Audience - Cloudinaryres.cloudinary.com/primedia-broadcasting/image/...Audience Reach & Profile...
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AudienceNovember 2017
Profile
Source : TGI 2016C
The CapeTalk Listener
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.
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.
Source : TGI ….Source : TGI 2016C
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.
Source : TGI 2016C
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.
Purchase PowerTap into listeners with the highest average
household income in the Western Cape.
0 5,000 10,00015,00020,00025,00030,00035,00040,00045,000
Umhlobo Wenene
RSG
Good Hope
KFM
Heart
Cape Talk
Ave. HHI ZAR
Source : BRC RAMS, January 2017 – June 2017, WC
Educated & InformedCape Talk listeners have the lowest rates of unemployment and
one of the highest propensities to have completed tertiary
education of all stations in the Western Cape
0 10 20 30 40 50 60
Umhlobo Wenene
Heart
Good Hope
RSG
Kfm
CapeTalk
Completed Any Tertiary Qualification
Source : BRC RAMS, January 2017 – June 2017, WC
Listener Profile
0
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0%
10%
20%
30%
40%
50%
60%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Lis
tener
% o
f LS
M
LSM % Index GP
LSMAge
0
100
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0%
10%
20%
30%
40%
50%
15-24 25-34 35-44 45-54 55-64 65+
Lis
tener
% A
ge
Age % Index GP Ave. Age 56
Ethnicity
28% ACI (Black)
4%
72%
12%
12%
African
White
Indian
Coloured
AudienceIn
dex
Index
Source : BRC RAMS, January 2017 – June 2017, WC
Day Cume. Mon-Sun (00:00-24:00) 66,000
7 Day Cume. Mon-Sun (00:00-24:00) 92,000
4 Week Cume. Mon–Sun (00:00-24:00) 97,000
Day Cume. Mon–Fri (00:00–24:00) 71,000
Day Cume. Saturday (00:00–24:00) 54,000
Day Cume. Sunday (00:00–24:00) 52,000
Audience Reach & Profile
Source : BRC RAMS, Jan 2017 – Jun 2017
TGI SA 2016C
Gender
42% 58%
32% Married /
Living together
68% Single,
divorced,
widowed
Marital Status
91%
9%
0%
Metro
Urban
Rural
Community Size
Parents
62% Are parents
Location
0%
1%
62%
88%
0% 20% 40% 60% 80% 100%
Other
Work
Vehicle
Home
Purchase Decision
95% Mainly or partly
responsible for
shopping in the
household.
83% Radio
Device
4% Mobile phone
60% Vehicle radio
Listening Pattern
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5
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5
Audie
nces in ‘000
Mon-Fri Sat Sun
01:00 06:00 11:00 16:00 21:00
Source : BRC RAMS, January 2017 – June 2017, WC
Weekdays
Cape Talk listeners start
building from 06:30 and
start the morning with
Kieno Kammies and peak
at 10:00 with the Eusebius
McKaiser Show. The next
major peak is for the
Money Show at 18:00
Weekends
Saturday mornings deliver
the greatest audience
peak at 10:00
Source : BRC RAMS, Jan 2017 – Jun 2017
Google Analytics, Triton Digital, Facebook, Twitter
Saturday Day CUMEMon – Fri Day CUME
Daypart Audience
05:00-06:00 7,000
06:00-09:00 55,000
09:00-12:00 58,000
12:00-13:00 41,000
13:00-15:00 37,000
15:00-18:00 56,000
18:00-20:00 48,000
20:00-22:00 8,000
Sunday Day CUME
Website (Oct 2017)
Unique Users 124,982
Page Impressions 333,736
Social Media (Oct 2017)
Twitter Followers 194,103
Facebook Fans 34,114
Newsletters (Oct 2017)
Cape Talk 8,575
Streaming (Oct 2017)
Session Starts 257,929
Listener CUME 63,805
Ave. TSL 0:49
Daypart Audience
05:00-06:00 3,000
06:00-10:00 29,000
10:00-14:00 36,000
14:00-18:00 25,000
18:00-21:00 25,000
21:00-00:00 4,000
Daypart Audience
05:00-06:00 4,000
06:00-10:00 29,000
10:00-14:00 39,000
14:00-18:00 24,000
18:00-21:00 18,000
21:00-00:00 2,000
The Numbers
Line Up
02:00-04:00 Talk Highlights
04:00-06:00 Early Breakfast with Abongile Nzelenzele
06:00-09:00 Breakfast with Kieno Kammies
09:00-12:00 The Eusebius McKaiser Show with Eusebius McKaiser
12:00-13:00 The Midday Report with Stephen Grootes
13:00-15:00 The Pippa Hudson Show
15:00-18:00 PM Drive with John Maytham
18:00-20:00 The Money Show with Bruce Whitfield
20:00-23:00 The Koketso Sachane Show with Koketso Sachane
23:00-02:00 Late Nights
03:00-06:00 Weekend Early with Nolo Moloi
06:00-10:00 Weekend Breakfast with Africa Melane
10:00-20:00 Solid Gold Saturday
20:00-23:59 Jukebox
00:00-03:00 Overnight Live
03:00-06:00 Weekend Early with Terence Mentor
06:00-10:00 Weekend Breakfast with Africa
10:00-19:00 Solid Gold Sunday
19:00-21:00 SportsTalk with Marc Lewis
21:00-00:00 The Koketso Sachane Show with Koketso Sachane
00:00-02:00 Late Nights
Weekdays
Saturdays
Sundays
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