SPH Digital & Home Delivery Subscriptions - THE SUNDAY TIMES 2013... · 2014. 2. 3. · Tertiary (Degree/Diploma) SUT Readers. National. 28.2 14.9 : 18.6 16.7 11.1 44.6 14.9 7.2 13.0

MEDIA KIT 2013 THE SUNDAY TIMES

CONT

ENTS

o About The Sunday Times

o Facts & Figures: Readers Profile

o Benefits to Advertisers

o Creative Options

o Advertising Rates

o Appendix

ABOUT... THE SUNDAY TIMES

Overview o Launched in 1931, The Sunday Times

keeps you up-to-date on everything you need to know - latest news, burning issues, hottest lifestyle trends, useful advice, interesting personalities, food cravings, family issues, etc.

o It boasts the highest readership among Sunday newspapers in Singapore - 1.26m readers in 2012 with a P15+ reach of 31% of the 4.035m population.

o Some 347k copies are sold on average each week, making The Sunday Times the best-selling Sunday newspaper.

Readership (MI 2012) Circulation (All people aged 15+) (Avg 2012)

1.257m 347,349

Overview o SUT is the Sunday edition of ST and is packed with the latest news and features. To add zest to the Sunday reading experience, its stories are presented in a bright, lively, vibrant, colourful, more leisurely format and other visual elements. o The paper produces in-depth reviews of the events and issues of the past week, as well as insightful commentaries by brand-name writers.

o SUT now has more hard news in the main section and more leisure news in the sundaylife! section. o The front page has a clean design, with bigger blurbs of the must-read stories inside. Its content connects with the interests, aspirations & lifestyle of its readers.

Main Sections

o News Comprehensive and crisp coverage of the top local and foreign news, probing updates and in- depth analyses, complete with top-class photos and illustrations.

o Invest A dollars-and-sense guide to investment products, personal finance, personal assets and property.

o Think Provocative columns and topical articles that will examine the issues of the day and generate debate and reflection.

o Sport A breezy section that matches the drama of sports via riveting reports and on-the-ball match reviews plus getting close-up and personal with sportsmen.

Sundaylife! section focus on all the things you enjoy doing over the weekends: having fun, spending time with your families, travelling and food. It has new line-up of columnists and regular writers. o Live Warm up to stories about the latest lifestyle trends and issues; plus find out what people are up to. o Connect All things revolving around family matters from family issues to parenting styles, including a page on kids’ activities. o Go Singaporeans share their stories of living it up broad. o Reflect Our columnists give their take on everything under the sun, no holds barred.

Sundaylife Sections

Sundaylife Sections

o Relax Our entertainment & leisure guide zooms in on upcoming events, TV & cinema listings, reviews & ratings, weekend activities, horoscopes & comics. o Read Bookmark this for the contents which include book reviews, author interviews, what personalities read and industry news. o Taste We satisfy your hunger for food news, restaurant reviews, food recipes and interviews. We also sniff out the yummiest eating spots in town.

READERS PROFILE FACTS & FIGURES...

The Sunday Times readers are financially well-to-do and educated, living affluent lifestyles. 45% of SUT readers are affluent PMEBs with the means to spend. More than half (59%) of the readers have tertiary education

(degree/diploma). High median personal income of $3,776 (versus the National median of

$2,440). Their median household income is $7,227 (versus the National median of $4,820).

SUT readers are loyal and stays with the title. 43% of SUT readers spent 30-59 mins reading the SUT. The median

reading time is 41 mins. 92% of SUT readers read 4 issues per month.

Base: SUT readers ; P15+ (1.314m) Source: Nielsen Media Index 2011

Overview of Its Readers

8.0

16.6 20.6 20.7

34.1

5.9

13.0

24.2 24.0

33.0

15-19 20-29 30-39 40-49 50+

National SUT

More SUT readers (44%) are in the prime 30-49 age group, with higher earning capacity, with lesser in the 50+ age group (33%) compared to the National population.

Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012

(%)

AGE

Median Age: SUT: 42 Natl Popn. : 42

SUT has more readers (38%) with higher PI (> $3k) compared to the National population (23%) and much lesser readers (24%) with PI below $3k.

35.5

13.4

7.9

2.1

23.8

18.9

14.8

4.6

Up to $3k $3,001 to $5k $5,001 to $10k $10k+

National SUT

(%)

PERS

ONAL

INCO

ME

Median PI SUT : $3,776 Natl Popn. : $2,440


26.7 23.8

31.5

18.1

12.9

17.4

36.6 33.2

Up to $3k $3,001 to $5k $5,001 to $10k $10k+

National SUT

SUT has more readers (70%) with HHI above $5k/mth compared to the National population (50%) and lesser readers with HHI $5k and below.

(%) Median HHI SUT : $7,227 Natl Popn. : $4,820

HOUS

EHOL

D INC

OME


(%)

DWEL

LING T

YPE

67% of SUT readers live in HDB 5 Rm/Exec & private property, higher than the National population’s 44%. A third live in HDB 1-4 Rm, lower than the National population’s 56%.


8.6

10.7

24.8

55.9

19.3

16.4

31.0

33.3

Landed Property

Condo/Pte Apt

HDB 5 Rm/Exec

HDB 1-4 Rm

SUT Readers National

(%)

EDUC

ATIO

N SUT readers are well educated. Almost 60% are tertiary educated, compared to the National population’s 39%.


23.1

5.9

39.3

23.1

7.2

59.4

GCE N/O LEVEL

GCE A/HSC

Tertiary (Degree/Diploma)


28.2

14.9 18.6

16.7

11.1

44.6

14.9

7.2

13.0 9.2

PMEB White Collar Blue Collar Housewife Student

National SUT

(%)

OCCU

PATIO

N Almost half of SUT readers are PMEB’s, compared the population’s 28%, with higher personal and household incomes.


3.0

18.3

23.5

87.0

93.8

5.9

31.4

39.1

92.4

97.2

Country Club Membership

Car

2+ Credit Cards

Home

Mobile Phone SUT Readers National

Compared to the National Population, SUT readers live more affluent lives with the comforts of modern living.

(%)

PROD

UCTS

/SER

VICE

S (P

ERSO

NAL O

WNE

RSHI

P)


13

(%)

6.5

9.0

13.1

21.1

57.4

11.9

14.8

17.8

23.6

72.7

Unit Trust

Shares/ Stocks/Bonds

Fixed Deposit Account

Debit Card

Life Insurance Policy

SUT Readers

National

1.7

5.2

8.7

9.8

20.3

1.8

8.2

14.3

17.4

29.9

HDB-Bridging Loan

Pesonal Line of Credit

Home Loan

Car Loan

Loan Products (Any)

SUT Readers

National

SUT readers are strong consumers of many financial products and services.


Most SUT readers (73%) change their hp’s every 1.5 to 3 years.

0.4 9.3

65.5

16.1

0.4 10.6

72.6

12.3

Less than 6 mths 6 mths to <1.5 yr 1.5 yrs to 3 yrs 3 yrs and above

National SUT

(%) SUT Personal Ownership Mobile phones: 97% 3G phones: 60% Smart/PDA phones: 63%


FREQ

UENC

Y OF C

HANG

ING

MOBI

LE P

HONE

S

SUT readers like to continually upgrade their hp’s to the newest models or when their current plan expire. When choosing hp’s, they are price sensitive with an eye for top brands & product quality.

13

(%)

18.3

22.3

31.0

12.6

28.2

33.7

Replace spoilt/mis-placed phone

Current plan expired - new phone & plan

Upgrade/change phone (new model)


10.6

11.8

23.4

12.3

14.2

22.1

High Product Quality

Highly Reputable

Price


Reasons for last Mobile Phone Purchase

Mobile Phone - Most Important factor


12.4

30.4

16.4

4.9

8.4

16.5

37.3

19.7

5.7

9.1

0-<1 hr

1-<3 hrs

3-<5 hrs

5-<7 hrs

7+ hrs SUT Readers National

Inte

rnet

Usag

e (A

vera

ge Ti

me S

pend

Per D

ay)

73% of SUT readers surf the net daily with most (74%) surfing the net up to 5 hrs each day. Most surf the net at home or at work and many have puchased travel-related services or clothing/apparel online.

(%)


6.8

9.6

24.9

48.1

11.3

15.8

33.3

59.5

Business Trips (2+)

Business Trips (Any)

Pleasure Trips (2+)

Pleasure Trips (Any)

SUT Readers National(%)

Trav

el In

tere

st (N

o. Of

Tr

ips I

n Pas

t Yea

r) SUT readers are well travelled either for business or pleasure.


AV Pr

oduc

ts –

Hous

ehol

d Ow

ners

hip

SUT readers are strong buyers of the latest consumer electronic products which allow them to enjoy the amenities of modern living.

75.4 77.8

40.2

29.8 22.8 21.1

85.8 83.7

51.6

39.7 32.0

26.2

Digital Camera DVD Player High Definition TV

Home Entertainment

System

Digital Video Camera

Home Video Game Machine

National SUT

(%)


http://www.sxc.hu/photo/1361429

Lifes

tyle

(Visi

ted P

ast M

onth

)

95.5

64.1

52.9 44.6

35.3 34.5 25.9

96.8

68.9 62.9

54.6 46.0

39.9 31.0

Supermarket Fast Food Restaurant

Department Store

Cafe/ Sandwich Bar

Chinese Restaurant

Fashion Boutique

Furniture/ Electrical Store

National SUT(%)

SUT readers lead active lifestyles – dining, shopping and looking good.


ADVERTISERS BENEFITS TO

The Sunday Times is a must-read Sunday paper with as wide an appeal as possible to reach a mass crowd. The leisurely paced weekend reading environment provides an excellent medium for advertisers of the relevant products and services targeting the weekend crowd. Sunday is a critical buy for advertisers because the nature of the stories require higher-involvement reading, so readers will also pay more attention to advertisements. SUT has a strong base of subscribers/buyers that ensures its stable readership over the years. Advertisers are able to identify and reach their target audience effectively each time they advertise.

Benefits to Advertisers

The Sunday Times reaches out to a quality base of readers, of which 61% are aged from 20-49, the segment that many advertisers are targeting. And 45% of the readers are PMEBs, readers with strong purchasing power. With a wide reach to a large segment of the population that is affluent and have the means to spend, SUT is able to provide stronger coverage of the target consumers of advertisers in a more cost efficient way. Advertisers pay less to reach out to more of their target audience.

Benefits to Advertisers

OPTIONS CREATIVE

Inserts Couponing

Creative Options

Special Colors Creative Positioning

Creative Options

Creative Fold Odd Shape Top/Bottom Strip

Creative Options

Center Strip Stepped Ad L Shape

Creative Options

RATES ADVERTISING

35

2012 SUTReadership ('000) 1,257Circulation ('000) 349Cover Price (¢) $90Base Rate ($) $43.50

CPM (¢)Readership 3.5Circulation 12.5

Advertising Rates

36

2012 SUT 2012 SUTBase Rate ($) 43.50 Base Rate ($) 43.50

Full Colour Ad ($) Black & White Ad ($)Full Page 28,692 Full Page 18,792Junior Page 19,557 Junior Page 9,6571/2 page 19,296 1/2 page 9,3961/4 page 14,598 1/4 page 4,698

1-Spot Colour Ad ($) Sizes (cm x col)Full Page 22,592 Full Page 54x8Junior Page 13,457 Junior Page 37x61/2 page 13,196 1/2 page 27x81/4 page 8,498 1/4 page 27x4

Advertising Rates

APPENDIX

Demographic Profile

2012 % (‘000) % (‘000)

National population SUT Readers

Source: Nielson Media Index 2012 Base: All people aged 15+ Note: * Does not add up to 100% as some sub-categories are not listed

Total 4,035 100 1,257 100Age

Age 15-19 323 8.0 74 5.9Age 20-29 670 16.6 164 13.0Age 30-39 831 20.6 304 24.2Age 40-49 836 20.7 302 24.0Age 50+ 1375 34.1 415 33.0Median Age 42 42

Education*GCE 'O'/'N' Level 933 23.1 290 23.1GCE 'A' Level 237 5.9 91 7.2Tertiary (Degree/Diploma) 1586 39.3 746 59.4


Demographic Profile National population

2012 % (‘000) % (‘000)

National population SUT Readers

Total 4035 100 1257 100Occupation

PMEB 1137 28.2 561 44.6White Collar 603 14.9 187 14.9Others 2295 56.9 509 40.5

Personal Income*PI (Up to $3k) 1431 35.5 299 23.8PI ($3,0001 to $5,000) 540 13.4 237 18.9PI ($5,0001 to $10,000) 317 7.9 186 14.8PI ($10,000+) 86 2.1 58 4.6Median PI $2,440 $3,676

Household IncomeHHI (Up to $3,000) 1076 26.7 162 12.9HHI ($3,001 to $5,000) 960 23.8 219 17.4HHI ($5,001 to $10,000) 1269 31.5 460 36.6HHI ($10,000+) 729 18.1 417 33.2Median HHI $4,820 $7,227


Demographic Profile 2012 % (‘000) % (‘000)

National population ST Readers

Total 4035 100 1257 100Dwelling Type*

Landed Property 348 8.6 243 19.3Condo/Pte Apartment 430 10.7 206 16.4HDB 4-room+/Executive/HUDC 2445 60.6 687 54.7Median Reading Time 41 mins

No. Of Issues Read per WeekST (5-6 Issues] 1160 28.8 1155 91.9ST (1-4 issues) 243 6.0 71 5.7

Source: Nielson Media Index 2012 Base: All people aged 15+

SUT Readers

Psychographic profile PROFILE TYPES National population Total ('000) 4035 1257Have financial plan for retirement 85% 88%Select familiar brands 75% 79%Do lots of things with family 70% 77%Pay more for quality goods 60% 74%Look for value for money 71% 73%Ads main way to learn new prods 65% 71%Excercising is an important part of my life 61% 70%Look out for promo ads 50% 52%Wear attractive clothing 51% 51%Seen as successful & achieved in life 39% 51%Designer label improves image 31% 34%Have more trust in advertised products 29% 30%Love to buy new gadgets/appliances 27% 30%Pay more for luxury brand 23% 28%

THANK YOU

Documents

SPH Digital & Home Delivery Subscriptions - THE SUNDAY TIMES 2013... · 2014. 2. 3. · Tertiary (Degree/Diploma) SUT Readers. National. 28.2 14.9 : 18.6 16.7 11.1 44.6 14.9 7.2 13.0