CYBERTORIAL: Through our four premium radio stations – 947, 702, KFM and CapeTalk – we at Primedia Broadcasting are able to connect and engage over 3.1 million affluent listeners with the most influential brands in South Africa.
The value of our in-depth understanding of our audiences comes from battle-tested consumer knowledge, underpinned by various research initiatives and overlaid by quantifiable research. All of this enables us to get into the headspace of our listeners, and deliver an in-depth target audience profile which will allow media professionals to plan and execute great multi-platform campaigns.
Our use of the Future Fact research, and the insight gained from the extensive analysis that led to the Primedia Broadcasting rebranding, has allowed us to give media planners and strategists a clear insight into what each of the brands stand for and who they connect with.
947 – Embodying the all or nothing attitude of the city (@)
Joburg is a city like no other, where its people come alive as one eclectic community, in constant motion. It is a city of creativity and innovation, unashamed ambition, yet down to earth warmth and authenticity. 947 plugs directly into this, and in doing so, amplifies Joburg’s distinctive sounds, can-do energy and its one-of-a kind personality.
This is reflected in the size and attitude of our audience. The 947 listeners are young and energetic. They endorse multi-culturalism, value diversity and epitomize many of the best things of the democratization of the country. They are very engaged with technology and love bold, inspiring experiences and having fun – all of which 947 delivers to them at full volume. They are big social networkers and relate to the larger than life presenter personalities and social influencers that drive the station’s shows. 947 listeners are the force for the future of the country.
702 – A platform to speak your mind and to open minds (@)
In our South African society, that has provided the world with inspiring examples of people willing to embrace new thinking, 702 continues to play an important role in championing the need for accountability and balanced perspective. As South Africa’s biggest platform for spirited conversation, 702 is an open invitation to all South Africans to freely express their opinions, and to hear other sides of the story.
The 702 listener embraces the invitation to take part in the conversation. They are educated, aware and informed citizens who believe in the future of South Africa and doing their bit to help make the country a better place. They generally have the wherewithal to indulge and the financial instruments to secure their financial well-being and lead comfortable lives. They are the kind of people that reach out and make contact with others through word and deed and 702 helps them to do it.
CapeTalk – Speak to a community that believes in making a positive difference (@)
There are people in every community who stand out. People who are passionate about the world they live in: who engage thoughtfully with people and issues and have influence in their communities. These are the people who love and listen to CapeTalk. The CapeTalk listener works hard, values their position in the world, is technologically sussed and racially diverse.
As a station, CapeTalk stands apart in its clarity of focus, quality of listenership and regional impact. With unrivalled reach in the Western Cape’s most premium market, the station harnesses and enables the power of the community through thoughtful conversation and debate.
KFM – Connect to the easy going sociability of Cape Town (@ )
KFM is inspired by Cape Town. It talks to a city that is brimming with diversity, inspiring creativity and has a conscious attitude to life. This is the spirit that KFM lives every day.
KFM is where you’re always in great company. It is a station where listeners connect around what really matters. It attracts a younger audience who delights in technology, loves to listen to the radio on their cellphones and is comfortable downloading podcasts, browsing the internet and clicking on-line ads. With easy-going sociability and spontaneous, light-hearted fun, KFM is where the Cape comes together.
Primedia Broadcasting can help customers maximize the effectiveness of their advertising solutions by providing expert understanding of consumer behaviour. Speak to us to find out how we can connect you to the right audience with creative multi-platform solutions across all four of our premium brands.
Tracy Stafford is research manager at Primedia Broadcasting & Noelle Hardy is sales creative manager.
IMAGE: Primedia ©
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