Media landscape may 2013 english

Media LandscapeMedia Landscape
DRCDRC
ByBy Patrick PakonssPatrick Pakonss’’
Mail:Mail: pakonss1@gmail.compakonss1@gmail.com // pakonss@impactdrc.cdpakonss@impactdrc.cd
Tel: +243998803011Tel: +243998803011
PIN BBM : 2A443923PIN BBM : 2A443923

Sources of Information
EXPERTS
LES POINTS
IMAAR
TNS SOFRES 2012
LEKAS MONITORING

Large, Central and RichLarge, Central and Rich
• Vast: 2.345 million square kms
land: 2,267,048 sq km
water: 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; Kisangani
812,000 (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 borders
Source: CIA The Worldd Factbook 2012
Due to its natural resources, size and strategic
location, DRC is a major player on the continent,
2nd largest African country after Algeria
4

More expressive, it profoundly affects the rhythm of our
occupations and our leisure by creating new types of
attitudes and behaviors depending on the context of joy
or sadness
The MusicThe Music
Theaters paint ironically daily life of Kinshasa or Congo.
Generally, their productions are broadcast delay in
prime time.
The TheaterThe Theater

But one of the poorest countries in the world, the result of years
of dictatorship, corruption and civil wars
Poorest 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: bacterial
and protozoal diarrhea, hepatitis A, and
typhoid fever
• Airports: 26 paved runways Vs 175
unpaved runways
• Roadways: 2.794Km paved Vs
150.703Km unpaved (2004)
• Mobile cellular: 21 millions (2012)

DRC’s biggest resources:
The people, life-loving despite challenges

The Country is at a major turning point: Despite
election in 2011 marred by serious voting
irregularities, DRC continues its path to reconstruction
(Revolution of modernity) and organises the 14th
summit of francophonie
Positive OutlookPositive Outlook
Overall the political stability has yielded some
positive results in 2007.
High focus on infrastructure development,
relying highly on international investors (China
and the West).
We expect foreign interests in mining to
increase, thus leading the development of other
economic sectors.

Early economic indicators look promisingEarly economic indicators look promising
Positive Economic OutlookPositive Economic Outlook
Government economic policy showing some
positive results:
• Growth of GDP by 6.9% (est.) in 2011
• Decrease in inflation:17% (2011) Vs 23.1%
(2010)
• Relatively stable franc to dollar.

Opportunity Score CardOpportunity Score CardOpportunity Score CardOpportunity Score Card
Economic Growth 5
Political Stability 4
Emerging Consumer Buying Power 4
Multinational Client Presence 3
Branding Culture 7
Marketing Sophistication 3
Availability of Consumer Research 4
Media Sophistication 3
Production Facilities 3
The Opportunity Score Card out of 10The Opportunity Score Card out of 10

 3 Near national radio stations
 Many community and regional stations
 Low electricity penetration
Media clutter in urban areas
Limited 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 other
provinces
 Absence of legislation and professional regulation
An undeveloped ad industry
 Few professional clients
 Low advertising budgets
 Limited skills
.
An underdeveloped marketing industry
Great potential in Advertising but badly
exploited
• 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

Current State of the Media
ADVERTISERS MEDIA
Immature
Industry
Needs are not defined in
terms of creation and
objectives
Derived from the
Independence and
Objectivity of the Media
• Domination of certain medias
in the industry
•Lack of consensus and freedom
in the industry
No Reliable Way to
Measure an
Audience
• To measure the impact of a
commercial
• To measure the frequency of the
advertisment (To quantify)
• To measure the behaviors (Qualified)
Lack of a
Professional
Identity
Lack of a
Professional
Attitude
Difficult to
Integrate a Media
Plan
To select the necessary space in the
different medias in order to give an
effective message at the best price
Lack of a clear
strategy
• By the management
interns in the Media
• By the commercial
managements (Lack of
Advertising Agencies)

Media strategy and planning are not
databased
• Media reco is often based on ad hoc research + qualitative
data + market and consumer observations
• There is naturally more data available for Kinshasa
• Planning and buying are not based on ARs or GRPs as no
formal ratings are available.

Our Media Effectiveness EquationOur Media Effectiveness EquationOur Media Effectiveness EquationOur Media Effectiveness Equation
Media effectiveness is difficult to establish
Official 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%

Media Cost / Reach Effectiveness Equation
It is critical to include monitoring to increase
media spend effectiveness. Monitoring is used to control
flightings 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)

45
40
50
10
30
54
14
TV Radio Newspaper Outdoors
Kinshasa
Province
Media clutter in urban areas complicates
viewer targeting. Rural areas
are dominated by radio.
No of Providers
Source : Experts Research Agency
- Media clutter is due to poor regulation,
politics (elections) and religious aligned
churches.
- TV: 12 public + 63 private stations
+ 3 satellite stations and near National.
- High cross shared viewing
amongst neighbours
- Radio is the primary media in
rural areas.
- Complementary to TV in
urban areas.

On average, Media is significantly cheaperOn average, Media is significantly cheaper
than in the rest of the worldthan in the rest of the world
This is mainly due to the excess
supply vs demand
Poor quality of programming and
Broadcasting
Media DRC
$
RSA
$
TV (Prime/sec) 0.8 to 2.5 400
Radio (Prime/ sec) 0.5 to 1.5 70
Newspapers (FP) 500 to 1000 30 000
Magazines (FP) 3 000 to 4 000 7 000
Outdoor (sq m) 18 - 50 80
Media Rates in RSA
•TV Prime time: 30" TVC- ZAR 110.000 (Generations
soap opera)
•Radio Prime: 30" spot- ZAR 16.500 (Highveld
station)
•Outdoor: average price per sq meter (ZAR
45.000
for 4mx 18m)
•Print Paper: Full page (ZAR 350.000) Sunday
Times
•Magazine: Full page (ZAR 50.000) Cosmopolitan
BRAZZA
$
100
22
800 to 1500
2 000 to 3 000
74

Media Spend (2005Media Spend (2005--06)06)
Media US $
TV 14,000,000
Radio 2,500,000
Newspapers 500,000
Magazines NA
Experiential/POS NA
Outdoor 14,000,000
*Estimate based on largest ad spenders i.e. Telecoms, Beer, Soft Drinks and Cosmetics
Growing Media spend is led by TV and OutdoorGrowing Media spend is led by TV and Outdoor
• Written press is expensive, has poor
printing quality, low distribution and
irregular publication.
• Outdoor regulation is unstable and
chaotic
• 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 and
youth segment
2007
(+20,5%)
US $
16,870,000
3,012,500
602,500
NA
NA
16,870,000
2010
(+37%)
US $
23,111,900
4,127,125
825,425
NA
NA
23,111,900

Media Spend (2005Media Spend (2005--06)06)
Media US $
TV 14,000,000
Radio 2,500,000
Newspapers 500,000
Magazines NA
Experiential/POS NA
Outdoor 14,000,000
2007
(+20,5%)
US $
16,870,000
3,012,500
602,500
NA
NA
16,870,000
2010
(+37%)
US $
23,111,900
4,127,125
825,425
NA
NA
23,111,900
2012
(+37%)
US $
31,550,220
10,516,740
NA
3,505,580
NA
24,539,060
Media Spend Estimation 2012 (Impact 2012)Media Spend Estimation 2012 (Impact 2012)
*Estimate based on Airtel media spend (Kinshasa’s region) 2012

Performance of the MediaPerformance of the Media
by Targetby Target

The BestThe Best
Advertising MediasAdvertising Medias

ASSESSMENTS CHALLENGES
INCREASE IN SUPPORT ATOMIZATION OF THE
AUDIENCE
DISPERSION OF THE
AVERTISING INVESMENT
The lack of investments in Advertising Change in the traditional Congolese Media
Imbalances as for geographical and sectoral
advertising investments
Installation of advertising agencies (autonomous
business services)
Communcation campaigns are not very selective
when targeting
Evaluation and Conclusion of advertisement
prices
General reduction of costs
The Support Universe

74
76
78
80
82
84
86
88
90
Agreethat advertismentsusethis characteristic
Agree Advertisementsuse
this characteristic
89% of the locals agree that advertisements use
celebrities to create an impact
Expert Mars 2011Expert Mars 2011

Audience GlobaleAudience Globale

Congolese watch television every day at 71%,
followed by the radio 22% and Internet 14%
Source: Expert Mai 2012

Audience TélévisionAudience Télévision
o Global audience: 100%
o Daily audience: 84%
o Prime Time: 18h A 21h
o 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 show

18H – 00H: LE TV PRIME TIME

Best Television (Top 10)

Best Women Television (Top 10)

Best Men Television (Top 10)

Best TV Program (Top 10)

Audience RadioAudience Radio
o Global audience: 52%
o Daily audience: 17%
o Prime Time: 6h A 9h
o TOP 3: OKAPI (30%), RFI (28%), MIRADOR(7%)
o TOP Program: News (34%), Music(30%), Predication (10%)
o Strong progression: AFRIKA FM(+4%)

The radio has a record global audience,
from 52% to 63%. Its major urban listeners
are 37% employees, managers (24%).
Relaxation music (39%) takes over the
information (31%)

06H – 09H: RADIO PRIME TIME

0
5
10
15
20
25
30
35
TOP 10 RADIO
TOP 10 RADIO
Source: Les Points / Expert Mai 2013
Best Radio (Top 10)

0 5 10 15 20
TOP 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 PROGRAM
TOP 10 RADIO PROGRAM
Best Radio Program (Top 10)
Source: Les Points / Expert Mai 2013

BillboardBillboard
EXPERT MARS 2011

0
2
4
6
8
10
12
14
16
Boulevard
Lumumba
RondPoint
Victoire
Boulevard
du 30 Juin
Avenue
des
huileries
Kintambo
Magasin
Places where Billboards are seen by Locals
Places where Billboards
are seen by Locals
Le Boulevard Lumumba remains as the strategic place
for billboards followed by Rond-point Victoire

Medialandscape 2011
Boulevard Lumumba (Debonhomme)

Huilerie (Entrance of the Boulevard)

50
0
10
20
30
40
50
60
Tigo Vodacom Airtel CCT
SMS publicities most read
SMS publicitiesmost read
The public reads SMS more often now:
Tigo and Vodacom with 57% et 28%

Congolese people don’t read. Only 9% of the locals read
the newspaper.
% of Audience that read Newspapers
Don't read
Rarely
Regularly
No Answer
65%
22%
9%
4%
SOURCE: LES POINTS MARS 2011

Le Potentiel remains the journal most read by the locals
(23%), followed by Le Palmares(22%) and Dépêche de
Brazza (22%)
0 5 10 15 20 25
INTERPRETE
FORUM DES AS
TEMPETE DES TROPIQUES
OBSERVATEUR
REFERENCE PLUS
L'AVENIR
LEPHARE
DEPECHE DE BRAZZAVILLE
LEPALMARES
LEPOTENTIEL
% of Journals read mostin Kinshasa
% of Journalsread most in
Kinshasa
SOURCE: EXPERT MAI 2013

MAGAZINESMAGAZINES
LES POINTS MARS 2011

55
Magazines are a niche in DRC. Only 4% of the locals
read magazines regularly
% GLOBAL AUDIENCE MAGAZINE
Don't read
Rarely
Regularly
No Answer
84%
7%
4%
5%
SOURCE: LES POINTS MARS 2011

Grand Lac is the magazine mostly read by the locals
(51%), followed by Jeune Afrique (25%) and Amina
(10%)
0 20 40 60
OPTIMUM
MWANA MBOKA
KABIBI
BELLISSIMA
AMINA
JEUNE AFRIQUE
GRAND LAC MAGAZINE
% Global des magazines les plus lus de Kinshasa
% Globaldes magazines les
plus lus de Kinshasa

Kabibi, The first female magazine

Bellissima, The second female magazine

INTERNETINTERNET
EXPERT MARS 2011

• They’re able to upload photos and chat with their friends
• Only a small number of executives and leaders along with
students use it to exchange information
Facebook is very popular with the youth and the
elite

% Global supportInternet
Cellphones
Laptops
Cybercafe
47%
24%
29%
47% of the Congolese net surfers use the Internet
through their cellphones

Websites in % that are most visited
FACEBOOK
GOOGLE
YAHOO
GMAIL
WAPTRICK
TWITTER
SKYPE
YOUTUBE
MEDIACONGO
Facebook has a global audience of 72%,
followed by Google (46%), and yahoo (41%)

AdvertisingAdvertising
Audiences of BrandsAudiences of Brands
in DRCin DRC

Situation of oligopoly where the weakness of competition does not stimulate the
advertising investment
ADVERTISING PRESSURE
IS HIGH IN TWO
DOMINANT SECTORS
GEOGRAPHIC
CONCENTRATION OF
ADVERTISING PRESSURE
IN KINSHASA
GLOBAL ADVERTISING
INVESTMENT OF
$ 39 MILLIONS
TELECOMMUNICATIONS &
BREWERIES
=
77% OF THE
ADVERTISING REVENUES
APPROX. 80% OF
ADVERTISING EFFORTS
REACH 12% OF THE DRC
POPULATION
0.5% OF GDP
Vs
1% OF GDP IN MOROCCO
Vs
2% OF GDP IN FRANCE
Lack of Anticipation and Evalution in order to make Advertising effective
Immar - Séminaire de formation des Médias audiovisuels et des Annonceurs - RDC- novembre 2010
Universe of Advertisers

The Market is led by Telecom and Beer brands, the
largest advertisers in DRC. Cosmetics and foods follow.
Bank are still small
Big Spenders
•• VodacomVodacom
•• AirtelAirtel
•• PrimusPrimus
•• CeltelCeltel
•• AngelAngel
•• TigoTigo
•• KerrigoldKerrigold
•• CowbellCowbell
62,80%62,80%
12,90%12,90%
7,50%7,50%
5,60%5,60%

Telecoms spend the highest in advertisingTelecoms spend the highest in advertising
with an Average spend of 33 mm/yearwith an Average spend of 33 mm/year
33,6%33,6%
6,9%6,9%
4%4%

Media Spend share byMedia Spend share by
CategoryCategory
20072007

SECTEURS SOCIETES BUDGET
PUBLICITAIRE
HORS
MEDIA
MEDIA TELEVISION RADIO
TELECOM
CELTEL 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%
GRANDE
CONSOMMA
TION
BELTEXCO 1 000 000$ 70% 30% 80% 20%
MARSAVCO 1 000 000$ 70% 30% 40% 60%
NESTLE 800 000$ 25% 75% NA NA
FEMCO 500 000$ 40% 60% 60% 40%
TRANSPORT
AERIEN
BRAVO AIR
CONGO
1 000 000$ 30% 70% NA NA
BANQUES ET
FINANCES
BIAC 500 000$ NA NA NA NA
CELPAY 400 000$ 50% 50% 40% 60%
AUTOMOBILE CFAO 160 000$ 70% 30% 70% 30%

Media Spend share byMedia Spend share by
CategoryCategory
20102010

++ thanthan 37%37% of total growth in the Advertising
Industry in DRC
-4
-2
0
2
4
6
8
10
12
Growth by Sector
Growth by Sector
30%
50%
40%40%
15%15% --33%33%
100%100%
100%100%

Medialandscape 2011
0
1
2
3
4
5
6
7
Sectorconfiguration of AdvertisingIndustryin 2010
Sectorconfigurationof
AdvertisingIndustry in
2010
Telecommunications occupies 62.8% of the advertising industry
followed 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%

74Medialandscape 2011
0
5
10
15
20
25
30
35
40
AdvertisingInvestmentsbySectors
AdvertisingInvestmentsby
Sectors
We can estimate the advertising industry to be $53.5 million dollars
33,6 M33,6 M
6,2 M6,2 M
4 M4 M
3 M3 M
2 M2 M 1 M1 M
3 M3 M

Approximate volume by sector and growth of
Congolese advertising market
SECTOR BUDGET 2010 BUDGET 2013
Source: IMAAR 2013
IMMAAR 2013IMMAAR 2013

IMPACT MEDIA
The largest central planning and
buying media in DRC

The media expertise of Pygma
communications at national and
international service

Our offer covers all media DRC,
Congo Brazzaville and 5 continents
via France Television Publicité

Our Buying vision allows us to buy in volume and to
position itself as a true discounter with the lowest
prices on the market at a national level
OUR VISION

OUR ROLE
Our role extends from the STRATEGY to
the PLANNING, MEDIA BUYING,
MONITORING, ASSESSMENT of media
planning

Our approach is based on a deep
understanding of the brief

THE BRIEF
Include:
1. The product description
2. The target
3. Objectives of the campaign
4. The budget
5. The period of action
6. The copy strategy
7. Other activities supported
8. The competition
9. The deadline

THE STRATEGY
The best combination of media to reach an optimal target
1. PERFORMANCE MEDIA
2. 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 EXECUTION
4. ADVERTISING MONITORING
5. EVALUATION OF MEDIA PLAN (Post-Tests)

Thank You
Siyambonga
Matondo
Dank u
Botondi
Aksanti
Merci

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