Radio Listeners 14 Heavy Listening

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Radio Listeners 14 Heavy Listening BRC RAM™ August 2019 Release Presentation Trending Oct'18-Mar'19 (sample=30,533) Jan'19-Jun'19 (sample=31,141) 2 1 BRC RAMTM - Vital Signs 3 BRC RAM™ At a glance... Metro-skewed Random selection Methodology Sample (%) 60 20 20 Small Starting Placement areas points interviews Main 7-day Metro Urban Rural Households respondents Diary Re-weighted Weighting variables Annual universe update To population 28 (%) 41 31 Province Area Type B C W I IHS population estimates Metro Urban Rural Gender Age Race 4 BRC RAM™ Vital signs… Consistent area split 6 months sample: Number of Stations included (sample frame) % An additional 6 community stations can be reported in Q1/Q2’19 as they have a sample 2016 2017 2018 2019 greater than 40, with 8 stations moving off the reporting list. 60 20 Commercial Community Stations qualify for reporting and 39 39 39 39 Q’19/Q2’19: PBS stations Nongoma FM 88.3 Imbokodo 96.8FM 20 Community Mams FM stations 274 264 266 266 V.O.C FM 102.9 Ingwane FM Highway radio 101.5FM Community Stations moving off Q’19/Q2’19 : Radio KC 107.7 FM Giyani Community Radio (GCR) Icora FM Mmabatho FM Metro Urban Rural Radio Helderberg 93.6FM Radio Namakwaland 93.4FM Emalahleni FM 98.7 Mahikeng FM 96.7 Source of Stations: ICASA Stations numbers remain consistent albeit stations closing and new broadcasting stations added 5 BRC RAM™ Vital signs… Population (Age 15+): 40,1 million Random selection, 15,251 Jan'19-Jun'19 household flooding 31,141 sample Households Individuals 6 2 Scrutiny & Weighting 7 The Four Gates Sample Stability Weighting Station gate gate gate change gate 8 The Metro Sample … Sample frame: 60% 20% 20% Population: 41% 28% 31% Metro Urban Rural Source: BRC RAM Jan'19-Jun'19 (n=31,141); Population IHS 2017 9 Weighting ... Average weighting efficiency Jan’17- Apr’17- Jul’17- Oct’17- Jan’18- Apr’18- Jul’18- Oct’18- Jan’19- Jun’17 Sep’17 Dec’17 Mar’18 Jun’18 Sep’18 Dec’18 Mar’19 Jun’19 89% 88% 88% 87% 87% 86% 86% 87% 85% Weighting gate The RIM weighting efficiency is the percentage which gives an indication of how well balanced the sample is 10 3 Key Soundbites 11 Radio Reach is … Oct'18-Mar'19 Jan'19-Jun'19 Total Total Mon-Fri 91% weekly reach = Mon-Fri 91% weekly reach = Sat 36.4 million listeners listening Sat 36.3 million listeners listening Sun anytime in the week Sun anytime in the week 70 70 69 72% daily reach (Mon- 68 72% daily reach (Mon- 72 Fri) = 72 Fri) = 28.9 million listeners on an 28.9 million listeners on an average weekday average weekday 91 91 Source: BRC RAM™ Oct'18-Mar'19 (National: n=30,533); Jan'19-Jun'19 (National: n=31,141) 12 … Everywhere! GP 89% = 9.1m LP LP 93% = 3.6m MP GP NW 84% = 2.3m NW MP 91% = 2.7m FS FS 82% = 1.7m NC KZN KZN 95% = 7.3m NC 87% = 800k EC 93% = 4.5m EC WC 90% = 4.4m WC Source: BRC RAM™ Jan'19-Jun'19 (n=31,141) 13 Long listening: Average time spent listening per day Hour:min 4.12 4.24 3.42 3.42 3.42 3.48 3.24 3.36 2.54 4.12 3.06 3.48 GP NW MP EC NC WC LP KZN FS Metro Urban Rural English 2.42 Setswana 3.18 B C W I Afrikaans 3.30 TOTAL: Tsonga 3.30 Sepedi 3.36 2.42 2.48 3.30 3.42 Sesotho 3.36 3h36 Venda 3.36 Ndebele 3.48 Swati Indian White Coloured Black 3.48 Xhosa 3.54 Zulu 3.54 Source: BRC RAM™ Jan'19-Jun'19 (n=28,338), filtered on radio listeners 14 Heavy listening HEAVY MEDIUM LIGHT 27% 26% 47% (10.25-20 hours per week) (0.25-10 hours per week) (More than 20 hours per week) Source: BRC RAM™ Jan'19-Jun'19 (n=28,338), filtered on radio listeners 15 Loyal listeners 91% 78% 78% 71% 72% 67% 69% 63% 57% 77% 62% 68% GP EC WC NW MP KZN FS NC LP Metro Urban Rural TOTAL: 89% 83% 78% 82% 69% 72% 68% 63% 64% 65% 66% 67% Listen to only one station per week English Xhosa Afrikaans Zulu Setswana Sesotho Swati Ndebele Sepedi Tsonga Venda Source: BRC RAM™ Jan'19-Jun'19 (n=28,338), filtered on radio listeners 16 Radio listening by device Radio Cell Phone Vehicle radio TV Computer 70% 34% 25% 15% 2% Source: BRC RAM™ Jan'19-Jun'19 (n=31,141) 17 Radio listening by location Home Vehicle Work / University / College Restaurant / Shopping Centre / Airport 86% 30% 10% 5% Source: BRC RAM™ Jan'19-Jun'19 (n=31,141) 18 4 Programme Content 19 Programme Content ... “Which of the following types of broadcast / topics do you normally listen to on the radio?” News Music Current affairs “And which do you listen to most often?” Religious Competitors Weather Advice Financial market Sports Traffic General radio preference, not asked of a specific station Phone-in Soapies Celebrity Can provide insight into general preferences of key demographics 20 Listen to / most often Listen to Most often Music 83% 33% News 80% 21% Phone-in 55% 8% Religious 54% 9% Current affairs 53% 7% Soapies 50% 7% Advice 45% 5% Celebrity 43% 4% Weather 37% 0% Sports 36% 2% Traffic 32% 1% Competitions 27% 0% Financial market 25% 0% Source: BRC RAM™ Jan'19-Jun'19, Main Respondents (n=16,783) 21 5 SEM’s 22 SEM’s in BRC RAM™ Different sample frames: Metro Urban Rural ES 41% ES 28% ES 31% RAM™ 60% RAM™ 20% RAM™ 20% Different recruitment: ES: Individuals (One individual per household) BRC RAM™: Households (Flooding) 23 SEM’s vs. LSM’s in BRC RAM™ SEM LSM SEM 1 8% LSM 1 0% SEM 2 13% LSM 2 1% SEM 3 13% LSM 3 3% SEM 4 11% LSM 4 12% SEM 5 12% LSM 5 21% SEM 6 11% LSM 6 31% SEM 7 10% LSM 7 14% SEM 8 8% LSM 8 7% SEM 9 7% LSM 9 8% SEM 10 8% LSM 10 4% Source: BRC RAM™ Jan'19-Jun'19 (n=28,338), filtered on radio listeners 24 SEM 1 – Radio Listeners Population: 2.9 million (8.0%) Area (%) Province (%) 76 28 22 13 18 7 9 6 9 11 2 1 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (5) Oct'18-Mar'19 Jan'19-Jun'19 71 72 48 49 12 14 13 11 2 2 Radio Cellphone Vehicle radio TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 25 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 2 – Radio Listeners Population: 4.9 million (13.4%) Area (%) Province (%) 67 18 26 20 23 10 5 8 6 15 1 2 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 74 73 49 50 16 17 14 16 1 2 Radio Cellphone Vehicle radio TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 26 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 3 – Radio Listeners Population: 4.7 million (13.1%) Area (%) Province (%) 26 56 26 21 13 10 9 8 18 5 3 5 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 76 75 43 43 22 22 21 21 2 3 Radio Cellphone TV Vehicle radio Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 27 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 4 – Radio Listeners Population: 3.8 million (10.5%) Area (%) Province (%) 35 37 24 28 14 13 12 9 11 6 4 7 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 79 76 40 43 21 20 19 18 3 2 Radio Cellphone TV Vehicle radio Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 28 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 5 – Radio Listeners Population: 4.2 million (11.5%) Area (%) Province (%) 37 40 22 20 14 13 10 23 8 6 5 2 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 80 80 40 41 21 22 19 20 3 3 Radio Cellphone Vehicle radio TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 29 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 6 – Radio Listeners Population: 3.8 million (10.5%) Area (%) Province (%) 35 52 31 20 16 9 5 6 7 13 4 2 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 80 80 38 38 22 23 18 19 3 2 Radio Cellphone Vehicle radio TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 30 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 7 – Radio Listeners Population: 3.5 million (9.7%) Area (%) Province (%) 61 40 33 18 14 7 7 3 4 5 3 6 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 83 83 34 35 27 29 14 16 3 2 Radio Cellphone Vehicle radio TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 31 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 8 – Radio Listeners Population: 3.0 million (8.3%) Area (%) Province (%) 42 63 33 19 14 8 6 3 4 3 2 5 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 85 83 37 38 28 27 13 15 2 2 Radio Vehicle radio Cellphone TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) 32 Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 (National: n=31,141) SEM 9 – Radio Listeners Population: 2.6 million (7.1%) Area (%) Province (%) 70 44 23 28 14 6 2 4 2 2 3 2 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 80 80 53 52 22 21 12 11 3 3 Radio Vehicle radio Cellphone TV Computer Source: BRC RAM™ Population/Area/Province: Jan'19-Jun'19 (National: n=31,141) Source: BRC RAM™ Devices: Oct'18-Mar'19 (National: n=30,533), Jan'19-Jun'19 33 (National: n=31,141) SEM 10 – Radio Listeners Population: 2.9 million (7.9%) Area (%) Province (%) 52 83 18 12 16 6 5 3 0 1 3 1 Metro Urban Rural EC FS GP KZN LP MP NC NW WC Devices (%) Oct'18-Mar'19 Jan'19-Jun'19 79 78 60 59 17 16 11 12 4
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