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

Working f

ull time

Active

ly seekin

g employm

ent

Self e

mployed

Student (t

ertiary)

Working p

art time

Housewife/h

usban

d

Scholar

Retired/Pensioner

0%

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

McDonald

'sABSA

Fritos

FNB

Caltex

Dettol

Reebok

Vodacom

Disprin

SABC 1

Lifebuoy

Other0%

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)

Fritos

Simba

Lays

Hall's

Tennis Bisc

uits

Manhatt

an

Smoothies

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

McDonald

'sKFC Sp

urSte

ers

Haven't s

een any

Wimpy

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

Strepsils

Sadie

0%

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