Sunday Times Readership
Overview
The Sunday Times is South Africa’s biggest-selling weekend newspaper. It’s a part of Sunday for South Africans – time to relax and unwind, socialize and interact, and gain knowledge that will help readers cope and give better quality of life. The Sunday Times is committed to sharing knowledge that enriches peoples’ lives. The Sunday Times is a tradition – an experience South Africans have grown to love and trust. Every Sunday it brings families together – sharing the various sections of the paper in a relaxed environment. The Sunday Times is the paper South Africans know they can TRUST. It truly is the ‘PAPER FOR THE PEOPLE’.
INTERNET ACCESS
| 70% |
| OF READERS HAVE ACCESSED THE INTERNET IN THE PAST 4 WEEKS |
GENDER
| 57% | 43% |
| MALE | FEMALE |
PERSONAL INCOME
| AVERAGE PERSONAL INCOME |
| R8 047.93 |
READERSHIP AND CIRCULATION
AIR READERSHIP: 1,476,000
CIRCULATION: 112,488
AGE GROUPS
| 16% | 30% | 33% | 22% |
| 15-24 | 25-34 | 35-49 | 50+ |
RACE
| 78% | 6% | 7% | 9% |
| BLACK | COLOURED | INDIAN | WHITE |
LANGUAGE
| 65% | 10% | 25% |
| ANY AFRICAN LANGUAGE | AFRIKAANS/ BILINGUAL | ENGLISH / OTHER EUROPEAN |
SOCIO-ECONOMIC MEASURE
| SEM 1-4 19% |
SEM 5-6 17% |
SEM 7-8 29% |
SEM 9-10 36% |
AVERAGE HOUSEHOLD INCOME
| R18 243.05 |
WORK STATUS
| 51% |
| WORKING |
EDUCATION
| 31% | 45% | 24% |
| UP TO SOME HIGH | MATRIC | TERTIARY |
READERSHIP BY PROVINCE
 |
GAUTENG: 54% |
 |
KWAZULU NATAL: 8% |
 |
MPUMALANGA: 2% |
|
WESTERN CAPE: 23% |
 |
|
 |
JOHANNESBURG: 24% |
 |
EKURHULENI: 12% |
 |
TSHWANE 8% |
 |
CAPE TOWN: 8% |
PSYCHOGRAPHICS:
The Sunday Times strives to provide knowledge its readers know they can trust, knowledge they can use to improve their lives and those of their families. The trust that both readers and advertisers have in the Sunday Times is nurtured by maintaining consistently high editorial standards. This high caliber of journalism and photography was recently confirmed at the prestigious Standard Bank Sivukile Newspaper Journalism Awards. Sunday Times took top honours for SA Story of the Year, SA Journalist of the Year, Investigative Journalism, and News Photographs. This exemplary journalism is rewarded by exceptionally high loyalty among readers. The gross monthly household spending power of Sunday Times readers is R65 billion, significantly more than that of any other newspaper in the country. This title has a strong demographic spread across race, age, income, making it ideal for both mass marketing and targeting specific segments. Among Sunday newspapers, Sunday Times is rated as the newspaper of first choice. Three in five readers say they will not change this title. Readers feel that a company that advertises in the Sunday Times has credibility (85%), and four in five place more trust in advertising in the Sunday Times than other Sunday paper.
Sources: PAMS FUSION 2021 ABC Apr – Jun 2022, Narratiive Apr 2022
