DISBOOK - The Africa 2012 Edition - (Page 109)

Tr e n d s a n d b u si n e ss - Disbook AfricA 2012 never had in the past, and so they will need to be convinced of its importance, and partly because in so many of the countries in these regions, such as Cote d’Ivoire, Mali and Burkina Faso, there is only one broadcaster”. However, Both Nielsen and Johnson are convinced that such a system would bring many benefits “because electronic audience measurement is internationally very well known to all parties within the television and advertising industries, whether they be broadcasters, media agencies or advertisers, it normally results in increased television advertising expenditure and sees television take market share from other advertising channels, such as outdoor. This,” he continues, “is because the system is used across the globe, and this makes it easier for international advertisers to compare campaigns across regions and continents”. This is not the only benefit Nielsen sees as potentially deriving from the introduction of a people meter system: “the dynamic nature of electronic audience measurement, with its ability to deliver overnight numbers, and a constant stream of data makes it possible for broadcasters to monitor both reach and audience behavior”. Johnson agrees with this suggesting “the lack of transparent electronic mea- surement can hinder the growth of advertising within a market, while its presence brings accurate viewer numbers and commercial verification which is very important for international advertisers”. And he insists that “at Nielsen [they] have seen in the past that when electronic measurement is introduced, the TV advertising market grows, as does the confidence in the numbers being produced. Moreover, advertisers are able to target and verify their campaigns with much greater accuracy”. However, not everyone shares this enthusiasm for people meter measurement. SMV’s Collins says, “I believe that Africa will stay with the diary system for the foreseeable future because I see the most important immediate goal as being the creation of a standardized and regular reporting system. It is very important that we get stabilized, harmonized and regular reporting, the result of which can then be put into a system accessible by the agencies and the advertisers”. Another possible way forward was discussed in one of the many panel sessions at PAMRO’s annual conference in Uganda from August 26th to 29th, 2012. Brenda Wortley, Director Strategy and Research at DStv Media Sales, suggested that return path measurement might also be a possible way forward, outlining how it works in other parts of the globe and why it might be the most appropriate solution for the needs of Africa’s advertising industry. Whether the way forward is, as suggested by SMV’s Collins, to build on the existing diary system making it, in her words, “stable, harmonized and regular, as well as accessible to all agencies and advertisers”, or whether an electronic system should be introduced, and, if so which system, are questions which need to be answered if the undoubted potential of Africa’s television market is to be unlocked. And, suggests Nielsen’s Johnson, they are also questions which need to be answered sooner rather than later, because, as he points out, “the switch to digital will inevitably hasten the move to an electronic audience measurement system, because once you have all the additional channels that DTT will bring, a diary that is put into the field two or three times a year simply will not be able to measure with the required degree of accuracy”. The stakeholders in Africa’s television advertising business, whether they be broadcasters, media agencies or advertisers have, collectively some critical decision to make, and only a limited amount of time in which to make them. 109

Table of Contents for the Digital Edition of DISBOOK - The Africa 2012 Edition

Cover
Foreword - Welcome to Johannesburg!
Content
Conference Program
- English Version
- Version Française
Joburg Vibes
- Street Talks
- Drum Archive
- Made in Maboneng
- The Bioscope
- Faces
First Look
- Watercolors of love - Siri
- Mooz-Lum - Meet the Adebanjo’s
- Irrational Heart - Destiny River
- City of Men - Black hands
Trends & Business
- Made in Africa / Made for Africa
- The titans of laamb
- Inside «Inside Story»
- Ecology of african audiovisual content industry
- Gems from the namibian film collection
- The century of formats
- Great formats will come from Africa
- Partners wanted
- How many people (really) watch TV in Africa?
- Voulez-vous coucher avec moi ?
- Africa’s digital switchover is coming - The question is when ?
- Intelsat’s epic
- China in Africa
- Zee : from a to z
- The Brazilians are coming !
- Against all odds
- Discover Discovery in Africa at Discop Africa
- Television with a purpose - A detailed look at educational television
- Branded Entertainment
- Hot docs-Blue ice, a unique opportunity for African documentary makers
- A solution to Africa’s thorny problem of dubbing costs
- Mission statement
Country report
- ALGERIA
- ANGOLA
- BENIN
- BOSTWANA
- BURKINA FASO
- BURUNDI
- CABO VERDE
- CAMEROON
- CENTRAL AFRICAN REPUBLIC
- CHAD
- COMOROS
- DEMOCRATIC REPUBLIC OF CONGO
- DJIBOUTI
- EGYPT
- EQUATORIAL GUINEA
- ERITREA
- ETHIOPIA
- GABON
- GAMBIA
- GHANA
- GUINEA BISSAU
- GUINEA CONAKRY
- IVORY COAST / CÔTE D'IVOIRE
- KENYA
- LESOTHO
- LIBERIA
- LYBIA
- MADAGASCAR
- MALAWI
- MALI
- MAURITANIA
- MAURITIUS
- MOROCCO
- MOZAMBIQUE
- NAMIBIA
- NIGER
- NIGERIA
- REPUBLIC OF THE CONGO
- RWANDA
- SAO TOME AND PRINCIPE
- SIERRA LEONE
- SENEGAL
- SEYCHELLES
- SOMALIA
- SOUTH AFRICA
- SOUTH SUDAN
- SUDAN
- SWAZILAND
- TANZANIA
- TOGO
- TUNISIA
- UGANDA
- ZAMBIA
- ZIMBABWE
Speakers
Participants
Index Advertisers

DISBOOK - The Africa 2012 Edition

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