At the start of the new year, two radio stations have managed to do what precious few others have – boost their audiences. No stranger to entrenched audience growth, Gagasi 99.5 once again features in the group of stations showing growth, and with it is Kaya FM 95.9. This is according to the first RAMS for 2008.
This is the third RAMS survey in a row in which Kaya FM 95.9 has recorded year-on-year audience growth. In this first survey of 2008, its figures are once again up significantly year-on-year – from 3.2% reach and 979 000 listeners in RAMS Feb 2007, to 4.4% and 1,383-million listeners currently (past seven days). Compared to RAMS November 2007, the station has grown its audience in metro areas, and amongst SU-LSM 9s across the week.
Kaya FM has also upped its weekday audience significantly, from 1.4% a year ago, to 1.9% currently, and has grown in metro areas over the previous survey.
Seemingly endless upward climb
Continuing its seemingly endless upward climb, Gagasi 99.5 has also posted significantly greater reach over RAMS February 2007. On a weekly basis, its audience is up from 942 000 in the year previous, to 1,508 million, taking its reach from 3.0% to 4.8%. Over the previous survey, Gagasi also grew its SU-LSM7 audience. The station's average Monday to Friday audience also grew, from 1.7% in February 2007, to 2.9% currently, with growth in SU-LSM6+ (over RAMS November 2007).
Other stations have been less fortunate, with several experiencing declines in their audience figures compared to a year ago (RAMS February 2007).
- 94.5 Kfm has seen its reach dropping from 2.6% to 2.1% (average Monday to Friday), although it is stable on the previous survey.
- Lesedi FM's weekday audience, while slightly improved on the previous survey, is down over 12 months, from 8.2% to 7.3% (2,280-million listeners currently).
- In central South Africa, OFM has lost weekday listeners, dropping from 1.2% to 0.9% reach.
- Radio Pulpit's audience continues to decline, both across the week and on weekdays. Its past seven day audience has dropped from 464 000 in February 2007, to 190 000 in the latest RAMS (1.5% to 0.6%). Average Monday to Friday listenership has declined from 0.8% to 0.3%.
- Ukhozi FM's weekday audience has fallen from 14.3% to 13.0% (4,035-million listeners).
- Umhlobo Wenene FM has lost audience during the working week, with its reach declining from 11.1% a year ago to 10.1%. Across the week, the station has lost SU-LSM9 listeners, compared to the previous RAMS release.
- The community radio sector has declined in general, with past seven day figures dropping from 21.4% in February 2007 to 19.6% currently, with 6,095 million listeners. The sector is however, stable on the previous RAMS release, when it had 6,093-million listeners. Monday to Friday audience levels have also been affected, with reach declining from 11.7% to 10.5% currently.
Demographic shifts over the previous RAMS (Nov 2007):
- Ikwekwezi FM has gained listeners in metro areas, and in SU-LSM6+ (weekly);
- Metro FM has more listeners in Johannesburg (past seven days);
- Motsweding FM's Pretoria audience has declined (past seven days); and
- Talk Radio 702 is up on the Reef across the week.
2008 kick-off: the state of radio in general
Total weekly listening levels are stable both on the November 2007 RAMS release and on February 2007. Daily levels are lower year-on-year.
- Past 7 day listening: 92.0% (92.1% in November 2007), with growth in Durban.
- Monday to Friday listening: 75.0% (from 74.9%), and significantly down on February 2007 (79.0%).
- Saturday and Sunday listening: weekend listening is down on the year previous. Saturday levels stand at 71.2%, from 74.8% 12 months ago, and Sunday levels are at 68.9%, down significantly on February 2007's 73.0%.
Time spent listening is also stable on the previous survey, with people tuning in for 30 hours and 24 minutes a week, and four hours, 21 minutes per day. Daily listening time however, has decreased by 16 minutes across the year.
There is stability in the repertoires department, with 2.0 stations in an average week, identical to the previous survey.
Lastly, there continues to be positive growth in terms of the affluence of radio listeners, with numbers of SU-LSM1, 2 and 3 listeners declining across the year, and numbers of SU-LSM5, 6 and 7 listeners on the rise.
The second release of SAARF RAMS for 2008 is scheduled for 16 April 2008.
