Buying power by the black middle class contingent is on the rise. This segment has not always been done justice by research data since there were no appropriate tools designed to measure it. This mercurial target market has always eluded researchers, all largely due to preconceived stereotypes and the fact that research houses were always baffled by its complex heterogeneity. The market is always in flux in regards to brand affiliations and more sophisticated mechanisms have to be employed to adequately gauge patterns emerging in that world. The latest RAMS call up is meant to update everyone on the latest movements in radio audiences and black buying power has a keen gaze put on it. This comes at the back of Ramsay Media’s charts as revealing the following in radio listenership by black respondents with a high income per annum:
Charted at 59% of respondents as a station of choice for black Top Enders. This research also showed a significant rise in young female listeners.
Came as runner-up at 32% which indicates a steady rise.
The remainder of the top six positions are taken by YFM, SAfm, Talk Radio 702 and 5FM. After that, the remaining stations attract less than 20%
SAARF’s methodology has observed the number of stations as one of its parameters; its findings reveal that the national average is 2.0 which encompasses both commercial and PBS stations. In fragments there are 38 commercial and 196 community stations that are earmarked for reasearch. Other gauges include obligatory LSM, gender and age profiling.
Commercial station that has significant black middle class audience
Core audience: 37 year old with an average income of R15 159.
Total past 7 days listenership (latest):1.353 million
Ad spend: R169.4 million
Main competitors: Talk Radio 702, Classic FM, YFM, Highveld Stereo, Metro FM
USP: Targets a sophisticated and distinguished listenership
Most popular show: ‘Best T in da City’
PBS with a healthy black community buy in
Core audience: Adults age 25 – 49, within LSM 5-8
Total past 7 days listenership (latest): 3.321 million
Ad spend: R 75 million
Main competitors: Jacaranda, North West FM, Mafisa, Soshanguve Radio
USP: Largest Setswana station in Southern Africa, it is the radio brand that broadcasts for empowerment and betterment of Setswana speaking audience.
Most popular show: ‘Tsoga Afrika’ with Kabelo Malopyane and Felix Nhlapo