AudienceMarch 2018

Profile

Kfm 94.5

Kfm 94.5 is an adult contemporary music station based in Cape Town that connects with 862 000 listeners across the Western Cape. The station targets LSM 7-10 listeners between the ages of 25 and 54.

It’s the station where the people of the Cape are at home: We play the most music, have larger-than-life personalities, and are known for our compelling, highly-sharable content that connects with audiences across both our terrestrial and digital platforms. In fact, the Kfm audience is the most representative radio station in the province.

Kfm plays a mix of rhythmic music that includes current popular hits, and a variety of tracks from the 80s, 90s and 2000s. The station delivers up-to-date Eyewitness News, sport and traffic, as well as regular benchmark features including Darren ‘Whackhead’ Simpson’s daily phone prank, and the R10 000 Pop Quiz.

Kfm is known for its strong connection with the community, and its highly engaged and responsive audience. When there is a need, Kfm is there. When there is a need in the province, listeners turn to Kfm as their de facto ‘can do’ station in the Cape.

The station celebrates local artists through the music playlist, artist content and interviews and through events, including KDay - our major annual South African music event which takes place in March each year.

Kfm has a reception footprint that includes the Cape Town metro, and key towns across the province, including George, Mossel Bay, Knysna, Saldanha, Hermanus, Caledon, Worcester, Malmesbury and Beaufort West.

Kfm 94.5. The most music. Feel great.

Audience Reach & Profile

0

20

40

60

80

100

120

140

0%

5%

10%

15%

20%

SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10

Lis

tener

% o

f S

EM

SEM % Index WC

SEMAge

0

20

40

60

80

100

120

140

0%

5%

10%

15%

20%

25%

30%

15-24 25-34 35-44 45-54 55-64 65+

Lis

tener

% A

ge

Age % Index WC Ave. Age 37

Audience

Ind

ex

Source : BRC RAMS, Jul 2017– Dec 2017,WC

0

50

100

150

200

0%

5%

10%

15%

20%

25%

30%

35%

40%

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 WC

LSM

Ind

ex

Ind

ex

Day Cume. Mon-Sun (00:00-24:00) 459,000

7 Day Cume. Mon-Sun (00:00-24:00) 656,000

4 Week Cume. Mon–Sun (00:00-24:00) 862,000

Day Cume. Mon–Fri (00:00–24:00) 478,000

Day Cume. Saturday (00:00–24:00) 426,000

Day Cume. Sunday (00:00–24:00) 400,000

Audience Reach & Profile

TGI SA 2016C WC

Gender

49% 51%

47%

38%

15%

Metro

Urban

Rural

Community Size

Parents

71% Are parents

Location

10%

16%

41%

90%

0% 20% 40% 60% 80% 100%

Other

Work

Vehicle

Home

Purchase Decision

76% Mainly or partly

responsible for

shopping in the

household.

84% Radio

Device

24% Mobile phone

35% Vehicle radio

Ethnicity

72% ACI (Black)

12%

28%

1%

59%

African

White

Indian

Coloured

Source : BRC RAMS, Jul 2017– Dec 2017,WC

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 132,000 listeners in the

breakfast drive, building audiences

from 06:30. The KFM drive time runs

to 09:00, when we reach our

audience peak. The strong

Kfm maintains a strong listenership

thoughout the day, peaking again at

18:00.

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, Jul 2017– Dec 2017

The NumbersSaturday Day CUMEMon – Fri Week CUME

Daypart Audience

04:00-06:00 73,000

06:00-09:00 430,000

09:00-12:00 427,000

12:00-15:00 417,000

15:00-19:00 438,000

19:00-22:00 341,000

22:00-00:00 136,000

00:00-04:00 65,000

Daypart Audience

05:00-06:00 16,000

06:00-10:00 273,000

10:00-14:00 252,000

14:00-18:00 176,000

18:00-21:00 166,000

21:00-00:00 92,000

00:00-04:00 31,000

Daypart Audience

05:00-06:00 18,000

06:00-10:00 228,000

10:00-14:00 244,000

14:00-18:00 195,000

18:00-21:00 190,000

21:00-24:00 80,000

00:00-04:00 45,000

Sunday Day CUME

Website (Feb 2018)

Unique Users 133,045

Page Impressions 331,275

Social Media (Feb 2018)

Twitter Followers 330,713

Facebook Fans 169,028

Newsletters (Feb 2018)

KFM 19,135

Streaming (Feb 2018)

Session Starts 401,161

Listener CUME 83,910

Ave. TSL 1:01

Google Analytics, Triton Digital, Facebook, Twitter

Source : BRC RAMS, Jul 2017– Dec 2017,WC

Senteck

Line UpWeekdays05:00 - 06:00 Early Mornings with Liezel van der Westhuizen

06:00 - 09:00 Kfm Mornings with Darren, Sherlin, and Sibs

09:00 - 10:00 What'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 - 21:00 The 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

Go to our website, where you will find:

• Audience profiles

• Footprints

• Case studies

• and more…