Radio in SA remains in good shape, although formats are changing

“Radio holds a position of dominance within the media environment that is buoyant in an array of media formats,” says its CEO, Gary Whitaker. “However, the emergence of this [variety of] formats is changing the dynamics of the media environment.”

Historically, the 35 to 49-year-old demographic, comprising 11.7-million people in South Africa, are ardent radio listeners. However, they are now increasing their video streaming. 

Younger listeners, in the 24-34 age group, are increasing engagement with music streaming and podcasts within the listening cluster. 

Radio listening amongst male audiences is strong – at an almost 80% P7D (Past 7 Days) reach, with a slight decline in female listeners. 

Radio stronger in middle- and upper-income brackets

In the middle-income and upper-income brackets of the economically active population, radio is stronger, while there is a slightly lower reach for lower-income individuals. 

According to the Broadcast Research Council, what is interesting to note is that those segmentations that have a broader media repertoire tend to have a higher radio reach. This highlights radio’s popularity amongst a wide variety of media types.

Music still rates highly in the shows that South Africans like to listen to. Local news, weather, advice and traffic – at 65.9%, 64.8%, 59.4% and 55.9 respectively – indicates that localised content is still driving radio listenership. 

Among the findings from the latest study: 

• More than 26.4-million South Africans, listen to the radio several times a week.
• Almost a third of waking hours are spent listening to the radio.
• Tuesdays and Wednesdays have the highest listening reach.
• Listening only peaks once a day, on weekday mornings from 6am-9am (drive time).
• ‘At home’ remains the primary radio setting, while ‘listening in the car’ continues to grow.

Top Commercial Radio Stations for Q1 2023 (P7D):

• Ukhozi FM – 7 597 000 listeners
• Metro FM – 4 535 000 listeners
• Umhlobo Wenene FM – 4 090 000 listeners
• Lesedi FM – 3 597 000 listeners
• Motsweding FM – 3 077 listeners

“Radio … holds its strength as an information source, but the listening cluster as a whole is changing because of technology,” concludes Whitaker. “Across the entire income and demographic spectrum, digital listening is on the rise, but listening via terrestrial sources remains prevalent.”