Ipsos releases new report on Uganda's media consumption habits

Ipsos Uganda, a leading market and social research company, has released the WAVE II National Audience Measurement Survey (NAMS) Results which provides 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 is used for decision making by advertisers, marketers and communicators; the data provides information on the viewership, listenership and readership patterns of Ugandans aged 15 years and above.

While the methodology used for NAMS has been consistent, the biggest step change since the last release of NAMS has been the setup of the NAMS Technical Research Team (TRT) which was formed as a continuation of discussions held with various stakeholders from the

media industry who include representatives from 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 thus been released with consensus and ownership from stakeholders from the media industry represented in the TRT.

In a statement released by the research team at IPSOS, NAMS will offer brands, advertisers and content creators a more precise and reliable understanding of its audience demographics and engagement patterns that will help them make better informed decisions.

“The released NAMS results utilizes the latest global industry-standard audience measurement practices and is a powerful tool for decision making by management. Being number one is not everything; the key is in understanding what the targeted audience is

interested in. The value of the data is only realized by going into the detail of timeslots, programmes, content interests. This can only be done using a media planning tool. The media can use the data to better their targeting for niche audiences to deliver better programming

and positioning while advertisers can use the data to better target their audiences and market. Broadly, NAMS will allow brands, advertisers and content creators to target their campaigns with greater efficiency and effectiveness as it provides a detailed understanding of the Ugandans media consumption habits," the research team said.

Chairperson of the Uganda Advertising Association (UAA), Rommel Jasi said, “As an association that uses data to make strategic decisions, brands and advertisers can now better tailor their campaigns to reach the most relevant user segments, maximizing their return on

investment. The new National Audience Measurement Survey Results will allow brands, advertisers and content creators to target their campaigns with greater efficiency and effectiveness as it provides a better understanding of the changing Uganda demographics and

competing media landscape”.

The President of the Uganda Marketers Society (UMS) and the Secretary General of the African Marketing Confederation (AMC) Mr. David Balikuddembe hailed Ipsos for the new survey.

“Ipsos has come a long way in collaborating with key stakeholders in working on NAMS. As a researcher by training and

profession, the NAMS results are a powerful tool for decision making by marketers. The improved understanding of user demographics and preferences allows marketers to personalize content, advertising and targeting, leading to a more engaging and enriching

experience for users of the National Audience Measurement Survey results," Balikuddembe said.

The Chairperson of the National Association of Broadcasters (NAB) Dr. Innocent Nahabwe said, “We want to thank Ipsos for their wide range and inclusive approach to have all stakeholders and key players input their thinking towards the process of data collection and data review, 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. We urge all advertisers, marketers, communicators, content creators, media owners, and media buyers who want to understand how to use national audience measurement surveys to use this report."

The president of the Public Relations Association of Uganda (PRAU), Tina Wamala equally hailed Ipsos for the survey which provides insights into media consumption habits.

“The NAMS data are an important tool for public relations and communications professionals in quantifying media coverage and benchmarking. Audience measurement allows you to see how many people are exposed to your press releases, media placements, and social media content. This helps our professionals gauge the effectiveness of their PR efforts and identify areas for improvement. These national results will also provide a benchmark to compare one’s audience reach against industry standards or competitors," Wamala said.

"Currently, our members are being tasked to show more results for their efforts and this can be a valuable way to demonstrate

the return on investment (ROI) of your PR activities."

The chairman of  Rural Broadcasters Association, Julius Tumusiime said, “NAMS results will be a game-changer for rural broadcasters since we can firmly and finally show advertisers the specific demographics they can reach in the rural areas through our stations. This data empowers us to compete effectively and attract advertising that will allow our members to earn and will enable them to continue providing high-quality local content”.