the south african advertising research foundation’s all ... · saarf’s branded data survey,...

The South African Advertising Research Foundation’s

All Media and Products Survey (AMPS™) 2003A

and

Radio Audience Measurement Survey (RAMS™) 2003A

Highlights, September 2003

THIS INFORMATION IS EMBARGOED UNTIL 12pm,

THURSDAY, 18 SEPTEMBER 2003

A note on reading the graphs:• Significant increases or decreases in levels are marked on graphs with arrows,

pointing either up (increases), or down (declines).

• Significant increases or decreases in total, on the previous survey (AMPS/RAMS 2002B),

are marked directly above the relevant bar.

• Significant increases or decreases in demographics and geo-demographics (over AMPS/RAMS 2002B),

or on a year-on-year basis (over 2002A), are marked above the bar, towards the top of the graph.

The industry presentations will be available on the SAARF website – www.saarf.co.za –

from 12pm, Thursday, 18 September 2003.

AMPS and RAMS are commissioned by SAARF. All queries should be addressed to Dr Paul Haupt, Piet Smit,

or Mluleki Ncube on (011) 463-5340, or [email protected]

Graphs created by Nielsen Media Research, (011) 495-3000

Writing, publication management: Megan Chronis, BlueInk Media, (011) 678-9971

Layout and Design: Nicole Matthysen, Graphic Descriptions, (011) 886-0116

SAARF AMPS and RAMS 2003A September 2003

Cont

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1

Contents

Introduction and key findings of AMPS 2003A and RAMS 2003A 2

Demographic and personal data 4

AMPS media consumption

Newspapers 7

Provincial newspaper readership 9

Magazines 10

Top print titles of the SU-LSM groups 12

Outdoor 14

Cinema 15

Internet 16

Television 17

Looking at media across the provinces 19

SAARF Branded Data 21

SAARF Lifestyles 24

SAARF Media Groups Measure (MGMs) 25

FMCG product data 26

RAMS media consumption

Radio 27

Radio penetration in selected provinces 30

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There’s not as much cause to celebrate in terms of the

progress of the country, where education and access to

certain services is slowing, but there is some good news

on the employment front.

This latest AMPS survey also contains the highly useful

SAARF Lifestyles, a new tool introduced in the previous

survey, and which now has its first 12-month data. This

segmentation tool allows users to delve into the activities,

behaviours and lifestyles of South African adults.

The SAARF Media Groups Measure, or MGMs, now

have 18 months of data behind them, and a large number

of subscribers continue to receive branded data from

SAARF’s Branded Data Survey, which forms part of the

FMCG product questionnaire left behind with the RAMS

diary.

These results are based on a national representative

sample of 27 644 adults (aged 16 years and older) and

the fieldwork was done from July 2002 to June 2003.

Technical information• The surveys, both AMPS and RAMS, were conducted by

SAARF’s contractor, Nielsen Media Research.

• Interviewing for AMPS was conducted from July 2002 to

June 2003, using CAPI (Computer Assisted Personal

Interviewing).

• RAMS diaries and the self-completion products and

brands questionnaire were placed at the end of each

AMPS interview, and collected a week later.

• Both AMPS and RAMS 2003A made use of a large

national sample of 27 644 respondents.

• One respondent was randomly selected at each address

selected for the sample by gender and age. The data on

AMPS and RAMS thus comes from 27 644 different

households.

• SAARF bases its population figure on the Bureau for

Market Research’s 2003 updated estimates of

29.773-million adults, an increase of 0.6% over 2002.

• The demographic impact of HIV/Aids has been taken

SAARF AMPS and RAMS Your window to the world of researchThere’s a long list of media owners who’re going to be celebrating following the release of SAARF AMPS 2003A and RAMS 2003A. Daily newspaper owners, magazine owners, a number of outdoor companies, and radio station owners, will find the proof in AMPS and RAMS thatthey’re doing something right.

What is SAARF?The South African Advertising Research Foundation

(SAARF) provides the only common research currency

for the advertising, marketing and media industries in

South Africa.

Through our major products, the All Media and

Products Survey (AMPS), the Radio Audience

Measurement Survey (RAMS), the Television Audience

Measurement Survey (TAMS), and the Universal Living

Standards Measure (SU-LSM), we provide our three

stakeholder industries with detailed information about

the population’s media and product consumption habits.

From these surveys, you can identify and profile the

readers, listeners, viewers, cinemagoers and Internet

users, those who are exposed to outdoor billboards and

other outdoor media types, as well as the users of

numerous products, services and brands. Furthermore,

the AMPS survey is a so-called single source survey.

Demographics, media consumption, and product/brand

consumption are available from the same respondents.

This makes it possible for advertisers and their agen-

cies to select the media that would be best to reach users

of a specific product/brand, while media owners can

use the data to sell advertising to the right marketers.

into account. The impact of the disease is beginning to

show through in different proportions of the age groups.

Most affected is the 25-34 age group, which is showing

negative growth. The 35-49 age group is also showing

signs of the negative effects of HIV/Aids.

Key findings of SAARF AMPS and RAMS2003A:Segmentation tools

• The first 12-month information for SAARF Lifestyles is

now being released. This includes the 10 SAARF

Lifestyle groups, determined through statistical analysis

of this data.

• SAARF Branded Data is now into its second survey and

full 12-month data will be released simultaneously with

the other results on 18 September 2003.

Demographic and personal data

• There is very little change in terms of education, where

figures are extremely stable.

• Access to services and ownership of durables remain at

similar levels.

• Average household income increases are 1.4% ahead of

CPI.

• Employment levels have stayed constant, with a signifi-

cant drop in the number of people classifying themselves

as unemployed.

Media consumption

• Newspaper readership in total continues an upward

trend, with significant growth for daily newspapers.

• Weekly newspaper readership remains at the higher lev-

els reached 12 months ago.

• Magazine readership is stable, with the majority of titles

maintaining their readership levels.

• One in every 12 magazine titles has shown significant

growth.

• The newspaper/subscriber magazine sector decline has

been halted.

• Cinema attendance is unchanged.

• Outdoor advertising exposure to billboards and store

advertising continues to grow.

• Internet usage remains constant.

• Average day individual radio station audiences remain

very stable.

• Demographic profiles of radio listeners are very consis-

tent with the previous survey.

• Average daily listenership has increased.

• Time spent listening to radio has increased slightly,

mainly due to a new “Radio only” diary.

• Number of radio stations listened to has increased over

the previous survey.

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Demographic and personal dataThere have been few significant changes in either demographic or personal data, although, for the first time in many a survey, there havebeen declines in unemployment levels.

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LSMs remain unchangedAs was the case in the previous survey, SAARF Universal

LSMs are stable, with no significant changes coming

through. Encouragingly though, there has again been an

increase in household income for every SU-LSM group.

Average monthly household income levels continue to

rise. The R3 956 average income seen in AMPS 2002B has

risen to R4 142, which is a 12% increase. Taking a CPI of

10.4% into account, this represents a real growth of 1.4%.

(Incomes showed a real growth of 2% in the previous survey.)

Education levels improve slightlyFollowing the significant improvements seen in education

levels in the previous AMPS survey, advances in education

have slowed. Basic literacy (92.4%), functional literacy

(79.9%), and the average level of education have

remained stable compared to AMPS 2002B.

The levels of no schooling, primary education complet-

ed, and matric plus, have shown no significant improve-

ments over the last survey.

• No school – 7.8% (down from 8.2% in 2002B)

• Primary school completed – 79.9% (up from 79.5% in

2002B)

• Matric plus – 33.4% (stable on 33.5% in 2002B)

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Education – 10 Year Trends

A potential glimmer of hope on the employment frontAMPS 2003A shows a faint glimmer on the employment front.

The percentage of people classifying themselves as unemployed

has dropped significantly, from 33.8% in the previous survey, to

32.6% in AMPS 2003A. There was also a slight, but not

significant, decrease in the percentage of people saying they

were “not working” (65.4%, down from 65.8%).

The level of full-time and part-time work however, has not

increased. This could indicate that people are no longer active-

ly seeking employment, rather than that they have found

employment.

• Full-time work – 24.2% (7.211-million)

• Part-time work – 10.4% (3.092-million)

• Self-employed – 8.7% (2.59-million)

• Not working (including students, housewives and retired

people) – 65.4% (19.471-million)

• Classify self as “unemployed” – 32.6% (9.696-million)

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Access to services and possessionsThere has been no growth in access to electricity and

water. The incidence of electrified households has

remained at similar levels to the previous survey, at

83.2%, and water on site is slightly down, though not sig-

nificantly, to 73.9% of households.

Similarly unchanged are the incidences of various

durables in the home. Only one significant change came

through – DVD ownership is up from 2.5% to 3.5%, or

347 000 households.

One area of change has been in telecommunications.

As seen in other surveys, access to a phone, whether a

landline or cellphone, continues to rise, from 42.3% previ-

ously to 44.4%. This increase is due entirely to continued

growth in access to a cellphone – a significant increase

from 24.1% to 27.4%. As expected, AMPS 2003A shows

a familiar picture, with private cellphone ownership on the

rise (from 23.4% to 26.7%), mainly due to the increase in

the usage of pre-paid phones (up from 20.3% to 23.3%).

Landline phones are down significantly, continuing a

long-term downward slide – from 27.3% in AMPS 2002B

to 26.2% currently.

Financial servicesOn the whole, activity in the financial services sector has

been stable, with few significant changes across banking

and policies, plans and investments.

In the banking sector, there has been a significant

decrease in the use of ATM cards, down from 28.3% to

26.4%. This drop has been across a number of demo-

graphic and geo-demographic segments, which include

urban areas, Western Cape, Free State, Gauteng, both

males and females, 35+, and LSM 6+.

The incidence of credit cards is up on the Reef.

As far as policies, plans and investments are concerned, the

only significant decline was in retirement policies, a drop

from 6.2% in the previous survey, to 5.5%. This decline was

seen across five demographic filters – in metros and large

urban areas, amongst males, in 35+, and LSM 7-8.

Significant demographic increases were seen for

investments and endowments (up in small urban areas),

and for those without any policies (up in the Western

Cape and Cape Town).

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On the technical side, community newspapers and

freesheets (CP/F) are no longer included in the sur-

vey, due to the Print Council’s decision to change this sec-

tion of AMPS to user pay. Classified publications have

also been excluded.

The current AMPS survey also includes the new

12-month release of data for dailies Daily Sun and

Isolezwe, and for Post Weekend (Weekly, Friday).

• Any Daily – up significantly over the previous period

from 17.1% to 18.6%, with 5.551-million readers.

Readership is up in metro and large urban areas, on the

Reef, in Gauteng and the North West, amongst both

males and females, in the 16-34 age group, and (an

interesting mix) in LSM 5 and 8.

• Any Weekly (excluding CP/F) – previous levels have

been maintained, although there is an upward trend

developing, from 30.7% in AMPS 2002A to 31%

(9.233-million total readers).

• Any Newspaper (excluding CP/F) – have remained sta-

ble, with an upward trend developing (from 37.1% in

AMPS 2002A to 38.2%, with 11.377-million readers.

This sector also shows gains in the North West, but has

declined in the Northern Cape.

Dailies just keep on growingThe impact of the two new dailies – Daily Sun and

Isolezwe – is clearly seen in the current figures, bringing

welcome boosts in readership to the daily newspaper sec-

tor. Readership of any daily is up significantly over the

previous period from 17.1% to 18.6%, with 5.551-million

total readers.

Since there have been no significant increases for

other daily papers, this overall increase in daily paper

Newspaper readershipWhile other sectors remain stable, daily newspapers have good news toreport again, as the growth of this category continues apace.

AIR READERSHIP – Newspapers Adults

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readership can be attributed, at least in part, to these two

new dailies, who have tallied up readerships of 874 000

(Daily Sun) and 268 000 (Isolezwe).

The fact that AMPS 2003A also shows little downward

movement for the more established dailies, also points to

the fact that the new players have done little poaching of

existing readers, but have rather brought a new sector of

reader into the market. Usually the arrival of new titles just

shifts readers around – this real growth is therefore good

news for the daily newspaper industry.

The average number of daily papers per reader con-

tinues to trend upwards, from 1.27 to 1.31.

What’s changed other than total readership?• Die Burger – up in LSM 7-8.

• Sowetan – up in North West, and trending up from

6.2% in AMPS 2002A to 6.7% (1.983-million).

• The Star – trending up from 2% in AMPS 2002A to

2.2% (649 000).

Weeklies/bi-weeklies/monthliesThere have been no significant readership changes

amongst papers in this category, which has been very sta-

ble across three surveys.

There have been only two significant changes in the

weekly category. Pretoria News Weekend is up over the

previous survey from 0.3% to 0.5%, with 152 000 total

readers. The paper has had upward shifts amongst both

males and females, in age group 25-34, and amongst

LSM 7-8.

Sunday Sun is also on the rise. It has grown its readers

from 4.2% penetration in the previous period, to 5.3%,

going from a zero base to 1.587-million readers within a

year, bringing its readership up to almost half of the

biggest weekly, Sunday Times. The paper is up in metro

and large urban areas, in Gauteng and North West, in

Cape Town, on the Reef, and in Pretoria, amongst both

males and females, 16-49, and LSM 6-7. It has clearly

grown this sector of the newspaper market, since the other

weeklies have shown no significant declines.

The average number of weekly newspapers per reader

is 1.94.

What’s changed other than total readership?• Rapport – up amongst LSM 7-8

• Saturday Star – up amongst LSM 9-10.

• The Citizen Weekend – down in metros

• City Press – down in Gauteng, Johannesburg, 35+ and

amongst LSM 5-6.

Developing trends – AMPS 2003A overAMPS 2002A• Ilanga – trending down from 2.3% to 2%

(593 000 readers)

• City Press – trending down from 8.8% to 7.8%

(2.314-million).


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Newspaper reading in GautengThere have been only two significant changes over AMPS

2002B in newspaper readership in Gauteng, one up and

one down.

Sunday Sun has grown its readership, from 9.1% to

11% (675 000 readers). This growth is seen in metro

areas, on the Reef, amongst females, in age group 25-34,

and LSM 7-8.

A decline in readership was seen for City Press, down

significantly from 15.5% to 13.6% penetration, with

831 000 readers. In terms of reader profiles, downward

shifts have occurred in metro areas, in Johannesburg,

amongst females, in 35-49, and amongst LSM 5-6.

One other paper had a demographic shift – Pretoria

News Weekend has grown its female readership.

Developing upward trends – 2003A over 2002A• Sowetan – from 15% to 15.3% (938 000)

• The Star – from 7.1% to 7.7% (469 000)

• Naweek-Beeld – from 2.2% to 2.5% (154 000)

Developing downward trends – 2003A over 2002A• Beeld – from 4% to 3.5% (215 000)

• The Citizen – from 6.5% to 5.5% (339 000)

• The Citizen Weekend – from 7.8% to 5.4% (329 000)

• City Press – from 17.1% to 13.6% (831 000)

• Mail & Guardian – from 1.7% to 1.4% (86 000)

• Pretoria News – from 1.6% to 1.2% (72 000)

• Saturday Star – from 7% to 5.7% (348 000)

• Sowetan Sunday World – from 10.5% to 9.6%

(589 000)

• Sunday Times – from 20.6% to 18.5% (1.128-million)

Newspaper reading in KwaZulu-NatalThere have been no significant changes to readership, or

to reader profiles, in KwaZulu-Natal.

Developing upward trends – 2003A over 2002A• The Citizen Weekend – from 1% to 1.3% (77 000)

• Sowetan – from 1% to 1.3% (77 000)

• Post (Wednesday) – from 5.2% to 5.6% (339 000)

• Soccer Laduma – from 4.3% to 4.9% (296 000)

Developing downward trends – 2003A over 2002A• Daily News – from 5.2% to 4.8% (294 000)

• Ilanga – from 10.5% to 9% (550 000)

• Independent on Saturday – from 5.4% to 5% (303 000)

• Sunday Independent – from 1.8% to 1.2% (71 000)

• Sunday Times – from 11% to 10.5% (642 000)

Newspaper reading in the Western CapeThere have been no significant changes to readership, or

to reader profiles, in the Western Cape.

Developing upward trends – 2003A over 2002A• Die Burger – from 13.8% to 15.8% (457 000)

• Die Burger (Saturday) – from 16.6% to 18.5% (536 000)

• Saturday Argus Weekend – from 12.5% to 13.8%

(399 000)

Newspaper reading in the Eastern CapeThere have been no significant changes to readership, or

to reader profiles, in the Eastern Cape.

Developing upward trends – 2003A over 2002A• Daily Dispatch – from 4.4% to 5% (220 000)

• Sunday Sun – 2.4% to 3.3% (144 000)

Developing downward trends – 2003A over 2002A• Die Burger – from 2.4% to 2% (87 000)

Provincial newspaper readershipWhat’s happening in the newspaper arena on a provincial level?

AMPS 2003A shows an upwardly trending picture for mag-

azines as a medium, with a large number of titles gaining

in readership.

• Any Magazine – 40.7%, 12.112-million readers. The medi-

um is up in large urban areas and LSM 8 (up to 73.8%), but

down in the Northern Cape.

• Any Newspaper Magazine – 10.6%, 3.159-million readers.

• Any Subscriber Magazine – following a decline seen with the

removal of Radio and TV Talk, this category has now stabi-

lized, and is showing a developing upward trend. Readership

is at 4.140-million, or 13.9% penetration.

• Any Newspaper Magazine/Subscriber Magazine – 20.1%,

5.984-million readers, with increases in rural areas.

• Average publications per reader: Any Magazine is 3.19

titles per reader (up slightly from 3.08); and for

Newspaper/Subscriber Magazines is 1.57 (stable).

This is the first 12-month release of data for monthlies blunt

and Siyavaya (a free distribution magazine given out mainly at

taxi ranks), and for quarterlies In House Club and Personal

Finance.

Two magazines appear with different frequencies. Fairlady

has gone monthly (previously fortnightly), and blunt has

changed from an alternate monthly to a monthly.

New in the six-month release data is Loslyf (monthly),

habitat and O (alternate monthly), and Discovery (quarterly).

Weekly and fortnightly readsThere was only one significant change in the weekly/fortnightly

magazine category. Rapport Tydskrif grew its readership over

the previous period from 3.7% to 4.2%, with its current reader-

ship at 1.246-million. The magazine also showed a shift

upwards in the Western Cape, and in LSM 7-10.

Magazine readershipMagazines have reversed the declines seen in AMPS 2002B, with a numberof titles bringing home increased readerships.

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Magazines

Developing trends, and profile changesinclude:• Drum – trending down from 6.5% to 6% with 1.777-million

current readers.

• huisgenoot – up amongst age 35+, and in LSM 8-9.

• people – up in LSM 9.

• Sunday Times Magazine – down in LSM 9, trending down

from 7.2% to 6.9% (now with 2.068-million readers).

• Vrouekeur – up in LSM 8.

Monthly magsMonthlies have fared far better in AMPS 2003A than they did

in the previous survey, when the category showed several sig-

nificant declines, and no gains in readership. In the current

period, ten magazines have boosted their readership signifi-

cantly. They are:

• Animaltalk, which grew its readership over the previous

period from 0.4% to 0.6%, with 168 000 current readers.

• Foschini’s club mag increased from 2.2% to 3.2% or

950 000 readers, and Lewis/Best’s club mag increased

from 2% to 2.8% (now with 820 000 readers). These were

substantial increases across all demographics and

geo-demographics, which has raised questions. SAARF

suspects that these substantial rises are a result of generic

claiming, since both retailer clubs have the same publica-

tion title, and neither have significantly increased their dis-

tribution. Due to the large number of similarly-named

“Club” magazines throughout this sector of customer pub-

lishing, confusion might even be arising between these

titles and other “Club” magazines not measured by AMPS.

• Conde Nast House and Garden saw its readership increase

from 1.3% to 1.7% (currently with 497 000 readers), with a

demographic increase in LSM 7-8.

• dish/skottel (DStv) grew from 1.4% to 1.8% or 530 000

readers, and is up in metros, Gauteng and in LSM 9-10.

• Magic/M (M-Net), which was down significantly in the pre-

vious survey, has bounced back, though is still not back to

the same levels it was at when it was called the M-Net

Guide (could readers be reading the guide, but not be con-

necting it with the name “Magic”?). The magazine is up

from 0.6% to 0.9% (256 000 current readers), with shifts

upward in the Western Cape, in the 16-34 age group, and

in LSM 9-10.

• rooi rose is up on the previous period, from 2.5% to 2.9%

with 856 000 readers. It is also up in LSM 7-8.

• Sarie grew its readership from 2.4% to 3% (899 000

readers). It is up in metros and large urban areas, in the

Western Cape and Gauteng, amongst females, in 35+ and

LSM 7-10.

• Shape has improved its figure from 0.6% to 0.8%, with a

current readership of 226 000. It is up in large urban areas.

• TV Plus! continues its upward trend, growing significantly on

AMPS 2002B when it had a penetration of 3.7%, to 4.2%

currently (1.265-million). The magazine is up in Cape Town,

and in the Cape fringe, amongst females and LSM 6-7.

Developing trends, and demographic shiftsinclude:• Bona – trending down on a 12-month basis from 12.2% to

10.3% (with a readership of 3.057-million).

• car – up in LSM 5-6, showing an aspirant reader coming

through as the country progresses.

• dit – up in LSM 8.

• FHM – trending up from 1.4% in AMPS 2002A to 1.6%

currently, with 486 000 current readers.

• Imagine/Droom – trending down on 12 months from 8.9%

to 5%, with 1.491-million current readers. This has occurred

since the name change from Edgars Club Magazine.

• Men’s Health – trending up from 1.9% in AMPS 2002A, to

2.5%, a readership of 742 000. It is up amongst readers

aged 35+.

• SA Gardening – up in the 16-34 age group.

• Stywe Lyne/Tight Lines – up in LSM 7-8.

• Topcar – trending up from 1.6% a year ago to 1.8%

(545 000 current readers).

• True Love – up in large urban areas.

Alternate monthliesMovement in this category has come from SA Home Owner,

which is up in the 16-34 age group, and from Y mag, which

has grown over the previous period from 1.1% to 1.5%, and

now has 461 000 readers. Y is also up in metros and large

urban areas, amongst males, in the 16-34 age group and in

LSM 6-7.

QuarterliesThere has been little movement in this category as well, with

only two profile shifts: The Motorist (up in large urban areas

and in LSM 6), and vodaworld magazine (up in large urban

areas).

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Other than the new newspaper titles making an appear-

ance, there has been little shifting within the ranking

of top newspapers and magazines in terms of SU-LSM pene-

tration.

Looking at print titles in terms of SU-LSM penetration

reveals some interesting facts. For instance, it might surprise

some people to realise that the magazine delivering the

highest percentage of top SU-LSM readers (9-10), is

huisgenoot. This title ranks 13th on the SU-LSM 5-6 list of

print titles, with a penetration of 6.1%. In SU-LSM 9-10,

huisgenoot is read by 27.4% of the upper end of the market,

and ranks 2nd in the top print list. Only the Sunday Times

has a higher penetration into this market.

This clearly demonstrates the importance of making deci-

sions using research as a foundation. Some people, working

off gut-feel alone, might be tempted to incorrectly position

huisgenoot lower down the SU-LSM scale.

Other interesting facts:• The Sunday Times has the highest penetration across all

groups, except in SU-LSM 1-4, where Bona takes top hon-

ours with 11.4% penetration. (The paper with the highest

penetration into the lower SU-LSM groups is Soccer

Laduma, with 5.8% penetration.)

• In SU-LSM 1-4, three papers make up the top five – Soccer

Laduma (5.8%), Sowetan (5%) and City Press (4.9%). In

SU-LSM 9-10, only two papers make it into the top five –

Sunday Times (28%) and Rapport (21.7%), with the other

top five positions going to huisgenoot (27.4%), You

(21.8%) and car (13.4%).

• The most read magazine in SU-LSM 1-4 is Bona (11.4%), in

SU-LSM 5-6 is True Love (13.7%), and is huisgenoot in both

SU-LSM 7-8 (19.2%), and SU-LSM 9-10 (27.4%).

Top print titles of the SU-LSM groupsEach SU-LSM grouping has an interesting assortment of favourite printtitles, an assortment which differs dramatically from one end of the market to the other.

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Outdoor advertising continues to attract the attention

of vast numbers of South Africans, with exposure to

billboards and store advertising showing significant

increases.

Always on the up and up is billboard advertising, with

exposure once again up, from 70.8% penetration in AMPS

2002B, to 72.5% (a current total of 21.581-million adults).

Billboards are up in metros and large urban areas, as well

as in the Northern Cape, Free State, Gauteng and North

West.

Other outdoor media types showing significant increases

over the previous period are store advertising, trailer ads

and truck advertising.

Store advertising (facias) grew from 78.6% penetration

to 80.6%, or 24.005-million adults. Its geographic profile

has also changed, with increases in its metro and large

urban audience, and in the Western Cape, Free State,

Eastern Cape and Limpopo.

Trailer ads experienced significant growth from 27.5% to

28.7% (8.550-million adults). Geographic shifts were seen in

small urban areas, and in the Western Cape, Northern Cape

and Free State, where penetration increased.

Truck advertising, included for the first time in the previ-

ous AMPS survey, has shown significant growth over AMPS

2002B. After coming into the survey with a high level of

exposure, this media type is now up from 44.1% to 46%,

exposed to 13.684-million adults. There have also been geo-

graphic shifts for truck advertising, with increased incidences

in urban areas, and in the Eastern Cape.

The only significant decrease is train advertising. This

media type is down from 10.8% to 10%, with 2.975-million

adults exposed.

Geographic shifts only:• Buses – down in Mpumalanga.

• Taxis – up in metro areas.

Outdoor advertisingThe outdoor success story continues into AMPS 2003A.

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Cinema is again the picture of stability, with

audience levels and profiles remaining statistically

unchanged over the previous survey. Bear in mind

that AMPS does not measure the cinema-going

habits of the under-16s, a significant part of

cinema’s audience.

• Past 7 days – 1.4% penetration (424 000 attendees)

• Past 14 days – 2.7% (804 000 attendees)

• 4 week average over 12 months – 5.9% (1.745-million

attendees)

The stable silver screenThe movies may change, but the audiences remain stable.

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The Internet is still not showing signs of increasing

its presence in South Africa. Internet usage has

remained stable on the previous AMPS survey, with four-

week usage stable at 5% (1.496-million users). There

are however, significantly more users in Gauteng and

in LSM 10.

Seven day usage is static, with 1.146-million people

logging on, a penetration of 3.8%.

Yesterday usage remains steady at 2.3% (684 000

users), but with significantly more users in metro areas,

and in LSM 10.

Usage remains predominantly at home (2.5%,

744 000 users), with at work usage lagging behind at

1.9% (564 000). A further 371 000 people claimed to use

the Internet “elsewhere”, a penetration of 1.2%. Note that

the total across the three access points adds up to more

than the total number of people who accessed the Internet

in the past 4-weeks, due to duplication. The same person

can access the Net at different places.

Why people log onUsers continue to use the Internet as they have done in

past surveys. Usage for email and banking are slightly up,

but not significantly.

The top reasons for logging on are:

1. Email (4%)

2. Banking (1.5%)

3. Obtain news (1.5%)

4. Read a magazine/newspaper (0.8%)

5. Chat on-line (0.7%)

Again, note that the same person can access the Net

for more than one purpose.

Internet usagePenetration of the Internet in South Africa remains low, with little sign atthis point of increasing.

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Television is no longer measured with radio in the RAMS

diary. To provide an overall picture of media in South

Africa however, SAARF has released this limited information

on television viewing, from SAARF AMPS. The industry

should note that SAARF TAMS is the official TV currency.

Total TV viewership (“Yesterday”) has remained stable,

but is showing an upwards trend. Current viewership is at

20.023-million, or 67.3% of the adult population in

South Africa.

Viewing time is up, but not significantly. According to

SAARF TAMS, people watch on average 3.01 hours a day

(up slightly from 2.55 hours in 2002), and 21.07 hours a

week (up from 20.25 hours last year).

Three stations showed significant changes in

penetration.

• e.tv – this station continues to grow its penetration in

South Africa. Its “Yesterday” viewing grew significantly over

the past survey, from 32.9% to 34.9%, with a current view-

ership of 10.386-million. Upward shifts occurred in metros,

rural areas, KwaZulu-Natal, North West, Johannesburg, in

both males and females, 16-34, and LSM 3 and 6.

• M-Net’s Main Service showed a significant decline

over AMPS 2002B. Viewership is down to 1.745-million,

a drop from 6.7% to 5.9% (DStv viewing continues to

trend upwards, but not significantly). The station showed

declines across metros, large urban areas, Western Cape,

Cape Town, both males and females, 16-24, and LSM 7

and 9.

• SABC 2 is also down significantly, from 29.2% in AMPS

2002B to 27.4%, with a total audience of 8.170-million.

These declines were seen in large urban areas, Gauteng, on

the Reef, amongst males, 35-49, and LSM 3-4 and 7. The

station has however, significantly grown its LSM 9 audience.

Profile changes• Total TV – up in the North West.

• DStv – up in LSM 10.

• SABC 1 – up in the North West.

Television viewingTV viewership continues to trend upwards, but only one station shows thebenefit of this.

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TV Viewing Yesterday

Daily newspaper readingThe highest penetration for daily newspaper readership

comes from the Western Cape, where 32% of people read a

daily. Despite a slightly lower penetration however, Gauteng

(at 31.1%), has 1.902-million daily newspaper readers,

compared to the Western Cape’s 925 000. This is a signifi-

cant increase for the province, up from 28.1% in AMPS

2002B. Gauteng’s daily paper readership has also shifted

upwards in metro areas, on the Reef, amongst both males

and females, in age group 25-34, and in LSM 5 and 8.

In KwaZulu-Natal, penetration is at 13.4%, with

817 000 readers. There is evidence of an upward trend in

daily newspaper readership in this province, perhaps follow-

ing the launch of Isolezwe. Upward shifts have occurred in

LSM 1-5.

Weekly newspaper reading• Gauteng – 44.3% (2.709-million)

• Western Cape – 52.2% (1.508-million)

• KwaZulu-Natal – 24.2% (1.473-million)

Magazine reading• Gauteng – 49.7% (3.037-million)


• Western Cape – 67.4% (1.949-million)

Cinema attendance (average four weeks)• Gauteng – 11.2% (684 000)

• KwaZulu-Natal – 6.1% (374 000)

• Western Cape – 11.3% (328 000)

Viewing of billboards (past seven days)• Gauteng – 83.9% (5.131-million). In Gauteng,

the viewing of billboards is up significantly over

the last period, from 82.1% to 83.9%, with shifts

upwards in large urban areas, in 16-34, and

LSM 7-8.


• Western Cape – 71.9% (2.077-million). Upward shifts

have occurred in metro and large urban areas, and

amongst LSM 10.

Using the Internet (past seven days)• Gauteng – 6.4% (388 000)

• Western Cape – 10.3% (297 000)

• KwaZulu-Natal – 4.1% (251 000)

Looking at media across the provinces

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Print/Cinema/Outdoor/Internet KwaZulu-Natal

Print/Cinema/Outdoor/Internet Western Cape


The first SAARF Branded Data was released in April 2003,

providing subscribers with a wealth of information on

units of product purchase or use, which brands are used and

which most often – all of which can be cross-referenced with

AMPS- and RAMS-sourced media usage and demographics,

as well as LSMs, life-stages, SAARF Lifestyles, and SAARF

MGMs.

SAARF Branded Data gives subscribers the information

they need to determine brand usage and purchase, media

consumption of brand users, and user brand loyalty from cat-

egories where a large group of respondents claimed to use

only one brand.

It provides single-source data on 544 brands from 83

product categories covering various grouped sectors such as

Food, Medicinal Products and Personal Care Products.

On the following pages are examples of the kind of data

which subscribers can get from SAARF Branded Data (infor-

mation supplied courtesy of Willy Watson, Distell).

SAARF’s Branded DataSAARF’s Branded Data Survey allows subscribers to do ‘bottom up’ marketsegmentation based on brand usage, rather than ‘top down’ marketingplanning, for which broad segmentation descriptions by LSM, life stage,demographics and others are used to describe the market.

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Branded AMPS™ Brandy Drinkers – Age

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Branded AMPS™ Brandy Drinkers – Music Interest

Branded AMPS™ Brandy Drinkers – SU–LSM™

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Branded AMPS™ Whisky Drinkers – Province

SAARF AMPS 2002B measured a range of activities, with a

view to creating a segmentation tool based on people’s activi-

ties, interests and lifestyles. These Lifestyles now have 12 month’s

worth of data, appearing for the second time in SAARF AMPS

2003A.

The Lifestyles are derived from people’s answers to almost 90

lifestyle and activity questions, which include:

• 24 questions on sport, from adventure sports to mainstream

sports like athletics and cricket. (For each, questions on interest,

participation, and attendance are asked.)

• 51 questions on lifestyle, leisure, and entertainment activities,

covering such activities as going on diet, having or attending

dinner parties at home or with friends, engaging in DIY proj-

ects, gambling at a casino, and attending a

stokvel/syndicate/society. (For each, a question on frequency

of participation is asked.)

• 17 music questions, where respondents choose which music

genres they prefer, from classical and kwaito.

• 6 questions on cultural events, providing data on attendance of

classical music, opera performances, pop concerts, theatre, and

other dance performances. (Frequency of attendance)

The resultant SAARF Lifestyles consist of ten diverse groups of

people who share similar behaviours with regard to sporting and

other activities. They show the links between how people live their

lives, the media and products they use and their demographics.

The 10 groups are available as a standard breakdown on the

SAARF AMPS database. The responses to all individual questions

are also available. Thus, users can also segment this lifestyle

information to suit their own needs, cross-referencing various

activities against media and product/brand consumption.

A brief description of each of the 10 SAARF Lifestyles is pro-

vided on the database, in terms of:

• Major activities that characterise this Lifestyle;

• Other activities;

• Defining demographics; and

• Examples of media usage.

(The write-ups for these groups are currently being updated

using the 12-month data, which is being released for the first time

in AMPS 2003A and will be available shortly on SAARF’s

Segmentation CD.)

The SAARF Lifestyles are:• Group 1 - Good Living

• Group 2 – Niche Sports

• Group 3 – Mainstream Sports

• Group 4 – Traditional

• Group 5 – Outdoors

• Group 6 – Gamers

• Group 7 – Homebodies

• Group 8 – Showgoers

• Group 9 – Gardeners

• Group 10 – Bars and Betters

Here is an example of the kind of information provided in the

outline sketch for each Lifestyle which you will find on the SAARF

Segmentation CD.

Homebodies (12% of the adult population)Homebodies’ main interests are baking, cooking, knitting, cro-

chet, needlework and tapestry.

They are concerned with the appearance of self and home.

They have beauty treatments, visit the hairdresser and spend

time gardening and decorating their homes. They are reli-

gious, enjoy singing and go to meetings of their burial society.

As could be anticipated, Homebodies are more likely to be

women, aged 35 and over, living in smaller urban and rural

areas. Many are at the Mature and Single Parents, Golden Nests

and Left Alones lifestages.

They have above average incidence in the Western Cape,

Free State, Mpumalanga and North West, with Afrikaans, South

Sotho or Tswana as their home language. Few go out to work

full-time.

Newspaper reading is below average, an exception being

Rapport. Magazines with above average readership are

huisgenoot, You, Fairlady, finesse, rooi rose, woman's Value and

your family.

Favoured radio stations are 702 Talk Radio, Lesedi FM,

Motsweding FM, Radiokansel/Radio Pulpit, Radiosondergrense

(RSG) and community radio.

Television viewing is quite strong and above average for

SABC 2.

SAARF’s 10 LifestylesOne of SAARF’s newest research products, SAARF Lifestyles, divides thepopulation into ten groups, based on their interest and participation in anumber of activities, and their attendance at various events.

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This is the second survey in which the SAARF MGMs

appear, allowing users to determine the reach of various

media types into different markets.

Dr Clive Corder, SAARF’s chairman, suggests as a start-

ing point in using the MGMs that users determine the target

market, and whether this is in terms of product or brand

usage. “AMPS provides the opportunity to identify product

users and, for subscribers to Branded AMPS, users of own

and competitive brands.

“The next step is to establish the incidence and number

of members of this target group in each of the MGMs. An

evaluation can then be made of the effectiveness of different

media and combinations of media in reaching these

MGMs.”

MGMs in practiceThere are eight MGM groups, examples of which follow:

• SAARF MGM 1

There is extensive exposure to radio and a fair exposure to

TV. Outdoor advertising at stores and on billboards is in evi-

dence, and to a lesser extent on taxis/minibuses.

• SAARF MGM 3

There is some increase in monthly magazines and limited

readership of any SAARF AMPS newspapers. Radio is at a

high level and there is a further increase in reach by televi-

sion. All forms of outdoor are apparent, though there is lim-

ited exposure to trains.

• SAARF MGM 5

In MGM 5, readership of print extends to daily newspapers

and increases for all SAARF AMPS newspapers, as well as

weekly, fortnightly and monthly magazines. Coverage for

radio and television is virtually the same. Trains join other

forms of outdoor.

• SAARF MGM 8

There is a sharp increase in cinema attendance and Internet

past 7 days usage. Magazine and newspaper readership is

at a much higher level. Nearly everyone viewed television in

the past 7 days, and radio is not far behind. Outdoor con-

tinues to grow.

These groups can then be overlaid over any other vari-

able(s). For instance, MGMs can be used in terms of product

usage or purchase, to help users identify which media types

would be more effective in achieving the highest reach in a

target market.

As an example, beer appeals to all MGMs, with a steady

increase in incidence of use as you go up the MGM scale.

White spirits also appeal to all MGMs, but are more evenly

distributed. Flavoured wine is strongest with the middle

MGMs, whilst sorghum beer is heavily loaded towards the

lower MGMs, and whisky to the higher.

Full information on MGMs, including the eight group

breakdowns and demographic overlays of groups, is avail-

able on SAARF’s Segmentation CD. Call (011) 463-5340 to

order or submit your order on the website (www.saarf.co.za).

SAARF Media Groups Measure (MGMs)The SAARF MGM is a segmentation tool which can be used in addition toLSMs, life stages, lifestyles and demographics, to give insights into theaccumulation and duplication of media, not only in terms of media types,but also individual options within each medium.

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Technical description Each respondent in the AMPS 2003A database was cate-

gorised according to the media types that they used. The

media taken into account were cinema, Internet, print, out-

door, radio and television. The first principal component

was obtained for each of magazines, newspapers, com-

munity newspapers, outdoor, commercial radio, and tele-

vision.

These six variables, together with cinema, community

radio and Internet, were used in a second principal com-

ponent analysis. This final principal component was then

used to create eight media groups, which have been

called SAARF’s Media Groups Measure (MGMs). The

greater the duplication of exposure to different media

types, the higher the MGM.

The number of units, as well as the categorisation into

“Heavy”, “Medium” and “Light” by “best-thirds” for all

product categories, continues to be provided on the AMPS

datafile.

Brand information from the 68 categories is, however,

confidential to subscribers. This included brand information

for FMCG product categories, financial institutions, and retail

stores (appliances, furniture, food and groceries, clothing,

and shoes).

What’s up, what’s down, in the unbrandedFMCG product categories?The addition of brand logos to some FMCG product cate-

gories on the self-completion questionnaire, could have

improved respondents’ understanding of these categories,

resulting in apparent changes in usage.

In addition, the time period for “daily” products was

changed from “per day” to “yesterday”.

Due to these methodological changes, only changes for

comparable categories are highlighted.

UnchangedForty-four unbranded FMCG product categories showed no

significant movement.

Significant increases in usage/purchaselevel:• Food: Salad dressing (not

mayonnaise)

• Personal Care: Breath fresheners

Facial cream/lotion

• Household Products: Washing powder

Significant declines in usage/purchase level:• Non-Alcoholic Beverages: Maas

Mageu

Cold-drinks (regular)

• Sweets & Allied: Chewing gum

Bubble gum

Chips/crisps

• Foods: Fresh fruit/vegetables

Fresh milk

Processed cheese

Fresh chicken/pieces

Fresh meat

Fish – canned

Fruit – canned

Tomato sauce/ketchup

Custard, longlife

Polony

Vienna sausages

Yoghurt

• Personal Care: Deodorant (roll-on/stick)

Shampoo (regular)

Hair conditioner

Hair styling gel

Toilet soap

• Household products: Toilet paper

Aerosol furniture polish

Aerosol insecticides

Bleach

FMCG product dataAMPS 2002B had 154 product categories, 68 of which were extended withquestions on brand usage for subscribers to SAARF’s Branded Data.

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The RAMS Diary has undergone a methodological

change, one which has impacted on overall radio listen-

ing levels. This change occurred with the removal of the TV

section from the diary, resulting in a “Radio only” diary.

Such increases in radio listening levels have been seen in

other countries when the move was made to a single medium

diary. Mark Neely of Nielsen Media Research, Global

Radio, gave an industry presentation in South Africa in July,

in which he presented the results of a study which showed

increased radio listening levels in moving to a single medium

diary. A paper presented at EMRO in June 2003 in Finland

by AS EMOR’s Margo Veskimagi from Estonia, confirmed

this. This is therefore not an unexpected phenomenon.

Users should note that this change could represent a new

currency for radio. Time spent listening is up as a result of

the change, as are the average quarter hours listened to in

certain time slots (mainly during the afternoon and evening).

Figures on a station level however, remain statistically unaf-

fected, by and large, and are comparable with levels seen in

previous surveys. The fact that only certain stations have sig-

nificantly grown their listenership in RAMS 2003A, and that

trends seen in previous surveys continue into the current sur-

vey, attests to this.

It cannot be deduced that more people are now listening

to radio, or that they’re recording their radio listening more

accurately now that they don’t have to think about TV. It is

just that they are recording their listening differently without

the TV prompt, which accounts for certain changed levels.

Other changes include the removal from the diary of the

“Where listened” option, and the “Favourite station” ques-

tion.

• Monday-Friday national listenership levels have increased

significantly over the previous period, from 77.3% to

79.1%, as well as on the previous 12 months. Upward

shifts were seen in metro areas, as well as Gauteng,

Johannesburg, and the East Rand, and in LSM 6-10.

• Saturday national listenership levels have risen over

RAMS 2002B, from 72.9% to 74.9%. Saturday listening is

also up on the previous 12 months, with increased listen-

ing in metro areas, Gauteng, North West, Johannesburg,

Vaal, the East Rand, and in LSMs 5,9, and 10.

• Sunday national listenership levels are up over the previ-

ous period, from 70.9% to 73.3%, as well as on RAMS

2002B. Increased listening was seen in large urban and

rural areas, in Gauteng, North West, Johannesburg, in

LSM 6-8 and 10.

• Time spent listening to radio – 29 hours, 54 minutes per

week, up by two hours and 42 minutes; and four hours, 16

minutes per day, up by 22 minutes. These increases are a

direct result of the change to a “Radio only” diary.

Radio listenershipChanges to the RAMS diary methodology increased radio listening levelsespecially at peak TV viewing times. Average day individual station audiences, however, remain comparable and very stable.

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Technical information• RAMS 2003A made use of a large national sample of

27 644 diary keepers, the same people interviewed for

the AMPS survey.

• A total of 134 radio stations were measured, 40 commer-

cial and 94 community.

• 125 of these stations qualified for 12-month reporting.

• A further six qualify for the 24-month report, which will

be released in October. They are: Radio Atlantis; Ilitha

Community Radio; Radio Namakwaland; Takalani

Community Radio; Vaaltar FM; and Radio Kaboesna.

• The remainder, although possessing licences, were closed

down during the survey period.

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National radio listenershipNational radio patterns are up, with a large number of

movements – in the main upwards – to be reported.

Significant increases over RAMS 2002BRadiosondergrense (RSG) and total community were the only

ones to grow their audiences across the entire week.

• RSG has grown across the week, with a Monday to Friday

audience of 1.155-million (from 3.4% to 3.9%), a

Saturday audience of 983 000 (from 2.8% to 3.3%), and

a Sunday audience of 913 000 (from 2.6% to 3.1% ).

• Total community has grown its listenership base across the

week: Monday to Friday from 6.7% to 7.6%, with

2.262-million listeners, a figure which is also a significant

increase on the previous 12 months; on Saturday from

6.2% to 7.2%, or 2.148-million (also significant over the

past 12 months); and on Sunday, from 6.0% to 7.3%, or

2.178-million (also significant over the previous 12 months).

Other increases include:• 94.7 Highveld Stereo has significantly grown its Sunday

listenership over RAMS 2002B, with 501 000 total listen-

ers, up from 1.4% to 1.7% penetration. This is also a sig-

nificant increase on the previous 12 months.

• Kfm 94.5 has grown its listenership on a Sunday to 1.7%,

from 1.4% (495 000 total listeners), a growth which is also

significant year on year.

• Saturday audiences on METRO FM are up from 9.3% to

10%, with 2.963-million total listeners. Sunday listenership

is up over the previous survey from 8.9% to 9.6% (with lis-

tenership now at 2.870-million). Both these increases are

also significant year on year.

• Radio Bop’s listenership on a Monday to Friday is up over

the last survey, rising from 0.6% to 0.8% (225 000 total

listeners). Saturday listenership is similarly up, from 0.6%

to 0.8% (with 241 000 total listeners).

• Thobela FM has grown its Monday to Friday audience from

5.9% to 6.5% (with current listenership of 1.938-million), an

increase which is also significant over RAMS 2002A.

• On a Saturday, YFM 99.2 has upped its audience from

2.8% to 3.2%, now standing at 946 000 listeners. This is

also a significant increase over the past 12 months.

Year-on-year changes (RAMS 2003A over2002A)• 94.7 Highveld Stereo – up on Saturday from 1.7% to 2.1%.

• East Coast Radio – up on Monday to Friday from 3.0% to

3.5%, and on Saturday from 2.6% to 3.0%.

• Good Hope FM – down on Monday to Friday from 1.5% to

1.1%, and on Saturday from 1.4% to 1.1%.

• Ikwekwezi FM – up on Monday to Friday from 2.4% to 2.8%.

• Jacaranda 94.2 – up on Monday to Friday from 3.1% to

4.1%, on Saturday from 2.6% to 3.7%, and on Sunday from

2.6% to 3.4%.

• Kfm 94.5 – up on Monday to Friday from 1.8% to 2.4%, and

on Saturday from 1.5% to 2%.

• Ligwalagwala FM – up on Saturday from 2.7% to 3.1%, and

on Sunday from 2.6% to 3.1%.

• P4 Radio Cape Town 100-108fm – up on Saturday from

0.4% to 0.6%.

• RMFM – up on Monday to Friday (from 0.6% to 0.9%) and

on Saturday (from 0.6% to 0.9%).

• YFM 99.2 – up on Monday to Friday from 2.8% to 3.2%.

Profile changes• 94.7 Highveld Stereo – up in LSM 10 across the week.

• CKI-FM Stereo – up in metros and East London (Sun).

• Good Hope FM – down in LSM 9-10 (M-F).

• Ikwekwezi FM – up in LSM 5 (Sun).

• Jacaranda 94.2fm – up in LSM 5-8 (Sat); up amongst

females (Sun).

• Kfm 94.5 – up in Cape Town across the week; in LSM 6-10

(M-F); in LSM 7-8 (Sat); in LSM 8 (Sun).

• METRO FM – up in metros across the week; up in

Bloemfontein (Sat) and Johannesburg (Sun).

• Motsweding FM – up in LSM 6-10 (Sun).

• Radiokansel/Pulpit – up in LSM 6-10 (Sun).

• RSG – up in 35+ across the week; up in LSM 6-10 (M-F);

up in metros, cities and large towns, males, and in LSM 9-10

(Sat); up in LSM 7-10 (Sun).

• RMFM – up in LSM 6-10 (Sat).

• Total community – up in KwaZulu-Natal, in Cape Town, met-

ros, cities, and large towns, amongst males, 16-24 and LSM

6-10, and down in East London (M-F); up in cities, large

towns, the Northern Cape, Cape Town, in 16-24s, 35-49s

and in LSM 6, and down in East London (Sat); up in metros,

cities, large towns, the Northern Cape, KwaZulu-Natal,

Gauteng, North West, Cape Town, and in LSM 2 and 6 (Sun).

• Ukhozi FM – up in LSM 6-10 (Sat).

• Umhlobo Wenene FM – up in LSM 5-6 (Sun).

• YFM 99.2 – in LSM 7-8 across the week (M-F); up in cities

and large towns (M-F); up in age group 25-34 (Sat).

Developing trends• Stations showing upward trends in listenership are

Motsweding FM (Saturday), Lesedi FM (Sunday); Munghana

Lonene FM (Saturday); Radiokansel/Pulpit (across the week);

and Thobela FM (Sunday).

• Stations showing downward trends in listenership are Ukhozi

FM (Saturday) and Good Hope FM (Sunday).

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Radio Listening – National

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Radio penetration in various provincesRadio listenership in Gauteng• Stations in the area: 43

• Average number of stations per listener: 2.4 per week

• Average number of days listened: 5.9

• Average time spent listening: 31 hours and 48 minutes per

week, or 4 hours and 32 minutes a day.

In total, radio listenership in Gauteng has grown significant-

ly from 78.8% to 81.8% over the previous survey, with total

Monday to Friday listenership of 5.003-million. The increase is

also significant year on year. In weekday audiences, upward

shifts have occurred in Johannesburg and the East Rand, in the

50+ age group, and in LSM 7-10.

Saturday listenership is up significantly year on year, and

over the previous survey, where listenership increased from a

penetration of 72.6% to 75.3% (4.607-million total listeners).

Johannesburg and East Rand listeners have increased, as have

females, 35+, and LSM 8.

On Sundays, listenership is up from 70.5% to 73.5% (now

with 4.493-million listeners) over RAMS 2002B (with a year on

year increase also coming through). Upward shifts occurred in

Johannesburg, females, the 16-24 age group, and in LSM 7-8.

Only two stations (with a minimum of 2% incidence in the

province), showed significant growth over RAMS 2002B. Once

again, Jozi FM is one of the pair, and the second is 94.7

Highveld Stereo. Total community also posted significant growth.

Jozi FM grew its Monday to Friday audience from 1.7% to

2.4%, to a listenership of 146 000. This was also a significant

year on year increase.

94.7 Highveld Stereo grew its Sunday audience from 6.4%

to 7.7%, to a listenership of 468 000.

Year-on-year changes (RAMS 2002A vs 2003A)• 94.7 Highveld Stereo – up across the week.

• Jacaranda 94.2 – up on Saturdays from 4.5% to 5.7% (a cur-

rent total of 347 000).

• Jozi FM – up from 1.7% to 2.6% (a current total of 156 000)

on a Saturday, and from 1.1% to 2.4% on Sunday.

• METRO FM – Sunday listenership is up from 12.1% to 13.9%

(850 000 total listeners).

• Radiokansel/Pulpit – from 1.2% to 1.8% (110 000 total listen-

ers) on a Saturday.

• Total community – up on a Saturday from 5.1% to 6.2% (with

total listenership of 381 000).

• YFM 99.2 – growth from 11.9% to 13.5% (M-F), and from

11.1% to 13.3% on Saturdays.

Profile changes• 94.7 Highveld Stereo – up on the West Rand and on

LSM 9-10 (Sat); up in LSM 10 (Sun).

• Jozi FM – 35-49s are up on Saturdays.

• Lesedi FM – female listenership on Sunday is up.

• METRO FM – Johannesburg audiences are up on Sundays.

• Motsweding FM – up in LSM 6-10 (Sun).

• Munghana Lonene FM – up in 50+ on Saturday.

• RSG – up in LSM 9 (Sat).

• Thobela FM – LSM 6-10 listeners are growing (Sat).

• YFM 99.2 – up in LSM 8 (M-F); amongst 16-34s and

LSM 7-8 (weekends).

Top five listsIn Greater Johannesburg (M-F):1. METRO FM – 17.6%

2. YFM 99.2 – 16.7%

3. 94.7 Highveld Stereo – 14.2%

4. Ukhozi FM – 13.6%

5. Lesedi FM – 12.4%

On the East Rand (M-F):1. Ukhozi FM – 21.2%

2. YFM 99.2 – 16.1%

3. METRO FM – 13.5%



On the West Rand (M-F):1. 94.7 Highveld Stereo – 23.2%

2. Lesedi FM – 15%

3. Motsweding FM – 11.6%

4. METRO FM – 9.8%

5. RSG – 9.4%

In Pretoria (M-F):1. Jacaranda 94.2 – 23.7%

2. METRO FM – 15.6%

3. Thobela FM – 15.4%

4. Total community – 10.3%

5. RSG – 8.1%

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In the 16-34 category:1. YFM 99.2 – 23.2%

2. METRO FM – 22.5%



5. Ukhozi FM – 11%

In the 35+ category:1. Lesedi FM – 17.6%



4. METRO FM – 8.2%

5. Jacaranda 94.2 – 7%

In SU-LSM 1-5:1. Lesedi FM – 24.5%


3. METRO FM – 14.3%

4. YFM 99.2 – 13.5%

5. Motsweding FM – 9.3%

In SU-LSM 6-10:1. 94.7 Highveld Stereo – 17.6%

2. METRO FM – 15.3%

3. YFM 99.2 – 13.5% (a significant increase on RAMS

2002B)

4. Jacaranda 94.2 – 9.4%

5. Lesedi FM – 9%

Gauteng Radio Shares Ave Mon-Fri – Time Listened

Radio Listening – Gauteng

Radio listenership in KwaZulu-Natal• Stations in the area: 23


• Average number of days listened: 6

• Average time spent listening: 27 hours and 24 minutes

per week, or 3 hours and 54 minutes a day.

Radio listenership in KwaZulu-Natal has remained sta-

ble, with the only change coming through for total commu-

nity, which is up significantly across the week. Monday to

Friday penetration is at 2.9% (180 000), Saturday at 2.8%

(170 000), and Sunday at 3% (182 000).

Monday to Friday total listenership is at 78.6%, with

4.792-million listeners. LSM 8 audiences have grown.

Saturday audiences are at 4.545-million, a penetration

of 74.6%.

On Sundays, penetration is at 73.4% (4.471-million),

with LSM 8 audiences on the rise.

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Radio Listening – KwaZulu-Natal

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Top five listsIn Durban (M-F):1. Ukhozi FM – 34.5%

2. East Coast Radio – 24.9%

3. METRO FM – 19.4%

4. Lotus fm – 8.2%

5. P4 Radio KZN – 6%

In Pietermaritzburg (M-F):1. Ukhozi FM – 38%


3. METRO FM – 18%

4. P4 Radio KZN – 8%

5. Lotus fm – 7.8%

In the 16-34 category:1. Ukhozi FM – 59.8%

2. METRO FM – 20.4%


4. P4 Radio KZN 98-100fm – 4.3%

5. Umhlobo Wenene FM – 2.6%

Year-on-year changes (RAMS 2003Aover 2002A)• East Coast Radio – up from 13.7% to 16.2%, with

987 000 (M-F) listeners.

• Umhlobo Wenene FM – down from 3.1% to 2%,

now with 122 000 listeners (M-F).

Profile changes• East Coast Radio – up in metros on Sunday.

• METRO FM – up in LSM 5-6 (M-F), and LSM 7-8

(Sun).

• Total community – up in metros, and 35+ (M-F);

amongst males and in the 35-49 age group (Sat); in

LSM 8 (M-F, Sat); in the 35+ age group, and in LSM

1-5 (Sun).

• Ukhozi FM – up in LSM 6-10 (Sat)

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KwaZulu-Natal Radio Shares Ave M-F – Time Listened

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In the 35+ category:1. Ukhozi FM – 51.4%


3. Lotus fm – 5.6%

4. METRO FM – 4.9%

5. Total community – 3.5% (a significant increase)

In SU-LSM 1-5:1. Ukhozi FM – 70.7%

2. METRO FM – 12.6%


4. P4 Radio KZN 98-100fm – 2.7%


In SU-LSM 6-10:1. East Coast Radio – 36.7%


3. METRO FM – 15%

4. Lotus fm – 12%


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Radio Listening – Western Cape

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Top five listsIn Cape Town (M-F):1. Kfm 94.5 – 20.3% (a significant increase)



4. Good Hope FM – 14%

5. METRO FM – 9%

In the Cape Fringe (M-F):1. RSG – 21%


3. Kfm 94.5 – 16.9%

4. Good Hope FM – 13.7%

5. KC FM – 12.2%

In the 16-34 category:1. Kfm 94.5 – 27.3% (a significant increase)


3. Total community – 15%


5. METRO FM – 10.6%

Radio listenership in the Western Cape• Stations in the area: 26


• Average number of days listened: 5.6

• Average time spent listening: 26 hours and 18 minutes

per week, or 3 hours and 46 minutes a day.

The Western Cape shows a stable radio picture period

on period, with significant increases for Kfm 94.5 and Bush

Radio, as well as annual growth for total listenership on a

Monday to Friday, and on Sunday.

Kfm 94.5 showed significant growth period on period,

and on the previous 12 months, across the week. Monday to

Friday incidence is 24.1%, up from 20.8% (698 000 total

listeners), Saturday is up from 17% to 19.9% (now with

575 000 listeners), and Sunday is 16.5% from 14%

(478 000 total listeners). These increases were seen in Cape

Town across the week; in the female demographic, amongst

16-24s, and in LSM 7-8 (M-F); in LSM 6-10 (Sat); and in

the 16-24 age group and LSM 6-10 (Sun).

Bush Radio increased its penetration to 1.2% (to

35 000 listeners) on the weekend.

Average Monday to Friday listenership in this province

stands at 74% (2.139-million), which is a significant increase

over RAMS 2002A (70.7%). Demographic shifts include

more listeners in LSM 6-10, and amongst females.

Saturday listening is stable, at 65% or 1.878-million lis-

teners.

Sunday listenership levels are up on the previous 12

months, from 58% to 61.7% (1.783-million total listeners).

Year-on-year changes (RAMS 2003A over2002A)• Good Hope FM – down across the week.

• P4 Radio Cape Town 100-108fm – up on Mondays to

Fridays (6.5%), and on Saturdays (5.9%).

• Total community – up across the week.

Profile changes• Good Hope FM – down in LSM 9-10 (M-F).

• Radiokansel/Pulpit – up in LSM 6-10 (Sun).

• RSG – up in LSM 9-10 (M-F), and in LSM 7 and 9 (Sat).

• Total community – up in Cape Town across the week, and

in LSM 9 on Sundays.

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W.Cape Radio Shares Ave M-F – Time Listened

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In the 35+ category:1. Kfm 94.5 – 21.3%

2. RSG – 19.2%




In SU-LSM 1-5:1. Umhlobo Wenene FM – 26.1%


3. Kfm 94.5 – 15.4%

4. RSG – 13.1%

5. METRO FM – 10.3%

In SU-LSM 6-10:1. Kfm 94.5 – 26.8% (a significant increase)


3. RSG – 12.9% (a significant increase)


5. P4 Radio Cape Town 100-108fm – 7.4%

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