DStv-i Africa: Taking Return Path Measurement to new Frontiers

ByBrenda Wortley Director-Strategy & Research, DStv Media Sales, South Africa

© 2010 Kantar Media

The panel of households is balanced according to BouquetsA specially modified

decoder and modem is installed in the household which allows for data collection

DStv subscriber Households are recruited and key demographics are collected

STB viewing data (based on button pressing on the remote control) is stored on the Set Top Box (STB Decoder)

STB viewing data is collected via a local cellular network provider and households data is sent to Multichoice daily

What is DStv-i?

Why Return Path Data (RPD)

Return Path Data (RPD) measurement has been recognized globally as a cost effective solution to measuring digital viewership

Simplified direct system

No active participation

or managemen

t

No need for paper

diaries

Existing RPD Services around the world

Q3 2010 5 000

BSkyB Jan-06 33 000

Oceanic Time Warner

Dec-04 200 000

Charter Communications

Jan-07305000 (Los Angeles)

DIRECTV Jan-07 1m

DIRECTV Jan-09 100 000

Foxtel/Austar Q4 2010 10 000

Sky TV Jan-07 6 500

SA

AU

S

US

A

NZ

UK

Our Objectives for DStv-i

© 2010 Kantar Media

A more cost effective solution to audience measurement

Larger sample sizes to address Audience fragmentation

Real time audience measurement

Eliminate the need for paper diaries

Provide important measurement to advertisers

Establish a Pan African Universal metric to measure channel performance

POC Panel Set-up/Roll Out Future

KenyaNov – 12800

Namibia

NigeriaDec– 12800

Botswana

Jan 13AngolaMay– 13 Zambia

Roll Out Plan

8

HouseholdType

MainLanguage

OtherLanguagesReligion Race Household

Income

SA Zambia Bots NamibiaNigeria Kenya Ghana Uganda

Construction of data output: utopia

W7 IS7

Common Demographics for comparative analysisGender Age Household sizeShopping responsibility Primary caregiver

Common Channels

Africa MagicSuperSport 1Studio UniversalMTVChannel O

Specific Content/ Language

Separate study to be conducted between Phase 1 & 2 to establish these

Specific cells per country

Cultural specific demographics

Common Currency Calculator

ViewerExperience

Cities/Province

Packages

Segmentation?LSM?BehaviourIndicator?

How can DStv-i be used?

PlatformAdvertisers,

Agencies

Channel Suppliers,

Schedulers,Content

Producers

Some Challenges – any others?

Identifying the network providers in each market who are able to deliver on the panel polling requirements

Power outages are a key challenge

Monthly cash payments by subscribers

Understanding the nuances that exist in each market particularly when formulating the recruitment questionnaires – it is evident that not ‘one size fits all (CATI, CAPI, paper)

Heavy traffic, affecting the rate of installations

Household structures and details are not always fully captured in the subscriber database.

Different swap-out and activation procedures in each country

RPD vs Meter DataSA example

Source: Infosys+, Monday 13 August 2012Household data, excluding guests

% T

VR

Monday-Friday TVRs for Households

Source: Infosys+, 31st July-19th August. Based on Head of House only for Kenya and South Africa.

Central Africa Time

Saturday-Sunday TVRs for Households

Source: Infosys+, 31st July-19th August. Based on Head of House only for Kenya and South Africa.

Central Africa Time

14

Olympic Greats

Source: SuperSport

DStv Channel Ranking Kenya Households-Week 33(Normal week)

Source: Infosys+, 13st July-19th August

DStv Channel Ranking Kenya – Week 32(Olympics)

Source: Infosys+, 31st July-12th August

17

Time Spent Viewing – South Africa vs Kenya

Source: Infosys+, 31st July-19th August. Measurement is based on Head of House only for Kenya and South Africa

South Africa KenyaAv Mins Av Hrs Av Mins Av Hrs

Mon-Fri 0600-2400 274 4.57 259 4.32

Sat-Sun 0600-2400 375 6.25 266 4.43

18

2012 Olympic Men’s 800m Final

Source: SuperSport

Olympics: Men’s 800m final

Olympics: Men’s marathon

Next Steps

Plan is to establish Nairobi and Lagos panels by November

Establish further city panels in Nigeria November 12 to March 13

Review and validate the data October 12 to March 13

Report on the data from April 13

1. 2. 3. 4.

The future of Audience Measurement for Africa