Interesting radio shifts in Gauteng - RAMS

Fighting for provincial share

RAMS August 2011 shows interesting movements over RAMS June 2011 on a provincial level, as radio stations battle to keep loyal listeners and convert new listeners to their airwaves.

In Gauteng, the third biggest station is now Ukhozi FM, previously ranked fourth under Lesedi FM which now slips a position. Previously commanding 7.1% of time spent listening in the province; Ukhozi FM now has 8.5%. Lesedi's share of time spent listening (TSL) fell from 9.0% previously to 8.1% currently.

Other moves in Gauteng are gains in share for 5FM and declines for 94.7 Highveld Stereo, Jacaranda 94.2 and YFM.

Highveld, whose share of TSL in Gauteng fell from 10.7% to 10.4%, lost listening time from an unlikely segment. The station's English listeners spent less time on the station than in the previous survey, while significantly more Afrikaans speakers tuned in (share of quarter hours listened by Afrikaans speakers rose from 22.2% to 24.2%).

Jacaranda 94.2 showed the reverse: time spent listening to the station rose amongst English audiences and fell amongst Afrikaans.

Time spent listening

Time spent listening (TSL) was stable on the June 2011 release, albeit it one minute lower, with a loss of four minutes per day over RAMS August 2010. On average, South Africa's adults (15+) listen to the radio for three hours and 41 minutes per day.

Total listening

As in the previous RAMS release, radio listening remained stable, with no significant movements over June 2011. In this release too, weekly listening levels are stronger than in the year previous, up from 87.0% reach in August 2010 to 88.6% currently.
Saturday listening showed similar movements, rising from 64.7% in August 2010 to this release's 65.9%, although audiences were lower in Port Elizabeth and Uitenhage than in the previous release.
Average Monday to Friday listening is stable (69.0%), as is Sunday listening (65.3% reach, with growth in the Bloemfontein market).

• Repertoire: remains at 2.1 (national average)
  
• LSM audience profile: LSM 1-3 has declined while LSM 6 and 7 have grown, year on year.

The next instalment of RAMS for 2011 will be released on 25 October 2011. For a full list of audience figures, go to www.saarf.co.za and click on "RAMS (radio)".