powerpoint presentationmsra.or.ke/...kenya-audience-research-foundation-by...kenya audience research...
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Base= 23.7M Base= 21.1M
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Base= Daily Newspaper Readers
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Base = 15+ 23.7m Base=23.7M
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Next steps…
• Refreshed LSM Input variables to form a new 2015 Baseline • New technology based on-going tracking study for overnight
ratings (TV and Radio) and daily reading (Newspapers) with weekly and monthly aggregates
• Fixed panel of 3,000 P7D media consumers • Dashboard reporting and analysis • Analysis available for TV, radio and print: media topographies,
age, gender, LSM, weight of viewing and listening, cross media
• Planning and optimization software
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Middle Class?
• Monthly h/h income: 55% less than 10,000 ksh
• Built-in kitchen sink: 11%
• Car ownership: 5% • Refrigerator: 7%
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How to be a Middle Class Kenyan (Maleperspective Nation 18/06/15)
• Drink beer from long necked bottles – green for preference • Eat salads – Greek for preference • Get on Instagram • Name drop • Spend at least half your income on rent • Get a luxury car • Show off • Show you are very happy, everyday, always • Raise your kids on social media • Make a fuss about your exercise regime • Take selfies with celebrities • Take photos of the plane as you board • Send kids to schools on nice roads in leafy suburbs