Market Intelligence Group, a leading market and media research firm, will launch the latest edition of the Uganda National Media Survey (UNMS) Report, in Kampala next week.
The survey conducted over the last few weeks, measures the consumption of traditional and digital media in Uganda.
Dr. Joel Isabirye, the Principal Investigator of the Survey, and Managing Director at Market Intelligence Group says the survey which is running for its 11th year, will reveal interesting insights related to media consumption in Uganda this year.
“Measuring media trends is a practice the world over. As we are all aware, the media landscape is rapidly changing and for consumers, advertisers and practitioners, keeping a tab on changes taking place is very important,” Isabirye said.
The Uganda National Media Survey, used random stratified sampling to source data from 15 subregions and all districts of Uganda.
The comprehensive nature of the study has afforded the company the opportunity to understand the various media consumption habits in different parts of the country.
“We have consistently prioritized random stratified sampling to make our findings as representative as possible. By covering all the sub-regions of Uganda, we are able to obtain data that are of a nationally representative sample.”
Uganda’s media landscape has grown to many players over the last two decades.
There are over 300 radio stations, over 50 television stations and hundreds of digital players and practitioners who are actively involved in producing media content on a daily basis.