Radio, TV: no gain over world cupAlthough a number of 2010 FIFA World Cup broadcasts achieved record audience ratings according to TAMS, television viewing as a whole did not rise significantly over the mid-March to early July period, the fieldwork period for RAMS August 2010. The incidence of TV viewing during its June 2010 fieldwork period and the latest fieldwork period remained perfectly stable. This stability was also seen in radio. The August 2010 listening levels are comparable to June's and remain lower than they were in the previous year. Similarly, as in June 2010, this fourth release of for 2010 shows little movement in individual stations' audience figures over the previous survey, while a number of stations continue to show lower audience figures than the year previous. Radio listening in totalTotal radio listening remains stable over the earlier part of 2010, with listening levels unchanged since February 2010. As in the previous release however, listening is still down on the same period in 2009. The large urban sample covers fieldwork done from mid-March to the beginning of July 2010, and the small urban/rural sample covers July-December 2009 with a sample size of 25 809.
Time spent listeningRadio listeners have shaved off two minutes of radio listening from their daily schedules, compared with June 2010. Daily average listening is now three hours and 45 minutes. The effect on weekly listening is a decline of 12 minutes, from 26 hours and 30 minutes in June 2010, to 26 hours and 18 minutes currently. This is a 23-minute decline on the weekly listening times seen in August 2009. Individual station changesOnly stations showing statistically significant audience changes are reported on here.
Many stations however, while showing stable audiences over the previous period, have yet to return to the higher levels of a year ago.
The fifth RAMS release of 2010, which will use the new small urban/rural sample taken from AMPS 2010A, is scheduled for 26 October 2010. For a full list of audience figures, go to www.saarf.co.za, and click on "RAMS (radio)". | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||