AUDIO AUDIENCE MEASUREMENT

Keeping research relevant

The year that was required us to innovate and operate outside of our comfort zones. We were presented with myriad challenges that could have made progress impossible had we not chosen to seek out opportunity in the face of adversity. Covid-19 and the accompanying lockdown laws and regulations, including media and advertising, impacted all sectors.

Market research, under normal circumstances, is an area that is continually under scrutiny due to its importance in strategic decision-making. It is, for all intents and purposes, an essential service in the media and advertising industry.

Currency research is arguably the most scrutinised due to its impact on revenue streams for broadcasters and advertisers alike. Therefore, a core requirement of this research is accuracy, which in turn requires that it be able to keep up with and adapt to changing circumstances. Future-proofi ng our currency research in line with the changing landscape therefore became paramount in 2020.

As the pandemic hit and level 5 lockdown ensued there was no doubt that we would see fl uctuations in audience data for both TV and radio – a huge disruptor being the changes to people’s daily routines and habits. People were no longer commuting to and from work; working hours were altered by home schooling, family life, and restrictions on movement, social interactions and the like. The shifts in routines and habits led to shifts in media consumption: mainly an increase in listening and viewing.

SAFEGUARDING RAMS AND TAMS

Both the television and radio currencies were impacted as the makeup of the underlying research methodologies involved

Future-proofing currency research in line with the changing landscape became paramount in 2020, says GARY WHITAKER.

Gary Whitaker

CURRENCY RESEARCH IS ARGUABLY THE MOST SCRUTINISED DUE TO ITS IMPACT ON REVENUE STREAMS

some form of critical face-to-face interaction, namely interviewing respondents for the Radio Audience Measurement Survey (RAMS) and maintaining the inner workings of the panel for Television Audience Measurement Survey (TAMS).

We were therefore faced with an urgent need to replace face-to-face methodologies with virtual methodologies for both RAMS and TAMS. While the TAMS panel remained stable and within acceptable levels of health, RAMS did not stand up well to the lockdown landscape as all fi eldwork ceased. After careful consideration by all relevant stakeholders, the decision was made to run a fully comprehensive request for proposal. This allowed suppliers in the market to come forward with best practice proposals that would safeguard and future-proof the study.

This year we are moving from a radio measurement paradigm to an audio measurement model to ensure we capture the full spectrum of audio, which includes linear and non-linear radio consumption as well as channels such as podcasting.

In 2020, in terms of television, we saw a steady increase in online streaming and use of digital. Measurement of online viewing habits is a core focus for the Broadcast Research Council (BRC) in 2021.

THE FUTURE IS FUSION

A monumental win in 2020 came in the form of Fusion 2020, which answered the call of the media industry to bring a merged dataset to the market, including television data, products and brands, and insights into online behaviour. In partnership with the Publisher Research Council and Nielsen, the BRC was able to ensure these hitherto unseen data points were incorporated into TAMS.

In 2021 we will focus on the next possible iteration and investigate the possibility of incorporating RAMS data into Fusion.

Gary Whitaker is CEO of the Broadcast Research Council of South Africa. He has over 17 years’ experience in the fi elds of market research, media strategy, and traditional and digital marketing. He has held positions at AC Nielsen, Millward Brown, Mindshare, Nestlé S.A., MTN and Publicis Media. Whitaker’s core focus is delivering accurate data to enable the deep and meaningful consumer insights that form the basis for sound strategies.

Algoa FM: Standing out from the rest

Eastern Cape media house, Algoa FM, makes sure it stands out from the rest, asking advertisers, ‘What can we do for you?’

Algoa FM has developed a reputation among national and regional advertisers for its hands-on” approach to supporting marketing drives.

“What makes us stand out from other media houses is that we partner with the client to take ownership of the campaign,” says sales manager Dennis Karantges. He says the energy the Algoa FM team devotes to campaigns is captured in the media house’s slogan – “fun is a serious business”.

Established as a radio station 35 years ago, Algoa FM has grown into the biggest media house serving the region from the Garden Route to the Wild Coast and inland through the Karoo. In addition to being the biggest private commercial radio station in the region, Algoa FM now has a very strong online and social media presence, supported by its ‘on the ground’ presence involving the on-air personalities.

The sales team works with advertisers to craft campaigns that deliver a measurable return on investment, according to Karantges. “Because we live here and are fully integrated into the local business sector, we understand the market.

“We also conduct formal research,” he adds. Independent research commissioned by Algoa FM found that people in the Eastern Cape have become more conservative in their purchasing, choosing products they know and brands they trust.

“Research and experience also show that they trust Algoa FM presenters, who are all local celebrities, each with a loyal following. Advertisers benefit from this relationship as products spoken about or endorsed by the presenters are also seen as trustworthy by our on air, online and on the ground audiences,” he says.

A new retailer leveraged off this relationship when it opened its first store in Port Elizabeth. The client asked Algoa FM to craft a campaign that would introduce listeners to the new store and its products, create thorough awareness of their physical address, grow Facebook likes, create engagement in a fun and informative way and, of course, ensure product sales – all during lockdown. Based on the success of their August launch, the client booked two additional campaigns in 2020 – one to promote a second store opening (in October) and another to promote their festive season specials.

Fans get to meet presenters regularly during broadcasts or crossings from the premises of clients, such as the retailer in question. Packages range from full-blown live broadcasts to high-energy crossings from the presenter, who also interacts with the crowd.

Algoa FM is constantly innovating and creating fresh new ways for advertisers to reach their customers. An example is the ‘Great Deal Promotion’, in which advertisers provide at least three special offers. The offers are made available before and after the event day in order to comply with Covid-19 protocols and to increase the return on investment.

“This promotion speaks directly to our footprint’s psyche. Any retailer will tell you that we (the people of Algoa country) are particularly attracted to special offers,” says Algoa FM managing director, Alfie Jay.

He encourages local and national advertisers to tap into the understanding that Algoa FM has built up over its 35 years in business by helping clients to connect with the people of Algoa Country.

“What works in Gauteng or KZN will not necessarily have the same impact in the Eastern Cape or the Garden Route. There often is a better way for client and agency to invest their marketing budget. Generic ‘one size fits all’ approaches can also harm brands.

“We’re always happy to discuss campaigns and try something new if it’s going to add value to the fun element of being part of the Algoa Country family,” says Jay. “Most of our sales consultants have become local experts in the fields of radio and online communication. What’s more, their advice and consultative approach is part of the package we offer.”

RADIO 2021

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