AUDIENCE MEASUREMENT AND INDUSTRY TRENDS REPORT FOR Q2 2019-2020
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
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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.
(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
PAGE 4 OF 65 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
Oct'19 Nov'19 Dec'19 80.0%
70.0% 62.2% 60.0% 56.0% 54.8% 49.7% 50.0% 42.1% 43.8% 40.0%
30.0% 26.4% 21.4% 22.8% 20.0% 8.2% 10.0% 6.7% 6.6% 0.1% 0.0% 0.0% 0.0% Radio Incidence Television Incidence Newspaper Incidence magazine Incidence online Incidence
N=19.0:Past 7 days media Consumers as per Establishment Survey 2015 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
PROFILE OF AUDIENCES FOR FREE-TO-AIR AND PAY TV RADIO AND TELEVISION DATA.
Q3-(July– September 2019)
Pay TV, 5.4%
Free-to-Air, 94.6%
N=8.0M: Average Daily TV Viewers in Q1(July - September 2019)
Q4-(October – December 2019)
Pay TV, 5.3%
Free-to-Air, 94.7%
N=8 .1M: Average Daily TV Viewers in Q2(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.
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THE CURRENT AUDIENCE DEMOGRAPHICS FOR FREE TO AIR AND PAY TV STATIONS
Rural
Pay TV, 4.6%
Free-to-Air, 95.4%
Urban
Pay TV, 6.1%
Free-to-Air, 93.9%
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 Pay TV
98% 93% 94% 96% 96%
2% 7% 6% 4% 4%
15 to 17 18 to 24 25 to 34 35 to 44 45+
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.
Male
Pay TV, 7.0%
Free-to-Air, 93.0%
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 .
Female
Pay TV, 3.2%
Free-to-Air, 96.8%
N=8.1M: Average Daily TV Viewers in Q2(October - December 2019)
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Free-to-Air Pay TV
96.3% 90.0% 94.1% 97.1% 96.1%
3.7% 10.0% 5.9% 2.9% 3.9%
15 to 17 18 to 24 25 to 34 35 to 44 45+
Free-to-Air Pay TV
98.0% 91.8% 97.4% 91.0% 85.5%
14.5% 8.2% 9.0% 2.0% 2.6%
LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+
Chart 6: LSM 8-11 and LSM 12+ watch more of Pay TV than the rest of lower LSM levels.
Free-to-Air Pay TV
96.9% 97.7% 98.1% 99.2% 91.8% 94.8% 94.5% 95.9% 93.6% 94.1% 85.2%
14.8% 8.2% 6.4% 5.9% 3.1% 5.2% 5.5% 4.1% 2.3% 1.9% 0.8%
Nairobi Central Rift Western South Lake Lower Coast Upper North North Nyanza Eastern Eastern Eastern Western
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.
Free-To-Air stations Viewership
48.2% Citizen TV 45.4% 43.6% 11.9% KTN Home 11.6% 11.3% 10.4% Inooro TV 9.7% 11.0% 10.1% NTV 12.7% 11.4% 9.9% KTN News 11.4% 12.1% 6.0% K24 TV 6.5% 7.9% Dec'19 3.3% KBC TV 4.4% 4.0% Nov'19 3.1% Ebru TV 3.2% 2.4% Oct'19 3.0% Kameme TV 3.2% 2.9% 2.9% Switch TV 3.2% 1.8% 0.9% Nyota TV 0.8% 1.2% 0.9% MT Kenya TV 1.1% 1.1% 0.8% Gikuyu TV 1.0% 1.3% 0.6% Lolwe TV/LTN 0.6% 0.6%
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 .
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Pay TV – Channels Viewership
Dec'19 Nov'19 Oct'19 33.3% 31.2% SuperSport 3 23.4% 10.4% 8.3% Maisha Magic East 9.0% 5.4% 2.5% AfricaMagic Family 0.6% 5.3% 2.9% Zee World TV 3.9% 4.7% 8.9% Al Jazeera TV 3.0% 4.1% 2.0% Eva+ 1.4% 3.0% 2.1% SuperSport 7 1.7% 2.6% 0.4% CNN International 0.3% 2.4% 1.7% Faith TV 4.0% 2.1% 1.5% Nat Geo Wild 2.5% 2.1% 1.1% Everplus 1.4% 2.0% 0.8% Star Life TV 0.3% 1.9% 0.2% Zuku Swahili 0.3% 1.8% 2.0% Rembo TV 2.6% 1.7% 1.4% Africa Magic Swahili 1.2%
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 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.
Citizen TV Inooro TV KTN Home KTN News NTV 40.00% 35.00% 30.00% K24 TV Ebru TV KBC TV Kameme TV Switch TV 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 00:00:00 00:30:00- 00:30:00 00:59:59- 00:59:59 01:30:00- 01:30:00 02:00:00- 02:00:00 02:29:59- 02:29:59 03:00:00- 03:00:00 03:30:00- 03:30:00 03:59:59- 03:59:59 04:30:00- 04:30:00 05:00:00- 05:00:00 05:29:59- 05:29:59 06:00:00- 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- 14:00:00 14:29:59- 11:00:00 - 11:29:59 11:29:59 - 11:00:00 10:30:00 - 11:00:00 10:30:00 11:00:00 - 12:00:00- 11:29:59 09:00:00 09:30:00 - 09:30:00 09:59:59 - 09:59:59 10:30:00 - 12:00:00 12:30:00 - 12:30:00 12:59:59 - 12:59:59 13:30:00 - 13:30:00 14:00:00 - 14:29:59 15:00:00 - 15:00:00 15:30:00 - 15:30:00 15:59:59 - 16:30:00 17:00:00 - 17:00:00 17:29:59 - 17:29:59 18:00:00 - 15:59:59 16:30:00 - 18:00:00 18:30:00 - 18:30:00 18:59:59 - 18:59:59 19:30:00 - 19:30:00 20:00:00 - 20:00:00 20:29:59 - 20:29:59 21:00:00 - 21:00:00 21:30:00 - 21:30:00 21:59:59 - 21:59:59 22:30:00 - 22:30:00 23:00:00 - 23:00:00 23:29:59 - 23:29:59 00:00:00 -
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 .
SuperSport 3 Maisha Magic East AfricaMagic Family Zee World TV Eva+ DSTV action Al Jazeera TV CTV Everplus SuperSport 7 Supersport 9
20.00%
15.00%
10.00%
5.00%
0.00%
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.
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Share of Free-To-Air TV Channels (October – December 2019)
Dec'19 Nov'19 Oct'19
43.6% Citizen TV 38.6% 40.1% 10.4% KTN Home 10.1% 10.0% 10.1% Inooro TV 9.5% 10.4% 7.4% KTN News 8.9% 8.6% 7.3% NTV 9.7% 8.6% 4.2% K24 TV 4.8% 4.9% 3.7% Ebru TV 3.6% 3.2% 2.7% Kameme TV 2.8% 2.6% 2.6% KBC TV 3.3% 2.9% 2.2% Switch TV 2.5% 2.1% 0.7% MT Kenya TV 0.9% 0.9% 0.7% Nyota TV 0.7% 0.8% 0.6% Gikuyu TV 0.9% 0.9%
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 .
Share of Free-To-Air TV Channels (July – December 2019)
Q4 Q3
40.1% Citizen TV 38.5% 10.4% Inooro TV 10.5% 10.0% KTN Home 10.1% 8.6% KTN News 9.3% 8.6% NTV 9.1% 4.9% K24 TV 5.3% 3.2% Ebru TV 3.1% 2.9% KBC TV 2.8% 2.6% Kameme TV 2.5% 2.1% Switch TV 1.9% 0.9% MT Kenya TV 1.1% 0.9% Gikuyu TV 1.1% 0.8% Nyota TV 0.8%
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..
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Share of Pay TV Channels (October – December 2019)
Dec'19 Nov'19 Oct'19 29.2% SuperSport 3 21.7% 26.5% 4.6% Maisha Magic East 3.8%4.1% 4.6% Zee World TV 1.9%3.9% 2.5% Al Jazeera TV 2.5%4.1% 2.4% SuperSport 7 1.8%1.9% 1.8% AfricaMagic Family 0.1%0.8% 1.4% Eva+ 0.4% 2.9% 1.2% CNN International 0.1%0.2% 1.2% Faith TV 1.5%1.8% 1.2% Star Life TV 0.3%0.5% 1.0% Nat Geo Wild 0.6%1.8% 1.0% Iroko TV 0.9%1.7% 1.0% M-Net Movies Zone_Gotv 0.2%0.8% 1.0% Easter TV 1.2%2.7% 0.9% SuperSport 5 1.5%
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:
Share of Pay TV Channels by Quarter
Q2 Q1
26.2% SuperSport 3 21.9% 4.2% Maisha Magic East 3.7% 3.3% Zee World TV 4.6% 3.2% DSTV action 3.3% 3.2% Al Jazeera TV 4.7% 2.0% SuperSport 7 1.8% 2.0% Supersport 9 3.4% 1.9% Zee TV 1.8% 1.8% Eva+ 1.3% 1.5% Faith TV 1.4% 1.5% Easter TV 1.8% 1.3% SuperSport 4 1.8% 1.3% SuperSport 5 1.5% 1.1% Rembo TV 1.2%
Chart 12a:
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MEDIA CONSUMPTION HABITS BY PRIME TIME AND OTHER TIME SEGMENTS
100.0% 88.0% 90.5% 89.5% Oct'19 Nov'19 Dec'19 90.0% 80.0% 70.0% 60.0% 50.0%
40.0% 30.9% 30.5% 31.5% 30.0% 20.0% 10.0% 0.0% Prime Time Other programming time blocks 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 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
Setting
Rural Urban
89.5% 89.3%
29.0% 33.4%
Prime Time Other programming time blocks
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.
Age
Prime Time Other programming time blocks
87.4% 90.6% 89.5% 91.1% 77.6%
39.5% 34.0% 31.1% 28.8% 28.6%
15 to 17 18 to 24 25 to 34 35 to 44 45+
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.
Gender
Male Female
89.6% 89.2%
31.8% 30.0%
Prime Time Other programming time blocks
N=8.1M: Average Daily TV Viewers in Q2(October - December 2019) Chart 15:
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LSM
Prime Time Other programming time blocks
90.9% 90.4% 89.3% 87.7% 83.2%
45.0% 32.0% 35.9% 28.6% 25.7%
LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+
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.
Prime Time Stations viewership
Dec'19 Nov'19 Oct'19
49.0% Citizen TV 46.0% 43.7% 11.7% KTN Home 11.4% 11.1% 10.4% NTV 12.6% 11.8% 10.0% KTN News 11.5% 12.2% 10.0% Inooro TV 9.7% 11.3% 6.2% K24 TV 6.5% 8.1% 3.1% KBC TV 3.8% 3.4% 3.0% Kameme TV 3.1% 2.9% 2.9% Switch TV 3.3% 1.8% 2.9% Ebru TV 3.1% 2.3% 1.7% SuperSport 3 1.7% 1.0% 0.9% MT Kenya TV 1.0% 1.1% 0.7% Nyota TV 0.7% 1.1%
Chart 17:
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Other programming time blocks stations viewership
Dec'19 Nov'19 Oct'19
48.2% Citizen TV 45.0% 41.2% 11.0% Inooro TV 9.8% 11.1% 10.8% KTN News 12.4% 12.3% 9.3% KTN Home 9.9% 8.2% 9.2% NTV 12.0% 10.9% 6.9% Switch TV 6.7% 3.7% 5.4% K24 TV 5.2% 5.3% 5.4% Ebru TV 4.9% 4.8% 4.8% SuperSport 3 3.6% 2.0% 3.3% KBC TV 4.9% 4.9% 3.0% Kameme TV 3.5% 2.6% 2.0% Gikuyu TV 2.7% 3.2% 1.5% Nyota TV 1.2% 1.8%
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:
Time segment channels viewership at Prime Time
Citizen TV Inooro TV KTN News KTN Home NTV K24 TV Ebru TV KBC TV Kameme TV SuperSport 3 Switch TV
60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 18:00:00 - 18:30:00 - 18:59:59 - 19:30:00 - 20:00:00 - 20:29:59 - 21:00:00 - 21:30:00 - 18:30:00 18:59:59 19:30:00 20:00:00 20:29:59 21:00:00 21:30:00 21:59:59
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 Citizen TV Inooro TV KTN News NTV KTN Home Ebru TV SuperSport 3 K24 TV 20.0% Switch TV KBC TV Kameme TV 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 00:00:00 00:30:00- 00:30:00 00:59:59- 00:59:59 01:30:00- 01:30:00 02:00:00- 02:00:00 02:29:59- 02:29:59 03:00:00- 03:00:00 03:30:00- 03:30:00 03:59:59- 03:59:59 04:30:00- 04:30:00 05:00:00- 05:00:00 05:29:59- 05:29:59 06:00:00- 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- 14:00:00 14:29:59- 11:00:00 - 11:29:59 11:29:59 - 11:00:00 10:30:00 - 11:00:00 10:30:00 11:00:00 - 12:00:00- 11:29:59 09:00:00 09:30:00 - 09:30:00 09:59:59 - 09:59:59 10:30:00 - 12:00:00 12:30:00 - 12:30:00 12:59:59 - 12:59:59 13:30:00 - 13:30:00 14:00:00 - 14:29:59 15:00:00 - 15:00:00 15:30:00 - 15:30:00 15:59:59 - 16:30:00 17:00:00 - 17:00:00 17:29:59 - 17:29:59 18:00:00 - 15:59:59 16:30:00 - 22:30:00 23:00:00 - 23:00:00 23:29:59 - 23:29:59 00:00:00 -
N=2.7M: Average Daily TV Viewers at Other Time Segments in Q2(October - December 2019) Chart 20:
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Favorite TV Station
80.0% 70.0% 60.0% 49.8% 50.0% 40.0% 30.0% 20.0% 9.0% 9.0% 8.8% 6.0% 10.0% 3.2% 2.8% 1.6% 1.6% 1.5% 0.8% 0.7% 0.6% 0.5% 0.0%
N=8.1M: Average Daily TV Viewers in December 2019 Chart 21:
Favorite TV Station – by Urban/ Rural
Rural Urban
60% 50% 50% 50%
40%
30%
20% 10% 10% 9% 9% 7% 7% 8% 10% 5% 4% 2% 4% 2% 3% 2% 1% 2% 2% 1% 1% 0% 0% Citizen TV Inooro TV NTV KTN News KTN Switch tv K24 TV KBC TV Kameme Ebru Home TV TV Africa TV
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.
Favorite TV Station by Gender
Male Female
80%
70%
60% 54%
50% 46%
40%
30%
20% 11% 9% 9% 8% 10% 10% 6% 6% 6% 5% 5% 2% 0% 2% 2% 2% 1% 2% 1% 0% Citizen TV Inooro TV NTV KTN News KTN Home Switch tv K24 TV KBC TV Kameme Ebru Africa TV TV TV
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.
Favorite by Age Segment Citizen TV Inooro TV NTV KTN News KTN Home TV Switch tv K24 TV KBC TV Kameme TV Ebru Africa TV SuperSport 3
70% 59% 60% 51% 48% 50% 45% 45% 40% 30%
20% 13% 10% 12% 11% 12% 8% 8% 9% 9% 9% 9% 9% 5% 7% 7% 7% 7% 7% 5% 10% 4% 3% 2% 3% 3% 3% 4% 3% 0% 0% 1% 1% 1% 2% 1% 1% 0% 15 to 17 18 to 24 25 to 34 35 to 44 45+
N=8.1M: Average Daily TV Viewers in December 2019 Chart 24: Citizen TV is the favorite across all the age segments.
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Favorite by LSM Groups Citizen TV Inooro TV NTV KTN News KTN Home TV Switch tv K24 TV KBC TV Kameme TV Ebru Africa TV SuperSport 3 Zee World TV
60% 52% 51% 48% 50% 46% 47%
40%
30%
20% 16% 16% 16% 12% 9% 8% 8% 7% 8% 8% 9% 8% 8% 5% 5% 5% 5% 6% 5% 5% 10% 2% 3% 3% 3% 3% 1% 2% 0% 2% 0% 2% 1% 1% 2% 1% 0% LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+
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
Extremely dissatisfied Disatisfied 4% 5% Neither nor 6%
Extremely Satisfied 45%
Satisfied 40%
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 .
Device use to watch TV
120.0%
98.7% 100.0%
80.0%
60.0%
40.0%
20.0%
0.2% 0.3% 0.8% 0.0% Online via a laptop or Online via a tablet Through a mobile phone Through a TV set desktop computer
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 . Place of TV Viewership
At own home 83.7%
Bar / Restaurant / Hotel 6.6%
Someone else's household 5.4%
Office/Place of work 3.4%
Supermarket/ grocery store/ shop 0.4%
Banking hall 0.4%
Hospital 0.1%
School/ college 0.1%
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.
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RADIO LISTENERSHIP SECTION
Radio Listenership - National
12.0% Citizen Radio 12.8% 11.5% 6.5% Jambo FM 6.4% 5.9% 5.9% Radio Maisha 6.7% 4.7% 3.3% Inooro FM 3.6% 3.9% 2.7% Milele FM 3.1% 2.6% 2.5% Radio Taifa 3.1% 3.1% Dec'19 Kameme 2.3% 3.5% Radio 3.0% 2.3% Nov'19 Ramogi FM 2.7% 2.5% 1.8% Musyi FM 1.9% Oct'19 1.8% 1.5% Egesa FM 1.5% 1.0% 1.1% Kass FM 1.4% 1.6% 1.1% Athiani FM 1.4% 1.2% 1.1% Classic FM 1.4% 1.1%
N=19.0M:Past 7 days Media Consumers
Chart 21:
Radio Listenership by topographies (Regions) - Nairobi
16.3% Jambo FM 14.7% 17.2% 11.5% Citizen Radio 12.3% 13.3% 4.8% Ghetto Radio 4.3% 5.1% 3.8% Radio Maisha 3.5% 4.5% 3.4% Ramogi FM 3.6% 4.1% 3.2% Dec'19 Milele FM 1.7% 2.9% Nov'19 Ruben FM 2.1% 2.4% 0.4% Oct'19 1.4% Kameme 1.8% 2.2% 1.3% Radio Taifa 0.9% 2.5% 1.0% Egesa FM 1.3% 2.0% 1.0% Hot 96 FM 0.9% 1.3% 0.7% Classic FM 0.6% 1.5%
N=2.1M: Past 7 days Media Consumers in Nairobi Topography
Chart 22:
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Radio Listenership by topographies(Regions) – Central - (Nyandarua,Nyeri,Kirinyaga,Muranga’,Kiambu,Embu,Laikipia, Nakuru and Kajiado)
12.4% iNooro FM 12.9% 13.8% 7.9% Kameme Radio 12.5% 10.1% 7.8% Citizen Radio 8.9% 5.2% 4.0% Jambo FM 3.3% 2.8% 2.4% Wimwaro FM 3.4% 2.9% 2.4% Radio Maisha 4.3% 2.1% Dec'19 2.2% Coro FM 2.2% 1.3% 2.0% Nov'19 Classic FM 2.4% 2.6% 1.8% Gukena FM 1.4% Oct'19 2.2% 1.0% Ghetto Radio 1.1% 0.6% 0.9% Radio Taifa 1.9% 1.9% 0.5% Milele FM 1.4% 2.0% 0.5% Chamgei FM 0.3% 0.4% 0.4% Kass FM 0.1% 0.2% 0.3% Kigooco FM 0.8% 0.9%
N=4.6M:Past 7 days Media Consumers in Central Topography
Chart 23:
Radio Listenership by topographies(Regions) - Rift - (Baringo,Uashin Gishu,Elgeyo Marakwet,Nandi,Narok,Kericho and Bomet) 15.1% Citizen Radio 17.1% 11.3% 8.7% Radio Maisha 9.0% 6.0% 7.5% Kass FM 10.4% 11.0% 5.5% Emoo FM 6.6% 7.4% 5.4% Chamgei FM 5.2% 4.2% 3.8% Radio Taifa 4.1% 3.7% 3.6% Jambo FM 4.7% Dec'19 3.5% 3.0% Mayian FM 3.6% Nov'19 3.0% 2.5% Taach FM 2.5% Oct'19 1.9% 2.1% Milele FM 2.6% 2.3% 1.4% Classic FM 1.9% 1.5% 1.2% Touch FM 2.0% 2.4% 0.9% Jesus is Lord Radio 0.6% 0.7% 0.7% Radio Kitwek 0.3% 1.2% 0.7% Kiss FM 0.5% 0.2%
N=2.4M:Past 7 days Media Consumers in Rift Topography
Chart 24:
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Radio Listenership by topographies(Regions) - Western - (West Pokot,Trans Nzoia,Kakamega,Bungoma,Vihiga and Busia) Citizen Radio 23.4% 25.5% 19.7% 10.8% Jambo FM 11.5% 10.8% 8.5% Radio Maisha 8.5% 8.1% 8.2% Milele FM 8.5% 9.2% 3.8% Nyota FM 5.2% 4.3% 3.8% Mulembe FM 4.0% 2.9% 2.7% Radio Taifa 2.9% 2.2% Dec'19 2.1% Sulwe FM 2.9% 2.7% 2.1% Nov'19 Radio Ingo 1.8% 2.4% 1.6% Oct'19 Qwetu Radio (Kwetu) 2.0% 1.9% 1.2% West FM 1.8% 1.5% 1.2% Classic FM 0.4% 0.4% 0.9% Anyore FM 1.2% 1.4% 0.8% Radio Mumbo 0.7% 0.2% 0.7% Kass FM 0.6% 0.7% 0.6% Radio Mambo 1.2% 1.7%
N=2.3M:Past 7 days Media Consumers in Western Topography
Chart 25:
Radio Listenership by topographies(Regions) – South Nyanza - (Kisii and Nyamira)
30.7% Egesa FM 32.5% 17.4% 19.3% Citizen Radio 21.3% 13.9% 18.8% Radio Maisha 17.6% 15.8% 9.9% Milele FM 8.7% 3.1% 5.2% Radio Taifa 7.4% 5.8% 4.3% Jambo FM 4.7% Dec'19 4.9% 1.8% Radio Minto 3.7% Nov'19 3.3% 1.2% Oct'19 Kisii FM 1.5% 0.9% 0.8% Kisima Radio 2.4% 1.1% 0.6% Voice of Victory FM 0.1% 0.0% 0.3% Sayare Radio 0.5% 0.3% 0.3% KBC English Radio 0.0% 0.1% 0.2% Tarumbeta Radio 0.1% 0.1% N=749,605:Past 7 days Media Consumers in South Nyanza Topography Chart 26:
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Radio Listenership by topographies(Regions) – Lake- (Kisumu.Siaya,Homa Bay and Migori)
Ramogi FM 20.7% 23.8% 18.2% 8.7% Jambo FM 9.8% 6.4% 7.6% Nam Lolwe FM 13.6% 12.2% 6.7% Mayienga FM 7.2% 5.6% 4.8% Radio Maisha 6.1% 3.0% 3.2% Citizen Radio 1.5% 6.5% 2.7% Tarumbeta Radio 1.4% Dec'19 2.4% 2.1% Milele FM 1.6% Nov'19 0.7% 1.4% Dala FM 3.1% Oct'19 0.7% 1.1% Radio Taifa 0.8% 2.9% 0.6% Classic FM 1.4% 0.3% 0.5% Radio Lake Victoria/Osienala 0.5% 1.4% 0.5% Light & Life FM 0.8% 0.3% 0.5% Egesa FM 0.0% 0.2% 0.4% Jesus is Lord Radio 0.0% 0.9% N=1.6M:Past 7 days Media Consumers in Lake Topography
Chart 27:
Radio Listenership by topographies(Regions) – Coast- (Mombasa,Kilifi,Kwale,Tana River,Lamu and Taita Taveta)
16.8% Citizen Radio 14.6% 20.8% 7.1% Kaya FM 11.6% 12.5% 6.1% Jambo FM 6.3% 4.3% 4.0% Radio Maisha 6.6% 4.2% 2.9% Radio Taifa 4.7% 5.2% 2.0% Home boyz Radio 0.6% 0.5% 1.9% Ramogi FM 3.3% 3.7% Dec'19 1.8% Anguo FM 1.7% Nov'19 0.6% 1.6% Oct'19 Milele FM 1.7% 3.0% 1.5% Musyi FM 2.9% 0.5% 1.0% Classic FM 1.7% 1.0% 1.0% Bahari FM 1.7% 0.2% 0.7% Radio Salaam 1.2% 0.2% 0.6% County FM 2.0% 0.4% 0.6% Baraka FM 0.5% 1.4%
N=1.4M:Past 7 days Media Consumers in Coast Topography
Chart 28:
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Radio Listenership by topographies(Regions) – Lower Eastern- (Kitui, Machakos and Makweni)
19.0% Musyi FM 19.1% 20.0% 12.5% Citizen Radio 14.0% 13.4% 11.3% Athiani FM 13.7% 12.3% 6.8% Mbaitu FM 6.3% 5.9% 4.5% Jambo FM 4.1% 3.5% 3.9% County FM 6.0% 4.2% 3.7% Radio Maisha 4.0% 1.5% Dec'19 2.3% Ene FM 1.7% 2.4% Nov'19 1.5% Biblia Husema/BBH Radio 2.3% 2.0% Oct'19 1.2% Milele FM 1.6% 0.1% 0.8% iNooro FM 0.4% 0.3% 0.6% Mwatu FM 0.8% 0.0% 0.4% Radio Taifa 1.2% 1.1% 0.4% Nation FM 0.0% 0.0% 0.2% Classic FM 0.7% 0.1%
N=1.6M:Past 7 days Media Consumers in Lower Eastern Topography
Chart 29:
Radio Listenership by topographies(Regions) – Upper Eastern- (Meru,Isiolo and Tharaka)
15.5% Muuga FM 17.9% 13.8% 10.6% Meru FM 12.6% 13.3% 9.6% Citizen Radio 10.0% 11.4% 5.1% Jambo FM 4.2% 2.7% 4.6% Radio Taifa 6.6% 4.9% 4.0% Radio Maisha 3.5% 2.7% 1.9% Mwago FM 2.1% 1.0% 1.8% Dec'19 iNooro FM 2.8% 4.7% 1.6% Nov'19 Tuliza FM 1.9% 0.3% Oct'19 0.8% Thiiri FM 1.5% 1.6% 0.7% Radio Mwariama 0.8% 1.4% 0.7% Kameme Radio 0.6% 1.4% 0.6% Wega FM 0.3% 1.8% 0.6% Wendo FM 0.4% 0.5% 0.5% Milele FM 1.0% 1.8% 0.4% Weru FM 0.7% 0.3%
N=901,009:Past 7 days Media Consumers in Upper Eastern Topography
Chart 30:
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Radio stations Listenership by Time blocks
80.0% 69.7% 70.0%
60.0% 54.2%
50.0%
40.0% 27.2% 30.0%
20.0%
10.0%
0.0% Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
N=10.1M:Average Daily Radio Listeners in Q4(October – December 2019) 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 .
Oct-19 Nov-19 Dec-19
80.0% 69.8% 69.9% 69.4% 70.0% 55.4% 60.0% 52.8% 54.3% 50.0%
40.0% 28.4% 27.4% 30.0% 25.8%
20.0%
10.0%
0.0% Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
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 Chart 32: The morning prime time segment is consistent at 70% across the 3 months.
Demographics of prime time vs other programming time radio listeners
69.3% 70.3% Setting
54.4% 53.9%
Rural 27.8% 26.2% Urban
Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
N=10.1M:Average Daily Radio Listeners in Q2(October – December 2019) Chart 33: There is no significant difference in the times of radio listenership patterns in urban and rural.
Gender
69.5% 70.0% 54.7% 53.6% Male 26.9% 27.6% Female
Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
Chart 34: N=10.1M:Average Daily Radio Listeners in Q2(October – December 2019)
Female radio listeners are more in the morning prime time and other programing time segments, males are in the evening prime time.
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15 to 17 18 to 24 25 to 34 35 to 44 45+
70.8% 71.5%71.7% 70.8% 60.1% 59.1% 54.2% 55.3%57.7% 48.3%
28.5%30.4% 27.3%29.8% 22.3%
Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
N=10.1M:Average Daily Radio Listeners in Q4(October – December 2019)
Chart 35:
LSM 1 to 2 LSM 3 to 4 LSM 5 to 7
66.7%70.5% 69.2% 72.3% 71.2% 58.2% 57.8% 51.8% 51.5% 45.0% 30.9% 28.0% 27.3% 21.7%23.5%
Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
N=10.1M:Average Daily Radio Listeners in Q2(October – December 2019) Chart 36:
Stations listenership by prime time vs other programming time .
Citizen Radio Jambo FM Radio Maisha Inooro FM Kameme Radio Radio Taifa
30.0% Milele FM Ramogi FM 28.5% Musyi FM Kass FM Egesa FM Athiani FM
25.0% 23.9%
20.9%
20.0%
15.0% 12.3% 10.2% 10.4% 9.5% 9.3% 10.0% 8.9% 6.5% 5.8% 5.9% 5.7% 5.3% 5.7% 5.2% 5.8% 4.6% 4.5% 4.7% 4.5% 3.9% 4.2% 4.0% 4.0% 4.1% 5.0% 3.8% 3.6% 3.2% 3.3% 2.5% 2.6% 2.5% 2.6% 2.1% 1.6%
0.0% Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks
N=10.1M:Average Daily Radio Listeners in Q2(October – December 2019)
Chart 37:
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Morning Prime Time stations rating…(0600hrs – 1000hrs)
Citizen Radio Jambo FM Radio Maisha Inooro FM Milele FM Ramogi FM Kameme Radio Egesa FM 20.0% Radio Taifa Musyi FM Ghetto Radio 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 06:00:00 - 06:30:00 - 06:59:59 - 07:30:00 - 08:00:00 - 08:29:59 - 09:00:00 - 09:30:00 - 09:59:59 - 06:30:00 06:59:59 07:30:00 08:00:00 08:29:59 09:00:00 09:30:00 09:59:59 10:30:00
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)
Citizen Radio Radio Maisha Jambo FM Ramogi FM Egesa FM Ghetto Radio Inooro FM Milele FM Athiani FM Musyi FM Kameme Radio
20.0%
15.0%
10.0%
5.0%
0.0% 15:00:00 - 15:30:00 - 15:59:59 16:30:00 - 17:00:00 - 17:29:59 - 18:00:00 18:30:00 18:59:59 19:30:00 15:30:00 15:59:59 - 16:30:00 17:00:00 17:29:59 18:00:00 - 18:30:00 - 18:59:59 - 19:30:00 - 20:00:00
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 .
Other programming time segments - stations rating . None Prime(Midnight – 5am,1100am – 1400hrs and 2000hrs – Midnight)
Citizen Radio Jambo FM Radio Maisha Ramogi FM Inooro FM
15.0% Milele FM Egesa FM Kameme Radio Ghetto Radio Musyi FM
13.0%
11.0%
9.0%
7.0%
5.0%
3.0%
1.0%
-1.0%
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 .
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Share of listenership
Citizen Radio 19.7%
Jambo FM 9.2%
Radio Maisha 7.8%
Inooro FM 5.1%
Milele FM 4.6%
Kameme Radio 4.4%
Ramogi FM 4.4%
Radio Taifa 3.3%
Egesa FM 3.2%
Musyi FM 2.9%
Ghetto Radio 2.4%
Athiani FM 2.0%
Classic FM 1.6%
Kass FM 1.5%
N=10.1M:Average Daily Radio Listeners in Q2 (October – December 2019) Chart 41
Listenership of Commercial Vs Community Stations
Foreign/Not Classified, Community Radio, 6.2% 0.8%
Commercial Radio, 93.0%
N=10.1M:Average Daily Radio Listeners in Q2 (October – December 2019) Chart 42: Radio stations ownership is Commercial at 93.0 , Community stations are yet to penetrate the market trailing at 0.7%.
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Listenership of Community Stations
40.0% 35.0% 29.6% 30.0% 25.0% 20.9% 20.0% 17.0% 12.8% 15.0% 7.8% 10.0% 6.7% 2.0% 5.0% 1.0% 0.8% 0.5% 0.5% 0.4% 0.0%
N=117,687:Average Daily Radio Listeners in Q2 (October – December 2019) of Community Radio Statios
Chart 43: Ruben FM and Ghetto FM, tops in the ranking of Community Radio Stations.
Listenership of Commercial Stations
40.0% 35.0% 30.0% 23.6% 25.0% 20.0% 15.0% 12.2% 11.3% 7.1% 10.0% 5.7% 5.5% 4.9% 3.6% 5.0% 2.7% 2.6% 2.3% 2.2% 1.9% 1.6% 1.6% 0.0%
N=9.7M: Average Daily Commercial Radio Stations Listeners in Q2 (October – December 2019)
Chart 44:
Favorite Radio Station
50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 19.8% 20.0% 15.0% 11.7% 9.7% 10.0% 5.8% 4.0% 3.9% 3.1% 2.3% 2.2% 2.1% 2.0% 5.0% 1.9% 1.4% 0.0%
N=10.1M:Average Daily Radio Listeners in December 2019
Favorite Radio Station – by Urban/ Rural
Rural Urban
25.0% 21.5%
20.0% 17.1% 17.8%
15.0% 11.4%
10.0% 8.6% 7.9% 7.3% 5.4% 3.8% 4.2% 3.7% 5.0% 3.3% 3.0% 3.5% 3.1% 3.2% 2.5% 2.2% 2.9% 2.7% 1.8% 1.5% 2.0% 0.6% 0.7% 0.1% 0.0% Citizen Radio Radio Inooro Milele Kameme Ramogi Egesa Classic Musyi Radio Kass FM Ghetto Radio Jambo Maisha FM FM FM FM FM FM FM Taifa Radio 89.5FM
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 .
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Favorite Radio Station by Gender
Male Female
80% 70% 60% 50% 40% 30% 21% 19% 20% 11% 12% 12% 8% 7% 10% 5% 5% 3% 4% 4% 4% 4% 3% 1% 3% 1% 2% 3% 2% 2% 2% 2% 2% 1% 0% Citizen Radio Radio Inooro Milele Kameme Ramogi Egesa Classic Musyi Radio Kass FM Ghetto Radio Jambo Maisha FM FM FM FM FM FM FM Taifa Radio 89.5FM
N=10.1M:Average Daily Radio Listeners in December 2019
Favorite Radio Station by Age Segment
Citizen Radio Radio Jambo Radio Maisha Inooro FM Milele FM Kameme FM Ramogi FM Egesa FM Classic FM Musyi FM Radio Taifa
25% 23% 22% 22.4% 21% 19% 20% 18%
15% 13% 13% 13% 12% 10% 9% 9.2% 10% 8% 8% 8% 6% 5% 5.8% 4% 5% 5% 4% 4.2% 4.8% 4.6% 4% 3% 5% 3% 3% 3.2% 2% 2% 1% 1% 1% 1% 1.1% 1% 0% 0% 15 to 17 18 to 24 25 to 34 35 to 44 45+
N=10.1M:Average Daily Radio Listeners in December 2019
Favorite Radio Station by LSM Groups Citizen Radio Radio Jambo Radio Maisha Inooro FM Milele FM Kameme FM Ramogi FM Egesa FM Classic FM Musyi FM Radio Taifa
30.0% 26.5% 23.6% 25.0% 20.4% 20.0% 17.0% 17.3% 17.8% 14.3% 13.7% 15.0% 11.3% 12.2% 10.0% 8.5% 10.0% 6.6% 7.2% 7.1% 6.6% 7.6% 6.9% 5.1% 5.5% 5.9% 6.1% 3.9% 4.8% 3.8% 4.0% 4.4% 2.7% 2.8% 5.0% 1.6% 2.2% 2.2% 1.9% 2.3% 0.9% 1.3% 0.9% 1.4% 1.6% 0.5% 0.0% LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+
N=10.1M:Average Daily Radio Listeners in December 2019
Satisfaction with the Contents on Radio
Extremely dissatisfied 5% Disatisfied 5% Neither nor 6%
Extremely Satisfied 45%
Satisfied 39%
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.
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Device use to Listen to the Radio
90% 80% 80%
70%
60%
50%
40%
30% 17% 20%
10% 3% 0% Through a radio set / receiver Through a mobile phone Through a TV set (including car stereo)
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.
Device use to listen to the radio by Gender
Male Female
90.0% 81.9% 77.7% 80.0% 70.0% 60.0% 50.0% 40.0%
30.0% 20.3% 20.0% 14.0% 10.0% 2.0% 4.1% 0.0% Through a radio set / receiver (including Through a mobile phone Through a TV set car stereo)
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.
Device use to listen to the radio by Gender
15 to 17 18 to 24 25 to 34 35 to 44 45+
100.0% 87.1% 84.6% 80.0% 74.6% 80.0% 72.0%
60.0%
40.0% 19.3% 23.4% 21.4% 20.0% 10.9% 13.3% 0.7% 4.6% 4.0% 2.0% 2.1% 0.0% Through a radio set / receiver Through a mobile phone Through a TV set (including car stereo)
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.
Device use to listen to the radio by LSM Group
LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+
100.0% 82.8% 80.9% 77.6% 78.5% 80.0% 66.8% 60.0%
40.0% 32.8% 17.3% 14.4% 18.5% 17.1% 20.0% 1.8% 2.8% 3.9% 4.4% 0.4% 0.0% Through a radio set / receiver Through a mobile phone Through a TV set (including car stereo)
LSM 12+, listen to the radio through the phone by over 30%.
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Place of radio listenership by Age group
At own home Bar / Restaurant / Hotel Bus / Taxi / Matatu
In car - Private Office/Place of work On the move
School/ college Someone else's household Supermarket/ grocery store/ shop
98.9% 89.9% 89.7% 84.3% 84.6%
12.3% 11.0% 3.7% 5.0% 0.0% 0.8% 0.3% 0.0% 1.1% 0.0% 2.3% 0.6% 0.5% 2.0% 1.3%
15 to 17 18 to 24 25 to 34 35 to 44 45+
Place of Radio Listenership
At own home 87.8%
Office/Place of work 7.5%
Bus / Taxi / Matatu 1.4%
In car - Private 0.8%
Someone else's household 0.8%
Bar / Restaurant / Hotel 0.7%
On the move 0.7%
Supermarket/ grocery store/ shop 0.2%
School/ college 0.2%
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.
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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.
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
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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)
Audiences on Free to Air Audiences on Subscription
16 14 12 10 8 Millions 6 4 2 0 11:00:00 - 11:29:59 11:29:59 - 11:00:00 11:59:59 - 11:30:00 00:00:00 00:29:59- 00:30:00 00:59:59- 01:00:00 01:29:59- 01:30:00 01:59:59- 02:00:00 02:29:59- 02:30:00 02:59:59- 03:00:00 03:29:59- 03:30:00 03:59:59- 04:00:00 04:29:59- 04:30:00 04:59:59- 05:00:00 05:29:59- 05:30:00 05:59:59- 06:00:00 06:29:59- 06:30:00 06:59:59- 07:00:00 07:29:59- 07:30:00 07:59:59- 08:00:00 08:29:59- 08:30:00 08:59:59- 09:00:00 09:29:59- 09:30:00 09:59:59- 10:00:00 10:29:59- 10:30:00 10:59:59- 12:00:00 12:29:59- 12:30:00 12:59:59- 13:00:00 13:29:59- 13:30:00 13:59:59- 14:00:00 14:29:59- 14:30:00 14:59:59- 15:00:00 15:29:59- 15:30:00 15:59:59- 16:00:00 16:29:59- 16:30:00 16:59:59- 17:00:00 17:29:59- 17:30:00 17:59:59- 18:00:00 18:29:59- 18:30:00 18:59:59- 19:00:00 19:29:59- 19:30:00 19:59:59- 20:00:00 20:29:59- 20:30:00 20:59:59- 21:00:00 21:29:59- 21:30:00 21:59:59- 22:00:00 22:29:59- 22:30:00 22:59:59- 23:00:00 23:29:59- 23:30:00 23:59:59-
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.
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.
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ADVERTISING ACTIVITIES ACROSS THE DAY On 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
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.
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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.
Figure 10: Overall Audience Trend on Radio. 18 16 14 12 10 8 6
Millions 4 2 0 11:00-11:29 11:00-11:29 00:00-00:29 01:00-01:29 02:00-02:29 03:00-03:29 04:00-04:29 05:00-05:29 06:00-06:29 07:00-07:29 08:00-08:29 09:00-09:29 10:00-10:29 12:00-12:29 13:00-13:29 14:00-14:29 15:00-15:29 16:00-16:29 17:00-17:29 18:00-18:29 19:00-19:29 20:00-20:29 21:00-21:29 22:00-22:29 23:00-23:29
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
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.
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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
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
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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.