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 viewership numbers captured through GeoPoll’s Media Measurement service less than 2 weeks to Kenya’s general elections give some interesting insights on viewership of the debate which was broadcast from 1700 to 2130hrs local time.

The highest TV Audience recorded during the Kenyan Presidential Debate was 9.6 Million viewers between 8.00 – 8.30pm

These insights drawn from Kenyans’ viewership of this live debate are based on region, demographic and gender. Although all seven stations showed the same video feed of the presidential debate, audience affinity to specific TV stations is clearly demonstrated in these insights.

The stations that carried the live debate were; KTN, NTV, Citizen TV, KTN News, KBC, Inooro TV and K24.

Nationwide Viewership

• The average audience that reported to have watched the Kenya Presidential debate was 8.6 Million
• The highest TV audience recorded during the Presidential Debate was 9.6 Million viewers between 8.00pm- 8.30pm
• Those aged between 25-34 year chose to first watch the Beat, a program on NTV and Double Kara soap opera  on KTN between 6- 6.30pm thus the viewership among this demographic was highest on these two stations. After 6.30pm, these audience all switched to Citizen TV for the debate
• There was a split in loyalty to K24 and NTV among viewers aged 25-34
• Viewers aged 35 and above were fewer compared to viewers in other age groups. It was observed that the 35+ were most loyal to KBC and did not switch channels much

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The avg audience that reported to have watched the Kenya Presidential debate was 8.6 Million

Viewership in Nairobi County

• Nairobi viewership remained constant from 8.30pm to 10pm at 1Million viewers
• At 7.30pm – 8pm viewers dropped from Citizen TV, KBC and NTV as KTN and KTN News gained  audiences
• The highest peak in viewership among Nairobi residents was at 9pm with a total average audience of 1Million viewers.
• KTN had the highest loyalty among women throughout the debate. The women who started watching the debate on KTN did not switch channels
• NTV had the highest loyalty among men in Nairobi throughout the debate

The female viewers affinity to KTN during the debate

Viewership in other regions outside of Nairobi County

• The female viewership dropped on Citizen TV, NTV and KTN News at 7.30pm as audiences went up at the same time on KTN
• K24 had the highest loyalty among males in other region during the debate
• An average of 8.1M viewers in all regions except Nairobi were tuned in
• At 8.30pm viewership was at 8.1M, at 9pm the regional viewership dropped to 7.6. At end of debate at 10pm – viewership was at 7.2M.

Affinity Definition
An index of loyalty, the higher the number (towards and above 1) the more frequently the selected target audience watches/listens to that particular station relative to their proportion in the sample. This is calculated by dividing the proportion for the target audience divided by the proportion for the total sample.
Example: If 100 people out of a total sample of 500 were watching Station X and when looking just at youth (age 15 to 24) 50 out of 100 youth watched, the affinity would be ((50/100) / (100/500)) = 2.5.

About GeoPoll’s Media Measurement Service

Combining Kantar Media’s expertise in audience research with GeoPoll’s mobile survey platform, Kantar-GeoPoll Media Measurement (KGMM) uses panel-based mobile surveys to collect audience measurement data for TV, radio, and print.

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

GeoPoll Media Measurement is currently available in  Democratic Republic of Congo, Ghana, Kenya, Mozambique, Nigeria, Rwanda, Tanzania, Uganda, Ethiopia and Afghanistan

The post Kenya’s Presidential Debate attracts 9.6 Million Viewers – GeoPoll appeared first on GeoPoll.