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Despite slight declines in listening seen in the new small-urban/rural data component, listening levels for RAMS May 2013 are, overall, stable on the previous survey, RAMS Feb 2013.

Compared to a year ago, however, listenership is significantly improved, both during the working week, and across the week.

Two commercial stations have cause to celebrate, as their audience figures have shown significant growth. Three more commercial stations, however, have lost audience. All other stations within the commercial radio sector have held their own.

The community radio sector showed a loss of listeners overall; the growth posted by four stations was not enough to mitigate the losses seen in the audiences of three others.

NEW SMALL-URBAN/RURAL DATABASE

A new small-urban/rural database is introduced twice a year for RAMS. This May release incorporates the first update for 2013, with data from the July-December 2012 fieldwork period.

This national May release was created by merging the new small-urban/rural data with the last two large-urban RAMS waves, which cover fieldwork from the third week of October to mid December 2012, and from mid January to early March 2013.

RAMS releases will carry this same small-urban/rural sample component until November this year.

All figures are for adults, aged 15+. Only statistically significant changes are reported.

While stable in total over the previous RAMS release, radio listening levels are significantly stronger now than they were a year ago, both weekly, and over an average Monday-Friday. These gains came from the large-urban audience.

Quarter-hour listening levels have remained fairly consistent for an average Monday-Friday, although there are slightly higher morning listening levels over RAMS May 2012. Saturday levels are slightly lower in the afternoon compared to the previous year, while Sunday afternoon listening has climbed back to levels seen a year ago.

Listening levels for the new small-urban/rural sample have decreased in the early morning between 6:00 and 8:45, and in the late afternoon between 16:00 and 18:15, on an average Monday to Friday.

TOTAL LISTENING LEVELS

· Seven-day listening (p7d) – 89.0%, which is stable on the previous release, but significantly up on the year previous (88.0%). Listenership gains came from the Northern Cape, while Western Cape levels were down.

· Average Monday to Friday – 69.3%, a significant improvement on the year previous (67.9%), with declines in Western Cape listening.

· Saturday listening – 64.9%

· Sunday listening – 65.1%, with fall-off in Limpopo.

LARGE URBAN LISTENING LEVELS

· P7d: up from 86.0% to 87.3%, year on year.

· Average Mon-Fri: up from 65.4% in RAMS May 2012 to 66.9%.

· Saturday: 59.9%

· Sunday: 60.3%

SMALL-URBAN/RURAL LISTENING LEVELS

With the introduction of the new small-urban/rural component, covering fieldwork done from July to December 2012, listening is stable over the January to June 2012 period, although showing a downward trend.

· P7d: 90.8%

· Average Mon-Fri: 71.6%

· Saturday: 69.9%

· Sunday: 69.9%

Two minutes have been shaved off the total time that South African adults (aged 15+) spend listening to radio each day. Nation-wide, time spent listening (TSL) to radio is, on average, three hours and 28 minutes per day. Over a week, this adds up to 24 hours, 18 minutes (12 minutes less than it was in the previous release).

TSL in large urban areas rose by two minutes a day, and is currently three hours, 18 minutes. In contrast, radio time decreased in small-urban and rural areas, where the daily TSL of three hours, 40 minutes is four minutes less than it was in the January-June 2012 sample.
 

COMMERCIAL RADIO

SIGNIFICANT LISTENERSHIP CHANGES OVER RAMS FEB 2013

· East Coast Radio grew its weekly audience from 4.8% in the previous survey, to 5.4%, giving it an audience of 1.873-million. Gains came from the black and rural markets.

· Ligwalagwala FM’s reach has grown, from 3.1% per week to 3.7%, with a total audience of 1.294-million. Growth came from rural areas and KwaZulu-Natal specifically, with more female listeners and 15-34-year-olds.

The station’s average Monday to Friday reach is also up, from 1.6% to 2.0%, with gains made in cities and large towns, and in the female and 15-34 demographics.

· 94.5 Kfm’s weekly figures are down, both on the previous release, and the year previous. Current reach is 2.6%, from 3.3% in RAMS Feb 2013. Declines occurred in rural areas, and in the females and 50+ demographics.

Average Monday-Friday listening declined from 1.8% previously, to 1.4%, with losses in small towns and villages, and the 50+ market.

· Phalaphala FM: down from 2.9% previously to 2.1% (p7d), which is also significantly lower than a year ago. The station shed listeners aged 15-34, and listeners in settlements and rural areas, and Limpopo.

Average Monday-Friday listening is down to 1.3%, from a reach of 1.7% in both the previous survey and a year ago. There are fewer male, and 15-24-year-old listeners.

· Thobela FM’s weekly reach is 8.5%, down from 9.5% previously. Declines came through from rural areas, cities and large towns, and amongst males and the 35-49 market.

Over the previous year, however, average Monday to Friday reach is up: from 4.3% to 5.2%. The addition of male listeners has contributed to this gain.
SIGNIFICANT YEAR-ON-YEAR CHANGES

· 657AM Radio Pulpit/Kansel: down from 0.2% to 0.1% (average Monday-Friday).

· Kaya FM 95.9: down from 4.4% in RAMS May 2012, to 3.9% currently (p7d).

· Metro FM: down from 18.0% to 16.4% across the week (despite gains on the Reef), and from 6.8% to 6.0% on an average Monday to Friday.

· Munghana Lonene FM’s May 2013 weekday audience is looking healthier than that of May 2012: up from 1.8% to 2.2%, with growth in the 15-24 demographic. Though not contributing to any significant listenership increases, audience levels were up across the week in rural areas, Limpopo, and in the 15-24 market.

· OFM: down from 1.6% to 1.2% (p7d), and from 1.0% to 0.6% (average Monday-Friday).

SIGNIFICANT DEMOGRAPHIC SHIFTS

All shifts are for weekly listening.

· Lesedi FM is up in the North West.

· Lotus FM is up in settlements and rural areas.

· Radio 2000 grew its audience in small towns and villages.

· More adults in the Northern Cape are listening to RSG.

· SAfm’s audience is up in small towns and villages.

· Talk Radio 702: down in Pretoria.

COMMUNITY RADIO

Weekly audience figures for the combined community radio sector declined over the previous release.

Seven-day listening declined from 25.0% previously, to 23.3%, a reach which is also down on the year previous (24.5%). Fewer listeners in settlements and rural areas, and in KwaZulu-Natal and Mpumalanga contributed to this decline. There were also fewer 15-24-year-old listeners.

Average Monday-Friday listening fell to 11.4%, from 12.6% in RAMS Feb 2013, and from 12.4% in RAMS May 2012. Declines in settlements and rural areas, KwaZulu-Natal and the Eastern Cape, and in the male and 15-24 demographics are behind this.

SIGNIFICANT AUDIENCE SHIFTS FOR INDIVIDUAL STATIONS

All shifts are for weekly listening. Reach stated is provincial, not national.

KwaZulu-Natal

· Imbokodo FM 96.8: up from 0.6% in May 2012, to 1.8% currently.

· Radio Khwezi: down from 4.0% in RAMS Feb 2013 to 1.8%.

Eastern Cape

· Alfred Nzo Community Radio: up from 4.9% a year ago, to 6.4%.

· Unitra Community Radio: down from 7.0% in RAMS Feb 2013 to 4.9%, and from 7.9% in the year previous.

North West

· Star FM 102.9 Mhz: up from 2.6% in RAMS Feb 2013 to 4.9%, and from 2.3% in the previous year.

Free State

· Mosupatsela FM Stereo: down on the year previous from 9.0% to 4.9% currently.

Northern Cape

· Radio NFM: up from 1.9% in RAMS May 2012 to 6.4%.

· Radio Riverside: up from 6.7% in the previous survey to 11.0%.

AUDIENCE FIGURES FOR NEW STATIONS

RAMS May 2013 has the first audience figures (large-urban data only) for:

· Kofifi fm 97.2: 0.3%, or 24 000 listeners in Gauteng.

· Izwe Lethemba 93.8 FM Radio: 1.2%, or 56 000 listeners in the Eastern Cape.

The third RAMS release for 2013 will be on 20 June.

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Rui Alves

The 51st annual D&AD Awards judging event is taking place this week at London’s Olympia

Exhibition Centre. Radio campaigns from Australia, New Zealand, the U.S and South Africa have
been judged amongst the best in the Radio Advertising category and Rui Alves, Foreman of the Radio Advertising Jury and Executive Creative Director at Y&R Johannesburg had this to say;

“There might have been predictions of a dip in radio advertising in terms of the number of entries and in client demand but having seen this year’s entries I can truly say that radio is alive and well. I’ve been completely bowled over by the quality of work this year – it’s been an extremely tough job to whittle down the entries and pick the very best pieces.

“There have been some very inspiring pieces to emerge and one trend that is really interesting is how the category is starting to overlap with other channels. I’ve come across work for example which makes you question whether it’s a radio ad or an interactive piece. It’s great to see radio continuing to evolve and yield really strong, creative ideas.” (Source: Bizcommunity)

Agency, Fox.P2’s work for insurance brand Frank.net has once again come up tops. Their Frank.net ‘Death doesn’t have to try very hard’ ad is one of only 6 radio ads in the world that is up for a D&AD yellow pencil award.

Click here to listen to the ads vying for top position (in this case, the prestigious Yellow or Black Pencil)  and below for the Frank.net ads

The post Frank.net rewrites history in Yellow pencil pursuit appeared first on RAB.

Jonathan Deeb, Executive Creative Director at HWJ says that historically, the Strepsils brand has been known for the way it soothes throats as a result of illness. The client wanted to highlight that there is a product in this range to relieve any throat occasion that may give rise to the possibility of one being silenced, hence the platform ‘Let your voice be heard’.

“Our aim was to breathe life into these products and establish their personality as one that you resonate with. The campaign is therefore very much based on real human behavioural insights, dramatising the benefits of two of the Strepsils variants”.

Please outline the production, crafting and timing process involved in the making of the ad and key features that made it work?

“Too often radio ads are treated like the ugly sister with not enough time, preparation, planning, crafting and love given to the process. Because it is possible to write and produce a radio ad in less than a day, that too often ends up being the case – and is evident in the quality of the output. To combat this, Havas has been working closely with John Culverwell of Sonovision studios in ensuring that that they are included straight after client approval of the script. This allows for valuable collaboration between the writer and sound engineer as to how to bring the script to life. Careful selection of voice over artists, giving the actors sufficient time to bring their interpretation of character to the script, piloting of voices where necessary – and then of course sufficient time in studio to craft”, says Deeb.

The post Strepsils Wins Ad Of The Month appeared first on RAB.

Title: Gotcha Count Down – 7 days

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Title: Skotse Klokkespel
  Draftfcb JHB Vodacom Silver Title: Donsie DDB South Africa McDonalds South Africa Title:Gerda se Geheim

Title: Manie en Katrien Draftfcb JHB Toyota Care

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All too often in radio, a great concept loses merit due to poor production. It’s refreshing to see a client who understands how using clever sound techniques and entertaining scripts can convey advertising messages in an unforgettable way – proving that when advertisers aren’t concerned with slashing voice overs or special effects, radio ads can generate tangible impact

Chris Marrington
Charlie Bravo Advertising

The Big Idea
Redefine Properties wanted to rapidly gain awareness of their brand and its promise; ‘We’re not landlords. We’re people’. Redefine is #2 in the product category and had rarely advertised so their level of awareness was low.

Why Radio
Chris Marrington of Charlie Bravo Advertising says; “The power of radio to build awareness within a tightly defined target market, in our case senior executives of medium to large organisations, is probably unequalled even by television where wastage can be huge. One of the common mistakes advertisers make on radio is to try to run audio versions of their print or TV ads which usually fails dismally. Great radio advertising understands the importance of sparking the listener’s imagination by using relevant dramatic techniques to convey the message in a rewarding and unforgettable way”.

How it worked
Our intention was to create a high impact radio campaign that would stand out from the clutter and drive home the brand promise by highlighting the disadvantages of landlords who don’t care about their tenants. We made the commercials entertaining and memorable and, chose channels (KFM, 567 Cape Talk, TalkRadio702, 94.7 Highveld, East Coast Radio) and time slots that most effectively reached our target market.

What the client thought
“There’s no doubt that this has been a wonderfully successful campaign. We have created two new executions and slightly modified the schedule but essentially all the fundamentals remain in place and we have every confidence that the results will continue to impress. While no baseline research was conducted before the campaign, there’s overwhelming evidence demonstrating that we have raised the brand’s profile to the highest in the property industry. Several competitors have tried to emulate certain aspects of our campaign and that’s always an indicator of success. Impressions on Redefine’s website increased by 500% during the first few months of the campaign, which is ample proof that the media mix – of which radio was a key component – and the message were perfectly targeted”, says Marrington.

The post Top Tip! How using dramatic sound techniques can make your radio message stand out appeared first on RAB.

Rather than the peaks and troughs that people claim to experience with TV and Online, radio provides a consistent environment themed and shaped to suit the listener’s needs at any given time of day, and one that is generally upbeat in tone.

Moreover, this mood-boosting effect of radio editorial extends into the ad-break, generating 30% higher levels of positive engagement with the advertising.

For advertisers, radio, therefore presents a unique and powerful opportunity to reach consumers in a positive frame of mind, when they will be more receptive to advertising messages.

Top findings from the ‘Happiness’ study:

• Consuming any medium (TV, Online, Radio) has a significant uplift effect on people’s moods

• Radio generates the highest Happiness and Energy levels of the three media measured, and on more occasions across the day.

• On average, when consuming radio, Happiness & Energy scores increase by 100% and 300% respectively compared to when no media is being consumed

• Radio is the highest scoring medium for Happiness & Energy in 70% of day parts across the week

• Radio, when consumed concurrently with online, forms the most potent mood-enhancing media combination.

This warm ‘feel-good’ pulling factor enhances the listening experience, prompting listeners to inspired action in an upbeat setting – great news for advertisers, by any means! Click here http://www.rab.co.za/happiness-study/   for more great findings from the ‘Happiness Study

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