Impact of the Tanzania Free-to-Air Switch on Television Audiences

There has been an upheaval of the media landscape in Tanzania in the past month. Following communication by Tanzania Communication Regulatory Authority (TCRA) to media outlets of their intention to suspend the licenses of pay TV company, Multichoice Tanzania Ltd – the owners of DSTV removed all FTA stations except for TBC1 from their decoder channel list.  The owners of Zuku and Azam, and Zuku subsequently also followed suite in compliance with the new TCRA directive

This change has meant that a significant portion of the TV viewing audience in Tanzania has not been able to watch leading FTA stations through these decoders. However, the impact of this switch has yet to be quantified, so since August 12 media owners, brands, and advertising agencies have been in the dark around how viewership has changed and how it has affected advertising rates and ROI, audience targeting, and station rankings.

Purchase GeoPoll’s In-Depth Report on Tanzania TV Viewership Following the Switch

In order to provide all media stakeholders with the most accurate, up-to-date data available on the media landscape in Tanzania, GeoPoll is pleased to release an in-depth analysis of the impact the switch has had on station rankings, audience share, audience demographics, and more. This report has been compiled using GeoPoll Audience Measurement data, which gathers approximately 1700 completed surveys per day in Tanzania.

GeoPoll analyzed data from before, immediately following, and in the three weeks following the switch and compared audience share by demographics and location for all leading stations during this time period. The report also includes data on decoder usage in Tanzania which has previously only been available to subscribers of GeoPoll Audience Measurement. The table of contents for this report can be seen below:

  • Introduction
    • Background on the suspension of FTAs
    • Report Overview
  • Tanzania’s TV media environment Overview
    • Most Used Decoders in Tanzania
  • How the Switch has Impacted TV Audiences
    • National trends
    • Male and female viewership changes
    • Age group changes
  • Changes in Audience by Region
    • Dar Es Salaam
    • Lake
    • Coastal
    • Central
  • Impact on Consumption of News Hours
    • 7:00 – 8:00pm
    • 7:30 – 8:30pm
    • 8:00 – 9:00pm
  • Recommendations and Conclusion
  • About GeoPoll Services
  • Contact Information
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Data will enable all stakeholders to accurately calculate ROI of advertisements, place advertisements in optimal timeslots for maximum reach, and get the most out of their investment into advertising or station programming. The full report is available for a price of $1,500 USD. It can be purchased by credit card here, or contact us for more information, or to gather custom insights from GeoPoll.