SAARF research reveals teen radio trends
SAARF's media audience research surveys has lowered the respondent age to 15 and the first release on what this group prefers, is the latest Radio Audience Measurement Survey (RAMS) for October 2009.
- Top of the commercial list is Ukhozi FM, which has 212 000 15-year-old listeners.
- Umhlobo Wenene FM has 154 000
- Metro FM has 125 000.
- Thobela FM, with 87 000
- Youth station 5FM shares fifth place with Lesedi FM, both at 85 000
- Gauteng's largest youth station, 99.2 YFM with 79 000
- Motsweding FM at 75 000
- 94.2 Jacaranda with 64 000
- Capricorn FM with 62 000
- East Coast Radio and Ikwekwezi FM with 55 000 each
Community radio stations also draw a 15-year-old following: 233 000 listeners across all stations in this sector.
The stations 15-year-olds are least likely to tune to? With 10 000 listeners or less, there is Lotus fm and Radio 2000 (10 000 15-year-old listeners), tru fm with 3000 and last Classic fm with 2000.
| Radio station | Number of 15-year-old listeners | % total audience | Radio station | Number of 15-year-old listeners | % total audience | ||
|---|---|---|---|---|---|---|---|
| 1 | Ukhozi FM | 212 000 | 3.6% | 11 | 94.5 Kfm | 39 000 | 3.2% |
| 2 | Umhlobo Wenene FM | 154 000 | 3.5% | 12 | Phalaphala FM | 36 000 | 6.2% |
| 3 | METRO FM | 125 000 | 2.4% | 13 | Munghana Lonene | 34 000 | 3.4% |
| 4 | Thobela FM | 87 000 | 2.9% | 14 | Kaya FM 95.9 | 26 000 | 1.8% |
| 5 | Lesedi FM | 85 000 | 2.5% | 15 | RSG | 22 000 | 1.3% |
| 5FM | 85 000 | 4.3% | 16 | OFM | 17 000 | 3.4% | |
| 6 | 99.2 YFM | 79 000 | 5.0% | Algoa FM | 17 000 | 2.2% | |
| 7 | Motsweding FM | 75 000 | 2.7% | 17 | North West FM | 16 000 | 2.6% |
| 8 | 94.2 Jacaranda | 64 000 | 2.8% | 18 | Heart 104.9fm | 15 000 | 2.7% |
| 9 | Capricorn FM | 62 000 | 4.9% | 19 | Good Hope FM | 13 000 | 2.4% |
| 10 | East Coast Radio | 55 000 | 3.1% | 20 | Lotus fm | 10 000 | 2.7% |
| Ikwekwezi FM | 55 000 | 3.2% | Radio 2000 | 10 000 | 1.4% |
Source: SAARF RAMS Oct 2009
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