Project Profile

1. Project Profile Online viewer survey conducted for CNBC Africa Conducted by Millward Brown SA in conjunction with iAfrica

2. Background Background Executive Summary • Millward Brown designed an online survey in collaboration with CNBC Africa • The survey went “live” online for 2 weeks (5-16 November 2007), hosted by iAfrica • Advertising on CNBC Africa directed respondents to the CNBC Africa site, where an incentive of a flat screen TV prize was used to encourage participation • The response was excellent, with over 700 self-completion interviews submitted • Some caveats about this type of research: • The data represents useful insight into CNBC Africa’s viewership, but as no sampling or quota system was imposed these results cannot be extrapolated quantitatively to represent the attitudes and behaviours of all viewers • Self completion surveys tend to attract two types of people – those with time on their hands, and those with something (good or bad) to say. Opinions expressed can thus often be somewhat extreme in either direction. • Our target audience are exceptionally busy as business leaders, so we may well be missing a portion of viewers who simply do not have time to complete the survey Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

3. Our sample – who completed the online questionnaire? Background Executive Summary • 707 CNBC Africa viewers completed the online questionnaire • Respondents were male biased, mainly English speaking, and 65% aged between 25 and 49 with 78% based in South Africa TOTAL - 707 RESPONDENTS Our sample – who completed the questionnaire? MALE – 645 (91%) FEMALE – 62 (9%) ENGLISH – 539 (76%) AFRIKAANS – 72 (10%) OTHER – 96 (14%) This group has a higher than average East African component (13%) 50% of this group earn less than $4000 per month. 18% are students but 16% are running their own businesses. West Africa – 57 East Africa – 38 Zimbabwe – 30 Zambia – 10 Botswana – 6 Namibia - 4 Age group Residence CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

4. Our sample – who completed the online questionnaire? Background Executive Summary • There are a wide range of income groups represented with 56% earning more than R30 000 per month. • Two thirds of respondents own shares on the stock exchange and a quarter have shares in their own company. Our sample – who completed the questionnaire? Household Income Position Financial products owned CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

5. Our sample – who completed the online questionnaire? Background Executive Summary • Most respondents own medium/small Toyotas or Volkswagens, but usage of luxury vehicles and premium brands such as BMW, Mercedes and Audi is quite high – 27% own more than 1 vehicle Our sample – who completed the questionnaire? Car ownership Car brand 27% of under 25’s do not own a car 66% of non-car owners live in other African countries CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

6. Our sample – who completed the online questionnaire? Background Executive Summary • SAA was the favourite domestic airline and British Airways the top international choice. • Sun international and Holiday Inn are the most popular choice of hotel group Our sample – who completed the questionnaire? Domestic Airline International Airline Hotel group CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

7. Our sample – who completed the online questionnaire? Background Executive Summary • 45% of respondents claim to favour Vodacom as their service provider with MTN not far behind. • A wide range of drinks were specified with a strong component outside of Africa being non-drinkers Our sample – who completed the questionnaire? Cellular Network Alcoholic Drink CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

8. Our sample – who completed the online questionnaire? Background Executive Summary • MNet and news channels dominate respondent’s TV viewing – a quarter claim to listen to Radio 5, while talk stations 702 and SAFM are high on the list of radio preferences • Rugby and foreign soccer are the most popular sports to watch on TV Our sample – who completed the questionnaire? TV Channels watched Radio Station TV Sport A wide range of sports were also mentioned by fewer than 5% of respondents including athletics, tennis, African soccer, Test cricket and basketball CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

9. Our sample – who completed the online questionnaire? Background Executive Summary • Sunday Times and the Business Day are the most read newspapers • While the Financial Mail is the most popular business magazine, Finweek, the Economist and Time magazine feature prominently Our sample – who completed the questionnaire? Newspaper Business Magazine CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

10. Awareness of programmes Background Which of these programmes on CNBC Africa do you know of / have you heard of? Executive Summary • The locally produced breakfast and lunch shows are the most familiar to viewers, while Personal Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show Weekdays Saturdays Sundays Weekly Our sample – who completed the questionnaire? Africa viewers 59% CNBC Africa viewing behaviour Africa viewers 56% Africa viewers 50% Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Africa viewers 47% Coffee?

11. Weekday Programmes Frequency of viewing and programme ratings Background I follow the programme very closely, and almost never miss it Executive Summary • Although News Night and News Update are the most watched weekday shows… Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

12. Weekday Programmes Frequency of viewing and programme ratings Background Top box “Very Good” ratings Executive Summary • …the Tonight Show with Jay Leno is the highest rated weekday show. Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

13. Saturday Programmes Frequency of viewing and programme ratings Background Executive Summary I follow the programme very closely, and almost never miss it • 70% of viewers claim to hardly ever miss the Kenyan shows on a Saturday Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

14. Saturday Programmes Frequency of viewing and programme ratings Background Executive Summary Top box “Very Good” ratings • But Conan O’Brian is still the highest rated Saturday program Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

15. Sunday Programmes Frequency of viewing and programme ratings Background I follow the programme very closely, and almost never miss it Executive Summary • Programming covering African markets seems to be driving strong viewership over weekends. Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

16. Sunday Programmes Frequency of viewing and programme ratings Background Executive Summary Top box “Very Good” ratings • And again Conan O’Brien is clearly seen as the best show Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

17. Weekly Programmes Frequency of viewing and programme ratings Background I follow the programme very closely, and almost never miss it Executive Summary • All weekly programmes, with the exception of Personal Finance, show regular viewership of at least 60% Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

18. Weekly Programmes Frequency of viewing and programme ratings Background Executive Summary • As with daily shows, the most watched programmes are not necessarily the best, however – Personal Finance receives the highest top box rating Top box “Very Good” ratings Our sample – who completed the questionnaire? Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

19. Summary of Program size, Frequency of viewing and Enjoyment Well enjoyed program AND followed regularly or watched by many. Strategic Action:- Critical Contributor to success – nurture and develop viewer relationship If low awareness, grow awareness Well enjoyed program but not followed regularly or watched by many. Strategic Action:- Grow awareness / frequency or focus on niche market segment Overlaid by how many people are aware of the program. (Bubble size) Program Enjoyment if viewed Neither enjoyed or followed by many. Strategic Action:- Program not likely to become key broad based drawcard Exploit possible niche appeal Watched by many, but not that well enjoyed. Strategic Action:- Solid part of schedule, but not key strategic thrust program. Maintain awareness and frequency Intensity of viewing program

20. Weekday Programmes Quadrant summary analysis of weekday programming

21. Quadrant summary analysis of weekly programming Saturday Programmes Sunday Programmes Weekly Programmes

22. What types of material would you like to see more of on CNBC Africa? Background Africa viewers 74% Executive Summary • There is strong demand for more personal investment and business content • News from regional/African and international markets is also in high demand Media consumption and usage – channel, location, content Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

23. Ratings of presenters Background Executive Summary • All presenters were rated on a scale from 1 (very poor) to 5 (very good). Average ratings per presenter were as follows: • It appears that Alec Hogg and Peter Ndoro are the main rivals for top presenter, but Bronwyn Nielsen, Alishia Naidoo and Leigh Roberts are challenging strongly • All presenters received an above average mean rating, however Mean ratings per presenter Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

24. If you could have coffee and a chat with anyone in Africa, who would it be? Background Executive Summary Top 20 mentions: • David Shapiro – 16% • Robert Mugabe – 6% • Peter Ndoro – 5% • Thabo Mbeki – 5% • Alec Hogg – 4% • Tokyo Sexwale – 3% • Trevor Manuel – 3% • Bronwyn Nielsen – 2% • Archbishop Desmond Tutu – 2% • Alishia Naidoo – 2% • Johan Rupert – 2% • Tito Mboweni – 1% • Mandlakazi Mpahlwa – 1% • Cynthia Carroll – 1% • Lerato Mbele - 1% • Jake White – 1% • Koffi Annan – 1% • Leigh Roberts – 1% • Mark Shuttleworth – 1% • Siki Mgabadeli – 1% • Nelson Mandela – 1% Note all the CNBC Africa anchors in the top 20! Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

25. Do you have anything to say to us at CNBC Africa? Background Executive Summary Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

26. Executive Summary - General Background Executive Summary • 707 respondents completed the online survey. The profile shows a strong presence of HNWI and CEOs but also a significant aspirant up-and-coming market aged between 25 and 34. This is consistent with the research from TGI. • Three quarters of respondents own shares on the stock exchange and a significant number are private bankers which requires an income in excess of R1 mil per year. • The ‘rest of Africa’ viewership patterns are skewed towards regional content. • In addition to watching CNBC Africa, viewers are tuning into MNet and other news channels. • Because of the large 25-34 component, Radio 5 features strongly while talk stations 702 and SAFM were high on the list of radio preferences. • Sunday Times and the Business Day were the most read newspapers. Financial Mail was the most read business magazine, followed by Finweek, the Economist and Time. Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?

27. Executive Summary – CNBC Africa viewing behaviour and attitudes Background Executive Summary • The locally produced breakfast and lunch dailies are the most familiar to viewers, and Personal Finance is the most well known weekly show. On weekends Conan O’Brien is the most familiar show • Favourite rated shows include Business AM, Breakfast Briefing, Power Lunch, Markets Close and Business Tonight. • Correlating with this, favourite presenters are Peter Ndoro, Leigh Roberts, Bronwyn Nielsen and Alec Hogg. • There is a strong demand for more regional/African market news, as well as more personal finance content. • David Shapiro intrigues respondents more than anyone else. Our sample – who completed the questionnaire? CNBC Africa viewing behaviour Frequency of viewing and programme ratings Viewer content needs Ratings of presenters Coffee?