Newspaper readership is too high with Over 6 readers per copy and Internet penetration vs. verified IP addresses is to low. We want the truth so do some data manipulation of AMPS to get closer to "The Truth"

1. February 2013
The “Real” Penetration
of South African Print &
Digital Media

2. Educating The Market
At ConsumerScope, one of our objectives has always been to
”Tell the Truth.” We have no vested interest in selling any medium,
all we want to do is give marketers and agencies the most accurate
market information to make informed decisions.
The fact of the matter is that Newspaper & Magazine readership is
impossibly high, not unbelievably high, impossibly high.
Getting to Real Readership
On the other hand, AMPS internet penetration has figures that are
too low, when compared to verified IP addresses from Effective
Measure. This difference stems from respondent confusion
regarding mobile inetrnet access, as we will show in this
presentation.

3. 83
48
79
50
94
96
22
4
0
20
40
60
80
100
Radio
(P4W)
TV
(P4W)
Mobile
Phone
Billboards
(P4W)
News
papers
Mags Internet
(P4W)
Cinema
(P4W)
Percent
Media Penetration (Reach)
Total Adults
Total Adults 35M
SOURCE:AMPS 2012
The Internet reaches 44% of
Print Audiences. So it should
get 44% of the R5.7B
that Print gets RIGHT?
R2.5B

4. Advertising Expenditure
SOURCE: Nielsen AD Dynamics July 2012, ConsumerScope 56% Reduction
0% 2% 3%
5%
15%
30%
46%
Direct Mail
Cinema
Internet
Out of Home
Radio
Print
Television
Total R19B
56% of Rate card
WRONG!
The internet gets
Less than R500M!
Less than 1/10th
of Print
WHY?
It’s not Impact
It’s not Frequency
It’s not Production Cost
It’s partly Inertia
It’s AMPS Reach
It’s Buying & Delivery
It’s mainly High CPT
1
This presentation
examines AMPS reach

5. Bringing Print Down
1
Readers Per Copy

6. The CVC database contains more than 4,400
publication editions with combined audited
circulation of over 65,000,000. Each year CVC
surveys hundreds of thousands of print readers
across the country. The national average for
readers per edition is 1.75.

7. Reader’s Per Copy
PUBLICATION R.P.C.
MEDIAN HH
INCOME
Daily News 12.1 R 11,456
Sowetan 11.5 R 9,240
The Herald 9.1 R 9,402
Daily Dispatch 9.1 R 8,734
Daily Sun 8.7 R 5,917
DFA 7.6 R 4,048
Isolezwe 7.5 R 7,190
Pretoria News 7.1 R 11,470
The Mercury 6.6 R 20,705
The Citizen 6.5 R 10,661
Witness 6.4 R 10,793
Kaapse Son 5.6 R 8,603
Cape Argus 5.5 R 9,078
Beeld 5.3 R 19,254
Cape Times 5.2 R 9,316
Die Volksblad 5.0 R 10,928
The Star 4.8 R 14,604
Die Burger 2.8 R 10,872
Business Day 2.8 R 31,524
AVERAGE 6.2
7.9
There are only 3.4 adults per household
Have you ever passed your newspaper over the fence?
Have you shared with more than 6 people at the office?
Have you shared with more than 8 people in a taxi/rank?

8. Reader’s Per Copy
Bringing Print Down
1
4
5
6
9
13
18
20
14
5
6
0
5
10
15
20
25
ONE TWO THREE FOUR FIVE SIX SEVEN EIGHT NINE TEN
PLUS
For the Avg. RPC to be 6.2, means that many copies must have
far more and some less. For 6 to be the average the frequency
distribution would have to look something like this:
Percent
Readers Per Copy
6.2
AVG
Less than a quarter of
copies in Avg. HH size.
But on origin of copy
89% of readers state
copy was bought by
self or family
member!
So the remaining 11%
“Out of Home” copies
would need in excess
of 33 RPC!

9. Reader’s Per Copy
Bringing Print Down
1
10
14
20 20
15
10
5
3 3 3
0
5
10
15
20
25
ONE TWO THREE FOUR FIVE SIX SEVEN EIGHT NINE TEN
PLUS
So what would be more realistic? With 3.4 adults per household, and 89% home
readership we know the centre of gravity has to be between 3 and 4. Let’s be
magnanamous and say out of home readership pushes this to an average of 4.4.
The RPC frequency distribution would then look something like this:
Percent
Readers Per Copy
6.2
AVG
4.4
AVG
Real Readership
will be 71% of
current AMPS
Readership
(4.4/6.2)

10. 83
48
79
50
94
96
22
4
0
20
40
60
80
100
Radio
(P4W)
TV
(P4W)
Mobile
Phone
Billboards
(P4W)
News
papers
Mags Internet
(P4W)
Cinema
(P4W)
Percent
Media Penetration
Total Adults
Total Adults 35M
SOURCE:AMPS 2012 with ConsumerScope adaptions
83
34
79
36
94
96
22
4
0
20
40
60
80
100
Radio
(P4W)
TV
(P4W)
Mobile
Phone
Billboards
(P4W)
News
papers
Mags Internet
(P4W)
Cinema
(P4W)
The Real Media Penetration Part 1
Total Adults
Reduce by 29%

11. Percent
0
5
10
15
20
25
30
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Sources: AMPS / ConsumerScope People vs. Browsers and Cell browsers/ Neilsen Net Ratings / Effective Measure
AMPS/Incl Cell Phone browsing, Nielsen, Effective Measure
AMPS
ALMOST ONE IN 3 PEOPLE
14.6M UB= 11.1M PEOPLE
JUST OVER 1 IN 5 PEOPLE
7.8M ADULTS
The inter media decision i.e between Print or Web, or
between Outdoor or Radio, has far more of an influence
on Media Owner revenue, than the intra-media choice
between say News 24 and Howzit MSN.
Planners like to use one source (AMPS) when doing the
initial inter-media strategy. This is from both a
“single measurement currency” and Time perspective.
Bring the Internet Up
1
Include Mobile Access
DIFFERENT SOURCES HAVE VASTLY DIFFERENT RESULTS
Internet Usage P4W

12. 22
29
35
0
5
10
15
20
25
30
35
40
P4W INTERNET P4W INTERNET, CELL SURF,
SOCIAL, RINGS
P4W INTERNET & CELL SURF,
SOCIAL, DOWNLOADS
Sources: AMPS
Matching AMPS to Effective Measure
Respondent Confusion means Mobile Web access is excluded
7.8M 10.2M 12.3M
From Effective Measure we have concrete proof that 14.6M unique IP addresses
access the web each month. From EM panel and CS multiple access methods we
reduce this to 11.1M People. So we need to code an AMPS (ADULT) figure that
matches this closely. This is Standard internet plus Cell access, social and ringtones.
THESE 10.2M ADULTS
PLUS 900k KIDS
= 11,1M
PEOPLE
ONLINE

13. Percent
SOURCE:AMPS 2012 with ConsumerScope adaptions
83
34
79
36
94
96
29
4
0
20
40
60
80
100
Radio
(P4W)
TV
(P4W)
Mobile
Phone
Billboards
(P4W)
News
papers
Mags Internet
(P4W)
Cinema
(P4W)
Real Media Penetration Part 2
Total Adults
Increase 7%

14. SOURCE:AMPS 2011
14
24
11
51
0
10
20
30
40
50
60
LEVEL D LEVEL C LEVEL B LEVEL A
Percent
Total Adults 34M
4.9M 17.3M 8.1M 3.7M
Total SA Adult Population
By Lifestyle Level 2011
LSM 1-3 LSM 4-6 LSM 7,8 9 LOW LSM 9 HIGH,10

15. SOURCE:AMPS 2012
25
17
6
51
0
10
20
30
40
50
60
LEVEL D LEVEL C LEVEL B LEVEL A
Percent
Total Adults 35M
8.8M 17.9M 6.1M 2.1M
Total SA Adult Population
By Lifestyle Level 2012
LSM 1-4 LSM 5-7 LSM 8 9 LSM 10

16. SOURCE:AMPS 2011
Media Penetration
By Lifestyle Level
94
97 97 97
81
99 99 99
70
85
92
96
27
53
68 70
24
49
73
83
0
2
10
19
2
17
47
79
0
20
40
60
80
100
Percent
LEVEL D LEVEL C LEVEL B LEVEL A
Radio
TV
Mobile
Internet
Cinema
Magazines
Newspapers

17. SOURCE:AMPS 2011
Real Media Penetration
By Lifestyle Level
7
25
55
82
19
38
48 50
17
35
52
59
0
20
40
60
80
100
Percent
LEVEL D LEVEL C LEVEL B LEVEL A
Internet
Magazines
Newspapers
60%+ ADSPEND
FOR LSM 8-10
THE INTERNET IS ALREADY BIGGER
THAN PRINT!
It is imperative that every client and every
planner be made aware of this.

18. Easy Coding For Planners
Simple Own Codes In Telmar
ConsumerScope can supply you with the codes to reduce print to more believable
and realistic levels and to increase the internet to inlude mobile access.
Or you can just use the formulas displayed below and put them into your TNT cross-
tab.

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