Passive Audience Measurement Prepared By: TIFA Research Limited June 2019

Passive Audience Measurement Prepared by: TIFA Research Limited June 2019

2 Media Audience Research

❑ A study of media consumers of radio, television, print media and

internet for the purpose of reaching the optimal consumer audience.

❑ Media audience provide critical information for’;

▪ Advertisers needing to target their messages

▪ Media owners pricing their advertising inventory

▪ Ad agencies that plan and buy media on behalf of advertisers.

3 Audience Research in Africa

Kenya Uganda Tanzania Nigeria South-Africa

Methodology DAR DAR DAR Diaries Diaries/People Meters Frequency Monthly Quarterly Monthly Radio- Quarterly Quarterly TV – Daily Coverage National Main cities Main cities 18 urban areas National

Last survey May 2019 Quarter 4 2017 May 2018 July 2018 Up-to-date with release date relevant release

Kenya is ahead of the East Africa in terms of frequency of surveys and geographical coverage

Notes: ❑ DAR: Day After Recall ❑ Dairies: 7 days paper dairies Source: PAMRO 4 Historical Perspective: Audience Research Methodology

❑ Audience research in Kenya has undergone a transformation from self-completion paper diaries to the day after recall. ❑ Future of audience research is the PASSIVE

Paper diaries Day After Recall Mobile App Passive Self completion DAR Self completion Audience Research

5 Our Passive Journey

Passive Product Panelists Data Industry Launch Pilot Refinement Recruitment collection adoption

Nov-Dec 2018 Jan-Feb 2019 March 2019 April-May 2019 June 2019

6 Comparison – Passive vs DAR

PASSIVE Day After Recall (DAR)

Real Time Data Monthly Data

More Channels Fewer Channels Captured

Records All Exposure Reliance On Recall

Graphics adopted from Adioma Leveraging on Technology for Passive Audience Measurement

8 Passive Audience Methodology

❑ Passive is data collection methodology without active involvement of respondents.

❑ TIFA passive collects respondents’ media consumption behavior using a smartphone.

9 Passive Data Collection - How it works

Media House

10 Key features of TIFAp+

Calibrated to earshot Unique Panel ID for respondents

Audio frequency matching Compatible Android 4.2+

Submits text files to server Internet connectivity required

11 12 TIFAp+ Live Demo

13 TIFAp+ : FAQs from Panelists

When I am offline, do you get data? Do you listen to my conversation? The app does not listen or No, but will keep collecting media store any personal consumption until when you are next information. online.

Does app use my phone storage?

No, the data is saved in the form of text Does the app use up my data bundles? files. TIFA has already purchased bundles for the app for reach respondent.

Graphics adopted from Adioma 14 No objection letter

15 Panelists recruitment

16 Panel Rationale

❑ Panel: respondents recruited to take part in research sessions or projects continuously over a period of one year.

❑ Studies that focus on the same respondents over a period of time enable the investigator secure better evidence media consumption

Graphics adopted from Adioma 17 Recruitment Process

Sample HH visits Screening Consent Install App ❑ Agree to terms in ❑ Based on ❑ Screening ❑ Type of handset writing ❑ Confirm if data establishment ❑ Demographics ❑ Duration in location ❑ Provide unique ID received in server survey 2015

Graphics adopted from Adioma 18 Sample Spread: Location For Recruitment

19 Sample Distribution

Age Group Establishment Passive LSM Establishment Passive 15-17 years 2.7% 2.7% LSM 1-2 3.6% 3.6%

18-24 years 25.4% 25.4% LSM 3-4 15.0% 15.0%

25-34 years 42.5% 42.5% LSM 5-7 27.2% 27.2%

35-44 years 18.7% 18.7% LSM 8-11 36.8% 36.8%

45+ years 10.7% 10.7% LSM 12+ 17.4% 17.4%

Gender Establishment Passive Male 51.7% 51.7%

Female 48.2% 48.2%

20 Methodology

Data Collection Passive

Target Population 15+ Years Media Consumers

Duration of Data Collection April-May 2019

Geography Nairobi Topography

Sample Size 400 media consumers

Margin of Error +/-4.8%

21 TIFAp+ Big Data : April to May 2019

60 DAYS

1,140 HOURS

86,400 MINUTES

5,184,000 SECONDS

Graphics adopted from Adioma 22 Key Media Consumption Insights

23 Average number stations

Average number of stations per day Average number of stations captured for all audiences

5.2 33 3.4

Radio TV Total Radio Stations Captured Total TV Stations Captured

24 Average No. of Stations Per day

Radio TV

8 7 6.3 6 5.2 5.5 5.2 5.3 5.4 4.9 4.7 5 4 3 3.8 3.4 3.5 3.5 3.4 3.5 3.6 2 2.8 1 0 Total Male Female 15-17 years 18-24 years 25-34 years 35-44 years 45+ years

Media planning – spends across more stations

25 Panelists’ Case Studies: One Day Listenership

Panelist 100178 (11th April 2019) Panelist 100539 • Male • Female • 18 - 34 Years Ghetto FM • 25 - 44 Years Citizen Radio • LSM 5-7 • LSM 8-11

One FM Nation FM

Radio Taifa NRG Radio

Urban Radio Kiss FM )

Baraka FM Radio Maisha

Radio Jambo Urban Radio

Graphics adopted from Adioma 26 Audience consumption behaviour

❑Different methodologies yield different results i.e DAR , diaries and passive ,etc.

❑Passive data collection methodologies always capture more media channels being consumed by audiences.

❑The results for passive should NOT be compared with data from other methodologies.

27 Media Research – Key Indicators

► Reach : The proportion of the population/respondents that tuned in to a particular station

► Share : The percentage of the total viewing or listening audience over a given period of time. Share is the % of a station’s total time spent over the total time spent across all stations/channels.

► Trend : Audience estimate expressed as a percentage of the population within a specific time segment. To know which time of the day delivers significant audience sizes

► Source of 2.09M base : Past 7 Days Media Consumers in Nairobi (Television/Radio Print And Internet) as per the KARF Establishment Survey (Feb/Mar 2015).

28 Radio Reach: Nairobi Only

20.0%

18.0%

16.0%

14.0%

12.0% 10.1% 9.5% 10.0% 8.9% 8.6% 8.4% 7.7% 7.6% 8.0% 7.0% 5.7% 5.5% 6.0% 4.9% 4.5% 4.3% 3.6% 4.0% 3.4% 3.3% 3.2% 3.0% 2.7% 2.6% 2.6% 2.5% 2.5% 2.5% 2.5% 2.4% 2.3% 2.2% 2.2% 2.0%

0.0%

Base: 2.09M (Past 7 days media consumers) 29 Radio Share : Nairobi Only

NRG Radio, 8%

Kiss FM, 7%

Classic FM, 7%

Others, 37%

Kameme FM, 5%

Radio Maisha, 5%

Home boyz Radio, 5% Radio Jambo, 1% Nation FM, 2% Milele FM, 4% Inooro FM, 2% Ramogi Ghetto FM, 4% One FM, 3% FM, 3% Citizen Radio, 3% Hot 96 FM, 3%

Base: 2.09M (Past 7 days media consumers) 30 Radio Trends – Average Week : Nairobi Only

NRG Radio Kiss FM Classic FM Radio Maisha Milele FM Hot 96 FM Ghetto FM Home boyz Radio Citizen Radio One FM Nation FM Radio Taifa Urban Radio Kameme FM Gukena FM Qwetu FM Capital FM Ramogi FM 2.00%

1.80%

1.60%

1.40%

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%

Base: 2.09M (Past 7 days media consumers) 31 TV Reach: Nairobi Only

30%

25%

20% 17%

15% 12% 10% 10% 10% 9% 7% 5% 4% 4% 4% 4% 4% 4% 5% 3% 3% 3% 2% 2% 2%

Base: 2.09M (Past 7 days media consumers) 32 TV Share : Nairobi Only

KBC TV, Kiss TV, 2% Ebru Africa TV, 2% 2% Others, switch tv, 2% 5% Njata TV, 2% Raia TV, 2% y254 TV, 2% Citizen TV, 25% Signs TV, 2%

Kass TV, 3%

Kameme TV, 3% KTN home TV, 11%

Agikuyu TV, 3%

K24 TV, 4%

NTV, 9% SuperSport 3, 4% KTN News, 7% Inooro TV, 9% Base: 2.09M (Past 7 days media consumers) 33 TV Trends – Week Average : Nairobi Only

Citizen TV KTN home TV NTV Inooro TV KTN News K24 TV Kass TV Kameme TV Njata TV SuperSport 3 7.00% Ebru Africa TV y254 TV Signs TV Agikuyu TV Raia TV KBC TV Kiss TV ktn burudani switch tv 6.00%

5.00%

4.00%

3.00%

2.00%

1.00%

0.00%

34 Methodological Considerations

35 Methodological Considerations

Duration for analysis – seconds by second? 15minutes slot? 5 minute slot? Considering delayed transmissions across the country.

Time shifting media consumption – capturing media consumption past the airing date. Integration of these into audience ratings

Geo-location analysis – what happens to a respondent who migrates from one region to another? Under which region should he/she be analyzed from?

36 Key success factors for passive technology roll out

Current LSM’s are outdated. An urgent need to update the Update LSMs LSM evaluation criteria

Establishment Survey Establishment survey is outdated and needs to be refreshed

Print media Newspaper readers panel and the data collected 1-3 times a year.

Costs Industry to pull together to meet the cost of passive audience research – likely to be grow by 200%

Graphics adopted from Adioma 37 Immediate Use of TIFAp+

Consumer deep dives – research on a specific target group through a customized research panel.

Public place audiences – install TIFAp+ in selected public places.

High Networth Inviduals – research on access to media consumption for affluent panel

Geocentric media consumption – research on specific geographies e.g. pre-BTL event, problematic sales region. etc

Costs will be customized based on your target group

38 How to connect with TIFAp+ team

We are keen to run a live demo of TIFAp+

39 Industry Framework for Audience Research

❑KARF is the industry body that manages audience research in Kenya.

❑TIFA is currently the data collection agency for audience research data for KARF using the DAR methodology.

❑TIFA is keen work with the industry to roll-out the passive methodology. [email protected]

TIFA Research Limited

7th Floor, Lenana Towers 843 Lenana Road, Kilimani +254 709 65 90 00 P O Box 59629, 00200 Nairobi, Kenya.