media habits study_dec, 16

…Measurable Results

MMS Research

The Ghanaian media landscape is witnessing media proliferation and fragmentation coupled with expanding

technologies and evolving demographics; consumers are becoming more sophisticated in their media consumption -

shifting media audience patterns and varied preferences have put a serious challenge to traditional media planning and

campaign execution in the mobile telephony industry.

To ensure that the brand continues to remain relevant and endear itself to subscribers as the brand that continues to

give everyday value, it seeks to monitor the media landscape to have a first-hand insight on media, audience patterns and

preferences as well as MTN and competitors’ media/communication activities.

KEY OBJECTIVE

To establish consumers’ media consumption patterns and preferences that will enhance effective and efficient media

planning and campaigns execution.

Background

Sampling universe

Males and Females aged : 16 - 65+

Survey period: Quarter 4 2016

Sample size: 2250

Geographic coverage

29

54

14

AB C1C2 DE

Social Class

Gender Split Survey was quantitative and has covered 8 key regions

54% 46%Region %

Greater Accra 23

Western 11

Central 9

Eastern 13

Ashanti 19

Brong Ahafo 8

Volta 7

Northern 10

Scope and Methodology

29

54

14

AB

CI/C2

DE

The gap between male and female respondents is 8% and this minimizes opinion bias.

%

21

29

21

1310

5

08-15years

16-24years

25-33years

34-42years

43-51years

52-60years

Social class

68

53 53 53

43 4334

29 2621 19 18

127

3

Wat

ch T

erre

stia

l Tel

evis

ion

Stat

ion

s (f

ree

to a

ir)

List

en t

o R

adio

Re

ceiv

ed S

MS

info

rmat

ion

on

you

r p

ho

ne

Re

ad/s

een

info

rmat

ion

on

bill

bo

ard

Bro

wse

th

e in

tern

et

Re

ad/s

een

info

rmat

ion

on

po

ste

r/h

and

bill

Vis

it p

arks

/re

crea

tio

nal

cen

tre

Wat

ch C

able

Te

levi

sio

nSt

atio

ns

(Pay

TV

)

Ple

asu

re t

rip

s/cl

inic

s

Vis

it t

he

cin

ema

Vis

it c

lub

s

Par

tici

pat

e in

sp

ort

s/ga

mes

(sp

eci

fy)

Re

ad n

ewsp

aper

s

Re

ad m

agaz

ines

Oth

ers

Age group

54% 46%

Respondent’s profile

60

45

33

28

13

71

55

78

75

72

69

47

55

58

11

85

6

57

13

8

40

9

16

6

6

36

12

6

21

89

10

63

2

4

40

9

3

1

1

9

10

4

4

58

36

25

4

2

23

4

83

85

73

39

43

24

7

28

43

56

6

2

47

4

80

88

76

31

25

4

4

98

2

79

8

14

19

16

6

6

8

6

6

6

6

82

36

79

5

3

16

6

7

5

3

2

6

9

7

1

100

16

74

11

11

38

12

64

63

12

15

16

6

6

Watch Terrestial Television Stations (free to air)

Watch Cable Television Stations (Pay TV)

Listen to Radio

Read newspapers

Read magazines

Browse the internet

Visit the cinema

Received SMS information on your phone

Read/seen information on billboard

Read/seen information on poster/handbill

Visit parks/recreational centre

Pleasure trips/clinics

Visit clubs

Participate in sports/games (specify)

Others

Greater Accra

Western

Central

Koforidua

Ashanti

Brong Ahafo

Volta

Northern

Base: 2250Terrestrial TV stations are mostly watched in northern region followed by Brong Ahafo while cable TV stations are mostly watched in Greater Accra. Radio is largely listen

to in Volta region while newspaper and magazine are read mostly in Greater Accra.

%Media patronage by region



Listen to Radio

Read newspapers

Read magazines

Browse the internet

Visit the cinema






Visit clubs


Others

71

30

54

8

8

54

23

55

49

37

29

27

19

25

0

60

28

49

12

8

61

15

55

59

48

28

33

22

18

0

70

28

54

12

5

30

17

51

50

40

36

19

21

19

4

65

41

54

14

8

30

18

58

53

46

49

23

10

20

7

79

21

54

19

8

27

24

46

50

44

43

19

18

13

6

74

21

57

6

7

17

18

50

50

42

28

33

22

20

8

08-15 years 16-24 years 25-33 years 34-42 years 43-51 years 52-60 years

Base: 2250Terrestrial TV is watched majorly by respondents within age 43 – 51 years while cable TV is watched majorly by respondents within age 34 – 42 years. Radio is being

patronized more by respondent within age 52 – 60 years.

%Media patronage by Age group

55

50

35

21

7

71 35

62 5958 50 35

3743

870

23

57

7

8

35 12

5150

41 2923

12

10

1

82

11

68

87

15 1048 57

27 21 2112

7

Wat

ch T

erre

stia

l Tel

evis

ion

Stat

ion

s (f

ree

to a

ir)

Wat

ch C

able

Tel

evis

ion

Sta

tio

ns

(Pay

TV

)

List

en t

o R

adio

Rea

d n

ewsp

aper

s

Rea

d m

agaz

ines

Bro

wse

th

e in

tern

et

Vis

it t

he

cin

ema

Rec

eive

d S

MS

info

rmat

ion

on

yo

ur

ph

on

e

Rea

d/s

een

info

rmat

ion

on

bill

bo

ard

Rea

d/s

een

info

rmat

ion

on

po

ster

/han

db

ill

Vis

it p

arks

/rec

reat

ion

al c

entr

e

Ple

asu

re t

rip

s/cl

inic

s

Vis

it c

lub

s

Par

tici

pat

e in

sp

ort

s/ga

mes

(sp

ecif

y)

Oth

ers

DE

C1C2

AB

Base: 2250

More than half of the respondents that watch terrestrial television stations (free to air) falls within ‘DE’ social class while 50 percent of respondents that watch cable television (pay TV) falls within ‘AB’ social class. Higher percentage (68%) of respondents that listen to radio are DE social class while respondents that read newspaper falls

within AB social class.

%Media patronage by social class

8605241

6761548

6703446

6703429

5484908

5460032

4317361

3696022

3281935

2474280

2446878

2376304

1510900

945769




Listen to Radio


Browse the internet





Visit clubs

Visit the cinema

Read newspapers

Read magazines

67.69%

53.19%

52.73%

52.73%

43.15%

42.95%

33.96%

29.07%

25.82%

19.46%

19.25%

18.69%

11.89%

7.44%




Listen to Radio


Browse the internet





Visit clubs

Visit the cinema

Read newspapers

Read magazines

Share of PenetrationPenetration

Base: 2250Terrestrial TV has the highest penetration (67.69%) followed by SMS on phone, billboard (52.73%), and radio (52.73%)

respectively.

Media penetration

2321617

2237694

2149982

2124531

2051220

1776700

1714456

1638998

1633905

1398510

1342274

994083

837230

377622






Browse the internet


Visit the cinema

Visit clubs



Listen to Radio

Read newspapers

Read magazines

78.06%

75.24%

72.29%

71.43%

68.97%

59.74%

57.65%

55.11%

54.94%

47.02%

45.13%

33.42%

28.15%

12.70%






Browse the internet


Visit the cinema

Visit clubs



Listen to Radio

Read newspapers

Read magazines


Base: 540In Greater Accra, SMS information on phone has the highest penetration (78.06%) followed by billboard (75.24%), poster/handbill (72.29%), and the internet

(71.43%) respectively.

Media penetration (Greater Accra)

1235586

833367

576576

520647

307581

227981

193022

168522

125836

123040

90226

89208

81797

80266


Listen to Radio

Browse the internet




Read newspapers


Visit the cinema

Read magazines




Visit clubs

85.15%

57.43%

39.73%

35.88%

21.20%

15.71%

13.30%

11.61%

8.67%

8.48%

6.22%

6.15%

5.64%

5.53%


Listen to Radio

Browse the internet




Read newspapers


Visit the cinema

Read magazines




Visit clubs


Base: 225Terrestrial TV stations has the highest penetration share (85.15%) in Western region followed by radio (57.43%), and the internet (39.73%) respectively.

Media penetration (Western region)

1034566

731464

464154

119593

114493

107230

103317

50909

50909

47195

31362

28523

11183

6298


Listen to Radio

Browse the internet




Visit the cinema

Visit clubs


Read magazines


Read newspapers



89.05%

62.96%

39.95%

10.29%

9.86%

9.23%

8.89%

4.38%

4.38%

4.06%

2.70%

2.46%

0.96%

0.54%


Listen to Radio

Browse the internet




Visit the cinema

Visit clubs


Read magazines


Read newspapers




Base: 200In central region, terrestrial TV stations has the highest penetration share (89.05%) which is followed by radio (62.96%) and the internet (39.95%) respectively.

Media penetration (central region)

1371112

1338554

1173299

938821

687556

631330

578986

405525

382717

366344

108153

62675

62559

39412




Watch Terrestial Television Stations (free toair)




Listen to Radio

Visit clubs

Browse the internet


Read newspapers

Visit the cinema

Read magazines

85.40%

83.37%

73.08%

58.47%

42.82%

39.32%

36.06%

25.26%

23.84%

22.82%

6.74%

3.90%

3.90%

2.45%








Listen to Radio

Visit clubs

Browse the internet


Read newspapers

Visit the cinema

Read magazines


Base: 225Billboard has the highest penetration share in Eastern region followed by phone SMS (83.37%), poster/handbill respectively.

Media penetration (Eastern region)

2104223

1926065

1822679

1332507

1120150

1026419

736678

675549

588612

134257

97823

89289

85198

54033




Listen to Radio

Browse the internet





Read newspapers


Visit clubs

Visit the cinema

Read magazines

87.94%

80.49%

76.17%

55.69%

46.81%

42.90%

30.79%

28.23%

24.60%

5.61%

4.09%

3.73%

3.56%

2.26%




Listen to Radio

Browse the internet

Watch Terrestial Television Stations (free toair)




Read newspapers


Visit clubs

Visit the cinema

Read magazines


Base: 520In Ashanti region, billboard has the highest penetration when compared to other media.

Media penetration (Ashanti region)

967200

775689

183816

157841

139470

75714

75714

57023

57023

57023

57023

57023

57023

19966


Listen to Radio

Browse the internet

Visit the cinema

Read magazines

Read newspapers






Visit clubs



97.98%

78.58%

18.62%

15.99%

14.13%

7.67%

7.67%

5.78%

5.78%

5.78%

5.78%

5.78%

5.78%

2.02%


Listen to Radio

Browse the internet

Visit the cinema

Read magazines

Read newspapers






Visit clubs




Base: 205

Terrestrial TV recorded the highest penetration rate in Brong Ahafo when compared with other media. This is followed by radio (78.58%) and the internet trailing largely behind.

Media penetration (Brong Ahafo)

722999

698366

322580

145280

80387

65953

60958

56322

49174

46477

40483

26001

22678

19401


Listen to Radio


Browse the internet

Visit clubs




Visit the cinema


Read newspapers

Read magazines



81.58%

78.80%

36.40%

16.39%

9.07%

7.44%

6.88%

6.36%

5.55%

5.24%

4.57%

2.93%

2.56%

2.19%


Listen to Radio


Browse the internet

Visit clubs




Visit the cinema


Read newspapers

Read magazines




Base: 180Terrestial TV recorded the highest penetration rate (81.58%) in Volta region and this is closely followed by radio (78.80%) and cable TV respectively.

Media penetration (Volta region)

1253820

932428

797988

785508

479181

205798

202097

193831

153381

152461

138996

138996

72382

72382


Listen to Radio



Browse the internet




Visit the cinema


Read newspapers

Read magazines

Visit clubs


100.00%

74.37%

63.64%

62.65%

38.22%

16.41%

16.12%

15.46%

12.23%

12.16%

11.09%

11.09%

5.77%

5.77%


Listen to Radio



Browse the internet




Visit the cinema


Read newspapers

Read magazines

Visit clubs



Base: 155

In Northern region, terrestrial TV recorded the highest penetration rate (100%) followed by radio (74.37%), SMS information on phone, and billboard (62.65%) correspondingly.

Media penetration (Northern region)

32

21

45

79

5

25

19

24

28

0

6

0

8

14

14

2

0

1

0

13

7

9

14

0

0

0

6

5

21

39

0

0

0

3

32

41

31

9

0

35

41

58

18

10

74

1

59

7

26

2

0

46

34

59

8

7

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Early morning (4am-9.59am)

Late morning (10am-11.59am)

Early afternoon (12noon-1.59pm)

Late afternoon (2pm-3.59pm)

Early evening (4pm-6.59pm)

Late evening (7pm-9.59pm)

Night/midnight (10pm-12am)

Night/midnight (12.01-3.59am)

Base: 1692

On Fridays, Saturdays, and Sundays, higher percentage of respondents watched TV late in the evening. On Tuesdays and Thursdays, a sizeable percentage of the respondents watched TV at night/midnight.

%Time when TV is Regularly watched (%)

Base: 1692

15

44

26

85 101

Less than 1hr 1-2 hours 3-4 hours

5-6 hours 7- 8 hours 9-10 hours

11-12 hours More than 12 hours

Time spent watching TV

5 7

10

3110

6

21

10

>15 mins 15 mins 20 mins 30mins

40 mins 50 mins 60 mins (1hr) Others

Switching pattern

A sizeable percentage of respondents watch TV for at least 30 minutesbefore switching to another TV station.

Large percentage of respondents spent 1 – 2 hours watchingTV daily.

TV watching behavior

99 99 98 96 96 93 90 88 8781 80 77

3627

GTV TV3 GHOne MetroTV

Viasat1

UTV ETVGhana

TVAfrica

Net2TV

CrystalXtra

CrystalPrime

CrystalPlus

CoastalTV

AdomTV

100 99 9792

8779

65

4 3 1 1

TV3 UTV GTV Viasat 1 CoastalTV

Metro TVTV Africa GHOne Adom TV CrystalPrime

CrystalXtra

100 10095

8983

48

28

4 2

TV3 UTV GTV Metro TV GHOne Viasat 1 TV Africa Adom TV CrystalPrime

100 100 100

89

GTV TV3 Metro TV TV Africa

Accra Western

Central Eastern

% Share of Reception of Stations by Regions…1/3

100 100 9892

57

34 31 3126 22 21 21 20 20

GTV MetroTV

TV3 TVAfrica

GHOne Viasat1

UTV AdomTV

CrystalPrime

CoastalTV

CrystalXtra

Net2TV

CrystalPlus

ETVGhana

98 94 9387

81 78 7465

5751

24 24 20 8

TV3 UTV GTV MetroTV

CrystalXtra

CrystalPrime

CrystalPlus

Viasat1

TVAfrica

GHOne Net2TV

ETVGhana

CoastalTV

AdomTV

100 100 100 98

49

2

GTV TV3 UTV TV Africa Metro TV Crystal Prime

100 98

8377

6960

39

TV3 GTV Viasat 1 UTV TV Africa Metro TV GHOne

Ashanti Brong Ahafo

Volta Northern


21

30

45

47

47

48

50

77

78

78

85

87

99

99

Adom TV

Coastal TV

Crystal Prime

Crystal Xtra

Crystal Plus

ETV Ghana

Net 2TV

Viasat 1

TV Africa

GHOne

Metro TV

UTV

GTV

TV3

6

12

14

18

18

20

21

38

47

73

78

82

97

99

Adom TV

Net 2TV

ETV Ghana

Crystal Plus

Coastal TV

Crystal Xtra

Crystal Prime

GHOne

Viasat 1

TV Africa

UTV

Metro TV

GTV

TV3

2

3

4

5

6

6

15

27

63

63

64

76

97

99

Adom TV

ETV Ghana

Net 2TV

Crystal Plus

Crystal Prime

Crystal Xtra

Coastal TV

GHOne

TV Africa

UTV

Viasat 1

Metro TV

GTV

TV3

High Value Band (AB) Middle Value Band (C1C2) Low Value Band (DE)

Base: 1692

There is no significant difference between the TV stations watched by different social class as revealed above. TV3 and GTV tops the station watched by high, middle, and low value band.


Base: 1692UTV has the highest reach in Accra and Central regions while GTV has the highest reach in Western region and TV3 has the highest reach in Eastern region.

78

65

4032

27 27

UTV TV3 GTV Viasat 1 GHOne Metro TV

Accra76

7066

3225

17

GTV TV3 UTV GHOne Metro TV Viasat 1

Western

97

7670 67

61

46 43

UTV TV3 Viasat 1 GTV Coastal TV Metro TV TV Africa

Central

85

5348

42

TV3 GTV Metro TV TV Africa

Eastern

Reach of Stations (Using the watched most often response)

46 45

37

12

TV3 GTV Metro TV TV Africa

9287

55 5346

TV3 UTV GTV Crystal Xtra Metro TV

93 92

49

5

UTV TV3 GTV TV Africa

76

27

1 1 1

TV3 UTV GTV GHOne Viasat 1

Ashanti Brong Ahafo

Volta Northern

Base: 1692TV3 recorded the highest reach in Ashanti, Volta, Northern regions while UTV has the highest reach in Brong Ahafo.

Reach of Stations (Using the watched most often response)

1

1

7

10

10

10

11

22

25

28

34

50

63

64

Crystal Plus

Adom TV

Crystal Prime

Net 2TV

ETV Ghana

Coastal TV

TV Africa

GHOne

Crystal Xtra

Viasat 1

Metro TV

GTV

UTV

TV3

1

1

3

4

5

8

9

10

18

19

30

53

61

83

ETV Ghana

Adom TV

Net 2TV

Crystal Plus

Crystal Prime

Crystal Xtra

GHOne

Coastal TV

TV Africa

Viasat 1

Metro TV

GTV

UTV

TV3

1

1

1

2

3

4

7

11

11

15

27

46

64

Crystal Prime

Net 2TV

Adom TV

ETV Ghana

Crystal Xtra

GHOne

Coastal TV

TV Africa

Viasat 1

Metro TV

GTV

UTV

TV3

High Value Band (AB) Middle Value Band (C1C2) Low Value Band (DE)

Base: 1692There is no significant difference between station received by high value, middle value, and low value band respondents. The most received stations

include TV3, UTV, GTV, Metro TV, and Viasat 1.

Value band for station (who do we reach)

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

GTV TV3 Metro TV TV Africa Viasat 1 Coastal TV UTV

TV Viewership- Pan Ghana weekdays(Time band on weekdays)

Base: 1692TV3 recorded the highest viewership on all days of the week except Friday when GTV recorded the highest viewership.

TV viewership is highest between 8.00 – 8:15 pm.

Time

GTV TV3 Metro TV TV Africa Crystal Prime Crystal Xtra Crystal Plus GHOne Net 2TV ETV Ghana Viasat 1 Coastal TV UTV

Base: 1692Between 6.00 – 7.00am, 10.00 – 11.00am, 1.00 – 2.00 p.m, and 3.00 – 4.00pm, 8 – 9 p.m, UTV has the highest viewership.

Value band for stations (who do we reach)


GTV TV3 Metro TV TV Africa Crystal Prime Crystal Xtra Crystal Plus GHOne Viasat 1 Coastal TV UTV

Base: 1692In the past one month, TV3 attract more audience when compared to other stations on all days of the week except Friday when GTV recorded the highest viewership.

TV Viewership – Past one month

38

66

69

53

53

42

41

1

61

59

80

87

92

92

51

84

22

15

45

45

26

2

19

19

44

48

12

4

1

8

17

33

50

2

14

26

35

2

18

9

1

32

6

64

37

5

6

5

60

8

83

61

95

87

93

2

28

2

1

1

7

Greater Accra

Western

Central

Eastern

Ashanti

Brong Ahafo

Volta

Northern

GTV

TV3

Metro TV

TV Africa

Crystal Prime

Crystal Xtra

Crystal Plus

GHOne

Viasat 1

Coastal TV

UTV

Adom TV

Base: 1692In the past one month, UTV recorded the highest viewership in Greater Accra, Central, and Brong Ahafo regions. On the other hand, TV3 recorded the highest viewership

in the Northern, Volta, Brong Ahafo, Ashanti, and Eastern region. GTV only record highest viewership in Western region.

TV Viewership – Past one month (Per region)

GTV TV3 Metro TV TV Africa CrystalPrime

Crystal Xtra Crystal Plus GHOne Net 2TV ETV Ghana Viasat 1 Coastal TV UTV Adom TV

AB

C1C2

DE

Base: 1692

Note: AB: High Value Band, C1C2:Middle Vale Band, DE: Low Value Band

TV Viewership – Past one month (Value Band)


7 9 10

2

20 19

81

51

11

37

GHOne

Coastal TV

Crystal Xtra

TV Africa

Metro TV

Viasat 1

GTV

UTV

TV3

Base: 1692TV3 maintain its lead as the most watched TV station for the past seven days except Friday when GTV lead.

GTV TV3 Metro TV TV Africa Crystal Xtra GHOne Viasat 1 Coastal TV UTV Net 2TV

AB C1C2 DE

TV Viewership – Past seven days

30

52

6845

43 31

41

1

61

54

78

87

91

92

50

8221

9

44

44

21

0

18

2630

1

13

9

129

6

64

29

5

80 6095

84

83

2

27

Greater Accra Western Central Eastern Ashanti Brong Ahafo Volta Northern

UTV

Coastal TV

Viasat 1

GHOne

Crystal Xtra

TV Africa

Metro TV

TV3

GTV

Base: 1692For the past seven days, UTV recorded the highest viewership in Greater Accra and Central region while TV3 recorded the highest viewership

in Eastern, Ashanti, Brong Ahafo, Volta, and Northern regions.

TV Viewership – Past seven days (Per region)

28

29

18

20

10

50

30

74

61

73

45

64

31

57

15

6

21

21

34

5

17

12

6

36

16

10

11

1

1

5

10

2

1

2

1

5

13

16

10

6

5

19

56

35

12

55

47

37

58

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

SaturdayGTV

TV3

Metro TV

TV Africa

Crystal Prime

Crystal Xtra

GHOne

Viasat 1

Coastal TV

UTV

GTV TV3 Metro TV TV Africa Crystal Xtra GHOne Net 2TV Viasat 1 Coastal TV UTV

AB C1C2 DE

Base: 1692

TV Viewership – Watched yesterday

Greater Accra

Western

Central

Eastern

Ashanti

Brong Ahafo

Volta

Northern

27

49

63

18

36

10

41

1

51

48

66

87

82

80

30

78

16

9

44

25

13

17

17

43

18

2

1

25

23

1

12

9

1

7

6

6

4

28

6

63

13

1

79

57

93

84

71

1

21

GTV

TV3

Metro TV

TV Africa

GHOne

Net 2TV

ETV Ghana

Viasat 1

Coastal TV

UTV

Base: 1692

TV Viewership – Watched yesterday (per region)

2

23

512

1 0

41

1

10

22

20

51

39

37

24

70

2

24

2

21

17

17

9

342

38

60

26

63

1

24

Greater Accra Western Central Eastern Ashanti Brong Ahafo Volta Northern

UTV

Viasat 1

GHOne

Metro TV

TV3

GTV

Base: 1692During week days, TV3 is mostly watched in Central, Eastern, Ashanti, Brongg Ahafo, and Norther region while GTV is mostly

watched in Western and Volta region. In Greater Accra, TV3 is mostly watched during week days.

TV Viewership – week days (per region)

1

23

6

3

1

45

1

26

25

32

54

38

41

23

69

2

4

16

1

18

8

17

2

9

3

8

2

5

2

1

2

37

29

38

36

55

1

25

Greater Accra

Western

Central

Eastern

Ashanti

Brong Ahafo

Volta

Northern

GTV

TV3

Metro TV

GHOne

Viasat 1

UTV

Base: 1692On weekend, UTV recorded highest viewership in Greater Accra, Western, Central, Ashanti, and Brong Ahafo region while TV3 recorded highest viewership

in Eastern and Northern region. However, GTV has the highest viewership in Volta region.

TV Viewership – week ends(per region)

Good line up / organisation ofprograms

crystal clear vision/ good qualityreception

show nice entertainingprograms

Show nice interesting programs Their news broacst is detailed,both local and foreign

Good sports program/show

AB C1C2 DE

Base: 1461

Reasons for TV Viewership – Value Band

1

2

3

3

8

10

98

Others

Recreation centre

School

Viewing centre

Friends/relation house

At work

At home

62

38

Yes No

Influenced by advert

Base: 1692Nearly all respondents watched TV at home while more than half of the respondents asserted that they have been influenced by a TV advert to make

informed purchase.

1

4

5

5

16

69

Others specify

I dont watch/walkout/leave to do other

things

I don't pay attention tothe adverts

Though I watch, I feelunhappy/furious

I tune to other TV stationchannels

I sit back to watch theadvert with keen interest

Reaction to advert

Usual Places of watching TV and Reaction to advert

1

1

4

8

10

12

19

21

28

33

43

54

Religion

Documentary

Kiddies

Drama

Ghana Soap Opera

Comedy

Musicals/entertainment

Talk Shows/Game shows

Action/Other movies

Foreign Soap Opera

Sports

News/current affairs

Weekdays

5

6

6

8

15

18

19

31

34

37

41

Kiddies

Drama

Religion

Comedy

Ghana Soap Opera

Talk Shows/Game shows

Foreign Soap Opera

Action/Other movies

Musicals/entertainment

Sports

News/current affairs

Weekends

Most Watched programme

TV3 UTV GTV TV3 UTV GTV Metro TV TV3 UTV GTV

TV3 GTV UTV TV3 UTV GTV TV3 UTV GTV

First to break news Most preferred for Sport Indepth news

Most preferred for documentary

Most preferred for musicals

Most preferred for talk show

Base: 1692TV3 remains the most preferred stations on all programs watched by respondents.

Preferred stations for specific programme…1/2

TV3 UTV GTV TV3 UTV GTV TV3 UTV GTV

TV3 UTV GTV TV3 UTV GTV TV3 UTV GTV

Ghana movies/soap opera Promoting Ghana stars Foreign movies/soap opera

Promoting Ghanaian culture

Most preferred for comedy

Most preferred for clarity

Base: 1692

Preferred stations for specific programme…2/2

4.0

0-

5.0

0am

5.0

0-

6.0

0am

6.0

0-

7.0

0am

7.0

0-

8.0

0am

8.0

0-

9.0

0am

9.0

0-

10

.00

am

10

.00

-1

1.0

0am

11

.00

-1

2.0

0p

m

12

.00

-1

.00

pm

1.0

0-

2.0

0p

m

2.0

0-

3.0

0p

m

3.0

0-

4.0

0p

m

4.0

0-

5.0

0p

m

5.0

0-

6.0

0p

m

6.0

0-

7.0

0p

m

7.0

0-

8.0

0p

m

8.0

0-

9.0

0p

m

9.0

0-

10

.00

pm

10

.00

-1

1.0

0p

m

11

.00

pm

-1

2.0

0am

12

.00

am-

1.0

0am

1.0

0-

2.0

0am

2.0

0-

3.0

0am

3.0

0-

4.0

0am

Ad

om

fm

Atl

anti

s ra

dio

87.

9

Cit

i fm

97.

3

Hit

z fm

10

3.9

Joy

fm 9

9.7

Mo

nti

e fm

10

0.1

Oka

y fm

101

.7

Pea

ce f

m 1

04

.3

Rad

io g

old

90.

5

Swee

t m

elo

die

s 9

4.3

X f

m 9

5.1

X

Y fm

107

.9

Kas

apa

FM 1

02

.3 A

ccra

Cla

ss/A

din

kra

FM 9

1.3

Ote

c fm

102

.9 A

shan

ti…

Y fm

102

.5

New

mer

cury

91

.5

K f

m 1

03.7

Hel

lo f

m 1

01.

5

An

gel f

m 9

6.1

Bo

ss f

m 9

3.7

Gar

den

city

92.

1

Spir

it f

m 8

8.3

Twin

city

94

.7 (

Wes

tern

…

Bea

ch f

m 1

05.

5

Go

od

new

s fm

96.

3

Skyy

po

wer

93

.5

Ad

om

fm

Y f

m 9

7.9

Ark

fm

107

.1

Rad

io b

ar 9

3.5

Met

ro f

m

Ad

epa

fm

Rad

io s

avan

nah

91.

2

Zaa

fm

Eagl

e fm

87.

7

Ah

om

ka f

m 9

9.5

Atl

fm

100

.5

Live

fm

10

7.5

Vo

lta

pre

mie

r fm

98

.1

Kek

eli

rad

io 1

02.9

Tosh

fm

10

3.9

Lorl

orn

yo f

m 9

3.3

Po

ly f

m 8

7.7

Ago

o

Base: 1469Total listenership is highest at 6.00 – 7.00pm and 6.00 – 7.00am. Adom FM recorded the highest listenership followed by Citi FM.

Total listenership (per period & per station)

4.0

0-

5.0

0am

5.0

0-

6.0

0am

6.0

0-

7.0

0am

7.0

0-

8.0

0am

8.0

0-

9.0

0am

9.0

0-

10

.00

am

10

.00

-1

1.0

0am

11

.00

-1

2.0

0p

m

12

.00

-1

.00

pm

1.0

0-

2.0

0p

m

2.0

0-

3.0

0p

m

3.0

0-

4.0

0p

m

4.0

0-

5.0

0p

m

5.0

0-

6.0

0p

m

6.0

0-

7.0

0p

m

7.0

0-

8.0

0p

m

8.0

0-

9.0

0p

m

9.0

0-

10

.00

pm

10

.00

-1

1.0

0p

m

11

.00

pm

-1

2.0

0am

12

.00

am-

1.0

0am

1.0

0-

2.0

0am

2.0

0-

3.0

0am

3.0

0-

4.0

0am

Ad

om

fm

Atl

anti

s ra

dio

87

.9

Cit

i fm

97.

3

Hit

z fm

10

3.9

Joy

fm 9

9.7

Mo

nti

e fm

10

0.1

Oka

y fm

101

.7

Pea

ce f

m 1

04.

3

Rad

io g

old

90

.5

Swee

t m

elo

die

s 9

4.3

Nea

t fm

10

0.9

Vis

ion

On

e FM

93

.5…

Nh

yira

fm

10

4.5

Fox

fm 9

7.9

Do

ve f

m 8

9.5

Ligh

t fm

94

.9

Luv

fm 9

9.5

Kes

sben

fm

93.

3

Met

ro f

m 9

4.1

Ash

h f

m 1

01.

1

Ase

da

fm 1

05.9

Go

od

new

s fm

96.

3

Skyy

po

wer

93

.5

Ad

om

fm

Y f

m 9

7.9

Sky

fm 9

6.7

Met

ro f

m

Rad

io s

avan

nah

91

.2

Zaa

fm

Eagl

e fm

87.

7

Ah

om

ka f

m 9

9.5

Atl

fm

100

.5

Vo

lta

pre

mie

r fm

98

.1

Kek

eli

rad

io 1

02.9

Tosh

fm

10

3.9

Go

od

life

fm

Base: 1469Total listenership is highest at 6.00 – 7.00pm and 6.00 – 7.00am. Adom FM recorded the highest listenership followed by Citi FM.

Total listenership (per period & per station) absolute

Base: 1263

In Accra, Peace FM lead the market followed by Adom FM. In Western region, Sky power is the market leader while Ahomka FM leads in Central region. In Eastern region, Goodlife FM led the market.

Ad

om

fm

Pea

ce f

m 1

04

.3

Oka

y fm

10

1.7

Cit

i fm

97

.3

Ase

mp

a fm

94

.7

Sun

ny

fm 8

8.7

Hap

py

fm 9

8.9

Joy

fm 9

9.7

Om

an f

m 1

07

.1

Hit

z fm

10

3.9

Ho

t fm

93

.9

90 8983 81

73 73 71 71 71 70 70

Skyy

po

wer

93

.5

Go

od

new

s fm

96

.3

Ase

da

fm 1

05

.9

Ro

k fm

98

.7

Hel

p f

m 1

03

.9

Spic

e fm

91

.9

Bea

ch f

m 1

05

.5

Par

ago

n f

m 9

9.9

Mel

od

y fm

91

.1

71 68 6661

5444

33 30 27

Ah

om

ka f

m 9

9.5

Rad

io C

entr

al9

2.5

Yes

fm 1

02.

9

Eagl

e fm

87.

7

Som

pa

fm 9

0.9

(Cen

tral

reg

ion

)

Atl

fm

10

0.5

Cap

e fm

93

.3

Live

fm

107

.5

Pin

k fm

96

.9

100 96 95 94 9387 86 82

16

Go

od

life

fm

Emak

fm

97

.7

Oth

ers

1

Sun

ris

e fm

Po

ly f

m 8

7.7

Ago

o

Ob

ou

ba

fm 9

1.7

1

East

ern

fm

10

5.1

(Eas

tern

reg

ion

)

8677

7159

3729

24 22

Accra Western

Central Eastern

Radio stations coverage/reception by region…1/2

Base: 1469Nhyira FM has the highest coverage in Ashanti followed closely by Kessben FM. In Brong Ahafo, Moonlight FM leads the market followed by Space FM. In

Volta region, Volta star radio is the market leader while four radio stations top in the northern region.

Nh

yira

fm

10

4.5

Kes

sben

fm

93

.3

Ote

c fm

10

2.9

Ash

anti

reg

ion

Hel

lo f

m 1

01

.5

Fox

fm 9

7.9

Bo

ss f

m 9

3.7

Ligh

t fm

94

.9

Met

ro f

m 9

4.1

Ash

h f

m 1

01

.1

An

gel f

m 9

6.1

97 92 88 88 86 84 83 82 81 80

Mo

on

ligh

t fm

10

2.3

Spac

e fm

Rad

io b

ar 9

3.5

Ark

fm

10

7.1

Dim

pa

fm 9

1.3

Sun

city

fm

Sky

fm 9

6.7

Sto

rm f

m 1

01

.9

Met

ro f

m

10091 90

85 8576 73 72

67

Vo

lta

star

rad

io91

.3

Vo

lta

pre

mie

rfm

98

.1 (

volt

a)

Tosh

fm

10

3.9

Ho

pe

fm 9

3.1

Kek

eli

rad

io1

02

.9

Us

fm 1

00

.3

Ku

ul f

m

Lorl

orn

yo f

m93

.3

9885 82 80

74 71 69 66

Rad

io ju

stic

e9

8.5

Rad

io s

avan

nah

91.2

Mig

ht

fm 9

0.5

No

rth

star

rad

io9

2.1 Za

a fm

Dia

mo

nd

fm

93.7

Kes

mi r

adio

100 100 100 100 100 9682

Ashanti Brong Ahafo

VoltaNorthern

Radio stations coverage/reception by region…2/2

Base: 1469

There is a significant difference between radio stations received by high, middle, and low value respondents. For high value, they are endeared to Peace FM, Citi FM, Adom FM and Okay FM; medium value respondents are endeared to Nhyria FM; while low value respondents are endeared to six stations as shown above.

X fm 95.1

Uniiq fm 95.7

Joy fm 99.7

Prime fm 89.1

Radio gold 90.5

Sena radio 104.7 now atinka fm

Sweet melodies 94.3

Atlantis radio 87.9

Choice fm 102.3

Hitz fm 103.9

Hot fm 93.9

Asempa fm 94.7

Happy fm 98.9

Oman fm 107.1

Sunny fm 88.7

Okay fm 101.7

Adom fm

Citi fm 97.3

Peace fm 104.3

33

35

38

38

38

38

39

41

41

41

41

42

42

42

45

46

49

49

49

High Value Band

Y fm 102.5

K fm 103.7

Kapital fm 97.1

Dove fm 89.5

Luv fm 99.5

Radio bar 93.5

Space fm

New mercury 91.5

Angel fm 96.1

Ashh fm 101.1

Moonlight fm 102.3

Fox fm 97.9

Light fm 94.9

Boss fm 93.7

Metro fm 94.1

Otec fm 102.9 Ashanti region

Hello fm 101.5

Kessben fm 93.3

Nhyira fm 104.5

17

17

17

18

18

18

18

19

19

19

19

20

20

20

20

21

21

22

23

Medium Value Band

Light fm 94.9

Boss fm 93.7

New mercury 91.5

Luv fm 99.5

Angel fm 96.1

Ashh fm 101.1

Otec fm 102.9 Ashanti region

Dove fm 89.5

Fox fm 97.9

Hello fm 101.5

Kessben fm 93.3

Nhyira fm 104.5

Kesmi radio

Diamond fm 93.7

Radio justice 98.5

Radio savannah 91.2

Might fm 90.5

Northstar radio 92.1

Zaa fm

16

16

17

17

17

17

18

18

19

19

20

22

39

43

44

44

44

44

44

Low Value Band

Radio stations coverage/reception by social clas

86

41 38 3727

22 22 2

Goodlifefm

Emak fm97.7

Sun rise fm Poly fm87.7

Others 1 Eastern fm105.1

(Easternregion)

Agoo Obouba fm91.71

81 77 7769 64 62 59 56

Sompafm 90.9(Centralregion)

RadioCentral

92.5

Ahomkafm 99.5

Yes fm102.9

Cape fm93.3

Eagle fm87.7

Atl fm100.5

Live fm107.5

45

33 32

22 2116 15 15

Skyypower93.5

Goodnewsfm 96.3

Spice fm91.9

Rok fm98.7

Twincity94.7

(Westernregion)

Melodyfm 91.1

Help fm103.9

Radiosilver 92.3

Base: 1469

72

4942

3831

21 19 19 18

Adomfm

Peacefm 104.3

Happyfm 98.9

Citi fm97.3

Starr fm103.5

Joy fm99.7

Atlantisradio87.9

Okay fm101.7

AccraFM

100.5Accra

Accra Western

CentralEastern

Reach of Radio Stations: (Using the listened to most often responses…1/2)

Base: 1469

7769 65

56 55 55 52 5145

Nhyirafm 104.5

Kessbenfm 93.3

Hello fm101.5

Fox fm97.9

Otec fm102.9

Ashantiregion

Boss fm93.7

Ashh fm101.1

Light fm94.9

Dove fm89.5

AshantiBrong Ahafo

Volta Northern

90 89 8883

75 74 71 70

Moonlightfm 102.3

Space fm Radio bar93.5

Ark fm107.1

Dimpa fm91.3

Suncity fm Sky fm96.7

Storm fm101.9

42

28 28

19

Kekeli radio 102.9 Volta star radio 91.3 Tosh fm 103.9 Hope fm 93.1

3230 29

9

Zaa fm Radio justice 98.5 Radio savannah91.2

Northstar radio92.1

Reach of Radio Stations: (Using the listened to most often responses…2/2)

10

14

14

14

14

19

22

25

27

36

Uniiq fm 95.7

Kasapa FM 102.3 Accra

Accra FM 100.5 Accra

Class/Adinkra FM 91.3 Accra

Vision One FM 93.5

Starr fm 103.5

Citi fm 97.3

Happy fm 98.9

Peace fm 104.3

Adom fm

Base: 1469

High Value Band Medium Value Band Low Value Band

14

14

14

14

14

15

16

16

17

17

17

18

19

Boss fm 93.7

Sky fm 96.7

Dimpa fm 91.3

Storm fm 101.9

Suncity fm

Otec fm 102.9 Ashanti…

Hello fm 101.5

Ark fm 107.1

Moonlight fm 102.3

Radio bar 93.5

Space fm

Kessben fm 93.3

Nhyira fm 104.5

11

11

12

12

13

14

14

15

16

19

K fm 103.7

Boss fm 93.7

Dove fm 89.5

Light fm 94.9

Ashh fm 101.1

Fox fm 97.9

Radio savannah 91.2

Radio justice 98.5

Hello fm 101.5

Nhyira fm 104.5

Reach of Radio Stations: (Using the listened to most often responses…by social class

1

3

4

9

29

44

82

Others

In own motor vehicle

Friends/relation house

School

In public motor vehicles (taxi, busetc)

At work

At home

2

4

4

7

8

11

22

42

11-12 hours

5-6 hours

7- 8 hours

More than 12 hours

9-10 hours

3-4 hours

Less than 1hr

1-2 hours

3

3

3

5

9

26

31

>15 mins

20 mins

50 mins

15 mins

40 mins

30mins

60 mins (1hr)

Switching spanHours spent listening to radioLocation

Base: 1469 A sizeable proportion of respondents listen to radio at home for at least 1 – 2 hours daily. The earlier they switched from one radio station to another is 30 minutes.

Respondent’s listening behavior

Yes80%

Cable TV Reception

80% of respondents revealed they receive digital stations on their TV set.

Greater Accra Western Ashanti

Cable TV Reception per region

Cable TV is largely received inGreater Accra followed by Ashantiand Western region respectively.

Cable TV reception: Per region

4.0

0-

5.0

0am

5.0

0-

6.0

0am

6.0

0-

7.0

0am

7.0

0-

8.0

0am

8.0

0-

9.0

0am

9.0

0-

10

.00

am

10

.00

-1

1.0

0am

11

.00

-1

2.0

0p

m

12

.00

-1

.00

pm

1.0

0-

2.0

0p

m

2.0

0-

3.0

0p

m

3.0

0-

4.0

0p

m

4.0

0-

5.0

0p

m

5.0

0-

6.0

0p

m

6.0

0-

7.0

0p

m

7.0

0-

8.0

0p

m

8.0

0-

9.0

0p

m

9.0

0-

10

.00

pm

10

.00

-1

1.0

0p

m

11

.00

pm

-1

2.0

0am

12

.00

am-

1.0

0am

1.0

0-

2.0

0am

2.0

0-

3.0

0am

3.0

0-

4.0

0am

4sy

te T

V

Ad

om

TV

AG

OO

TV

AL-

Jaz

eera

An

gel T

V

BB

C (

TAG

GED

)

CA

PIT

AL

TV

Car

too

n N

etw

ork

Fam

ily T

V

Fire

TV

GB

C24

GTV

All

GTV

Go

vern

GTV

Lif

e

GTV

Sp

ort

s +

Ho

meb

ase

TV

Joy

Pri

me

Kan

tan

ka T

V

Ligh

t TV

Max

TV

Ob

on

u T

V

Oce

ans

TV

Pra

ise

TV

Smile

TV

TV7

Total viewership (per period and per station: absolute

4syte TV Adom TV AGOO TV AL- Jazeera Angel TV BBC (TAGGED) CAPITAL TV

Cartoon Network Family TV Fire TV GBC24 GTVAll GTV Govern GTV Life

GTV Sports + Homebase TV Joy Prime Kantanka TV Light TV Max TV Obonu TV

Oceans TV Praise TV Smile TV TV7

Value band for stations (who do we reach)

4.0

0-5

.00

am

5.0

0-6

.00

am

6.0

0-7

.00

am

7.0

0-8

.00

am

8.0

0-9

.00

am

9.0

0-1

0.0

0am

10

.00

-11

.00

am

11

.00

-12

.00

pm

12

.00

-1.0

0p

m

1.0

0-2

.00

pm

2.0

0-3

.00

pm

3.0

0-4

.00

pm

4.0

0-5

.00

pm

5.0

0-6

.00

pm

6.0

0-7

.00

pm

7.0

0-8

.00

pm

8.0

0-9

.00

pm

9.0

0-1

0.0

0p

m

10

.00

-1.0

0p

m

11

.00

pm

-12

.00

am

12

.00

am-1

.00

am

1.0

0-2

.00

am

2.0

0-3

.00

am

3.0

0-4

.00

am

4syte TV Adom TV AGOO TV AL- Jazeera Angel TV BBC (TAGGED)

Cartoon Network Family TV Fire TV GBC24 GTVAll GTV Govern

GTV Life GTV Sports + Homebase TV Joy Prime Kantanka TV Light TV

Max TV Obonu TV Oceans TV Praise TV Smile TV TV7

Value band for stations (who do we reach) absolute

Base: 1018Overall, Adom TV is mostly preferred across the regions. Specifically, Adom TV is mostly preferred in Greater Accra region while 4syte TV is mostly preferred

in Western and Ashanti region.

1

1

1

1

1

2

2

3

3

3

5

5

5

5

7

23

31

AGOO TV

GTV Govern

Kantanka TV

Praise TV

TV7

Light TV

Oceans TV

AL- Jazeera

GTV Sports +

Obonu TV

Family TV

GBC24

Homebase TV

Max TV

Angel TV

4syte TV

Adom TV

22

42

1

6

5

2

5

3

1

8

2

2

30

19

2

2

9

4

2

2

4

8

3

9

1

3

2

23

20

2

14

4

1

10

1

1

8

1

4

1

4

3

2

1

4syte TV

Adom TV

AGOO TV

AL- Jazeera

Angel TV

Family TV

Fire TV

GBC24

GTV Govern

GTV Sports +

Homebase TV

Kantanka TV

Light TV

Max TV

Obonu TV

Oceans TV

Praise TV

TV7

Greater Accra

Western

Ashanti

TV Viewership – Preferred stations

73

82

63

40

31

21

27

15

37

15

18

11

29

32

37

33

18

14

11

46

34

46

20

4

15

52

64

34

12

30

8

2

7

24

9

23

5

14

6

10

43

5

23

28

34

36

26

18

6

15

40

75

40

37

41

11

13

9

32

15

22

4

8

4

11

28

6

17

17

25

30

30

20

12

16

4syte TV

Adom TV

AGOO TV

AL- Jazeera

Angel TV

BBC (TAGGED)

CAPITAL

Cartoon Network

Family TV

Fire TV

GBC24

GTVAll

GTV Govern

GTV Life

GTV Sports +

Homebase TV

Joy Prime

Kantanka TV

Light TV

Max TV

Obonu TV

Oceans TV

Praise TV

Smile TV

TV7

Greater Accra

Western

Ashanti

Base: 1018 In the past one month, Adom TV recorded the highest viewership in all the three regions

TV Viewership- Past one month (Per region)

5668

43 25

12

11

10

10

25

5

17

4

11

13

30

34

11

6 5

44

2736

13

1118

49

59

26

9

26

0

0

7

22

9

15

12

2

9

41

5

23 23

32

31 2318 4

15

26

6226

23 28

1

33

26 8 16 2

62 7

27

2

1411

22 2127

11

10

13

4sy

te T

V

Ad

om

TV

AG

OO

TV

AL-

Jaz

eera

An

gel T

V

BB

C (

TAG

GED

)

CA

PIT

AL

Car

too

n N

etw

ork

Fam

ily T

V

Fire

TV

GB

C2

4

GTV

All

GTV

Go

vern

GTV

Lif

e

GTV

Sp

ort

s +

Ho

me

bas

e TV

Joy

Pri

me

Kan

tan

ka T

V

Ligh

t TV

Max

TV

Ob

on

u T

V

Oce

ans

TV

Pra

ise

TV

Smile

TV

TV7

Ashanti Western Greater Accra

Base: 1018For the past seven days, Adom TV recorded the highest viewership in Greater Accra and Ashanti regions

TV Viewership- Past seven days (Per region)

4syte TV

AGOO TV

Angel TV

Family TV

GBC24

GTV Life

Homebase TV

Kantanka TV

Max TV

Oceans TV

Smile TV

56

69

22

13

21

3

8

2

10

4

1

39

19

2

4

1

44

8

30

12

16

24

33

42

15

2

20

2

7

6

5

3

8

31

3

15

11

14

17

11

13

2

9

22

49

7

10

31

2

16

7

14

3

1

12

20

3

12

9

19

18

24

11

12

15

Greater Accra

Western

Ashanti

Base: 1018

TV Viewership- Watched yesterday

39

13

1

4

1

6

0

4

1

1

10

1

13

3

14

24

8

1

6

5

2

2

3

1

8

3

2

9

4

1

1

5

14

28

3

8

5

8

2

2

1

1

9

1

2

2

5

5

2

1

2

4syte TV

Adom TV

AGOO TV

AL- Jazeera

Angel TV

Family TV

Fire TV

GBC24

GTV Govern

GTV Sports +

Homebase TV

Kantanka TV

Light TV

Max TV

Obonu TV

Oceans TV

Praise TV

Smile TV

TV7

Greater Accra

Western

Ashanti

Base: 1018

TV Viewership- Week days (Per region)

21

10

3

3

2

2

3

4

8

9

4

23

2

3

2

11

22

6

4

1

4

5

1

4

14

9

3

8

2

3

1

1

2

10

32

3

3

8

1

10

1

1

8

2

4

3

4

3

2

3

4syte TV

Adom TV

AGOO TV

AL- Jazeera

Angel TV

Family TV

Fire TV

GBC24

GTV Govern

GTV Sports +

Homebase TV

Kantanka TV

Light TV

Max TV

Obonu TV

Oceans TV

Praise TV

Smile TV

TV7

Greater Accra

Western

Ashanti

Base: 1018

TV Viewership- Weekends (Per region)

media habits study_dec, 16

Documents