Listenership has gone up for many radio stations across the country, according to the latest Radio Audience Measurement Survey (RAMs) released by the Broadcast Research Council of SA and reflecting the performance between April 2021 and March 2022.
The numbers show that millions of people still tune into radio, whether through digital platforms or in the traditional way.
Stations dominating the Top 10 include Ukhozi FM, which still leads with a 7.8-million listenership.
It is followed by Metro FM with 5.2-million listeners, Mhlobo Wenene FM has 4.5-million, Lesed FM is at 3.9-million and Motsweding FM is sitting on 3.3-million.
The SABC’s Radio 2000 is the fastest growing radio station in the past five years.
In 2018, the station had less than a million listeners. The recent RAMs show that the station now has 1.8-million listeners.
Radio 2000 business manager Anthony Soglo said over the years the station has not only grown in audience but was also named Radio Station of the Year at the Radio Awards in 2020 after growing its listenership from 393,000 to 700,000 in one year.
“The station has remained true to its sound in being specific to its target audience, whom we love to refer to as ‘iyouth endala’ (older youth; 35-49 age group). The nostalgic sound of Radio 2000, combined with its well-balanced and experienced on-air talent, is a representation of our listeners, who identify with not only the music but the content. The station has also expanded on its digital platform engagement with our audience and has seen consistent growth on these platforms.
“I feel very proud to be part of a station that is doing so well. Radio is a really difficult medium to work in due to the constant changing parts and the need to be connected with the audience daily, however it really is a team effort,” Soglo said.
Soglo said the station’s secrete was staying true to its brand promise of making memories through music everyday with our listeners.
He said the bigger vision for the station is to “make Radio 2000 the home of everyone who is young at heart”.
According to radio expert Zandile Tembe, the newly released statics were not surprising because the country had just come out of lockdown, a period where radio thrived.
Tembe said in the past two years radio had become a source of information and entertainment for people.
“What was surprising was that radio listenership went up at the time when social media usage was on the rise.
“This meant that radio stations that have done well in the past two years were boosted by digital platforms and podcasts. Radio is competing with a lot digitally because there are also music applications where people stream music instead of listening to the radio.”
Tembe agreed that radio stations like Radio 2000 were able to grow fast because of the listenership they serve.
“They have a mature audience which is very loyal. It is easy to grow when you understand exactly what they [audience] want. Radio requires you to know your audience and be strategic. Radio stations that are facing a challenge are those that serve a young audience.”
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