Audience. Profile. March 2017

Transcription

1 Audience Profile March 2017

2 947 is Joburg amplified. The city goes from zero to 100 in a split second, and we move along with it. 947 reflects the lifestyle of an upwardly mobile, increasingly black audience. Boasting a listenership with the highest average household income in Gauteng, we deliver unparalleled purchasing power to advertisers. 947 connects to the city through a mix of popular contemporary hits, larger-than-life personalities and epic omni-channel experiences. Our audience is bold and sassy, trendy and fun. They are brand-conscious, materialistic, and highly receptive to both traditional and digital advertising. Source : TGI 2015B/2016A

3 The 947 listener has the highest incidence of in-car radio listening in the province, making them highly engaged and open to impulse purchases. They are tech-savvy, social media super-users who vibe to the fast pace of Joburg and spend 4 hours a day connecting on social media. More than 60% love technology and keep up with technological developments. They are adventurous, spontaneous, carefree and they live life to the full. They take an active interest in their diet and lifestyle, with over 60% actively exercising to stay fit. Source : TGI 2015B/2016A.

4 Being Just like this blended city they inhabit, our audience is unashamedly ambitious, yet downright authentic. They work as hard as they play, and laugh as passionately as they care. 947 is the platform that plugs them in to Joburg. We go all out to bring them the city s energy. From the entertaining to the serious, the spectacular and mind-blowing, we are all in. For 947, it s all or nothing. Source : TGI 2015B/2016A

5 Our stations deliver Purchase Power Highest average household income FM Jacaranda Power Kaya Metro Ukhozi Lesedi Thobela 0 5,000 10,000 15,000 20,000 25,000 30,000 Ave. HHI ZAR Source : BRC RAMS, Jul Dec 2016

6 Our listeners are Educated & Informed 947 delivers an audience with a low rate of unemployment and a high propensity to have completed some level of tertiary education Jacaranda 5FM Kaya Power Metro Thobela Lesedi Ukhozi 0% 5% 10% 15% 20% 25% 30% 35% 40% Tertiary Education Source : BRC RAMS, Jul Dec 2016

7 Location Highest in car listening Tuned in, engaged, mobile and ready to respond to triggers and impulse purchases Home Vehicle Work Other Metro 97 Metro 49 Metro 16 Metro 8 Jacaranda 79 Jacaranda 66 Jacaranda 19 Jacaranda 4 Kaya 96 Kaya 54 Kaya 21 Kaya 8 5FM 84 5FM 69 5FM 18 5FM 9 YFM 97 YFM 53 YFM 16 YFM 7 Source : BRC RAMS, Jul Dec 2016

8 Listener % Age Listener % of LSM Audience Reach & Profile Audience Ethnicity Day Cume. Mon-Sun (00:00-24:00) 618,000 7 Day Cume. Mon-Sun (00:00-24:00) 891,000 4 Week Cume. Mon Sun (00:00-24:00) 1,037,000 Day Cume. Mon Fri (00:00 24:00) 647,000 13% 7% 26% African White Indian 46% ACI (Black) Day Cume. Saturday (00:00 24:00) 562,000 Coloured Day Cume. Sunday (00:00 24:00) 534,000 54% Age LSM 30% 25% 20% 15% 10% 5% 0% Index 35% 30% 25% 20% 15% 10% 5% 0% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Index Age % Index GP Ave. Age 40 LSM % Index GP Source : BRC RAMS, Jul Dec 2016

9 Audience Reach & Profile Community Size Device Location 14% 1% 85% Urban Small Urban Rural 77% Radio 21% Mobile phone 69% Vehicle radio Home 80% Vehicle 75% Work 21% Other 4% 0% 20% 40% 60% 80% 100% Gender Marital Status Parents Purchase Decision 44% 56% 58% Married / Living together 42% Single, divorced, widowed 71% Are parents 88% Main Shopper in the House Hold Source : BRC RAMS, Jul Dec 2016

10 Audiences in 000 Listening Pattern 01:00 06:00 11:00 16:00 21: Mon-Fri Sat Sun The Breakfast Express reaches over 220,000 listeners at it s peak. Mid morning s deliver over 100,000 listeners daily and the afternoon drive with Anele builds listenership, peaking between 17:00 18:30. The Weekend Breakfast with mornings deliver the second highest ratings after morning drive, drawing up to 180,000 listeners in the morning and maintains a robust listenership of over 60,000 throughout the day. Source : BRC RAMS, Jul Dec 2016

11 The Numbers Mon Fri Week CUME Daypart Audience , , , , , , , ,000 Saturday Day CUME Daypart Audience , , , , , , ,000 Sunday Day CUME Daypart Audience , , , , , , ,000 Website (February 2017) Unique Users 89,537 Page Impressions 408,703 Newsletters (February 2017) ,715 Social Media (February 2017 Twitter Followers 272,150 Facebook Fans 204,704 Streaming (January 2017) Session Starts 515,092 Listener CUME 107,696 Ave. TSL 1:15 Source : BRC RAMS, Jul Dec 2016 Google Analytics, Triton Digital, Facebook, Twitter

12 Low Listener Duplication 891,000 (947 total 1 week cume) 696,000 72% 152,000 43,000 1,270,000 (Jac 1 week cume) 1,109,000 79% 1,000 9, ,000 94% 843,000 (Kaya total 1 week cume) Source : BRC RAMS, Jul Dec 2016

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14 Line Up Weekdays 01:00-04:00 Various 04:00-06:00 06:00-09:00 Zama Dube Breakfast Xpress with Darren Simpson,Brad O'Regan Vin Deysel,Philicity Reeken and Jacob Moshokoa 09:00-12:00 Stacey Norman Live 12:00-15:00 Greg and Lucky 15:00-19: Drive with Anele Mdoda 19:00-22:00 Monday -Thursday : The Night Show with Zweli and Mantsoe 22:00-01:00 MAC G 19:00-22:00 * Friday : Bloc Party with Sizwe Dhlomo 19:00-01:00 * Friday - Saturday : Bloc Party with MAC G Saturdays 01:00-04:00 Various 04:00-07:00 Various 07:00-10:00 Weekend Breakfast with Alex Jay 10:00-14:00 Coca Cola Top 40 SA with Rob Vember 14:00-18:00 Zama Dube 18:00-21: Bloc Party with Sizwe Dhlomo 21:00-01: Bloc Party with MAC G Sundays 01:00-04:00 Various 04:00-07:00 Various 07:00-10:00 Weekend Breakfast with Alex Jay 10:00-12: Live Request with Zweli and Mantsoe 12:00-15:00 Bongi 15:00-18:00 Nick Explicit 18:00-20:00 eunite with Euphonic 20:00-22:00 Karabo 22:00-01:00 Various

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