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Audience September 2017 Profile

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AudienceSeptember 2017

Profile

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The KFM Listener

Tuned into this positive energy and

passion, KFM reflects the spirit of the

Western Cape.

Through authentic, influential

personalities, great music and

inspiring creativity, we connect with a

lucrative audience.

KFM’s audience is a premium and

upwardly mobile market, boasting

listeners with house hold income and

employment levels ranking way above

population norms.

KFM’s racial mix of listeners is the most

representative of the province.

Source : TGI 2016C

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This digitally connected audience has the

highest incidence of internet connectivity out of

listeners in the Western Cape, and are most

likely to connect via mobile phone, WiFi and

ADSL.

They are fun and adventurous, and enjoy

spending time outdoors, getting active and

staying healthy. More than half believe that

they are health conscious and almost as many

are willing to pay more for foods that don’t

contain artificial additives.

We talk to their love of community. We laugh

with them. We explore and share with them.

KFM brings the people of the Cape together –

to live the great life.

Source : TGI 2016C

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Age % Index GP Ave. Age 38

Ethnicity

65% ACI (Black)

13%

35%

2%

50%

African

White

Indian

Coloured

AudienceIn

dex

Index

Day Cume. Mon-Sun (00:00-24:00) 486,000

7 Day Cume. Mon-Sun (00:00-24:00) 736,000

4 Week Cume. Mon–Sun (00:00-24:00) 867,000

Day Cume. Mon–Fri (00:00–24:00) 492,000

Day Cume. Saturday (00:00–24:00) 478,000

Day Cume. Sunday (00:00–24:00) 468,000

Audience Reach & Profile

Source : BRC RAMS, Jan 2017 – Jun 2017

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Gender

49% 51%

42% Married /

Living together

58% Single,

divorced,

widowed

Marital Status

47%

42%

11%

Metro

Urban

Rural

Community Size

Parents

86% Are parents

Location

9%

15%

44%

89%

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

Other

Work

Vehicle

Home

Purchase Decision

75% Mainly or Partly

Responsible for

the Shopping in

the Household

81% Radio

Device

22% Mobile phone

42% Vehicle radio

Audience Reach & Profile

Source : TGI 2016C

Source : BRC RAMS, Jan 2017 – Jun 2017

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Mon-Fri Sat Sun

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

Weekdays

Kfm reaches 120,000 listeners in the

breakfast drive, building audiences

from 06:30. The KFM drive time runs

to 09:00, when we reach our

audience peak.

Kfm maintains a strong listenership

thoughout the day, peaking again at

between 17:15 and 20:00.

Weekends

Whilst weekend listenership starts

later in the morning, the peak mirrors

that of the weekdays, peaking at

10:00. Overall listener volumes and

patterns are very similar to

weekdays, delivering advertisers

great value for money.

Listening Pattern

Source : BRC RAMS, Jan 2017 – Jun 2017

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The NumbersSaturday Day CUMEMon – Fri Week CUME

Daypart Audience

04:00-06:00 70,000

06:00-09:00 396,000

09:00-12:00 419,000

12:00-15:00 392,000

15:00-19:00 488,000

19:00-22:00 308,000

22:00-00:00 93,000

00:00-04:00 38,000

Daypart Audience

05:00-06:00 21,000

06:00-10:00 245,000

10:00-14:00 249,000

14:00-18:00 197,000

18:00-21:00 220,000

21:00-00:00 77,000

00:00-04:00 24,000

Daypart Audience

05:00-06:00 25,000

06:00-10:00 238,000

10:00-14:00 236,000

14:00-18:00 200,000

18:00-21:00 186,000

21:00-24:00 61,000

24:00-28:00 21,000

Sunday Day CUME

Website (June 2017)

Unique Users 266,277

Page Impressions 564,961

Social Media (June 2017)

Twitter Followers 307,559

Facebook Fans 147,975

Newsletters (June 2017)

KFM 13,053

Streaming (June 2017)

Session Starts 441,721

Listener CUME 70,727

Ave. TSL 0:57

Google Analytics, Triton Digital, Facebook, TwitterSource : BRC RAMS, Jan 2017 – Jun 2017

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Line UpWeekdays05:00 - 06:00 Early Mornings with Liezel van der Westhuizen

06:00 - 09:00 Kfm Mornings with Darren and Sherlin

09:00 - 10:00What's Up @ Work (no presenter, whatsapp voice note

requests)

10:00 - 13:00 Ryan O’Connor

13:00 - 16:00 Sechaba G

16:00 - 19:00 The Kfm Flash Drive with Carl Wastie

19:00 - 22:00 Kfm Nights with Brandon Leigh

22:00 - 01:00 Late Nights with Andy

01:00 - 05:00 The Best of the Cape (Automation)

Saturdays01:00 - 04:00 Mitch Matyana - training and development

04:00 - 07:00 Jonathan Duguid

07:00 - 10:00 Weekend Breakfast with Ian Bredenkamp

10:00 - 14:00 The Coca-Cola Top 40 SA with Carl Wastie

14:00 - 18:00 Zoe Brown

18:00 - 21:00The Kfm Bloc Party with Mamohau Seseane (ad-free music

show)

21:00 - 01:00 The Kfm Bloc Party with Barron Hufkie (ad-free music show

Sundays 01:00 - 04:00 Mitch Matyana - training and development

04: 00 - 07:00 Jonathan Duguid

07:00 - 10:00 Weekend Breakfast with Ian Bredenkamp

10:00 - 14:00 Sundays with Brandon Leigh

14:00-19:00 Sundays with Tim Thabethe

19:00 - 22:00 Barron Hufkie

22:00 - 01:00 Mamohau Seseane

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