SAARF NEWSLETTER. SAARF releases the new AMPS benchmark for print going forward. AMPS, RAMS & TAMS: Official currency for audience research

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1 SAARF NEWSLETTER Your window to th e world of resea rch AMPS, RAMS & TAMS: Official currency for audience research SAARF releases the new AMPS benchmark for print going forward The South African Advertising Research Foundation (SAARF) has released AMPS 2009AB (Jan-Dec 2009), the first 12-month database to use the Double Screen Computer Assisted Personal Interviewing methodology exclusively. The impact of the move to DS-CAPI can still be seen, but on a far lesser scale than when the methodology was first introduced in September last year, in the mixed CAPI/DS-CAPI release of AMPS 2009BA (July 2008-June 2009). As the first full DS-CAPI release, AMPS 2009AB is the new benchmark for the print media. Total newspaper reading has stabilised, as has the average issue readership of the daily papers, which showed a declining trend in the previous AMPS release. Weekly papers too have stabilised, although the Saturday editions have continued to show a correcting movement, as title confusion between the Saturday titles and their dailies is reduced. Magazines start the year with a significantly higher benchmark than before, although increases in reading levels have not been as dramatic as those seen in AMPS 2009BA. TECHNICAL INFORMATION AMPS 2009AB data covered January-December 2009 All 2009 fieldwork used the DS-CAPI methodology Sample size: This is an increase of over on AMPS 2009BA, thanks to the additional small urban/rural survey and the extension of the AMPS universe to 15+ (with an additional 583 respondents). UNIVERSE The AMPS 2009AB release is based on the new AMPS universe which measures all people aged 15-years and older. The year-olds who joined the AMPS fold have pushed up the total AMPS universe to million. Interestingly, the addition of these 15-year-olds has not had a significant impact on any media, including those which are specifically targeted at the youth market. The addition of this age group can be seen in thousands for certain media, but has not impacted on penetration.

2 MEDIA AUDIENCE RESULTS This report compares data from two AMPS releases: the previous release, SAARF AMPS 2009BA (July 2008-June 2009) which used CAPI for half of the Large Urban component and DS-CAPI for half of Large Urban, and for the entire Small Urban/Rural component. Its universe is 16+. the current release, SAARF AMPS 2009AB (January-December 2009), which is full DS-CAPI, with a 15+ universe. Only statistically significant differences are quoted, and are based on percentages, not number of people. PRINT The new benchmark for print titles is here. As the first, full DS-CAPI survey, AMPS 2009AB marks the starting point for the print media s new currency. The large changes in print s readership figures, seen when DS-CAPI was first introduced in AMPS 2009BA, have not occurred in the latest release. Readership figures are more settled, and those changes which have occurred have been less substantial. The new benchmark average issue readership for total print (any newspaper/ magazine) is 63.1%, stable on the previous survey. Total readership is 20,508- million readers. The industry should nonetheless remain aware that it is still not possible to determine unequivocally whether changes are due to the influence of DS-CAPI, or to market forces. Readership changes are therefore not an indication of a title s shifting performance in the marketplace. The readership figures from AMPS 2009AB should also not be compared to previous AMPS results, including AMPS 2009BA. The AMPS 2009AB (fieldwork period Jan-Dec 2009) release consists of a full, 12 -month DS-CAPI data set. For print however, this AMPS release is still not comparable either with the data set from the previous AMPS 2009BA (fieldwork period July 2008-June 2009) data set, or with AMPS releases prior to AMPS 2009BA. This is because AMPS 2009BA is a hybrid of both CAPI and DS-CAPI results, and those prior were CAPI results, while AMPS 2009AB, the latest release, has

3 and those prior were CAPI results, while AMPS 2009AB, the latest release, has full DS-CAPI results. All other media however, can be trended, since the change to DS-CAPI only affected the print titles. A new trend line for print will become available in the September 2010 AMPS release (AMPS 2010BA), with users then being able to compare complete, 12- month DS-CAPI databases. Average Number of Publications Read (Based on readers) 2008AB (CAPI) Daily newspapers 1.43 Weekly newspapers 2.02 Total Newspapers BA (CAPI/DS) AB (DS) Magazines 3.78 Subscriber magazines Total publications Page 115 NEWSPAPERS The newspaper readership currency has stabilised, with both six-month and average issue readership remaining motionless over the previous AMPS release when DS-CAPI was introduced. Six-month readership for total newspapers remains at 77.7%, unchanged over AMPS 2009BA. Total newspapers average issue readership (AIR) has also stabilised at 47.2%, remaining unchanged over the previous survey. In total, 15,324-million adults aged 15+ read a newspaper. DAILIES At the six-month filter, daily newspaper readership mirrors the sector in total. Following the initial increases seen in six-month readership for dailies when AMPS moved onto DS-CAPI, levels have now stabilised. Six-month readership is 73.2%, unchanged over the previous release. Looking at average issue readership, the downward trend seen for total dailies has stabilised, with no change whatsoever over the previous survey, and only two titles showing significant shifts in their AIR.

4 Currently, 28.6% of South African adults (15+) read a daily paper (AIR), which is an audience of 9,281-million readers. WEEKLIES Like the dailies, weekly newspapers are showing stable readership over AMPS 2009BA, with a slight upward trend. Six-month readership is stable at 49.2%, while average issue readership remains unchanged over the past release at 35.0%. In total, this newspaper sector has 11,366-million readers. MAGAZINES For many magazines, the introduction of DS-CAPI in AMPS 2009BA resulted in a significantly higher measure for this print sector. Now, at the six-month readership level, there has been continued growth for the magazine industry, but far less dramatic than the 18% increase seen when DS-CAPI was first introduced. Currently, six-month readership for Any Magazine is up 5% on the previous survey, from 62.4% to 65.5%. This gain has carried through to average issue readership, with Any Magazine rising from 47.8% to 50.0%. That the gains seen at a six-month level have carried through to average issue readership is an indication that these increases are due to the methodology change, rather than to other factors such as the economic downturn. A NEW BENCHMARK As with newspapers, AMPS 2009AB marks the new starting point for all magazine readership. It is still not possible to determine unequivocally whether changes in AMPS 2009AB are due to the influence of DS-CAPI, or to market forces. Readership changes are therefore not an indication of a title s shifting performance in the marketplace. The magazine readership figures from AMPS 2009AB should also not be compared to previous AMPS results, including AMPS 2009BA, which is a hybrid survey, being half CAPI and half DS-CAPI. A new trend line for magazine readership will become available in the September 2010 AMPS release (AMPS 2010BA), with users then being able to compare complete, 12-month DS-CAPI databases.

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