Heart’s 104.9’s total audience has declined year-on-year, from 687 000 in 2008 to 556 000 in 2009, with the station recording a 35,5% decline in revenue to R37,3m. However, market share for its core audience (LSM 6 to 10 in the 25 to 49 age group) decreased by only 2%. It still has the second largest market share, at 23%, after Kaya FM.

The year under review has been a challenging one for the station as it focused its energies on recovering from being defrauded in 2008, achieving an operating profit of R4,2m compared to a loss of R4,9m a year ago. The station also appointed new sales management and revamped the underperforming local sales team. Stability has returned to the station since November 2008 and new initiatives to increase local sales that should start to benefit the bottom line in 2010.