Media in Botswana today

Media in Botswana today
The Hotwire
Media Perception
Survey results for
2011 are….
Contents
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What is the Hotwire Media Survey?
Who are the Respondents?
Preferred Media Sources
The Newspapers: Some Key Pointers
Radio Stations: More Key Pointers
Advertising Placement: Preferences
Other findings
HW is Botswana’s leader in PR
and Public Affairs.
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The Hotwire Media Survey
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Survey tool online based
Data captured electronically and manually
Conducted in 2009 and 2012, with more to come…
In-depth, detailed snapshot of the media landscape in Botswana
Crucial information for advertisers and marketers
Top Line Findings presented here
HW recently opened its doors
in Mozambique – Headed by
Motswana Oteng Majuta
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The Respondents
Age spread
Gender
Female
54.4%
Male
45.6%
50.1%
Income spread
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
18.6%
21.4%
7.4%
0.0%
515 respondents took part in the 2012 survey
1.7%
0.8%
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Preferred Source of News on Botswana
Where do people get their news?
Current Business News on Botswana
Current General News on Botswana
News Papers
48%
Magazines
1%
Television
18%
News
Papers
52%
Social Media
2%
Radio
17%
Word of
Mouth
3%
Internet (news
sites)
11%
Television
18%
Internet
(news sites)
13%
Radio
11%
Word of
Mouth
3%
Magazines Social Media
1%
2%
Newspapers are the major source of general news and business
news
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Most trusted source
Most TRUSTED (believable) source of information
Radio
33.0%
Television
27.0%
Newspapers
25.5%
Internet (news sites)
9.3%
Word of mouth
2.0%
Social Media
1.8%
Magazines
1.4%
Radio and TV are more
trusted than newspapers
Word of mouth, social
media and magazines are
least trusted
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So who is top dog in newspapers?
Best Newspaper for General Content
Sunday Standard
30.0%
Mmegi - Daily
22.8%
Daily News
12.9%
Guardian
10.6%
Gazette
6.0%
Weekend Post
5.5%
The Voice
Mmegi - Monitor
Mid-Week Sun
Global Post
3.9%
3.0%
2.1%
1.4%
The Telegraph
0.9%
Echo
0.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
The Sunday Standard stands out as the leading paper
for General News
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Who is Boss when we talk shop? In Paper
Best Newspaper for Business
Sunday Standard
36.9%
Guardian
17.5%
Mmegi - Daily
13.7%
Weekend Post
7.6%
Gazette
5.6%
Mmegi - Monitor
4.3%
The Voice
3.8%
Daily News
3.8%
Mid-Week Sun
3.6%
Global Post
2.2%
The Telegraph
Echo
0.7%
0.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Who entertains us best in print?
Best Newspaper for Entertainment
The Voice
71.5%
Mmegi - Daily
5.7%
Gazette
4.1%
Weekend Post
3.2%
Mid-Week Sun
3.2%
Sunday Standard
2.9%
Guardian
2.7%
Mmegi - Monitor
2.7%
Global Post
1.6%
Daily News
1.6%
Echo
0.7%
The Telegraph
0.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
The Voice is respondents’ favourite for entertainment
(and by a long way!)
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Who knows the score best in print?
Best Newspaper for Sports
Mmegi - Daily
39.7%
Gazette
11.0%
Guardian
9.2%
Sunday Standard
8.9%
Daily News
8.5%
Mmegi - Monitor
6.9%
The Voice
6.0%
Weekend Post
4.1%
Mid-Week Sun
3.4%
Echo
2.3%
Global Post
0.0%
The Telegraph
0.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Mmegi – Daily takes the lead in sports news
45.0%
Which paper has an eye on the globe?
Best Newspaper for International News
Sunday Standard
38.2%
Mmegi - Daily
11.3%
Guardian
9.9%
Gazette
9.4%
Daily News
7.8%
Global Post
7.4%
Weekend Post
4.6%
Mid-Week Sun
3.5%
The Telegraph
2.5%
The Voice
2.3%
Mmegi - Monitor
2.1%
Echo
0.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
The Sunday Standard: more than 3 times its
nearest rival
45.0%
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Who do the readers believe? (most…)
Most Trusted Newspaper
Sunday Standard
36.1%
Daily News
22.8%
Mmegi - Daily
13.2%
Guardian
10.0%
Weekend Post
4.6%
Gazette
4.3%
The Voice
3.7%
Mmegi - Monitor
2.5%
Echo
1.4%
Mid-Week Sun
0.9%
Global Post
0.2%
The Telegraph
0.2%
0.0%
5.0%
10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
1. The Sunday Standard
2. Daily News
3. Mmegi - Daily
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Who is king in Print?
Best Overall Newspaper
Sunday Standard
43.2%
Mmegi - Daily
16.0%
The Voice
9.8%
Daily News
8.2%
Guardian
7.5%
Weekend Post
5.5%
Gazette
4.6%
Mid-Week Sun
1.8%
Mmegi - Monitor
1.8%
Global Post
1.1%
The Telegraph
0.2%
Echo
0.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
The Sunday Standard takes it….
45.0%
50.0%
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Lets look closer look at the top 5 in Print
Daily News
Best for General content
34.8%
Best for Entertainment
19.5%
Best for International News
12.9%
Most Trusted Newspaper
12.5%
Best for Sports
Daily news:
• Good for general
content
• Poor for business
11.8%
Best for Business
5.9%
Best overall Newspaper
2.4%
0.0%
10.0%
20.0%
30.0%
40.0%
Guardian
Best for Business
26.4%
Best for General Content
15.5%
Most Trusted Newspaper
14.9%
Best for International News
14.5%
Best for Sports
13.5%
Best overall Newspaper
Best for Entertainment
0.0%
Guardian:
• Excellent for business
news
• Generally strong
• Weak on entertainment
11.1%
4.1%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
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The Voice
Best for Entertainment
71.0%
Best overall Newspaper
9.7%
Best for Sports
5.8%
Best for Business
3.8%
Best for General Content
3.8%
Most Trusted Newspaper
3.6%
Best for International News
2.2%
0.0%
20.0%
40.0%
60.0%
The Voice:
•
Streets ahead on entertainment
•
Generally weak elsewhere
80.0%
Mmegi - Daily
Best for Sports
32.3%
Best for General content
18.5%
Best overall Newspaper
13.1%
Best for Business
11.4%
Most Trusted Newspaper
10.8%
Best for International News
Best for Entertainment
0.0%
Mmegi - Daily:
• The leader in sports
reporting
• Generally very strong
• Weak on entertainment
9.2%
4.7%
10.0%
20.0%
30.0%
40.0%
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Sunday Standard
Best overall Newspaper
22.0%
Best for International News
19.3%
Best for Business
19.1%
Most Trusted Newspaper
18.4%
Best for General Content
0.0%
•
Very strong in all
categories except:
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Sports
•
Entertainment
15.1%
Best for Sports
Best for Entertainment
Sunday Standard:
HOW DO THE
RADIO
STATIONS
MEASURE UP?
4.5%
1.5%
5.0%
10.0%
15.0%
20.0%
25.0%
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Radio
Local news in BW, who has our ear?
Local News
RB1
36.8%
YaronaFM
21.7%
GabzFM
15.9%
DumaFM
13.0%
RB2
0.0%
12.6%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
RB 1 leads here… Notably sister RB2 scores low too
40.0%
International news, who is tuned in best?
International News
YaronaFM
32.3%
GabzFM
19.6%
RB2
18.5%
RB1
17.8%
DumaFM
0.0%
11.8%
5.0%
10.0%
15.0%
20.0%
Yarona FM is chief here
25.0%
30.0%
35.0%
Who knows the numbers best?
Business
GabzFM
31.7%
YaronaFM
26.0%
RB2
16.8%
DumaFM
16.3%
RB1
9.2%
0.0%
5.0%
10.0%
15.0%
20.0%
Gabz FM is the biz here!
25.0%
30.0%
35.0%
General Content?
General Content
YaronaFM
29.0%
GabzFM
20.4%
RB1
19.7%
RB2
17.9%
DumaFM
12.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Yarona seems to get it most.. Gabz not too far tho…
Who leads when it comes to tunes?
Music
YaronaFM
52.3%
RB2
17.0%
GabzFM
DumaFM
RB1
0.0%
14.4%
8.5%
7.8%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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Who has the gift of gab?
Talk Shows
YaronaFM
34.8%
DumaFM
27.7%
GabzFM
20.5%
RB2
10.7%
RB1
0.0%
6.4%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
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Who has game on their minds…
Sport
YaronaFM
32.3%
RB2
27.2%
DumaFM
19.9%
GabzFM
10.8%
RB1
9.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
YaronaFM is the leader in music, talk shows and
sport
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Who do we believe the most…?
Most Trustworthy
RB1
37.8%
YaronaFM
23.3%
GabzFM
17.8%
RB2
10.8%
DumaFM
0.0%
10.3%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
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Who is King of the airways?
Best Overall Station
YaronaFM
41.1%
GabzFM
18.0%
RB1
15.9%
RB2
13.6%
DumaFM
11.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Let’s look at the top 3 in more detail
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GabzFM
Business
18.6%
Talk Shows
12.1%
General content
12.1%
International News
11.6%
Best overall station
10.6%
Most Trustworthy
10.5%
Local News
GabzFM:
• Best station for business
news
•
9.6%
Music
8.5%
Sport
Scores high for talk shows,
general content and
international news
6.3%
0.0%
5.0%
10.0%
15.0%
20.0%
RB1
Most Trustworthy
23.3%
Local News
23.1%
General content
12.3%
International News
11.0%
Best overall station
9.9%
Sport
Music
Talk Shows
0.0%
•
6.1%
Business
RB1:
• Trustworthy
• Best for local news
5.6%
4.8%
Sport, business, music and
talk shows fared worst
3.9%
5.0%
10.0%
15.0%
20.0%
25.0%
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YaronaFM
Music
17.7%
Best overall station
14.1%
Talk Shows
International News
11.1%
Sport
11.0%
General content
10.0%
Business
8.8%
Most Trustworthy
•
Best overall station
•
Scores high for talk
shows, international
news, sport and
general content
7.9%
Local News
0.0%
YaronaFM:
• Best station for
music
11.9%
7.5%
5.0%
10.0%
15.0%
20.0%
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Other findings
Advertising is everywhere. Where do
people prefer to see or hear it most?
Preferred Advertising Channel
Radio
25.3%
Billboards
24.6%
Television
23.5%
Newspapers
Magazines
SMS
Email
0.0%
18.2%
3.3%
2.9%
2.2%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
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What kind of advertising do people like
LEAST?
Least Preferred Advertising Channel
SMS
39.4%
Flyers
17.6%
TV
10.3%
Email
9.3%
Billboards
6.2%
Radio
Posters
Newspapers
Magazine
0.0%
5.7%
4.6%
So... Think carefully
before you suggest an
SMS campaign!
4.0%
2.9%
5.0%
10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
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