Drive-time fans fuel all-day listenership

NkopaneCommunity radio stations that hook listeners with their flagship drive-time programmes have a better chance of ensuring station loyalty.

Nkopane Maphiri of Abundant Media’s The Media Connection (TMC), a national community radio airtime sales company, says that while drive-time listenership on community radio may increase or decrease year-on-year as a result of changes in programming or a general increase or decrease of overall listenership loyal drive-time listeners generally don’t switch stations once the flagship programme is finished.

“We have not seen a major move from drive-time to other times,” he says.

“If we look at a typical Thursday on Jozi FM, we find that generally, an overall 52 000 listeners tune in between 8:45am and 9am and about 32 000 tune in between 5:15pm and 5:30pm in the afternoon. The bulk of the listeners are loyal to both morning and afternoon drive-time shows.”

And, he says, community radio is set to help drive advertiser’s messages home even quicker. “Overall, Gauteng has approximately 2.3 million listeners (RAMS release June 2015) compared to 1.9 million in the last quarter of 2014 (RAMS September – December 2014, February 2015 release), which indicates pleasing growth despite difficult economic times.”