EXECUTIVE REPORT. All Media Survey 2012 (2)

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1 EXECUTIVE REPORT Market Research Services Ltd. All Media Survey 2012 (2) Contact Details: Market Research Services Ltd. 16 Cargill Avenue Kingston 10. Tele: or Fax: Published: March 2013

2 CONTENTS PAGE # Preface 1-3 Acknowledgements 4 Background & Methodology. 5-7 Glossary of Technical Terms Used 8 Overview Set Count 9 Potential Audience to Radio, Free To Air (FTA) TV, Local/Regional Cable International Cable () Media Interaction (TV, Radio, Newspaper) Media Share (Radio, FTA TV, Local/Regional Cable, International Cable Tube Share.. 13 Average Audience to Radio, FTA TV, Local/Regional Cable, International Cable by 3 hr. daypart 14

3 CONTENTS PAGE # Radio Summary Radio Audience Who Are They? 15 Radio Audience Where Are They? Radio Audience When Are They Available? Station Reach (Radio) Share of Listenership TV Summary The TV Audience Who Are They? The TV Audience Where Are They? The TV Audience When Are They Available? Station Reach (TV) 41 Share of Viewership FTA TV Audience Who Are They? FTA TV Audience Where Are They?... 50

4 CONTENTS PAGE # FTA TV Audience When Are They Available? Share of Viewership (FTA TV) Local/Regional Cable Audience Who Are They? Local/Regional Cable Audience Where Are They? Local/Regional Cable Audience When Are They Available? Share of Viewership (Local/Regional Cable) International Cable Audience Who Are They?...73 International Cable Audience Where Are They? International Cable Audience When Are They Available? Newspaper Summary Newspaper Readers Who Are They? Newspaper Readers Where Are They? Average Readership & Reach () All National Publications... 81

5 CONTENTS PAGE # Penetration of Newspaper Categories 82 Readership In to All National Publications 83 Readership In to Magazines & Pullouts 84 Share of Readership Duplication Sunday Newspapers 93 Duplication Daily Newspapers Points of Readership Internet Internet Users Who Are They? Internet Users Where Are They? Population Estimates Fixed & Mobile Phone Internet 100 What Is Internet Used For?

6 PREFACE The 2012 Electronic Media Survey represents the 28th in a series of annual and bi-annual surveys conducted by Market Research Services Ltd. (MRSL). MRSL has continuously tracked audience to all media since 1974 and considers this a privilege and an honor to be the entity relied on by the media and advertising fraternity for media information. The Jamaican media landscape is a very competitive one comprising over twenty (20) national radio stations, three Free To Air (FTA) television stations and a plethora of international and local cable channels that have national and regional coverage. In addition to this there are a number of other community based channels. The media environment has been made significantly more competitive and more demanding by the existence of two strong players in the newspaper segment, publishing daily morning and afternoon papers, as well as another entity offering a monthly national newspaper. To this scenario should be added a proliferation of community based papers that are seeking to carve out a niche for themselves. The dynamism in the market has been further conditioned by the fact that in the situation where such notable changes and shifts have been made over the last twenty years, the growth in the national population has been relatively minimal and there is still just 24 hours in the day to interface with and relate to the significantly wider options now available to the general public. This scenario has forced a higher level of focus on a customer driven approach to marketing one s media product and a greater reliance on more scientific ways of measuring the appeal and sustainability of services, programs and presentations by the media players. It has been widely appreciated then, that the general public has so much more choice available to them. It is a factor that has impacted significantly on the audience, readership and viewership numbers in the Jamaican environment over the last decade. 1

7 PREFACE The competing demands for the consumers time and the limited growth in the number of people in the marketplace have resulted in significant shifts in the pattern of relating to media. It now behoves those media players serious about growing their market to avail themselves of on-going current information that will assist them in strategizing more efficiently. It also demands of advertising agencies a more enlightened approach to media buying, against the background of the much larger body of data now being analysed and available to them. The Global crisis we are all facing has exacerbated the challenges in the environment and has, we believe, helped to shape some of the behaviour patterns that have emerged in the last year or so. Internet usage must not be ignored. Internet access in the workplace and on mobile phones has also added to this dynamism and presented consumers with even more choice in media. The 2012 survey shows that access to internet via the mobile phone has outgrown access to internet on a desktop or laptop across Jamaican households. Media in Jamaica has indeed become very complex for all the above reasons. The market dynamics dictate that data be available on a more continuous and more frequent basis. In 2012 two studies were carried out over a period of four weeks each accounting for approximately 8 weeks of media tracking out of the entire year. This is in an attempt to ensure more regular tracking of media consumption by Jamaicans. The two surveys were carried out in the second and last quarters of MRSL wishes to re-iterate a point it has made consistently over the last decade and a half, that surveys of this nature need to be carried out on a continuous basis because of the number of media entities that the public now has to deal with and the fact that so much choice is now available to that public, factors all contributing to a more dynamic market place. MRSL is committed to seeing this realized and will continue to work with the different interest groups to achieve this. 2

8 PREFACE Our company has consistently underwritten the cost of the All-Media Surveys because of our commitment to ensuring the most independent reporting of media habits and audience figures. The very nature of the market ensures that each time the survey is presented, there are winners and losers and the survey cannot escape extreme scrutiny because of its significance and importance. MRSL prepares itself for this by the diligence with which it executes its work, both at the fieldwork and at the analysis stages of the project. The team at MRSL acknowledges the support that we have received over the years from the media, the advertising fraternity, tertiary institutions and the general public and indeed extend our appreciation and sincere gratitude to all those who participated in the survey as respondents. Donald Anderson Chief Executive Officer, MRSL 3

9 ACKNOWLEDGMENTS Market Research Services Ltd. (MRSL) wishes to acknowledge the support of the following entities and individuals who made important contributions to the development, implementation and completion of the survey and indeed this report: The media fraternity, including all the radio and television stations and the newspaper companies that provided the research team with the information required to successfully execute the fieldwork. The Broadcasting Commission The members of the general public The Fieldwork Staff of MRSL 4

10 BACKGROUND & METHODOLOGY Scope & Objectives The purpose of the study, as in earlier studies, is to update media consumption patterns among Jamaicans aged 10 years and older. It is intended for the survey findings to be used by the media and advertising fraternity to help make strategic decisions about programming and advertising. Methodology The survey involved the conduct of 3,003 interviews in the first wave and 3,020 interviews in the second wave with Jamaicans age 10 years and older living across all thirteen (13) parishes of the island (Kingston & St. Andrew being included as one). This report covers both waves individually and also shows the results based on the 6023 households surveyed during the year. Sampling A sample size of 3,000 per was chosen in order to ensure that all the estimates provided in the document would be within + or 7% points at the 95% level of confidence. What this means is that while the margin of error associated with the Overall sample size is approximately + or 1.8% points at the 95% level of confidence, the sample size associated with the different segments by which the data has been analyzed results in variations in the margin or error, the maximum error being + or 7% points. A random and stratified sampling methodology, involving a multi-stage sample design, was used. At the first stage of the process the sample was stratified across the thirteen parishes in accordance with the population size in each of these parishes. At the second stage, further stratification of the parish samples by gender, age and socio-economic class was done in line with their known population proportion. At the third stage, the sample quotas were distributed across each of the seven (7) days of the week, in order to ensure that an equal number of interviews were done each day. 5

11 BACKGROUND & METHODOLOGY Cluster sampling was used to select the areas from which households were randomly selected using a systematic process. That is, each parish was divided into homogenous clusters (sample areas). In the final analysis approximately 300 sample areas were randomly selected with no more than 10 interviews being scheduled for a single sample area. Households within each area were randomly selected using a systematic process. A random start address was assigned to each area. Households were selected from this point onwards using a systematic skip pattern based on the population of households in each area and the quota number of interviews to be achieved. Once the household was identified a list of all persons 10 years and older was developed in order to select the informant for the survey. This respondent was selected in line with the assigned quotas by gender, age and socio-economic class. In order to take the respondent selection outside of the control of the interviewer, where there was more than one person in the household who qualified, the person who last celebrated a birthday was selected as the respondent. Data Collection and Quality Control The data was collected by a team of approximately 52 interviewers and 10 supervisors. The interviewer was responsible for correctly selecting the household and the informant and conducting the interviews. The supervisors ensured that all the specifications laid down for selecting the sample was adhered to and also provided support to the interviewers in the field if and when they encountered difficult situations. In addition to this level of control in the field, a post-interview validation involving random call backs or revisits to no less than 30% of each interviewers completed surveys was carried out. This ensured that the interviews were carried out in accordance with the specifications laid down by MRSL. 6

12 BACKGROUND & METHODOLOGY Data Collection Tools A structured questionnaire (Appendix I) was the instrument used to gather and record the data in the field. The questionnaire was designed in order to allow for the 24 hour aided recall methodology whereby respondents were asked about their viewership and listenership patterns in the past 24 hours. Program schedules from the different TV and radio stations were used to aid respondents recall of their listenership and viewership in the past 24 hours. The 24 hour aided-recall methodology has been used consistently by MRSL to track listenership and viewership patterns. To date, it represents the most realistic approach for capturing such information when literacy levels and costs are taken into consideration. Time Frame Fieldwork, including validation and other quality checks were carried out over a six weeks period April and June 6, 2012 for the first wave and December 8 th 2012 to January 14 th

13 GLOSSARY OF TECHNICAL TERMS TERM CONFIDENCE INTERVAL MARGIN OF ERROR ABC1 C2 DE POTENTIAL AUDIENCE/READERS REACH SET COUNT AHH AQH FTA MEANING This is the measure of assurance that the estimate is off by no more than the computed margin (range) or error. The confidence interval set for this research is 90%. The margin of error is the computed range of error that the estimate may vary from the true population statistic. The upper and upper middle socio-economic group. The middle socio-economic group. The low middle and low socio-economic groups. The total number of different persons within the population that listened to the radio or watched the television at any time at all, yesterday. The total number of different persons reached by the radio station or television station typically at a specific time of the day. The estimate of the total number of radio sets, television sets and cable sets across the island. Average half hour Average quarter hour Free To Air Television 8

14 Overview

15 Set Count () The figures below represent number of working sets. Television Radio Average Sets Per Household Nationally: Radio 1.6 sets per household TV 1.7 sets per household NOTE: Radio set count does not include radio on mobile phones. 9

16 Potential Market For Radio, Free To Air (FTA) TV, Local Cable, International Cable, Newspaper & Internet () 2000 to 2012 Radio Newspaper FTA Television International Cable Internet Local/Regional Cable NOTE: Potential Market represents the total number of different persons that listened to the radio or watched FTA TV, local cable or international cable at any time at all yesterday, use the internet at home, work or elsewhere and read or leaf through a newspaper publication within the last week. Potential Audience data is not available for 2001 to

17 Media Interaction Watched Television only: 256,000 Listened radio only: 138,000 Read Newspaper only: 159,000 Television (FTA & Local/Regional Cable) 294 Radio Watched Television & Listened Radio: 294,000 Newspaper Watched Television & Read Newspaper : 372,000 The above represents the total number of different viewers, listeners and readers Listened Radio & Read Newspaper: 189,000 Watched Television, Listened Radio & Read Newspaper: 684,000 11

18 Media Share (Radio, FTA TV, Local/Regional Cable, Int. Cable & Internet) The above shares are based on potential audience and readers to the respective media 12

19 Tube Share The above shares are based on potential audience to the respective tube source (FTA TV, Local cable and International Cable) 13

20 Average Audience To Radio, FTA TV, Local Cable & International Cable 3 HR. DAY PART 3 HOUR DAY PART (Sunday to Saturday) Radio FTA TV Local Cable International Cable 12 mn to 2:59 am :00 am to 5:59 am :00 am to 8:59 am :00 am to 11:59 am md to 2:59 pm :00 pm to 5:59 pm :00 pm to 8:59 pm :00 pm to 11:59 pm

21 Radio Details

22 Radio Audience - Who are they? Total (Potential) Audience 1,305,000 Gender () Males: 655 Females: 650 Age Group () 10 14: : : : : : 416 Males Females 10 14: : : : : : ABC1 C2 DE Males Females ABC1: C2: DE: SE Class () ABC1: 203 C2: 369 DE: 733 NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS LISTENERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

23 Radio Audience - Where are they? Total (Potential) Audience 1,305,000 Surrey () 502 Cornwall () 496 Middlesex () 307 KMA () 417 Other Surrey () 85 North () 131 South () North () 183 NOTE: South () 124 KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. LISTENERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

24 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 mn : : : : : : : : : : :

25 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 am : : : : : : : : : : :

26 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md : : : : : : : : : : :

27 The Radio Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : :

28 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday Irie FM Zip 103 FM RJR 94 FM Love FM Hitz 92 FM Mello FM Kool 97 FM Fame FM Power Sun City Radio NCU Gospel JA Klas Sports Radio The above represents the number of different persons reached by each radio station on a typical day during the study period. 21

29 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday Nationwide Hot 102 FM Vybz FM Linkz FM Bess FM NewsTalk MegaJamz TBC Music 99 FM Roots FM Stylz FM Ja Others The above represents the number of different persons reached by each radio station on a typical day during the study period. 22

30 Share of Listenership Overall N= 1,305,000 23

31 Share of Listenership (5 Year Trend) and

32 Share of Listenership By Daypart Sunday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Irie FM Zip 103 FM RJR 94 FM Hitz 92 FM Love 101 FM Mello FM Fame FM Power 106 FM Sun City Radio Vybz FM Kool 97 FM Gospel Ja Bess FM All day Klas Sports Radio

33 Share of Listenership By Daypart Sunday Cont d 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Linkz FM NCU Music 99FM Nationwide TBC Stylz Mega Jamz Hot 102 FM Roots FM Other News Talk All day 26

34 Share of Listenership By Daypart Monday - Friday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Irie FM RJR 94 FM Zip 103 FM Love 101 FM Mello FM Hitz 92 FM Kool 97 FM Fame FM Power 106 FM Klas Sports Radio NCU Nationwide Vybz FM All day 27

35 Share of Listenership By Daypart Monday Friday Cont d 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Sun City Radio Gospel Ja Hot 102 FM News Talk Linkz FM Music 99FM Mega Jamz Bess FM TBC Stylz Roots FM Others All day 28

36 Share of Listenership By Daypart Saturday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Irie FM Zip 103 FM Hitz 92 FM RJR 94 FM Love 101 FM Mello FM Kool 97 FM NCU Klas Sports Radio Fame FM Power 106 FM Nationwide Vybz FM Linkz FM All day 29

37 Share of Listenership By Daypart Saturday Cont d 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Gospel Ja Sun City Radio Mega Jamz Music 99FM Bess FM Hot 102 FM News Talk TBC Others Stylz Roots FM All day 30

38 Share of Listenership By Market Segments - Demographics Females Males Children & Teens (10 19 yrs) Young adults (20 34 yrs) Older adults (35+ yrs) Upper & Upper Middle Middle income Low Middle & Low income Overall % % % % % % % % % Irie FM Zip 103 FM RJR 94 FM Love 101 FM Hitz 92 FM Mello FM Fame FM Kool 97 FM Power 106 FM Klas Sports Radio NCU Sun City Radio Vybz FM Nationwide NB: Shares above are based on average audiences Sunday to Saturday.

39 Share of Listenership By Market Segments - Demographics Females Males Children & Teens (10 19 yrs) Young adults (20 34 yrs) Older adults (35+ yrs) Upper & Upper Middle Middle income Low Middle & Low income Overall % % % % % % % % % Gospel Ja Linkz FM Hot 102 FM Bess FM News Talk Mega Jamz Music 99FM TBC Stylz Roots FM Others NB: Shares above are based on average audiences Sunday to Saturday. 32

40 Share of Listenership By Market Segments - Region KMA Other Surrey Middlesex North Middlesex South Cornwall North Cornwall South Overall % % % % % % % Irie FM Zip 103 FM RJR 94 FM Love 101 FM Hitz 92 FM Mello FM Fame FM Kool 97 FM Power 106 FM Klas Sports Radio NCU Sun City Radio Vybz FM Nationwide NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. LISTENER-SHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/ WEIGHTING NB: Shares above are based on average audiences Sunday to Saturday. 33

41 Share of Listenership By Market Segments - Region KMA Other Surrey Middlesex North Middlesex South Cornwall North Cornwall South Overall % % % % % % % Gospel Ja Linkz FM Hot 102 FM Bess FM News Talk Mega Jamz Music 99FM TBC Stylz Roots FM Others NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. LISTENER-SHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/ WEIGHTING NB: Shares above are based on average audiences Sunday to Saturday. 34

42 Television Details

43 The Television (FTA & Local/Regional Cable) Audience - Who are they? Total (Potential) Audience 1,606,000 Gender () Males: 769 Females: 837 Age Group () 10 14: : : : : : 407 Males Females 10 14: : : : : : ABC1 C2 DE Males Females ABC1: C2: DE: SE Class () ABC1: 236 C2: 447 DE: 923 NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

44 The Television (FTA & Local/Regional Cable) Audience - Where are they? Total (Potential) Audience 1,606,000 Surrey () 662 Cornwall () 387 Middlesex () 557 KMA () 560 Other Surrey () 102 North () 189 South () 198 North () 176 South () 381 NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine 36 DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

45 The Television (FTA & Local/Regional Cable) Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 mn :30 am : : : : : : : : : :

46 The Television (FTA & Local/Regional Cable) Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 am : : : : : : : : : : :

47 The Television (FTA/Local Cable) Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md :30 pm : : : : : : : : : :

48 The Television (FTA/Local Cable) Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : :

49 Station Reach Stations Sunday Monday Tuesday Wednesday Thursday Friday Saturday TVJ CVM TV Love TV Sportsmax Hype TV RE TV CVM Plus <3 8 < TVJ Sports Music Plus <3 3 3 JNN <3 <3 <3 2 3 <3 <3 Tempo <3 <3 <3 <3 <3 3 3 Other 3 5 <3 <3 <3 3 3 The above represents the number of different persons reached by each radio station on a typical day during the study period. 41

50 Share of Viewership (FTA & Local/Regional Cable) N= 1,606,000 42

51 Share of Viewership (5 Year Trend - FTA & Local/Regional Cable) 2006 to 2009 and

52 Share of Viewership (FTA and Local/Regional Cable) By Daypart - Sunday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % TVJ CVM TV SportsMax Love TV Hype TV RE TV TVJ Sports CVM Plus Music Plus JNN Tempo All day 44

53 Share of Viewership (FTA and Local/Regional Cable) By Daypart Monday - Friday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % TVJ CVM TV SportsMax Love TV RE TV TVJ Sports CVM Plus Hype TV Tempo Music Plus JNN All day 45

54 Share of Viewership (FTA and Local/Regional Cable) By Daypart Saturday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % TVJ CVM TV SportsMax Love TV RE TV TVJ Sports CVM Plus Hype TV Tempo Music Plus JNN All day 46

55 Share of Viewership (FTA and Local/Regional Cable) By Market Segments - Demographics Females Males Children & Teens (10-19 yrs) Young Adults (20-34 yrs) Older Adults (35+ yrs) Upper & Upper Middle Income Middle Income Low Middle & Low Income % % % % % % % % % TVJ CVM TV SportsMax Love TV RE TV TVJ Sports CVM Plus Hype TV Tempo Music Plus JNN Other Overall NB: Shares above are based on average audiences Sunday to Saturday. 47

56 KMA Share of Viewership By Market Segments - Region Other Surrey Middlesex North Middlesex South Cornwall North Cornwall South Overall % % % % % % % TVJ CVM TV SportsMax Love TV RE TV TVJ Sports CVM Plus Hype TV Tempo Music Plus JNN Other NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town,; Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny; Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary; Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP. SHARES ARE BASED ON AVERAGE AUDIENCES SUNDAY TO SATURDAY NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING 48

57 Free To Air (FTA) TV Audience - Who are they? Total (Potential) Audience 1,585,000 Gender () Males: 755 Females: 830 Age Group () 10 14: : : : : : 404 Males Females 10 14: : : : : : ABC1 C2 DE Males Females ABC1: C2: DE: SE Class () ABC1: 229 C2: 440 DE: 916 NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

58 Free To Air (FTA) TV Audience - Where are they? Total (Potential) Audience 1,585,000 Surrey () 655 Cornwall () 381 Middlesex () 549 KMA () 553 Other Surrey () 102 North () 187 South () North () 173 NOTE: South () 376 KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

59 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 mn : : : : : : : : : : :

60 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 am : : : : : : : : : : :

61 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md : : : : : : : : : : :

62 Free To Air (FTA) TV Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : :

63 Share of Viewership (FTA) N= 1,585,000 55

64 Share of Viewership (FTA) By Daypart - Sunday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % All day TVJ CVM Love

65 Share of Viewership (FTA) By Daypart - Monday to Friday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % All day TVJ CVM Love

66 Share of Viewership (FTA) By Daypart - Saturday 12 mn 2:59 am 3 am 5:59am 6am 8:59am 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm All day % % % % % % % % % TVJ CVM Love

67 Share of Viewership (FTA) By Market Segments - Demographics Female Males Children & Teens (10-19 yrs) Young Adults (20-34 yrs Older Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low % % % % % % % % % Overall TVJ CVM Love NB: Shares above are based on average audiences Sunday to Saturday. 59

68 Share of Viewership (FTA) By Market Segments - Region KMA Other Surrey Middlesex North Middlesex South Cornwall North Cornwall South Overall % % % % % % % TVJ CVM Love TV NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town,; Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny; Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary; Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP. SHARES ARE BASED ON AVERAGE AUDIENCES SUNDAY TO SATURDAY. NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING 60

69 Local/Regional Cable Audience - Who are they? Total (Potential) Audience 62,000 Gender () Males: 45 Females: 17 Age Group () 10 14: : : : : 8 45+: 11 Males Females 10 14: : : : : : 9 2 ABC1 C2 DE Males Females ABC1: 11 3 C2: 13 9 DE: 21 5 SE Class () ABC1: 14 C2: 22 DE: 26 NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 24 HRS VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

70 Local/Regional Cable Audience - Where are they? Total (Potential) Audience 62,000 Surrey () 26 Cornwall () 19 Middlesex () 17 KMA () 25 Other Surrey () 1 North () 11 South () 8 62 North () 6 NOTE: South () 11 KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

71 Local/Regional Cable Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 mn 3 3 <2 2 < :30 <3 3 <2 2 < :00 <3 5 <2 2 < :30 <3 5 <2 <2 < :00 <3 3 <2 <2 <3 <3 <3 2:30 <3 3 <2 <2 <3 <3 <3 3:00 <3 3 <2 <2 <3 <3 <3 3:30 <3 3 <2 <2 <3 <3 <3 4:00 <3 3 <2 <2 6 <3 <3 4: <2 <2 3 <3 <3 5: <2 3 <3 <3 5: <2 <3 <3 <3 63

72 Local/Regional Cable Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 am : : < : : : : : : : : :

73 Local/Regional Cable Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 12:00 md : : : : : : : < : < : < : :

74 Local/Regional Cable Audience When are they available? ½ Hour Commencing Sunday Monday Tuesday Wednesday Thursday Friday Saturday 6:00 pm : : : : : : : : : : :

75 Share of Viewership (Local/Regional Cable) N=62,000 67

76 Share of Viewership (Local/Regional Cable) By Daypart - Sunday 12 mn 2:59 am 3 am 5:59am 6am 8:59 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Sports Max Hype TV RE TV CVM Plus TVJ Sports Music Plus JNN Other Tempo Note: % above are based on relatively small audience numbers to each time segment. Use data cautiously. All day 68

77 Share of Viewership (Local/Regional Cable) By Daypart - Monday to Friday 12 mn 2:59 am 3 am 5:59am 6am 8:59 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Sports Max Hype TV RE TV CVM Plus TVJ Sports Music Plus JNN Other Tempo Note: % above are based on relatively small audience numbers to each time segment. Use data cautiously. All day 69

78 Share of Viewership (Local/Regional Cable) By Daypart - Saturday 12 mn 2:59 am 3 am 5:59am 6am 8:59 9am 11:59am 12 md 2:59pm 3pm 5:59pm 6pm 8:59pm 9am 11:59pm % % % % % % % % % Sports Max Hype TV RE TV CVM Plus TVJ Sports Music Plus JNN Other Tempo Note: % above are based on relatively small audience numbers to each time segment. Use data cautiously. All day 70

79 Share of Viewership (Local/Regional Cable) By Market Segments - Demographics Female Males Children & Teens (10-19 yrs) Young Adults (20-34 yrs) Older Adults (35+ yrs) Upper & Upper Middle Middle Income Low Middle & Low % % % % % % % % % Overall Sports Max Hype TV RE TV CVM Plus TVJ Sports Music Plus JNN Other Tempo NB: Shares above are based on average audiences Sunday to Saturday. 71

80 Share of Viewership (Local/Regional Cable) By Market Segments - Region KMA Other Surrey Middlesex North Middlesex South Cornwall North Cornwall South Overall % % % % % % % Sports Max Hype TV RE TV CVM Plus TVJ Sports Music Plus JNN Other Tempo NOTE: KMA: Kingston & St. Andrew, Portmore, Spanish Town,; Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny; Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary; Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP. SHARES ARE BASED ON AVERAGE AUDIENCES SUNDAY TO SATURDAY. NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING 72

81 International Cable Audience - Who are they? Total Potential Users 541,000 Gender () Males: 256 Females: 285 Age Group () 10 14: : : : : : 99 Males Females 10 14: : : : : : ABC1 C2 DE Males Females ABC C DE SE Class () ABC1: 135 C2: 189 DE: 217 NOTE: ABC1: Upper/upper middle income C2: Lower middle income DE: Low income NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

82 The International Cable Audience - Where are they? Total (Potential) Audience 541,000 Surrey () 250 Cornwall () 145 Middlesex () 146 KMA () 233 Other Surrey () 17 North () 95 South () North () 30 NOTE: South () 116 KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 24 HRS. VIEWERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

83 International Cable Audience When are they available? ½ Hour Commencing Sunday 000 Monday 000 Tuesday 000 Wednesday 000 Thursday 000 Friday 000 Saturday :00 mn : : : : : : : : : : :

84 International Cable Audience When are they available? ½ Hour Commencing Sunday 000 Monday 000 Tuesday 000 Wednesday 000 Thursday 000 Friday 000 Saturday 000 6:00 am : : : : : : : : : : :

85 International Cable Audience When are they available? ½ Hour Commencing Sunday 000 Monday 000 Tuesday 000 Wednesday 000 Thursday 000 Friday 000 Saturday :00 md : : : : : : : : : : :

86 International Cable Audience When are they available? ½ Hour Commencing Sunday 000 Monday 000 Tuesday 000 Wednesday 000 Thursday 000 Friday 000 Saturday 000 6:00 pm : : : : : : : : : : :

87 Newspaper Details

88 Newspaper Readers - Who are they? Total (Potential) Readers 1,404,000 Gender () Males: 672 Females: 732 Age Group () 10 14: : : : : : 394 Males Females 10 14: : : : : : ABC1 C2 DE Males Females ABC1: C2: DE: SE Class () ABC1: 257 C2: 430 DE: 717 NOTE: ABC1: Upper/upper middle income C2: Middle income DE: Low middle to low income DATA IS BASED ON PAST 7 DAYS READERSHIP. NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

89 Newspaper Readers - Where are they? Total (Potential) Readers 1,404,000 Surrey () 607 Cornwall () 324 Middlesex () 473 KMA () 514 Other Surrey () 93 North () 179 South () North () 143 NOTE: South () 330 KMA: Kingston & St. Andrew, Portmore, Spanish Town Other Surrey: Portland & St. Thomas Cornwall North: Hanover, St. James & Trelawny Cornwall South: Westmoreland & St. Elizabeth Middlesex North: St. Ann & St. Mary Middlesex South: Manchester, Clarendon & St. Catherine DATA IS BASED ON PAST 7 DAYS READERSHIP NUMBERS MAY BE OFF BY 1 OR 2 POINTS DUE TO ROUNDING/WEIGHTING

90 Average Readership & Reach () All National Publications Publications Average Readers The Gleaner 222 The Star 303 The Observer 146 Children s Own 134 YouthLink 72 Teen Herald 11 Sunday Herald 6 Teenage Observer 37 Observer West 19 Track & Pool 8 Publications Reach (Different Readers) The Gleaner 745 The Star 671 The Observer 380 Children s Own 134 YouthLink 72 Teen Herald 11 Sunday Herald 6 Teenage Observer 37 Observer West 19 Track & Pool 8 Note: Sunday Herald and Teen Herald are monthly publications 81

91 Evening Papers Sunday Papers Morning Papers Weekly Publication s Youth Papers Pullouts/M agazines Business Papers Regional Papers Monthly Publication s Always Asking Questions, Always Providing Answers Reach of Newspaper Categories ' THE DATA ABOVE REPRESENT THE NUMBER OF DIFFERENT READERS OF THE DIFFERENT CATEGORIES OF NEWSPAPERS: Evening Papers: Sunday Papers: Morning Papers: Weekly Publications: Monthly Publications: Youth Papers: Pullouts & Magazines: Regional Papers: Business Papers: The Star The Sunday Gleaner, The Sunday Observer, The Sunday Herald The Daily Observer, The Daily Gleaner Children s Own, Teenage Observer, Youth Link, Western, Mirror, North Coast Times. Teen Herald, Sunday Herald Children s Own, Youthlink, Teenage Observer and Teen Herald Sunday Outlook, Sunday Business, Flair, Wednesday Business, Western Focus, Hospitality Jamaica, Financial Gleaner, Career & Education, Style, Classifieds, Finance, Business Observer, All Woman, Teenage, The Agenda, Life Tributes, Bookends, Vows, Study Center, Observer West, Thursday Life, Caribbean Business Report, Sporting World, Splash, Auto, Environment Watch, Buy Me, Under The Dryer. Western Mirror, Northcoast Times and Observer West. Business Observer, Financial Gleaner, Caribbean Business Report, Finance, Sunday Business, Wednesday Business. 82

92 Readership In To Newspaper Publications 83

93 Readership In To Magazines & Pull Outs Pure Class (Sunday Herald) obtained a readership of 2,000 however this newspaper is a monthly publication. 84

94 Share of Readership Daily (Monday-Saturday) Morning Newspapers N= 473,000 Publication % Share Monday Gleaner 10.2 The Daily Observer 47.9% The Daily Gleaner 52.1% Wednesday Gleaner 9.6 Monday Observer 9.6 Tuesday Gleaner 8.9 Friday Gleaner 8.6 Tuesday Observer 8.6 Thursday Gleaner 8.4 Thursday Observer 8.2 Wednesday Observer 8.0 Friday Observer 7.6 Saturday Gleaner Saturday Observer 5.8

95 Share of Readership Daily Star (Monday - Saturday) N=671,000 86

96 Share of Readership Sunday Newspapers N=684,000 87

97 Share of Readership Weekly Publications N=332,000 88

98 Share of Readership Pullouts/Magazines N=296,000 Overall Share % The Gleaner Company 43.2 The Jamaica Observer

99 Share of Readership Business Papers N=170,000 90

100 Share of Readership Youth Papers N=214,000 91

101 Share of Readership Regional Papers N=154,000 92

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