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RAMS May 2014 indicators

Posted by radio On May - 23 - 2014

The May release of South African Audience Research Foundation (SAARF), RAMS combines two Large Urban Fieldwork periods :

  • Part 1_2013 : Mid October – Mid December

  • Part 2 _2014 : Third Week January – Mid March

The overall large ample produced was 25 587

Revelations

Radio listenership has remained stable on the previous RAMS release, RAMS Feb 2014.

The recent release on radio listenership shows steady listening levels, with Monday-Friday, Saturday and Sunday quarter-hour levels that are almost identical to those of the previous release.

Total listening levels are:

Seven-day listening (p7d) – 89.2% (33,208-million listeners)
• Average Monday to Friday listening – 68.7% (25,550-million listeners), with a decline in reach in Cape Town.
• Saturday listening – 64.8% (24,124-million listeners), with declines in cities and large towns, and in white audiences.
• Sunday listening – 63.8% (23,742-million listeners)

Time spent listening

Time spent listening rose by one minute over the previous survey, RAMS Feb 2014. The average time spent listening per day is now three hours, 30 minutes, with a weekly average of 24 hours, 30 minutes.

Individual station data

Only two radio stations showed statistically significant shifts in their audience levels over the previous survey. Power 98.7 grew its weekly audience figures from 0.1% to 0.2% (large urban data only), taking its numbers up by a healthy 52,000 listeners to 91,000 in total.

In the Western Cape, The Voice of the Cape, which previously shared a frequency with Radio 786, lost audience across the week. It now has 182,000 listeners and reaches 4.2% of the Western Cape, down from 5.7% (large urban data only).

Demographic shifts

5FM lost audience in cities and large towns on an average Monday to Friday.
• The community radio sector lost audience in Pietermaritzburg across the week.

Top stations

The top stations in terms of gross quarter hours on an average Monday to Friday are:

Total province English-speaking homes Afrikaans-speaking homes Nguni-speaking homes Sotho-speaking homes
Gauteng Metro FM, listened to by 13.1% of GP. 94.7 Highveld Stereo is the top station in 22.1% of English homes. Jacaranda FM, 29.7% Ukhozi FM, 28.9% Lesedi FM, 21.0%
KwaZulu-Natal Ukhozi FM, listened to by 60.1% of KZN. East Coast Radio, 50.7% Ukhozi FM: 69.0% of Nguni homes listen to this station.

Western Cape

Umhlobo Wenene FM, listened to by 23.1% of the province.

Heart 104.9 FM, 18.9%

RSG is listened to by 25.5% of Afrikaans homes.

Umhlobo Wenene FM, 62.8%%

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