Rab diary analysis march july 2011

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Rab diary analysis march july 2011

  1. 1. Rams March – July 2011 at a glance 18 August 2011 Prepared for the RAB by Andrew de Villiers Smith Media Guys
  2. 2. Introduction <ul><li>The analysis that follows in intended to give you a bird’s eye view of listenership movement in the radio landscape over the past 4 diary releases </li></ul><ul><li>For the periods: </li></ul><ul><ul><li>October 2009 – March 2010 </li></ul></ul><ul><ul><li>October 2010 – March 2011 </li></ul></ul><ul><ul><li>January 2011 – May 2011 </li></ul></ul><ul><ul><li>March 2011 – July 2011 </li></ul></ul>
  3. 3. Diary on Diary listenership P7D Total population
  4. 4. Average number of hours listened per week While it looks like a slight decrease it must be noted that the latest period reduced by less than 1,5 minutes, therefore negligible.
  5. 5. Total listenership by day Slight drop Monday to Saturday, slight increase on Sunday.
  6. 6. Mon – Fri by time channel
  7. 7. Saturday by time channel
  8. 8. Sun by time channel
  9. 9. Diary on Diary listenership by Province With the exception of Western Cape, radio has at least 90% audience penetration in all provinces.
  10. 10. Diary on Diary listenership by LSM Group LSM 7 and 9 increasing by 1%, slight drops in LSM 8 and 10.
  11. 11. Diary on Diary listenership by Age Group
  12. 12. Diary on Diary listenership by Gender
  13. 13. Diary on Diary listenership by Language Group
  14. 14. Diary on Diary listenership Top 10 stations % of total radio listeners
  15. 15. Diary on Diary listenership Top 11-20 stations % of total radio listeners
  16. 16. Diary on Diary listenership Top 21-30 stations % of total radio listeners
  17. 17. Diary on Diary listenership Top 10 first favourite stations
  18. 18. Shifts <ul><li>The listenership for radio is currently stable and as such there are small changes, but nothing earth shattering </li></ul><ul><ul><li>Top Losses </li></ul></ul><ul><ul><ul><li>Metro FM lost (222 000 or 2,98% of their listeners) </li></ul></ul></ul><ul><ul><ul><li>Lesedi FM lost (141 000 or 3,65% of their listeners) </li></ul></ul></ul><ul><ul><ul><li>KayaFM lost (87 000 or 4,45% of their listeners) </li></ul></ul></ul><ul><ul><ul><li>Good Hope FM lost (59 000 or 6,2% of their listeners) </li></ul></ul></ul><ul><ul><li>Top Gains </li></ul></ul><ul><ul><ul><li>Cape Talk gained 7,7% or 14 000 more listeners </li></ul></ul></ul><ul><ul><ul><li>Radiokansel/Radio Pulpit gained 4,46% or 9 000 more listeners </li></ul></ul></ul><ul><ul><ul><li>BRFM (the Border Drive) gained 3,9% or 8 000 more listeners. </li></ul></ul></ul><ul><ul><ul><li>RSG gained 2,74% or 60 000 more listener </li></ul></ul></ul><ul><ul><ul><li>Umhlobo Wenene FM gained 1,18% or 60 000 more listeners. </li></ul></ul></ul>
  19. 19. Conclusion <ul><li>While we have endeavoured to look at changes, the reality of the fact is that these are small and in fact fairly insignificant when looking at radio on a macro environment </li></ul><ul><li>Radio as a whole is stable and remains a top performing medium </li></ul><ul><li>Of the 34 commercial/PBS stations 11 showed growth and 23 showed decrease </li></ul><ul><li>Of the 57 community stations 21 of these remained stable or grew slightly and 37 lost audience </li></ul>

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