Grain SA Annual Report 2022

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PRINT AND BROADCAST MEDIA
For the period under review, Grain SA’s overall media coverage increased by 59%. The print
media count increased by 215 (39%) clippings to 772. Broadcast media mentions increased
by 397 (101%) to 789, and online media coverage increased by 235 (48%) articles to 728. The
total combined media coverage for the reporting period increased to 2 289 from the 1 442 of
the previous year . These increases are a direct result of the opening up of events following the
national lockdown.
Consumer magazines contributed to 36%
of print media coverage, followed by local
rural newspapers with 25%, with business-to-
business magazines and local newspapers
contributing 10% and 14% respectively. Radio
contributed to 51% of the broadcast media
coverage and television contributed to 49%.
Industry websites carried 51% of online news
coverage, followed by current affairs websites
with 26% and community and entertainment
websites with 5% respectively.
Individual results for print, broadcast and
online media’s advertising value equivalency
(AVE) had a combined total monetary AVE
value of R66 324 287 million, with a 42%
increase in print, 200% increase in broadcast
and 21% increase in online media. Grain SA’s
AVE has increased over the past reporting
period, as is illustrated in Grafph 7.
FIGURE 2RAIN SA WORD CLOUD
GRAIN SA WORD CLOUD 2020/2021 GRAIN SA WORD CLOUD 2021/2022
GRAPH 7GR IN SA AVE TENDENCIES
GRAPH 6GR IN SA MEDIA COVERAGE
34%
34%
32%
PRINT
BROADCAST
ONLINE
2015/2016 2016/2017 2017/2018 2018/2019 2019/2020 2020/2021 2021/2022
R120 000 000
R100 000 000
R80 000 000
R60 000 000
R40 000 000
R20 000 000
R0
MARKETING, NAMPO AND
RESEARCH COORDINATION