Media ShopTalk: November 2009
A Cinema update and a couple of Special Deals for our clients!

CINEMA UPDATE
Up until end October 2009, cinema attendance figures year on year have increased.

Total attendance figures for November 07 – October 08 vs. November 08 – October 09:
November 07 – October 08:24, 617, 039
November 08 – October 09:26, 375, 783
And which complexes/groups have seen the highest increases?

Cine Centre is UP by 266 930 Movies @ Woodlands is UP by 199 570 Nu Metro is UP by 707 395 Ster-Kinekor is UP by 582 870 So in summary, the total attendance for the period November 2008 – October 2009 was a whopping 26.3 million + across 720 cinema screens in 115 complexes in South Africa . These figures represent both Cinemark and Popcorn screens but excludes some of the independent screens. So should cinema be an “add on” to a media schedule? Traditionally when budget is tight, and if cinema has been part of the media mix, it is usually this budget that is either cut or reallocated! But can one afford to not be on cinema if you have the right brand to market to a specific audience? Whilst the majority of cinema goers are younger, there are opportunities to reach the older cinema goers too! We all know that the traditional media types such as TV and radio offer the greatest reach, however to have an effective burst on these media types will cost a lot more than an effective campaign on cinema. And one must also consider the entire cinema attendance experience – it’s not just about sitting in a chair watching a movie on the big screen: it includes buying refreshments, looking to see which movies are coming, which movies are currently on, being exposed to interactive promotions in the foyers and obviously seeing commercials on the big screen.. Many relevant brands should perhaps reconsider the use of cinema in their media mix based on the increased attendance figures. And before you wonder why the figures are up – there are a number of reasons: Discovery Vitality members get special rates, Pensioners get special rates, retailers such as Edgars Club members have special preview events but it could just be that people want to go out and be entertained instead of sitting at home watching TV or surfing the web.

Special packages to follow a movie, secure a specific position on the advertising reel and of course do foyer interactions are available. Please speak to your MediaShop team member should you wish to consider using this media type.

************************************** SPECIAL DEALS

Isn’t it scary how quickly 2009 has flown by? It seems like just the other day that we sent out our first mailer for the year and we are just a couple of weeks away of sending our last! Whilst we are still officially in an economy crisis we have had a busy period with a number of pitches and briefs for the new year. Many clients budgets have either remained the same or have increased marginally however the rate increases for 2010 are slowly coming through and in many instances the budget increases are lower than the rate increases. This means effectively a negative budget increase. It goes without saying however that everybody wants at least the same, or ideally more exposure in the next fiscal period! So what does this mean for your Media Strategist, Planner and Buyer? Better deal negotiations and bargain hunting! The media owners are of course feeling the pinch too and we have received a couple of special packages for the next couple of months. You may have already seen these offers, but if you haven’t here are the details:-

RADIO
Primedia: Highveld, 702, Cape Talk and KFM: Welcome 2010 package. Across all four stations a 2 week high frequency campaign across main day time channels from Monday – Saturday. 140 x 30” commercials for R267 331. Rate card value is R445 522. Please note – only available for w/c 4 and 11 January 2010. Algoa FM: Buy 2 weeks of any available advertising feature in December 2009 and January 2010 and get 2 weeks free. (based on availabilities) OFM: For the month of January 2010 only – 50% added value on your planned campaign. Minimum spend of R15 000 required.

OUT OF HOME
Rank TV: December and January special. 240 x 30” spots per month on all Rank TV’s for R111 000. This equates to a 33% discount! In general: If you are considering doing any outdoor during 2010, please send through your briefs to your Media Planner. We will then negotiate the best possible package to meet your requirements! Should you wish to take advantage of any of the above special deals, please contact your Media Planner as soon as possible!

Until next week!

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Formed in 1988 and located in Johannesburg, Durban and Cape Town, one of SA’s leading media agencies, The MediaShop’s 360-degree offering goes beyond merely planning and buying, instead follows carefully defined strategies. The MediaShop modus operandi is to integrate with each client’s business goals and objectives across all communication channels. The MediaShop integrates into client’s marketing team, ensuring the target market not only sees, but internalises, the advertising message. This is The MediaShop. “Open 24 hours… no problem!” For more information, visit www.mediashop.co.za http://www.mediashop.co.za