Capetalk Station Profile the Station

CAPETALK STATION PROFILE THE STATION

CapeTalk is a premium multimedia platform that is inspired to empower its audience through honest, truthful and insightful conversations.

Based in Cape Town, the station has transformed into a truly multimedia content curator that serves a discerning talk audience. The format allows us to unravel the complex and delve deep into current issues to help audiences make sense of their world.

CapeTalk connects audiences to issues in their community, their city and beyond. 77.3 % of our audience is SEM 9 to 10 and 58% of them listen exclusively to CapeTalk. Importantly, the station delivers real purchasing power as we attract an audience with the 2nd highest average household income of all commercial stations in Western Cape. Our audience has the lowest rate of unemployment and the highest percentage of individuals to have completed a tertiary degree.

In January 2021, the CapeTalk website delivered over 1.2 million unique users and over 2.4 million page views, punching far above its weight. A line-up of heavy-weight presenters call the station home, including John Maytham, Refilwe Moloto, Kieno Kammies and Pippa Hudson.

Twitter: @CapeTalk Facebook: @CapeTalk

SOURCE: Google Analytics, Triton Digital, Facebook, Twitter, Instagram HEADSPACE According to our AudioScope Wave 1 research, CapeTalk listeners:

They tend to be wealthier Conservative intellectuals The majority of these listeners CapeTalk listeners are more likely to consider themselves to be Middle- describe themselves as being class to wealthy conservative intellectuals

Entertainment Responsible for purchases 6/10 of these listeners watch 84% are responsible for Netflix on the weekend and prefer purchases in their HH to relax at home. 5/10 of these listeners prefer to read a book

They tend to be loyal to brands They shop more over the weekend 63% of these listeners agree 6 out of 10 of these listeners tend to that once they find a brand that shop on a weekend works for them they tend to stick to it

SOURCE: BEHAVIOUR SURVEY: Jan 2021: n=485 PEN PORTRAIT

The CapeTalk listener is more likely be focused on personal relationships and continuous self development. They are interested in learning about a range of topics and they care deeply about society and the environment. They are inspired and driven by their family as well as humble people who help others in need. It is important for them to be learning continuously.

These listeners are often motivated by having a positive impact on those around them as well as by love and compassion. Shelters, 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.

Driven by their curiosity and desire to learn, Cape Talk listeners state that their primary driver to radio station choice is making sense of the news and world around them. These listeners also state that being connected to what’s happening around the Western Cape is important to them.

Relaxing in order to destress is key to these listeners and they spend time reading a book to stay informed or escape from reality. They are also likely to listen to podcasts in their spare time while relaxing. Staying active and fit is important to these individuals. They have a love for nature and the environment and often choose to walk to stay fit and active whilst reconnecting with nature and the world around them.

These listeners are concerned about the future of South Africa, as well as the future that faces their family, however, they still remain optimistic about South Africa and would like to see and hear about more people trying to move South Africa forward.

SOURCE: BEHAVIOUR SURVEY: Jan 2021: n=485 LISTENING PATTERN The majority of CapeTalk listeners are heavier radio listeners, with an average time spent listening of 3 to 6 hours Monday to Friday.

DAYS OF THE WEEK TIME OF DAY CAPE TALK

43% 84% 79% 77% 74% 76% 32% 30% 27% 47% 24% 22% 41% 20% 20% 17% 17% 17% 12% 13% 10% 10%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday 00.00 am- 05.00 am- 06.00 am- 09.00 am- 12.00 pm- 15.00 pm - 19.00 pm- 21.00 pm- 05.00 am 06.00 am 09.00 am 12.00 pm 15.00 pm 19.00 pm 21.00 pm 00.00 am

Mon-Fri Sat-Sun

SOURCE: Continuous Tracker Oct-Dec 2020. WC 3 MONTH SAMPLE: 1090 SAY WHAT?!

Did you know:

• CapeTalk audiences are loyal, with 58% listening exclusively to the station • 54% of CapeTalk listeners have a tertiary qualification

According to October – December 2020 Station Dynamics Research:

• The station rates well on these attributes: being connected to what is happening in the Western Cape and having the best financial and business updates • CapeTalk got the highest rating in terms of being connected with what is happening in the Western Cape • 68% listen to the CapeTalk Weekend Breakfast show PURCHASE POWER

CapeTalk delivers real purchasing power, attracting an audience with the 2nd highest average household income of all commercial stations in Western Cape.

Ave. Household Income

Smile 90.4FM 31 748

CapeTalk 21 326

SAfm 20 656

5FM 19 955

Heart 104.9 FM 15 423

RSG 13 361

Good Hope FM 13 002

Metro FM 11 065

Radio 2000 10 615

Umhlobo Wenene FM (UWFM) 9 026

R0 R10 000 R20 000 R30 000 R40 000

Source : BRC RAMS, Apr 2019 - Mar 2020, Western Cape ECONOMICALLY ACTIVE

CapeTalk boasts the lowest rate of unemployment and the highest percentage of individuals who have completed a tertiary degree of all commercial radio stations in the Western Cape.

% of unemployed listeners % of listeners with a tertiary qualification Umhlobo Wenene FM 23% (UWFM) CapeTalk 52%

Radio 2000 21% Smile 90.4FM 45%

Metro FM 20% SAfm 39%

Good Hope FM 18% 5FM 34%

Heart 104.9 FM 13% RSG 14%

RSG 11% Metro FM 10%

5FM 8% Heart 104.9 FM 8%

Smile 90.4FM 4% Good Hope FM 7%

CapeTalk 0% Radio 2000 6%

Umhlobo Wenene FM SAfm 0% 1% (UWFM)

0% 20% 40% 0% 20% 40% 60% Source : BRC RAMS, Apr 2019 - Mar 2020, Western Cape AUDIENCE PROFILE

Audience LSM Day Cume. Mon-Sun (00:00-24:00) 50,000 50% 1 200 40% 1 000 7 Day Cume. Mon-Sun (00:00-24:00) 68,000 800 30% 4 Week Cume. Mon–Sun (00:00-24:00) 73,000 600 Index 20% 400 Day Cume. Mon–Fri (00:00–24:00) 52,000 Listener Listener % LSMof 10% 200 Day Cume. Saturday (00:00–24:00) 49,000 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) 45,000 LSM % Index

Age SEM

60% 700 100% 800 600 700 50% 80% 600 500

40% Index

Index 500 400 60% 30% 400 300 40% 300 20% 200 200 20% 10% Listener % SEMof Listener Listener % Age 100 100 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 59 SEM % Index

Source : BRC RAMS, Apr 2019 - Mar 2020 AUDIENCE PROFILE Community Size Device Location

7% 0% Home 86% 90% Radio Vehicle 67% Metro 8% Work 9% Urban Mobile phone Other 8% Rural 93% 54% 0% 20% 40% 60% 80% 100% Vehicle radio

Ethnicity Gender Parents Purchase Decision

20% 1% African 3% White 95% Indian 24% 63% Mainly or partly ACI (Black) responsible for Coloured Are 76% shopping in the 36% 64% parents/guardians household.

Source : BRC RAMS, Apr 2019 - Mar 2020, TGISA 2019 A LISTENING PATTERN - WEEKDAYS

Best of CapeTalk Early Breakfast with Today with Kieno MR Lunch with Afternoon Drive with The Money The Aubrey Best of Breakfast Refilwe Moloto Kammies with Pippa John Maytham show with Masango CapeTalk 25 with Africa LK Hudson Bruce Show Melane Whitfield

10 Audiences in ‘000in Audiences

Breakfast with Refilwe Moloto listenership start building from 06:00 and and peaks at 08:00 reaching 12 000 listeners on average. The major peak is for simulcast Money Show with Bruce Whitfield at 18:00 reaching 17 000 listeners on average.

Source : BRC RAMS, Apr 2019 - Mar 2020 LISTENING PATTERN - SATURDAY

Best of CapeTalk Weekend Early Weekend Breakfast with Just the Hits Just the Hits Just The Magic Bus on Sarah-Jayne King the CapeTalk Classics 25 Hits with Soul

10 Audiences in ‘000in Audiences

Saturdays deliver the greatest audience at 18:00 during Just the Hits reaching 11 000 listeners on average. Weekends with Sarah-Jayne King delivers 10 000 listeners on average at its peak.

Source : BRC RAMS, Apr 2019 - Mar 2020 LISTENING PATTERN - SUNDAY

Best of CapeTalk Weekend Early Weekend Breakfast with Just Just the Hits Just the Hits Inside EWN Best of Just Sarah-Jayne King the CapeTalk the Hits Hits 25 with Soul

10 Audiences in ‘000in Audiences

Sundays deliver the greatest audience at 14:00 and 18:00 during Just the Hits reaching 10 000 listeners on average.

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 05:00-06:00 6,000 05:00-06:00 3,000 05:00-06:00 2,000 06:00-09:00 37,000 06:00-10:00 27,000 06:00-10:00 20,000 09:00-12:00 38,000 10:00-14:00 17,000 10:00-14:00 24,000 12:00-13:00 26,000 14:00-18:00 20,000 14:00-18:00 23,000 13:00-15:00 29,000 18:00-21:00 19,000 18:00-21:00 19,000 15:00-18:00 40,000 21:00-24:00 10,000 21:00-24:00 10,000 18:00-20:00 43,000 00:00-04:00 1,000 00:00-04:00 1,000 20:00-22:00 23,000 04:00-05:00 1,000 04:00-05:00 0

Website (Jan 2021) Social Media (Jan 2021) Unique Users 1 274 030 Twitter Followers 235 605 Page Impressions 2 499 436 Facebook Likes 58 040

Newsletters (Jan 2021) Streaming (Jan 2021) CapeTalk 15 315 Session Starts 457 460 Business Wrap 36 133 Listener CUME 92 600 EWN 109 731 Ave. TSL 00:47

Source : BRC RAMS, Apr 2019 - Mar 2020 Google Analytics, Triton Digital, Facebook, Twitter LINE UP

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