AudienceNovember 2017

Profile

Source : TGI 2016C

The CapeTalk Listener

CapeTalk draws together a principled

audience with purpose. These are active

citizens who do not shy away from

issues affecting their communities. They

buckle down and get involved.

They are in the prime of their life and

have an appreciation for the finer things

in life, with the means to enjoy them.

Quality is important to them, starting from

the brands they consume to the

relationships they build.

They are concerned with their health and

fitness, and display high incidences of

regular exercise and diet planning.

Source : TGI ….Source : TGI 2016C

Cape Talk listeners travel frequently, both

locally and internationally. They have a

high propensity to have weekend trips

away, stay in hotels, with about a third

having travelled by air in the past 12

months.

CapeTalk is the credible partner they trust

to talk to about their experiences. Through

our authentic, locally-relevant personalities,

the station invites them to connect around

the issues of Cape Town and to be a part of

the solution.

Conversations sparked on air thrive online,

and CapeTalk reaches 60% more

individuals through their social media

platforms than terrestrial listening.

Source : TGI 2016C

The CapeTalk audience is content and

fulfilled.

Their financial stability allows them to do

what they love, whether it’s leading an

active life, travelling extensively, or

making a difference to others.

CapeTalk is their platform to celebrate,

challenge, share and learn from each

other.

So much more than radio, CapeTalk is

a purposeful way of life.

Purchase PowerTap into listeners with the highest average

household income in the Western Cape.

0 5,000 10,00015,00020,00025,00030,00035,00040,00045,000

Umhlobo Wenene

RSG

Good Hope

KFM

Heart

Cape Talk

Ave. HHI ZAR

Source : BRC RAMS, January 2017 – June 2017, WC

Educated & InformedCape Talk listeners have the lowest rates of unemployment and

one of the highest propensities to have completed tertiary

education of all stations in the Western Cape

0 10 20 30 40 50 60

Umhlobo Wenene

Heart

Good Hope

RSG

Kfm

CapeTalk

Completed Any Tertiary Qualification

Source : BRC RAMS, January 2017 – June 2017, WC

Listener Profile

0

100

200

300

400

500

600

700

0%

10%

20%

30%

40%

50%

60%

LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

Lis

tener

% o

f LS

M

LSM % Index GP

LSMAge

0

100

200

300

400

500

600

0%

10%

20%

30%

40%

50%

15-24 25-34 35-44 45-54 55-64 65+

Lis

tener

% A

ge

Age % Index GP Ave. Age 56

Ethnicity

28% ACI (Black)

4%

72%

12%

12%

African

White

Indian

Coloured

AudienceIn

dex

Index

Source : BRC RAMS, January 2017 – June 2017, WC

Day Cume. Mon-Sun (00:00-24:00) 66,000

7 Day Cume. Mon-Sun (00:00-24:00) 92,000

4 Week Cume. Mon–Sun (00:00-24:00) 97,000

Day Cume. Mon–Fri (00:00–24:00) 71,000

Day Cume. Saturday (00:00–24:00) 54,000

Day Cume. Sunday (00:00–24:00) 52,000

Audience Reach & Profile

Source : BRC RAMS, Jan 2017 – Jun 2017

TGI SA 2016C

Gender

42% 58%

32% Married /

Living together

68% Single,

divorced,

widowed

Marital Status

91%

9%

0%

Metro

Urban

Rural

Community Size

Parents

62% Are parents

Location

0%

1%

62%

88%

0% 20% 40% 60% 80% 100%

Other

Work

Vehicle

Home

Purchase Decision

95% Mainly or partly

responsible for

shopping in the

household.

83% Radio

Device

4% Mobile phone

60% Vehicle radio

Listening Pattern

0

5

10

15

20

25

000

0-0

01

5

003

0-0

04

5

010

0-0

11

5

013

0-0

14

5

020

0-0

21

5

023

0-0

24

5

030

0-0

31

5

033

0-0

34

5

040

0-0

41

5

043

0-0

44

5

050

0-0

51

5

053

0-0

54

5

060

0-0

61

5

063

0-0

64

5

070

0-0

71

5

073

0-0

74

5

080

0-0

81

5

083

0-0

84

5

090

0-0

91

5

093

0-0

94

5

100

0-1

01

5

103

0-1

04

5

110

0-1

11

5

113

0-1

14

5

120

0-1

21

5

123

0-1

24

5

130

0-1

31

5

133

0-1

34

5

140

0-1

41

5

143

0-1

44

5

150

0-1

51

5

153

0-1

54

5

160

0-1

61

5

163

0-1

64

5

170

0-1

71

5

173

0-1

74

5

180

0-1

81

5

183

0-1

84

5

190

0-1

91

5

193

0-1

94

5

200

0-2

01

5

203

0-2

04

5

210

0-2

11

5

213

0-2

14

5

220

0-2

21

5

223

0-2

24

5

230

0-2

31

5

233

0-2

34

5

Audie

nces in ‘000

Mon-Fri Sat Sun

01:00 06:00 11:00 16:00 21:00

Source : BRC RAMS, January 2017 – June 2017, WC

Weekdays

Cape Talk listeners start

building from 06:30 and

start the morning with

Kieno Kammies and peak

at 10:00 with the Eusebius

McKaiser Show. The next

major peak is for the

Money Show at 18:00

Weekends

Saturday mornings deliver

the greatest audience

peak at 10:00

Source : BRC RAMS, Jan 2017 – Jun 2017

Google Analytics, Triton Digital, Facebook, Twitter

Saturday Day CUMEMon – Fri Day CUME

Daypart Audience

05:00-06:00 7,000

06:00-09:00 55,000

09:00-12:00 58,000

12:00-13:00 41,000

13:00-15:00 37,000

15:00-18:00 56,000

18:00-20:00 48,000

20:00-22:00 8,000

Sunday Day CUME

Website (Oct 2017)

Unique Users 124,982

Page Impressions 333,736

Social Media (Oct 2017)

Twitter Followers 194,103

Facebook Fans 34,114

Newsletters (Oct 2017)

Cape Talk 8,575

Streaming (Oct 2017)

Session Starts 257,929

Listener CUME 63,805

Ave. TSL 0:49

Daypart Audience

05:00-06:00 3,000

06:00-10:00 29,000

10:00-14:00 36,000

14:00-18:00 25,000

18:00-21:00 25,000

21:00-00:00 4,000

Daypart Audience

05:00-06:00 4,000

06:00-10:00 29,000

10:00-14:00 39,000

14:00-18:00 24,000

18:00-21:00 18,000

21:00-00:00 2,000

The Numbers

Line Up

02:00-04:00 Talk Highlights

04:00-06:00 Early Breakfast with Abongile Nzelenzele

06:00-09:00 Breakfast with Kieno Kammies

09:00-12:00 The Eusebius McKaiser Show with Eusebius McKaiser

12:00-13:00 The Midday Report with Stephen Grootes

13:00-15:00 The Pippa Hudson Show

15:00-18:00 PM Drive with John Maytham

18:00-20:00 The Money Show with Bruce Whitfield

20:00-23:00 The Koketso Sachane Show with Koketso Sachane

23:00-02:00 Late Nights

03:00-06:00 Weekend Early with Nolo Moloi

06:00-10:00 Weekend Breakfast with Africa Melane

10:00-20:00 Solid Gold Saturday

20:00-23:59 Jukebox

00:00-03:00 Overnight Live

03:00-06:00 Weekend Early with Terence Mentor

06:00-10:00 Weekend Breakfast with Africa

10:00-19:00 Solid Gold Sunday

19:00-21:00 SportsTalk with Marc Lewis

21:00-00:00 The Koketso Sachane Show with Koketso Sachane

00:00-02:00 Late Nights

Weekdays

Saturdays

Sundays

www.primediabroadcasting.co.za

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• Case studies

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