Media landscape may 2013 english
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Il s'agit de la description du paysage médiatique congolais réalisé par Patrick Pakonss', responsable media d'IMPACT MEDIA AFRICA et associé principal chez Kin Ambiance. Pour tout contact: ...

Il s'agit de la description du paysage médiatique congolais réalisé par Patrick Pakonss', responsable media d'IMPACT MEDIA AFRICA et associé principal chez Kin Ambiance. Pour tout contact: pakonss1@gmail.com. Tel: +243998803011

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Media landscape may 2013 english Presentation Transcript

  • 1. Media LandscapeMedia LandscapeDRCDRCByBy Patrick PakonssPatrick Pakonss’’Mail:Mail: pakonss1@gmail.compakonss1@gmail.com // pakonss@impactdrc.cdpakonss@impactdrc.cdTel: +243998803011Tel: +243998803011PIN BBM : 2A443923PIN BBM : 2A443923
  • 2. Sources of InformationEXPERTSLES POINTSIMAARTNS SOFRES 2012LEKAS MONITORING
  • 3. TheTheEnvironmentEnvironment
  • 4. Large, Central and RichLarge, Central and Rich• Vast: 2.345 million square kmsland: 2,267,048 sq kmwater: 77,810 sq km• Variety:• 73,599,190 (July 2012 est.)• 15-64 years: 53% (male 18,919,942/female 19,116,204)• KINSHASA (capital) 8.401 million; Lubumbashi 1.543 million;Mbuji-Mayi 1.488 million; Kananga 878,000; Kisangani812,000 (2009)• 250 ethnics• 5 main languages• 35% urban• Roman Catholic 50%, Protestant 20%, Kimbanguist 10%,Muslim 10%, other (includes syncretic sects) 10%• Strategic: Centre of the continent, 9 bordersSource: CIA The Worldd Factbook 2012Due to its natural resources, size and strategiclocation, DRC is a major player on the continent,2nd largest African country after Algeria4
  • 5. More expressive, it profoundly affects the rhythm of ouroccupations and our leisure by creating new types ofattitudes and behaviors depending on the context of joyor sadnessThe MusicThe MusicTheaters paint ironically daily life of Kinshasa or Congo.Generally, their productions are broadcast delay inprime time.The TheaterThe Theater
  • 6. But one of the poorest countries in the world, the result of yearsof dictatorship, corruption and civil warsPoorest Countries Ranking: 168 /177•145.9 USD per capita.•80% of the population below $ 1 / d•66.8% literacy (77% male 57% female)•Shocking Infrastructure: electricity,running water, roads, etc..•food or waterborne diseases: bacterialand protozoal diarrhea, hepatitis A, andtyphoid fever• Airports: 26 paved runways Vs 175unpaved runways• Roadways: 2.794Km paved Vs150.703Km unpaved (2004)• Mobile cellular: 21 millions (2012)Source: CIA The Worldd Factbook 2012
  • 7. DRC’s biggest resources:The people, life-loving despite challenges
  • 8. The Country is at a major turning point: Despiteelection in 2011 marred by serious votingirregularities, DRC continues its path to reconstruction(Revolution of modernity) and organises the 14thsummit of francophoniePositive OutlookPositive OutlookOverall the political stability has yielded somepositive results in 2007.High focus on infrastructure development,relying highly on international investors (Chinaand the West).We expect foreign interests in mining toincrease, thus leading the development of othereconomic sectors.Source: CIA The Worldd Factbook 2012
  • 9. Early economic indicators look promisingEarly economic indicators look promisingPositive Economic OutlookPositive Economic OutlookGovernment economic policy showing somepositive results:• Growth of GDP by 6.9% (est.) in 2011• Decrease in inflation:17% (2011) Vs 23.1%(2010)• Relatively stable franc to dollar.
  • 10. Opportunity Score CardOpportunity Score CardOpportunity Score CardOpportunity Score CardEconomic Growth 5Political Stability 4Emerging Consumer Buying Power 4Multinational Client Presence 3Branding Culture 7Marketing Sophistication 3Availability of Consumer Research 4Media Sophistication 3Production Facilities 3The Opportunity Score Card out of 10The Opportunity Score Card out of 10
  • 11. TheTheIndustryIndustry
  • 12.  3 Near national radio stations Many community and regional stations Low electricity penetrationMedia clutter in urban areasLimited media in rural areas Lack of market and consumer data Skills is a major issue Poor production values Instable supply of electricity in Kinshasa and otherprovinces Absence of legislation and professional regulationAn undeveloped ad industry Few professional clients Low advertising budgets Limited skills.An underdeveloped marketing industryGreat potential in Advertising but badlyexploited• 83 TV Stations• 52 in Kinshasa alone• 3 Near National TV• 247 Radio Stations• 42 in Kin alone• Other Medias• Outdoor clutter• 125 Newspapers in Kin• 600 in DRC• 12 Magazines
  • 13. MediaMedia OverviewOverview
  • 14. Current State of the MediaADVERTISERS MEDIAImmatureIndustryNeeds are not defined interms of creation andobjectivesDerived from theIndependence andObjectivity of the Media• Domination of certain mediasin the industry•Lack of consensus and freedomin the industryNo Reliable Way toMeasure anAudience• To measure the impact of acommercial• To measure the frequency of theadvertisment (To quantify)• To measure the behaviors (Qualified)Lack of aProfessionalIdentityLack of aProfessionalAttitudeDifficult toIntegrate a MediaPlanTo select the necessary space in thedifferent medias in order to give aneffective message at the best priceLack of a clearstrategy• By the managementinterns in the Media• By the commercialmanagements (Lack ofAdvertising Agencies)
  • 15. Media strategy and planning are notdatabased• Media reco is often based on ad hoc research + qualitativedata + market and consumer observations• There is naturally more data available for Kinshasa• Planning and buying are not based on ARs or GRPs as noformal ratings are available.
  • 16. Our Media Effectiveness EquationOur Media Effectiveness EquationOur Media Effectiveness EquationOur Media Effectiveness EquationMedia effectiveness is difficult to establishOfficial Rate Card 100%100%Less: Agency Discount up to 40%up to 40%Plus : Hidden Costs (motivation technical team at station) up to 20%) up to 20%
  • 17. Media Cost / Reach Effectiveness EquationIt is critical to include monitoring to increasemedia spend effectiveness. Monitoring is used to controlflightings and measure share of voice.Claimed Reach 100%Less: Non respect of flighting schedule up to 30%(no flighting/wrong timing)Less: Unplanned Issues up to 10%(Power Cuts)
  • 18. 45405010305414TV Radio Newspaper OutdoorsKinshasaProvinceMedia clutter in urban areas complicatesviewer targeting. Rural areasare dominated by radio.No of ProvidersSource : Experts Research Agency- Media clutter is due to poor regulation,politics (elections) and religious alignedchurches.- TV: 12 public + 63 private stations+ 3 satellite stations and near National.- High cross shared viewingamongst neighbours- Radio is the primary media inrural areas.- Complementary to TV inurban areas.
  • 19. On average, Media is significantly cheaperOn average, Media is significantly cheaperthan in the rest of the worldthan in the rest of the worldThis is mainly due to the excesssupply vs demandPoor quality of programming andBroadcastingMedia DRC$RSA$TV (Prime/sec) 0.8 to 2.5 400Radio (Prime/ sec) 0.5 to 1.5 70Newspapers (FP) 500 to 1000 30 000Magazines (FP) 3 000 to 4 000 7 000Outdoor (sq m) 18 - 50 80Media Rates in RSA•TV Prime time: 30" TVC- ZAR 110.000 (Generationssoap opera)•Radio Prime: 30" spot- ZAR 16.500 (Highveldstation)•Outdoor: average price per sq meter (ZAR45.000for 4mx 18m)•Print Paper: Full page (ZAR 350.000) SundayTimes•Magazine: Full page (ZAR 50.000) CosmopolitanBRAZZA$10022800 to 15002 000 to 3 00074
  • 20. Media Spend (2005Media Spend (2005--06)06)Media US $TV 14,000,000Radio 2,500,000Newspapers 500,000Magazines NAExperiential/POS NAOutdoor 14,000,000*Estimate based on largest ad spenders i.e. Telecoms, Beer, Soft Drinks and CosmeticsGrowing Media spend is led by TV and OutdoorGrowing Media spend is led by TV and Outdoor• Written press is expensive, has poorprinting quality, low distribution andirregular publication.• Outdoor regulation is unstable andchaotic• Increase in the number of magazines,but readership is still niche• Radio is underused• Internet (Yahoo & Facebook) is small,though growing fast with the elite andyouth segment2007(+20,5%)US $16,870,0003,012,500602,500NANA16,870,0002010(+37%)US $23,111,9004,127,125825,425NANA23,111,900
  • 21. Media Spend (2005Media Spend (2005--06)06)Media US $TV 14,000,000Radio 2,500,000Newspapers 500,000Magazines NAExperiential/POS NAOutdoor 14,000,0002007(+20,5%)US $16,870,0003,012,500602,500NANA16,870,0002010(+37%)US $23,111,9004,127,125825,425NANA23,111,9002012(+37%)US $31,550,22010,516,740NA3,505,580NA24,539,060Media Spend Estimation 2012 (Impact 2012)Media Spend Estimation 2012 (Impact 2012)*Estimate based on Airtel media spend (Kinshasa’s region) 2012
  • 22. Performance of the MediaPerformance of the Mediaby Targetby Target
  • 23. Ranking Media by target
  • 24. Program type by segments
  • 25. The BestThe BestAdvertising MediasAdvertising Medias
  • 26. ASSESSMENTS CHALLENGESINCREASE IN SUPPORT ATOMIZATION OF THEAUDIENCEDISPERSION OF THEAVERTISING INVESMENTThe lack of investments in Advertising Change in the traditional Congolese MediaImbalances as for geographical and sectoraladvertising investmentsInstallation of advertising agencies (autonomousbusiness services)Communcation campaigns are not very selectivewhen targetingEvaluation and Conclusion of advertisementpricesGeneral reduction of costsThe Support Universe
  • 27. 747678808284868890Agreethat advertismentsusethis characteristicAgree Advertisementsusethis characteristic89% of the locals agree that advertisements usecelebrities to create an impactExpert Mars 2011Expert Mars 2011
  • 28. Audience GlobaleAudience Globale
  • 29. Congolese watch television every day at 71%,followed by the radio 22% and Internet 14%Source: Expert Mai 2012
  • 30. Audience TélévisionAudience Télévisiono Global audience: 100%o Daily audience: 84%o Prime Time: 18h A 21ho TOP 3: Antenne A (74%), Mirador (68%), Digital Congo (49%)o Top Program: Theater (22%), News (16%), Magazines(12%)o 2 Magazines: Kin Makambo, B-one showSource: Expert Mai 2013
  • 31. 18H – 00H: LE TV PRIME TIMESource: Expert Mai 2012
  • 32. Best Television (Top 10)Source: Expert Mai 2013
  • 33. Best Women Television (Top 10)
  • 34. Best Men Television (Top 10)Source: Expert Mai 2013
  • 35. Best TV Program (Top 10)Source: Expert Mai 2013
  • 36. Audience RadioAudience Radioo Global audience: 52%o Daily audience: 17%o Prime Time: 6h A 9ho TOP 3: OKAPI (30%), RFI (28%), MIRADOR(7%)o TOP Program: News (34%), Music(30%), Predication (10%)o Strong progression: AFRIKA FM(+4%)Source: Expert Mai 2013
  • 37. The radio has a record global audience,from 52% to 63%. Its major urban listenersare 37% employees, managers (24%).Relaxation music (39%) takes over theinformation (31%)
  • 38. 06H – 09H: RADIO PRIME TIMESource: Expert Mai 2012
  • 39. 05101520253035TOP 10 RADIOTOP 10 RADIOSource: Les Points / Expert Mai 2013Best Radio (Top 10)
  • 40. 0 5 10 15 20TOP DILEMME (TOP CONGO)DEDICACES MUSIQUE (RTGA)PARLONS EN (TOP CONGO)ANNIVERSAIRE (TOP CONGO)PAROLE AUX AUDITEURS (RFI)SALUTATION ONE (B-ONE)TOP MATIN (TOP CONGO)DIALOGUE ENTRE CONGOLAIS (OKAP)KIN AMBIANCE (B-ONE, KIN 24, RTVS1,CENTRAL)DIGI SPORT (DIGITAL FM)TOP 10 RADIO PROGRAMTOP 10 RADIO PROGRAMBest Radio Program (Top 10)Source: Les Points / Expert Mai 2013
  • 41. BillboardBillboardEXPERT MARS 2011
  • 42. 0246810121416BoulevardLumumbaRondPointVictoireBoulevarddu 30 JuinAvenuedeshuileriesKintamboMagasinPlaces where Billboards are seen by LocalsPlaces where Billboardsare seen by LocalsLe Boulevard Lumumba remains as the strategic placefor billboards followed by Rond-point Victoire
  • 43. Medialandscape 2011Boulevard Lumumba (Debonhomme)
  • 44. Rond point Victoire
  • 45. Boulevard du 30 Juin
  • 46. Huilerie (Entrance of the Boulevard)
  • 47. Kintambo Magasin
  • 48. SMSSMSEXPERT MARS 2011
  • 49. 500102030405060Tigo Vodacom Airtel CCTSMS publicities most readSMS publicitiesmost readThe public reads SMS more often now:Tigo and Vodacom with 57% et 28%
  • 50. NEWSPAPERNEWSPAPER
  • 51. Congolese people don’t read. Only 9% of the locals readthe newspaper.% of Audience that read NewspapersDont readRarelyRegularlyNo Answer65%22%9%4%SOURCE: LES POINTS MARS 2011
  • 52. Le Potentiel remains the journal most read by the locals(23%), followed by Le Palmares(22%) and Dépêche deBrazza (22%)0 5 10 15 20 25INTERPRETEFORUM DES ASTEMPETE DES TROPIQUESOBSERVATEURREFERENCE PLUSLAVENIRLEPHAREDEPECHE DE BRAZZAVILLELEPALMARESLEPOTENTIEL% of Journals read mostin Kinshasa% of Journalsread most inKinshasaSOURCE: EXPERT MAI 2013
  • 53. MAGAZINESMAGAZINESLES POINTS MARS 2011
  • 54. 55Magazines are a niche in DRC. Only 4% of the localsread magazines regularly% GLOBAL AUDIENCE MAGAZINEDont readRarelyRegularlyNo Answer84%7%4%5%SOURCE: LES POINTS MARS 2011
  • 55. Grand Lac is the magazine mostly read by the locals(51%), followed by Jeune Afrique (25%) and Amina(10%)0 20 40 60OPTIMUMMWANA MBOKAKABIBIBELLISSIMAAMINAJEUNE AFRIQUEGRAND LAC MAGAZINE% Global des magazines les plus lus de Kinshasa% Globaldes magazines lesplus lus de KinshasaSOURCE: EXPERT MAI 2013
  • 56. Kabibi, The first female magazine
  • 57. Bellissima, The second female magazine
  • 58. Optimum, Elite magazine
  • 59. INTERNETINTERNETEXPERT MARS 2011
  • 60. • They’re able to upload photos and chat with their friends• Only a small number of executives and leaders along withstudents use it to exchange informationFacebook is very popular with the youth and theelite
  • 61. % Global supportInternetCellphonesLaptopsCybercafe47%24%29%47% of the Congolese net surfers use the Internetthrough their cellphones
  • 62. Websites in % that are most visitedFACEBOOKGOOGLEYAHOOGMAILWAPTRICKTWITTERSKYPEYOUTUBEMEDIACONGOFacebook has a global audience of 72%,followed by Google (46%), and yahoo (41%)SOURCE: EXPERT MAI 2013
  • 63. The PlayersThe Players
  • 64. AdvertisingAdvertisingAudiences of BrandsAudiences of Brandsin DRCin DRC
  • 65. Situation of oligopoly where the weakness of competition does not stimulate theadvertising investmentADVERTISING PRESSUREIS HIGH IN TWODOMINANT SECTORSGEOGRAPHICCONCENTRATION OFADVERTISING PRESSUREIN KINSHASAGLOBAL ADVERTISINGINVESTMENT OF$ 39 MILLIONSTELECOMMUNICATIONS &BREWERIES=77% OF THEADVERTISING REVENUESAPPROX. 80% OFADVERTISING EFFORTSREACH 12% OF THE DRCPOPULATION0.5% OF GDPVs1% OF GDP IN MOROCCOVs2% OF GDP IN FRANCELack of Anticipation and Evalution in order to make Advertising effectiveImmar - Séminaire de formation des Médias audiovisuels et des Annonceurs - RDC- novembre 2010Universe of Advertisers
  • 66. The Market is led by Telecom and Beer brands, thelargest advertisers in DRC. Cosmetics and foods follow.Bank are still smallBig Spenders•• VodacomVodacom•• AirtelAirtel•• PrimusPrimus•• CeltelCeltel•• AngelAngel•• TigoTigo•• KerrigoldKerrigold•• CowbellCowbellImmar - Séminaire de formation des Médias audiovisuels et des Annonceurs - RDC- novembre 201062,80%62,80%12,90%12,90%7,50%7,50%5,60%5,60%
  • 67. Immar - Séminaire de formation des Médias audiovisuels et des Annonceurs - RDC- novembre 2010Telecoms spend the highest in advertisingTelecoms spend the highest in advertisingwith an Average spend of 33 mm/yearwith an Average spend of 33 mm/year33,6%33,6%6,9%6,9%4%4%
  • 68. Media Spend share byMedia Spend share byCategoryCategory20072007
  • 69. SECTEURS SOCIETES BUDGETPUBLICITAIREHORSMEDIAMEDIA TELEVISION RADIOTELECOMCELTEL 13 000 000$ 40% 60% 50% 50%VODACOM 10 000 000$ 70% 30% 80% 20%TIGO 700 000$ 57% 43% 60% 40%BRASSERIES BRALIMA 3 000 000$ 9% 91% 90% 10%GRANDECONSOMMATIONBELTEXCO 1 000 000$ 70% 30% 80% 20%MARSAVCO 1 000 000$ 70% 30% 40% 60%NESTLE 800 000$ 25% 75% NA NAFEMCO 500 000$ 40% 60% 60% 40%TRANSPORTAERIENBRAVO AIRCONGO1 000 000$ 30% 70% NA NABANQUES ETFINANCESBIAC 500 000$ NA NA NA NACELPAY 400 000$ 50% 50% 40% 60%AUTOMOBILE CFAO 160 000$ 70% 30% 70% 30%
  • 70. Media Spend share byMedia Spend share byCategoryCategory20102010
  • 71. ++ thanthan 37%37% of total growth in the AdvertisingIndustry in DRC-4-2024681012Growth by SectorGrowth by Sector30%50%40%40%15%15% --33%33%100%100%100%100%
  • 72. Medialandscape 201101234567Sectorconfiguration of AdvertisingIndustryin 2010SectorconfigurationofAdvertisingIndustry in2010Telecommunications occupies 62.8% of the advertising industryfollowed by breweries with 12.9%62,80%62,80%12,9%12,9%7,5%7,5%5,6%5,6%1,9%1,9%3,7%3,7%5,6%5,6%
  • 73. 74Medialandscape 20110510152025303540AdvertisingInvestmentsbySectorsAdvertisingInvestmentsbySectorsWe can estimate the advertising industry to be $53.5 million dollars33,6 M33,6 M6,2 M6,2 M4 M4 M3 M3 M2 M2 M 1 M1 M3 M3 M
  • 74. Approximate volume by sector and growth ofCongolese advertising marketSECTOR BUDGET 2010 BUDGET 2013Source: IMAAR 2013IMMAAR 2013IMMAAR 2013
  • 75. WHOAREWE
  • 76. IMPACT MEDIAThe largest central planning andbuying media in DRC
  • 77. The media expertise of Pygmacommunications at national andinternational service
  • 78. Our offer covers all media DRC,Congo Brazzaville and 5 continentsvia France Television Publicité
  • 79. Our Buying vision allows us to buy in volume and toposition itself as a true discounter with the lowestprices on the market at a national levelOUR VISION
  • 80. OUR ROLEOur role extends from the STRATEGY tothe PLANNING, MEDIA BUYING,MONITORING, ASSESSMENT of mediaplanning
  • 81. MEDIAMEDIAAPPROACH
  • 82. Our approach is based on a deepunderstanding of the brief
  • 83. THE BRIEFInclude:1. The product description2. The target3. Objectives of the campaign4. The budget5. The period of action6. The copy strategy7. Other activities supported8. The competition9. The deadline
  • 84. THE STRATEGYThe best combination of media to reach an optimal target1. PERFORMANCE MEDIA2. BEST MIX. BEST AUDIENCE BEST COST AVERAGE PRESSURE BROADCAST (12 TIME/JOUR) THE DAILY TIME OF CONSUMER MEDIA (177MIN TV & 90MIN RADIO)3. THE BEST TIME OF EXECUTION4. ADVERTISING MONITORING5. EVALUATION OF MEDIA PLAN (Post-Tests)
  • 85. They have trusted us
  • 86. SOUTH AFRICAN TOURISM
  • 87. NESTLE
  • 88. DANONE
  • 89. UBA
  • 90. PYGMA
  • 91. DSTV
  • 92. PROCREDIT KATANGA
  • 93. MISS VODACOM
  • 94. JEUNE AFRIQUE
  • 95. ZAIN - AIRTEL
  • 96. Thank YouSiyambongaMatondoDank uBotondiAksantiMerci