The sample of diary keepers for the fourth wave totals 18 472, which is the largest sample this year. Results for the fourth wave were stable and comparable to the previous wave. Listening levels and repertoires are stable and average daily listenership for individual stations remains comparable to previous waves. Time spent listening is down on year previous levels and marginally down from Wave 3 - 2005.
Paul Haupt, Chief Executive Officer SAARF says, "While demographic profiles of listeners remain stable period on period, there is significant growth in SU-LSMs 7 and 8 to listeners."
SAARF is the provider of research data to the advertising, marketing and media industries and its main objective is to direct and publish media and product/brand research for the benefit of its stake-holders, thereby providing data for target marketing and a common currency for the buying and selling of media space and time.
