At the start of March 2021, GeoPoll undertook a national media establishment survey to inform the station mapping used in our daily GeoPoll Audience Measurement (GAM) surveys.

Survey Methodology

The survey was national for a sample of 1905 respondents. The male/female split was 54%/46%, respectively. The age distribution was 15-24 (31%), 25-34 (32%) and 35+ (37%). The study covered all the 11 media topographies in Kenya and was carried out via Mobile SMS.

This article highlights some interesting findings from a part of the survey data. It covers the below information areas:

• Past 30 days media interaction for selected media, including by age, gender, and parental status.
• Radio listenership places and platforms/devices.
• TV viewership places and platforms/devices.
• An overview of social platforms.

Access to Media in the Last 30 Days

The media landscape has been shifting over the years especially following the digital migration, increased access to the internet and digital platforms, and continued proliferation of mobile devices. This has led to the fragmentation of audiences.

Radio was the most accessed form of media, with about 9 in every 10 respondents in the survey having accessed radio in the last 30 days. The internet has caught up with TV. For both media types, 8 in every 10 people had access in the last 30 days. According to the Communication Authority (CA), there were 44.4 million data/internet subscriptions during the second quarter of FY 2020/2021 in Kenya. CA reports that internet usage is expected to continue “evolving rapidly” with increasing innovation in technology, availability of more affordable smartphones in the market, and enhanced connectivity (3G, 4G, and 5G) in the country.

Print readership is accessed by just above half of the sampled respondents. On the other hand, podcasts are still niche, with ¼ of respondents saying they had listened in the last 30 days. Amongst the 3 in every 4 who had not listened to a podcast, close to 60% do not recognize what a podcast is.

Access to Media in the Last 30 Days by Gender

Media use incidence varies for some media by gender. Males recorded higher access to the Radio (+6%) compared to females. This was further differentiated in newspaper readership where +9% more males were recorded juxtaposed to females.

Just about +5% more males access the internet over the last 30 days compared to females. TV, Magazine, and Podcast access incidences were the same for either gender.

Access to Media in the Last 30 Days by Age

While being high (above 80%) across all age groups, radio listenership had a higher skew as respondents get older. TV viewership also recorded higher numbers amongst those aged 25-34 & 35+ compared to the younger 15–24-year-olds.

Print media – newspapers and magazines – are more popular amongst those aged 25-34 years. Past 30 days internet usage as expected is higher amongst the younger age groups 15–24-year-olds and 25–34-year-olds than those aged 35+.

Access to Media in the Last 30 Days by Parental Responsibility

Across all media channels, parents/caregivers index higher media usage compared to those who were not: Radio (+9%), TV (+12%), newspaper (+10%), Magazines (+15%) and Internet (+6%).

In this survey, parents/caregivers were defined as parents/caregivers of a child/children 14-years-old or younger. Higher media usage amongst this demographic could be linked to the need to provide their children with entertainment/edutainment at home.

Radio Listenership Dynamics

Radio listenership predominantly happens at home. Outside the home, people reported listening to the radio at work or in transit/in a vehicle. There were recorded differences in places of listenership by age, gender, and location (Request for the data ?)

Traditionally, radio listenership was done via a radio set/receiver, especially at home. Despite about 80% of listenership happening at home, device usage is split between radio set/receiver (57%) and mobile phone (49%). With internet access reported to be high (at par with TV), the mobile device presents an excellent opportunity for broadcasters to optimize how they deliver radio content. The use of mobile apps and streaming services should be proactively explored. There were recorded differences in device usage by age, gender, and location. (Request for the data ?)

TV Viewership Dynamics

Like radio, TV viewership is mainly done at home, unlike radio rarely on the go. This makes TV viewership patterns a little more predictable across the day compared to Radio. There are differences in at-home compared to out-of-home viewership by gender with men. For instance, men are twice as likely to be watching TV social places than females.

Television viewership is predominantly via the TV set. While the numbers are not as high for mobile phone viewership (21%) compared to radio, this is expected to rise in the future. Increase in internet connectivity especially home broadband, and the need for split screens would likely drive this. However, this will occur in an ecosystem (mobile device) that will be crowded with options for the consumer. TV channels would not only be competing amongst themselves but also with other media, including radio, video-on-demand/streaming services, social media, and other apps and functions for a share of the mobile screen.

Besides looking at the above data for TV by demographics, we also collected data on the platform used for TV broadcast and the type of television broadcast. (Request for the data ?)

Social Platforms Overview

Overall internet access is high as reported earlier. According to the CA, internet access in Kenya has mainly been driven by the availability of more affordable smartphones and enhanced connectivity. There has also been a recorded increase in home broadband connectivity. We sought to find out the most used social platforms and found that WhatsApp (82%) recorded the most use in the last 30 days followed by Facebook (75%). (Request for the data ?)

Conclusion

In conclusion, the media landscape is evolving rapidly, and GeoPoll will continue keeping a pulse on it. Through our daily GAM surveys, we track TV viewership and radio listenership every 30mins and 2 hours, respectively. This data is available off the shelf and can be accessed at any time. Contact us to get in touch with one of our representatives for a demo. Using our various remote data collection platforms: Mobile SMS, Mobile Web, Telephonic calls/CATI, and Mobile App, GeoPoll is able to support any client to reach consumers rapidly via dedicated panels/one-off Adhoc surveys.

The post Radio, TV and Internet Audience Statistics in Kenya – Q1 2021 appeared first on GeoPoll.

Kenya weekday evening television ratings

Over the years, viewership from 7:30 p.m.– 8 p.m. has mainly been dedicated to local programming in either English or Kiswahili, characterized by locally produced content, which mirrors everyday life in Kenya.

TV Share, 7: 30 p.m. – 8 p.m.

Top programs 1: Maria

Maria, a local TV drama show that airs on Citizen TV, is about a young woman from the ghetto that suddenly finds herself in a love triangle when she begins living with a wealthy family. The romance program has shown itself as highly popular. In Q4 2019, the program had 31.77% share on average from 7:30 p.m. to 8 p.m. on weekdays. The rating data showed that Maria was more popular with women than men. On average across all days, the show has a 3% higher share among women than men. Maria also proved the most popular amongst male and female viewers aged 35+.

Top programs 2: Auntie Boss

Auntie Boss is a Kenyan drama-dy about the staff at a fictional Taifa Estate. The plot surrounds the drama that goes on at the estate with the families that the staff work for and the happenings in the neighborhood. The program aired on NTV every Tuesday from 7:30 p.m.-8 p.m. throughout Q4 of 2019 and came in second for the most viewed program with 12.26% share. The audience was largely male with data showing 13.56% share for males and 10.83% share for females. Males aged 35+ showed the most interest out of the gender demographics. Women age 25-34 were slightly more interested than women in the other age groups, yet the difference was not as drastic as it was for males.

Top programs 3: Daktari

KTN Home aired the show called Daktari each Tuesday during the 7:30-8:00 p.m. time block and the program was the third most popular for viewership overall with 11.91% share. Again, the program was more popular for males but only slightly. The male audience was relatively evenly split between the three age ranges while the 15-24 age group of females had almost 5% more share than women over 25.

Kenya weekend television ratings

Saturday entertainment shows

Citizen TV carried the largest share through the weekend. The most popular entertainment shows on the station were Roga Roga on Saturday at 2:30 p.m and One Love that airs at 10 p.m. One Love had slightly higher share than Roga Roga with 24.1% and 22.3% share respectively. The lean toward One Love is likely due to the youth audience and the highly engaging content of the program, seeing as it is a Live DJ show. Roga Roga appeals to a more mature audience and airs during mid-afternoon on Saturdays, which is a high performing time slot for the program yet the content was not able to garner more share than One Love.

Sunday Gospel Shows

The gospel show with the highest share on Sundays is Bambika on Citizen TV. This program is broadcast from 11 a.m. and had a 22.8% share over Q4 of 2019 in that timeslot. The second most viewed gospel show is Cross Over 101 on NTV. This program also airs from 11 a.m. and averaged 10.6% share during the three-month period of time.

Radio Ratings in Kenya

Urban Midmorning Listeners

Radio Citizen and Classic FM were the leading stations amongst urban listeners in the mid-morning segment. Each of the 2 stations have 11% share respectively. It is also observed that English stations in the urban top 10 list had a cumulative 23.45 % share whereas Swahili stations had 35.1% share. Drivers towards share in this interest category are interactive presenters, witty discussions, fun and laughter as well as interactive music.

Notes on GeoPoll Audience Measurement’s data collection and reports

The data in this post was collected from October 1^st to December 31^st and is a small portion of the detailed data available through GeoPoll Audience Measurement. Show names are not included in GeoPoll Audience Measurement data and were added to this report to provide additional context. These show names and air times were provided to GeoPoll from the individual stations or via desk research conducted by GeoPoll’s team, and shows may have changed throughout the time this data was collected. To learn more or subscribe to GeoPoll Audience Measurement yourself to view daily data on TV and radio, please contact us today.

The post Television and Radio Audience Ratings for Q4 2019 in Kenya: A GeoPoll Audience Measurement Report appeared first on GeoPoll.

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.

{{cta(‘0293b5b1-1898-4c0b-8e61-2807e80ea331’)}}

The post TV and Radio Trends in Kenya, Q1 2016 appeared first on GeoPoll.

Kenya
The below chart shows the average ratings from October 1^st – December 31^st 2015 for the top stations during prime time from 19:00 to 22:00.

Citizen maintains the highest ratings throughout prime time followed by KTN then NTV. NTV ratings are highest at 19:00 and 21:00, when the Swahili and English news shows are aired respectively. KTN has its highest average rating at 21:00 each evening.

The highest overall ratings recorded are at 19:00, 20:30 and 21:00 on Citizen Television. These times correspond with Citizen News’ airing of Swahili news at 19:00 and English news airing at 21:00 on Citizen.

GeoPoll also examined average share over the entire quarter. As found in Q3 and previously, Citizen had the highest share in Q4 with an average share of 44.2%. KTN and NTV rank second and third respectively. Full results are below:

Tanzania
The below chart shows the average ratings from October 1^st – December 31^st 2015 for the top stations during prime time from 19:00 to 22:00.

As demonstrated in the chart, on average ITV records the highest ratings on prime time followed by Clouds TV. This is consistent from 19:00 to 22:00. ITV sees its largest viewership spike at 20:00 to 21:00, with ratings above 6.0. Clouds TV has its highest average ratings at 19:30 and 21:00 – 22:00, when it records ratings around 3.0.

EATV comes in third in the ratings consistently throughout prime time, except for at 21:00 when Star TV eclipses EATV’s ratings with an average rating of 2.8.

ITV was also the leader by audience share from October – December 2015, with an average share of 23.4%. This is an increase of 3.5% from Q3.  Clouds has the second highest audience share at 19.9%, while EATV, TV1, and Star all have audience shares between 10 – 15%.  The full results are below:

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.

{{cta(‘0274c761-93ec-4054-9d88-77a3cdd292a3’)}}

*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.

The post Top TV Stations in Kenya and Tanzania, Q4 2015 appeared first on GeoPoll.

GeoPoll has followed the trend closely since January 2015, when we conducted an initial survey that indicated that less than half of TV owners had access to digital signal.  This percentage increased throughout 2015, and by July 2015 we found that 63% of those with TVs owned a set top box and were able to access digital signal.

Our most recent survey was conducted in December and again looked to assess the penetration of set top boxes in Kenya.  In December, 71% of those with TV sets owned a set top box, up 8% from the 63% who owned a set top box in July. In Nairobi, which was the first area to transition to digital signal, 79% now own a set top box, which is a 7% increase from July.

The study also indicated an increase in the number of people paying a monthly fee to access services from 62% in March 2015 to 70% in December 2015.

GoTV remains the most prevalent model of set top box, with 41% of respondents owning a GoTV box, compared to 24% who own a Star Times box. The study also found that 46% of respondents are planning to buy a second decoder, with respondents citing monthly costs and the desire to have additional channels as reasons they would purchase a second decoder.

The digital migration increased the number of channels available from the analogue platform. Surfing for new channels has dropped from a high of 67% in March 2015.  In December, 55% of respondents indicated that they are still exploring new channels.

In December, 45% of those who have not yet switched to digital indicated they had not made the switch because it was too expensive. This percentage has declined since March, possibly due to increasingly affordable set top boxes: in March 58% said they hadn’t switched over because set top boxes were too expensive.

If you are interested in the full data set, which includes set top box penetration broken down by region, data on popular channels, and more, please click below to contact us.

{{cta(‘0face702-0276-47ae-8e7e-cab2bb9cd4fe’)}}

The post Kenya’s Analogue to Digital TV Switch, Part 4 appeared first on GeoPoll.

As part of this announcement we are pleased to release a preview of the quarterly audience measurement data available in Ghana.  This unprecedented ratings* and audience share** information allows media owners and agencies to make more effective decisions on ad buys and programming.  This report includes quarterly data on the top TV stations in Ghana from July to September 2015. To subscribe to additional data from GeoPoll, which can be filtered by demographics, location, and more, register for a GeoPoll account or contact us for more information.

During Q3, which runs from July 1st to September 30th, 2015, GeoPoll found that UTV and TV3 were in close competition for viewers, as has been the case in previous quarters.  In Q3, UTV emerged as the number one station, with an average audience share of 22.4% over the three months, and TV3 was number two with a share of 20.7%.  The two stations have similar ratings throughout the day, with UTV coming out on top primarily due to their strong performance in the evening prime time.

During Q3, UTV experienced their strongest ratings during prime time on Wednesdays, Thursdays, Fridays, and Saturdays, with an average rating of 6.9 at 20:00 and 7.3 at 20:30 on those days. TV3 also experienced their strongest ratings during the evening, experiencing a daily peak from 19:00 to 20:00, with a rating of 5.6 at 19:00 and 5.4 at 19:30.  On Sundays, TV3 experiences an additional peak in viewership, with an average rating of 6.5 on Sundays at 20:30.

Behind the top two stations, GTV and Adom TV came in third and fourth with 11.6% and 10.6% audience share respectively. Below are the top national stations in Ghana by audience share.

For more data like this and options to filter ratings by demographics such as age and gender, subscribe to daily, weekly, or monthly data from Kantar-GeoPoll Media Measurement. Click below to register for an account and a GeoPoll representative will be in touch shortly.

{{cta(‘0274c761-93ec-4054-9d88-77a3cdd292a3’)}}

*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.

The post GIBA Partnership and Top TV Stations in Ghana, Q3 2015 appeared first on GeoPoll.

In these 8 states, NTA and AIT have high ratings throughout the day but interchange the top positions at different times of the day. AIT has higher ratings than NTA from 10:00 – 18:00, then NTA takes over, and has the highest ratings from 20:00 – 22:00. Channels TV has the 3^rd highest ratings throughout the day, with its highest ratings during the evening prime time, followed by TVC.

Two of the stations, Galaxy and OnTV, have similar audience share on average, but Galaxy TV has higher ratings during the morning hours, from 6:00 to 10:00, and also during the afternoon from 16:00 to 18:00. Below are the audience share numbers for the top stations in these states:

For more data on the TV, radio, and print ratings in Nigeria you can subscribe to Kantar-GeoPoll Media Measurement, which gives you overnight, daily ratings data with the ability to filter data by age, gender, location, and more. Click below to subscribe or contact us for more information.

{{cta(‘0274c761-93ec-4054-9d88-77a3cdd292a3’)}}

*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.

The post TV Ratings in Nigeria, Q3 2015 appeared first on GeoPoll.

From July 1st to September 30th, 2015 GeoPoll found that Citizen maintains the highest ratings overall during the evening prime time, seeing their highest viewership at 19:00 and 21:00 when Swahili and English news shows are airing.  During both of these time periods, Citizen has a rating of over 10.0.  KTN comes second in terms of ratings, with ratings peaks of 3.2 at 20:30 and 3.8 at 21:30.  

GeoPoll also examined the top stations in Kenya by average share, finding that Citizen, KTN, and NTV come in first, second, and third respectively. They are followed by K24 and QTV.  Together, the top 5 stations command approximately 88% of the audience share in Kenya. 

GeoPoll’s data also includes findings on male versus female viewership. From July – September, we find that Citizen has a higher share among female viewers, 57%, compared to male viewers, 47%.  NTV has a higher share with male viewers: it commands an average share of 17.5% of male viewers, and 13.0% of female viewers. 

KGMM is available on a subscription basis in Kenya with special rates for broadcasters. Click below to contact us for more information and a GeoPoll representative will be in touch shortly. 

{{cta(’21a40a66-5f31-4cf8-bbd2-726bfa25b463′)}}

*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.

The post Top TV Stations in Kenya, July – September 2015 appeared first on GeoPoll.

Citizen radio maintained high ratings throughout May – July, with sustained high ratings throughout the day. Radio Maisha and Radio Jambo are second and third overall with higher ratings in the morning between 06:00 and 10:00. when their popular morning shows “Maisha Asubuhi” and “Gidi na Ghost asubuhi” air.

GeoPoll also examined average the entire period from May 1st – July 31st. GeoPoll found that Citizen Radio controls ¼ of the listenership followed by Radio Maisha and Radio Jambo. Radio Jambo which, previously ranked 2^nd has slipped to number 3.  Due to the prevalence of local and smaller radio stations, 21.8% of listeners on average are tuned in to stations other than the main ones listed below. The full ratings from February to April can be seen in our last report on radio listenership in Kenya. 

To view more data on audience size, ratings, and share of radio, TV, or print in Kenya contact us by clicking below. 

{{cta(‘0293b5b1-1898-4c0b-8e61-2807e80ea331’)}}

*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.

The post Top Kenya Radio Stations, May-July appeared first on GeoPoll.

For the past few months we have run regular surveys on digital migration in Kenya, and are pleased to release our newest report. From March to July, we have observed an average of 46% who report that they have a TV in their household, and the remainder of this data is based on those respondents who have a TV. 

We have found that of those who have a TV in their household, similar proportions have reported owning a set top box in May, June, and July. In July 63% reported owning a set top box. This percentage is higher in Nairobi, where in July 72% of those who have a TV reported owning a set top box. Overall, set top box penetration is highest in Nairobi, Rift Valley, and Central.

For the high-level report, including information on set top box penetration from May-July 2015, preferred types of set top box, viewing and channel surfing habits of those with set top boxes, and barriers to access for those who have not switched, click below or contact us to inquire about the full, 15 question data set. 

{{cta(‘7ae5db71-e17c-4140-b95c-06bbe7a8ed31’)}}

The post Kenya’s Analogue to Digital Migration Part 3 appeared first on GeoPoll.