SABC TELEVISION VIEWER PROFILES

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1 Compiled By : SABC TV Media Strategy Department : Johannesburg Office SABC TELEVISION VIEWER PROFILES October 2013

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3 BRAND POSITIONING SABC1 Pay off Line communicates all of our values, our promise and our positioning also places channel as a meaningful platform for brand to consumer interaction. It is derived out of the three channel positioning territories: INSPIRATIONAL It seeks to inspire the youthful Mzansi world. Offers a point of view on how we should feel about being a youthful minded South Africa ROOTED Describes a brand that is grounded and Living In Mzansi. Implies direct relevance and ownership IN-TOUCH Placing the brand close to change, development and growth of Mzansi. Posts an encounter with the Brand, you feel in the know, and part of the exciting things of the world of Mzansi Mzansi Fo Sho deeply roots the channel as a TRULY South African Brand. It is proclaimed only with the confident affirmation that comes with being youthful and certain of our identity. It re-enforces SABC1 as being the authority when it comes to staying on the cutting edge of local content and delivering it, in accordance with SABC 1 s programming strategy going forward. This bold and confident statement has legs to live in a competitive environment and SABC 1 is able to stand out among a host of other channels as the representative of programming and a lifestyle that is authentically and youthfully South African; and own that claim. Beyond that: music, fashion trends, if it s uniquely South African and youthful, SABC 1 has automatic affinity. 3

4 Primary Target Market NOW GENERATION The Now Generation is the young fibre of South Africa. They are highly materialistic and full of aspiration. Fashion and entertainment are high on their priority list. They are fast paced and greatly influenced by advertising. They do not believe that old ways are always the best, they are often first to try out new things. They love variety and choice. DEFINING ATTRIBUTES After celebrity, status and brands Outdoor bodies Need approval/recognition Seeking identity Concern for job security This generation is becoming increasingly selfreliant There is a huge emotional need for safety, and the feeling that somebody is taking ownership of the problem Interested in a number of sport activities, and especially soccer CORE: Ages LSM

5 Secondary Target Market GLOBAL CITIZENS Global Citizens represent innovation, wealth and technology. They live busy lives and seem to thrive at the next challenge. They do not like to be restricted by tradition and believe in equal opportunities for both men and women. This group of people is well travelled and therefore has a broad outlook in life. CORE: Ages LSM 5-8 Highly educated Forward thinking and creative Strong spirit of entrepreneurship Risk takers Well travelled and well read Individual oriented Confident in what they know and what they can do Heavy internet users Highly interested in a great variety of Sport Busy bodies DEFINING ATTRIBUTES 5 5

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7 Demographics SABC 1 Audience All Adults ,521,000 GENDER Men 14,178,000 Women 15,343,000 RACE Black 24,879,000 Coloured 2,597,000 Indian 653,000 White 1,392,000 HOME LANGUAGE Afrikaans 3,150,000 English 2,252,000 Ndebele 354,000 North Sotho 3,261,000 South Sotho 2,697,000 Swazi 738,000 Tsonga 1,049,000 Tswana 3,039,000 Venda 664,000 Xhosa 4,623,000 Zulu 7,274,000 Other Lang 418,000 LSM LSM 1-4 5,880,000 LSM ,892,000 LSM ,748,000 PROVINCE Western Cape 3,387,000 Northern Cape 640,000 Free State 1,709,000 Eastern Cape 3,260,000 Kwazulu-Natal 5,602,000 Mpumalanga 2,299,000 Limpopo 3,213,000 Gauteng 7,304,000 North-West 2,107,000 WEEKLY VIEWERSHIP

8 GENDER : VIEWER PROFILE SABC 1 Weekly Viewership Women 52% Men 48%

9 RACE : VIEWER PROFILE SABC 1 Weekly Viewership Coloured 9% Indian 2% White 5% Black 84%

10 HOME LANGUAGE : VIEWER PROFILE SABC 1 Weekly Viewership Zulu 25% Other Lang 1% Afrikaans 11% English 8% Ndebele 1% North Sotho 11% Xhosa 16% Venda 2% Tswana 10% Tsonga 4% Swazi 2% South Sotho 9%

11 LSM : VIEWER PROFILE SABC 1 Weekly Viewership LSM % LSM % LSM %

12 PROVINCE : VIEWER PROFILE SABC 1 Weekly Viewership Gauteng 25% North-West 7% Western Cape 11% Northern Cape 2% Free State 6% Eastern Cape 11% Limpopo 11% Mpumalanga 8% Kwazulu-Natal 19%

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14 BRAND POSITIONING Positioning The Channel for the Nation SABC 2 is a free-to-air channel positioned as the Channel for the Nation. SABC2 promises to celebrate and empower the nation through cutting-edge programming that is vibrant and entertaining. Pay-Off Line You Belong! Positioning Statement SABC 2 is where South Africans are proud to belong together celebrating and empowering the nation thorough cutting edge programming that is vibrant and entertaining Target Market * Primary viewer - Segmented as Nation Builders in LSM 5-7 * Secondary viewer - Segmented as Established and Rooted in LSM 8-10 * Sotho, Afrikaans, Venda, Tsonga and English speaking viewers

15 Reaching just over 26 million Adults 15+ weekly, S2 is South Africa s second preferred channel S2 has a very strong and appealing brand ethos feel at home and now you belong Positioned in the minds of South Africans as an all accommodating channel in terms of race, language and content S2 caters for both middle and high end markets S2 s content is largely local S2 is still the default channel for events of national importance 15

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17 Demographics SABC 2 Audience All Adults ,479,000 GENDER Men 12,377,000 Women 14,102,000 RACE Black 20,265,000 Coloured 3,035,000 Indian 683,000 White 2,496,000 HOME LANGUAGE Afrikaans 4,359,000 English 2,543,000 Ndebele 292,000 North Sotho 2,825,000 South Sotho 2,452,000 Swazi 652,000 Tsonga 924,000 Tswana 2,725,000 Venda 621,000 Xhosa 3,608,000 Zulu 5,110,000 Other Lang 367,000 LSM LSM 1-4 3,983,000 LSM ,014,000 LSM ,482,000 PROVINCE Western Cape 3,771,000 Northern Cape 676,000 Free State 1,650,000 Eastern Cape 2,668,000 Kwazulu-Natal 3,898,000 Mpumalanga 2,045,000 Limpopo 2,845,000 Gauteng 6,919,000 WEEKLY VIEWERSHIP

18 GENDER : VIEWER PROFILE SABC 2 Weekly Viewership Women 53.3% Men 46.7%

19 RACE : VIEWER PROFILE SABC 2 Weekly Viewership Coloured 12% Indian 3% White 9% Black 76%

20 HOME LANGUAGE : VIEWER PROFILE SABC 2 Weekly Viewership Zulu 19% Other Lang 1% Afrikaans 16% English 10% Xhosa 14% Ndebele 1% Venda 2% Tswana 10% Tsonga 4% Swazi 3% South Sotho 9% North Sotho 11%

21 LSM : VIEWER PROFILE SABC 2 Weekly Viewership LSM % LSM % LSM %

22 PROVINCE : VIEWER PROFILE SABC 2 Weekly Viewership Gauteng 26% North-West 8% Western Cape 14% Northern Cape 2% Free State 6% Eastern Cape 10% Limpopo 11% Mpumalanga 8% Kwazulu-Natal 15%

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24 DEMOGRAPHICS Years old: Epicenter 30 year old Urban/Metropolitan South African with Global Outlook LSM 7-10 Global Citizens Attributes Strong in ages 16-24, but also have 25+; From mid to upper LSMs; Mainly Whites, Indians; Largely Urban. Suburbs; Highly educated Forward thinking and creative Strong spirit of entrepreneurship Well travelled and well read Individual orientated Confident in what they know and what they can do Highly interested in a great variety of sport, particularly adventure sport Busy bodies Insights Global-Citizens represent innovation, wealth and technology. They live busy lives and seem to thrive at the next challenge. They do not like to be restricted by tradition and believe in equal opportunities for both men and women. This group of people are well traveled and therefore have a broad outlook on life

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26 Demographics SABC 3 Audience All Adults ,062,000 GENDER Men 10,135,000 Women 10,927,000 RACE Black 15,613,000 Coloured 2,595,000 Indian 755,000 White 2,100,000 HOME LANGUAGE Afrikaans 3,422,000 English 2,639,000 Ndebele 236,000 North Sotho 1,962,000 South Sotho 1,993,000 Swazi 487,000 Tsonga 598,000 Tswana 2,135,000 Venda 330,000 Xhosa 2,827,000 Zulu 4,055,000 Other Lang 378,000 LSM LSM 1-4 2,274,000 LSM ,832,000 LSM ,956,000 PROVINCE Western Cape 3,175,000 Northern Cape 459,000 Free State 1,293,000 Eastern Cape 2,093,000 Kwazulu-Natal 3,256,000 Mpumalanga 1,509,000 Limpopo 1,583,000 Gauteng 6,216,000 WEEKLY VIEWERSHIP

27 GENDER : VIEWER PROFILE SABC 3 Weekly Viewership Women 51.9% Men 48.1%

28 RACE : VIEWER PROFILE SABC 3 Weekly Viewership Coloured 12% Indian 4% White 10% Black 74%

29 HOME LANGUAGE : VIEWER PROFILE SABC 3 Weekly Viewership Zulu 19% Other Lang 2% Afrikaans 16% English 13% Xhosa 13% Ndebele 1% Venda 2% Tswana 10% Tsonga 3% Swazi 2% South Sotho 10% North Sotho 9%

30 LSM : VIEWER PROFILE SABC 3 Weekly Viewership LSM % LSM % LSM %

31 PROVINCE : VIEWER PROFILE SABC 3 Weekly Viewership Gauteng 30% North-West 7% Western Cape 15% Northern Cape 2% Free State 6% Eastern Cape 10% Limpopo 8% Mpumalanga 7% Kwazulu-Natal 15%

32 Compiled By : SABC TV Media Strategy Department : Johannesburg Office THANK YOU

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