Expanding Social Protection Programme in Uganda Media Content Analysis Baseline Report Prepared by: Ipsos Ltd Submitted on December 2017 TABLE OF CONTENTS ACRONYMS .................................................................................................................................................................................... IV EXECUTIVE SUMMARY .............................................................................................................................................................. V 1.0 INTRODUCTION .................................................................................................................................................................... 1 2.0 OBJECTIVES OF THE STUDY ............................................................................................................................................ 2 2.1 SCOPE ................................................................................................................................................................................... 2 3.0 APPROACH/METHODOLOGY .......................................................................................................................................... 3 4.0 GENERAL FINDINGS ........................................................................................................................................................... 5 4.1 Publicity Volume ............................................................................................................................................................... 5 4.2 Message Couriers/Media ............................................................................................................................................... 6 4.3 Media Relevance ............................................................................................................................................................. 11 4.4 Content Placement ......................................................................................................................................................... 13 4.5 Message Tonality ............................................................................................................................................................ 14 4.6 Prominence ....................................................................................................................................................................... 15 4.7 Message Source/Fidelity.............................................................................................................................................. 16 4.8 Personalities ..................................................................................................................................................................... 17 5.0 KEY MESSAGE THEMES ................................................................................................................................................... 18 5.1 SOCIAL PROTECTION, CARE AND SUPPORT FOR VULNERABLE PERSONS ............................................ 19 5.2 PENSIONS .......................................................................................................................................................................... 26 6.0 CONCLUSIONS ..................................................................................................................................................................... 29 REFERENCES ............................................................................................................................................................................... 30 APPENDIX 1: LIST OF MEDIA HOUSES ANALYZED ................................................................................................................ 31 APPENDIX 2: KEY CONTENT ANALYSIS VARIABLES BY YEAR & SCG ONLY ..................................................................... 34 i FIGURES Figure 1. Trends in publicity volumes and % share by year ............................................................................... 5 Figure 2. Media type, frequency and advertising value. .................................................................................... 6 Figure 3. Percent share of voice by media type ................................................................................................. 7 Figure 4. Volume of publicity vs AVE by radio station ........................................................................................ 7 Figure 5. Audience reach versus share of publicity by radio station .................................................................. 8 Figure 6. Volume and frequency against advertising value equivalent.............................................................. 9 Figure 7. Volume of publicity vs Advertising Value Equivalent by TV channel ................................................. 10 Figure 8. Reach vs Affinity for the top seven stations ...................................................................................... 11 Figure 9. Estimated lifestyle measures by media consumption habit .............................................................. 12 Figure 10. Most frequent source of information by rural vs. urban setting .................................................... 12 Figure 11. Placement of media stories by publicity volume and % share ........................................................ 13 Figure 12. Prominence of media sections ........................................................................................................ 13 Figure 14. Tonality analysis .............................................................................................................................. 15 Figure 15. Prominence for social protection publicity ..................................................................................... 16 Figure 17. Publicity volume and % share of solicited and unsolicited stories .................................................. 17 Figure 18. Publicity by % share of the major themes ....................................................................................... 19 Figure 17. Prominence, fidelity and tonality of publicity on PWDs .................................................................. 21 Figure 18. Media sources for PWD stories ....................................................................................................... 21 Figure 19. Location of articles and messages in print and electronic media ................................................... 22 Figure 20. Volume of SAGE publicity by radio and TV station .......................................................................... 23 Figure 21. Tonality, prominence and fidelity of SAGE messages ..................................................................... 23 Figure 22. Placement of SAGE messages .......................................................................................................... 24 Figure 23. Social protection for the vulnerable: publicity volume by stakeholder .......................................... 25 Figure 24. Prominence, tonality and fidelity of natural disaster-related publicity .......................................... 26 Figure 25. Natural disaster-related message placement ................................................................................. 26 Figure 27. Tonality, prominence, media used and fidelity of pension stories ................................................. 27 Figure 28. Pension message placement by media type ................................................................................... 27 ii TABLES Table 1. Publicity volume/number of media clips March 2015 – March 2017 .................................................. vi Table 2. ESPII Baseline: 2016 Social Protection Media Messages ...................................................................... vi Table 3. Sample of media types/houses ............................................................................................................. 3 Table 4. Publicity volumes, share and AVE by year ............................................................................................ 5 Table 5. Frequency of messages, share of ink and advertising value equivalent by year and media type ........ 6 Table 6. Radio stations by region, publicity share and reach and listeners ....................................................... 8 Table 7. Tonality of social protection publicity March 2015 – March 2017 ..................................................... 15 Table 8. Personalities with 1% or more of mentions ....................................................................................... 17 Table 9. General key messages that appeared over the assessment period ................................................... 19 Table 10. Key message sub-themes under social protection care and support for vulnerable people ........... 20 Table 11. Trends in SAGE messages ................................................................................................................. 22 Table 12. Top 16 SAGE message themes .......................................................................................................... 24 Table 13. Sub-themes in pension messages ..................................................................................................... 28 Table 14. ESPII Baseline: 2016 Social Protection Media Messages .................................................................