Audience Research- ICT Summit...Audience Research: Radio Which Radio Station is your favourite and why is it your favourite station It has education program. Its gives u strength to

Audience Research- ICT Summit

October 2019

• Both Males and Females • Age – 16+ year olds • Radio Listeners and TV Viewers

Respondent Profile

Dem

ogr

aph

ics

Total Sample : 752 completes

Khomas Other Regions

361 391

(48%) (52%)

271 271 210

36% 36% 28%

16-24 25-30 30+

406 346

54% 46%

Males Females

Demographics Overview

Respondent Profile

De

mo

grap

hic

s


47%

16%

25%

85%

68%

22%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TV with Internet TV withoutInternet

Mobile phone(not a

smartphone)

Smartphone Laptop Desktop Radio

Devices Owned


Respondent Profile

Dem

ogr

aph

ics


46%

22%

8% 9% 10%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0 - 5,000 NAD 5,001 – 10, 000 NAD 10, 001 – 15, 000 NAD

15, 001 – 20, 000 NAD

20, 001 – 30, 000 NAD

More than 30, 000NAD

Household Income

• 46 percent of households earn between (0-5001 NAD)

• Only 5 percent households earn more than 30, 000 NAD


Respondent Profile – Radio Listeners

De

mo

grap

hic

s



346 406

(46%) (54%) 278 286 188

37% 36% 27%

16-24 25-30 30+

436 316

58% 42%

Males Females

26%

13%

12%

28%

21%

Time per week on Radio

More than 4 hours 3 – 4 hours

2 – 3 hours 1 – 2 hours

45%

40%

34%

23%

9%

0%

10%

20%

30%

40%

50%

Cell phone Radio/Hi-fi system Car radio DTT/DSTV Online

Mode of Listening to Radio

Audience Research: Radio

65%

39% 38% 34%

25% 25% 23% 14% 12% 12% 12% 11% 9%

20% 19% 15%

6% 3% 8%

3% 2% 1% 4% 4% 6% 1%

Frequently heard stations

Favourite or Most heard station

Frequently watched : Please select which of these stations you listen frequently: Favourite channel : Which of these is your favourite station? Or the station you listen most often?

‘Frequently heard’ % age is primarily driven by listeners from ‘other

regions’ (those not from Khomas)

Spontaneous recall is primarily driven by

‘Females’

‘Frequently heard’ % age is primarily driven by

‘Females’

‘Favourite Station’ % age is primarily driven by

higher age group (30+)

‘Favourite Station’ % age is primarily driven by ‘females’ and ‘story telling’ listeners

NBC National Radio’ dominates the category being the most frequently heard radio station. It also is the listener’s favourite station followed by ‘NBC Oshiwambo’ and ‘Fresh FM’


Favourite channel: Which of these is your favourite station? Or the station you listen most often? Reasons favourite channel: Why is '[Radio Station X]' your favourite station? Mention one thing that you like most about it. Sample Size: 184

I understand better and relate more to their

contents compared to other radio services. And

above they are more informative and educative

The fact that its in English,

I like it for improving my English proficiency

I like the professionalism

of the presenters

It keeps me updated every hour

The music they play and the topics they bring up

It's diversity

It’s vibrant and versatile

Offers awesome music and updates me about

the news

Their morning show is always on point plus

they support local music

They give of an awesome vibe, love their

morning show

It inspires me

I love the morning show from 6-9 am

Their good morning

newspapers wrap-up is just on point to not like

it. The entire crew is just the definition of entertainment

Oshiwambo is my first language. So I

understand it very well. I love their programs

Because of morning announcement and other educational

programs

Thursday night program by Maldini

Because of the Sunday early morning spiritual

section

They play gospel on Sundays

Their advertisements

Shares current

happenings and shares motivations

Live presenters and good music been played that

takes out my stress

Latest music and news

They just don't stick to local but international

too plus I like the rick d’s weekly countdown

Because the play good

music that feeds my soul. They don't do much

talking but when they do, it’s very informative, entertaining and straight

to the point

They play really cool music

Nice programs. Good

music. Informative

They always have interesting discussions

It always talk about the

current and relevant issue and it always give a hit on what is on the

newspaper

20% 6%

15% 19%

3% 8%

3%

NBC National Radio Radio Energy Fresh FM NBC Oshiwambo Omulunga radio Radio Wave 99 FM


Which Radio Station is your favourite and why is it your favourite station


Which Radio Station is your favourite and why is it your favourite station

It has education program. Its gives u strength to get up.

Motivates u

My native language and informative to my community

Up to date programs, programs for all age groups and subject matter that deals with day to

day issues

The morning prayer and scripture reading and the

informative programs that are hosted

News content

Because channel seven can uplift one's spirit, I love to listen

to the word of god, and each time it help me grow in my

Christian walk

Very informative, ‘se jou se’ is creating the platform for the community to express their

views

Any news or message via NBC Afrikaans radio is always clear

Diversity. They deal with stuff

that people will think is for "old people" but they give people

the opportunity to form part of the show. E.g. the "se jou se"

program that Sharifa and Denver used to host, is just

fantastic. They allow interaction between radio and

listener.

Topics of discussions are on point we get to interact

Real issues are spoken there

each day

More news

Entertainment

6% 1% 1% 4% 2%

NBC Nama/Damara Kosmos Radio Channel 7 / Kanaal 7 NBC Afrikaans Radio KCR / Base FM

Weekday

7 AM – 8 AM

8 AM – 9 AM

9 AM – 10 AM

10 AM – 11 AM

11 AM – 12 PM

12 PM – 1 PM

1 PM – 2 PM

2 PM – 3 PM

3 PM – 4 PM

Weekend

Presence through the day:

TV

Social Media

Radio

Household Chores

Represents the top activities performed on weekdays during the respective time slots while the television is on

Represents the top activities performed on weekend during the respective time slots while the television is on

Pres

ence

Respondents’ presence through the day and the type of activities performed when at home.

Act

ivit

ies

per

form

ed w

hen

at

ho

me

Represents Home Represents College/Work

Represents Other Represents Travelling


Weekday

4 PM – 5 PM

5 PM – 6 PM

6 PM – 7 PM

7 PM – 8 PM

8 PM – 9 PM

9 PM – 10 PM

10 PM – 11 PM

11 PM – Midnight

Weekend

Respondents’ presence through the day and the type of activities performed when at home.

TV

Social Media

Radio

Household Chores

Act

ivit

ies

per

form

ed w

hen

at

ho

me

Presence through the day:

Pres

ence

Represents the top activities performed on weekdays during the respective time slots while the television is on

Represents the top activities performed on weekend during the respective time slots while the television is on

Represents Home Represents College/Work

Represents Other Represents Travelling


Radio Stations tuned in to and the type of programs listened to on WEEKDAYS (top 4 slots)

7 AM – 7:30 AM

Time Slot Radio Station Programs

7:30 AM – 8 AM


Radio Stations tuned in to and the type of programs listened to on WEEKDAYS (top 4 slots)

5 PM – 5:30 PM

Time Slot Radio Station Programs

5:30 AM – 6 PM


Audience Research: Desired Programs on

Radio

Respondent Profile – TV Viewers

De

mo

grap

hic

s



353 399

(47%) (53%) 271 278 203

36% 37% 27%

16-24 25-30 30+

414 338 55% 45%

Males Females

47%

22%

17%

11% 4%

Time per week on TV

More than 4hours3 – 4 hours

2 – 3 hours

1 – 2 hours

15%

42%

18%

0%

12% 9% 1% 3%

-10%

10%

30%

50%

NBC DTT Decoder DSTV Decoder GoTV Decoder NBC Analogue NBC DTT/DSTVDecoder

NBC DTT/GoTVDecoder

Mobile Device Desktop/Laptop

Mode of receiving TV Signal

4%

77%

17% 3%

Number of TV sets

None

One

Two

Three or more

90%

10% 8% 1% 4% 1% 0%

50%

100%

Own home via TVset(s)

Other person’s home via TV set(s)

Own home viaanother device(Computer/Cell

phone)

TV at Restaurant /Coffee shop

TV atBar/Club/Shebeen

Other

Where do they watch TV?

Audience Research: TV

TV Channels viewed and the type of programs watched on WEEKDAYS (top 6 slots)

7 PM – 7:30 PM

Time Slot TV Channels Programs

7:30 PM – 8 PM




8 PM – 8:30 PM

8:30 PM – 9 PM




9 PM – 9:30 PM

9:30 PM – 10 PM


TV Channels viewed and the type of programs watched on WEEKENDS (top 6 slots)


7 PM – 7:30 PM

7:30 PM – 8 PM




8 PM – 8:30 PM

8:30 PM – 9 PM




9 PM – 9:30 PM

9:30 PM – 10 PM


Audience Research

‘NBC 1’ has the relatively highest spontaneous brand recall in the category ; However when prompted, it is closely followed by ‘One Africa Television’, ‘Channel O’ and ‘NBC 2’

86% 81% 81% 80% 79% 79% 78%

74% 73% 71% 71% 70% 69%

34%

20%

12% 15%

9% 7%

18%

11% 7%

22%

12%

0%

16% 13%

1% 0% 2% 1% 1% 5%

1% 1%

10%

2% 0%

3%

NBC 1 One AfricaChannel

Channel O NBC 2 e.TV Africa CNN Supersport BBC WorldNews

NationalGeographic

NBC 3 DiscoveryChannel

TBN TRACEurban

Total

In-Mind

Top of Mind

Awareness

Top of Mind : Thinking of the TV channels that you watch, which is the first channel that comes to your mind? (Unaided) In-Mind : Thinking of the TV channels that you watch, which other channels come to your mind, in addition to the one you mentioned in the previous question? (Unaided) (Inclusive of ToM) Total : From the list below, please select the TV channels that you have heard of. (Aided)

Spontaneous recall is primarily driven by ‘Males’,

Total (Prompted) recall is primarily driven by those from the

‘Khomas’ region

Spontaneous recall is primarily driven viewers from ‘Other regions’ (those not

from Khomas)


from Khomas)


from Khomas)

Top of Mind recall is primarily driven by ‘Females’

Spontaneous recall is primarily driven by

‘younger age group’,

70%

35% 33% 32% 32% 31% 27% 27% 27%

23% 22% 16%

9%

27%

4% 8%

2% 4% 2%

16%

5% 3% 2% 2% 2% 3%

NBC 1 CNN NationalGeographic

One AfricaTelevision

DiscoveryChannel

e.TV Africa NBC 3 Supersport BBC WorldNews

NBC 2 Channel O Africa Magic TBN - TrinityBroadcasting

Namibia

Frequently watched channels

Favourite channel

Frequently watched : Please select which of these channels do you watch frequently. Favourite channel : Which of these is your favourite channel? OR the channel you watch most often? Sample Size: 195

Frequently Watched /

Favourite Channel

Primarily driven by ‘males’ and higher age group (30+)

Frequently watched % age is primarily driven by ‘females’ and

younger age group (16-24)

‘Frequently watched ’ % age is primarily driven by males

Frequently watched % age is primarily driven by ‘males’ Frequently watched % age is

primarily driven by ‘males’ and younger age group

Primarily driven by higher age group (30+)

‘Favourite Station’ % age is primarily driven by viewers from ‘Other regions’ (those

not from Khomas)

Primarily driven by higher age group (30+)

Primarily driven by ‘males’ and higher age group (30+)

Audience Research

‘NBC 1’ dominates the category being the most frequently watched TV channel. It also is the viewers’ favourite channel followed by ‘NBC3’


Favourite channel: Which of these is your favourite channel? Or the channel you watch most often? Reasons favourite channel: Why is '[TV Channel X]' your favourite channel? Mention one thing that you like most about it.

Because it always broadcast programs that

talk about the serious issues of life or what is

basically happening in the country e.g. news/talk of the nation and Tupopyeni

Cultivates knowledge of

diversity

It is very informative and they have relatable

content as it is a Namibian channel and they cover

most issues happening in Namibia.

Prime news @8:00pm

It broadcasts 7de laan soapie

It plays a lot of films that

I like watching. E.g., revenge, the blacklist,

modern family, etc.

Because of the news on it

I like NBC 2 because of the world news its

showing

Its 24 hours news update

How they present the news and the reporters

skills

It broadcasts 24 hours and you are always updated with global

news

They talk more about Donald trump

Documentaries on current/past events

Its a learning experience every time you watch it

Wide variety of programs very

educational and interesting

It covers about animals

and the environment that sometimes is

unknown

Because its a channel that show variety of

programs ranging from entertainment, sport, movies and current

affairs program

Has South African soapies

The show WWE, and South African home

grown shows and series and I get to see how

they do things and learn

I like the weekly telenovela series that

play at 7 o'clock

Has favourite movies and telenovelas

Entertainment

It has the series which I have longing to watch

for a long time

Old telenovelas come back (India a love story)

27%

2% 2% 4% 8% 2%

16%

NBC 1 One Africa Television NBC 2 CNN National Geographic e.TV Africa NBC 3

Favourite Channel and Reasons

Audience Research

Viewers like ‘NBC 1’ the most as it covers most of the current affairs in Namibia and is informative & cultivates knowledge, while ‘NBC 2’ is liked for covering the world news; ‘NBC 3’ is liked for the telenovela series

‘News’ and ‘Movies’ are the most watched programs on TV; While viewers desire to watch ‘Sitcoms / Soaps / TV Series’ the most

79%

77%

66%

55%

51%

10%

0% 20% 40% 60% 80% 100%

News

Movies

Music/Songs

TV shows (Sitcoms)

Sports

Other

Currently Watched Programs Desired Programs

Type of Programs –

Currently Watched and Desired

20%

13%

13%

13%

13%

11%

11%

10%

9%

8%

7%

7%

7%

0% 5% 10% 15% 20% 25%

Sitcoms / Soaps / TV series

Educational / Knowledge Sharing

Movies

Local Content

Reality Shows

Informative Shows - History,…

Documentaries

Sports

Comedy shows

Lifestyle programmes

News/Current Affairs

About Nation/Finance/Economics

Cooking/Food programs

Primarily driven by ‘Males’

Audience Research: Desired programs for TV

‘News Bulletin: News@8’ is the most watched program followed by ‘Good Morning Namibia’, ‘Generations’ and ‘Tupopyeni’

Programs watched on NBC

channels

67%

54% 52% 50% 48% 48% 47% 46% 46% 46% 45% 45%

NewsBulletin:News@8

GoodMorningNamibia

Generations Tupopyeni One on One Telenovela Whatagwan BusinessToday

Local Music Rhyme City KnowingNamibia

Talk of theNation

Viewership is primarily driven by ‘Higher age group (30+)’

Viewership is primarily driven by ‘Females’

Viewership is primarily driven by ‘Males’

Viewership is primarily driven by ‘Females’ and by those residing in ‘Other’ regions besides Khomas

Viewership is primarily driven by ‘Younger age group (16-24)’

Audience Research: Programs highly watched

onTV

Address

Namibia Broadcasting Corporation

Cullinan Street

Windhoek

Windhoek

Phone & Fax

Cell number: +264811461118

Office number: +264 61 291 3171

[email protected]

Social Media

https://www.facebook.com/Namibian-Broadcasting-Corporation

Get in touch with us nbc its ours

Thank you!

Documents

Audience Research- ICT Summit...Audience Research: Radio Which Radio Station is your favourite and why is it your favourite station It has education program. Its gives u strength to