Page 11

THE MADIA JUNE 2018

RADIO Van Jaarsveld acknowledges that their competitors reacted faster than the SABC to the “pressed economic reality in 2017” by offering enticing trading options to new and existing advertisers, but points out that the SABC’s commercial mandate is “written in such a way that value incentives to advertisers must be applied fairly and consistently”. This clearly inhibits the SABC’s ability to nimbly react to the tactics of their commercial competitors. A comparison of the latest BRC RAM data (July – December 2017) year on year, shows that although overall radio reach remains stable, this is not the case at individual station level: Audience gains and losses year, ending Jul – Dec 2018 vs 2017 Metro FM Gagasi FM Umhlobo Wenene FM Ligwalagwala FM East Coast Radio Vuma Trufm 5FM Lotus FM Motsweding FM Munghana Lonene FM iKwekwezi FM Lesedi FM Jacaranda FM -360 -260 -160 -60 40 140 240 340 440 Audience 000s While the SABC has the misfortune of having six of the seven stations with the greatest audience losses, this is counterbalanced, to some degree, by having four of the seven stations with the greatest audience gains. It is worth noting that the correlation between audience performance and ad revenue is not as close as might be anticipated. A partial explanation might be that media selection decisions are often made annually and not revisited when the quarterly BRC data is released. There is something of a lag too, because the fieldwork for the RAM diaries takes place over three months. For Jodie Bailey-Norris, senior communications manager: connections planning, Coca-Cola Africa, “the biggest challenge with diary data is that it’s a snapshot in time. In a fast paced digital world, the biggest effect on how we spend and commit ad dollars will be when the data is more dynamic and we can assess real time results versus the lag we currently experience. It is what it is, but at some point in the future there’s going to need to be shorter intervals on reporting so that brand investment decisions can be more real time”. Source: BRC RAM Nevertheless, she acknowledges that the BRC RAM data facilitated “very level and fact based conversations and responses to some of the partners we have longer term agreements with, to ensure that these would continue”. Tatiana Ndlovu, Nedbank’s media group head, affirms the marketer’s continued and sizable commitment to the medium. She underlines radio’s “inherent ability to deliver scale at much lower cost per thousands (in contrast to TV)”, as well as the power of the theatre of the mind. Describing it as “an appointment listening medium”, she argues that this is positive for advertisers as their “brands are reaching the right audience at the right time enhancing effective targeting and minimising wastage”. She references a recent Ebiquity report, which showed that “advertisers realise the advantage of radio in that it is consumed in the listener’s personal space and feels like there’s a one-on-one connection with the presenter or the music. Advertisers who took part in the survey noted an immediate uplift in sales after running radio campaigns”. Another attraction for advertisers, identified by Lazarus, is the synergy between radio and digital. Lindemann concurs, saying The Media | wagthedog.co.za P 9


THE MADIA JUNE 2018
To see the actual publication please follow the link above