AMPS - Saarf

Transcription

AMPS - Saarf

The South African Advertising Research Foundation’s
All Media and Products Survey (AMPS™) 2003A
and
Radio Audience Measurement Survey (RAMS™) 2003A
Highlights, September 2003
THIS INFORMATION IS EMBARGOED UNTIL 12pm,
THURSDAY, 18 SEPTEMBER 2003
A note on reading the graphs:
• Significant increases or decreases in levels are marked on graphs with arrows,
pointing either up (increases), or down (declines).
• Significant increases or decreases in total, on the previous survey (AMPS/RAMS 2002B),
are marked directly above the relevant bar.
• Significant increases or decreases in demographics and geo-demographics (over AMPS/RAMS 2002B),
or on a year-on-year basis (over 2002A), are marked above the bar, towards the top of the graph.
The industry presentations will be available on the SAARF website – www.saarf.co.za –
from 12pm, Thursday, 18 September 2003.
AMPS and RAMS are commissioned by SAARF. All queries should be addressed to Dr Paul Haupt, Piet Smit,
or Mluleki Ncube on (011) 463-5340, or [email protected]
Graphs created by Nielsen Media Research, (011) 495-3000
Writing, publication management: Megan Chronis, BlueInk Media, (011) 678-9971
Layout and Design: Nicole Matthysen, Graphic Descriptions, (011) 886-0116
SAARF AMPS and RAMS 2003A
September 2003
Contents
Contents
1
Introduction and key findings of AMPS 2003A and RAMS 2003A
2
Demographic and personal data
4
AMPS media consumption
Newspapers
7
Provincial newspaper readership
9
Magazines
10
Top print titles of the SU-LSM groups
12
Outdoor
14
Cinema
15
Internet
16
Television
17
Looking at media across the provinces
19
SAARF Branded Data
21
SAARF Lifestyles
24
SAARF Media Groups Measure (MGMs)
25
FMCG product data
26
RAMS media consumption
Radio
27
Radio penetration in selected provinces
30
September 2003
SAARF AMPS and RAMS
SAARF AMPS and RAMS
Your window to the world of research
2
There’s a long list of media owners who’re going to be celebrating
following the release of SAARF AMPS 2003A and RAMS 2003A. Daily
newspaper owners, magazine owners, a number of outdoor companies,
and radio station owners, will find the proof in AMPS and RAMS that
they’re doing something right.
T
here’s not as much cause to celebrate in terms of the
progress of the country, where education and access to
certain services is slowing, but there is some good news
What is SAARF?
The South African Advertising Research Foundation
(SAARF) provides the only common research currency
on the employment front.
This latest AMPS survey also contains the highly useful
SAARF Lifestyles, a new tool introduced in the previous
survey, and which now has its first 12-month data. This
for the advertising, marketing and media industries in
South Africa.
Through our major products, the All Media and
segmentation tool allows users to delve into the activities,
Products Survey (AMPS), the Radio Audience
behaviours and lifestyles of South African adults.
Measurement Survey (RAMS), the Television Audience
The SAARF Media Groups Measure, or MGMs, now
Measurement Survey (TAMS), and the Universal Living
have 18 months of data behind them, and a large number
Standards Measure (SU-LSM), we provide our three
of subscribers continue to receive branded data from
stakeholder industries with detailed information about
SAARF’s Branded Data Survey, which forms part of the
the population’s media and product consumption habits.
FMCG product questionnaire left behind with the RAMS
From these surveys, you can identify and profile the
readers, listeners, viewers, cinemagoers and Internet
diary.
These results are based on a national representative
users, those who are exposed to outdoor billboards and
sample of 27 644 adults (aged 16 years and older) and
other outdoor media types, as well as the users of
the fieldwork was done from July 2002 to June 2003.
numerous products, services and brands. Furthermore,
the AMPS survey is a so-called single source survey.
Technical information
Demographics, media consumption, and product/brand
• The surveys, both AMPS and RAMS, were conducted by
consumption are available from the same respondents.
SAARF’s contractor, Nielsen Media Research.
• Interviewing for AMPS was conducted from July 2002 to
This makes it possible for advertisers and their agencies to select the media that would be best to reach users
June 2003, using CAPI (Computer Assisted Personal
of a specific product/brand, while media owners can
Interviewing).
use the data to sell advertising to the right marketers.
• RAMS diaries and the self-completion products and
brands questionnaire were placed at the end of each
AMPS and RAMS thus comes from 27 644 different
AMPS interview, and collected a week later.
households.
• Both AMPS and RAMS 2003A made use of a large
national sample of 27 644 respondents.
• One respondent was randomly selected at each address
selected for the sample by gender and age. The data on
• SAARF bases its population figure on the Bureau for
Market Research’s 2003 updated estimates of
29.773-million adults, an increase of 0.6% over 2002.
• The demographic impact of HIV/Aids has been taken
September 2003
into account. The impact of the disease is beginning to
SAARF AMPS and RAMS
show through in different proportions of the age groups.
3
• Demographic profiles of radio listeners are very consistent with the previous survey.
Most affected is the 25-34 age group, which is showing
• Average daily listenership has increased.
negative growth. The 35-49 age group is also showing
• Time spent listening to radio has increased slightly,
signs of the negative effects of HIV/Aids.
mainly due to a new “Radio only” diary.
• Number of radio stations listened to has increased over
Key findings of SAARF AMPS and RAMS
2003A:
the previous survey.
Segmentation tools
• The first 12-month information for SAARF Lifestyles is
now being released. This includes the 10 SAARF
Lifestyle groups, determined through statistical analysis
of this data.
• SAARF Branded Data is now into its second survey and
full 12-month data will be released simultaneously with
the other results on 18 September 2003.
• There is very little change in terms of education, where
figures are extremely stable.
• Access to services and ownership of durables remain at
similar levels.
• Average household income increases are 1.4% ahead of
CPI.
• Employment levels have stayed constant, with a significant drop in the number of people classifying themselves
as unemployed.
Media consumption
• Newspaper readership in total continues an upward
trend, with significant growth for daily newspapers.
• Weekly newspaper readership remains at the higher levels reached 12 months ago.
• Magazine readership is stable, with the majority of titles
maintaining their readership levels.
• One in every 12 magazine titles has shown significant
growth.
• The newspaper/subscriber magazine sector decline has
been halted.
• Cinema attendance is unchanged.
• Outdoor advertising exposure to billboards and store
advertising continues to grow.
• Internet usage remains constant.
• Average day individual radio station audiences remain
very stable.
September 2003
There have been few significant changes in either demographic or
personal data, although, for the first time in many a survey, there have
been declines in unemployment levels.
LSMs remain unchanged
Average monthly household income levels continue to
As was the case in the previous survey, SAARF Universal
rise. The R3 956 average income seen in AMPS 2002B has
LSMs are stable, with no significant changes coming
risen to R4 142, which is a 12% increase. Taking a CPI of
through. Encouragingly though, there has again been an
10.4% into account, this represents a real growth of 1.4%.
increase in household income for every SU-LSM group.
(Incomes showed a real growth of 2% in the previous survey.)
4
SAARF Universal SU-LSMTM Groups
September 2003
Education levels improve slightly
ed, and matric plus, have shown no significant improve-
Following the significant improvements seen in education
ments over the last survey.
levels in the previous AMPS survey, advances in education
• No school – 7.8% (down from 8.2% in 2002B)
have slowed. Basic literacy (92.4%), functional literacy
• Primary school completed – 79.9% (up from 79.5% in
(79.9%), and the average level of education have
remained stable compared to AMPS 2002B.
2002B)
• Matric plus – 33.4% (stable on 33.5% in 2002B)
The levels of no schooling, primary education complet-
Education – 10 Year Trends
5
A potential glimmer of hope on the
employment front
increased. This could indicate that people are no longer active-
AMPS 2003A shows a faint glimmer on the employment front.
employment.
The percentage of people classifying themselves as unemployed
• Full-time work – 24.2% (7.211-million)
has dropped significantly, from 33.8% in the previous survey, to
• Part-time work – 10.4% (3.092-million)
32.6% in AMPS 2003A. There was also a slight, but not
• Self-employed – 8.7% (2.59-million)
significant, decrease in the percentage of people saying they
• Not working (including students, housewives and retired
were “not working” (65.4%, down from 65.8%).
The level of full-time and part-time work however, has not
ly seeking employment, rather than that they have found
people) – 65.4% (19.471-million)
• Classify self as “unemployed” – 32.6% (9.696-million)
September 2003
6
Access to services and possessions
Financial services
There has been no growth in access to electricity and
On the whole, activity in the financial services sector has
water. The incidence of electrified households has
been stable, with few significant changes across banking
remained at similar levels to the previous survey, at
and policies, plans and investments.
83.2%, and water on site is slightly down, though not significantly, to 73.9% of households.
In the banking sector, there has been a significant
decrease in the use of ATM cards, down from 28.3% to
Similarly unchanged are the incidences of various
26.4%. This drop has been across a number of demo-
durables in the home. Only one significant change came
graphic and geo-demographic segments, which include
through – DVD ownership is up from 2.5% to 3.5%, or
urban areas, Western Cape, Free State, Gauteng, both
347 000 households.
males and females, 35+, and LSM 6+.
One area of change has been in telecommunications.
The incidence of credit cards is up on the Reef.
As seen in other surveys, access to a phone, whether a
As far as policies, plans and investments are concerned, the
landline or cellphone, continues to rise, from 42.3% previ-
only significant decline was in retirement policies, a drop
ously to 44.4%. This increase is due entirely to continued
from 6.2% in the previous survey, to 5.5%. This decline was
growth in access to a cellphone – a significant increase
seen across five demographic filters – in metros and large
from 24.1% to 27.4%. As expected, AMPS 2003A shows
urban areas, amongst males, in 35+, and LSM 7-8.
a familiar picture, with private cellphone ownership on the
Significant demographic increases were seen for
rise (from 23.4% to 26.7%), mainly due to the increase in
investments and endowments (up in small urban areas),
the usage of pre-paid phones (up from 20.3% to 23.3%).
and for those without any policies (up in the Western
Landline phones are down significantly, continuing a
Cape and Cape Town).
long-term downward slide – from 27.3% in AMPS 2002B
to 26.2% currently.
Access to Services
September 2003
Newspaper readership
While other sectors remain stable, daily newspapers have good news to
report again, as the growth of this category continues apace.
O
n the technical side, community newspapers and
developing, from 30.7% in AMPS 2002A to 31%
freesheets (CP/F) are no longer included in the sur-
(9.233-million total readers).
vey, due to the Print Council’s decision to change this section of AMPS to user pay. Classified publications have
ble, with an upward trend developing (from 37.1% in
also been excluded.
AMPS 2002A to 38.2%, with 11.377-million readers.
The current AMPS survey also includes the new
12-month release of data for dailies Daily Sun and
7
• Any Newspaper (excluding CP/F) – have remained sta-
This sector also shows gains in the North West, but has
declined in the Northern Cape.
Isolezwe, and for Post Weekend (Weekly, Friday).
Dailies just keep on growing
• Any Daily – up significantly over the previous period
The impact of the two new dailies – Daily Sun and
from 17.1% to 18.6%, with 5.551-million readers.
Isolezwe – is clearly seen in the current figures, bringing
Readership is up in metro and large urban areas, on the
welcome boosts in readership to the daily newspaper sec-
Reef, in Gauteng and the North West, amongst both
tor. Readership of any daily is up significantly over the
males and females, in the 16-34 age group, and (an
previous period from 17.1% to 18.6%, with 5.551-million
interesting mix) in LSM 5 and 8.
total readers.
• Any Weekly (excluding CP/F) – previous levels have
been maintained, although there is an upward trend
Since there have been no significant increases for
other daily papers, this overall increase in daily paper
AIR READERSHIP – Newspapers Adults
September 2003
readership can be attributed, at least in part, to these two
new dailies, who have tallied up readerships of 874 000
What’s changed other than total
readership?
(Daily Sun) and 268 000 (Isolezwe).
• Rapport – up amongst LSM 7-8
The fact that AMPS 2003A also shows little downward
• Saturday Star – up amongst LSM 9-10.
movement for the more established dailies, also points to
• The Citizen Weekend – down in metros
the fact that the new players have done little poaching of
• City Press – down in Gauteng, Johannesburg, 35+ and
existing readers, but have rather brought a new sector of
amongst LSM 5-6.
reader into the market. Usually the arrival of new titles just
shifts readers around – this real growth is therefore good
news for the daily newspaper industry.
The average number of daily papers per reader continues to trend upwards, from 1.27 to 1.31.
8
Developing trends – AMPS 2003A over
AMPS 2002A
• Ilanga – trending down from 2.3% to 2%
(593 000 readers)
• City Press – trending down from 8.8% to 7.8%
What’s changed other than total
readership?
(2.314-million).
• Die Burger – up in LSM 7-8.
• Sowetan – up in North West, and trending up from
6.2% in AMPS 2002A to 6.7% (1.983-million).
• The Star – trending up from 2% in AMPS 2002A to
2.2% (649 000).
Weeklies/bi-weeklies/monthlies
There have been no significant readership changes
amongst papers in this category, which has been very stable across three surveys.
There have been only two significant changes in the
weekly category. Pretoria News Weekend is up over the
previous survey from 0.3% to 0.5%, with 152 000 total
readers. The paper has had upward shifts amongst both
males and females, in age group 25-34, and amongst
LSM 7-8.
Sunday Sun is also on the rise. It has grown its readers
from 4.2% penetration in the previous period, to 5.3%,
going from a zero base to 1.587-million readers within a
year, bringing its readership up to almost half of the
biggest weekly, Sunday Times. The paper is up in metro
and large urban areas, in Gauteng and North West, in
Cape Town, on the Reef, and in Pretoria, amongst both
males and females, 16-49, and LSM 6-7. It has clearly
grown this sector of the newspaper market, since the other
weeklies have shown no significant declines.
The average number of weekly newspapers per reader
is 1.94.
September 2003
Provincial newspaper readership
What’s happening in the newspaper arena on a provincial level?
Newspaper reading in Gauteng
There have been only two significant changes over AMPS
Developing upward trends –
2003A over 2002A
2002B in newspaper readership in Gauteng, one up and
• The Citizen Weekend – from 1% to 1.3% (77 000)
one down.
• Sowetan – from 1% to 1.3% (77 000)
Sunday Sun has grown its readership, from 9.1% to
11% (675 000 readers). This growth is seen in metro
• Soccer Laduma – from 4.3% to 4.9% (296 000)
areas, on the Reef, amongst females, in age group 25-34,
and LSM 7-8.
9
• Post (Wednesday) – from 5.2% to 5.6% (339 000)
A decline in readership was seen for City Press, down
Developing downward trends –
2003A over 2002A
significantly from 15.5% to 13.6% penetration, with
• Daily News – from 5.2% to 4.8% (294 000)
831 000 readers. In terms of reader profiles, downward
• Ilanga – from 10.5% to 9% (550 000)
shifts have occurred in metro areas, in Johannesburg,
• Independent on Saturday – from 5.4% to 5% (303 000)
amongst females, in 35-49, and amongst LSM 5-6.
• Sunday Independent – from 1.8% to 1.2% (71 000)
One other paper had a demographic shift – Pretoria
• Sunday Times – from 11% to 10.5% (642 000)
News Weekend has grown its female readership.
Newspaper reading in the Western Cape
2003A over 2002A
There have been no significant changes to readership, or
to reader profiles, in the Western Cape.
• Sowetan – from 15% to 15.3% (938 000)
• The Star – from 7.1% to 7.7% (469 000)
• Naweek-Beeld – from 2.2% to 2.5% (154 000)
2003A over 2002A
• Die Burger – from 13.8% to 15.8% (457 000)
2003A over 2002A
• Beeld – from 4% to 3.5% (215 000)
• Die Burger (Saturday) – from 16.6% to 18.5% (536 000)
• Saturday Argus Weekend – from 12.5% to 13.8%
(399 000)
• The Citizen – from 6.5% to 5.5% (339 000)
• The Citizen Weekend – from 7.8% to 5.4% (329 000)
Newspaper reading in the Eastern Cape
• City Press – from 17.1% to 13.6% (831 000)
• Mail & Guardian – from 1.7% to 1.4% (86 000)
to reader profiles, in the Eastern Cape.
• Pretoria News – from 1.6% to 1.2% (72 000)
• Saturday Star – from 7% to 5.7% (348 000)
• Sowetan Sunday World – from 10.5% to 9.6%
2003A over 2002A
• Daily Dispatch – from 4.4% to 5% (220 000)
(589 000)
• Sunday Times – from 20.6% to 18.5% (1.128-million)
• Sunday Sun – 2.4% to 3.3% (144 000)
Newspaper reading in KwaZulu-Natal
2003A over 2002A
to reader profiles, in KwaZulu-Natal.
• Die Burger – from 2.4% to 2% (87 000)
September 2003
Magazine readership
Magazines have reversed the declines seen in AMPS 2002B, with a number
of titles bringing home increased readerships.
MPS 2003A shows an upwardly trending picture for mag-
This is the first 12-month release of data for monthlies blunt
azines as a medium, with a large number of titles gaining
and Siyavaya (a free distribution magazine given out mainly at
A
in readership.
taxi ranks), and for quarterlies In House Club and Personal
• Any Magazine – 40.7%, 12.112-million readers. The medi-
Finance.
um is up in large urban areas and LSM 8 (up to 73.8%), but
has gone monthly (previously fortnightly), and blunt has
down in the Northern Cape.
• Any Newspaper Magazine – 10.6%, 3.159-million readers.
10
Two magazines appear with different frequencies. Fairlady
changed from an alternate monthly to a monthly.
• Any Subscriber Magazine – following a decline seen with the
New in the six-month release data is Loslyf (monthly),
removal of Radio and TV Talk, this category has now stabi-
habitat and O (alternate monthly), and Discovery (quarterly).
lized, and is showing a developing upward trend. Readership
Weekly and fortnightly reads
is at 4.140-million, or 13.9% penetration.
• Any Newspaper Magazine/Subscriber Magazine – 20.1%,
There was only one significant change in the weekly/fortnightly
magazine category. Rapport Tydskrif grew its readership over
5.984-million readers, with increases in rural areas.
• Average publications per reader: Any Magazine is 3.19
the previous period from 3.7% to 4.2%, with its current reader-
titles per reader (up slightly from 3.08); and for
ship at 1.246-million. The magazine also showed a shift
Newspaper/Subscriber Magazines is 1.57 (stable).
upwards in the Western Cape, and in LSM 7-10.
Magazines
September 2003
Developing trends, and profile changes
include:
11
• Drum – trending down from 6.5% to 6% with 1.777-million
• Sarie grew its readership from 2.4% to 3% (899 000
readers). It is up in metros and large urban areas, in the
Western Cape and Gauteng, amongst females, in 35+ and
LSM 7-10.
current readers.
• huisgenoot – up amongst age 35+, and in LSM 8-9.
• Shape has improved its figure from 0.6% to 0.8%, with a
current readership of 226 000. It is up in large urban areas.
• people – up in LSM 9.
• Sunday Times Magazine – down in LSM 9, trending down
from 7.2% to 6.9% (now with 2.068-million readers).
• TV Plus! continues its upward trend, growing significantly on
AMPS 2002B when it had a penetration of 3.7%, to 4.2%
currently (1.265-million). The magazine is up in Cape Town,
• Vrouekeur – up in LSM 8.
and in the Cape fringe, amongst females and LSM 6-7.
Monthly mags
in the previous survey, when the category showed several sig-
Developing trends, and demographic shifts
include:
nificant declines, and no gains in readership. In the current
• Bona – trending down on a 12-month basis from 12.2% to
Monthlies have fared far better in AMPS 2003A than they did
period, ten magazines have boosted their readership signifi-
10.3% (with a readership of 3.057-million).
• car – up in LSM 5-6, showing an aspirant reader coming
cantly. They are:
• Animaltalk, which grew its readership over the previous
period from 0.4% to 0.6%, with 168 000 current readers.
• Foschini’s club mag increased from 2.2% to 3.2% or
950 000 readers, and Lewis/Best’s club mag increased
from 2% to 2.8% (now with 820 000 readers). These were
through as the country progresses.
• dit – up in LSM 8.
• FHM – trending up from 1.4% in AMPS 2002A to 1.6%
currently, with 486 000 current readers.
• Imagine/Droom – trending down on 12 months from 8.9%
substantial increases across all demographics and
to 5%, with 1.491-million current readers. This has occurred
geo-demographics, which has raised questions. SAARF
since the name change from Edgars Club Magazine.
suspects that these substantial rises are a result of generic
• Men’s Health – trending up from 1.9% in AMPS 2002A, to
claiming, since both retailer clubs have the same publica-
2.5%, a readership of 742 000. It is up amongst readers
tion title, and neither have significantly increased their dis-
aged 35+.
tribution. Due to the large number of similarly-named
• SA Gardening – up in the 16-34 age group.
“Club” magazines throughout this sector of customer pub-
• Stywe Lyne/Tight Lines – up in LSM 7-8.
lishing, confusion might even be arising between these
• Topcar – trending up from 1.6% a year ago to 1.8%
titles and other “Club” magazines not measured by AMPS.
• Conde Nast House and Garden saw its readership increase
(545 000 current readers).
• True Love – up in large urban areas.
from 1.3% to 1.7% (currently with 497 000 readers), with a
demographic increase in LSM 7-8.
• dish/skottel (DStv) grew from 1.4% to 1.8% or 530 000
Alternate monthlies
Movement in this category has come from SA Home Owner,
readers, and is up in metros, Gauteng and in LSM 9-10.
which is up in the 16-34 age group, and from Y mag, which
• Magic/M (M-Net), which was down significantly in the pre-
has grown over the previous period from 1.1% to 1.5%, and
vious survey, has bounced back, though is still not back to
now has 461 000 readers. Y is also up in metros and large
the same levels it was at when it was called the M-Net
urban areas, amongst males, in the 16-34 age group and in
Guide (could readers be reading the guide, but not be con-
LSM 6-7.
necting it with the name “Magic”?). The magazine is up
from 0.6% to 0.9% (256 000 current readers), with shifts
Quarterlies
upward in the Western Cape, in the 16-34 age group, and
There has been little movement in this category as well, with
in LSM 9-10.
only two profile shifts: The Motorist (up in large urban areas
• rooi rose is up on the previous period, from 2.5% to 2.9%
with 856 000 readers. It is also up in LSM 7-8.
and in LSM 6), and vodaworld magazine (up in large urban
areas).
September 2003
Top print titles of the SU-LSM groups
12
Each SU-LSM grouping has an interesting assortment of favourite print
titles, an assortment which differs dramatically from one end of the
market to the other.
O
ther than the new newspaper titles making an appear-
Other interesting facts:
ance, there has been little shifting within the ranking
• The Sunday Times has the highest penetration across all
of top newspapers and magazines in terms of SU-LSM pene-
groups, except in SU-LSM 1-4, where Bona takes top hon-
tration.
ours with 11.4% penetration. (The paper with the highest
Looking at print titles in terms of SU-LSM penetration
reveals some interesting facts. For instance, it might surprise
some people to realise that the magazine delivering the
penetration into the lower SU-LSM groups is Soccer
Laduma, with 5.8% penetration.)
• In SU-LSM 1-4, three papers make up the top five – Soccer
highest percentage of top SU-LSM readers (9-10), is
Laduma (5.8%), Sowetan (5%) and City Press (4.9%). In
huisgenoot. This title ranks 13th on the SU-LSM 5-6 list of
SU-LSM 9-10, only two papers make it into the top five –
print titles, with a penetration of 6.1%. In SU-LSM 9-10,
Sunday Times (28%) and Rapport (21.7%), with the other
huisgenoot is read by 27.4% of the upper end of the market,
top five positions going to huisgenoot (27.4%), You
and ranks 2nd in the top print list. Only the Sunday Times
(21.8%) and car (13.4%).
has a higher penetration into this market.
This clearly demonstrates the importance of making decisions using research as a foundation. Some people, working
• The most read magazine in SU-LSM 1-4 is Bona (11.4%), in
SU-LSM 5-6 is True Love (13.7%), and is huisgenoot in both
SU-LSM 7-8 (19.2%), and SU-LSM 9-10 (27.4%).
off gut-feel alone, might be tempted to incorrectly position
huisgenoot lower down the SU-LSM scale.
Newspaper/magazine readership – % penetration SU-LSMTM 1-4
September 2003
13
September 2003
Outdoor advertising
14
The outdoor success story continues into AMPS 2003A.
O
utdoor advertising continues to attract the attention
of vast numbers of South Africans, with exposure to
Trailer ads experienced significant growth from 27.5% to
28.7% (8.550-million adults). Geographic shifts were seen in
billboards and store advertising showing significant
small urban areas, and in the Western Cape, Northern Cape
increases.
and Free State, where penetration increased.
Always on the up and up is billboard advertising, with
Truck advertising, included for the first time in the previ-
exposure once again up, from 70.8% penetration in AMPS
ous AMPS survey, has shown significant growth over AMPS
2002B, to 72.5% (a current total of 21.581-million adults).
2002B. After coming into the survey with a high level of
Billboards are up in metros and large urban areas, as well
exposure, this media type is now up from 44.1% to 46%,
as in the Northern Cape, Free State, Gauteng and North
exposed to 13.684-million adults. There have also been geo-
West.
graphic shifts for truck advertising, with increased incidences
Other outdoor media types showing significant increases
over the previous period are store advertising, trailer ads
in urban areas, and in the Eastern Cape.
The only significant decrease is train advertising. This
media type is down from 10.8% to 10%, with 2.975-million
and truck advertising.
Store advertising (facias) grew from 78.6% penetration
adults exposed.
to 80.6%, or 24.005-million adults. Its geographic profile
has also changed, with increases in its metro and large
Geographic shifts only:
urban audience, and in the Western Cape, Free State,
• Buses – down in Mpumalanga.
Eastern Cape and Limpopo.
• Taxis – up in metro areas.
Outdoor Advertising – 7 Days
September 2003
The stable silver screen
The movies may change, but the audiences remain stable.
C
inema is again the picture of stability, with
• Past 7 days – 1.4% penetration (424 000 attendees)
audience levels and profiles remaining statistically
• Past 14 days – 2.7% (804 000 attendees)
unchanged over the previous survey. Bear in mind
• 4 week average over 12 months – 5.9% (1.745-million
attendees)
that AMPS does not measure the cinema-going
habits of the under-16s, a significant part of
cinema’s audience.
15
Cinema Total
September 2003
Internet usage
16
Penetration of the Internet in South Africa remains low, with little sign at
this point of increasing.
T
he Internet is still not showing signs of increasing
than the total number of people who accessed the Internet
its presence in South Africa. Internet usage has
in the past 4-weeks, due to duplication. The same person
remained stable on the previous AMPS survey, with four-
can access the Net at different places.
week usage stable at 5% (1.496-million users). There
are however, significantly more users in Gauteng and
Why people log on
in LSM 10.
Users continue to use the Internet as they have done in
Seven day usage is static, with 1.146-million people
past surveys. Usage for email and banking are slightly up,
but not significantly.
logging on, a penetration of 3.8%.
Yesterday usage remains steady at 2.3% (684 000
The top reasons for logging on are:
users), but with significantly more users in metro areas,
1. Email (4%)
and in LSM 10.
2. Banking (1.5%)
Usage remains predominantly at home (2.5%,
3. Obtain news (1.5%)
744 000 users), with at work usage lagging behind at
4. Read a magazine/newspaper (0.8%)
1.9% (564 000). A further 371 000 people claimed to use
5. Chat on-line (0.7%)
the Internet “elsewhere”, a penetration of 1.2%. Note that
Again, note that the same person can access the Net
the total across the three access points adds up to more
for more than one purpose.
Internet Usage
September 2003
Television viewing
17
TV viewership continues to trend upwards, but only one station shows the
benefit of this.
T
elevision is no longer measured with radio in the RAMS
rural areas, KwaZulu-Natal, North West, Johannesburg, in
diary. To provide an overall picture of media in South
both males and females, 16-34, and LSM 3 and 6.
Africa however, SAARF has released this limited information
• M-Net’s Main Service showed a significant decline
on television viewing, from SAARF AMPS. The industry
over AMPS 2002B. Viewership is down to 1.745-million,
should note that SAARF TAMS is the official TV currency.
a drop from 6.7% to 5.9% (DStv viewing continues to
Total TV viewership (“Yesterday”) has remained stable,
trend upwards, but not significantly). The station showed
but is showing an upwards trend. Current viewership is at
declines across metros, large urban areas, Western Cape,
20.023-million, or 67.3% of the adult population in
Cape Town, both males and females, 16-24, and LSM 7
South Africa.
and 9.
Viewing time is up, but not significantly. According to
• SABC 2 is also down significantly, from 29.2% in AMPS
SAARF TAMS, people watch on average 3.01 hours a day
2002B to 27.4%, with a total audience of 8.170-million.
(up slightly from 2.55 hours in 2002), and 21.07 hours a
These declines were seen in large urban areas, Gauteng, on
week (up from 20.25 hours last year).
the Reef, amongst males, 35-49, and LSM 3-4 and 7. The
Three stations showed significant changes in
station has however, significantly grown its LSM 9 audience.
penetration.
• e.tv – this station continues to grow its penetration in
Profile changes
South Africa. Its “Yesterday” viewing grew significantly over
• Total TV – up in the North West.
the past survey, from 32.9% to 34.9%, with a current view-
• DStv – up in LSM 10.
ership of 10.386-million. Upward shifts occurred in metros,
• SABC 1 – up in the North West.
Time Spent Viewing TV
September 2003
TV Viewing Yesterday
18
September 2003
Looking at media across the provinces
The highest penetration for daily newspaper readership
• Western Cape – 67.4% (1.949-million)
• KwaZulu-Natal – 35.4% (2.156-million)
Daily newspaper reading
19
817 000 readers. There is evidence of an upward trend in
the last period, from 82.1% to 83.9%, with shifts
daily newspaper readership in this province, perhaps follow-
upwards in large urban areas, in 16-34, and
ing the launch of Isolezwe. Upward shifts have occurred in
LSM 7-8.
comes from the Western Cape, where 32% of people read a
daily. Despite a slightly lower penetration however, Gauteng
Cinema attendance (average four weeks)
(at 31.1%), has 1.902-million daily newspaper readers,
• Gauteng – 11.2% (684 000)
compared to the Western Cape’s 925 000. This is a signifi-
• KwaZulu-Natal – 6.1% (374 000)
cant increase for the province, up from 28.1% in AMPS
• Western Cape – 11.3% (328 000)
2002B. Gauteng’s daily paper readership has also shifted
upwards in metro areas, on the Reef, amongst both males
Viewing of billboards (past seven days)
and females, in age group 25-34, and in LSM 5 and 8.
• Gauteng – 83.9% (5.131-million). In Gauteng,
In KwaZulu-Natal, penetration is at 13.4%, with
the viewing of billboards is up significantly over
LSM 1-5.
• Western Cape – 71.9% (2.077-million). Upward shifts
Weekly newspaper reading
have occurred in metro and large urban areas, and
• Gauteng – 44.3% (2.709-million)
amongst LSM 10.
• Western Cape – 52.2% (1.508-million)
Using the Internet (past seven days)
• Gauteng – 6.4% (388 000)
Magazine reading
• Western Cape – 10.3% (297 000)
• Gauteng – 49.7% (3.037-million)
• KwaZulu-Natal – 4.1% (251 000)
Print/Cinema/Outdoor/Internet
Gauteng
September 2003
KwaZulu-Natal
20
Western Cape
September 2003
SAARF Branded Data
SAARF’s Branded Data
21
SAARF’s Branded Data Survey allows subscribers to do ‘bottom up’ market
segmentation based on brand usage, rather than ‘top down’ marketing
planning, for which broad segmentation descriptions by LSM, life stage,
demographics and others are used to describe the market.
he first SAARF Branded Data was released in April 2003,
consumption of brand users, and user brand loyalty from cat-
providing subscribers with a wealth of information on
egories where a large group of respondents claimed to use
T
units of product purchase or use, which brands are used and
only one brand.
which most often – all of which can be cross-referenced with
It provides single-source data on 544 brands from 83
AMPS- and RAMS-sourced media usage and demographics,
product categories covering various grouped sectors such as
as well as LSMs, life-stages, SAARF Lifestyles, and SAARF
Food, Medicinal Products and Personal Care Products.
On the following pages are examples of the kind of data
MGMs.
SAARF Branded Data gives subscribers the information
they need to determine brand usage and purchase, media
which subscribers can get from SAARF Branded Data (information supplied courtesy of Willy Watson, Distell).
Branded AMPS™
Brandy Drinkers – Age
September 2003
SAARF Branded Data
Branded AMPS™
Brandy Drinkers – SU–LSM™
22
Branded AMPS™
Brandy Drinkers – Music Interest
September 2003
SAARF Branded Data
Branded AMPS™
Whisky Drinkers – Province
23
September 2003
SAARF’s 10 Lifestyles
SAARF Lifestyles
One of SAARF’s newest research products, SAARF Lifestyles, divides the
population into ten groups, based on their interest and participation in a
number of activities, and their attendance at various events.
24
S
AARF AMPS 2002B measured a range of activities, with a
The SAARF Lifestyles are:
view to creating a segmentation tool based on people’s activi-
• Group 1 - Good Living
ties, interests and lifestyles. These Lifestyles now have 12 month’s
• Group 2 – Niche Sports
worth of data, appearing for the second time in SAARF AMPS
• Group 3 – Mainstream Sports
2003A.
• Group 4 – Traditional
The Lifestyles are derived from people’s answers to almost 90
• Group 5 – Outdoors
lifestyle and activity questions, which include:
• Group 6 – Gamers
• 24 questions on sport, from adventure sports to mainstream
• Group 7 – Homebodies
sports like athletics and cricket. (For each, questions on interest,
• Group 8 – Showgoers
participation, and attendance are asked.)
• Group 9 – Gardeners
• 51 questions on lifestyle, leisure, and entertainment activities,
• Group 10 – Bars and Betters
covering such activities as going on diet, having or attending
dinner parties at home or with friends, engaging in DIY proj-
Here is an example of the kind of information provided in the
ects, gambling at a casino, and attending a
outline sketch for each Lifestyle which you will find on the SAARF
stokvel/syndicate/society. (For each, a question on frequency
Segmentation CD.
of participation is asked.)
• 17 music questions, where respondents choose which music
genres they prefer, from classical and kwaito.
• 6 questions on cultural events, providing data on attendance of
classical music, opera performances, pop concerts, theatre, and
other dance performances. (Frequency of attendance)
The resultant SAARF Lifestyles consist of ten diverse groups of
people who share similar behaviours with regard to sporting and
other activities. They show the links between how people live their
Homebodies (12% of the adult population)
Homebodies’ main interests are baking, cooking, knitting, crochet, needlework and tapestry.
They are concerned with the appearance of self and home.
They have beauty treatments, visit the hairdresser and spend
time gardening and decorating their homes. They are religious, enjoy singing and go to meetings of their burial society.
As could be anticipated, Homebodies are more likely to be
lives, the media and products they use and their demographics.
women, aged 35 and over, living in smaller urban and rural
The 10 groups are available as a standard breakdown on the
areas. Many are at the Mature and Single Parents, Golden Nests
SAARF AMPS database. The responses to all individual questions
and Left Alones lifestages.
are also available. Thus, users can also segment this lifestyle
They have above average incidence in the Western Cape,
information to suit their own needs, cross-referencing various
Free State, Mpumalanga and North West, with Afrikaans, South
activities against media and product/brand consumption.
Sotho or Tswana as their home language. Few go out to work
A brief description of each of the 10 SAARF Lifestyles is provided on the database, in terms of:
full-time.
Newspaper reading is below average, an exception being
• Major activities that characterise this Lifestyle;
Rapport. Magazines with above average readership are
• Other activities;
huisgenoot, You, Fairlady, finesse, rooi rose, woman's Value and
• Defining demographics; and
your family.
• Examples of media usage.
Favoured radio stations are 702 Talk Radio, Lesedi FM,
(The write-ups for these groups are currently being updated
using the 12-month data, which is being released for the first time
in AMPS 2003A and will be available shortly on SAARF’s
Segmentation CD.)
Motsweding FM, Radiokansel/Radio Pulpit, Radiosondergrense
(RSG) and community radio.
Television viewing is quite strong and above average for
SABC 2.
September 2003
SAARF Media Groups Measure (MGMs)
SAARF MGMs
The SAARF MGM is a segmentation tool which can be used in addition to
LSMs, life stages, lifestyles and demographics, to give insights into the
accumulation and duplication of media, not only in terms of media types,
but also individual options within each medium.
25
T
his is the second survey in which the SAARF MGMs
appear, allowing users to determine the reach of various
media types into different markets.
Dr Clive Corder, SAARF’s chairman, suggests as a start-
Technical description
Each respondent in the AMPS 2003A database was categorised according to the media types that they used. The
ing point in using the MGMs that users determine the target
media taken into account were cinema, Internet, print, out-
market, and whether this is in terms of product or brand
door, radio and television. The first principal component
usage. “AMPS provides the opportunity to identify product
was obtained for each of magazines, newspapers, com-
users and, for subscribers to Branded AMPS, users of own
munity newspapers, outdoor, commercial radio, and tele-
and competitive brands.
vision.
“The next step is to establish the incidence and number
These six variables, together with cinema, community
of members of this target group in each of the MGMs. An
radio and Internet, were used in a second principal com-
evaluation can then be made of the effectiveness of different
ponent analysis. This final principal component was then
media and combinations of media in reaching these
used to create eight media groups, which have been
MGMs.”
called SAARF’s Media Groups Measure (MGMs). The
greater the duplication of exposure to different media
types, the higher the MGM.
MGMs in practice
There are eight MGM groups, examples of which follow:
• SAARF MGM 1
at a much higher level. Nearly everyone viewed television in
There is extensive exposure to radio and a fair exposure to
the past 7 days, and radio is not far behind. Outdoor con-
TV. Outdoor advertising at stores and on billboards is in evi-
tinues to grow.
dence, and to a lesser extent on taxis/minibuses.
These groups can then be overlaid over any other vari-
• SAARF MGM 3
able(s). For instance, MGMs can be used in terms of product
There is some increase in monthly magazines and limited
usage or purchase, to help users identify which media types
readership of any SAARF AMPS newspapers. Radio is at a
would be more effective in achieving the highest reach in a
high level and there is a further increase in reach by televi-
target market.
sion. All forms of outdoor are apparent, though there is lim-
As an example, beer appeals to all MGMs, with a steady
ited exposure to trains.
increase in incidence of use as you go up the MGM scale.
• SAARF MGM 5
White spirits also appeal to all MGMs, but are more evenly
In MGM 5, readership of print extends to daily newspapers
distributed. Flavoured wine is strongest with the middle
and increases for all SAARF AMPS newspapers, as well as
MGMs, whilst sorghum beer is heavily loaded towards the
weekly, fortnightly and monthly magazines. Coverage for
lower MGMs, and whisky to the higher.
radio and television is virtually the same. Trains join other
forms of outdoor.
Full information on MGMs, including the eight group
• SAARF MGM 8
breakdowns and demographic overlays of groups, is avail-
There is a sharp increase in cinema attendance and Internet
able on SAARF’s Segmentation CD. Call (011) 463-5340 to
past 7 days usage. Magazine and newspaper readership is
order or submit your order on the website (www.saarf.co.za).
September 2003
FMGC product data
FMCG product data
26
AMPS 2002B had 154 product categories, 68 of which were extended with
questions on brand usage for subscribers to SAARF’s Branded Data.
T
he number of units, as well as the categorisation into
• Sweets & Allied:
Chewing gum
“Heavy”, “Medium” and “Light” by “best-thirds” for all
Bubble gum
product categories, continues to be provided on the AMPS
Chips/crisps
• Foods:
datafile.
Fresh fruit/vegetables
Fresh milk
Brand information from the 68 categories is, however,
confidential to subscribers. This included brand information
Processed cheese
for FMCG product categories, financial institutions, and retail
Fresh chicken/pieces
stores (appliances, furniture, food and groceries, clothing,
Fresh meat
and shoes).
Fish – canned
Fruit – canned
What’s up, what’s down, in the unbranded
FMCG product categories?
Tomato sauce/ketchup
The addition of brand logos to some FMCG product cate-
Polony
gories on the self-completion questionnaire, could have
Vienna sausages
improved respondents’ understanding of these categories,
Yoghurt
resulting in apparent changes in usage.
Custard, longlife
• Personal Care:
Deodorant (roll-on/stick)
Shampoo (regular)
In addition, the time period for “daily” products was
Hair conditioner
changed from “per day” to “yesterday”.
Hair styling gel
Due to these methodological changes, only changes for
Toilet soap
comparable categories are highlighted.
• Household products:
Toilet paper
Unchanged
Aerosol furniture polish
Forty-four unbranded FMCG product categories showed no
Aerosol insecticides
significant movement.
Bleach
Significant increases in usage/purchase
level:
• Food:
Salad dressing (not
mayonnaise)
• Personal Care:
Breath fresheners
Facial cream/lotion
• Household Products:
Washing powder
Significant declines in usage/purchase level:
• Non-Alcoholic Beverages: Maas
Mageu
Cold-drinks (regular)
September 2003
Radio listenership
27
Changes to the RAMS diary methodology increased radio listening levels
especially at peak TV viewing times. Average day individual station
audiences, however, remain comparable and very stable.
T
he RAMS Diary has undergone a methodological
Technical information
change, one which has impacted on overall radio listen-
• RAMS 2003A made use of a large national sample of
ing levels. This change occurred with the removal of the TV
27 644 diary keepers, the same people interviewed for
section from the diary, resulting in a “Radio only” diary.
the AMPS survey.
Such increases in radio listening levels have been seen in
other countries when the move was made to a single medium
• A total of 134 radio stations were measured, 40 commercial and 94 community.
diary. Mark Neely of Nielsen Media Research, Global
• 125 of these stations qualified for 12-month reporting.
Radio, gave an industry presentation in South Africa in July,
• A further six qualify for the 24-month report, which will
in which he presented the results of a study which showed
be released in October. They are: Radio Atlantis; Ilitha
increased radio listening levels in moving to a single medium
Community Radio; Radio Namakwaland; Takalani
diary. A paper presented at EMRO in June 2003 in Finland
Community Radio; Vaaltar FM; and Radio Kaboesna.
by AS EMOR’s Margo Veskimagi from Estonia, confirmed
this. This is therefore not an unexpected phenomenon.
• The remainder, although possessing licences, were closed
down during the survey period.
Users should note that this change could represent a new
currency for radio. Time spent listening is up as a result of
• Saturday national listenership levels have risen over
the change, as are the average quarter hours listened to in
RAMS 2002B, from 72.9% to 74.9%. Saturday listening is
certain time slots (mainly during the afternoon and evening).
also up on the previous 12 months, with increased listen-
Figures on a station level however, remain statistically unaf-
ing in metro areas, Gauteng, North West, Johannesburg,
fected, by and large, and are comparable with levels seen in
Vaal, the East Rand, and in LSMs 5,9, and 10.
previous surveys. The fact that only certain stations have sig-
• Sunday national listenership levels are up over the previ-
nificantly grown their listenership in RAMS 2003A, and that
ous period, from 70.9% to 73.3%, as well as on RAMS
trends seen in previous surveys continue into the current sur-
2002B. Increased listening was seen in large urban and
vey, attests to this.
rural areas, in Gauteng, North West, Johannesburg, in
It cannot be deduced that more people are now listening
to radio, or that they’re recording their radio listening more
LSM 6-8 and 10.
• Time spent listening to radio – 29 hours, 54 minutes per
accurately now that they don’t have to think about TV. It is
week, up by two hours and 42 minutes; and four hours, 16
just that they are recording their listening differently without
minutes per day, up by 22 minutes. These increases are a
the TV prompt, which accounts for certain changed levels.
direct result of the change to a “Radio only” diary.
Other changes include the removal from the diary of the
“Where listened” option, and the “Favourite station” question.
• Monday-Friday national listenership levels have increased
significantly over the previous period, from 77.3% to
79.1%, as well as on the previous 12 months. Upward
shifts were seen in metro areas, as well as Gauteng,
Johannesburg, and the East Rand, and in LSM 6-10.
September 2003
Time Spent Listening to Radio
28
National radio listenership
• Kfm 94.5 has grown its listenership on a Sunday to 1.7%,
National radio patterns are up, with a large number of
from 1.4% (495 000 total listeners), a growth which is also
movements – in the main upwards – to be reported.
significant year on year.
• Saturday audiences on METRO FM are up from 9.3% to
Significant increases over RAMS 2002B
10%, with 2.963-million total listeners. Sunday listenership
Radiosondergrense (RSG) and total community were the only
is up over the previous survey from 8.9% to 9.6% (with lis-
ones to grow their audiences across the entire week.
tenership now at 2.870-million). Both these increases are
• RSG has grown across the week, with a Monday to Friday
also significant year on year.
audience of 1.155-million (from 3.4% to 3.9%), a
• Radio Bop’s listenership on a Monday to Friday is up over
Saturday audience of 983 000 (from 2.8% to 3.3%), and
the last survey, rising from 0.6% to 0.8% (225 000 total
a Sunday audience of 913 000 (from 2.6% to 3.1% ).
listeners). Saturday listenership is similarly up, from 0.6%
• Total community has grown its listenership base across the
week: Monday to Friday from 6.7% to 7.6%, with
to 0.8% (with 241 000 total listeners).
• Thobela FM has grown its Monday to Friday audience from
2.262-million listeners, a figure which is also a significant
5.9% to 6.5% (with current listenership of 1.938-million), an
increase on the previous 12 months; on Saturday from
increase which is also significant over RAMS 2002A.
6.2% to 7.2%, or 2.148-million (also significant over the
• On a Saturday, YFM 99.2 has upped its audience from
past 12 months); and on Sunday, from 6.0% to 7.3%, or
2.8% to 3.2%, now standing at 946 000 listeners. This is
2.178-million (also significant over the previous 12 months).
also a significant increase over the past 12 months.
Other increases include:
• 94.7 Highveld Stereo has significantly grown its Sunday
Year-on-year changes (RAMS 2003A over
2002A)
listenership over RAMS 2002B, with 501 000 total listen-
• 94.7 Highveld Stereo – up on Saturday from 1.7% to 2.1%.
ers, up from 1.4% to 1.7% penetration. This is also a sig-
• East Coast Radio – up on Monday to Friday from 3.0% to
nificant increase on the previous 12 months.
3.5%, and on Saturday from 2.6% to 3.0%.
September 2003
• Good Hope FM – down on Monday to Friday from 1.5% to
1.1%, and on Saturday from 1.4% to 1.1%.
• Motsweding FM – up in LSM 6-10 (Sun).
• Ikwekwezi FM – up on Monday to Friday from 2.4% to 2.8%.
• Radiokansel/Pulpit – up in LSM 6-10 (Sun).
• Jacaranda 94.2 – up on Monday to Friday from 3.1% to
• RSG – up in 35+ across the week; up in LSM 6-10 (M-F);
4.1%, on Saturday from 2.6% to 3.7%, and on Sunday from
up in metros, cities and large towns, males, and in LSM 9-10
2.6% to 3.4%.
(Sat); up in LSM 7-10 (Sun).
• Kfm 94.5 – up on Monday to Friday from 1.8% to 2.4%, and
on Saturday from 1.5% to 2%.
• RMFM – up in LSM 6-10 (Sat).
• Total community – up in KwaZulu-Natal, in Cape Town, met-
• Ligwalagwala FM – up on Saturday from 2.7% to 3.1%, and
on Sunday from 2.6% to 3.1%.
ros, cities, and large towns, amongst males, 16-24 and LSM
6-10, and down in East London (M-F); up in cities, large
• P4 Radio Cape Town 100-108fm – up on Saturday from
0.4% to 0.6%.
towns, the Northern Cape, Cape Town, in 16-24s, 35-49s
and in LSM 6, and down in East London (Sat); up in metros,
• RMFM – up on Monday to Friday (from 0.6% to 0.9%) and
on Saturday (from 0.6% to 0.9%).
29
Bloemfontein (Sat) and Johannesburg (Sun).
cities, large towns, the Northern Cape, KwaZulu-Natal,
Gauteng, North West, Cape Town, and in LSM 2 and 6 (Sun).
• YFM 99.2 – up on Monday to Friday from 2.8% to 3.2%.
• Ukhozi FM – up in LSM 6-10 (Sat).
• Umhlobo Wenene FM – up in LSM 5-6 (Sun).
Profile changes
• YFM 99.2 – in LSM 7-8 across the week (M-F); up in cities
• 94.7 Highveld Stereo – up in LSM 10 across the week.
and large towns (M-F); up in age group 25-34 (Sat).
• CKI-FM Stereo – up in metros and East London (Sun).
• Good Hope FM – down in LSM 9-10 (M-F).
Developing trends
• Ikwekwezi FM – up in LSM 5 (Sun).
• Stations showing upward trends in listenership are
• Jacaranda 94.2fm – up in LSM 5-8 (Sat); up amongst
Motsweding FM (Saturday), Lesedi FM (Sunday); Munghana
Lonene FM (Saturday); Radiokansel/Pulpit (across the week);
females (Sun).
• Kfm 94.5 – up in Cape Town across the week; in LSM 6-10
(M-F); in LSM 7-8 (Sat); in LSM 8 (Sun).
• METRO FM – up in metros across the week; up in
and Thobela FM (Sunday).
• Stations showing downward trends in listenership are Ukhozi
FM (Saturday) and Good Hope FM (Sunday).
Radio Listening – National
September 2003
Radio penetration in various provinces
Radio listenership in Gauteng
30
• Stations in the area: 43
Top five lists
In Greater Johannesburg (M-F):
• Average number of stations per listener: 2.4 per week
1. METRO FM – 17.6%
• Average number of days listened: 5.9
2. YFM 99.2 – 16.7%
• Average time spent listening: 31 hours and 48 minutes per
3. 94.7 Highveld Stereo – 14.2%
week, or 4 hours and 32 minutes a day.
In total, radio listenership in Gauteng has grown significant-
4. Ukhozi FM – 13.6%
5. Lesedi FM – 12.4%
ly from 78.8% to 81.8% over the previous survey, with total
Monday to Friday listenership of 5.003-million. The increase is
On the East Rand (M-F):
also significant year on year. In weekday audiences, upward
shifts have occurred in Johannesburg and the East Rand, in the
2. YFM 99.2 – 16.1%
50+ age group, and in LSM 7-10.
3. METRO FM – 13.5%
Saturday listenership is up significantly year on year, and
over the previous survey, where listenership increased from a
penetration of 72.6% to 75.3% (4.607-million total listeners).
Johannesburg and East Rand listeners have increased, as have
On the West Rand (M-F):
females, 35+, and LSM 8.
On Sundays, listenership is up from 70.5% to 73.5% (now
2. Lesedi FM – 15%
with 4.493-million listeners) over RAMS 2002B (with a year on
3. Motsweding FM – 11.6%
year increase also coming through). Upward shifts occurred in
4. METRO FM – 9.8%
Johannesburg, females, the 16-24 age group, and in LSM 7-8.
5. RSG – 9.4%
Only two stations (with a minimum of 2% incidence in the
province), showed significant growth over RAMS 2002B. Once
In Pretoria (M-F):
again, Jozi FM is one of the pair, and the second is 94.7
1. Jacaranda 94.2 – 23.7%
Highveld Stereo. Total community also posted significant growth.
2. METRO FM – 15.6%
Jozi FM grew its Monday to Friday audience from 1.7% to
3. Thobela FM – 15.4%
2.4%, to a listenership of 146 000. This was also a significant
4. Total community – 10.3%
year on year increase.
5. RSG – 8.1%
94.7 Highveld Stereo grew its Sunday audience from 6.4%
to 7.7%, to a listenership of 468 000.
• YFM 99.2 – growth from 11.9% to 13.5% (M-F), and from
11.1% to 13.3% on Saturdays.
Year-on-year changes
(RAMS 2002A vs 2003A)
Profile changes
• 94.7 Highveld Stereo – up across the week.
• 94.7 Highveld Stereo – up on the West Rand and on
• Jacaranda 94.2 – up on Saturdays from 4.5% to 5.7% (a cur-
LSM 9-10 (Sat); up in LSM 10 (Sun).
• Jozi FM – 35-49s are up on Saturdays.
rent total of 347 000).
• Jozi FM – up from 1.7% to 2.6% (a current total of 156 000)
on a Saturday, and from 1.1% to 2.4% on Sunday.
• METRO FM – Sunday listenership is up from 12.1% to 13.9%
• Lesedi FM – female listenership on Sunday is up.
• METRO FM – Johannesburg audiences are up on Sundays.
• Motsweding FM – up in LSM 6-10 (Sun).
• Munghana Lonene FM – up in 50+ on Saturday.
(850 000 total listeners).
• Radiokansel/Pulpit – from 1.2% to 1.8% (110 000 total listen-
• RSG – up in LSM 9 (Sat).
• Thobela FM – LSM 6-10 listeners are growing (Sat).
ers) on a Saturday.
• Total community – up on a Saturday from 5.1% to 6.2% (with
total listenership of 381 000).
• YFM 99.2 – up in LSM 8 (M-F); amongst 16-34s and
LSM 7-8 (weekends).
September 2003
31
In the 16-34 category:
In SU-LSM 1-5:
1. YFM 99.2 – 23.2%
2. METRO FM – 22.5%
3. METRO FM – 14.3%
4. YFM 99.2 – 13.5%
5. Ukhozi FM – 11%
5. Motsweding FM – 9.3%
In the 35+ category:
In SU-LSM 6-10:
2. METRO FM – 15.3%
3. YFM 99.2 – 13.5% (a significant increase on RAMS
4. METRO FM – 8.2%
2002B)
5. Jacaranda 94.2 – 7%
4. Jacaranda 94.2 – 9.4%
5. Lesedi FM – 9%
Radio Listening – Gauteng
Gauteng Radio Shares Ave Mon-Fri – Time Listened
September 2003
Radio listenership in KwaZulu-Natal
Top five lists
In Durban (M-F):
• Average number of days listened: 6
• Average time spent listening: 27 hours and 24 minutes
2. East Coast Radio – 24.9%
32
per week, or 3 hours and 54 minutes a day.
3. METRO FM – 19.4%
4. Lotus fm – 8.2%
Radio listenership in KwaZulu-Natal has remained stable, with the only change coming through for total commu-
5. P4 Radio KZN – 6%
nity, which is up significantly across the week. Monday to
In Pietermaritzburg (M-F):
Friday penetration is at 2.9% (180 000), Saturday at 2.8%
1. Ukhozi FM – 38%
(170 000), and Sunday at 3% (182 000).
Monday to Friday total listenership is at 78.6%, with
4.792-million listeners. LSM 8 audiences have grown.
Saturday audiences are at 4.545-million, a penetration
of 74.6%.
On Sundays, penetration is at 73.4% (4.471-million),
with LSM 8 audiences on the rise.
3. METRO FM – 18%
4. P4 Radio KZN – 8%
5. Lotus fm – 7.8%
2. METRO FM – 20.4%
4. P4 Radio KZN 98-100fm – 4.3%
5. Umhlobo Wenene FM – 2.6%
Radio Listening – KwaZulu-Natal
September 2003
Year-on-year changes (RAMS 2003A
over 2002A)
• East Coast Radio – up from 13.7% to 16.2%, with
987 000 (M-F) listeners.
3. Lotus fm – 5.6%
• Umhlobo Wenene FM – down from 3.1% to 2%,
now with 122 000 listeners (M-F).
4. METRO FM – 4.9%
5. Total community – 3.5% (a significant increase)
Profile changes
In SU-LSM 1-5:
• East Coast Radio – up in metros on Sunday.
• METRO FM – up in LSM 5-6 (M-F), and LSM 7-8
2. METRO FM – 12.6%
(Sun).
• Total community – up in metros, and 35+ (M-F);
4. P4 Radio KZN 98-100fm – 2.7%
amongst males and in the 35-49 age group (Sat); in
LSM 8 (M-F, Sat); in the 35+ age group, and in LSM
33
1-5 (Sun).
In SU-LSM 6-10:
• Ukhozi FM – up in LSM 6-10 (Sat)
3. METRO FM – 15%
4. Lotus fm – 12%
KwaZulu-Natal Radio Shares Ave M-F – Time Listened
September 2003
Top five lists
In Cape Town (M-F):
1. Kfm 94.5 – 20.3% (a significant increase)
• Average number of days listened: 5.6
• Average time spent listening: 26 hours and 18 minutes
Radio listenership in the Western Cape
34
per week, or 3 hours and 46 minutes a day.
4. Good Hope FM – 14%
5. METRO FM – 9%
The Western Cape shows a stable radio picture period
on period, with significant increases for Kfm 94.5 and Bush
In the Cape Fringe (M-F):
Radio, as well as annual growth for total listenership on a
1. RSG – 21%
Monday to Friday, and on Sunday.
Kfm 94.5 showed significant growth period on period,
3. Kfm 94.5 – 16.9%
and on the previous 12 months, across the week. Monday to
4. Good Hope FM – 13.7%
Friday incidence is 24.1%, up from 20.8% (698 000 total
5. KC FM – 12.2%
listeners), Saturday is up from 17% to 19.9% (now with
575 000 listeners), and Sunday is 16.5% from 14%
(478 000 total listeners). These increases were seen in Cape
Town across the week; in the female demographic, amongst
16-24s, and in LSM 7-8 (M-F); in LSM 6-10 (Sat); and in
3. Total community – 15%
the 16-24 age group and LSM 6-10 (Sun).
Bush Radio increased its penetration to 1.2% (to
5. METRO FM – 10.6%
35 000 listeners) on the weekend.
Radio Listening – Western Cape
September 2003
Average Monday to Friday listenership in this province
stands at 74% (2.139-million), which is a significant increase
over RAMS 2002A (70.7%). Demographic shifts include
35
more listeners in LSM 6-10, and amongst females.
Saturday listening is stable, at 65% or 1.878-million listeners.
Sunday listenership levels are up on the previous 12
months, from 58% to 61.7% (1.783-million total listeners).
Year-on-year changes (RAMS 2003A over
2002A)
• Good Hope FM – down across the week.
• P4 Radio Cape Town 100-108fm – up on Mondays to
Fridays (6.5%), and on Saturdays (5.9%).
• Total community – up across the week.
1. Kfm 94.5 – 21.3%
2. RSG – 19.2%
In SU-LSM 1-5:
3. Kfm 94.5 – 15.4%
4. RSG – 13.1%
5. METRO FM – 10.3%
In SU-LSM 6-10:
Profile changes
• Good Hope FM – down in LSM 9-10 (M-F).
• Radiokansel/Pulpit – up in LSM 6-10 (Sun).
• RSG – up in LSM 9-10 (M-F), and in LSM 7 and 9 (Sat).
• Total community – up in Cape Town across the week, and
3. RSG – 12.9% (a significant increase)
5. P4 Radio Cape Town 100-108fm – 7.4%
in LSM 9 on Sundays.
W.Cape Radio Shares Ave M-F – Time Listened
September 2003

AMPS - Saarf

Transcription

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