RadioGAUGE writes its own cheques
RAMS 2011/ 2: The story behind the numbers
You may have seen the latest RAMS figures but we’ve now gone one-up by bringing you the stories behind some of the movers, non-movers, shakers and just about anyone making waves on the RAMS scale…
It’s no secret that ‘connect’, ‘engage’, ‘user-generated content’ are the latest buzzwords when it comes to speaking to the modern-age consumer. More and more stations, advertisers, strategists and creatives are seeing the increased value of ‘tuning in’ to who their audience really is, it seems. This is evidenced by a common thread of focussed research, underpinning the programming strategies on the South African radio landscape.
With Metro fm having just hit the whopping 6-million listener mark (6 172-million), from 5 198-million in June 2010 and with a 19% year on year growth, ecstatic Metro FM Programming Manager Caren Olson explains; “Knowing that a review of our systems and policies was a necessity in getting results, we completed a thorough analysis of the RAMS figures to see where the year-on-year decline was coming from, followed by a fine-tooth comb look at all the shows to pinpoint problem areas and rectify.
We then conducted a complete database overhaul, introduced an international ‘station voice’, equipped presenters with style-guides on how to present and conduct interviews, and appointed a specialist production crew to take care of the 2010 FIFA World Cup and other events.
In addition to this, METRO FM conducted a very successful national core listener focus group research project in November 2010. This allowed us to take an in-depth look at what our listeners like/ want, helping us to work on a change-over strategy for April 2011. We’ve since introduced hot and happening presenters and every show is on an upward incline!
Focus group research is a vital part of the success of a station – but it’s what you do with those insights that really matters. Draw up a strategy and stick to it. Listenership figures go up and down but this doesn’t mean that you need to change your strategy every time there’s a shift”, she says.
If you thought you were seeing double, it’s probably because you are. Between June 2010 and June 2011, Talk Radio 702’s listenership figures have steadily moved up to healthy 646 000.
Talk Radio 702 Programming Manager Alastair Teeling-Smith says; “On the back of a figure of about 300 000 in 2005, as well as 350 000 in mid-2007, we are delighted with 702’s audience having doubled over the last few years. Our success can be attributed to having a rock-solid line-up of extremely talented presenters, producers, controllers and others behind the scenes who consistently deliver shows which are of interest to our audience. We are an essential part of life in Gauteng for those who are interested in knowing what is happening. Eyewitness News is the first to inform listeners about breaking stories and our talk shows provide platforms on which listeners can express their views and opinions”.
Another station that reworked its strategy during the 2010 FIFA World Cup, and hasn’t looked back, is SABC owned Phalaphala FM, which broadcasts in Limpopo, Gauteng and parts of the North West. Programming Manager Tshamaano Nepfumbada attributes the 34% year on year growth to a ‘shake-up’ before the World Cup which included the introduction of a midday daily talk-show and fun, interactive breakfast show. “We’ve done extensive qualitative research, meaning that our music and content is well-researched. The midday talk-show discusses service-delivery, entrepreneurial and labour issues – which all resonate with our progressive and ambitious listeners. Adapting our content, so as to not alienate our Gauteng-based audience, whilst staying true to our roots and 40% talk/ 60% music is our recipe for success!”
A station that looks like it could soon be hitting the 2-million listener mark is East Coast Radio whose impressive leap from 1.6 to 1.9 million listeners, year on year, speaks volumes about the growth of upwardly mobile and affluent black people. According to research group Eighty20 Insights, the black upper middle class has grown by 21% between 2003 and 2010. Programming Manager Naveen Singh says; “Our promotions are geared at rewarding listeners in an entertaining manner. This, together with a well thought out music strategy is seeing some good growth in black numbers, market category and listenership figures! The upwardly mobile and affluent are finding a home in ECR, and this is definite win for us”.
‘Humble beginnings’ is a phrase best not used on Capricorn FM which broke into the SA radio market in November 2007 and already boasts more than a million listeners. A dip in audience figures (1.461-million (RAMS 2010/2 against 1.2-million RAMS 2011/2) is naturally common, however, Programming Manager Shonisani Muleya says the station has undertaken an intense marketing drive to up their visibility within the Limpopo province.
“Capricorn FM sees itself as an agent of change, progressively moving forward with Limpopo by engaging with them on radio and via all social networking platforms. The result is that most of our listeners no longer believe that Johannesburg/ Gauteng is the place to be.
Having experienced problems with the three tribes living together in one province, the birth of Capricorn FM created a melting pot of these three tribes. Capricorn FM speaks to the upwardly mobile youth and young adults of Limpopo who do not want to be categorised by language or along tribal lines. We’re also maintaining a good balance between urban music, without ignoring up and coming musos in the region”.
Loeries CEO Andrew Human sums it up for us, with some food for thought; “I think a critical oversight of media owners today is the importance of quality material – not for content but for commercials. Traditionally radio stations divide broadcast time between content and advertising – with a program manager looking after the content and a sales manager selling the ‘black holes’. The program manager doesn’t consider the ads as content and the sales manager doesn’t particularly concern himself or herself with what the actual ad sounds like. The end result is a ‘commercial break’ during which the listener (remember him?) changes station or makes tea.
Now imagine this scenario: treat ads like content. Imagine if the listener actually likes the ad. Better yet, all the ads. Everybody wins because the listener is happy and doesn’t change stations, the marketer is happy because the effectiveness of their ad increases and the media owner is happy because the value of their commercial space increases”.
RADIO GAUGE: Radio measurement’s ‘tipping point’
Our recently appointed GM, Gilda De Araujo has expanded our RadioGAUGE study to six advertisers this year! This is your opportunity to refine the radio element of your campaign through a tried and tested, confidential and highly relevant effectiveness study…
o Would you like to improve the results you’re getting from radio?
o Is the radio element of your campaign to the value of R1-million or more?
o Are you targeting LSM 6-10?
o Want to find out if your creative message is making the right impact?
The RAB is offering 6 advertisers R300 000 worth of free research, to have the effectivenessof your radio campaign measured. Gratis. Free. Seriously – no charge.
If you’ve ticked all the boxes above, e-mail gilda@rab.co.za to book an introductory presentation, and find out how RADIOGAUGE can improve your results on radio.
