Audience Research

NBC TELEVISION SURVEY 2004

METHODOLOGY

TELEQUEST:

The Telequest was introduced in this section in 1994. In telephone surveys, the respondents are phoned, usually at home, and then interviews are conducted. The Researcher and the Research Assistant designed the questionnaire in co-ordination with the Managers from the different departments. The advantages of making use of a telephonic survey are:

„« A telephone interview allows for the use of complex interviewing procedures such as skip patterns probes and refer-backs.

„« By using the Telequest Center of the NBC, there will be closed supervision of the data collection process by the Researcher, and data collected under these circumstances improve in quality.

„« Telephone interviews are generally short, mostly between 10 and 20 minutes, and the response rate ranges from 60-90%.

„« Callbacks are easy and cheap to make.

„« Most cost effective way to collect survey data and produces the most consistent and effective results.

The survey commenced on 23 February 2004 and concluded on 12 March 2004. The Telequest concentrated on both Radio and TV, and the lack of telephone landlines in the more rural areas necessitated fieldwork in the Omaheke, Hardap, Erongo and the Northern Regions. The same questionnaire was used in both the Telequest and the fieldwork.

DATA ANALYSIS:

The Data was analyzed STATA 7. This is a programmable package and as such can handle any computable algorithm.

SAMPLING:

The sampling size for the Telequest was 616 respondents of the adult population, which includes everybody over the age of 15 years. This parameter was also used during the last NAMPS study and thereby makes the results of the two studies comparable. The sampling size of 616 is representative of the Namibian Population. The sample of 616 gives a 3.9% error margin at 95% confidence interval, meaning that we are 95% confident that the results are a true reflection of the population and if not, they may deviate by a maximum of 3.9%.

COVERAGE:

All 13 Regions of Namibia were included in the study; the sample was drawn by way of simple random sampling:

REGION SAMPLE

Caprivi 11

Erongo 76

Hardap 54

Karas 64

Kavango 7

Khomas 202

Kunene 20

Ohangwena 13

Omaheke 38

Omusati 10

Oshana 24

Oshikoto 33

Otjozondjupa 64

TOTAL 616

Some regions were clearly over sampled, while other were under sampled. This does however point to a deficiency in the random sample and a stratified random sample would be more appropriate when stratified by region.

Arithmetic weights were introduced to correct for sampling errors that arose from over and under sampling of certain population groups. Due to the nature of the random sample, there were too few cases from the San and Setswana communities. There was therefore little to no in depth analysis of these language groups in the study

Television Viewer

There are 647,162 TV viewers in the country, up from 504,480 viewers in 2001. This is a 28% increase in TV viewers. This increase is predominantly due to higher TV ownership and a shift from Radio to TV in the past three years. TV ownership has increased by 1.6% per annum over the last three years.

NBC Television has 549,035 viewers that represent 50.95% of the adult population. Our viewer has therefore grown by 18% over the past three years. NBC has therefore expanded its position as the market leader in the past two years by winning a large share of the new entrants.

M-NETÐŽ¦s viewer declined over the time frame under consideration by 23%. This was due to the withdrawal of this service from the small towns in Namibia. They now have 75,133 viewers. DSTV on the other hand has 84,201 viewers. Once the double counting has been removed, DSTV and M-NET have 107,958 viewers (70% are DSTV subscribers).

SuperSport has 42,424 viewers, or 3.93% of the adult population. There are however no data from previous years.

One Africa is slowly making its way into the Namibian population. They have 26,664 viewers. Which is rather impressive considering their low coverage.

SABC has just over 10,000 viewers, or 0.94% of the adult population, while Deukom has the smallest viewership of 5,505 viewers.

NBC

66.1% of NBCÐŽ¦s viewer is female. Females therefore out number males 2:1 on NBC.

The channelÐŽ¦s viewer is mostly young, with 70% younger than 34 years. As age increases, the number of viewers decreases, leading to a strong negative correlation between age and viewership.

43.39% of NBC TV viewer speaks Oshiwambo, 14,42% speak Damara/Nama11.69% speak Afrikaans, 10.7% speak Otjiherero and 10.62% speak Rukavango. These figures are very similar to the demographic composition of the population based on the latest census information and therefore do not bear much significance.

17.23% of the channelÐŽ¦s viewer lives in the Khomas region, 13.42% lives in the Omusati region11.28% in Erongo and 10.16% in Kavango. 12.5% of the population lives in the Ohangwena region, while this region accounts for a mere 3.74% of NBC viewer. This tells us that very few people in this region watch NBC TV. This can be expected since this is the poorest region in the country and it is very likely that they cannot afford it. Kunene on the other hand accounts for 3.8% of the national population and 6.75% of NBCÐŽ¦s viewer. This region is the complete opposite of the Ohangwena region in that they have a very high incidence of viewership. Erongo also has a high incidence on viewership, in that they account for 11.28% of NBC viewer with 6% of the national population. The indicators of the rest of the regions are very similar to those of the population and therefore do not warrant further explanation.

53.5%