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eNCA Sales Deck July 2014
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eNCA Sales Presentation
July 2014
eNews Channel Africa South Africa's most watched TV news channel.
The Channel made history when it launched on June
1st, 2008, becoming South Africa's first 24-hour news
service.
Since then, it's dominated the market. Live reports,
breaking news, sport, weather, entertainment, financial
and business updates all form part of its offering, along
with a host of topical current affairs shows.
DEMOGRAPHICS
49% 51%
KwaZulu-Natal
10%
Western Cape
15%
Other 23%
Gauteng 52%
Demographics, Effective Measure June 2014
DEMOGRAPHICS
4%
13%
18%
16% 13%
11%
7%
6%
6% 6%
AGE
18-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60+
77% TERTIARY
EDUCATION
51% EARN
OVER R12K
PM
Demographics, Effective Measure June 2014
70% Read newspapers/
magazines
66% English
10%
Xhosa
Zulu
28%
Afrikaans
17%
64% Use internet
Demographics, Effective Measure June 2014
42% single
49% married
6% divorced
3% Separated /
widowed
49%
have access via
mobile phones
133 282 249k
Demographics, Effective Measure June 2014
With only 11% duplication across the leading online news sites in SA, we wanted to find out what made the eNCA.com audience unique
The following analysis aims to answer:
(i) Who are the eNCA audiences online?
(ii) Are they different to other online news
audiences?
(iii) What makes them different to other online
news audiences?
(iv) Why should you be targeting them?
PROFILING
Demographics, Effective Measure June 2014
Column variable - Site
Row variable - Age
Distribution line to/through
each site
Distance of propensity
degree
Degree of difference/similarity
Correspondence
Analysis: Age
Patterns of similarity
70% of
eNCA.com are
under 40
Over 50% of
news24.com
are over 40
Class of 1980 – the under 35’s
Correspondence
Analysis: Spoken languages at home
58% of
eNCA.com speak
an African
language at
home. 26% speak
Afrikaans.
15% of news24.com
speak an African
language at home.
47% speak
Afrikaans.
Proud of our roots and our mother
tongue
Correspondence
Analysis: HH Income before tax
Economically active, economically
progressive. Watch this space…
Correspondence
Analysis: Employer Industry
26% of
eNCA.com claim
to work in
Advertising or
Media
Only 4% of
news24.com
claim to work in
Advertising or
Media
Marketing, Media, Mining and
Manufacturing.
Correspondence
Analysis: Occupations
eNCA encompasses a diversity of
occupations ranging from
professionals, middle management,
full time students and the retired
Professionals, middle
management, students & retired.
Correspondence
Analysis: Education
28% of
eNCA.com have a
Post Grad Degree
19% of
news24.com have
a Post Grad
Degree
Education is the key priority and
driver of future success.
What differentiates the eNCA.com consumers online?
• They reflect the ambitions of a post 1980 SA youth.
• They are independent thinkers and consume news content that
reflects this difference.
• They are urbanised yet seek African stories that express the
authentic voice of their communities and culture.
• They are economically ambitious and are certain they will
achieve financial freedom in the coming years.
• This certainty comes from embracing education, which is enabled
primarily through internet-enabled technologies.
• They are the communicators of culture, the consumers of content
and they always keep our news (i) novel and (ii) new.
eNCA South Africa Figures
502 109 Unique Browsers
25 907 Daily Average UBs
1 954 209 Page Views
2.09
Average Page views
133 282 People like eNCA.co.za on Facebook
04:01 Average Viewing duration
01:55 Average Page duration Demographics, Effective Measure June 2014
eNCA Worldwide Figures
734 555 Unique Browsers
33 218 Daily Average UBs
2 415 458 Page Views
2.00
Average Page views
03:51 Average Viewing duration
01:56 Average Page duration Demographics, Effective Measure July 2014
USERS
Bright
Knowledge
seekers
Educated Speakers
Factual Smart Current
Affairs Up-to-date
Newsworthy Inspired
PRICING R
728 x 90 R300
300 x 250 R420
300 x 600 R490
Standard & expanding
banners (CPM)
Homepage takeovers (per day)
Homepage takeover R30 000
Page takeovers (sponsorship)
ROS banners
In video banners (available soon)
Key word targeting
Geo-targeting
Specific custom criteria targeting
Platform Offerings
Case Study 1 Project:
eNCA - FNB Retail Banking
Placement:
300x600 (Half page)
Date:
2012 June, 12 - 30
Delivery indicator: 102% in a day
Creative was received on the 12 June from which
campaign was ready to deliver – within the first hour
the average CTR was at 0.35%
Case Study 1 Project:
eNCA - FNB Retail Banking
Placement:
300x600 (Half page)
Date:
2012 June, 12 - 30
Homepage
0.40%
CTR
South Africa
0.37%
CTR
Money
4.23%
CTR
Phase 2 – currently running May 2014
Case Study 2 Project:
Red Bull Battle
Placement:
Video Pre roll
Date:
Mar 27, 2014 - Apr 27, 2014
e.tv Video Pre roll
6.94%
CTR
eNCA Video Pre roll
12.59%
CTR
Case Study 3 Project:
eNCA – PPC Building Cement
Placement:
300x50 Mobile
Date:
04 Nov - 12 Dec 13
0.44%
CTR
Case Study 4
Project:
eNCA – Nokia Asha
Placement:
728x90 Desktop
ROS
0.78%
CTR In a month
Case Study 5
Project:
eNCA – Design Indaba (Expo)
Placement:
Video PreRoll
ROV
8.37%
CTR
24 Hour Opportunity ONLY
Leaderboard & MPU (Homepage)
Impressions CPM Value Saving Cost Rate Card 41 666 R360 (RC)
Offer - 100 000 R150 R36 000 R21 000 R15 000
