RAMS May – Aug 2011 at a glance

2nd November 2011Prepared 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 5 diary releases

• They are for the periods:– October 2009 – March 2010– October 2010 – March 2011– January 2011 – May 2011– March 2011 – July 2011– May 2011 – Aug 2011

Diary on Diary listenership Past 7 days - Total population

Average number of hours listened per week

Total listenership by day

Mon – Fri by time channel

Saturday by time channel

Sunday by time channel

Diary on Diary listenership by Province

Radio has at least 90% audience penetration in all provinces.

Diary on Diary listenership by LSM Group

LSM 3, 7,8 and 10 increasing by 1%, slight drops in LSM 1,9,5,4.

Diary on Diary listenership by Age Group

Diary on Diary listenership by Gender

Diary on Diary listenership by Language Group

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

are small changes– Top Losses

• Ligwalagwala FM lost (347000 or 21,9% of their listeners)• ThobelaFM lost (397 000 or 12,8% of their listeners)• Cape Talk lost (17 000 or 12,5% of their listeners)• Classic FM lost (22 000 or 12,5% of their listeners)

– Top Gains• Capricorn FM gained 26,1% or 315 000 more listeners• SAFM gained 15,5% or 74 000 more listeners• Lotus FM gained 10,3% or 36 000 more listeners.• Good Hope gained 8% or 51 000 more listener• OFM gained 6,2% or 34 000 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 33 commercial/PBS stations only 13 showed growth and 20 showed decrease