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RAMS show stable listenership

29 Aug 2011

The latest Radio Audience Measurement Survey (RAMS 2011/3) results were recently released and, as in the previous Release (2011/2), radio listening on the whole is stable, with radio remaining a top performing medium. Of the 34 commercial/PBS stations, 11 showed growth and 23 showed decrease and of the 57 community stations, 21 of these remained stable or grew slightly and 37 lost audience.

Top Losses

Metro FM lost (222 000 or 2.98% of its listeners)
Lesedi FM lost (141 000 or 3.65% of its listeners)
KayaFM lost (87 000 or 4.45% of its listeners)
Good Hope FM lost (59 000 or 6.2% of its listeners)

Top Gains

Cape Talk gained 7.7% or 14 000 more listeners
Radiokansel/Radio Pulpit gained 4.46% or 9 000 more listeners
BRFM (the Border Drive) gained 3.9% or 8 000 more listeners.
RSG gained 2.74% or 60 000 more listener
Umhlobo Wenene FM gained 1.18% or 60 000 more listeners.

TSL

Time Spent Listening (TSL) is slightly down by four minutes per day over RAMS August 2010, when compared with the June 2011 release. TSL on the LSM 1-3 audience profile has declined while LSM 6 and 7 has grown, year on year.

With so many variables affecting overall listenership, it becomes increasingly important for marketers to not only glance at top line findings, but also delve deeper and unpack the data, to make informed, strategic decisions.

Download the full figures here.

Updated at 1.50pm on 30 August 2011: please note that the RAB-supplied Rams August 2011 pdf, which had incorrect figures for Mon-Fri listenership, has been replaced with an updated one at the behest of RAB.