Earlier this month, EARS hosted key industry stakeholders for a panel discussion on the state of radio in Uganda. Dubbed EARS@7, IPSOS presented an exclusive preview of the latest NAMS Wave 3 data, along with fresh insights.

Our Managing Director opened the day with a reminder: “Radio is not dying. It is evolving. Radio remains the preferred medium in Uganda.” He went on to announce a new development at EARS: the EARS App, a new digital audio platform capable of aggregating FM radio live streams from across the region.

IPSOS then took the stage with an insightful presentation that left the industry with a clear picture of where radio stands today.

In attendance were representatives from Uganda’s advertising, broadcasting, marketing, and regulatory bodies. Here’s what matters for your next media investment.

Radio Has Always Led — The Margin Keeps Growing

Uganda’s media consumers now total 22.3 million people aged 15+. Of that, 20.8 million engage with radio, reaching more people than any other individual medium. NAMS Wave 3 shows radio reach at 82% of Ugandans, against 44% for TV, 33% for social media, and just 9% for newspapers. If reach is the foundation of your media plan, radio remains the strongest foundation available.

Radio Leads With the Next Generation Too

Among 18-24 year-olds, the audience most often assumed to have moved on from radio, reach sits at 77%, well ahead of social media’s 42% for the same age group. The audience isn’t just consistent. It’s consistent across generations.

It’s Not Just Reach, It’s a Daily Habit

10.3 million Ugandans tune in to radio every single day, for at least two hours at a time. It’s a fixture in how Uganda’s population structures its day, weekday and weekend alike.

What This Means For Your Media Plan

The data is a reminder: the audience with the most consistent, daily, trusted relationship with a single medium is still found on radio and it’s larger and more loyal than most media plans currently account for.

If you’d like to talk through what this data means specifically for your upcoming campaigns, our team is happy to walk you through the fuller findings. You can also follow the link here to the full presentation.