| Category | Rates | Performance | MIW Index (CPM) |
|---|---|---|---|
| TV | +12.96% | +12.25% | +1.31% |
| +6.63% | -4.83% | +12.79% | |
| Radio | +6.40% | +1.34% | +5.56% |
| Out of Home | +5.10% | / | +5.10% |
| Cinema | +7.80% | -7.80% | +16.90% |
| Total All Media | +9.45% | +4.08% | +6.18% |
As before, there are big differences between free-to-air and paid. Free-to-air yields rates at an average +7.67% with audience +8.16% and an MIW Index (CPM) of -0.30%. Massive performance increase from SABC 2 and a big rate decrease from SABC 3 reduces the annual MIW Index (CPM) to just under a standstill.
Pay TV (ie. DStv) registers much higher rates at +25.49%, but grows audience by +21.94% over 2010, leading to a still comparatively modest MIW Index (CPM) of +5.13% year on year. The fourth quarter of 2011 sees the station provide better value packages which leads to a higher proportion of these in the sales process and so a reduction in fourth quarter rates, traditionally the most expensive time of the year. The M-Net and Kyk-Net stations are the star performers and contribute disproportionately to these numbers.
Mike Leahy points out that it is important to realise that DStv performance 2011 shows DStv-i audience data and the percentage changes are on DStv-i data in the relevant periods in 2010. However, the tables show TAMS data in 2010 and before. Users should therefore not be alarmed by seemingly wrong percentage calculations.
These range from a low of +5.22% MIW (CPM) for community newspapers to a high of +16.01% for dailies. Business-to-business comes in at +10.36% MIW (CPM) increase, weekends/weeklies at +12.79% and consumer magazines at +13.64%.
Community newspapers rate increase is marginally higher than expected due to Caxton bringing forward its rate adjustments from January to October. Daily newspapers again take the strain, although not all titles are affected equally. Isolezwe and The Times' MIW Index (CPM) look particularly good compared to the rest of the category.
Among the weeklies Ilanga, Soccer Laduma and Sondag all deliver negative MIW Index (CPM) numbers.
Total average 1/4 hour listenership of the important big stations continues at an average level higher than 2010. This, together with very modest rate increase from the SABC, continues to keep radio category out of the danger zone of the previous few years. Nevertheless a significant proportion of the category do not contribute to this generally positive situation, most notably Capricorn, Ikwekwezi, Kaya, Phalaphala, 702 and Classic. SAfm and Cape Talk are turn-around stars.
Outdoor contractors raised their asking rates in January but at 5.10%, it is still a lower percentage than all but two years since 1990.
The figures again do not appear to be kind to cinema. However, the medium is changing its qualities. Rate increases are pushed by increasing numbers of more expensive digital and 3D houses and performance is now calculated on averages reflected on the rate card. Cinemark will hopefully provide better data moving forward.
For more, go to http://online.mediamanager.co.za.
