Audience. Profile December 2017
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- Jordan Blankenship
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1 Audience Profile December 2017
2 Kfm 94.5 Kfm 94.5 is an adult contemporary music station based in Cape Town that connects with listeners across the Western Cape. The station targets LSM 7-10 listeners between the ages of 25 and 54. It s the station where the people of the Cape are at home: We play the most music, have largerthan-life personalities, and are known for our compelling, highly-sharable content that connects with audiences across both our terrestrial and digital platforms. In fact, the Kfm audience is the most representative radio station in the province. Kfm plays a mix of rhythmic music that includes current popular hits, and a variety of tracks from the 80s, 90s and 2000s. The station delivers up-todate Eyewitness News, sport and traffic, as well as regular benchmark features including Darren Whackhead Simpson s daily phone prank, and the R Pop Quiz.
3 Kfm is known for its strong connection with the community, and its highly engaged and responsive audience. When there is a need, Kfm is there. When there is a need in the province, listeners turn to Kfm as their de facto can do station in the Cape. The station celebrates local artists through the music playlist, artist content and interviews and through events, including KDay - our major annual South African music event which takes place in March each year. Kfm has a reception footprint that includes the Cape Town metro, and key towns across the province, including George, Mossel Bay, Knysna, Saldanha, Hermanus, Caledon, Worcester, Malmesbury and Beaufort West. Kfm The most music. Feel great.
4 Listener % Age Index Listener % of SEM Index Listener % of LSM Index Audience Reach & Profile Audience Day Cume. Mon-Sun (00:00-24:00) 497,000 LSM 7 Day Cume. Mon-Sun (00:00-24:00) 726,000 4 Week Cume. Mon Sun (00:00-24:00) 913,000 35% 30% 25% 20% Day Cume. Mon Fri (00:00 24:00) 506,000 Day Cume. Saturday (00:00 24:00) 482,000 15% 10% 5% 0% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM Day Cume. Sunday (00:00 24:00) 470,000 LSM % Index WC Age SEM 30% 25% 20% 15% 10% 5% 0% % 25% 20% 15% 10% 5% 0% SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM Age % Index WC Ave. Age 38 SEM % Index WC Source : BRC RAMS, Apr 2017 Sep 2017,WC
5 Audience Reach & Profile Community Size Device Location 12% 38% 50% Metro Urban Rural 85% Radio 26% Mobile phone 37% Vehicle radio Home Vehicle Work Other 90% 42% 16% 10% 0% 20% 40% 60% 80% 100% Ethnicity Gender Parents Purchase Decision 8% 61% 29% 2% African White Indian Coloured 71% ACI (Black) 49% 51% 71% Are parents 76% Mainly or partly responsible for shopping in the household. Source : BRC RAMS, Apr 2017 Sep 2017 TGI SA 2016C WC
6 Audiences in 000 Listening Pattern :00 06:00 11:00 16:00 21: Weekdays Kfm reaches 132,000 listeners in the breakfast drive, building audiences from 06:30. The KFM drive time runs to 09:00, when we reach our audience peak Kfm maintains a strong listenership thoughout the day, peaking again at 18: Mon-Fri Sat Sun Weekends Whilst weekend listenership starts later in the morning, the peak mirrors that of the weekdays, peaking at 10:00. Overall listener volumes and patterns are very similar to weekdays, delivering advertisers great value for money. Source : BRC RAMS, Apr 2017 Sep 2017
7 The Numbers Mon Fri Week CUME Daypart Audience 04:00-06:00 73,000 06:00-09:00 419,000 09:00-12:00 421,000 12:00-15:00 413,000 15:00-19:00 491,000 19:00-22:00 330,000 22:00-00:00 107,000 00:00-04:00 54,000 Saturday Day CUME Daypart Audience 05:00-06:00 19,000 06:00-10:00 265,000 10:00-14:00 258,000 14:00-18:00 206,000 18:00-21:00 199,000 21:00-00:00 92,000 00:00-04:00 29,000 Sunday Day CUME Daypart Audience 05:00-06:00 21,000 06:00-10:00 224,000 10:00-14:00 252,000 14:00-18:00 223,000 18:00-21:00 211,000 21:00-24:00 78,000 00:00-04:00 37,000 Website (Nov 2017) Unique Users 128,886 Page Impressions 422,454 Newsletters (Nov 2017) KFM 19,702 Social Media (Nov 2017) Twitter Followers 323,305 Facebook Fans 161,909 Streaming (Nov 2017) Session Starts 431,019 Listener CUME 78,729 Ave. TSL 1:13 Source : BRC RAMS, Apr 2017 Sep 2017 Google Analytics, Triton Digital, Facebook, Twitter
8 Senteck
9 Line Up Weekdays 05:00-06:00 Early Mornings with Liezel van der Westhuizen 06:00-09:00 Kfm Mornings with Darren and Sherlin 09:00-10:00 What's Work (no presenter, whatsapp voice note requests) 10:00-13:00 Ryan O Connor 13:00-16:00 Sechaba G 16:00-19:00 The Kfm Flash Drive with Carl Wastie 19:00-22:00 Kfm Nights with Brandon Leigh 22:00-01:00 Late Nights with Andy 01:00-05:00 The Best of the Cape (Automation) Saturdays 01:00-04:00 Mitch Matyana - training and development 04:00-07:00 Jonathan Duguid 07:00-10:00 Weekend Breakfast with Ian Bredenkamp 10:00-14:00 The Coca-Cola Top 40 SA with Carl Wastie 14:00-18:00 Zoe Brown 18:00-21:00 The Kfm Bloc Party with Mamohau Seseane (ad-free music show) 21:00-01:00 The Kfm Bloc Party with Barron Hufkie (ad-free music show Sundays 01:00-04:00 Mitch Matyana - training and development 04: 00-07:00 Jonathan Duguid 07:00-10:00 Weekend Breakfast with Ian Bredenkamp 10:00-14:00 Sundays with Brandon Leigh 14:00-19:00 Sundays with Tim Thabethe 19:00-22:00 Barron Hufkie 22:00-01:00 Mamohau Seseane
10 Go to our website, where you will find: Audience profiles Footprints Case studies and more
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Alive with the unique sprit of Cape Town, KFM resonates with the city and its diverse communities. A station that is inspired by the sights, sounds, tastes and happenings in the Western Cape, KFM in turn
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KFM is a companion for fun times and a trusted source to turn to for the issues that really matter.
Alive with the unique sprit of Cape Town, KFM resonates with the city and its diverse communities. A station that is inspired by the sights, sounds, tastes and happenings in the Western Cape, KFM in turn
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