As a community radio station, Fine Music Radio (FMR) receives no funding or government grants and, understandably, the Covid-19 crisis has forced many of its advertisers to cease trading. Therefore, at the beginning of lockdown, they turned to their listeners and asked for their help.
“The response: Since early April 2020, FMR’s listeners have donated R800 000 towards helping the station survive the catastrophic loss of advertising revenue. That figure is growing, by the end of July it should reach R1 million!”
“Unprecedented” has become the buzzword when describing the pandemic, however, FMR is grateful that it can now be used in a positive context. They believe that this display of audience loyalty is unprecedented in the history of broadcasting in South Africa.
FMR, the only classical and jazz music station in the Western Cape, are deeply grateful and share this story only to demonstrate the value the station has in their listeners’ lives.
Who are these listeners with open hearts and pockets?
According to BrandMapp 2020 audience research, FMR has approximately 113 000 listeners in Cape Town. They are the crème de la crème: highly educated and wealthy…professional people, company CEO’s, IT specialists, people who own their own companies…and people who appreciate the finer things in life.
There is a roughly even split of male and female listeners, and a 60/40 split between English and Afrikaans speakers respectively. Around one-third of listeners are under the age of 45. A further third is between 45 and 65. The final third is over the age of 65.
The fact is, they take FMR seriously enough to voluntarily pay money to keep the station on air!
As advertisers, how could you not want to reach this substantial, wealthy audience?