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RAMS 2002B - Radio listenership
The declines seen in the previous diary period have been halted - is radio now set on an upward path?
The declines in radio listenership seen across the week in the previous survey period have been halted, with penetration levels just slightly up on RAMS 2002A. Year on year however, Monday to Saturday listenership is still down significantly. Monday to Friday (M-F) penetration is now at 77.3%, Saturday at 72.9%, and Sunday at 70.9% (down in East London).
On a national basis, the majority of radio stations have shown listenership levels comparable to the previous period.
National listenership levels have remained stable, showing the same quarter-hour listening trends, which attests to the robust nature of the data.
Only two stations showed, in total, any significant changes over the last RAMS survey. And only one managed to grow its listenership right across the week - Jacaranda 94.2fm. On a Monday to Friday, the station is up from 3.1% to 3.7%, with 1.093-million listeners. The weekday growth is both over the past period, and year on year, with growth particularly in LSM 1-5. Saturday listenership is also up year on year, and period on period, with the latter showing a rise from 2.6% to 3.3% (967 000). The gains were made in small towns and villages, in rural areas, Limpopo province, in LSM 5, and amongst 16-24s. It's a similar picture for Sunday listenership, with figures of 3.1% (930 000), and demographic gains in rural areas and Limpopo, in LSM 3 and 5, and in ages 16-24 and 50+.
RMFM, Jacaranda 94.2fm's supplemental transmitter, has also significantly grown its listenership over the past period, with 227 000 listeners on Monday to Friday (as well as an increase year on year, and within the 16-34 group). Saturday listening is also up significantly, to 248 000, with increases year on year, and amongst males and those aged 16-34.
Total community radio grew significantly year on year on a Monday to Friday, to 1.99-million listeners. Increases were seen specifically in Soweto, thanks to Jozi FM's growth, gains in the Cape fringe, amongst females, and in age 16-24, and LSM 5-6. Saturday listening is up to 1.834-million, or 6.2%, particularly in metro areas, the Cape fringe, amongst females, and 16-24s. The sector has also grown year on year, across the week.
People spend on average 3.9 hours listening per day, and 27.2 hours per week (which is stable on RAMS 2002A).
On the technical side, RAMS 2002B measured 125 radio stations, 42 of which were commercial, and 83 community, which is five less than RAMS 2002A. Of these, 119 qualified for twelve month reporting. As in the last survey, Radio Atlantis, Ilitha Community Radio, Radio Namakwaland, Takalani Community Radio and Vaaltar FM have qualified for 24-month reporting, which will be released in April. This leaves only one station out of the reporting net - Radio Kaboesna - whose footprint is just too small for reporting.
Year-on-year changes (RAMS 2001B vs 2002B)
Developing trends
Radio penetration in major centres
A look at radio penetration and listenership levels in South Africa's three main metropoles.
Gauteng radio listening
Forty three stations are measured in Gauteng, making it the most radio-dense part of the country. Consequently, it has the highest repertoire of the nine provinces, with people listening to 2.2 stations on average a week (the national average is 1.8). People within this province listen, on average, for 27.8 hours a week, on 5.7 days of the week.
In general, listenership in Gauteng is extremely stable, though showing a slight upward trend over the previous period. On a Monday-Friday basis, 4.798-million people tune in in Gauteng, or 78.8%. Saturday listenership stands at 4.423-million (72.6%) and Sunday at 4.294-million (70.5%).
Only two stations (with a minimum of 2% incidence in the province), showed significant growth in Gauteng over the last period - Jozi FM and IFM Stereo, both community radio stations. Jozi FM grew both its Monday to Friday listenership (from 0.9% to 1.7% - 101 000 listeners), and its Sunday listenership (1.8%, or 107 000 listeners). IFM Stereo grew its Sunday listenership to 0.6%, or 35 000 listeners.
Year-on-year changes (RAMS 2001B vs 2002B)
Demographic shifts
Geographic profiling
This is the last survey which will have a big enough sample to allow for geographic profiling on a micro-geographic level. This is due to budgetary constraints in the year going forward.
The top station in Sandton (and Alexandra) is METRO FM, with 15.7% penetration. 94.7 Highveld Stereo is the top station in Randburg with 24.5% penetration, in Joburg North with 22% penetration, in Joburg Central with 19.9%, and in Joburg South with 25.3%. Soweto's station of choice is Ukhozi FM, in top position with 22.4% penetration.
Top Five
Gauteng's top five stations in the 16-34 category are:
1. YFM 99.2 - 20.6%
2. METRO FM - 20.5%
3. Lesedi FM - 11.9%
4. 94.7 Highveld Stereo - 11.8%
5. Ukhozi FM - 10.3%
Gauteng's top five stations in the 35+ category are:
1. Lesedi FM - 17.1%
2. Ukhozi FM - 13.4%
3. 94.7 Highveld Stereo - 9.5%
4. METRO FM - 7.8%
5. Jacaranda 94.2fm - 6.3%
Gauteng's top five stations in SU-LSM 1-5 are:
1. Lesedi FM - 24.3%
2. Ukhozi FM - 21.2%
3. YFM 99.2 - 13.4%
4. METRO FM - 12.8%
5. Motsweding FM - 9.4%
Gauteng's top five stations in SU-LSM 6-10 are:
1. 94.7 Highveld Stereo - 16.0%
2. METRO FM - 14.3%
3. YFM 99.2 - 11.4%
4. Jacaranda 94.2fm - 8.7%
5. Lesedi FM - 8.5%
KwaZulu-Natal radio listening
RAMS 2002B measured 18 stations in the Kwa-Zulu Natal area. People listen to, on average, 1.7 stations a week, for 25.5 hours (previously 25.9 hours), across six days.
Monday to Friday listenership in the province is stable, with a penetration of 77.7%, or 4.71-million listeners. Saturday listening is at 74.8%, or 4.532-million. Sunday listening stands at 71.7% (4.342-million), which is down significantly on the year previous (74.5%).
On an individual station level, there have been no significant changes over the period.
Year-on-year changes (RAMS 2001B vs 2002B)
Geographic profiling
This is the last survey which will have a big enough sample to allow for geographic profiling on a micro-geographic level. This is due to budgetary constraints in the year going forward.
Ukhozi FM dominates the Durban area, holding top spot in Durban West (28.2%), Durban North (41.2%), and Durban South (35.9%). In Durban Central, East Coast Radio holds top position at 28.5%
Top Five
KwaZulu-Natal's top five stations in the 16-34 category are:
1. Ukhozi FM - 59.5%
2. METRO FM - 19.6%
3. East Coast Radio - 17.2%
4. P4 Radio KZN 98-100fm - 3.9%
5. Umhlobo Wenene FM - 3.4%
KwaZulu-Natal's top five stations in the 35+ category are:
1. Ukhozi FM - 52%
2. East Coast Radio - 11.7%
3. Lotus fm - 5.4%
4. METRO FM - 5.2%
5. Total community - 2.1%
KwaZulu-Natal's top five stations in SU-LSM 1-5 are:
1. Ukhozi FM - 70.7%
2. METRO FM - 13.1%
3. East Coast Radio - 7.1%
4. Umhlobo Wenene FM - 3.2%
5. P4 Radio KZN 98-100fm - 2.5%
KwaZulu-Natal's top five stations in SU-LSM 6-10 are:
1. East Coast Radio - 35%
2. Ukhozi FM - 16.7%
3. METRO FM - 12.5%
4. Lotus fm - 12.2%
5. Total community - 4.2%
Western Cape radio listening
There are 26 stations measured in the Western Cape, with listeners tuning in to, on average, 1.6 stations a week. They listen to an average of 23.7 hours a week (which is stable on the 23.4 hours of the previous period), and on 5.5 days of the week.
Listenership levels have remained stable - indeed, they are trending upwards on Monday to Friday, and Sundays. Monday to Friday listenership in the province is at 2.07-million (71.5%, up from 70.7% in RAMS 2002A), Saturday is at 1.834-million (63.3%), and Sunday is at 1.736-million (60%, from 58% in RAMS 2002A).
Only two stations showed significant changes in the Western Cape over the last period. Kfm 94.5 has shown growth during the week, and on Saturdays. Monday to Friday listenership grew to 601 000 (20.8%, from 17.2% period previous), with audience growth in the south-eastern suburbs of Cape Town, small towns and villages, females, 16-24s, and in LSM 6 and 8. Its Monday to Friday growth is also up year on year. Saturday listening is also up year on year, and over the past period, with listenership at 492 000 (17%, up from 14.5% in RAMS 2002A). Increases were seen in the south-eastern suburbs of Cape Town, 16-24s, and in LSM 8.
Good Hope FM has seen its listenership decline, both year on year and across the period (Monday to Saturday). Monday to Friday listening is down to 368 000 (12.7%), with declines in the northern Cape Town suburbs, and LSM 6-10. Saturday listening has declined to 351 000 (12.1%).
Year-on-year changes (RAMS 2001B vs 2002B)
Geographic profiling
This is the last survey which will have a big enough sample to allow for geographic profiling on a micro-market level. This is due to budgetary constraints in the year going forward.
On a Monday to Friday basis, the top station in Cape Town South West is Kfm 94.5 (19.2%), as is the case in Cape Town North, where the station has a 27.8% incidence. In Cape Town South East, Umhlobo Wenene FM tops the incidence list with 29.4%.
Top Five
Western Cape's top five stations in the 16-34 category are:
1. Kfm 94.5 - 23.2%
2. Good Hope FM - 18.7%
3. Total community - 12.6%
4. Umhlobo Wenene FM - 11%
5. METRO FM - 9.7%
Western Cape's top five stations in the 35+ category are:
1. Kfm 94.5 - 18.6%
2. Total community - 17.5%
3. Radiosondergrense - 16.5%
4. Umhlobo Wenene FM - 8.3%
5. Good Hope FM - 7.3%
Western Cape's top five stations in SU-LSM 1-5 are:
1. Umhlobo Wenene FM - 25%
2. Radiosondergrense - 15.4%
3. Total community - 15.2%
4. Kfm 94.5 - 13.2%
5. METRO FM - 8.6%
Western Cape's top five stations in SU-LSM 6-10 are:
1. Kfm 94.5 - 23.3%
2. Total community - 15.2%
3. Good Hope FM - 14.4%
4. Radiosondergrense - 10%
5. P4 Radio Cape Town 100-108fm - 7.5%
Source: South African Advertising Research Foundation, www.saarf.co.za.
