Swazi Media Audience Measurement Survey (Swazi-MAMS)

The Swazi-MAMS (Swazi Media Audience Measurement Survey) Report is 45-page multi media report based on people's responses to a seven-day media diary. It reports on six different media in Swaziland i.e. radio, newspapers, magazines, outdoor, and the Internet.

There are charts and tables accompanied by brief write-ups highlighting key points about each particular observation. It basically covers,

a. Persons estimates: the estimated number of persons listening, reading, viewing, likely to see and surfing at any given time within Swaziland;
b. Ratings; the percentage of the person estimates exposed to media in Swaziland.
c.Share: the percentage of a given media's total estimated audience
d. Cumulative audiences: persons who are exposed to a particular (Swazi or South African) medium at least once or more times weekly.

In some sections the following are highlighted;
a. Target audience efficiency (TAE): A measure of how well a station covers a given media audience in Swaziland.
b. Turnover: The number of times any of the Swazi (media) station's audience changes during a given time period
c.Average quarter hour (AQH) Ratings/persons

While the report can be used mainly to gain an overview of media audience exposure in Swaziland, users can further use it to develop effective media plans to estimate gross impressions (GIs), Gross Rating Points (GRPs), Cost Per Thousand (CPM), Cost Per Rating Point (CPP), and other strategic media queries (for use when booking media in Swaziland).

This section gives a brief description of how the Swazi-Media Audience Measurement Survey (Swazi-MAMS) was undertaken.

The population was determined as people who are 10+ years living in Swaziland at the time of the survey. According to the Central Statistics Office of Swaziland, this was 793,391 people and in this study the figure was rounded up to 800 000. The sampling units were people within different households within the Swazi kingdom. Allowing a confidence interval of +/- 3 points at 95% confidence level, the sample size was established at 1,066 and was divided as per the kingdom's regional age and sex ratios.

The research team developed a 7-day diary (questionnaire) for respondents to record their daily media exposure for a period of seven days.

A combination of sampling designs were used. First, the four regions of Swaziland were divided into primary sampling units (PSU) from which nineteen sampling places were randomly selected and broken into chunks and eventually into segments. Finally they were divided into areas containing dwelling units.

The segments were then randomly selected from each chunk. Dwelling units to be included in the final sample from each segment were then chosen. When segments included only a few dwelling units, all were included in the study.

Fieldworkers were sent with the diaries, utilizing the house-to-house canvassing method to all the randomly selected areas across Swaziland. Respondents were asked to keep the diaries for 7 days reporting on their daily media exposure. Respondents were further asked to provide their demographic and psychographics information. The fieldwork took place between February 2005 and April 2005. The total number of distributed diaries was 1,640 and 844 were returned. The number of in-tab (usable) diaries was 814 putting the population's response rate at 76%.Data cleaning, editing, capturing, weighting, coding and analysis took place between June and July 2005.

The overall population estimates have a +/- 2.9% confidence interval established at 90% confidence level. Reporting based on age; gender and Swaziland districts are also made. These are based on smaller sample sizes hence their sampling error or "bounce" is higher than the overall population estimates when holding the confidence level constant at 90%.

Definition of terms used in the Swazi-MAMS Report

Contributors of the Swazi-MAMS Report

A. OVERVIEW

i) Introduction
ii) The objective of the survey
iii) Methodology
iv) The Report
v) Contributors
vi) Limitations
vii) Definition of terms

1. KEY HIGHLIGHTS

2. RADIO

i) Radio listening trends (Population,Age and gender)
ii) Hour-by-Hour listening on radio
ii) Where people listen to radio (weekday listening)
iv) Where people listen to radio (weekend listening)
v) Weekly radio listening by day parts
vi) Target radio listener trends per local station

3. TELEVISION

i) Introduction 18
ii) Television viewership trends
iii) Hour-by-Hour television viewing
iv) Weekly television viewership by dayparts
v) Television viewership trends per station
vi) Top 10 most viewed Television programs
vii) Top 10 most viewed programs on local Television
viii Top 10 most viewed locally produced programs

4. NEWSPAPERS

i) Newspaper readership trends
ii) There are different kinds of newspaper readers
iii) Profiles of newspaper readership groups
iv) Newspapers share readers (Cume duplication percent)

5. MAGAZINES

i) Magazine readership trends
ii) Not every one who reads a magazine buy one
iii) Local magazines readership trends
iv) Magazine readership tables

6. INTERNET

i) Internet penetration …
ii) Internet access locations
iii) What the Internet is used for
iv) E-mailing

7. OUT-DOOR

i) Profiling travelers/commuters
ii) Commuters and media exposure