DStv-i Africa: Taking
Return Path
Measurement to new
Frontiers
By
Brenda Wortley
Director-Strategy & Research,
DStv Media Sales, South Africa
© 2010 Kantar Media
What is DStv-i?
The panel of
households is
balanced
according to
Bouquets
A specially modified
DStv subscriber
decoder and
modem is installed
Households are
recruited and key
demographics are
collected
in the household
which allows for
data collection
STB viewing data is
collected via a local
cellular
network
provider and
households data is
sent to Multichoice
daily
STB viewing data
(based on button pressing
on the remote control) is
stored on the Set Top Box
(STB Decoder)
Why Return Path Data (RPD)
Return Path Data (RPD) measurement has been recognized globally as a
cost effective solution to measuring digital viewership
Simplified
direct system
No active
participation
or
management
No need for
paper
diaries
SA
AUS
Existing RPD Services around the world
Q3 2010
Foxtel/Austar
5 000
Dec-04
10 000
200 000
Charter
Jan-07
Communications
305000
(Los Angeles)
DIRECTV
Jan-07
1m
DIRECTV
Jan-09
100 000
NZ
UK
USA
Oceanic Time
Warner
Q4 2010
Sky TV
Jan-07
6 500
BSkyB
Jan-06
33 000
Our Objectives for DStv-i
A more cost effective
solution to audience
measurement
Eliminate the need
for paper diaries
Larger sample
Provide important
measurement to
sizes to address
Audience fragmentation
Real time
audience
measurement
advertisers
Establish a Pan African
Universal metric
to measure channel
performance
© 2010 Kantar Media
Roll Out Plan
POC
Panel Set-up/Roll Out
Future

Kenya
Nov – 12
800
Namibia

Nigeria
Dec– 12
800
Botswana
Jan 13
Angola
May– 13
Zambia
Construction of data output: utopia
W7
Common
Channels
Africa Magic
SuperSport 1
Studio
Universal
MTV
Channel O
Specific
Content/
Language
Nigeria
Kenya
IS7
Ghana
Uganda
SA
Zambia
Bots
Namibia
Common Demographics for comparative analysis
Gender
Age
Household size
Shopping responsibility
Primary caregiver
Common Currency
Calculator
Religion
Cultural specific demographics
Main
Other
Household
Race
Language Languages
Type
Household
Income
Specific cells per country
Cities/
Province
Packages
Viewer
Experience
Separate study to be conducted between Phase 1 & 2 to establish these
LSM?
Behaviour
Indicator?
Segmentation?
8
How can DStv-i be used?
Platform
Advertisers,
Agencies
Channel
Suppliers,
Schedulers,
Content
Producers
Some Challenges – any others?
Power
outages are a
key challenge
Heavy
traffic,
affecting the
rate of
installations
Identifying the
network
providers in each
market who are
able to deliver on
the panel polling
requirements
Monthly cash
payments by
subscribers
Household structures and
details are not always fully
captured in the subscriber
database.
Different swap-out and
activation procedures in
each country
Understanding the nuances that exist
in each market particularly when
formulating the recruitment
questionnaires – it is evident that not
‘one size fits all (CATI, CAPI, paper)
% TVR
RPD vs Meter Data
SA example
Source: Infosys+, Monday 13 August 2012
Household data, excluding guests
Monday-Friday TVRs for Households
Source: Infosys+, 31st July-19th August.
Based on Head of House only for Kenya and South Africa.
Central Africa Time
Saturday-Sunday TVRs for Households
Source: Infosys+, 31st July-19th August.
Based on Head of House only for Kenya and South Africa.
Central Africa Time
Olympic Greats
Source: SuperSport
14
DStv Channel Ranking Kenya HouseholdsWeek 33(Normal week)
Source: Infosys+, 13st July-19th August
DStv Channel Ranking Kenya – Week 32
(Olympics)
Source: Infosys+, 31st July-12th August
Time Spent Viewing – South Africa vs Kenya
South Africa
Kenya
Av Mins
Av Hrs
Av Mins
Av Hrs
Mon-Fri 0600-2400
274
4.57
259
4.32
Sat-Sun 0600-2400
375
6.25
266
4.43
Source: Infosys+, 31st July-19th August. Measurement is based on Head of House only for Kenya and South Africa
17
2012 Olympic Men’s 800m Final
Source: SuperSport
18
Olympics: Men’s 800m final
Olympics: Men’s marathon
Next Steps
1.
Plan is to
establish
Nairobi and
Lagos panels
by November
2.
3.
4.
Establish
further
city panels in
Nigeria
November 12
to March 13
Review and
validate the
data
October 12
to March 13
Report on
the data
from April 13
The future of
Audience
Measurement for
Africa