Uganda’s traditional media consumption drops, internet usage climbs-survey
The latest survey by Ipsos , a leading market and social research company has indicated that traditional media consumption in Uganda has continued to drop while on the other side, usage of internet has gone up.
The survey whose report was released on Friday targeted 10,002 respondents.
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According to the report, while radio at 70% is still the most preferred media platform, it has dropped from 89% in 2019 while TV has dropped from 38% in 2019 to 37% in 2024 and newspapers have dropped from 8% to 7%.
The report on the other side says the use of internet as a form of media platform, especially social media has seen a rise from 10% in 2019 to currently 26%.
Officials said during the launch that the results will provide the latest media consumptions habits across all media – TV, Radio, Print and digital.
The comprehensive research will also provide 7-day diary data that will be used for media planning and rate card setting.
They also noted that the National Audience Measurement Survey Technical Research Team (NAMS TRT) aims to build a media currency that will be used to stabilize the media buying process and ensure data driven media buying to ensure return on investments for advertisers.
“The core objective of the NAMS TRT is to build a media currency that will be used to stabilize the media buying process to maximise the return on investments for advertisers. For media owners the data is key to rate card setting, crafting offers for the advertisers and managing programming to attract audiences,” said Nanzala Mwaura, the IPSOS Uganda Country Manager.
Dr. Innocent Nahabwe, the Chairperson of the National Association of Broadcasters (NAB), emphasized the survey's role in advancing the media industry and expressed gratitude for IPSOS' inclusive approach, which incorporates stakeholder feedback into data collection and analysis.
"IPSOS Uganda's work on the 2024/2025 National Audience Measurement Survey (NAMS) Establishment & Tracker Survey has fostered an open and inclusive process. We look forward to the report once it is out and encourage the media industry to read the results for the betterment of their businesses,” Dr,Nahabwe said.
Mr. Rommel Jasi, Chairperson of the Uganda Advertisers Association (UAA), highlighted the survey's importance for data-driven decision-making within the advertising industry.
“We thank IPSOS Uganda for involving us and other stakeholders. This was a crucial step in ensuring a clear understanding of the process, as well as an opportunity to enhance the survey and its results for the benefit of our industry”.
