Where the Heart and Mind of Cape Town’s at

1. Where the Heart and Mind of Cape Town’s at

2. Contents • Western Cape & Cape Town Population Trends • Listenership Trends • Cape Town Radio Market • Ranking , Positioning & Strategy • Mind Maps • Consumer Onion • Conclusion

3. POPULATION TRENDS - THEBIG 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. Source: Stats SA. Census and 2014 Mid Year Pop update

4. POPULATION TRENDS - HOORAY! NO MORE BLACK & WHITE, NOW FULL COLOUR Source: Stats SA. Census and 2014 Mid Year Pop update

5. HOUSEHOLD INCOME: By Province 2011 Source: Census 2011

6. MARKET TRENDS & INSIGHTS 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 respondentscosts 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.

7. CAPE METROPOLE = HEARTLAND

8. ADULT POPULATION TREND : Western Cape

9. ADULT POPULATION TREND: Cape Town Metropole Millions If product sales/ listenership has not grown 28% over this period, you are not keeping pace with population growth 5YR CHANGE +28%

10. AVG. HOUSEHOLD INCOME : Cape Town Metropole

11. ETHNIC GROUP TREND: Cape Town Metropole Percent INDIAN BLACK WHITE COLOURED

12. STATION LISTENERSHIP TRENDS: Cape Town Metropole Source: AMPS P4W

13. STATION RANKING: Cape Town Metropole 1 1 The Number Station in Cape Town Source: AMPS P4W

14. Quick, name the second biggest city In the Western Cape?

15. Ha Ha, Trick Question. Cape Town is the ONLYCity in the Western Cape!

16. STRATEGY: It is key for YOU to understand TWO things today: 1. Heart FM is the BiggestRadio station in Cape Town

17. AND 2. Cape Town IS The Western Cape

18. Source: AMPS HH Income

19. CAPE TOWN SHARE OF W CAPE INCOME Source: AMPS 2013

20. Broadcast TV – Misses Your Market +15% Source: AMPS 2013

21. Ratings Must Match Sales Ratings Must Match Sales! THE GOLDEN TRAINGLE (GP, WC, DUR) accounts for 61% of income. THINK! If the majority of your sales are in Poffader or Piet Retief Broadcast TV is Perfect! evolve Use regional Radio to Up-Weight PERCENT +15% Source : AMPS 2013

22. Only Reach the Heart of Cape Town % of Listeners in CT Metropole 96%

23. Only Reach the Heart of Cape Town % of Listeners in CT Metropole 96%

24. Only Reach the Heart of Cape Town % of Listeners in CT Metropole 78%

25. Only Reach the Heart of Cape Town % of Listeners in CT Metropole 59%

26. STATION CPT: Cape Town Metropole Source: RAMS 2014.1

27. STATION CPT: Weighted to Cape Town Metropole Source: RAMS 2014.1

28. AUDIENCE BUILD & AFFINITY Cape Town Metropole Listeners 000’s Heart KFM Good Hope 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 56 52 42 Source: AMPS 2013

29. MIND MAPS

30. MIND MAPS Heart FM Vs. Pop • 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 Education Education 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 Population Heart FM Source: ConsumerScope based on AMPS 2013

31. MIND SETS Heart listeners are more concerned, passionate and caring. Especially about poverty, education, crime and family.

32. The Consumer Onion This 9 layered “inner outer” segmentation forms the core of ConsumerScope. Over 500 graphs and 3,000 pictures cover every aspect of 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.

33. MIND Poverty Concern Education Crime Family Relationships Religion Listener Archetype BODY Coloured Afrikaans Urban Literate HOME Sink Water DVD Toilet TRANS PORT 1 Vehicle Own Veh WORK Unemployed Work FT Housewife MONEY R8,000+ ATM Bank Acc Savings Acc COMS Radio Local Paper SABC 3 Bus Shelter SABC 2 SHOPPING Pick ‘n Pay Shoprite Checkers Jive SPORT & LEISURE Never Out SA Never Flown Out SA Have Braai Cinema

34. Conclusion: 1. Heart is Cape Town’s Top 2. 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

35. So Let’s Talk……..