Media Habits Study_Dec, 16

MMS Research
 The Ghanaian media landscape is witnessing media proliferation and fragmentation coupled with expanding
technologies and evolving demographics; consumers are becoming more sophisticated in their media consumption -
shifting media audience patterns and varied preferences have put a serious challenge to traditional media planning and
campaign execution in the mobile telephony industry.
 To ensure that the brand continues to remain relevant and endear itself to subscribers as the brand that continues to
give everyday value, it seeks to monitor the media landscape to have a first-hand insight on media, audience patterns and
preferences as well as MTN and competitors’ media/communication activities.
KEY OBJECTIVE
 To establish consumers’ media consumption patterns and preferences that will enhance effective and efficient media
planning and campaigns execution.
Background

Sampling universe
Males and Females aged : 16 - 65+
Survey period: Quarter 4 2016
Sample size: 2250
Geographic coverage
29
54
14
AB C1C2 DE
Social Class
Gender Split Survey was quantitative and has covered 8 key regions
54% 46% Region %
Greater Accra 23
Western 11
Central 9
Eastern 13
Ashanti 19
Brong Ahafo 8
Volta 7
Northern 10
Scope and Methodology

29
54
14
AB
CI/C2
DE
The gap between male and female respondents is 8% and this minimizes opinion bias.
%
21
29
21
13
10
5
08-15
years
16-24
years
25-33
years
34-42
years
43-51
years
52-60
years
Social class
68
53 53 53
43 43
34
29 26
21 19 18
12
7
3
WatchTerrestialTelevision
Stations(freetoair)
ListentoRadio
ReceivedSMSinformationon
yourphone
Read/seeninformationon
billboard
Browsetheinternet
poster/handbill
Visitparks/recreational
centre
WatchCableTelevision
Stations(PayTV)
Pleasuretrips/clinics
Visitthecinema
Visitclubs
Participateinsports/games
(specify)
Readnewspapers
Readmagazines
Others
Age group
54% 46%
Respondent’s profile

60
45
33
28
13
71
55
78
75
72
69
47
55
58
11
85
6
57
13
8
40
9
16
6
6
36
12
6
21
89
10
63
2
4
40
9
3
1
1
9
10
4
4
58
36
25
4
2
23
4
83
85
73
39
43
24
7
28
43
56
6
2
47
4
80
88
76
31
25
4
4
98
2
79
8
14
19
16
6
6
8
6
6
6
6
82
36
79
5
3
16
6
7
5
3
2
6
9
7
1
100
16
74
11
11
38
12
64
63
12
15
16
6
6
Watch Terrestial Television Stations (free to air)
Watch Cable Television Stations (Pay TV)
Listen to Radio
Read newspapers
Read magazines
Browse the internet
Visit the cinema
Received SMS information on your phone
Read/seen information on billboard
Read/seen information on poster/handbill
Visit parks/recreational centre
Pleasure trips/clinics
Visit clubs
Participate in sports/games (specify)
Others
Greater Accra
Western
Central
Koforidua
Ashanti
Brong Ahafo
Volta
Northern
Base: 2250
Terrestrial TV stations are mostly watched in northern region followed by Brong Ahafo while cable TV stations are mostly watched in Greater Accra. Radio is largely listen
to in Volta region while newspaper and magazine are read mostly in Greater Accra.
%Media patronage by region

Listen to Radio
Read newspapers
Read magazines
Browse the internet
Visit the cinema
Visit clubs
Others
71
30
54
8
8
54
23
55
49
37
29
27
19
25
0
60
28
49
12
8
61
15
55
59
48
28
33
22
18
0
70
28
54
12
5
30
17
51
50
40
36
19
21
19
4
65
41
54
14
8
30
18
58
53
46
49
23
10
20
7
79
21
54
19
8
27
24
46
50
44
43
19
18
13
6
74
21
57
6
7
17
18
50
50
42
28
33
22
20
8
08-15 years 16-24 years 25-33 years 34-42 years 43-51 years 52-60 years
Base: 2250
Terrestrial TV is watched majorly by respondents within age 43 – 51 years while cable TV is watched majorly by respondents within age 34 – 42 years. Radio is being
patronized more by respondent within age 52 – 60 years.
%Media patronage by Age group

55
50
35
21
7
71 35
62 59
58 50 35
37
43
870
23
57
7
8
35 12
51
50
41 29
23
12
10
1
82
11
68
8
7
15 10
48 57
27 21 21
12
7
WatchTerrestialTelevision
Stations(freetoair)
WatchCableTelevisionStations
(PayTV)
ListentoRadio
Readnewspapers
Readmagazines
Browsetheinternet
Visitthecinema
ReceivedSMSinformationonyour
phone
billboard
poster/handbill
Visitparks/recreationalcentre
Pleasuretrips/clinics
Visitclubs
Participateinsports/games
(specify)
Others
DE
C1C2
AB
Base: 2250
More than half of the respondents that watch terrestrial television stations (free to air) falls within ‘DE’ social class while 50 percent of respondents that watch cable
television (pay TV) falls within ‘AB’ social class. Higher percentage (68%) of respondents that listen to radio are DE social class while respondents that read newspaper falls
within AB social class.
%Media patronage by social class

8605241
6761548
6703446
6703429
5484908
5460032
4317361
3696022
3281935
2474280
2446878
2376304
1510900
945769
Listen to Radio
Browse the internet
Visit clubs
Visit the cinema
Read newspapers
Read magazines
67.69%
53.19%
52.73%
52.73%
43.15%
42.95%
33.96%
29.07%
25.82%
19.46%
19.25%
18.69%
11.89%
7.44%
Listen to Radio
Browse the internet
Visit clubs
Visit the cinema
Read newspapers
Read magazines
Share of PenetrationPenetration
Base: 2250
Terrestrial TV has the highest penetration (67.69%) followed by SMS on phone, billboard (52.73%), and radio (52.73%)
respectively.
Media penetration

2321617
2237694
2149982
2124531
2051220
1776700
1714456
1638998
1633905
1398510
1342274
994083
837230
377622
Browse the internet
Visit the cinema
Visit clubs
Listen to Radio
Read newspapers
Read magazines
78.06%
75.24%
72.29%
71.43%
68.97%
59.74%
57.65%
55.11%
54.94%
47.02%
45.13%
33.42%
28.15%
12.70%
Browse the internet
Visit the cinema
Visit clubs
Listen to Radio
Read newspapers
Read magazines
Base: 540
In Greater Accra, SMS information on phone has the highest penetration (78.06%) followed by billboard (75.24%), poster/handbill (72.29%), and the internet
(71.43%) respectively.
Media penetration (Greater Accra)

1235586
833367
576576
520647
307581
227981
193022
168522
125836
123040
90226
89208
81797
80266
Listen to Radio
Browse the internet
Read newspapers
Visit the cinema
Read magazines
Visit clubs
85.15%
57.43%
39.73%
35.88%
21.20%
15.71%
13.30%
11.61%
8.67%
8.48%
6.22%
6.15%
5.64%
5.53%
Listen to Radio
Browse the internet
Read newspapers
Visit the cinema
Read magazines
Visit clubs
Base: 225
Terrestrial TV stations has the highest penetration share (85.15%) in Western region followed by radio (57.43%), and the internet (39.73%) respectively.
Media penetration (Western region)

1034566
731464
464154
119593
114493
107230
103317
50909
50909
47195
31362
28523
11183
6298
Listen to Radio
Browse the internet
Visit the cinema
Visit clubs
Read magazines
Read newspapers
89.05%
62.96%
39.95%
10.29%
9.86%
9.23%
8.89%
4.38%
4.38%
4.06%
2.70%
2.46%
0.96%
0.54%
Listen to Radio
Browse the internet
Visit the cinema
Visit clubs
Read magazines
Read newspapers
Base: 200
In central region, terrestrial TV stations has the highest penetration share (89.05%) which is followed by radio (62.96%) and the internet (39.95%) respectively.
Media penetration (central region)

1371112
1338554
1173299
938821
687556
631330
578986
405525
382717
366344
108153
62675
62559
39412
Watch Terrestial Television Stations (free to
air)
Listen to Radio
Visit clubs
Browse the internet
Read newspapers
Visit the cinema
Read magazines
85.40%
83.37%
73.08%
58.47%
42.82%
39.32%
36.06%
25.26%
23.84%
22.82%
6.74%
3.90%
3.90%
2.45%
Listen to Radio
Visit clubs
Browse the internet
Read newspapers
Visit the cinema
Read magazines
Base: 225
Billboard has the highest penetration share in Eastern region followed by phone SMS (83.37%), poster/handbill respectively.
Media penetration (Eastern region)

2104223
1926065
1822679
1332507
1120150
1026419
736678
675549
588612
134257
97823
89289
85198
54033
Listen to Radio
Browse the internet
Read newspapers
Visit clubs
Visit the cinema
Read magazines
87.94%
80.49%
76.17%
55.69%
46.81%
42.90%
30.79%
28.23%
24.60%
5.61%
4.09%
3.73%
3.56%
2.26%
Listen to Radio
Browse the internet
Watch Terrestial Television Stations (free to
air)
Read newspapers
Visit clubs
Visit the cinema
Read magazines
Base: 520
In Ashanti region, billboard has the highest penetration when compared to other media.
Media penetration (Ashanti region)

967200
775689
183816
157841
139470
75714
75714
57023
57023
57023
57023
57023
57023
19966
Listen to Radio
Browse the internet
Visit the cinema
Read magazines
Read newspapers
Visit clubs
97.98%
78.58%
18.62%
15.99%
14.13%
7.67%
7.67%
5.78%
5.78%
5.78%
5.78%
5.78%
5.78%
2.02%
Listen to Radio
Browse the internet
Visit the cinema
Read magazines
Read newspapers
Visit clubs
Base: 205
Terrestrial TV recorded the highest penetration rate in Brong Ahafo when compared with other media. This is followed by radio (78.58%) and the internet trailing largely
behind.
Media penetration (Brong Ahafo)

722999
698366
322580
145280
80387
65953
60958
56322
49174
46477
40483
26001
22678
19401
Listen to Radio
Browse the internet
Visit clubs
Visit the cinema
Read newspapers
Read magazines
81.58%
78.80%
36.40%
16.39%
9.07%
7.44%
6.88%
6.36%
5.55%
5.24%
4.57%
2.93%
2.56%
2.19%
Listen to Radio
Browse the internet
Visit clubs
Visit the cinema
Read newspapers
Read magazines
Base: 180
Terrestial TV recorded the highest penetration rate (81.58%) in Volta region and this is closely followed by radio (78.80%) and cable TV respectively.
Media penetration (Volta region)

1253820
932428
797988
785508
479181
205798
202097
193831
153381
152461
138996
138996
72382
72382
Listen to Radio
Browse the internet
Visit the cinema
Read newspapers
Read magazines
Visit clubs
100.00%
74.37%
63.64%
62.65%
38.22%
16.41%
16.12%
15.46%
12.23%
12.16%
11.09%
11.09%
5.77%
5.77%
Listen to Radio
Browse the internet
Visit the cinema
Read newspapers
Read magazines
Visit clubs
Base: 155
In Northern region, terrestrial TV recorded the highest penetration rate (100%) followed by radio (74.37%), SMS information on phone, and billboard
(62.65%) correspondingly.
Media penetration (Northern region)

32
21
45
79
5
25
19
24
28
0
6
0
8
14
14
2
0
1
0
13
7
9
14
0
0
0
6
5
21
39
0
0
0
3
32
41
31
9
0
35
41
58
18
10
74
1
59
7
26
2
0
46
34
59
8
7
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Early morning (4am-9.59am)
Late morning (10am-11.59am)
Early afternoon (12noon-1.59pm)
Late afternoon (2pm-3.59pm)
Early evening (4pm-6.59pm)
Late evening (7pm-9.59pm)
Night/midnight (10pm-12am)
Night/midnight (12.01-3.59am)
Base: 1692
On Fridays, Saturdays, and Sundays, higher percentage of respondents watched TV late in the evening. On Tuesdays and Thursdays, a sizeable percentage of the
respondents watched TV at night/midnight.
%Time when TV is Regularly watched (%)

Base: 1692
15
44
26
8
5 101
Less than 1hr 1-2 hours 3-4 hours
5-6 hours 7- 8 hours 9-10 hours
11-12 hours More than 12 hours
Time spent watching TV
5 7
10
31
10
6
21
10
>15 mins 15 mins 20 mins 30mins
40 mins 50 mins 60 mins (1hr) Others
Switching pattern
A sizeable percentage of respondents watch TV for at least 30 minutes
before switching to another TV station.
Large percentage of respondents spent 1 – 2 hours watching
TV daily.
TV watching behavior

99 99 98 96 96 93 90 88 87
81 80 77
36
27
GTV TV3 GHOne Metro
TV
Viasat
1
UTV ETV
Ghana
TV
Africa
Net
2TV
Crystal
Xtra
Crystal
Prime
Crystal
Plus
Coastal
TV
Adom
TV
100 99 97
92
87
79
65
4 3 1 1
TV3 UTV GTV Viasat 1 Coastal
TV
Metro TVTV Africa GHOne Adom TV Crystal
Prime
Crystal
Xtra
100 100
95
89
83
48
28
4 2
TV3 UTV GTV Metro TV GHOne Viasat 1 TV Africa Adom TV Crystal
Prime
100 100 100
89
GTV TV3 Metro TV TV Africa
Accra Western
Central Eastern
% Share of Reception of Stations by Regions…1/3

100 100 98
92
57
34 31 31
26 22 21 21 20 20
GTV Metro
TV
TV3 TV
Africa
GHOne Viasat
1
UTV Adom
TV
Crystal
Prime
Coastal
TV
Crystal
Xtra
Net
2TV
Crystal
Plus
ETV
Ghana
98 94 93
87
81 78 74
65
57
51
24 24 20 8
TV3 UTV GTV Metro
TV
Crystal
Xtra
Crystal
Prime
Crystal
Plus
Viasat
1
TV
Africa
GHOne Net
2TV
ETV
Ghana
Coastal
TV
Adom
TV
100 100 100 98
49
2
GTV TV3 UTV TV Africa Metro TV Crystal Prime
100 98
83
77
69
60
39
TV3 GTV Viasat 1 UTV TV Africa Metro TV GHOne
Ashanti Brong Ahafo
Volta Northern

21
30
45
47
47
48
50
77
78
78
85
87
99
99
Adom TV
Coastal TV
Crystal Prime
Crystal Xtra
Crystal Plus
ETV Ghana
Net 2TV
Viasat 1
TV Africa
GHOne
Metro TV
UTV
GTV
TV3
6
12
14
18
18
20
21
38
47
73
78
82
97
99
Adom TV
Net 2TV
ETV Ghana
Crystal Plus
Coastal TV
Crystal Xtra
Crystal Prime
GHOne
Viasat 1
TV Africa
UTV
Metro TV
GTV
TV3
2
3
4
5
6
6
15
27
63
63
64
76
97
99
Adom TV
ETV Ghana
Net 2TV
Crystal Plus
Crystal Prime
Crystal Xtra
Coastal TV
GHOne
TV Africa
UTV
Viasat 1
Metro TV
GTV
TV3
High Value Band (AB) Middle Value Band (C1C2) Low Value Band (DE)
Base: 1692
There is no significant difference between the TV stations watched by different social class as revealed above. TV3 and GTV tops the station watched by high, middle, and
low value band.

Base: 1692
UTV has the highest reach in Accra and Central regions while GTV has the highest reach in Western region and TV3 has the highest reach in Eastern region.
78
65
40
32
27 27
UTV TV3 GTV Viasat 1 GHOne Metro TV
Accra
76
70
66
32
25
17
GTV TV3 UTV GHOne Metro TV Viasat 1
Western
97
76
70 67
61
46 43
UTV TV3 Viasat 1 GTV Coastal TV Metro TV TV Africa
Central
85
53
48
42
TV3 GTV Metro TV TV Africa
Eastern
Reach of Stations (Using the watched most often response)

46 45
37
12
TV3 GTV Metro TV TV Africa
92
87
55 53
46
TV3 UTV GTV Crystal Xtra Metro TV
93 92
49
5
UTV TV3 GTV TV Africa
76
27
1 1 1
TV3 UTV GTV GHOne Viasat 1
Ashanti Brong Ahafo
Volta Northern
Base: 1692
TV3 recorded the highest reach in Ashanti, Volta, Northern regions while UTV has the highest reach in Brong Ahafo.
Reach of Stations (Using the watched most often response)

1
1
7
10
10
10
11
22
25
28
34
50
63
64
Crystal Plus
Adom TV
Crystal Prime
Net 2TV
ETV Ghana
Coastal TV
TV Africa
GHOne
Crystal Xtra
Viasat 1
Metro TV
GTV
UTV
TV3
1
1
3
4
5
8
9
10
18
19
30
53
61
83
ETV Ghana
Adom TV
Net 2TV
Crystal Plus
Crystal Prime
Crystal Xtra
GHOne
Coastal TV
TV Africa
Viasat 1
Metro TV
GTV
UTV
TV3
1
1
1
2
3
4
7
11
11
15
27
46
64
Crystal Prime
Net 2TV
Adom TV
ETV Ghana
Crystal Xtra
GHOne
Coastal TV
TV Africa
Viasat 1
Metro TV
GTV
UTV
TV3
High Value Band (AB) Middle Value Band (C1C2) Low Value Band (DE)
Base: 1692
There is no significant difference between station received by high value, middle value, and low value band respondents. The most received stations
include TV3, UTV, GTV, Metro TV, and Viasat 1.
Value band for station (who do we reach)

Sunday Monday Tuesday Wednesday Thursday Friday Saturday
GTV TV3 Metro TV TV Africa Viasat 1 Coastal TV UTV
TV Viewership- Pan Ghana weekdays
(Time band on weekdays)
Base: 1692
TV3 recorded the highest viewership on all days of the week except Friday when GTV recorded the highest viewership.
TV viewership is highest between 8.00 – 8:15 pm.
Time

GTV TV3 Metro TV TV Africa Crystal Prime Crystal Xtra Crystal Plus GHOne Net 2TV ETV Ghana Viasat 1 Coastal TV UTV
Base: 1692
Between 6.00 – 7.00am, 10.00 – 11.00am, 1.00 – 2.00 p.m, and 3.00 – 4.00pm, 8 – 9 p.m, UTV has the highest viewership.
Value band for stations (who do we reach)

GTV TV3 Metro TV TV Africa Crystal Prime Crystal Xtra Crystal Plus GHOne Viasat 1 Coastal TV UTV
Base: 1692
In the past one month, TV3 attract more audience when compared to other stations on all days of the week except Friday when GTV recorded the highest viewership.
TV Viewership – Past one month

38
66
69
53
53
42
41
1
61
59
80
87
92
92
51
84
22
15
45
45
26
2
19
19
44
48
12
4
1
8
17
33
50
2
14
26
35
2
18
9
1
32
6
64
37
5
6
5
60
8
83
61
95
87
93
2
28
2
1
1
7
Greater Accra
Western
Central
Eastern
Ashanti
Brong Ahafo
Volta
Northern
GTV
TV3
Metro TV
TV Africa
Crystal Prime
Crystal Xtra
Crystal Plus
GHOne
Viasat 1
Coastal TV
UTV
Adom TV
Base: 1692
In the past one month, UTV recorded the highest viewership in Greater Accra, Central, and Brong Ahafo regions. On the other hand, TV3 recorded the highest viewership
in the Northern, Volta, Brong Ahafo, Ashanti, and Eastern region. GTV only record highest viewership in Western region.
TV Viewership – Past one month (Per region)

GTV TV3 Metro TV TV Africa Crystal
Prime
Crystal Xtra Crystal Plus GHOne Net 2TV ETV Ghana Viasat 1 Coastal TV UTV Adom TV
AB
C1C2
DE
Base: 1692
Note: AB: High Value Band, C1C2:Middle Vale Band, DE: Low Value Band
TV Viewership – Past one month (Value Band)

7 9 10
2
20 19
8
1
51
11
3
7
GHOne
Coastal TV
Crystal Xtra
TV Africa
Metro TV
Viasat 1
GTV
UTV
TV3
Base: 1692
TV3 maintain its lead as the most watched TV station for the past seven days except Friday when GTV lead.
GTV TV3 Metro TV TV Africa Crystal Xtra GHOne Viasat 1 Coastal TV UTV Net 2TV
AB C1C2 DE
TV Viewership – Past seven days

30
52
68
45
43 31
41
1
61
54
78
87
91
92
50
82
21
9
44
44
21
0
18
26
30
1
13
9
1
29
6
64
29
5
80 60
95
84
83
2
27
Greater Accra Western Central Eastern Ashanti Brong Ahafo Volta Northern
UTV
Coastal TV
Viasat 1
GHOne
Crystal Xtra
TV Africa
Metro TV
TV3
GTV
Base: 1692
For the past seven days, UTV recorded the highest viewership in Greater Accra and Central region while TV3 recorded the highest viewership
in Eastern, Ashanti, Brong Ahafo, Volta, and Northern regions.
TV Viewership – Past seven days (Per region)

28
29
18
20
10
50
30
74
61
73
45
64
31
57
15
6
21
21
34
5
17
12
6
36
16
10
11
1
1
5
10
2
1
2
1
5
13
16
10
6
5
19
56
35
12
55
47
37
58
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
GTV
TV3
Metro TV
TV Africa
Crystal Prime
Crystal Xtra
GHOne
Viasat 1
Coastal TV
UTV
GTV TV3 Metro TV TV Africa Crystal Xtra GHOne Net 2TV Viasat 1 Coastal TV UTV
AB C1C2 DE
Base: 1692
TV Viewership – Watched yesterday

Greater Accra
Western
Central
Eastern
Ashanti
Brong Ahafo
Volta
Northern
27
49
63
18
36
10
41
1
51
48
66
87
82
80
30
78
16
9
44
25
13
17
17
43
18
2
1
25
23
1
12
9
1
7
6
6
4
28
6
63
13
1
79
57
93
84
71
1
21
GTV
TV3
Metro TV
TV Africa
GHOne
Net 2TV
ETV Ghana
Viasat 1
Coastal TV
UTV
Base: 1692
TV Viewership – Watched yesterday (per region)

2
23
5
12
1 0
41
1
10
22
20
51
39
37
24
70
2
24
2
21
17
17
9
342
38
60
26
63
1
24
Greater Accra Western Central Eastern Ashanti Brong Ahafo Volta Northern
UTV
Viasat 1
GHOne
Metro TV
TV3
GTV
Base: 1692
During week days, TV3 is mostly watched in Central, Eastern, Ashanti, Brongg Ahafo, and Norther region while GTV is mostly
watched in Western and Volta region. In Greater Accra, TV3 is mostly watched during week days.
TV Viewership – week days (per region)

1
23
6
3
1
45
1
26
25
32
54
38
41
23
69
2
4
16
1
18
8
17
2
9
3
8
2
5
2
1
2
37
29
38
36
55
1
25
Greater Accra
Western
Central
Eastern
Ashanti
Brong Ahafo
Volta
Northern
GTV
TV3
Metro TV
GHOne
Viasat 1
UTV
Base: 1692
On weekend, UTV recorded highest viewership in Greater Accra, Western, Central, Ashanti, and Brong Ahafo region while TV3 recorded highest viewership
in Eastern and Northern region. However, GTV has the highest viewership in Volta region.
TV Viewership – week ends(per region)

Good line up / organisation of
programs
crystal clear vision/ good quality
reception
show nice entertaining
programs
Show nice interesting programs Their news broacst is detailed,
both local and foreign
Good sports program/show
AB C1C2 DE
Base: 1461
Reasons for TV Viewership – Value Band

1
2
3
3
8
10
98
Others
Recreation centre
School
Viewing centre
Friends/relation house
At work
At home
62
38
Yes No
Influenced by advert
Base: 1692
Nearly all respondents watched TV at home while more than half of the respondents asserted that they have been influenced by a TV advert to make
informed purchase.
1
4
5
5
16
69
Others specify
I dont watch/walk
out/leave to do other
things
I don't pay attention to
the adverts
Though I watch, I feel
unhappy/furious
I tune to other TV station
channels
I sit back to watch the
advert with keen interest
Reaction to advert
Usual Places of watching TV and Reaction to advert

1
1
4
8
10
12
19
21
28
33
43
54
Religion
Documentary
Kiddies
Drama
Ghana Soap Opera
Comedy
Musicals/entertainment
Talk Shows/Game shows
Action/Other movies
Foreign Soap Opera
Sports
News/current affairs
Weekdays
5
6
6
8
15
18
19
31
34
37
41
Kiddies
Drama
Religion
Comedy
Ghana Soap Opera
Talk Shows/Game shows
Foreign Soap Opera
Action/Other movies
Musicals/entertainment
Sports
News/current affairs
Weekends
Most Watched programme

TV3 UTV GTV TV3 UTV GTV Metro TV TV3 UTV GTV
TV3 GTV UTV TV3 UTV GTV TV3 UTV GTV
First to break news Most preferred for Sport Indepth news
Most preferred
for documentary
Most preferred for
musicals
Most preferred for
talk show
Base: 1692
TV3 remains the most preferred stations on all programs watched by respondents.
Preferred stations for specific programme…1/2

TV3 UTV GTV TV3 UTV GTV TV3 UTV GTV
TV3 UTV GTV TV3 UTV GTV TV3 UTV GTV
Ghana movies/soap opera Promoting Ghana stars Foreign movies/soap opera
Promoting Ghanaian
culture
Most preferred for
comedy
Most preferred for
clarity
Base: 1692
Preferred stations for specific programme…2/2

4.00-
5.00am
5.00-
6.00am
6.00-
7.00am
7.00-
8.00am
8.00-
9.00am
9.00-
10.00am
10.00-
11.00am
11.00-
12.00pm
12.00-
1.00pm
1.00-
2.00pm
2.00-
3.00pm
3.00-
4.00pm
4.00-
5.00pm
5.00-
6.00pm
6.00-
7.00pm
7.00-
8.00pm
8.00-
9.00pm
9.00-
10.00pm
10.00-
11.00pm
11.00pm-
12.00am
12.00am-
1.00am
1.00-
2.00am
2.00-
3.00am
3.00-
4.00am
Adomfm
Atlantisradio87.9
Citifm97.3
Hitzfm103.9
Joyfm99.7
Montiefm100.1
Okayfm101.7
Peacefm104.3
Radiogold90.5
Sweetmelodies94.3
Xfm95.1X
Yfm107.9
KasapaFM102.3Accra
Class/AdinkraFM91.3
Otecfm102.9Ashanti…
Yfm102.5
Newmercury91.5
Kfm103.7
Hellofm101.5
Angelfm96.1
Bossfm93.7
Gardencity92.1
Spiritfm88.3
Twincity94.7(Western…
Beachfm105.5
Goodnewsfm96.3
Skyypower93.5
AdomfmYfm97.9
Arkfm107.1
Radiobar93.5
Metrofm
Adepafm
Radiosavannah91.2
Zaafm
Eaglefm87.7
Ahomkafm99.5
Atlfm100.5
Livefm107.5
Voltapremierfm98.1
Kekeliradio102.9
Toshfm103.9
Lorlornyofm93.3
Polyfm87.7
Agoo
Base: 1469
Total listenership is highest at 6.00 – 7.00pm and 6.00 – 7.00am. Adom FM recorded the highest listenership followed by Citi FM.
Total listenership (per period & per station)

4.00-
5.00am
5.00-
6.00am
6.00-
7.00am
7.00-
8.00am
8.00-
9.00am
9.00-
10.00am
10.00-
11.00am
11.00-
12.00pm
12.00-
1.00pm
1.00-
2.00pm
2.00-
3.00pm
3.00-
4.00pm
4.00-
5.00pm
5.00-
6.00pm
6.00-
7.00pm
7.00-
8.00pm
8.00-
9.00pm
9.00-
10.00pm
10.00-
11.00pm
11.00pm-
12.00am
12.00am-
1.00am
1.00-
2.00am
2.00-
3.00am
3.00-
4.00am
Adomfm
Atlantisradio87.9
Citifm97.3
Hitzfm103.9
Joyfm99.7
Montiefm100.1
Okayfm101.7
Peacefm104.3
Radiogold90.5
Sweetmelodies94.3
Neatfm100.9
VisionOneFM93.5…
Nhyirafm104.5
Foxfm97.9
Dovefm89.5
Lightfm94.9
Luvfm99.5
Kessbenfm93.3
Metrofm94.1
Ashhfm101.1
Asedafm105.9
Goodnewsfm96.3
Skyypower93.5
AdomfmYfm97.9
Skyfm96.7
Metrofm
Radiosavannah91.2
Zaafm
Eaglefm87.7
Ahomkafm99.5
Atlfm100.5
Voltapremierfm98.1
Kekeliradio102.9
Toshfm103.9
Goodlifefm
Base: 1469
Total listenership is highest at 6.00 – 7.00pm and 6.00 – 7.00am. Adom FM recorded the highest listenership followed by Citi FM.
Total listenership (per period & per station) absolute

Base: 1263
In Accra, Peace FM lead the market followed by Adom FM. In Western region, Sky power is the market leader while Ahomka FM leads in Central region. In
Eastern region, Goodlife FM led the market.
Adomfm
Peacefm104.3
Okayfm101.7
Citifm97.3
Asempafm94.7
Sunnyfm88.7
Happyfm98.9
Joyfm99.7
Omanfm107.1
Hitzfm103.9
Hotfm93.9
90 89
83 81
73 73 71 71 71 70 70
Skyypower93.5
Goodnewsfm96.3
Asedafm105.9
Rokfm98.7
Helpfm103.9
Spicefm91.9
Beachfm105.5
Paragonfm99.9
Melodyfm91.1
71 68 66
61
54
44
33 30 27
Ahomkafm99.5
RadioCentral
92.5
Yesfm102.9
Eaglefm87.7
Sompafm90.9
(Centralregion)
Atlfm100.5
Capefm93.3
Livefm107.5
Pinkfm96.9
100 96 95 94 93
87 86 82
16
Goodlifefm
Emakfm97.7
Others1
Sunrisefm
Polyfm87.7
Agoo
Oboubafm91.71
Easternfm105.1
(Easternregion)
86
77
71
59
37
29
24 22
Accra Western
Central Eastern
Radio stations coverage/reception by region…1/2

Base: 1469
Nhyira FM has the highest coverage in Ashanti followed closely by Kessben FM. In Brong Ahafo, Moonlight FM leads the market followed by Space FM. In
Volta region, Volta star radio is the market leader while four radio stations top in the northern region.
Nhyirafm104.5
Kessbenfm93.3
Otecfm102.9
Ashantiregion
Hellofm101.5
Foxfm97.9
Bossfm93.7
Lightfm94.9
Metrofm94.1
Ashhfm101.1
Angelfm96.1
97 92 88 88 86 84 83 82 81 80
Moonlightfm
102.3
Spacefm
Radiobar93.5
Arkfm107.1
Dimpafm91.3
Suncityfm
Skyfm96.7
Stormfm101.9
Metrofm
100
91 90
85 85
76 73 72
67
Voltastarradio
91.3
Voltapremier
fm98.1(volta)
Toshfm103.9
Hopefm93.1
Kekeliradio
102.9
Usfm100.3
Kuulfm
Lorlornyofm
93.3
98
85 82 80
74 71 69 66
Radiojustice
98.5
Radiosavannah
91.2
Mightfm90.5
Northstarradio
92.1
Zaafm
Diamondfm
93.7
Kesmiradio
100 100 100 100 100 96
82
Ashanti Brong Ahafo
Volta
Northern
Radio stations coverage/reception by region…2/2

Base: 1469
There is a significant difference between radio stations received by high, middle, and low value respondents. For high value, they are endeared to Peace FM, Citi FM,
Adom FM and Okay FM; medium value respondents are endeared to Nhyria FM; while low value respondents are endeared to six stations as shown above.
X fm 95.1
Uniiq fm 95.7
Joy fm 99.7
Prime fm 89.1
Radio gold 90.5
Sena radio 104.7 now atinka fm
Sweet melodies 94.3
Atlantis radio 87.9
Choice fm 102.3
Hitz fm 103.9
Hot fm 93.9
Asempa fm 94.7
Happy fm 98.9
Oman fm 107.1
Sunny fm 88.7
Okay fm 101.7
Adom fm
Citi fm 97.3
Peace fm 104.3
33
35
38
38
38
38
39
41
41
41
41
42
42
42
45
46
49
49
49
High Value Band
Y fm 102.5
K fm 103.7
Kapital fm 97.1
Dove fm 89.5
Luv fm 99.5
Radio bar 93.5
Space fm
New mercury 91.5
Angel fm 96.1
Ashh fm 101.1
Moonlight fm 102.3
Fox fm 97.9
Light fm 94.9
Boss fm 93.7
Metro fm 94.1
Otec fm 102.9 Ashanti region
Hello fm 101.5
Kessben fm 93.3
Nhyira fm 104.5
17
17
17
18
18
18
18
19
19
19
19
20
20
20
20
21
21
22
23
Medium Value Band
Light fm 94.9
Boss fm 93.7
New mercury 91.5
Luv fm 99.5
Angel fm 96.1
Ashh fm 101.1
Otec fm 102.9 Ashanti region
Dove fm 89.5
Fox fm 97.9
Hello fm 101.5
Kessben fm 93.3
Nhyira fm 104.5
Kesmi radio
Diamond fm 93.7
Radio justice 98.5
Radio savannah 91.2
Might fm 90.5
Northstar radio 92.1
Zaa fm
16
16
17
17
17
17
18
18
19
19
20
22
39
43
44
44
44
44
44
Low Value Band
Radio stations coverage/reception by social clas

86
41 38 37
27
22 22 2
Goodlife
fm
Emak fm
97.7
Sun rise fm Poly fm
87.7
Others 1 Eastern fm
105.1
(Eastern
region)
Agoo Obouba fm
91.71
81 77 77
69 64 62 59 56
Sompa
fm 90.9
(Central
region)
Radio
Central
92.5
Ahomka
fm 99.5
Yes fm
102.9
Cape fm
93.3
Eagle fm
87.7
Atl fm
100.5
Live fm
107.5
45
33 32
22 21
16 15 15
Skyy
power
93.5
Goodnews
fm 96.3
Spice fm
91.9
Rok fm
98.7
Twincity
94.7
(Western
region)
Melody
fm 91.1
Help fm
103.9
Radio
silver 92.3
Base: 1469
72
49
42
38
31
21 19 19 18
Adom
fm
Peace
fm 104.3
Happy
fm 98.9
Citi fm
97.3
Starr fm
103.5
Joy fm
99.7
Atlantis
radio
87.9
Okay fm
101.7
Accra
FM
100.5
Accra
Accra Western
Central
Eastern
Reach of Radio Stations: (Using the listened to most often
responses…1/2)

Base: 1469
77
69 65
56 55 55 52 51
45
Nhyira
fm 104.5
Kessben
fm 93.3
Hello fm
101.5
Fox fm
97.9
Otec fm
102.9
Ashanti
region
Boss fm
93.7
Ashh fm
101.1
Light fm
94.9
Dove fm
89.5
Ashanti
Brong Ahafo
Volta Northern
90 89 88
83
75 74 71 70
Moonlight
fm 102.3
Space fm Radio bar
93.5
Ark fm
107.1
Dimpa fm
91.3
Suncity fm Sky fm
96.7
Storm fm
101.9
42
28 28
19
Kekeli radio 102.9 Volta star radio 91.3 Tosh fm 103.9 Hope fm 93.1
32
30 29
9
Zaa fm Radio justice 98.5 Radio savannah
91.2
Northstar radio
92.1
responses…2/2)

10
14
14
14
14
19
22
25
27
36
Uniiq fm 95.7
Kasapa FM 102.3 Accra
Accra FM 100.5 Accra
Class/Adinkra FM 91.3 Accra
Vision One FM 93.5
Starr fm 103.5
Citi fm 97.3
Happy fm 98.9
Peace fm 104.3
Adom fm
Base: 1469
High Value Band Medium Value Band Low Value Band
14
14
14
14
14
15
16
16
17
17
17
18
19
Boss fm 93.7
Sky fm 96.7
Dimpa fm 91.3
Storm fm 101.9
Suncity fm
Otec fm 102.9 Ashanti…
Hello fm 101.5
Ark fm 107.1
Moonlight fm 102.3
Radio bar 93.5
Space fm
Kessben fm 93.3
Nhyira fm 104.5
11
11
12
12
13
14
14
15
16
19
K fm 103.7
Boss fm 93.7
Dove fm 89.5
Light fm 94.9
Ashh fm 101.1
Fox fm 97.9
Radio savannah 91.2
Radio justice 98.5
Hello fm 101.5
Nhyira fm 104.5
responses…by social class

1
3
4
9
29
44
82
Others
In own motor vehicle
Friends/relation house
School
In public motor vehicles (taxi, bus
etc)
At work
At home
2
4
4
7
8
11
22
42
11-12 hours
5-6 hours
7- 8 hours
More than 12 hours
9-10 hours
3-4 hours
Less than 1hr
1-2 hours
3
3
3
5
9
26
31
>15 mins
20 mins
50 mins
15 mins
40 mins
30mins
60 mins (1hr)
Switching spanHours spent listening to radio
Location
Base: 1469 A sizeable proportion of respondents listen to radio at home for at least 1 – 2 hours daily. The earlier they switched from one radio station to another is 30 minutes.
Respondent’s listening behavior

Yes80%
Cable TV Reception
80% of respondents revealed they
receive digital stations on their TV
set.
Greater Accra Western Ashanti
Cable TV Reception per region
Cable TV is largely received in
Greater Accra followed by Ashanti
and Western region respectively.
Cable TV reception: Per region

4.00-
5.00am
5.00-
6.00am
6.00-
7.00am
7.00-
8.00am
8.00-
9.00am
9.00-
10.00am
10.00-
11.00am
11.00-
12.00pm
12.00-
1.00pm
1.00-
2.00pm
2.00-
3.00pm
3.00-
4.00pm
4.00-
5.00pm
5.00-
6.00pm
6.00-
7.00pm
7.00-
8.00pm
8.00-
9.00pm
9.00-
10.00pm
10.00-
11.00pm
11.00pm-
12.00am
12.00am-
1.00am
1.00-
2.00am
2.00-
3.00am
3.00-
4.00am
4syteTV
AdomTV
AGOOTV
AL-Jazeera
AngelTV
BBC(TAGGED)
CAPITALTV
CartoonNetwork
FamilyTV
FireTV
GBC24
GTVAll
GTVGovern
GTVLife
GTVSports+
HomebaseTV
JoyPrime
KantankaTV
LightTV
MaxTV
ObonuTV
OceansTV
PraiseTV
SmileTV
TV7
Total viewership (per period and per station: absolute

4syte TV Adom TV AGOO TV AL- Jazeera Angel TV BBC (TAGGED) CAPITAL TV
Cartoon Network Family TV Fire TV GBC24 GTVAll GTV Govern GTV Life
GTV Sports + Homebase TV Joy Prime Kantanka TV Light TV Max TV Obonu TV
Oceans TV Praise TV Smile TV TV7
Value band for stations (who do we reach)

4.00-5.00am
5.00-6.00am
6.00-7.00am
7.00-8.00am
8.00-9.00am
9.00-10.00am
10.00-11.00am
11.00-12.00pm
12.00-1.00pm
1.00-2.00pm
2.00-3.00pm
3.00-4.00pm
4.00-5.00pm
5.00-6.00pm
6.00-7.00pm
7.00-8.00pm
8.00-9.00pm
9.00-10.00pm
10.00-1.00pm
11.00pm-12.00am
12.00am-1.00am
1.00-2.00am
2.00-3.00am
3.00-4.00am
4syte TV Adom TV AGOO TV AL- Jazeera Angel TV BBC (TAGGED)
Cartoon Network Family TV Fire TV GBC24 GTVAll GTV Govern
GTV Life GTV Sports + Homebase TV Joy Prime Kantanka TV Light TV
Max TV Obonu TV Oceans TV Praise TV Smile TV TV7
Value band for stations (who do we reach) absolute

Base: 1018
Overall, Adom TV is mostly preferred across the regions. Specifically, Adom TV is mostly preferred in Greater Accra region while 4syte TV is mostly preferred
in Western and Ashanti region.
1
1
1
1
1
2
2
3
3
3
5
5
5
5
7
23
31
AGOO TV
GTV Govern
Kantanka TV
Praise TV
TV7
Light TV
Oceans TV
AL- Jazeera
GTV Sports +
Obonu TV
Family TV
GBC24
Homebase TV
Max TV
Angel TV
4syte TV
Adom TV
22
42
1
6
5
2
5
3
1
8
2
2
30
19
2
2
9
4
2
2
4
8
3
9
1
3
2
23
20
2
14
4
1
10
1
1
8
1
4
1
4
3
2
1
4syte TV
Adom TV
AGOO TV
AL- Jazeera
Angel TV
Family TV
Fire TV
GBC24
GTV Govern
GTV Sports +
Homebase TV
Kantanka TV
Light TV
Max TV
Obonu TV
Oceans TV
Praise TV
TV7
Greater Accra
Western
Ashanti
TV Viewership – Preferred stations

73
82
63
40
31
21
27
15
37
15
18
11
29
32
37
33
18
14
11
46
34
46
20
4
15
52
64
34
12
30
8
2
7
24
9
23
5
14
6
10
43
5
23
28
34
36
26
18
6
15
40
75
40
37
41
11
13
9
32
15
22
4
8
4
11
28
6
17
17
25
30
30
20
12
16
4syte TV
Adom TV
AGOO TV
AL- Jazeera
Angel TV
BBC (TAGGED)
CAPITAL
Cartoon Network
Family TV
Fire TV
GBC24
GTVAll
GTV Govern
GTV Life
GTV Sports +
Homebase TV
Joy Prime
Kantanka TV
Light TV
Max TV
Obonu TV
Oceans TV
Praise TV
Smile TV
TV7
Greater Accra
Western
Ashanti
Base: 1018 In the past one month, Adom TV recorded the highest viewership in all the three regions
TV Viewership- Past one month (Per region)

56
68
43 25
12
11
10
10
25
5
17
4
11
13
30
34
11
6 5
44
27
36
13
11
18
49
59
26
9
26
0
0
7
22
9
15
12
2
9
41
5
23 23
32
31 23
18 4
15
26
62
26
23 28
1
3
3
26 8 16 2
6
2 7
27
2
14
11
22 21
27
11
10
13
4syteTV
AdomTV
AGOOTV
AL-Jazeera
AngelTV
BBC(TAGGED)
CAPITAL
CartoonNetwork
FamilyTV
FireTV
GBC24
GTVAll
GTVGovern
GTVLife
GTVSports+
HomebaseTV
JoyPrime
KantankaTV
LightTV
MaxTV
ObonuTV
OceansTV
PraiseTV
SmileTV
TV7
Ashanti Western Greater Accra
Base: 1018
For the past seven days, Adom TV recorded the highest viewership in Greater Accra and Ashanti regions
TV Viewership- Past seven days (Per region)

4syte TV
AGOO TV
Angel TV
Family TV
GBC24
GTV Life
Homebase TV
Kantanka TV
Max TV
Oceans TV
Smile TV
56
69
22
13
21
3
8
2
10
4
1
39
19
2
4
1
44
8
30
12
16
24
33
42
15
2
20
2
7
6
5
3
8
31
3
15
11
14
17
11
13
2
9
22
49
7
10
31
2
16
7
14
3
1
12
20
3
12
9
19
18
24
11
12
15
Greater Accra
Western
Ashanti
Base: 1018
TV Viewership- Watched yesterday

39
13
1
4
1
6
0
4
1
1
10
1
13
3
14
24
8
1
6
5
2
2
3
1
8
3
2
9
4
1
1
5
14
28
3
8
5
8
2
2
1
1
9
1
2
2
5
5
2
1
2
4syte TV
Adom TV
AGOO TV
AL- Jazeera
Angel TV
Family TV
Fire TV
GBC24
GTV Govern
GTV Sports +
Homebase TV
Kantanka TV
Light TV
Max TV
Obonu TV
Oceans TV
Praise TV
Smile TV
TV7
Greater Accra
Western
Ashanti
Base: 1018
TV Viewership- Week days (Per region)

21
10
3
3
2
2
3
4
8
9
4
23
2
3
2
11
22
6
4
1
4
5
1
4
14
9
3
8
2
3
1
1
2
10
32
3
3
8
1
10
1
1
8
2
4
3
4
3
2
3
4syte TV
Adom TV
AGOO TV
AL- Jazeera
Angel TV
Family TV
Fire TV
GBC24
GTV Govern
GTV Sports +
Homebase TV
Kantanka TV
Light TV
Max TV
Obonu TV
Oceans TV
Praise TV
Smile TV
TV7
Greater Accra
Western
Ashanti
Base: 1018
TV Viewership- Weekends (Per region)

Media Habits Study_Dec, 16

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Editor's Notes