By Desi Tzoneva

On Thursday, 29 April, SAARF released the most recent RAMS figures, which for the first time, included the new urban/ rural database. The small urban/ rural sample will now be refreshed twice a year, in April and October.

The April sample had 25 861 diary-keepers with an average of 2.5 diaries per household. Population and household variables; LSM variables; and household income groups remained unchanged from the 2009 figures.

The fieldwork for this release contained two periods. The first took place from end-October to mid-December 2009, while the second took part from mid-January to mid-March.

Major news events:
Major news events during the fieldwork period included the resignation of Jacob Moroga and Bobby Godsell from Eskom; the Malema song debacle; Zuma’s visit to the UK; the killing of four teenagers in a drag race; and the Tiger Woods sex scandal.

Time-spent-listening to radio increased by three minutes in February, with listenership currently at 26:24 per week and 03:46 hours per day, figures which are in line with December levels. In comparison to year-previous figures, listening is down by 21 minutes, and 14 minutes of this is a result of the small urban/ rural sample included in October.

Incidence of listening remained stable, and seven-day listenership decreased in small town/ village areas. A reduction in Monday-to-Friday listenership was also recorded for this group as well as in KwaZulu-Natal, while Sunday listenership increased in the Cape Town fringe areas and among members of LSM eight.

The current listenership pattern is almost identical to February 2010 figures, although year-previous figures recorded higher day-time levels of listening. The same trend is seen in Saturday listening, while Sunday afternoon listenership is closer to year-previous, figures with afternoon listening reaching last year’s levels.

The latest release indicated that the large urban sector’s time-spent-listening increased by seven minutes, with the total percentage of listenership stable across the day. A similar pattern can be seen for Saturday and Sunday listenership, which remains consistent while incidence of listenership recorded a decrease across the week, period-on-period figures are consistent.

For the small urban/ rural sample an increase of one minute was recorded on 2009, indicating stable figures. Monday-to-Friday; Saturday; and Sunday listening remained consistent. Sunday listenership for this group recorded a growth during 12:00 and 16:00 with the sector listening in this time slot, contributing to the higher Sunday levels. Overall incidence is stable across the week.

Listening to music on electronic devices increased by 13 minutes to 08:05 hours per week or 01:09 hours per day. Above average listening on electronic devices was recorded in the Western Cape; Northern Cape, KwaZulu-Natal; and the Gauteng Province.

The average time spent listening by province remained stable at 03:46 hours per day, with the Free State recording the highest time spent listening, followed by Limpopo; Mpumalanga; North West; Gauteng; KwaZulu-Natal; Northern Cape; Eastern Cape; and the Western Cape. The inclusion of the small urban/ rural sample has affected time spent listening in four provinces.

Repertoires:
The national average of 2.1 stations listened to in the previous wave remained constant. Gauteng listeners tune in to an average of 2.5 stations per week, and this is followed by Limpopo; North West; Mpumalanga; Free State; the Eastern Cape, KwaZulu-Natal, the Western Cape; and Northern Cape. Decreases recorded for Mpumalanga are attributed to the large urban samples, while the Northern Cape decreased to 2.3 stations as a result of the small town/ urban/ village samples. An increase in repertoires was recorded in the North West among the small urban/ rural sample and in Gauteng, across the board.

Listener profile in terms of gender and age remain comparable, while an annual movement has been recorded in LSMs one and two, which have both declined, and an increase was recorded for LSM five, reflecting general trends in the population.

Station trends:
5FM – No demographic movements were recorded for the station. Listenership is 1 950 000.
567 Cape Talk – Listenership is comparable at 112 000.
94.2 Jacaranda – Listenership increased in LSM five and decreased in the small town/ village/ rural segment; in Limpopo; among black listeners; males; and those aged 15 to 29. Monday-to-Friday listenership decreased in the small town urban/ rural segment and among black listeners. The total number of listeners for the station is 1 989 000.
KFM – The station recorded a decline in seven-day-listening in the small town/ village sample; in the Northern Cape; and among LSM 10 listeners. The station is stable period-on-period at 1 064 000. Monday-to-Friday listenership is down in the small town/ village segment; in the Western Cape; among listeners aged 15 to 34; and in LSMs six to 10.
94.7 Highveld Stereo – The station recorded an overall year-on-year, as well as period-on-period decrease in seven-day listening and among listeners in LSM nine. Listenership in LSM 10, however, increased.
99.2 YFM – Listenership is 1 658 000.
Algoa FM – Listenership for the station stands at 806 000, recording an increasing in East London, in seven-day listening in metropolitan areas, and recording stable period-on-period figures.
BRFM – The station recorded an increase in seven-day listenership in East London; among females; and listeners aged 35+. Total listenership for the station stands at 154 000.
Capricorn FM – An increase period-on-period was recorded for seven-day listening; among females; listeners aged 15 to 34, and impacted on from the new rural sample. Monday-to-Friday listening recorded a decrease year-on-year, but increased among LSM four.
Classic FM – Listenership for the station stands at 206 000, and has recorded an increase in black listeners and those aged 15 to 34.
East Coast Radio – The station’s listenership stands at 1 679 000. No significant change was recorded for period-on-period, while year-on-year listenership decreased. Listenership is comparable to February 2010 figures, although decreases have been recorded in the small urban/ rural sector and the large urban/ rural stable.
Gagasi FM – Seven day listenership of 1 911 000 remained stable, while a decrease among rural listeners and among LSMs four was recorded period-on-period.
Good Hope FM – The station is stable at 542 000.
Heart FM – The station has seen a downward trend in seven-day listening, which stands at 479 000. A decline was also recorded for Monday-to-Friday listening year-on-year, although period-on-period figures are stable.
Ikwekwezi FM – The station is stable at 1 629 000.
Kaya FM – The station is very stable across the week, with 1 498 000 listeners.
Lesedi FM – An increase to 3 602 000 listeners was recorded period-on-period in the North West and among LSM eight. The growth is attributed to the inclusion of the small urban/ rural segments.
Ligwalagwala FM – A decreasing trend was recorded among LSM seven for seven-day listening. The station has 1 355 000 listeners.
Lotus FM – The station’s listenership is stable at 355 000.
Metro FM – Metro FM has recorded a year-on-year decrease in weekly listening, which stands at 5 013 000.
Motsweding FM – The station recorded an increase in small urban/ rural listeners, up to 2 945 000.
Mpower FM – The station recorded a decrease in small town/ village/ rural samples, and listenership stands at 50 000.
Munghana Lonene FM – The station increased seven day and Monday-to-Friday listenership period-on-period in LSM five. Listenership is 1 154 000.
North West FM – The station’s annual growth was attributed to the inclusion of the small town/ village sample. Listenership is 693 000.
OFM – The station’s listenership increased to 574 000 as a result of the inclusion of rural areas. The station, however, remains stable across the week.
Phalaphala FM – Seven-day-listening in rural areas increased to 765 000 in Limpopo and among females. Monday-to-Friday listenership increased in LSM four.
Radio 2000 – The station has recorded annual growth across the week among 35- to 49-year-olds and in LSM six, with 805 000 seven day listeners. Monday-to-Friday listening increased in listeners aged 35+ and among those in LSMs six to 10.
Radio Kansel/ Pulpit – Listenership of 190 000 is stable across the week.
RMFM – Listenership decreased among 15- to 24-year-olds period-on-period in small urban/ rural sectors. The station has 317 000 listeners.
RSG – Listenership of 1 648 000 decreased for weekly listening, with an increase in Monday-to-Friday listening in the Cape Town fringe areas.
SAfm – Listenership is stable at 592 000, although slight declines were recorded in LSM 10, period-on-period.
Talk Radio 702 – The station’s listenership is back to December levels at 538 000. Listenership in Pretoria decreased period-on-period, although total listening in Gauteng is stable, and listeners in Johannesburg increased period-on-period.
Thobela FM – The station recorded a decrease across the week to 2 787 000 listeners. A decline was recorded among LSM five for seven-day and Monday-to-Friday listening and in rural areas. Monday-to-Friday listening also decreased among listeners aged 15 to 34.
Tru FM – The station’s listenership of 383 000 increased in the Eastern Cape; among listeners aged 35+; and in LSM five.
Ukhozi FM – The station continued increasing its seven-day listenership in the large urban areas and in LSM one. Listenership is 6 047 000.
Umhlobo Wenene – The station recorded an annual decrease in LSM five as a result of the inclusion of the small urban/ rural sector. Listenership is 4 230 000.

Total community radio: seven-day listening increased on the year previous as a result of the small town/ urban/ rural sample. An increase in community radio was recorded in the North West; among white listeners; females; and listeners aged 15 to 24. Monday to Friday listenership increased in the Eastern Cape; among females; LSMs two and six, and listeners aged 15 to 24. Total listenership for this group is 7 713 000.

Total varsity radio stations recorded growth across the week, although this was not significant. Listenership in this category is at 451 000.

Favourite stations:
The top 10 radio stations are: Ukhozi FM, securing 13.3% of the votes; Umhlobo Wenene, at 10.6%; Lesedi FM with 6.9% of voter preference; followed by Metro FM (5.2%); Motsweding FM and Thobela, also at 5.2%; RSG with 3.2% of the votes; East Coast Radio following closely behind at 3%; 5FM with 2.6% in the top 10; followed by Jacaranda 94.2 FM with 2.6% of the votes.