PRODUCT OVERVIEW
IGNITION caters to petrol heads, car nuts and potential owners, and those who are simply looking for entertaining tv, with a motoring spin.
Available across Southern Africa, the channel is broadcast on all of the DStv bouquets.
Our brand pillars are to entertain, engage and inform, providing car-related content that speaks to our uniquely South African audience.
Our local programming includes shows with a heavy focus on automotive knowledge: new cars on the market, industry trends, buying advice and relevant information. However, we also make entertainment shows that speak to the massive love for cars that exists in South African culture: from tuned and modified cars to township car culture; celebrity rides and showcasing all the latest motoring events around the country.
Combined with our international programming, the channel has four main content genres:
- Car news and reviews – These include local and international review shows, programmes about supercars and dream rides, tuned and modified cars and generally shows that appeal particularly to real petrol heads who want information.
- Motorsport – Our local motorsport showcases many of the top racing classes in South Africa, with coverage of recent events. Internationally, we include documentaries on big racing names and go behind the scenes of the racing world.
- Entertainment– These programmes are for the non-petrolheads, those just looking for some light entertainment with a motoring spin. We have a massive following for reality shows that go behind the scenes of makeovers and big temperament mechanics; spoof shows showing crashes and accidents; inside the rides of celebrities and local car culture.
- Classics and documentaries – Go inside the world of cars through the history books, looking back at some of the greatest cars and brands to ever exist. Our documentaries also include famous names of the automotive industry and more serious programmes to do with cars.
VIEWERSHIP P4W
| 614 000 |
AVERAGE AGE
| 34 AVERAGE AGE |
|||
| 15 – 24 | 25 – 34 | 35 – 49 | 50+ |
| 32% | 27% | 27% | 14% |
AVERAGE PERSONAL INCOME
| AVERAGE PERSONAL INCOME: R13 147 |
VIEWERSHIP P7D
| 413 000 |
GENDER
| MALE: 74% |
| FEMALE: 26% |
AVERAGE HOUSEHOLD INCOME
| AVERAGE HOUSE INCOME: R25 262 |
LSM
| 0% | 12% | 37% | 51% |
| LSM 1-4 | LSM 5-6 | LSM 7-8 | LSM 9-10 |
RACE
| BLACK: 62% |
| COLOURED: 11% |
| INDIAN: 6% |
| WHITE: 21% |
WORKING STATUS
| WORKING STATUS: 51% |
EDUCATION
| UP TO SOME HIGH: 27% |
| MATRIC: 36% |
| TERTIARY: 36% |
GEOGRAPHIC LOCATIONS
 |
GAUTENG: 45% |
 |
KWAZULU NATAL: 13% |
 |
EASTERN CAPE: 8% |
 |
WESTERN CAPE: 13% |
 |
NORTHERN CAPE: 2% |
 |
FREE STATE: 3% |
 |
NORTH WEST: 8% |
 |
MPUMALANGA: 4% |
 |
LIMPOPO: 3% |
PSYCHOGRAPHICS:
We have a loyal viewer base which is passionate about our content.
The average age of our audience is 34, with a strong skew towards black male.
Viewers watch an average of four hours of IGNITION a week, and almost half have been watching the channel for over three years. More than two thirds classify themselves as through and through petrol heads.
One in three respondents to our 2015 (dec) survey intended to buy a car within the following 12 months.
Outside of watching IGNITION, our audience spend time with their families on weekends and show a heavy propensity towards technology.
