Más contenido relacionado Similar a SA Advertising Media Trends 20 yrs (20) SA Advertising Media Trends 20 yrs1. 20 YEAR MEDIA TRENDS
SOUTH AFRICA MEDIA TRENDS
Milton Tshabalala
26/02/2014
3. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
PRINT INFLATION 20 YEAR TREND
•
Jan – Dec ( 1993 – 2012)
25
Spikes in inflation partly driven by rate
increase coupled by circulation decrease
20
15
10
5
The effects high growth of digital media usage
and the grip of recession evident from 2007
0
% MIW /Wkl
•
Source: Media inflation Watch (IBIS media data services)
% MIW /Daily
% MIW /Mag
3
4. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
PRINT INFLATION 20 YEAR TREND
•
25
Jan – Dec ( 1993 – 2012)
Print inflation figures are sometimes the inverse of the
Total all media inflation mainly driven by TV & Radio
20
15
10
5
0
% MIW /Wkl
•
% MIW /Daily
Source: Media inflation Watch (IBIS media data services)
% MIW /Mag
% MIW ALL MED
4
6. January to December 1994 to 2013
20,000
17,916
18,000
16,000
Millions
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
20 YEAR TREND ALL MEDIA
14,000
12,000
10,124
10,000
7,681
8,000
6,000
5,784
4,000
2,444
2,000
0
MAGAZINES
Excluding Self promotion –AIS (Ad Dynamix)
NEWSPAPERS
PRINT
OUT OF HOME
RADIO
TV
6
7. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
% SHARE 20 YEAR TREND ALL MEDIA
January to December 1994 to 2013
60.00%
49%
47%
50.00%
43%
40.00%
37%
28%
30.00%
27%
21%
20.00%
16%
10.00%
7%
0.00%
MAGAZINES
Excluding Self promotion –AIS (Ad Dynamix)
NEWSPAPERS
PRINT
OUT OF HOME
RADIO
TV
7
8. January to December 2013
250
230
217
210
193
190
172
170
Millions
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TOP 5 NEWSPAPERS QUARTERLY TRENDS
169
149
150
130
119
114
110
90
83
84
77
70
64
50
2013 Quarter 1
SUNDAY TIMES
2013 Quarter 2
THE STAR MF
2013 Quarter 3
DAILY SUN
SOWETAN
2013 Quarter 4
BEELD MF
Excluding Self promotion –AIS (Ad Dynamix)
8
9. January to December 2013
45
40
38
35
34
30
30
Millions
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TOP 5 MAGAZINES QUARTERLY TRENDS
28
27
25
22
22
20
19
18
15
14
10
10
10
5
2013 Q 1
2013 Q 2
HUISGENOOT
YOU
2013 Q 3
CAR
DRUM
2013 Q 4
FINANCIAL MAIL
Excluding Self promotion –AIS (Ad Dynamix)
9
10. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TOP TEN ADVERTISERS – ALL MEDIA
ZAR (Million)
JAN-DEC '13
% INC/DEC
JAN-DEC '12
Expenditure
YOY GROWTH
Expenditure
UNILEVER SA
1,731.68
-13%
1,986.78
SHOPRITE
1,055.51
3%
1,022.53
VODACOM
746.08
70%
439.43
SAB MILLER
701.89
-6%
746.81
FIRST RAND
601.82
14%
526.37
PICK N PAY
572.62
-8%
624.48
STD BANK
504.97
18%
428.63
MTN
490.44
-3%
503.29
NEDBANK
463.62
33%
349.86
SPAR SA
437.45
17%
374.76
ADVERTISER
OTHER
Grand Total
Excluding Self promotion –AIS (Ad Dynamix)
29,738.20
10%
26,990.29
37,044.29
9%
33,993.23
10
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TOP TEN ADVERTISERS – PRINT ONLY
January to December (2013 vs. 2012)
JAN-DEC '13
% INC/DEC
JAN-DEC '12
Expenditure
TOP 10 IN PRINT ONLY
YOY GROWTH
Expenditure
SHOPRITE
516.42
-5%
543.97
PICK N PAY
340.91
-5%
360.27
MASSMART
237.31
2%
232.08
SPAR SA
220.91
16%
189.68
GOVT. NAT
210.06
35%
155.66
VODACOM
154.51
40%
110.12
MULTICHOICE
119.23
17%
102.01
GOVT. W CAPE
105.89
3%
103.05
TELKOM SA
99.77
-15%
117.60
JD GROUP
94.39
-18%
114.95
8,024.70
-1%
8,069.59
10,124.09
0%
10,098.98
OTHER
Grand Total
Excluding Self promotion –AIS (Ad Dynamix)
11
12. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TOP TEN ADVERTISERS – PRINT ONLY
January to December 2013. Total adspend R10BN
6.00%
5.39%
5.10%
5.00%
4.00%
3.37%
3.00%
2.18%
2.00%
1.53%
1.18%
1.05%
1.00%
0.00%
JAN-DEC '13
Excluding Self promotion –AIS (Ad Dynamix)
JAN-DEC '12
12
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KEY NEWS EVENTS
Twitter ratings of Malema & Justin Bieber trend
similarly,
Juju remained a key news maker in all media
Nairobi Mall massacre
SANRAL implemented e-tolling
The nation mourned the death of Nelson Mandela
13
14. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
KEY NEWS EVENTS
Procter & Gamble launches ‘Aerial Laundry range’.
14
15. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
LAUNDRY CATEGORY SPEND
January to December (2001 – 2013)
JAN-DEC '11
JAN-DEC '12
ARIEL AUTO
0
0
62,294,290
ARIEL CAPSULES
0
0
32,823,671
ARIEL HAND WASH
0
0
118,424,954
MAQ AUTO
JAN-DEC '13
850,531
370,134
41,080
MAQ HAND WASH
10,193,086
19,360,115
18,561,525
OMO AUTO
39,323,594
61,441,764
155,413,731
0
5,649,000
28,126,210
34,455,251
25,526,714
30,321,605
0
0
36,750
SKIP LIQUID
15,930,034
780,960
30,519,461
SKIP POWDER
12,556,563
0
64,539
SUNLIGHT POWDER
16,550,450
17,478,140
24,408,857
SURF
13,828,572
4,512,676
24,323,353
143,688,081
135,119,503
OMO COMFORT
OMO HAND WASH
OMO ULTRA CAPSULES
Grand Total
Excluding Self promotion –AIS (Ad Dynamix)
+290 %
525,360,026
15
16. TOTAL DETERGENTS PERFORMANCE
Units sold (Sales Volume).
Traditionally, detergents sales volume increase in February by average 11%
The launch of Arial laundry range resulted in 24% national increased sales
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
24%
Source: Nielsen’s Trade Desk
16
17. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Issues
Finding
•
•
Ariel introduced at a price below the R40.00 mark
•
•
Ariel first launched in print then broadcast media
The brand also introduced Liquid capsules into SA
Ariel tactics.
•
Major response
•
Ariel gained 7.5% market share in 6 months
•
Conclusion
•
OMO also gained share due to coupons sales and banded
packs.
•
The point is Media does help Retailers and Manufacturers
grow sales
•
Advertising WILL always work.
17