SABC NEWS AUDIENCES ON THE GROWTH PATH
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01/ SABC CoNNECTA RADIO
CONNECTING YOU
Inside this issue
page 1
SABC3 New show dissects 25
Years of Democracy
page 3
SABC2 to debut brand new
Xitsonga drama in April
page 2 page 4
SABC TV Open for Business
SABC NEWS AUDIENCES page 11
ON THE GROWTH PATH Mind Bites
page 12
SABC Commercial Enterprises:
Business Unusual
01/ SABC CoNNECTA TELEVISION
SABC3 NEW SHOW DISSECTS
25 YEARS OF DEMOCRACY
To mark the 25 years of democracy, SABC is proud to have launched a brand new
show “Democracy Gauge,” as a run up to the 2019 provincial and national elections.
The current affairs programme debuted on 4 March 2019 and broadcasts on SABC
3 and SABC News Channel 404 on DStv weekdays at 17h30.
Democracy Gauge is a reflective programme – free of political Commenting on the programme, Group Executive of
frills - that puts audiences at the heart of the show, canvasing SABC News and Current Affairs, Ms Phathiswa Magopeni,
their views on the last 25 years of SA democracy – The good, described the project as an open platform for South Africans,
the bad, and the ugly. The show is a multi-platform current who are the focal point of the rich and diverse experiences of
affairs production that engages audiences through a mix of the 25-year milestone.
media, including digital and social media.
“This project is meant to bring back the custom of oral
The show is two folds, and features radio and television tradition which is steeped in African culture, but has largely
inserts of up to three minutes in length, which are short been neglected. The independent and impartial approach
personal narrations of citizens. Profiles of the interviewees applied to this storytelling device puts the audiences at the
as well as the video and audio clips are available on an online front and center of the story of South Africa’s democracy,
map on sabcnews.com. This is the first election feature to be allowing them to tell their stories, share their experiences
rolled out on the SABC News digital platforms, to become in their own voices, languages and locations, in a way that
part of a comprehensive election 2019 online offering, in the reflects the plurality and inclusivity that are central to SABC
run-up to the elections. News’ mandate.” said Ms Magopeni.
In addition to the three-minute inserts, audiences can also For advertising opportunities contact your SABC
look forward to a 30-minute current affairs programme of Account Executive.
the same title, which will be presented by seasoned news
anchor, Bongani Bingwa.
02/ SABC CoNNECTA TELEVISION
SABC NEWS AUDIENCES ON THE
GROWTH PATH
SABC News has steadily grown in viewership across multiple platforms #SAfmSunrise with Stephen
with gains evident month on month over time. The SABC News Grootes from 06:00-09:00 weekdays
Channel had undergone a renewal in its proposition, with the recent continues to be the show audiences
successful repositioning (of the Brand), along with refreshed imaging. look forward to for hard-hitting
This, amongst other factors, prompted a stronger appreciation and engagements and informative news of
confidence by South African viewers in the SABC’s News & Current the day. Followed by Bongi Gwala, on
affairs broadcasts. Such affirmed appraisals and opinions in the The Talking Point from 09:00 – 12:00
SABC’s News and Current Affairs offerings has reaffirmed its place as with in-depth discussions of the day’s
the trusted news content provider in South Africa and beyond. topical issues. Criselda Dudumashe’s
well-rounded approach to daytime
The bold repositioning of the SABC News brand, as radio between 13:00 - 15:00 weekdays is always a treat
an Independent and Impartial news provider, has seen that the audience can’t afford to miss with the life-filled
the SABC News Channel (404 on DSTV bouquet) grow conversations.
considerably. The SABC News channel commands 43% Ernest Pillay’s upbeat drive time show, The Home Run from
share (compared to all other news channels on the DSTV 15:00 – 18:00, rounds up the day by keeping the audience
platform). This translates to an average viewership of 48,000 abreast of the latest stories and newsmakers of the day.
viewers (source TAMS). This is an increase of 4% in share
compared to a month ago, an increase of 13% compared to The Group Executive of News and Current Affairs, Ms.
a year ago and an increase of 19% compared to 2yrs ago. Phathiswa Magopeni celebrated the audience growth. “We
are pleased with the audience growth, as we get a sense
In the Top 30 most viewed programmes on free-to-air of assurance that we are on the right track, and continue
channels (FTA) SABC isiXhosa and isiZulu News are ranked to strengthen the public news service as the only extensive,
in the Top 10, occupying the 8th and 9th spots respectively. all-inclusive, diverse and multilingual news organisation in
Most notably, these are the only news programmes that South Africa, that remains Independent and Impartial.”
appear in the Top 30 most viewed on FTA channels. Further,
on the Pay tv platform, SABC isiXhosa and isiZulu News are For advertising opportunities contact your SABC
ranked 7th and 11th. Account Executive.
On its digital platforms, SABC News continues to grow
steadily with its YouTube channel (SABC Digital News) nearly
doubling its monthly average views from just over 5 million
per month in 2017 to almost 10 million views on average per
month in 2018.
SABC’s talk radio station and news leader; SAfm remains
the station with the largest footprint in South Africa. The
recent lineup change saw SAfm bring on board and rotate
the airwaves’ big guns, this in its continued effort to remain
the News and Information Leader:
03/ SABC CoNNECTA TELEVISION
SABC2 TO DEBUT
BRAND NEW
XITSONGA First ever Tsonga drama due to make its debut on
SABC2. The groundbreaking show, Giyani: Land
DRAMA of Blood, will premiere on Monday, 1 April 2019
at 21h30 and will flight Mondays - Wednesdays.
IN APRIL The telenovela, which is set in the heart of South Africa’s
own Eden, Giyani in Limpopo Province, brings to life the
conflict of two families locked in a bitter, decades-long
squabble over a contested piece of fertile land and the
banana plantation built on it.
Amongst the leads are acclaimed performers – Linah
Ebony Ngcobo, Obed Baloyi, Charles Baloyi, Candy “Tsa
Mandebele” Mokwena, Ndivhuho Mutsila and Yvonne
Chaka Chaka.
For enquiries contact your SABC Account Executive.
04/ SABC CoNNECTA TELEVISION
SABC TV OPEN
FOR BUSINESS
if we are to achieve long term success, partnership is
the key word,” he adds.
A massive reach
SABC’s five channels (SABC 1, SABC 2, SABC 3,
SABC News, and SABC Encore) cover a massive
portion of the South African television market.
SABC 1 and SABC 2 are the two most consumed
A brand new offering media platforms in the country, with SABC 3 coming in fourth.
April 2019 will see the launch of SABC TV Automated In terms of specific SABC programming, the numbers are
Packages for media planners that will offer advertisers simply staggering. SABC 1’s Uzalo, for example, is the most
across budget levels access to the audiences it aggregates. watched programme in the country, averaging 9.6 million
“We provide some fresh thinking for the market, and it is viewers a night. The show broke South Africa’s viewership
already available on Telmar and Arianna, making it easily record on 25 September 2018, reaching 10.2 million viewers,
accessible to all clients looking to access our audiences. beating the previous record holder, Bafana Bafana’s opening
All the packages have been constructed via our business game against Mexico, also on SABC 1, at the 2010 World
intelligence unit, so it’s not just throwing spots around. It’s Cup (10.1 million).
about adding true value to existing and new clients,” says
Warren Bedil, General Manager SABC Television. Generations follows in second place with 9.2 million viewers
on average per episode and Skeem Saam in third with just
“We want to take hands with our clients on this journey. We over seven million viewers per night. SABC 2’s Muvhango
are deeply ambitious to return to the heights of the past, and comes in fourth with a six million audience per night.
05/ SABC CoNNECTA TELEVISION
“We’ve got 27 of the top 30 programmes major programming. The very recent OTT partnership with
in the country based on viewership VIU will further future-proof SABC’s multi-channel market
numbers, which despite all our power and accessibility.
well documented challenges, is a
remarkable feat,” says Bedil. Another message that the SABC television sales division
wants to convey to the market concerns sports programming.
Another popular programming block There are so many opportunities for advertisers to play in
is the Afrikaans slots on SABC 2, this area either via sponsorships or through the booking of
with some outstanding programming loose spots which are available. The double coup of signing
on offer including 7de Laan, which up the English Premier League, and being the exclusive
has seen a massive growth in audience over the broadcaster of the Mzansi Super League, both on SABC 3,
past 18 months, while the likes of Voetspore provide tremendous opportunities for clients to capitalise on
and Koskaskenades will further entrench the the rapidly growing audiences on the channel.
audience on the channel.
In terms of innovation on normal programming, the division
“On another positive note, we are proud is taking an assertive approach to market by creating
to be bringing the first Tsonga drama to opportunities for advertisers outside of traditional spots.
air with Giyani, Land of Blood launching on Advertiser funded productions (AFPs) are an exciting space
SABC 2 in late prime at 21.30 in April 2019. Our audiences that creates brand awareness through long and short-
will certainly get their fill of drama across the network with form content, while there are a number of sponsorship
Skeem Saam, Isidingo, Generations, Uzalo, Muvhango opportunities in and around programming that go way
and now Giyani poised to dominate viewing habits for the beyond the generic spot.
foreseeable future,” says Bedil with pride.
“With the sheer weight of our audiences across the SABC
Digital enhancing audiences network, if an advertiser elects to do something innovative
Aside from its television presence, the SABC is also using or alternative, the impact is unrivalled and we encourage all
digital platforms to enhance its impressive reach. Episodes our clients to put us to the test,” says Bedil.
of Uzalo loaded onto YouTube after they’ve aired, regularly
attract over 400 000 views, a trend seen with all of SABC’s For Advertising opportunities contact your SABC
Account Executive.
06/ SABC CoNNECTA
AUTOMATED
SABC TELEVISION PACKAGES
March - April 2019
07/ SABC CoNNECTA RADIO
AUTOMATED PACKAGES
SOCCER MAGAZINES, SPORT MAGAZINE
BUILD UP AND LIVE AND REVIEW SHOWS
GAMES ON SABC1 ACROSS SABC FTA
SPOTS SPOTS
8 14 EVERYTHING EPL,
DURATION DURATION EFC, OTHER SPORT
1 week 2 weeks AND MORE TO
REACH MEN
MARCH 2019 MARCH 2019
COST COST
R115 800 R89 100
SPOTS
ESTIMATED ESTIMATED 16
DISCOUNT DISCOUNT DURATION
-30% -54% 2 weeks
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST
R140 000 R125 000 R140 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-30% -50% -47%
Terms & Conditions Apply
08/ SABC CoNNECTA RADIO
AUTOMATED PACKAGES
SABC3 9PM NEWS 1 WEEK NEWS
SABC1, 2, 3 PRIME
& NEWS CHANNEL CHANNEL REACH
TIME NEWS
PRIME PACKAGE MAXIMISER
SPOTS SPOTS SPOTS
6 26 56
DURATION DURATION DURATION
1 week 3 weeks 4 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST
R189 700 R125 100 R75 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-32% -44% -77%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST
R205 000 R130 000 R75 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-30% -43% -77%
Terms & Conditions Apply
09/ SABC CoNNECTA RADIO
AUTOMATED PACKAGES
PRIME 5 - SABC2
SABC1, 2, 3
TOP PERFORMING AFRIKAANS REACH
MOVIES
PRIMETIME PACKAGE PACKAGE
SPOTS SPOTS SPOTS
5 7 10
DURATION DURATION DURATION
1 week 1 week 2 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST
R430 000 R85 000 R175 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-30% -55% -34%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST
R445 000 R75 000 R170 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-30% -45% -31%
Terms & Conditions Apply010/ SABC CoNNECTA RADIO
AUTOMATED PACKAGES
SABC1 AND 2 - SABC2 AND 3 - SABC3 WEEKLY
LOTS OF SPOTS LOTS OF SPOTS VALUE PACKAGE
SPOTS SPOTS SPOTS
28 39 38
DURATION DURATION DURATION
3 weeks 4 weeks 4 weeks
MARCH 2019 MARCH 2019 MARCH 2019
COST COST COST
R320 000 R260 000 R105 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-37% -44% -66%
APRIL 2019 APRIL 2019 APRIL 2019
COST COST COST
R325 000 R265 000 R110 000
ESTIMATED ESTIMATED ESTIMATED
DISCOUNT DISCOUNT DISCOUNT
-37% -44% -64%
Terms & Conditions Apply11/ SABC CoNNECTA COMMERCIAL ENTERPRISES
MINDBITES Getting your Brand
by Melissa Parrish Permission Slip Signed
Last week I spoke at an event about video marketing, and I met a marketer there who was in a bit of
a quandary about some content that his company had recently developed. He’s dealing with a double-
whammy: not just a new service, but a whole new type of service, targeted at a demographic that has
never been introduced to the company before. The company decided to create an animated video with a
Spanish voice over, hoping to be friendly and accessible.
But now that the video is made, some of the company’s to answer the question, “What and where would you like to
stakeholders aren’t sure this was the right direction. Does it tick off on your bucket list?” From nearly any other airline
come across as accessible or condescending? Is it friendly this wouldn’t have been any problem at all; but considering
or playing to insensitive stereotypes? These were questions that the whole point of this contest was to recover from two
I would like to have answered off the top of my head, but tragedies in which over 500 people lost their lives, After
unfortunately I couldn’t help this marketer so easily. What I consumer backlash and embarrassing media coverage, the
told him was that it all comes down to two important inputs: company pulled the entire campaign.
customer insights and brand permission.
And finally, gut instinct must play a role too. The marketer I
There’s no substitute for great customer research. That will spoke with was clearly having misgivings, and whether those
tell you what you need to know about your target customers’ feelings turn out to be well-founded or not, they shouldn’t
expectations and will help you figure out what’s most likely be ignored. Though I understand how the phrase “The
to resonate with them. But that alone won’t guide you to the perfect beer for removing ‘no’ from your vocabulary for the
right strategy. You have to look at this data in the greater night” fits perfectly with Bud Light’s new campaign around
context of the world you’re operating in. being ready for anything, I find it hard to believe that not a
single person saw that among the list of slogans and felt a
Consider what happened to Cartoon Network in 2007, little uncomfortable. The solution? Speak up and then test,
when it decided on the provocative but seemingly innocent test, and test again. Focus groups? Yes. Online feedback?
strategy of placing LED signs around Boston to promote Yes. A/B tests? Yes. Sure, these things cost money, but in
a show. Maybe at a different time in history—or even just the worst-case scenario, you’ve learned your campaign
a different geography—this wouldn’t have caused a bomb will cause brand damage and spent a fraction of what you
scare. But in an “if you see something, say something” city, would’ve spent on crisis communications. In the best-
these devices looked just too unusual for citizens and police case scenario, you’ve spent a bit more money to be totally
to ignore. confident you’ve made the right decision.
Second, it’s not enough to know what your target customers Gut instinct is never a substitution for great research. And
are likely to respond to in general-- you have to consider customer research isn’t a substitution for understanding
what your brand has permission to say and do. Malaysia the world your brand lives in. Ultimately, it’s not just about
Airlines learned this lesson back in September when it tried to picking the words that sound right to you. It’s about knowing
revive its brand reputation with a contest called My Ultimate what your brand, words, and images will mean to the people
Bucket List. To win airline tickets or an iPad, contestants had who matter most: your customer.12/ SABC CoNNECTA COMMERCIAL ENTERPRISES
SABC Commercial Enterprises:
BUSINESS UNUSUAL
SABC Commercial Enterprises recently met with its government clients as part of its ongoing strategic
drive to bring clients closer to their business under the banners “We are listening” and “Know your
SABC.” The drive is mainly aimed at creating an environment where clients work closely with SABC in
creating solutions that will benefit both parties and educate them on SABC opportunities.
The recent government workshop was characterized by list to the SABC. Warren welcomed the client feedback and
the presentation of the SABC 360 approach to advertising added, “We acknowledge that historically SABC has not
- dubbed business unusual. On the backdrop of the recent necessarily represented ourselves collectively and that is
financial challenges at the broadcaster, SABC realized that it why we try and do things slightly different.”
could no longer do business as usual if it is going to fight off
its financial woes. The 360 approach to adverting leverages “This is the most important part of these engagements: the
on SABC’s Unique Selling Proposition (USP) as the only fact that you are frank and honest can only help us grow
media house that delivers TV and Radio from the same because if you sugarcoat your responses, we wouldn’t know
stable. what we are doing wrong. Your feedback is a challenge
to our programming people, content, sales
people and the solution providers to answer
your briefs, and not just with copy and paste
– every single solution needs to be bespoke.
If you challenge our team, we will come with
solutions that you will appreciate and that will
work for you.”
“The SABC gives something that nobody else does, that
is TV and Radio combined; add digital and you have a
perfect solution. No other competitor can do that, and the
fact that we have not done it for a long time is a fail on our
part, but all that is changing now, we have streamlined
our platforms, which gives us an opportunity to give you
solutions that work. Ultimately, if you guys are successful,
we will be successful,” says General Manager: TV sales,
Warren Bedil.
The workshop also presented clients with an opportunity SABC is open for business and alive with opportunities. For
to share their dissatisfactions along with their service wish advertising, please contact your SABC Account Executive.13/ SABC CoNNECTA COMMERCIAL ENTERPRISES
014/ SABC CoNNECTA RADIO
SABC Commercial Enterprises -
connecting you
For advertising opportunities contact
your SABC Account Executive.You can also read
