Audience. Profile November 2017
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1 Audience Profile November 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 Purchase Power Tap into listeners with the highest average household income in the Western Cape. Cape Talk Heart KFM Good Hope RSG Umhlobo Wenene 0 5,000 10,00015,00020,00025,00030,00035,00040,00045,000 Ave. HHI ZAR Source : BRC RAMS, January 2017 June 2017, WC
6 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 Completed Any Tertiary Qualification Source : BRC RAMS, January 2017 June 2017, WC
7 Listener % Age Listener % of LSM Listener Profile Audience Ethnicity Day Cume. Mon-Sun (00:00-24:00) 66,000 7 Day Cume. Mon-Sun (00:00-24:00) 92,000 4 Week Cume. Mon Sun (00:00-24:00) 97,000 Day Cume. Mon Fri (00:00 24:00) 71,000 12% 12% 4% African White Indian 28% ACI (Black) Day Cume. Saturday (00:00 24:00) 54,000 Coloured Day Cume. Sunday (00:00 24:00) 52,000 72% Age LSM 50% 40% 30% 20% 10% 0% Index 60% 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 Index Age % Index GP Ave. Age 56 LSM % Index GP Source : BRC RAMS, January 2017 June 2017, WC
8 Audience Reach & Profile Community Size Device Location 9% 0% 91% Metro Urban Rural 83% Radio 4% Mobile phone 60% Vehicle radio Home 88% Vehicle 62% Work 1% Other 0% 0% 20% 40% 60% 80% 100% Gender Marital Status Parents Purchase Decision 42% 58% 32% Married / Living together 68% Single, divorced, widowed 62% Are parents 95% Mainly or partly responsible for shopping in the household. Source : BRC RAMS, Jan 2017 Jun 2017 TGI SA 2016C
9 Audiences in 000 Listening Pattern 01:00 06:00 11:00 16:00 21: Weekdays Cape Talk listeners start building from 06:30 and start the morning with Kieno Kammies and peak at 10:00 with the Eusebius McKaiser Show. The next major peak is for the Money Show at 18:00 Weekends Saturday mornings deliver the greatest audience peak at 10:00 Mon-Fri Sat Sun Source : BRC RAMS, January 2017 June 2017, WC
10 The Numbers Mon Fri Day CUME Daypart Audience 05:00-06:00 7,000 06:00-09:00 55,000 09:00-12:00 58,000 12:00-13:00 41,000 13:00-15:00 37,000 15:00-18:00 56,000 18:00-20:00 48,000 20:00-22:00 8,000 Saturday Day CUME Daypart Audience 05:00-06:00 3,000 06:00-10:00 29,000 10:00-14:00 36,000 14:00-18:00 25,000 18:00-21:00 25,000 21:00-00:00 4,000 Sunday Day CUME Daypart Audience 05:00-06:00 4,000 06:00-10:00 29,000 10:00-14:00 39,000 14:00-18:00 24,000 18:00-21:00 18,000 21:00-00:00 2,000 Website (Oct 2017) Social Media (Oct 2017) Unique Users 124,982 Page Impressions 333,736 Newsletters (Oct 2017) Twitter Followers 194,103 Facebook Fans 34,114 Streaming (Oct 2017) Session Starts 257,929 Cape Talk 8,575 Listener CUME 63,805 Ave. TSL 0:49 Source : BRC RAMS, Jan 2017 Jun 2017 Google Analytics, Triton Digital, Facebook, Twitter
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12 Line Up Weekdays 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 The Pippa Hudson Show 15:00-18:00 PM Drive 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 Saturdays 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 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
13 Go to our website, where you will find: Audience profiles Footprints Case studies and more
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Newsletter January - March 2017 186 Main South Road, Morphett Vale. SA 5162 Tel:(08) 8384 8881 Open Tuesday to Saturday 9.30am-5pm Sundays 10.30 am-3.00pm Closed Mondays Email - pbysea@bigpond.com Website
Your service project is a great way for you to combine your passions, interests and hobbies while making a difference in your community!
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