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Rate Card 2014

Rate Card 2014. DAILY SUN. SUNDAY SUN. SUNDAY SUN AT A GLANCE. 176,692 (Circulation). 80% Own Homes. 1,033mil Households. R12,727 Average Household Income. 2,646mil (Readership). 34 Average Age. R197billion Value p/a. 55% Male. 95% Black. 76% Urban.

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Rate Card 2014

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  1. Rate Card 2014

  2. DAILY SUN

  3. SUNDAY SUN

  4. SUNDAY SUN AT A GLANCE 176,692 (Circulation) 80% Own Homes 1,033mil Households R12,727 Average Household Income 2,646mil (Readership) 34 Average Age R197billion Value p/a 55% Male 95% Black 76% Urban Source: ABC Q3 2013; AMPS 2013 BA (81%) OR 2,141mil LSM 6-10 1.177mil Working

  5. Primedia Unlimited“Testing the efficacy of advertising in the Daily Sun’s VusiVuzela comic” Consumer research results January 2010

  6. Contents Brief Methodology Sample demographics Research results Key learnings

  7. Brief BACKGROUND • PrimediaUnlimited’s comic VusiVuzela appears in the Daily Sun every Tuesday. • Primedia Unlimited has approached FGI to conduct an independent study that will measure the efficacy of advertising in the VusiVuzela comic. OBJECTIVES • Measure advertising recall of brands advertised in the VusiVuzela comic; • Gauge how VusiVuzela is perceived as a South African sports hero; • Establish what would make VusiVuzela more exciting for readers.

  8. Methodology • A random sample of 357 was drawn during the period 19-28 January 2010; • Face-to-face (intercept) interviews were conducted at selected convergence points Johannesburg; • Interviews were conducted in English with vernacular explanations by interviewers, when required; • The sample comprised 100% black respondents.

  9. Research results

  10. Sample demographics Gender n: 357 Age group n: 357

  11. Employment status n: 357

  12. Stories/supplements read in the Daily Sun Which of these regular stories/supplements in the Daily Sun do you usually read? [SELECT ALL THAT APPLY] n: 357

  13. VusiVuzela – Reading behaviour VusiVuzela reader Non-VusiVuzela reader Thinking about the VusiVuzela comic in the Daily Sun now, which of these statements best describes you in terms of reading the comic? [SELECT BEST 1] n: 357

  14. Reasons for reading VusiVuzela Added logic: Only answered by VusiVuzela readers You said that you read VusiVuzela in the Daily Sun, why do you read this comic? [SELECT ALL THAT APPLY] n: 242

  15. Unprompted advertising recall in the VusiVuzela comic Still thinking about the VusiVuzela comics, what brands do you remember being advertised in this comic? [NAME TOP 3 - UNPROMPTED] n: 242

  16. Unprompted advertising recall in specific product categories Thinking about specific product categories now, I am going to call out a product category to you and I’d like you to tell me whether you remember seeing a brand being advertised in this category in a newspaper. For example, if I call out “Motor Vehicles” you must call out the motor vehicle brands that you clearly remember seeing advertised in a newspaper. If you do not remember seeing an advertisement in a newspaper for a brand in a category, just say “I have not seen a brand advertised in this category”. We’ll then move to the next category. Added logic: Only answered by VusiVuzela readers

  17. Canned food n: 242

  18. Confectionary (chips, sweets, biscuits) n: 242

  19. Fast-food outlets n: 242

  20. Personal hygiene/Toiletries n: 242

  21. Prompted advertising recall in the VusiVuzela comic Combination of recall in the VusiVuzela comic

  22. VusiVuzela advertisements’ influence on purchase behaviour Thinking about the brands that they advertise in VusiVuzela, are you more likely to buy a brand that is advertised in this comic? n: 357

  23. Reasons for strong purchase influence Cross-tabbed against those who said that they’re likely to buy products advertised in the VusiVuzela comic (87%) Why do you say this? n: 311

  24. What would make Vusi better? Answered by VusiVuzela readers [SHOW CARD: Vusi comic] I am now going to show you a VusiVuzela comic - do you have any cool ideas on how the VuziVuzela story can be improved? [UNPROMPTED] n: 242

  25. Key learnings There is a high readership of the VusiVuzela comic amongst Daily Sun readers – 68%; There is a high loyalty amongst Daily Sun readers, 65% of the respondents to the research study indicated that they read VusiVuzela regularly; There is a high prompted (avg 20%) and unprompted (avg 17%) recall of adverts flighting in the Vusi Vuzela comic. There is extremely high brand purchase propensity – 87% of comic readers would buy the products advertised in the series.

  26. 2014 • Please Note: • Above rates exclude VAT and agency commission. • Trade exchange value: either R60 000 cash or specified value in products for the annual period (amortized over sponsorship period) • On Street dates – Monthly: last Sunday of the month , Weekly: every Tuesday

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