Audience. Profile June 2017

Transcription

1 Audience Profile June 2017

2 The CapeTalk Listener CapeTalk draws together a principled audience with purpose. These are active citizens who do not shy away from issues affecting their communities. They buckle down and get involved. They are in the prime of their life and have an appreciation for the finer things in life, with the means to enjoy them. Quality is important to them, starting from the brands they consume to the relationships they build. They are concerned with their health and fitness, and display high incidences of regular exercise and diet planning. Source : TGI 2016C

3 Cape Talk listeners travel frequently, both locally and internationally. They have a high propensity to have weekend trips away, stay in hotels, with about a third having travelled by air in the past 12 months. CapeTalk is the credible partner they trust to talk to about their experiences. Through our authentic, locally-relevant personalities, the station invites them to connect around the issues of Cape Town and to be a part of the solution. Conversations sparked on air thrive online, and CapeTalk reaches 60% more individuals through their social media platforms than terrestrial listening. Source : TGI 2016C.

4 The CapeTalk audience is content and fulfilled. Their financial stability allows them to do what they love, whether it s leading an active life, travelling extensively, or making a difference to others. CapeTalk is their platform to celebrate, challenge, share and learn from each other. So much more than radio, CapeTalk is a purposeful way of life. Source : TGI 2016C

5 Our stations deliver Purchase Power Tap into listeners with the highest average household income in the Western Cape. Cape Talk KFM RSG Heart Good Hope Umhlobo Wenene 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Ave. HHI ZAR Source : BRC RAMS, October 2016 March 2017, WC

6 Our listeners are Educated & Informed Cape Talk listeners have the lowest rates of unemployment and one of the highest propensities to have completed tertiary education of all stations in the Western Cape CapeTalk Kfm RSG Good Hope Heart Umhlobo Wenene Source : BRC RAMS, October 2016 March 2017, WC Completed Any Tertiary Qualification

7 Listener % Age Listener % of LSM Listener Profile Source: BRC RAM Oct 2016 Mar 2017 Audience Ethnicity Day Cume. Mon-Sun (00:00-24:00) 73,000 7 Day Cume. Mon-Sun (00:00-24:00) 89,000 4 Week Cume. Mon Sun (00:00-24:00) 92,000 Day Cume. Mon Fri (00:00 24:00) 75,000 1% 14% 9% African White Indian 24% ACI (Black) Day Cume. Saturday (00:00 24:00) 67,000 Coloured Day Cume. Sunday (00:00 24:00) 68,000 76% Age LSM 50% 40% 30% 20% 10% 0% Index 50% 40% 30% 20% 10% 0% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 1, Index Age % Index GP Ave. Age 55 LSM % Index GP Source : BRC RAMS, Oct 2016 Mar 2017

8 Audience Reach & Profile Community Size Device Location 19% 4% 77% Metro Urban Rural 87% Radio 7% Mobile phone 36% Vehicle radio Home 85% Vehicle 36% Work 4% Other 4% 0% 20% 40% 60% 80% 100% Gender Marital Status Parents Purchase Decision 42% 58% 70% Married / Living together 30% Single, divorced, widowed 60% Are parents 96% Mainly or partly responsible for the house hold shopping. Source : BRC RAMS, Oct 2016 Mar 2017 TGI SA 2016C

9 Audiences in 000 Listening Pattern 40 01:00 06:00 11:00 16:00 21:00 Cape Talk listeners tune in later than Kfm, peaking in the mornings at 08:00 with Keino Kammies. 20 Saturday mornings deliver the greatest audience peak between 07:30 09:30. Weekends peak again between 17:30-20:00. 0 Mon-Fri Sat Sun Source : BRC RAMS, Oct 2016 Mar 2017

10 The Numbers Mon Fri Day CUME Daypart Audience 05:00-06:00 6,000 06:00-09:00 41,000 09:00-12:00 40,000 12:00-13:00 21,000 13:00-15:00 16,000 15:00-18:00 37,000 18:00-20:00 33,000 20:00-22:00 8,000 Saturday Day CUME Daypart Audience 05:00-06:00 3,000 06:00-10:00 44,000 10:00-14:00 36,000 14:00-18:00 22,000 18:00-21:00 31,000 21:00-00:00 7,000 00:00-04:00 1,000 Sunday Day CUME Daypart Audience 05:00-06:00 3,000 06:00-10:00 45,000 10:00-14:00 36,000 14:00-18:00 24,000 18:00-21:00 29,000 21:00-00:00 8,000 00:00-04:00 1,000 Website (May 2017) Unique Users 185,314 Page Impressions 434,091 Newsletters (May 2017) Cape Talk 5,535 Social Media (May 2017) Twitter Followers 185,377 Facebook Fans 26,178 Streaming (May 2017) Session Starts 278,281 Listener CUME 60,851 Ave. TSL 0:43 Source : BRC RAMS, Oct 2016 Mar 2017 Google Analytics, Triton Digital, Facebook, Twitter

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12 Line Up 02:00-04:00 Talk Highlights 04:00-06:00 Early Breakfast With Abongile Nzelenzele 06:00-09:00 Breakfast With Kieno Kammies 09:00-12:00 The Eusebius McKaiser Show With Eusebius McKaiser 12:00-13:00 The Midday Report With Stephen Grootes 13:00-15:00 Pippa Hudson 15:00-18:00 The John Maytham Show with John Maytham 18:00-20:00 The Money Show with Bruce Whitfield 20:00-23:00 The Koketso Sachane Show With Koketso Sachane 23:00-02:00 Late Nights 03:00-06:00 Weekend Early With Nolo Moloi 06:00-10:00 Weekend Breakfast with Africa Melane 10:00-20:00 Solid Gold Saturday 20:00-23:59 Jukebox 00:00-03:00 Overnight Live Weekdays Saturdays Sundays 03:00-06:00 Weekend Early With Terence Mentor 06:00-10:00 Weekend Breakfast with Africa 10:00-19:00 Solid Gold Sunday 19:00-21:00 SportsTalk With Marc Lewis 21:00-00:00 The Koketso Sachane Show With Koketso Sachane 00:00-02:00 Late Nights

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