Radio shows stable results in final RAMSAs 2011 draws to a close, the South African Advertising Research Foundation's (SAARF) final RAMS release for the year shows a medium that continues to demonstrate its stability and reliability, with stations maintaining their audiences at unchanged levels. Total listening Listening levels are unchanged over the October RAMS release. Sunday afternoon listening is higher now than it was in the year previous, while weekend early-evening listening is lower than a year ago. Neither movement is a significant change however. These are the only differences to be found in overall listening.
Time spent listening Looking back over 2010's RAMS releases, time spent listening has come down by eight minutes per day, a loss of an hour's worth of listening across the week. Where TSL was 3h47 per day in RAMS December 2010, it is now down to 3h39, with a loss of one minute over the previous RAMS release. Most of this loss has come from the small urban/rural segment, although listening to music (not radio) on other devices, such as iPods, could also be a factor.
Station figures There were no significant listenership changes over the previous RAMS release. Discernible differences in listening were only seen when looking back across the year, comparing current station audience levels with those of RAMS December 2010. Stations showing higher reach than the year previous
Stations showing lower reach than the year previous
Figures for commercial radio reflected here are percentaged on a national basis, while community radio figures are percentaged on a provincial basis. Only stations showing statistically significant audience changes are reported here. For a full list of audience figures, go to www.saarf.co.za and click on RAMS (radio). Results reflect all adults aged 15+. The results of the first RAMS study for 2012 will be released in mid-February. For more, download: | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||