MayarditFM Audience Survey - Internews · PDF file1.Introduction to Survey and Data Collection...

Mayardit FM

Audience Survey

Report Outline

1. Introduction to Survey and Data Collection 2. Audience Characteristics3. Sources of Information4. Access to and Engagement with Media5. Radio Listening Preferences6. Competitor Analysis7. A Closer Look at Mayardit FM8. Recommendations

1. INTRODUCTION AND

RESEARCH DESIGN

1.1 Introduction

The Research & Learning (R&L) Group, part of the BBC World Service Trust, conducted a survey with radio listeners in Warrap State in December 2010.

Objectives of the survey:

-To establish an understanding of Mayardit FM’s reach with audiences in Warrap State

-To provide Mayardit FM with information on audience needs and preferences, in order to help the station serve its audience better

-To collect data on audience radio listening behaviours including- Listening times- Competitor stations

The target population was men and women aged 16+ from across the counties of Warrap State served by Mayardit FM: Twic, Gogrial West and Gogrial East.

1.2 Fieldwork Design

In order to reach audiences in both the urban centres and more hard-to-reach rural areas, local interviewers were recruited who could carry out the survey in their own villages and surrounding areas.

Recruiting and training interviewers

Researchers from the R&L Group travelled to Turalei town, where they recruited 7 interviewers from across Twic, Gogrial West and Gogrial East counties. The criteria for selection were:

- Familiarity with the fieldwork area - Knowledge of local languages- Good written and spoken English - Ability to translate the survey questions and record data accurately on the English

questionnaireInterviewers received 2 days training on survey research methods. The training covered interviewing skills, data recording, sampling methods, and the overview of the questionnaire. Training was followed by supervised practice, during which the R&L researcher provided feedback on performance and decided if the candidate qualified for the work.

1.3 Selecting the sample

• Each interviewer returned to their local area to recruit respondents for the survey. They worked in their local area for 5 days, with a target of achieving approximately 8 completed surveys per day. The area in which an interviewer worked was referred to as a ‘cluster’.

• Within each cluster it was desirable to select respondents ‘at random’, so that the sample would have a good mix of people of different ages, sex, occupation and radio listening habits and views.

To achieve a random sample the interviewers were advised to: - Walk in a different direction from their starting point (home) each day- Visit every second household on the way - Select one person at each household to be interviewed. Select someone randomly

by picking a person aged 16+ whose birthday was closest to the date of the interview

• As it was expected that recruiting enough female respondents would be challenging, interviewers were also asked to ensure that at least 3 out of 8 respondents each day were female

1.4 Sampling challenges

•As expected, recruiting females to the survey was very challenging. As males are the head of the household, and so the spokesperson, it was sometimes difficult for the interviewer to recruit a female or younger member of the household for the survey. Using the ‘birthday’ method of selecting a household member, was sometimes helpful in overcoming this challenge. However where there was total refusal to allow another household member to participate the interviewer proceeded with interviewing the head of the household.

•Interviewing at ‘every second household’ was difficult, particularly in sparsely populated areas where households were scattered. For example in some areas the distance between households was more than 20 minutes walk. In these situations interviewers were advised that they could visit every household to achieve their sample.

•Participants were sometimes suspicious about the nature of the survey. In order to improve the chances of getting permission from the head of household interviewers carried letters of introduction from the BBCWST.

1.5 Sample profile

§The sample selected was intended to achieve a mix of age groups, gender, education levels, etc, which would closely represent the population of these regions.

§The ratio of respondents recruited across counties closely represented the actual population spread across those areas

§In total 276 individuals aged 16+ were surveyed. A detailed summary of the sample demographics is provided in this table.

27612039117Base

100%100%100%100%Totals

9%8%8%11%Did not say

23%23%26%22%Up to Secondary

23%25%13%23%Up to Primary

45%44%54%44%No formal educa on

Educa on

3%0%5%5%Did not say

17%7%31%23%45+

22%32%23%12%36-45

34%35%26%37%26-35

24%26%15%24%16-25

Age brackets

57%60%54%56%Male

43%41%46%44%Female

Gender

TotalGogrialWest

GogrialEastTwic

1.6 Data collection

ConsentBefore agreeing to take part in the survey each respondent was given some background information on the aims of the research and informed of the following:

§ Participation in the survey is voluntary and not compulsory§ No monetary incentive would be provided but their input would help MayarditFM to improve the radio service for the community§ The information they provided would be confidential and anonymous, and their names would not be used anywhere in the report§ They could skip/refuse any questions that they were not comfortable with, or end the interview at any time

Survey interviewingEach survey took approximately 20 minutes to complete. The interviewer read out the questions to the respondent and marked their responses on the questionnaire.

SecurityInterviewers were asked to check in by phone at the beginning and end of each day with the R&L team based in Turalei. Any problems or security issues were reported. In case of insecurity in the area, they were asked to stop the work and look for safety.

1.7 Quality control and challenges

Quality ControlThe interviewers returned to Turalei with the completed surveys once they had completed their five days of fieldwork. The completed questionnaires were checked by the R&L team in Turalei, at which time any errors or clarifications that were needed were dealt with.

Challenges in conducting the fieldwork§ Security had to be monitored constantly, and action taken when issues arose. Where security incidents occurred, interviewers were advised not to conduct fieldwork until the situation and safety had been assessed.§Environmental conditions made conducting fieldwork difficult, including travelling long distances to interview participants, and working in strong sun during the day.§Absence of the household head during afternoon hours often made it difficult to get permission for some family members to participate. This meant that interviewers sometimes had to return to households on multiple occasions to complete the interview.§Many individuals expected to receive a monetary token of appreciation for their participation. Where money was requested the interviewers explained that this was not possible and stressed the other benefits of participating in the survey. However at times the lack of incentive meant that potential respondents refused to participate.

2. AUDIENCE CHARACTERISTICS

§Dinka was spoken by 99% of the sample surveyed. This was followed by Arabic (54%) and English (39%).

§The ‘other’ language category included: Kiswahili, Nuer, Angok, Fur, Nas and Zaghawa.

2.1 Languages spoken

Languages spoken by the sample

99

54

39

5

0102030405060708090

100

Dinka Arabic English Other

Languages spoken

% o

f res

pond

ents

Base: All respondents, n=279

2.2 Incomes

§Almost half of those surveyed said that they did not know their household’s monthly income or refused to answer (49%).

§In total, 37% had a household income of less than 500SDG (Sudanese pounds) per month, with 23% earning less than 200SDG per month.

Monthly household income

23%

14%

11%5%1%

46%

0-200 SDG

300-500 SDG

600-800 SDG

900 - 1,200 SDG

1,200+ SDG

Did not say


2.3 Occupations

Over one quarter (28%) of those surveyed were occupied in agricultural work and 18% worked as traders.

A greater proportion of males were engaged in education than females (24% vs 16% respectively), although the properition of females in education in Warrap state is quite high in comparison to other states that were surveyed.*

The most common occupation among females was ‘housewife’ (36%).

The ‘Other’ occupation category included: police, medical personnel, administrators.

*Similar surveys were carried out for stations in Unity and Northern El Bahr state were the % of females who were students was 5% and X%respectively.

Occupa ons

28

2118 18

15

5

24

1614

36

13

2

32

2421

4

16

8

0

10

20

30

40

50

Farmer

Student

Trader

Housewife

Teacher

Other occupations

Occupa ons

% o

f th

e re

spo

nden

ts

Total

Female

Male


The average number of years respondents had lived in each county were:

Twic: 15

Gogrial East: 19

Gogrial West: 5

§The graph shows that Gogrial East had a greater proportion (59%) of long-term inhabitants than other counties i.e. 11+ years*

§Gogrial West had the highest number of people (42%) who had lived in an area for less than 3 years.

2.4 Length of time resident in the area

Time resident in area

20% 23%

42%36%

18%

54%

44%

59%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Twic Gogrial East Gogrial West

County

% o

f res

pond

ents New to area -

less than 3years

Intermediate -4 to 10 years

Long-term -11+ years


3. SOURCES OF INFORMATION

§Radio is a key information source for the majority of respondents in Warrap state (96%), followed only by word of mouth (70%).

§ Other media are used to a much lesser degree with just one quarter of participants watching TV (24%), 29% reading newspapers and only 10% accessing the internet.

3.1 Popular information sources

Popular Informa on Sour ces

96

70

4029 25 24

14 10 8

020406080

100120

Radio

Word of Mouth

Church

Newspapers

Text Messages T.V

Billboards / posters

Internet

Police

Source

% o

f the

res

pond

ents

Base: all respondents, n=279

3.2 The most used source of information

Radio is the predominant source of information in Warrap, being chosen by 82% of the audience when they were asked which information source they ‘use the most’.

Word of mouth (7%) was the only other source that featured significantly. The other category here combines TV, police and the church.

•8% of respondents did not answer this question

Most Used Source of Informa on

82%

7%

3%8%

Radio

Word of Mouth

Other

Did not say


3.3 Variations in most used source by education level

§ Across all education levels radio is the most used source of information, particularly among those educated up to secondary level (92%).

§ However those who were less educated were more likely than others to mention word of mouth as a most used source, with 9% of those with no formal education choosing word of mouth.

Most used source of information, by education level

82 7792

92

225

2

0102030405060708090

100

No formaleducation

Up to primarylevel

Secondary levelor above

Education level reached

% o

f res

pond

ents

Did not say

Other

WordofMouth

Radio


3.4 Variations in most used source by age group

Most used source of information, by age group

80 8090

83

3 72 13

35 2 0

0

10

20

30

40

50

60

70

80

90

100

16-25 26-35 36-45 45+

Age group

% o

f res

pond

ents

Did notsay

Other

Word ofmouth

Radio


§While radio was the most used source across all age groups, there are variations in the degree to which the other sources are most used.

§An increase in the use of word of mouth as an information source by age is evident. While only 3% of those under 25 years say it is their primary source, 13% of those aged 45+ rely most on word of mouth for their information.

§When accessing information on the CPA radio was again the most popular source, with 92% of respondents saying they accessed information this way.

§Over two thirds also gained information through word of mouth.

§Newspapers & Magazines, text messages, internet and television were used by a much smaller number of respondents (28% or less).

3.5 Types of information sources used – for the CPA

Sources for CPA Informa on

92

67

3928 23 22

11 8 6

0102030405060708090

100

Radio

Word of M

outh

Church

Newspapers and M

agazines

Text Messages TV

Billboards/Posters

Internet

Police

Sources of informa on

% o

f res

pond

ents


3.6 Most useful source of information on CPA

§When respondents were asked which source was most useful for their CPA related information, radio was chosen by 83% of the audience.

§14% of the audience said that word of mouth was most useful (an increase on the 7% who use word of mouth most for general information in section 3.2). The majority of these have no formal education (62%) or are male (71%).

§Only 3% cited other sources (combining tv, text messages, church and newspapers)

Most useful sources of informa on on CPA

83%

14%

3%

Radio

Word of MouthOther


4. ACCESS TO AND ENAGAGEMENT WITH

MEDIA

Radio is used by 93% of the respondents basis, and only 3%of the sample reported never listening to the radio.

All other media sources are used much less regularly, with internet being the least accessed (91% reported never using it).

Mobile is the second most frequently used media source, with 28% using mobile on a daily basis.

4.1 Most frequently used media sources

Based on responses to this question, all respondents except those who ‘never’ listened to the radio were defined as ‘Radio Listeners’.

All data in the next section of this report is based on this Radio Listener group (n=270).

Media Usage - frequency

93

28

11 8 4

3

6

12 103

3

6476 80

91

0

10

20

30

40

50

60

70

80

90

100

Radio

Mobile phone

Newspapers T.V

Internet

Type of Media

% o

f all

resp

onde

nts Never

Less than once permonthAt least once permonthAt least once per week

Daily


4.2 Access to radio

Table 1 shows that the majority of those surveyed said their household had a working radio (86%). However the graph below shows that of those who do not own a radio, 74% still manage to listen to the radio outside of their own household. This indicates a high level of radio listening in social and community settings.

1%Did not say

279Base

100%Total

13%No working radio

86%Working radio in household

%Table 1: Radio ownership

2%Shortwave only

13%Does not own radio

279Base

100%Total11%Did not say

17%FM & Short wave

58%FM only

%Table 2: Waves

Of those who reported having a working radio in their households (n=241), the majority had access to FM only (58%)

Radio ownership and listenership

74%

0%

20%

40%

60%

80%

100%

Radio inHousehold

No radio inhousehold

% o

f all

resp

onde

nts

Non-listener

RadioListener

5. RADIO LISTENING PREFERENCES

§When asked what programmes they listen to on the radio, 91% of radio listeners said that they tune into local news and discussion. After news, entertainment shows were the most popular - Music (82%) and culture (73%).

§Politics (23%) was the least popular programme types, followed by International News (33%) and English Education (31%).

5.1 What programmes do the audience listen to?

Radio Programme Audiences

9182

73

52 49 44 4335 35 33 31

23

0102030405060708090

100

Local news & Discussions

Music

Culture

Education

Health m

atters

Sports

Agriculture

Women

Religion

International news & Dis...

English education

Politics

Types of programmes

% o

f rad

io li

sten

ers

Base : All radio listeners, n=270

§The responses to the question ‘Which of these programme formats do you like listening to?’ indicate that audience primarily use the radio as an information source

§The most popular formats were those which provide relevant information such as news (74%) and community announcements (73%). However over two thirds of the audience also enjoy drama (67%)

5.2 What are the most popular programme formats?

Base: Radio listeners, n=270

53Experts

55Phone-ins

67Drama

73Community Announcements

74News

(%)Formats

§The graph below shows the most popular times for the audience to listen to the radio, based on the 270 radio listeners in the sample.

§Most respondents reported that they listen first thing in the morning, with 6am to 9am being the most popular slot (79%), followed by mid morning 9am-12pm (39%). Radio listening is much lower later in the day and evening with less than one quarter of those surveyed listening between 12pm and 12am.

5.3 Most popular audience listening times

Radio listening me s

79

39

13

24

1320

0102030405060708090

100

6am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am

Listening me s

% o

f ra

dio

liste

ners


6. COMPETITOR ANALYSIS

§Mayardit FM was the most well known (93%) and listened to station (83%) among the audience surveyed. The next most popular station was the BBC (59% listeners)

§ Although awareness of Miraya FM was also quite high (57%), listenership was only 37% - similar to that of the state radios Omdurman (39%) and Sudan Radio Service (26%)

6.1 Station awareness and listenership

Note: The ‘other’ station category included Radio France, Werebe FM and Naath FM

Sta on Reach

93

6558

4737 35

25 25 20 155

83

59

37 39 3626

17

3 013

30

102030405060708090

100

Mayardit FM BB

C

Miraya FM

Radio Omdurman

Radio Kuajok

Sudan radio Service

Nhomlaau FM

Radio Rumbek

Bentiu FM

Dabanga FM

Other stations

Radio sta on

% o

f ra

dio

liste

ners Aware of

the sta on

Personallylistens tothe sta on


When the audience were asked to select the station they listened to the most, Mayardit FM was chosen by almost half of respondents (43%).

§BBC was the second most popular station (20%), followed by Radio Omdurman (15%) and Radio Kuajok (11%)

§The ‘other stations’ category included Miraya FM, Sudan Radio Service & Radio Dabanga

6.2 Most listened to station

Most listened sta on

43%

20%

15%

11%

3%8%

Mayardit

BBC

Omdurman

Kuajok

Other

Did not say

Base: Radio l isteners, n=270

-Mayardit FM commands more listeners than other stations first thing in the morning between 6am and 9am (43%) and in the afternoon from 3 to 6pm (23%).

-But listenership to Mayardit FM is very low between 12 and 3pm, with only 2% of listeners reporting that they tuned in at this time. Radio Omdurman has more listeners at this time

-Listeners to BBC and Radio Kuajok are very much concentrated in the early morning hours

6.3 Comparison of listening times

This graph compares the most popular stations on the number of listeners they attract at different time of the day.

Comparison of station listening times

43

23

2

23

11 11

27

2 0 3 4 20

10

20

30

40

50

60

70

80

90

100

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

Times

% o

f rad

io li

sten

ers

Mayardit

Omdurman

BBC

Kuajok


Mayardit FM was the most frequently listened to station, with 53% of radio listeners tuning in at least once per week.

Almost one third of those surveyed also tuned into BBC at minimum once per week (30%).

The remaining popular stations have a low proportion of listeners who could be called ‘regular’ listeners (between 20% for Radio Omdurman and just 8% for Radio Kuajok)

6.4 Frequency of listening

Regular Radio Listening(Daily or at least once a week)

53

3020

8

0102030405060708090

100

Mayardit BBC Omdurman Kuajok

Popular radio stations

% o

f rad

io li

sten

ers


7. A CLOSER LOOK AT Mayardit FM

7.1 Who are the Mayardit FM audience?

This table compares MayarditFM listeners and non-listeners on demographic factors

• The majority of non-listeners were in the 16-25 year category (43%) while a high proportion of the listener group were aged 26-35 years (37%). This suggests that Mayardit FM is less popular with younger audiences.

• Non-listeners were more mostly located in rural areas (89%), compared to 62% of listeners.

•Mayardit FM was quite popular among those who had no formal education - 48%.

27046224Base (radio listeners only)

100%100%100%Total

9%2%11%Did not say

24%26%23%Up to secondary level

23%48%18%Up to primary level

44%24%48%No formal education

Education Level

67%89%62%Rural

33%11%38%Urban

Location

3%0%3%Did not say

16%22%15%45+

22%7%25%36-45

35%28%37%26-35

24%43%20%16-25

Age group

58%70%56%Females

42%30%44%Males

Gender

TotalDoes not

listen Listens to

Mayardit FM

7.2 Who listens to Mayardit FM at what time?- Gender differencesAcross all radio listeners, Mayardit FM is listened to most between 6am and 9am (52%).

The following graphs show variations between different audience members

Gender

§ Patterns of listening are very similar for males and females, apart from in the late afternoon and early evening (3pm -9pm) when females are more likely to tune into Mayardit FM than males.

Listening me s by gender

52%

27%

2%

31%

16%12%

51%

27%

3%

25%

10%14%

0%

10%

20%

30%

40%

50%

60%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

% o

f gro

up w

ho li

sten

at

this

tim

e

Females

Males

Base: Mayardit FM listeners, n=224

Age

§ Older audience members (36+) are more likely to listen in the early morning between 6 and 9am. Those 45+ also listen late at night between 9pm and 12am.

§ A popular time for the youth audience is mid morning when 41% listen compared to less than 28% across other age groups

7.3 Who listens to Mayardit FM at what time?- Age differences

Listening me s by age

43% 41%

5%

32% 30%

16%

44%

28%

0%

20%

10%6%

63%

11%

2%

47%

4%9%

68%

26%

9%15%

18%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am

% o

f gro

up w

ho li

sten

at

this

tim

e16-25

26-35

36-45

45+


LOCATION

§ Overall Mayardit FM has more rural than urban listeners (which reflects the spread of population generally – refer to Table 3). However this graph demonstrates the peak listening times for listeners in each location.

§ Both groups listen most in the early morning from 6am to 9am. The second most popular time for rural listeners is afternoon from 3-6pm (28%), but for urban dwellers it is mid-morning from 9am to 12pm (44%).

§ Evening is not a popular time for rural listeners, with between 4 and 7% listening after 6pm.

7.4 Who listens to Mayardit FM at what time?- Location differences

Listening me s by loc a on (urban vs rural)

64%

44%

7%

27% 27%22%

44%

17%

0%

28%

4% 7%0%

10%

20%

30%

40%

50%

60%

70%

6am-9am

9am-12pm

12pm-3pm

3pm-6pm

6pm-9pm

9pm-12am%

of g

roup

who

list

en a

t th

is t

ime

Urban

Rural


§Preferences for programmes among Mayardit FM listeners followed the same pattern of programme listening overall

§Local news and discussion programmes are the most listened to, followed by entertainment shows on music (83%) and culture (80%)

§Politics holds the least interest for listeners, and less than one third tune into programmes on international issues, English education or women’s issues.

7.5 Most popular programme types for the Mayardit FM audience

Preferred Mayardit FM Programmes

9283 80

5346 41 39 36 33 32 30

21

0102030405060708090

100

Local news and discussion

Music

Culture

Education - general

Health m

atters

AgricultureSport

Religion

Women

English education

Intern

ational News and D

...

Politics

Types of programmes

% o

f May

ardi

t FM

list

ener

s

Base : Mayardit FM listeners, n=224

GENDER

Males and females reported similar levels of preference for 7 out of the 12 programme types they were presented with.

However for the 5 programmes types shown in this graph, there were significant differences.

More males than females said that they listened to international news (36%) and programmes on agriculture (47%) and sport (45%).

As expected, females were more likely to listen to programmes on women’s issues (46% vs 23%).

7.6 What is the appeal of Mayardit FM programmes for different audience members?

Programme preferences - significant gender di fferences

33% 31%23%

46%47% 45%36%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Agriculture Sport Interna onal news anddiscussion

Women'sissues

Programme type

% o

f May

ardi

t FM

Lis

tene

rs

Female

Male


AGE

When preferences of younger audience members (16-25 years) were compared to the rest of the sample (25+ years), a significant difference was only found in the number that tuned into MayarditFM’s sports programmes.

Only 35% of the older audience listened to sports compared to 55% of those under 25 years old.

No other programme listening differences were found between the age groups.


Programme preferences - significant age di fferences

55%

35%

0%10%20%30%40%50%60%70%80%90%

100%

Listens to sport programmes

% o

f May

ardi

t FM

Lis

tene

rs

Youthaudience

Olderaudienxe


LOCATION

Urban and rural audiences varied in their preference for 4 programme types.

A greater proportion of rural listeners enjoyed music (89%), international news (35%) and English education (37%) shows, in comparison to urban listeners.

Urban listeners were more likely to tune into shows on women’s issues (46%). This increase is partly due to the fact that the urban group has a higher proportion of females compared to the rural group, however the effect of urban/rural location is still significant.


Programme preferences - significant loc a on differences

89%

37% 35%26%

74%

22% 22%

46%

0%10%20%30%40%50%60%70%80%90%

100%

Music EnglishEduca on

Interna onal News

Women'sIssues

% o

f M

ayar

dit

FM

Lis

tene

rs

Rural

Urban


8. RECOMMENDATIONS

§ As well as being an important source of local news and information, the audience in Warrap state also enjoy radio for music and culture. The audience values the local and community knowledge they can gain by listening, but quality entertainment shows should also be a priority for Mayardit FM in order to satisfy the audience.

§ Although a very small number of people used word of mouth most for their general information (7%), 14% still thought that it was more useful than radio for important CPA information. As these audiences were mostly male (71%) it is likely that the ‘useful’information they gained on the CPA was through social interactions and discussions. Mayardit FM could explore further how to provide similar information and debate in discussion programmes.

§As mobile phones are only used regularly by one third of the audience in Warrap state, encouraging audience participation by means of phone-ins or text messages may be challenging for Mayardit FM at present. However as mobile phone penetration increases inthe state these options should be further explored.

§As Dinka is spoken by 99% of the audience, programming should be primarily be in this language. Producers should be aware that programmes in Arabic or English will only reach approximately half of the potential audience.

8.1 Recommendations for Mayardit FM

§ Programmes on women’s issues only attract 23% of the male listeners to Mayardit FM compared to 46% of the female audience. These programmes are therefore not currently not the best forum to broadcast information about issues affecting women, which aim to reach the wider population. A programme which incorporates issues affecting women into the wider topic of social and family issues might attract a wider audience.

§Mayardit FM’s English education programmes currently attract a very small audience (32%) in comparison to education programmes in general (53%), and only 22% among urban listeners. The popularity of general education suggests that there is a demand for informal educational radio programming. Mayardit FM could potentially improve it’s English educational programmes so that they cater for, or better target, those who might benefit from language learning through the radio.

§Sports programmes were much more popular among the youth age bracket (16-25 years, 55%) than older listeners (25+ years, 35%). This age difference is not common to other stations that were surveyed (e.g. Naath FM, Nhomlaau FM) and so Mayardit FM may need to explore whether current sport programming is meeting the interests of older people.

§ Mayardit FM’s most popular programmes are local news and discussion, music and culture, however interest is much lower for other programmes such as politics and international news and discussion. Improvements may be needed in these important areas to make them more engaging and relevant for listeners.


§While Mayardit FM is the most popular station overall, Radio Omdurman attracts as many, if not more, listeners between 9am and 3pm in the day. Exploring what Radio Omdurman offers listeners at these times would be beneficial to ensure Mayardit FM maintains its high listenership going forward.

§ Mayardit FM has a large audience at some specific times of the day, and during periods when the following programmes are aired.

§ Times: 6am-9am and 3pm to 6pm§ Programmes: Local news and discussion, music, culture

These would be appropriate times to broadcast particular programmes or messages that aim to reach large numbers of people.

§ Programming and advertising targeted at specific groups could be considered during the following periods

§ Females: 6am-9am, 3pm - 6pm, and following programmes on women’s issues§ Males: 6am-12pm, and following programmes on agriculture, sport and international

issues§ Youth (16-25): 9am-12pm§ Urban audience: 6am-12pm§ Rural audience: 6am-9am and 3pm-6pm


MayarditFM Audience Survey - Internews · PDF file1.Introduction to Survey and Data Collection...

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