Primedia Broadcasting says it is thrilled to have grown audiences to this size, which validates many of its strategic decisions that have been made in the past two years.
"We have conducted major annual market studies for the last two years, which have informed a lot of the changes that have been made on the stations," says 947 station manager Ravi Naidoo.
According to Primedia Broadcasting, there were regular Auditorium Music Tests (AMTs) and focus groups, and the sound of both stations was refined to reflect the target audience’s needs.
There were also line-up changes across the board on both stations, including new drive-time shows.
Anele Mdoda and her Breakfast Club took over 947’s morning drive in April 2017, and 947’s Greg and Lucky started presenting on the Afternoon Drive at the beginning of 2018.
Kfm brought Darren Simpson, Sherlin Barends and Sibongile Mafu to breakfast and Carl Wastie took over The Flash Drive on Kfm afternoons.
In addition to the music and personalities, the stations undertook brand positioning reviews with the aim of defining the station’s value proposition to audiences and advertisers.
This was then communicated through billboards, television commercials and numerous activations.
"Numbers are one of the various metrics we use to measure success," adds Primedia Broadcasting CEO, Omar Essack.
"What is also important to us is high levels of engagement and responsiveness, which also indicate to us that we are on the right track. Some evidence of this is our sold-out events. We have consistently sold out Huawei KDay and Huawei Joburg Day with 947, and the upcoming Discovery 947 Rhythm Run is also sold out," concludes Essack.
For more information, visit www.primediabroadcasting.co.za. You can also follow Primedia Broadcasting on Facebook or on Twitter.