According to the Broadcast Research Council (BRC)’s second RAM (Radio Audience Measurement) figures released this week, Metro FM listenership has dropped remarkably.
Though we cannot say how the 90% local music quota affected some of SABC’s radio stations, the report from listening patterns over the course of the year is quite disturbing. It shows that Metro FM is one of the platforms that suffered the most, judging from its weekly and daily cumulative audience.
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Simply put, cumulative audience is the number of people who listen to a station for at least five minutes. It is calculated within a particular time frame.
Thus, a look at BRC November report shows that a daily average cumulative audience of 2, 273 000 tuned into Metro FM from January to June. Nonetheless, the station saw a drop of 75 000 during January and September.
A columnist for The Media Online, as well as, the station manager at 5FM, Justine Cullinan, believes that Metro FM’s 2016 deteriorating figures have a lot to do with the drastic changes in the station’s popular Sunday programming. This was after the introduction of the 90% quota.
“Generations of South Africans grew up on Metro FM’s Sunday programming and until the 90% decision was made, they boasted a highly unusual proposition in that their Sunday listening beat out their weekday drive shows over and over again,” she wrote on the website.
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Metro FM boasted a weekly listenership of 6,388 000 in the last quarter of 2014. This was revealed by a RAMS report by the SA Advertising Research Foundation (SAARF).
In addition to the drop on Metro FM listenership, Thobela FM as well as Motsweding FM were also affected. Ukhozi FM and 5FM are however, making serious progress. More data will be released soon.