Where the Heart and Mind of Cape Town’s at
Dec 14, 2015
Where the Heart and Mind of Cape
Town’s at
Western Cape & Cape Town Population
Trends
Listenership Trends
Cape Town Radio Market
Ranking , Positioning & Strategy
Mind Maps
Consumer Onion
Conclusion
Contents
POPULATION TRENDS - THE BIG GETTING BIGGER The Western Cape is second only to Gauteng in terms of population growth and has grown by over a third since the turn of the century.
Census 2001 Census 2011 Mid Year 2014 2001-2014Gauteng 9 388 854 12 272 263 12 914 800 38%Western Cape 4 524 335 5 822 734 6 116 300 35%Mpumalanga 3 365 554 4 039 939 4 229 300 26%North West 2 984 098 3 509 953 3 676 300 23%Northern Cape 991 919 1 145 861 1 166 700 18%Limpopo 4 995 462 5 404 868 5 630 500 13%KwaZulu- Natal 9 584 129 10 267 300 10 694 400 12%Eastern Cape 6 278 651 6 562 053 6 786 900 8%Free State 2 706 775 2 745 590 2 786 800 3%South Africa 44 819 778 51 770 560 54 002 000 20%
Source: Stats SA. Census and 2014 Mid Year Pop update
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POPULATION TRENDS - HOORAY! NO MORE BLACK & WHITE, NOW FULL COLOUR
Source: Stats SA. Census and 2014 Mid Year Pop update
GAU W CAPE N CAPE KZN MPU FS N WEST E CAPE LIM
R 13,020
R 11,955
R 7,181 R 6,921R 6,467 R 6,276
R 5,830R 5,378
R 4,737
HOUSEHOLD INCOME: By Province 2011
Source: Census 2011
United Stations conducted desk research into the listenership of Heart FM and competetive stations in Cape Town and surrounds. These are the areas that are covered:
This analysis is based on AMPS 2013 (All Media & Products Survey), which is the largest ongoing non-government random probability sample in South Africa. The annual sample of 25,000 respondents costs in excess of R38M to conduct. The sample is more robust than the Quarterly Radio Diaries, is based on Face-2-Face collection, and contains far richer data in terms of Products & Brands, All Media, Mindsets, Activities , Lifestyle and much more.
MARKET TRENDS & INSIGHTS
CAPE METROPOLE = HEARTLAND
ADULT POPULATION TREND : Western Cape
2009 2011 20132
3
4
5
3.2
3.6
4.4
Millions
ADULT POPULATION TREND: Cape Town Metropole
2009 2011 20132
3
4
2.32.5
3.1
Millions
If product sales/ listenership has not grown 28% over this period, you are not keeping pace with population
growth
5YR CHANGE+28%
AVG. HOUSEHOLD INCOME : Cape Town Metropole
2009 2011 2013R 5,000
R 10,000
R 15,000
R 9,279R 10,025
R 12,447
Rands Per Month
ETHNIC GROUP TREND: Cape Town Metropole
2009 2011 20130%
20%
40%
60%
80%
100%
50 47 43
25 2418
24 27 38
1 2 1
Percent
INDIAN
BLACK
WHITE
COLOURED
STATION LISTENERSHIP TRENDS: Cape Town Metropole
2009 2011 2013
Total Pop 000's 2,387 2,525 3,051
Cape Talk 150 128 116
KFM 787 756 772
Good Hope 721 748 737
Heart FM 682 680 798
Source: AMPS P4W
STATION RANKING: Cape Town Metropole
The Number Station in Cape Town 1
STATION 2009 2011 2013
Cape Talk 4 4 4
KFM 1 1 2
Good Hope 2 2 3
Heart FM 3 3 1
Source: AMPS P4W
Quick, name the second biggest city In the Western Cape?
Ha Ha, Trick Question. Cape Town is the ONLY City in the Western Cape!
STRATEGY:It is key for YOU to understand TWO things today:
1. Heart FM is
the Biggest Radio station in
Cape Town
AND2. Cape Town IS
The Western Cape
KEY REGION %
HEARTLAND 71%
WINELANDS 15%
WASTELAND 14%
Source: AMPS HH Income
CAPE TOWN SHARE OF W CAPE INCOME
Total WCCape Town Metropole
Rest of WC
Households (000) 1,628 1,121 507
Households Share 100% 69% 31%
Rands Per Month R 10,485 R11,741 (+52%) R 7,709
Money Share 100% 77% 23%
Average HH Income
Total Households
Source: AMPS 2013
Broadcast TV – Misses Your Market
HOUSEHOLDS TOTAL REST OF
SAGA, WC,
DUR
Total HH's 000's 14,978 8,478 6,500
Percent 100% 57% 43%
TV STATION PROFILE
ALL TV Past & Days 100% 54% 46%
INCOME PROFILE
Average HH Income Rands per Month
R 9,365 R 6,403 R 13,288
Share of Income HH's x Avg Inc
100% 39% 61%
+108%
+15%
Source: AMPS 2013
PER
CEN
T
Source : AMPS 2013
If the majority of your salesare in Poffader or Piet RetiefBroadcast TV is Perfect!
SA HOUSE-HOLDS
TV P7 DAYS INCOME SHARE35
40
45
50
55
60
65
4346
61
+15%
Use regional Radio
to Up-Weight
THINK!evolve
Ratings Must Match SalesTHE GOLDEN TRAINGLE (GP, WC, DUR) accounts for 61% of income.
Ratings Must Match Sales!
96%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
96%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
78%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
59%
Only Reach the Heart of Cape Town
% of Listeners in CT Metropole
STATION CPT: Cape Town Metropole
TOTAL
Heart FM
UWFM
Good Hope FM
RSG KFM Metro FM
5FM
Reach 559 658 543 263 546 296 232
CPT R37 R41 R48 R165 R171 R350 R420
Source: RAMS 2014.1
TotalHeart 104.9
FM
Umhlobo Wenene
FM
Good Hope FM
RSG94.5 KFM
Metro FM
5FM
Reach 559 658 543 263 546 296 232
CPT R 37 R 41 R 48 R 165 R 171 R 350 R 420Weighted R 36 R 6 R 37 R 21 R 101 R 21 R 55
STATION CPT: Weighted to Cape Town Metropole
Source: RAMS 2014.1
AUDIENCE BUILD & AFFINITY Cape Town Metropole
YESTERDAY PAST 7 DAYS PAST 4 WEEKS300
400
500
600
700
800
900
398
772828
311
737
800
449
798
859Listeners 000’s
The audience loyalty is measured by the difference between the YEST & P7D audience as well as this to P4W.
Of these the YEST / P7D Ratio is the most important and will affect station frequency delivery. These are shown for each station
Good Hope
KFM
Heart56
52
42
Source: AMPS 2013
MIND MAPS
Heart FM Vs. PopMIND MAPS
Source: ConsumerScope based on AMPS 2013
Poverty ConcernEducationCrime
Family
Relationships
Religion
Innovation
Language
Environment
Ubuntu
Advertising
Information
TechnologyHealth
ShoppingCommunityPatriotism
Status
Xenophobia
Tradition
Materialism
Sport
Gender Roles
Branding
Culture
Employment
Entertainment
LonelinessFinancial indiscretion
0
50
100
74 7167
6460
6059
59
5858
5757
55535249484845
4442
4241404037363326
Population Heart FM
EducationEducation is the password to success in getting a job and earning more money. It is being seen in South Africa as a human right.• People who believe that everyone is entitled to free basic education - Si• You can't get a decent job anymore without spending money & effort to improve your qualifications - True• To be successful you need to be well educated - True• Everyone should be able to read & write - Agree
Poverty Concern:Poverty is a major concern, but one regarding which meaningful impact appears difficult to achieve.• Efforts to reduce poverty in SA have not been successful –
Agree• The value of social grants should be increased – Agree• Not enough is being done to provide opportunities for the
poor – True
MIND SETS
Heart listeners are more concerned, passionate andcaring.
Especially about poverty,education, crime andfamily.
TotalHeart
104.9 FMGood
Hope FM94.5 KFM
Poverty Concern 49 74 67 65Education 49 71 65 66
Crime 49 67 60 61Family 49 64 61 62
Relationships 49 60 57 58Religion 49 60 58 56
Innovation 49 59 58 54Language 49 59 57 58
Environment 49 58 50 55Ubuntu 49 58 57 58
Advertising 49 57 53 49Information 49 57 53 48Technology 49 55 53 55
Health 49 53 47 48Shopping 49 52 51 50
Community 49 49 49 49Patriotism 49 48 47 50
Status 49 48 50 47Xenophobia 49 45 41 44
Tradition 49 44 40 44Materialism 49 42 42 39
Sport 49 42 45 46Gender Roles 49 41 43 41
Branding 49 40 38 37Culture 49 40 39 44
Employment 49 37 40 41Entertainment 49 36 39 38
Loneliness 49 33 36 33Financial indiscretion 49 26 29 30
TOP RANKED 21 4 7
The Consumer Onion
This 9 layered “inner outer” segmentation forms the core of ConsumerScope.
Over 500 graphs and 3,000pictures cover every aspectof your consumers lives.
This will give you deep insights into what your consumers think, drink, drive, do to survive, and much more.
The communications or media ring contains all the information required to promote your brand to your market.
MINDPoverty Concern
EducationCrime Family
RelationshipsReligion
HOME Sink Water DVD Toilet
TRANS PORT 1 Vehicle Own Veh
WORK Unemployed Work FT Housewife
MONEY R8,000+ ATM Bank AccSavings Acc
COMS Radio Local Paper SABC 3 Bus Shelter SABC 2
SHOPPING Pick ‘n Pay Shoprite Checkers Jive
SPORT & LEISURE Never Out SANever Flown Out SA Have Braai Cinema
Listener Archetype BODY Coloured Afrikaans UrbanLiterate
Conclusion:1. Heart is Cape Town’s Top2. Cape Town = WC 77% Money, Golden Triangle up-weight
3. Do you want to… Save Budget, Lower CPT, Eliminate Wastage, Increase ROI
4. Find it in your
So Let’s Talk……..
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