The high income-earning segment of the Swazi market prefers watching South African television than watching local ones. The total overall viewership for South African (SA) TV locally, especially in the Mbabane-Manzini Corridor was 28.3%, which is slightly half the total viewership of both Swazi TV and Channel S.

Why is this so and what does it mean for the local marketer? What implications does it have on the marketers advertising spending? And is it still relevant to advertise on local TV if ones' line of business is targeting the high-income end of the market?

Why are high-income earners not watching local TV stations?

There are quite a number of reasons that one could come up with to answer this seemingly easy question. The first in a series of answers would be affordability to pay for SA TV. As people's income grows, so does their taste of things. The high-income end of the market wants finer things in life. Satellite TV is one of those things. Now we all know that satellite TV comes with South African TV channels. Which probably explains one of the reasons why more people on this side of the market are watching S.A. TV.

The quality of local broadcasting and quality of programming also contributes. Compared to South African television stations, local stations do not offer much in terms of variety in their programming and the quality of broadcasting leaves a lot to be desired. Local television does not have programs that appeal to the high-income segment of the market.

Probably the high-income earners feel that isn't much for them in the local channels therefore because of their purchasing power they opt to purchase satellite TV and get access to the South African Channels.

What does it mean for the local advertiser?

South African based companies operating in Swaziland can continue advertising on SA TV with full knowledge that they are teaching their targeted consumers in the Swazi market. This mainly applies to the companies, products, and brands that are targeting the high-income end of the market.

For the local advertiser it could mean looking for other means of advertising that would effectively reach this end of the market. Perhaps they would look at the cost-benefit ratio in cutting on local Television spending.

What implications does it have on the marketer's advertising spend?

If are you targeting the high income end of the market and you have been using television as one of your major media options or tools to advertise and reach out to this community, you probably have to ask yourself one question, is it still relevant for me to advertise on local TV?

The numbers in the graph above should give a probable answer to your question. As a marketer myself I would say perhaps it is time you make some telling changes on your advertising budget. If it calls for you to cut your budget where necessary and increase it in some areas, then this is the time to do that.

Is it still relevant to advertise on local television?

Local television has continued to decline in programming and quality of broadcasting. As such high-income earners have shunned local television in favor of South African television. If one is to reach this segment of the market then there is a need to look for ways to effectively reach them.

About the author

Mangaliso Mkhatshwa Holds a Bachelor of Commerce Degree (with a major in Marketing) obtained from the University of Swaziland. He is a Marketing Executive at Knotell and also writes Swazi related articles for Infoshoswaziland.com

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High income earners do not watch local television in Swaziland

By Mangaliso Mkhatshwa