Kenya Radio Data

Kenya has a high number of radio stations, including many regional stations which mean only a few stations have a high share when looking at country-wide data. For this analysis, GeoPoll looked at both the top stations throughout the country, and also examined how broadcast language factors into audience demographics. In terms of top stations, GeoPoll data shows that nationwide from February 1-14, Radio Citizen was the leading station with 13% share followed by Radio Maisha with 10% and Radio Jambo in third place with 9% share.

Both males and females spend most of their radio time on Radio Citizen, with 13% share amongst males and 12% share amongst females. Radio Jambo is ranked second amongst males, with 10% share, whereas Radio Maisha had the second highest share amongst females with 10% share as well. Classic FM is ranked third amongst females with 8% share and in joint 4^th place nationally with 4% share.

Kiswahili stations in the top 10 list nationally had a cumulative 39% share nationally amongst people aged 15+ years. Looking at all radio stations, we see that Kiswahili stations make up 44% of share. English stations Classic 105, Kiss FM, Hot 96, and KBC English Service also appear in the top 10 stations.

Kiswahili remains the preferred language of broadcast nationally, and across different age groups, it is observed that 46% of radio share for listeners aged 35 years is from stations broadcasting in Kiswahili. Vernacular stations command the second highest listenership amongst older listeners aged 35 years and over, having a 38% share. However, we do observe some differences by age group, finding that older listeners are more likely to listen to Kiswahili or vernacular stations, with only 16% of those aged 35 and older listening to English stations.  By contrast, 33% of audience share for the youth age group (15-24 years old) is for English-language stations.

Kenya TV Data

From February 1-14, Citizen TV has the highest share nationally followed by KTN Home, KTN News, and NTV respectively. Stations that have more female viewers are Citizen TV, Maisha Magic East, and Inooro TV. KTN News, NTV and K24 had had more male viewership in the first half of February 2019.

Citizen TV had the highest share of this two-week period on Tuesday, February 12^th at 19:00, during Citizen Nipashe News. At this time 41.97% of those tuned in were watching Citizen TV. They also had a high audience share, 41.4%, Saturday, February 9^th at 11:30 am, demonstrating their strength during both evening and weekend timeslots. NTV had its highest-rated timeslot at 11:30 am on Friday, February 1^st, capturing 26.95% of audience share during that time, while KTN home had a peak share of 25.4% at 18:30 on Wednesday, February 6^th, when the Philippine novella The Promise was airing.

TV Viewership Outside Nairobi

In order to identify trends and advertising opportunities outside Nairobi, we looked at TV viewership in all counties except Nairobi. In terms of female viewership for this segment, we found that the most watched timeslot by females was from 10 am to midday. It is also observed that two other time bands are quite popular amongst females. These are at 2 pm and 8 pm in the night, the later mainly dedicated to Telenovelas and Drama Series. Males have peak viewership at 1 pm, 4 pm, 7 pm and 9 pm going to 10 pm, during the time allocated to news for most channels.

When observing trends by age group for those outside Nairobi, we find that TV viewership in the first two weeks of February 2019 is mostly by persons aged 35 years +, with age groups 15-24 and 25-34 years having a lower share of TV viewership across the day. TV viewership for those age 35+ is relatively stable throughout the day, with an increase in the evening hours. The younger age group, age 15-24, has peak viewership towards the end of the day, from 23:00 to 00:00.

Kenya Audience Measurement Data from GeoPoll

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In Africa, where Radio and TV are still kings, the growth of a variety of channels on Radio has seen the rise of community radio that has curated content based on the various indigenous languages spoken across Africa. Although the growth in TV ownership has not been as rapid than that of Radio, there is still a significant growth even as the content becomes diverse and localized.

GeoPoll’s Audience Measurement Service provides daily ratings that track audience behavior for the media landscape in 11 countries across Africa, the Middle East, and the Caribbean. For Quarter One 2018, we are pleased to provide high-level media insights that offer a better understanding of the TV and Radio audience in Kenya, Uganda, Nigeria, and Rwanda by focusing on the following aspects of audience measurement:

Radio Ratings 

• Top 5 radio stations quarterly trend audience share
• Audience measurement share of selected radio stations for the past 1 year
• Top radio stations day part analysis for the quarter
• Top 3 radio stations at regional level

Television Ratings

• Top 5 TV stations in audience share for the past 3 quarters
• Audience market share of selected TV stations for the past 1 year
• Country’s top 5 TV stations day part analysis for the quarter

Audience Measurement in Africa: Highlights

Kenya Audience Ratings

Radio Maisha and Kiss FM maintain their share of 12% and 7% respectively since July 2017.   Citizen TV takes the leading position in audience share from July 2017. KTN drops by 1% share in Q4 2017. Download Report. 

Uganda Audience Ratings

Bukedde FM and Radio West gain a 1% share each in Q1 2018 whereas NBS FM losing the 1% share. NTV is ranked the 1^st in audience share in the past 1 year with its peak being spotted in April, October and November 2017. Download Report. 

Nigeria Audience Ratings

Ray Power FM, Splash FM, and Adaba FM tend to maintain their shares of 8%, 3%, and 3% respectively from July 2017. There is a general increase in audience share for the top 5 TV stations from July 2017. Channels TV has the most viewership during peak hours in Q1 2018. Download Report.

Rwanda Audience Ratings

Radio Rwanda achieves its highest audience share of 35% in Q3 2017 then maintaining its 30% share thereafter. The most audience share is attained by Rwanda TV between July to September 2017 with a share of 37%. Download Report.

About GeoPoll’s Audience Measurement Service

GeoPoll’s Audience Measurement Service is the first and only provider of daily, overnight audience measurement ratings in multiple countries throughout Africa, Asia, and the Caribbean. Developed in conjunction with Kantar Media, GeoPoll’s Audience Measurement Service uses a unique mobile-based methodology to capture watching, listening, and reading trends in real-time, providing media owners and agencies with accurate, up-to-date data. To learn more please contact us.

The post GeoPoll Quarter One 2018 Radio & TV Audience Ratings 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.

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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.

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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.

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.

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The post Kenya’s Analogue to Digital TV Switch, Part 4 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. 

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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.

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. 

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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.

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. 

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

Survey Details 

GeoPoll conducted a survey on the 11^th of March 2015 to measure the penetration of digital set top boxes (STB) in Kenya. It also measured the satisfaction levels of the digital platform amongst Kenyan consumers. The research was collected through SMS based mobile surveys, conducted amongst 945 respondents across Kenya.

From 1860 people who were invited to participate in the surveys GeoPoll collected 945 completed surveys. All respondents indicated that they had a television in their household.

Set Top Box Penetration 

The digital set top boxes penetration was 38% at a national level with Nairobi having the highest penetration of STB at 53%.  GeoPoll’s data demonstrates that the digital switch encouraged the purchasing of STB, with 54% of the respondents indicating that they purchased the set top box during within the last 3 months. 

The digital migration was meant to deliver more content with a promise of better picture and sound quality. From the response received, the total percentages of respondents that answered Good or Excellent was 89% for Picture Quality, 91% for Sound Quality, and 89% for Content Quality, indicating that there is a high satisfaction level from people already accessing digital signals.

Programming Content & Viewership Patterns

The survey also aimed at understanding what content the current consumers found appealing. Local news and content still commands a high level of interest (42%).

The digital platform has offered an increased choice of programs and channels available to the consumers. The survey aimed at establishing whether this choice was affecting viewership patterns. Only 33% of the people with set top boxes have maintained their television viewership patterns, with 67% indicating that they were exploring new channels. 34% indicated watching over 15 channels.

Offers on Set Top Boxes

The competition for the sales of STB has led to unique offers in the market where the first two months are free and a monthly payment applies after these initial months. 67% of the respondents who purchased STB with this offer indicated that they would pay monthly to continue accessing the premium channels.

Barriers to Access

Of those respondents who have not yet bought a STB, cost still remains the highest barrier, with 58% saying they were too expensive.  9% indicated availability challenges. 

For daily data on media ratings in Kenya, Ghana, Tanzania, Nigeria, or Uganda click below to sign up for our Media Measurement Service. 

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