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IPSOS Uganda has launched the WAVE II National Audience Measurement Survey Results expected to offer brands, advertisers and content creators a more precise and reliable understanding of its audience demographics and engagement patterns.

Speaking during the launch of the results, Virginia Nkwanzi, Managing Director at Ipsos Uganda and Director of Public Affairs, Sub-Saharan Africa at Ipsos Public Affairs noted that the results will help companies make better informed decisions around media use and national demographics.

“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,” Virginia Nkwanzi said.

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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 in the industry through leadership, training, research, partnerships, stakeholder engagements and lobbying.

Dr. Innocent Nahabwe, Chairperson of the National Association of Broadcasters (NAB), commended IPSOS for incorporating methodologies that speak to the needs of media outlet owners.

“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 to audiences,” said Dr. Innocent Nahabwe.

Carolyne Wanyonyi, Media Manager for Audience Measurement at IPSOS Uganda reaffirmed that they will continue to refine their system and explore new technologies to provide even deeper audience insights in the future for the betterment of the media and advertising industry.

National Audience Measurement Survey Results provides 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.

IPSOS equips organizations and businesses with the knowledge they need to make informed decisions and make a difference in a rapidly evolving business environment.