AudienceSeptember 2017
Profile
The KFM Listener
Tuned into this positive energy and
passion, KFM reflects the spirit of the
Western Cape.
Through authentic, influential
personalities, great music and
inspiring creativity, we connect with a
lucrative audience.
KFM’s audience is a premium and
upwardly mobile market, boasting
listeners with house hold income and
employment levels ranking way above
population norms.
KFM’s racial mix of listeners is the most
representative of the province.
Source : TGI 2016C
This digitally connected audience has the
highest incidence of internet connectivity out of
listeners in the Western Cape, and are most
likely to connect via mobile phone, WiFi and
ADSL.
They are fun and adventurous, and enjoy
spending time outdoors, getting active and
staying healthy. More than half believe that
they are health conscious and almost as many
are willing to pay more for foods that don’t
contain artificial additives.
We talk to their love of community. We laugh
with them. We explore and share with them.
KFM brings the people of the Cape together –
to live the great life.
Source : TGI 2016C
0
50
100
150
200
250
300
350
400
450
0%
5%
10%
15%
20%
25%
30%
35%
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
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
0%
5%
10%
15%
20%
25%
30%
15-24 25-34 35-44 45-54 55-64 65+
Lis
tener
% A
ge
Age % Index GP Ave. Age 38
Ethnicity
65% ACI (Black)
13%
35%
2%
50%
African
White
Indian
Coloured
AudienceIn
dex
Index
Day Cume. Mon-Sun (00:00-24:00) 486,000
7 Day Cume. Mon-Sun (00:00-24:00) 736,000
4 Week Cume. Mon–Sun (00:00-24:00) 867,000
Day Cume. Mon–Fri (00:00–24:00) 492,000
Day Cume. Saturday (00:00–24:00) 478,000
Day Cume. Sunday (00:00–24:00) 468,000
Audience Reach & Profile
Source : BRC RAMS, Jan 2017 – Jun 2017
Gender
49% 51%
42% Married /
Living together
58% Single,
divorced,
widowed
Marital Status
47%
42%
11%
Metro
Urban
Rural
Community Size
Parents
86% Are parents
Location
9%
15%
44%
89%
0% 20% 40% 60% 80% 100%
Other
Work
Vehicle
Home
Purchase Decision
75% Mainly or Partly
Responsible for
the Shopping in
the Household
81% Radio
Device
22% Mobile phone
42% Vehicle radio
Audience Reach & Profile
Source : TGI 2016C
Source : BRC RAMS, Jan 2017 – Jun 2017
0
20
40
60
80
100
120
140
160
Audie
nces in ‘000
Mon-Fri Sat Sun
01:00 06:00 11:00 16:00 21:00
Weekdays
Kfm reaches 120,000 listeners in the
breakfast drive, building audiences
from 06:30. The KFM drive time runs
to 09:00, when we reach our
audience peak.
Kfm maintains a strong listenership
thoughout the day, peaking again at
between 17:15 and 20:00.
Weekends
Whilst weekend listenership starts
later in the morning, the peak mirrors
that of the weekdays, peaking at
10:00. Overall listener volumes and
patterns are very similar to
weekdays, delivering advertisers
great value for money.
Listening Pattern
Source : BRC RAMS, Jan 2017 – Jun 2017
The NumbersSaturday Day CUMEMon – Fri Week CUME
Daypart Audience
04:00-06:00 70,000
06:00-09:00 396,000
09:00-12:00 419,000
12:00-15:00 392,000
15:00-19:00 488,000
19:00-22:00 308,000
22:00-00:00 93,000
00:00-04:00 38,000
Daypart Audience
05:00-06:00 21,000
06:00-10:00 245,000
10:00-14:00 249,000
14:00-18:00 197,000
18:00-21:00 220,000
21:00-00:00 77,000
00:00-04:00 24,000
Daypart Audience
05:00-06:00 25,000
06:00-10:00 238,000
10:00-14:00 236,000
14:00-18:00 200,000
18:00-21:00 186,000
21:00-24:00 61,000
24:00-28:00 21,000
Sunday Day CUME
Website (June 2017)
Unique Users 266,277
Page Impressions 564,961
Social Media (June 2017)
Twitter Followers 307,559
Facebook Fans 147,975
Newsletters (June 2017)
KFM 13,053
Streaming (June 2017)
Session Starts 441,721
Listener CUME 70,727
Ave. TSL 0:57
Google Analytics, Triton Digital, Facebook, TwitterSource : BRC RAMS, Jan 2017 – Jun 2017
Line UpWeekdays05:00 - 06:00 Early Mornings with Liezel van der Westhuizen
06:00 - 09:00 Kfm Mornings with Darren and Sherlin
09:00 - 10:00What's Up @ Work (no presenter, whatsapp voice note
requests)
10:00 - 13:00 Ryan O’Connor
13:00 - 16:00 Sechaba G
16:00 - 19:00 The Kfm Flash Drive with Carl Wastie
19:00 - 22:00 Kfm Nights with Brandon Leigh
22:00 - 01:00 Late Nights with Andy
01:00 - 05:00 The Best of the Cape (Automation)
Saturdays01:00 - 04:00 Mitch Matyana - training and development
04:00 - 07:00 Jonathan Duguid
07:00 - 10:00 Weekend Breakfast with Ian Bredenkamp
10:00 - 14:00 The Coca-Cola Top 40 SA with Carl Wastie
14:00 - 18:00 Zoe Brown
18:00 - 21:00The Kfm Bloc Party with Mamohau Seseane (ad-free music
show)
21:00 - 01:00 The Kfm Bloc Party with Barron Hufkie (ad-free music show
Sundays 01:00 - 04:00 Mitch Matyana - training and development
04: 00 - 07:00 Jonathan Duguid
07:00 - 10:00 Weekend Breakfast with Ian Bredenkamp
10:00 - 14:00 Sundays with Brandon Leigh
14:00-19:00 Sundays with Tim Thabethe
19:00 - 22:00 Barron Hufkie
22:00 - 01:00 Mamohau Seseane
www.primediabroadcasting.co.za
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