Ipsos Audience Measurement in Tanzania (May - Oct, 2015), based on Total Population.

1. Based on Total population
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3.  A weekly target sample of 700; 3,000 Monthly, 36,000 Annual
 Target Respondents persons aged 15 years and above
 Interviews administered over the phone
 Contacts based on random list of respondents
 A weekly target sample of 700; 3,000 Monthly, 36,000 Annual
 Target Respondents persons aged 15 years and above
 Interviews administered over the phone
 Contacts based on random list of respondents
Day After Recall Methodology; Time for Speed
Overview
Information Areas Covered
• Television / Radio Stations listened or Watched Yesterday
• 15 Minute viewership / Listenership trends
• Media Activities
• Internet Access and usage
• Respondent Demographic information i.e. Age, Gender, Location, Social Economic Class, Education Level, Income level
• Television / Radio Stations listened or Watched Yesterday
• 15 Minute viewership / Listenership trends
• Media Activities
• Internet Access and usage
• Respondent Demographic information i.e. Age, Gender, Location, Social Economic Class, Education Level, Income level

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5. DYNAMIC MEDIA SCENE UP THE COMPETITIVE LANDSCAPE IN TANZANIA'S MEDIA
INDUSTRY
• In the past 5 months, there is observed changes in ratings with some stations steadily dropping
while others picking steadily.
• Election and events around it had an impact on the reach for some stations:
• ITV registered improved ratings between May and October 2015.
• Among Radio stations, RFA had some improved ratings especially in the month of September
• While ITV has the highest reach (number of individual viewers) as well as the highest share
(proportion of viewership at a specific time slot), for Radio, RFA has the highest reach while Clouds
has the highest share in Radio listenership

6. Reach: percentage of unduplicated individuals Watching TV at a specific period of time
TV NATIONAL REACH – MAY TO OCTOBER 2015
0%
10%
20%
30%
40%
50%
60%
70%
May (683) June (579) July (592) August (457) September
(519)
October (532)
Top stations trended May to October
ITV Star TV TBC 1 EA TV/Channel 5
Channel 10 Clouds TV TV One Sinema Zetu
Azam 2 Supersport Azam 1
60%
30%
27%
15%
14%
10%
4%
4%
4%
3%
3%
ITV
Star TV
TBC 1
EA TV/Channel 5
Channel 10
Clouds TV
TV One
Sinema Zetu
Azam 2
Super sport
Azam 1
National TV Reach
(n=3,362)
Base: n=3,362

7. Reach: Percentage of unduplicated individuals listening to Radio at a specific period of time
RADIO NATIONAL REACH – MAY TO OCTOBER 2015
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
May (1033) June (929) July (860) August (669) September
(671)
October (695)
Top stations trended May to October
Radio Free Africa(RFA) Clouds FM TBC Taifa
Radio One TBC FM E FM
Radio Imani Radio Maria Radio Kwizera
26.0%
23.4%
15.0%
11.7%
7.4%
4.1%
3.6%
3.1%
2.9%
2.8%
RFA
Clouds FM
TBC Taifa
Radio One
TBC FM
E FM
Radio Imani
Radio Maria
Radio Kwizera
East Africa FM
National Radio Reach
(n=4,857)
Base: n=4,857

8. Share: Percentage of listeners of a particular station to the total audience of all the stations
RADIO AND TV SHARE (NATIONAL)
ITV , 30%
Star TV , 14%
TBC 1 , 13%
EA TV/Channel
5 , 8%
Channel 10 ,
6%
Clouds TV , 5%
Sinema Zetu ,
3%
Supersport ,
2%
TV One , 2%
Azam 2 , 2%
Azam 1 , 2%
Others, 0%
National TV Share
Clouds FM ,
16%
RFA , 15%TBC Taifa , 8%
Radio One , 6%
TBC FM , 4%
E FM , 3%
Radio Imani ,
2%
Radio Kwizera ,
2%
Times FM , 2%
Ebony FM , 2%
Radio Maria ,
2%
Abood FM , 2%
East Africa FM ,
2%
Others, 35%
National Radio Share
Base for Radio: n=4,857Base for TV: n=3,362

9. For more information contact;
Charles Makau
IPSOS TANZANIA
Regent Business Park, Plot No. 172, Mikocheni,
P.O Box 106253 Dar es Salaam, Tanzania
Tel: + 255 22 277 5851 / 277 5628 | Fax: +255 22 2701606
Charles.Makau@ipsos.com
http://www.ipsos.com