MEDIA RELEASE
8 October 2013
IMPORTANT NOTE
This report is EMBARGOED
and may not be published in any
media UNTIL noon,
Thursday,
10 October 2013.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 1 of 17
SAARF AMPS® JUN 13
A new benchmark for media consumption
SAARF AMPS Jun 13 (July 2012 to June 2013) establishes a new trend line for media consumption data in
South Africa.
The inclusion of population estimates modelled on the latest data from Statistics SA’s Census 2011 has had
a marked effect on this release of AMPS. This will also be the case for RAMS and TAMS, once the population
estimates are included in these surveys from November 2013, and from early next year, respectively.
For the past ten years, the annual population estimates applied to SAARF’s media audience surveys have
been based on the population data from Census 2001.
Since official census data is only available every ten years, population estimates must be made to ensure
that SAARF’s media currencies stay abreast of population changes in the country. Estimates of actual
population levels are modelled by SAARF’s demographic contractor, IHS, using sources of data such as
birth, death, emigration, immigration, and AIDS infection rates.
Previous population updates were done for AMPS Dec 11 (Jan-Dec 2011), released in March 2012, and
reflecting mid-2011 estimates supplied by IHS.
In 2012, however, population levels were not updated, since the results of Census 2011 were imminent.
With the recent release of Census 2011 data down to a magisterial district level, SAARF has now
incorporated this 2011 population data.
The current release of AMPS Jun 13 reflects mid-2013 population updates, incorporating results from
Census 2011, and estimated up to 2013 levels by IHS.
SA’s NEW ADULT POPULATION (15+)
Population figures, updated to 2013 IHS estimates, are:
 37.214-million, which is an increase of 6.5% over the previous survey (AMPS Dec 12,
Jan-Dec 2012), with an additional 2.279-million adults in the market.
 The household population has increased by 6.4% to 14.978-million: an additional 904 000
households.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 2 of 17
OVERALL IMPACT: A NEW TREND LINE
The inclusion of 2.279-million more adults to the AMPS universe has established a new trend line.
AMPS Jun 2013 sets a new benchmark for all media consumption data, since it is impossible to say with
statistical certainty whether changes seen in this AMPS release over previous surveys are due to the large
changes in population data, or to actual market forces.
This means that any changes in media consumption may or may not be an indication of shifting
performance in the marketplace.
The upshot is that AMPS Jun 13 CANNOT be compared with any previous AMPS releases.
Statistically significant increases are
IMPACT ON A GEOGRAPHIC LEVEL
marked with
, while significant
The changes in population have not been uniform across the
decreases are marked with
country. Each province has been affected to a different extent,
with a very clear migration taking place to the country’s large economic centres.
.
The top five municipalities – Johannesburg, Cape Town, Durban, Pretoria and Ekurhuleni – now contribute
53.2% of South Africa’s economic output.
South Africa has four new metros:
eMalahleni (Witbank); Brakpan;
Roodepoort; and Uitenhage, which
is now a metro in its own right.
Almost all population increases have been into the metro areas,
which are significantly up by over two million. Consequently, the
country’s proportion of urban/rural has shifted, with the rural
component in decline.
The urban:rural split is now 64.2%:35.8%, compared to 62%:38% in AMPS Dec 12.
% of total adult population (15+)
Community size
45
40
35
30
25
20
15
10
5
0
40.2
38
36.4
13.6
Metros
12.5
Cities/large towns
AMPS Dec 12
SAARF AMPS Jun 13
12.1
35.8
11.5
Small
towns/villages
Settlements/rural
AMPS Jun 13
Results for July 2012-June 2013
Page 3 of 17
GAUTENG
Gauteng has been significantly affected by the population changes, with its population growing by 16%. The
province now has a population of 9.516-million, an increase of 1.316-million people over AMPS Dec 12. The
province is currently home to 25.6% of the total adult population, up from 23.5% previously.
All metros in the province are showing substantially increased populations:




Greater Johannesburg, up 451 000 adults to 2.578-million;
Soweto, up 219 000 people, pushing it over the million mark to 1.023-million;
Reef, up 527 000 to 3.889-million; and
Pretoria, up 312 000 to 1.927-million.
KWAZULU-NATAL
This province has experienced a significant decline in terms of its contribution to total population. Gains in
other provinces, and a loss of 43 000 adults in KwaZulu-Natal has decreased this province’s proportion to
19%, from 20.4% in AMPS Dec 12. KwaZulu-Natal’s population is now 7.075-million.
The decline has been in rural areas, with the populations of Durban and Pietermaritzburg remaining
comparable to the levels of the previous survey.
EASTERN CAPE
South Africa’s third-biggest province now contributes significantly less to overall population, with its
proportion dropping from 13.4% to 12.3%. A loss of 107 000 adults takes its population to 4.565-million. As
in other provinces, losses were seen in non-metro areas, with Port Elizabeth and new metropole Uitenhage
holding their own.
WESTERN CAPE
The Western Cape’s population grew by 22.8%, with an additional 809 000 people added to the pot. The
total population is 4.365-million, representing 11.7% of the total population (up from 10.2%). Of this
809 000 growth, about half was due to a real increase in population, and half to coverage changes.
Previous surveys have sampled 98.5% of the total adult population, excluding a tiny percentage of minority
sub-populations which couldn’t be identified for sampling in specific areas. For example, since the
distribution of blacks outside of Cape Town was sparse, it was not possible to identify a specific area to
sample for this group.
If during fieldwork, black people outside of Cape Town were picked up, they were interviewed and given
the weight for blacks in that area, but wouldn’t be upweighted to represent the whole of the Western
Cape.
The AMPS sample has now been expanded, primarily in the Western Cape but to a less-noticeable extent in
all other provinces, giving AMPS 100% coverage of the adult population.
Media with a Western Cape focus should bear this in mind when looking at their data; coverage of Cape
Town remains the same, but outside of the metropole, the universe expansion will be evident in the data.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 4 of 17
LIMPOPO
Has experienced a significant decline, with a loss of 78 000 adults reducing its overall proportion to 9.8%,
from 10.7% previously. Its population is now 3.646-million. Mining issues are likely to have been a
causative factor.
MPUMALANGA
Gained 336 000 adults. Its population is 2.824-million, or 7.6% of total.
NORTH WEST
Has gained 192 000 adults, taking its population to 2.496-million. It now contributes 6.7% of the total
population.
FREE STATE
Down from 5.9% to 5.3% of the total population, with a loss of 114 000 adults. Metros held their own while
rural areas declined. The provincial population is 1.964-million.
NORTHERN CAPE
Experienced a slight decrease of 32 000 adults, with a stable population proportion of 2.1%, or 764 000.
Provincial contribution to total
population
(SOURCE: SAARF AMPS Jun 13)
Northern
Free State
Cape
5.3%
2.1%
North West
6.7%
Mpumalanga
7.6%
Gauteng
25.6%
Limpopo
9.8%
Western Cape
11.7%
KwaZuluNatal
19.0%
Eastern Cape
12.3%
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 5 of 17
Population size in millions
New provincial populations at a glance
10.000
9.000
8.000
7.000
6.000
5.000
4.000
3.000
2.000
1.000
0.000
AMPS Dec 12
AMPS Jun 13
IMPACT ON THE AGE PROFILE
The distribution of adults by age has changed significantly.
There has been a large decline in the total number of 15-24-year-olds –
263 000 down – which, coming out of the growth of the population as a
whole, means this group has declined in actual numbers, rather than
just proportionally. This age group represents 25.7% of the total
population, down from 28.1% in the previous survey.
The 25-34 age group has shown significant growth, upping its
proportion by 9.7% to 24.8% of all adults. This group saw an additional
1.337-million join its ranks. Immigration is a large factor here.
17.931-million versus
19.283-million
48.2%:51.8%
Despite a rise of 300 000 in number, the 35-49 age group declined by
2.8% proportionally, from 25.2% in AMPS Dec 12 to 24.5% currently.
The 50+ age group grew its numbers by 904 000, increasing its proportion of the total population from
24.0% in the previous survey, to 25.0% currently. This increase in the 50+ demographic has not come
through from any one population group, but from all population groups.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 6 of 17
As a proportion of total adults (15+)
New age profiles
25.7%
30.0%
25.0%
24.8%
28.1%
25.2%
22.6%
20.0%
24.5%
25.0%
24.0%
15.0%
10.0%
5.0%
0.0%
15-24
25-34
35-49
AMPS Dec 12
50+
AMPS Jun 13
The black population has
been the biggest
beneficiary of the
2.279-million rise in
population. There are
2.2-million more black
adults in the AMPS
universe, taking this group
up to 28.985-million, or
77.9% of total (over the
previous survey’s 76.7%).
Percentage of total adult population (15+)
IMPACT ON THE RACE PROFILE
New race profiles
76.7% 77.9%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
A
growth
of 2.2million
A
decline
of
375 000
A
growth
of
403 000
12.0% 10.3% 8.6% 9.2%
10.0%
A
growth
of
50 000
2.7% 2.6%
0.0%
The white population is
Black
White
down by 375 000, to
AMPS Dec 12
3.833-million. It now
represents 10.3% of the
total population, compared to 12.0% previously.
Coloured
Indian
AMPS Jun 13
The Coloured population has kept pace with previous levels (rising from 8.6% to 9.2%), with a gain of
403 000 people, taking it up to 3.410-million.
The Indian population has remained proportionally stable (2.6%), despite a growth of 50 000 in total. This
group’s total is now 986 000.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 7 of 17
IMPACT ON LSMs
While the current LSMs are not comparable either in thousands or in percentages to previous AMPS
releases, at a top level the quotas remain very similar to those seen in AMPS Dec 12.
IMPACT ON HOUSEHOLD INCOME
Average household income shows a similar distribution across the income brackets as in the previous
survey. The population is slightly more well off, with the average household income per month now R9 364.
Income groups
AMPS Dec 12
AMPS Jun 13
Up to R799
2.8%
2.7%
R800-R1 399
9.3%
9.4%
R1 400-R2 499
11.9%
11.5%
R2 500-R4 999
21.4%
20.8%
R5 000-R7 999
16.4%
16.6%
R8 000-R10 999
11.8%
11.5%
R11 000-R19 999
13.0%
13.6%
R20 000+
13.3%
14.0%
Results not compared to previous survey
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 8 of 17
IMPACT ON WORK STATUS
Percentage of total adult population (15+)
Work status
31.4 30.9
35
26.3 27.2
30
25
16.6 15.1
20
15
8.4 8.8
10
10.7 11
7
6.7
5
0
Working fulltime
Working
part-time
Housewife
AMPS Dec 12
Student
Retired
Unemployed
AMPS Jun 13
IMPACT ON EDUCATION LEVELS
Percentage of total adult population (15+)
Education
98.6
98.7
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
92.1
92.2
46.3
3.4
Basic literacy
Primary complete
+ (functional
literacy)
AMPS Dec 12
SAARF AMPS Jun 13
46.7
Matric +
3.6
University degree
completed
AMPS Jun 13
Results for July 2012-June 2013
Page 9 of 17
MEDIA AUDIENCE RESULTS
AMPS Jun 13 CANNOT be compared with any previous AMPS releases.
As stated earlier, AMPS Jun 2013 sets a new benchmark for all media consumption data, since it is
impossible to say with statistical certainty whether changes seen in this AMPS release over previous
surveys are due to the large changes in population data, or to actual market forces.
AMPS Jun 2013, therefore, marks the beginning of a new “reality”.
Media data cannot be compared to previous surveys. Changes seen are not necessarily true increases or
decreases, but rather a re-adjustment, giving the market a better estimate of reality based on the latest
population information.
The effects of the population changes cannot be unpacked from the current figures by removing additional
audience groups, or adjusting declined demographics upwards.
Media inflation calculations are therefore also invalid, since it is statistically unsound to make comparisons
with previous AMPS releases.
TOTAL PRINT
Average issue readership of any AMPS newspaper/magazine is 63.6%, with a total adult audience of
23.684-million.
Print owners are advised to look at the data underpinning their topline readership figures to get a better
understanding of what might have happened to these figures.
For example, Drum’s readership is 284 000 stronger after the population update, while Bona’s is down by
162 000.
On closer inspection of the two titles’ readership profiles, however, one would see that while Drum has a
third of its readers in Gauteng, which experienced a massive boost in its population, Bona only has a
quarter of its readers from this province. Bona has more readers in the Eastern Cape, Free State and
KwaZulu-Natal, all three of which lost population.
READING PLATFORMS
Over and above reading of traditional paper products, 6.5% of adults read a newspaper or magazine online,
while 4.1% consume print via a cellphone.
REPERTOIRE
The average number of print publications read, based on readers, is 3.86.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 10 of 17
NEWSPAPERS
Average issue readership for any AMPS newspaper is 17.674-million, or 47.5% of the adult population.
DAILY NEWSPAPERS
Average issue readership of any daily is 29.4%, or 10.936-million.
The average number of daily AMPS newspaper publications read, based on readers, is 1.31.
WEEKLY NEWSPAPERS
The new benchmark penetration for weeklies is 31.8%, or 11.830-million readers.
The average number of weekly AMPS newspaper publications read, based on readers, is 1.70.
MONTHLY NEWSPAPERS
This sector’s new benchmark readership is 2.7%, or 995 000 readers.
EFFECT OF REGIONALISATION ON NEWSPAPERS
While the inclusion of the new population data has not caused large penetration changes on a general
publication level, the move to regionalise newspaper titles has had a noticeable impact on a number of
regional publications.
From AMPS Jun 13, all newspapers are only analysed in their distribution areas, which were provided to
SAARF by the newspaper owners.
When readership is picked up outside of the publication’s official area of distribution, this readership has
been removed from the AMPS database, since owners of regional newspapers agreed that this readership
is not of value to advertisers.
Top 5 national/multi-provincial
newspapers
by reach in % (with average issue readership)
9.8
Sunday Times (3.651-mil)
8.4
Soccer Laduma (3.133-mil)
5.3
City Press (1.989-mil)
3.6
Rapport (1.350-mil)
Vuk'uzenzele (849 000)
SAARF AMPS Jun 13
2.3
Results for July 2012-June 2013
Page 11 of 17
Top 5 newspapers for Gauteng and surrounds
by reach in % (with average issue readership)
14.7
Daily Sun (5.488-mil)
7.1
Sunday Sun (2.646-mil)
Sowetan (1.692-mil)
4.5
Sunday World (1.620-mil)
4.4
The Star (661 000)
1.8
Top 5 newspapers for KwaZulu-Natal
by reach in % (with average issue readership)
2.8
Isolezwe (1.049-mil)
2.5
Ilanga LangeSonto (917 000)
2.2
Ilanga (810 000)
1.9
Isolezwe ngeSonto (704 000)
Isolezwe ngoMgqibelo (523 000)
SAARF AMPS Jun 13
1.4
Results for July 2012-June 2013
Page 12 of 17
Top 5 newspapers for the Western Cape
by reach in % (with average issue readership)
3
Son (1.130-mil)
1.4
Daily Voice (528 000)
1.3
Die Burger (484 000)
1.2
Son op Sondag (454 000)
Cape Argus (303 000)
0.8

Top newspaper title in the Eastern Cape: Daily Dispatch, 0.6% reach, 224 000 readers.

Top newspaper title in the Free State/Northern Cape: Volksblad, 0.3% reach, 126 000 readers.
MAGAZINES
Magazine penetration has held its own against the new population update – if it were possible to compare
current figures with the previous survey, few statistically significant changes would be seen.
The new benchmark for total magazine readership is 46.8%, or 17.403-million readers.
The new benchmark average issue readerships for the various magazine formats are:

Any weekly magazine: 24.4% readership, 9.080-million readers.

Any fortnightly magazine: 3.9% readership, 1.436-million readers.

Any monthly magazine: 36.7% readership, 13.674-million readers.

Any alternate-monthly magazine: 4.8% readership, 1.800-million.

Any quarterly magazine: 2.0% readership, 732 000 readers.
The average number of AMPS magazines read, based on readers, is 3.09.
FIRST READERSHIP FIGURES

Grazia’s first 12-month measure is 63 000, or 0.2% penetration into the adult (15+) market. The
title’s audience is 78.1% female, 40.6% are aged 25-34, 29.9% are aged 15-24, and 68.7% are in LSM
8-10.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 13 of 17

Good Housekeeping first 12-month readership figure is 137 000, or 0.4% reach. The publication’s
readers are majority female (82.7%), aged 50+ (31.1%), and in LSM 8-10 (59.3%).

Top Gear has started with a bang, achieving a 12-month readership of 731 000, or 2.0% readership.
The majority of readers are male (81.5%), aged 15-24 (42.6%), and 54.4% are in LSM 8-10.
Top 10 magazines
by reach in % (with average issue readership)
10.9
DStv (4.067-mil)
9.6
KickOff (3.567-mil)
8.1
7.8
Drum (3.027-mil)
Bona (2.909-mil)
7
True Love (2.609-mil)
6.2
6
6
You (2.304-mil)
Move! (2.228-mil)
Huisgenoot (2.224-mil)
4.6
Amakhosi (1.724-mil)
3.4
People (1.276-mil)
TELEVISION
(Please note that SAARF TAMS® is the official currency for television.)
The new benchmark figure for television viewing is 91.6%, with 34.095-million viewers.
The new benchmarks for individual television platforms (7 days) are, in order of size:
1. SABC 1 is viewed by 79.3% of the total adult population, amounting to 29.521-million viewers.
2. SABC 2: 71.2% viewership, 26.479-million viewers.
3. e.tv: 66.7%, viewed by 24.836-million adults.
4. SABC 3: 56.6% viewership, 21.062-million viewers.
5. Total DStv: reaching 31.4% of adults (11.669-million).
6. Total community TV: 10.0% viewership, 3.738-million viewers. Soweto TV commands 9% of
viewing, showing its dominance in the community TV sector.
7. M-Net main channel: 6.9%, 2.560-million.
8. Total Top TV: 1.3%, 483 000.
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 14 of 17
RADIO
(Please note that SAARF RAMS® is the official currency for radio.)
The new benchmark for radio listenership is 34.257-million listeners per week, with a reach of 92.1%.

Total commercial radio: 33.272-million listeners, with a reach of 89.4% (past 7 days); and

Total community radio: 9.375-million listeners, with a reach of 25.2% (past 7 days).
RADIO LISTENING PLATFORMS
On top of listening on traditional devices, 29.5% of adults listen to radio on their cellphones, 5.8% listen
online, and 0.5% listen on DStv’s audio channels.
OUT-OF-HOME
(All formats mentioned are those which carry advertising.)
In addition to the population update making comparison with previous AMPS releases impossible, this
media sector has also completely changed its questionnaire methodology as of AMPS Jun 13.
For both these reasons, comparisons with previous AMPS data are invalid.
New out-of-home media benchmarks
% of adults exposed to the medium (p7d)
Minibus taxis
68.6%
Street poles
63.7%
Billboards
62.4%
Litterbins
51.8%
Buses
44.2%
Bus shelters
35.2%
Building/construction site wraps
35.0%
Trailers
SAARF AMPS Jun 13
29.2%
Results for July 2012-June 2013
Page 15 of 17
INTERNET

Access internet yesterday: 6.922-million users, 18.6% of the total adult population.

Access internet in the past 7 days: 9.035-million users, 24.3%

Access internet in the past 4 weeks: 10.182-million users, 27.4%
New benchmarks for internet usage
69.3
64.8
70
60
50
40
30
20
10
0
53.4
18.6
Yesterday
24.3
7 days
27.4
4 weeks
Yesterday
7 days
% of total adults
% of LSM 9-10 adults
4 weeks
CINEMA

Cinema up to 7 days: 415 000 people attended a screening, 1.1% of total adults

Cinema up to 4 weeks: 1.475-million people attended, 4.0% of total adults
New benchmarks for cinema attendance
49.6
50
40
27.2
30
18
20
10
4
13.7
8.1
0
Up to 4
weeks
Up to 3
months
Up to 12
months
Up to 4
weeks
Up to 3
months
% of total adults
% of LSM 9-10 adults
Up to 12
months
ends
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 16 of 17
Note to the editor:
The South African Audience Research Foundation (SAARF) is the provider of research data to the advertising,
marketing and media industries. Its main objective is to direct and publish media and product/brand
research for the benefit of its stakeholders, thereby providing data for target marketing and a common
currency for the buying and selling of media space and time. The information is also used by media owners
for strategic programme and editorial planning.
SAARF conducts a number of major media and product/brand surveys. The All Media and Products Survey
(AMPS®), includes extensive information on media as well as products, services, brands, attitudes, interests
and activities and is South Africa's only free source of data on nearly 120 product categories and over 1 500
brands. Other important surveys are the Radio Audience Measurement Survey (RAMS®); the Television
Audience Measurement Survey (TAMS®) and the SAARF Out of Home Media Survey (OHMS). SAARF also
provides comprehensive information on target groups, and supplies segmentation tools which include the
SAARF Living Standards Measure (LSM®), SAARF Life Stages, SAARF Lifestyles and SAARF Attitudes, which
are widely used for segmenting target markets.
For further information, please contact:
Bridget von Holdt, Glasshouse Communication Management
Tel: (011) 646-9992
Email: bridget@ghcm.com
SAARF AMPS Jun 13
Results for July 2012-June 2013
Page 17 of 17