The BRC brings you a BRAND NEW Radio Audience Measurement System BRC RAM: Jan – Jun 2016
BRC RAM - VITAL SIGNS
BRC RAM - Vital Signs Random selection, National sample household flooding 13,436k Households 36,447k Individuals Universe: Population age 15+ 38,3 million Q1&Q2 sample size 5
BRC RAM - Vital Signs Consistent area split Stations included (sample frame) 39 60% Commercial and PBS stations Metro 297 Community stations 20% Small Urban 85% 20% Rural Weighting efficiency Rolling sample Stations with a small base size will be able to roll sample for 6 months or 12 months 6
BRC RAM - Milestone Chart We are here n=7500 n=7500 n=7500 n=7500 Q2 (Apr – Jun) Q3 (Jul – Sep) Q4 (Oct – Dec) Q1 (Jan – Mar) 4 days old 7 year old 14 year old 21 year old child adolescent adult new born n=30,000 7 Jan 22 Dec 7
SAMPLING, WEIGHTING AND THE GIRL IN THE PINK DRESS
BRC RAM sample closely reflects the South African population SAARF RAMS BRC RAM SA Population (Unweighted) (Unweighted) (IHS) Black 56% Black 76% Black 78% Coloured 17% Coloured 12% Coloured 9% Indian / Asian 7% Indian / Asian 4% Indian / Asian 3% White 21% White 8% White 10% 9 Sources: SAARF RAM Jul- Dec’15 (unweighted) (n=31,700); BRC RAM Jan - Jun ’16 (unweighted) (n=36,447); IHS Population estimates June 2015
… and therefore requires less weighting - Weighted - Black sample Unweighted SAARF RAMS 96% 87% 85% 89% 85% 86% 78% 78% 86% 80% 75% 49% 62% 59% 56% 56% 34% 50% 39% 19% KZN FS EC GP NW MP LP NC WC BRC RAM 99% 95% 92% 86% 86% 85% 83% 79% 97% 89% 88% 83% 81% 82% 78% 76% 52% 34% 44% 31% 10 Ranked by differences in SAARF sample Sources: BRC RAM Jan- Jun ’16 (n=27,793); SAARF RAM Jul’15 - Dec’15 (n=17,317)
- Weighted - White sample Unweighted SAARF RAMS 36% 24% 21% 23% 20% 21% 17% 16% 16% 12% 17% 15% 11% 10% 8% 8% 10% 6% 5% 3% KZN FS EC GP MP NW LP NC WC BRC RAM 15% 14% 15% 9% 9% 9% 5% 5% 5% 1% 11% 14% 8% 9% 5% 2% 3% 1% 6% 4% 11 Ranked by differences in SAARF sample Sources: BRC RAM Jan- Jun ’16 (n=2,924); SAARF RAM Jul’15 - Dec’15 (n=6,739)
… more representative sample provides a different spread across the LSM spectrum BRC RAM SAARF RAMS 10% 12% 66% 40% 50% 22% 50% LSM 1-4 LSM 5-7 LSM 8-10 Sources: SAARF RAM Jul- Dec’15 (unweighted) (n=31,700); BRC RAM Jan - Jun ’16 (unweighted) 12 (n=36,447)
As a skewed sample can distort the outcome 1 Girl likes Pink 7 boys likes Blue 3 boys like green WEIGHT DATA WEIGHT DATA Results Results 20 girls like pink 12 boys like blue 8 boys like green So…… So….. All girls like Pink 60% of boys like blue 13
Weighting is not a ‘corrective’ factor, it is a ‘sample balancing’ factor BRC RAM has better efficiencies , better coverage and is picking up more realistic audiences , reflective of the SA population 14
10 FINGERS AND 10 TOES
Checks, Back Checks and Validations Sample to continuously Deep-dives & build validations Checked weighting Main vs flooded analysis Reviewed & tightened editing rules Pilots (Day-After- Tightened sticker Recall, sticker application application, Hi-Note) All diaries re-checked 16
KEY SOUNDBITES
Radio reaches most South Africans … 91% weekly reach = Total 11 34,9 million Mon-Fri Sat listeners listening anytime 25 Sun 29 in the week 28 0 75% daily reach (Mon-Fri) = 72 71 28,5 million 75 listeners on an average 91 weekday 18 Source: BRC RAM Jan- Jun ’16 (n=36,447)
… everywhere! 91% = 3,3m 90% = 9,0m LP 89% = 2,3m 87% = 2,6m GP MP NW 90% = 1,8m FS KZN NC 96% = 82% = 6,9m 680k EC 88% = 4,0m WC 95% = 4,4m 19 Source: BRC RAM Jan- Jun ’16 (n=36,447)
Longer listening per day % NC LP FS MP EC WC NW KZN GP 3h36 4h06 4h06 4h12 4h12 4h24 4h30 4h48 5h06 Total: 04h12 3h48 4h18 4h36 I W C B W C I B 2h48 3h30 3h54 4h18 English Afrikaans Sepedi IsiZulu Setswana Tsonga IsiXhosa Sesotho Tshivenda Siswati IsiNdebele 3h12 3h54 4h00 4h06 4h18 4h30 4h36 4h36 4h36 4h54 5h18 20 Source: BRC RAM Jan- Jun ’16 (n=36,447)
Heavier listening per week Heavy Medium Light (>20 hours pw) (10.25-20 hours pw) (0.25-10 hours pw) 43% 30% 27% SAARF RAMS 54% 25 % 21% BRC RAM 21 Source: BRC RAM Jan- Jun ’16, Radio listeners (n=33,339)
Loyal listeners % KZN LP FS EC NW MP NC GP WC 57 59 61 61 63 69 70 72 74 % Total: 59 66 66 63% listen to only one station % W C I B 59 62 63 66 English Sepedi IsiXhosa Setswana Afrikaans Tshivenda Xitsonga IsiZulu Sesotho Siswati IsiNdebele % 59 59 60 61 63 63 64 66 66 69 72 22 Source: BRC RAM Jan- Jun ’16, Filter: radio listeners (n=33,339)
DEVICE listening brings a new dynamic , capturing HOW people listen 76% listen on a radio 38% listen on a cell 26% phone listen on a vehicle radio 8% 2% listen on a listen on a computer/ television tablet 24 Source: BRC RAM Jan- Jun’16 (n=36,447)
LOCATION listening adds another new dynamic , capturing WHERE people listen 87% listen at home 33% 11% 6% listen in Listen at a vehicle listen at Restaurant / work/Uni Shopping centre/ Airport 25 Source: BRC RAM Jan- Jun’16 (n=36,447)
The transformation of a Radio Audience Measurement System … WHY is it different and WHAT has changed? Sample Frame Cross device / Cross location Heavy / Loyal listeners 26
BRC RAM – in a SOUNDBITE Less light 1 4 Validations on the listening which data have been result in lower extensive and weekly cumes support the new BRC RAM data Less reliance on This is driven by 5 2 weighting as a heavy, loyal corrective factor listeners, as the sample is a listening to good stations for representation of longer periods of the SA population time Dynamic capture The instrument 3 6 of listening has created a across device & paradigm shift, location making Radio relevant throughout the day 27
The curve we were used to… % Radio listening by ¼ hour - National Ave ¼ hour (Mon – Fri; Sat – Sun) 50 40 30 20 10 0 Mon-Fri Sat-Sun SAARF RAM 29 Source: SAARF RAM Jul- Dec’15 (unweighted) (n=31,700)
Source: BRC RAM Jan- Jun ’16 (n=36,447) and Loyal) A brand new curve (Longer, Heavier % 10 20 30 40 50 0 00:00-00:15 Ave ¼ hour (Mon – Fri; Sat – Sun) Radio listening by ¼ hour - National 00:30-00:45 01:00-01:15 01:30-01:45 02:00-02:15 02:30-02:45 03:00-03:15 03:30-03:45 04:00-04:15 04:30-04:45 05:00-05:15 05:30-05:45 06:00-06:15 06:30-06:45 07:00-07:15 07:30-07:45 08:00-08:15 08:30-08:45 09:00-09:15 09:30-09:45 10:00-10:15 Mon-Fri 10:30-10:45 11:00-11:15 11:30-11:45 12:00-12:15 12:30-12:45 Sat-Sun 13:00-13:15 13:30-13:45 14:00-14:15 14:30-14:45 15:00-15:15 15:30-15:45 16:00-16:15 16:30-16:45 17:00-17:15 17:30-17:45 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 20:00-20:15 20:30-20:45 21:00-21:15 21:30-21:45 22:00-22:15 22:30-22:45 23:00-23:15 23:30-23:45 30
National – Share of audience & Share of listening Share of Audience Share of Listening (% of 34.9m listeners who listen in a week) (% of 61.3b listening minutes a week) Ukhozi FM Ukhozi FM 21 17 Umhlobo Wenene FM Umhlobo Wenene FM 15 13 Metro FM 12 Lesedi FM 8 Lesedi FM Thobela FM 10 6 Thobela FM Motsweding FM 8 5 Motsweding FM Metro FM 8 5 RSG 4 RSG 3 Gagasi FM Ikwekwezi FM 4 3 Munghana Lonene Ikwekwezi FM 4 2 FM Jacaranda FM Ligwalagwala FM 4 2 % % 31 Source: BRC RAM Jan’16 - Jun’16 (Radio listeners: n=33,339)
Eastern Cape LP GP MP NW FS KZN NC EC WC 32
Source: BRC RAM Jan- Jun’16 (Eastern Cape: n=4,348) Radio listening by ¼ hour – National; Ave ¼ hour (Mon – Fri; Sat – Sun) 10 20 30 40 50 0 % Eastern Cape 00:00-00:15 00:30-00:45 01:00-01:15 01:30-01:45 02:00-02:15 02:30-02:45 03:00-03:15 03:30-03:45 04:00-04:15 04:30-04:45 05:00-05:15 05:30-05:45 06:00-06:15 06:30-06:45 07:00-07:15 Mon-Fri 07:30-07:45 08:00-08:15 National 08:30-08:45 09:00-09:15 2 8 09:30-09:45 Device 23 10:00-10:15 Sat-Sun 10:30-10:45 43 11:00-11:15 11:30-11:45 79 12:00-12:15 12:30-12:45 13:00-13:15 Mon-Fri 13:30-13:45 Eastern Cape 14:00-14:15 14:30-14:45 8 10 15:00-15:15 Location 15:30-15:45 29 16:00-16:15 Sat-Sun 16:30-16:45 17:00-17:15 17:30-17:45 93 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 19 25 Mon-Fri 20:00-20:15 22 4h48 Total Avg. per day Listening Sun 20:30-20:45 Sat 5 21:00-21:15 0 0 95 21:30-21:45 78 22:00-22:15 75 81 22:30-22:45 23:00-23:15 23:30-23:45 33
Eastern Cape – Share of audience & Share of listening Share of Audience Share of Listening (% of 4.4m listeners who listen in a week) (% of 8.8b listening minutes a week) Umhlobo Wenene 52 Umhlobo Wenene 65 Algoa FM Algoa FM 7 6 Metro FM Ukhozi FM 6 4 Ukhozi FM Metro FM 5 3 EC Unitra 4 Lesedi FM 3 EC Vukani RSG 3 3 EC Forte FM EC Unitra 3 3 RSG EC Forte FM 2 2 EC Alfred Nzo 2 EC Vukani 2 trufm EC Inkonjane 2 % 1 % 34 Source: BRC RAM Jan’16 - Jun’16 (Eastern Cape Radio Listeners: n=4,139)
Free State LP GP MP NW FS KZN NC EC WC 35
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