Broadcasting in Africa

Presented by Joe Hall and Kevin Cowan

The Changing Face of International

BBC has strong heritage in Africa

Broadcasting to Africa since 1932

Dedicated English and language programming

BBC seen as having ‘grown with Africa’

Present on Radio, TV, Online, Mobile

News needs are changing

Trusted source

Intellectual stimulation

Complementary source

Primary source

Niche

Mass

Lifeline service

In the know

Developmental agenda

Domestic news

Regional news

International news

Domestic International

State b’casting

MW TV

SW radio

BBC WS

DW

players

VOA

technology

Competition is growing

FM radio

VOA

State b’casting

Commercial b’casters

BBC

DW

CNN

Euronews

Sky News

TVsatellite

newspapersCable TV

satellite

SW radio

internet

players

technology

Global commercial

SW radio

Satellite TV

Broadband internet

Mobile phones

Digital radio

FM radio

Mobile devices

Cable TV

VOABBC

DW

CNN

GoogleDSTV

Global commercial

Bloomberg

Al Jazeera State b’casting

Commercial b’casters

Sky News Yahoo!Newspapers online

National 24hr news channels

Facebook

players

technology

Audiences becoming more demanding

What they want from news…….

Commercial Licence Fee + Commercial

Different Research Needs

Three different funding models

Grant in Aid

The big picture

90 million

weekly audience estimate for Africa

Africa: GND Any platform90m

Radio78.7m

TV19.9m

Online1.5m

The Bigger Picture: 90 million consumers

Public service research

• Auditing BBC performance

• Nationally representative surveys

• Reach, Quality, Impact

• Mainly ad-hoc research

• Data from 37 countries in Africa

Africa is a rare opportunity

Source: WARC July 2011

-19.7%

-15.6%

-2.6%

-2.3%

0.2%

8.1%Middle East

Africa

C. & S. America

Asia-Pacific

N. America

Europe

Share of global ad market last

decade

0.6% 1.4%

SSA economies 2011 forecast

5.5%

Regional advertising spend 2008-9

Xinhua Mobile Newspaper  - First in Sub-Saharan Africa

AlJazeera Swahili- Plans to launch TV channel in Nairobi

MTN extends partnership with CNN- Cross platform campaign

CNN African Programming- Inside Africa, African Voices- Marketplace Africa

Competitors investing in Africa

Sky News Arabia launching- Targeting North Africa and Middle East

BBC World News investing in Africa

Sponsored by

BBC WN’s growth in Africa

Source: weekly reach, BBC GAE 2011

2006

8.9m 2011

15.6m

• Optimistic and confident

• Late 20s and above

• Better educated than the average population

• Most are employed / professionals

• “Newshounds” esp. for regional and international news

• Consuming news on many platforms

Profile when compared to the average population

The BBC has an African audience attractive to global advertisers

Commercial research

• Research needs not met by existing studies

• Information for advertising / sponsorship

• Targeting consumers with high disposable incomes/BDMs

• Syndicated research

EMS has helped open up pan-African advertising to the outside world

Source: EMS Africa 2010

• R&F data to allow campaign assessment on a continental wide level as with other regions

• Combined with Europe and Middle East data into EMEA database

• Competitive profiling to enable global media owners to promote their audiences in Africa

EMS has helped open up pan-African advertising to the outside world

Source: EMS Africa 2010

• Competitive profiling to enable global media owners to promote their audiences in Africa to global advertisers

Time.com

FT.com

CNN.com

Businessweek.com

BBC .com

1.8%

7.7%

8.7%

9.9%

10.2%

Monthly online reach: Africa c-suites

But EMS is not yet a pan-African survey

Source: Synovate

• Only 5 of 50+ African countries included`

• In contrast:

• Europe 20 out of 50+

• Middle East 9 out of 20

BBC World News AdScore

Source: Toluna

• Every two months WN assesses approx. 15 global ad campaigns in 18 countries, including S. Africa

• Online survey by Toluna

• Provides feedback to advertisers on:

• Ad recall• Brand awareness• Brand favourability• Brand image• Brand consideration• Brand recommendation

Omniture analytics for BBC.com in Africa

Source: Omniture Q2 2011, Africa

• Analytics for BBC.com by site section

• Regional data e.g. Africa then by country but only South Africa

• Every month

Unique Users

Page Views

Minutes Spent

Per Visit

Page Views

per Visit

Total Website 2,014,312 18,718,544 10:43 3.14

News 1,359,960 9,398,020 9:25 2.52

Homepage 556,048 1,930,540 3:42 1.24

Sport 1,009,972 9,893,720 9:10 2.63

Business 154,048 386,680 4:40 1.45

Technology 80,676 150,520 3:28 1.28

Science & Environment 91,784 199,416 3:48 1.31

Travel 38,008 83,004 4:52 1.71

Weather 72,788 275,784 4:16 1.67

Research is used to help make ad-sales arguments – Transferring Trust

BBC.com rated more highly than CNN Money and CNBC for measures of authority, inspiring confidence, being international, credibility and trustworthiness

These brand values were transferred to a bank, where the same advertisement was rated more highly on BBC.com than on CNN Money and CNBC

Banks need to re-build their images after the global recession. Association with BBC.com constitutes a unique opportunity for financial institutions to make a start in re-branding

BBC has had to evolve- Markets and audiences have changed

Africa is a rare opportunity

Public research not fulfilling commercial needs

Gap exists in information available- Need to support advertising and sponsorship

Summary

Need for more ad-sales research data- Will help drive growth in investment

Thanks for listening.