This week we look at the latest RAMS figures which cover the period March – June 2012 compared to the same period 2011. But before we start interrograting the figures, an important announcement from our Group MD, Chris Botha: “We often get so caught up in being busy that we forget to take a moment to reflect and celebrate our accomplishments of the year.
“The MOST Awards is an annual awards ceremony, hosted by Wag the Dog Publishing, that recognises accomplishments by media owners and media agencies. The best media owner sales teams are announced (as voted for by media planners) and the best media agencies are announced (as voted for by media sales teams). I am very proud to announce that The MediaShop was once again voted as Best Full Service Media Agency as well as Best Overall Media Agency.
“It is something we are really proud of. Our media owner friends are close partners in our business, and their endorsement means a lot to us. This is the second year in a row that we have won this award. In the past 12 months we were also voted Financial Mail AdFocus Media Agency of the year, as well as Finweek AdReview Large Media Agency of the Year.”
Looking at the RAMS
Let us begin with some interesting facts about radio listenership trends and changes:
a) On average, people are listening to radio for 2 minutes longer than they were doing in the last diary. On an average day people are listening for three hours and 33 minutes.
b) The increased listernership can be seen between 07h30 -09h30 on Saturdays, 07h45- 09h15 and again 19h00-20h15 on Sundays. Monday to Friday listenership is relatively stable.
c) Nationally, in an average week, people listen to 2.1 stations. Gauteng is the highest at 2.4 stations followed by North West at 2.2 stations.
d) The majority of listeners fall into LSM groups 4 – 7 (65% of all radio listeners).
e) 78% are black, 11.7% are white, 7.7% are coloured and 2.6% are Indian.
f) Radio listenership via a cellphone is up by 24% diary on diary.
Putting the past seven day listenership under the microscope, we see the following significant changes:
Increases
Highveld: Up by 5%
Radio 702: Up by 10.3%
Tru FM: Up by 15.3%
Decreases
YFM: Down by 7.1%
Kaya: Down by 8.2%
Good Hope: Down by 7.2% Cape Talk
Down by 15%
MPower: Down by 17.1%
Overall, total community radio listenership is up by 0.3% and total commercial/PBS (public broadcast services) is up by 0.5%, resulting in a total increase of 0.5% for the past seven day listenership. Please note that this is statistically not regarded as any change.
The average day (Monday – Friday) listenership figures are not all the different with the overall change for total radio also at 0.3%.
The stations recording signficant changes are:
Increases
Highveld: Up by 5,4%
Radio 702: Up by 15%
OFM: Up by 6.5%
Tru FM: Up by 18.4%
Decreases
Kaya: Down by 5.5%
KFM: Down by 5.6%
Good Hope: Down by 8.2%
MPower: Down by 25%
In conclusion, the bulk of the audience figures are stable with minor changes. There will no doubt always be stations that will gain listeners and others will lose. That is the nature of radio! Please click on to the RAB website for the detailed audience analysis
