The Numbers Game: Afrikaans Media

• 24 Afrikaans newspapers are published in South Africa, including community papers. There are only five newspapers that make up the big national and regionals: Rapport, Burger, Beeld, Volksblad and Tygerberberger (93 percent of spend).
• R3.7-billion spent in Afrikaans newspapers 2004 - 2007, with R1.5-billion in the last year, or a 47 percent increase over the three years.
• R1.1-billion was spent in Beeld over the three years or 31.3 percent share of voice (SOV) in Afrikaans newspapers.
• R962-million went to the Die Burger or 26.3 percent share of Afrikaans newspaper revenue.
• Rapport got R600-million or 16.4 percent as the third highest revenue spinner (the only national Afrikaans newspaper)
• The top five advertisers in Afrikaans newspapers were Shoprite Checkers (No. 1 with a spend of R200-million over three years), Pick 'n Pay, MTN, Spar and Vodacom. Cell C came in at No. 6. So it's the battle between the retailers and the cellphone companies
• No. 9 place in Afrikaans newspapers went to Nu Metro Films (R48-million).
• The only Bank in the Top 10 was ABSA R55-million. The furniture retailers JD Group and Mass Stores also featured in the top 10.
• 44 percent of spend from the top 10 came from the two retailers Shoprite and Pick 'n Pay.
• 27 Afrikaans magazines are currently published in South Africa, covering female, male, leisure and business interests and attracting R1.2-billion in advertising spend over the last three years (R470-million) last year.
• R184-million or 15.6 percent is spent by the top 10 advertisers in Afrikaans magazines
• 41 percent of the total spend in Afrikaans magazines goes to Huisgenoot, with the second highest revenue generator being Sarie magazine, (R104-million - three years), if not counting Rapport Tydskrif with 10.7 percent. This is almost double the income of Rooi Rose, with R66-million (5.6 percent).
• 5.6 percent of magazine revenue goes to the motoring and travel magazines, Wiel, Weg and Wegbreek (only one year recorded for Wegbreek).
• The No. 1 advertiser in Afrikaans magazines is Edcon. The clothing sector forms a large part of the top 10 - Foschini, Mr. Price and Ackermans
• Cellular operators Vodacom and Cell C also fall into the top 10 advertisers. Interesting that Cell C supports Afrikaans press in both newspapers and magazines.
• R9-million was spent in the last year by L'Oreal cosmetics in Afrikaans magazines representing 13.3 percent SOV. This grew from 4.4 percent three years ago.
• 8.1 percent was spent by Toyota SA, the only car manufacturer in the Top 10 spenders in Afrikaans magazines, and growing from 6.3 percent three years ago.
• Seven media constitute the only truly Afrikaans broadcast media in South Africa - six radio stations and only one TV station, Kyknet, a channel on DStv.
• R1.6-billion was spent in the Afrikaans broadcast platform over the last three years.
• 45.2 percent of total Afrikaans broadcast revenue goes to Jacaranda FM.
• Kyknet on DStv gets 21.8 percent or R352-million from the last three years.
• R298-million or 18.4 percent went to RSG (Radio Sonder Grense) a public broadcast radio station.
• 7.1 percent and 7.5 percent went to Good Hope Radio (Western Cape) and OFM (Free State) respectively.
• Top 10 advertisers in Afrikaans broadcast media were dominated by the Banks - FNB (No. 1), Standard (No. 4), ABSA (No. 5) and Nedbank (No.10).
• R6.9m was spent by Unilever in the last year to give it 5.1% share of spend.

The data was collected over a 3 year period Mar - Feb 2004, 2005, 2006. Source: AIS, Nielsen, South Africa

This article was first published in The Media magazine, June 2007