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Author: Mark

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MAPS 9-month data to be released in June

The Marketing Research Foundation (MRF) is pleased to announce its quarterly release of the Marketing All Product Survey (MAPS). The next release encompasses nine-month data (July 2020 to March 2021) and will be released towards the end of June 2021 before fieldwork continues for the first full year dataset, set for release in October.

“The data collection for the first quarter of 2021 has been completed and is currently being verified in preparation for the MRF’s scrutiny process,” says MRF’s CEO, Johann Koster. “I can confirm that this is an intensive task that tests the integrity and stability of the data, which is managed by the MRF Research Committee.”

Just as the MAPS Wave 1 data was completed, the data will be prepared for final release together with the data tree going to the software bureaux beforehand enabling subscribers and their agencies access to the updated data. The exact release date will be confirmed at a later stage by the MRF.

Data from Wave1 (July – Dec 2020 fieldwork period) was presented to subscribers on 18 March and to the broader industry on 25 March this year. “We are exceptionally pleased that the results have been so well received and feedback from subscribers has all been very positive,” confirms Koster. “I would also like to thank Plus94 Research for the sterling and professional work put in to complete, and the continuation of the MAPS fieldwork.”

“Conducting research during the global pandemic was challenging but it will be interesting to see how the consumer’s behaviour changed from the release of the first wave to the results of the 4th quarter,” says Virginia Hollis, the MRF’s Board Chairperson. “Notwithstanding the hurdles MAPS’s fieldwork faced during Covid, we and our subscribers are confident that this data will have a great impact in the daily planning and strategic focus of our marketers and agencies.”

Currently, the MRF is in the process of reviewing both the MAPS face to face questionnaire and branded diary. The first six-month fieldwork period and data release has afforded the MRF the opportunity to gauge the performance of the questionnaire in field as well as the data that has resulted. These learnings will be applied to improve the MAPS questionnaire.

Over and above the learnings taken from the results to date, MAPS subscribers were asked to send proposals of what changes they would like to see in the questionnaire, and excellent feedback was received.  These proposals will now be considered by the Research Committee over the next couple of weeks, when the questionnaire will be finalised for fieldwork starting on the 1st July 2021.

“Fieldwork for the second quarter of 2021 has progressed well and we aim to release that data in October 2021 which will be the first full twelve-month dataset with quarterly updates continuing every three months thereafter,” concludes Koster.

“We look forward to sharing the updated MAPS quarterly data next month and getting the fieldwork started for the very first iteration of our full year dataset.”

For additional information on MAPS - http://mrfsa.org.za/maps/

Social Media: Facebook -      https://www.facebook.com/MRFSouthAfrica/

LinkedIn -        https://www.linkedin.com/company/mrfsa

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Family Feud SA back for a second season

After a hugely successful first season on e.tv, Family Feud SA is back on our screens from this Sunday the 9th May for Season 2.

Family Feud South Africa initially launched on Sunday, 5th of April 2020 during the national South African COVID-19 lockdown and entertained the entire family every Sunday at 6 pm over 26-Episodes. The Family Feud format was an instant success and was the number one watched show in South Africa, with over 2.2 million viewers (age 15+) on average, every Sunday between 18h00 and 19h00. 

The popular game show in which two families compete to name the most popular responses to win cash and prizes has been running since 1976, generating multiple adaptions in over 50 international markets. Family Feud South Africa, Season 1 was the first international version of the popular show hosted by Steve Harvey and Season 2 is promising greater things.  

Steve Harvey, the award-winning entertainer and host of Family Feud South Africa, was instrumental in bringing Family Feud to South Africa. “While hosting the show, I learned so much about South Africa, the people, the different cultures, the language and some interesting cuisine choices. I am looking forward to coming back and getting to know more about the Mzansi, the Rainbow Nation. It’s been a humbling journey and one that undoubtedly will keep broadening my horizons,” said Mr Harvey. 

Mr Harvey expressed his gratitude to KFC who will once again be the headline sponsor and Standard Bank who have come on board to the sponsor the Fast Money round of Family Feud SA. He also thanked the team who have worked on bringing Family Feud Season 2 back to South Africa, and all South Africans who warmly welcomed him and his family are looking forward to once again being back on African soil. 

“I am so grateful to the contestants who have played a key role in my African journey. Being a foreigner, I am learning along the way, and I often get things wrong on the show. Fortunately, the contestants have been amazing teachers – correcting my pronunciation and educating me on all things South African! I do not doubt that I still have a lot more to learn about this wonderful country,” he said. 

The questions in the game show are from answers received from a survey of 100 South Africans. The family scoring the most points walks off with the money and goes through to play Fast Money. The family that comes second gets R10 000 worth of KFC vouchers, and Standard Bank will proudly be sponsoring the Fast Money round. 

Season 2 will once again be produced locally by Rapid Blue TV. The next 26-episode South African season will air every Sunday at 6 pm on e.tv from the 9th of May until the 31st October with a repeat on eExtra, once again bringing hilarious moments and fantastic entertainment to all South Africans. 

Facebook: Family Feud Africa 

Instagram: @FamilyFeudAfrica

Twitter: @FeudAfrica 

Website: www.familyfeudafrica.com

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The BRC to commission a more comprehensive TAMS audit

There have been rapid changes in the recent video viewing landscape exacerbated by the Covid outbreak and the resultant accelerated changes in access to alternate video services and data. In this context, it is more important than ever that the industry remains confident in the TAMS (TV Audience Measurement Survey) panel, the core of South African TV measurement!

The TAMS panel will continue to form the cornerstone of video audience measurement in South Africa as the industry moves forward on the path of including additional screens, platforms and services into Total Video (TV). To this end, the 2021 TAMS audit will be a more comprehensive and expansive audit than in previous years.

“In 2020 we planned an audit encompassing 50 household visits. Unfortunately, the audit was not conducted due to the Covid lockdown,” says BRC’s CEO Gary Whitaker. “This year, the BRC will be validating the panel and implementing 200 coincidental household checks using a remote Covid safe methodology.”

During 2020, TAMS technicians were unable to carry out their normal maintenance activities resulting in The BRC commissioning auditors 3M3A, analyzing the possible effect this would have on the panel and the data. The check was completed in July 2020 by comparing the panel data for two weeks in 2020, from January 13th to 19th and July 6th to 12th.

Overall findings determined that the panel had decreased in size from January to July by 8% from 10 727 to 9 907 with decay happening to all parts of the panel. The panel also saw the mean weight increasing slightly since there are fewer panel members to carry the universe weight. There was no significant increase in the standard deviation and the Panel Efficiency also remained the same. At that point, the panel was still deemed to be a good currency overall for TV advertising in South Africa, however a more in-depth analysis will take place by means of the upcoming audit.

The broad scope of this year’s audit will include amongst others, a technical check – viewing recording and reporting correctly as per the previous audit and ascertaining the general health of the panel. The audit will also include an environmental review; a qualitative review of factors including power supply and information on viewing on other platforms and devices. Whitaker says, “The audit report will have significant input on informing our scope for future measurement including OTT/Streaming, leading into an RFP after the audit. Zero Ratings, which is a global phenomenon brought on by increased fragmentation, continues to challenge all industry players but measurement of OTT/Streaming, amongst other planned interventions, will offer some relief.”

The audit will also include heavy analysis of the changes in the market landscape over recent years, changes to the data output as a result of adjustments to RIMS (Random Iterative Method Weighting) and the universe update to the PAMS universe estimates from the ES (Establishment Survey), more specifically Household and SEM universe estimates.

“The BRC is planning to commission the 2021 TAMS audit by the beginning of April and will run for a period of two months due to the intensive and expansive nature thereof,” concludes Whitaker. “Results of the audit will be publicised shortly thereafter.”

“We have been extremely aware of the impact the pandemic has had on all research, not only here in South Africa, but globally, and by commissioning extra surveys and checks, we will ensure that all of our data is correct, in good health, reflective of the situation and representative of the universe.”

For more information on the BRC visit https://brcsa.org.za/

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Who is the Coolest OG?

In this first-to-TV production, 12 of the Coolest OG’s are competing for a R100 000 grand prize by going through a series of fun and really cool challenges to see if they are truly THEE COOLEST OG.

Contestants will go through different challenges in each episode to see who will ultimately win the title of Coolest OG at the end of the season. Each contestant has been sent a package containing a phone on which they will receive instructions for their weekly challenges.

The series allows viewers to see how elderly people from various cultural backgrounds compete against people of similar age.

Their lounges are transformed into mini studios so they can compete from the comfort and safety of their own homes, sometimes with the help of an influencer or their family members.

The OG’s have never met the other contestants and have no idea how each has performed in the various tasks ranging from cooking, modelling, song writing, music videos, gaming, art, acting and other really cool challenges.

The Coolest OG’s will be adjudicated by four young judges. Each week the judges watch and discuss how each contestant has performed before eliminating a contestant based on their performance and swag.

“Just because you’re older doesn’t mean that you’re not lit! The older generation can also be cool and have a lot to teach us. We can say the same for the younger generation when it comes to teaching the older folk a thing or two!” says Gail Hoffmann Parrish, co-founder of marketing integration company G2 Connection. “This show is a social experiment but it’s also terrific insight into the older and younger generations which will of course lead to spectacular and unforgettable TV moments.

We have loads of integration opportunities for brands in the telecommunication, fashion, food, automotive, music, lifestyle and entertainment categories,” she says.

The show airs from 6 June on SABC 2 on Sunday’s nights from 18h30 to 19h30 with repeats on Sunday afternoons.

“Brand options for sponsors include opportunities on all forms of content generation, digital and social media, radio, working with influencers and much more,” says Gail. “This is one of the most exciting shows to hit our screens.

Whatever your communication and media strategy is, there is a suitable fit within the show!”

If you would like to be a part of this extrodinary journey please contact Gail Hoffman Parrish at gail@g2connection.co.za

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The MRF announces first MAPS data

The Marketing & Research Foundation (MRF) is pleased to announce the availability of the latest Media and Product Survey (MAPS) data, the most comprehensive brands and products research in South Africa. The MRF will be hosting a virtual webinar to introduce MAPS to the media, marketing and advertising industry on Thursday, 25 March 2021.

“This is the first iteration of the MAPS data that encompasses six months of data, July through to December 2020,” says CEO, Johann Koster. “Through MAPS, subscribers and their agencies will have access to some of the most comprehensive brand and product research, being able to track more than 1500 brands, including FMCG, appliances, retail and clothing outlets and fast food/casual dining categories to name a few.”

Not only does MAPS cover products and brands, but also includes intermedia comparisons and a host of consumer behaviour measures. The questionnaire has been modernised and re-engineered to marketer’s current needs, making it a big step-up from the old AMPS. There are several innovations in the new data such as insight into multi-platform behaviour and decision-making questions while the survey is geo-codable to enable a regional view of the data.

Some new metrics have also been included for the first time. These include details on stokvels – their participation, usage and profiles of the participants; liquor purchases – brands, outlets and consumption; malls – preferred malls and frequency of visits, brand loyalty and online purchase patterns. According to Koster, liquor consumption, particularly in the context of the pandemic makes for some very interesting reading!

MAPS 6 Months data introduction to the industry

Where:            Virtual Webinar – https://us02web.zoom.us/j/81883994987?pwd=UVdhOEdXMzBzUlV0SnkxWWRkeW1Fdz09 (Passcode: 274861)

Date:               Thusday, 25 March 2021

Time:               Webinar will start at 10:00

“The new survey and resulting data ushers in the return of insights and comparisons in a single timeframe across products, brands, media interaction and a host of consumer behaviour and beliefs,” concludes Koster. “We look forward to seeing everyone online on 25 March at 10:00 as we introduce the hottest research since, well, ever!”

For additional information on MAPS – http://mrfsa.org.za/maps/

Social Media: Facebook –      https://www.facebook.com/MRFSouthAfrica/

LinkedIn –        https://www.linkedin.com/company/mrfsa

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The BRC’s interim radio data available end March

Hot on the heels of last month’s announcement that the BRC (Broadcast Research Council) would be releasing interim radio data, surveyed by Ask Afrika, the marketing and communications industry can expect the first release of data to software bureaus by the end of March 2021.

“We’re extremely excited about the availability of this data, particularly given the previous lack of RAMS data due to Covid-19,” says BRC’s CEO Gary Whitaker. “Since Q1 2020 and our last data release, media consumption and listening habits have fluctuated and changed before settling into new radio, streaming and podcast listening behaviours and various data sources reflect this.”

The interim data will be delivered to third party providers Telmar and Arianna by the 31st March. “Both Telmar and Nielsen have been engaged ahead of the release and both have received the questionnaire, prelim data and data map,” says Whitaker. “This will assist them to start with prep-work for quick uploading of data once the final data is submitted.”

The second interim data release is expected in May 2021. Surveying will take place through a combination of face to face and online interviews which will deliver insights at a Total Radio listenership level. The assessment of the approach was completed in collaboration with, among others, the AMF (The Advertising Media Forum), a collective of media agencies and individuals including media strategists, planners, buyers and consultants.

“We have a plethora of research data coming out soon,” confirms Whitaker. “This includes the second iteration of the interim radio data and the new ‘future-ready’ Radio Audience Measurement Survey (RAMS) with Ipsos as early as the end of Q2 this year. Watch this space, 2021 is going to be a great year for media research!”

For more information on the BRC visit https://brcsa.org.za/

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The human face of mentorship, training and motivation in a pandemic

Claire Herman, Media Operations Lead at The MediaShop

It is customary to move into a new year with optimism and a heightened level of energy and excitement, but as we move more into 2021 we are reminded of the lesson that 2020 taught us so well – the only constant in life is change, and that we need to adapt and be flexible if we are going to thrive in this new world that we find ourselves in.

More and more companies are continuing to work remotely and I can’t imagine what it must be like to start a new job during these trying times, especially a first-time job… How do you feel welcome in such a distant and remote environment and how are you going to learn and grow to your fullest potential? For existing team members, how do we keep morale and optimism high so that we can continue to better ourselves and progress?

There is no doubt that technology has been the enabler in all of this, allowing us to carry on “business as usual” and giving us amazing platforms to engage, interact and learn in the process. But online fatigue is real, and especially in such a socially-driven industry as advertising, we need to acknowledge that we aren’t in this alone. There is something to be said about not forgetting the human side of things in all the madness, so when looking at mentorship, training and motivation there are three human layers that we can tap into – our leaders, our teams and ourselves. If we are going to achieve our best potential, we need to leverage off this human ecosystem.

The evolving role of leadership

We all know the common traits of good leaders – charisma, vision, influence, passion, confidence, accountability, honesty, the list goes on. But now more than ever we need our leaders to be agile, inspirational, empathetic and engaged. Agility speaks to speed and flexibility, knowing how to adapt and change to stay ahead of the curve – within days of Covid-19 hitting in March 2020 our teams were all set up and ready to work from home, and a new work reality was reimagined.

Along the way we have also had many team members having to deal with sickness and loss of family, friends and colleagues, as well as depression from being isolated and alone – being there to listen and to offer support, whether personally or in the form of providing access to councillors, has helped enormously and demonstrated sincere care for teams and employees. But most importantly, leaders need to regularly engage with all employees, from the very senior to the very junior, being accessible, communicating regularly, and providing forums to interact in a positive and motivating way.

The power of the team

A lot can be said for the power of the collective team – the sense of belonging it brings can be very powerful and that is why developing and nurturing team identity and togetherness is essential. Building on values such as support, connections and inspiration can only build the team up, and when the team does well, spirits are lifted and motivation increases.

It is also important to leverage off each other’s strengths and cultivate a team culture of sharing and learning. I often say that the most valuable training I ever received was on the job as opposed to formal courses and training programmes. Identifying “champions” that can mentor the more junior team members is invaluable – firstly, it gives the champions a sense of purpose and pride in being able to transfer their skills and knowledge, plus it helps to grow good leaders of the future. Secondly, it gives the junior team members priceless experience and helps them feel like valued members that make real contributions.

And yes, it is important to connect regularly. I’m not just talking about work, but also talk about what’s going on in our lives – bringing humanness back and creating a safe space to learn, grow and build each other up.

Self-motivation becoming an integral part of our DNA

The first step is ensuring that you are mentally in the right frame of mind, otherwise you won’t be able to function, let alone grow and thrive. The second step is to ensure you have good work-life balance, which is particularly difficult in the work from home environment, so a conscientious effort needs to be made.

Then you need to really and truly want to do better and be the best you can be. This takes proactivity and taking an active role in your development. It also requires a keen sense of curiosity and not being afraid to ask questions, work hard at finding the answers and getting your hands dirty by practicing while you learn new skills. Lastly, it takes optimism and courage – stay positive and be brave, and you will see the rewards.

So, as we contemplate what lies ahead we need to look to our leaders for clarity, guidance and inspiration, and hold them accountable for their role in our development. We need to integrate fully with our teams and play an active role in this world of give and take. And we need to hold ourselves accountable for our own career development and work satisfaction.

Wishing you all a productive, inspiring and happy 2021!

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Meta Media turns two!

Happy second birthday, Meta Media! This “curious” cultured, #SoWhat driven, full-service media agency opened their Johannesburg office doors in January 2019 and Cape Town in February 2019 and have flourished ever since.

“Over the past two years we have continuously proved that we are the “so what” agency, consistently looking for the insights behind the data and the story behind the story,” says Kagiso Musi, Group Managing Director at Meta Media. “The agency has gone through an incredible journey over the past two years, including that year that shall not be named.”

In the very first year of operation and quite remarkably beating out many other large agencies that have been in business for decades, Meta Media placed top three at the 2019 MOST Awards in not one but two categories, namely Full-Service Media Agency of the Year 2019 and Overall Media Agency of the Year 2019. In 2020, yet more awards when two Assegai Awards were received for integrated marketing campaigns that delivered exceptional results.

Quanita Salie, Cape Town Media Director says,” Happy birthday to us!  It’s been a great two years working with a fantastic team, clients and media partners.  I look forward to many more successful years with everyone.”

“I cannot believe that it’s been two years already,” says Richard Lord, Johannesburg Media & Operations Director. “Happy birthday to us! We look forward to many more years of giving our clients the edge and providing them with real solutions based on real insights.”

“We would like to take this opportunity to thank our valuable clients, or as we prefer to think about them – partners, our incredibly talented Meta Media team, both in Cape Town and Johannesburg and every single media owner that we have worked side by side with, creating innovative and engaging media strategies and plans,” concludes Musi. “This is our village! They say it takes a village to raise a child and because of our ‘village’, Meta Media has grown up to be a media force to be reckoned with in South Africa!”

Meta Media DNA

Meta Media is South Africa’s newest full-service media agency and member of the IPG global network and Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams and a desire to work together where synergy exists. Borne in an era of data and technology, and built on the premise of creating the agency of the future, Meta Media provides solutions based on data and real insights to give its clients an advantage. They look beyond the numbers for the story behind the story. They stay curious!

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The BRC announces interim data for RAMS

Due to the impact of the international COVID-19 pandemic, many industries have been negatively affected and South Africa’s radio currency has been no exception. To alleviate the pressure of no radio data being available, and to get a comprehensive update on the industry the BRC has commissioned research experts, Ask Afrika, to implement an interim radio data study.

 As the pandemic hit and Level 5 lockdown ensued there was no doubt that radio stations in South Africa would see fluctuations in audience data. A huge disruptor being the changes to people’s daily routines and habits. Consumers were no longer commuting to and from work, working hours were altered by home schooling, family life, restrictions on movement, social interactions and the like.

“These shifts in routines and habits have led to massive changes in media consumption, mainly, increases in listening and viewing habits,” says Gary Whitaker, CEO at The Broadcast Research Council (BRC) of South Africa.

Another implication is that the radio research currency was negatively impacted. “As the makeup of the current underlying research methodology involves face-to-face interaction, namely, interviewing respondents for RAMS (Radio Audience Measurement), we were unable to provide data in Q2, Q3 and Q4 of 2020 to demonstrate these irregular times and differences in listenership audiences,” says Whitaker.

According to Sarina de Beer, Managing Director at Ask Afrika, Lockdown has changed consumer psyche and behaviour considerably, which naturally includes how we consume media. These changes did not find its onset during Lockdown however, but these restrictions have added its own layer of complexity to radio consumption.

“The focus of the interim measure will be to support the industry to gain a deeper understanding of just how radio consumption has changed over time. As an essential asset we need to leverage the opportunity as one of the most trusted media sources over time,” confirms de Beer. “I believe that a fresh and deep understanding will enable just that!”

The only RAMS data currently available to the industry is Q1 2020 data and the world has gone through immense changes since then. To supplement this data, two interim sets of radio data will be released at the end of March and May 2021. Surveying will take place through a combination of face to face and online interviews which will deliver insights at a Total Radio listenership level. The assessment of the approach was completed in collaboration with, among others, the AMF (The Advertising Media Forum), a collective of media agencies and individuals including media strategists, planners, buyers and consultants.

While these two radio data sets are exactly that – interim data – the Lockdown regulations have highlighted a clear need for the Listenership currency to be futureproofed. Face to face methods and manual seven-day diaries will soon be a thing of the past. “We are looking forward to revealing the way forward – how Listenership will be measured in South Africa following international best practices as soon as the second quarter of 2021,” concludes Whitaker.

Please visit the BRC’s website at: https://brcsa.org.za/

The Broadcast Research Council of South Africa DNA

The Broadcast Research Council of South Africa (BRC), established in 2015, chief role is to commission and oversee the delivery of radio and television audience measurement research for broadcasters and the advertising and marketing industry.

Issued on behalf of:                            The Broadcast Research Council of South Africa (BRC)

Gary Whitaker, CEO

gary@brcsa.org.za

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The Fashion Hero offers local brands global exposure

This year when Spice Girl Mel B hits our shores to host and begin filming for the diversity inclusive reality TV show The Fashion Hero, four headline brands will have the opportunity for global exposure.

 Gail Hoffman Parrish of G2 Connection, the integrated marketing agency managing all brand immersion for the ten-episode 60-minute reality programme says that The Fashion Hero is a ground-breaking series with no age limit, incorporating contestants from all over the world – all ethnicities, genders, shapes and sizes.

“The Fashion Hero will suit brands in the tourism, alcohol, fashion, mobile, beauty, telco, sports apparel, health, skin care, fragrance, beverages and finance categories,” says Gail. “Brands will get to work with all contestants from the beginning and secretly select their favourite before mentoring them as a future brand ambassador. Brands will also get to work with the contestants during the challenges, both on- and off-camera.”

In addition, participating brands will also be on The Fashion Hero’s judging panel.

“We have a team of 40 international influencers who reach millions of people and promote The Fashion Hero TV series and website on their platforms. If each influencer has even half their followers share our content, the reach is nearing 100 million people from all around the world,” says Gail. “The 32 contestants will be mentored by internationally recognised Social Media Influencers from all over the world (including South Africa), who are champions of diversity themselves.”

The first season of The Fashion Hero aired in over 160 territories worldwide, had over a million fans on Facebook and received 30 million visits to the www.thefashionhero.com website. “We’re expecting even bigger numbers for the second season,” she says. “That’s a lot of opportunity waiting to happen!”

Whatever your communication and media strategy is, there is a suitable fit within the show! If you would like to be a part of this extrodinary journey please contact Gail Hoffman Parrish at gail@g2connection.co.za

 G2 Connection DNA

We connect brands to strategic, aligned communication opportunities to amplify and reinforce the creative brand message. G2 partners with leading production companies whose track record is well established in executing both quality international formats and local content for all broadcasters, including Africa. We complete our solutions offering through partnerships with highly respected PR agencies, specialist digital and mobile companies as well as all ATL media.

Issued on behalf of:                   G2 Connection

Virginia Hollis

Gail Parrish

Co-Founders

Facebook: G2 Connection

LinkedIn: G2 Connection

W: www.g2connection.co.za

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