[By Kagiso Mnisi]
The fact that there is almost no conscious monthly tracking of RAMS by most media says a lot. This solidifies the speculation that some radio and television stations are planning to pull out from these surveys. Amongst reasons given is that the methodologies employed are out of touch with happenings in the media space especially in the advent of going social. There is little in the RAMS drive to document what audience patterns are in relation to the conversations extended through online tools, which the modern day programmes manager, host and other players are largely using to interact with their followers.
But before the jump off, here with the latest…
Sports as a glory filled audience puller has been expectedly included in the June survey. The fieldwork covers a campaign done from January to May 2013. Stability is seen to be sustained with only a single radio station able to chart a significant change in audience figures over the previous survey. Sports, especially soccer was also a predominant with the pull of a humdinging last leg of the premier soccer league, Nedbank Cup, the clash between Bafana Bafana and Ethiopia, Confederations Cup, and Champions League.
Time spent listening
• Time spent listening is up by 1 minute on RAMS May 13. SA adults spend on average 3h29 minutes listening to radio each day.
• Per week, adults listen for 24h24 minutes on average, which is 6 minutes longer than in the previous survey.
• Seven-day listening (p7d) – radio reaches 89.4% of the total adult (15+) population. This figure is stable on the previous survey, although there has been growth in listening in Bloemfontein.
• Average Monday to Friday – 69.4%
• Saturday listening – 65.5%
• Sunday listening – 65.4%
Individual station changes
Commercial radio stations showed little change in their audience levels over the previous period. However some have audience levels which look significantly different now than they did in June 2012. These include:
East Coast Radio (reaches 5.5%, compared to 4.9% a year ago)
Lesedi FM (up from 2.11-million in RAMS Jun 12 to 2.35-million currently. The station now reaches 6.7% of SA adults, up from 6.0 %.)
Talk Radio 702 (Average Monday-Friday levels are also up, from 0.8% to 1.1 %.)
Reach for the community radio sector as a whole remained stable over the previous survey, but is still not at the levels it was a year ago. Weekly reach was 24.9% in RAMS Jun 12 and is currently 23.5%, while average Monday-Friday listening levels are 11.6%, compared to the 12.5% of the year previous.
The Voice of the Cape grew its reach into the Western Cape from 4.7% in RAMS May 13, to 6.8%, with audience numbers now at 241 000, up 73 000 since the last release.