The results offer deep insights into Afghanistan’s evolving media landscape and how millions of Afghans consume television, radio, and digital content in 2024, which can help businesses, broadcasters, and organizations understand the audience landscape in this unique market.

Here, we highlight some key findings from the study and provide free access to the report.

Key Findings

Television Remains Dominant

Television continues to be a significant source of information and entertainment, with 67% of Afghan adults watching TV at least monthly. Key findings include:

• Tolo, Tolo News, and Ariana lead terrestrial TV channels.
• Among satellite channels, Afghanistan International dominates with 47% reach, followed by GEM Bollywood at 36%.
• Female viewership notably exceeds male viewership for several major channels.
• Prime time viewing peaks during the 6 PM-10 PM slot
• Politics, sports, and drama are the most-watched programming genres.

Radio’s Continued Relevance

While radio reaches a smaller audience than television, it remains an important medium, with 38% of adult Afghans tuning in monthly, mostly adults over 18. Here are some findings:

• BBC maintains the highest listenership with 27.35% reach.
• Arman and Azadi follow with 20.69% and 19.33% reach respectively.
• Education, news, and politics are the most popular radio programming genres.

Digital Media’s Growing Impact

The digital transformation in Afghanistan is evident through solid engagement with online platforms:

• 60% of Afghans access the internet on an average day.
• 61% use social media platforms daily.
• 28% consume television or video content online.

Digital Platform Preferences:

• YouTube leads video streaming platforms with 69% usage
• Facebook dominates social media with 47% usage, followed by Instagram.
• Emerging platforms like TikTok and Snapchat show growing adoption at 7% each

Download the FREE Report

Want to dive deeper into Afghanistan’s media landscape? Download our comprehensive report to get insights into:

• Media audience universe estimates, with detailed demographic breakdowns.
• Top Terrestrial and Satellite TV Stations by reach and gender, with hour-by-hour audience tracking.
• The most watched TV programme genres.
• Radio station rankings by reach and gender.
• Top radio genres.
• Internet access and usage.
• Top social media platforms
• Top Streaming Video OnDemand (SVOD) platforms.

Fill out this form to get the free report:

Implications for Media Stakeholders

Reliable audience data is crucial for sustaining a functioning media ecosystem, especially in a complex environment like Afghanistan. The GeoPoll Media Viewership Survey provides broadcasters, advertisers, and organizations with insights to optimize programming, allocate resources effectively, and understand what content resonates most with the public.

For example, the data suggests a multi-platform approach may be practical, combining traditional broadcast media with digital channels to maximize reach.

Overall, despite ongoing challenges, Afghanistan maintains a diverse and active media ecosystem, with audiences engaging across traditional and digital platforms. This further points to the continuing importance of media in Afghan society and its role in keeping the population informed and connected.

To learn more about this study and our work in Afghanistan and across the world, please contact us.

The post Afghanistan Media Landscape: Key Insights from GeoPoll’s 2024 Survey appeared first on GeoPoll.

The African media landscape is growing ever more diversified. Brands and broadcasters no longer need to make decisions based on outdated information risking valuable advertising dollars.  GeoPoll’s overnight media ratings deliver daily insights on audience measurement data for TV, Radio and Print.

The GeoPoll Media Measurement service has been examining ratings and audience share for the top stations in  Kenya, Uganda, Nigeria, Ethiopia, Rwanda and Afghanistan to provide media insights into markets where data is scarce.

The Highlights

Uganda
There is stiff competition for the first position in ratings between CBS Radio and Capital FM. CBS Radio tends to lead in share with 12%. TV viewers show loyalty to NTV during peak hours with its highest point spotted at 7:00 pm with an average of 6.2.
Read the full report.

Kenya
Radio Citizen has the highest ratings throughout the day, peaking between 6:00 am and 8:00 am. Citizen TV has captured a lot of affinity of TV viewers during peak hours, the highest ratings spotted between 8:30 pm and 9:30 pm.
Read the full report.

Nigeria
In Nigeria, there is stiff competition from listeners for Ray Power FM and Wazobia FM.  Zee World TV has the highest ratings from 7:00 pm and 9:00 pm, peaking between 7:00 pm and 8:00 pm.
Read the full report.

Ethiopia
FBC (Fana) Radio has the most ratings in Q3 throughout the day with its peak occurring between 6:00 am and 8:00 am. TV viewers in Q3 have their loyalty to Kana TV during peak hours with its highest ratings spotted at 8:30 pm.
Read the full report.

Afghanistan
There is consistency in Arman FM ratings for the top spot throughout the day. Arman FM’s highest spot is observed between 4:00 and 6:00 pm. TV viewers in Afghanistan are more loyal to Tolo TV station during peak hours. The highest ratings for Tolo TV are spotted at 8:00 pm .
Read the full report.

Rwanda
Radio listeners have more affinity to Radio Rwanda throughout the day with its highest spot being between 8:00 and 10:00 pm. Rwanda TV has the most affinity from TV viewers in Q3 during peak hours, which is spotted at 8:00 pm with an average of 5.3.
Read the full report.

About Media Measurement
GeoPoll is the largest provider of overnight media ratings in Africa, delivering daily data insights, 365 days a year.  Our Media Measurement service uses panel-based mobile surveys to collect audience measurement data for TV, radio, and print.

GeoPoll prides itself on offering best-in-class quality, impartiality, and speed in all of our work. As a result, multinational firms, local organizations, and implementing partners rely on GeoPoll market research insights to make decisions—whether results verify success or identify areas of improvement

Stay ahead of the curve when you use Media Measurement data to view next-day ratings, analyze campaign performance in real-time, or target key audiences.

Request for a Demo, subscribe to GeoPoll Media Measurement or be notified when GeoPoll Media Measurement launches in other countries

The post Q3 Media Ratings & Audience Share for Radio & TV Stations, Africa appeared first on GeoPoll.