According to information based on percentage gross 1/4 hours average day Monday - Friday, listeners spent the most time listening to SABC Radio. This is supported by the fact that eight SABC stations fall in the top 10 in terms of share of the time spent listening (total adult population). Ukhozi FM (15.5%), Umhlobo Wenene FM (11.1%), and Lesedi FM (9.1%) are the three share leaders, with Thobela FM (6.4%) in fifth and Metro FM (6.2%) in sixth position.
Relevance to Black Diamonds
SABC Radio Sales recently launched the "Truth campaign" - an initiative that highlights and challenges old perceptions advertisers have about the Black Consumer Market. The research focuses on South Africa's new Black middle class, the so called Black Diamond Population".
Black Diamonds make up 10% of black SA population, but are responsible for 43% of claimed black consumer power. Eighty nine percent of Black Diamonds listen to radio at least once a week (Black Diamond survey no 1). Radio stations they listen to (Black Diamond 2):
Kaya FM - 35%
5 FM - 33%
Yfm - 26%
This translates to three SABC Radio Stations in their top five repertoire and two being from the PCS stable.
Looking at their radio station preference by lifestyle segment, they prefer the following stations:
"Young families" - Metro FM. Kaya FM and 5FM
"Established" - Kaya FM, Metro FM and SAfmFindings from the Black Diamond survey are further supported by RAMS. Looking yet again at share of time spent listening, this time for black listeners in the top LSM groups:
Black LSM 8-10: six SABC stations in the top 10. Metro FM is the definitive leader with 20.5% share. Ukhozi FM is in the second position with a 10.6% share
Looking at the top 3 LSMs for black listeners, Metro FM's leadership position is strengthened even further:
Sunday Times/Markinor Top Brands 2006 Survey:
The number of radio stations available to the South African public is extensive, and the type of stations varied. Many cater to particular niche markets, with differentiating features such as language, geographic location and style of music.
In the Sunday Times/Markinor Top Top Brands Survey (Radio category), eight of the top 10 stations came from the SABC stable. Ukhozi FM heads up the list for the third year in a row (21% brand relationship score), followed by Umhlobo Wenene FM (15.1%), Metro FM (14.2%), Lesedi FM (10.2%), Thobela FM (9.4%), Motsweding FM (8.8%), Jacaranda 94.2 (5.6%), East Coast Radio (5.4%), 5FM (4.8%) and Ikwekwezi FM (4.3%).
The survey shows that most of SABC Radio brands have improved their brand relationship scores - indicating a strong and improved relationship with the brand.