Media retains audiences according to AMPS Dec 11
SAARF has released the AMPS December 2011, covering the media, product and brand consumption habits of South Africa's adults over the past year. What it shows is that for most media, 2011 was not as bad as some might have anticipated, at least where maintaining audiences was concerned.
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.
Readership results
In brief, the overall readership results for print were reasonably positive, with both newspapers and magazines reportedly maintaining their readership bases in the face of increased media proliferation and the continued rise of digital (internet access once again grew significantly). In total, newspapers maintained their reach, as did magazines.
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.
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.
Download the full AMPS December 2011 results pdf. (881KB)
