[By: Radiobiz Reporter]
The questioning of SAARF’s merits as an independent media researcher is nothing new. Reports from the second half of last year were prominent with probes on whether the research body’s has the capacity to deliver dependable data. The loggerhead situation with the marketing association MASA, based on an insistence that marketers should play a more meaningful role, has also tested SAARF’s position.
“Industry would like more marketers involved, so the more members they can attract the better. We need more marketers on our research council,” says Viginia Hollis of SAARF.
SAARF’s latest moves have however been deemed ‘encouraging’ by punters albeit the long road ahead to ultimately prove itself. The February highlights of RAMS, reveal more emphasis on community radio platforms in the spirit of greater representation.
Herewith data gathered:
Time spent listening
– In total, there has been no change compared to the December release
Incidence of radio listening
– stable on December release
-1/4 Hour listening levels
– Mon-Fri, Sat are almost identical to the previous release
– Listeners continue to listen to an average of 2.0 stations per week
– Profiles of listeners by gender, LSM, age and population group remain comparable
Adverse weather conditions in Limpopo, Mpumalanga, Eastern Cape and KwaZulu Natal; Nairobi mall massacre, striking petrol attendants, SANRAL implementing e-toll, mourning of the death of elderly statesman Nelson Mandela.
The most comprehensive data analysis of the latest figures has deliberately been between commercial and community radio stations. This largely due SAARF’s vision to offer research from the broader radio community and in the advancing the spirit of representation.
Gauteng’s community radio stations
Eldos FM – 0.2 In February 2014 compared to 0.3 In December 2013
Radio Today – 0.0 In February 2014 compared to 0.1 In December 2013
UJFM – 0.0 In February 2014 compared to 0.1 In December 2013
Amid the civil protests in the North West
Kopanong FM – 2.1 In February 2014 compared to 2.1 In December 2013
Letlhabile community radio – 1.5 In February 2014 compared to 0.9 In December 2013
SAARF’s documentation of developments in the community radio sphere, shows their commitment to an encouraging repositioning and rekindling public trust. The move reveals forwardness in vision the wake of much scrutiny. Time will only tell if this slight shift in perspective will hold.