It’s time to close the media spending gap between digital and television
Brands need to rethink how and where they allocate their media budgets given that South Africans are spending more time online
Marketers have traditionally worked on the assumption that digital reaches a small audience of high-income earners while television serves the mass market. That picture has changed dramatically over the past five years, and the time has come for brands to rethink how and where they allocate their media budgets.
Let’s start with a quick look at recent statistics. Though different researchers come up with slightly different figures, the more conservative sources estimate that internet penetration in SA is around 54%. This is driven in part by the mobile revolution, with falling smartphone and data prices making the internet more accessible to a mass market...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.