Station. TOOLKIT December 2016
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- Winifred Jenkins
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1 Station TOOLKIT December 2016
2 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. Educated and knowledgeable, with the highest incidence of listeners in the Western Cape to have a tertiary qualification. 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.
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.
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.
5 Our stations deliver Purchase Power Tap into listeners with the highest average household income. CapeTalk KFM RSG Heart Good Hope Metro Umhlobo Wenene 0 5,000 10,000 15,000 20,000 25,000 30,000 Ave. HHI ZAR Source : BRC RAM 2016 Apr-Sep
6 Our listeners are Economically Active The lowest rate of unemployment and the highest number of listeners not actively seeking work. CapeTalk RSG KFM Heart Good Hope Metro Umhlobo Wenene 0% 20% 40% 60% 80% 100% NOT Actively Seeking Work Source : BRC RAM 2016 Apr-Sep
7 Our listeners are Educated & Informed Most likely to have completed a tertiary qualification. CapeTalk KFM RSG Metro Good Hope Heart Umhlobo Wenene 0% 10% 20% 30% 40% 50% Completed Any Tertiary Qualification Source : BRC RAM 2016 Apr-Sep
8 Location Highest In Car Listening Tuned in, engaged, mobile and ready to respond to triggers and impulse purchases Home Vehicle Work Other CapeTalk 91 CapeTalk 52 CapeTalk 8 CapeTalk 2 KFM 87 KFM 52 KFM 18 KFM 10 Umhlobo Wenene 98 Umhlobo Wenene 32 Umhlobo Wenene 12 Umhlobo Wenene 9 Metro 99 Metro 49 Metro 19 Metro 10 Good Hope 96 Good Hope FM 47 Good Hope 22 Good Hope 16 Heart 95 Heart 44 Heart 22 Heart 12 RSG 93 RSG 40 RSG 12 RSG 7 Source : BRC RAM 2016 Apr - Sep
9 Listener % Age Listener % of LSM Listener Profile Source: BRC RAM 2016 Apr- Sep Audience Ethnicity Day Cume. (Mon-Sun) 00:00-24:00 63,000 7 Day Cume. (Mon-Sun) 91,000 23% 11% 4 Week Cume. (Mon Sun) 100,000 Day Cume. Mon Fri (00:00 24:00) 66,000 Day Cume. Saturday (00:00 24:00) 58,000 1% African White Indian/Asian Coloured 35% ACI (Black) Day Cume. Sunday (00:00 24:00) 55,000 65% Age LSM 35% % 1,000 30% 25% 20% 15% 10% 5% Index % 40% 30% 20% 10% Index 0% % LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 0 Age % Index GP Ave. Age 50 LSM % Index WC
10 Listener Profile Source: BRC RAM Apr-Sep & TGI SA 2016 A Community Size Listening Location 3% 8% Home 91% Urban Vehicle 52% 89% Small Urban Rural Work Other 2% 8% 0% 20% 40% 60% 80% 100% Gender Marital Status Parents Purchase 42% 58% Female Male 46% Married / Living together 54% Single, divorced, widowed 82% Are parents 74% Main Shopper in the House Hold
11 Audience Numbers Source: BRC RAM 2016 Apr- Sep Mon Fri Week CUME Daypart Audience 04:00-06:00 8,000 06:00-09:00 51,000 09:00-12:00 55,000 12:00-13:00 32,000 13:00-15:00 35,000 15:00-18:00 45,000 18:00-20:00 47,000 20:00-23:00 28,000 Saturday Day CUME Daypart Audience 03:00-06:00 5,000 06:00-10:00 38,000 10:00-13:00 29,000 13:00-16:00 17,000 16:00-19:00 22,000 19:00-21:00 13,000 21:00-24:00 5,000 Sunday Day CUME Daypart Audience 03:00-06:00 1,000 06:00-10:00 26,000 10:00-13:00 31,000 13:00-16:00 24,000 16:00-19:00 26,000 19:00-21:00 14,000 21:00-24:00 6,000 Website (Ave. 3 months Sep-Nov 2016) Unique Users 127,489 Page Impressions 275,280 Social Media (November 2016) Twitter Followers 166,242 Facebook Fans 194,903 Newsletters (November 2016) Cape Talk 1,507 Business Wrap 8,423 EWN 78,064 Streaming (October 2016) Session Starts 215,568 Listener CUME 52,293 Ave. TSL 00:51
12 Audiences in 000 Ave. Quarter Hour Listeners Patterns Source: BRC RAM Apr-Sep 2016 Cape Talk listeners tune in later and peak morning listenership at 08:30 in the mornings with Keino Kummies and maintained over 10,000 listeners up to 19:15. Saturday mornings deliver the greatest audience peak between 09:30-11:15, with listeners tuning into the latter half of Breakfast with Africa and Sam and then extending listenership into Solid Gold with Kenny Maistry :00 06:00 11:00 16:00 21: Mon-Fri Sat Sun
13 Ave. Quarter Hour Listeners Patterns Source: BRC RAM Apr-Sep ,000 (CapeTalk total 1 week cume) 88,000 97% 2,000 1, ,000 (Smile 1 week cume) 124,000 91% 0 11, ,000 95% 229,000 (Tygerberg 1 week cume)
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15 Line-up 1 December 2016 WEEKDAYS 02:00-04:00 Talk Highlights (automated) 04:00-06:00 Early Breakfast - Abongile Nzelenzele 06:00-09:00 Kieno Kammies 09:00-12:00 Redi Tlhabi 12:00-13:00 Midday Report - Stephen Grootes 13:00-15:00 Pippa Hudson 15:00-18:00 John Maytham 18:00-20:00* The Money Show - Bruce Whitfield 20:00-23:00** Koketso Sachane 23:00-02:00*** Late Nights SATURDAY 03:00-06:00 Weekend Early with Nolo Moloi 06:00-10:00 Saturday Breakfast with Africa Melane 10:00-13:00 Solid Gold (automated) 13:00-16:00 Solid Gold (automated) 16:00-19:00 Solid Gold (automated) 19:00-21:00 The Band Stand - Eleanor Moore 21:00-24:00 The Jukebox 24:00-03:00 Overnight Live - Various Key Shows & Features Just Cooking The Adventurers Solid Gold The Money Show Face to Face with Success Friday Stand-In SUNDAY 03:00-06:00 Weekend Early with Terence Mentor 06:00-10:00 Sunday Breakfast with Africa Melane 10:00-13:00 Solid Gold (automated) 13:00-16:00 Solid Gold (automated) 16:00-19:00 Solid Gold (automated) 19:00-21:00 Sports Talk - Mark Lewis 21:00-24:00 Koketso Sachane 24:00-02:00 Late Nights Confronting Racism Make Money Mondays
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