nhomlaau fm audience survey - internews...1.introduction to survey and data collection 2.audience...

Nhomlaau FM

Audience Survey

Report Outline

1. Introduction to Survey and Data Collection 2. Audience Characteristics3. Sources of Information4. Access to and Engagement with Media5. Radio Listening Preferences6. Competitor Analysis7. A Closer Look at Nhomlaau FM8. Recommendations

1. INTRODUCTION AND

RESEARCH DESIGN

1.1 Introduction

The Research & Learning (R&L) Group, part of the BBC World Service Trust, conducted a survey with radio listeners in Northern Bahr El Ghazal State in December 2010.

Objectives of the survey:

-To establish an understanding of Nhomlaau FM’s reach with audiences in Northern Bahr El Ghazal State

-To provide Nhomlaau FM with information on audience needs and preferences, in order to help the station serve its audience better

-To collect data on audience radio listening behaviours including- Listening times- Competitor stations

The target population was men and women aged 16+ from across the counties of Northern Bahr El Ghazal State served by Nhomlaau FM: Aweil East, Aweil Centre, AweilSouth and Aweil West.

1.2 Fieldwork Design

In order to reach audiences in both the urban centres and more hard-to-reach rural areas, local interviewers were recruited who could carry out the survey in their own villages and surrounding areas.

Recruiting and training interviewers

Researchers from the R&L Group travelled to Malualkon town, where they recruited 7 interviewers from across Aweil East, South, West and Centre counties. The criteria for selection were:

- Familiarity with the fieldwork area - Knowledge of local languages- Good written and spoken English - Ability to translate the survey questions and record data accurately on the English

questionnaireInterviewers received 2 days training on survey research methods. The training covered interviewing skills, data recording, sampling methods, and an overview of the questionnaire. Training was followed by supervised practice, during which the R&L researcher provided feedback on performance and decided if the candidate qualified for the work.

1.3 Selecting the sample

• Each interviewer returned to their local area to recruit respondents for the survey. They worked in their local area for 5 days, with a target of achieving approximately 8 completed surveys per day. The area in which an interviewer worked was referred to as a ‘cluster’.

• Within each cluster it was desirable to select respondents ‘at random’, so that the sample would have a good mix of people of different ages, sex, occupation and radio listening habits and views.

To achieve a random sample the interviewers were advised to: - Walk in a different direction from their starting point (home) each day- Visit every second household on the way - Select one person at each household to be interviewed. Select someone randomly

by picking a person aged 16+ whose birthday was closest to the date of the interview

• As it was expected that recruiting enough female respondents would be challenging, interviewers were also asked to ensure that at least 3 out of 8 respondents each day were female

1.4 Sampling challenges

•As expected, recruiting females to the survey was very challenging. As males are the head of the household, and so the spokesperson, it was sometimes difficult for the interviewer to recruit a female or younger member of the household for the survey. Using the ‘birthday’ method of selecting a household member, was sometimes helpful in overcoming this challenge. However where there was total refusal to allow another household member to participate the interviewer proceeded with interviewing the head of the household.

•Interviewing at ‘every second household’ was difficult, particularly in sparsely populated areas where households were scattered. For example in some areas the distance between households was more than 20 minutes walk. In these situations interviewers were advised that they could visit every household to achieve their sample.

•Participants were sometimes suspicious about the nature of the survey. In order to improve the chances of getting permission from the head of household interviewers carried letters of introduction from the State Census, Statistics and Evaluation commission and BBCWST.

1.5 Sample profile

§The sample selected was intended to achieve a mix of age groups, gender, education levels, etc, which would closely represent the population of these regions.

§The ratio of respondents recruited across counties closely represented the actual population spread across those areas.

§In total 284 individuals aged 16+ were surveyed. A detailed summary of the sample demographics is provided in this table. 284824112040Base (all respondents)

100%100%100%100%100%Total

0%0%0%1%0%Did not say

20%21%15%23%18%Up to Secondary

32%41%24%27%40%Up to Primary

47%38%51%60%43%No formal educa on

Educa on

12%4%13%13%23%45+

21%24%23%20%18%36-45

36%44%38%36%15%26-35

31%28%28%30%44%16-25

Age brackets

0%0%0%1%0%Did not say

62%57%61%57%87%Male

38%43%39%43%13%Female

Gender

TotalAweilWest

AweilSouth

AweilEast

AweilCenter

1.6 Data collection

ConsentBefore agreeing to take part in the survey each respondent was given some background information on the aims of the research and informed of the following:

§ Participation in the survey is voluntary and not compulsory§ No monetary incentive would be provided but their input would help Nhomlaau FM to improve the radio service for the community§ The information they provided would be confidential and anonymous, and their names would not be used anywhere in the report§ They could skip/refuse any questions that they were not comfortable with, or end the interview at any time

Survey interviewingEach survey took approximately 20 minutes to complete. The interviewer read out the questions to the respondent and marked their responses on the questionnaire.

SecurityInterviewers were asked to check in by phone at the beginning and end of each day with the R&L team based in Malualkon. Any problems or security issues were reported. In case of insecurity in the area, they were asked to stop the work and look for safety.

1.7 Quality control and challenges

Quality ControlThe interviewers returned to Malualkon with the completed surveys once they had completed their five days of fieldwork. The completed questionnaires were checked by the R&L team in Malualkon, at which time any errors or clarifications that were needed were dealt with.

Challenges in conducting the fieldwork§ Security had to be monitored constantly, and action taken when issues arose. Where security incidents occurred, interviewers were advised not to conduct fieldwork until the situation and safety had been assessed.§Environmental conditions made conducting fieldwork difficult, including travelling long distances to interview participants, and working in strong sun during the day.§Absence of the household head during afternoon hours often made it difficult to get permission for some family members to participate. This meant that interviewers sometimes had to return to households on multiple occasions to complete the interview.§Many individuals expected to receive a monetary token of appreciation for their participation. Where money was requested the interviewers explained that this was not possible and stressed the other benefits of participating in the survey. However at times the lack of incentive meant that potential respondents refused to participate.

2. AUDIENCE CHARACTERISTICS

§Dinka was spoken by 100% of the sample surveyed. This was followed by Arabic (58%) and English (43%).

§A small minority (7%) spoke Luo, and these respondents were all based in the Aweil Centre county area.

2.1 Languages spoken

NOTE: The ‘Other language’ category includes speakers of Amharic and Kiswahili

Languages Spoken

0

10

20

30

40

50

60

70

80

90

100

Dinka Arabic English Luo Otherlanguages

Languages spoken

% of respo

nden

ts

Base: All respondents, n=284

2.2 Incomes

§Over half of those surveyed said that they did not know their household’s monthly income (44%) or refused to answer (10%).

§In total, 27% had a household income of less than 500SDG (Sudanese pounds) per month, with 14% earning less than 200SDG per month.

Monthly Household Income

14%

13%

11%

5%

3%10%

44%

0-200 SDG

300-500 SDG

600-800 SDG

900 - 1,200 SDG

1,200+ SDG

Refused

Did not know


2.3 Occupations

Over one quarter (27%) of those surveyed were occupied in agricultural work and 18% worked as traders.

The most common occupation among females was ‘housewife’ (32%).

A greater proportion of males were engaged in education than females (19% vs 5% respectively).

Occupa ons

27

1814 14 12

5

12

0

10

20

30

40

50

Farmer

Trader

Housewife/Homemaker

Student

Teacher

Manual Worker

Other occupations

Occupa ons

% of the

respo

nden

ts

Total

Female

Male


The manual worker category included labourers and tradespeople. The ‘Other’occupation category included: Chiefs, administrative, government and medical personnel.

The average number of years respondents had lived in each county were:

Aweil Centre: 20 years

Aweil East: 14 years

Aweil South: 8 years

Aweil West: 12 years

§This graph shows that Aweil Centre had a greater proportion (60%) of long-term inhabitants than other counties i.e. 11+ years*

§Aweil South had the highest number of people (51%)

2.4 Length of time resident in the area

Time resident in area

23 25

51

2418

3127

40

60

44

22

35

0

10

20

30

40

50

60

70

80

90

100

AweilCenter

AweilEast

AweilSouth

AweilWest

County

% of respo

nden

ts

New to area -less than 3yearsIntermediate -4 to 10 years

Long-term -11+ years


3. SOURCES OF INFORMATION

§Word of mouth and radio are equally popular as key sources of information for people in Northern Bahr El Ghazal state (86% and 95% respectively. The church was the third most popular source (73%)

§Just over one quarter of participants use text messages (26%) and 23% read newspapers.

§All other information sources were used by relatively few respondents, with only 17% gaining information from TV

§The ‘Other’ sources category combines internet, police, army, mosque & billboards/posters

3.1 Popular information sources

Sources of Informa on

86 85

73

26 2317

12

0

10

20

30

40

50

60

70

80

90

100

Word of Mouth

Radio

Church

Text Messages

Newspapers T.V

Other

Informa on Sour ces

% of the respond

ents

Base: all respondents, n=284

3.2 The most used source of information

Radio is the predominant source of information in Northern Bahr El Ghazal, being chosen by 75% of the audience when they were asked which information source they ‘use the most’.

Word of mouth (15%) and the church (5%) also featured. All other sources combined (i.e. television, text message, newspapers and magazines) were mentioned by 5% of the sample as their most used source of information.

•5% of respondents did not answer this questions

Most used source of informa on

75%

15%

5% 5%

Radio

Word of Mouth

Other

Did not say


3.3 Variations in most used source by education level

§Across all education levels radio is the most used source of information, particularly among those educated up to secondary level (100%).

§However those who were less educated were more likely to mention word of mouth as their most used source, with 29% of those with no formal education using word of mouth more than any of the other sources.

Most used source of information, by education level

65%85%

100%

29%9%

3% 2%

0%10%20%30%40%50%60%70%80%90%

100%

No formaleducation

Up to primarylevel

Up tosecondary level

or above

Education level reached

% o

f res

pond

ents

Other

TV

Text

Church

WordofMouth

Radio


3.4 Variations in most used source by age group

§Across the three age groups 16-25, 26-35 and 36-45 years, there is a similar pattern of preference for radio followed by word of mouth (approx 86% vs 14% across each age group).

§However word of mouth appears to be used by the 45+ age group slightly more than the others, with over one quarter reporting it to be the most used source (28%)

Most used source of information, by age group

79% 82% 83%69%

13% 14% 16%28%

4% 2% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16-25 26-35 36-45 45+

Age group

% o

f res

pond

ents

Other

TV

Text

Church

Word ofMouthRadio


§When accessing information on the CPA the same three sources - radio (81%), word of mouth (81%) and church (66%) - were most common for people in Northern Bahr El Ghazal state.

§Newspapers & Magazines, text messages and television were used by a much smaller number of respondents (21% or less). §Other sources include school, police, mosque, public meetings/events, internet, Billboards/posters.

3.5 Types of information sources used – for the CPA

Sources for CPA Informa on

81 81

66

21 20 1711

01020

30405060708090

100

Radio

Word of Mouth

Church

Newspapers

Text message TV

Other

Sources of informa on

% of respo

nden

ts


3.6 Most useful source of information on CPA

§When respondents were asked which source was most useful for their CPA related information, radio was chosen by 75% of the audience.

§Just 13% of the audience said that word of mouth was most useful and only 2% cited other sources (combining tv, text messages, church and newspapers)

§10% of respondents did not answer this question

Most useful sources of infroma on on the CPA

75%

13%

2%10%

Radio

Word of Mouth

Other

Did not say


4. ACCESS TO AND ENAGAGEMENT WITH

MEDIA

Radio is used by 75% of the respondents on a daily basis, and only 16% of the sample reported never listening to the radio.

All other media sources are used much less regularly, with internet being the least accessed (94% reported never using it).

Mobile is the second most frequently used media source, with 41% using mobile on a daily basis.

4.1 Most frequently used media sources

Based on responses to this question, all respondents except those who ‘never’ listened to the radio were defined as ‘Radio Listeners’.

All data in the next section of this report is based on this Radio Listener group (n=238).

Media Usage - frequency

75

41

8 2 0

8

5

88

3

1

8

4 11

3

16

46

79 7894

0

10

20

30

40

5060

70

80

90

100

Radio

Mobile phone T.V

Newspapers

Internet

Type of Media

% of a

ll respon

dents

Never

At least once permonth

At least once perweek

Daily


4.2 Access to radio

Table 1 shows that the majority of those surveyed said that their household had a working radio (74%). However the graph below shows that of those who do not own a radio, 33% still manage to listen to the radio outside of their own household

3%Did not say

250Base

100%Total

23%No working radio

74%Working radio in household

%Table 1: Radio ownership

4%Shortwave only

210Base

100%Total10%Did not say

33%FM & Short wave

53%FM only

%Table 2: WavesOf those who reported having a working radio in their households (n=210), the majority had access to FM only (53%)

Radio ownership and listenership

0%

20%

40%

60%

80%

100%

Radio inHousehold

No radio inhousehold

% o

f all

resp

onde

nts

Non-listener

RadioListener

5. RADIO LISTENING PREFERENCES

§When asked what programmes they listen to on the radio, 89% of radio listeners said that they tune into local news and discussion. Music (76%) and health matters (71%) were the next most popular programme types.

§Agriculture (18%) and sports (16%) were the least popular programme types.

§International news and discussion was of less interest than local news, with only half the number of listeners tuning into the international news (45%)

5.1 What programmes do the audience listen to?

Radio Programme Audiences

89

76 71

4537 37 34

29 28 2818 16

0102030405060708090

100

Local news & Discussions

Music

Health m

aters

International news & Discussions

Religion

Women issues

Culture

Education

English education

Politics

Agriculture

Sports

Programmes

% of respo

nden

ts

Base: Radio listeners, n=238

§The responses to the question ‘Which of these programme formats do you like listening to?’ indicate that audience primarily use the radio as an information source

§The most popular formats were those which provide relevant information such as news (84%) and community announcements (83%), while the entertainment format ‘drama’was enjoyed by only 22%

5.2 What are the most popular programme formats?


22Drama

50Experts

54Phone-ins

83Community Announcements

84News

(%)Formats

§The graph below shows the most popular times for the audience to listen to the radio, based on the 238 radio listeners in the sample.

§Most respondents reported that they listen first thing in the morning, with 6am to 9am being the most popular slot (81%), followed by early evening 6pm to 9pm (63%). Radio listening is lower during the day with less than half of those surveyed listening between 9am and 6pm overall.

5.3 Most popular audience listening times

Radio listening me s

81

43 4250

6358

0

10

20

30

40

50

60

70

80

90

6am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am

Listening me s

% of radio listene

rs


6. COMPETITOR ANALYSIS

§Nhomlaau FM was the most well known (94%)and listened to station(84%) among the audience surveyed. The listenership of Miraya FMwas quite close to that of Nhomlaau FM at 70%.

§Although awareness of radio Omdurman was very high (70%), listenership was low compared to other well known stations (31%)

§Awareness of Miraya FM, Radio Omdurman, Werebe FM and BBC was also high.

6.1 Station awareness and listenership

Note: The ‘other’ station category included Naath FM and Radio Kuajok.

Sta on reach

9486

76 7366

49

24 2114

8 615

84

70

31

52

3626

7 5 4 1 3 5

0102030405060708090

100

Nhomlaau

Miraya

Omdurman

WerebeBBC

Sudan Radio Service

Dabanga

Mayardit

Radio Rumbek

Radio France

Bentiu FM

Other

Radio sta on

% of rad

io listen

ers

Aware ofsta on

Personallylistens tosta on


§When the audience were asked to select the station they listened to the most, Nhomlaau FM was chosen by more than half of respondents (53%).

§Miraya was the second most popular station (21%)

§The ‘other stations’category included Sudan Radio Service and Radio Dabanga

6.2 Most listened to station

Most listened sta on

53%

21%

8%

5%

6%7% Nhomlaau

Miraya

Werebe

BBC

Other sta ons

Did not say


§ Nhomlaau FM commands more listeners than other stations first thing in the morning between 6am and 9am (56%) and in the evening from 6 to 9pm (38%).

§ But listenership to Nhomlaau FM is very low during the daytime, with less than 10% of listeners reporting that they tuned in at times between 9am and 6pm.

6.3 Comparison of listening times

This graph compares the most popular stations on the number of listeners they attract at different time of the day.

Comparison of station listening times

31%

24%

29%26%

23%

34%

56%

9%

4%7%

38%

18%

0%

10%

20%

30%

40%

50%

60%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

Times

% o

f rad

io li

sten

ers

OmdurmanBBCMirayaSRS

NhomlaauWerbere


§ In comparison, Miraya FM has a more consistent spread of listenersacross the day, varying between 34% at the most popular time (9pm-12pm) and 23% at the least popular (6pm-9pm)

§ The profile of Miraya FM listeners differs only in that a greater proportion of Miraya FM fans live in urban areas (35%) compared with Nhomlaau FM listeners (27%)

Nhomlaau FM was the most frequently listened to station, with 76% of radio listeners tuning in at least once per week.

Over half of those surveyed also tuned into Miraya FM at minimum once per week.

The remaining popular stations have a low proportion of listeners who could be called ‘regular’ listeners (between 36% for Werbere FM down to 16% for Sudan Radio Service)

6.4 Frequency of listening

Regular Radio Listening(Daily or at least once per week)

76

56

36

24 19 16

0102030405060708090

100

Nhomlaau Miraya Werbere BBC Omdurman SudanRadio

Service

Radio Station

% o

f rad

io li

sten

ers


7. A CLOSER LOOK AT NHOMLAAU FM

7.1 Who are the Nhomlaau FM audience?

§ This table compares Nhomlaau FM listeners and non-listeners on demographic factors.

§ Nhomlaau FM has a very broad appeal, and the figures here show that listeners and non-listeners to Nhomlaau FM do not differ significantly on age, gender, or education level.

23837201Base (radio listeners only)

100%100%100%TOTAL

24%25%24%Up to secondary level

35%42%34%Up to primary level

40%33%41%No formal education

Education Level

72%68%73%Rural

28%32%28%Urban

Location

10%0%12%45+

22%33%20%36-45

36%33%36%26-35

32%33%32%16-25

Age group

66%65%66%Males

34%35%34%Females

Gender

TotalDoes not listen

Listens to Naath FM

Please note that the high proportion of rural Nhomlaau FM listeners reflects the urban/rural ratio of respondents in the sample.

7.2 Who listens to Nhomlaau FM at what time?- Gender differencesAcross all radio listeners, Nhomlaau FM is listened to most between 6am and 9am (56%).

The following graphs show variations between different audience members

Gender

§ More males than females reported listening to the radio in the morning from 6 to 9am and the evening from 9 to 12pm

§ However there are more female listeners than males in the mid-morning between 9am and 12pm (29% and 7% respectively) which would suggest that this is good slot for programmes aimed at a female audience

Listening me s by gender

57%

19%

3%7%

48%

9%

72%

7% 5% 8%

44%

29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

% of g

roup

who

listen

at this tim

e

Females

Males

Base: Nhomlaau FM listeners, n=201

Age

§ Listening times do not vary greatly by age.

§ However, audience members in the 26-35 age bracket are more likely than the other age groups to listen in the evening from 6pm-9pm (57%) and less likely to listen at night from 9pm-12am (8%)

§ 16-25 year olds listen more than other groups between 9pm and 12am

Listening me s by age

63%

7% 6%10%

57%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

% of g

roup

who

listen

at this tim

e

16-25

26-35

36-45

45+


7.3 Who listens to Nhomlaau FM at what time?- Age differences

LOCATION

§ Listening times for urban and rural populations only varied after 6pm.

§ Urban listeners are significantly more likely to listen from 6pm to 9pm (67%) than rural listeners (37%), many of whom may still be engaged with their work and other duties.

§ One quarter of rural listeners (26%) tune in late at night from 9 to 12pm, compared with only 11% of urban listeners.

7.4 Who listens to Nhomlaau FM at what time?- Location differences

Listening me s by loca on (Urban/Rural)

73%

7%4%

9%

67%

11%

64%

12%5% 8%

37%

26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

% of g

roup

who

listen

at this tim

e

Urban

Rural


§Preferences for programmes among Nhomlaau FM listeners followed the same pattern of programme listening overall

§Local news and discussion programmes are by far the most listened to (88%) followed by music (75%) and health (67%)

§Audience members are not very engaged with the agriculture and sports programmes that are offered by Nhomlaau FM

7.5 Most popular programme types for the Nhomlaau FM audience

Preferred Nhomlaau FM Programmes

88

7567

4433 32 32

21 21 2015 14

0102030405060708090

100

Local news & Discussions

Music

Health m

aters

Culture

International news & Discussions

Religion

Women issues

Education

Politics

English education

Agriculture

Sports

Programmes

% of respo

nden

ts


GENDER

Males and females reported similar levels of preference for 8 out of the 12 programme types they were presented with.

However for the 4 programmes types shown in this graph, there were significant differences.

More males than females said that they listened to news (both local and international), and the male audience for education programmes was double that of the female audience (26% vs 13% respectively).

As expected, females were more likely to listen to programmes on women’s issues (45% vs 26%).

7.6 What is the appeal of Nhomlaau FM programmes for different audience members?

Programme preferences - significant gender di fferences

82%

21%13%

45%

92%

40%

26% 26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Local newsand

discussion

Interna onal news

Educa onW o me n' s Issues

Programme type

% of N

homlaau FM Listene

rs

Female

Male


AGE

When preferences of younger audience members (16-25 years) were compared to the rest of the sample (25+ years), a significant difference was only found in the number that tuned into Nhomlaau FM’s politics programmes.

Only 13% of the youth audience listened to politics compared to 26% across the rest of the sample.

No other programme listening differences were found between the age groups.

7.7 What is the appeal of Nhomlaau FM programmes for different audience members?

Programme preferences - significant age di fferences

13%

26%

0%10%20%30%40%50%60%70%80%90%

100%

Poli cs Pr ogr amme s

% of N

homlaau FM Listene

rs Youthaudiencemembers

Olderaudiencemembers


8. RECOMMENDATIONS

§ Radio is an essential source of information source for people in Northern Bahr El Ghazal state. The audience values the local and community knowledge they can gain by listening, and Nhomlaau FM should continue to play this important information-giving role.

§ However reliance on radio as the most used information source decreases slightly with age. This may be because those in the 45+ age group radio do not feel that radio provides as much relevant information as word-of-mouth. Finding out more about this group’s information needs could improve Nhomlaau FM’s offering.

§Mobile phone usage is quite high in Northern Bahr El Ghazal county, with almost half of respondents using a mobile regularly (although it is not clear whether this is through calls or text messages). Nhomlaau FM could incorporate more audience participation by providing opportunities for listeners to text or phone in to discussion shows, send in community announcements for their areas, give feedback on programmes, etc.

§As Dinka is spoken by 100% of the audience, programming should be primarily be in this language. Producers should be aware that programmes in Arabic or English will only reach approximately half of the potential audience.

8.1 Recommendations for Nhomlaau FM

§ Over 27% of the audience are engaged in agricultural work, however agriculture related programmes attracted a smaller audience than all other programme types (except for sport). This may be because current content about agriculture is not engaging or useful for the audience, or is being broadcast at inappropriate times. This should be explored further.

§Nhomlaau FM’s education programmes currently attract a much smaller female than male audience, and only 5% of females surveyed were engaged in formal education as students. Nhomlaau FM could potentially improve it’s educational programmes so that they cater for, or better target, females who might benefit from informal learning through radio.

§Politics programmes had a very small audience among the youth age bracket (16-25 years). Although interest in politics may be lower amongst young people generally, Nhomlaau FM could explore creating politically focused content which would is relevant and appealing to younger people.

§ Nhomlaau FM’s most popular programmes are local news and discussion, music and health, however interest is much lower for other programmes such as sport, culture and religion and so improvements may be needed in these areas.


§Nhomlaau FM’s main competitor is Miraya FM. It appears that although Nhomlaau FM commands a larger and more regular audience overall, the listenership is concentrated in the early morning and early evening. In contrast, Miraya FM attracts listeners on a very consistent level throughout the day, and has more listeners between 9am and 6pm than Nhomlaau FM. Further research into what Miraya FM offers at these times and some revision of Nhomlaau FM’s daytime programming may help the station gain a larger audience during these periods.

§ Nhomlaau FM has a large audience at some specific times of the day, and during periods when the following programmes are aired.

§ Times: 6am-9am§ Programmes: Local news and discussion, music, health matters

These would be appropriate times to broadcast particular programmes or messages that aim to reach large numbers of people.

§ Programming and advertising targeted at specific groups could be considered during the following periods

§ Females: 9am-12pm, and following programmes on women’s issues§ Males: 6am-9am and 9pm-12am§ Youth (16-25): 9pm-12§ Urban audience: 6pm-9pm§ Rural audience: 9pm-12am


nhomlaau fm audience survey - internews...1.introduction to survey and data collection 2.audience...

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