Media Monitoring. October Ipsos All rights reserved.

About Ipsos 2

About Ipsos Ipsos is the 3 rd largest research company with a presence in 84 countries and conducting surveys/ research in over 100 countries worldwide. In October 2011, Ipsos acquired Synovate globally and the new combined company is operating under the name Ipsos in Sub Saharan Africa. Ipsos has a unique multi-specialist positioning through its six brands: Ipsos Public Affairs the social research and corporate reputation specialists, Ipsos Marketing the innovation and brand research specialists, Ipsos ASI the advertising research specialists, Ipsos MediaCT the media, content and technology research specialists, Ipsos Loyalty the customer and employee research specialists and Ipsos The focus of this document is the media monitoring services that fall under Ipsos MediaCT 3

A strengthened presence in 85 countries Albania Algeria Argentina Australia Bahrain Belgium Bolivia Bosnia Brazil Bulgaria Canada Chile China Colombia Costa Rica Croatia Cyprus Czech Rep. Denmark Dominican Rep. Ecuador Egypt France Germany Ghana Greece Guatemala Hong Kong Hungary India Indonesia Iraq Ireland Italy Ivory Coast Japan Jordan Kenya Kosovo Kuwait Lebanon Macedonia Malaysia Mexico Montenegro Morocco Mozambique Netherlands New Zealand Nigeria Norway Panama Pakistan Peru Philippines Poland Portugal Puerto Rico Qatar Romania Russia Saudi Arabia Serbia Singapore Slovakia Slovenia South Africa South Korea Spain Sweden Switzerland Taiwan Tanzania Thailand Tunisia Turkey UAE Uganda UK Ukraine USA Venezuela Vietnam Zambia 4

Ipsos Media Monitoring Capacity in Africa 30 62 9 87 138 19 81 8 29 118 18 33 9 64 106 11 26 6 16 48 6 14 3 11 28 5 6 4 12 22-8 - 5 12-8 - - 8 89 238 39 204 478 5

Media Overview in Somali 6

Press Freedom and Regulation in Somalia Before During the Civil war Media in Somalia was unregulated and Journalists played a huge role in the conflicts propaganda battle 49 reporters died between 1992 and 2013 in the hands of Islamists militants Now Future New federal government New federal parliament, New constitution Provision of security for Journalists and establishment of task force National Communications Act was passed which will facilitate establishment of a National Communications Regulator A new Somali media Law is being prepared. Conducive environment for media proliferation Healthy competition between media houses for advertisers A need for media monitoring 7

Radio Stations in Somalia Somalia Media includes various radio, television, print and internet outlets. The federal government operates two official radio and TV networks, which exist alongside a number of private and foreign stations. Radio is the dominant form of communication in the country Radio Mogadishu- This is the main radio station in Somalia and is ran by the Somalian Federal Government. Most of the radio stations broadcast in Somalia, Amharic, Oromo and English Stations being monitored by Ipsos Gool FM Mogadishu FM Mustakabal FM Sky FM Radio Qaaran Star FM Mogadishu Ipsos has capacity to monitor more stations depending on client s needs 8

TV Stations in Somalia Somalia has one official government-run television station in addition to a number of private networks. The Mogadishu-based Somali National Television (SNTV) is the central government-owned broadcaster. The Somaliland region also has one local government-operated TV channel, Somaliland National TV (SLNTV), which broadcasts from the provincial capital of Hargeisa Ipsos has ready capacity to monitor TV stations on requests 9

Print and Online in Somalia In the early 2000s, around 50 newspapers were published in Mogadishu alone during this period In 2003, as new free electronic media outlets started to proliferate, advertisers increasingly began switching over from print ads to radio and online commercials in order to reach more customers. Despite this, newspaper publishing in Somalia is likely to experience a resurgence if the National Somali Printing Press is re-opened and the sector is given adequate public support 10

Monitoring Services Offered in Mogadishu by Ipsos 11

Ipsos Media Monitoring Products and Services Below is an overview of the products and services Editorial Monitoring Tracking and analysis of all unpaid for media coverage i.e. all discussions on the media. Ipsos provides details of the tonality, prominence and value in comparison to competitors and peer organizations. Broadcast Monitoring A verification service that will confirm all advertisements placed on the media placements on electronic media and print. Broadcast monitoring ensures that advertisers get the full value of their TV & radio media spends. Advertising expenditure data A comprehensive analysis of the advertising activity of the players in the industry and this information is used to estimate the advertising expenditure for the industry 12

Editorial Monitoring Services 13

Editorial Monitoring Services Ipsos provides a clipping service for broadcast clips appearing in the media. This includes key mentions of key words (as provided by the client) all discussions by station presenters and on talk shows. Editorial Monitoring is done through clipping method of all editorial content that is run on the media. The data collected through provides the following elements; Frequency of clips in a given period Total Advertising Value Equivalent Clip prominence (Content visibility within media, rated as Excellent, Good, Average or Poor. Clip tonality (positive or negative) Duration: Electronic is actual length of clip in seconds and Print is the size of article in Column Centimeters Notable, our editorial services have been used to monitor content of commercial brands. In addition, the service is used to monitor key content such as governance, health, legal issues, etc. 14

Editorial Monitoring Services Deliverables Daily Summaries Daily alerts 7am delivery Deliverables Customized themes Actual Clippings Uploaded on our ONLINE portal for your exclusive access 15

2012 Ipsos Editorial Summaries Sample Daily Summary Output 16

Editorial Analysis Sample Output Categorization of story by Source Radio 1545 253 Print 639 10 TV 350 Factual Opinion 0 500 1000 1500 2000 Frequency Basis; 2,797 stories across Print and Electronic media. 91% of stories continued to be reported from issues that were considered factual; meaning the stories were based on actual events as opposed to being opinions, (in Aug 73% of stories were factual). This was an increase of about 8% compared the initial 12 days of Sept; driven by the start of the cases at the Hague. 9% were reported as various opinion from various actors on the ICC issue. Factual; Media Reports based on actual events/official reports Opinion; Media reports based on or compiled from opinions from various social/professional commentators 17

Sample Output Tonality Sentiments - leaning of stories on the ICC Radio Print TV 331 23 39 288 715 164 154 500 582 Anti ICC Neutral Pro ICC Anti ICC sentiments remained statistically constant over the period compared to the first twelve days of September at about 39%. Across the mediums, the highest Pro ICC sentiments were registered on TV. The other mediums had a much greater Anti ICC sentiment. Pro ICC sentiments were driven by the fact that the OTP was presenting its side of the case during the trial session. 0 500 1000 1500 2000 Basis; 2,797 stories across Print and Electronic media. Anti ICC; Stories that had content and context that was unfavourable to the ICC in respect to the Kenya situation. Pro ICC; Stories that had content and context that was favourable to the ICC in respect to the Kenya situation. Neutral; Stories that were neither 18 favourable nor unfavorable to the ICC in respect to the Kenya situation. 18

Sentiments Across Mediums; Radio Media (English stations) Classic FM Capital FM 35 37 28 38 23 48 On radio while Anti ICC sentiments were greater the variance with Pro ICC sentiments was slight at about 3%. Easy FM East FM Homeboyz Radio KBC English Service Venus FM Hope FM X FM Hot 96 33 15 30 10 6 22 16 4 13 7 10 11 7 3 9 Anti ICC 7 5 6 Neutral 6 Pro ICC 1 6 2 2 0 20 40 60 80 100 120 140 Frequency Radio media continued to focus more on local stories related to the ICC and was more pronounced in airing stories round the ongoing debates in parliament. Other reports on radio included Ruto returning home following adjournment and also during the break necessitated by the Westgate attack and Warrant of arrest issued by ICC for journalist accused on witness bribery amongst others Basis; 440 stories across various English profile stations. 19

Advertising Monitoring Services 20

Advertising Monitoring Services This is a verification service that confirms that all booked advertisements are aired by the media as per planned schedules. Our broadcast monitoring services provides reports for each radio or TV station weekly and will state the time, segment, spot length, and identification of each commercial broadcast. Benefits of Broadcast Monitoring Service Clients will get make-goods for badly flighted or missing spots because the Media Monitoring service holds the proof for make-good as recordings Clients campaigns shall be on time every time. If a campaign is planned to break on a particular day, updates will be sent whether it actually did. Brand monitoring reports provide date, time and quality with which advertisements have been aired. Eliminates the possibility of any fraud as the net cost figure on the monthly brand reports should tally with the invoice from the media. 21

Advertising Monitoring Services Expected Outputs Brand monitoring reports provide date, time and quality with which advertisements have been aired. Weekly summary reports on advertisements carried in the media the previous week. Provision of a query system where the client may query on any brand report or advertisements aired. Weekly and Monthly Brand reports for monitored clients 22

Brand Report Pilot Sample 23

Advertising Monitoring - Benefits Broadcast monitoring ensures that advertisers get the full value of their TV & radio media spends. Proof of spends to the management and board members of the company. 10 20% of ads on the broadcast media are missed and this service therefore ensures that you get make goods 24

Advertising Expenditure Data 25

Advertising Expenditure Data All the advertisements in both broadcast and print media are used to calculate to get the share of advertising for all brands and companies. These report provides information on; Total Advertising Trends - A complete record of product display advertising expenditure. The data is arranged in product group categories within 18 main categories as follows; Clothing & Footwear Office equipment & services Financial & Insurance Services Tourism & entertainment Corporate and Multi-brand Beverage Foods Benefits of Advertising Expenditure Data Publishing & Education Veterinary & Agriculture Supplements and Congratulations Communications Household Transport Pharmaceuticals Tobacco Retail Media Personal Care Performance Appraisal: Data provides a quick reference of your market share in terms of Share of Voice/advertising Competitor Analysis: Assists in assessing of competitor activity through the media; questions like why a competing brand is using a certain media at a certain time can help shed light on the intended strategies. 26

Some of our clients in Africa 27

Costs for Media Monitoring Services The costs for media monitoring are customized for each client depending on the nature of the service. Please contact Ipsos staff with your request. 28

Contact: Margaret Ireri Managing Director margaret.ireri@ipsos.com Rehema Muniu MediaCT Director rehema.muniu@ipsos.com 29