The Teen RAMS survey was conducted at the request of the radio industry to determine whether there is commercial value in investigating this market. It covered the radio habits of 13-15-year-olds (off a sample of 1209 diary keepers), for the July to December 2008 period, and is based on Large Urban data only (metros, cities and large towns).
Five per cent of radio listeners are aged 13-15, and 92% of them listen to the radio across the week.
During the school week, teens' listenership is lower than that of adults, especially between 6am and 3pm. Between 3pm and 5pm, teens listen to more radio than adults, and during the evening, their listening is again lower than adults, as teens' TV viewing picks up. Weekend listening tracks adult listening, although at slightly lower levels.
Teens spend 19 hours per week listening, compared to adults' 25 hours, 18 minutes. Each day, they tune in for two hours, 43 minutes, while adults listen for three hours, 37 minutes on average. Teens in the landlocked provinces, with the exception of Gauteng, listen to more radio. Free State shows the highest incidence of teen listening, with three hours, 42 minutes. In the coastal provinces, and coastal towns in particular, listening is lower, possibly because there are more outdoor activities to tempt teens. The teens of fast-paced Gauteng have the lowest incidence of listening: two hours, 24 minutes.
(All figures quoted are for the past seven days)
• A number of radio stations have strong teen appeal across the week. METRO FM has the greatest reach into this market, reaching 23.8% of teens. 99.2 YFM comes in second with 15.5% reach, closely followed by Ukhozi FM, with 15.2% reach.
• Lesedi FM (14.4%) and 5FM (14.1%) also rank high in the teen-appeal stakes, as does Umhlobo Wenene FM (10.7%).
• Proportionately, 5FM and 99.2 YFM have a greater pull on teens than adults. 5FM's adult reach is 8.9%, compared to 14.1% of teens, while 8.2% of adults tune into YFM, compared to 15.5% of teens.
• Across the week, teen community station listenership exceeds that of adults. Community stations reach 23.7% of all adults over 15, but 26.6% of 13-15-year-olds.
• The top-three community stations for reaching the teen market are Jozi FM (4.5% reach), Thetha FM (2.5%) and Zibonele FM (2.2%).
• Varsity radio network has higher reach into the teen market (reaching 3.0% of teens) than into the adult market (1.8% reach). Over one in 10 varsity station listeners is aged 13-15.
(All figures quoted are for the past seven days)
(based on teen RAMS® diary keepers, national and provincial large urban data).
