News24 recently partnered with small business banking and funding startup Lula to host the inaugural Small Business Awards. Before the awards, however, Media24’s Advertising & Content Marketing team wanted to understand the true state of South Africa’s SME sector.
We didn’t rely on third-party research or industry speculation. Instead, we used our most valuable asset: direct access to our engaged readership across News24, Netwerk24, and the broader Media24 network. The result? A comprehensive survey of 815 SME owners that reveals a story of resilience contradicting the prevailing economic doom and gloom.
Our ability to conduct primary research across our media ecosystem gives us – and our advertising partners – unparalleled insights into South African consumers and businesses. This latest SME survey demonstrates how Media24’s reader intelligence goes beyond demographics to uncover investment priorities and market opportunities that traditional research often overlooks.
What our research revealed challenges conventional wisdom: 57% of SMEs experienced revenue growth over the past year, yet paradoxically, the same percentage felt they underperformed against their own expectations. This isn’t visible in standard market reports. It’s the kind of nuanced insight that only comes from direct audience engagement across trusted media platforms.
Our survey didn’t just scratch the surface. We dug deep into the specific pressures facing SMEs. Cash flow difficulties affect 56% of businesses, while 53% struggle with limited access to finance. When we add inflation and rising input costs (40%) alongside market access challenges (35%), a picture emerges of a sector under significant pressure. Yet our readers’ responses tell a more complex story than these challenges alone.
Here’s where Media24’s reader intelligence delivers gold for financial services advertisers: 78% of SMEs are willing to switch to fintech banks for better service, while 63% feel traditional banks don’t prioritise their needs. This isn’t general market sentiment; these are engaged, informed business owners who actively consume business content across our platforms. They’re not just dissatisfied; they’re ready to act.
Our research reveals where SMEs are actually putting their money, not just where they say they might. Marketing leads investment priorities at 54%, followed by equipment purchases (50%) and operations improvement (42%). For brands targeting the SME market, this isn’t theoretical; these are real spending patterns from real business owners in our audience ecosystem.
This level of insight is only possible because of Media24’s unique position in the South African media landscape. Our readers don’t just consume content; they engage with it and trust our platforms enough to share detailed business information. When 48% of surveyed SMEs actively seek marketing tools, they’re signalling to our advertising partners exactly where opportunities lie.
For advertisers working with Media24, these insights translate into precision targeting and messaging that resonates. When we know 71% of SMEs remain optimistic despite challenges, we can help brands craft campaigns that speak to ambition rather than fear. When we understand that marketing is their top priority despite cash constraints, we know these businesses are serious about growth partnerships.
This SME survey is just one example of how Media24’s Advertising & Content Marketing team transforms reader engagement into market intelligence. Across News24’s business coverage, Netwerk24’s Afrikaans market insights, and our broader network’s diverse audiences, we’re constantly uncovering preferences and opportunities that standard research methodologies miss.
As South Africa’s media landscape evolves, Media24’s ability to generate real-time market intelligence through our trusted reader relationships becomes increasingly valuable. Our SME research shows a sector refusing to be defined by its challenges.
For brands seeking not just advertising reach, but genuine market insight, Media24’s reader intelligence delivers the understanding needed to turn marketing spend into meaningful business results.
