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Media Survey 2014 Published March 2015 Copyright © by Market Research Services Limited All rights reserved. No part of this compact disc (CD) covered by the copyrights hereon may be reproduced or copied in any form or by any means – graphic, electronic, or mechanical, including photocopying, taping or information storage and retrieval systems – without written permission of the publisher. Market Research Services Limited 16 Cargill Avenue Kingston 10 Jamaica All Media Survey 2014 Published March 2015 Market Research Services Ltd. All Media Survey 2014 Executive Report Contact Details: Market Research Services Ltd. 16 Cargill Avenue Kingston 10. Tele: 929-6311 or 929-6349 Fax: 960-7753 Email: [email protected] Published: March 2015 All Media Survey 2014 Published March 2015 CONTENTS PAGE # Preface………………………………………………………………………….……………………............ 6-8 Acknowledgements…………………………………………………………………………………….…. 9 Background & Methodology…………………………………………………………………………… 10-12 Glossary of Technical Terms Used………………………………………………………….. ………13 Overview Set Count………………………………….…………………………………………………………………… 15 Potential Audience to Radio, Free To Air (FTA) TV, Local/Regional Cable International Cable (‘000) 2000-2014…………………………………………………………….. 16 Media Interaction (TV, Radio, Newspaper)…...……………………………………………….. 17 Media Share (Radio, FTA TV, Local/Regional Cable, International Cable….......... 18 Media Share (Radio, FTA TV, Local/Regional Cable, International Cable 2012 Vs 2014)…………………………………………………………………………………………………………..19 Tube Share……………………………………………………………………………………………………….20 Average Audience to Radio, FTA TV, Local/Regional Cable, International Cable by 3 hr. Daypart………………………………………………………………………………………21 2 All Media Survey 2014 Published March 2015 CONTENTS PAGE # Radio Summary Share of Listenership 2014…………………………………………………………………………………………… 23 Share of Listenership 2012 vs 2014……………………………………………………………………………... 24 Share of Listenership Trend – 2006 – 2014………………………………………………………………….. 25 Radio Audience – Who Are They?.................................................................................... 26 Radio Audience – Where Are They?.................……………………………………………………………. 27 Radio Audience – When Are They Available?.................................................................. 28-31 Station Reach (Radio)……………………………………..…………………………………………………………... 32-33 Share of Listenership by Daypart.…………………………………………………………………………………. 34-39 Share of Listenership by Demographics.………………………………………………………………………. 40-41 Share of Listenership by Area………………………………………………………………………………………. 42 TV Summary Share of Viewership 2014……………………………………………………………………………………………… 44 Share of Viewership 2012 vs 2014………………………………………………………………………………… 45 Share of Viewership Trend – 2006 – 2014………………………………….…………………………………. 46 TV Audience – Who Are They?........................................................................................... 47 TV Audience – Where Are They?......................................………………………………………………. 48 TV Audience – When Are They Available?.......................................................................... 49-52 Station Reach (TV)…………………….…………………………………..……………………………………………….. 53 Share of Viewership by Daypart……………….…………………………………………………………………….. 54-56 Share of Viewership by Demographics.…………………………………………………………………………… 57 Share of Viewership by Area…………………………………………………………………………………………... 58 3 All Media Survey 2014 Published March 2015 CONTENTS PAGE # Share of Viewership (Local/Regional Cable)…………………….……………………………. 59 Share of Viewership (2012 vs 2014)……………..………………….……………………………. 60 Local/Regional Cable Audience – Who Are They?............................................ 61 Local/Regional Cable Audience – Where Are They?................……………………… 62 Local/Regional Cable Audience – When Are They Available?.......................... 63-66 Station Reach………………………………………………………………………………………………. 67 Share of Viewership by Daypart…………………………………………………………………… 68-70 Share of Viewership by Demographics…………………………………………………………. 71 Share of Viewership by Area………………………………………………………………………… 72 International Cable Audience – Who Are They?................................................ 73 International Cable Audience – Where Are They?............................................ 74 International Cable Audience – When Are They Available?.............................. 75-78 4 All Media Survey 2014 Published March 2015 CONTENTS PAGE # Newspaper Summary Share of Readership……………………………………………………………………………………. 80 Share of Readership (2012 vs 2014)……………………………………………………………. 81 Share of Readership Morning Newspapers…………………………………………………. 82-83 Share of Readership Morning Newspapers (2012 vs 2014)…………………………. 84 Newspaper Readers – Who Are They?............................................................. 85 Newspaper Readers – Where Are They?.......................................................... 86 Average Readership & Reach (‘000)………………………………………........................ 87 Reach of Newspaper Categories………………………..………………………………………… 88 Readership In ‘000 to Newspaper Publications…………….……………………………… 89 Readership In ‘000 to Pullouts…………………………………..………………………………… 90-91 Duplication Sunday Newspapers……………………………….………………………………… 92 Duplication Morning Newspapers………………………………………………... …………… 93 Magazine Readers Who Are They?.................................................................. 94 Magazine Readers Where Are They?............................................................... 95 5 All Media Survey 2014 Published March 2015 CONTENTS PAGE # Internet Internet Users – Who Are They?....................................................................... 97 Internet Users – Where Are They?..................................................................... 98 Population Estimates – Fixed & Mobile Phone Internet…………………………………. 99 What Is Internet Used For?................................................................................. 100 6 All Media Survey 2014 Published March 2015 PREFACE The 2014 All Media Survey represents the 30th in a series of annual and bi-annual surveys conducted by Market Research Services Ltd. (MRSL). MRSL has continuously tracked audience to all media since 1974 and considers this a privilege and an honor to be the entity relied on by the media and advertising fraternity for media information. The Jamaican media landscape is a very competitive one comprising over twenty (20) national radio stations, three Free To Air (FTA) television stations and a plethora of international and local cable channels that have national and regional coverage. In addition to this there are a number of other community based channels. The media environment has been made significantly more competitive and more demanding by the existence of two strong players in the newspaper segment, publishing daily morning and afternoon papers. To this scenario should be added a proliferation of community based papers that are seeking to carve out a niche for themselves. The publication of many local magazines cannot be ignored providing readers and advertisers with a wide range of options for reading entertainment and advertising respectively. The dynamism in the market has been further conditioned by the fact that in the situation where such notable changes and shifts have been made over the last twenty years, the growth in the national population has been relatively minimal And there is still just 24 hours in the day to interface with and relate to the significantly wider options now available to the general public. This scenario has forced a higher level of focus on a customer driven approach to marketing one’s media product and a greater reliance on more scientific ways of measuring the appeal and sustainability of services, programs And presentations by the media players. It has been widely appreciated then, that the general public has so much more Choice available to them. It is a factor that has impacted significantly on the audience, readership and viewership numbers in the Jamaican environment over the last decade. 7 All Media Survey 2014 Published March 2015 PREFACE The competing demands for the consumers’ time and the limited growth in the number of people in the marketplace have resulted in significant shifts in the pattern of relating to media. It now behoves those media players serious about Growing their market to avail themselves of on-going current information that will assist them in strategizing more efficiently. It also demands of advertising agencies a more enlightened approach to media buying, against the background of the much larger body of data now being analysed and available to them. The Global crisis we are all facing has exacerbated the challenges in the environment and has, we believe, helped to shape some of the behaviour patterns that have emerged in the last year or so. Internet usage must not be ignored. Internet access in the workplace and on mobile phones has also added to this dynamism and presented consumers with even more choice in media. The 2012 survey shows that access to internet via the mobile phone has outgrown access to internet on a desktop or laptop across Jamaican households. Media in Jamaica has indeed become very complex for all the above reasons. The market dynamics dictate that data be available on a more continuous and more frequent basis. MRSL wishes to re-iterate a point it has made consistently over the last decade and a half, that surveys of this nature need to be carried out on a continuous basis because of the number of media entities that the public now has to deal with and the fact that so much choice is now available to
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