media m

TtotallyMAd

on
newsclip

itoring
managing media intelligently

A marketingAadvertising

Friday, 14 March 2008

Wwww.totallymad.co.za

MARKETING NEWS Vikesh Roopchand,

PRIMEDIA@HOME’s
Three international guest speakers are set to General Manager of Business
intrigue delegates and spark debate at the Development, recently
2008 SAMRA Conference. The Southern African attended the Direct Marketing
Marketing Research Association’s (SAMRA) 2008 Association's conference and
conference will take place from 27 to 28 May at Sun exhibition in Chicago, USA. At
International’s Royal Swazi Sun and Spa in the the conference, Roopchand explored new business
Ezulwini Valley in Swaziland. The conference will opportunities for PRIMEDIA@HOME, while at the
bring together researchers, research-users and same time established the industry's best practices
marketers from all over southern Africa with the here for more.
on a global level. ClickLhere
objective of developing and advancing marketing
research in the region by showcasing new trends and It's that time of the year
here for more.
developments in the industry. ClickLhere again, when the My Coke
Fest takes place in
Melissa Attree has launched Johannesburg at the
GetOn eMarketing with the Newmarket Racecourse and in
aim of assisting brands to engage Cape Town at Kenilworth
with consumers using specific Racecourse. Marketing an
online methods. Attree is an event like this is a challenge,
experienced marketing and communications especially given its history and
professional. GetOn specialises in Social Media the sheer magnitude of the event. Two years ago, the
interaction (blogging for business, social networking) event was slammed as badly organised and poorly
and WebPR (optimised media releases, pitching to executed. Last year, when the event moved to the
bloggers.) ClickLhere
here for more. Newmarket Racecourse, the reviews were
phenomenally positive. ClickLhere
here for more.
The ComutaNet team in
Cape Town has relocated The 3D Group has been awarded first place in
to premises that enables them the Best Stand Design category at Tyrexpo
to offer better service to their Africa for its stand for CFP Tyres. Exhibition
clients and partners. ClickLhere
here for more. organisers, Rowena Suthers and Liana Shaw, had no
hesitation awarding Gold to 3D based on its
Graphic design and brand mentoring innovative design and precision stand construction.
company, Creative Licence, was here for more.
ClickLhere
approached by the Ceres Beverage
Company to redesign the Super Fruit ADVERTISING NEWS
labels and point-of-sale material. Click
here for more.
Lhere T h e r e c e n t l y
r e f u r b i s h e d
Marketing and Citizen.co.za website, has
advertising agency, proven to be a success with a record of 254 000 visitors
Hardy Boys, was briefed to logging on in February. Joburg.co.za has been brought
come up with a promotion on-board to handle the sales of online advertising on
that would position Aquafresh The Citizen’s website. This move serves to extend the
White and Shine as more than a toothpaste and current partnership with Joburg.co.za, which provides
appeal to a younger, trendier consumer-base. The the content for The Citizen’s weekly CitiGuides
campaign takes the form of a competition that was here for more.
supplement. ClickLhere
launched on 5FM and in Glamour and Men's Health
here for more.
magazines . ClickLhere The Loerie Awards
opens for entries on 17
True Love magazine has March and closes on 16 May.
pioneered an interactive Celebrating its 30th anniversary
exhibition uniting advertisers, this year, the Loerie's has grown
brands and products that represent all lifestyle stages exponentially since 1978 - when
of the modern black True Love reader. Over 30 South they were started as a
African products from fashion to food, beauty to mechanism to support and grow
babies will be displayed in an interactive environment television advertising. The
at the True Love All A Woman Needs Day on 15 March. Awards now encompass all aspects of brand
ClickLhere
here for more. here for more.
communication. ClickLhere
1
A Newsclip Media Monitoring Initiative
The Amarula Cream
creative, part of the
Clear Channel Outdoor
Pinnacle Collection, has won
the Clear Channel Outdoor
Creative of the Month award
for January/February 2008. The creative concept
encapsulates the essence of Africa by integrating the
creative message with the immediate environment.
here for more.
ClickLhere
Clear Channel
Outdoor recently
executed a new Outdoor
Advertising creative for the
Renault Scénic Navigator that
encapsulates the essence of
the energetic and feisty range
by holding it down with wheel
clamps and ropes. The refreshing and effective
concept was devised by Publicis and executed on
here for more.
behalf of Zenith Optimedia. ClickLhere
WOT'Z UP Radio - one of Red Cherry's
Interactive brands, will now be running
on the Student Radio Network stations and
will deliver all the benefits to advertisers
that incorporate the WOT'Z UP brand with
their classic commercial. Some of the
benefits of incorporating the Interactive
brands are being able to generate a firm database,
valuable research, insight into the consumers
comprehension and awareness of the brand
here
name/commercial, increased noting, etc. ClickLhere
for more.
Douglas Green Bellingham
(DGB) has once again
taken ownership of a vast
Lhere
majority of the TLC Nightlife
washrooms for most of 2008.
The contract renewal will make
use of TLC's indoor billboards,
Talking Frames and the newly
launched Mirror Media for
popular brands, Tang Apple
Sours and Jagermeister. This
national contract renewal comes on the back of a
highly successful media partnership between DGB
here for more.
and TLC during 2007. ClickLhere
Redline's Financial Advertising Division received
first place in the Year End Financial Results
category, for its long-standing client, Impala Platinum.
The stakeholder communications company (within the
Draftfcb South Africa group), received the award at this
year’s Business Day Financial Advertising Awards.
Redline's Financial Advertising Division has also just
been awarded two pieces of new business: an annual
report for AltX-listed Silverbridge Holdings; and a
corporate finance advertisement for Labat Holdings.
“Come on… enough with the long faces! We’re
here, we’re staying, we love this place and
there’s still lots of good around!” That’s the word from
the latest Nando’s ‘The Future is Bright’ campaign,
conceptualized by Black River F.C and due to launch
on 14 March. Nando’s is also running a competition in
conjunction with the campaign, giving its customers
here for more.
the chance to win R100 000. ClickLhere
Marketing & Advertising News
South Africa’s creatives need to explore and
experiment more with mixed interactive
platforms in their strategies and execution of
campaigns, says Joe Public’s BTL Creative Director,
Xolisa Dyeshana, recent judge at the prestigious John
Caples International Awards in New York. Of the
twelve entries submitted by South Africa, five made it
to the finalists. These included three finalists for
proximity#ttp, one for Oscar Tango and one for
Wunderman. ClickLhere
here for more.
Okuhle Media has
been selected as a
finalist in two categories
for the MIPTV Content
360 Competition,
culminating in Cannes this April. The Okuhle team will
be pitching its projects during the week-long event,
which runs from 7 to 11 April, at the Palais des
Festivals in Cannes. The winners will be announced at
here for more.
the festival on Thursday, 9 April. ClickLhere
Avis Southern Africa has no problem when it
comes to defining its brand and hooking its
consumer, thanks to Wideopen Platform's massive
520m² hoarding situated at Cape Town International
here for more.
Airport. ClickLhere
Pixel Zoo has recently moved to new offices. It
is now based at 51 Oxford Rd, Saxonwold.
NEW ACCOUNTS
In a three-way pitch against Bester Burke
and Grey Matter, the activation agency
thirtyfour scooped up the Thuoslots
business, signing a three-year deal with
this rapidly growing blue-chip client. Click
here for more.
Primedia Outdoor's International
Division recently inked a five-year
partnership with the National
Airports Corporation Limited of
Zambia, securing the exclusive advertising rights on
airport trolleys at all of its international airports
including Lusaka, Ndola, Livingstone and Mfuwe.
here for more.
ClickLhere
Traffic Integrated Marketing has been awarded
the Addis account, providing integrated strategy,
advertising, design and public relations for the South
African brand.
LG Electronics, has appointed MindShare to manage
its entire media planning and buying activities in
South Africa.
Following its appointment
in 2007 to work on the
Moneygram account in 10
African countries, Draftfcb Africa, the Draftfcb
network of agencies, has been awarded the account
in a further five African countries - Kenya, Liberia,
Namibia, Nigeria and Sierra Leone. Click
L here for more.
PEOPLE ON THE MOVE
PRIMEDIA@HOME has recently appointed Hazel
Chitondo Marketing Co-ordinator.
2
A Newsclip Media Monitoring Initiative
EDITOR’S CORNER
The SAARF AMPS 2007B were released earlier this
week for the period February to November 2007. For
this period there have been no significant
demographics changes and some data was trended
over a 10-year period for comparability purposes.
The balance of the data is trended as usual over the
past three periods.
This AMPS release has a sample size of 21,068,
extrapolated to a population of 31 109 000 - up 0.7%
from the 2006 period.
The AMPS are validated against other market
research to ensure comparability and accuracy. Some
examples include Vodacom’s list of subscribers, the
number of people who subscribe to DStv (using
Multichoice figures), and information from Statistics
South Africa.
General Data - Overview
So to start with - average household income is
standing at R5 870, up from an average of R2 435 in
1994. Break down by province remain stable, with
some changes to the LSM categories. LSM 1-4 are
down 24%, LSM 5-6 are up 17%, LSM 7-8 are up 45%
and LSM 9 and 10 are up 21%.
In terms of education standards, there remains a
constant decline in the number of respondents who
indicate they have no schooling - comparable to the
increase in the number of people who completed
primary and matric. Functional literacy is up from
71% in 1997 to 88% in 2007.
There is an increase in the number of people who are
employed full time, and a decrease in those who say
they are unemployed.
Electricity access is up by some 20% over the past ten
years.
Media Consumption - Overview
There has been an overall increase in TV, newspaper,
magazine and internet consumption, with no change
to the outdoor and cinema categories.
Media Consumption - Print
Magazines being measured by AMPS are up from 63
in 1997 to 129 in 2007. Newspapers measured by
AMPS are also up - from 44 in 1997 to 50 in 2007.
Interestingly, there has been no significant change to
newspaper penetration across the board, although
there has been a decline in magazine penetration in
LSMs 9 and 10.
The highest newspaper penetration is Gauteng,
followed by the Western Cape.
Individual highlights include: Daily Sun is up 1.4%,
Sowetan is up 1.1%, The Star is up 0.7%, City Press
is up 1.1 %, Mail and Guardian is up marginally, the
Independent on Saturday is down, while the Sunday
Times, Sunday Sun and Sunday World are all up.
The Sowetan has a staggering 14.5 readers per copy.
Marketing & Advertising News
Media Consumption - Magazines
The highest penetration of magazines is in the Western
Cape, followed by Gauteng. The Western Cape is down
4% from the previous period. Overall penetration is up
from 7% in 1997 to 40% today.
Interestingly, there have been no changes to the
business titles, nor to the TV guides. There has however
been a substantial increase for custom magazines, with
Club Foschini, Lewis and Jet all up and Edgars holding
6.7% penetration.
The motoring category has remained relatively stable.
Media Consumption - Television
There have been overall increases to SABC1, 2 and 3, as
well as e.tv and DStv. The only station to decline was M-
Net’s main service station.
Household income for television viewing is at its highest
with DStv, at R17 337 and an average age of 40; while
the lowest is SABC1 at R5 626 and an average age of 36.
Media Consumption - Radio
Radio listening is stable, with 91.1% penetration for
commercial and 17.1% for community stations. Talk
Radio 702, Kaya FM and Gagasi have shown solid growth
over the period.
Media Consumption - Other
There have been no major changes to outdoor or cinema
media consumption, but internet is up, significantly so in
LSM 8 to 10.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
DEPUTY EDITOR Pat McClelland
EDITORIAL ASSISTANT Stefanie Jason
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
totallyMAd is published by Newsclip.
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member
GET IN TOUCH
Want to make a contribution? Want to share your opinions
and stories about the media industry? We want to hear
from you.
You can email us at updates@newsclip.co.za or call
us on (011) 288-6600.
WE’RE ONLINE...
Media Update -Wwww.mediaupdate.co.za
Publicity Update -Wwww.publicityupdate.co.za
totallyMAd - Wwww.totallymad.co.za
Data is provided for information purposes only. Newsclip shall not be responsible for any
direct or indirect or other damage of any kind whatsoever suffered or incurred by you
related to your use of, or your inability to access or use, the content of this publication.
Although we have taken all possible steps to ensure the validity of our sources, reliance on the
information contained in this update is used at your own risk.
totallyMAd IS A NEWSCLIP MEDIA MONITORING INITIATIVE
3