Following its March 2011 opening of the Jacaranda 94.2 satellite radio station at Emnotweni Casino in Nelspruit, the combined listenership of Tsogo Sun Gaming's radio partners is in excess of 6 million people.
In KZN, the partnership with East Coast Radio gives Suncoast access to 1 736 000 listeners. In Johannesburg and Nelspruit, Montecasino and Emnotweni are exposed daily to 2 286 000 listeners of Jacaranda 94.2.
The partnership gives East Coast Radio a visible presence to Suncoast's footfall of 8.6 million people annually, while Jacaranda 94.2 brings the faces of its deejays to around 9.3 million people per year at Montecasino and 1.3 million visitors at Emnotweni.
"Radio is an exceptionally powerful medium and one that's remarkably stable in the face of increasing competition," comments Noeleen Bruton, director of marketing for Tsogo Sun Gaming.
The first Radio Audience Measurement Survey (RAMS) for 2011 by the South African Advertising Research Foundation (SAARF) indicates that radio continues to hold the interest of the majority of South Africans, despite growing competition for people's time and attention. Saturday radio listening particularly is increasing, at 1.5% up on 2010. The immediacy of radio is perfectly suited to the fast-paced entertainment industry.
"The partnerships with radio stations whose listenership falls within our catchment areas gives Tsogo Sun Gaming a voice, while simultaneously giving a face to the radio station," adds Bruton. "There are great synergies between our casino properties and their radio partners - both markets have been remarkably stable despite increased competition and a difficult economy and the alliance of powerful brands offers a win-win partnership, with tangible benefits for the radio stations, the entertainment destinations and the combined audiences."
