There is a natural synergy between radio and outdoor, as most listenership takes place while driving on our daily commute. Based on the latest research from the TGI, Johannesburg enjoys a heavy radio listenership with an average of sixty minutes per mid-weekday among adults ages 21 - 60. The travel survey from ROAD highlights the average daily commute to and from work in Johannesburg is 57 minutes per day. Adding leisure travel increases the average daily commute time by an average of 27-minutes. The commute time highlights radio stations' media and exposure opportunities to connect and promote specific programmes, listenership, and their brand.
One of SA's leading talk radio stations, POWER 98.7, recently booked an extensive campaign across Johannesburg. The campaign featured on our expansive network of Citilites, Super Signs, and Max Reach sites. The creative featured a host of the station's stellar presenter line-up, promoting consumers to tune in to the diverse line-up offered by the station.
The campaign promoted some of its seasoned talk show hosts – from the candid drive time show featuring Thabiso Kotane, which airs daily between 3 – 6 pm, to the wholesome family weekend breakfast show hosted by Pabi Moloi, which airs on Saturdays and Sundays between 06h00 and 10h00.
The always-on campaign acts as a constant reminder to tune in and to help to build the stations brand. The campaign is estimated to reach over 1.7 million consumers aged 21+ in the City of Johannesburg area, delivering more than 41 million impressions, at a CPM of R5.36 and impressive frequency of 24.
Outdoor adverting provides a visual reference to radio stations, providing a platform to promote their presenter and themed time slots, giving the station's listeners a 'face' and personality to relate and connect with. Through increased frequency and continuous presence, outdoor compliments driving listenership and highlighting the fantastic opportunity of the two media platforms complementing and working together, creating a powerful way to raise awareness and deepen engagement with consumers.
ROAD Data 17/18/19 TGISA2019C