The strength of Township Wealth, Powered by Gagasi FM
KwaZulu-Natal is said to contribute over R488 Billion to our country’s GDP. 6% of
that GDP contribution, comes from the township economy within KZN.
But what does this have anything to do with Gagasi FM, a radio station?
Gagasi FM is a uniquely KZN contemporary radio station with a strong local identity, which speaks to the urban (and suburban), young black adults of the province, in both IsiZulu & English. We call this infusion of languages, ZUNGLISH.
As the biggest commercial radio station in the province with over 1,4million listeners per week, after conducting research, we learned that 73% of our listeners reside in eKasi (the township), while the remaining percentage lives in suburbia.
Within this pool of listeners:
• 50% of the Gagasi FM consumer (from both ekasi & Suburbia) earn a personal income of R10K+
• 44% of the Gagasi FM Kasi consumers have a HHI of R10K+
• Whilst 55% of the Gagasi suburbia consumer have a HHI of 15K+
So, what does this mean for you and your business?
When it comes to successfully conveying your brand message to a specific target market, you need not only relatability, but also authenticity.
The Gagasi FM Consumer is a very unique consumer. They do not try to impersonate anyone and are true to themselves. The township is close to this consumer’s life. They live in the township, work in the suburbs, and aren’t really that interested in leaving that environment. Why? Because they have everything they need in this environment; a home, malls, entertainment, and can build their dream homes in this environment, at a lesser rate than that of the suburbs.
Those who have moved to the suburbs, frequent the township, and contribute to this economy by using the salons, restaurants, car wash, and other services that they need.
Gagasi FM plays a substantial role in shaping and mirroring the cultural landscape of KZN’s trendy young adults, by embodying the attitudes and lifestyles of this audience – effectively communicating and conveying messages to this specific market.
What is it about the township that sets this listener’s heart on fire?
Most would say it’s basically the culture. They feel that there is this authentic way of life in the township, which is also communal, where they feel that they will never walk alone. And then, there is also the modernisation of the township, which brings them the convenience of living and running their daily lives within that.
To find out how your brand can connect with this audience, email sales@gagasi995.co.za
