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.

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.

 

Infographic: Cape Town versus Joburg (media habits)

by | Oct 7, 2015 | digital, infographic, magazines, media, newspapers, radio, south africa

With so many creative agencies and publishers in Cape Town creating brand content (mostly advertising and magazine publishing) for a nation with a business and commerce hub in Greater Johannesburg, there is always a chance that marketing is viewed through a city-centric lens.

We have a look at what, objectively, makes the two cities so very different.

The data is sourced from 2,215 urban respondents living in Greater Johannesburg or Cape Town as well as all TomTom users compared to 200 cities around the world. Only data points with sufficiently stable sample sizes have been used.

Radio in South Africa – Infographic

by | Sep 10, 2015 | infographic, media, radio, south africa

South Africa has a wonderfully impressive spread of radio stations providing music, conversation, and companionship to all walks of life.

93% of all (adult) South Africans listened to the radio in the last 4 weeks. One fifth of that was while commuting, and the radio medium as a whole takes 16% of all advertising spend. Online listening is growing and currently 1 in 20 people who listened to radio yesterday, did so online.

We have a somewhat old classification system of ‘African Language Stations’ (ALS) referring to non-English radio stations which has always attracted the largest and most impressive listenership in the country. These stations lead the pack overall with the biggest radio station in the country being Zulu-based Ukhozi FM having a massive 7.4m listeners.

Classic FM has the richest, most well-travelled. YFM has the youngest, and Metro FM has the most who drive a luxury German sedan.

Amongst many marketers’ favourite demographic (LSM 8-10), consumers have their own “1st favourite” station in each major metropolitan area: Cape Town – Heart, PE – Algoa, Durban – East Coast Radio, Bloem – Lesedi (just above OFM), Greater Johannesburg – 94.7, Pretoria – Jacaranda, and Soweto – Metro FM.

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