In the past five years, the media landscape has been further diversified as Internet penetration has grown, bringing with it a myriad of new, online-only media outlets that compete with traditional media houses for audience. Ghana’s analog to digital migration, originally scheduled for 2015, has been pushed back, and as of March 2019 still has not been completed. These factors, along with a new slate of shows from telenovelas to reality TV shows, have contributed to a fractured media landscape, where no one station gets a majority of TV share and there are large differences in top stations by region.

In a new, free report available for download now, GeoPoll provides high-level data on some of the key programming categories in Ghana for media houses and advertisers. Data includes the below:

Top Radio Shows in Ghana

Ghana has a huge number of radio stations in operation, with many of them being regional stations and a few national syndications via local independent affiliates. For our analysis of radio ratings, GeoPoll examined ratings regionally for two of the most important times of day in terms of radio listenership and advertising rates: Morning Shows, those which are broadcast between the hours of 6am – 11am, when audiences are getting ready for and driving to work, and Drive Time Shows, broadcast in the afternoon hours from roughly 2pm-7pm, when audiences are on their way back from work in the late afternoon.

The regional top ten shows for Greater Accra, Ashanti, and Western are listed in the full report, however we do observe two key trends in Ghana radio audiences overall: First, we find that Kokrokoo, the Super Morning Show and Dwaso Nsem, all get high ratings in more than one region in Ghana. Second, GeoPoll data shows that morning show ratings are consistently higher than afternoon drive time show ratings, indicating that audiences do not consistently listen to the same stations in the morning and afternoon, and overall tune in less in the afternoon hours. The free report includes data on the top ten Morning Shows and Drive Time Shows for the Greater Accra, Ashanti, and Western regions.

Top TV Shows in Ghana

The TV landscape in Ghana is less regionally fragmented than the radio landscape, and therefore we examined TV ratings at a national level. The full GeoPoll Audience Measurement data also allows for TV ratings to be viewed at a regional level or by specific audiences, such as females or youth groups. For this analysis, we focused on the top news programmes, top reality TV programmes, and top telenovelas broadcast in Ghana in 2018. To view the data on Top TV Shows in Ghana please download the report here.

Audience Measurement Data from Ghana

To get access to GeoPoll’s daily audience measurement data from Ghana, which includes ratings, audience share, and audience size and can be broken down by demographics, location, and more, please contact us today.

The post Ghana Media Measurement: Top TV and Radio Stations 2018 appeared first on GeoPoll.

The Ghana landscape has an array of radio stations with each region boasting a number of unique stations. This local variety means that only a few stations are listened to nationally, with the majority of people listening to “other” stations which are only available in some areas. For those stations which are nationally ranked, Kessben FM, Peace FM and Adom FM record the highest ratings throughout the day. These 3 stations have their highest ratings in the morning between 06:00 to 10:00, as demonstrated in the chart below. 

GeoPoll also examined average share over the entire period from May 1st – July 31st.  Ghana listenership is fragmented by region, so we examined audience share for a specific location, in this case Greater Accra.  Looking at Greater Accra we can see a clearer list of top stations than would emerge nationally.  In Greater Accra, Peace FM ranks first, with an average of 27% share, and Adom FM is second with 23% share. The top stations in Greater Accra are listed below. 

To access the full breakdown of station ratings, audience size, and share by state, or to segment data by age, gender, or LSM, subscribe to Kantar–GeoPoll Media Measurement by clicking below. 

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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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The final match aired on GTV, TV3, and MetroTV, with 3,644,000 viewers tuned in at the peak of the match at 9pm. Viewership was high throughout the match, but went up as it went into extra time and then a penalty shootout. At the beginning of the game at 7pm, 3,392,000 viewers were watching, and audience size climbed to 3,624,000 at 8:30pm and 3,644,000 at 9pm. Throughout the match, viewers were quite evenly split between GTV and TV3, with TV3 drawing slightly more viewers at 8:30pm, and GTV having a higher audience size at 9pm. MetroTV had a maximum audience of 278,000 at 9:30pm. 

Viewership was also high for the semi-final match on February 5th, when Ghana beat host nation Equatorial Guinea 3-0, and fan riots stopped the match for 40 minutes with only 10 minutes to go. During that game, viewership peaked at 3,093,000 at 7pm. Interestingly in the Greater Accra Area, viewership went down from 8pm – 8:30pm, and then up again at 9pm, which may indicate viewers in Accra heard about the riots and tuned back in to see what was going on. At 9pm on February 5th, there were 725,000 viewers in Greater Accra watching the match. 

Learn more about GeoPoll’s Media Measurement Service here, and click below to get a demo of our platform and data in Ghana, Kenya, Tanzania, Uganda, Mozambique, and Nigeria. 

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In April we published Ghana TV ratings finding that TV3 and UTV, the country’s newest TV station, were competing for viewers. Our November data  from GeoPoll’s Audience Measurement Service shows that UTV outperformed TV3 over the past month: UTV had an average of 696,000 viewers per half hour, and TV3 had 545,000 viewers per half hour. The state-run station, GTV, which until 1992 was the only station available, is a distant third in terms of audience size, with 356,000 viewers per half hour. Other stations including Cine Afrik, Adom TV, and JoyTV are also far behind the ratings from UTV and TV3. 

UTV and TV3 both have consistent peaks in viewership, which are apparent both on weekdays and weekends. TV3’s daily peak is from 7:00 – 8:00pm, with an average of 695,000 viewers per night tuning in to their news program, News360. Unsurprisingly, the ratings for News360 are slightly higher for Monday-Friday than Saturday-Sunday, with 727,000 viewers on average tuning in to TV3 in the 7:30 – 8:00pm time slot on weekdays. 

UTV also has a peak in the evenings every day, from 8:00 – 9:00pm. On the weekdays this peak in viewership gets as high as 988,000 viewers in the 8:30 – 9:00pm time slot. On weekends viewership is lower, with only 761,000 viewers in the 8:30 – 9:00 pm time slot on average. UTV also has a peak on weekdays at 2:30pm, with an average of 760,000 tuning in. Telenovas are typically aired during this time, which account for the peak in afternoon viewership. 

Below is the full list of the top national stations and their average number of viewers per half hour.

Top stations in Ghana, by average number of viewers per half-hour in November. 

1. UTV: 696,000
2. TV3: 545,000
3. GTV: 356,000
4. Adom TV: 320,000
5. Cine Afrik: 292,000
6. Joy TV: 246,000
7. Visat One: 242,000
8. MetroTV: 200,000

Interested in more data like this? GeoPoll’s Audience Measurement Service produces daily data on TV and Radio ratings in Ghana, including both national and regional stations. Click below to contact us for more information. 

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For the month of June, TV3 was the most watched station with 687,873,625 total viewers. UTV came in a close second with 608,422,222. TV3 and GTV were the only Ghana stations that had rights to air the World Cup, explaining the high ratings

Looking at the month of July, UTV became the most popular station with 825,885,105 viewers. This greatly surpassed TV3’s record from June. The World Cup was winding down in the early weeks of July. This explains why a non-World Cup station was able to take the lead, even though World Cup viewership was so high. During July, TV3 had 661,005,079 viewers and GTV had 500,976,325 viewers.

During the month of August, UTV was once again the most popular Ghana station. UTV had 761,645,940 total viewers during August. This is a significant drop from the previous month. For the first time in two months, CineAfrik rose above Viasat1 with 278,594,624 viewers. Viasat1 had 258,745,754 total viewers during August.

Want to learn more about our Audience Measurement service? Continue to read our blog where we regularly post insights from our data, and click below to subscribe and access daily TV & Radio ratings. Next week our blog will cover summer TV viewing for Kenya.

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Of the top three channels, TV3 and UTV are both private, free-to-air channels, while GTV is the national public broadcaster in Ghana. TV3 launched in 1997 and includes news updates, reality TV, and other entertainment shows, while UTV is the newest television station in Ghana, and has a “24/7 line-up of well produced family entertainment dedicated to delivering informative and entertaining programming”.  We will be interested in seeing if UTV surpasses TV3 in viewership share in future months. The below list represents the audience distribution for the top channels in April: 

1. TV3: 18.49%
2. UTV: 18.44%
3. GTV: 14.75%
4. Visat1: 9.85%
5. AdomTV: 9.72%
6. Cine Afrik: 9.31%
7. JoyTV: 8.38%
8. MetroTV: 5.02%

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