IPSOS study exposes Ugandans’ media consumption habits

IPSOS Uganda, a leading market and social research company, has released the WAVE II National Audience Measurement Survey (NAMS) Results, providing media owners, advertisers, and marketing professionals with valuable insights into the latest trends, challenges, and opportunities shaping the media industry’s landscape.

The NAMS data offers information on viewership, listenership, and readership patterns of Ugandans aged 15 years and above, enabling advertisers, marketers, and communicators to make informed decisions. The methodology used for NAMS has been consistent, with the addition of the NAMS Technical Research Team (TRT), formed in collaboration with stakeholders from the media industry.

The TRT includes representatives from the Uganda Marketer’s Society (UMS), Uganda Advertising Association (UAA), Public Relations Association of Uganda (PRAU), National Association of Broadcasters (NAB), Rural Broadcasters Association (RUBA), and Uganda Media Owners Association (UMOA). The NAMS results have been released with consensus and ownership from stakeholders from the media industry represented in the TRT.

According to the research team, “The released NAMS results utilize the latest global industry-standard audience measurement practices and are a powerful tool for decision making by management… The value of the data is only realized by going into the detail of timeslots, programs, content interests.”

Stakeholders from the National Technical Research Team (TRT) have praised the report, highlighting its significance in understanding the changing Uganda demographics and competing media landscape. The report provides a better understanding of user demographics and preferences, allowing marketers to personalize content, advertising, and targeting, leading to a more engaging and enriching experience for users.

The release of the NAMS results has been welcomed by industry stakeholders, who have praised the valuable insights it provides. According to Mr. Rommel Jasi, Chairperson of the Uganda Advertising Association (UAA), “Brands and advertisers can now better tailor their campaigns to reach the most relevant user segments, maximizing their return on investment.”

Mr. David Balikuddembe, President of the Uganda Marketers Society (UMS) and Secretary General of the African Marketing Confederation (AMC), notes that “The NAMS results are a powerful tool for decision making by marketers, allowing them to personalize content, advertising, and targeting.”

Dr. Innocent Nahabwe, Chairperson of the National Association of Broadcasters (NAB), highlights the benefits for broadcasters, stating that “These insights will be valuable for both advertisers and our internal media teams as broadcasters strive to deliver the most relevant content and experiences for Ugandan audiences.”

Ms. Tina Wamala, President of the Public Relations Association of Uganda (PRAU), emphasizes the importance of NAMS data for public relations and communications professionals, saying “The NAMS Data are an important tool for quantifying media coverage and benchmarking.”

Mr. Julius Tumusiime, Chairman of the Rural Broadcasters Association, believes that “NAMS results will be a game-changer for rural broadcasters, empowering them to compete effectively and attract advertising.” IPSOS Uganda, a leading market and social research company, is dedicated to equipping organizations and businesses with the knowledge they need to make informed decisions and thrive in a rapidly evolving business environment.

As part of IPSOS Global, one of the largest research organizations globally with a presence in 90 countries and over 19,000 employees, IPSOS Uganda is well-positioned to provide valuable insights and expertise to the Ugandan market.