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This is the third RAMS survey in a row in which Kaya FM 95.9 has recorded year-on-year audience growth. In this first survey of 2008, its figures are once again up significantly year-on-year – from 3.2% reach and 979 000 listeners in RAMS Feb 2007, to 4.4% and 1,383-million listeners currently (past seven days). Compared to RAMS November 2007, the station has grown its audience in metro areas, and amongst SU-LSM 9s across the week.
Kaya FM has also upped its weekday audience significantly, from 1.4% a year ago, to 1.9% currently, and has grown in metro areas over the previous survey.
Continuing its seemingly endless upward climb, Gagasi 99.5 has also posted significantly greater reach over RAMS February 2007. On a weekly basis, its audience is up from 942 000 in the year previous, to 1,508 million, taking its reach from 3.0% to 4.8%. Over the previous survey, Gagasi also grew its SU-LSM7 audience. The station's average Monday to Friday audience also grew, from 1.7% in February 2007, to 2.9% currently, with growth in SU-LSM6+ (over RAMS November 2007).
Other stations have been less fortunate, with several experiencing declines in their audience figures compared to a year ago (RAMS February 2007).
Demographic shifts over the previous RAMS (Nov 2007):
Total weekly listening levels are stable both on the November 2007 RAMS release and on February 2007. Daily levels are lower year-on-year.
Time spent listening is also stable on the previous survey, with people tuning in for 30 hours and 24 minutes a week, and four hours, 21 minutes per day. Daily listening time however, has decreased by 16 minutes across the year.
There is stability in the repertoires department, with 2.0 stations in an average week, identical to the previous survey.
Lastly, there continues to be positive growth in terms of the affluence of radio listeners, with numbers of SU-LSM1, 2 and 3 listeners declining across the year, and numbers of SU-LSM5, 6 and 7 listeners on the rise.
The second release of SAARF RAMS for 2008 is scheduled for 16 April 2008.