THE SUNDAY TIMES MEDIA KIT 2013
CONTENTS
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.
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Think Provocative columns and topical articles that will examine the issues of the day and generate debate and reflection.
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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 Sections 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.
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Connect All things revolving around family matters from family issues to parenting styles, including a page on kids’ activities.
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Go Singaporeans share their stories of living it up broad.
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Reflect Our columnists give their take on everything under the sun, no holds barred.
Sundaylife Sections o
Relax Our entertainment & leisure guide zooms in on upcoming events, TV & cinema listings, reviews & ratings, weekend activities, horoscopes & comics.
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Read Bookmark this for the contents which include book reviews, author interviews, what personalities read and industry news.
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Taste We satisfy your hunger for food news, restaurant reviews, food recipes and interviews. We also sniff out the yummiest eating spots in town.
FACTS & FIGURES... READERS PROFILE
Overview of Its Readers
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
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. Median Age: SUT: 42 Natl Popn. : 42
(%)
National
SUT
AGE
34.1 33.0
24.2 20.6
24.0 20.7
16.6 13.0 8.0
5.9
15-19
20-29
30-39
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
40-49
50+
SUT has more readers (38%) with higher PI (> $3k) compared to the National population (23%) and much lesser readers (24%) with PI below $3k. Median PI SUT : $3,776 Natl Popn. : $2,440
PERSONAL INCOME
(%)
35.5
National
SUT
23.8 18.9 14.8
13.4 7.9
2.1
Up to $3k
$3,001 to $5k
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
$5,001 to $10k
4.6
$10k+
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
HOUSEHOLD INCOME
(%)
National
SUT
36.6 33.2
31.5 26.7 23.8 18.1
17.4 12.9
Up to $3k
$3,001 to $5k
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
$5,001 to $10k
$10k+
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%. (%)
33.3
HDB 1-4 Rm
DWELLING TYPE
55.9
31.0
HDB 5 Rm/Exec 24.8
16.4
Condo/Pte Apt 10.7
19.3
Landed Property 8.6 Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
SUT Readers
National
SUT readers are well educated. Almost 60% are tertiary educated, compared to the National population’s 39%.
59.4
(%)
Tertiary (Degree/Diploma)
EDUCATION
39.3
7.2
GCE A/HSC 5.9
23.1
GCE N/O LEVEL 23.1
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
SUT Readers
National
Almost half of SUT readers are PMEB’s, compared the population’s 28%, with higher personal and household incomes. (%)
OCCUPATION
National
SUT
44.6
28.2 18.6
16.7
14.9 14.9
13.0 7.2
PMEB
White Collar
Blue Collar
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
Housewife
11.1
9.2
Student
Compared to the National Population, SUT readers live more affluent lives with the comforts of modern living. 97.2
Mobile Phone
(%)
PRODUCTS/SERVICES (PERSONAL OWNERSHIP)
93.8 92.4
Home
87.0 39.1
2+ Credit Cards 23.5
31.4
Car 18.3
Country Club Membership
5.9 3.0
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
SUT Readers
National
SUT readers are strong consumers of many financial products and services. (%) 72.7
Life Insurance Policy
Debit Card
Fixed Deposit Account
57.4
29.9
Loan Products (Any)
20.3
23.6
Car Loan
21.1
17.4 9.8
17.8
13.1
SUT Readers
Home Loan
14.3
National
National Shares/ Stocks/Bonds
Unit Trust
14.8
9.0 11.9
6.5
SUT Readers
8.7
Pesonal Line of Credit
HDB-Bridging Loan
8.2 5.2 1.8 1.7
Base : All people aged 15+ (National: 4.035m, SUT: 1.257m) Source: Nielsen Media Index 2012
13
Most SUT readers (73%) change their hp’s every 1.5 to 3 years. SUT Personal Ownership Mobile phones: 97% 3G phones: 60% Smart/PDA phones: 63%
FREQUENCY OF CHANGING MOBILE PHONES
(%)
0.4
72.6 65.5
National
SUT
16.1 0.4
Less than 6 mths
9.3
12.3
10.6
6 mths to
