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

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.

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Nigeria Vs Argentina: Viewership by TV audience share

Over 12% of all TV viewers from 12 of the 36 states in Nigeria tuned in with a palpable hope for their homegrown heroes. The Super Eagles were once again confronting their all-time rivals Argentina. For the Nigeria viewers, Super Sport was the channel of choice. The DSTV channel had the largest share of TV viewers at 6.6% followed by Nigerian Television Authority (NTA) at 5.7%.

In Kenya, over 40% of all TV viewing audiences were glued to this match with NTV and Kwese having the highest channel share at 18% and 15% respectively.

In Uganda, 22% of all TV audiences tuned in with UBC having the highest TV ratings among other World Cup channels at 8%. Rwanda’s viewership of the match was at 55% with Rwanda TV taking Lion’s share. Finally, in Tanzania, 23% switched from watching other channels with a majority preferring TBC1 at 16% channel share to watch that final match for Nigeria.

Most Watched Nigeria Game in the World Cup

An average of 35% of all TV viewers watching this match in which Nigeria beat Iceland 2:0.  That match was also the most watched by Nigerians in 12 out of the 36 states in which GeoPoll’s audience measurement service runs. In Nigeria, over 40% of all TV viewing audiences watched the match with Supersport having the highest share of channel at 35%

Senegal & Tunisia: Africa’s Chances

With the elimination of Nigeria, Morocco, and Egypt at the group stage, the only remaining African teams that will be playing later today (29^th June) are Senegal and Tunisia.

In this last day of the group matches, Senegal has emerged as the continents underdogs. Tonight they will be facing Colombia as Tunisia meet Panama in the last group matches.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda.  Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

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Our Survey Panels in Tanzania
Our ratings insights in Tanzania are collected from 2,000 respondents across the country via mobile surveys and in accordance with international standards and guidelines on use of mobile phones as a means of research data collection. As the leading provider of overnight ratings for TV and radio in Africa, we pride ourselves 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‘s market research insights to make decisions—whether results verify success or identify areas of improvement.

Quarterly KGMM Top Stations Report
KGMM can be used by any industry stakeholder who subscribes to the service, be it a media owner, brand, or agency. We are solely responsible for designing the methodology, validating and releasing the results. GeoPoll respondents are randomly selected to join our panels and provide their direct voice about their views and preferences. On an annual basis, GeoPoll conducts establishment surveys to confirm the top stations in each country and performs other routine methodology improvements. GeoPoll station lists and methodology are fixed and non-negotiable. They are then set in the GeoPoll Technical Methodology Report which is available upon request by the industry.
                                         Figure 1 A breakdown of our KGMM product methodology

PAMRO & ESOMAR Membership
We currently are, and have been a member of Pan African Media Research Organization (PAMRO) since the launch of our KGMM product and we abide by best practices and guidelines of conducting media research in Africa as set out by PAMRO. We are also members of European Society for Opinion and Marketing Research (ESOMAR), an international membership organisation for data and research professionals.  We accordingly abide by the highest professional standards and guidelines in market  and mobile research (pdf).

Our Market Research Services Compliance

• Mobile Accord’s GeoPoll market research services are in full compliance with 12 articles of the International Chamber of Commerce – ICC/ESOMAR Code.  Research is defined as, “the systematic gathering and interpretation of information about individuals and organisations. It uses the statistical and analytical methods and techniques of the applied social, behavioral and data sciences to generate insights and support decision-making by providers of goods and services, governments, non-profit organisations and the general public.”
• The code has been signed by more than 60 associations since its inception in 1948 and spans more than 50 countries.
• The ESOMAR code stipulates standards of “ethical and professional conduct designed to maintain public confident in research” to which members must abide. The three fundamental principles are:
  1. Researchers must be transparent with subjects about the purpose of the research
  2. Personal data about the respondents must be protected from unauthorized use
  3. Researchers must be ethical and do no harm to subjects and do no harm to the reputation of market research

                                              Figure 2 A step by step process on how KGMM panels are formed

GeoPoll adheres to all three fundamental principles. We conform to the best-in-class and industry-leading methodology to provide consistent, reliable, fast and affordable data. We firmly and proudly stand by our methodologies and our data and we are happy to discuss these subjects with any person or party at any time.

For any queries and/or clarification, feel free to email us on marketing(at)geopoll(dot)com

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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.  The GeoPoll 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 Ghana, Kenya, Uganda, Rwanda, Tanzania, Nigeria, Ethiopia and Afghanistan to provide media insights into markets where data is scarce.

The 2nd Quarter 2017 Report Highlights

Uganda

Amongst the top 10 radio stations in Uganda, CBS Radio takes the lead in ratings as from 6AM-10AM and between 8PM-10PM while Capital FM leads between 10AM-8PM. NTV takes the lead in ratings during peak hours followed by Bukedde and NBS respectively. View the Full Report

Kenya
Radio Citizen maintains the lead in ratings throughout the day in Q2 with its highest ratings being 5.39 between 6-8AM. Citizen TV has the leading spot in ratings during peak hours at the national level. Citizen maintains its highest rating being around the primetime. View the full Report

Nigeria
There is a stiff competition between Wazobia FM and Ray Power FM for the first position in ratings.  Zee World consistently is the leading station in ratings during peak hours at the national level. Its highest point lies at 7PM with an average of 3.55. View the full Report

Tanzania
Clouds has the highest radio ratings throughout the day in Q2. Its highest point lies between 2-4PM with an average of 8.43. ITV has the clear top spot in ratings between 8-9PM, with more than twice the ratings of the nearest competitor.  View the full Report

Ghana
There is a stiff competition for the first position in ratings between UTV and Adom TV in Ashanti Ghana.  During peak hours in Greater Accra Ghana, UTV have the most ratings with its highest point being at 8.30PM with an average of 6.65.  View the full Report

Ethiopia
In Addis Abeba region in Ethiopia, Sheger radio station is consistently leading in ratings throughout the day followed by Bisrat except between 6-8AM. Kana TV station in Ethiopia tends to have more ratings during peak hours as compared to other TV stations. View the full Report

Afghanistan
Arman FM maintains its highest ratings throughout the day in Afghanistan with its top spot being between 2-4PM with an average of 4.48. Tolo TV station has the most ratings during peak hours as compared to the other TV stations in Afghanistan. View full Report

Rwanda
Radio Rwanda maintains having the most ratings throughout the day in Q2 with its highest ratings being between 8-10PM with an average of 15.28. Rwanda TV achieves the highest share of 45.2% followed by TV1 with an audience share of 9.3%. View full Report

About GeoPoll’s 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.

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

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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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