AdFocus 2017-47

OMD OMD CONTENTS 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Map of SA, provinces & capitals Population profile of SA Access to media Change in media opportunities Telecommunications summary Adspend: In millions Categories Key indices: 2007-2017 Television stations TV performance Daily newspapers Major weekly newspapers Consumer magazines Local newspapers Business to business stations Out of home 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. Online media Social media Mobile advertising E-newsletters Country specific data Angola Botswana Democratic Republic of Congo (DRC) Malawi Mauritius Mozambique Namibia Lesotho Seychelles Swaziland Tanzania Zambia Zimbabwe OMD MEDIA FACTS 2018 - INTRODUCTION Welcome to the 2018 edition of OMD Media Facts which provides media data and market demographics for South ica and the SADC region. Once again we are delighted to partner with Financial Mail s annual Adfocus - a celebration of excellence in, and analysis of, the advertising industry in South ica. 2017 has been a challenging year in terms of the broader South ican economy on a macro level and this drops down directly to consumer behaviour on the ground. Advertisers have to work ever harder for market share and their customer s attention. Data is the key in understanding what is going on and how to react. Many clients now also see the opportunities that exist outside our borders and are pushing into growth markets across the continent. Once again, accessing reliable data is an essential prelude to making such a commitment. OMD, as part of the broader Omnicom Media Group, have the largest and most integrated network in the Sub-Saharan region so we are able to lead the way in the provision of market intelligence, in-country resource and accountability. To back up the claims, OMD was awarded Global Media Network of the Year at the Cannes Advertising Festival in June 2017, a fantastic acknowledgement of our reach and expertise. Josh Dovey CEO ica Omnicom Media Group SA. 2 OMD Media Facts November 2017 48 - AdFocus 2017 L-R : Julio Rodrigues - OMD SA Unit Director, Marco Santos - OMD SA Managing Director, Gary Westwater - Omnicom Media Group SA CFO, Josh Dovey - Omnicom Media Group SA CEO.

MEDIA FACTS SOUTH AFRICA Background Climate Terrain After rule by various Boer republics and the British the resulting Union of South ica (1910) and Republic (1961) operated under a policy of the separation of the races. The 1990s brought an end to apartheid politically and in 1994 black majority rule. Mostly semiarid; subtropical along east coast; sunny days, cool nights in interior Vast interior plateau rimmed by rugged hills and narrow coastal plain Export partners China (9), USA (8), Germany (6), Botswana (5), Japan (5), Namibia (5), UK (4) Exports Gold, diamonds, platinum, other metals and minerals, machinery & equip. Imports FOB US$85.0bn (2016 est.), world rank: 35 Import partners China (18), Germany (11), USA (7), India (5) Resources Gold, chromium, antimony, coal, iron, manganese, nickel, phosphates, tin, rare earth elements, uranium, diamonds, platinum, copper, vanadium, salt, natural gas. Land area 1,219,090 km2, world rank: 25 Land use Agricultural: 79.4 inc arable: 9.9, permanent crops: 0.3, permanent pasture: 69.2 Imports Currency Machinery & equip., chemicals, fuel, scientific instruments, food Rand (ZAR) US$1= 13.01 (12/09/2017); 12.76 (2015) Population 55.0m (2016), world rank: 24, growth: 1.6 pa. Urbanisation 64.8 of total population (2015) Age structure 0-14 years: 28.3, 15-24 years: 18.1, 25-54 years: 41.4, 55-64 years: 6.6, 65+ years: 5.6 Ethnic groups Black ican: 80.2; White: 8.4; Coloured: 8.8: Indian: 2.5 Languages Zulu: 22.7, Xhosa: 16.0, ikaans: 13.5; lish: 9.6, Pedi: 9.1, Tswana: 8.0, Sotho: 7.6, Tsonga: 4.5, other: 9. Literacy 15+ read/write: total: 94.3, male: 95.5, female: 93.1 (2015 est) HIV/Aids 18.9 (2016 est.), world rank: 4 Income per capita US$5,480 (2016 est), world rank: 82 Income share Highest 20: 68.9 of income, GNI Index: 63.4 GDP US$294.8bn (2016 est.), world rank: 37, growth -7.1 on 2015 Exports FOB US$83.2bn (2016 est.), world rank: 38 Stellenbosch Cape Town Northern Cape Western Cape Upington George Limpopo Province Polokwane Kruger National Pretoria Mahikeng Park Nelspruit North Johannesburg West Gauteng Mpumalanga Kimberley Grahamstown Free State Welkom Bloemfontein Eastern Cape Bhisho Port Elizabeth Mthatha East London KwaZulu Natal Pietermaritzburg Durban Source: World Bank/CIA World Book PROVES & CAPITALS Province Capital Dominant Language Area Population# GDP+ () (Km 2) () (000) () () Eastern Cape Free State Gauteng KwaZulu-Natal Limpopo Mpumalanga North West Northern Cape Western Cape Total Bhisho Bloemfontein Johannesburg Pietermaritzburg Polokwane Nelspruit Mahikeng Kimberley Cape Town Xhosa S. Sotho Zulu Zulu N. Sotho Swazi Tswana ikaans ikaans 78.8 62.2 19.8 77.8 52.9 27.7 63.4 68.0 55.3 168,966 129,825 18,178 94,361 125,754 76,495 140,882 372,889 129,462 1,256,812 This table reads: Eastern Cape's capital is Bhisho, its dominant language is Xhosa (78.8 of the population), it has 13.4 of the area of South ica, 11.5 of population and 7.8 of GDP. # STATS SA mid 2017 estimates. + Regional estimates of GDP 2015. Source: South ica Yearbook 2015/16, Statistics South ica. 13.4 10.3 1.4 7.5 10.0 6.1 11.2 29.7 10.3 100 6,498.7 2,866.7 14,278.7 11,074.8 5,778.4 4,444.2 3,856.2 1,214.0 6,510.3 56,521.9 11.5 5.1 25.3 19.6 10.2 7.9 6.8 2.1 11.5 100 7.8 5.1 34.1 16.0 7.2 7.5 6.5 2.1 13.6 100 OMD Media Facts November 2017 3 AdFocus 2017-49

OMD OMD POPULATION PROFILE (ADULTS 15+) DEMOGRAPHIC TOTAL ETHNIC GROUP MAJOR MUNICIPALITY LSM ican Black White Indian or Asian Coloured GENDER Men Woman AGE 15-24 25-34 35-49 50+ DEMOGRAPHIC TOTAL HOUSEHOLD OME (pm) R0-R4,999 R5,000-R9,999 R10,000-R19,999 R20,000-R39,999 R40,000-R59,999 R60,000+ DEMOGRAPHIC TOTAL PROVE Gauteng KwaZulu-Natal Eastern Cape Western Cape Limpopo Mpumalanga North West Free State Northern Cape 000 38,760 30,572 3,677 990 3,521 18,753 20,007 9,503 9,406 9,606 10,246 000 38,760 18,527 9,487 6,545 2,993 764 444 000 38,760 10,201 7,240 4,636 4,578 3,628 3,024 2,631 1,977 844 78.9 9.5 2.6 9.1 48.43 51.6 24.5 24.3 24.8 26.4 47.8 24.5 16.9 7.7 2.0 1.2 26.3 18.7 12.0 11.8 9.4 7.8 6.8 5.1 2.2 DEMOGRAPHIC TOTAL City of Johannesburg (Gauteng) City of Tshwane (Gauteng) Ekurhuleni (Gauteng) ethekwini (KwaZulu Natal) Buffalo City (Eastern Cape) Nelson Mandela Bay (Eastern Cape) City of Cape Town (Western Cape) Mangaung (Free State) DEMOGRAPHIC TOTAL LITERACY Literate Partially literate Illiterate EDUCATION None/no formal schooling Some primary school Primary school completed Some high school Matriculated University incomplete University completed Post-graduate qualification Any other post-matric qualification DEMOGRAPHIC TOTAL AREA CLASSIFICATION Metro Urban Rural 15,873 11,098 11,789 000 38,760 3,994 2,559 2,263 2,662 622 877 2,946 577 000 38,760 000 38,760 36,659 1,195 906 443 1,236 1,954 14,128 15,752 1,488 1,801 597 1,362 41.0 28.6 30.4 10.3 6.6 5.8 6.9 1.6 2.3 7.6 1.5 94.6 3.1 2.3 1.1 3.2 5.0 36.5 40.6 3.8 4.7 1.5 3.5 DEMOGRAPHIC TOTAL LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 DEMOGRAPHIC TOTAL LANGUAGE SPOKEN MOST OFTEN AT HOME Zulu Xhosa ikaans lish Sesotho Sepedi Setswana Tsonga Venda Swati Ndebele Other READ & UNDERSTAND lish Zulu ikaans Xhosa 000 38,760 159 618 1,641 5,279 8,546 13,031 4,146 2,048 2,149 1,144 000 38,760 10,006 5,966 4,773 4,068 3,725 3,515 3,111 1,397 913 725 424 138 32,579 9,130 11,716 6,437 0.4 1.6 4.2 13.6 22.1 33.6 10.7 5.3 5.5 3.0 25.8 15.4 12.3 10.5 9.6 9.1 8.0 3.6 2.4 1.9 1.1 0.4 84.1 23.6 30.2 16.6 This table reads: According to BRC PRC Establishment Survey Jul-Dec 2016 the South ican adult population is 38,76m. Of these 30,572m (78.9) are Black, 3.677m (9.5) are White. *Note: Work Status reflects higher Work Full Time numbers than previous surveys and official statistics and is considered by some to be over-optimistic. Source: BRC PRC Establishment Survey Jul-Dec 2016. DEMOGRAPHIC TOTAL WORKING STATUS* Working full-time Working part-time Housewife/househusband/home executive Not working - looking for work (unemployed) Not working - not looking for work Student Retired 000 38,760 14,292 4,397 1,589 7,650 1,913 5,023 4,077 36.9 11.3 4.1 19.7 4.9 13.0 10.5 4 OMD Media Facts November 2017 50 - AdFocus 2017

MEDIA FACTS MEDIA CONSUMPTION (ADULTS AGED 15+) Population (000) All races 38,760 () Black 30,572 () Coloured 3,521 () Indian 990 () White 3,677 () YESTERDAY Television Internet Newspaper/newspaper articles online Magazine/magazine articles online 89.8 69.9 38.8 11.0 3.9 0.2 89.3 70.9 36.8 9.3 3.7 0.2 90.5 55.6 35.7 15.3 4.0 0.2 92.7 64.7 37.6 16.5 3.6 0.0 92.2 76.9 59.0 19.3 5.5 0.5 IN THE LAST WEEK Television Internet Newspaper/newspaper articles online Magazine/magazine articles online 93.3 83.3 46.9 27.1 10.9 0.7 93.0 83.9 44.3 24.0 9.5 0.5 94.1 73.2 43.5 36.2 12.6 0.3 94.9 84.3 52.4 39.7 13.9 2.0 95.3 87.4 70.3 41.2 20.5 2.5 IN THE LAST MONTH Television Internet Newspaper/newspaper articles online Magazine/magazine articles online 94.6 86.9 49.3 32.6 17.0 2.8 94.2 87.6 46.5 29.6 15.1 1.8 95.6 77.9 47.2 42.0 19.9 2.1 96.2 87.5 54.7 43.3 20.1 7.5 96.1 89.1 73.7 45.3 29.1 10.4 IN THE LAST 3 MONTHS Television Internet Newspaper/newspaper articles online Magazine/magazine articles online 95.5 88.4 50.6 35.2 20.0 5.1 95.2 89.1 47.8 32.4 17.9 3.6 96.3 80.1 48.0 45.1 23.4 4.4 96.2 89.8 55.2 43.6 23.7 12.5 96.6 90.3 75.0 47.0 34.0 16.9 This table reads: According to BRC PRC Establishment Survey 89.8 of the adult population of 38.76m viewed TV yesterday. The proportion was highest amongst the Indian/Asian population (92.7) and lowest amongst the Black (89.3). Over 3 months TV was viewed by 95.5 of the adult population. Source: BRC PRC Establishment Survey 2016 (Jul-Dec 2016), population adults aged 15+ CHANGE IN MEDIA OPPORTUNITIES Medium TV stations (linear channel) stations Daily newspapers Major weeklies Consumer magazines & newspapers Business to business periodicals Community/local newspapers & magazines Internet websites# Dec 1991 7 34 22 25 250 300 N/a 1 Dec 2004 67 117 18 25 550 640 330 51m Mar 2008 85 135 21 29 690 775 475 172m Marc 2010 100 138 21 26 655 700 470 206m Oct 2012 180 215 22 28 600 650 480 697m Oct 2014 300 245 22 27 590 630 495 968m Oct 2016 320 270 22 27 525 550 500 1bn Sep 2017 300 260 22 27 470 525 500 1,2bn This table reads: There were 7 TV channels in 1991. In September 2017 there were 300. Comment: TV: includes commercial and non-commercial Free-to-air, DStv, local, StarSat & OpenView stations. : estimated to be actively broadcasting in the month. Print media: dailies and weekends exclude regional supplements/business editions. Consumer and Business to Business is estimated total opportunities offered. Community/local includes magazines with local content and distribution # According to InternetLiveStats the number of websites has increased from 1 in August 1991 (the founding website) to over 1bn in 2016. The stats have not been updated for 2017, but various sources estimate 1,2bn websites in 2017 with over 75 thought to be inactive parked domains. InternetLiveStats found over 31,4m registered IP addresses of all types in South ica. According to the same source in 2015 there were over 3 bn internet users worldwide, an average of 3.7 users per registered domain. Source: Media Manager TELECOMMUNICATIONS & ONLINE South ica Telephone lines per 100 people (2016) Mobile subscribers per 100 people (2016) Population covered by min. 3G mobile Internet users per 100 people (Jun 2017) Fixed broadband per 100 people (2016) Households per 100 with computer Households per 100 with internet access Web traffic share: mobile Web traffic share: desktop Active social media users per 100 people Average daily social media use Country code SOURCE: World Bank, ITU, Internet World Stats 6.2 142.4 98 54.0 2.84 23.4 50.6 78 21 27 2h54m.za OMD Media Facts November 2017 5 AdFocus 2017-51

OMD OMD ABOVE-THE-LINE ADSPEND (Rm) Net of agency commission Category 2007 2012 2014 2016 July 2016-June 2017 Rm Rm Rm Rm Rm Daily newspapers newspapers Local newspapers Consumer magazines Trade, technical, financial Total Print TV Out of Home Direct mail (unaddressed) Internet Total 2,950 1,181 1,292 1,765 428 7,617 7,832 2,476 300 970 117 227 19,538 15.1 6.0 6.6 9.0 2.2 39.0 40.1 12.7 1.5 5.0 0.6 1.2 3,189 1,567 1,594 1,640 453 8,443 13,484 4,344 1,334 75 695 28,375 11.2 5.5 5.6 5.8 1.6 29.8 47.5 15.3 4.7 0.3 2.4 2,985 1,464 1,684 1,590 386 8,108 16,091 5,032 406 1,389 119 1,021 32,166 9.3 4.6 5.2 4.9 1.2 25.2 50.0 15.6 1.3 4.3 0.4 3.2 3,011 1,191 1,639 1,300 346 7,486 21,221 6,121 436 1,421 126 550 37,362 8.1 3.2 4.4 3.5 0.9 20.0 56.8 16.4 1.2 3.8 0.3 1.5+ 3,020 1,220 1,972 1,290 338 7,841 21,486 6,506 420 1,350 146 384 38,134 7.9 319.9 5.2 3.4 0.9 20.6 56.3 17.1 1.1 3.5 0.4 1.0+ This table reads: According to Nielsen's Ad Dynamix, TV accounted for R7,832m (40.1) of the total of R19,538m spend net of agency commission in 2017. TV rose to R21,486m (56.3) of the R38,134m spend net of agency commission between July 2016 and June 2017. Rounding off occurs. + : change of methodology; Internet: not reported wef March 2017 due to deteriorating numbers of submitting sites. Source: Nielsen Media Research's Ad Dynamix. ABOVE-THE-LINE ADSPEND by category Net of agency commission Category 2007 2012 2014 2016 July 2016-June 2017 Rm 24.6 11.7 8.0 Retail Financial services FMCG - Health & beauty Automotive Multimedia Travel, sport & leisure FMCG - Beverages FMCG - Food Professional services Government, education, health FMCG - Homecare & homeware Social responsibility, welfare Business to business, industrial Media adv., promotions FMCG - Baby care Small display FMCG - Pets & pet care FMCG - Tobacco & related Total Year 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 forecast PPI increase 10.9 14.2-0.1 6.0 8.4 6.2 6.0 7.5 3.6 7.0 14.6 6.1 3.7 7.3 4.2 15.8 2.8 CPI increase 6.5 11.3 7.1 4.3 5.0 5.7 5.8 6.1 4.6 6.4 5.6 6 OMD Media Facts November 2017 52 - AdFocus 2017 1.2 0.0 21.9 13.7 9.8 9.4 8.5 5.2 6.5 5.1 3.1 3.6 2.8 3.0 3.8 2.2 0.4 0.8 0.1 0.1 This table reads: According to Nielsen's Ad Dynamix, above the line advertising expenditure, net of agency commission, on Retail was R8,674m between July 2016 and June 2017 yielding 22.7 of the total of R38,134m. The percentage was 24.6 in 2007 (note, different categories 2007). Source: Nielsen Media Research's Ad Dynamix. KEY INDICES 2007 to 2017 GDP increase 5.4 3.2-1.5 3.0 3.3 2.2 2.5 1.7 1.3 0.3 0.7 23.5 17.0 8.0 9.2 7.5 5.0 6.4 4.6 3.3 3.6 3.0 2.7 2.6 2.2 0.4 0.6 0.1 0.0 Rand to US$ 7.06 8.26 8.44 7.33 7.27 8.22 9.66 10.86 12.77 14.71 13.66 22.3 18.1 9.3 7.9 7.0 6.1 6.7 4.6 3.4 3.7 2.6 2.6 2.3 2.1 0.6 0.4 0.1 0.0 Prime rate 14.50 15.00 10.50 9.00 9.00 8.50 8.50 9.25 9.75 10.50 10.50 8,674 7,080 3,590 2,996 2,634 2,448 2,407 1,816 1,366 1,223 997 952 798 724 217 138 69 7 38,134 Adspend increase 16.4 5.0-0.1 18.1 11.1 6.9 8.5 3.9 9.5 6.3 22.7 18.6 9.4 7.9 6.9 6.4 6.3 4.8 3.6 3.2 2.6 2.5 2.1 1.9 0.6 0.4 0.2 0.0 100 MIW increase 13.4 12.0 6.3 7.7 6.0 6.3 6.4 11.0 12.4 4.0 This table reads: In 2007 the Producer Price Index (PPI) rose by 10.9 over 2006, the Consumer Price Index (CPI) rose by 6.5, the Gross Domestic Product (GDP) rose by 5.4, the US$ bought R7.06, the Prime lending rate was 14.50, adspend increased by 16.4 and the Media Inflation Watch Index (MIW) was 13.4. Note: CPIX (metro & other urban) 2006 to 2008. CPI new measure 2009 onwards. GDP updated. Adspend updated to re-include cinema. Prime rate at end of year. PPI average of final manufactured goods. 2017 Economic forecasts by Nedbank Aug 2017. Source: STATS SA via Nedcor Economic Unit/Nielsen Media Research's Ad Dynamix/Media Manager ica's Inflation Watch MIW Index.

TELEVISION STATIONS Station SABC 1 SABC 2 SABC 3 SABC Group etv kyknet Mnet Mzansi Magic Viacom Group DStv StarSat Open View Ownership/language SABC All official languages SABC All official languages SABC All official languages etv Mainly lish Multichoice ikaans Mnet Mainly lish On Digital Media Mainly lish Platco Digital (etv) TV PERFORMANCE Comment Total 000 Free-to-air 20,714 Free-to-air 17,906 Free-to-air 11,966 Free-to-air 24,891 Digital (plus some analogue) pay TV station. Included in DStv Includes MTV, Comedy Channel, BET. Included in DStv. Digital satellite pay station, over 170 channels (plus interactive offerings) of which are 24 are HD and more than 100 commercial. Numbers still growing. Over 5.0 million SA subscribers. Digital pay station, some 80 channels, mostly non-commercial, plus Chinese and Indian services. Free digital service, 18 channels plus radio services. Targetting 1m installed decoders. MEDIA FACTS The market: Linear (ie.,channel) TV channel numbers, total viewership and adspend continues to climb but is fragmenting. Digital transition still uncertain but ought to provide more local opportunity and cover more niches. Video On Demand (VOD) non-commercial opportunities supplied via internet streaming and installed decoder from international and local sources are rapidly changing historic fundamentals. More than 8 services announced/launched, some have closed already. Top 2, Naspers' ShowMax (now available on DStv top bouquet) and Netflix, clear leaders. Last 7 days viewership adults 15+ ex Amps 2015 (Jan-Dec) 1,200 Multichoice Digital pay TV station. Included in DStv. 3,671 Viacom lish Multichoice Mainly lish of adult population viewing All adults Black Coloured Indian 61.5 71.3 42.2 21.3 53.1 35.5 52.0 3.6 3.6 54.7 35.2 54.9 0.9 13.0 58.2 46.9 54.6 5.4 6.2 27.2 30.5 38.1 10.5 2.4 White 14.1 44.1 29.1 23,633 70.1 74.1 67.4 41.4 50.1 Digital pay TV station. Included in DStv. 925 2.8 0.0 5.2 1.0 21.9 30.4 20.9 3,319 9.9 8.1 12.7 21.1 17.7 9,573 28 25.5 24.6 38.3 51.9 This table reads: SABC1 is owned by the SABC and broadcasts free-to-air in all official languages. Its last 7 days viewership ex BRC TS Aug 2017 is 20,714 million adults (rounded). In this 7 day period it reaches 61.5 of all adults, 71.3 of black adults and 14.1 of all white adults. Period: 19:00-22:00 September 2016-August 2017 Station Ave cost All adults Language Household income 30 000 lish ikaans Nguni Sotho R1-2,499 R2,500-7,999 +R8,000 SABC1 R78,699 Ave. Daily Reach '000 4,785.4 71.5 125.0 1,689.6 1,662.9 2,165.2 957.3 Cost per 1,000 R27 R2,607 R1,536 R81 R76 R60 R144 SABC2 R57,172 Ave. Daily Reach '000 2,505.4 106.0 393.7 1,002.1 767.1 1,173.4 565.0 Cost per 1,000 R44 R1,048 R238 R112 R145 R93 R200 SABC3 R31,796 Ave. Daily Reach '000 Cost per 1,000 etv R60,726 Ave. Daily Reach '000 Cost per 1,000 Viacom R5,293 Ave. Daily Reach '000 Cost per 1,000 Mzansi Magic R37,797 Ave. Daily Reach '000 Cost per 1,000 M-Net R25,085 Ave. Daily Reach '000 Cost per 1,000 kyknet R18,847 Ave. Daily Reach '000 Cost per 1,000 DStv Commercial R5,523 Ave. Daily Reach '000 Cost per 1,000 1,261.7 R72 3,375.4 R37 43.4 R479 565.2 R122 133.7 R426 157.8 R195 88.7 R238 149.1 R451 198.8 R607 6.5 R2,552 12.5 R6,807 67.0 R823 8.4 R4,592 15.4 R1,428 206.6 R403 340.6 R377 6.1 R2,763 6.2 R15,415 41.4 R1,273 125.5 R240 14.6 R1,237 2,858.0 R43 904.1 R129 432.1 R233 1,391.0 R90 17.5 R1,354 361.7 R188 5.2 R18,660 0.1 R1,951,553 395.8 R255 1,321.5 R91 10.7 R2,131 183.0 R375 5.7 R13,578 0.2 R730,686 354.1 R263 1,090.8 R109 3.1 R8,387 47.6 R1,493 1.6 R86,939 1.4 R23,090 579.7 R159 1,539.9 R80 8.2 R3,099 173.0 R397 10.2 R7,172 This table reads: The average spot on SABC1 spread 19:00 to 22:00 between September 2016 and August 2017 cost R78,669. In this period the station delivered 4,785,400 adults daily at an average cost per thousand of R27. Its average daily reach of lish speakers was 71,500 at a cost per thousand of R2,607. Source: Nielsen's Arianna of Broadcast Research Council's TS. 31.6 R680 21.3 R1,065 7.9 R2,897 30.2 R973 25.1 R860 1.5 327.9 R265 744.7 R177 32.1 R607 344.6 R199 121.9 R455 126.1 R247 55.6 R371 OMD Media Facts November 2017 7 AdFocus 2017-53

OMD OMD DAILY NEWSPAPERS The market: Traditionally each major urban centre has had its own set of competing lish and/or ikaans dailies. Last 15 years has seen a surge in popular journalism with the launch and massive success of Daily Sun. Revenue is under extreme pressure. Circulation trend: most dailies display moderate to severe circulation decline. Readership trend: Larger lish dailies exhibit a Black readership in excess of 50, blurring editorial appeals between traditional Black and White categories. Area Title Group Language Appears ABC circulation Apr-Jun 2016 (000) National Bloemfontein Cape Town Durban East London Johannesburg Kimberley Pietermaritzburg Port Elizabeth Pretoria New Age Volksblad The Mercury Daily News Isolezwe+ Daily Dispatch Business Day Citizen Daily Sun+ Sowetan+ Star The Times Beeld Diamond Fields Adv Witness Herald Pretoria News TNA Tiso Blackstar Tiso Blackstar Tiso Blackstar Tiso Blackstar Tiso Blackstar MAJOR WEEKLY NEWSPAPERS Circulation trend: Most titles are declining, some dramatically. Readership trend: per dailies. Area Area/Title Group Language Appears ABC circulation Apr-Jun 2017 (000) Bloemfontein Durban Port Elizabeth Cape Times Cape Argus Daily Voice Burger Son Wes (Mon-Fri) 8 OMD Media Facts November 2017 54 - AdFocus 2017 Zulu PM PM /PM PM N/A 14.7 31.0 29.0 N/A 47.7 72.1 26.4 23.6 85.5 18.8 20.1 44.1 164.9 73.6 80.3 48.1 40.0 7.9 13.1 18.8 13.8 2017 Col cm BW excl Vat & agency comm R122.16 R151.50 R109.47 R98.20 R115.33 R64.74 R179.28 R115.37 R199.20 R239.65 R167.66 R32.66 R75.53 R69.84 + predominantly black editorial focus. Note: all rates net of agency commission. New readership metric due Q1 2018. This table reads: Bloemfontein's Volksblad is published by in ikaans, mornings Mon-Fri. Its ABC circulation April-June 2017 is 14,700 (rounded) and a single column centimetre FC is R99.00 (2017, exc VAT & agency commission). 2017 Col cm BW excl Vat & agency comm R329.3 R186.92 R658.19 R136.95 2017 Col cm FC excl Vat & agency comm R371.58 R99.00 R195.46 R242.40 R175.15 R215.00 R226.00 R157.11 R184.53 R130.34 R124.50 R250.66 R155.21 R444.00 R331.17 R383.43 R236.55 R232.00 R52.25 R107.00 R137.78 R111.74 The market: Most large urban centre have a Saturday/Sunday edition of relevant dailies. Nationals grew from Johannesburg. Revenue is under extreme pressure. National Cape Town Johannesburg City Press+ Mail & Guardian Rapport Soccer Laduma+ Sunday Independent Sunday Sun+ Sunday Times Sunday World+ Volksblad Saterdag Burger Son Op Sondag Weekend Cape Argus Ilanga+ Ilanga Langesonto+ Independent on Saturday Isolezwe ngesonto+ Post Sunday Tribune Beeld Saterdag Saturday Citizen Saturday Star Weekend Post M&G Media CT Media () Tiso Blackstar Tiso Blackstar Mandla-Matla Mandla-Matla Tiso Blackstar + predominantly black editorial focus. Note: all rates net of agency commission. New readership metric due Q1 2018. This table reads: City Press is published by in lish on Sundays. Its ABC circulation Apr-Jun 2017 is 68,600 (rounded) and a single column centimetre FC is R365.00 (2017, exc VAT & agency commission). Zulu Zulu Zulu Sun Fri Sun Wed Sun Sun Sun Sun Sat Sat Sun Sat/Sun Mon/Thu Sun Sat Sun Wed Sun Sat Sat Sat Sat 68.6 29.4 124.3 261.0 N/A 78.4 262.7 54.5 14.1 61.1 41.1 52.5 65.1 36.9 37.3 68.6 39.7 52.7 38.4 33.8 48.4 17.5 R151.50 R89.35 R45.93 R113.58 R63.54 R153.91 R80.51 R166.71 R72.21 2017 Col cm FC excl Vat & agency comm R365.00 R342.35 R603.00 R389.00 R299.08 R205.00 R1,048.29 R186.75 R77.00 R208.00 R76.00 R242.40 R156.98 R76.82 R181.72 R101.91 R101.65 R246.25 R192.00 R126.99 R266.73 R129.48

CONSUMER MAGAZINES Interest Title Group Language Appears ABC circulation latest (000) Celebrity News Current Affairs General Interest/TV Lifestyle 2017 FC FP excl Vat & agency comm Health Longevity Aegle Media 10xpa 16.8 R19,915 Inflight Sawubona Ndalo* for SAA 89.0 R55,190 Men s Interest Motoring Music/Youth Travel/Adventure Retailers titles Sport Technology Women s/home Interest People Time Magazine Bona + Drum + Huisgenoot DStv Premium TV Plus You Country Life, SA GQ Mens Health Popular Mechanics Bike SA Car Speed & Sound Hype Getaway Weg!/Go! Edgars Club Mag. Fresh Living/Kook & Kuier Jet Club + Amakhosi + Compleat Golfer Kickoff + Runners World Stuff Cosmopolitan Associated Destiny + Ndalo* Elle Ndalo* Essentials FairLady Finesse Carpe Diem$ Food & Home Entertaining Garden & Home, SA Glamour Conde Naste Independent Conde Naste House & GardenConde Naste Independent House & Leisure Living & Loving Marie Claire Move! + Rooi Rose Sarie True Love + Visi Vrouekeur Woman & Home Women's Health Your Baby Your Family Time Warner New Media Pub. For Multichoice Conde Naste Independent Ramsay Bike SA Ramsay OverDrive$ Panorama Ramsay Publishing Part. For Edcon John Brown for Pick 'n Pay Publishing Part. For Edcon Backpage for Kaiser Chiefs Ramsay CT Media* Aegle Media Associated Associated New Media Pub. * +3 / edit. / edit. / edit / edit. / edit. Fortnightly 10xpa. 6xpa 10xpa 9xpa 6xpa 6xpa 38.4 26.1& 67.9 44.7 196.8 662.5 52.1 103.0 33.8 20.4 26.5 28.9 14.1 63.9 25.9 19.1 42.2 55.6 525.6 449.1 484.2 17.2 11.7 18.8 12.4 13.9 34.7 27.7 16.2 28.0 32.2 46.0 24.1 52.6 43.2 32.6 24.3 11.2 22.5 72.0 69.1 64.5 30.6 15.7 52.7 76.9 32.7 11.9 32.7 MEDIA FACTS The market: SA has over 350 consumer orientated titles, most of which are small circulating and highly niched. Churn of titles is high. The top 4 publishers totally dominate circulation and adspend. Circulation trend: depends on the category, but average title is declining. The important Women's sector is under pressure from large number of options allied to consumers reducing range of titles purchased. Readership trend: like circulation, generally softening. Most lish, seemingly White editorial focus, titles show significant, if not dominant, Black readership. R31,700 R34,736 R40,300 R45,100 R83,560 R87,870 R34,850 R55,340 R25,600 R46,510 R66,325 R35,480 R16,421 R56,520 R28,671 R28,248 R38,720 R51,460 R55,000 R89,000 R51,310 R29,225 R24,950 R52,230 R25,035 R33,400 R55,000 R44,639 R45,150 R26,900 R47,465 R27,000 R26,900 R44,500 R57,949 R53,190 R41,000 R23,000 R40,000 R35,220 R36,500 R43,835 R56,390 R33,000 R22,000 R56,100 R49,090 R21,725 R29,500 + Predominantly Black editorial focus * Part of (Naspers). $ Part of. & International ABC. includes 11xpa. Note: all rates net of agency commission. New readership metric due Q1 2018. This table reads: People is published by weekly in lish. Its latest ABC circulation is 38,400 (rounded) and a full page full colour is R31,700 (2017, exc VAT & agency commission). OMD Media Facts November 2017 9 AdFocus 2017-55

OMD OMD LOCAL NEWSPAPERS The market: SA has over 450 newspapers and magazines targeted to local communities. Those in urban areas tend to be free distribution and large circulating. Those in country areas tend to be sold and smaller circulating. Circulation trend: many urban local newspapers have increased circulation in line with increases in population/urbanisation and wealth. Small grassroot publishers are entering the market but churn is high. Area Title Group Language Appears Circulation Apr-Jun 2017 (000) Gauteng: Greater Johannesburg Gauteng: Pretoria Gauteng: Vaal North West Alberton Record Boksburg Advertiser Dobsonville Urban News (Soweto) Randburg Sun Roodepoort Record Sandton Chronicle Rekord Centurion Vandebijlpark Ster Potchefstroom Herald Urban (+) (+) (+) / / / (+) 38.0 free 43.4 free 32.7 free 59.8 free 51.4 free 50.0 free 60.1 free 26.2 free 5.8 sold Col cm BW excl Vat & agency comm R 72.26 R 74.98 R 55.96 R 98.50 R 83.54 R 87.52 R93.90 R62.56 R42.00 Col cm FC excl Vat & agency comm R 108.38 R 112.47 R 83.93 R 147.76 R 125.31 R 131.31 R140.85 R93.83 R63.00 Mpumalanga Lowvelder / Tue & Fri 14.1 sold: Fri R42.91 R64.37 Free State Bloem Nuus/News (+) 44.8 free R43.00 R66.00 Kwazulu Natal: Durban Highway Mail Northglen News 54.6 free 27.6 free R76.00 R54.79 R114.05 R82.19 Kwazulu Natal: North/ South Coast Eastern Cape: Port Elizabeth Western Cape: Cape Town Western Cape: Boland South Coast Herald Zululand Observer P.E.Express Southern Suburbs Tatler Tygerburger (14 editions) District Mall / () (+) / Mon & Thu 12.4 sold 8.8 sold: Thu 119.9 free 48.7 free 301.1 free 7.0 sold R46.46 R52.83 R65.00 R57.36 R362.00 Circulation verification: 'Free: ABC: Free Newspapers; Sold: ABC: Local Newspapers. Rates: 2018, otherwise 2017. Note: all rates net of agency commission. This table reads: Alberton Record is published weekly by in lish plus some ikaans. Its latest circulation (ABC: Free Newspapers) is 38,000 (rounded). A column centimetre BW is R72.26 and FC is R108.38 (2018, exc VAT & agency commission). R45.00 R69.69 R79.24 R111.00 R91.78 R422.00 R69.00 BUSINESS TO BUSINESS The market: SA has over 490 trade, technical and professional journals & annuals, most of which are small circulating and highly niched. Turnover of titles is high and total number is declining. The financial titles together with ineering News dominate adspend. Circulation trend: pressure on printing and distribution (ie, postage) costs forces publishers to continually cut non-core market circulation. Publishing costs and pressure on revenue is driving titles online and to e-ditions. Interest Title Group Language Appears ABC circulation Latest (000) Agriculture Architecture/Building Automotive trade Aviation Business/Management Business Startup/Emerging Electrical/Electronics Human Resources Industry Marketing Medical Mining Municipal/Government Retail Transport Travel & Tourism includes 10 & 11xpa., * Claimed circulation. Note: all rates net of agency commission. This table reads: Farmers is published by weekly in lish. Its circulation (ABC Apr-Jun 2017) is 11,900 (rounded) and a full page full colour is R15,400 (2017, exc. VAT & agency commission). 56 - AdFocus 2017 Farmers Landbouweekblad SA Builder Automobil ican Pilot Accountancy SA Financial Mail Forbes ica Entrepreneur Vector HR Future ineering News Strategic Marketing SA Medical Jnl (SJ) Mining Public Sector Manager Supermarket & Retailer Focus on Transport & Logistics SA s Travel News 10 OMD Media Facts November 2017 Malnor Future (Tiso Blackstar) Wavelengths Inst. Chartered Acc. Tiso Blackstar ABN Entrepreneur Media EE Publishers Osgard Media Creamer Media IMM SA Medical Assoc Creamer Media Dept of Communications Supermarket & Retailer Charmont Now media (+) / 5x pa 11.9 29.4 5.0* 8.3 6.5* 48.5 13.3 19.2 14.7 4.7 20.0* 11.3 8.1 14.6 10.7 14.4 7.5 6.8 5.7 FP/FC A4/FC excl Vat R15,400 R34,765 R11,272 R15,463 R13,000 R25,050 R41,293 R58,000 R47,800 R19,828 R18,245 R17,452 R16,660 R23,106 R17,452 R27,500 R28,198 R24,633 R43,407

MEDIA FACTS RADIO The market: Continues in a state of flux as stations vie for audience and revenue. New entrants have intensified regional competition. Some churn of community stations as stations close/launch. Interest Station Language/Owner Format/Target Listenership all or control adults 15+ Past 7 days BRC 2017 Jan-Jun* 000 National Metro FM 5fm RSG SAfm lish SABC lish SABC ikaans SABC lish SABC Contemporary black orientated music, news & talk shows targeted to trendy sophisticated blacks in major metropolitan areas. Popular music format to all major metropolitan areas. Public service national community/cultural station. Public service content for the well informed. 4,044 732 1,246 143 10.2 1.9 3.2 0.4 Regional Inter-regional Jacaranda FM 94.2 947 (Highveld Stereo) 702 Classic FM 102.7 Kaya FM 95.9 YFM 99.2 North West FM Capricorn FM Kfm Good Hope FM Heart FM Capetalk East Coast Gagasi FM Algoa FM OFM Lotus FM / Kagiso lish Primedia lish Primedia lish Classic FM lish Kagiso/others lish HCI Setswana/ Various Mainly lish Various / Primedia (+Broadcape) / SABC lish MRC/others lish Primedia lish Kagiso /Zulu MRC/others / E / E/others /Indian SABC Contemporary music format with news, sports bulletins & morning talk to Gauteng and beyond. Adult contemporary music format with humour, news & sports bulletins to Gauteng. Mainly talk and news format to greater Gauteng and beyond. Classic, good music and news. Gauteng based. Plus netcast. Adult contemporary and smooth music for urban black population in greater Johannesburg. Youth station (mainly black) to greater Johannesburg. Adult contemporary to NW Province and surrounds. Launched Feb 2008. Adult contemporary to Limpopo and surrounds. Adult contemporary music with news, sports and entertainment info to Western Cape metropolitan area. Adult contemporary music format with news & sports bulletins to Western Cape. Adult contemporary music format broadcasting Western Cape metropolitan area. Talk and news for Cape metropolitan areas. Linked with 702. Adult contemporary music with news and sport to kwazulu-natal. Adult contemporary music format broadcasting kwazulu-natal metropolitan area. Adult contemporary music with news, sports and talk to Eastern Cape. Adult contemporary music with news sports & talk to Free State, N. Cape & NW Province. Community/cultural station for Indian communities in kwazulu-natal, Gauteng & other areas. 1,136 913 448 60 931 665 287 298 736 536 736 92 1,101 1,397 511 294 206 2.9 2.3 1.1 0.2 2.4 1.7 0.7 0.8 1.9 1.4 1.9 0.2 2.8 3.5 1.3 0.7 0.5 ican language Ukhozi FM Umhlobo Wenene FM Motsweding FM Lesedi FM Thobela FM Munghana-Lonene FM Phalaphala FM Ikwekwezi FM Ligwalagwala FM Zulu SABC Xhosa SABC Setswana SABC Sesotho SABC N. Sotho SABC Tsonga SABC Venda SABC Ndebele SABC Swazi SABC Full service station for Zulu speakers in kwazulu-natal, Gauteng, Mpumalanga & other areas. Full service station for Xhosa speakers in Eastern Cape, Gauteng, S. Free State and other areas. Full service station for Setswana speakers in NW Province, N. Cape, NE Free State & Mpumalanga. Full service station for Sesotho speakers in Free State, Gauteng, N. & E. Cape, NW Province & Mpumalanga. Full service station for N. Sotho speakers from the Free State, through Gauteng to Limpopo. Full service station for Tsonga speakers in Limpopo, NW Province & Gauteng. Full service station for Venda speakers in far N. Limpopo & Gauteng. Full service station for Ndebele speakers in Mpumalanga, Gauteng & Limpopo. Full service station for Swazi speakers in Mpumalanga & Gauteng. 7,574 5,422 2,538 3,212 2,959 1,057 696 1,337 931 19.2 13.7 6.4 8.1 7.4 2.7 1.8 3.4 2.4 Community BRC reported 104 stations Jan-Dec 2016 Various: Independent/ NGO Various interests and appeals including niche geographic community, retail and religious. 7,224 18.9 This table reads: Metro FM is an lish language station owned by the South ican Broadcasting Corporation (SABC). It has a contemporary black music, news & talk format with 4,044m listeners (10.2 of the population aged 15+) over the past 7 days (BRC Jan-Jun 2017). * Source: BRC Jan-Jun 2017; Community stations: Jan-Dec 2016. OMD Media Facts November 2017 11 AdFocus 2017-57

OMD OUT OF HOME The market: South ica has a very vibrant and entrepreneurial outdoor media sector, contractors providing very many different variants of the medium. Generally, sector is moving away from traditional format sites to newer illuminated more creative formats, especially larger format 'iconic' sites focused on major freeways and free standing structures. New innovations drive to cut through clutter. New provincial council bylaws threaten to remove many illegal structures especially in Johannesburg Metro. The following variants are numerically/strategically important. Rentals invariably negotiable. Varient Format Comment Base Rate per unit per month excl. production Spectaculars/ Supersigns Building Wraps/ Hoardings Airports Mall Media Campaign Billboards 1.5m X 3m (12 Sheeter) 3m X 6m (48 Sheeter) 3m x 12m (96 Sheeter) 6m X 4m 9m X 6m Internally illuminated free standing units Street Furniture Street Pole Ads Bus Shelters Digital Out of Home Lifestyle Targeting Washroom/ indoor media OOH Mobile Minibus Taxis Large format, landscape or portrait, mainly illuminated. Free standing. Building Wraps - temporary or permanent, large format Includes wraps, wall sites, billboards, digital, trolleys, washrooms, parking areas. Many formats including banners, billboards, shopping trolleys, digital, activations and in-store. The dominant outdoor variant in terms of number of sites in the rural environment. Predominantly used as campaign formats. 7.5m x 5m, 6m x6m, 6m x 4m, 3m x6m Various formats depending on contractor & location. New LED Formats depending on contractor & municipality. Newer formats in CT & JHB Metros Digital bulletin boards in many different formats including LED screens Frames & mirrors Branded Personal Vehicles Branded vehicles Golf Advertising Entrance billboards, on course, carts, digital and activations Transit Nodes Gautrain Digital screens, billboards, wall wraps, Interchange branded towers, rank ownership and Taxi & Bus Ranks activations. Increase in node Wi-Fi. Transit Minibus Taxis Metered Taxis Buses Trucks Brand Activation Trucks CINEMA OMD External & internal, from full wraps to internal window strips and In-Taxi Digital External advertising opportunites. Ranging from full wraps to taxi top. External & internal, ranging from full wraps to partial wraps, bus backs, internal window strips and In-Bus TV Double sided billboard on trailer towed by car, or purpose-built vehicle. 12 OMD Media Facts November 2017 58 - AdFocus 2017 Mainly roadside formats. Free standing. Mainly single pole mounted. Predominant Sizes: Landscape: 5m X 20m / 4.5m X 18m / 4m X 16m Portrait: 15m X 9m / 12m X 9m / 10m X 8m On strategic buildings and around building sites. Used as a broadcast medium. Units located all over airports in public areas. Targets business and tourist travellers. Used as point-of-purchase reminder Available nationally. Smaller formats more dominant in rural areas. Some formats are able to 'walk/rotate' Located on major arterials within urban areas. Sites rotate alt-weekly or monthly. Located on major arterials in urban and some rural environments. Located along urban bus routes. Many close to schools and en-route to main shopping hubs. Increase in large format DOOH and roadside digital billboards. Day-part packages avail. In traffic areas inc., bars, gyms, cinemas, campuses, clinics, retail fitting rooms/malls, and airports to focus targeted messages. Lifestyle targeting. Brand ambassadors LSM A or B courses Sold by dominance packages 9 Stations Taxi, Bus and Train Commuter Focus National Available in major metropolitan areas. Mostly used as alternative where other formats scarce. Available in major metropolitan areas. Mostly used as alternative where other formats scarce. Available nationally. Available in all major metropolitan areas. Often used for area specific or short term campaigns. Landscape: R30,000 - R65,000, Portrait: R 25,000 - R50,000, Iconic: R120,000 to over R325,000, depending on size and position From R 40,000 to over R350,000 dependant on size of building On quotation Hanging banner sets : R15,000-R85,000, Parkade billboard: from R5,000 - R55,000, Digital from R1,800 to R45,000 @ R1,450 pm non-illuminated @ R3,500 pm non-illuminated @ R7,500 pm non-illuminated @ R 5,500 pm non-illuminated @ R 7,500 pm non-illuminated R29,000 - R45,000 pm illuminated R2800 per face premium sites to R300 lower traffic routes @ R6,000 illuminated @ R2,250 non-illuminated On quotation On quotation On quotation On quotation On quotation On quotation On quotation External branding only Available nationally. On quotation age and involve consumers Range of activities designed to drive results. On quotation External Wrap @ R4,500 Quantum taxi Internal - On quotation External Wrap @ R5,000 @ R24,000 fully branded double decker @ R13,000 fully branded single decker Putco - @ R7500 full/r3,000 back @ R10,000 to R30,000 pm plus out-of-town mileage. The market: A premium medium, cinema chains are continually building, upgrading and revitalising cinema houses. The South ican medium is controlled by Ster Kinekor (63,000 seats in 58 complexes, 400 plus screens), Nu Metro (20 complexes, 163 screens) and Movies@ (6 complexes, 47 screens). There are a few smaller chains plus independents. The largest multiplex is Ster Kinekor's Umhlanga Gateway of 18 screens with 3,700 plus seats. Ster Kinekor have seven IMAX's, Cine Prestige offering a luxury cinema experience at the top end of the market and art-house Nouveau theatres for the discerning moviegoer. Attendances: Currently stable but does fluctuate with the offerings of Hollywood/Bollywood. Digital projection is widespread enabling rapid change of movies so as to react to market conditions. Rates/Performance: Rates are under pressure but significant discounts may be negotiated and packages bought. Through rk (Ster-Kinekor) a package of top screens is likely to yield a cost per thousand of R1,000 to R1,500 depending on spend. Both rk and Popcorn (Nu Metro and others) provide packages such as Follow-the-Movie (commercials screened with 1 movie only) and Guaranteed Attendance. Additional opportunities: Foyer, sampling, branding, activations, sponsorships and events.

MEDIA FACTS ONLINE MEDIA The market: South ica has thousands of sites that accept or would like to accept commercial advertising. Bigger sites have sub-communities to attract specialist targets. Following is a selection of some of the larger members of Interactive Advertising Bureau SA. Category Site Address/owner Comment Unique browsers '000 (Page views '000)+ SA Worldwide Base rate Business & finance Motoring News/current affairs Industry Marketing Sport Technology/ Telecommunications Women BusinessLive Fin24 Wheels24 BizCommunity MyBroadband All4Women This table reads: Businesslive.co.za is owned by Tiso Blackstar and in August 2017 had 935,900 unique browsers with 4,710,500 page views from identified South ican URL's. A standard banner cost R550 cost per thousand impressions. + Effective Measure Online Ranking August 2017. * Per 1000 impressions standard 728x90 leaderboard, run of site. ^ Per 1000 impressions other size/calculation. Excludes volume discounts or additions for targeting. Other sizes, keywords and rich media, sponsorship etc opportunities usually available. SOCIAL * Facebook reports 16m accounts as of August 2017 A range of options are available, but mostly revolve around targetting very specific interests, demographics or activities, engaging with prospects or current customers. Can include video and personnalisation opportunities. MOBILE ADVERTISING E-NEWSLETTERS Daily Maverick News24 Times Live ineering News Soccer Laduma www.businesslive.co.za Tiso Blackstar www.fin24.com www.wheels24.co.za www.dailymaverick.co.za Daily Maverick www.news24.com www.timeslive.co.za Tiso Blackstar www.engineeringnews. co.za Creamer Media www.bizcommunity.com Biz Community www.soccerladuma.co.za Soccer Laduma () www.mybroadband.co.za MyBroadband www.all4women.co.za All 4 Women Online companion to group s newspapers. Business and finance site of News24. Feeds from group's daily & weekly newspapers. Investigative journalism & politics. Feeds from group's newspapers & magazines. Sunday Times/The Times online. Online edition of weekly magazine. Media, advertising & marketing community. SA and international soccer Internet, computer and telecommunications. General interest women's site. According to SA Social Media Study 2017 (WorldWideWorx/Ornico) the following users of social media were reported in SA: Facebook: 14,0m* YouTube: 8,74m Twitter: 7,7m LinkedIn: 5,5m Mobile phone penetration of South icans is almost 100. The distinction between Online via desktop and mobile devices is non-existant: the focus being on mobile, especially smart-devices.to read web/mobi sites, participate in social media, watch video and other content. Mobile also offers a range of customised vehicles, including targetted SMS ads, deals that can be redeemed at point of sale, call-me ads, locational advertising, links to promotions and advertising in other vehicles. Many online sites and other media owners use email newsletters to keep in contact with their target and to drive traffic. Many are advertising vehicles in their own right. 935.9 (4,710.5) 1,418.2 (5,600.3) 601.1 (1,695.7) 713.8 (3,453.4) 6,641.2 (73,245.7) 3,730.5 (21,978.6) 66.3 (275.7) 316.7 (1,968.0) 1,743.7 (50,425.3) 1,776.1 (7,290.7) 549.2 (3,589.4) 1,182.9 (5,492.4) 1,682.6 (6,461.6) 718.9 (1,931.6) 897.9 (4,019.5) 8,662.4 (82,701.4) 4,433.1 (24,727.4) 100.2 (373.6) 422.1 (2,259.6) 2496.3 (55,808.6) 2,224.1 (8,087.4) 621.8 (3,795.3) Category Name Frequency Details Quantity R550* R290*+ R290*+ R695^ R290*+ R500* R5400 pw.^ R300* R250*+ R500^ R260* Industry Mining Daily Banner/R5,700 per week station Jacaranda Newsletter Leaderboard/R250 cpm This table reads: The Mining e-mailer is sent daily to some 64,800 recipients. A Banner costs R5,700 per send. 64,800 per day 65,000 per week OMD Media Facts November 2017 13 AdFocus 2017-59

OMD OMD ANGOLA Background Angola gained independence from Portugal in 1975. In 2002 rebuilding started following the 27-year civil war. Governing MPLA wins 2012 election. Climate Terrain Resources Semiarid in south and along coast to Luanda; north has cool dry season (May-Oct) and hot rainy season (Nov-Apr). Narrow coastal plain rises abruptly to vast interior plateau Petroleum, diamonds, iron ore, phosphates, copper, feldspar, gold, bauxite, uranium Land area 1,246,700 km2, world rank: 23 Land use Population Agricultural: 47.3 inc arable: 3.8, permanent crops: 0.2, permanent pasture: 43.3, forest: 46.8. 28.8m (2016 est.), world rank: 48, growth: 3.4 pa. Urbanisation 44 of total population (2015) Age structure 0-14 years: 42.7, 15-24 years: 20.7, 25-54 years: 29.6, 55-64 years: 4.0, 65+: 3.0 Ethnic groups Ovimbundu: 37, Kimbundu: 25, Bakongo: 13, Mestico (mixed European and native ican): 2, European: 1, Other: 22 Languages Portuguese (official), Bantu and other ican languages Literacy Export partners China (44), India (9), Spain (6), France (5), South ica (4) Exports 15+ read/write: total: 71.1, male: 82.0, female: 60.7 (2015 est.) HIV/Aids 1.9 (2016 est.), world rank: 26 Income per capita US$3,440 (2016 est.), world rank: 112 Income share Highest 20: 48.5 of income; GNI Index: 42.7 GDP US$89.6bn (2016 est.), world rank: 60, growth -12.9 on 2015. Exports FOB US$30.04bn (2016 est.), word rank: 59 Crude oil, diamonds, coffee, sisal, fish, timber, cotton, refined petroleum Imports FOB US$19.7bn (2016 est.), world rank: 71 Import partners China (22), Portugal (14), South Korea (11), USA (7), South ica (4), UK (4) Imports Machinery, electrical equipment, vehicles, medicines, food, textiles, military goods Currency Kwanza (AOA) US$1= 165.92 (12/09/2017); 120.06 (2015) State of the media A growing media sector but still very regulated. Self censorship of content common. Telecommunications Telephone lines per 100 people (2016): 1.3 Mobile subscribers per 100 people (2016): 55.3 Population covered by min. 3G mobile: 60 Research availability Keyresearch 2016 covering Luanda. Plus ad-hoc surveys. Television TV per 100 households (2009): 38.5 TV covers the majority of the country but electricity supply issues and set ownership costs are limiters. However in the major urban areas: Luanda, Benguela, Huambo and Huila access is good and use high, with 98 watching regularly in Luanda. Government TV stations plus international satellite services available. Most important are: National: TPA 1 & 2 (government, general/sport), TV Zimbo (private, satellite), TV Globo (private from Brazil, satellite), DStv (private from SA, satellite), Zap Novelas (private, satellite) Print Outdoor penetration: 79, an important rural medium, 68 in last 4 weeks in Luanda. National: Rádio Nacional de Angola (government). Regional: Luanda (government), Mais (government), RNA (government), 5 (government), Cazenga (government), Despertar (government), Escola (government), Ecclesia (Catholic, private) Print Penetration: 68 (Luanda). Despite the increase in a number of privately owned publcations, print consumption is decreasing. Press: National: Jornal de Angola (only national daily, government), Novo Jornal (weekly, private), Folha 8 (weekly, private). Magazines: Chocolate (monthly, private), Lux (weekly, private), Economia & Mercado (quarterly, private) Too few cinemas exist to be a viable medium. Full range of conventional outdoor opportunities exist incl. electronic and illuminated. Online Internet users per 100 people (Jun 2017): 22.3 Fixed broadband per 100 people (2016): 0.5 Households per 100 with computer: 11.1 Households per 100 with home internet access: 10.2 Web traffic share: mobile: 56 Facebook accounts (Aug 2017): 2,3m Country code:.ao Source: BBC, CIA World Book, World Bank, ITU, Facebook, Internet World Stats, PRO, own files 14 OMD Media Facts November 2017 60 - AdFocus 2017

MEDIA FACTS BOTSWANA Background Climate Terrain Resources Formerly the British protectorate of Bechuanaland, Botswana adopted new name upon independence in 1966. Has 40 years of uninterrupted civilian leadership, progressive social policies and stable economy. Semiarid; warm winters and hot summers Predominantly flat to gently rolling tableland; Kalahari Desert in southwest Diamonds, copper, nickel, salt, soda ash, potash, coal, iron ore, silver Land area 581,730 km2, world rank: 48 Land use Agricultural: 45.8 inc. arable: 0.6, permanent pasture: 45.2. Literacy 15+ read/write: total: 88.5, male: 88.0, female: 88.9 (2015 est.) HIV/Aids 21.9 (2016 est.), world rank: 3 Income per capita US$6.610 (2016 est.), world rank: 74 Income share Highest 20: 65 of income; GNI Index: 60.5 GDP US$15.3bn (2016 est.), world rank: 110, growth 5.9 on 2015. Exports FOB US$6.4bn (2016 est.), world rank: 100 Export partners Exports European Free Trade Assoc., Southern ican Customs Union, Zimbabwe Diamonds, copper, nickel, soda ash, meat, textiles Population 2.3m (2016), world rank: 142, growth: 1.9 pa. Imports FOB US$7.2bn (2016 est.), world rank: 107 Urbanisation 57.4 of total population (2015) Age structure 0-14 years: 32.4, 15-24 years: 21.3, 25-54 years: 37.6, 55-64 years: 4.6, 65+: 4.1 Ethnic groups Languages Tswana: 79, Kalanga: 11; Basarwa: 3, Other, including Kgalagadi and white: 7 Tswana (or Setswana) 77.3, Sekalanga 7.4, other including lish (official) 15.3 Import partners Southern ican Customs Union, EFTA, Zimbabwe Imports Food, machinery, electrical goods, transport equip., textiles, fuel, wood and paper products, metal Currency Pula (BWP) US$1= 10.08 (12/09/2017); 10.13 (2015) State of the media One of ica s stable countries. It is the continent's longest continuous multi-party democracy. It is relatively free of corruption and has a good human rights record. The constitution provides for freedom of expression and the government generally respects this right. Telecommunications Telephone lines per 100 people (2016): 6.9 Mobile subscribers per 100 people (2016): 158.5 Population covered by min. 3G mobile: 92 Research availability BPS produced in 2006. Plus academic research conducted earlier. Television TV per 100 households (2008): 56.8 National: BTV (government, general/news), Regional: E Botswana (private, general), DStv (lish/satellite broadcast from SA) per 100 households (2008): 76.4 National: Botswana 1,2 (government) Regional: GABZ FM (private); Yarona FM (private); Duma FM (private) Print Outdoor Press: national- Botswana Daily News (government, daily), Sunday Standard (private, weekly), Mmegi The Reporter (private, daily), Mmegi Monitor (private, weekly), Midweek Sun (private, weekly), Global Post (private, weekly), Botswana Guardian (private, weekly), The Voice (private, weekly), Botswana Advertiser, Northern Advertiser, Botswana Gazette Magazines: a few local magazines: Kutlwano, Guardian Lifestyle Too few cinemas exist to be a viable medium. Full range of conventional outdoor opportunities exist. There are a number of well established Pan-ica outdoor companies in Botswana. As a result there is a wide variety of formats available in strategic locations in urban centres. Mall advertising is prevalent at major shopping centres. Online Internet users per 100 people (Jun 2017): 39.4 Fixed broadband per 100 people (2016): 2.9 Households per 100 with computer: 16.0 Households per 100 with fixed internet access: 19.6 Facebook accounts (Aug 2017): 780,000 Country code:.bw Source: BBC, CIA World Book, World Bank, ITU, Facebook, Internet World Stats, own files OMD Media Facts November 2017 15 AdFocus 2017-61

OMD DEMOCRATIC REPUBLIC OF CONGO Background Climate Established as a Belgian colony in 1908 and marred by extreme instability since independence in 1960, 2011 national elections disputed. Conflict renewed. Next election due for late 2017. Tropical; hot and humid in equatorial river basin; cooler and drier in southern highlands; cooler and wetter in eastern highlands. Literacy 15+ read/write French, Lingala, Kingwana, or Tshiluba, total: 63.8, male: 78.1, female: 50 (2015 est) HIV/Aids 0.7 (2014 est.), world rank: 53 Income per capita US$420 (2016 est), world rank: 167 Income share Highest 20: 48.4 of income; GNI Index: 42.1 Terrain Resources Vast central basin is a low-lying plateau; mountains in east Cobalt, copper, oil, diamonds, gold, silver, zinc, manganese, tin, uranium, coal, hydropower, timber Land area 2,344,858 squ km, world rank: 11 Land use Agricultural: 11.4 inc arable: 3.1, permanent crops: 0.3, permanent pasture: 8. forest: 67.9. Population 78.8m (2016), world rank: 19, growth: 3.3 pa. Urbanisation 42.5 of total population (2015) Age structure 0-14 years: 42.2, 15-24 years: 21.4, 25-54 years: 30.1, 55-64 years: 3.6, 65+: 2.7 Ethnic groups Languages Over 200 ethnic groups, majority Bantu. Four largest tribes: Mongo, Luba, Kongo (Bantu), Mangbetu-Azande (Hamitic): about 45 French (official), Lingala (a lingua franca trade language), Kingwana (dialect of Kiswahili), Kikongo, Tshiluba GDP US$35.0bn (2016 est.), world rank: 89, growth -3.3 on 2015 Exports FOB US$9.3bn (2016 est.), world rank: 89 Export partners China (48), Zambia (17), Belgium (5), South Korea (5) Exports Diamonds, copper, gold, cobalt, wood, oil, coffee Imports FOB US$10.2bn (2016 est.), world rank: 93 Import partners China (22), South ica (16), Zambia (8), Belgium (8), Zimbabwe (6) Imports Currency Food, mining and other machinery, transport equip., fuel Congolese Franc (CDF) US$1= 1,561.00 (12/09/2017); 925.99 (2015) State of the media Media are flourishing and consumption has reached an encouraging level; TV remaining the most consumed media type. Majority of press readership falls within those gainfully employed, and leadership of public and private sectors. Telecommunications Telephone lines per 100 people: 0.0 (2016) Mobile subscribers per 100 people: 39.5 (2016) Population covered by min. 3G mobile: 20 Research availability Most recent research: ica Scope (TNS) 2016/17 Television Print Outdoor More than 100 stations broadcast with little content differentiation. Includes: Semi-national: RTGA (private), Tele 50 (private). Regional: Moliere (private), Mirador (private), Antenne A (private), Digital Congo (private), Mishapi TV (private), RTNC1 (private) Stations: over 300 in total, radio is the dominant medium outside of urban areas. Important stations are: Semi-national: Okapi (UN Mission), RTGA (general popular station), RTNC (Catholic). Regional: JDfm (music), SSM (religious, private), Top Congo FM (news, private), B-one (general, private), Kivu One (news, private), Nyota (sport). An elastic situation with over 175 print media of all types, down from over 500 in 2002. Most are low circulating and face printing and distribution challenges. French and pan-ican magazines circulated. Press: L'Avenir (daily, private), Le Potentiel (daily, government), Le Palmares (daily, private), La Prosperite (daily, private), Congo News (daily, private), Les depeches: Kinshasa (daily, private), Le Soft International (bi-weekly, private). Magazines: Kabibi (monthly, private), Optimum (quarterly, private), Bellissima (monthly, female), Lookin (monthly, lifestyle), Wagenia (quarterly, inflight) Too few cinemas exist to be a viable medium. Full range of conventional outdoor opportunities exist. Online Internet users per 100 people (Jun 2017): 6.2 Fixed broadband per 100 people (2015): 0.0 Households per 100 with computer: 2.3 Households per 100 with internet access: 2.4 Web traffic share: mobile: 96 Facebook accounts (Aug 2017): 1,7m Country code:.cd Source: BBC, CIA World Book, World Bank, ITU, Facebook, Internet World Stats, PRO, own files 16 OMD Media Facts November 2017 62 - AdFocus 2017

MEDIA FACTS MALAWI Background Climate Terrain Resources Established in 1891, the British protectorate of Nyasaland became independent Malawi in 1964. First multiparty elections held in 1994. 2012 and 2014 saw smooth transitions to new presidents. Sub-tropical; rainy season (November to May); dry season (May to November) Narrow elongated plateau with rolling plains, rounded hills, some mountains Limestone, arable land, hydropower, unexploited deposits of uranium, coal, and bauxite Land area 118,484 km2, world rank: 100 Land use Population Agricultural: 59.2 inc arable: 38.2, permanent crops: 1.4, permanent pasture: 19.6, forest 34. 18.1m (2016), world rank: 61, growth: 2.9 pa. Urbanisation 16.3 of total population (2015) Age structure 0-14 years: 46.5, 15-24 years: 20.5, 25-54 years: 27.3, 55-64 years: 3.0, 65+: 2.7 Ethnic groups Languages Chewa, Lomwe, Yao, Ngoni, Tumbuka, Nyanja, Tonga, Sena, Ngonde, Asian, European lish (official), Chichewa (common), Chinyanja, Chiyao, Chitumbuka, others Literacy 15+ read/write: total: 65.8, male: 73.0, female: 58.6 (2015 est.) HIV/Aids 9.2 (2016 est.), world rank: 9 Income per capita US$350 (2016 est), world rank: 172 Income share Highest 20: 52.4 of income, GNI index: 46.1 GDP US$5.46bn (2016 est.), world rank: 143, growth -14.6 on 2015 Exports FOB US$1.3bn (2016 est.), world rank: 150 Export partners Belgium (16), Zimbabwe (12), India (7), South ica (6), Russia (6), USA (6) Exports Tobacco (55), dried legumes, tea, sugar, cotton, coffee, peanuts Imports FOB US$2.66bn (2016 est.), world rank: 151 Import partners South ica (26), China (17), India (13), Zambia (8), Tanzania (6) Imports Food, fuel, semi-manufactures, consumer goods, transportation equipment Currency Malawian kwacha (MWK) US$1= 726.17 (12/09/2017); 499.6 (2015) State of the media The Malawian media industry provides a range of media opportunities. Media are both privately and government owned, with content censorship a threat on the former. Telecommunications Telephone lines per 100 people (2016): 0.1 Mobile subscribers per 100 people (2016): 40.3 Population covered by min. 3G mobile: 32 Research availability No recent research conducted. Television TV per 100 households (2011): 8.7 TV penetration in rural areas is low due to electricity supply issues but high in urban areas of Blantyre, Lilongwe, Mzuzu, Zomba and major trading towns Luchenza, Karonga, Kasungu, Balaka and Mangochi. Broadcast language is lish alongside Chichewa. National: TVM (government, general, lish/chichewa), DStv (lish/satellite broadcast from SA), GOTV (satellite) per 100 households (2011): 45.6 An important medium: Malawi Broadcasting Corp 1 (MBC1/Chichewa & others/national/mainly educational talk/government), Malawi Broadcasting Corp 2 (MBC2/lish & Chichewa/national/entertainment/youth/government), Capital FM (lish/regional in south/contemporary music and news/private), FM 101 (lish & Chichewa/south & central areas/music & community upliftment/private) Print Newspapers remain useful in Malawi despite a booming number of magazines, the latter medium having production and consistency problems. Newspapers: The Nation (lish & Chichewa/daily newspaper/major urban areas), Daily Times (lish & Chichewa/daily newspaper/ major urban areas/private), The Nation on Sunday (lish & others/weekly newspaper/major centres/private), Malawi News (lish & Chichewa/weekly newspaper/major centres/private). Magazine: Pride Magazine (lish only/monthly/general interest). Too few cinemas exist to be a viable medium. Outdoor Full range of conventional outdoor opportunities exist. Serviced by local and South ican contractors. Various sizes available along key routes and locations; is mostly congested in urban areas. Online Internet users per 100 people (Jun 2017): 9.6 Fixed broadband per 100 people (2016): 0.1 Households per 100 with computer: 5.8 Households per 100 with internet access: 9.1 Web traffic share: mobile: 89 Facebook accounts (Aug 2017): 440,000 Country code:.mw Source: BBC, CIA World Book, World Bank, ITU, Facebook, Internet World Stats, own files OMD Media Facts November 2017 17 AdFocus 2017-63

OMD OMD MAURITIUS Background First explored by the Portuguese in 1505; it was held by the Dutch, French and British before independence in 1968. Stable democracy, regular free elections, considerable foreign investment. Literacy 15+ read/write: total: 90.6, male: 92.9, female: 88.5 (2015 est.) HIV/Aids N/A, world rank: N/A Climate Terrain Resources Tropical, modified by SE trade winds; warm, dry winter; hot, wet, humid summer Island: small coastal plain rising to discontinuous mountains encircling central plateau Arable land, fish Land area 2,040 km2, world rank: 181 Land use Population Agricultural: 43.8 inc arable: 38.4, permanent crops: 2.0, permanent pasture: 3.4, forest: 17.3 1.3m (2016), world rank: 156, growth: 0.1 pa. Urbanisation 39.7 of total population (2015) Age structure 0-14 years: 20.4, 15-24 years: 15.1, 25-54 years: 43.9, 55-64 years: 11.4, 65+: 9.3 Ethnic groups Indo-Mauritian: 68; Creole: 27: Sino-Mauritian: 3; Franco-Mauritian: 2 Languages Creole: 86.5, Bhojpuri: 5.3, French: 4.1, lish (official): 1, Other: 3 Income per capita US$9,760 (2016 est.), world rank: 56 Income share Highest 20: 43.9 of income; GNI Index: 35.8 GDP US$12.2bn (2016 est.), world rank: 118, growth 4.1 on 2015 Exports FOB US$2.7bn (2016 est.), world rank: 131 Export partners UK (13), UAE (12), France (11), USA (11), South ica (9), Madagascar (7) Exports Clothing and textiles, sugar, cut flowers, molasses, fish Imports FOB US$4.4bn (2016 est.), world rank: 128 Import partners India (19), China (18), France (7), South ica (7), Vietnam (4) Imports Manufactured goods, capital equipment, foodstuffs, fuel, chemicals Currency Mauritian rupee (MUR) US$1= 33.20 (12/09/2017); 35.06 (2015) State of the media The media of Mauritius is limited by its small population size. Nonetheless, Mauritius has a robust economy, and there are a number of major media outlets, including print, radio and television stations. Telecommunications Telephone lines per 100 people (2016): 30.7 Mobile subscribers per 100 people (2016): 144.2 Population covered by min. 3G mobile: 93 Research availability TNS PS 2015 Television TV per 100 households (2014): 97.1 A particularly popular medium with local national and regional stations plus foreign satellite pay services: National: MCB1 (government, news and films), MBC2 (government, series and telenovelas), MBC3 (government, sports), Digital 4 (private, Indian Serials and films), Sports 11, Cine 12, Bhojpuri Channel, Senn Kreol, Kids Channel. Regional: Canal + and Parabole Maurice (private, general). Print Outdoor Households with radio: N/A A vibrant medium: National: Plus, One, Top FM, Taal FM, Music FM, Maurice, Mauritius, Kool FM, Best FM 2 major local press groups and others provide a diverse and editorially competent range of opportunities, including: Press: Dailies: L'Express, Le Mauricien, 5 Plus, Weekend: Le Matinal, Defi Quotidien, Defi Plus, : L'Express Samedi, L'Express Dimanche, L'Express Junior, WeekEnd Scope. Magazines: Business Magazine, L'Eco Austral, Lifestyle, Panorama, Menstyle, Automodo, Evasion, Sundays, Cote Nord, Islander, Essentielle, Détente, TechKnow, Fortune. is becoming popular and useful for suitable brands: houses run by Star, Mcine. Full range of conventional outdoor opportunities exist. Serviced by local and South ican contractors, including JC Decaux, FlowerAd, Trait D'Union, Alliance Media, Rent a Sign. Online Internet users per 100 people (Jun 2017): 62.7 Fixed broadband per 100 people (2016): 16.9 Households per 100 with computer: 57.0 Households per 100 with internet access: 60.0 Web traffic share: mobile: 43 Facebook accounts (Aug 2017): 770,000 Country code:.mu Source: BBC, CIA World Book, World Bank, ITU, Facebook, Internet World Stats, own files 18 OMD Media Facts November 2017 64 - AdFocus 2017

MEDIA FACTS MOZBIQUE Background Climate Terrain Resources After almost 500 years as a Portuguese colony independence came in 1975. Emigration by whites and a civil war which ended in 1992 hindered development. The 1990 constitution provided for multiparty elections and a free market economy. Tropical to subtropical Mostly coastal lowlands, uplands in center, high plateaus in northwest, mountains in west Coal, titanium, natural gas, hydropower, tantalum, graphite Land area 799,380 km2, world rank: 35 Land use Population Agricultural: 56.3 inc arable: 6.4, permanent crops: 0.3, permanent pasture: 49.6. Forest: 43.7. 28.0m (2016), world rank: 47, growth: 2.9 pa. Urbanisation 32.2 of total population (2015) Age structure 0-14 years: 44.9, 15-24 years: 21.5, 25-54 years: 27.2, 55-64 years: 3.4, 65+: 2.9 Ethnic groups Languages ican (Makhuwa, Tsonga, Lomwe, Sena, and others): 99.7, Europeans: 0.06, Euro-icans: 0.2, Indian: 0.1 Emakhuwa: 25.3, Xichangana: 10.3, Portuguese (official; spoken by 27): 10.7, Cisena: 7.5, Elomwe: 7.0, Other: 39.2 Literacy 15+ read/write: total: 58.8, male: 73.3, female: 45.4 (2015 est) HIV/Aids 12.3 (2016 est.), world rank: 4 Income per capita US$480 (2016 est.), world rank: 165 Income share Highest 20: 51.4 of income; GINI Index: 45.6 GDP US$11.0bn (2016 est.), world rank: 123, growth -25.6 on 2015 Exports FOB US$3.1bn (2016 est.), world rank: 122 Export partners South ica (21), China (11), Italy (9), India (9), Belgium (8), Spain (5) Exports Aluminum, prawns, cashews, cotton, sugar, citrus, timber, bulk electricity Imports FOB US$5.2bn (2016 est.), world rank: 121 Import partners Imports South ica (24), China (20), India (14) Machinery & equipment, vehicles, fuel, chemicals, metal products, food, textiles Currency Metical (MZM) US$1= 61.40 (12/09/2017); 39.98 (2015) State of the media A rapidly growing entrepreneurial media industry is evolving with the country. Telecommunications Telephone lines per 100 people (2016): 0.3 Mobile subscribers per 100 people (2016): 66.3 Population covered by min. 3G mobile: 50 Research availability Audience Measurement Survey: 2017 Television Print Outdoor TV reach: 55 of urban population 14 stations: 1 national & 4 regional (government) plus private/ngo/community stations and international satellite services. Some important commercial services: National: TVM1 (government, general). Regional: TV Miramar (private, general), STV (private, general/sport), DStv (private from South ica, satellite) reach: 16 of urban population Some 60 stations: 1 national, 11 regional, 1 sports stations (government). Plus private/ngo/community stations. Some important commercial stations: National: Mozambique Antena Nacional (government). Regional: Miramar (private), Super FM (private), Indico, SFM (private) Print reach: 15 of urban population Some 21 newspapers and 10 magazines publish. Important include: Newspapers: Noticias (national, daily, government), Diario de Mocambique (daily, private), O Pais (daily, private), Savana (weekly, private) Magazines: Mozceleb (bi-monthly), Visao Jovem (youth, private), Exame (business, monthly) New cinemas with 3D in Maputo and Matola, otherwise limited. Full range of conventional outdoor opportunities exist. Serviced by local and South ican contractors. Online Internet users per 100 people (Jun 2017): 17.5 Fixed broadband per 100 people (2016): 0.1 Households per 100 with computer: 6.1 Households per 100 with home internet access: 13.2 Web traffic share: mobile: 87 Facebook accounts (Aug 2017): 1,7m Country code:.mz Source: BBC, CIA World Book, World Bank, ITU, Internet World Stats,Facebook, PRO, own files, Mozambique Market: Digital Platform OMD Media Facts November 2017 19 AdFocus 2017-65

OMD OMD NIBIA Background Climate Terrain Colonised by Germany in the late 1800's, Namibia was administered by South ica from 1918. After a 25 year bush war it gained independence in 1990 and has been governed by SWAPO since. Mainly desert; hot, dry; rainfall sparse and erratic Mostly high plateau; Namib Desert along coast; Kalahari Desert in east Literacy 15+ read/write: total: 81.9, male: 79.2, female: 84.5 HIV/Aids 13.8 (2016 est.), world rank: 5 Income per capita US$4,620 (2016 est.), world rank: 91 Income share Highest 20: 66.4 of income; GINI Index: 61.0 Resources Diamonds, copper, uranium, gold, lead, tin, lithium, cadmium, zinc, salt, hydropower, fish Land area 824,292 km2, world rank: 34 Land use Population Agricultural: 47.2 inc arable: 1, permanent pasture: 46.2. 2.5m (2016), world rank: 141, growth: 2.2 pa. Urbanisation 46.7 of total population (2015) Age structure 0-14 years: 37.4, 15-24 years: 20.4, 25-54 years: 34.0, 55-64 years: 4.3, 65+: 4.0 Ethnic groups Ovambo: 50, Kavangos: 9, Herero: 7, Damara: 7, White 6, Mixed 6.5, Nama: 5, Caprivian: 4, Bushmen: 3. Other: 3 Languages Oshiwambo languages: 48.9, ikaans (common language of most of the population/60 of Whites): 10.4, lish (official) 3.4 GDP Export partners Exports South ica, USA Diamonds, copper, gold, zinc, lead, uranium; cattle, processed fish Imports FOB US$6.9bn (2016 est.), world rank: 109 Import partners Imports Currency US$10.3bn (2016 est.), world rank: 127, growth -10.7 on 2015 Exports FOB US$4.2bn (2016 est.), world rank: 112 South ica, USA Food, fuel, machinery & equipment, chemicals Namibian dollar (NAD) US$1= 13.02 (12/09/2017); 12.76 (2015) State of the media Mature industry in a media friendly country, catering for a diverse audience. Telecommunications Telephone lines per 100 people (2016): 7.7 Mobile subscribers per 100 people (2016): 109.2 Population covered by min. 3G mobile: 37 Research availability Television Print Outdoor Most recent survey: Media Metrics 2016, others 42.9 of adult population viewed yesterday Stations: 1 state owned, 1 private free-to-air stations. Plus international satellite services. National: Namibian Broadcasting Corporation (government, general), One ica TV (private, general), DStv (private from South ica, satellite) 80.3 of adult population listened yesterday Stations: about 30 in total including 1 national, 10 language/regional community (government). Plus private stations. National: NBC National (government). Regional: Oshiwambo (NBC government), Omulunga (private), Fresh FM (private), 99FM (private), Kanaal 7 (private), Energy (private), wave (private), Base FM (private) 6 dailies, some weeklies plus magazines produced for the local market. Newspapers: The Namibian (daily, private), New Era (daily, government), Namibian Sun (daily, private), Die Republikein (daily, private), Allgemeine Zeitung (daily, private), Namibia Economist (business daily, private), Informante (weekly, private). Magazines: Prime Focus (monthly), Insight (current affairs, monthly), Flamingo (in-flight) s located in Windhoek, Swakopmund and Ongwediva Full range of conventional outdoor opportunities exist. Serviced by local and South ican contractors. Online Internet users per 100 people (Jun 2017): 31.0 Fixed broadband per 100 people (2016): 2.2 Households per 100 with computer: 17.7 Households per 100 with internet access: 24.5 Web traffic share: mobile: 76 Facebook accounts (Aug 2017): 580,000 Country code:.na Source: BBC, CIA World Book, World Bank, ITU, Internet World Stats, Facebook, PRO, own files 20 OMD Media Facts November 2017 66 - AdFocus 2017

MEDIA FACTS LESOTHO Land area Population 2015 Income per capita 2015 GDP 2016 est. Telephone lines per 100 people 2015 1.9 Mobile subscribers per 100 people 2015 106.6 State of the media Television 30,355 km2, world rank: 142 2.2m, world rank: 143, growth: 1.3 pa. US$1,210, world rank: 141 US$2.2bn, world rank: 156, growth: -5.8 on 2015 A small, poor country with rudimentary local media industry. Much overspill from South ica. National: Lesotho TV (Sesotho & lish, cultural & social upliftment, government) Print Outdoor Popular medium. National: Lesotho (Sesotho & lish, government) Kingdom of Joy (lish, social upliftment, private). Regional: Moika FM (Sesotho, private); People's Choice (entertainment/general, private) Newspapers: Public Eye (lish & Sesotho, weekly, largely national, private); The Mirror (lish & Sesotho, weekly, private), Lesotho Times (lish, weekly, major centres); Sunday Express (lish, Sunday, major centres, private) Moeletsi Oa Basotho (general/religious) Available via South ica's Ster Kinekor. Full range of conventional outdoor opportunities exist. Internet users per 100 people, Jun 2017 27.4 Web traffic share: mobile 89 Facebook accounts Aug 2017 310,000 SEYCHELLES Land area Population 2015 Income per capita 2015 GDP 2016 est. Telephone lines per 100 people 2015 22.1 Mobile subscribers per 100 people 2015 161.2 State of the media Television 455 km2, world rank: 199 0.1m, world rank: 194, growth: 1.3 pa. US$15,410, world rank: 39 US$1.4bn, world rank: 162, growth: -0.7 on 2015 Characterized by government monopolization of broadcast, tough libel laws that have been used against opposition newspapers, occasional attacks against and harassment of media workers, and extensive self-censorship. National: Seychelles Broadcasting Corporation (general and community, very pro-government) Print Outdoor National: Pure FM, Seychelles Broadcasting Corporation, Seychelles (French plus lish & Creole, larger islands, youth orientated), Paradise FM (French plus lish & Creole, larger islands, general interest) Newspapers: Le Seychellois Hebdo, Seychelles Nation (French plus lish & Creole, daily, all islands, government), Victoria Times, Today in Seychelles, The Independent, Seychelles, Business Seychelles, Seychelles Nation, Rising Sun (lish, daily, main islands, private), Regar (lish plus French & Creole, weekly, main islands), The People (lish plus French & Creole, weekly, main islands). Magazines: Isola Bella (lish & French, monthly general interest, main islands) Deepam Full range of conventional outdoor opportunities exist. Internet users per 100 people, Jun 2017 56.5 Web traffic share: mobile 48 Facebook accounts Aug 2017 62,000 SWAZILAND Land area Population 2015 Income per capita 2015 17,364 km2, world rank: 159 1.3m, world rank: 153, growth: 1.8 pa. US$2,830, world rank: 118 National: Swaziland National Service (Siswati, national, traditional orientation), Swaziland lish Service (lish, national, youth & entertainment), Voice of the Church (Christian, private) GDP 2015 Telephone lines per 100 people 2015 3.2 Mobile subscribers per 100 people 2015 76.4 State of the media Television US$3.7bn, world rank: 149, growth: -9.9 on 2015 A small, poor, conservative country with a media industry to match. Strong state control. Much overspill from South ica. National: Swazi TV (lish, Siswati & Zulu, national, general, government), Channel S (lish & Siswati, larger centres, younger upmarket target), DStv (lish/satellite broadcast from SA) Print Outdoor Newspapers: National: Swazi Observer (lish & Siswati, daily), Times of Swaziland (lish, daily), Swazi News (lish, weekly, major centres), Weekend Observer (lish & Siswati, weekly, major centres), Voice (private). Magazines: Nation Magazine (lish, monthly, urban, official magazine). Too few cinemas exist to be a viable medium. Full range of conventional outdoor opportunities exist. Internet users per 100 people, Jun 2017 33.0 Web traffic share: mobile 89 Facebook accounts Aug 2017 160,000 OMD Media Facts November 2017 21 AdFocus 2017-67

OMD OMD TANZANIA Background Climate Terrain Resources Shortly after achieving independence from Britain in the early 1960s, Tanganyika and Zanzibar merged to form the nation of Tanzania in 1964. Government of national unity in 2010. Varies from tropical along coast to temperate in highlands Plains along coast; central plateau; highlands in north, south Hydropower, tin, phosphates, iron ore, coal, diamonds, gemstones, gold, natural gas, nickel Land area 947,300 km2, world rank: 31 Land use Agricultural: 43.7 inc arable: 14.3, permanent crops: 2.3, permanent pasture: 27.1. Forest: 37.3 Population 55.6m (20,165), world rank: 25, growth: 3.1 pa. Urbanisation 31.6 of total population (2015) Age structure 0-14 years: 44.1, 15-24 years: 19.7, 25-54 years: 29.7, 55-64 years: 3.5, 65 years+: 3.0 Ethnic groups Languages Mainland: ican: 99 (mainly Bantu from over 130 tribes), Asian, European, and Arab: 1. Zanzibar: Arab, ican, mixed Arab and ican Kiswahili (official), lish (official, language of commerce, administration, and higher education), Arabic, many local languages Literacy 15+ read/write: total: 70.6, male: 75.9, female: 65.4 (2015 est) HIV/Aids 4.7 (2016 est.), world rank: 13 Income per capita US$900 (2016 est.), world rank: 149 Income share Highest 20: 45.8 of income; GINI Index: 37.8 GDP US$47.4bn (2016 est.), world rank: 78, growth 4.0 on 2015 Exports FOB US$6.0bn (2016 est.), world rank: 102 Export partners India (21), China (8), Japan (5), Kenya (5), Belgium (4) Exports Gold, coffee, cashew nuts, manufactures, cotton Imports FOB US$10.0bn (2016 est.), world rank: 94 Import partners China (35), India (14), South ica (5), UAE (4) Imports Currency Consumer goods, machinery and transportation equip., industrial raw materials, oil Tanzanian shilling (TZS) US$1= 2,242.0 (12/09/2017); 1,989.7 (2015) State of the media A large poor country with a high population. Tanzania's media scene, once small and largely state-controlled has developed and now supports a remarkably diverse and strong industry. The mainland and Zanzibar have separate media policies. Many islanders can pick up broadcasts from the mainland and read mainland Tanzanian press. Telecommunications Telephone lines per 100 people (2016): 0.2 Mobile subscribers per 100 people (2016): 74.4 Population covered by min. 3G mobile: 85 Research availability IPSOS Day-After-Recall Survey: 2016 Television TV per 100 households: 15.0 (2011), recent research indicates 59 reach of the population. Completed switch to digital. 10 stations broadcast, 4 near national (1 government, 3 private) ITV (Independent Television/Kiswahili & lish/major centres/private), TBC1 (Kiswahili & lish/national/government), Star TV (lish/major centres/private), EATV(East ica Television: is the top youth station), DStv (lish/satellite broadcast from South ica). Regional: Clouds TV (Kiswahili & lish/private), TV1 (Kiswahili & lish/major centres/private), Azam TV (Kiswahili & lish, satellite/private), ZBC (Zanzibar Broadcasting Corporation/Kiswahili/ Zanzibar/government) per 100 households: 65.0 (2011), recent research indicates almost 90 reach of the population Stations: over 70 in total: 1 national, 2 regional (government), 4 national, 32 private, 6 international and balance community. Some important commercial stations: RFA ( Free ica/kiswahili & lish/urban areas/entertainment/private), One (Kiswahili & lish/urban/information & education/private), Tanzania (inc TBC FM & TBC Taifa: Kiswahili/national, mainly rural/family/government), Clouds FM (Kiswahili & lish/entertainment & music/private) Times FM (Kiswahili & lish/entertainment & music/private) Print Almost 80 newspapers including 15 dailies, large number of weeklies, some magazines produced for the local market. Plus Pan-East ican and international titles. There are Kiswahili and lish papers alike. Nipashe (Kiswahili/daily & Sunday newspaper/major centres), Daily News (daily/government), Business Times Tanzania (lish & Kiswahili/weekly business newspaper/major centres), Mwananchi (Kiswahili/daily newspaper/popular content/major centres), The Citizen (lish/daily/private), Majira (national/information/entertainment), Harabi Leo (Tanzanian newspaper published by Daily News Media Group/news/culture/international in Kiswahili), Bang Magazine (lish & Kiswahili/6 x pa/showcases E. ica & educational) Too few cinemas exist to be a viable medium. Outdoor Full range of conventional outdoor opportunities exist. Online Internet users per 100 people (Jun 2017): 13.0 Fixed broadband per 100 people (2016): 0.3 Households per 100 with computer: 4.0 Households per 100 with fixed internet access: 4.5 Web traffic share: mobile: 88 Facebook accounts (Aug 2017): 4,4m Country code:.tz Source: BBC, CIA World Book, World Bank, ITU, Internet World Stats, Facebook, PRO, own files 22 OMD Media Facts November 2017 68 - AdFocus 2017

MEDIA FACTS ZBIA Background Climate Terrain Resources Northern Rhodesia was administered by the [British] South ica Company from 1891 until it was taken over by the UK in 1923, changing to Zambia upon independence in 1964. New presidents 2011, 2015. Tropical; modified by altitude; rainy season (October to April) Mostly high plateau with some hills and mountains Copper, cobalt, zinc, lead, coal, emeralds, gold, silver, uranium, hydropower Land area 752,618 km2, world rank: 39 Land use Population Agriculture: 31.7 inc arable: 4.8, permanent pasture 26.9. Forest 66.3. 16.6m (2016), world rank: 66, growth: 3.0 pa. Urbanisation 40.9 of total population (2015) Age structure 0-14 years: 46.1, 15-24 years: 20, 25-54 years: 28.6, 55-64 years: 2.9, 65+ years: 2.4 Ethnic groups Languages ican (inc Bemba, Tonga, Chewsa, Lozi, Nsenga, Tumbuka): 99.6, European & other: 0.4 lish (official), major vernaculars: Bemba, Nyanja, Tonga, Lozi, Chewsa, Nsenga, total some 70 other indigenous languages Literacy 15+ read/write: total: 63.4, male: 70.9, female: 56.0 (2015 est) HIV/Aids 12.4 (2016est.), world rank: 7 Income per capita US$1,300 (2016 est.), world rank: 140 Income share Highest 20: 61.1 of income; GINI Index: 55.6 GDP US$19.6bn (2016 est.), world rank: 105, growth -7.6 on 2015 Exports FOB US$6.6bn (2016 est.), world rank: 99 Export partners Switzerland (44), China (15), Singapore (8), South ica (8), Dem. Rep Congo (8) Exports Copper, cobalt, electricity, tobacco, flowers, cotton Imports FOB US$6.8bn (2016 est.), world rank: 113 Import partners Imports South ica (31), Dem. Rep. Congo (11), China (8), Mauritius (6), Kenya (5) Machinery, transportation equip., oil products, electricity, fertilizer; food, clothing Currency Zambian kwacha (ZMK) US$1= 9.35 (12/09/2017); 8.60 (2015) State of the media Until recent years the State controlled main-stream media. Relaxing ownership has produced an expansion of the industry. Telecommunications Telephone lines per 100 people (2016): 0.6 Mobile subscribers per 100 people (2016): 74.9 Population covered by min. 3G mobile: 53 Research availability Zambia All Products Media Survey 2014, Ipsos Day After Recall 2017 Television TV per 100 households: 30.7 (2010), recent research indicates 67 reach of population. Some 45 services available including National: ZNBC & TV2 (general, government), Muvi TV (general, private), DStv (satellite from South ica), TBN (religious, private), Mobi TV (general, private). Regional: CBTS (general, private) per 100 households: 58.3 (2010), recent research indicates 76 reach of population. 66 stations available including National: ZNBC 1, 2 & 4 (government), Komboni (private), Phoenix (private). Regional: Breeze (private), QFM (private), Mano (news/general, private), Sky FM (private), Icengelo (religious), Yatsani (Catholic Church), Hone FM (private) Print Newspapers, 10 titles reach 35 of population including: The Post (daily, private), Times of Zambia (daily, government), Zambia Daily Mail (daily, government), Sunday Mail (weekly, government), Sunday Times (weekly, private) Harare Post (weekly, private). Magazines, 20 titles reach 22 of population including: Drum (monthly), Beauty Zambia (monthly) Outdoor s located in Lusaka Full range of conventional outdoor opportunities exist. Online Internet users per 100 people (Jun 2017): 30.1 Fixed broadband per 100 people (2016: 0.2 Households per 100 with computer: 7.4 Households per 100 with fixed internet access: 12.7 Web traffic share: mobile: 88 Facebook accounts (Aug 2017): 1,4m Country code:.zm Source: BBC, CIA World Book, World Bank, ITU, Internet World Stats, Facebook, PRO, own files OMD Media Facts November 2017 23 AdFocus 2017-69

OMD OMD ZIMBABWE Background Climate Terrain Resources The UK annexed Southern Rhodesia in 1923. In 1965 the (White) government unilaterally declared independence. UN sanctions and a guerrilla uprising led to free elections in 1979 and independence (as Zimbabwe) in 1980. Subsequent political problems well known. Tropical; moderated by altitude; rainy season (November to March) Mostly high plateau with higher central plateau (highveld); mountains in east Coal, chromium, asbestos, gold, nickel, copper, iron ore, vanadium, lithium, tin, platinum group metals Land area 390,757 km2, world rank: 61 Land use Population Agriculture: 42.5 inc arable: 10.9, permanent crops: 0.3, permanent pasture: 31.3, Forest: 39.5 16.2m (2016), world rank: 69, growth: 2.4 pa. Urbanisation 32.4 of total population (20,154) Age structure 0-14 years: 37.8, 15-24 years: 21.3, 25-54 years: 33.9, 55-64 years: 3.5, 65+ years: 3.5 Ethnic groups Languages ican 99.4 (predominantly Shona, Ndebele second largest), other inc white 0.4, unspecified 0.2 lish (official), Shona, Sindebele (Ndebele), 13 minor languages Literacy 15+ read/write: total: 86.5, male: 88.5, female: 84.6 (2015 est) HIV/Aids 13.5 (2016 est.), world rank: 6 Income per capita US$940 (2016 est.), world rank: 148 Income share Highest 20: 497; GINI Index: 43.2 GDP US$16.3bn (2016 est.), world rank: 108, growth 1.3 on 2015 Exports FOB US$3.3bn (2016 est.), world rank: 120 Export partners China (27), Dem. Rep. Congo (13), Botswana (12), South ica (12) Exports Platinum, cotton, tobacco, gold, ferroalloys, textiles/clothing Imports FOB US$5.8bn (2016 est.), world rank: 119 Import partners South ica (45), China (12), Zambia (6), India (5) Imports Currency Machinery & transport equip., other manufactures, chemicals, fuel, food US$: Zimbabwean dollar (ZWD) eliminated 2009. Bond notes issued 2016 to counter poor supply of US$ State of the media State dominated media ownership, decrease in censorship in recent years, troubled by worsening chronic economic environment. Telecommunications Telephone lines per 100 people (2016): 2.0 Mobile subscribers per 100 people (2016): 83.2 Population covered by min. 3G mobile: 55 Research availability Zimbabwe Advertising Research Foundation (ZARF) industry research. Zimbabwe All Media Products Survey 2016 Television Print Outdoor TV per 100 households (2011): 36.3, recent research indicates 71 reach of population in peak time hours National: ZTV 1 & 2 (general, government), satellite services both free and paid are particularly popular, including DStv (satellite broadcast from South ica), eica (etv ex South ica) per 100 households (2011): 37.9. Research indicates 67 reach of population including National: Zimbabwe (government), National FM (government), SFM (government), Power FM (government), Star FM (private), ZiFM (private) Newspapers are able to get 63 reach of population including: The Herald (daily, government), The Chronicle (daily, government), NewsDay (daily, private), Daily News (daily, private), The Sunday Mail (weekly, government), Financial Gazette (weekly, private), Zimbabwe Independent (weekly, private). Magazines: Out of ica (monthly), Domino (monthly), The Parade (monthly), high incidence of South ican magazines Almost all cinema screens located in Harare. Full range of conventional outdoor opportunities exist. Online Internet users per 100 people (Jun 2017): 41.4 Fixed broadband per 100 people (2016): 1.1 Households per 100 with computer: 11.8 Households per 100 with fixed internet access: 18.1 Web traffic share: mobile: 76 Facebook accounts (Aug 2017): 870,000 Country code:.zw Source: BBC, CIA World Book, World Bank, ITU, Internet World Stats, Facebook, PRO, own files 24 OMD Media Facts November 2017 70 - AdFocus 2017

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