Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Charis Coleman

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

Campaign details

Brand: Jacaranda FM and East Coast RadioBrand owner: Kagiso MediaLead agency: Kagiso MediaContributing agency: NoneMarket: South AfricaIndustries: Events & experiential, Livestreaming, Magazines - business, trade, Public relations, Radio & audio, Social media, Websites & micrositesMedia channels: Radio stations, servicesBudget: Up to 500k

Executive summary

On 26 March 2020, South Africa entered the start of a very long lockdown phase in response to the coronavirus outbreak in the country. Level 5 meant all businesses and schools closed for 21 days, allowing only essential services...

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