Rate Card 2014
DAILY SUN
SUNDAY SUN
SUNDAY SUN AT A GLANCE
176,692
(Circulation)
1,033mil
Households
2,646mil
(Readership)
R197billion
Value p/a
95%
Black
(81%) OR 2,141mil
LSM 6-10
80%
Own Homes
R12,727
Average Household Income
34
Average Age
55%
Male
76%
Urban
1.177mil
Working
Sour
ce: A
BC Q
3 20
13; A
MPS
201
3 BA
Primedia Unlimited“Testing the efficacy of advertising in the Daily
Sun’s Vusi Vuzela comic”
Consumer research resultsJanuary 2010
Contents
• Brief• Methodology• Sample demographics• Research results• Key learnings
Brief
• BACKGROUND– Primedia Unlimited’s comic Vusi Vuzela 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 Vusi Vuzela comic.
• OBJECTIVES– Measure advertising recall of brands advertised in the Vusi Vuzela
comic;– Gauge how Vusi Vuzela is perceived as a South African sports
hero;– Establish what would make Vusi Vuzela more exciting for readers.
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.
Rese
arch
resu
lts
Sample demographics
71%
29%
Male Female18-24 25-34 35-44 45-54 55+
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
24%
43%
25%
7%
2%
Gendern: 357
Age groupn: 357
Worki
ng full ti
me
Active
ly se
eking e
mployment
Self e
mployed
Student (t
ertiary
)
Worki
ng part
time
Housewife
/husb
and
Scholar
Retired/Pensio
ner0%
10%
20%
30%
40%
50%
60% 56%
13% 10% 9% 8%2% 1% 1%
Employment statusn: 357
Stories/supplements read in the Daily Sun
Sun Spots Vusi Vuzela Sun Buzz Sun Sport Sun Money None of these
0%
10%
20%
30%
40%
50%
60%
70%
80%72%
65%58%
25%
13%
4%
Which of these regular stories/supplements in the Daily Sun do you usually read? [SELECT ALL THAT APPLY]n: 357
Vusi Vuzela – Reading behaviour
Thinking about the Vusi Vuzela comic in the Daily Sun now, which of these statements best describes you in terms of reading the comic? [SELECT BEST 1]n: 357
16%
52%
18%
14%
I've never missed a Vusi Vuzela comic since day 1I am a regular reader of the comicI read the comic whenever I see itI don’t read Vusi Vuzela at all
Vusi Vuzela reader
Non-Vusi Vuzela reader
Reasons for reading Vusi Vuzela
It's easy to read
I like the fact that Vusi is a soccer hero that fights crime
The Vusi Vuzela comic talks to me, I can relate to it
I find it entertaining
I like the characters in Vusi Vuzela
I find it more interesting than reading articles
I look forward to the next installment
I enjoy Vusi’s adventures as a soccer hero
It's easy to understand
I am a soccer fan, so Vusi is my hero
0% 10% 20% 30% 40% 50% 60% 70%
23%
26%
27%
34%
35%
35%
38%
39%
40%
66%
You said that you read Vusi Vuzela in the Daily Sun, why do you read this comic? [SELECT ALL THAT APPLY]n: 242
Added logic: Only answered by Vusi Vuzela readers
Unprompted advertising recall in the Vusi Vuzela comic
McD
onald's
ABSAFri
tos
FNB
Caltex
Dettol
Reebok
Vodacom
Disprin
SABC 1
Lifebuoy
Other
0%
5%
10%
15%
20%
25%
30%
26%
26%
23%
17%
16%
15%
15%
14%
11%
7%
5% 4% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2%
10% 11
%
Still thinking about the Vusi Vuzela comics, what brands do you remember being advertised in this comic? [NAME TOP 3 - UNPROMPTED]n: 242
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 Vusi Vuzela readers
Canned food
Lucky Star Koo Tinned fish Can't remember now
0%
10%
20%
30%
40%
50%
60%
70% 65%
23%
1%
11%
n: 242
Confectionary (chips, sweets, biscuits)
Frito
sSim
baLa
ysHall
's
Tennis Bisc
uits
Man
hattan
Smooth
ies
Nik-Nak
s
Bakers
Can't r
emember now
0%5%
10%15%20%25%30%35%40%45%50% 46%
13% 12% 11%
1% 1% 1% 1% 1%
14%
n: 242
Fast-food outlets
McD
onald's
KFCSp
ur
Steers
Haven't s
een any
Wim
py
Can't r
emember now
0%
10%
20%
30%
40%
50%
60%50%
30%
6% 4% 2% 1%8%
n: 242
Personal hygiene/Toiletries
Dettol
Can't r
emember now
I hav
en't seen an
ySh
ield
Lifebuoy
He Man
Sunlig
ht
Protex
Savlo
n
Twinsaver
Vanish
Strepsil
sSa
die0%
5%
10%
15%
20%
25%
30%
35%29%
21%
15%12%
8%5% 3% 2% 1% 1% 1% 1% 1%
n: 242
Prompted advertising recall in the Vusi Vuzela comic
Lucky Star Fritos McDonald's He Man Dstv0%
5%
10%
15%
20%
25%
30%28%
26%
22%
17%
7%
Combination of recall in the Vusi Vuzela comic
Vusi Vuzela advertisements’ influence on purchase behaviour
87%
13%
YesNo
Thinking about the brands that they advertise in Vusi Vuzela, are you more likely to buy a brand that is advertised in this comic?n: 357
Reasons for strong purchase influence
Why do you say this?n: 311
0%10%20%30%40%50%60% 54%
24% 19%
4%
Cross-tabbed against those who said that they’re likely to buy products advertised in the Vusi Vuzela comic (87%)
What would make Vusi better?
Vusi is too serious, we need some jokes
I would put the adverts in the newspaper instead of Vusi
Focus on one brand when advertising
The animation is quite dull - I would make that better
Improve on the look of the characters
Put fewer adverts in
Talk about relevant, more real sport stories in Vusi
Make it a full page story
I would make it a full page story
I would add different languages
Make the font bigger
I think it's fine the way it is
Nothing I can think of
0% 10% 20% 30% 40% 50% 60% 70% 80%
1%1%1%1%1%1%1%2%2%2%3%
10%75%
Vusi Vuzela reader
[SHOW CARD: Vusi comic] I am now going to show you a Vusi Vuzela comic - do you have any cool ideas on how the Vuzi Vuzela story can be improved? [UNPROMPTED]n: 242
Answered by Vusi Vuzela readers
Key learnings
• There is a high readership of the Vusi Vuzela 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 Vusi Vuzela 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.
Specs & Dates ENTERTAINMENT PLATFORM: PRESS
Full page material deadline: 7th of each
month
SOCCER WARRIORMonthly 16 -24 page
Comic Book InsertSunday Sun
ADVERTISING PACKAGE INVESTMENT
RATE PER MONTH 12 MONTHS
Full Page Advert:198mm (w) x 265mm (h)
with 5mm bleed.
Max 6 - 8 SponsorsFull Page Adverts
Product PlacementBranding
R 108 900 R 1 306 800
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
Weekly Comic Strip260mm (w) x 100mm (h)
Daily Sun
Includes:Soccer Warrior
Comic Strip
RATE PER WEEK 52 WEEKS
N/A TRADE EXCHANGE
2014