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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