SA Advertising Media Trends 20 yrs

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The South African advertising analayis with a key focus on print media. The revenue share on the above-the-line media advertising share

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SA Advertising Media Trends 20 yrs

  1. 1. 20 YEAR MEDIA TRENDS SOUTH AFRICA MEDIA TRENDS Milton Tshabalala 26/02/2014
  2. 2. SOUTH AFRICAN MEDIA INFLATION IBIS media data services
  3. 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. 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. 5. SOUTH AFRICAN ADVERTISING TRENDS Nielsen’s AIS – AdEx data
  6. 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. 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. 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. 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. 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. 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. 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. 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. 14. Copyright ©2012 The Nielsen Company. Confidential and proprietary. KEY NEWS EVENTS  Procter & Gamble launches ‘Aerial Laundry range’. 14
  15. 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. 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. 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. 18. Thank you! Milton.tshabalala@nielsen.com +27 11 495 3124 @miltonts01

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