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OFM hits half a million
Radio Station OFM has breached the half-a-million mark in listeners, representing a significant step in its five-year plan to make OFM a major player in the broadcasting industry in South Africa.
OFM managing director Lyndon Johnstone says: "Two years ago we set a target of 500 000 listeners within two years. It's fantastic that we've achieved this, and we're now setting our sights much higher."
The latest release of the Radio Audience Measurement Survey (Rams) shows that OFM's growth has come primarily between six in the morning and six in the evening Monday to Friday. Johnstone says all day-time shows have grown.
"What's encouraging is that audience growth is experienced across all shows throughout the day, with Breakfast between 07h00 and 10h00 showing the biggest increase. We've also grown in all age groups from age 16 to the over-50's, with a significant increase in men between the ages of 35 and 49 years. This proves that OFM has broad appeal in the markets within which it operates," says Johnstone.
He ascribes the growth to a combination of quality programming content and extensive marketing: "Listeners in the LSM groups 8 and 9 are significantly up, which is important in offering advertisers an audience that has money to spend. We've also grown audience in the North West and Free State provinces, with the Vaal Triangle more than doubling in listeners."
