The document analyzes 20 years of media trends in South Africa from 1993-2012. It finds that print media inflation has increased significantly over this period, driven partly by rate hikes and declining circulation. Digital media usage has grown rapidly since 2007. Total advertising spending has also risen markedly over the 20 years, with television receiving the largest share of expenditures. The top five newspapers and magazines are also examined on a quarterly basis. Finally, the document notes that Procter & Gamble launched a new Ariel laundry product range in 2013, which led to a 24% increase in national detergent sales volumes the following month.

1. 20 YEAR MEDIA TRENDS
SOUTH AFRICA MEDIA TRENDS
Milton Tshabalala
26/02/2014

2. SOUTH AFRICAN MEDIA INFLATION
IBIS media data services

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

5. SOUTH AFRICAN ADVERTISING TRENDS
Nielsen’s AIS – AdEx data

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

11. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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

13. Copyright ©2012 The Nielsen Company. Confidential and proprietary.
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

18. Thank you!
Milton.tshabalala@nielsen.com
+27 11 495 3124
@miltonts01