Ipsos Uganda unveils WAVE II National Audience Measurement Survey results

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”.

Going forward IPSOS seeks to empower stakeholders with unparalleled insights into their audiences by providing training for media owners and media agencies on how to utilise the data; the focus for media owners will be on how to use the data to demonstrate value to advertisers while for media agencies will be on how to use the data for media planning.

Here are some of the statements by the stakeholders from the National Technical Research Team (TRT):

Chairperson of the Uganda Advertising Association (UAA), Mr. Rommel Jasi: “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”.

President of the Uganda Marketers Society (UMS) and the Secretary General of the African Marketing Confederation (AMC) Mr. David Balikuddembe: “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”.

Chairperson of the National Association of Broadcasters (NAB) Dr. Innocent Nahabwe: “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”.

President of the Public Relations Association of Uganda (PRAU), Ms. Tina Wamala: “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. 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”.

Chairman of the Rural Broadcasters Association, Mr. Julius Tumusiime: “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”.