With eleven media platforms speaking to South Africa's 20 million strong commuter market on a daily basis, ComutaNet arranges for regular 'audits' of different media in its bouquet to cross check the ongoing effectiveness of each. Star Radio is the latest ComutaNet medium to be placed under the microscope.
Gavin Ritchie, GM Sales and Marketing at ComutaNet, having identified the capabilities of independent researcher Freshly Ground Insights (FGI) to generate speedy, accurate and valuable research data, called on the company to assess the commuter relationship with Star Radio and its potential value to advertisers.
ComutaNet set three main objectives: to identify whether people enjoy the content; if they have a favourite DJ; and can recall the name of the ComutaNet station as Star Radio. Says Gavin, "When our sales team consult with media buyers, planners and other clients, they need to do so with the confidence to assure the advertiser the platform will be a successful one for their campaigns."
The research covered commuters during their passage through Gauteng taxi ranks, and included samples of all ages and gender by random sample drawn during the period 16 -18 April 2008, all by face-to-face (intercept) interviews. These were held in English with the option to have a vernacular translator if preferred.
The FGI research found that Star Radio is a favourite amongst SA commuters, competing strongly against mainstream commercial radio stations. Many respondents even suggested that Star Radio should go national so they could listen to it at home. This brand loyalty was verified by the commuter appreciation of the station's programming mix, particularly its music and gospel programming.
The research found that 60% of the respondents recalled the name of the rank station as "Star Radio" and another 19% thought it was "Star Taxi Music", another ComutaNet medium, and attributed their awareness predominantly to DJ announcements during sets and billboard and poster advertising at the ranks.
Says Gavin, “It is very comforting to know that Star Radio is not a ‘grudging medium' that commuters have no choice but to listen to. We have a brand that has truly ‘connected' with its audience”.
ComutaNet, a wholly owned Primedia Limited subsidiary, over the last 21 years has grown from offering cassette tapes with commercials interspersed amongst the latest musical hits distributed to taxi drivers to a media powerhouse offering 11 media platforms.
Visit our PRESS OFFICE: Brand DNA ComutaNet offers South African marketers access to more than 20 million economically active adults on a daily basis. ComutaNet's eleven proven media platforms include Rank TV, Star Taxi Music, Commuter FM, Star Radio, Taxi, Bus, Train and Trailer Advertising, Commuter Outdoor platforms and Interactive Promotional Campaigns. ComutaNet is 100% owned by Primedia Pty (Ltd) and a proud member of OHMSA. To find out more about ComutaNet's integrated commuter media solutions visit www.comutanet.co.za- more....
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