The Uganda Advertising Association (UAA) and the Public Relations Association of Uganda have welcomed the National Audience Measurement Survey (NAMS), which provided the latest trends, challenges, and opportunities shaping the media industry landscape in the country.

Market and social research company IPSOS Uganda, which conducted the survey, is dedicated to equipping organisations and businesses with the knowledge they need to make informed decisions and make a difference in a rapidly evolving business environment.

In a two-hour exclusive industry webinar on the theme: Exploring the National Audience Measurement Survey Methodology, Trends, and Insights, UAA secretary general Rommel Jasi said the survey helps advertisers know who to advertise with.

“Surveys of this nature ease our work when done by credible research teams that are trusted globally,” he said.

"UAA serves to protect the interests of advertising, media, creative, and digital agencies with an emphasis on professionalizing the communications industry to provide the best services to our clients and our advertising audiences," he added.

“We highly welcome this initiative, and we hope that our audiences will use the relevant data findings to advertise with the most listened-to radios and the most watched TVs from all the regions of Uganda,” Jasi said.

In a survey conducted in 2023, Bukedde TVI was selected as the most viewed TV nationally by reach at 26.11%, followed by NTV Uganda at 18.18%, NBS TV at 11.91%, and TV West at 10.27% at number four, among others.

In her submissions online, Public Relations Association of Uganda (PRAU) vice president Tina Wamala encouraged Ugandan researchers to identify all the necessary information to advance the country, which has recently moved from analog to digital transformation.

“As PRAU, we encourage research about the media landscape because of the impact it creates. As PR practitioners, we have struggled very much without research data to guide companies with evidence of the trending technologies in the information and technology age,” she added.

Explaining the methodologies used, growth officer Mwaura Nanzala said Uganda has enormous radio stations operating in the East African Community region that need to be tapped into to transform society positively.

"Local language broadcasts have grown, and this is enough evidence that the democratization of information through the use of mobile phones to listen to radios should be tapped by people and companies to feed on relevant content for development, she said.

“Internet penetration has created many people consuming media and has caused social media to advertise the traditional media where electronic newspapers are read online,” Mwaula added.

According to her, traditional media should now start using several online engagements to create their content expressly ready for consumption in both raw and analyzed forms for wider coverage.

Virginia Nkwanzi, a media practitioner and communications consultant, disclosed that 33.1.m people are using mobile phones to access radios, drawing statistics from the Uganda Communications Commission (UCC).

“Radios take the biggest share, TV, newspapers, and Internet consumption is moving up at 27% as was statistics provided in 2017,” he said.

According to him, 25% are internet subscribers and 24 million people are active media consumers (54% of the total population of Uganda). From the above, eight million people are active on social media which should be highly tapped to advance the sustainable development agenda of the nation.

https://www.newvision.co.ug/category/news/vision-group-distances-itself-from-nab-protes-NV_165779