6 2,5
COMMENT:
• Trend: Compared to 2011: down amongst all groups.
95 h. Ballet Frequency of attending ballet
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 1 1 6 to 10 1 1 1 2 to 5 2 3 2 ONCE PER YEAR 5 8 7 LESS THAN ONCE PER YEAR 9 11 9 NEVER 82 76 80 AVERAGE TIMES PER YEAR [ALL] 0,4 times 0,5 times 0,5 times AVERAGE FOR THOSE THAT GO 2,3 2,1 2,5
COMMENT:
• Trend: Fairly static compared to 2011. i. Museums Frequency of attending museums
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 2 1 1 6 to 10 4 4 3 2 to 5 7 11 8 ONCE PER YEAR 15 18 15 LESS THAN ONCE PER YEAR 14 19 18 NEVER 58 47 55 AVERAGE TIMES PER YEAR [ALL] 1,2 times 1,2 times 1,0 times AVERAGE FOR THOSE THAT GO 2,9 2,3 2,2
COMMENT:
• Trend: Much the same as 2011.
96 j. Opera Frequency of attending opera
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 1 1 1 6 to 10 1 2 1 2 to 5 3 2 1 ONCE PER YEAR 8 6 7 LESS THAN ONCE PER YEAR 7 13 8 NEVER 80 76 82 AVERAGE TIMES PER YEAR [ALL] 0,5 times 0,5 times 0,4 times AVERAGE FOR THOSE THAT GO 2,5 2, 2 2,2
COMMENT:
• Trend: Compared to 2011: somewhat lower. k. Arts festivals Frequency of attending arts festivals
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 2 1 1 6 to 10 7 2 2 2 to 5 13 13 14 ONCE PER YEAR 17 21 18 LESS THAN ONCE PER YEAR 11 15 14 NEVER 50 48 51 AVERAGE TIMES PER YEAR [ALL] 1,6 times 1,2 times 1,2 times AVERAGE FOR THOSE THAT GO 3,3 2,3 2,5
COMMENT:
• Trend: Down amongst blacks and whites since 2011.
97 l. Fashion shows Frequency of attending fashion shows
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 2 1 2 6 to 10 4 2 2 2 to 5 7 11 8 ONCE PER YEAR 9 9 12 LESS THAN ONCE PER YEAR 12 18 17 NEVER 66 59 59 AVERAGE TIMES PER YEAR [ALL] 1,1 times 1,0 times 1,0 times AVERAGE FOR THOSE THAT GO 3,3 2,5 2,5
COMMENT:
• Trend: Compared to 2011 there was a decline this year in those claiming to visit fashion shows. m. Beauty contests Frequency of attending beauty contests
FREQUENCY PERCENTAGE OF EACH GROUP BLACKS WHITES COL/ASIANS More than 10x per year 2 1 1 6 to 10 4 1 1 2 to 5 6 3 6 ONCE PER YEAR 8 9 11 LESS THAN ONCE PER YEAR 10 14 12 NEVER 70 72 69 AVERAGE TIMES PER YEAR [ALL] 1,0 times 0,6 times 0,7 times AVERAGE FOR THOSE THAT GO 3,4 2,2 2,3
COMMENT:
• Trend: Again a marginal decline compared to 2011.
98 n. Summary
Respondents claimed to attend Arts Events as follows:
BLACKS WHITES COLOUREDS/ASIANS Movies 3.7 Movies 5.3 Movies 4.8 Traditional Dance 2.8 Crafts 1.9 Traditional Dancing 1.3 Festivals 1.6 Festivals 1.2 Crafts 1.3 Museums 1.2 Museums 1.2 Festivals 1.2 Fashion shows 1.1 Theatre 1.1 Fashion shows 1.0 Contemporary Dance 1.1 Fashion shows 1.0 Theatre 1.0 Beauty Contests 1.0 Contemporary Dance 0.8 Museums 1.0 Theatre 1.0 Exhibitions 0.8 Contemporary Dance 0.9 Crafts 1.0 Literature 0.7 Exhibitions 0.7 Literature 0.8 Traditional Dancing 0.7 Literature 0.7 Exhibitions 0.8 Beauty Contests 0.6 Beauty Contests 0.7 Opera 0.5 Opera 0.5 Ballet 0.5 Ballet 0.4 Ballet 0.5 Opera 0.4
TRENDS:
• There were no increases compared to 2011. Actually most declined with some remaining static. • Movies are on top as the most venue visited arts genre amongst all groups.
99 13. BUSINESS AND THE ARTS
The business section of the report was changed sponsorships and donations by companies in South considerably this year in order to avoid tracking data Africa. In this way, and based on the so-called 80:20 that does not provide new insights. Therefore this principal, information was gathered on most major year no interviews were done with a sample of non- sponsorships and many smaller ones. sponsors, and a questionnaire was only mailed out to It is therefore again not an audit but rather just as concerns that are current or past members of BASA. good as possible a guideline of current sponsorship This first part contains the best estimates of the expenditure on arts/culture. total expenditure on arts and culture through 13.1 ESTIMATE OF THE ARTS/CULTURE SPONSORSHIP MARKET: 2013
An estimated R438 million will be invested by Sport sponsoring companies spend significant sponsors during 2013 in all disciplines within arts and additional amounts to leverage their sponsorships, culture. Of this, music in all its forms still accounted and on average for all sport sponsors, this amounted for more than half the expenditure, namely an to about 52% of the actual sport expenditure in the estimated R231 million, leaving about R207 million for past year, coming off a high of well over 80% in all the other genres. The gap between music and the years gone by. The reasons for this decline can be rest has become smaller, with non-music investment attributed to the tight economic conditions, but also growing faster than music over the past 2 years. to the fact that sports rights fees nowadays include Note that these expenditures consist mainly of activities and rights which sponsors in previous years rights fees which are the funds that are required by had to leverage by themselves. Leverage spend by the beneficiaries (rights holders) in order to perform arts and culture sponsors still lags well behind those their events or tasks. This estimate is therefore of sport sponsors, although it must be said that directly comparable to the estimated sponsorship there are arts and culture sponsors with significant spend on sport. Also note that a single major leverage spends of close to 90%. On average sponsorship in a year can make a big difference in however, the leverage spend is estimated at about this market, for example the sponsoring of shows like 20% for arts and about 30% for music. Lion King or Phantom of the Opera in one year and not in another year.
100 TO SUMMARIZE:
• In 2013 an estimated R438 million will be spent on arts/culture sponsorships. This is up on the R394 million of 2011 representing overall growth of over 11% for the period. Keep in mind the very tight economic conditions in which companies had to operate for the past 2 to 3 years, and with the subsequent pressures on all budgets and expenditures. • This will consist of R231 million into music and R207 million on all other arts/culture activities. • A further about R120 million could be spent on leveraging these sponsorships. This leverage spend has grown faster than the rights fees spend at about 25% over the 2 year period. This is good for the industry as this will increase the success rate of these sponsorships. • This compares to an estimated R4,6 billion that was spent on sport sponsorships in 2012, and to the estimated R2,4 billion of leveraging that was spent on those sport sponsorships. • Therefore: Arts/Culture sponsorship spend is about 10% as big as sport sponsorship spend, and this has remained fairly static over the past 2 years. • While an increasing number of high profile music stars have come to South Africa for concerts over the past 2 years, this has not necessarily reflected in growth in music sponsorships, as the sell-out crowds at high ticket prices made these events profitable without the need for major sponsorships. Music and arts sponsorship spend trends 2001 to 2013
250
200
150
100
50
0 2001 2004 2007 2009 2011 2013
Music Arts
101 Which industry sectors contribute to this expenditure? A best estimate is as follows: Estimated contributions of different industry sectors to the arts
SECTOR APPROXIMATE % CONTRIBUTION Financial, Insurance 32 Communication, Electronic media 24 Liquor, Tobacco, Soft Drinks, Hotel 13 Paper, Packaging, Print, Food, Media 7 Mining, Agriculture 6 Petroleum, Chemical 5 Automotive, Manufacturing, Construction 5 All Others 8 TOTAL 100
• In 2001 the market was estimated at R136 million, which has now grown to R438 million. Music sponsorships have grown from R69 million to R231 million, and other arts/culture sponsorships from R67 million to R207 million. Growth has therefore been good, but not enough close the gap on sport sponsorship spend. Average growth per year since 2001 was 10,2%. For music alone it was 10,6% and for arts/culture 9,8%. 13.2 FROM WHICH BUDGETS THE EXPENDITURE COME Based on the sponsors interviewed, the contributions to arts/culture come from the following budgets: Budgets from where arts/culture sponsorships come
BUDGET PERCENTAGE CONTRIBUTION 2001 2004 2007 2009 2011 2013 CSI [Social Responsibility] 67 57 44 36 35 33 Marketing 19 28 48 56 59 60 Others 14 15 8 8 6 7 TOTAL 100 100 100 100 100 100
COMMENTS:
• The biggest contribution comes from the marketing budgets, indicated at 60% and 1 point up on 2011. • Compared to 2011, the percentage contribution from the CSI budgets declined by a further 2 points from 35% to 33%. It is now half of what it used to be back in 2001. • The Arts sponsorship industry can only benefit from this strong trend of the past 10 years towards being funded from marketing budgets.
102 13.3 OTHER INVESTMENT RELATED ISSUES a. Section 18a companies
Will sponsors rather prefer to sponsor arts/culture organisations that are registered as Section 18A companies?
• Only 17% of sponsors said they would prefer this. This was well down on the 21% that said so in the 2011 research. A clear and growing majority have no preference for this. • Those that would prefer to sponsor section 18A companies, mainly believe that it will offer them tax incentives that will make it more affordable. b. Sponsorship ROI
Do sponsors of arts and culture require a return on investment from these sponsorships or do they regard them more as donations? Do sponsors require a ROI
% OF SPONSORS 2011 2013 Yes: Do require a ROI 68 73 No: Regard more as donations 32 27 TOTAL 100 100
COMMENTS:
• A significant 73% of sponsors of the arts and culture now do require these sponsorships to deliver a return on their investments. This is good as it will result in more specific research in terms of media exposure values and achievement of other objectives such as awareness/association with properties to be conducted over the years to come. This was well up on the 68% of 2011. • A smaller but still significant 27% at present do not feel the need for measuring ROI as their involvement is more seen as a donation rather than sponsorship. • When asked about the level of ROI that they would hope to achieve, they indicated the following:
103 ROI levels ideally expected
ROI LEVELS WANTED % OF SPONSORS 2011 2013 Less than one to one 29 30 One to one 59 41 Two to one 12 19 More than two to one 0 10 TOTAL 100 100
COMMENTS:
• The expectations of companies sponsoring the arts is increasing, with bigger percentages now wanting ROI returns of 2 or more to one. In 2011 only 12% wanted that but now in 2013 that has grown to 29%. • Still, 30% would be happy with less than a one to one return, while 41% want to achieve a one on one ROI on their investment. • Do note that many have also indicated that they want more than just media return. They would like to build brand awareness, create commercial opportunities, build stakeholder relations, and have opportunities for staff engagement.
104 105 14.OTHER ADVANTAGES & ROLES OF ARTS AND CULTURE 14.1 ADVANTAGES OF ARTS AND CULTURE SPONSORSHIPS Respondents were probed to understand what they perceived to be the main advantages that arts/culture offers businesses over sport: PERCEIVED ADVANTAGES OF ARTS/CULTURE FOR SPONSORS
• Can reach a very dedicated and focussed audience. • Demographic reach is wider: into both genders, all ages and all population groups. • The credibility of the administrators/people you are dealing with is much higher than for those in sport. • You can engage the whole family. • You can reach into a specific community • It’s not as cluttered as sport. • More cost-effective/provide really good value for your money. • Involved with nation building but on a cultural foundation. • You can own these arts sponsored properties and exercise control over it. • There are strong passions involved in the arts, and much more open minded people. • An arts sponsorship is a long term strategic marketing tool offering the company the opportunity to build relationships with customers, staff and stakeholders through shared passions. • You can create a clear and strong brand association to differentiate yourself from competitors. • Your BEE scorecard and rating can be improved which sport does not offer. • Through arts sponsorship you are promoting real diversity and transformation. • You are contributing to making the arts more accessible to ordinary South Africans. • Offers unique hospitality opportunities that are very different to those in sport and can have a bigger impact on key clients. • Activations can be more targeted and personalised thereby giving the perception that the sponsor inherently understand the consumer needs. That then becomes real brand in action.
106 14.2 BEE SCORECARDS Do businesses involved in arts and culture use their investments to benefit heirt BEE ratings? • A strong 31% of respondents this time indicated that their arts and culture sponsorships are used for their BEE scorecards and ratings. This was well up on the 19% that said so in 2011! • The other 69% do not do that at present.
Three different categories within the BEE scorecards are used for this namely: Where arts and culture investments are used in BEE scorecards
BEE CATEGORY USED % OF USERS 2011 2013 Socio Economic Investment 60 72 Enterprise Development 23 14 Skills Development 17 29
COMMENTS:
• The main emphasis is on socio economic development with 72% of those sponsors that are using their sponsorships for BEE purposes scoring points in this category. • Compared to 2011 the biggest growth was in skills development, now up to 29% from the 17% of 2011. • In contrast fewer are now focussing on the enterprise development aspect. 14.3 MAKING ARTS A MORE ATTRACTIVE MEDIUM TO SPONSOR What will make arts and culture more attractive for companies to sponsor? • More and consistent coverage and exposure in the main media (important newspapers, radio stations and TV channels). • Branding opportunities that can equal sport. Too many in the arts are still too old fashioned about this, feeling it will intrude on the viewers/visitors. • Form more media partnerships. • The attitudes of artists should change. They often attract bad publicity and also like to hold anti-business views and make statements against the private sector. • Do the arts really understand how much sponsor are contributing and do they really understand what the needs of the sponsors are? • Better ROI that is more comparable to that of sport sponsorships. • The ability to own the rights and to get exclusivity. • Create commercial opportunities. Sponsors are under pressure to show results in terms of real business i.e. sales/moving products.
107 15. AFRICA AND ITS IMPORTANCE TO SPONSORS Current sponsor were asked: “Does your company have a footprint on the rest of the African continent, and if so, would you be interested in funding arts projects on the continent rather than just in South Africa?” • A good and growing 27% indicated that their companies also operate in the rest of Africa or are planning to expand into it. This was well up on the 18% of 2011. • A good 31% of that 27% (that is just under 9% of all) would be interested in getting involved in arts projects in the rest of Africa. • They indicated the particular countries of interest to be: African Countries mentioned as being of interest
AFRICAN COUNTRY NUMBER OF MENTIONS Nigeria 4 Ghana 3 Mozambique 3 Kenya 3 Namibia 2 Zimbabwe 2 Botswana 1 Swaziland 1 Zambia 1 Angola 1
108 109 16. THE ROLE OF BASA Sponsors were asked: “Have you heard of BASA?” Awareness of BASA
2007 86
2009 86
2011 89
2013 92 0 10 20 30 40 50 60 70 80 30 000 90 100
Percentage of sponsors aware of BASA COMMENTS:
• A strong 92% of sponsors claimed to be aware of BASA. • Trend: The trend has been consistently upwards over this period of 7 years.
Those companies that were aware of BASA were then further probed about some relevant issues. 16.1 RESOURCES PROVIDED BY BASA Do the resources provided by BASA assist these sponsors in their engagement in the Arts? Extent to which the basa resources assist the sponsors
EXTENT OF ASSISTANCE PERCENTAGE OF SPONSORS Significantly 13 Somewhat 57 Not really 20 Not at All 10 TOTAL 100 How basa resources assist them Signifigantly[13%] Somewhat [57%]
Not Really [20%]
Not At All [16.3 million] COMMENTS: 20+10+13+57+j • A reasonable 70% of sponsors believe the resources provided by BASA assists them to some extent. One would like those that significantly feel so to increase from the only 13% at present.
110 16.2 THE BASA BUSINESS SPONSORSHIP TOOLKIT Awareness of the toolkit
Aware 56
Not Aware 44 0 10 20 30 40 50 60 70 80 30 000 90 100
Do those aware of it feel that it has been of assistance to them engaging in arts sponsorships? Extent to which the basa business sponsorship toolkit assist sponsors
EXTENT OF ASSISTANCE PERCENTAGE OF SPONSORS Significantly 0 Somewhat 42 Not really 33 Not at All 25 TOTAL 100
COMMENTS:
• Less than half of the sponsors felt that the toolkit assisted them somewhat but none felt that it was of significant assistance. • The main comments included the following: − It is just a theoretical model and too much of a desk research summary from the internet. Most of the points have been well-known to the sponsorship industry for a long time. It does not have anything new in it. − It was useful for us in providing some direction and background to the process. − Case studies would be more useful. − We already have our own models that work for us. The theory has been around for a long time − Models in sport sponsorships have come a long way and through a lot of changes and additions, and we have learned more from those models. 16.3 USE OF THE ARTS INSIDE THE ORGANISATION • 41% of sponsors indicated that they currently use the arts as a way to inspire, motivate, transform and innovate their organisations. • 52% indicated that they would consider assistance from BASA to use arts based Initiatives to support and enhance the performance of their organisations.
111 T +27 11 447 2295 / 2182 / 2743 ARTSTRACK F +27 11 447 2364 A 163 Jan Smuts Avenue • Parkwood • Johannesburg 2013 P P.O. Box 962 •PARKLANDS • 2743 Business and Arts South Africa (BASA) is a not-for-profit company whose primary aim is to promote mutually beneficial, equitable and sustainable business-arts partnerships that will benefit the broader community 2013 Business and Arts South Africa (BASA) is an internationally recognised development agency which incorporates the arts into, and contributes to, corporates’ commercial success. With a suite of integrated programmes, Business and Arts South Africa encourages mutually beneficial partnerships between business and the arts in order to grow SHARED VALUE.
Business and Arts South Africa was founded in 1997 as a joint initiative of the Department of Arts and Culture the business sector, as a public/private partnership. Business and Arts South Africa is proud to be celebrating 20 years of Freedom. www.basa.co.za
T +27 11 447 2295 / 2182 / 2743 F +27 11 447 2364 A 163 Jan Smuts Avenue • Parkwood • Johannesburg P P.O. Box 962 •PARKLANDS • 2743
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