GHANA TELEVISION REPORT 2013

GHANA TELEVISION REPORT 2013 C. 2013 INSTITUTE OF MEDIA PRACTICE, ACCRA GHANA All Rights Reserved. No part of this publication can be reproduced, stored in a transmittal system or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior permission of the Institute of Media Practice. 2

FOREWORD This 2013 Edition of the Ghana Television Report gives added value to Corporations, Television Networks and Advertisers who want specific data to help grow their businesses and to improve upon their brand visibility and market share. This edition focuses on gender, age and households dynamics as described in the 2010 Population Census released in May 2012 and analysed thoroughly to fit today s population figures based on a National average growth of 2.5% As well as a sample size of 2000 across the country and an eight weeks monitoring programme of eleven Television networks namely Ghana Television, Viasat One,, Metro TV, Crystal TV, e.tv Ghana, TV Africa, Net 2 TV, GH ONE, UTV Ghana and Multi TV this edition also provides additional information on a number of Television programmes doing well across board. A total of 28 individual TV programmes were monitored across all eleven selected TV networks. DISCLAIMER This report is for informational purposes only and is meant to be purely a reference material. While our goal is to provide functional, general information, IMP and other collaborators to this report make no demonstrations or guarantees as to the precision, wholeness, or suitability of the information provided. This information is provided without warranty of any kind, express or implied. However, the data used is verifiable and can be cross checked for its authenticity. SIGNED. JOT AGYEMAN PRESIDENT Institute of Media Practice, Accra www.instituteofmediapractice.org 3

OVERVIEW JANUARY JUNE 2013 Over the period January September 2013, Television viewing increased by about 8% partly due to the euphoria surrounding Elections 2012 and its aftermath. The Supreme Court hearing on the Election Petition in some areas accounted for a sharp rise of about 32 % in viewership for some networks. The downside to this is that networks who showed the Election Petition Hearing lost viewership numbers for some key programmes also by about 12%. Only 4 of the 11 networks added new content to their existing programmes And seasonal programmes such as Reality Shows accounted for a 28% jump in viewership for some networks. Most networks retained their core viewers with Television News maintaining its grip on the top slot of almost all the demographics. It is important to note that sales of second hand Television sets for the first three quarters of the year were up by 17% most probably due to the Election petition with the three Northern Regions accounting for about 30 % of television second hand sales. The Economy has significantly slowed according to current Ministry of Finance figures and this in no small way has affected the general sale of new Television sets across the country with only a 7% increase over 2012 figures sales across the country. With about 18 months to the change from Analogue to Digital, the development of content for Television networks is a pre requisite in staying afloat during the change, However, our research showed a reluctance by Television Networks to invest in content development and acquisition has remained the operational priority for the networks. The report also finds that Piracy is a major challenge with some stations showing as much as 60% pirated programmes on their networks. With an estimated annual average growth rate of 2.5% stated by the Ghana Statistical Service, Ghana s population as of December 2013 should be around 26,554,856 giving a yearly addition of about 620,000 people. 4

RESEARCH DYNAMICS OF GHANA TELEVISION REPORT 2013 1. A detailed segment analysis of the 2010 Population census vis a vis population dynamics and Media reach with emphasis on a National average growth of 2.5% 2. A National Sample size of 2000 3. Gender, Age and Household and Occupational dynamics based on the National Population Census 4. Monitoring of 28 Television Programmes over an 8 Week period 5. Attitudinal Change dynamics based on programmes monitored 6. Random sampling of 50 male Television viewers across densely populated Television viewership areas 7. Random sampling of 50 female Television viewers across densely populated Television viewership areas 8. Random sampling of 100 male Television viewers across sparsely populated Television Viewership areas 9. Random sampling of 100 female Television Viewers across sparsely populated Television Viewership areas. POTENTIAL NATIONAL POPULATION BASED ON 2.5% AVERAGE ANNUAL GROWTH FIGURES - GHANA STATISTICAL SERVICE DATA POPULATION 2010 NOVEMBER CENSUS POPULATION ADDITION @ 2.5% ANNUALLY NOV 2010 N0V 2011 POPULATION ADDITION @ 2.5% ANNUALLY NOV 2011 NOV 2012 POPULATION ADDITION @ 2.5% ANNUALLY NOV. 2012 Nov. 2013 POPULATION INCREASE FROM NOVEMBER 2010 NOVEMBER 2013 24,658,823 616,470 631,882 647,680 1,896,032 25,275,293 25,907,176 26,554,856 5

POTENTIAL REGIONAL POPULATION GROWTH FIGURES BASED ON NATIONAL POPULATION CENSUS POJECTIONS GHANA STATISTICAL SERVICE DATA REGION Population based on GSS Figures Nov. 2010 % incre ase / year Est. Pop in Nov. 2011 Est. Pop. In Nov 2012 Est. Pop. In Nov. 2013 NATIONAL 24,658,823 2.5 25,275,294 25,907,176 26,554,856 UPPER WEST UPPER EAST 702,110 1.9 715,450 729,044 747,270 1,046,545 1.2 1,059,104 1,071,813 1,084,675 NORTHERN 2,479,461 2.9 2,551,365 2,625,355 2,701,490 BRONG AHAFO 2,310,983 2.3 2,364,136 2,418,511 2,474,137 ASHANTI 4,780,380 2.7 4,909,450 5,042,005 5,178,139 EASTERN 2,633,154 2.1 2,688,450 2,744,907 2,802,550 VOLTA 2,118,252 2.5 2,171,208 2,225,488 2,281,125 GREATER ACCRA 4,010,054 3.1 4,134,366 4,262,531 4,394,669 CENTRAL 2,201, 863 3.1 2,270,121 2,340,494 2,413,049 WESTERN 2,376,021 2.0 2,423,541 2,472,012 2,521,452 TOTAL INCREASE FROM 2010 NATIONAL 2011 2012 2013 1,896,033 616,471 1,248,353 1,896,033 6

POTENTIAL TELEVISION VIEWERS PER REGION BASED ON ANALYZED SAMPLE SIZE OF 2000 AND PROJECTED POPULATION GROWTH OF 2.5% ANNUALLY REGION Population based on GSS Figures Nov. 2010 % of Potential TV Viewers Est. Pop in Nov. 2013 Est. Pop. In Nov 2012 Number of potential National Television viewers NATIONAL 24,658,823 39% 26,554,856 25,907,176 10,356,394 UPPER WEST 702,110 4.7% 747,270 729,044 35,122 UPPER EAST 1,046,545 8.5% 1,084,675 1,071,813 92,197 NORTHERN 2,479,461 13.0% 2,701,490 2,625,355 351,194 BRONG AHAFO 2,310,983 17% 2,474,137 2,418,511 411,146 ASHANTI 4,780,380 36% 5,178,139 5,042,005 1,864,130 EASTERN 2,633,154 16% 2,802,550 2,744,907 439,185 VOLTA 2,118,252 9% 2,281,125 2,225,488 205,301 GREATER ACCRA 4,010,054 40% 4,394,669 4,262,531 1,757,867 CENTRAL 2,201, 863 8% 2,413,049 2,340,494 193,043 WESTERN 2,376,021 19% 2,521,452 2,472,012 479,075 The data reveals that 39% of Ghanaians have access to a television set. This is a 14% increase over the 2012 end of year report. The reason for the growth is indicative of the increase in the population since the 2010 census figures and the increase by 4% of the Housing stock in the country since the last count in the 2010 Population Census. 7

PIE CHART SHOWING POTENTIAL TELEVISION VIEWERS BY REGIONS EASTERN 16% WESTERN 19% UW VR 4.7% UE CR 9% 8.5% 8% NR 13% GR. ACCRA 40% ASHANTI 36% BA 17% upper west upper east northern brong ahafo Ashanti Greater Accra Western Eastern Central Volta TOP 5 REGIONS FOR POTENTIAL VIEWERS REGION POTENTIAL VIEWERS ASHANTI 1,864,130 GREATER ACCRA 1,757,867 WESTERN 479,075 EASTERN 439,185 BRONG AHAFO 411,146 TOTAL 4,951,403 8

POTENTIAL TELEVISION VIEWERS BASED ON NATIONAL POPULATION FIGURES WITH AVERAGE GROWTH RATE OF 2.5%, NETWORK AVAILABILITY IN REGIONS AND EVALUATION DYNAMICS TELEVISION NETWORK % of TV COVERAGE Number of potential National Television viewers NATIONAL VIEWERS 39% 10,356,394 GHANA TELEVISION() 79.4% 8,222,977 NETWORK 69.5% 7,197,693 61.31% 6,349,505 VIASAT ONE 47.0% 4,867,505 TV AFRICA 37.1% 3,842,222 GH ONE 32.3% 3,345,115 CRYSTAL TV 24.6% 2,547,672 UTV 24.3% 2,516,603 E.TV GHANA 19.2% 1,988,427 NET 2 TV 16.0% 1,657,023 (SATELLITE) 100% About 435,000 SET TOP BOXES IN CIRCULATION Graph of potential television viewers nationally 10000000 8000000 6000000 4000000 2000000 0 9

TELEVISION COVERAGE NATIONWIDE PER REGIONS AND MOST POPULAR BY REGIONAL SAMPLING. REGION TV STATIONS IN REGION MOST POPULAR TELEVISION STATION POPULARITY PERCENTAGE FROM SAMPLE SIZE UPPER WEST,,, 65% UPPER EAST, METRO, TVA,, 68% NORTHERN, METRO, TVA, VIASAT ONE,, VIASAT ONE 62% BRONG AHAFO,, METRO, TVA, 74% ASHANTI, METRO,, TVA, NET 2, UTV, VIASAT ONE, CRYSTAL TV,, GH ONE VIASAT ONE 58% EASTERN, METRO,, TVA, NET 2, UTV, VIASAT ONE, CRYSTAL TV,, GH ONE, ETV 52% VOLTA GREATER ACCRA, METRO, TVA,,, ETV, METRO,, TVA, NET 2, UTV, VIASAT ONE, CRYSTAL TV,, ETV, GH ONE 65% 51% CENTRAL WESTERN,CRYSTAL, GH ONE,, TVA, METRO, NET 2,, ETV, TVA, METRO, VIASAT ONE, ETV,, GHONE, 55% VIASAT ONE 52% 10

AGE DEMOGRAPHICS POTENTIAL TELEVISION VIEWERS AND PERCENTAGE OF VIEWERS IN AGE GROUPS AGE GROUPS POTENTIAL VIEWING POPULATION PERCENTAGE 10-19 27% 20-29 36% 30-39 15% 40-49 10% 50-59 7% 60 AND ABOVE 5% The survey found out that the highest number of potential television viewers were in the 20 29 year bracket. These were made up of students, National service personnel and new Job finders as well as job seekers. The least potential viewers were the Age group 60 years and above. Most of them were selective and 90% of those in this bracket only watched the News on television. It is also important to note that most of those who are glued to television sets cannot afford to buy one themselves. 75% of the potential viewers age 20 29 lived in close proximity to the top five regions where potential television viewing is high. The research shows that most networks concentrate on the 20 29 and 30 39 age brackets and most programmes are targeted at them. Children s programmes and programmes for age group 10-19 accounts for only 6% of television programme. Over the past year, little or no investment has been made by networks to provide local content children's programmes. Most content is imported and in some cases pirated. The question then is what are age group 10-19 watching on Television, if there is little or no programmes targeted at them? 11

Age Demographics Pie Chart 10% 7% 5% 27% 10-19years 20-29years 30-39years 15% 40-49years 50-59years 60 and above 36% Programmes Available for age groups 8% 5% 6% 10-19years 11% 30% 20-29years 30-39years 40-49years 15% 50-59years 60 and above Accross all 25% 12

FEMALE MALE PERCENTAGES FOR POTENTIAL VIEWERS Network Female Viewers Male Viewers 35% 65% 55% 45% 30% 70% VIASAT ONE 68% 32% TV AFRICA 34% 66% CRYSTAL TV 48% 52% ETV GHANA 52% 48% 40% 60% GH ONE 62% 38% NET 2 22% 78% UTV 30% 70% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% WOMEN MEN 13

AGES 15 35 DEMOGRAPHICS YOUTH DEMOGRAPHICS Network AGES 15-35 39% 62% 44% VIASAT ONE 73% TV AFRICA 31% CRYSTAL TV 34% ETV GHANA 56% 43% GH ONE 66% NET 2 26% UTV 33% 80% 70% 60% 50% 40% 30% 20% 10% 0% AGES 15-35 14

TOP RATED MORNING PROGRAMMES AND PERCENTAGE 6.00AM 9.00AM Network Programme Potential Viewer Percentage BREAKFAST SHOW 12% NEW DAY 13% GOOD MORNING GHANA 24% ETV GHANA BREAKFAST TV 6% VIASAT ONE THIS MORNING 15% TV AFRICA DAYBREAK 5% Multiple channel switchers 25% Top ranked morning programmes by Potential viewers Breakfast Show - 15% 25% 24% 12% 13% 6% 5% New Day- Breakfast TV -ETV Daybreak- TVA Good Morning Ghana METRO This Morning - VIASAT ONE Switchers/ Network Hoppers 15

SUMMARY OF TOP RANKED PROGRAMMES Metro TV presently has the largest share of Television Viewers for the Morning 6.00am 9.00am belt. A percentage of 36% of total potential viewers watch the Morning Belt. The practice of Switching or Channel Hopping is quite high and shows a clear non- preference for one particular network. s Morning programme did not make a significant impact because of its late roll out. However, its 7GMT slot which had a following has allowed New Day to do reasonably well as most of 7GMT s followers have been retained. In the Afternoon belt from 12.00Midday 5.00pm, there is clear indications that Telenovelas do well. Most of the Networks show Telenovelas at this time but Viasat One and seem to be the most popular for watching Telenovelas. There is a sharp decline in potential television viewers at this time. Viewership drops from 36% in the Morning Belt to 21% in the afternoon Belt. In the evening Peak Time slot, from 6.00pm 10.00pm, NEWS is still the most popular programme commanding 26% of Peak Time Viewers. Channel Hopping is also predominant during this belt as many want to receive different sources and different information as well as different perspectives of News offered. The survey found that peak time viewing stood at 78% of total potential viewers. The Late Night shows are dominated by Entertainment with Viasat One leading the way with Movies @ 10. ETV s Late Nite Celebrity Show is very popular in areas where the network covered. It has a strong showing because the viewing numbers in its catchment area are above 70%. Television News programme make up the other half of potentially high viewed programmes during the Late Night belt. The Late Night belt has a potential viewership of 48% of total potential viewers. Percentages reflect the potential viewer numbers at the time programmes are aired in comparison to other programmes. The percentages are calculated over the total number of viewers in a particular viewing belt. 16

TOP RATED AFTERNOON PROGRAMMES AND PERCENTAGE 12.00MIDDAY 5.00PM Network Programme Potential Viewer Percentage AFTERNOON NEWS MIDDAY NEWS TELENOVELA 14% 11% 12% ETV GHANA WWE 5% VIASAT ONE THE ONE SHOW TELENOVELAS 21% 19% CRYSTAL TV AFRICAN MOVIES 11% GH ONE RHYTHMS 7% Top ranked AFTERNOON programmes by Potential viewers Afternoon News 11% 7% 14% Midday Live- Telenovelas - 5% 21% 11% 12% Telenovels - Viasat One The One Show -Viasat One WWE - ETV 19% African Movies - Crystal TV Rhythms - GH One 17

TOP RATED PEAK TIME PROGRAMMES AND PERCENTAGE 6.00PM 10.00PM Network Programme Potential Viewer Percentage VIASAT ONE VIASAT ONE Switchers/Network Hoppers PRIME NEWS AT 7.00PM NEWS 360 AT 7.00PM METRO NEWS AT 7.30PM VIASAT NEWS AT 7.30PM TELENOVELAS AT 6.30PM GOOD EVENING GHANA AT 9.00PM 26% 14% 18% 6% 12% 17% 7% Top rated PEAK TIME programmes by Potential viewers 17% 26% Prime News @7pm News 360 @ 7pm- 7% Telenovelas @ 6.30pm -Viasat One 6% 18% 12% 14% Metro News @ 7.30pm Viasat One News @ 7.30pm Switchers/Network Hoppers Good Evening Ghana - Metro Tv 18

TOP RATED LATE NIGHT PROGRAMMES AND PERCENTAGE 10.00PM 1.00AM Network Programme Potential Viewer Percentage LATE NEWS 21% LATE NEWS 28% VIASAT ONE ETV GHANA MOVIES AT 10.00PM LATE NIGHT CELEBRITY SHOW 31% 12% CRYSTAL TV AFRICAN MOVIES 8% Top rated LATE NIGHT programmes by Potential viewers 12% 8% 21% Late News - Late News - Metro TV Movies @ 10 - Viasat One 31% 28% The Late Nite Celebrity Show - ETV Movies - Crystal TV 19

Percentage of Potential Television Viewers per total potential Viewers 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Morning Belt Afternoon Belt Prime Time Late Night Weekend Belt Potential Television Viewing numbers viewing belts 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 20

TOP RATED WEEKEND PROGRAMMES AND PERCENTAGE Network Programme Potential Viewer Percentage VIASAT ONE VIASAT ONE SAT. MOVIES @ 9PM SUN. MOVIES @ 10PM SAT. THE DIVAS SHOW @ 9AM SAT. MUSIC MUSIC @ 8.30PM SAT. 4SYTE TV @ 4.30PM SUN. TALKING POINT @ 7.00PM 19% 13% 20% 20% 16% 12% Top rated WEEKEND programmes by Potential viewers 16% 12% 19% 13% SAT. MOVIES - VIASAT ONE SUN. MOVIES - VIASAT ONE THE DIVAS SHOW - MUSIC MUSIC - 20% 20% 4 SYTE TV - TALKING POINT - 21

TOP RATED ONCE A WEEK PROGRAMMES AND PERCENTAGE Network Programme Potential Viewer Percentage 4 SYTE TV 11% STANDPOINT 17% VIASAT ONE DELAY SHOW 17% THANK GOD ITS FRIDAY CHORKOR TROTRO 20% 19% EFFIE WURA 16% Top rated ONCE A WEEK programmes by Potential viewers 16% 11% 4 SYTE TV- STANDPOINT - 19% 20% 17% 17% THE DELAY SHOW - THANK GOD ITS FRIDAY - CHORKOR TROTRO - EFFIE WURA - 22

The Institute of Media Practice is pleased to acknowledge Mobile Web Ghana for its immense contribution in the production of this report. We appreciate the work done by the Ghana Statistical Service and the National Communications Authority whose reports we have used extensively in our findings and to all our Field Officers who worked tirelessly to gather, assess, monitor and evaluate the findings so we could produce a report of immense quality. It is our hope that all corporate organisations and their representatives will take time out to study these findings in a bid to help improve standards and Television Stations will begin to look introspectively at how best they can improve upon their reach, quality and growth. The Institute is also grateful to all persons who cooperated with us throughout the country in discovering the true boundaries of this rather useful and unique technology. 23

TVA TVA VIASAT ONE TVA, TVA VIASAT ONE, UTV, GH ONE CRYSTAL TV, ETV TVA VIASAT ONE NET 2, UTV, GH ONE CRYSTAL TV TVA VIASAT ONE, UTV, GH ONE CRYSTAL TV, ETV TVA VIASAT ONE NET 2, UTV, GH ONE CRYSTAL TV ETV TVA, ETV TVA VIASAT ONE NET 2, UTV, GH ONE CRYSTAL TV ETV 24