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Sustainable Audience Research in Africa:Sustainable Audience Research in Africa:
A Case Study in West AfricaA Case Study in West Africa
George E ThorpeGeorge E Thorpe
NonNon--Exec Director,Exec Director,
Media Planning Services (MPS) Lagos.Media Planning Services (MPS) Lagos.Aug 2008Aug 2008
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The ChallengeThe Challenge
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Problem DefinitionProblem Definition
Sustainability of the finance & administration ofSustainability of the finance & administration of
audience research for media planning in Nigeriaaudience research for media planning in Nigeria Research providers offer periodic media habit studiesResearch providers offer periodic media habit studies
Rampant piracy of media research reports with huge costs/risksRampant piracy of media research reports with huge costs/risks
Generate intense controversy/frenzy among media/press housesGenerate intense controversy/frenzy among media/press houses
Fell short of minimum requirement for scientific media planningFell short of minimum requirement for scientific media planning
Model in RSA could not be replicated in Nigeria anywayModel in RSA could not be replicated in Nigeria anyway
Industry rarely collaborates (even to compete) in NigeriaIndustry rarely collaborates (even to compete) in Nigeria Who Pays/How would be most problematic in NigeriaWho Pays/How would be most problematic in Nigeria
Frustration in Nigeria then warning signals from GhanaFrustration in Nigeria then warning signals from Ghana
With GAMPS at PAMRO 2000..somewhat stalled since thenWith GAMPS at PAMRO 2000..somewhat stalled since then
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Problem DefinitionProblem Definition
Sustainability of the finance & administration ofSustainability of the finance & administration of
audience research for media planning in Nigeriaaudience research for media planning in Nigeria Focus on providing media planning services, not justFocus on providing media planning services, not just
researching media habits and consumptionresearching media habits and consumption
Current & reliable data for GRP = Reach x FrequencyCurrent & reliable data for GRP = Reach x Frequency
Appropriate technologies to read data for media planningAppropriate technologies to read data for media planning
Establish commercial basis & business model forEstablish commercial basis & business model for
sustainable scientific media planning in Nigeriasustainable scientific media planning in Nigeria Admit to role & limitations of current marketing researchAdmit to role & limitations of current marketing research
methodologies in measurement of media advertising in a rapidlymethodologies in measurement of media advertising in a rapidlychanging technology & media environment re best practicechanging technology & media environment re best practice
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The MP
S SolutionThe MP
S Solution
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Media Planning ServicesMedia Planning Services
From conception to delivery in 2 long yearsFrom conception to delivery in 2 long years Identified champions of change for commitmentIdentified champions of change for commitment
Good mix of advertisers & advert/media agenciesGood mix of advertisers & advert/media agencies
Formation & biz/fin prospectus to target investorsFormation & biz/fin prospectus to target investors Advertising and Media Agencies ONLYAdvertising and Media Agencies ONLY
Advertisers & Media Houses expressly excludedAdvertisers & Media Houses expressly excluded
Very slow & limited equity investment & client uptakeVery slow & limited equity investment & client uptake
almost crippled MPS re commitment of stakeholdersalmost crippled MPS re commitment of stakeholders Ad industry collaboration for syndicated audience researchAd industry collaboration for syndicated audience research
Lots of lessons as shared at Ad industry meeting in AccraLots of lessons as shared at Ad industry meeting in Accra
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MPSMPS
Data SheetData Sheet Date of IncorporationDate of Incorporation
24 Oct 200024 Oct 2000
Board of DirectorsBoard of Directors
Share CapitalShare Capital IssuedIssued $144K $144K
Paid UpPaid Up $72K $72K
ShareholdersShareholders
# Agencies# Agencies 1414
Min $800 to highestMin $800 to highest
$24K$24K
StaffStaff
x1 EDx1 ED
x2 Staffx2 Staff
Reps of Industry SectorsReps of Industry Sectors Rep ofRep of
ShareholdersShareholders
Advertisers Association ofAdvertisers Association of
Nigeria (ADVAN)Nigeria (ADVAN)
Akin OdunsiAkin Odunsi
ChairmanChairman
(Rosabel)(Rosabel)
Association ofAssociation of
Advertising AgenciesAdvertising Agencies
of Nigeria (AAAN)of Nigeria (AAAN)
George ThorpeGeorge Thorpe
(OMD)(OMD)
Media IndependentMedia Independent
Association ofAssociation ofNigeria (MIPAN)Nigeria (MIPAN)
Layi AfolabiLayi Afolabi
(Exec Director)(Exec Director)
BroadcastingBroadcasting
Organization ofOrganization of
Nigeria (BON)Nigeria (BON)
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MPSMPS
Value Chainonly 3 Exec + strategic partnersValue Chainonly 3 Exec + strategic partners
Procurement ofAudienceResearch
Formattingof Data
Subs to DataSets & Techno
After SaleSupport
x1 AMPS + x4RAMS+ x4TAMS per annum AMPS; 20K sample Diaries in 13 locations Similar to SAARF
Data is formattedto be read exclusivelyon only MPS licensedtechnologies
User Groups for referral,best practice & support
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MPSMPS -- Offerings & 2008 PricesOfferings & 2008 Prices
OfferingsOfferings PricingPricing TargetTarget
MarketMarket
CommentsComments
Annual subscription to dataAnnual subscription to data
x1 AMPS + x4 RAMS + x4x1 AMPS + x4 RAMS + x4TAMS for media planningTAMS for media planning
x1 AMPS for market analysesx1 AMPS for market analyses
$13,300$13,300
$6,000$6,000
AdvertisersAdvertisers
AdvertisersAdvertisers
Data loaded to agency PCData loaded to agency PC
Data loaded to advertiserData loaded to advertiserPCPC
Various AMPS Data Reports egVarious AMPS Data Reports eg
MediaMedia
ProductProduct
$750$750
$1,250$1,250
MediaMediaOwnersOwners
AdvertisersAdvertisers
Purchase of hard or softPurchase of hard or softcopycopy
Purchase of hard or softPurchase of hard or softcopycopy
Annual License of TechnologiesAnnual License of Technologies
Media Star for media planningMedia Star for media planning
Marketing Star for marketMarketing Star for marketanalysesanalyses
$3,000/$3,000/
$1,500$1,500
$1,000$1,000
Advert &Advert &MediaMedia
AgenciesAgencies
AdvertisersAdvertisers
Machine specific softwareMachine specific softwareis installed and timedis installed and timed
Machine specific softwareMachine specific softwareis installed and timedis installed and timed
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MPS SalesMPS Sales
20022002 20032003 20042004 20052005 20062006 20072007
Subs (# Data Sets)Subs (# Data Sets) 66 1919 3030 3636 4646 5050
TechnologiesTechnologies-- Media StarMedia Star 6 9 20 236 9 20 23 2929 3131
-- Marketing Star/ESPRI 3Marketing Star/ESPRI 3 1010 1515 1616 2020 4444
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MPS P&L (Indexed)
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MPSMPS
Recent & LRP InitiativesRecent & LRP Initiatives U&A section improved to max exploitations (warn)U&A section improved to max exploitations (warn)
Expanded product categories (80Expanded product categories (80--110)110)
Introduced upgraded version of Media Star now closer to TelmarIntroduced upgraded version of Media Star now closer to Telmar
Launched ESPRI to replace Marketing StarLaunched ESPRI to replace Marketing Star
Program rating now available for TV & Radio wef AMPS II 2003Program rating now available for TV & Radio wef AMPS II 2003
Migrated from ABCDE social class typology to LSM wef AMPSMigrated from ABCDE social class typology to LSM wef AMPSIII/Dairies Wave 8III/Dairies Wave 8--11 (2006/6)11 (2006/6)
AMPS Data every 12 months (vs 18 month) wef Jan 2007AMPS Data every 12 months (vs 18 month) wef Jan 2007
Continuous daily tracking in x4 locations out of current 10 DiaryContinuous daily tracking in x4 locations out of current 10 Diarylocations wef Jan 2007locations wef Jan 2007
To replace current Dairy surveys with Peoplemeter per roll out plan forTo replace current Dairy surveys with Peoplemeter per roll out plan formore accurate, real time datamore accurate, real time data
Offer 2 levels of software re Media Star, Telmar & IMSOffer 2 levels of software re Media Star, Telmar & IMS
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ConclusionConclusion
Sustainability of the finance & administration ofSustainability of the finance & administration ofaudience research for media planning in Nigeriaaudience research for media planning in Nigeria
MPS as a fully viable valueMPS as a fully viable value--add platform for mediaadd platform for mediaplanning solutions in Nigeria; research as key inputplanning solutions in Nigeria; research as key input
Procured $1.5m worth of media audience research from 2 leadingProcured $1.5m worth of media audience research from 2 leadingproviders since 2001; probably now #1 research user in Nigeriaproviders since 2001; probably now #1 research user in Nigeria
Plan to procure some N1.1m worth of media research in 2008Plan to procure some N1.1m worth of media research in 2008--1010subject to impacts of new technology & media developmentssubject to impacts of new technology & media developments
My special thanks toMy special thanks to PAMRO 1999 for showing us the audience research way (re Piet)PAMRO 1999 for showing us the audience research way (re Piet)
Ghanas GAMPS 2000 for a rude awakening in/to NigeriaGhanas GAMPS 2000 for a rude awakening in/to Nigeria
MPS subscribers for bringing some science (sanity) to the largest,MPS subscribers for bringing some science (sanity) to the largest,most dynamic and complex advert media market in Africamost dynamic and complex advert media market in Africa
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Thank YouThank You
George ThorpeGeorge Thorpe
georgethorpe@[email protected]