*CYBERTORIAL: SABC Radio has invested in world-class research to allow for strategic media planning so that advertisers get maximum reach and impact for the correct audience, without having to substantially increase their spend.
The broadcaster has collated world-class research insights about each station and group of stations, drawing on in-depth analysis by All Media Product Survey (AMPS), Target Group Index (TGI) through Ask Afrika, and the Unilever Majority report. The research has highlighted a number of changes in SABC Radio audiences over a ten year period and revealed a significant growth in the audience profile, in terms of reach, listenership figures, and demographic.
Fortune4 (2000FM, Lotus FM, SAFM, and Radio Sonder Grense – RSG), as the name suggests, targets affluent and discerning radio audiences across South Africa, and speaks to the matured, rooted, legacy-driven and settled B2B audience. With 2,8-million listeners Fortune 4 is the smallest of SABC Radio’s portfolios yet it is a serious contender in terms of growth, with a 23% increase in listeners since 2003. Of these 34% fall into the affluent Lifestyle Standards Measures (LSM) 9-10 and 60% fall into the middle-income demographic of LSM 5-8, making this portfolio highly desirable when it comes to a targeted audience. (AMPS 2003AB and 2013AB)
The four stations are unique in their heritage and are a part of a broader South African identity whose ambition is to inspire the spirit of South Africans and their experiences with inclusive radio that captivates listeners with its inquiring and stimulating nature.
Radio 2000 reflects and unites South Africa’s diverse cultures and offers programming with the intent of strengthening democracy and nation building through music, lifestyle, sport and events of national importance.
Lotus FM fulfills cultural and family values by catering to the information and entertainment needs of the South African Indian population.
RSG is the nation’s biggest Afrikaans radio station with relevant and current programming that appeals to a forward thinking audience who have a sense of belonging in the new South Africa.
Lastly, SAfm offers a platform where South Africans can challenge and redefine the status quo. It delivers progressive news and information, while remaining true to the listener’s lifestyle and entertainment needs.
The Fortune4 listenership stable boasts people in leadership positions, visionaries, entrepreneurs, professionals, managers and executives of distinction that contribute immensely to the country, economy, and are generally high net worth individuals.
“Despite strong competition experienced in the form of talk and other music format competitor radio stations, our Fortune4 portfolio has been resilient in the changing market landscape as it managed stable audience growth over the past two years across the middle and high end audience profile,” says Wanele Mngomezulu General Manager Business Intelligence.
With their combined offering of news and information, lifestyle, drama, sport and an entertainment platform, Fortune 4 stations have a resonance within the South African business community.
“The home and family is very important to the Fortune 4 audience, who see their dwelling as a comforting place that they take pride in and want to show off to others. They are a mature, responsible and affluent audience with a positive perspective on life,” says Maria Petousis, TGI Director at Ask Afrika. (Ask Afrika TGI SA 2013C)
That said the overall age of Fortune 4 listeners is dropping. Ten years ago 48% of its audience were 50 or older, that percentage is down to 39%, and there has been a surprising increase in listeners from the 15 to 24-year-old age range, 12% compared with 10% in 2003. (AMPS 2003AB and 2013AB)
“On the whole they are a conscientious group of people who consider faith to be an important aspect of their daily lives. They believe that it’s important to build lasting relationships with one person. They also try to be nice to people as much as they can,’
“They are also concerned about the environment and believe in making an effort to save energy/electricity, and in being a responsible citizen. Paying TV licenses is the right thing to do for this audience, and company ethics matter to them. The Fortune 4 listeners are concerned with violence and crime, and with government’s role in creating employment. They are concerned with societal issues of aids being a threat to the South African economy. The Fortune 4 audience fears being indebted and enjoys good service,” says Petousis. (Ask Afrika TGI SA 2013C)
They are interested in improving themselves and actively seek out information about the world around them, 41% read daily newspapers and 13% read books as a monthly activity.
“Fortune 4 seizes opportunities presented by the emergence of a common identity within the broader South African business community. We drive South Africa’s development and transformational agenda to create a culture of entrepreneurship,”.
To remain relevant to this evolving audience, SABC Radio has reviewed its content and quality of output and provide a targeted, improved service.
*Cybertorial is paid-for content
About SABC: The SABC’s core business is to deliver a variety of high quality programmes and services through television and radio that informs, educates, entertains and supports the public at large.
