Project Profile

Project Profile

Online viewer survey conducted for CNBC Africa

Conducted by Millward Brown SA inconjunction with iAfrica

BackgroundBackground

Executive Summary

• Millward Brown designed an online survey in collaboration with CNBC Africa

• The survey went “live” online for 2 weeks (5-16 November 2007), hosted by iAfrica

• Advertising on CNBC Africa directed respondents to the CNBC Africa site, where an incentive of a flat screen TV prize was used to encourage participation

• The response was excellent, with over 700 self-completion interviews submitted

• Some caveats about this type of research:● The data represents useful insight into CNBC Africa’s viewership, but as no

sampling or quota system was imposed these results cannot be extrapolated quantitatively to represent the attitudes and behaviours of all viewers

● Self completion surveys tend to attract two types of people – those with time on their hands, and those with something (good or bad) to say. Opinions expressed can thus often be somewhat extreme in either direction.

● Our target audience are exceptionally busy as business leaders, so we may well be missing a portion of viewers who simply do not have time to complete the survey

Our sample – who completed

the questionnaire?

CNBC Africa viewing

behaviour

Viewer content needs

Coffee?

Frequency of viewing and programme

ratings

Ratings of presenters

Age group Residence

Our sample – who completed the online questionnaire?• 707 CNBC Africa viewers completed the online questionnaire

• Respondents were male biased, mainly English speaking, and 65% aged between 25 and 49 with 78% based in South Africa


the questionnaire?

Background

Executive Summary

FEMALE – 62 (9%)

TOTAL - 707 RESPONDENTS

MALE – 645 (91%)

OTHER – 96 (14%)

ENGLISH – 539 (76%)

AFRIKAANS – 72 (10%)

22

33

44

Other Africa

Other SA

Gauteng

16

38

27

19

Less than 24years

25-34 years

35-49 years

50+West Africa – 57East Africa – 38Zimbabwe – 30

Zambia – 10Botswana – 6Namibia - 4

CNBC Africa viewing

behaviour


Coffee?


ratings


This group has a higher than average East African

component (13%)50% of this group earn less

than $4000 per month.18% are students but 16% are running their own businesses.

Our sample – who completed the online questionnaire?

• There are a wide range of income groups represented with 56% earning more than R30 000 per month.

• Two thirds of respondents own shares on the stock exchange and a quarter have shares in their own company.


the questionnaire?

Background

Executive Summary

12

22

25

25

36

67

Private Bank

Offshoreinvestments

Shares in owncompany

Second home

Own unittrusts

Own shareson the stock

exchange15

16

25

33

11

More than$10,000

$6,000-$10,000

$4,000-$6,000

Less than$4,000

Refused 30

7

11

11

17

24

None of these

Consultant

J unior Management

Senior Management

Professional

CEO/ MD/ Owner/ Director

CNBC Africa viewing

behaviour


Coffee?


ratings


Household Income Financial products ownedPosition


• Most respondents own medium/small Toyotas or Volkswagens, but usage of luxury vehicles and premium brands such as BMW, Mercedes and Audi is quite high – 27% own more than 1 vehicle


the questionnaire?

Background

Executive Summary

5

5

5

6

7

8

12

12

15

20

Honda

Ford

Mazda

Opel

Audi

Nissan

Mercedes

BMW

Volkswagen

Toyota

10

17

14

16

36

26

No car

Other

SUV

Luxury car

Medium car

Small car

CNBC Africa viewing

behaviour


Coffee?


ratings


Car ownership Car brand

27% of under 25’s do not own a car

66% of non-car owners live in other African

countries


• SAA was the favourite domestic airline and British Airways the top international choice.

• Sun international and Holiday Inn are the most popular choice of hotel group


the questionnaire?

Background

Executive Summary

6

13

16

25

29

30

Hyatt

Sheraton

Hilton

Protea

Holiday Inn

SunInternational

8

9

13

27

27

41

Nationwide

Mango

1Time

Kulula.com

BritishAirways

SAA

6

9

20

26

39

47

Air France

Lufthansa

Emirates

Virgin

SAA

BritishAirways

CNBC Africa viewing

behaviour


Coffee?


ratings


Domestic Airline Hotel groupInternational Airline


• 45% of respondents claim to favour Vodacom as their service provider with MTN not far behind.

• A wide range of drinks were specified with a strong component outside of Africa being non-drinkersOur sample –

who completed the

questionnaire?

Background

Executive Summary

3

3

19

20

22

27

Cider

Brandy

Whisky

Wine

Beer

Don't drink

4

4

6

10

40

45

Safaricom

Econet

Celtel

Cell C

MTN

Vodacom

CNBC Africa viewing

behaviour


Coffee?


ratings


Cellular Network Alcoholic Drink


• MNet and news channels dominate respondent’s TV viewing – a quarter claim to listen to Radio 5, while talk stations 702 and SAFM are high on the list of radio preferences

• Rugby and foreign soccer are the most popular sports to watch on TV


the questionnaire?

Background

Executive Summary

35

37

40

46

48

48

Bloomberg

Summit

Sky

BBC World

CNN

Mnet

15

19

21

22

22

25

Kaya FM

Classic FM

Highveld

SAFM

702

5fm

20

5

8

9

10

22

26

Other

Golf

DomesticSoccer

Formula1/ touring

cars

Limitedover cricket

Foreignsoccer

Rugby

CNBC Africa viewing

behaviour


Coffee?


ratings


TV Channels watched

TV SportRadio Station

A wide range of sports were also mentioned by fewer than 5% of

respondents including athletics, tennis,

African soccer, Test cricket and basketball


• Sunday Times and the Business Day are the most read newspapers

• While the Financial Mail is the most popular business magazine, Finweek, the Economist and Time magazine feature prominently


the questionnaire?

Background

Executive Summary

13

14

18

22

28

43

Newsweek

PersonalFinance

Time

TheEconomist

Finweek

FinancialMail

8

14

15

23

44

48

Rapport

BusinessReport

Weekly Mail &Guardian

Star

Business Day

Sunday Times

CNBC Africa viewing

behaviour


Coffee?


ratings


Newspaper Business Magazine

Awareness of programmes• The locally produced breakfast and lunch shows are the most familiar to viewers, while Personal

Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show


the questionnaire?

Background

Executive Summary

33%

37%

38%

39%

43%

45%

52%

We the Peoplewith Fenly

Foxen

Mining Africawith ByronKennedy

Red Carpetwith Londi

Sibisi

Correspondents with Nikiwe

Bikitsha

Entrepreneurswith Alishia

Naidoo

Conversationswith Peter

Ndoro

PersonalFinance with

Leigh Roberts

23%

24%

25%

26%

30%

32%

32%

47%

SouthAfrica This

Week

KenyaMarkets

Week

Nigeria ThisWeek

CommerceAfrica

McLaughlinGroup

Tech@Work

The RealEstate

Late Nightwith Conan

O'Brien

57%

58%

59%

60%

62%

65%

67%

78%

The Tonight Showwith J ay Leno

Business Tonightwith Bronwyn

Nielsen and ByronKennedy

Morning Call withPeter Ndoro andLeigh Roberts

Markets Close withBronwyn Nielsen

Squawk Box Europe

CNBC Africa PowerLunch with AlecHogg and Alishia

Naidoo

Breakfast Briefingwith Peter Ndoro

and Leigh Roberts

Business AM withPeter Ndoro andLeigh Roberts

28%

31%

34%

37%

38%

38%

41%

51%

Kenya ThisWeek

KenyaMarket Week


Sibisi

World ThisWeek

Africa ThisWeek

MarketsInternational

KaleidoscopeThis Week

withMandlakazi


O'Brien

CNBC Africa viewing

behaviour


Coffee?


ratings


Which of these programmes on CNBC Africa do you know of / have you heard of?

SaturdaysWeekdays WeeklySundays

Africa viewers

50%

Africa viewers

56%

Africa viewers

47%

Africa viewers

59%

Frequency of viewing and programme ratings

• Although News Night and News Update are the most watched weekday shows…


the questionnaire?

Background

Executive Summary


ratings

34%39%

40%40%41%41%

41%42%42%42%

42%43%43%44%

44%44%45%45%

45%45%46%46%

46%

Business AM with Peter Ndoroand Leigh Roberts

Capital Connection with SteveSedgwick

Breakfast Briefing with PeterNdoro and Leigh Roberts

CNBC Africa Power Lunch withAlec Hogg and Alishia Naidoo

The Tonight Show with J ay Leno

Europe Closing Bell

Street Talk with Alishia Naidoo

Morning Call with Peter Ndoroand Leigh Roberts

Business Tonight with BronwynNielsen and Byron Kennedy

Kaleidoscope with MandlakaziMpahlwa

NBC Nightly News

The Other Dimension withLerato Mbele

Squawk Box Europe

Markets Close with BronwynNielsen

Power Lunch Europe

US Closing Bell

Squawk on the Street with MarkBaines and Erin Burnett

Worldwide Exchange

Regional Update with SikiMgabadeli

Kudlow & Co.

Open Exchange with LeighRoberts

US Squawk Box

News Update with NikiweBikitsha and Fenly Foxen

CNBC Africa viewing

behaviour


Coffee?


I follow the programme very closely, and almost never miss it

Weekday Programmes


• …the Tonight Show with Jay Leno is the highest rated weekday show.


the questionnaire?

Background

Executive Summary


ratings

5%10%

12%12%13%13%14%

13%14%14%15%15%15%16%

19%20%20%20%20%21%

26%30%

32%

Kudlow & Co.NBC Nightly News

Europe Closing Bell

Capital Connection withSteve Sedgwick

Power Lunch Europe

Regional Update with SikiMgabadeli

News Update with NikiweBikitsha and Fenly Foxen

Street Talk with AlishiaNaidoo

The Other Dimension withLerato Mbele

Morning Call with PeterNdoro and Leigh Roberts

Kaleidoscope with MandlakaziMpahlwa

Squawk on the Street withMark Baines and Erin Burnett

Worldwide Exchange

Open Exchange with LeighRoberts

Markets Close with BronwynNielsen

US Closing BellUS Squawk Box

Business Tonight withBronwyn Nielsen and Byron

Breakfast Briefing with PeterNdoro and Leigh Roberts

Business AM with PeterNdoro and Leigh Roberts

Squawk Box Europe

CNBC Africa Power Lunchwith Alec Hogg and Alishia

The Tonight Show with JayLeno

CNBC Africa viewing

behaviour


Coffee?


Top box “Very Good” ratings

Weekday Programmes


• 70% of viewers claim to hardly ever miss the Kenyan shows on a Saturday


the questionnaire?

Background

Executive Summary

57%

64%

66%

67%

67%

67%

68%

70%


O'Brien


withMandlakazi

World ThisWeek


Africa ThisWeek


Sibisi

Kenya MarketWeek

Kenya ThisWeekOur sample –

who completed the

questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Saturday Programmes


• But Conan O’Brian is still the highest rated Saturday program


the questionnaire?

Background

Executive Summary

2%

3%

6%

5%

7%

7%

9%

16%

Kenya ThisWeek

Kenya MarketWeek


Sibisi

World ThisWeek

Africa ThisWeek



withMandlakazi


O'BrienOur sample – who completed

the questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Saturday Programmes


• Programming covering African markets seems to be driving strong viewership over weekends.


the questionnaire?

Background

Executive Summary

58%

64%

67%

68%

68%

71%

71%

72%


O'Brien

SouthAfrica This

Week

The RealEstate

Tech@Work

McLaughlinGroup

CommerceAfrica

KenyaMarketsWeek

Nigeria ThisWeekOur sample –

who completed the

questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Sunday Programmes


• And again Conan O’Brien is clearly seen as the best show


the questionnaire?

Background

Executive Summary

3%

4%

4%

4%

6%

6%

7%

14%

KenyaMarketsWeek

SouthAfrica This

Week

Nigeria ThisWeek

CommerceAfrica

McLaughlinGroup

The RealEstate

Tech@Work


O'BrienOur sample – who completed

the questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Sunday Programmes


• All weekly programmes, with the exception of Personal Finance, show regular viewership of at least 60%


the questionnaire?

Background

Executive Summary

56%

60%

61%

63%

63%

63%

64%


Leigh Roberts


Ndoro

Correspondentswith Nikiwe

Bikitsha


Naidoo



Sibisi


FoxenOur sample – who completed

the questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Weekly Programmes


• As with daily shows, the most watched programmes are not necessarily the best, however – Personal Finance receives the highest top box rating


the questionnaire?

Background

Executive Summary

3%

4%

5%

9%

9%

9%

11%


Foxen

Correspondentswith Nikiwe

Bikitsha


Sibisi



Naidoo


Ndoro


Leigh Roberts


the questionnaire?


ratings

CNBC Africa viewing

behaviour


Coffee?



Weekly Programmes

Summary of Program size, Frequency of viewing and Enjoyment

Well enjoyed program but not followed regularly or

watched by many.Strategic Action:-Grow awareness /

frequency or focus on niche market segment

Well enjoyed program AND followed regularly or watched by many. Strategic Action:-

Critical Contributor to success – nurture and

develop viewer relationshipIf low awareness, grow

awareness

Neither enjoyed or followed by many.

Strategic Action:-Program not likely to

become key broad based drawcard

Exploit possible niche appeal

Watched by many, but not that well enjoyed.

Strategic Action:-Solid part of schedule, but

not key strategic thrust program. Maintain

awareness and frequency

Overlaid by how many people are aware of the

program.(Bubble size)

Intensity of viewing program

Prog

ram

Enj

oym

ent i

f vie

wed

Quadrant summary analysis of weekday programming

Regional Update, 49

Kudlow and Company, 35

Business AM, 78

Capital Connection, 50

Breakfast Brief ing, 67

Squaw k Box Europe, 62

Street Talk, 54Worldw ide Exchange, 48

CNBC Africa Pow er Lunch, 65

Pow er Lunch Europe, 50

US Squaw k Box, 50Squaw k on the Street, 47

Markets Close, 60

Europe Closing Bell, 50

Business Tonight, 58

Kaleidoscope, 51 New s Night/New s Update, 49

The Other Dimension, 49

US Closing Bell, 50

The Tonight Show , 57

NBC Nightly New s, 44

Open Exchange, 56

Morning Call, 59

3.00

3.10

3.20

3.30

3.40

3.50

3.60

3.70

3.80

3.902.55 2.60 2.65 2.70 2.75 2.80 2.85 2.90 2.95 3.00

Intensity of Viewing (4 = Follow program very closely ; 0 = do not watch at all)

Enjo

ymen

t of p

rogr

am (5

= v

ery

good

; 1

= ve

ry p

oor)

Weekday Programmes

Quadrant summary analysis of weekly programming

Kenya Market Week, 31

Tech@Work, 32

Personal Finance, 52

We the People, 33

Red Carpet, 38

Markets International, 38

World This Week, 37

Kaleidoscope This Week, 41

Red Carpet, 34

Late Night w ith Conan O'Brien, 51

South Africa This Week, 23

McLaughlin Group, 30

Kenya Market Week, 24

Commerce Africa, 26

The Real Estate, 32

Nigeria This Week, 25

Late Night w ith Conan O'Brien, 47

Correspondents, 39

Conversations, 45

Entrepreneurs, 43

Mining Africa, 37

Kenya This Week, 28

Africa This Week, 38

3.00

3.10

3.20

3.30

3.40

3.502.80 2.85 2.90 2.95 3.00 3.05 3.10

Intensity of View ing (4 = Follow program very closely ; 0 = do not watch at all)

Enjo

ymen

t of p

rogr

am (5

= v

ery

good

; 1

= ve

ry p

oor)

Saturday Programmes Sunday Programmes Weekly Programmes

What types of material would you like to see more of on CNBC Africa?

Media consumption and usage –

channel, location, content

Coffee?

Background

Executive Summary


the questionnaire?


CNBC Africa viewing

behaviour


ratings


61

49

46

41

36

33

27

2

2

Personalinvestment

contentBusinesscontent

Internationalmarket news(US/ Europe)

Regionalmarket news

AfricanMarket news

General newscontent

Lifestylecontent

SME

TechnicalAnalysis

• There is strong demand for more personal investment and business content

• News from regional/African and international markets is also in high demand

Africa viewers 74%

Ratings of presenters• All presenters were rated on a scale from 1 (very poor) to 5 (very good). Average

ratings per presenter were as follows:

• It appears that Alec Hogg and Peter Ndoro are the main rivals for top presenter, but Bronwyn Nielsen, Alishia Naidoo and Leigh Roberts are challenging strongly

• All presenters received an above average mean rating, however


the questionnaire?

Background

Executive Summary

3.97 3.83 3.88 3.963.55

3.863.65

3.41 3.45 3.52 3.46 3.3

PeterNdoro

LeighRoberts

AlishiaNaidoo

Alec Hogg SikiMgabadeli

BronwynNielsen

ByronKennedy

MandlakaziMpahlwa

NikiweBikitsha

LeratoMbele

FenlyFoxen

LondiSibisi

Coffee?


CNBC Africa viewing

behaviour


ratings


Mean ratings per presenter

If you could have coffee and a chat with anyone in Africa, who would it be?

Background

Executive Summary


the questionnaire?

Coffee?


CNBC Africa viewing

behaviour


ratings


Top 20 mentions:• David Shapiro – 16%• Robert Mugabe – 6%• Peter Ndoro – 5%• Thabo Mbeki – 5%• Alec Hogg – 4%• Tokyo Sexwale – 3%• Trevor Manuel – 3%• Bronwyn Nielsen – 2%• Archbishop Desmond Tutu – 2%• Alishia Naidoo – 2%• Johan Rupert – 2%• Tito Mboweni – 1%• Mandlakazi Mpahlwa – 1%• Cynthia Carroll – 1%• Lerato Mbele - 1%• Jake White – 1%• Koffi Annan – 1%• Leigh Roberts – 1%• Mark Shuttleworth – 1%• Siki Mgabadeli – 1%• Nelson Mandela – 1%

Note all the CNBC Africa anchors in the top 20!

Do you have anything to say to us at CNBC Africa?

Background

Executive Summary


the questionnaire?

Coffee?


CNBC Africa viewing

behaviour


ratings


Great Info / Great show / Well done / Keep up the good work 21%

Getting better/Shaky start, but starting to show quality independent market news 2%

CNBC still has zero's on the screen ticker / Ticker prices are mostly incorrect/Untrustworthy 2%

I miss the international content / More international news / Stop interrupting the international programs like Worldwide exchange & Squawk on the street 2%

Longer local programming 1%

Presenters need to lighten up 1%

Update African exchange price data in a timely manner 1%

Great insight to markets commentary and Investment advice 1%

Need more African contents e.g. NAmibia, Botswana, Zimbabwe, Egypt, Tunisia 1%

More about relationships between the rest of the world and Africa 1%

Would appreciate different analysts debating their stock picks and reasons 1%

Has investor workshops regarding South African markets like one that Louisa Boyens has 1%

NEed more programs targets at the SMe sector, AFrican job markets and business development 1%

Consider value/volume of derivative trading on JSE give more emphasis to this aspect 1%

Current CNBC Africa lineup adds no value 1%

Presenters are great 1%

I like channel, but please do something about the signal 1%

Local presenters have to try and emulate theCBNC International presenters 1%

• 707 respondents completed the online survey. The profile shows a strong presence of HNWI and CEOs but also a significant aspirant up-and-coming market aged between 25 and 34. This is consistent with the research from TGI.

• Three quarters of respondents own shares on the stock exchange and a significant number are private bankers which requires an income in excess of R1 mil per year.

• The ‘rest of Africa’ viewership patterns are skewed towards regional content.

• In addition to watching CNBC Africa, viewers are tuning into MNet and other news channels.

• Because of the large 25-34 component, Radio 5 features strongly while talk stations 702 and SAFM were high on the list of radio preferences.

• Sunday Times and the Business Day were the most read newspapers. Financial Mail was the most read business magazine, followed by Finweek, the Economist and Time.

Executive Summary - GeneralBackground

Executive Summary


the questionnaire?

CNBC Africa viewing

behaviour


Coffee?


ratings


• The locally produced breakfast and lunch dailies are the most familiar to viewers, and Personal Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show

• Favourite rated shows include Business AM, Breakfast Briefing, Power Lunch, Markets Close and Business Tonight.

• Correlating with this, favourite presenters are Peter Ndoro, Leigh Roberts, Bronwyn Nielsen and Alec Hogg.

• There is a strong demand for more regional/African market news, as well as more personal finance content.

• David Shapiro intrigues respondents more than anyone else.

Executive Summary – CNBC Africa viewing behaviour and attitudes

Background

Executive Summary


the questionnaire?

CNBC Africa viewing

behaviour


Coffee?


ratings


Date post:	21-Mar-2016
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