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PwC Report : The future of Radio in SA

Posted by radio On October - 3 - 2017

The South African radio market will continue to grow each year. Advertising revenue, which makes up the entirety of total revenue, will pass the R5 billion mark in 2020 as advertising agencies capitalise on South Africa’s loyal radio listenership.

 

The South African radio market totalled R4.4 billion in 2016, up 2.4% on the previous year. Over the next five years, total radio revenue will grow at a 3.9% CAGR, hitting R5.4 billion in 2021.

 

Radio advertising revenue is projected to increase each year of the forecast period and opportunities for further advertising growth lie in the rise of smartphone usage, access to affordable data and data-driven campaigns.

As the number of mobile phones increases, more consumers can access radio content as and when they like, widening the potential for advertising investment as listenership grows across community, public broadcaster and commercial stations.

 

Total radio revenue in South Africa will continue to grow. Radio revenue will increase at a 3.9% CAGR over the next five years, with revenue rising to R5.4 billion in 2021. DAB+ and DRM trials continue. These trials will continue across South Africa throughout 2017, with all three tiers of radio broadcasters participating.

  • Radio apps grow in popularity. The rise in radio apps like Radio South Africa and the release of smartphones that enable DAB+ offer consumers further opportunities to listen on the go.

 

  • Local content policy impacts listenership. Listenership has faced a period of uncertainty after the implementation of a 90% local content policy on radio stations by the SABC in 2016.

 

  • Advertising revenue is on the rise. Ad revenue will increase as stations enjoy an enduring base of loyal listeners, enabling agencies to improve targeted ad campaigns. Connected listeners, fuelling data-driven campaigns, will be the enablers of—still nascent— programmatic advertising opportunities.

 

  • The portable radio remains the device of choice. Portable radios are popular, but a rise in mobile Internet subscribers should help mobile listening make gains.

 

 

 

[Source: PwC E&M Outlook 2017-2021 Report]

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