Kenya media landscape (2016) fmc group
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Kenya media landscape (2016) fmc group
- 4. www.frankmaina.com Kenya demographic (age) Source: Kenya National Bureau of Statistics 0-19 54% 20-24 10% 25-34 15% 35-44 9% 45-54 6% 55+ 7% 37% Potential business people.
- 6. www.frankmaina.com Domestic economy 6 Source: Kenya National Bureau of Statistics
- 7. www.frankmaina.com Source: KNBS Inflation rate overview The overall inflation rate in April 2016 stood at 5.27 per cent. The annual inflation rate as measured by the Consumer Price Index (CPI) decelerated marginally from 6.9 per cent in 2014 to 6.6 per cent in 2015. – The easing of inflation was largely due to reduced costs of petroleum products, electricity and tightening of the monetary policy.
- 8. www.frankmaina.com International scene Source: Kenya National Bureau of Statistics
- 9. www.frankmaina.com Public finance Source: Kenya National Bureau of Statistics
- 10. www.frankmaina.com International trade Source: Kenya National Bureau of Statistics
- 12. www.frankmaina.com Media Growth 218 1716 7 66 151613 100 140 140 2012 2013 2014 No. TV Channels KTN News and Inooro TV are the new TV stations in 2015 that were introduced by Standard Media and Royal Media Services respectively. The vast growth in number of TV channels during 2014 was attributed to digital migration. No. Radio Stations New radio stations introduced in 2015 were only two; KISIMA FM and Mwanendu FM No. Weekly Publications NMG’s withdrawal of “SportOn” publications was a reason to drop in 2014 weekly publications. No. Daily Publications XNEWS was the latest daily publication introduced in 2014. 220 142 7 15 2015 Source: Reelforge
- 13. www.frankmaina.com What are the top media in Kenya? 64.8% 30.6% 1.9% 1.6% 0.8% 0.1% 0.1% 0.05% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% Radio Television Internet/ other online sources Newspapers Social media Online newspapers Magazines Online magazines Incidence Radio and television are the most preferred media against total population. Base population: 24 million Source: KARF 2015 Establishment Survey
- 14. www.frankmaina.com Who is the consumer of each medium – by gender? 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 Radio Television Internet/ other online sources Newspapers Social media Online newspapers Online magazines Magazines %incidence Male Female Radio and TV are the most consumed media by both genders. Source: KARF 2015 Establishment Survey
- 15. www.frankmaina.com Industry trends (2015 ad spends)
- 16. www.frankmaina.com Industry Trends (ad spends – 2012 to 2015) Source: Ipsos 2012 2013 2014 2015 INDUSTRY SPENDS KES 90,499 94,467 100,594 106,416 80,000 85,000 90,000 95,000 100,000 105,000 110,000 SPENDSKES(Millions)
- 17. www.frankmaina.com Industry Exposure : Jan - Dec 2015 ATL Totals, figures in Kshs: 106,416,073,821 (US $ 1,064,160,738 ) CORPORATE & MULTIBRANDS, 16% COMMUNICATION, 15% FINANCIAL SERVICES, 9% PUBLISHING and EDUCATION, 8% MEDIA, 8% BEVERAGE, 7% HOUSEHOLD, 7% FOODS, 6% TOURISM and ENTERTAINMENT, 6% PERSONAL CARE, 5% PHARMACEUTICALS, 4% TRANSPORT, 3% VETERINARY and AGRICULTURE, 2% RETAIL, 2% OFFICE EQUIPMENT & SERVICES, 1% CLOTHING,FABRICS & FOOTWEAR, 1% Source: Ipsos
- 18. www.frankmaina.com 2015 advertising spends distribution by media (total spends KES 106.4B) Source: Reelforge
- 19. www.frankmaina.com Industry Exposure : Jan - Dec 2015 SECTION TELEVISION RADIO PRINT CINEMA TOTAL KES CORPORATE & MULTIBRANDS 7,162,503,173 6,911,804,303 3,406,712,738 1,600,767 17,482,620,981 COMMUNICATION 8,102,885,003 7,887,883,965 393,987,646 16,384,756,614 FINANCIAL SERVICES 3,576,596,634 4,710,319,828 1,144,998,170 9,431,914,632 PUBLISHING and EDUCATION 4,279,490,465 2,805,638,642 1,547,764,677 422,344 8,633,316,128 MEDIA 3,468,114,035 3,665,788,433 1,088,651,524 8,222,553,991 BEVERAGE 3,564,691,988 3,857,128,959 92,991,080 7,514,812,027 HOUSEHOLD 3,760,006,999 3,166,139,475 270,933,759 422,344 7,197,502,577 FOODS 3,728,305,958 2,977,582,331 153,290,427 6,859,178,716 TOURISM and ENTERTAINMENT 3,148,264,337 2,955,688,938 716,675,742 6,820,629,017 PERSONAL CARE 4,575,328,916 862,084,457 65,548,683 5,502,962,056 PHARMACEUTICALS 2,331,703,425 2,001,528,806 105,838,583 4,439,070,814 TRANSPORT 1,212,788,893 1,402,865,839 513,324,152 3,128,978,884 VETERINARY and AGRICULTURE 372,932,923 1,442,368,621 22,608,900 1,837,910,444 RETAIL 757,016,537 758,168,129 144,564,407 1,659,749,073 OFFICE EQUIPMENT & SERVICES 396,010,014 267,141,209 102,124,003 547,625 765,822,851 CLOTHING,FABRICS & FOOTWEAR 365,920,260 119,899,427 46,524,965 532,344,652 SUPPLEMENTS and CONGRATULATIONS 41,667 1,908,700 1,950,367 TOTAL SPENDS KES 50,802,559,560 45,792,073,026 9,818,448,155 2,993,080 106,416,073,821 Source: Ipsos
- 20. www.frankmaina.com Industry Exposure : Jan - Dec 2012-2015 SECTION 2012 2013 2014 2015 TOTAL KES COMMUNICATIONS 15,233,576,448 19,382,153,282 16,749,822,042 16,384,756,614 67,750,308,386 CORPORATE and MULTIBRAND 14,712,084,589 14,337,856,737 14,629,425,109 17,482,620,981 61,161,987,416 FINANCIAL SERVICES 9,701,990,358 11,688,742,221 12,884,530,111 9,431,914,632 43,707,177,322 MEDIA 10,789,520,756 7,502,715,070 8,116,641,516 8,222,553,991 34,631,431,333 HOUSEHOLD 7,166,365,396 8,391,475,135 9,074,240,320 7,197,502,577 31,829,583,428 PERSONAL CARE 5,464,162,026 6,083,386,377 6,751,251,800 5,502,962,056 23,801,762,259 BEVERAGES 5,553,987,844 6,399,786,765 5,901,835,166 7,514,812,027 25,370,421,802 PHARMACEUTICALS 5,901,221,971 4,869,860,288 5,608,224,204 4,439,070,814 20,818,377,277 FOODS 5,754,410,720 3,998,966,148 5,365,148,440 6,859,178,716 21,977,704,024 PUBLISHING and EDUCATION 3,591,838,173 3,975,306,681 5,020,235,552 8,633,316,128 21,220,696,534 TOURISM and ENTERTAINMENT 2,095,071,056 1,974,658,700 2,165,531,412 6,820,629,017 13,055,890,185 TRANSPORT 1,459,661,649 1,649,924,160 2,420,758,613 3,128,978,884 8,659,323,306 VETERINARY and AGRICULTURE 1,211,217,035 2,003,635,491 2,126,319,072 1,837,910,444 7,179,082,042 RETAIL 1,065,964,431 1,086,210,187 2,610,638,640 1,659,749,073 6,422,562,331 OFFICE EQUIPMENT and SERVICES 404,081,801 362,485,934 380,452,217 765,822,851 1,912,842,803 SUPPLEMENTS and CONGRATULATIONS 204,304,134 556,841,111 298,936,875 1,950,367 1,062,032,487 CLOTHING, FABRICS and FOOTWEAR 189,223,910 202,408,687 489,597,367 532,344,652 1,413,574,616 TOBACCO 706,192 703,000 394,092 - 1,803,284 TOTAL SPENDS KES 90,499,388,489 94,467,115,974 100,593,982,548 106,416,073,821 391,976,560,832 Source: Ipsos
- 21. www.frankmaina.com Top Companies & brands 863 865 877 922 952 970 1,109 1,187 1,211 1,295 1,353 1,397 1,398 1,423 1,724 1,837 2,327 4,673 6,061 6,812 STARTIMES MEDIA SAMSUNG MABATI ROLLING MILLS BROOKSIDE DAIRY LTD KCB PROCTER AND GAMBLE ORANGE PHARMA KENYA… TELKOM ORANGE LIMITED POPULATION SERVICES… EQUITY GROUP HOLDING… JAMII TELECOM UNILEVER KENYA LIMITED PWANI OIL LIMITED MULTICHOICE KENYA BREWERIES LTD RECKITT BENCKISER EAST… AIRTEL KENYA COCA COLA GOVERNMENT OF KENYA SAFARICOM COMPANY SPENDS KES (Millions) 578 658 666 667 711 731 774 783 824 828 879 952 1,102 1,268 1,295 1,297 1,720 2,309 4,423 6,698 YOUTH AVIATION DETTOL TUSKER LOTTO KENYA POWER SONA MOJA PAIN KILLERS JAMII MILLING STARTIMES SAMSUNG SMS 29299 ZINDUA CHAPAA GOTV KCB TELKOM ORANGE MINISTRY OF HEALTH EQUITY BANK FAIBA BAMBA TV AIRTEL COCA COLA SAFARICOM BRAND SPENDS KES (Millions) Source: Ipsos
- 23. www.frankmaina.com TV ad spends 2012 - 2015 Source: Reelforge
- 24. www.frankmaina.com Citizen TV continues to dominate TV Spends. Source: Reelforge
- 26. www.frankmaina.com TV prime time ratings Citizen maintains the highest ratings throughout prime time followed by KTN then NTV. NTV ratings are highest at 19:00 and 21:00, when the Swahili and English news shows are aired respectively. KTN has its highest average rating at 21:00 each evening. The highest overall ratings recorded are at 19:00, 20:30 and 21:00 on Citizen Television. These times correspond with Citizen News’ airing of Swahili news at 19:00 and English news airing at 21:00 on Citizen. Source: Geopoll data, Q4 2015
- 27. www.frankmaina.com What are the differences between analogue and digital broadcasting? Analogue Platform • An analogue (or analog) broadcast signal directly represents the transmitted sound and picture through deliberate variations in signal voltage and radio frequencies Digital Platform • Digital broadcasting works by translating sound and picture into digital data rather than analogue waveforms. • Digital links have more efficient bandwidth usage than analog links, which gives a content provider more room to provide a higher-quality signal.
- 28. www.frankmaina.com Set top box penetration (May – Dec 2015) In December, 71% of those with TV sets owned a set top box, up 8% from the 63% who owned a set top box in July. In Nairobi, which was the first area to transition to digital signal, 79% now own a set top box, which is a 7% increase from July. Source: Geopoll data, Q4 2015
- 29. www.frankmaina.com STB free to air versus pay TV (Mar – Dec 2015) An increase is seen in the number of people paying a monthly fee to access services from 62% in March 2015 to 70% in December 2015. Source: Geopoll data, Q4 2015
- 30. www.frankmaina.com Favourite channels versus new channels (Mar – Dec 2015) The digital migration increased the number of channels available from the analogue platform. Surfing for new channels has dropped from a high of 67% in March 2015. In December, 55% of respondents indicated that they are still exploring new channels. Source: Geopoll data, Q4 2015
- 31. www.frankmaina.com Reasons for not owning a set top box (Mar – Dec 2015) In December, 45% of those who have not yet switched to digital indicated they had not made the switch because it was too expensive. This percentage has declined since March, possibly due to increasingly affordable set top boxes. Source: Geopoll data, Q4 2015
- 34. www.frankmaina.com Radio ad spends 2012 - 2015 Source: Reelforge
- 35. www.frankmaina.com Spends distribution by top 15 radio stations Source: Reelforge
- 36. www.frankmaina.com Spends distribution by dialect Source: Reelforge
- 42. www.frankmaina.com Print ad spends 2012 - 2015 Source: Reelforge
- 43. www.frankmaina.com Spends distribution by publication Source: Reelforge
- 44. www.frankmaina.com Spends distribution by circulation (2014 – 2015) Source: Reelforge
- 48. www.frankmaina.com Emerging trends (internet metrics) Broadband Internet subscriptions which are still 99% mobile are at 6.3 million for a penetration of 14.7% Equitel has 5% mobile Internet market share with 1 million subscriptions Orange has 13.4% mobile Internet market share with 2.8 million subscriptions Airtel has 17.5% mobile Internet market share with 3.7 million subscriptions Safaricom has 64.1% mobile Internet market share as a result of having 13.8 million subscribers Internet subscriptions in Kenya is at 21.6 million meaning a penetration of 74.2%
- 49. www.frankmaina.com Internet Penetration 23.2mn 6.2mn hours of YouTube watchtime per month Internet Users in Kenya 27% smartpho ne penetratio n 4.2mn Active Facebook Users Kenyans online that use search. Google Display Network penetration: 98% 99% 97% source: internal Google Data, TNS, CCK
- 50. www.frankmaina.comSLIDE 45% Internet Penetration in Kenya TNS/Google (2014): Connected Consumer Study – Results Kenya Q6: How often do you access the Internet for personal reasons? Base (weighted): all respondents, n= 1,070 Online usage by age group
- 51. www.frankmaina.comSLIDE 65% use Search Engines, 40% use Online video TNS/Google (2014): Connected Consumer Study – Results Kenya Online activities (once per month) Q16_1-_4 aggregated: Frequency of Internet usage for personal reasons per device Category Base (weighted): online users, n=483 See full list of items in local language here.