WhyFive Insights' 2026 BrandMapp survey, the country's definitive study of the top 30% of earners who collectively account for more than 80% of personal income and consumer spending, shows Kaya 959's regular listenership has climbed to 1.62-million. The figure signals audience scale, but also a qualitative shift in how a commercially significant demographic is engaging with broadcast media.

The numbers come at a moment of broader uncertainty in the radio industry, making Kaya 959's trajectory notable. Where some broadcasters have seen fragmentation as digital platforms compete for attention, Kaya 959 appears to have benefited from a hybrid model, combining traditional FM loyalty with growing digital engagement across mobile, streaming and web.

Decision-Makers, Not Just Listeners

What stands out in the BrandMapp findings is the economic profile of Kaya 959's audience. Some 88% of its listeners identify as the primary household purchasing decision-maker; a metric that advertisers and brand strategists typically pursue at significant cost.

The data also points to an audience in motion, economically speaking. Within the next 12 months, 37% are planning to buy or change a vehicle, 36% have secured new employment, and 28% are considering starting their own business. Taken together, the picture is of a listener base actively investing in upward mobility.

Commuter Loyalty and the Daily Habit

Sixty-eight percent of Kaya 959 listeners tune in during their commute; a behavioural pattern showing the station's integration into daily life in a province defined by long travel times and a distributed workforce.

David Tiltmann, speaking on the results, described the relationship between station and audience as something that goes beyond passive listening, "Kaya 959 is more than a radio station. It's a cultural symbol that mirrors the richness, depth and diversity of our audience."

Tiltmann attributed the growth trajectory to a deliberate editorial philosophy. "Our growth is driven by authenticity. By pairing great music with relatable presenters, we have created an ecosystem where our audience feels seen and heard."

That language reflects a strategic positioning that extends the station's footprint beyond the frequency. Kaya 959 has in recent years built out an integrated offering spanning live events, digital platforms and thought leadership programming, moves that appear to be deepening audience engagement rather than simply adding channels.

What the Numbers Mean for the Market

For South Africa's media buying community, the BrandMapp data will likely sharpen conversations about where Gauteng's middle-class consumer is actually reachable. Radio, and Kaya 959 in particular, makes a credible claim: a high-trust environment, a defined and economically active audience, and daily touchpoints built around commute and routine.

The 1.62-million figure places the station firmly in the conversation about Gauteng's most influential media properties and, if the trend holds, the next BrandMapp cycle will be closely watched.

For more information, visit www.kaya959.co.za. You can also follow Kaya 959 on Facebook, X, or on Instagram.

*Image courtesy of contributor