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