Smile 90.4FM is a bilingual radio station that offers entertainment, information and inspiration to the upper LSM Metropolitan audience of Cape Town. The station took to the airwaves in Cape Town on 25 March 2013 with the purpose of putting a smile on every listener’s face. Although a complete commercial station, Smile90.4FM resonates and empathises with the community.
Smile 90.4FM format is 60% music, 40% talk. Smile’s music, ‘Cape Town’s best mix of the 80s, 90s and now’ consists of 50% international and 50% South African songs. Talk comprises 55% English and 45% Afrikaans. Talk content is led by Smile News, “Amplifying the good news in the Mother City”. This unique news positioning finds expression in a topical good-news story opening and closing each bulletin.
Smile 90.4FM’s growth in listenership has been phenomenal, making us Cape Town’s fastest growing radio station. Our listeners are mature, affluent, high earners with disposable income; are family orientated, care about their standard of living, their homes and general health and well-being.
- 193 000 Listeners
- 49% male, 51% female
- 56% English, 41% Afrikaans
- 81% our listeners are in the SEM 8–10 category
- 70% age 35+ years
- They are loyal and engaging with 57% of listening exclusively to Smile 90.4FM
- Our listeners listen on average for 1h41min per day
- 88% of Smile 90.4FM’s audience listen at home; 42% listen in car
- 40% engage with us on Facebook
~ Source: BRC RAMS Oct 2018 – Sep 2019 ~
Smile 90.4FM listeners are extremely engaging. This can be proven with the success of our Breakfast for Beds campaign in May 2016, where we sold 75 000 beds, raising a massive R900 000 for the Haven Night Shelter. We also received 522 000 entries in our Christmas in July Competition – over 5 times our listenership at the time.
If you want to talk to influential, affluent, mature listeners who are engaging and positive in the Cape. Smile 90.4FM has a unique offering, carries a unique positioning in the market and is a brand that both advertisers and listeners want to be associated with.