IPSOS and the National Audience Measurement Survey Technical Research Team (NAMS TRT) have released preliminary findings from the 2024 Establishment Survey. This update, which follows the last survey conducted in 2019, provides insights into media consumption habits across television, radio, print, and digital platforms. The comprehensive research also includes seven-day diary data, essential for media planning and rate card adjustments.
The core objective of NAMS TRT is to establish a reliable media currency that stabilizes the media buying process and ensures advertisers achieve a return on investment. The data also helps media owners in setting rate cards, crafting advertising packages, and optimizing programming to attract audiences.
Nanzala Mwaura, IPSOS Uganda Country Manager, highlighted the survey’s role in supporting data-driven decision-making: “The NAMS TRT aims to build a standardized media currency that enhances media buying efficiency and maximizes returns on investment for advertisers. For media owners, this data is crucial for setting competitive rate cards, developing advertising offers, and curating content that resonates with audiences.”
To ensure comprehensive representation, IPSOS Uganda engaged seven key industry associations under the NAMS TRT. These include the National Association of Broadcasters (NAB), Uganda Media Owners Association (UMOA), Uganda Advertisers Association (UAA), the Public Relations Association of Uganda (PRAU), East Africa Radio Services (EARS), Uganda Marketers Society (UMS), and the Online Media Publishers Association (OMPA). The TRT was formed on October 19, 2023, and has since conducted weekly meetings to refine methodology, sampling, and data collection processes.
Several industry leaders attended the launch of the survey findings, including NAB Chairman Dr. Innocent Nahabwe, Uganda Advertisers Association Chairperson Mr. Jasi Rommel, UMS Director of Thought Leadership Mr. Robert Ssebunya, Rural Broadcasters Association Chairman Mr. Julius Tumusiime, and EARS Founder & Managing Director Mr. Douglas Mutumba. The Uganda Communications Commission (UCC) was represented by Ms. Julianne Mweheire, Director of Economic Regulation, Content, and Consumer Affairs.
The survey data provides a fresh perspective on media consumption trends, enabling businesses to refine their advertising strategies. Stakeholders were advised against selectively using data for promotional claims and were encouraged to apply insights holistically. Updates to the demographic classifications in the Living Standards Measure (LSM) were also introduced to enhance marketing and advertising effectiveness.
