Google+
Subscribe to: Newsletter      Comments      News

Radio and black middle class

Posted by radio On May - 14 - 2013

[By:Kagiso Mnisi]

 

Buying power by the black middle class contingent is on the rise. This segment has not always been done justice by research data since there were no appropriate tools designed to measure it. This mercurial target market has always eluded researchers, all largely due to preconceived stereotypes and the fact that research houses were always baffled by its complex heterogeneity. The market is always in flux in regards to brand affiliations and more sophisticated mechanisms have to be employed to adequately gauge patterns emerging in that world. The latest RAMS call up is meant to update everyone on the latest movements in radio audiences and black buying power has a keen gaze put on it. This comes at the back of Ramsay Media’s charts as revealing the following in radio listenership by black respondents with a high income per annum:

 

 Metro FM

 

Charted at 59% of respondents as a station of choice for black Top Enders. This research also showed a significant rise in young female listeners.

 

Kaya FM

 

Came as runner-up at 32% which indicates a steady rise.

 

 

The remainder of the top six positions are taken by YFM, SAfm, Talk Radio 702 and 5FM. After that, the remaining stations attract less than 20%

 

 

SAARF’s methodology has observed the number of stations as one of its parameters; its findings reveal that the national average is 2.0 which encompasses both commercial and PBS stations. In fragments there are 38 commercial and 196 community stations that are earmarked for reasearch. Other gauges include obligatory LSM, gender and age profiling.

 

 

 

Highlights

 

Commercial station that has significant black middle class audience

Kaya FM

Core audience: 37 year old with an average income of R15 159.

Total past 7 days listenership (latest):1.353 million

Ad spend: R169.4 million

Main competitors: Talk Radio 702, Classic FM, YFM, Highveld Stereo, Metro FM

USP: Targets a sophisticated and distinguished listenership

Most popular show: ‘Best T in da City’

 

PBS with a healthy black community buy in

Motsweding

Core audience: Adults age 25 – 49, within LSM 5-8

Total past 7 days listenership (latest): 3.321 million

Ad spend: R 75 million

Main competitors: Jacaranda, North West FM, Mafisa, Soshanguve Radio

USP: Largest Setswana station in Southern Africa, it is the radio brand that broadcasts for empowerment and betterment of Setswana speaking audience.

Most popular show: ‘Tsoga Afrika’ with Kabelo Malopyane and Felix Nhlapo

 

 

Did you like this? Share it:

Leave a Reply

You must be logged in to post a comment.

Liberty Radio Awards winners announced

The top performers of the South African Radio industry were acknowledged at the Liberty Radio Awards gala banquet in Sandton […]

Industry greats #TakeCharge at this year’s sold-out East Coast Radio GIBS Business Breakfast

The power packed line-up saw four of South Africa’s business leaders as keynote speakers who shared their knowledgeable experiences in […]

Liberty Radio Awards My Station Finalists Announced

Listeners voting for their favourite stations in the 2019 Liberty Radio Awards My Station category closed at midnight on Tuesday […]

Phat Joe takes over Radio 2000 Breakfast Show

Radio 2000 has announced a few changes to its line-up, in order to remain competitive and relevant to audiences across […]


TAG CLOUD

POPULAR