RAMS® JULY 2015 - DECEMBER 2015 (MARCH 2016 RELEASE)

This is the fourth and final RAMS® release for 2015.

Note that a new 6-month Small Urban/Rural RAMS® measure has become available. Both Large Urban and Small Urban/Rural components cover the same fieldwork period, i.e. July – December 2015, for this release.

SUMMARY OF METHODOLOGY


OBJECTIVES:

The objective of the survey was to gather information on the radio listening habits of South Africans over a
7-day period.

More specifically, the objectives covered:

Radio stations listened to during a 7-day period
Times listened to each station, for each day of the week, for each quarter hour of the day from 00h00 to 24h00
Places where radio was listened to “yesterday”
Radio stations listened to in the past 4 weeks
Favourite radio stations

UNIVERSE:

The survey covers adults aged 15 years and older, who are living in the nine provinces of South Africa.

METHOD:

Radio self-completion diaries were placed with respondents to complete in their homes over a 7-day period,
for which they were offered a small incentive.

Respondents were instructed on how to complete the RAMS® Diary.

SAMPLE DESIGN:

A probability sample stratified by area was drawn.

The sample was equally apportioned between males and females with the exception of mines, hostels and domestics. At each sampling point a cluster of two addresses was drawn.

In each household, the main respondent was selected by means of a Random Grid. Four calls were made before substitution could occur.

Household “flooding” was implemented: In addition to placing a diary with the main respondent, supplementary diaries were placed and completed by all other members of the household aged 15 years and over. A total 31 700 diaries were collected over the full fieldwork period.
FIELDWORK:

The large urban fieldwork was conducted in 2 parts: the first part from the beginning of July 2015 to mid-September 2015, and the second part from mid-September 2015 to mid-December 2015.

The small urban/rural fieldwork was conducted from the beginning of July 2015 to mid-December 2015.

The large urban and small urban/rural fieldwork periods, therefore match for this fourth national RAMS® release of 2015.

The fieldwork was conducted by Nielsen.

A 20% back-check was conducted on all interviewers.

ANALYSIS OF RESULTS:

All findings in the Radio Services report are based on adults 15 years and over.

Results were weighted up to total adult population.

Analysis of results was provided in total, and by demographic breakdowns as follows:

Age
Community size
Education
Gender
Home language - most often
Home language - other
Household income
Household purchaser
Languages understood
Living Standards Measure
Metropolitan area (extended)
Mothers’ status
Population group
Province
Work status

In addition to the trended figures, the latest RAMS release also includes two additional columns:

a) After the % column (reflecting % of adults who listen to a particular station) is a +/- % column which indicates the possible range of this audience %, with a statistical certainty of 95%.
b) After the ’000 column (reflecting a station’s audience in thousands) is a +/- ’000 column which indicates the possible range of this audience figure, with a statistical certainty of 95%.RAMS® JULY 2015 – DECEMBER 2015 (MARCH 2016 rELEASE)

This is the fourth and final RAMS® release for 2015.

Note that a new 6-month Small Urban/Rural RAMS® measure has become available. Both Large Urban and Small Urban/Rural components cover the same fieldwork period, i.e. July – December 2015, for this release.

SUMMARY OF METHODOLOGY

OBJECTIVES:

The objective of the survey was to gather information on the radio listening habits of South Africans over a
7-day period.

More specifically, the objectives covered:

Radio stations listened to during a 7-day period
Times listened to each station, for each day of the week, for each quarter hour of the day from 00h00 to 24h00
Places where radio was listened to “yesterday”
Radio stations listened to in the past 4 weeks
Favourite radio stations

UNIVERSE:

The survey covers adults aged 15 years and older, who are living in the nine provinces of South Africa.

METHOD:

Radio self-completion diaries were placed with respondents to complete in their homes over a 7-day period,
for which they were offered a small incentive.

Respondents were instructed on how to complete the RAMS® Diary.

SAMPLE DESIGN:

A probability sample stratified by area was drawn.

The sample was equally apportioned between males and females with the exception of mines, hostels and domestics. At each sampling point a cluster of two addresses was drawn.

In each household, the main respondent was selected by means of a Random Grid. Four calls were made before substitution could occur.

Household “flooding” was implemented: In addition to placing a diary with the main respondent, supplementary diaries were placed and completed by all other members of the household aged 15 years and over. A total 31 700 diaries were collected over the full fieldwork period.
FIELDWORK:

The large urban fieldwork was conducted in 2 parts: the first part from the beginning of July 2015 to mid-September 2015, and the second part from mid-September 2015 to mid-December 2015.

The small urban/rural fieldwork was conducted from the beginning of July 2015 to mid-December 2015.

The large urban and small urban/rural fieldwork periods, therefore match for this fourth national RAMS® release of 2015.

The fieldwork was conducted by Nielsen.

A 20% back-check was conducted on all interviewers.

ANALYSIS OF RESULTS:

All findings in the Radio Services report are based on adults 15 years and over.

Results were weighted up to total adult population.

Analysis of results was provided in total, and by demographic breakdowns as follows:

Age
Community size
Education
Gender
Home language - most often
Home language - other
Household income
Household purchaser
Languages understood
Living Standards Measure
Metropolitan area (extended)
Mothers’ status
Population group
Province
Work status

In addition to the trended figures, the latest RAMS release also includes two additional columns:

a) After the % column (reflecting % of adults who listen to a particular station) is a +/- % column which indicates the possible range of this audience %, with a statistical certainty of 95%.
b) After the ’000 column (reflecting a station’s audience in thousands) is a +/- ’000 column which indicates the possible range of this audience figure, with a statistical certainty of 95%.