MEDIA RELEASE
22 March 2012
SAARF AMPS® DEC 11
Media maintain, and in some cases grow, consumption, despite tough
economic times
Wrapping up 2011, the South African Advertising Research Foundation (SAARF) has released AMPS Dec
11, covering the media, product and brand consumption habits of South Africa’s adults over the past
year. For most media, 2011 was not as bad as some might have anticipated, at least where maintaining
audiences was concerned.
2011 was a good year for most media, despite the prevailing financial squeeze.
Overall readership results for print were reasonably positive, with both newspapers and magazines
maintaining their readership bases in the face of increased media proliferation and the continued rise of
digital (internet access once again grew significantly). In
SURVEY DETAILS
total, newspapers maintained their reach, as did their
glossier cousins, the magazines.
 Fieldwork covered January to
Television too retained its strength. While weekly TV viewing
was stable overall, most individual TV stations and satellite
platforms attracted significantly more eyes in 2011.
More adults also tuned into radio, with the commercial and
PBS sector growing significantly, while the community radio
sector trended up.



December 2011.
Sample size: 25 160
The universe is adults aged 15
years and older.
The population has been updated
to 2011 IHS Global Insight
estimates.
Moving to the out-of-home sector, the revision of the frequency options and the wording of questions for
this medium have driven the significant changes recorded in levels of exposure, which have declined
overall.
Another decline was posted by cinema, which showed a significant decrease in attendance across 2011.
This AMPS release uses the new 2011 population updates from IHS Global Insight estimates. These updates,
which see the adult 15+ population growing by 2.7%, have had a significant impact on the AMPS Dec 11
results. The industry should carefully examine these population changes, bearing them in mind when
dealing with changed audience results.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 1 of 17
POPULATION UPDATE
The new 2011 population updates from the IHS Global Insight estimates have had a significant impact on
AMPS Dec 11 results.
In total, the 15+ population has increased by 2.7%, from 34.02-million to 34.934-million, with a number of
demographics changing because of this.
For many media, the new population estimates have affected audiences in thousands, even if incidence
does not reflect any change.
By understanding the effects of the population update, the industry will be able to get a better
understanding of what has happened to audience results.
BACKGROUND TO THE POPULATION CHANGE
The last population update for AMPS took place in the July 2009-June 2010 survey (AMPS Jun 10), released
in September 2010. This update reflected mid-year 2010 estimates supplied by the Bureau of Market
Research of UNISA (BMR). The next population update was deferred to March 2012, in order to take into
account the mid-year estimates from Stats SA.
This update has now been implemented.
The current AMPS Jan-Dec 2011 survey reflects population updates for 2011, supplied in September of last
year by the IHS Global Insight Regional eXplorer suite of models.
IHS Global Insight’s demographic model differs from the previously employed BMR model in a number of
technical areas:

The cohort component model handles mortality in a different way, specifically with regard to the
impact of HIV/Aids. Specifically, the BMR model shows a greater impact.

For regional distribution, slightly different techniques are employed.

The model is checked for consistency with the economic, labour, income and development factors
of every region in South Africa.
The resultant population updates are, therefore, different to the previous population estimates for a
number of demographics.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 2 of 17
(2010 figures are derived from BMR population estimates, and 2011 figures are derived from IHS Global
Insight population estimates.)
SEX
While the changes in male and female proportions have not
been significant, the percentages are nonetheless closer
together, indicating slightly more males.
2010
2011
‘000
%
‘000
%
Male
16 113
47.4
16 879
48.3
Female
17 907
52.6
18 055
51.7
AGE
There are less 15-24 year olds in the IHS estimate. Numbers for
the 25-49 age groups remain similar, while the estimates for
50+ are higher than they were with BMR.
2010
2011
‘000
%
‘000
%
15-24
10 048
29.5
9 820
28.1
25-34
7 749
22.8
7 905
22.6
35-49
8 569
25.2
8 814
25.2
50+
7 654
22.5
8 395
24.0
Significant increase
POPULATION
GROUP
Significant decrease
Most of the population increase has come from the black
community, which has risen by over one million adults. The
number of coloureds remains similar, as has the number of
Indians. There has been a decrease in the white population by
about 300 000. Media which target these population groups may
see a difference in their audience in thousands.
2010
‘000
2011
%
‘000
%
Black
25 613
75.3
26 784
76.7
Coloured
2 942
8.6
3 006
8.6
Indian
927
2.7
936
2.7
White
4 538
13.3
4 208
12.0
Significant increase
SAARF AMPS Dec 11
Significant decrease
Results for Jan-Dec 2011
Page 3 of 17
There have been many shifts in the classification of places.
There has been growth in the metros, and two new metros
have emerged: Krugersdorp and Germiston. Many places
have had their community size either upgraded to city/large
town status, such as Knysna and Barberton, while others, such
as Brits and Vryheid, have lost this classification.
COMMUNITY SIZE
2010
2011
‘000
%
‘000
%
$ 250 000+
11 541
33.9
12 700
36.4
$ 40 000-249 999
4 626
13.6
4 735
13.6
$ 500 -39 999
4 148
12.2
4 223
12.1
Total urban
20 314
59.7
21 658
62.0
Less than 500/rural
13 706
40.3
13 276
38.0
Significant increase;
PROVINCE
Significant decrease; $ Movement of places in urban categories
The Western Cape and Limpopo have remained fairly
unchanged in terms of proportion to the total population.
The Free State has declined significantly, down by 100 000.
The Eastern Cape and North West are also down slightly.
KwaZulu-Natal grew significantly in the previous BMR
update, and has maintained these numbers. Mpumalanga
saw some increase. The greatest difference has occurred in
Gauteng, which is up by 1.3-million, which makes sense
intuitively, as this is where the country’s growth is.
2010
2011
‘000
%
‘000
%
Western Cape
3 524
10.4
3 556
10.2
Northern Cape
718
2.1
796
2.3
Free State
2 210
6.5
2 078
5.9
Eastern Cape
4 734
13.9
4 672
13.4
KwaZulu-Natal
7 148
21.0
7 117
20.4
Mpumalanga
2 340
6.9
2 487
7.1
Limpopo
3 752
11.0
3 724
10.7
Gauteng
6 882
20.2
8 201
23.5
North West
2 712
8.0
2 303
6.6
Significant increase
SAARF AMPS Dec 11
Significant decrease
Results for Jan-Dec 2011
Page 4 of 17
METROPOLITAN AREA
In general, the metros have increased in size. All the
Gauteng metros have grown – Pretoria and Reef in
particular – with the exception of Soweto which has
declined by 100 000. Durban has maintained but there has
been a decrease in Pietermaritzburg. Cape Town and Cape
Town Fringe declined slightly.
These changes could affect regional papers and radio
stations.
2010
‘000
2011
%
‘000
%
Cape Town
2 298
6.8
2212
6.3
Cape Town Fringe
332
1.0
313
0.9
PE/Uitenhage
853
2.5
885
2.5
East London
386
1.1
388
1.1
Durban
2 063
6.1
2096
6.0
Pietermaritzburg
372
1.1
317
0.9
Kimberley
133
0.4
139
0.4
Bloemfontein
317
0.9
358
1.0
Vaal
716
2.1
840
2.4
Greater Johannesburg
1 934
5.7
2127
6.1
Soweto
907
2.7
804
2.3
Reef
2 710
8.0
3365
9.6
Pretoria
1 344
3.9
1615
4.6
Significant increase
SAARF AMPS Dec 11
Significant decrease
Results for Jan-Dec 2011
Page 5 of 17
DEMOGRAPHIC DATA
PERSONAL DATA
HOUSEHOLD INCOME
Average household income is R8 612, up 5.3% from R8 175 in AMPS Jun 11. This is ahead of inflation.
In general, there has been an upward movement for household income groups, which have not been
adjusted in this release.
Three groups showed statistically significant change over the previous survey:

The R800-R1 399 household income group declined significantly, from 12.0% to 11.1%.

The R1 400-R2 499 group declined from 12.9% to 11.6%.

The R20 000+ group increased significantly over the last AMPS release, rising from 11.7% to 12.6%.
LIVING STANDARDS MEASURE (LSMs)
LSM 1-4 is significantly down, while LSM 5-7
has grown. The top end of the market, LSM 810, remains stable.
WORK STATUS
There were no significant changes in work
status over AMPS Jun 11.



Working full-time: 26.8%,
9.37-million.
Working part-time: 8.5%,
2.979-million.
Not working (including the unemployed, students, housewives, and retired people): 64.7%,
22.585-million.
HOUSEHOLD DATA
Household results are comparable across AMPS Dec 10, Jun 11 and Dec 11, this despite the updating of the
household population in line with the new IHS Global Insight population estimates implemented in this
release.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 6 of 17
In total, the household population has increased by 5.3%, from 13.369-million to 14.074-million.
2010
‘000
Total households
2011
%
‘000
%
13 369
100.0
14 074
100.0
Black
9 956
74.5
10 699
76.0
Coloured
995
7.4
1 034
7.3
Indian
319
2.4
335
2.4
White
2 099
15.7
2 007
14.3
Total urban
8 102
60.6
8 958
63.6
Less than 500/rural
5 266
39.4
5 116
36.4
Western Cape
1 270
9.5
1 355
9.6
Northern Cape
306
2.3
316
2.2
Free State
977
7.3
908
6.5
Eastern Cape
1 916
14.3
1 913
13.6
KwaZulu-Natal
2 626
19.6
2 645
18.8
Mpumalanga
882
6.6
989
7.0
Limpopo
1 508
11.3
1 433
10.2
Gauteng
2 795
20.9
3 533
25.1
North West
1 088
8.1
981
7.0
POPULATION GROUP
COMMUNITY SIZE
PROVINCE
Significant increase
Significant decrease
(2010 figures are derived from BMR population estimates, and 2011 figures are derived from IHS Global
Insight population estimates.)
ACCESS TO SERVICES, AND DURABLES IN THE HOME
Electricity is trending up, with 92.4% of all households having access. Water in the house/on the plot is
significantly up, from 79.5% to 80.7%. More homes also have a flush toilet: up from 62.8% to 65.3%.
There is a greater incidence of electric stoves (up from 63.7% to 65.4%) and microwave ovens (from 58.9%
to 61.4%).
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 7 of 17
MEDIA AUDIENCE RESULTS
This report compares data from two AMPS releases:


the current release, SAARF AMPS Dec 11 (January-December 2011); and
the previous release, SAARF AMPS Jun 11 (July 2010-June 2011).
In some instances, data is also quoted from SAARF AMPS Dec 10 (January-December 2010).
All three surveys were conducted using DS-CAPI and are based on adults aged 15+.
Only statistically significant differences are quoted, and are based on percentages,
not on number of people.
PRINT
Considering the tough financial conditions in the local market, with pressure on both ad revenue and
consumers’ disposable income for media purchases, the readership results for print portray a reasonably
positive image for the medium.
Both newspapers and magazines have maintained their readership bases over the previous AMPS release,
with both showing improved levels at the six-month filter, although these claims of readership have not
translated into a boost in average issue readership.
In total, 65.8% of the adult population aged 15+ reads a magazine or newspaper publication.
Repertoire is slowly slipping, with slightly fewer titles per reader. Since AMPS Dec 10, when the total print
repertoire was 4.21 titles per reader, this figure has declined to 4.08 in the previous AMPS release, and to
4.07 currently.
Print readership at a glance:
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 8 of 17
Readership on digital and mobile platforms is significantly up, but still accounts for only a fraction of total
readership. Only 3.8% of adults claimed to have read a print title online (up from 3.3% previously), while
1.8% said they read a title on a cellphone (up from 1.4%).
NEWSPAPERS
In total, newspapers have maintained their reach, with readership of any newspaper holding firm at 48.9%
(17.072-million readers aged 15+). There are significantly more readers from the 50+ age group and in
Pretoria, with fewer readers coming through from the Free State and Bloemfontein.
Most individual newspaper titles have reflected this consistency, with few showing significant changes in
reach, although a number of papers have either gained or lost readers in thousands, an effect which can
likely be ascribed to the updated population figures used in this release of AMPS.
While average issue readership remained stable, there was a significant increase in readership at the sixmonth filter, with more people claiming to have read or paged through a newspaper title in the past six
months (83.2%) than they did in AMPS Jun 11 (80.8%).
Mirroring the trend seen in newspapers in general, the daily and weekly paper sectors grew their six-month
readership, while average issue readership stayed solid.
Readers’ newspaper repertoire continues to trend down, from 2.16 in AMPS Dec 10, to 2.12 in the previous
release, with the latest figure standing at 2.10 newspaper titles per reader.
DAILY NEWSPAPERS
Average issue readership of any daily newspaper: stable at 30.8%, with 10.761-million adult readers in
total, with gains in Pretoria. Declines were seen in the Northern Cape and Bloemfontein.
Repertoire: stable on 1.34 dailies per reader.
SIGNIFICANT READERSHIP CHANGES FOR INDIVIDUAL TITLES

The Citizen’s cover-price drop in early 2010 seems to still be delivering positive results, as the
title upped its readership from 1.1% in AMPS Jun 11, to 1.5% currently. Readership figures have
now exceeded the half-million mark, at 508 000, up from 379 000 a year ago. Gains were seen in
the 35+ market, in urban areas, and in LSM 8-10.

Zulu-language tabloid, Isolezwe, is steadily creeping towards the milestone of one-million
readers. The publication’s readership is currently 912 000, up from 756 000, with a reach of 2.6%
compared to the 2.2% of AMPS Jun 11. Gains were seen in KwaZulu-Natal and Durban, and
amongst females. The paper’s Sunday issue shows signs of following this trend, with an up-trend
coming through in its figures.

The first 12-month figures for The New Age are in: a reach of 0.1%, with 39 000 readers.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 9 of 17
Shifting audience profiles

Sowetan has grown its Pretoria readership base.

Volksblad lost readers in Bloemfontein.

Daily Sun’s Pretoria readership has grown, as has its 50+ audience, while there was a decline in the
Northern Cape.

Daily Dispatch lost female readers.
WEEKLY NEWSPAPERS
Average issue readership of any weekly newspaper: holding steady at 34.1%, with 11.915-million readers,
with gains in the Western Cape.
Repertoire: trending down to 1.70 weeklies per reader from 1.73 in AMPS Jun 11 and 1.80 in AMPS Dec 10.
SIGNIFICANT READERSHIP CHANGES FOR INDIVIDUAL TITLES

Following a sharp decline in the previous AMPS release, the Super Saturday Citizen has
recovered some of the readership it lost in the previous AMPS release. The paper is up from 0.1% in
AMPS Jun 11 to 0.2% currently.

The Cape newspapers have remained wholly consistent, with the exception of Die Burger
(Saterdag). The paper grew its average issue readership from 0.7% previously to 1.1%, up in
thousands from 226 000 to 386 000. Gains came through specifically in small urban and rural areas,
the Western Cape, the 50+ market, and in LSM 5-10.

Volksblad Saterdag declined from 0.2% reach in AMPS Jun 11 to 0.1%, with losses in
Bloemfontein, although readership was up in Gauteng. The decline might be due to the population
changes, since this title’s readership has been very consistent up to now.
Shifting audience profiles

Sunday World’s Gauteng audience has dropped.

Son op Sondag is up in the Western Cape.

The soccer publications, both newspaper and magazine, are once again trending up, and all of them
in Limpopo. Soccer Laduma has shown a significantly larger reach into this province.

Ilanga LangeSonto has more reach in the Pietermaritzburg region.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 10 of 17
MAGAZINES
Like their newsprint cousins, magazines have held firm to their audience bases over the previous AMPS
release.
Overall, magazines continue to command a 50.5% reach into the local adult market, with a total
readership of 17.624-million.
On a six-month filter, significantly higher readership was picked up: from 66.3% in AMPS Jun 11 to 68.0% in
the current release. This readership did not however, translate through to average issue readership.
Across most frequencies, magazine readership remained stable.

Average issue readership of any weekly magazine: 25.5%, with 8.9-million readers, although with
declines in large urban areas, Gauteng and LSM 8-10.

Average issue readership of any fortnightly magazine: 11.7%, with 4.091-million readers. Gains
came through from Limpopo.

Average issue readership of any monthly magazine: 37.8%, with 13.198-million readers. There
were gains in Limpopo and declines in Gauteng.

Average issue readership of any alternate-monthly magazine: This frequency declined
significantly overall compared to the previous release, down from 9.8% in AMPS Jun 11 to 6.8%.
Readers were lost in both urban and rural areas, in all provinces except the Western Cape and
Limpopo, across all age groups, and in LSM 1-7. This category did however, lose the readership of
Vuk’uzenzele, which changed its frequency to monthly, which could account somewhat for this
decline.

Average issue readership of any quarterly magazine: 2.7%, 950 000 readers.

Average issue readership of any subscriber magazine (excluding store magazines): 12.3%,
4.314-million. Readership was up in the Western Cape, amongst males, and in LSM 5-7.
SIGNIFICANT READERSHIP CHANGES FOR INDIVIDUAL TITLES

Dish/skottel’s readership has grown in line with subscriptions: AMPS measures 1.2 readers
per subscription. Reach has increased from 11.0% to 11.9%, with gains especially in the Western
Cape, amongst males and LSM 5-7.

Readership of the Financial Mail has declined, from 0.6% in AMPS Jun 11 to 0.4% currently.
Losses came through from small urban and rural areas, the Northern Cape and LSM 5-7.

Garden/Tuin Paleis: up from 0.5% to 0.7%, with increases in small urban and rural areas.
Despite heavy proliferation in the gardening/home magazine sector, most titles have maintained
their readership.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 11 of 17


Noseweek: down from 0.2% to 0.1%, with losses in small urban and rural areas.
Vuk’uzenzele’s readership has declined from 4.4% to 3.6%, with decreases in readership in
large urban areas, the Free State, amongst females, the 15-24 age group, and in LSM 5-7. (The title
changed its frequency from an alternate-monthly to a monthly.)
Shifting audience profiles

A significant loss of male Bicycling readers has been balanced by an equal number of new female
readers, keeping this title’s readership on an even keel.

Bona: up in East London and amongst the 50+ age group.

Drum: up in Limpopo.

Finesse’s readership is up in the Western Cape.

FHM: down in Gauteng.

Go!/Weg!: up in the Western Cape.

Home/Tuis: down in Gauteng but up in the Western Cape.

Huisgenoot: readership is down in urban areas, in the Free State and Gauteng, in Bloemfontein and
in the 35-49 age group. Sister publication You has also experienced audience declines in a number
of markets: urban areas, the Western Cape and Gauteng, in Cape Town, and in the 50+ market.

Like Soccer Laduma in the newspaper sector, Kickoff and Amakhosi are both up in Limpopo.

Rooi Rose grew its Western Cape readership.

Soul: up amongst female readers.

TV Plus: lost readers in Johannesburg and Pretoria.

True Love has lost readers in Mpumalanga and Gauteng, specifically in Soweto. This title’s
readership is down by 116 000 readers in total, 86 000 of whom where Soweto residents. This
decline could well be the impact of the significant Sowetan population change implemented in this
release of AMPS.

Vrouekeur: down in Gauteng.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 12 of 17
TELEVISION
(Please note that SAARF TAMS® is the official currency for television.)
AMPS Dec 11 brings more good results for television, as the medium continues to extend its influence.
While total weekly TV viewing remained stable at 90.8%, most TV stations and platforms showed
significant growth over the previous AMPS release.
South Africa’s four terrestrial channels – SABC 1, 2, 3 and e.tv – are all up by nearly a million viewers each,
even if, in the case of SABC 1 and e.tv, total reach isn’t up.
Pay TV is finding its way into more and more homes: 27.0% of households have a pay-TV subscription, up
from 24.3% in the previous survey. There is slightly more viewing of M-Net as a channel, while DStv
continues to charge ahead, with TopTV making some significant gains of its own.
Viewing of community TV has also grown over the previous AMPS release. Closer inspection of these gains
shows that much of community TV’s growth in thousands is coming from Soweto TV, which is doing well.
The other community TV players, like Cape Town TV and Tshwane TV, continue to post very low figures,
whereas Soweto TV’s weekly viewers number some 2.5-million, with much of this viewing coming from
DStv viewers in other provinces.
How people consume the medium has remained largely traditional, with viewing via cellphones at 1.0% of
the adult population, while 0.7% of adults said they viewed TV online, a significant rise over the 0.5% of
AMPS Jun 11.

SABC 1: trending upwards, with reach now at 79.1%, with 27.645-million viewers per week. The
station grew especially in large urban areas and the Western Cape, in the 25-34 age group, and in
LSM 5-7.

SABC 2’s weekly reach has risen significantly, from 68.4% in AMPS Jun 11 to 70.7% currently
(24.684-million weekly viewers in total). Growth came from small urban and rural areas, and the
Northern Cape, Limpopo, and North West provinces. There was also growth in the 15-34 and 50+
age groups, and in LSM 5-7.

SABC 3: from 55.4% to 57.4%, with 20.041-million viewers in total in an average week, up in
urban areas, the Western Cape, the Northern Cape, 35+ and LSM 5-7.

Despite growing its audience in thousands, e.tv’s weekly reach holds firm at 67.4%, with
23.546-million viewers.

Viewership on the M-Net channel has grown from 6.1% to 6.5%, with gains in the Western Cape.

Total DStv is up from 23.7% weekly reach in AMPS Jun 11 to 26.3%, with 9.198-million
viewers. The satellite platform has seen growth across both urban and rural areas, the Western
Cape and Johannesburg, across all ages, and in LSM 5-10. Excluding the terrestrial channels, DStv’s
weekly reach is 25.1%, up over the 22.5% reach recorded in AMPS Jun 11.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 13 of 17

Total TopTV: up from 1.1% to 1.6% reach in an average week, with 551 000 viewers, an
increase of just over 200 000 weekly viewers. Gains came through from large urban areas, the
Eastern Cape and Johannesburg, as well as the 15-24 and 35+ age groups, and LSM 5-10.

Total Community TV’s weekly reach has grown from 6.8% in the previous survey to 8.1%
currently, with 2.846-million viewers. Viewing increased in both urban and rural areas, the Free
State, Limpopo and North West provinces, in Pretoria, in the 35+ market, and LSM 5-7.
RADIO
(Please note that SAARF RAMS® is the official currency for radio.)
Total weekly radio listenership has grown significantly over the previous AMPS release.
On an average week, the medium now reaches 92.7% of all South African adults, up from 91.9% in
the previous survey (growing especially in East London and in the 50+ age group).
Behind total radio’s growth was a significant rise in listenership in the commercial and PBS sector:
from 89.0% to 90.0%, with increased listenership seen especially in the 25-34 market.
While not showing statistically significant gains, the community radio sector is nonetheless trending up,
with gains in Limpopo but losses in Johannesburg. Weekly reach is 25.9%.
These Joburg losses are likely due to the adjusted population figures used for this release of AMPS. Jozi FM,
for example, is down in thousands , although its reach remains stable.
OUT-OF-HOME
AMPS Dec 11 marks the first 12-months’ worth of data that comes
off the changed AMPS questionnaire for the out-of-home sector.
On top of the revision of the frequency options and the wording of
questions for out-of-home media in the Jan-June 2011 AMPS
period, the recall material shown to respondents during the
interview was also changed considerably, with new out-of-home
signs being added.
The significant changes seen in out-of-home exposure in this
release have most likely been driven by these questionnaire
changes.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 14 of 17
In total, exposure to any out-of-home advertising on a seven-day basis is down. Demographics driving this
decline were both urban and rural areas, the Western, Eastern and Northern Cape, KwaZulu-Natal, age 34+
and LSM 1-4.
BILLBOARDS
AMPS used to measure billboards. The new outdoor section also included streetpole ads and suburban
signs, asking separately about exposure to these formats.
Exposure to billboards ‘proper’ has therefore dropped significantly. Before the questionnaire change,
billboards’ seven-day exposure was 70.7%, in AMPS Dec 10. With the introduction of the changes,
billboards’ exposure fell from 64.4% in AMPS Jun 11 to 57.9% currently, with declines in both urban and
rural areas, in all provinces except the Eastern Cape, across all age groups, and across all LSM groups.
It is SAARF’s hypothesis however, that in previous surveys, respondents were claiming streetpole ads and
suburban signs as billboards. If you add the current figure for streetpole ads and suburban signs back into
the figure for billboards, you will get approximately the same level measured in the AMPS Dec 10 release.
Therefore, AMPS Dec 11 marks a new benchmark level for billboards.
BUILDING/CONSTRUCTION SITE WRAPS
A new format on the AMPS out-of-home questionnaire, this form of outdoor was seen by 37.4% of adults
over a seven-day period.
BUSES
Exposure to advertising on the outside of buses is stable at 44.1% across the week, although there were
declines in the Western Cape, Free State and Gauteng.
BUS SHELTERS
Down from 39.5% to 37.9%, with losses in large urban areas, the Western and Northern Cape, Free State,
Gauteng, and in North West, as well as amongst males and in LSM 8-10.
DUSTBINS
This format is up from 49.8% to 51.7%, with gains in small urban and rural areas, the Eastern Cape and
Limpopo, in the 25-34 market and in LSM 5-7, but with downward demographic shifts in large urban areas,
the Western Cape and Gauteng.
MINIBUS TAXIS
Exposure to advertising on the outside of minibus taxis is stable at 75.1%, with gains in North West. This
format lost ground however in large urban areas, the Western and Northern Cape, Gauteng, and LSM 8-10.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 15 of 17
TRAILERS
Down from 35.9% to 32.1%, in both urban and rural areas, the Western, Eastern and Northern Cape, the
Free State, KwaZulu-Natal and Gauteng, and across all ages and all LSMs.
STREETPOLE ADS

Seen by 58.8% of the adult population.
CINEMA
In the previous AMPS release, cinema attendance was trending down. In the current release, attendance
has dropped significantly, which could be related to the rise of satellite TV and video-on-demand services.
Cinema attendance is down across all time filters except “up to 7 days”, where it is stable with 1.2% of the
population claiming to have attended a screening in that time.
LSM 8-10 viewing is significantly down across the board, and there have been declines in a number of time
frames in the Western Cape, Gauteng and KwaZulu-Natal.

Cinema – up to 4 weeks: down from 4.9% to 4.2%, with losses in large urban areas, Gauteng,
amongst females, and in LSM 5-10.

Cinema – up to 3 months: down from 10.0% to 8.8%, with declines in large urban areas, the
Western Cape and Gauteng, the 50+ market, and LSM 5-10. There were however, gains made in
Limpopo.

Cinema – up to 12 months: down from 19.7% to 18.7%, with losses in large urban areas, the
Western Cape, KwaZulu-Natal and Gauteng, and LSM 5-10.
INTERNET
Once again, the results for Internet access show the onward march of digital in South Africa.
Internet access is significantly up, notably in small urban and rural areas. Growth is being driven by the
15-34 age group and LSM 5-10, across all time filters.

17.0% of all adults accessed the internet in the past seven days, up from 15.5% in the previous
release. There are now 5.94-million internet users in an average week.
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 16 of 17

19.8% of adults accessed the net in the past four weeks, up from 18.0% in AMPS Jun 11, with
6.93-million users.
ends
SAARF AMPS Dec 11
Results for Jan-Dec 2011
Page 17 of 17