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Southwest Media Gauge releases list of most listened stations in 2020

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One of the major gaps in the Nigerian media industry is the lack of credible broadcast audience measurement data that is accepted by all stakeholders in the sector.

South-West Media Gauge; An advanced audience measurement agency which distinguishes itself from other audience measurement agencies by their unique and extensive method of survey debuted their traditional media survey in 2020 so as to fill the gap and high demand for an in-depth audience measurement through survey in major cities and towns in the southwest, thereby making it the first media survey platform, showcasing audience listenership per major cities and towns.

With 75% of households in developing countries having access to a radio out of the numerous options for traditional media, Radio has become Nigeria’s most popular broadcast medium.

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“According to BBC data in 2015, the country was home to hundreds of radio stations, including nearly 40 state-operated national stations and a growing number of region- and language-specific broadcasters”

In the South-western part of Nigeria excluding Lagos State, more than 87% of households have access to a radio, which is due to the slow and gradual acceptance of digitalisation in these parts of the country as opposed to the widespread acceptance of Digital Media that thrives in urban cities like Lagos, Abuja, PH and other fast rising cosmopolitan areas.

South-west Media Gauge teamed up with a leading Southwest based, Advertising Agency; CANWEST MEDIA and the Nigeria Broadcasters Merit Award to conduct the maiden edition of the South West Media Survey 2020 in South-Western Nigeria; Oyo, Ogun, Osun, Ondo, Ekiti and Kwara.

Various populous towns in these states were visited for the survey with audiences cutting across Market men/women, Artisans , Transport Workers, Civil Servants and Casual Workers.

The survey adopted face-to-face interview methods with respondents across the locations which included professionals and was reviewed by the National Broadcasting Commission (NBC) South-west zone.

This in-depth audience research was conducted between November 16th and Dec 14th 2020, in the respective local dialects that cut across across these geographical locations.

Interestingly, this also makes the survey the first of its kind that caters independently to major cities and towns of the south-western zone, sampling individual opinions to critically ascertain the people’s choice for Radio stations, On-Air Personalities (OAPs) and Programs in 2020.

Based on the survey conducted, Adaba FM of Akure, Ondo State, is the most consistently listened to radio station in South-west Nigeria with a wide coverage and strong listenership base in Ondo, Osun and EKITI State followed by Fresh FM with stations in Ado EKITI, Ibadan and Abeokuta, also followed by Uniq FM of Ilesha, Osun State with a good listenership base in Osun State and Parts of Ekiti, Ondo and Oyo State.

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According to the Project Coordinator Eniola Akinpitan, “the growth of traditional media in the southwest and the unavailability of credible information bordering on the acceptability of the stations and quality of content, triggered the birth of the Audience measurement agency South West Media Gauge.

SMG is strongly focused on creating an audience friendly survey which will to a large extent, assist the fast growing traditional media industry in identifying the true reflection of their content and feedback from their esteemed audience. To make this process viable a a lot easier, we had to engage the very popular and indigenous advertising agency in the Southwest; CANWEST Media, to assist in carrying out the Maiden edition of the annual South West Media Survey” he concluded.

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