Kenya Radio Data

Kenya has a high number of radio stations, including many regional stations which mean only a few stations have a high share when looking at country-wide data. For this analysis, GeoPoll looked at both the top stations throughout the country, and also examined how broadcast language factors into audience demographics. In terms of top stations, GeoPoll data shows that nationwide from February 1-14, Radio Citizen was the leading station with 13% share followed by Radio Maisha with 10% and Radio Jambo in third place with 9% share.

Both males and females spend most of their radio time on Radio Citizen, with 13% share amongst males and 12% share amongst females. Radio Jambo is ranked second amongst males, with 10% share, whereas Radio Maisha had the second highest share amongst females with 10% share as well. Classic FM is ranked third amongst females with 8% share and in joint 4^th place nationally with 4% share.

Kiswahili stations in the top 10 list nationally had a cumulative 39% share nationally amongst people aged 15+ years. Looking at all radio stations, we see that Kiswahili stations make up 44% of share. English stations Classic 105, Kiss FM, Hot 96, and KBC English Service also appear in the top 10 stations.

Kiswahili remains the preferred language of broadcast nationally, and across different age groups, it is observed that 46% of radio share for listeners aged 35 years is from stations broadcasting in Kiswahili. Vernacular stations command the second highest listenership amongst older listeners aged 35 years and over, having a 38% share. However, we do observe some differences by age group, finding that older listeners are more likely to listen to Kiswahili or vernacular stations, with only 16% of those aged 35 and older listening to English stations.  By contrast, 33% of audience share for the youth age group (15-24 years old) is for English-language stations.

Kenya TV Data

From February 1-14, Citizen TV has the highest share nationally followed by KTN Home, KTN News, and NTV respectively. Stations that have more female viewers are Citizen TV, Maisha Magic East, and Inooro TV. KTN News, NTV and K24 had had more male viewership in the first half of February 2019.

Citizen TV had the highest share of this two-week period on Tuesday, February 12^th at 19:00, during Citizen Nipashe News. At this time 41.97% of those tuned in were watching Citizen TV. They also had a high audience share, 41.4%, Saturday, February 9^th at 11:30 am, demonstrating their strength during both evening and weekend timeslots. NTV had its highest-rated timeslot at 11:30 am on Friday, February 1^st, capturing 26.95% of audience share during that time, while KTN home had a peak share of 25.4% at 18:30 on Wednesday, February 6^th, when the Philippine novella The Promise was airing.

TV Viewership Outside Nairobi

In order to identify trends and advertising opportunities outside Nairobi, we looked at TV viewership in all counties except Nairobi. In terms of female viewership for this segment, we found that the most watched timeslot by females was from 10 am to midday. It is also observed that two other time bands are quite popular amongst females. These are at 2 pm and 8 pm in the night, the later mainly dedicated to Telenovelas and Drama Series. Males have peak viewership at 1 pm, 4 pm, 7 pm and 9 pm going to 10 pm, during the time allocated to news for most channels.

When observing trends by age group for those outside Nairobi, we find that TV viewership in the first two weeks of February 2019 is mostly by persons aged 35 years +, with age groups 15-24 and 25-34 years having a lower share of TV viewership across the day. TV viewership for those age 35+ is relatively stable throughout the day, with an increase in the evening hours. The younger age group, age 15-24, has peak viewership towards the end of the day, from 23:00 to 00:00.

Kenya Audience Measurement Data from GeoPoll

To learn more about GeoPoll Audience Measurement or subscribe to our daily ratings data, please contact a member of the GeoPoll team here.

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GeoPoll, Harmonies Media Group, and PHD Media are pleased to announce the launch of daily audience measurement data in Ivory Coast, collected through GeoPoll’s innovative mobile-based methodology. With this launch, GeoPoll will become the only provider of daily audience data for television and radio in Ivory Coast, which has previously relied on yearly media reports that do not capture daily changes in audience habits. Harmonies Media Group will use GeoPoll data to optimize the targeting of specific audiences and rapidly evaluate the effectiveness of marketing spend, allowing clients to save significant cost on media buys while ensuring messages reach the desired audience.

“We are excited to partner with GeoPoll to bring their audience measurement service to Ivory Coast. The media landscape in Francophone Africa is always evolving, and with daily data from GeoPoll we will be able to plan more effective media buys and react quickly to a dynamic advertising market, resulting in a higher return on investment for our clients,” said Sidikou Karimou, Chief Executive Officer of Harmonies Media Group.

GeoPoll is the leading mobile-based research company in Africa, and its audience measurement service uses a unique multi-modal methodology to collect daily media data from areas that are difficult to reach using traditional paper diary methods. Since its inception in 2014, GeoPoll’s audience measurement service has expanded to 14 countries in Africa, Asia, and the Caribbean, and is used daily by leading brands, agencies, and media groups.

“GeoPoll looks forward to increasing our presence in Francophone Africa with the launch of our flagship data product in Ivory Coast. As Africa becomes an increasingly mobile-centric continent, GeoPoll’s methodology continues to prove itself, and we are confident that the audience data collected by GeoPoll will be invaluable to those looking to reduce advertising costs across the country and entire region” said Nicholas Becker, GeoPoll CEO.

Media Data from Ivory Coast

Initial data from the product reveals insights around TV, radio, and social media usage among the adult population in Ivory Coast, including:

• 39% of respondents indicating they use Facebook more than 2 hours a day. Just 9% say they use either Instagram or Twitter the same amount.
• Television consumption is high, with 85% saying they have watched TV in the last 7 days.
• The top slot for TV viewership on weekdays is RTI-1 during the 8pm – 830pm time slot. Novelas TV is also popular in the evenings on weekdays.

The data will be integrated with PHD Media’s game changing media planning tool Source, which is launching in Ivory Coast in conjunction with GeoPoll Audience Measurement. Following the rollout of GeoPoll Audience Measurement in Ivory Coast, GeoPoll and Harmonies Media Group will look to bring daily audience data to other countries in French West and Central Africa.

GeoPoll Audience Measurement uses a diary method which collects data through surveys run by SMS and mobile application multiple times a day.  A four-hour recall period provides significantly more reliable data than traditional methodologies, in which respondents fill out paper forms over week-long periods and results are released several months after data collection. GeoPoll data is available the next day through an interactive dashboard, and integrated planning tools allow for targeting of specific audiences by location and demographics.

To request a demo of GeoPoll Audience Measurement in Ivory Coast please contact us here.

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The World Cup finals in Russia had the highest viewership in Sub-Saharan Africa of all matches, GeoPoll data shows. An average of 36% of all TV viewers in the 6 countries observed by GeoPoll (Nigeria, Uganda, Kenya, Ghana, Tanzania, and Rwanda) witnessed the fast-paced match which saw France beat Croatia to win its 2^nd World Cup title. Channels that had secured FIFA broadcast rights experienced the highest TV ratings recorded during the last one month, with some locking in up to 58% of all TV viewers in their respective countries.

Audience Ratings record highest increase
After witnessing the loss by England and Belgium to make it to the finals, the third-place match didn’t garner as much interest, drawing an average of just 20% of viewers. Despite a decline in viewership as seen in the semi-finals, where the average viewership was at 29% of all TV audiences, down from an average of 33% share during the quarterfinals, viewers of the final match shot up by 7%, with Kenya recording the highest share of TV viewers who watched as France took the trophy at 58%.

TV Ratings Skyrocket

TV ratings for the channels beaming the World Cup in Sub- Saharan Africa recorded the highest ratings during the final clash of football titans as the French team – Les Bleus –  secured their place in history.

As national broadcasters had secured broadcast rights to screen some of the matches, this saw a significant drop in audiences during the quarterfinals. However, they quickly regained their share of viewers of the game during the semifinals and an increase during the final match. The channels that gained significantly during finals were; Rwanda TV with a 31% share of TV viewers; TBC 1 in Tanzania with 25% share;  NTV in Kenya with a 32% share. Kwese Free Sports channel had an audience share of 15% in Ghana, 10% share in Nigeria and 17% share in Uganda respectively.

World Cup audience measurement insights report

The GeoPoll Audience Measurement service has been running in 6 African countries namely Nigeria, Uganda, Kenya, Ghana, Tanzania and Rwanda, collecting TV ratings and viewership numbers throughout the World Cup season. Contact us now to get a copy of our World Cup audience measurement insights report with a breakdown on:

• The number of people who watched World Cup games
• Viewership numbers broken down by age and gender
• Comparison of game watching across countries
• Game viewership by tournament round
• TV ratings during the World Cup season

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Top TV Stations

In Q1, from January – March of 2016, KGMM data finds that the Brazilian-owned TV station Miramar leads in ratings, with an average rating of 8.7 over the quarter. This is followed by Stv with an average rating of 6.5, and stations TVM1 and TVM2 with ratings of 4.0 and 1.9 respectively. Other channels that have a national ranking are CTV, Gungu, TIM, Top TV, and RTP Internacional. The full list of top TV stations and average ratings is below:

The top two stations, Miramar and Stv, combined represent over 50% of the audience share, with Miarmar seeing an average share of 33% of those viewing TV, and Stv having an average audience share of 24%. The third leading station, TVM1, has an average of 15% audience share.

Top Radio Stations

As with other countries, due to the large number of radio stations present in Mozambique it is difficult to determine the top stations nation-wide. When we look at audience share, we see that 47% of those listening to the radio at a given time are tuned in to a station that does not get over 3% of the national audience. Of those that do rank nationally, again Miramar radio leads with an average of 11% of audience share, followed by RM Antena Nacional with 9% of share, 99FM with 6% of share, and Indico with 5% of audience share.  Below is a chart of the top radio stations by share in Mozambique:

To get a complete breakdown of Mozambique media data, including ratings by region, day-by-day data in 30 minute time blocks for TV and 2 hours for radio, and filtering by demographics and psychographics, please click below to subscribe or see a demo of Kantar GeoPoll Media Measurement.

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Top TV Stations

In Q1 the top TV stations by audience ratings in Ghana were UTV, TV3, and Adom TV. While the top stations remained the same from Q4 2015, we did see some differences in ratings for each station. UTV went down from an average rating of 4.0 to 3.8, TV3 went down from an average rating of 3.8 to 3.5, while Adom TV picked up ratings, increasing from 2.1 from October – December 2015, to 2.9 from January – March 2016. Joy Prime, the number 4 station, increased their ratings from 2.1 to 2.2 in Q1. GTV, Gh One, Joy News, Viasat One, and Metro TV all remained in the same positions from Q4 to Q1, with ratings staying consistent. The full ratings chart can be seen below:

Top Radio Stations

Ghana has a highly fragmented radio audience due to the large number of local radio stations that are available in various areas of the country. Therefore, when we take a national view at the radio stations with the most audience share we see that, on average, over 60% of those listening to the radio at a given time are listening to a station which does not have more than 2% in national share. The top stations which do rank nationally only have a share of 4% or less. Average national share for Q1 2016 can be seen below:

To get a complete breakdown of Ghana media data, including ratings by region, day-by-day data in 30 minute time blocks for TV and 2 hours for radio, and filtering by demographics and psychographics, please click below to subscribe or see a demo of Kantar GeoPoll Media Measurement.

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Top TV Stations

In Q1 2016 the top rated stations in Tanzania remained consistent from Q4: ITV, Clouds, and East Africa TV had the highest ratings.  ITV solidified its reach nationally by growing its audience from an average rating of 2.9 in Q4 to 3.5 in Q1, while Clouds and East Africa TV both went down in ratings points, from 3.1 to 3 and 2.6 to 2.3 respectively. Star TV pulled slightly ahead of Channel 10’s ratings in Q1 2016. Despite the growth in ratings points, ITV went slightly down in terms of audience share, the percentage of those watching TV who are tuned into a specific channel. Average ratings from Q1 2016 can be seen below:

Top Radio Stations

Clouds remained the dominant radio station in Tanzania with an average rating of 10.7, compared to 9.8 in Q4 2015. TBC Taifa, the second highest-rated station, decreased in ratings from 4.7 in Q4 to 4.5 in Q1, but maintained their second position. Radio Free Africa and Radio One had the same average rating in Q1, 3.8, while TBC FM’s ratings stayed consistent with Q4 2015. Once again Clouds, TBC Taifa, and Radio Free Africa were the top stations in terms of audience share, and 13% of audience share for radio went to “other” more regional stations.  Full national radio ratings are in the chart below:

Want even more insights and granular data that can be filtered by demographics and location? Subscribe to daily, weekly, or monthly radio data from KGMM:

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Top TV Stations

NTV was the top TV station in Uganda in Q1 2016, with an average rating of 5.6. This is slightly lower than their average rating of 6.0 in Q4 2015. Bukedde remained the number 2 station, and improved upon their rating from Q4 2015 by 0.1. NBS stayed in the top 3 but also went down in ratings, from 2.3 in Q4 2015 to 1.9 in Q1 2016. UBC, Urban, Bukkede1, and WBS are also top stations nationally.  You can see the full comparison of ratings from Q4 2015 and Q1 2016 in the chart below:

Top Radio Stations

KGMM also measures radio listenership in Uganda. As in other countries, radio listenership in Uganda is fragmented nationally due to the prevalence of local radio station.   Nationally, In Q1 2016 we found that Capital FM and CBS Radio are the top stations, followed by Radio Simba, Galaxy FM, and NBS FM. Ratings did not change much from Q4 2015 to Q1 2016, demonstrating the predictable nature of radio listenership. See the list of top national radio stations below:

Due to the local nature of radio stations, in Q1 2016 even the leading station, Capital FM, only had on average 10% of the audience share, with 51% of radio audiences listening to “other” local stations.  For a more detailed view of listenership that includes data on local radio listenership, contact us to learn more about Kantar GeoPoll Media Measurement.

Want even more insights and granular data that can be filtered by demographics and location? Subscribe to daily, weekly, or monthly radio data from KGMM:

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Top TV Stations and Audience Trends
From January 1st to March 31st 2016 NTA was the top station in terms of ratings with an average rating of 4.8, and AIT was the second most watched station with a rating of 4.4.  While NTA and AIT retained their top positions from Q4, 2015, their average ratings did go down, compared to lower stations including Galaxy, Silverbird TV, OnTV, and Africa Magic, which saw an increase in ratings, as demonstrated below:

NTA and AIT have the highest ratings throughout the day, but with NTA’s peak viewing time coming in the evening from 21:00 to 22:00 each day. NTA’s highest rated time slot is on Thursday evenings from 21:30 to 22:00. AIT also has its highest ratings on Thursday evenings, indicating this is a popular weeknight to consume television.

Amongst male audiences, we find that AIT and NTA lose share to Channels TV, Silverbird, CNN and OnTV.  Despite generally low ratings for BBC and CNN, male audiences have high affinity for these two stations.  Affinity is a measure of loyalty, and higher affinity scores demonstrate that a particular audience is watching or listening to that station frequently.  Female viewers spend less time on AIT, Channels TV, and NTA, and more time watching Galaxy, Silverbird, OnTV and Africa Magic.  Female audiences have high affinity to Zee Cinema and Africa Magic Yoruba.

Top Radio Stations and Listening Trends
Due to the proliferation of local radio stations throughout Nigeria, national radio listenership is highly fragmented, with 52% of the audience share going to stations which do not get more than 2% national share. As seen in Q4 2015, nationally Wazobia FM, Ray Power FM, and Cool FM are the top stations, with 13%, 9%, and 5% average audience share.

Radio listenership is high throughout the day, with many stations seeing a decline in listenership on Sunday evenings, followed by relatively high listenership on Mondays. Wazobia FM shows higher audience share than other stations on Fridays, with a spike in audience share on Friday evenings from 20:00 to 22:00.

Examining the demographics of audiences for radio stations, we find that Splash FM and Cool FM appeal to younger listeners, whereas Wazobia, Ray Power, Nigeria Info and Rhythm FM appeal more to older listeners.  Overall Wazobia and Ray Power have higher share with females than males. Male listeners have the highest affinity for BCA FM, Nigeria Info, Brilla FM and Bond FM, and females have high affinity for Ajilete FM.

Request a copy of KGMM’s full Q1 report for Nigeria or subscribe to daily, weekly, or monthly data from KGMM:

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We find that throughout the week, Citizen remains on top in all time blocks, with KTN second. The only time that NTV surpasses KTN in terms of viewers is from 19:30 to 21:00 on Sundays, which is when the popular Churchill Show airs. We have observed this trend in the past, and the Churchill show continues to bring in NTV’s highest ratings of the week.

We also examined viewing trends by gender, finding that K24 and Kiss TV have the highest affinity amongst male viewers in Q1, while KBC, Family, GBS, and Inooro TV have the highest affinity among female viewers. Citizen continues to be popular amongst both males and females, with females having a slightly higher affinity for Citizen than males. In Q1, Citizen had 49% of the audience share among female viewers, and 38% of the share amongst male viewers.

Radio Trends, Q1 2016

National listenership share for radio is more spread out than for TV: while Citizen radio had a 21% share in Q1 2016, other stations including Radio Maisha (13%), Jambo (12%) and Classic (8%) draw significant audiences. Due to the large number of smaller and sometimes local radio stations, 21% of the average audience share is listening to an “Other” station, one that does not have a high enough listenership to rank nationally.  Below is a chart of radio share for Q1 2016 vs Q4 2015.

When comparing radio ratings and share by demographics, we find that male listers have a preference for Citizen, Jambo, and Maisha. Females have higher listenership than males for Classic and Kameme. Overall, Kiswahili stations maintain a consistent lead over English-language stations in Q1.

We also examined listenership by location. In Central, Citizen leads in listenership, followed by Inooro and Kameme. Classic FM is ranked third in Coast, behind Citizen and Radio Maisha, and Ramogi FM leads in Lake Topography. Star FM leads in North Eastern, followed by KBC English Service.  In Upper Eastern, Muuga FM leads over Citizen. These data demonstrate the regional differences in radio listenership and listenership trends across the country.

More TV and Radio Data

Kantar-Geopoll Media Measurement produces daily data on TV and Radio in Kenya, Ghana, Nigeria, Mozambique, Rwanda, Tanzania, Uganda, and the Democratic Republic of Congo. Data can be segmented by age, gender, and location to ensure media buyers and broadcasters are using the most up-to-date information available to make quick, informed decisions. To find out more and get pricing, contact us below.

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Nigeria

In Nigeria GeoPoll measures TV consumption in 8 states: Abia, Edo, Enugu, Federal Capital Territory, Kaduna, Lagos, Oyo, and Rivers. The below chart shows the average ratings for the top 10 channels in these states during the day from 6:00 to 22:00.

Nigeria boasts numerous TV stations that are organized by state and ultimately the high rating for “other” in the above chart points to fragmented viewership across the country. AIT and NTA have high ratings throughout the day, and AIT has higher ratings than NTA during most time blocks except 20:00 – 22:00 when NTA takes over. Channels TV and TVC compete for the 3^rd throughout most of the day but Silverbird TV takes the 3^rd position during prime time, between 18:00 – 20:00.  

GeoPoll also examined average audience share over the entire period from October 1^st – December 31st. We find that AIT Lagos and NTA closely compete for share, at an average of 25.6% and 23.4% respectively. Full results are below:

Ghana

Kantar-GeoPoll Media Measurement covers the entire country of Ghana, and measures ratings, audience size, and audience share of TV, radio, and print outlets. The below chart shows the average ratings in Q4 2015 for the top TV stations during the peak hours.

The above chart shows that TV3 leads in the ratings from 19:00 to 19:30 when it airs its news show “News 360”. UTV has the highest overall ratings throughout prime time, with a strong jump in ratings from 8pm with an average rating of 5.54 at 8:00pm, 5.70 at 8:30 pm, 4.59 at 9:00pm and 4.38 at 9:30pm.  Joy Prime TV has the third-highest ratings for most of the evening, except at 19:00 when GTV has higher ratings.

GeoPoll also examined average share from October to December 2015. GeoPoll found that UTV had the highest share in Q4, capturing on average 21.7% of the audience. TV3 and Joy Prime rank second and third with 20.5% and 11.3% respectively.  Below are the full rankings:

To use KGMM data to analyze station performance, target audiences, and plan ad spend, contact us about subscribing to our daily data set.  KGMM overnight ratings data is available 24/7 via an interactive dashboard that includes media planning and post-campaign evaluation tools.

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*Rating is the proportion watching a station out of the total sample at that time, multiplied by 100. If 50 people out of 500 surveyed watched Station X, the rating for Station X would be (50/500)*100) = 10. In Uganda, GeoPoll’s Media Measurement Panel includes a sample of over 500 respondents for every time period.

**Share is the proportion watching Station X, out of all those watching at that time. This is equal to the proportion watching a station during a given time divided by the total number watching at that time.

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