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.

The post GeoPoll Report: Tanzania Free to Air TV Switch appeared first on GeoPoll.

From July 1st to September 30th, 2015 GeoPoll found that the top two stations were in close competition for viewers: ITV had an audience share* of 19.9%, and Clouds was a very close second with a share of 19.6%. EATV came third with a share of 17.2%. TBC1 and Star had shares of 15.2% and 11.3% respectively, meaning that an average of 83.2% of the those watching TV at any one time were tuned in to one of the top 5 stations, with only 16.8% watching a different station.  Below are the top stations by share in Tanzania for Q3 2015. 

The rankings we observed for Q3 have not changed significantly since our last report, which included ratings and share data from April – June 2015. In Q2, Clouds was number 1 with a share of 19.1%, and ITV was number 2 with a share of 18.3%. EATV was in third both quarters, although it lost 1% in share from Q2 to Q3, going from 18.2% to 17.2% audience share. 

We also examined differences in male and female viewership, finding that Clouds TV has a higher share among female viewers, and that Star TV has a higher share among male viewers. TBC2 is preferred by males, with a male share of 7.5% compared to a female audience share of 5%. Overall, the peak time for viewing TV in Tanzania for Q3 was between 20:00 and 20:30. 

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

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*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 Tanzania, July – September 2015 appeared first on GeoPoll.