Ipsos Uganda, a leading market and social research company, is thrilled to announce the launch of the WAVE II National Audience Measurement Survey results.
The National Audience Measurement Survey is conducted to establish media consumption habits of the audience and it provides information on; trends and patterns of viewership, readership, listenership and usage of different media platforms(TV, print, radio, internet, OOH).
The study is conducted among regular media consumers of age 15 years and above.
Speaking at the launch of the results, Virginia Nkwanzi, Managing Director at Ipsos Uganda and Director of Public Affairs, Sub-Saharan Africa at Ipsos Public Affairs, stated that the National Audience Measurement Survey results 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 around media use and national demographics.
“The new National Audience Measurement Survey results utilize the latest global industry-standard audience measurement practices that has advanced data collection methodology and modeling that delivers significantly more granular data compared to previous methods”, said Nkwanzi.
By implementing this robust National Audience Measurement Survey, IPSOS seeks to empower stakeholders with unparalleled insights into their audiences.
“The new 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 new Chairperson of the Uganda Advertising Association (UAA) Rommel Jasi was ecstatic about the new report.
“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 Uganda Advertising Association is a key stakeholder to Ipsos as it seeks to serve, protect, improve and preserve the interests and standards of the Uganda advertising industry players (clients, agencies, media and creatives) in the industry through thought leadership, training, research, partnerships, stakeholder engagements and lobbying.
David Balikuddembe, the current President of the Uganda Marketers Society (UMS) and the Secretary General of the African Marketing Confederation (AMC), stated that Ipsos had come a long way in collaborating with key stakeholders to improve on the methodology of the National Audience Measurement Survey.
Balikuddembe, who is a researcher by training and profession, stated that the methodology which was arrived at by a cross section of stakeholders in the media industry, would improve on user experience.
“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,” said Balikuddembe,.
Dr. Innocent Nahabwe, Chairperson of the National Association of Broadcasters (NAB), stated that the initial National Audience Measurement survey did not have consensus towards their methodology, data review and results, something that Ipsos managed to fix using a multi-industry team of experts who worked together
in the process of coming out with the results.
“We want to thank Ipsos for their wide range and inclusive approach to have all 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,” said Dr. Nahabwe.
Carolyne Wanyonyi, Media Manager for Audience Measurement at Ipsos Uganda, stated that the release of the WAVE II National Audience Measurement Survey results was a dedicated effort to continuous improvement and innovation in audience measurement.
“We will continue to refine our system and explore new technologies to provide even deeper audience insights in the future for the betterment of our media and advertising industry,” Wanyonyi.
National Audience Measurement Survey results provide media, advertising and marketing professionals with valuable insights into the latest trends, challenges, and opportunities shaping the industry’s landscape.
Various experts and stakeholders in the media, advertising, marketing, and communications field were consulted when coming up with the National Audience Measurement Survey methodology and also consulted in the initial stages of the results.
