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Radio rocks, especially on Saturdays
Saturday radio listening particularly is increasing, at 1.5% up on 2010.
RAMS February 2011 - Quick Stats
- TSL per day: 3h48
- TSL per week: 26h36
- Repertoire: 2.1 (national average)
- Weekly reach: 87.7%
- Average Monday to Friday reach: 69.3%
- Saturday listening: up significantly year on year to 65.9%
- Sunday listening: 64.6%
- Number of stations which grew/declined over RAMS Dec 2010: 1
- Number of stations which grew over Feb 2010: 3 commercial/PBS; 11 community.
- Number of stations which declined over Feb 2010: 8 commercial/PBS; 5 community
Stable platform
According to the report, radio has not lost ground to other sources of news and entertainment, with the medium offering marketers a stable platform, with audiences comparable to both the previous survey and that of the year previous.
Time spent listening (TSL)
TSL for February 2011 was comparable to the previous survey - RAMS December 2010 - with gains of one minute per day on December's three hours and 47 minutes. The biggest gains in daily TSL over the previous survey were seen in the Western Cape and Gauteng, where TSL rose by eight and six minutes respectively. Over the previous year, total TSL has grown by five minutes per day, and is 36 minutes up across the week.
Radio Listening
Across the week, radio listening was stable over both the previous survey and the year previous. Saturday listening has however, shown annual growth, up from 64.4% in RAMS February 2010 to 65.9% currently. Both weekly and Sunday listening has declined in the Port Elizabeth/Uitenhage area.
Listener Profile
Compared to a year ago, radio's male/female split has shifted somewhat, with a smaller proportion of males listening, while more females are tuning in. Female listeners now account for 52.8% of radio's total audience (up from 50.5% in RAMS February 2010), with males making up 47.2% (down from 49.5%). The proportion of LSM 1-3 listeners continues to decrease, while LSM 5s continue to grow. In this survey, the LSM 8 group also showed growth over the year previous.
Individual Station Changes
Like the medium as a whole, radio stations have remained on a remarkably even keel into the new year. Only one station experienced a significant change over the previous survey. Radio Pulpit/Radiokansel lost Monday to Friday listeners over RAMS December 2010, with national reach dropping from 0.2% to 0.1% in the current survey.
Looking back over the previous year, Motsweding FM and Phalaphala FM are still enjoying higher levels, as was the case in the previous RAMS release. Motsweding FM's weekly reach is now 9.7%, up from 8.9% in February 2010. Phalaphala FM's current weekly penetration of 3.1% is just over 70% higher than it was a year ago. Metro FM entered 2010 with a weekday audience of 5.9% in RAMS Feb 2010, a figure which has now grown to 6.5%.
Community station numbers up
As with a number of community stations, the community radio sector is showing a higher reach than it did in February 2010. The sector's current weekday reach is 11.6%, up from 10.8%. Improved weekly listening levels in the following stations contributed to this (RAMS Feb 2010 vs Feb 2011):
| Province | Station | Increase |
|---|---|---|
| Gauteng | Thetha FM 100.6: | 2.4% to 3.6% |
| KwaZulu-Natal | Imbokodo 96.8 FM | 0.5% to 1.2% |
| KwaZulu-Natal | Maputaland Community Radio | 1.1% to 2.1% |
| KwaZulu-Natal | Vibe Fm 94.7 | 0.3% to 0.8% |
| Western Cape | Radio 786/Voice of the Cape | 5.7% to 7.8% |
| Eastern Cape | Inkonjani FM | 0.1% to 4.1% |
| Eastern Cape | Vukani Community Radio | 1.9% to 2.9% |
| Northwest | Mafikeng Community Radio 96.7 | 1.4% to 7.1% |
| Limpopo | Univen Community Radio 99.8 FM | 3.2% to 6.1% |
| Free State | Motheo FM | 5.7% to 8.3% |
| Northern Cape | Ulwazi FM 88.9 | 0.1% to 8.0% |
Stations dropping listenership
| Station | Year-on-year declines RAMS February 2010 vs February 2011 | |
|---|---|---|
| Past 7 days | Average Monday-Friday | |
| 94.2 Jacaranda FM | Down from 7.0% to 6.1% | n/a |
| 99.2 YFM | Down from 4.9% to 4.3% | n/a |
| Gagasi 99.5FM | Down from 6.1% to 5.2% | Down from 3.2% to 2.4% |
| Highway Radio 101.5fm | Down from 1.8% to 1.0% | n/a |
| Ikwekwezi FM | Down from 5.2% to 4.6% | n/a |
| Kingfisher FM | Down from 1.5% to 0.8% | n/a |
| QwaQwa Radio | Down from 10.9% to 7.5% | n/a |
| Radiokansel/Radio Pulpit | Down from 0.5% to 0.3% | Down from 0.2% to 0.1% |
| Radio Khwezi | Down from 3.7% to 2.2% | n/a |
| RMFM | Down from 1.2% to 0.8% | n/a |
| Tru fm | n/a | Down from 0.6% to 0.4% |
| Umhlobo Wenene FM | Down from 13.3% to 11.8% | Down from 8.8% to 7.5% |
| Unitra Community Radio (UCR-FM) | Down from 6.6% to 4.9% | n/a |
Finally, several stations have yet to regain the levels last seen a year ago. Only stations showing statistically significant audience changes are reported here. For a full list of audience figures, go to www.saarf.co.za, and click on "RAMS (radio)".
The second 2011 RAMS will be released on 21 April 2011.
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