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SAARF RAMS ® April 2011. Prepared by. April Release - 2011. Combined rolling wave of two Large Urban fieldwork periods:- Part 6 – 2010 : Third week October – mid-December 2010 and Part 1 – 2011 : Mid-January – mid-March 2011.

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  1. SAARF RAMS®April 2011 Prepared by

  2. April Release - 2011 • Combined rolling wave of two Large Urban fieldwork periods:- Part 6 – 2010 : Third week October – mid-December 2010 and Part 1 – 2011 : Mid-January – mid-March 2011 • Added to the diaries placed in Small Urban/Rural areas across July - December 2010 – first RAMS release this year to bring in this new small urban/rural sample • This July-Dec 2010 small urban/rural sample will be carried until August 2011

  3. Populations + other Household variables unchanged The population estimates were not updated for this April release, which utilises the 2010 estimates introduced from October 2010 The LSM variables remain unchanged Along with the household income groups

  4. Schedule for 2011 with July-Dec 10 small urban/rural with Jan-June 11 small urban/rural

  5. Key News events during fieldwork period Tsunami strikes in Indonesia British tourist Anni Dewani murdered in Gugulethu The case against Brett Kebble murder accused, Glenn Agliotti, dismissed Floods hit parts of South Africa Political turmoil in Egypt – President Mubarak steps down Nelson Mandela admitted into hospital Gauteng Road Toll tariffs suspended until further notice Massive Tsunami swept through Japan causing extensive damage

  6. Key Sports events during fieldwork period • SOCCER : Barclays Premier League • UEFA Champions League • Telkom Knockout • ABSA Premiership • RUGBY : ABSA Currie Cup • SA tour of UK and Ireland • Super Rugby • CRICKET : SA vs Pakistan • SA vs India • Cricket World Cup • CYCLING : 94.7 Cycle Challenge • GOLF : European PGA Tour • Nedbank Golf Challenge • World Golf Championships • TENNIS : ATP World Tour 1000 • Australian Open • SA Open • MOTORSPORT

  7. Sample per Flooded release wave

  8. Station Trends * In evaluating differences, please concentrate on those where the percentages are marked as significantly different

  9. Lesedi FM AVE. MON-FRI 7 DAYS NC % % 3 528 2 181 ’000 ’000 3 448 3 468 2 098 2 116 3 602 2 150 Apr-10 Dec-10 Feb-11 Apr-11

  10. Favourite Radio Station - National Top 10 4 711 000 3 381 000 2 122 000 2 017 000 % 1 898 000 1 808 000 1 098 000 1 053 000 935 000 883 000

  11. Gauteng Note: The following charts have been rebased on Diary Keepers in Gauteng Only.

  12. (Feb 11) vsApr 11 = = - = + - - - - - = + - + + + = % Gross ¼ hours Ave. Mon-Fri = + Share of Total Time Spent Listening in Gauteng

  13. (Feb 11) vsApr 11 - = + + + - + + - - = - + - % Gross ¼ hours Ave. Mon-Fri = - Share of Total Time Spent Listening in Gauteng - English Home Language

  14. (Feb 11) vsApr 11 = = + = + + = - - - % Gross ¼ hours Ave. Mon-Fri + Share of Total Time Spent Listening in Gauteng - Afrikaans Home Language

  15. (Feb 11) vsApr 11 = - - - = = + + - = + + + % Gross ¼ hours Ave. Mon-Fri = - Share of Total Time Spent Listening in Gauteng - Nguni Home Language

  16. (Feb 11) vsApr 11 - = = = - - = - = = + - + + + % Gross ¼ hours Ave. Mon-Fri - - Share of Total Time Spent Listening in Gauteng - Sotho Home Language

  17. Top 10 Favourite Radio Stations – Gauteng (Based on Diary Keepers in Gauteng) 946 000 620 000 579 000 555 000 % 486 000 474 000 444 000 370 000 273 000 225 000

  18. In Summary…

  19. In Summary … • Time Spent Listening - slightly lower than February release (6 minutes less per day), and year previous (4 minutes less per day) • - the decrease coming from the new small urban/rural sector • Incidence of Radio listening - significant increase for 7-day listening compared to previous release - annual growth for 7-day and Saturday listening - the large urban sample is the contributor here • Listening levels - in total, very similar levels period-on-period and year-on-year - small urban/rural afternoon levels are down back to April 2010 levels • Listeners continue to listen to an average of 2.1 stations a week • Profiles of listeners, by gender, age, and population group remain comparable, period-on-period. • Compared to year previous, LSM® 2 and 3 listeners have decreased with growth in groups 6 and 7

  20. Next SAARF RAMS®Release … 15 June 2011

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