Changes to the RAMS diary methodology increased radio listening levels especially at peak TV viewing times. Average day individual station audiences, however, remain comparable and very stable.
The RAMS Diary has undergone a methodological change, one which has impacted on overall radio listening levels. This change occurred with the removal of the TV section from the diary, resulting in a "Radio only" diary.
Such increases in radio listening levels have been seen in other countries when the move was made to a single medium diary. Mark Neely of Nielsen Media Research, Global Radio, gave an industry presentation in South Africa in July, in which he presented the results of a study which showed increased radio listening levels in moving to a single medium diary. A paper presented at EMRO in June 2003 in Finland by AS EMOR's Margo Veskimagi from Estonia, confirmed this. This is therefore not an unexpected phenomenon.
Users should note that this change could represent a new currency for radio. Time spent listening is up as a result of the change, as are the average quarter hours listened to in certain time slots (mainly during the afternoon and evening).
Figures on a station level however, remain statistically unaffected, by and large, and are comparable with levels seen in previous surveys. The fact that only certain stations have significantly grown their listenership in RAMS 2003A, and that trends seen in previous surveys continue into the current survey, attests to this.
It cannot be deduced that more people are now listening to radio, or that they're recording their radio listening more accurately now that they don't have to think about TV. It is just that they are recording their listening differently without the TV prompt, which accounts for certain changed levels.
Other changes include the removal from the diary of the "Where listened" option, and the "Favourite station" question.
Monday-Friday national listenership levels have increased significantly over the previous period, from 77.3% to 79.1%, as well as on the previous 12 months. Upward shifts were seen in metro areas, as well as Gauteng, Johannesburg, and the East Rand, and in LSM 6-10.Saturday national listenership levels have risen over RAMS 2002B, from 72.9% to 74.9%. Saturday listening is also up on the previous 12 months, with increased listening in metro areas, Gauteng, North West, Johannesburg, Vaal, the East Rand, and in LSMs 5,9, and 10.Sunday national listenership levels are up over the previous period, from 70.9% to 73.3%, as well as on RAMS 2002B. Increased listening was seen in large urban and rural areas, in Gauteng, North West, Johannesburg, in LSM 6-8 and 10.Time spent listening to radio - 29 hours, 54 minutes per week, up by two hours and 42 minutes; and four hours, 16 minutes per day, up by 22 minutes. These increases are a direct result of the change to a "Radio only" diary.National radio listenership National radio patterns are up, with a large number of movements - in the main upwards - to be reported. Radiosondergrense (RSG) and total community were the only ones to grow their audiences across the entire week.
RSG has grown across the week, with a Monday to Friday audience of 1.155-million (from 3.4% to 3.9%), a Saturday audience of 983 000 (from 2.8% to 3.3%), and a Sunday audience of 913 000 (from 2.6% to 3.1% ).Total community has grown its listenership base across the week: Monday to Friday from 6.7% to 7.6%, with 2.262-million listeners, a figure which is also a significant increase on the previous 12 months; on Saturday from 6.2% to 7.2%, or 2.148-million (also significant over the past 12 months); and on Sunday, from 6.0% to 7.3%, or 2.178-million (also significant over the previous 12 months).Other increases include:
94.7 Highveld Stereo has significantly grown its Sunday listenership over RAMS 2002B, with 501 000 total listeners, up from 1.4% to 1.7% penetration. This is also a significant increase on the previous 12 months.
Kfm 94.5 has grown its listenership on a Sunday to 1.7%, from 1.4% (495 000 total listeners), a growth which is also significant year on year.
Saturday audiences on METRO FM are up from 9.3% to 10%, with 2.963-million total listeners. Sunday listenership is up over the previous survey from 8.9% to 9.6% (with listenership now at 2.870-million). Both these increases are also significant year on year.
Radio Bop's listenership on a Monday to Friday is up over the last survey, rising from 0.6% to 0.8% (225 000 total listeners). Saturday listenership is similarly up, from 0.6% to 0.8% (with 241 000 total listeners).
Thobela FM has grown its Monday to Friday audience from 5.9% to 6.5% (with current listenership of 1.938-million), an increase which is also significant over RAMS 2002A.
On a Saturday, YFM 99.2 has upped its audience from 2.8% to 3.2%, now standing at 946 000 listeners. This is also a significant increase over the past 12 months.Year-on-year changes (RAMS 2003A over 2002A)
94.7 Highveld Stereo - up on Saturday from 1.7% to 2.1%.
East Coast Radio - up on Monday to Friday from 3.0% to 3.5%, and on Saturday from 2.6% to 3.0%.
Good Hope FM - down on Monday to Friday from 1.5% to 1.1%, and on Saturday from 1.4% to 1.1%.
Ikwekwezi FM - up on Monday to Friday from 2.4% to 2.8%.
Jacaranda 94.2 - up on Monday to Friday from 3.1% to 4.1%, on Saturday from 2.6% to 3.7%, and on Sunday from 2.6% to 3.4%.
Kfm 94.5 - up on Monday to Friday from 1.8% to 2.4%, and on Saturday from 1.5% to 2%.
Ligwalagwala FM - up on Saturday from 2.7% to 3.1%, and on Sunday from 2.6% to 3.1%.
P4 Radio Cape Town 100-108fm - up on Saturday from 0.4% to 0.6%.
RMFM - up on Monday to Friday (from 0.6% to 0.9%) and on Saturday (from 0.6% to 0.9%).
YFM 99.2 - up on Monday to Friday from 2.8% to 3.2%.Profile changes
94.7 Highveld Stereo - up in LSM 10 across the week.
CKI-FM Stereo - up in metros and East London (Sun).
Good Hope FM - down in LSM 9-10 (M-F).
Ikwekwezi FM - up in LSM 5 (Sun).
Jacaranda 94.2fm - up in LSM 5-8 (Sat); up amongst females (Sun).
Kfm 94.5 - up in Cape Town across the week; in LSM 6-10 (M-F); in LSM 7-8 (Sat); in LSM 8 (Sun).
METRO FM - up in metros across the week; up in Bloemfontein (Sat) and Johannesburg (Sun).
Motsweding FM - up in LSM 6-10 (Sun).
Radiokansel/Pulpit - up in LSM 6-10 (Sun).
RSG - up in 35+ across the week; up in LSM 6-10 (M-F); up in metros, cities and large towns, males, and in LSM 9-10 (Sat); up in LSM 7-10 (Sun).
RMFM - up in LSM 6-10 (Sat).
Total community - up in KwaZulu-Natal, in Cape Town, metros, cities, and large towns, amongst males, 16-24 and LSM 6-10, and down in East London (M-F); up in cities, large towns, the Northern Cape, Cape Town, in 16-24s, 35-49s and in LSM 6, and down in East London (Sat); up in metros, cities, large towns, the Northern Cape, KwaZulu-Natal, Gauteng, North West, Cape Town, and in LSM 2 and 6 (Sun).
Ukhozi FM - up in LSM 6-10 (Sat).
Umhlobo Wenene FM - up in LSM 5-6 (Sun).
YFM 99.2 - in LSM 7-8 across the week (M-F); up in cities and large towns (M-F); up in age group 25-34 (Sat).Developing trends
Stations showing upward trends in listenership are Motsweding FM (Saturday), Lesedi FM (Sunday); Munghana Lonene FM (Saturday); Radiokansel/Pulpit (across the week); and Thobela FM (Sunday).
Stations showing downward trends in listenership are Ukhozi FM (Saturday) and Good Hope FM (Sunday).Source: For the complete AMPS 2003A data, visit the SAARF website at www.saarf.co.za.
