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Based on positive research validating the efficacy of its initial six month corporate comic created by Mamba Media and featured in the Daily Sun, satellite television broadcaster DSTV has chosen to renew its “Stay Tuned” campaign for a further six months to modestly inform readers of the DSTV Compact channel offering.

FGI (Freshly Ground Insights) was commissioned by Mamba Media to conduct face to face consumer research that measured the efficacy of the “Stay Tuned” comic in the daily newspaper which aimed at educating readers about DSTV’s Compact offering. A random sample of 214 respondents, 65% male and 35% female were selected for the exercise.

The most pertinent research findings for DSTV was that prior to being exposed to the Stay Tuned comic, these readers did not know about pay-tv, yet now the majority of the group understood DSTV’s offering and in particular, how DSTV Compact operated. Of the group, 72% recalled that 35 channels are available on the Compact bouquet, together with 93% of respondents being able to spontaneously recall the Compact price point correctly at R199.00.

Advancing the success of Mamba’s comic, a further 81% commented that the "Stay tuned" comic would motivate them to buy the Compact package with 6% having already bought the bouquet due to the Stay Tuned comics. Coupled with this positive feedback, the insert also drove home the message that with the Compact offering, readers will have more than just four channels to watch on TV.

“Piggy-backing on the popular anticipation of the feature, we were able to communicate to consumers through the familiar animation which is close to their hearts, giving DSTV unique endorsement and credibility. Research has established that the insert is hugely influential in accessing and educating the readers of the largest daily newspaper in South Africa. Further to this, we will in the next six months also be marketing our Easy View offering in the same manner,” says DSTV’s Sales and Marketing Director Graham Pfuhl.