Issued by: Vision Africa


At this occasion, which was graced by the presence of VIP's such as Mr Harold Pupkewitz, the Managing Director Cornelius D'Alton briefly introduced the company and their profile, while Liza Burmeister, Director, elaborated on some of the findings of the MediaMetrics™ study.

MediaMetrics™ has been developed to provide large and medium size organisations with affordable, reliable and accurate information about their target audiences' viewing, listening and reading habits and preferences, as well as other measurements related to brand awareness and communications.

The socio-demographic and media consumption database forms the core of the study, including components such as Demographics, Media Consumption (Radio, TV & Newspapers and magazines) and for the first time Consumer Diaries. Other areas measured are Communication, Brand and Leisure.

The study was launched in 2006 and from then on conducted annually. Changes have been an increase in the sample size (1,200 to 2,400), introduction of the Radio diary (RadioMetrics™) and Product diary (ConsuMetrics™).

Says Liza: “Some of the findings which were shared with invited guests included results such as, that NBC Oshimwambo Radio Service was the most listened to radio station in Namibia; ‘The Gardeners Daughter' was the most favourite programme on NBC Television. The Namibian newspaper remained the most often read newspaper and was seen as ‘the voice of the people'. When asked about truly Namibian brands, Namibia Breweries came to mind most often, while First National Bank was the most often mentioned Namibian bank. Soccer was the most attended sport followed by Netbal. The favourite music included Kwaito, Gospel, Soft and Traditional music.”

D'Alton added that the importance of research is starting to become known. Research tests assumptions and observations made about stakeholder needs and services. We recommend that any company that would like to spend their advertising money wisely by making sure that the correct target market is spoken to via the correct medium should invest in the MediaMetrics™ study. Vision Africa did not only conduct the study, but are able to educate companies on how to use the data.

Visit our PRESS OFFICE: Established in 1999, Vision Africa is an owner-managed full-service market and stakeholder research company that employs scenario-appropriate quantitative and qualitative techniques to deliver accurate, prompt and insightful results.- more....

[13 Nov 2008 16:50]

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