Media ShopTalk: w/c 11 May 2009

The new Radio Diary figures are out for the first quarter of 2009.
Please click on the below link to find the top line results for the Past
7 day listenership and Average Day listenership for the larger radio
stations as supplied by the RAB (Radio Advertising Bureau). This is a great
one to print out and use a quick reference when you want to see what the
overall figures are for each station!

Please remember however that these are total listenership figures and each
radio station has a specific core market that they cater for.
This core market may be an age group, a region specific, or a genre such as
music or talk. For a true reflection of each station, an analysis of the
core market would be recommended.

RAMS Audience Analysis PDF

Past 7 day listenership (diary on dairy)

Regional stations: The biggest increase was Talk 702 at 8% and the
biggest loser was sister station Cape Talk at -16%!

National stations: The biggest increase was Radio 2000 at 19% and
the biggest loser was Radio Pulpit at -10%.

African Language Stations (ALS): These stations are very stable with
only 3% being biggest gain and loss.

Overall, a 1% decrease in overall listenership from diary to diary but a 1%
increase year on year!

Average daily listenership (diary on diary)

Obviously the same stations as above are the losers and gainers, however it
is interesting to note that overall, on an average day there is 1% fewer
people listening to radio and as with Past 7 Day listenership a 1%
increase year on year! Should this 1% be shrugged off? Where have
346 000 people "gone" to? And similarly where have 236 000 listeners come
from over the past 12 months?

We believe that the numerous options now available to the population has a
lot to do with the changes: One can now play iPods in cars, access to audio
streaming at home and in the office as well as the audio bouquets through
DSTV, and of course the option of CD's for music choice has no doubt got a
lot to do with the drop off over an average day period. All of these are
obviously not included in Diary questionnaire.

We can also pose the question of: Do the current repertoire of radio
stations cater for changing lifestyles of South Africans. Whilst radio is a
listener's "friend", there are times when friends decide to part company.

We can confirm that the overall number of respondents diary on diary is
consistent and therefore the figures statistically reliable.

But having seen the number of people we still need to remember that we are
talking about more than 25 million people listening to radio on an
average day or over the past 7 days! A media type to reach the masses!

Until next week!

This is the MediaShop

OPEN 24 HOURS.. NO PROBLEM!

Formed in 1988 and located in Johannesburg, Durban and Cape Town, one of
SA's leading media agencies, The MediaShop's 360-degree offering goes beyond
merely planning and buying, instead follows carefully defined strategies.
The MediaShop modus operandi is to integrate with each client's business
goals and objectives across all communication channels. The MediaShop
integrates into client's marketing team, ensuring the target market not only
sees, but internalises, the advertising message. This is The MediaShop.
"Open 24 hours. no problem!"
For more information, visit www.mediashop.co.za