The South African Audience Research Foundation (SAARF) has released the Radio Audience Measurement Survey for August 2014. The latest release contains diverse data which shows that South Africans have maintained their faith in radio and most consumers listen to the medium for two hours or more.
SAARF makes full use of the diary method of conducting research, a method used by most countries around the world. A diary is simply given to an individual for a week, to document, in 15 segments which radio stations they were listening to at any given time.
Over 80% of South Africans over the age of 15 listen to the radio at least once a week and over two thirds of adults listen to the radio daily on week days.
Once again, radio listenership has remained stable showing steady listening levels, with Monday to Friday, Saturday, and Sunday quarter hour levels that are almost identical to those of the previous results.
SAARF’s main objective is to direct and publish media audience and product/ brand research for the benefit of its stakeholders. It provides data for target marketing and a common currency for the buying and selling of media space and time.
Radio listenership in South Africa has shown little statistically significant change over the previous survey that was issued out in June.
Key news items that were singled out in the release include the Oscar Pistorius trial, continued search of the missing Malaysian airlines flight MH370, platinum mineworkers strike, Boko Haram kidnapping of Nigerian school girls and controversy over upgrades to Nkandla among a host of others.
Commercial radio stations
Most successful commercial radio stations invest a lot of resources into audience research in an effort to understand their audience and make sure they cater for their growing needs and that they are attracting the correct target market.
Large Urban Data
Average Monday to Friday Listening – 76%
Seven Day Listening – 64.8%
Saturday Listening – 64.8%%
Sunday Listening – 63.8%
Demographic Time Spent Listening To Radio
Free State – 3h57
Limpopo – 4h09
Gauteng – 3h18
KwaZulu Natal – 3h26
Mpumalanga – 3h35
Western Cape – 2h50
Radio Stations Average Mon – Fri Listeners
Metro FM – 12.2%
Lesedi FM – 12.0%
Ukhozi FM – 10.0%
Jacaranda – 6.6%
Kaya FM – 6.4%
Community stations have also fared well with adult listenership being the highest among these. The top community radio stations remained Jozi FM, Thetha FM, Radio Khwezi, Radio Tygerberg and Mafikeng Community Radio Station.
Jozi FM – 1.8%
Tembisa – 1.0%
More than 30 million South Africans have access to radio making it the most preferred medium.