CONT
ENTS
o About Tamil Murasu o Facts & Figures:
Readers Profile o Benefits to
Advertisers o Creative Options o Advertising Rates o Appendix
OVERVIEW Tamil Murasu keeps readers, both local and expatriate Indians, informed of the latest within the Indian community and the world. EDITORIAL POSITIONING Daily dose of “something for everyone”, from students to
parents to working professional Besides being a key channel for updates from India and South
Asia, Tamil Murasu serves the local community well by:
Providing Local and India breaking news Being a study guide to Tamil language students
Readers follow keenly news on sports (eg. cricket and EPL) and
entertainment news from Kollywood
EDITORIAL – MAIN PAPER • Singapore News • South Asia News • World News • Sports • Horoscope page • Cinema & Kollywood news • Examination tips and
assessment papers for students
• Lifestyle (health, tech, legal column, travel)
WEEKLY FEATURES DAY EDITORIAL FEATURESMonday 12-Page tabloid students’
educational supplement
Thursday Youth Page for teens
Sunday Lifestyle, short stories & cookery
READERSHIP & CIRCULATION
Readership* (All people aged 15+)
Circulation (Avg 2012)
TM (Mon-Sat) 53,000 15,400
TM (Sun) 69,000 21,500
* Source: Nielsen Media Index 2012
TM has more mature readers
Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012
AGE
8
17 21 21
34
2
13 13
40
30
15-19 20-29 30-39 40-49 50+
National TM
MEDIAN AGE IS 46 (National: 42)
Figures are in %
Economically active 23% PMEBs (Nat: 28%)
$1,882 median personal income
(Nat: $2,440)
$4,068 median household income (Nat: $4,820) 45% tertiary educated
(Nat: 39%)
26 mins median reading time 85% 5-6 issues
47% HDB 5 room + or private housing (Nat: 44%)
55% Female (Nat: 50%)
66% Age 25-49 (Nat: 50%)
Base : All people aged 15+ (National: 4,035,000, TM: 53,000) Source: Nielsen Media Index 2012
24
43
49
44
62
26
32
38
57
62
Gather company/research info
Watch movie/TV/video
Participate in social networking portal
General surfing
TM Readers National
60% access Internet daily IN
TERN
ET US
AGE O
F REA
DERS
*
Figures are in %
*Past Month; all platforms Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
Newspaper a key channel
39
48
58 57
Mobile phone brand & model Slimming Salons / Products
Pop 15+ TM Readers
(% of base)
Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
Receptive to advertising
64.9
29.1
77
40
Advertising is the main way to learn aboutnew products
I have more trust in advertised products
Pop 15+ TM Readers
(% of base)
Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat) Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
High usage of IDD calls
37
20
11 5 2 1
62
42
13
6 2 0
IDD Calls PastMonth
SINGTEL STARHUB M1 PHOENIX COMMS SUNPAGE
P15+TM Readers
Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat); Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012
(% of base)
IDD providers used
TM readers more holiday makers
48
23
14
10
57
28
25
2
Any
1
2
3+ TM ReadersNational
(% of base)
Pleasure Trips Past Year
Base: Tamil Murasu yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat); Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index 2012
31
42
58
51
49
51
70
70
A designer label improves my image
It's important to be attractive to the opposite sex
It's important to keep young looking
Wearing attractive clothing makes me feel confident
TM Readers National
TM readers are beauty conscious Ps
ycho
grap
hic
prof
ile
Figures are in % Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
43
60
61
65
67
53
62
66
66
83
I always check nutritional content of food
I pay close attention to my weight
Exercising is an important part of my life
I make conscious effort to maintain a balanced diet
I should do a lot more about my health
TM Readers National
TM readers are health conscious Ps
ycho
grap
hic
prof
ile
Figures are in % Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
Quality consumers
23
48
60
71
40
51
70
79
I make impulse purchases
I enjoy the fun of shopping
Willing to pay more for quality goods
I look for value for money
TM Readers National
Psyc
hogr
aphi
c pr
ofile
Base : TM readers (Base: 53,000) Source: Nielsen Media Index 2012
Tamil Murasu (Mon-Sat) Ad Sizes
Full
½ ¼
Junior
Sizes (cm x col) Full Page $6,592 $3,592 $2,592
(54 X 8)
Junior Page $5,332 $2,332 $1,332
(37 X 6)
½ Page $5,296 $2,296 $1,296
(27 X 8)
¼ Page $4,648 $1,648 $648
(27 X 4)
FC 1 Spot BW
Sizes (cm x col) Full Page $7,240 $4,240 $3,240
(54 X 8)
Junior Page $5,665 $2,665 $1,665
(37 X 6)
½ Page $5,620 $2,620 $1,620
(27 X 8)
¼ Page $4,810 $1,810 $810
(27 X 4)
Tamil Murasu (Sun) Ad Sizes
Full
½ ¼
Junior
FC 1 Spot BW
Source: Nielson Media Index 2012
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
15-19 yrs 323 8.0 1 1.9 20-29 yrs 670 16.6 7 13.2 30-39 yrs 831 20.6 7 13.2 40-49 yrs 836 20.7 21 39.6 50-59 yrs 689 17.1 5 9.4 60+ yrs 686 17.0 11 20.8 Median Age 42 46
National population TM Readers
AGE
28
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
Male 2,033 50.4 25 47.2 Female 2,002 49.6 29 54.7
National population TM Readers
GENDER
29
Source: Nielson Media Index 2012
Chinese 3,025 75.0 - - Malay 439 10.9 - - Indian 368 9.1 53 100.0
Others 203 5.0 - -
RACE
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
PMEBs 1,137 28.2 12 22.6 White Collar 603 14.9 7 13.2 Blue Collar 752 18.6 9 17.0 Students 447 11.1 1 1.9 Housewives 673 16.7 16 30.2 Retirees 257 6.4 5 9.4
National population TM Readers
OCCUPATION
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
Primary & below 663 16.4 6 11.3 Some Secondary/Completed ITE/ITC/NTC
612 15.2 7 13.2
GCE N/O Level 933 23.1 15 28.3 GCE A/HSC 237 5.9 2 3.8 Tertiary (Poly/Uni/Postgrad) 1,586 39.3 24 45.3
National population TM Readers
EDUCATION
Source: Nielson Media Index 2012
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
HDB 1-3 Room 812 20.1 12 22.6 HDB 4 Room 1,444 35.8 18 34.0 HDB 5 Room/Exec 1,001 24.8 17 32.1 Condo/Pte Apt 430 10.7 7 13.2 Landed 348 8.6 1 1.9
National population TM Readers
DWELLING
32
Source: Nielson Media Index 2012
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
Below S$1,000 323 8.0 6 11.3 S$1,001 – 3,000 1,108 27.5 13 24.5 S$3,001 – 5,000 540 13.4 6 11.3 S$5,001 – 7,000 216 5.4 1 1.9 S$7,001 – 10,000 101 2.5 - - Above S$10,000 86 2.1 1 1.9 Median : S$2,440 S$1,882
National population TM Readers
PERSONAL INCOME
Source: Nielson Media Index 2012 Note: * Does not add up to 100% as some sub-categories are not listed
DEMOGRAPHIC PROFILE PROFILE TYPES % (‘000) % (‘000)
Below S$1,000 184 4.6 3 5.7 S$1,001 – 3,000 892 22.1 16 30.2 S$3,001 – 5,000 960 23.8 13 24.5 S$5,001 – 7,000 584 14.5 9 17.0 S$7,001 – 10,000 685 17.0 9 17.0 Above S$10,000 729 18.1 4 7.5 Median : S$4,820 S$4,068
National population TM Readers
HOUSEHOLD INCOME
Source: Nielson Media Index 2012
BH Readers (%)
PSYCHOGRAPHIC PROFILE PROFILE TYPES
Important to have financial plan for Retirement 84.81 86.79
I am more generous with Family 68.10 77.36 I buy brands my children prefer 20.84 47.17 Exercising is an important part of my life 61.41 66.04 I should do a lot more about my health 67.01 83.02 I make conscious effort to maintain a balanced diet 64.71 66.04
I pay close attention to my weight 60.12 62.26 I always check nutritional content of food 42.85 52.83
Source: Nielson Media Index 2012
Note: % of respective group
National population (%)
BH Readers (%)
PSYCHOGRAPHIC PROFILE PROFILE TYPES
I look for value for money 70.66 79.25 Willing to pay more for quality goods 59.83 69.81 I enjoy the fun of shopping 47.86 50.94 I make impulse purchases 22.68 39.62 Advertising is the main way to learn about new products 64.93 77.36
I have more trust in advertised products 29.10 39.62 It's important to keep young looking 58.14 69.81 Wearing attractive clothing makes me feel confident 50.56 69.81
It's important to be attractive to the opposite sex 41.54 50.94
A designer label improves my image 31.15 49.06
Source: Nielson Media Index 2012
Note: % of respective group
National population (%)