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Latest SAARF RAMS figures emphasise the stability of radio

Published: 14 May 2012

The South African Advertising Research Foundation (SAARF) has released RAMS May 2011, a survey that again highlights the stability of radio, both as a medium and in terms of individual radio brands. Incidence of listening remains at a healthy 88%. While not as high as the five-year high of 92.6% seen in RAMS April 2008, it is nonetheless better than the low of 87.1% recorded in RAMS April 2010.

In brief:

• Weekly reach into the adult population (15+) remains comparable to RAMS February 2012, although there are lower levels of listening in the afternoons and evenings from Monday to Friday. There are also slightly lower levels on Saturday mornings and evenings, as well as Sunday afternoons.
• While overall reach is stable, several stations lost audience, although there was good news for two commercial and two community stations.
• Time spent listening is down by seven minutes per day.
• Almost a quarter of adults now listen to the radio on their cellphones.

For the full results of the survey, download the attached document.


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