rab diary analysis may to august 2011
TRANSCRIPT
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RAMS May – Aug 2011 at a glance
2nd November 2011Prepared for the RAB by Andrew de Villiers Smith
Media Guys
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Introduction
• The analysis that follows in intended to give you a bird’s eye view of listenership movement in the radio landscape over the past 5 diary releases
• They are for the periods:– October 2009 – March 2010– October 2010 – March 2011– January 2011 – May 2011– March 2011 – July 2011– May 2011 – Aug 2011
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Diary on Diary listenership Past 7 days - Total population
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Average number of hours listened per week
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Total listenership by day
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Mon – Fri by time channel
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Saturday by time channel
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Sunday by time channel
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Diary on Diary listenership by Province
Radio has at least 90% audience penetration in all provinces.
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Diary on Diary listenership by LSM Group
LSM 3, 7,8 and 10 increasing by 1%, slight drops in LSM 1,9,5,4.
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Diary on Diary listenership by Age Group
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Diary on Diary listenership by Gender
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Diary on Diary listenership by Language Group
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Top Movers• The listenership for radio is currently stable and as such there
are small changes– Top Losses
• Ligwalagwala FM lost (347000 or 21,9% of their listeners)• ThobelaFM lost (397 000 or 12,8% of their listeners)• Cape Talk lost (17 000 or 12,5% of their listeners)• Classic FM lost (22 000 or 12,5% of their listeners)
– Top Gains• Capricorn FM gained 26,1% or 315 000 more listeners• SAFM gained 15,5% or 74 000 more listeners• Lotus FM gained 10,3% or 36 000 more listeners.• Good Hope gained 8% or 51 000 more listener• OFM gained 6,2% or 34 000 more listeners.
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Conclusion
• 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
• Radio as a whole is stable and remains a top performing medium
• Of the 33 commercial/PBS stations only 13 showed growth and 20 showed decrease