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Radio audiences stay put

23 Nov 2004

The radio sector is holding steady, with the fourth release wave of SAARF RAMS (July - Sept 2004/4) showing no significant changes in radio audiences on a national basis.

In total, listenership levels have grown, with time spent listening up by six minutes in an average day (4h51), but average daily listenership for individual stations is comparable with the previous period.

Total listenership has grown, though not significantly:

Past 7 days: 92.7%, up in metros, Gauteng, Durban and Vaal, and in SU-LSM® 7 and 10.

Monday-Friday: 80.8%, with gains in metros, Kimberley, and in SU-LSM® 10.

Saturday: 78.3%, up in metros and in Durban.

Sunday: 75.8%, up in cities and large towns, and in SU-LSM® 6-10.

While there were no significant audience changes for individual stations, several stations did show significant changes in their audience profiles over the previous wave (SAARF RAMS® 2004/3 Apr-Aug):

Good Hope FM grew its SU-LSM® 10 audience (past 7 days and average Monday to Friday).

There are fewer SU-LSM® 5-6 listeners tuning in to Kaya FM 95.9 (past 7 days).

Lesedi FM has attracted more SU-LSM® 8 listeners (past 7 days).

Motsweding FM and Munghana Lonene FM both grew their audiences in metros, both past 7 days and on an average Monday to Friday.

Gauteng is providing fewer listeners for SAfm during the week.

Ukhozi FM and 99.2 YFM have shed SU-LSM® 5 listeners (past 7 days).

Total Community is up in Port Elizabeth and Uitenhage (past 7 days, and average Monday to Friday), and is up in SU-LSM® 6-10 during the working week.

The fifth reporting wave of SAARF RAMS® will be released on 14 January, 2005.