Rams March – July 2011 at a glance

18 August 2011

Prepared for the RAB by Andrew de Villiers Smith

Media Guys

Introduction

• The analysis that follows in intended to give you a bird’s eye view of listenership movement in the radio landscape over the past 4 diary releases

• For the periods:October 2009 – March 2010October 2010 – March 2011January 2011 – May 2011March 2011 – July 2011

Diary on Diary listenership P7D Total population

Average number of hours listened per week

While it looks like a slight decrease it must be noted that the latest period reduced by less than 1,5 minutes, therefore negligible.

Total listenership by day

Slight drop Monday to Saturday, slight increase on Sunday.

Mon – Fri by time channel

Saturday by time channel

Sun by time channel

Diary on Diary listenership by Province

With the exception of Western Cape, radio has at least 90% audience penetration in all provinces.

Diary on Diary listenership by LSM Group

LSM 7 and 9 increasing by 1%, slight drops in LSM 8 and 10.

Diary on Diary listenership by Age Group

Diary on Diary listenership by Gender

Diary on Diary listenership by Language Group

Diary on Diary listenership

Top 10 stations % of total radio

listeners

Diary on Diary listenershipTop 11-20

stations % of total radio listeners

Diary on Diary listenershipTop 21-30

stations % of total radio listeners

Diary on Diary listenershipTop 10 first favourite stations

Shifts• The listenership for radio is currently stable and as such there

are small changes, but nothing earth shattering– Top Losses

• Metro FM lost (222 000 or 2,98% of their listeners)• Lesedi FM lost (141 000 or 3,65% of their listeners)• KayaFM lost (87 000 or 4,45% of their listeners)• Good Hope FM lost (59 000 or 6,2% of their listeners)

– Top Gains• Cape Talk gained 7,7% or 14 000 more listeners• Radiokansel/Radio Pulpit gained 4,46% or 9 000 more listeners• BRFM (the Border Drive) gained 3,9% or 8 000 more listeners.• RSG gained 2,74% or 60 000 more listener• Umhlobo Wenene FM gained 1,18% or 60 000 more listeners.

Conclusion

• While we have endeavoured to look at changes, the reality of the fact is that these are small and in fact fairly insignificant when looking at radio on a macro environment

• Radio as a whole is stable and remains a top performing medium

• Of the 34 commercial/PBS stations 11 showed growth and 23 showed decrease

• Of the 57 community stations 21 of these remained stable or grew slightly and 37 lost audience