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The Weekly Update EP:04 Jan Moganwa debuts to talk MK Party, DA Burns the Flag and More!

The Weekly Update EP:04 Jan Moganwa debuts to talk MK Party, DA Burns the Flag and More!

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    Mxit Brand Index: 31 August 2013

    The latest Mxit Brand Index has been released, revealing the top South African brands on Mxit on 31 August 2013.

    PositionBrandLast month's positionNumber of subscribersActivity
    1SuperSport11 901 334
    224.com21 330 948
    3Rhythm City*New inclusion1 178 524
    4DStv*New inclusion950 818
    5Ster-Kinekor3627 110
    6M-Net4505 173
    7SPAR5488 290
    8Cell C6456 467
    98ta (Telkom Mobile)17448 568UP
    10Nike Football7442 753
    11Kick Off8401 910
    12FNB11385 911
    13Samsung12374 310
    141Life13368 663
    15ANC 10360 023DOWN
    16Nokia14348 647
    17adidas15341 870
    18Vuzu*New inclusion323 935
    19Standard Bank16316 712
    20Red Bull18312 010
    21Channel O*New inclusion293 884
    22 Mr. Video19272 707
    23KFC22270 661UP
    24Nu Metro20268 606
    25PEP21258 981
    26Boston City Campus23247 130
    27Direct Axis33233 740UP
    28Coca-Cola*New entry203 835
    29Democratic Alliance24202 989
    30MTV Base25202 033
    31Stimorol*New inclusion198 818
    32tvplus Magazine26195 358
    33Yellow Pages27190 855
    34Sowetan Live31152 504
    35LEGiT32149 776
    36Mr Price34145 392
    37Cricket SA36131 802
    38Hip2b237125 281
    39Times LIVE38117 886
    40Woman Online40106 266

    Mxit Brand Index: 31 August 2013

    Top Mobile brand: Cell C
    Top banking brand: FNB
    Top financial services brand: 1life
    Top sporting brand: Nike Football
    Top media brand: SuperSport
    Top retail brand: Spar

    Mxit has done some intensive discussions around what constitutes a brand for the reporting of the monthly Mxit Brand Index and a number of changes have been introduced, which see some new entries being included for the first time. The questions that were asked, and answered, were:

    What is the Mxit Brand Index?

    The Mxit Brand Index is a measure of consumer affinity expressed by the number of Mxit users that subscribe to each brand on the social network. Mxit has a monthly active user base of 6.5-million in South Africa.

    How is it compiled?

    Mxit draws up a list of all apps/pages on Mxit, and rank them according to total number of subscribers. By subscribing to an app, a Mxit user has chosen to add the app to his contact list, can access content published by the app, and has opted in to receive direct messages from the app.

    Listing rules

    • A brand has to exist as a commercial consumer brand outside of the Mxit ecosystem in order to be in consideration for the Index.
    • Apps have to be in a published state on the date that the list is compiled. No beta, unpublished or suspended apps are considered.
    • Where a brand has sub-brands that appear on the list, only the highest listing will be included in the index.
    • The Index lists brands. If the name of the app is different to the name of the brand, the name of the brand will be used for the index (e.g. app= love cricket, but will appear as Cricket SA on the Index.)
    • No NGOs or NPOs are included.

    Additional Criteria

    When evaluating the top brands in the Mxit ecosystem of apps, games, content and communities, the following criteria was applied:
    • Working app with updated information
    • Real world brand that exists outside of the Mxit ecosystem
    • No services based apps and games such as MxPx, Judgeme, Moonbase, Battletrivia, Wikipedia, Hello Doctor, etc.
    • No individual celebrities such as Romy Titus, Riaad Moosa, etc.
    • No chat rooms

    Analysis: 8ta (Telkom Mobile), Coca-Cola and KFC campaigns deliver the numbers

    There were three big movers this month, and the numbers reflect the brands' campaign activity on Mxit during August. 8ta (Telkom Mobile) and Coca-Cola ran extensive campaigns, which resulted in each brand adding over 100,000 unique subscribers to their respective apps, moving 8ta (Telkom Mobile) to 9th place, and bringing Coca-Cola onto the Mxit Brand Index as a new entry at position 27.

    KFC's campaign kicked off on 30 August, and in the last two days of the month, KFC added over 25,000 unique subscribers to its app. While it now appears in 23rd place, as opposed to 22nd in July, this is still an increase, as there are now five new inclusions on this month's brand index report, ahead of KFC, meaning their relative change is three positions.

    Kotex's campaign activity in June means that it now enters the brand index at position 40.

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