A journalist reviews audience insights on her computer to ensure strategic media planning. PHOTO | SHARON KATUSIIME
In the ever-evolving media landscape, one thing remains clear: the need for reliable, accurate, and standardised data to drive decision-making. For years, media owners and advertisers in Uganda have faced the challenge of navigating the complexities of audience measurement without a uniform data currency.
The recent release of the preliminary results from the 2024/2025 National Audience Measurement Survey (NAMS), conducted by IPSOS Uganda, marks a significant stride toward addressing this gap that can transform the media buying process. The NAMS initiative, supported by seven major industry associations, including the National Association of Broadcasters (NAB), Uganda Advertisers Association (UAA), and Uganda Media Owners Association (UMOA), aims to create a data-driven media currency that will stabilise the media buying process.
This data will be crucial for building transparent rate cards, crafting targeted advertising offers, and improving programming to attract and retain audiences. One of the primary challenges in media buying has been the lack of consistent, verifiable data to measure audience reach and demographics. In the absence of such data, determining appropriate advertising rates has been subjective at best.
Without numbers to express media reach and audience characteristics, media owners and buyers often rely on assumptions rather than clear metrics. Ms Mwaura Nanzala, IPSOS Uganda’s country manager, says the core objective of NAMS is to provide a media currency that helps ensure media buyers receive a return on investment. For media owners, the data serves as the foundation for setting rate cards, creating better offers for advertisers, and shaping programming that resonates with target audiences. “This data-driven approach brings much-needed credibility to media outlets, enabling them to provide tangible ROI for marketing campaigns. With standardised data, media houses will have the insights necessary to optimise their content, track performance, and adjust their strategies accordingly,” Ms Nanzala said.
Elsewhere
The NAMS initiative is not a novel concept in the region. In neighbouring Kenya, media agencies and advertisers have long relied on an established currency for audience measurement, allowing for standardised advertising rates that have contributed to a thriving media industry. The absence of such a system in Uganda has led to a reliance on external agencies to quantify insights, often resulting in a lack of control and understanding of local dynamics. The vision for Uganda is expected to follow a similar path and create a robust media currency that will not only support the media industry but also enable local advertisers and media owners to make more informed decisions. By diversifying and improving programming, this initiative promises to provide valuable insights into audience behaviour and unlock new opportunities for the media sector.
Transforming the industry
The data provided by NAMS has already shed light on key trends in media consumption. Preliminary results show that while radio remains a dominant medium, its reach has declined to 70 percent, with younger audiences gravitating toward online music platforms, podcasts, and audiobooks. In rural areas, however, radio still performs well. Meanwhile, TV viewership remains steady at 56 percent, and print media is performing better in urban areas, although its reach continues to decline. Digital media consumption, particularly among younger urban populations, is on the rise.
This trend highlights the importance of adapting media strategies to cater to the changing preferences of consumers. For media owners, understanding these shifts in consumption habits will allow them to optimise programming to meet the demands of their target audiences. As Dr Innocent Nahabwe, the chairman of the National Association of Broadcasters (NAB), notes, “The survey’s inclusive approach has ensured that all relevant stakeholders, big and small, are involved in the process. The data, once fully analysed and distributed, will serve as a valuable tool for media organisations to adapt to these changes.”
"Perhaps the most significant aspect of the NAMS initiative is its potential to create a long-lasting legacy for Uganda’s media industry. By establishing a common, standardised data currency, the survey aims to provide a foundation for media buying decisions for years to come. In addition to improving rate card accuracy, it will enable post-campaign evaluation and analysis, helping media owners and advertisers measure the effectiveness of their strategies,” he says.
Next survey
The next NAMS Establishment Survey is tentatively set for 2027, and the current data will serve as a crucial benchmark for future planning and decision-making. As industry stakeholders work closely with IPSOS Uganda, the hope is that the data-driven approach will transform the way the media industry operates in Uganda, leading to more transparent and efficient practices. For this transformation to succeed, all stakeholders, including media owners, advertisers, regulators, and aggregators, must play their part.
The Uganda Communications Commission (UCC) has been encouraged to support and prioritise this initiative to ensure the industry operates within a framework of clearly defined standards. Mr Rommel Jasi, the president of the Uganda Advertisers Association (UAA), says the involvement of all stakeholders in the NAMS process has been vital to its success.
“The survey’s design and methodology have been shaped by input from various sectors, ensuring that the final data will be useful for a wide range of industry players,” he says.
