MEDIA RELEASE
21 June 2013
SAARF RAMS JUN 13
AT A GLANCE
 Total listening levels for RAMS Jun 13, which covers fieldwork done from mid-January to
early May 2013, are stable over RAMS May 13. Only one radio station posted a significantly
changed audience figure over the previous survey.
 Time spent listening is stable.
 The first results of the new place-of-listening question show that at-home listening
predominates.
All figures are for adults, aged 15+. Only statistically significant changes are reported.
NATIONAL LISTENING LEVELS
Radio listening levels for RAMS Jun 13 are stable on both the previous survey, and the year previous.
Quarter-hour listening levels for an average Monday-Friday are identical to the May 13 release, as
well as to the year previous. Saturday morning and afternoon levels are slightly lower compared to
the previous year, but almost identical to the May release, while Sunday listening is consistent with
both the previous release and the year previous.
TOTAL LISTENING LEVELS

Seven-day listening (p7d) – radio reaches 89.4% of the total adult (15+) population. This
figure is stable on the previous survey, although there has been growth in listening in
Bloemfontein.

Average Monday to Friday – 69.4%

Saturday listening – 65.5%

Sunday listening – 65.4%
SAARF RAMS Jun 13
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TIME SPENT LISTENING


Time spent listening is up by one minute on RAMS May 13. SA adults spend on average three
hours, 29 minutes listening to radio each day.
Per week, adults listen for 24 hours, 24 minutes on average, which is six minutes longer
than in the previous survey.
WHERE PEOPLE LISTEN
Jun 13 is the first RAMS release to include the new place-of-listening question. This question asks
respondents where they listened to the radio “yesterday”, with answers ranging from home and
work, to bars, gym, hotels, or while travelling.
The first results, based on responses from the large-urban sample only, show that home is not only
where the heart is, but where the radio is too.

89.8% of large-urban listeners listened to radio at home or at another person’s home.

22.6% listened in their cars or while driving in a car pool.

12.2% listened at work or the office.

11.9% listened in a minibus taxi or while on public transport such as a bus or train.

3.8% listened in a restaurant or shopping centre.
INDIVIDUAL STATION CHANGES
COMMERCIAL RADIO
No commercial radio station showed any significant change in its audience levels over the previous
period. A number, however, have audience levels which look significantly different now than they
did a year ago.
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SIGNIFICANT YEAR-ON-YEAR CHANGES OVER RAMS JUN 12
Looking healthier than they did a year ago are:

East Coast Radio, whose national weekly reach is now 5.5%, compared to 4.9% a year ago.
The station’s audience is now 1.907-million, where a year ago it was 1.726-million.

The weekday audience figure for Lesedi FM is up from 2.112-million in RAMS Jun 12 to
2.351-million currently. The station now reaches 6.7% of SA adults, up from 6.0%.

SAfm is up from 1.5% in RAMS Jun 12, to 1.9% (p7d), with audience in total at 655 000,
which is 115 000 more than a year ago.

Talk Radio 702’s national weekly reach is now 2.2%, up from 1.8%, with an additional
147 000 listeners bringing total audience to 768 000. Average Monday-Friday levels are also
up, from 0.8% to 1.1%.

Average Monday-Friday reach is up year on year for Thobela FM, from 4.3% to 5.0%, giving
the station an audience boost of 259 000 listeners to 1.753-million.
Year-on-year levels are down for:

567 CapeTalk, from 0.4% to 0.2% (p7d) and from 0.2% to 0.1% (M-F).

Metro FM, from 18.4% to 16.5% (p7d), and from 7.0% to 6.0% (M-F).

North West FM, from 1.5% to 1.2% (p7d).

OFM, from 1.6% to 1.3% (p7d).

Phalaphala FM, from 3.0% to 2.3% (p7d).
SIGNIFICANT DEMOGRAPHIC SHIFTS OVER RAMS MAY 13
All shifts are for weekly listening.

94.7 Highveld Stereo is up in metros, and has more 35-49-year-old listeners.

657 AM Radio Pulpit/Kansel has grown its male audience.

Good Hope FM is up in the Cape fringe.

Ikwekwezi FM is up in Pretoria.

Kaya FM 95.9 is up on the Vaal.

Lesedi FM has fewer listeners in Kimberley.
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
Phalaphala FM saw gains in its Gauteng audience, and in Johannesburg in particular.

Ukhozi FM has lost listeners in cities and large towns.
NEW STATION RESULTS
The first audience results are in for new commercial station, Vuma 103FM, which launched in
November last year. Based on large-urban data only, the station has achieved a weekly reach of
0.2%, with an audience of 74 000, while its average Monday-Friday reach is 0.1%, with an audience
of 26 000.
The first full audience results for Vuma 103FM will be released with RAMS Nov 13.
COMMUNITY RADIO
Reach for the community radio sector as a whole remained stable over the previous survey, but is
still not at the levels it was a year ago. Weekly reach was 24.9% in RAMS Jun 12, and is currently
23.5%, while average Monday-Friday listening levels are 11.6%, compared to the 12.5% of the year
previous.
The sector, however, boasts the only radio station in the country to post a significant change in
listening levels over the previous RAMS release.

The Voice of the Cape grew its reach into the Western Cape from 4.7% in RAMS May
13, to 6.8%, with audience numbers now at 241 000, up 73 000 since the last release.
SIGNIFICANT YEAR-ON-YEAR CHANGES OVER RAMS JUN 12
All shifts are for weekly (p7d) listening. Reach stated is provincial, not national.
KwaZulu-Natal


Imbokodo FM 96.8, up from 1.0% to 1.8%.
Radio Khwezi, down from 2.6% to 1.7%.
Western Cape


CCfm 107.5, down from 2.9% to 1.5%.
Radio Tygerberg, 104fm down from 8.6% to 6.6%.
Eastern Cape


Alfred Nzo Community Radio, up from 4.9% to 6.5%.
Unitra Community Radio, down from 7.7% to 4.8%.
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North West

Star Fm 102.9 Mhz, up from 2.7% to 4.8%.
Free State

Mosupatsela FM Stereo, down from 8.8% to 4.6%.
Northern Cape

Radio NFM, up from 2.0% to 6.3%.
AUDIENCE FIGURES FOR NEW COMMUNITY STATIONS
RAMS Jun 13 has the first weekly audience figures (large-urban data only) for a number of new
community stations.

Midcities 107.4FM in Gauteng: 1 000 audience members.

Radio Al-Ansaar in KwaZulu-Natal: 0.5% reach, with an audience of 38 000.

Ugu Youth Radio in KwaZulu-Natal: 0.1% reach, 6 000 audience.

Modiri FM in North West: 2 000 audience members.
DIARISE THE NEXT RAMS
The next RAMS release for 2013 will be on 15 August.
ends
Note to the editor:
The South African Audience Research Foundation (SAARF) is the provider of research data to the
advertising, marketing and media industries. Its main objective is to direct and publish media and
product/brand research for the benefit of its stakeholders, thereby providing data for target
marketing and a common currency for the buying and selling of media space and time. The
information is also used by media owners for strategic programme and editorial planning.
SAARF conducts a number of major media and product/brand surveys. The All Media and Products
Survey (AMPS®), includes extensive information on media as well as products, services, brands,
attitudes, interests and activities and is South Africa's only free source of data on nearly 120 product
categories and over 1 500 brands. Other important surveys are the Radio Audience Measurement
Survey (RAMS®); the Television Audience Measurement Survey (TAMS®) and the SAARF Out of Home
SAARF RAMS Jun 13
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Media Survey (OHMS). SAARF also provides comprehensive information on target groups, and
supplies segmentation tools which include the SAARF Living Standards Measure (LSM®), SAARF Life
Stages, SAARF Lifestyles and SAARF Attitudes, which are widely used for segmenting target markets.
For further information, please contact:
Bridget von Holdt, InZalo Communications
Tel: (011) 646-9992
Email: bridget@inzalo.com
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