project profile online viewer survey conducted for cnbc africa conducted by millward brown sa in...
TRANSCRIPT
Project Profile
Online viewer survey conducted for
CNBC Africa
Conducted by Millward Brown SA in
conjunction with iAfrica
Background
BackgroundBackground
Executive SummaryExecutive Summary
• Millward Brown designed an online survey in collaboration with CNBC Africa
• The survey went “live” online for 2 weeks (5-16 November 2007), hosted by iAfrica
• Advertising on CNBC Africa directed respondents to the CNBC Africa site, where an incentive of a flat screen TV prize was used to encourage participation
• The response was excellent, with over 700 self-completion interviews submitted
• Some caveats about this type of research:
● The data represents useful insight into CNBC Africa’s viewership, but as no sampling or quota system was imposed these results cannot be extrapolated quantitatively to represent the attitudes and behaviours of all viewers
● Self completion surveys tend to attract two types of people – those with time on their hands, and those with something (good or bad) to say. Opinions expressed can thus often be somewhat extreme in either direction.
● Our target audience are exceptionally busy as business leaders, so we may well be missing a portion of viewers who simply do not have time to complete the survey
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Age groupAge group ResidenceResidence
Our sample – who completed the online questionnaire?
• 707 CNBC Africa viewers completed the online questionnaire
• Respondents were male biased, mainly English speaking, and 65% aged between 25 and 49 with 78% based in South Africa
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
FEMALE – 62 (9%)
FEMALE – 62 (9%)
TOTAL - 707 RESPONDENTSTOTAL - 707 RESPONDENTS
MALE – 645 (91%)
MALE – 645 (91%)
OTHER – 96 (14%)
OTHER – 96 (14%)
ENGLISH – 539 (76%)
ENGLISH – 539 (76%)
AFRIKAANS – 72 (10%)
AFRIKAANS – 72 (10%)
22
33
44
Other Africa
Other SA
Gauteng
16
38
27
19
Less than 24years
25-34 years
35-49 years
50+West Africa – 57East Africa – 38Zimbabwe – 30
Zambia – 10Botswana – 6Namibia - 4
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
This group has a higher than average East African
component (13%)50% of this group earn less
than $4000 per month.18% are students but 16% are running their own businesses.
Our sample – who completed the online questionnaire?
• There are a wide range of income groups represented with 56% earning more than R30 000 per month.
• Two thirds of respondents own shares on the stock exchange and a quarter have shares in their own company.
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
12
22
25
25
36
67
Private Bank
Offshoreinvestments
Shares in owncompany
Second home
Own unittrusts
Own shareson the stock
exchange15
16
25
33
11
More than$10,000
$6,000-$10,000
$4,000-$6,000
Less than$4,000
Refused 30
7
11
11
17
24
None of these
Consultant
J unior Management
Senior Management
Professional
CEO/ MD/ Owner/ Director
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Household IncomeHousehold Income Financial products ownedFinancial products ownedPositionPosition
Our sample – who completed the online questionnaire?
• Most respondents own medium/small Toyotas or Volkswagens, but usage of luxury vehicles and premium brands such as BMW, Mercedes and Audi is quite high – 27% own more than 1 vehicle
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
5
5
5
6
7
8
12
12
15
20
Honda
Ford
Mazda
Opel
Audi
Nissan
Mercedes
BMW
Volkswagen
Toyota
10
17
14
16
36
26
No car
Other
SUV
Luxury car
Medium car
Small car
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Car ownershipCar ownership Car brandCar brand
27% of under 25’s do not own a car
66% of non-car owners live in other African
countries
Our sample – who completed the online questionnaire?
• SAA was the favourite domestic airline and British Airways the top international choice.
• Sun international and Holiday Inn are the most popular choice of hotel group
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
6
13
16
25
29
30
Hyatt
Sheraton
Hilton
Protea
Holiday Inn
SunInternational
8
9
13
27
27
41
Nationwide
Mango
1Time
Kulula.com
BritishAirways
SAA
6
9
20
26
39
47
Air France
Lufthansa
Emirates
Virgin
SAA
BritishAirways
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Domestic AirlineDomestic Airline Hotel groupHotel groupInternational AirlineInternational Airline
Our sample – who completed the online questionnaire?
• 45% of respondents claim to favour Vodacom as their service provider with MTN not far behind.
• A wide range of drinks were specified with a strong component outside of Africa being non-drinkers
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
3
3
19
20
22
27
Cider
Brandy
Whisky
Wine
Beer
Don't drink
4
4
6
10
40
45
Safaricom
Econet
Celtel
Cell C
MTN
Vodacom
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Cellular NetworkCellular Network Alcoholic DrinkAlcoholic Drink
Our sample – who completed the online questionnaire?
• MNet and news channels dominate respondent’s TV viewing – a quarter claim to listen to Radio 5, while talk stations 702 and SAFM are high on the list of radio preferences
• Rugby and foreign soccer are the most popular sports to watch on TV
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
35
37
40
46
48
48
Bloomberg
Summit
Sky
BBC World
CNN
Mnet
15
19
21
22
22
25
Kaya FM
Classic FM
Highveld
SAFM
702
5fm
20
5
8
9
10
22
26
Other
Golf
DomesticSoccer
Formula1/ touring
cars
Limitedover cricket
Foreignsoccer
Rugby
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
TV Channels watched
TV Channels watched
TV SportTV SportRadio StationRadio Station
A wide range of sports were also mentioned by fewer than 5% of
respondents including athletics, tennis,
African soccer, Test cricket and basketball
Our sample – who completed the online questionnaire?
• Sunday Times and the Business Day are the most read newspapers
• While the Financial Mail is the most popular business magazine, Finweek, the Economist and Time magazine feature prominently
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
13
14
18
22
28
43
Newsweek
PersonalFinance
Time
TheEconomist
Finweek
FinancialMail
8
14
15
23
44
48
Rapport
BusinessReport
Weekly Mail &Guardian
Star
Business Day
Sunday Times
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
NewspaperNewspaper Business MagazineBusiness Magazine
Awareness of programmes
• The locally produced breakfast and lunch shows are the most familiar to viewers, while Personal Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
33%
37%
38%
39%
43%
45%
52%
We the Peoplewith Fenly
Foxen
Mining Africawith ByronKennedy
Red Carpetwith Londi
Sibisi
Correspondents with Nikiwe
Bikitsha
Entrepreneurswith Alishia
Naidoo
Conversationswith Peter
Ndoro
PersonalFinance with
Leigh Roberts
23%
24%
25%
26%
30%
32%
32%
47%
SouthAfrica This
Week
KenyaMarkets
Week
Nigeria ThisWeek
CommerceAfrica
McLaughlinGroup
Tech@Work
The RealEstate
Late Nightwith Conan
O'Brien
57%
58%
59%
60%
62%
65%
67%
78%
The Tonight Showwith J ay Leno
Business Tonightwith Bronwyn
Nielsen and ByronKennedy
Morning Call withPeter Ndoro andLeigh Roberts
Markets Close withBronwyn Nielsen
Squawk Box Europe
CNBC Africa PowerLunch with AlecHogg and Alishia
Naidoo
Breakfast Briefingwith Peter Ndoro
and Leigh Roberts
Business AM withPeter Ndoro andLeigh Roberts
28%
31%
34%
37%
38%
38%
41%
51%
Kenya ThisWeek
KenyaMarket Week
Red Carpetwith Londi
Sibisi
World ThisWeek
Africa ThisWeek
MarketsInternational
KaleidoscopeThis Week
withMandlakazi
Late Nightwith Conan
O'Brien
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
Which of these programmes on CNBC Africa do you know of / have you heard of?Which of these programmes on CNBC Africa do you know of / have you heard of?
SaturdaysSaturdaysWeekdaysWeekdays WeeklyWeeklySundaysSundays
Africa viewers
50%
Africa viewers
56%
Africa viewers
47%
Africa viewers
59%
Frequency of viewing and programme ratings
• Although News Night and News Update are the most watched weekday shows…
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
34%
39%
40%
40%
41%
41%
41%
42%
42%
42%
42%
43%
43%
44%
44%
44%
45%
45%
45%
45%
46%
46%
46%
Business AM with Peter Ndoroand Leigh Roberts
Capital Connection with SteveSedgwick
Breakfast Briefing with PeterNdoro and Leigh Roberts
CNBC Africa Power Lunch withAlec Hogg and Alishia Naidoo
The Tonight Show with J ay Leno
Europe Closing Bell
Street Talk with Alishia Naidoo
Morning Call with Peter Ndoroand Leigh Roberts
Business Tonight with BronwynNielsen and Byron Kennedy
Kaleidoscope with MandlakaziMpahlwa
NBC Nightly News
The Other Dimension withLerato Mbele
Squawk Box Europe
Markets Close with BronwynNielsen
Power Lunch Europe
US Closing Bell
Squawk on the Street with MarkBaines and Erin Burnett
Worldwide Exchange
Regional Update with SikiMgabadeli
Kudlow & Co.
Open Exchange with LeighRoberts
US Squawk Box
News Update with NikiweBikitsha and Fenly Foxen
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
I follow the programme very closely, and almost never miss it
I follow the programme very closely, and almost never miss it
Weekday ProgrammesWeekday Programmes
Frequency of viewing and programme ratings
• …the Tonight Show with Jay Leno is the highest rated weekday show.
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
5%
10%
12%
12%
13%
13%
14%
13%
14%
14%
15%
15%
15%
16%
19%
20%
20%
20%
20%
21%
26%
30%
32%
Kudlow & Co.
NBC Nightly News
Europe Closing Bell
Capital Connection withSteve Sedgwick
Power Lunch Europe
Regional Update with SikiMgabadeli
News Update with NikiweBikitsha and Fenly Foxen
Street Talk with AlishiaNaidoo
The Other Dimension withLerato Mbele
Morning Call with PeterNdoro and Leigh Roberts
Kaleidoscope with MandlakaziMpahlwa
Squawk on the Street withMark Baines and Erin Burnett
Worldwide Exchange
Open Exchange with LeighRoberts
Markets Close with BronwynNielsen
US Closing Bell
US Squawk Box
Business Tonight withBronwyn Nielsen and Byron
Breakfast Briefing with PeterNdoro and Leigh Roberts
Business AM with PeterNdoro and Leigh Roberts
Squawk Box Europe
CNBC Africa Power Lunchwith Alec Hogg and Alishia
The Tonight Show with JayLeno
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
Top box “Very Good” ratingsTop box “Very Good” ratings
Weekday ProgrammesWeekday Programmes
Frequency of viewing and programme ratings
• 70% of viewers claim to hardly ever miss the Kenyan shows on a Saturday
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
57%
64%
66%
67%
67%
67%
68%
70%
Late Nightwith Conan
O'Brien
KaleidoscopeThis Week
withMandlakazi
World ThisWeek
MarketsInternational
Africa ThisWeek
Red Carpetwith Londi
Sibisi
Kenya MarketWeek
Kenya ThisWeek
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
I follow the programme very closely, and almost never miss it
I follow the programme very closely, and almost never miss it
Saturday ProgrammesSaturday Programmes
Frequency of viewing and programme ratings
• But Conan O’Brian is still the highest rated Saturday program
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
2%
3%
6%
5%
7%
7%
9%
16%
Kenya ThisWeek
Kenya MarketWeek
Red Carpetwith Londi
Sibisi
World ThisWeek
Africa ThisWeek
MarketsInternational
KaleidoscopeThis Week
withMandlakazi
Late Nightwith Conan
O'BrienOur sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
Top box “Very Good” ratingsTop box “Very Good” ratings
Saturday ProgrammesSaturday Programmes
Frequency of viewing and programme ratings
• Programming covering African markets seems to be driving strong viewership over weekends.
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
58%
64%
67%
68%
68%
71%
71%
72%
Late Nightwith Conan
O'Brien
SouthAfrica This
Week
The RealEstate
Tech@Work
McLaughlinGroup
CommerceAfrica
KenyaMarketsWeek
Nigeria ThisWeek
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
I follow the programme very closely, and almost never miss it
I follow the programme very closely, and almost never miss it
Sunday ProgrammesSunday Programmes
Frequency of viewing and programme ratings
• And again Conan O’Brien is clearly seen as the best show
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
3%
4%
4%
4%
6%
6%
7%
14%
KenyaMarketsWeek
SouthAfrica This
Week
Nigeria ThisWeek
CommerceAfrica
McLaughlinGroup
The RealEstate
Tech@Work
Late Nightwith Conan
O'BrienOur sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
Top box “Very Good” ratingsTop box “Very Good” ratings
Sunday ProgrammesSunday Programmes
Frequency of viewing and programme ratings
• All weekly programmes, with the exception of Personal Finance, show regular viewership of at least 60%
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
56%
60%
61%
63%
63%
63%
64%
PersonalFinance with
Leigh Roberts
Conversationswith Peter
Ndoro
Correspondentswith Nikiwe
Bikitsha
Entrepreneurswith Alishia
Naidoo
Mining Africawith ByronKennedy
Red Carpetwith Londi
Sibisi
We the Peoplewith Fenly
FoxenOur sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
I follow the programme very closely, and almost never miss it
I follow the programme very closely, and almost never miss it
Weekly ProgrammesWeekly Programmes
Frequency of viewing and programme ratings
• As with daily shows, the most watched programmes are not necessarily the best, however – Personal Finance receives the highest top box rating
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
3%
4%
5%
9%
9%
9%
11%
We the Peoplewith Fenly
Foxen
Correspondentswith Nikiwe
Bikitsha
Red Carpetwith Londi
Sibisi
Mining Africawith ByronKennedy
Entrepreneurswith Alishia
Naidoo
Conversationswith Peter
Ndoro
PersonalFinance with
Leigh Roberts
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Ratings of presentersRatings of presenters
Top box “Very Good” ratingsTop box “Very Good” ratings
Weekly ProgrammesWeekly Programmes
Summary of Program size, Frequency of viewing and Enjoyment
Well enjoyed program but not followed regularly or
watched by many.Strategic Action:-Grow awareness /
frequency or focus on niche market segment
Well enjoyed program AND followed regularly or watched by many. Strategic Action:-
Critical Contributor to success – nurture and
develop viewer relationshipIf low awareness, grow
awareness
Neither enjoyed or followed by many.
Strategic Action:-Program not likely to
become key broad based drawcard
Exploit possible niche appeal
Watched by many, but not that well enjoyed.
Strategic Action:-Solid part of schedule, but
not key strategic thrust program. Maintain
awareness and frequency
Overlaid by how many people are aware of the
program.(Bubble size)
Intensity of viewing program
Pro
gra
m E
njo
ym
ent
if v
iew
ed
Quadrant summary analysis of weekday programming
Regional Update, 49
Kudlow and Company, 35
Business AM, 78
Capital Connection, 50
Breakfast Briefing, 67
Squaw k Box Europe, 62
Street Talk, 54Worldw ide Exchange, 48
CNBC Africa Pow er Lunch, 65
Pow er Lunch Europe, 50
US Squaw k Box, 50Squaw k on the Street, 47
Markets Close, 60
Europe Closing Bell, 50
Business Tonight, 58
Kaleidoscope, 51 New s Night/New s Update, 49
The Other Dimension, 49
US Closing Bell, 50
The Tonight Show , 57
NBC Nightly New s, 44
Open Exchange, 56
Morning Call, 59
3.00
3.10
3.20
3.30
3.40
3.50
3.60
3.70
3.80
3.90
2.55 2.60 2.65 2.70 2.75 2.80 2.85 2.90 2.95 3.00
Intensity of Viewing (4 = Follow program very closely ; 0 = do not watch at all)
En
joym
ent
of
pro
gra
m (
5 =
very
go
od
; 1
= v
ery
po
or)
Weekday ProgrammesWeekday Programmes
Quadrant summary analysis of weekly programming
Kenya Market Week, 31
Tech@Work, 32
Personal Finance, 52
We the People, 33
Red Carpet, 38
Markets International, 38
World This Week, 37
Kaleidoscope This Week, 41
Red Carpet, 34
Late Night w ith Conan O'Brien, 51
South Africa This Week, 23
McLaughlin Group, 30
Kenya Market Week, 24
Commerce Africa, 26
The Real Estate, 32
Nigeria This Week, 25
Late Night w ith Conan O'Brien, 47
Correspondents, 39
Conversations, 45
Entrepreneurs, 43
Mining Africa, 37
Kenya This Week, 28
Africa This Week, 38
3.00
3.10
3.20
3.30
3.40
3.50
2.80 2.85 2.90 2.95 3.00 3.05 3.10
Intensity of Viewing (4 = Follow program very closely ; 0 = do not watch at all)
En
joym
ent
of
pro
gra
m (
5 =
very
go
od
; 1
= v
ery
po
or)
Saturday ProgrammesSaturday Programmes Sunday ProgrammesSunday Programmes Weekly ProgrammesWeekly Programmes
What types of material would you like to see more of on CNBC Africa?
Media consumption and usage –
channel, location, content
Media consumption and usage –
channel, location, content
Coffee?Coffee?
BackgroundBackground
Executive SummaryExecutive Summary
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Ratings of presentersRatings of presenters
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Viewer content needs
Viewer content needs
61
49
46
41
36
33
27
2
2
Personalinvestment
content
Businesscontent
Internationalmarket news(US/ Europe)
Regionalmarket news
AfricanMarket news
General newscontent
Lifestylecontent
SME
TechnicalAnalysis
• There is strong demand for more personal investment and business content
• News from regional/African and international markets is also in high demand
Africa viewers 74%
Ratings of presenters
• All presenters were rated on a scale from 1 (very poor) to 5 (very good). Average ratings per presenter were as follows:
• It appears that Alec Hogg and Peter Ndoro are the main rivals for top presenter, but Bronwyn Nielsen, Alishia Naidoo and Leigh Roberts are challenging strongly
• All presenters received an above average mean rating, however
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
BackgroundBackground
Executive SummaryExecutive Summary
3.97 3.83 3.88 3.96
3.553.86
3.653.41 3.45 3.52 3.46
3.3
PeterNdoro
LeighRoberts
AlishiaNaidoo
Alec Hogg SikiMgabadeli
BronwynNielsen
ByronKennedy
MandlakaziMpahlwa
NikiweBikitsha
LeratoMbele
FenlyFoxen
LondiSibisi
Coffee?Coffee?
Ratings of presentersRatings of presenters
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Viewer content needs
Viewer content needs
Mean ratings per presenterMean ratings per presenter
If you could have coffee and a chat with anyone in Africa, who would it be?
BackgroundBackground
Executive SummaryExecutive Summary
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Coffee?Coffee?
Ratings of presentersRatings of presenters
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Viewer content needs
Viewer content needs
Top 20 mentions:
• David Shapiro – 16%
• Robert Mugabe – 6%
• Peter Ndoro – 5%
• Thabo Mbeki – 5%
• Alec Hogg – 4%
• Tokyo Sexwale – 3%
• Trevor Manuel – 3%
• Bronwyn Nielsen – 2%
• Archbishop Desmond Tutu – 2%
• Alishia Naidoo – 2%
• Johan Rupert – 2%
• Tito Mboweni – 1%
• Mandlakazi Mpahlwa – 1%
• Cynthia Carroll – 1%
• Lerato Mbele - 1%
• Jake White – 1%
• Koffi Annan – 1%
• Leigh Roberts – 1%
• Mark Shuttleworth – 1%
• Siki Mgabadeli – 1%
• Nelson Mandela – 1%
Note all the CNBC Africa anchors in the top 20!
Note all the CNBC Africa anchors in the top 20!
Do you have anything to say to us at CNBC Africa?
BackgroundBackground
Executive SummaryExecutive Summary
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
Coffee?Coffee?
Ratings of presentersRatings of presenters
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Viewer content needs
Viewer content needs
Great Info / Great show / Well done / Keep up the good work 21%
Getting better/Shaky start, but starting to show quality independent market news 2%
CNBC still has zero's on the screen ticker / Ticker prices are mostly incorrect/Untrustworthy 2%
I miss the international content / More international news / Stop interrupting the international programs like Worldwide exchange & Squawk on the street 2%
Longer local programming 1%
Presenters need to lighten up 1%
Update African exchange price data in a timely manner 1%
Great insight to markets commentary and Investment advice 1%
Need more African contents e.g. NAmibia, Botswana, Zimbabwe, Egypt, Tunisia 1%
More about relationships between the rest of the world and Africa 1%
Would appreciate different analysts debating their stock picks and reasons 1%
Has investor workshops regarding South African markets like one that Louisa Boyens has 1%
NEed more programs targets at the SMe sector, AFrican job markets and business development 1%
Consider value/volume of derivative trading on JSE give more emphasis to this aspect 1%
Current CNBC Africa lineup adds no value 1%
Presenters are great 1%
I like channel, but please do something about the signal 1%
Local presenters have to try and emulate theCBNC International presenters 1%
• 707 respondents completed the online survey. The profile shows a strong presence of HNWI and CEOs but also a significant aspirant up-and-coming market aged between 25 and 34. This is consistent with the research from TGI.
• Three quarters of respondents own shares on the stock exchange and a significant number are private bankers which requires an income in excess of R1 mil per year.
• The ‘rest of Africa’ viewership patterns are skewed towards regional content.
• In addition to watching CNBC Africa, viewers are tuning into MNet and other news channels.
• Because of the large 25-34 component, Radio 5 features strongly while talk stations 702 and SAFM were high on the list of radio preferences.
• Sunday Times and the Business Day were the most read newspapers. Financial Mail was the most read business magazine, followed by Finweek, the Economist and Time.
Executive Summary - General
BackgroundBackground
Executive SummaryExecutive Summary
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters
• The locally produced breakfast and lunch dailies are the most familiar to viewers, and Personal Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show
• Favourite rated shows include Business AM, Breakfast Briefing, Power Lunch, Markets Close and Business Tonight.
• Correlating with this, favourite presenters are Peter Ndoro, Leigh Roberts, Bronwyn Nielsen and Alec Hogg.
• There is a strong demand for more regional/African market news, as well as more personal finance content.
• David Shapiro intrigues respondents more than anyone else.
Executive Summary – CNBC Africa viewing behaviour and attitudes
BackgroundBackground
Executive SummaryExecutive Summary
Our sample – who completed
the questionnaire?
Our sample – who completed
the questionnaire?
CNBC Africa viewing
behaviour
CNBC Africa viewing
behaviour
Viewer content needs
Viewer content needs
Coffee?Coffee?
Frequency of viewing and programme
ratings
Frequency of viewing and programme
ratings
Ratings of presentersRatings of presenters