SAARF releases sixth wave of RAMS for 2005

This wave represents fieldwork conducted in two parts: from mid-August to end-September 2005, and again from October to end-November 2005. The sample size of 18 687 diary-keepers across the seven-day period is the largest sample recorded to date.

The listeners' demographic profiles have remained comparable both period on period and year on year. Females make up 50,8% of the listenership while the age groups are comparable to those of the fifth wave. LSMs 1-3, 4 and 6 have shown a slight downward trend, with growth in LSMs 5, 9 and 10 (the latter up from 6,3% - 7,3%).

Dr Paul Haupt, SAARF Chief Executive Officer, says: "The average daily listenership for individual stations is largely comparable. Out of 34 stations (including community as a group), seven have increased, 25 are stable and only two have shown a decrease on the previous release.

"Of the nine provinces, the time spent listening to radio has increased in eight of them, with Limpopo the only exception where the level has remained the same. Repertoires have increased in the Western Cape and North-West province, but have remained stable elsewhere.

"During the week, this latest wave shows higher levels of listenership during the morning (05:30 - 08:00) and in the afternoon (13:00 - 21:00) compared to the previous wave. The exam period during October and November could have impacted on the afternoon levels."

The percentage of radio listening per quarter hour shows a significant increase during the weekday morning slots, while Saturday and Sunday mornings show an increase, with peak times on both days at 09:00 at around 34%. Television viewing has apparently caused listenership levels to drop off on a Sunday evening from 17:00.

Across the week, listening levels have increased - in Cape Town and East London in particular. From Monday to Friday, results show a growth in female White and Coloured listeners and an increase in LSM 9. This trend continues on the weekend, with Saturdays showing a growth in 50+ listeners and LSMs 8 and 9, and Sundays, 35+ listeners, in Cape Town, Port Elizabeth, East London, the Vaal and Pretoria regions.

Metro FM showed the most significant increase with a 0,3% growth, while 0,2% growth was recorded by 94.2 Jacaranda FM, P4 Cape Town, Radiokansel/Radio Pulpit (the latter increased in Cape Town), Talk Radio 702, Radiosondergrense (RSG) and Umhlobo Wenene FM (the latter decreased in Gauteng).

Kaya FM, YFM and Ukhozi FM showed a growth in LSM 9, but Ukhozi lost listeners in LSM 8 and was down 0,4% over the seven-day period, while YFM showed a 0,5% decline. Thobela FM reflected a growth in LSM 7 across the week. SAfm showed a loss in LSM 6 listenership but an increase of 0,1% over the seven-day average.

The total community radio stations' listenership across the week increased by 0,4% with the Monday-Friday average up 0,5%, and was the only sector to reflect an increase over the same period in 2004, particularly in East London and the metropolitan areas in general.

Gauteng showed an average 0,2% increase from Monday to Friday mainly as a result of a 0,2% increase for Jozi FM. Western Cape also reflected a 0,2% Monday-Friday average increase, while an increase at Link FM 97.1 pushed the Eastern Cape average up 0,1%. No changes were reflected for the other six provinces' community radio stations.

In Gauteng, Lesedi FM enjoyed the highest share of total listenership on average, Monday to Friday, at 13,1%. In second spot was 94.7 Highveld Stereo on 10,7% followed by Ukhozi FM at 9,3% and Metro FM on 9%. 94.2 Jacaranda FM increased its share to 7,4% from 6,6% the previous release, while total community radio was up 5,9% from 5,7% with Jozi FM at 4,5% from 3,5%. Stations which showed a decline since the fifth wave were 94.7 Highveld Stereo, Metro FM, YFM and Ukhozi FM.

Lesedi FM also claimed top spot amongst Black listeners in Gauteng with a 19,2% share, with Ukhozi FM next at 13,3% and Metro FM in third place with 11,7%. Among the community stations, Jozi FM showed a significant increase to 6,7%, up from 5% the previous release.

94.7 Highveld Stereo claimed the number one place among White listeners in Gauteng with a 28,9% audience share. Afrikaans radio station RSG enjoyed an 18,7% share with 94.2 Jacaranda FM third on 17,3%, up from 16,1% in the previous release. The total community radio stations achieved a 14,3% listenership amongst Whites in Gauteng. Talk Radio 702 also showed an increase to 7,1% from 5,7% in the previous release.

The first RAMS 2006 wave will be released on 3 May 2006.