Iraq Media Study National Audience Analysis 21 April 2010
Research Objective The International Research and Exchanges Board (IREX) of Washington, DC, commissioned D3 Systems, of McLean, VA, to research Iraqi citizens in order to obtain information on media usage across demographic and psychographic variables. This research based information is intended to be used by media outlets to improve their responsiveness to the Iraqi audience and inform their sales and marketing strategies. In addition, advertisers intend to use the research to inform their media purchasing strategies. The research is also intended to be used by media development professionals working in Iraq. This research is conducted under a grant from IREX. 2
Methodology The IREX Audience Measurement Survey 2009 (W1) in Iraq was an ad hoc national quantitative research study on media usage, habits and attitudes of people over the age of 15, across Iraq, with a total sample size of 2,200 individuals. The total sample consists of a representative sample of 2,000 individuals in the 18 provinces of Iraq, as well as a booster sample of 200 Kurds from Kurdistan region. The margin of error is +/- 2 percent. The questionnaire consists of 85 substantive questions, 19 demographic questions, and 28 management and quality control questions. The fieldwork was conducted from November 17-26, 2009. The average length of a successful interview was 65 minutes. Interviews ranged from 49 minutes to 90 minutes. Internationally recognized KA Research Limited based in Turkey conducted the fieldwork in Iraq as a strategic partner with D3 Systems. KA has been working in Iraq over the last 7 years and is known as one of the first research companies to operate in Iraq. KA has 28 offices across 18 Iraqi provinces employing over 800 fulltime experienced Iraqi research and field staff. The company has conducted several hundreds of thousands qualitative interviews for D3 and other international and national companies in Iraqi since 2003. 3
Overview This study is broken into three sections: 1. A demographic and psychographic profile is provided of the Iraqi population. 2. A regional perspective is provided with respect to media behavior. 3. Media usage habits will be analyzed across four major mediums: Television, Radio, Print-Media, and the Internet. The 18 city survey, data analysis is based on regional segmentation between Northern Iraq, Central Iraq, and Southern Iraq. Regional Segmentation 4
Eighteen Cities Were Surveyed Three Regions Are Analyzed 5
Demographics (by Region) Overall North Central South Population Ethnicity Religion 100% 29.9 Million 73% Arab 24% Kurdish 46% Shia Muslim 49% Sunni Muslim 2% Muslim 2% Christian.8% Other 22% 6.4 Million 90% Kurdish 9% Arab 1% Turkoman 2% Shia Muslim 95% Sunni Muslim 2% Muslim 1% Christian.4% Other 45% 13.0 Million 85% Arab 8% Kurdish 2% Turkoman 37% Shia Muslim 57% Sunni Muslim 3% Muslim 3% Christian 2% Other 33% 9.5 Million 100% Arab 89% Shia Muslim 8% Sunni Muslim 2% Muslim.2% Christian.2% Other Locality 67% Urban 73% Urban 69% Urban 62% Urban Gender 51% Male 51% Male 52% Male 51% Male Ages 15-29 30-39 40-49 50-55+ 41% 22% 17% 19% Less than High school 55% 58% 53% 54% Unemployment 46% 47% 49% 43% 41% 23% 17% 20% 38% 20% 19% 24% 46% 25% 16% 13% 6
Media Consumption Habits
Daily Usage of Media Sources For News and Current Events Overall North Central South Iraq TV 100% 100% 100% 100% Iraq Satellite TV 72% 91% 63% 71% International Satellite TV (Arabic Language) 46% 25% 40% 69% Aerial TV 32% 73% 11% 32% Subscription Cable TV 7% 0% 3% 17% Foreign Satellite TV (not in Arabic) 17% 11% 5% 37% Iraq Newspaper 3% 7% 1% 3% Iraq Radio 24% 39% 11% 34% Foreign Radio 17% 13% 10% 29% Internet 3% 5% 2% 4% Blogs 1% 2% 0% 2% Mobile Phone 1% 0% 1% 0% For each one of the sources I read, please tell me how often you use that source to get news and information about current events National N=2,200 / North n= 488 / Central n= 997 / South n= 715 MoE = +/- 2% 8
Television Is Essential To Reaching Iraqis Nationally On an average day nearly 16 Million Iraqis are exposed to TV media more than any other media source Number of people who used media yesterday Percent that spent at least 45 minutes with media type 16 Million 7 Million 7 Million 5 Million 58% 69% 10% 5% Number of people who spent at least 45 minutes 9.3 Million 4.9 Million 0.7 Million 0.3 Million Nationally Iraqis listen to Radio as often as they use the Internet however they surf the web longer. 9 * Among those who use TV, Radio or Newspapers yesterday Natl. Pop=17.7M 91%=TV 40%=Internet 40%=Radio 30%=Newspaper
On an average day nearly 4 Million Northern Iraqis are exposed to TV media more than any other media source Number of people who used media yesterday Percent that spent at least 45 minutes with media type 4 Million 1 Million 2 Million 1 Million 65% 22% 7% 5% Number of people who spent at least 45 minutes 2.4 Million 0.2 Million 0.1 Million 50,000 More Northern Iraqis listen to Radio then use the Internet however they surf the web longer. * Among those who use TV, Radio or Newspapers yesterday Northern Pop=3.9M 93%=TV 29%=Internet 47%=Radio 27%=Newspaper 10
On an average day nearly 7 Million Iraqis living in the Central Provinces are exposed to TV media more than any other media source Number of people who used media yesterday Percent that spent at least 45 minutes with media type Number of people who spent at least 45 minutes 7 Million 4 Million 2 Million 2 Million 57% 18% 9% 0% 4 Million 0.7 Million 0.2 Million 0 Central Iraqis spend more time on the Internet than Radio and Newspapers combined 30% or 0.7 Million Iraqis read between 31-45 minutes * Among those who use TV, Radio or Newspapers yesterday Central Pop=7.9M 87%=TV 51%=Internet 21%=Radio 28%=Newspaper 11
On an average day nearly 6 Million Southern Iraqis are exposed to TV media more than any other media source Number of people who used media yesterday Percent that spent at least 45 minutes with media type 6 Million 2 Million 3 Million 2 Million 52% 27% 12% 11% Number of people who spent at least 45 minutes 2.9 Million 0.41 Million 0.39 Million 0.2 Million More Southern Iraqis listen to the Radio than use the Internet; however they surf the web longer. * Among those who use TV, Radio or Newspapers yesterday Southern Pop=5.8M 95%=TV 26%=Internet 56%=Radio 37%=Newspaper 12
Iraqis have trust issues with TV Media Evidenced by Al-Sharqiya being the most trusted news channel with only a third of Iraqis trusting the channel as a news source. Top 10 Most Trusted TV News Stations Al-Sharqia 33% Q. Which television news channel do you trust the most? N= 2,198 MoE +/- 2% Iraq Media Network (Al-Iraqia) Al-Hurra Al-Arabia Al-Baghdadiyah Kurdistan TV Al-Sumaria Al-Jazeera Kurdsat BBC Arabic 21% 20% 19% 19% 14% 13% 11% 11% 10%
Nationally 75% of Iraqis say it is important to stay informed about news and current events All three regions rate News about their province and the rest of Iraq as more important than other topics. Q: How important is it to you, personally, to stay informed about news and current events? (Among those who use TV, Radio or Newspapers) National n= 2,175 North n= 486 Central n= 984 South n= 705 MoE +/- 2% 14
Iraqis are generally interested in Movies, particularly ones from outside of Iraq in Arabic, and Regional Cultural Events All three regions rate regional cultural events as important Q: Here are some entertainment topics you may hear about on radio and television stations or read about in newspapers/magazines or on the Internet. For each one, please tell me how interested you would be in the topic: very interested, somewhat interested, not very interested, or not at all interested (Among those who use TV, Radio or Newspapers) National n= 2,200 North=488 Central= 997 South- 715 MoE +/- 2% 15
Television
Al-Sharqiya (82%) is the top station watched by Iraqis. Top 10 TV Stations Watched in the Last Few Months Q: Please tell me the names of all of the television stations you can think of that you might have watched in the last few months. These can be either Iraqi or foreign stations. Al Sharqia Al Arabiya Al Sumaria Al Hurra MBC 1 Iraq Media Network (Al-Iraqia) Al-Baghdadia MBC 2 MBC Action Abu Dhabi TV 82% 74% 72% 71% 71% 67% 66% 58% 55% 55% N=2,198 MoE +/- 2% 17
Kurdistan Satellite TV (94%) and Gali Kurdistan are the two most watched TV stations in Northern Iraq the high percentage of stations watched suggests frequent channel surfing Top 10 TV Stations Watched By Northern Iraqis Q: Please tell me the names of all of the television stations you can think of that you might have watched in the last few months. These can be either Iraqi or foreign stations. Kurdistan TV Gali Kurdistan Zagros TV KurdSAT Newroz TV Vin TV Al-Jazeera MBC 1 Al-Hurra MBC 2 81% 80% 78% 73% 73% 94% 93% 93% 93% 89% N=488 MoE +/- 2% 18
Kurdistan TV (50%) is the most trusted TV news station in the North Top 10 Most Trusted TV News Stations in Northern Iraq Kurdistan TV 50% KNN TV Kurdsat 37% 41% Khak TV Zagros TV Gali Kurdistan 19% 23% 22% Q. Which television news channel do you trust the most? Al-Jazeera Al-Sharqia Al-Arabia Al-Baghdadiyah 13% 11% 8% 5% N= 488 MoE +/- 2%
MBC 1 (82%) is the most watched TV station among Central Iraqis Top 10 TV Stations Watched in the Last Few Months by Central Iraqis MBC 1 Al-Sharqiya TV 82% 81% MBC 2 Al-Arabiya Melody TV MBC Action Al-Sumaria TV Al-Baghdadia Al-Hurra MBC 4 68% 66% 65% 63% 61% 60% 58% 58% Q: Please tell me the names of all of the television stations you can think of that you might have watched in the last few months. These can be either Iraqi or foreign stations... N= 997 MoE = +/- 2% 20
Al-Sharqia (42%) is the most trusted TV news station in Central Iraq Top 10 Most Trusted TV News Stations in Central Iraq Al-Sharqia 42% Al-Baghdadiyah Al-Arabia Al-Hurra Iraq Media Netw ork (Al-Iraqia) Al-Jazeera BBC Arabic Al-Sumaria Babiliyah TV 21% 20% 16% 15% 15% 13% 12% 12% Q. Which television news channel do you trust the most? N= 995 MoE +/- 2% Salah Al-Din TV 11%
Al-Sharqiya (95%) is the most watch TV channel in Southern Iraq the generally high levels of stations watched suggests a lack of loyalty to one particular station Top 10 TV Stations Watched in the Last Few Months by Southern Iraqis Al-Sharqiya TV Al-Arabiya Al-Sumaria TV Al-Hurra Iraq Media Netw ork (Al-Iraqia) Al-Baghdadia 95% 91% 90% 88% 88% 85% Al-Forat 68% Q: Please tell me the names of all of the television stations you can think of that you might have watched in the last few months. These can be either Iraqi or foreign stations... MBC 1 Al Anw ar TV Abu Dhabi TV 46% 44% 52% N= 715 MoE = +/- 2% 22
Iraq Media Network (Al-Iraqia) is the most trusted TV news station in Southern Iraq Top 10 Most Trusted TV News Stations in Southern Iraq Iraq Media Network (Al-Iraqia) Al-Hurra Al-Sharqia Al-Baghdadiyah Al-Arabia Al-Sumaria Al-Forat BBC Arabic Al-Fayhaa TV 27% 26% 23% 16% 11% 6% 38% 37% 44% Q. Which television news channel do you trust the most? N= 715 MoE +/- 2% Al-Jazeera 4%
Iraqis in the Northern provinces predominately watch TV in the evenings more so than other regions in Iraq Time of Day Iraqis Watch Television: Regional Breakout MoE = +/- 2% 100% 75% Late Night Morning Daytime Early Fringe Prime Time 50% 25% 0% 00:00-00:29 01:30-01:59 03:00-03:29 04:30-04:59 06:00-06:29 07:30-07:59 09:00-09:29 10:30-10:59 12:00-12:29 13:30-13:59 15:00-15:29 16:30-16:59 18:00-18:29 19:30-19:59 21:00-21:29 22:30-22:59 North (N=484) Central (N=990) South (N=711) 24
Radio
The importance Iraqis place on staying informed about news and current events is illustrated in their daily Radio listenership. Q: I will now read you a list of radio program types. For each, please tell me how often do you use the radio to listen to them, daily or almost every day once a week, less than once a week, several times a week, or never National radio users n=1,579 Northern radio users n= 410 Central radio users n= 632 Southern radio users n= 537 MoE = +/- 2% 26
Nationally, Baghdad Radio and Radio Nawa are the most popular radio stations in Iraq. Top 10 Radio Stations Listened To In Iraq Baghdad Radio Radio Nawa 63% 61% Radio Sawa 54% BBC London (Arabic) Monte Carlo Doualiya 49% 48% Q: Please tell me the names of all of the radio stations you can think of that you have listened to in the last few months. These can be either Iraqi or foreign stations. Dijla Radio Radio Sumer FM Radio Iraq al-hurr Al-Iraqia Radio Radio Al-Hurriya 42% 38% 37% 34% 32% N=1,579 MoE = +/- 2% 27
23% of Iraqis feel Radio Sawa provides the best coverage of news issues. Radio Stations Providing Best Coverage of News Issues Radio Sawa 23% Radio Nawa 16% BBC London 13% Q: Which radio station do you feel provides the best coverage for news issues? N=1,579 MoE = +/- 2%
Radio Nawa is the most popular radio station in Northern Iraq reaching 99% of the region s radio listening audience Top 10 Radio Stations Listened to by Northern Iraqis Radio Nawa Kurdistan Voice Radio Gali Kurdistan Voice Radio Yekgirtu Radio Ashti Radio BBC London (Arabic) Khak Radio Voice of America Zagros Radio Radio Sawa 44% 42% 42% 41% 40% 62% 68% 96% 93% 99% Q: Please tell me the names of all of the radio stations you can think of that you have listened to in the last few months. These can be either Iraqi or foreign stations. N=410 MoE = +/- 2% 29
Northern Iraqis have differing opinions when it comes to indicating which stations provide the best news coverage. Radio Stations Providing Best Coverage of News Issues in Northern Iraq Others 59% Radio Nawa 19% Radio Zagros 12% Radio Sawa 8% Q: Which radio station do you feel provides the best coverage for news issues? N=410 MoE = +/- 2%
Baghdad Radio is by far the most popular radio station in Central Iraq reaching 78% of the radio listening audience Top 10 Radio Stations Listened to by Central Iraqis Baghdad Radio 78% Radio Sawa 67% BBC London (Arabic) Radio Nawa Monte Carlo Doualiya Dijla Radio Radio Sumer FM 61% 59% 57% 54% 50% Al-Iraqia Radio Radio Iraq al-hurr Q: Please tell me the names of all of the radio stations you can think of that you have listened to in the last few months. These can be either Iraqi or foreign stations. Al-Nas 38% 43% 42% N=632 MoE = +/- 2% 31
Opinions are divided somewhat among Central Iraqis on which stations provide the best coverage of news issues Best Coverage for News Issues in Central Iraq Others 38% Radio Sawa 18% BBC London 13% Radio Nawa 12% Baghdad Radio 11% Q: Which radio station do you feel provides the best coverage for news issues? N=632 MoE = +/- 2%
Baghdad Radio is the most popular radio station in Southern Iraq reaching 89% of the radio listening audience Top 10 Radio Stations Listened to by Southern Iraqis Baghdad Radio 89% Q: Please tell me the names of all of the radio stations you can think of that you have listened to in the last few months. These can be either Iraqi or foreign stations. Dijla Radio Monte Carlo Doualiya Radio Al-Hurriya Radio Sawa Radio Sumer FM Radio Iraq al-hurr Al-Iraqia Radio Al Mirbad BBC London (Arabic) 58% 54% 51% 50% 46% 43% 39% 38% 37% N=537 MoE = +/- 2% 33
41% of Southern Iraqis feel Radio Sawa provides the best coverage of news issues. Best Coverage of News Issues in Southern Iraq Radio Sawa 41% BBC London 22% Radio Nawa 18% Q: Which radio station do you feel provides the best coverage for news issues? N=537 MoE = +/- 2%
Radio is primarily listened to at home(96%) during morning and through out the day. Times a Day Iraqi Listen to the Radio: Regional Breakout MoE = +/- 2% 100% 75% 50% Overnight Morning Drive Daytime Afternoon Drive Nighttime 25% 0% 00:00-00:29 01:00-01:29 02:00-02:29 03:00-03:29 04:00-04:29 05:00-05:29 06:00-06:29 07:00-07:29 08:00-08:29 09:00-09:29 10:00-10:29 11:00-11:29 12:00-12:29 13:00-13:29 14:00-14:29 15:00-15:29 16:00-16:29 17:00-17:29 18:00-18:29 19:00-19:29 20:00-20:29 21:00-21:29 22:00-22:29 23:00-23:29 ALL North (N=410) ALL Central (N=632) ALL South (N=537) 35
Web
The Internet is challenging traditional media. As usage of the Internet in Iraq increases, newspapers will feel additional challenges as a news provider 68% of those who use the Internet to find the latest news prefer the Internet over the newspapers. (Note that 69% of internet users are also newspaper readers) Q: Do you prefer reading Internet news to newspapers? (Asked only to those who use the Internet to find the latest news) National Internet users n= 389 Northern Internet users n=108 Central internet users n=164 Southern Intern users n= 117 MoE = +/- 2% 37
Iraqis primarily use search engines to research news The lack of visits to traditional news sites supports the conclusion that Iraqis have trust issues with media. Top 10 Websites Visited For News Yahoo 88% Google 67% Al-Jazeera Al-Arabiya BBC Arabic 34% 33% 32% Aswat al Iraq (www.aswataliraq.info) Maktoob (www.maktoob.com) PUK (www.pukmedia.com) Iraq 4 All (www.iraq4allnews.dk) 24% 23% 21% 20% Q: Which websites do you visit for news? National Internet users n=614 Elaph (www.elaph.com) 20% 38 MoE = +/- 2%
Newspapers
More than half of Iraqis do not read newspapers as a source of news and information How Often Do Iraqis Use Newspapers To Get News and Information? Daily or Almost Every Day 3% Several Times a Week-Once a Week 25% Less than Once a Week 14% Never 59% Q: How often do you read newspapers? National newspaper readers n= 2,200 MoE = +/- 2% 40
Newspaper readership is generally low in Iraq Of the papers read in Iraq, Al Sabah al-jadeed is read by half of the Iraqis Top 10 Newspapers Read in Iraq Al-Sabah al-jadeed Azzaman Lvin Magazine Hawlati Al-Sabah Awene Others Al-Dustour Al-Hayat Al-Shariq Al-Awsat 19% 19% 35% 34% 33% 32% 30% 27% 42% 49% Q: Please tell me the names of all of the newspapers you can think of that you might have read in the last few months. These can be either Iraqi newspapers or foreign newspapers... National Newspaper readers n= 813 41 MofE = +/- 2%
For More Information Regarding The Findings Provided In This Report Contact: D3 Systems 703.255.0884 Karl Feld Karl.Feld@d3systems.com Rob Johnston Robert.Johnston@d3systems.com www.d3systems.com D3 Systems, Inc. Proprietary and confidential information 2010 all rights reserved
D3 Systems, Inc. Proprietary and confidential information 2010 all rights reserved 43