Cinema: Deadpool breaks records at SA Box Office

by | Feb 19, 2016 | cinema, media, south africa

With 1.4m South Africans having attended the movies in the last 4 weeks (source: AMPS 2015B), it’s great to see that the cinema releases are still doing well.

 

 

Deadpool opened with a record-breaking R9.3m, proving to be the coolest R-Rated movie globally and locally (16LVS), and becoming the 3rd biggest superhero opening in South Africa behind Iron Man 3 and Avengers: Age of Ultron.Based on Marvel Comics’ most unconventional anti-hero, Deadpool tells the origin story of former Special Forces operative turned mercenary Wade Wilson, who after being subjected to a rogue experiment that leaves him with accelerated healing powers, adopts the alter ego Deadpool.

“ The response has been overwhelmingly positive!” commented Twentieth Century Fox local representative, Michelle Steytler “This success has resonated globally with a US opening weekend of $132.7m – not only the biggest all-time opening weekend for Fox in the US, but also in South Africa. We are truly thrilled that consumers chose to spend Valentine’s with our superhero!”

Book for NuMetro here: https://www.numetro.co.za/#/movie/3661

And book for Ster-Kinekor here: http://www.sterkinekor.com/site.php#/book/7862/IMAX - Deadpool/

For advertisers who are looking for a new perspective on Cinema, give us a call on (021) 761-3287 or email [email protected]

Infographic: Debunking marketer’s misconceptions about race profiles of media consumption in South Africa

by | Feb 17, 2016 | infographic, magazines, media, newspapers, radio, south africa

It’s quite common that many of us (myself included) have certain perceptions of ‘white’ magazines and ‘black’ radio stations. It’s quite natural for us to have certain misconceptions about race profiles of media as, when many marketers started out in the game, the world was a very different place to today.

It also doesn’t help that many magazines, which are read by a full spectrum of society, still feature mostly white faces on the cover each month.

These stats show a big difference between the perception of most marketers and the reality. There is still much work to go, but it’s in the right direction. This data really does go to show that the filter of ‘race’ in media is close to becoming irrelevant.

Some key stats:

  • You: 55% Black, 20% White
  • Men’s Health: 64% Black, 17% White
  • Car Magazine: 50% Black, 25% White
  • Cosmo: 57% Black, 19% White

 

  • 5FM: 57% Black, 27% White
  • CapeTalk: 50% Black, 26% Coloured, 21% White
  • Jacaranda: 44% Black, 50% White
  • Highveld 94.7: 40% Black, 42% White

 

  • Cinema: 57% Black, 20% White

 

  • DSTV Premium: 35% Black, 43% White
  • DSTV Compact: 85% Black, 5% White
  • SABC3 (Includes Espresso): 79% Black, 8% White

 

  • The Argus/Cape Times: 40% Black, 37% Coloured ,20% White
  • Sunday Times: 74% Black, 12% White
  • Business Day: 61% Black, 27% White

All stats are from completely independent sources – AMPS 2015, Roots 2013, and TGI (they all tell the same story).

Infographic: The Marketer’s Guide to SA Travellers

by | Jan 11, 2016 | infographic, magazines, media, radio, south africa, upper income

Australians, New Zealanders and Germans are thought to be well-travelled.  Americans not so much.  What about South Africans?

94% of South African adults have never travelled overseas.  88% have never travelled locally by air.  Women are 20% less likely to have travelled overseas, and couples with young children are 10% less likely to have travelled locally within the past 12 months.

Of those who travelled locally in the past 12 months: 20% went to the coast and 7% went to a game farm; 70% stayed with friends or family and 20% stayed in a guesthouse or bed & breakfast, 4% stayed in a caravan and 7% went to a hotel.

Of those who have travelled locally by air, SAA leads the pack followed by Mango, and then Kulula.

Of adults who have travelled overseas, 10% have watched The Travel Channel in the past 4 weeks, and 25% have made travel arrangemens online.

The radio stations with the highest percentage of international travellers are Lotus FM and 702, and the magazine with the highest percentage of international travellers is Woolworths Taste.

The data is mined from 12,792 respondents living in South Africa.  Only data points with sufficiently stable sample sizes have been used.

Y axes don’t lie to people, people do

by | Nov 20, 2015 | media

In marketing, and especially media, we see a lot of charts.

I’m always baffled at how often data is misrepresented because of fundamental misunderstandings of simple concepts such as bases, indexes, and filters.

If you’ve ever presented a chart that tells a story which your audience would prefer wasn’t true, you’ll undoubtedly have encountered that one person that questions the research, the sample, the base, or the use of the axes.

Here’s a great video from the talented people at Vox on the realities of axes in charts – something from which every strategist can take a page.

Infographic: University graduates

by | Oct 30, 2015 | infographic, media, south africa

With a nation grappling with a solution to providing higher education to all, we have an objective look at university graduates in South Africa and how to target them through media.

Firstly, and sadly, they are a small minority of our country.  Only 16% of urban adults have some for of post-matric qualification and only 4% have a university degree.

These university graduates live mostly in the cities (85%) whereas only 15% live in townships.

A university education has a profound effect on one’s earning capacity – shown by the fact that only 2% of university graduates are without a personal income and those that do have an income, earn 240% more than the average matriculant.

Their media habits, too, are different.  University graduates are 22% more likely to prefer the Internet as an important medium of communication.

Amongst newspapers, Business Day is the daily newspaper which has the most readers with a university degree (31% of readers) whereas the Independent on Saturday is the weekend newspaper with the highest percentage (26%).

Amongst radio stations, CapeTalk stands out high with the highest percentage of listeners with a university degree (24%) but is followed closely ClassicFM, 702, GrootFM, Jacaranda and Power FM.  Furthermore, 14% of university graduates listen to business radio shows.

General television viewership doesn’t change much but specific DSTV channels do – university graduates are 308% more likely to watch news channels and 266% more likely to watch documentaries.

Infographic: Marketer’s Guide to SA Rugby Supporters

by | Oct 12, 2015 | infographic, magazines, media, newspapers, radio, south africa

For any South African marketer, it’s important to understand the relevance of major sports rugby, cricket, and soccer, to consumers. What is really interesting from a media approach is that fans of each sport are different and a one-size-fits-all approach won’t cut it with campaigns around sport.

We take an objective look at South Africa’s second most popular spectator sport – rugby.

Firstly, it’s interesting that 45% of urban adults support the Springboks and 16% have actually attended a decent amount of the games.
There is a 60/40 split between men and woman supporters and, within the group, 60% also support Currie Cup teams and 52% support South African Super Rugby teams.

There is a large group of active rugby players too. 600,000 urban adults (excludes school children) have played a game in the last 12 months and the average age of participation is fairly high at 36 years old.

There is a huge crossover between rugby and cricket (90% of cricket supporters and rugby supporters) but there is less of a cross over from soccer where only 48% of soccer supporters support the rugby.

Their media habits are different too. Mobile phones are 21% more likley to be considered an important medium for communication amongst rugby supporters – and this figure rises higher even for western province supporters to 48%.
29% of adults, all over South Africa, have watched a special rugby broadcast on TV. Rugby supporters are 3% more interested in reading about rugby in newspapers (45%) versus magazines (42%).

Rugby supporters are 19% more likely than most to research topics using the internet.

And, by far, the most listened to radio station by Springbok supporters is Metro FM.

why we love media

what clients see mostly are awesome presentations, hard-working campaigns, ah-ha moment insights, and clever ideas. what they don’t see are the hours and hours of analysis, meticulous planning, ideas sessions with media owners, tense negotiations, last-minute client bookings, and that moment when you figure out how to make a campaign work with champagne tastes on a beer budget. we love all this. it’s why we get up early in the morning and find it hard to switch off at night.

 

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