This is the third SAARF RAMS® release for 2010.

SUMMARY OF METHODOLOGY

OBJECTIVES:

The objective of the survey was to gather information on the radio listening habits of the 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
- Radio stations listened to in the past 4 weeks
- Favourite radio stations

UNIVERSE:

As of 2009, SAARF expanded the AMPS®/RAMS® universe to include 15 year-olds.

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

This August 2010 release is the sixth national RAMS® release on the new 15+ year old universe.
For trending purposes, both the 15+ and 16+ year old universes have been available on the RAMS® databases released, for a 12-month period up to and including this August release of 2010. As of October 2010, only the 15+ year old universe will be available on the RAMS® databases.

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 SAARF 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.

During the survey period, 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.

Note that as of 2009, the flooding methodology was expanded to include the small urban and rural areas. This August 2010 release is the sixth national flooded RAMS® release.

The main advantage of flooding is to allow for reporting on a more robust sample. A total of
25 809 diaries were collected over the two fieldwork waves.

FIELDWORK:

Fieldwork for this third release wave of 2010 was conducted in 2 parts: the first part mid-March to early May 2010, and the second part from early May to the beginning of July 2010.

The 2009-2013 SAARF RAMS® contract was awarded solely to The Nielsen Company.
Fieldwork since 2009 has been conducted solely by Nielsen.

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

ANALYSIS OF RESULTS:

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

Reporting is on the combination of the two waves of interviewing. Results were weighted up to total population.

Special Note: This SAARF RAMS® release continues to use population figures updated according to the 2001 Census framework, with the BMR projections to the year 2009. For any further information regarding population updates, please refer to the SAARF AMPS® 2009AB Technical Report.

Analysis of results was provided in total, and by demographic breakdowns as follows:
- Age
- Community size
- Gender
- Home language
- Household income
- Household purchaser
- Languages understood
- Languages spoken (Other)
- Level of Education
- Living Standards Measure
- Metropolitan area
- Population group
- Province
- Mothers’ status
- 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%.

CAUTIONARY NOTE:

There are some community radio stations with less than 100 diary keepers in their footprint areas. Users must keep these small sample sizes in mind when examining the data.