DEMOGRAPHIC PROFILE Listenership by location Listenership by device East Coast Radio enjoys robust audiences East Coast Radio is KwaZulu-Natal's number one; for throughout the day and week hit music, for inspiring content, for updated 300 information and for making memories. It is the leading 200 English commercial radio station in KwaZulu-Natal, 86% 100 boasting a loyal listenership of more than 1 million 77% 0 people. The station's core audience comprises of both 32% 0030-0045 0100-0115 0130-0145 0200-0215 0230-0245 0300-0315 0330-0345 0400-0415 0430-0445 0500-0515 0530-0545 0600-0615 0630-0645 0700-0715 0730-0745 0800-0815 0830-0845 0900-0915 0930-0945 1000-1015 1030-1045 1100-1115 1130-1145 1200-1215 1230-1245 1300-1315 1330-1345 1400-1415 1430-1445 1500-1515 1530-1545 1600-1615 1630-1645 1700-1715 1730-1745 1800-1815 1830-1845 1900-1915 1930-1945 2000-2015 2030-2045 2100-2115 2130-2145 2200-2215 2230-2245 2300-2315 2330-2345 males and females in LSM 7-10, aged 25 to 49 years, 32% 0000-0015 Ave M-F Sat Sun across all groups. 52% are in SEM 9-10, the new socio 8% Ave Qhr, Mon – Sun, ADULTS economic segmentation system that measures how you live and not necessarily what you have. 23% East Coast 3% LIFESTYLE STATEMENTS - AGREE WITH Powered by innovation and creativity, East Coast Radio Radio provides experiences that are memorable, entertaining My language is important to me 66,7% and compelling. My car should be well equipped with all possible safety 39,6% #1 amongst LSM 9-10 KZN listeners (‘000) features My car should express my personality 33,8% 1h39 478 000 East Coast Radio 376 I like a car that stands out 45,6% Daily I love to buy new gadgets and appliances 53,4% Exclusive Ukhozi FM 85 The electronic items I own, strongly reflects my Listenership Listeners 44,3% Gagasi FM 77 status/style to others I do extensive research before purchasing an electronic 40,1% 5FM 68 item. When choosing electronic items, I want something 48,0% • 478,000 individuals listening exclusively Metro FM 62 unique and different I am very conscious about my health 59,9% • Average HHI of R27 847 Lotus FM 48 I am more aware of personal finance than I used to be 60,6% I don't like the idea of being in debt 57,3% KN Hindvani 38 • Average age of 39 I look for profitable ways to invest my money 64,4% I believe insurance is necessary 64,0% Exclusive Exclusive Vuma 103 FM 26 Listenership • 52% is employed Price determines my brand choice 59,3% Highway radio 12 I enjoy spending time with my family 60,0% • 64% in LSM 8-10 and 52% in SEM 9-10 I am prepared to pay more for products that makes life 62,7% Umhlobo Wenene FM 9 easier Source: BRC RAM Jan-Jun 2018/ TGISA 2016B/2017A DEMOGRAPHIC PROFILE SEM (Socio Economic Segmentation) 22% 26% 27% Weekly Cume 1 032 000 20% 26% 21% 13% 11% Mon-Sun (06h00-18h00) 983 000 9% 6% 7% 6% 3% 4% 15-24 25-34 35-49 50+ Mon-Fri (06h00-18h00) 853 000 Average Age: 38 years SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10 Saturday (06h00-18h00) 559 000 Listeners (Average) Listeners LSM Profile Sunday (06h00-18h00) 535 000 Population profile 19% 16% 14% 15% 20% 13% Unique Browsers 438 710 Visits 938 550 57% 43% LSM 1 - 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 ecr.co.za Black=31% White=21% Male Female Page Views 1 842 814 Indian/Asian=33% Coloured=15% Average Household Income: R22 675 6 425 Subscribers 5 Commercial radio stations available in the region 290 715 Followers 29% SWAZI- 24% Rural MPUMALANGALAND 14% Kosi Bay Vryheid 18% 16% 463 543 Followers FREE STATE 13% Social Media Metro 52% KWAZULU NATAL 31 888 Followers LESOTHO Urban Pietermaritzburg 33% Durban R19999 R39999 R40000+ R10000 - R10000 - R20000 PortEdward - R4999 R0 R5000 - R9999 - R5000 Source: BRC RAM Jan-Jun 18, Narratiive July 2018, Social Media 6 Aug 2018.