SAARF has released the latest All Media and Products Survey - AMPS 2008A recently.
Overall, only print and online have attracted more media consumers than they did in the previous release, AMPS® 2007B. The electronic media have remained stable, while the out of home sector, once a stranger to the world of audience losses, has seen a number of its media types in decline.
Here are some highlights:
NEWSPAPERS
As in the previous AMPS® survey, the newspaper medium has again significantly improved its numbers. The medium in total is up from 46.8% in AMPS® 2007B, and from 44.4% a year ago, to 48.4%, with a total of 15,162-million readers. In the space of a year, newspapers have attracted a further 1,337-million readers.
MAGAZINES
AMPS® 2008A does not have good news for magazines overall, which have remained stable over the previous survey. While the current reach of 40.4% may not be a significant improvement over AMPS® 2007B, it is however a significant increase over the previous year, when magazine reach was 37.5%. Total magazine readership is 12,632-million, boosted primarily by growth in the Northern Cape, amongst females, and those aged 16-24.
TELEVISION
Across a week, 83.8% of South African adults watch television, remaining stable on the previous survey. The only significant change was seen for DStv, whose audience is up to 15.2%. While some of this increase is due to improvements on the DStv questions in the AMPS® questionnaire, the platform is still enjoying real growth, as seen in the rise in its subscriptions.
RADIO
Total radio listening across the week remains unchanged over the previous survey, with movement only in the North West, where listeners increased. Community radio however, has grown. Currently, the radio medium reaches 94.1% of all adults in SA (29,459-million listeners). The community radio sector reaches 18.4% of adults, up significantly over the 17.1% seen in AMPS® 2007B. Total community listenership is 5,750-million (up in the Northern Cape and North West).
CINEMA
Across all time filters, except “Cinema – Ever”, this medium has shown no significant growth or decline.
INTERNET
Internet usage continues to rise significantly, mirroring the trends seen in the previous AMPS® survey.
Across the week, 2,419-million South African adults go online, accounting for 7.7% of the adult population, a significant increase over the 6.9% seen in AMPS® 2007B. These gains came through specifically from the Northern Cape, and amongst the 16-24 age group.
