Nigeria AMPS Trends:

Key Indicators
AMPS 2007 2009
24th Aug 2009

Contents
Introduction
Survey

Details Media Consumption Trends (2007 2009)

Print, TV, Radio, OOH, Cinema, & Internet
Product

& Brand Usage Attitude Questions Conclusion

MPS

Survey Details
Achieved

Total Sample Size 14, 438

Total

population for NAMPS universe updated

Growth Rate 2.83% Age 7+ Population (2009 estimates): 94,567,070 Urban/Semi-Urban Areas

MPS

Survey Details NAMPS Trended Data

3 years trends data used to measure specific media shifts is based on:
NAMPS 2007
Dec 06 March 2007

NAMPS 2008
January - April 2008

NAMPS 2009
Mid February mid May 2009

MPS

 MPS

 MPS

Survey Details Social Economic Class : AMPS 2007 2009

2007
51
42.45 44.52 39.95

2008

2009
47.0 31.0
34.47

% of Total

26

9.0

10.89

7.75

5.26

1.0

0.09

0.41

0.56

4.0

5.86

C1
MPS

7.6

C2

8.0

% of Total

26

51

0
5.07 3.38 4.0 7.8 4.37 4.0 10.63 4.45 2.0 14.53 11.5 29.0

2007

13.46 18.52 16.0 13.6 14.12 17.0 9.98 11.84 8.0 14.24 18.56 6.0 3.35 5.04 6.0 1.31 2.56 3.0 0.41 5.26 4.0 0.05 0.41 1.0

LSM : AMPS 2007 2009

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 LSM 11 LSM 12

MPS

2008 2009

Media

Media Usage
MPS

Broad Media Consumption 2007 2009

95 90 83 84 85 80 76 70 60 47 40 25 20 10 0
Watch TV Watch Movies Listen to Radio See Outdoor Read Newspapers Read Magazines Read Ad SMS Visit Cinema Access Internet

100

83 87 89

Significant increase Significant decrease

76 77

60 52

44 37

39

23 11 3 18 19 16 15

2007

2008

2009

MPS

10

Print
MPS

11

Read Any Newspaper

Significant increase Significant decrease
69 62 60 56 46 40 30 20 30 29 25 17 48 34 29 20 35

100

80

70

67

63

55

56

60

48

0
Lagos South South South East South West North East North Central North West

2007

2008

2009

MPS

12

Read Any Magazine

Significant increase Significant decrease

100

80 67 60 69

50

46

54 48

52

41 36 49

60

44

37 39

40

20 7 0
Lagos

14

13 8 7

12

South South

South East

South West

North East

North Central

North West

2007

2008

2009

MPS

13

Television
MPS

14

Watch TV
Significant increase Significant decrease
100 89 89 80 69 60 95

89 85 87 84 83

86

93 80

87 80 80

89

91 89 81 81 74

40

20

0
Lagos South South South East South West North East North Central North West

2007

2008

2009

MPS

15

Radio
MPS

16

Listen To Radio: AMPS 2007 2009

Significant increase Significant decrease
100

81

86 80 76 89 76 78

88 85

90 70

92 93

83 81 69 66 84 84

80 62 60

66

40

20

0
Lagos South South South East South West North East North Central North West

2007

2008

2009

MPS

17

Outdoor
MPS

18

See Billboards
Significant increase Significant decrease
100 90 85 80

93 86 91

93 92 78

97 89

95 88 81 76

96 76

92

96

92 75

94

60

40

20

0
Lagos South South South East South West North East North Central North West

2007

2008

2009

MPS

19

Cinema
MPS

20

Visit Cinema
100

Significant increase Significant decrease

80

60

40 29 30 20 4 0
Lagos South South South East South West North East North Central North West

26 27 16 16 2 1 13 14 3 3

15 17 2 16 17 11 4

14

2007

2008

2009

MPS

21

Internet
MPS

22

Accessed Internet
100

Significant increase Significant decrease

80

60

51 37 23 23 17 18 17 15 17 9 16 17 11 11 12

40

39

40 19

37

40

32

20

0
Lagos South South South East South West North East North Central North West

2007

2008

2009

MPS

23

Product Usage
MPS

24

Top 10 Household Products Used

Significant increase Significant decrease
100

80

65 55 50 55

74

68

60

47 50

39

47 45
37

57 49

60

40

41
34

42 34
15

44 31

55

40
31

39
30

47

42

30

20

0
Coacoa Beverages Soft Drinks Toothbrush Pow dered Milk Washing Pow der / Detergent Bar / Laundry Soap Instant Noodles Seasoning Toilet Soap Evaporated Milk

2007

2008

2009

MPS

25

Preferred GSM Network

100

2007

2008

2009

80

60 50 40

56

53

Significant increase Significant decrease

20 22 0 0 2 Visafone Mobile

24 22 20

19

26

1 1 1 0 MTN GSM Golabcom Zain (GSM) M-TEL GSM (GSM)

0 0 0 Etisalat

0 0 1 Starcom Mobile

0 0 1 Multilinks Telcom Mobile

MPS

26

Attitudes
MPS

27

Purchase Related Statements (Strongly Agree/Agree) (Base: All Adults)

100

80

71 72 63 62

76 78

79 80 62 67 68 59 49

60

52
29

52

57
45

%
40 20 0 Once Found Brand I Like, I Stick To It Costs Dictate What Brands I Buy

I Often Buy Things I See With Friends

Prepared To Imported Brands Upset When Pay More For Appeal More Products Fail To Better Products Than Local Meet Expectations

2007

2008
MPS

2009

28

Conclusion

Increasing consumer fragmentation, especially for radio into mainstream, vernacular, religious, foreign and community segments, is evident.
Similar trends observed on Free to Air TV channels with entertainment, sports, soaps, music, talk shows and reality TV being the main segments Increasing & improved number and quality of local productions

Increased implementations of regulations of OOH Internet penetration is growing considerably over time
Major shift from reading newspapers manually to ONLINE reading

Increased number of internet providers, lowering of internet connectivity costs, increased power generation by individuals (aside from PHCN) as well as the fast growth of the mobile telephony sector Google Nigeria Increasing association with made-in-Nigeria products & less sensitivity to price Increasing pressure on brand to hang-on to consumers (some drop in Consumer loyalty)

MPS

29

Thank You for your time

MPS

30

Q&A

MPS

31

Appendix

MPS

32

Survey Details Sample Distribution

Locations 36 states plus Abuja

Community

Urban/Semi-Urban Areas

Adult / Children Ratio

78 : 22

Adult Sample Respondents were from a universe of males and females aged 15 years and over

Children Sample Respondents were from a universe of males and females aged 7-14 years

MPS

33

LSMS Variables
DURABLES
Vehicle : 3+ 2 1 Entertainment: Dish Cable with subscription DVD/VCD Tape Home Theatre Cooling: Air Conditioner Fan 120 90 76 Water: Treated submersible borehole Bore hole with pumping machine Piped Water Well Communal Tap Buying water Stream 90 43 20 Floor : Marble floor Terrazzo /Ceramics Tiles Wall to wall Rug Wall to wall rubber tiles / Carpet Wood/Cement Bare ground MPS 116 96 56 31 8 - 56 140 110 70 30 10 0 -

Positive Score

Negative Score

DURABLES
Kitchen: Gas Electric Stove Kerosene Stove Coal Pot Wood

Positive Score

Negative Score
TV:

DURABLES

Positive Score

Negative Score

91 54 32 0

- 32

LCD/ Plasma: Over 46 40 - 46 Less than 40 Coloured Over 59 29 59 21 28 Less than 21 Black & White GENERATOR: Over 100 KVA 35 100 KVA 15 34 KVA 6 14 KVA Less than 5 KVA REFRIGERATOR: Giant Refrigerator Double door Medium Table top 102 92 57 24 140 130 125 120 102 67 49 14 -

120 79 44 14

84 21

Communication
GSM & Landline GSM Landline Dwelling : More than duplex Duplex Flat Self Contain/One Wing One Room 140 98 47 -

-70

126
107 88 54 35

25
0

34

LSMS Variables
DURABLES Positive Score Negative Score DURABLES Positive Score Negative Score DURABLES Positive Score Negative Score

Home Ownership Mansion Duplex Flat Rooms Domestic servants: 3+ 2 1 Modern Equipment: Washing machine Personal Computer Dish Washing Dryer 120 80 40 20 125 100 66

Toilet : Flush toilet inhouse Non-functioning flush in-house Pit latrine Mobile toilet None

64 40 15 0

- 94

FREEZER Giant freezer Medium freezer Small freezer 107 72 39 -

Piped Water Heater: Microwave Oven

81 80

100 88

MPS

TOTAL

CONSTANT FIGURE: 381

35

LSMS Variables
NOTE:
> Where you have more than one item in any durable category (e.g., T.V, Generator, Fridge e.t.c,), the item with the highest score should be recorded for scoring. > After adding up the score of the durables, then add the constant score or figure of 381. In order words the total score of each respondent will now be the total score of all the items + the constant factor/figure (381). > Negative scores by respondent(s) on any item(s), should be deducted from the positive score to obtain the total score of each respondent. > Check the total score of the respondent(s) from the LSM table (Page 1) to determine the Living Standard Measure Level.
MPS

LIVING STANDARD MEASURE: Score Range

LS M LS M LS M LS M LS M LS M LS M LS M LS M LS M LS M LS M 1 2 3 4 5 6 7 8 9 10 11 12 0 581 641 711 801 901 1,041 1,221 1,441 1,691 2,001 2,400+ 580 640 710 800 900 1,040 1,220 1,440 1,690 2,000 2,400 Social Class Equivalent E E D D D C2 C2 C2 C1 C1 B A

36

Price List
AMPS

+ 4 diaries (inclusive of 12 monthly diaries x 4 loc) = N 2,000,000.00 for ESPRI = N 900,000.00 Star (Annual License) = N 450,000.00 (Annual License) = N 150,000.00

AMPS Media

ESPRI

MPS

37

Changes to the 2009 Products & Brands Survey

Products

and Brands usage section for AMPS 2009 includes 102 categories consisting of 1,851 brands categories are listed as follows ..

Product

MPS

38

NAMPS 2009 Product Categories 1

Tooth Paste regular Tooth Brush Tooth Paste gel Tooth Paste Herbal (New) Toilet Soap Medicated Soap Air Freshener Dish Washing Liquid Fabric Softener Cocoa Beverages Coffee Instant Soft Drinks Evaporated Milk Powdered Milk Sweet Condensed Milk Growing Up Milk Washing Powder/Detergents Bar/Laundry Soaps Disinfectants/Antiseptic Liquid Toilet Cleaners

Seasoning e.g Maggi, knorr Margarine yellow, in foil or paper Margarine yellow, in - Tubs Diapers Baby Care Range Headache tablets/pills/capsules Headache Powder Anti-Malaria Drugs Multivitamin Pills/capsules/tablets Cough/Cold Remedies Indigestion Remedies Skin Cream/Lotion Acne/Skin Blemish Preparation Sanitary Towels Shampoo Hair Cream/Lotion Fruit Juice Juice Hand-held Ice Creams Ice-Cream Tetra Packs

MPS

39

NAMPS 2009 Product Categories 2

Ice-Cream Tubs Yoghurt Tetra Pack (New) Yoghurt Plastic (New) Tea Bags Insecticides (household) Instant Noodles Spaghetti Macaroni Sausage Rolls Beer - Bottles Beer Cans Biscuits Bread Chocolate Coated Bars Chocolate Slabs Diapers Energy Drinks (Liquid) Energy Drinks (Powdered) Powdered Drinks Flavoured Beverages

Flavoured Alcohol Bottled Water Shaving Sticks Shaving Blades Shaving Powder (New) Stout - Bottles Stout Cans Malt Drinks Sweets Wafers Peppermint Chewing Gum Throat Drops Toilet Cleaners Whisky Gin Brandy Liqueur Schnapps Rum

MPS

40

NAMPS 2009 Product Categories 3

Vodka (New) Tonic Wines (Alcohol) Table Wines (Alcohol) Other Wines (Non Alcohol) Insecticide Aerosol Insecticide Liquid Insecticide Powder Insecticide Coil Fast Food Outlets Breakfast Cereals Fan Radio Television Tape/Cassette Player Video/VCR Refrigerator/Deep Freezer VCD/DVD Air Conditioners Oven Microwave Oven Gas Cooker Fast Food-Outlets

Summary: 1,851 brands in 102 product categories

MPS

41

S/N Advertisers / Manufacturers 1 2 3 4 5 6 7 8 9 MTN Nigeria Pepsi Cola International Glaxo Smith Kline (GSK) Guinness (Nig) plc Reckitt Benckiser Procter & Gamble Coca-Cola (Nig) De-United (Nig) Ltd Nigeria Breweries plc

Advertising & Media Agencies mediaReach OMD Center Spread FCB EXP Momentum STB McCann StarCom Media TBWA\Concept Unit Capital Media / DDB MediaCom

Clientele
Media Houses / Owners Proudly African Media Daar Communications Ltd (AIT & Ray Power) Continental Broadcasting Corp. Steam Broadcasting (Cool Fm) Silverbird Communications (TV & Rhythm) Complete Communications Federal Radio Corporation Of Nigeria (FRCN) Carriage Communications

SO&U Saatchi & Saatchi Universal McCann Initiative Media / Lowe Lintas Media Maytrx ZK Advertising MediaShare Media Supermart Media Perspectives Bates Cosse/Media Integra Momentum Media HQSC LTC/J.Walter Thompson Immerson Media Adwork Ltd

10 Starcomms Telecoms 11 PZIL 12 Friesland Foods (Wamco) 13 Zain Nigeria 14 Unilever (Nig) plc 15 Grand Oak 16 Promasidor (Nig) Ltd 17 GlobaCom Ltd 18 Johnson Wax (Nig) Ltd 19 Cadbury (Nig) plc 20 Stanbic Bank 21 Nokia Nigeria 22 UACN 23 Etisalat Nigeria 24 European Soaps 25 InterContinenetal Distillers 26 Twinnings OVO 27 RedBull FZE 28 Nestle (Nig) Plc

MPS

Total Number of Clients

42

58