October RAMS show radio growth

Radio is out there

Increased listening in the Small Urban/Rural sector contributed significantly to radio's higher levels.

• Small urban/rural listening has increased by 10 minutes per day over the July-Dec 2009 component
• Small urban/rural audiences currently listen to radio for four hours and five minutes per day.
• There is also increased listening incidence over the July-Dec 2009 database
• Across the week, listening rose from 87.4% in the previous database to 89.5%, while average Monday to Friday listening increased from 70.6% to 72.7%
• Saturday listening is also up from 69.9% to 71.1%, while Sunday listening is not significantly increased; it is trending up and is currently at 70.1%.

New population estimates

Another contributing factor to radio's improved listenership figures is the new population estimate used for RAMS October 2010. As with AMPS Jun 10, this RAMS release reflects the new 2010 population estimates supplied by UNISA's Bureau of Market Research (BMR). The RAMS universe has grown by 4.7% to 34 020-million adults aged 15+, an increase of 1 522-million people.

Users should be aware of the following significant changes to the population profile:

• A decline in the male population, from 49.3% in the previous RAMS release to 47.0% currently
• An increase in the female population, from 50.7% in the previous release to 53.0% currently
• An increase in the population of the North West, and a decline in the population of both the Northern and Eastern Cape
• Both LSMs and household income groups were statistically evaluated and remained unchanged for this October release
• Gender and age movements amongst listeners are in line with changes in the new population estimates
• A breakdown of the 15+ population, based on the BMR 2010 population estimate, is included in the Appendix

Radio listening in total

Looking at radio overall, seven-day listening is significantly up on the August release, which brings weekly listening levels above the level seen in the year previous. Saturday listening is also higher over the previous release.

Past 7 day listening

• Up on previous survey (87.0%) as well as the year previous (87.1%), to a current level of 88.2%
• Growth was seen in small towns, villages and rural areas, the Western Cape and Northern Cape, Limpopo, Pretoria, amongst males aged 50+ and in LSM 4 and 6
• Declines in the Eastern Cape and in LSM 3

Average Monday to Friday listening

• Levels have not changed significantly, although they have trended upward on the previous release. Monday-Friday listening is currently 69.6%.
• Increases came through from the Northern Cape, Limpopo and North-West, in the age 50+ and LSM 4, but with declines in the Eastern Cape.

Weekend listening:

• Saturday listening: up over the previous release from 64.7% to 65.9%. Gains occurred in small towns, villages and rural areas, the Northern Cape and Limpopo, Pretoria, amongst females, in the 50+ age group and in LSM 4, with a decline in the Eastern Cape.
• Sunday listening remains stable at 65.1%. Sunday listening is up over the previous survey in Limpopo and Pretoria, but down in the Eastern Cape and in LSM 2.

Time spent listening

Time spent listening has increased by four minutes on the RAMS August release, bringing levels in line with the year previous. TSL is now 26h42 per week, and 3h49 per day. Large Urban listening time has decreased by four minutes per day, while the new flooded Small Urban/Rural sector enjoyed an increase of 10 minutes on an average day.

Individual station changes

Only stations showing statistically significant audience changes are reported on here. For a full list of audience figures, please visit www.saarf.co.za, and click on "RAM (radio)".

Despite the growth of radio in general, only two PBS stations were able to attract significantly more listeners over the previous RAMS release, with one commercial station being in better standing now than a year ago.

• Motsweding FM is gearing up to break through the 2-million listener mark during the working week. The station grew its reach from 4.9% in the previous survey to 5.6%, taking its audience from 1,605-million to 1,917-million. This is also a significant increase on the year previous, when its listenership was 4.7%. Motsweding FM's weekly audience is also up on the previous year, from 8.6% to 9.6% currently.
• Phalaphala FM has grown over both the previous survey and RAMS October 2009. The station now has over 1-million listeners, growing its weekly audience of 736 000 in August 2010 to 1,030-million currently. Over the previous survey, reach rose from 2.3% to 3.0% across the week, with gains specifically in small urban/rural areas, Limpopo, amongst females, 25+ and LSM 5 and 6. Reach rose from 1.2% to 1.9% on an average Monday to Friday, with growth in small urban/rural areas, Limpopo, amongst 25-34 year olds and those aged 50+, and LSM 5 and 6. The station's numbers are also stronger than a year ago: up from 1.8% to 3.0% (weekly) and from 0.9% to 1.9% (average Monday to Friday).
• A year ago, Capricorn FM had a weekly reach of 3.9%. Now, the station reaches 4.4% of the SA adult population. Its 50+ audience showed significant growth.

Community radio

As a whole, community radio grew from 10.9% in RAMS October 2009 to 11.8% in the current release (average Monday to Friday). A number of community stations also posted boosted audience figures across the week:

• Barberton Community Radio (BCR 104.1fm) is up from 2.0% previously to 4.2%.
• Eden FM: up from 3.6% in October 2009 to 5.2% in October 2010.
• Inkonjani FM: up from 2.6% in August 2010 to 4.2%, which is also an improvement on the RAMS October 2009 figure of 0.1%
• Maputaland Community Radio's listenership has improved over October 2009 - up from 1.1% to 2.1%.
• Motheo FM has increased from 5.5% in the previous year to 8.4% currently.
• Moutse Community Radio is up from 1.6% in October 2009 to 3.3%.
• Ubuhlebeshowe Community Radio (Zululand FM) is up from 1.0% in the previous release to 1.8%, from a zero base in October 2009.
• Ulwazi FM 88.9: up from 0.3% in the year previous and 2.9% in the previous release to 7.8% in October 2010
• UNIVEN COMMUNITY RADIO 99.8FM grew its reach from 3.2% in both October 2009 and August 2010, to 6.1% in October 2010.
• Vukani Community Radio increased its listenership from October 2009's 1.8% to 2.9% currently.

Station declines

• 567 Cape Talk dropped from 0.2% in RAMS August 2010 and October 2009 to 0.1% (average Monday to Friday). During the week, the station is down from 0.5% in October 2009 to 0.3% currently.
• Algoa fm's weekly reach declined from 2.5% in the previous survey to 2.1%, with declines in the station's female market.
• BRFM's weekday reach declined over the previous survey, from 0.2% to 0.1%.
• ICORA FM's listenership dropped from 3.3% in the previous survey to 2.1%, down from 3.1% in October 2009.
• Izwi loMzansi 98.0fm's reach declined from 2.4% in the previous release to 1.5%.
• RADIO KHWEZI is down on the previous survey, from 3.5% to 2.2%, and from 3.8% in October 2009
• Umhlobo Wenene FM lost listenership over August 2010, slipping from 8.6% to 7.7% during the working week. Its current reach of 7.7% is also down on the year previous (8.9%). Across the week, it saw its reach decline over October 2009, from 13.7% to 12.2% currently. Much of this loss was in small urban and rural areas, amongst females and in the 15-34 and LSM 5 market sectors.
• Unitra Community Radio is down from 6.7% in the year previous, and 6.2% in August 2010, to 4.7%.

Many more stations, while showing stable audiences over the previous period, have yet to return to the higher levels they enjoyed a year ago, showing significantly lower audience levels than in RAMS October 2009.

The final RAMS release for 2010 is on 2 December.