The survey has now passed 29 000 respondents as Wave 4 fieldwork nears completion, aimed at marking a key milestone towards the country's next radio trading currency.

Following the completion of the first three waves of fieldwork, RAMS has achieved a cumulative sample of 29 380 respondents, exceeding the three-wave target of 27 000. This means that more than 75% of the designed annual reporting sample of 36 000 respondents has already been completed, says the BRC.

Wave 4 fieldwork is currently under way and is expected to conclude at the end of September 2026. Its completion will aim to mark an important milestone for the new measurement system, providing the first complete annual sample on which the new RAMS currency has been designed, adds the BRC.

Building the Foundation for a Robust Radio Currency

The new RAMS was commissioned by the BRC with the aim to establish a robust, independent and future-focused radio audience measurement currency for South Africa. GfK, an NIQ company, was appointed by the BRC to design and deliver the new service, aimed at bringing established audience measurement expertise and experience from markets internationally.

The study has been designed around a large national sample of 36 000 respondents per annum, providing the scale required to measure South Africa's diverse radio market across demographic groups, provinces and geographic areas, says the BRC.

The first three waves of RAMS fieldwork were conducted by GfK between September and November 2025, January and March 2026 and April and June 2026 respectively.

Importantly, the sample has continued to strengthen as successive waves have been added, with improvements in representation among demographic groups that required additional sample development, says the BRC.

The RAMS sample is deliberately disproportionate across metropolitan, urban and rural areas to ensure sufficient sample sizes for meaningful analysis within different population groups. The resulting data is then weighted to restore the correct population proportions and ensure that the final outputs are representative of the South African population, adds the BRC.

A Picture of South Africa

Beyond its role in measuring radio audiences, the scale of RAMS aims to provide a detailed view of South Africa's population aged 15 and older.

According to the BRC, the RAMS universe currently represents approximately 45.3-million South Africans aged 15 and older.

The population is distributed as follows:

  • 49% male
  • 51% female
  • 22.4% aged 15 to 24
  • 23.2% aged 25 to 34
  • 21.8% aged 35 to 44
  • 13.9% aged 45 to 54
  • 9.6% aged 55 to 64
  • 9.0% aged over 65

The population is also geographically diverse. Gauteng represents approximately 26.7% of the 15 and older population, followed by KwaZulu-Natal at 18.9%, the Western Cape at 12.8% and the Eastern Cape at 10.8%. Limpopo accounts for 9.4%, Mpumalanga 8.0%, North West 6.5%, Free State 4.8% and Northern Cape 2.1%, says the BRC.

This data set aims to give media planners, agencies and advertisers a current, evidence-based view of the South African population that extends beyond radio listening alone.

Designed for South Africa

RAMS uses a combination of face-to-face recruitment and digital data collection aimed to ensure that different parts of the South African population can participate in the study. Across the first three waves, 85.3% of diaries were placed face-to-face, while 14.7% were placed through online panels, says the BRC.

This blended approach is important in a market as diverse as South Africa, where levels of connectivity and digital participation differ considerably across geographic and demographic groups. The methodology is supported by a weighting framework designed to account for the disproportionate sample design and ensure that the final data reflects the underlying population, adds the BRC.

From Rebuilding to Currency

The completion of Wave 4 aims to represent more than another fieldwork milestone. It will complete the first full annual sample for the new RAMS and provide the industry with the depth of data required for the next stage of the currency's development.

Gary Whitaker, CEO of the BRC says the progress represents an important milestone for South Africa's radio industry.

"When we embarked on the new RAMS, our objective was not simply to replace the previous survey. We wanted to build a radio measurement currency that reflects South Africa today and provides the scale, methodological rigour and stability required by broadcasters, agencies and advertisers," says Whitaker.

"With almost 30 000 respondents already represented across the first three waves, we are now approaching the completion of the first full annual sample. That is an important milestone, not only for the BRC but for the entire radio and advertising industry," adds Whitaker. "The focus throughout this process has been on getting the foundations right. A trading currency carries a significant responsibility, and it is important that the industry can have confidence in the methodology, the sample and the governance behind the numbers."

What Happens Next

The BRC will provide further information on the RAMS release programme following completion and validation of Wave 4. This will include confirmation of the timeline for the next stage of reporting, aimed at building on the methodological review process the BRC has followed throughout the RAMS development.

No radio audience, listening or station-level data is being released as part of this update. The purpose of this communication is to provide the market with an update on the progress of RAMS and the development of the population and sample foundation underpinning the new currency, says the BRC.

The BRC concludes by thanking broadcasters, media agencies, advertisers and research partners for their continued engagement and support as RAMS aims to establish the highest standards of audience measurement governance and technical rigour.

For more information, visit www.brcsa.org.za. You can also follow the BRC on Facebook, or on LinkedIn.

*Image courtesy of contributor