A survey conducted by TNS-Analysis shows that 5-Plus dimanche is the leader among weeklies in respect of readership. It indicates also the profile of our readers. The poll gives, in addition, data on the readers of the two other main periodicals, namely Week-End and Le Défi Plus.
Readership rate
Last Issue Readership : 78% of the sample interviewed have read a weekly newspaper in the last 7 days prior to day of interview.
5-Pus Dimanche collects the highest readership with 52.7% amongst the weeklies readers. The next best readership goes to Week-End with 47.4% followed by Le Défi Plus with 37.2%. It is important to highlight that considering the margin of error for 5-Plus Dimanche and Week-End, we find that scientifically both lie within the same confidence limits and it is thus hard to affirm which one is the leader
Profile of readers
The Brand’s profile - (Comparing the Brand figures against the National Figures)
When it comes to specific Weeklies or brands of Weekly newspapers, the Chi-Square denotes strong relationship with all the profile categories. It is noted that ‘Ethnic group’ was not a discriminant factor for the Weeklies market but when it comes to brand, it becomes a key criteria.
Week-End, Le Défi Plus, (…) (is) relatively more Male oriented than the other main brands. 5-Plus Dimanche, (…) (is) well represented across both males and females, being quite close to the national figures
In terms of Age, statistically significant correlation is noted between 5-Plus Dimanche and audience aged between 18-24 which indicates a penchant of the younger segment for that brand. Weekend is a brand that is over-represented amongst the 45-59 and under-represented amongst the 18-24 (…).
(…) 5-Plus Dimanche audience is equally balanced between Urban and Rural regions while that of Week-End is close to the market.
Week-End, (…) (is) over-represented amongst the Upper Class (AB) with regards to readership in the Total weeklies market. Le Défi-Plus has a significant correlation with the upper middle class (C1) (…).
When Readership is analysed across profile categories we found that 5-Plus Dimanche still dominates across the audience aged bewteen 18-24 and the General Population. (…).
Readership for Week-End is noted to be relatively higher and statistically significant as well amongst the Hindu and High Class segment (AB) readers.
Preferred Weeklies
The top three most preferred Weeklies are 5-Plus Dimanche, representing a preference share of 36%, followed by Week-End with 26% and Le Défi Plus with 18%. (…). Cross analysis with the various profile categories shows strong dependence on Ethnic group and Age group and significant correlation with Region and socio-economic groups.
Methodology
Measure audience for (...) Weekly Newspaper (...) 1650 face to face interviews were carried out from over 2 periods: The first 600 interviews were conducted over the period February 20 to March 8, 2010 while the rest, 1050, over the period March 9 to April 15, 2010
A two stage cluster sampling method was used to select respondents. 120 Municipal Council Areas (MCAs) and Village Council Areas (VCAs) , published under the Central Statistics Office, were used as the sample frame for the first stage. A total of 210 starting points were identified to achieve a sample of 600 respondents representative of Mauritius in terms of region, ethnic group and gender. In each MCA and VCA, starting points were defined. A random walk was done by the enumerators to select a maximum of 8 homes/interviews by sampling point. Respondents were selected using a Kish Grid, a procedure designed for objective respondent selection within the Household.
We used post-quotas weightings on age and socio economic group so as to reach a proper breakdown of the population according to national demographics. Interviews were conducted in Creole by trained enumerators, at different times of the day and different days of the week to ensure a better chance for individuals to be interviewed. 25% of call check and double entry were carried out to assess the reliability of information collected and data input.
With a sample size of 1650, margin of error is expected to be + or – 2.39% at a 95% Confidence Interval.