SABC radio and the latest RAMS

According to information based on percentage gross 1/4 hours average day Monday - Friday, listeners spent the most time listening to SABC Radio. This is supported by the fact that eight SABC stations fall in the top 10 in terms of share of the time spent listening (total adult population). Ukhozi FM (15.5%), Umhlobo Wenene FM (11.1%), and Lesedi FM (9.1%) are the three share leaders, with Thobela FM (6.4%) in fifth and Metro FM (6.2%) in sixth position.

• Age 16 - 24: seven SABC stations in the top 10, with Ukhozi FM (16.4%), Umhlobo Wenene FM (11.8%) and Metro FM (9.8%) in the top three.
  
• Age 25 - 34: seven SABC stations in the top 10, with Ukhozi FM (15.1%), Umhlobo Wenene FM (11.5%) and Metro FM (8.5%) in the top three.
  
• Age 35 - 49: once more, seven SABC stations rank in the top 10. Ukhozi FM (15.6%), Umhlobo Wenene FM (10.6%) and Lesedi FM (10%) ranked in the top three positions in terms of share of TSL for this age demographic.
  
• LSM 8 - 10: Four SABC stations are ranked in the top 10, with RSG being the leader at 12.2%, with Metro FM in seventh place (6.2%), followed by 5FM (5%) in ninth position and Ukhozi FM in tenth position (2.8%)
  
• RSG leads in LSM 9 (12.2%) and LSM 10 (16.9%). Both Metro FM and 5FM have firm positions in the top 10 for these two demographic groups.

Relevance to Black Diamonds

SABC Radio Sales recently launched the "Truth campaign" - an initiative that highlights and challenges old perceptions advertisers have about the Black Consumer Market. The research focuses on South Africa's new Black middle class, the so called Black Diamond Population".

Black Diamonds make up 10% of black SA population, but are responsible for 43% of claimed black consumer power. Eighty nine percent of Black Diamonds listen to radio at least once a week (Black Diamond survey no 1). Radio stations they listen to (Black Diamond 2):

Metro FM - 69%

Kaya FM - 35%
5 FM - 33%
Yfm - 26%

SAfm - 23%

This translates to three SABC Radio Stations in their top five repertoire and two being from the PCS stable.

Looking at their radio station preference by lifestyle segment, they prefer the following stations:

"Mzanzi Youth and Start Me Up" (in order of preference) - Metro FM, 5 fm , Yfm and Kaya FM

"Young families" - Metro FM. Kaya FM and 5FM

"Established" - Kaya FM, Metro FM and SAfm

Findings from the Black Diamond survey are further supported by RAMS. Looking yet again at share of time spent listening, this time for black listeners in the top LSM groups:

Black LSM 8-10: six SABC stations in the top 10. Metro FM is the definitive leader with 20.5% share. Ukhozi FM is in the second position with a 10.6% share

Looking at the top 3 LSMs for black listeners, Metro FM's leadership position is strengthened even further:

• Black LSM 8 - first with 15.6% share, second Lesedi FM (10.5%) - (six SABC Radio Stations in the top 10).
  
• Black LSM 9 - first with 24.3% share, second Ukhozi FM (13.6%) - (six SABC Radio Stations in the top 10).
  
• Black LSM 10 - first with 29.9% share, second Lesedi FM (10.8%) - (five SABC Radio Stations in the top 10).

Sunday Times/Markinor Top Brands 2006 Survey:

The number of radio stations available to the South African public is extensive, and the type of stations varied. Many cater to particular niche markets, with differentiating features such as language, geographic location and style of music.

In the Sunday Times/Markinor Top Top Brands Survey (Radio category), eight of the top 10 stations came from the SABC stable. Ukhozi FM heads up the list for the third year in a row (21% brand relationship score), followed by Umhlobo Wenene FM (15.1%), Metro FM (14.2%), Lesedi FM (10.2%), Thobela FM (9.4%), Motsweding FM (8.8%), Jacaranda 94.2 (5.6%), East Coast Radio (5.4%), 5FM (4.8%) and Ikwekwezi FM (4.3%).

The survey shows that most of SABC Radio brands have improved their brand relationship scores - indicating a strong and improved relationship with the brand.