VOC has retained the third highest listenership amongst community radio stations in the Western Cape, according to the South African Audience Research Foundation (SAARF) latest Radio Audience Measurement Survey (RAMS) statistics for 2014. The station lagged behind Radio Tygerberg and Radio Zibonele in terms of listeners.
The SAARF conducts regular observations amongst the audience of different media platforms, including both community and commercial radio. This is aimed at determining which station has the biggest radio listenership, how long people spend listening to each station, which times they tune it, as well as other crucial listenership data.
The goal of the RAMS stats is to provide data for target marketing, and placing all stations on a level ‘currency’ in terms of the valuation of their brand.
Data is gathered by distributing self-completion diaries to selected households in the community, with a main respondent designated to fill in the required information over a seven-day period. In addition, supplementary diaries are given to other members within the household to fill in. The survey is conducted amongst those over the age of 15, and a total of 25 505 diaries were distributed. Results are then extrapolated to an estimated media user population.
Of an estimate audience of total 37 665 000 for both commercial and community radio, VOC drew in 0.6% of the nations listenership. This constitutes to 229 000 listeners over the period in which the survey was conducted. This was particularly impressive, taking into account that community radio in the Western Cape attracted a listenership of 4.2%, equating to 1 586 000 listeners.
VOC programming manager, Mishka Daries, expressed delight at the station’s positive performance on the local airwaves.
“VOC is ecstatic in seeing the figures during our Ramadan period. Since our move to 91.3fm, we have only grown in audience figures and have retained the top 3rd position amongst the Western Cape community radio stations,” she said.
She said VOC would continue the momentum of producing quality programming for the community.
“Our advertisers and listeners can be assured that we will continue to bring you programming that will benefit the community and be in-line with our mission statement,” she added.
In terms of the Western Cape, the province drew in the second highest audience behind only Gauteng, which raked in 5% and, 1 866 000 of the local listenership. VOC (Mubeen Banderker)