90% South African Adults Love Radio – Survey

Johannesburg, November 12, 2013 – Nearly 90 percent of South Africans over the age of 15 listen to the radio at least once a week, according to the latest Radio Audience

Measurement Survey (RAMS).

Over two-thirds of adults, 68.9 percent, listened to the radio daily between Monday and Friday, said the SA Audience Research Foundation (SAARF), which directs and publishes the survey, which was released on Monday.

On weekends, 65.5 percent of adults listened to the radio on a Saturday, and 65.3 percent on a Sunday.

“On average, South African adults listen to the radio for three hours, 32 minutes a day * three minutes up on the previous release,” the SAARF said.

“Average listening per week is 24 hours, 42 minutes a week, rising back to levels last seen in RAMS October 2012.”

The time spent listening to the radio in large urban areas was three hours, 20 minutes on average a day, while in small-urban and rural areas, it was three hours and 45 minutes a day.

Community radio stations reached 23.5 percent of adults a week, with 8.728 million listeners in total. Average Monday to Friday listenership was 11.7 percent of adults, totalling 4.371 million listeners.

The top two community radio stations with the most listeners in each province were:

* Gauteng: Jozi FM, with 506 000 listeners, reached 5.3 percent of the province’s adult population; and Thetha FM, with 220 000 listeners, reached 2.3 percent;

* KwaZulu-Natal: Radio Khwezi, with 148 000 listeners, reached 2.1 percent; and Izwi loMzansi 98.0fm, with 136 000 listeners, reached 1.9 percent

* Western Cape: Radio Tygerberg 104fm, with 297 000 listeners, reached 6.8 percent; and Radio Zibonele, with 278 000 listeners, reached 6.4 percent;

* Eastern Cape: Alfred Nzo Community Radio, with 273 000 listeners, reached six percent; and Unitra Community Radio, with 270 000 listeners, reached 5.9 percent;

* North West: Mafikeng Community Radio, with 174 000 listeners, reached seven percent; and Radio Mafisa, with 87 000 listeners, reached 3.5 percent;

* Mpumalanga: Radio Bushbuckridge, with 124 000 listeners, reached 4.4 percent; and Emalahleni FM, with 110 000 listeners, reached 3.9 percent;

* Limpopo: Sekhukhune Community Radio (SK FM), with 178 000 listeners, reached 4.9 percent; and Makhado FM, with 96 000 listeners, reached 2.6 percent;

* Free State: Motheo FM, with 173 000 listeners, reached 8.8 percent; and QwaQwa Radio, with 149 000 listeners, reached 7.6 percent; and

* Northern Cape: Radio Teemaneng Stereo, with 120 000 listeners, reached 15.7 percent; and Kurara FM, with 45 000 listeners, reached 5.8 percent.

The SAARF said the November RAMS was the first conducted using data from the 2011 census. Past surveys had used data from the 2001 census.

“Changes seen are not necessarily true increases or decreases, but rather a re-adjustment, giving the market a better estimate of reality, based on the latest population information,” it said.

As a result of the newly included census data, the November RAMS could not be compared to any previous surveys.

“An additional 2.279 million adults have been included in the RAMS universe, which has had a significant impact on the resultant audience figures,” the SAARF said.

Sapa