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947 Station Profile the Station 947 STATION PROFILE THE STATION If Joburg is South Africa’s heart, then 947 is its racing pulse. We keep listeners connected to the city, engaged with the boldest personalities and moving to the biggest hits – all day and all night. Wake up with a smile with Nick Explicit, then sit down for breakfast with Anele and the Club on 947. Your workday is a breeze with non-stop beats and the city’s hottest happenings courtesy of Msizi James and Ayanda MVP. Then at the end of another glorious Joburg day, head home with 947 Drive with Thando and stay entertained into the night with Zweli and Chrizz Beatz. 947 is all about having fun in Joburg. We give you a lift when you need it and a laugh when you least expect it. Our social sites are flaming hot with presenter-generated content, videos, competitions and more. Our passion is changing lives in Joburg by amplifying the generosity of its people. If you love Joburg, 947 loves you! Tune into 94.7 FM every day and never miss a beat. Visit 947 online at www.947.co.za Twitter: #947Joburg Facebook: @947Joburg Download the 947 App (iOS & Android) HEADSPACE According to our AudioScope Wave 1 research, 947 listeners: Varied levels of wealth Creative trendsetters These listeners are spread across The 947 listener is more likely the wealth spectrum-with the to be described as being a majority of them considering creative intellectual who is themselves to be middle class- more likely to set trends upper middle class Responsible for purchases Entertainment 80% are responsible for These listeners are more purchases in their HH-81% likely to watch DStv and state that it’s important to Netflix on the weekends them to hear retail promos and stream radio They enjoy going to the mall They shop on the weekend These listeners are more likely 7 out of 10 of these listeners shop to spend their time at the mall on a Saturday on the weekend than other radio listeners across our competitor set SOURCE: BEHAVIOUR SURVEY: Jan 2021: n=485 PEN PORTRAIT The 947 listener is more likely to be focused on personal, meaningful relationships – often referring to themselves as being open-minded. They are interested in learning about different cultures and diversity is important to them. They are inspired and driven by their family as well as ordinary people who do extraordinary things in their communities. Their faith is important to them, as is understanding their purpose. These listeners are often motivated by having a positive impact on those around them. Feeding schemes and assisting vulnerable groups are important causes to these listeners, and they feel that volunteering their time and expertise or donating items alongside their favourite radio station is the best approach when helping others. With the heaviness of 2020, 947 listeners state that their primary driver in radio station choice is humour and fun. However, there is still a need for information, with local news playing a significant role. These listeners also state that being connected to what’s happening around Joburg is important to them. Most of these listeners are not satisfied with their amount of leisure time. Relaxing in order to destress is key to these listeners and they spend time on social media to connect and engage with people and brands. They are also likely to listen to music while relaxing with their family and friends or when completing household chores. Self-care and mindfulness are imperative to their well-being, with many listeners opting for exercise within the comfort of their homes to stay active. This listener is striving for a better life, but due to the impact of Covid-19 they are finding it difficult to cope with the increasing financial demands that are being placed on them, with the vast majority indicating they are not satisfied with their current income. SOURCE: BEHAVIOUR SURVEY: Jan 2021: n=485 SAY WHAT?! If you love Joburg, 947 loves you! • 947 is the BIGGEST regional commercial radio station in Gauteng • 86% of the audience is SEM 7-10 • 89% of the audience is employed According to October – December 2020 Station Dynamics Research: • Anele and The Club got a rating of 4.6 out 5 • 95% of AATC listeners think the show has a good balance between talk and music • On weekends, Zweli steals the show in terms of likeability with the Top 40 powered by CTM PURCHASE POWER 947 boasts the second highest average household income of all stations in Gauteng. Ave. Household Income 702 34 169 947 27 367 5FM 25 122 Jacaranda FM 23 049 Power 98.7 19 473 Kaya FM 95.9 16 045 Metro FM 14 196 YFM 99.2 13 985 Ukhozi FM 8 522 Lesedi FM 8 258 Motsweding FM 7 633 Thobela FM 7 619 R0 R10 000 R20 000 R30 000 R40 000 Source : BRC RAMS, Apr 2019 - Mar 2020, Gauteng ECONOMICALLY ACTIVE 947 listeners are well educated and economically active - boasting the third lowest rate of unemployment and the second highest rate of listeners with a tertiary qualification (compered to all commercial radio stations in Gauteng) % of unemployed listeners % of listeners with a tertiary qualification Motsweding FM 33% 702 43% Thobela FM 32% 947 30% Ukhozi FM 30% 5FM 27% Lesedi FM 30% Jacaranda FM 27% YFM 99.2 27% Power 98.7 26% Metro FM 22% Kaya FM 95.9 19% Kaya FM 95.9 17% Metro FM 16% 5FM 14% YFM 99.2 11% Power 98.7 13% Motsweding FM 6% 947 11% Lesedi FM 5% Jacaranda FM 10% Ukhozi FM 5% 702 8% Thobela FM 4% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Source : BRC RAMS, Apr 2019 - Mar 2020 AUDIENCE PROFILE Audience LSM Day Cume. Mon-Sun (00:00-24:00) 581,000 35% 700 30% 600 7 Day Cume. Mon-Sun (00:00-24:00) 899,000 25% 500 20% 400 Index 4 Week Cume. Mon–Sun (00:00-24:00) 1,059,000 15% 300 10% 200 Day Cume. Mon–Fri (00:00–24:00) 589,000 Listener % LSMof 5% 100 Day Cume. Saturday (00:00–24:00) 571,000 0% 0 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Day Cume. Sunday (00:00–24:00) 548,000 LSM % Index Age SEM 35% 140 60% 600 30% 120 50% 500 25% 100 40% 400 20% 80 Index Index 30% 300 15% 60 20% 200 10% 40 10% 100 5% 20 Listener % SEMof Listener Listener % Age 0% 0 0% 0 15-24 25-34 35-44 45-54 55-64 65+ Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Age % Index Ave. Age 38 SEM % Index Source : BRC RAMS, Apr 2019 - Mar 2020 AUDIENCE PROFILE Community Size Device Location 11% 1% 77% Home 86% Radio Metro Vehicle 68% 29% Urban Mobile phone Work 18% Rural Other 8% 88% 63% Vehicle radio 0% 20% 40% 60% 80% 100% Ethnicity Gender Parents Purchase Decision 10% 11% African 62% 87% 32% White Mainly or partly responsible for Indian Are shopping in the Coloured parents/guardians 47% household. 46% 54% Source : BRC RAMS, Apr 2019 - Mar 2020 / TGISA 2019 A LISTENING PATTERN - WEEKDAYS Essential 947 NE Anele and the Club Msizi James Ayanda MVP 947 Drive with Thando M-Thu: Nights with M-Thu : Zweli 947 Date Night 220 Fri: Bloc Party w Fri: Bloc 200 Chrizz Beatz Party 180 160 140 120 100 80 Audiences in ‘000 Audiences 60 40 20 0 Anele and the Club on 947 reaches 175 000 listeners on average at its peak. Msizi James deliver up to 119 000 listeners and 947 Drive with Thando reaches a high of 96 000 between 18:00 and 18:15 Source : BRC RAMS, Apr 2019 - Mar 2020 LISTENING PATTERN - SATURDAY Various Best of Anele and Weekend Breakfast 947 Top 40 with Zweli Tholi B Weekends on 947 Bloc Party Bloc Party Part 2 The Club with Hulisani with Chrizz Beatz 220 200 180 160 140 120 100 80 Audiences in ‘000 Audiences 60 40 20 0 The 947 Weekend Breakfast with Hulisani draws up to 165 000 listeners in the morning. The 947 Top 40 delivers 130 000 listeners on average at its peak. Tholi B Weekends reaches 77 000 listeners at its peak. Source : BRC RAMS, Apr 2019 - Mar 2020 LISTENING PATTERN - SUNDAY Various Best of 947 Drive Weekend Breakfast 947 Sundays with Nick Tholi B Weekends on 947 New & 947 Date Night with Thando with Hulisani Explicit Exclusive with 220 Ayanda MVP 200 180 160 140 120 100 80 Audiences in ‘000 Audiences 60 40 20 0 The 947 Weekend Breakfast with Hulisani draws up to 156 000 listeners on Sundays. 947 Sundays with Nick Explicit delivers 138 000 listeners between 10:00 and 10:15. Source : BRC RAMS, Apr 2019 - Mar 2020 THE NUMBERS Mon – Fri Week CUME Saturday Day CUME Sunday Day CUME Daypart Audience Daypart Audience Daypart Audience 00:00-05:00 58,000 00:00-05:00 19,000 00:00-05:00 24,000 05:00-06:00 174,000 05:00-06:00 43,000 05:00-06:00 26,000 06:00-09:00 614,000 06:00-10:00 321,000 06:00-10:00 299,000 09:00-12:00 482,000 10:00-14:00 221,000 10:00-14:00 240,000 12:00-15:00 410,000 14:00-18:00 176,000 14:00-18:00 163,000 15:00-19:00 541,000 18:00-21:00 116,000 18:00-21:00 102,000 19:00-22:00 272,000 21:00-24:00 38,000 21:00-24:00 33,000 22:00-24:00 80,000 Website (February 2021) Social Media (February 2021) Unique Users 156 955 Twitter Followers 378 532 Page Impressions 373 492 Facebook Likes 266 864 Newsletters (February 2021) Streaming (February 2021) 947 110 634 Session Starts 538 923 Business Wrap 36 133 Listener CUME 156 497 EWN 109 731 Ave.
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