audience measurement and industry trends report … · 2020-03-19 · (a).audience measurement...

AUDIENCE MEASUREMENT AND INDUSTRY TRENDS REPORT FOR

Q2 2019-2020

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CONTENTS BACKGROUND ............................................................................................................................3 METHODOLOGY .................................................................................................................. .3 -5

NATIONAL MEDIA CHANNELS REACH .......................................................................... 5-6 AUDIENCE DEMOGRAPHICS FOR FREE-TO-AIR AND PAY TV RADIO AND TELEVISION DATA. ........................................................................................................... ..7-16 MEDIA CONSUMPTION HABITS BY PRIME TIME AND OTHER TIME SEGMENTS……………………………………………………………………………….16-26 RADIO LISTENERSHIP BY TOPOGRAPHIES(REGIONS) ......................................... 26-50

OVERALL ALLOCATION BY INDUSTRIES .......................................................................51 ALLOCATIONS BY MEDIUM .............................................................................................…52

TELEVISION – DETAILS ............................................................................................... …53-56 RADIO – DETAILS ........................................................................................................... …57-60

PROGRAM CATEGORIZATION ........................................................................................…60

BACKGROUND

In Kenya, broadcasting which is mainly done using Radio and TV, is a medium for entertainment, information and education. Both Radio and Television outlets are accessible to nearly all of the people of Kenya, and are a powerful medium for influencing culture, beliefs and values as well as a tool for economic growth and development.

In view of the above, the communications Authority (CA), in fulfilment of its mandate in regard to administering the broadcasting content aspects of the ICT law, carries out monitoring of television and Radio broadcasters programmes in order to assess the level of broadcasters’ compliance with the regulatory requirements.

This monitoring provides insight into appropriateness of content aired as well as compliance with the requirements on: 40% Local content quota; PWDs accessibility mechanisms provisions; Advertisements requirements (10 minutes in every 30 minutes of programming, 40% local advertisement requirements; and the requirement to provide 5hrs per week of children’s programs during the watershed period.

In this regard, CA contracted the Kenya Audience Research Foundation (KARF) to provide Quarterly Audience measurement and Industry Trends Data for the fiscal years 2019/2020 and 2020/2021. Detailed here below is the data received for Quarter 2 (October-December 2019).

METHODOLOGY

(a).AUDIENCE MEASUREMENT (KARF TRACKING SURVEY) 1. Fixed panel Target: 3000 daily sample nationally aged 15+ years

2. Single Data Sourcing for TV, Radio, Print(Newspaper & Magazine) and Online data

3. Sampling frame is based on KARF Establishment Survey 2015(Using KNBS, NASSEP V)

4. Face to Face recruitment of panelists to verify LSM’s and training on the process

5. CATI- (Computer Aided Telephonic Interviews)

6. Key Analysis Variables - Age, gender, LSM, topography, rural/urban

7. Survey Period: Daily data collection, reported Monthly

8. Time Segment: 30 minutes blocks for Television & Radio, daily readership for print and daily Internet usage habits.

The Research Covers Quantitative research and NOT Qualitative.

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(b). MEDIA MONITORING (REELFORGE) Reelforge has specialized in media monitoring services since 2008. Over the years, we have developed a world-class process for tagging and analyzing all advertising across multiple stations in the region. We believe passionatelythat the work we do impacts brands across the region especially since we focus on providing you with analysis you can use to drive your brand’s growth. Our Ad monitoring methodology is as below; Stage 1 –Data Capture: Reelforge has specialized recording servers in various locations across the country. At each location, the recording serversare connected to TV and radio antennas. This allows them to capture all the stations within that region. For example, in Mombasa we capture over eight FM stations from the coast region. All the servers in each of the locations are networked (wide-area network). Reelforge has collaborated with one of Kenya’s largest internet backbone providers. This interconnectivity allows us to capture and monitor all the TV and FM stations in real-time. Stage two –Storage: All recordings from all over the country are then stored on our central storage servers located in nairobi. Reelforgehas a policy of keeping all recordings; we have broadcast recordings of all stations in kenya going back to 2009 Stage 3 –Detection stage: Reelforge uses two methods of detecting ads. The first method is the auto-detection of pre-recorded ads. Reelforge has analysts who inputs new ads into our auto-detection servers. The software then produces a digital fingerprint of the ad. Once this is done, the servers automatically detect that ad every time it is aired on any station countrywide. The second method is manual entry. Reelforge has employed media analysts who monitor all the stations and input presenter mentions. It is not possible to auto-detect these mentions and so this is a manual process. However, the analysts input the mentions onto a very advanced software. This allows our clients to be able to listen and view all ads directly from their computers. Ad Monitoring Services Stage 4 –analysis stage: once both automated and manual ads are inserted into our database, our specialized analysis servers crunch all that data then pass it onto our client website. There are over 10,000 ads and dj mentions logged into our database every day. We have therefore

developed software that looks at that data and presents the relevant data to our various clients dynamically. Stage 4 –ad values: reelforge has procured advertising rate cards from all stations that we monitor. Once both manual and auto-detected ads are uploaded on our portal, the system automatically assigns the advertising value of that ad given that relevant parameters such as station, time and length of the ad will already have been put in the detection stage.

Stage 6 –Quality Control: Reelforge has a full Quality Control department whose function is to manage the daily reconciliation process. The department is responsible for managing this system and ensuring all client/ Media house queries are adequately catered to

Stage 7 –Client website: Reelforge has the most advanced media-monitoring website in the region. Our model is different from other monitors. We allow our clients to generate their own reports as and when needed. Clients can generate proof-of-flight (brand) reports, industry competitor reports

AUDIENCE MEASUREMENT (KARF TRACKING SURVEY) SECTION NATIONAL MEDIA CHANNEL REACH

Chart 1: Average daily Radio listenership is the highest across the month, with a decline in December. The decline is also noticed on all other media channels. This could be attributed to the to people being on holidays with the family or having travelled up country will no/limited access to the media plat forms

56.0%

42.1%

6.7%0.1%

21.4%

62.2%

49.7%

8.2%

0.0%

26.4%

54.8%

43.8%

6.6%0.0%

22.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

RadioIncidence TelevisionIncidence NewspaperIncidence magazineIncidence onlineIncidence

Oct'19 Nov'19 Dec'19

N=19.0:Past 7 days media Consumers as per Establishment Survey 2015

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PROFILE OF AUDIENCES FOR FREE-TO-AIR AND PAY TV RADIO AND TELEVISION DATA. Q3-(July– September 2019)

Q4-(October – December 2019)

Chart 2 and Chart 3 : Free to Air channels remains high at over 90% in Q1 and Q2, there is a marginal growth in Q2 for Pay TV due to the EPL matches played in December, this is a clear indication that Kenyans acquired the set top box to watch the Free to Air channels.

Free-to-Air,94.6%

PayTV,5.4%

Free-to-Air,94.7%

PayTV,5.3%

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019)

N=8.0M: Average Daily TV Viewers in Q1(July - September 2019)

THE CURRENT AUDIENCE DEMOGRAPHICS FOR FREE TO AIR AND PAY TV STATIONS

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 3: Free to Air channels viewership is higher in the rural areas but not significantly, while Pay TV is higher in the urban with the similar margin.

Free-to-Air,95.4%

PayTV,4.6%

Rural

Free-to-Air,93.9%

PayTV,6.1%

Urban

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Chart 4: Among the different age segments of the media consumers, Free to Air channels viewership dominate all, Pay TV is slightly higher in the age brackets 25-44, this is the segment that watch mainly sports on Super sport.

Chart 5:Male TV viewers are slightly higher on the Pay TV , this again is due to sports on the Super sport that is preferred mostly by male as compared to their female counterparts .

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019)

98% 93% 94% 96% 96%

2% 7% 6% 4% 4%

15to17 18to24 25to34 35to44 45+

Free-to-Air PayTV

Free-to-Air,93.0%

PayTV,7.0%

Male

Free-to-Air,96.8%

PayTV,3.2%

Female

Chart 6: LSM 8-11 and LSM 12+ watch more of Pay TV than the rest of lower LSM levels.

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 7: Nairobi and North Eastern topographies watch more of Pay TV as compared to the rest of the topographies, North Eastern could be attributed to the weak signals of the Free to Air channels in those areas. While Nairobi is driven by sports.

96.3% 90.0% 94.1% 97.1% 96.1%

3.7% 10.0% 5.9% 2.9% 3.9%

15to17 18to24 25to34 35to44 45+

Free-to-Air PayTV

91.8% 98.0% 97.4% 91.0% 85.5%

8.2% 2.0% 2.6% 9.0% 14.5%

LSM1to2 LSM3to4 LSM5to7 LSM8to11 LSM12+

Free-to-Air PayTV

91.8% 96.9% 94.8% 94.5% 95.9% 93.6% 97.7% 94.1% 98.1% 85.2%

99.2%

8.2% 3.1% 5.2% 5.5% 4.1% 6.4% 2.3% 5.9% 1.9%14.8%

0.8%

Nairobi Central Rift Western South Nyanza

Lake Lower Eastern

Coast Upper Eastern

North Eastern

North Western

Free-to-Air Pay TV

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N=7.6M: Average Daily Free-To-Air TV Viewers in October 2019 N=8.9M: Average Daily Free-To-Air TV Viewers in November 2019 N=7.9M: Average Daily Free-To-Air TV Viewers in December 2019 Chart 8: Citizen TV,KTN Home and Inooro TV are ranked as the most popular top three Free-to-Air stations in Quarter 4,KTN News has declined in the month of December .

0.6%

1.3%

1.1%

1.2%

1.8%

2.9%

2.4%

4.0%

7.9%

12.1%

11.4%

11.0%

11.3%

43.6%

0.6%

1.0%

1.1%

0.8%

3.2%

3.2%

3.2%

4.4%

6.5%

11.4%

12.7%

9.7%

11.6%

45.4%

0.6%

0.8%

0.9%

0.9%

2.9%

3.0%

3.1%

3.3%

6.0%

9.9%

10.1%

10.4%

11.9%

48.2%

Lolwe TV/LTN

Gikuyu TV

MT Kenya TV

Nyota TV

Switch TV

Kameme TV

Ebru TV

KBC TV

K24 TV

KTN News

NTV

Inooro TV

KTN Home

Citizen TV

Dec'19

Nov'19

Oct'19

Free-To-Air stations Viewership

Chart 9: Sports mainly football, drama and International News seem to be the key drivers of PAY TV channels. This evident as Super sport channels, Maisha Magic East, Al Jazeera and Zee world are the most watched channels.

1.2%

2.6%

0.3%

0.3%

1.4%

2.5%

4.0%

0.3%

1.7%

1.4%

3.0%

3.9%

0.6%

9.0%

23.4%

1.4%

2.0%

0.2%

0.8%

1.1%

1.5%

1.7%

0.4%

2.1%

2.0%

8.9%

2.9%

2.5%

8.3%

31.2%

1.7%

1.8%

1.9%

2.0%

2.1%

2.1%

2.4%

2.6%

3.0%

4.1%

4.7%

5.3%

5.4%

10.4%

33.3%

Africa Magic Swahili

Rembo TV

Zuku Swahili

Star Life TV

Everplus

Nat Geo Wild

Faith TV

CNN International

SuperSport 7

Eva+

Al Jazeera TV

Zee World TV

AfricaMagic Family

Maisha Magic East

SuperSport 3 Dec'19 Nov'19 Oct'19

Pay TV – Channels Viewership

N=478,125: Average Daily Pay TV Viewers in October 2019) N=511,087: Average Daily Pay TV Viewers in November 2019 N=469,346: Average Daily Pay TV Viewers in December 2019

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N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 9: TV is an evening media channel, picks as from 1800hrs – 2200hrs in the evening. Just as the in the reach, Citizen TV is rated higher than the rest of the stations in Q4 .

N=452,853: Average Daily Pay TV Viewers in Q2-2019 Chart 10: Supersport 3 remains the popular channel in PAY TV due to EPL, picking from 1400 hrs – 2200 hrs, Maisha Magic East has a bump at 2030-2100 hrs , when they air a local drama Selina.

0.00% 5.00%

10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

00:

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6:30

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8:30

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8:30

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9:30

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00:0

0

Citizen TV Inooro TV KTN Home KTN News NTV

K24 TV Ebru TV KBC TV Kameme TV Switch TV

0.00%

5.00%

10.00%

15.00%

20.00%

SuperSport 3 Maisha Magic East AfricaMagic Family Zee World TV Eva+ DSTV action Al Jazeera TV CTV Everplus SuperSport 7 Supersport 9

Share of Free-To-Air TV Channels (October – December 2019)

N=8.0M: Average Daily TV Viewers in October 2019 N=9.4M: Average Daily TV Viewers in November 2019 N=8.3M: Average Daily TV Viewers in December 2019 Chart 11: Similarly, as the reach, Citizen TV tops in the share of Free To Air channels followed by KTN Home,KTN News has declined in the month of December, this could be attributed to the holiday where audiences shifted to entertainment as compared to the news .

0.9%

0.8%

0.9%

2.1%

2.9%

2.6%

3.2%

4.9%

8.6%

8.6%

10.4%

10.0%

40.1%

0.9%

0.7%

0.9%

2.5%

3.3%

2.8%

3.6%

4.8%

9.7%

8.9%

9.5%

10.1%

38.6%

0.6%

0.7%

0.7%

2.2%

2.6%

2.7%

3.7%

4.2%

7.3%

7.4%

10.1%

10.4%

43.6%

Gikuyu TV

Nyota TV

MT Kenya TV

Switch TV

KBC TV

Kameme TV

Ebru TV

K24 TV

NTV

KTN News

Inooro TV

KTN Home

Citizen TV

Dec'19 Nov'19 Oct'19

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Share of Free-To-Air TV Channels (July – December 2019)

N=8.0M: Average Daily TV Viewers in Q1(July – September 2019) N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 11b: Citizen TV has gained a 1.6% in share in Q2 , as compared to Q1..

0.8%

1.1%

1.1%

1.9%

2.5%

2.8%

3.1%

5.3%

9.1%

9.3%

10.1%

10.5%

38.5%

0.8%

0.9%

0.9%

2.1%

2.6%

2.9%

3.2%

4.9%

8.6%

8.6%

10.0%

10.4%

40.1%

Nyota TV

Gikuyu TV

MT Kenya TV

Switch TV

Kameme TV

KBC TV

Ebru TV

K24 TV

NTV

KTN News

KTN Home

Inooro TV

Citizen TV

Q4 Q3

Share of Pay TV Channels (October – December 2019)

N=378,125: Average Daily Pay TV Viewers in October 2019 N=511,087: Average Daily Pay TV Viewers in November 2019 N=469,346: Average Daily Pay TV Viewers in December 2019 Chart 12:

1.5%

2.7%

0.8%

1.7%

1.8%

0.3%

1.5%

0.1%

0.4%

0.1%

1.8%

2.5%

3.9%

4.1%

21.7%

1.5%

1.2%

0.2%

0.9%

0.6%

0.5%

1.8%

0.2%

2.9%

0.8%

1.9%

4.1%

1.9%

3.8%

26.5%

0.9%

1.0%

1.0%

1.0%

1.0%

1.2%

1.2%

1.2%

1.4%

1.8%

2.4%

2.5%

4.6%

4.6%

29.2%

SuperSport 5

Easter TV

M-Net Movies Zone_Gotv

Iroko TV

Nat Geo Wild

Star Life TV

Faith TV

CNN International

Eva+

AfricaMagic Family

SuperSport 7

Al Jazeera TV

Zee World TV

Maisha Magic East

SuperSport 3


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Share of Pay TV Channels by Quarter

Chart 12a:

1.2%

1.5%

1.8%

1.8%

1.4%

1.3%

1.8%

3.4%

1.8%

4.7%

3.3%

4.6%

3.7%

21.9%

1.1%

1.3%

1.3%

1.5%

1.5%

1.8%

1.9%

2.0%

2.0%

3.2%

3.2%

3.3%

4.2%

26.2%

Rembo TV

SuperSport 5

SuperSport 4

Easter TV

Faith TV

Eva+

Zee TV

Supersport 9

SuperSport 7

Al Jazeera TV

DSTV action

Zee World TV

Maisha Magic East

SuperSport 3

Q2 Q1

MEDIA CONSUMPTION HABITS BY PRIME TIME AND OTHER TIME SEGMENTS

Chart 13: TV Viewership is predominantly during prime time(1800hrs – 2200hrs), its ranked at averagely over 80% across the 3 months as compared to the rest of the time segments, this is because TV requires active visual participation which is not possible as consumers engage in other activities during the day. There is a slight spike in December due to the holiday period where people spent more time at home

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 14: There is no major difference in terms of consumption during prime time among rural and urban consumers.

88.0%

30.9%

90.5%

30.5%

89.5%

31.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

PrimeTime Otherprogrammingtimeblocks

Oct'19 Nov'19 Dec'19

89.5%

29.0%

89.3%

33.4%

Prime Time Other programming time blocks

Setting Rural Urban

N =8.0M: Average Daily TV Viewers in October 2019 N=9.4M: Average Daily TV Viewers in November 2019 N=8.3M: Average Daily TV Viewers in December 2019

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N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 15: The older segment of 45+ seem to be watching TV during other programming time segments than the others age segments.

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 15:

77.6% 87.4% 90.6% 89.5% 91.1%

39.5% 31.1% 28.8% 28.6% 34.0%

15 to 17 18 to 24 25 to 34 35 to 44 45+

Age Prime Time Other programming time blocks

89.6%

31.8%

89.2%

30.0%

Prime Time Other programming time blocks

Gender Male Female

N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 16: LSM 12+ watch TV during other programming time segments than the lower LSM levels.

87.7% 90.9% 90.4% 89.3% 83.2%

28.6% 25.7% 32.0% 35.9%

45.0%

LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+

LSM Prime Time Other programming time blocks

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Chart 17:

1.1%

1.1%

1.0%

2.3%

1.8%

2.9%

3.4%

8.1%

11.3%

12.2%

11.8%

11.1%

43.7%

0.7%

1.0%

1.7%

3.1%

3.3%

3.1%

3.8%

6.5%

9.7%

11.5%

12.6%

11.4%

46.0%

0.7%

0.9%

1.7%

2.9%

2.9%

3.0%

3.1%

6.2%

10.0%

10.0%

10.4%

11.7%

49.0%

NyotaTV

MTKenyaTV

SuperSport3

EbruTV

SwitchTV

KamemeTV

KBCTV

K24TV

InooroTV

KTNNews

NTV

KTNHome

CitizenTV


Prime Time Stations viewership

N=2.5M: Average Daily TV Viewers at Other time segments in October N=2.9M: Average Daily TV Viewers at Other time segments in November N=2.6M: Average Daily TV Viewers at Other time segments in December Chart 18:

1.8%

3.2%

2.6%

4.9%

2.0%

4.8%

5.3%

3.7%

10.9%

8.2%

12.3%

11.1%

41.2%

1.2%

2.7%

3.5%

4.9%

3.6%

4.9%

5.2%

6.7%

12.0%

9.9%

12.4%

9.8%

45.0%

1.5%

2.0%

3.0%

3.3%

4.8%

5.4%

5.4%

6.9%

9.2%

9.3%

10.8%

11.0%

48.2%

NyotaTV

GikuyuTV

KamemeTV

KBCTV

SuperSport3

EbruTV

K24TV

SwitchTV

NTV

KTNHome

KTNNews

InooroTV

CitizenTV


Otherprogrammingtimeblocksstationsviewership

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Time segment channels viewership at Prime Time

N=7.7M: Average Daily TV Viewers at Prime Time in Q2(October - December 2019) Chart 19 Time segment channels viewership at Other Time blocks

Chart 20:

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

18:00:00 - 18:30:00

18:30:00 - 18:59:59

18:59:59 - 19:30:00

19:30:00 - 20:00:00

20:00:00 - 20:29:59

20:29:59 - 21:00:00

21:00:00 - 21:30:00

21:30:00 - 21:59:59

Citizen TV Inooro TV KTN News KTN Home NTV K24 TV Ebru TV KBC TV Kameme TV SuperSport 3 Switch TV

0.0% 2.0% 4.0% 6.0% 8.0%

10.0% 12.0% 14.0% 16.0% 18.0% 20.0%

00:

00:0

0 - 0

0:30

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30:0

0 - 0

0:59

:59

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1:30

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02:

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9 - 0

3:00

:00

03:

00:0

0 - 0

3:30

:00

03:

30:0

0 - 0

3:59

:59

03:

59:5

9 - 0

4:30

:00

04:

30:0

0 - 0

5:00

:00

05:

00:0

0 - 0

5:29

:59

05:

29:5

9 - 0

6:00

:00

06:

00:0

0 - 0

6:30

:00

06:

30:0

0 - 0

6:59

:59

06:

59:5

9 - 0

7:30

:00

07:

30:0

0 - 0

8:00

:00

08:

00:0

0 - 0

8:29

:59

08:

29:5

9 - 0

9:00

:00

09

:00:

00 -

09:3

0:00

09:3

0:00

- 09

:59:

59

09

:59:

59 -

10:3

0:00

10:3

0:00

- 11

:00:

00

11

:00:

00 -

11:2

9:59

11:2

9:59

- 12

:00:

00

12

:00:

00 -

12:3

0:00

12:3

0:00

- 12

:59:

59

12

:59:

59 -

13:3

0:00

13:3

0:00

- 14

:00:

00

14:

00:0

0 - 1

4:29

:59

14

:29:

59 -

15:0

0:00

15:0

0:00

- 15

:30:

00

15

:30:

00 -

15:5

9:59

15:

59:5

9 - 1

6:30

:00

16

:30:

00 -

17:0

0:00

17:0

0:00

- 17

:29:

59

17

:29:

59 -

18:0

0:00

22:

30:0

0 - 2

3:00

:00

2

3:00

:00

- 23:

29:5

9

23:

29:5

9 - 0

0:00

:00

Citizen TV Inooro TV KTN News NTV KTN Home Ebru TV SuperSport 3 K24 TV Switch TV KBC TV Kameme TV

N=2.7M: Average Daily TV Viewers at Other Time Segments in Q2(October - December 2019)

Favorite TV Station

N=8.1M: Average Daily TV Viewers in December 2019 Chart 21: Favorite TV Station – by Urban/ Rural

N=8.1M: Average Daily TV Viewers in December 2019 Chart 22: Citizen TV is the favorite for Urban and Rural audiences in equal measure, Inooro,NTV,K24 are highly consumed in rural, KTN Channels , Switch and Ebru TV are highly watched in Urban areas.

49.8%

9.0% 9.0% 8.8% 6.0% 3.2% 2.8% 1.6% 1.6% 1.5% 0.8% 0.7% 0.6% 0.5%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

50%

10% 10% 9%5%

2% 4% 2% 2% 1% 1%

50%

7% 7% 9% 8%4%

2% 1% 2% 3%0%

0%

10%

20%

30%

40%

50%

60%

CitizenTVInooroTV NTV KTNNews KTNHomeTV

Switchtv K24TV KBCTV KamemeTV

EbruAfricaTV

Rural Urban

OF 65

N=8.1M: Average Daily TV Viewers in December 2019 Chart 23: Citizen TV is the favorite for female viewers than their male counterparts. KTN News and K24 is the favorite for male viewers.

N=8.1M: Average Daily TV Viewers in December 2019 Chart 24: Citizen TV is the favorite across all the age segments.

46%

9% 8% 11%6%

2%5%

2% 2% 2%

54%

9% 10%6% 6% 5%

0% 2% 1% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

CitizenTV InooroTV NTV KTNNews KTNHomeTV

Switchtv K24TV KBCTV KamemeTV

EbruAfricaTV

FavoriteTVStationbyGenderMale Female

45%

59%

48%51%

45%

10%2%

9% 9%13%

4% 7% 7%11% 12%

5% 8% 9% 9% 9%7% 8% 7% 5% 4%3%7%

3% 3% 1%

12%

0% 1% 1% 3%0% 3% 1% 2% 1%0%

10%

20%

30%

40%

50%

60%

70%

15to17 18to24 25to34 35to44 45+

FavoritebyAgeSegmentCitizenTV InooroTV NTV KTNNews KTNHomeTV SwitchtvK24TV KBCTV KamemeTV EbruAfricaTV SuperSport3

N=8.1M: Average Daily TV Viewers in December 2019 Chart 25: Just as the rest of the demographics , Citizen TV is preferred across all the LSM groups, KTN News is more preferred by higher LSM (12+) as compared to the lower LSM groups. Satisfaction with the Contents on TV

N=8.1M: Average Daily TV Viewers in December 2019 Chart 26: TV Viewers are overwhelmingly satisfied with the content they watch on TV at 85%(Extremely Satisfied and Satisfied), paltry 8% are dissatisfied with the content they watch on TV .

48%52% 51%

46% 47%

5%8%

16%

6%3%

16%

8%5%

9% 8%12%

7% 8% 9%16%

2% 5%8% 8%

5%1%

5% 2% 3% 5%2% 2% 1% 1% 2%0% 0% 3% 3% 1%0%

10%

20%

30%

40%

50%

60%


FavoritebyLSMGroupsCitizenTV InooroTV NTV KTNNewsKTNHomeTV Switchtv K24TV KBCTVKamemeTV EbruAfricaTV SuperSport3 ZeeWorldTV

Extremelydissatisfied4%Disatisfied5%Neithernor

6%

Satisfied40%

ExtremelySatisfied45%

OF 65

N=8.1M: Average Daily TV Viewers in December 2019 Chart 27: TV Viewership is still predominantly on the TV set at over 99% view from the same.Only 0.8% watch on the mobile, this could because of the cost of data .

N=8.1M: Average Daily TV Viewers in December 2019 Chart 28: TV Viewership is still predominantly on the TV set at home at over 84%, followed by 7% in bars/restaurants/hotels, this could be for sports mainly EPL which only featured on DSTV.

0.2% 0.3% 0.8%

98.7%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Onlineviaalaptopordesktopcomputer

Onlineviaatablet Throughamobilephone ThroughaTVset

DeviceusetowatchTV

0.1%

0.1%

0.4%

0.4%

3.4%

5.4%

6.6%

83.7%

School/college

Hospital

Bankinghall

Supermarket/grocerystore/shop

Office/Placeofwork

Someoneelse'shousehold

Bar/Restaurant/Hotel

Atownhome

PlaceofTVViewership

RADIO LISTENERSHIP SECTION Radio Listenership - National

N=19.0M:Past 7 days Media Consumers Chart 21:

1.1%

1.2%

1.6%

1.0%

1.8%

2.5%

3.0%

3.1%

2.6%

3.9%

4.7%

5.9%

11.5%

1.4%

1.4%

1.4%

1.5%

1.9%

2.7%

3.5%

3.1%

3.1%

3.6%

6.7%

6.4%

12.8%

1.1%

1.1%

1.1%

1.5%

1.8%

2.3%

2.3%

2.5%

2.7%

3.3%

5.9%

6.5%

12.0%

ClassicFM

AthianiFM

KassFM

EgesaFM

MusyiFM

RamogiFM

KamemeRadio

RadioTaifa

MileleFM

InooroFM

RadioMaisha

JamboFM

CitizenRadio

Dec'19

Nov'19

Oct'19

OF 65

Radio Listenership by topographies (Regions) - Nairobi

Chart 22:

0.6%

0.9%

2.0%

2.5%

2.2%

0.4%

1.7%

3.6%

4.5%

4.3%

12.3%

17.2%

1.5%

1.3%

1.3%

0.9%

1.8%

2.4%

2.9%

4.1%

3.5%

5.1%

13.3%

14.7%

0.7%

1.0%

1.0%

1.3%

1.4%

2.1%

3.2%

3.4%

3.8%

4.8%

11.5%

16.3%

ClassicFM

Hot96FM

EgesaFM

RadioTaifa

Kameme

RubenFM

MileleFM

RamogiFM

RadioMaisha

GhettoRadio

CitizenRadio

JamboFM

Dec'19Nov'19Oct'19

N=2.1M: Past 7 days Media Consumers in Nairobi Topography

Radio Listenership by topographies(Regions) – Central - (Nyandarua,Nyeri,Kirinyaga,Muranga’,Kiambu,Embu,Laikipia, Nakuru and Kajiado)

N=4.6M:Past 7 days Media Consumers in Central Topography Chart 23:

0.9%

0.2%

0.4%

2.0%

1.9%

0.6%

2.2%

2.6%

1.3%

2.1%

2.9%

2.8%

5.2%

10.1%

13.8%

0.8%

0.1%

0.3%

1.4%

1.9%

1.1%

1.4%

2.4%

2.2%

4.3%

3.4%

3.3%

8.9%

12.5%

12.9%

0.3%

0.4%

0.5%

0.5%

0.9%

1.0%

1.8%

2.0%

2.2%

2.4%

2.4%

4.0%

7.8%

7.9%

12.4%

KigoocoFM

KassFM

ChamgeiFM

MileleFM

RadioTaifa

GhettoRadio

GukenaFM

ClassicFM

CoroFM

RadioMaisha

WimwaroFM

JamboFM

CitizenRadio

KamemeRadio

iNooroFM

Dec'19

Nov'19

Oct'19

OF 65

Radio Listenership by topographies(Regions) - Rift - (Baringo,Uashin Gishu,Elgeyo Marakwet,Nandi,Narok,Kericho and Bomet)

N=2.4M:Past 7 days Media Consumers in Rift Topography Chart 24:

0.2%

1.2%

0.7%

2.4%

1.5%

2.3%

1.9%

3.0%

3.5%

3.7%

4.2%

7.4%

11.0%

6.0%

11.3%

0.5%

0.3%

0.6%

2.0%

1.9%

2.6%

2.5%

3.6%

4.7%

4.1%

5.2%

6.6%

10.4%

9.0%

17.1%

0.7%

0.7%

0.9%

1.2%

1.4%

2.1%

2.5%

3.0%

3.6%

3.8%

5.4%

5.5%

7.5%

8.7%

15.1%

KissFM

RadioKitwek

JesusisLordRadio

TouchFM

ClassicFM

MileleFM

TaachFM

MayianFM

JamboFM

RadioTaifa

ChamgeiFM

EmooFM

KassFM

RadioMaisha

CitizenRadio

Dec'19

Nov'19

Oct'19

Radio Listenership by topographies(Regions) - Western - (West Pokot,Trans Nzoia,Kakamega,Bungoma,Vihiga and Busia)

N=2.3M:Past 7 days Media Consumers in Western Topography Chart 25:

1.7%0.7%

0.2%

1.4%

0.4%

1.5%

1.9%

2.4%

2.7%

2.2%

2.9%

4.3%

9.2%

8.1%

10.8%

19.7%

1.2%

0.6%

0.7%

1.2%

0.4%

1.8%

2.0%

1.8%

2.9%

2.9%

4.0%

5.2%

8.5%

8.5%

11.5%

25.5%

0.6%

0.7%

0.8%

0.9%

1.2%

1.2%

1.6%

2.1%

2.1%

2.7%

3.8%

3.8%

8.2%

8.5%

10.8%

23.4%

RadioMambo

KassFM

RadioMumbo

AnyoreFM

ClassicFM

WestFM

QwetuRadio(Kwetu)

RadioIngo

SulweFM

RadioTaifa

MulembeFM

NyotaFM

MileleFM

RadioMaisha

JamboFM

CitizenRadio

Dec'19

Nov'19

Oct'19

OF 65

Radio Listenership by topographies(Regions) – South Nyanza - (Kisii and Nyamira)

N=749,605:Past 7 days Media Consumers in South Nyanza Topography Chart 26:

0.1%

0.1%

0.3%

0.0%

1.1%

0.9%

3.3%

4.9%

5.8%

3.1%

15.8%

13.9%

17.4%

0.1%

0.0%

0.5%

0.1%

2.4%

1.5%

3.7%

4.7%

7.4%

8.7%

17.6%

21.3%

32.5%

0.2%

0.3%

0.3%

0.6%

0.8%

1.2%

1.8%

4.3%

5.2%

9.9%

18.8%

19.3%

30.7%

TarumbetaRadio

KBCEnglishRadio

SayareRadio

VoiceofVictoryFM

KisimaRadio

KisiiFM

RadioMinto

JamboFM

RadioTaifa

MileleFM

RadioMaisha

CitizenRadio

EgesaFM

Dec'19

Nov'19

Oct'19

Radio Listenership by topographies(Regions) – Lake- (Kisumu.Siaya,Homa Bay and Migori)

N=1.6M:Past 7 days Media Consumers in Lake Topography Chart 27:

0.9%

0.2%

0.3%

1.4%

0.3%

2.9%

0.7%

0.7%

2.4%

6.5%

3.0%

5.6%

12.2%

6.4%

18.2%

0.0%

0.0%

0.8%

0.5%

1.4%

0.8%

3.1%

1.6%

1.4%

1.5%

6.1%

7.2%

13.6%

9.8%

23.8%

0.4%

0.5%

0.5%

0.5%

0.6%

1.1%

1.4%

2.1%

2.7%

3.2%

4.8%

6.7%

7.6%

8.7%

20.7%

JesusisLordRadio

EgesaFM

Light&LifeFM

RadioLakeVictoria/Osienala

ClassicFM

RadioTaifa

DalaFM

MileleFM

TarumbetaRadio

CitizenRadio

RadioMaisha

MayiengaFM

NamLolweFM

JamboFM

RamogiFM

Dec'19

Nov'19

Oct'19

OF 65

Radio Listenership by topographies(Regions) – Coast- (Mombasa,Kilifi,Kwale,Tana River,Lamu and Taita Taveta)

N=1.4M:Past 7 days Media Consumers in Coast Topography Chart 28:

1.4%

0.4%

0.2%

0.2%

1.0%

0.5%

3.0%

0.6%

3.7%

0.5%

5.2%

4.2%

4.3%

12.5%

20.8%

0.5%

2.0%

1.2%

1.7%

1.7%

2.9%

1.7%

1.7%

3.3%

0.6%

4.7%

6.6%

6.3%

11.6%

14.6%

0.6%

0.6%

0.7%

1.0%

1.0%

1.5%

1.6%

1.8%

1.9%

2.0%

2.9%

4.0%

6.1%

7.1%

16.8%

BarakaFM

CountyFM

RadioSalaam

BahariFM

ClassicFM

MusyiFM

MileleFM

AnguoFM

RamogiFM

HomeboyzRadio

RadioTaifa

RadioMaisha

JamboFM

KayaFM

CitizenRadio

Dec'19

Nov'19

Oct'19

Radio Listenership by topographies(Regions) – Lower Eastern- (Kitui, Machakos and Makweni)

N=1.6M:Past 7 days Media Consumers in Lower Eastern Topography Chart 29:

0.1%

0.0%

1.1%

0.0%

0.3%

0.1%

2.0%

2.4%

1.5%

4.2%

3.5%

5.9%

12.3%

13.4%

20.0%

0.7%

0.0%

1.2%

0.8%

0.4%

1.6%

2.3%

1.7%

4.0%

6.0%

4.1%

6.3%

13.7%

14.0%

19.1%

0.2%

0.4%

0.4%

0.6%

0.8%

1.2%

1.5%

2.3%

3.7%

3.9%

4.5%

6.8%

11.3%

12.5%

19.0%

ClassicFM

NationFM

RadioTaifa

MwatuFM

iNooroFM

MileleFM

BibliaHusema/BBHRadio

EneFM

RadioMaisha

CountyFM

JamboFM

MbaituFM

AthianiFM

CitizenRadio

MusyiFM

Dec'19

Nov'19

Oct'19

OF 65

Radio Listenership by topographies(Regions) – Upper Eastern- (Meru,Isiolo and Tharaka)

N=901,009:Past 7 days Media Consumers in Upper Eastern Topography Chart 30:

0.3%

1.8%

0.5%

1.8%

1.4%

1.4%

1.6%

0.3%

4.7%

1.0%

2.7%

4.9%

2.7%

11.4%

13.3%

13.8%

0.7%

1.0%

0.4%

0.3%

0.6%

0.8%

1.5%

1.9%

2.8%

2.1%

3.5%

6.6%

4.2%

10.0%

12.6%

17.9%

0.4%

0.5%

0.6%

0.6%

0.7%

0.7%

0.8%

1.6%

1.8%

1.9%

4.0%

4.6%

5.1%

9.6%

10.6%

15.5%

WeruFM

MileleFM

WendoFM

WegaFM

KamemeRadio

RadioMwariama

ThiiriFM

TulizaFM

iNooroFM

MwagoFM

RadioMaisha

RadioTaifa

JamboFM

CitizenRadio

MeruFM

MuugaFM

Dec'19

Nov'19

Oct'19

Radio stations Listenership by Time blocks

Chart 31: As opposed to Television which is an evening media channel, radio prime time is mostly listened to during the morning hours and thus makes morning shows very competitive, other time segments listenership is higher, this is because you can listen to the radio while working or doing any other activities as opposed TV viewership .

Chart 32: The morning prime time segment is consistent at 70% across the 3 months.

69.7%

27.2%

54.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

PrimeTime(Morning-6am-10am) PrimeTime(Morning-3pm-8pm) Otherprogrammingtimeblocks

69.8%

25.8%

52.8%

69.9%

28.4%

55.4%

69.4%

27.4%

54.3%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks

Oct-19 Nov-19 Dec-19

N=10.1M:Average Daily Radio Listeners in Q4(October – December 2019)

N=10.6M:Average Daily Radio Listeners in October 2019 N=11.8M:Average Daily Radio Listeners in November 2019 N=10.4M:Average Daily Radio Listeners in December 2019

OF 65

Demographics of prime time vs other programming time radio listeners

Chart 33: There is no significant difference in the times of radio listenership patterns in urban and rural.

Chart 34: Female radio listeners are more in the morning prime time and other programing time segments, males are in the evening prime time.

69.3%

27.8%

54.4%

70.3%

26.2%

53.9%


Rural

Urban

Setting

69.5%

26.9%

54.7%

70.0%

27.6%

53.6%


Gender

Male

Female



N=10.1M:Average Daily Radio Listeners in Q4(October – December 2019) Chart 35:


70.8%

28.5%

59.1% 60.1%

30.4%

54.2%

71.5%

22.3%

48.3%

71.7%

27.3%

55.3%

70.8%

29.8%

57.7%


15 to 17 18 to 24 25 to 34 35 to 44 45+

66.7%

30.9%

58.2% 70.5%

27.3%

51.8% 69.2%

28.0%

57.8% 72.3%

21.7%

51.5%

71.2%

23.5%

45.0%


LSM 1 to 2 LSM 3 to 4 LSM 5 to 7

OF 65

Stations listenership by prime time vs other programming time .


20.9%

28.5%

23.9%

12.3%

8.9% 9.3%9.5%10.2% 10.4%

6.5%

4.5%5.8%5.7%

3.9% 3.6%5.3%

4.5% 4.7%5.7%

4.2%5.8%

4.6% 5.2% 5.9%

3.8% 4.0% 3.2%2.5%

1.6%2.5%2.6%

4.0% 3.3%2.1%

4.1%2.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

PrimeTime(Morning-6am-10am) PrimeTime(Morning-3pm-8pm) Otherprogrammingtimeblocks

CitizenRadio JamboFM RadioMaisha InooroFM KamemeRadio RadioTaifa

MileleFM RamogiFM MusyiFM KassFM EgesaFM AthianiFM

Morning Prime Time stations rating…(0600hrs – 1000hrs)

N=7.6M:Average Daily Radio Listeners in Q2(October – December 2019) between (0600-1000hrs) Chart 38: Citizen Radio is the most listened to during the morning shows , followed closely by Radio Jambo which picks from 800am . Evening Prime Time stations rating . (1500hrs – 2200hrs)

N=3.0M:Average Daily Radio Listeners in Q2(October – December 2019) between (1500-2200hrs) Chart 39 Citizen Radio is still rated high in the evening shows, Radio Maisha overtakes Radio Jambo .

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

06:00:00-06:30:00

06:30:00-06:59:59

06:59:59-07:30:00

07:30:00-08:00:00

08:00:00-08:29:59

08:29:59-09:00:00

09:00:00-09:30:00

09:30:00-09:59:59

09:59:59-10:30:00

CitizenRadio JamboFM RadioMaisha InooroFM

MileleFM RamogiFM KamemeRadio EgesaFM

RadioTaifa MusyiFM GhettoRadio

0.0%

5.0%

10.0%

15.0%

20.0%

15:00:00-15:30:00

15:30:00-15:59:59

15:59:59-16:30:00

16:30:00-17:00:00

17:00:00-17:29:59

17:29:59-18:00:00

18:00:00-18:30:00

18:30:00-18:59:59

18:59:59-19:30:00

19:30:00-20:00:00

CitizenRadio RadioMaisha JamboFM RamogiFMEgesaFM GhettoRadio InooroFM MileleFMAthianiFM MusyiFM KamemeRadio

OF 65

Other programming time segments - stations rating . None Prime(Midnight – 5am,1100am – 1400hrs and 2000hrs – Midnight)

N=5.9M:Average Daily Radio Listeners in Q2(October – December 2019) Other time segments outside Morning and Evening Prime time. Chart 40 Citizen Radio leads in other times segments, Radio Jambo and Maisha alternates at certain times of the day .

-1.0%

1.0%

3.0%

5.0%

7.0%

9.0%

11.0%

13.0%

15.0%

CitizenRadio JamboFM RadioMaisha RamogiFM InooroFM

MileleFM EgesaFM KamemeRadio GhettoRadio MusyiFM

Share of listenership

Chart 41

1.5%

1.6%

2.0%

2.4%

2.9%

3.2%

3.3%

4.4%

4.4%

4.6%

5.1%

7.8%

9.2%

19.7%

Kass FM

Classic FM

Athiani FM

Ghetto Radio

Musyi FM

Egesa FM

Radio Taifa

Ramogi FM

Kameme Radio

Milele FM

Inooro FM

Radio Maisha

Jambo FM

Citizen Radio

N=10.1M:Average Daily Radio Listeners in Q2 (October – December 2019)

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Listenership of Commercial Vs Community Stations

Chart 42: Radio stations ownership is Commercial at 93.0 , Community stations are yet to penetrate the market trailing at 0.7%.

CommunityRadio,0.8%

CommercialRadio,93.0%

Foreign/NotClassified,6.2%

N=10.1M:Average Daily Radio Listeners in Q2 (October – December 2019)

Listenership of Community Stations

Chart 43: Ruben FM and Ghetto FM, tops in the ranking of Community Radio Stations. Listenership of Commercial Stations

Chart 44:

29.6%

20.9%17.0%

12.8%7.8% 6.7%

2.0% 1.0% 0.8% 0.5% 0.5% 0.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%

23.6%

12.2% 11.3%7.1% 5.7% 5.5% 4.9% 3.6% 2.7% 2.6% 2.3% 2.2% 1.9% 1.6% 1.6%

0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%

N=117,687:Average Daily Radio Listeners in Q2 (October – December 2019) of Community Radio Statios

N=9.7M: Average Daily Commercial Radio Stations Listeners in Q2 (October – December 2019)

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Favorite Radio Station

N=10.1M:Average Daily Radio Listeners in December 2019 Favorite Radio Station – by Urban/ Rural

N=10.1M:Average Daily Radio Listeners in December 2019 Citizen Radio is the most preferred station, mainly in the rural areas, Radio Maisha, Jambo, Classic are mainly urban stations .

19.8%

11.7% 9.7%5.8% 4.0% 3.9% 3.1% 2.3% 2.2% 2.1% 2.0% 1.9% 1.4%

0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%

21.5%

7.9% 8.6%7.3%

3.8% 3.0% 3.5%1.8% 1.5% 2.2% 2.9% 2.7%

0.1%

17.1%17.8%

11.4%

3.3% 4.2%5.4%

2.5% 3.1% 3.2%2.0%

0.6% 0.7%

3.7%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

CitizenRadio

RadioJambo

RadioMaisha

InooroFM

MileleFM

KamemeFM

RamogiFM

EgesaFM

ClassicFM

MusyiFM

RadioTaifa

KassFM GhettoRadio89.5FM

Rural Urban

N=10.1M:Average Daily Radio Listeners in December 2019

N=10.1M:Average Daily Radio Listeners in December 2019

21%

11%8% 7% 5% 4% 3% 4% 3% 2% 2% 2% 2%

19%12% 12%

5% 3% 4% 4% 1% 1% 3% 2% 2% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

CitizenRadio

RadioJambo

RadioMaisha

InooroFM

MileleFM

KamemeFM

RamogiFM

EgesaFM

ClassicFM

MusyiFM

RadioTaifa

KassFM GhettoRadio89.5FM

FavoriteRadioStationbyGenderMale Female

8%

18%19%

22% 22.4%

8%

23%

13%

9%

5.8%

13%

21%

6%

12%

4.2%

10%

1%

5% 5%

9.2%8%

4% 5%3% 3.2%

1%

4% 4%3%

4.8%

13%

2% 1%

3%

1.1%1% 0%1% 2%

4.6%

0%

5%

10%

15%

20%

25%

15to17 18to24 25to34 35to44 45+

FavoriteRadioStationbyAgeSegmentCitizenRadio RadioJambo RadioMaisha InooroFM MileleFM KamemeFM

RamogiFM EgesaFM ClassicFM MusyiFM RadioTaifa

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N=10.1M:Average Daily Radio Listeners in December 2019 Satisfaction with the Contents on Radio

N=10.1M:Average Daily Radio Listeners in December 2019 Radio Listeners are also satisfied with the radio content and 84% expressing they are either extremely satisfied/satisfied.

17.0%

23.6%20.4%

13.7%

17.8%

6.6%10.0%

12.2%

17.3%

26.5%

14.3%11.3%

5.5%7.1% 7.6%

3.9% 5.1%8.5%

6.6%

2.3%4.8%

2.2%4.0%

6.1% 6.9%

1.6%3.8%

5.9%4.4%

2.8%

7.2%

0.9% 1.3% 0.9% 1.6%2.2% 2.7% 1.9% 1.4% 0.5%0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%


FavoriteRadioStationbyLSMGroupsCitizenRadio RadioJambo RadioMaisha InooroFM MileleFM KamemeFM

RamogiFM EgesaFM ClassicFM MusyiFM RadioTaifa

Extremelydissatisfied5%Disatisfied

5%Neithernor6%

Satisfied39%

ExtremelySatisfied45%

N=10.1M:Average Daily Radio Listeners in December 2019 Radio is mostly listened from the radio set , only 17% listen to through mobile phone.

N=10.1M:Average Daily Radio Listeners in December 2019 Radio is mostly listened through the set, more male listen to through the mobile phone.

80%

17%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Througharadioset/receiver(includingcarstereo)

Throughamobilephone ThroughaTVset

DeviceusetoListentotheRadio

77.7%

20.3%

2.0%

81.9%

14.0%

4.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%



DeviceusetolistentotheradiobyGender

Male Female

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N=10.1M:Average Daily Radio Listeners in December 2019 At least 7 out of 10 of radio listeners of all the age groups listen through the set,the middle ages of 18-34 listen through the mobile phone.

LSM 12+, listen to the radio through the phone by over 30%.

80.0%

19.3%

0.7%

72.0%

23.4%

4.6%

74.6%

21.4%

4.0%

87.1%

10.9%2.0%

84.6%

13.3%2.1%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%



DeviceusetolistentotheradiobyGender

15to17 18to24 25to34 35to44 45+

80.9%

17.3%1.8%

82.8%

14.4%2.8%

77.6%

18.5%3.9%

78.5%

17.1%4.4%

66.8%

32.8%

0.4%0.0%

20.0%

40.0%

60.0%

80.0%

100.0%



DeviceusetolistentotheradiobyLSMGroup


Place of radio listenership by Age group

98.9%

84.3% 84.6%89.9% 89.7%

0.0% 0.0% 0.0% 0.6% 2.0%0.8% 1.1% 2.3% 0.5% 1.3%0.3%

12.3% 11.0%3.7% 5.0%

15to17 18to24 25to34 35to44 45+

Atownhome Bar/Restaurant/Hotel Bus/Taxi/Matatu

Incar-Private Office/Placeofwork Onthemove

School/college Someoneelse'shousehold Supermarket/grocerystore/shop

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N=10.1M:Average Daily Radio Listeners in December 2019 Just as TV Viewership, Radio is still predominantly listened at home at 88%, followed by 8% in the office/place of work.

OVERALL ALLOCATION BY INDUSTRIES

The overall advertising spectrum has been posting multidirectional shifts in terms of ad spends, with Q2 2019/20 posting a marginal 2% decline in allocations with October visibly the slowest month of the quarter, on the other hand, November had the highest estimated revenue generation in the quarter with “A New Look Equity” campaign by Equity Group holdings being associated with the peak in allocations and the subsequent drop in December allocations attributed to the campaign fading off the screens.

0.2%

0.2%

0.7%

0.7%

0.8%

0.8%

1.4%

7.5%

87.8%

School/college

Supermarket/grocerystore/shop

Onthemove

Bar/Restaurant/Hotel

Someoneelse'shousehold

Incar-Private

Bus/Taxi/Matatu

Office/Placeofwork

Atownhome

PlaceofRadioListenership

Table 1: Overall Industry Advertising Spectrum

OVERALL ADVERTISING TRENDS Fig 1 below shows the seismic movements of the advertising trends, which rose consistently through to mid-year and then declined before rising and declining again in a sigmoidal pattern. The trends are greatly influenced by top industries in the advertising space (See Above). Print medium depicts decline in allocations from June when the crackdown on Betting and Gambling kicked off. Figure 1: Year to date Advertising trends.

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ALLOCATIONS BY MEDIUM

As media fragmentation becomes more prevalent than ever, it’s changing the way audiences consume both media and brand messages. Traditional media (Radio, TV, and Print), Out of Home and Digital Media are all jostling for a share of the pie hence advertisers are becoming more strategic in a bid to find effective and impactful medium to reach the masses or new niche markets. Figure 2: Overall Ad allocations by medium

TELEVISION

FTA and Pay TV categories observe similar audience patterns whereby Audience numbers grow as the day progresses with the 1900hrs to 2200 hrs. window being prime time on FTA channels, while late-night sporting activities influenced the self-relative spike in viewership on Pay TV platforms. Figure 3: Overall TV Audience Trends by Time Slots (FTA and Pay TV)

AD SPENDS ON PAY TV On the Pay-Tv platforms, SuperSport outlets remain to be the preferred points of exposure highly influenced by their coverage of live gaming sporting events (i.e. English Premier league) which attracts high viewership. MultiChoice Kenya advancing its point of exposure and bouquets dominated the category ad scene, Other consistent brands during the quarter were “Coca-Cola Taste the Feeling and Guinness Stout” by Coca-Cola and East African Breweries Limited respectively.

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Audiences on Free to Air Audiences on Subscription

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Figure 4: Pay TV Ad Spends Share

AD SPENDS ON FTA CHANNELS Citizen TV remained the most utilized station during the quarter posting the highest Ad volume and consequently higher revenue with Safaricom Skiza Tunes being the most advanced campaign on the channel. Figure 5: FTA TV Channels comparison by Ad Spends.

ADVERTISING ACTIVITIES ACROSS THE DAYOn Figure 6, it is evident that Audience patterns directly correlate with Ad volumes, with prime hours (1800 - 2200hrs) being the most potent time block influenced by the nature of programming and Bulletins Figure 6: Trends of Ad Spends in relation to Ad Volume

TOP INDUSTRIES ON TV Broadcast Media remained as the most advanced category on the Media Industry buoyed by the extensive exposure of Royal Media Services and Standard Group Media outlets, Rigorous exposure of Viusasa across the RMS outlets also influenced the high allocations on the medium. Figure 7: Industry advertising on TV

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TOP COMPANIES ON TV Safaricom Limited maintained its pole position as the top advertiser influenced by its wide array of products with "Safaricom Skiza Tunes Safaricom For You" being its most advanced brands across the three months. Figure 8: Top 10 Companies

AD TYPES ON TV In a bid to create brand awareness different campaigns are advanced utilizing different Ad types or a fusion of different Ad types thus during the quarter Spot ad, which is basically a public notice describing or praising a product and at times where to find them, was highly utilized for brand visibility through the quarter.

Figure 9: Ad Types on TV

ADVERTISING ON RADIO

Breakfast shows command high listenership buoyed by the numerous points of listenership as listeners are largely on the move.

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Figure 10: Overall Audience Trend on Radio.

AD SPENDS ON RADIO PLATFORM Radio remains the best platform for enhancing brand visibility among the virgin niches. The platform is highly penetrative unhindered by geodemographic factors, besides offering a wide array of advertising options which pits it up against other mediums. Vernacular stations were highly preferred for visibility during the quarter largely influenced by advertisers quest for Advertisers to get the best ROI.

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Fig 11: Ad Spends Share by Stations

ADVERTISING ACTIVITIES ACROSS THE DAY Breakfast and Drive shows remain to be the most potent time blocks on radio influenced by the high contact points as a large portion of the populace is the communizing working class. Figure 12: Ad Spends vs Ad Volume distribution across the day by Time Slots

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TOP INDUSTRIES ON RADIO Similar to TV platforms “Safaricom Skiza Tunes and Viusasa” were the most advanced campaigns on Radio, influencing the high allocations on Communication and Media Industries respectively. Rigorous exposure of "Supa 5 (Kenya), Shabiki Christmas Bonus, Tatua and Lotto" campaign influenced the high allocations on the Betting and Gambling Industry. Figure 13: Industries ad spends allocation on Radio.

TOP COMPANIES ON RADIO Safaricom Skiza Tunes was the most advanced campaign on the medium during the quarter, having been advanced across national and regional outlets. Figure 14: Top advertisers on Radio

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AD TYPES ON RADIO Radio boasts of Ad types such as presenter mentions that encourage engagement with the listeners hence the high utilization of such means to reach the consumers. Figure 15: Radio Ad Types

PROGRAM CATEGORISATION

Among the select TV stations, Local content dominates the air space as more stations embrace more local dramas and engage in current affairs debates. The much-watched music shows in the select stations predominantly attracted most campaigns as compared to the other genres.

audience measurement and industry trends report … · 2020-03-19 · (a).audience measurement...

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