AudienceJune 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.

Our stations deliver

Purchase PowerTap into listeners with the highest average household income in the Western Cape.

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000

Umhlobo Wenene

Good Hope

Heart

RSG

KFM

Cape Talk

Ave. HHI ZAR

Source : BRC RAMS, October 2016 – March 2017, WC

Our listeners are

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

Source : BRC RAMS, October 2016 – March 2017, WC

0 10 20 30 40 50 60

Umhlobo Wenene

Heart

Good Hope

RSG

Kfm

CapeTalk

Completed Any Tertiary Qualification

Listener ProfileSource: BRC RAM Oct 2016 – Mar 2017

Source : BRC RAMS, Oct 2016 – Mar 2017

0

200

400

600

800

1,000

0%

10%

20%

30%

40%

50%

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

List

en

er

% o

f LS

M

LSM % Index GP

LSMAge

0.0

100.0

200.0

300.0

400.0

500.0

600.0

700.0

0%

10%

20%

30%

40%

50%

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

List

ener

% A

ge

Age % Index GP Ave. Age 55

Ethnicity

24% ACI (Black)

9%

76%

1%

14%

African

White

Indian

Coloured

AudienceIn

dex

Ind

ex

Day Cume. Mon-Sun (00:00-24:00) 73,000

7 Day Cume. Mon-Sun (00:00-24:00) 89,000

4 Week Cume. Mon–Sun (00:00-24:00) 92,000

Day Cume. Mon–Fri (00:00–24:00) 75,000

Day Cume. Saturday (00:00–24:00) 67,000

Day Cume. Sunday (00:00–24:00) 68,000

Audience Reach & Profile

Source : BRC RAMS, Oct 2016 – Mar 2017

TGI SA 2016C

Gender

42% 58%

70% Married /

Living together

30% Single,

divorced,

widowed

Marital Status

77%

19%

4%

Metro

Urban

Rural

Community Size

Parents

60% Are parents

Location

4%

4%

36%

85%

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

Other

Work

Vehicle

Home

Purchase Decision

96% Mainly or partly

responsible for

the house hold

shopping.

87% Radio

Device

7% Mobile phone

36% Vehicle radio

Listening Pattern

Source : BRC RAMS, Oct 2016 – Mar 2017

0

20

40

00

00-0

01

5

00

30-0

04

5

01

00-0

11

5

01

30-0

14

5

02

00-0

21

5

02

30-0

24

5

03

00-0

31

5

03

30-0

34

5

04

00-0

41

5

04

30-0

44

5

05

00-0

51

5

05

30-0

54

5

06

00-0

61

5

06

30-0

64

5

07

00-0

71

5

07

30-0

74

5

08

00-0

81

5

08

30-0

84

5

09

00-0

91

5

09

30-0

94

5

10

00-1

01

5

10

30-1

04

5

11

00-1

11

5

11

30-1

14

5

12

00-1

21

5

12

30-1

24

5

13

00-1

31

5

13

30-1

34

5

14

00-1

41

5

14

30-1

44

5

15

00-1

51

5

15

30-1

54

5

16

00-1

61

5

16

30-1

64

5

17

00-1

71

5

17

30-1

74

5

18

00-1

81

5

18

30-1

84

5

19

00-1

91

5

19

30-1

94

5

20

00-2

01

5

20

30-2

04

5

21

00-2

11

5

21

30-2

14

5

22

00-2

21

5

22

30-2

24

5

23

00-2

31

5

23

30-2

34

5

Au

die

nce

s in

‘00

0

Mon-Fri Sat Sun

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

Cape Talk listeners tune inlater than Kfm, peaking in themornings at 08:00 with KeinoKammies.

Saturday mornings deliver thegreatest audience peakbetween 07:30 – 09:30.Weekends peak againbetween 17:30-20:00.

The Numbers

Source : BRC RAMS, Oct 2016 – Mar 2017

Google Analytics, Triton Digital, Facebook, Twitter

Saturday Day CUMEMon – Fri Day CUME

Daypart Audience

05:00-06:00 6,000

06:00-09:00 41,000

09:00-12:00 40,000

12:00-13:00 21,000

13:00-15:00 16,000

15:00-18:00 37,000

18:00-20:00 33,000

20:00-22:00 8,000

Sunday Day CUME

Website (May 2017)

Unique Users 185,314

Page Impressions 434,091

Social Media (May 2017)

Twitter Followers 185,377

Facebook Fans 26,178

Newsletters (May 2017)

Cape Talk 5,535

Streaming (May 2017)

Session Starts 278,281

Listener CUME 60,851

Ave. TSL 0:43

Daypart Audience

05:00-06:00 3,000

06:00-10:00 44,000

10:00-14:00 36,000

14:00-18:00 22,000

18:00-21:00 31,000

21:00-00:00 7,000

00:00-04:00 1,000

Daypart Audience

05:00-06:00 3,000

06:00-10:00 45,000

10:00-14:00 36,000

14:00-18:00 24,000

18:00-21:00 29,000

21:00-00:00 8,000

00:00-04:00 1,000

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 Pippa Hudson

15:00-18:00 The John Maytham Show 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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