The Power of Radio
In today’s world of media and advertising, knowing exactly who is watching or listening to what—and when—is very important. It supports media companies and advertisers decide where and how to spend their money. Countries like South Africa and Kenya have built strong systems to measure media audiences. By learning how they do it, Uganda can better understand how far we have come with our very own National Audience Measurement Survey (NAMS).
South Africa: Rigorous Broadcast Measurement via the BRC
South Africa’s media research is managed by the Broadcast Research Council (BRC). For radio, they use a system called RAMS (Radio Audience Measurement Survey), which interviews people by phone the day after they’ve listened to radio. The phone numbers are randomly selected to make sure the sample represents all types of people from different regions and backgrounds. For TV, they use people meters—small devices installed in selected homes that track what people watch every day. These two methods provide regular, trustworthy data. All this information is then brought together through a system called FUSION, which helps media planners see the full picture across TV, radio, print, and digital platforms.
Kenya: Phone Calls and Diaries for Real Insights
Audience measurement in Kenya is done by Ipsos and Geopoll. Ipsos uses a day after recall method supported by Computer-Assisted Telephone Interviewing (CATI). They call people and ask them what they watched or listened to the previous day. These calls happen every week, and each person also keeps a diary of their media habits. The data is collected from all 47 counties, and the number of people called is based on how many live in each county. This helps make sure the results represent the whole country. Media companies and advertisers trust this data, which supports them to plan better.
Uganda: Levelling up
In October 2023, advertisers, media houses, marketers and aggregators among others came together to form a Technical Research Team (TRT). This would form the committee that’d guide the process for the next survey. The survey was not only about media but included products as well. The result was the Uganda All Media and Products Survey (UAMPS) and was launched February 2025.
The ongoing survey uses two main approaches. First, it sends researchers to homes to do face-to-face interviews. Then, it follows up with regular phone calls (a Tracker Survey) using the same day-after-recall method as Kenya and South Africa. The survey is designed to be representative and acceptable using GPS mapping and random sampling. With 3000 correspondents contacted every month, the aim is to talk to 36,000 people by the end of the year, making it the largest and most reliable audience survey Uganda has ever had.
From Learning to Leading
What we see from Kenya and South Africa is clear: having strong audience data supports all the players in the media industry make better choices. It improves trust and leads to smarter media buying. Now that Uganda has its own trusted system, we can finally take our place among countries where media is traded based on real, shared facts.
This was the first part of our NAMS Series. In the next part, we’ll explore how this data is more than just numbers—it’s a currency in the making. And how the current NAMS data could be its most valuable media tool yet. Stay Tuned!
What is Audience Data? Data is information, like numbers and trends that tells us who listens to radio, where they are, and when they tune in. In Uganda’s rich media landscape, with over 35 languages broadcasted across the entire country, effective radio advertising hinges on data, not intuition. Gut feelings can lead to costly errors, like choosing a station that misses your target audience or overspending on ineffective slots. Data ensures your advertising budget delivers results.
Key performance indicators (KPIs) like ratings reveal a station’s popularity, showing how many listeners tune in. Reach measures the number of unique listeners exposed to your ad, while opportunity to hear tracks how often they encounter it. Gross Rating Points (GRPs) combine reach and frequency to gauge your campaign’s impact. For cost efficiency, Cost Per Thousand (CPM) offers you value for money so you only pay for the targeted audience per 1,000 listeners, ensuring you get the best value.
Uganda’s diversity demands precision. A station popular in Kampala may not resonate in Acholi, Kigezi or Karamoja, where different content, language and cultures thrive. A station with the highest reach may not give you the value you seek.
Data provides you stations that align with your audience, in the right place and at the right time. Without data, you risk missing entire communities, reducing your ad’s effectiveness and wasting resources.
East Africa Radio Service (EARS) simplifies this with data-driven packages tailored for Uganda’s diversity. With our plans, you can maximize reach and representation across the country while optimizing costs in one single booking.
You want an impactful radio campaign? Contact us at EARS or visit https://www.ears.ug/national-package/ for more details
In the heart of Uganda’s oil-rich region, the kingdom of Bunyoro-Kitara is awash with festivities as the people celebrate a momentous occasion – the 31st coronation anniversary of their beloved Omukama. At the forefront of this joyous celebration are the region’s radio stations, which have been instrumental in serving and educating the community over the years.
The Empango celebrations, marking the Omukama’s coronation anniversary, are a grand affair, filled with cultural pomp and splendor. The festivities kick off with the Empango run, a significant event that not only showcases the region’s athletic prowess but also raises funds for a noble cause. The proceeds from this event are channeled towards initiatives that benefit the community, underscoring the kingdom’s commitment to the welfare of its people.
Spice FM, a popular radio station situated in the city of Hoima, has been at the forefront of the celebrations. With its dynamic programming and community-focused initiatives, Spice FM has become a household name in Bunyoro. The station’s dedication to promoting the kingdom’s culture, traditions, and values has earned it a loyal following among the locals.
However, Spice FM is not alone in its endeavors. The region boasts a plethora of radio stations that have been diligently serving the people of Bunyoro. Radio Hoima, Kabalega FM, and Liberty FM are just a few examples of the many stations that have become an integral part of the community. Other notable mentions include Kakumiro Community Radio, Emambya FM, Kagadi Development Radio, Kagadi Broadcasting Service, Amazon FM, BBs FM, Radio 7, Biiso FM, and Kibanda FM, among others.
These radio stations have played a vital role in disseminating information, promoting local talent, and providing a platform for community engagement. They have been instrumental in shaping the cultural narrative of Bunyoro and have contributed significantly to the region’s development.
At EARs, we recognize the power of radio to impact people’s lives positively. As we celebrate the Omukama’s 31st coronation anniversary, we join hands with our partner radios in Bunyoro to honor this special occasion. We salute the Omukama for his tireless efforts in promoting the welfare of his people and preserving the kingdom’s rich cultural heritage.
As the people of Bunyoro come together to celebrate this momentous occasion, we wish the Omukama a happy 31st coronation anniversary. May this milestone mark a new chapter in the kingdom’s journey towards progress and prosperity. May the kingdom continue to thrive under the Omukama’s wise leadership, and may the people of Bunyoro remain united in their pursuit of development and cultural preservation.
Happy 31st Coronation Anniversary, Omukama!
This year offers a unique situation where both Christians and Muslims have lent and fast in the same period. As Ramadan and Lent come to an end, the joyous celebrations of Eid and Easter approach. With consumer spending surging during these holidays, businesses in Uganda have an opportunity to promote their products and boost sales. Here’s how radio, the most preferred medium can support you increase your reach during this season.
1.Last-Minute Sales Promotions
Businesses can run short, catchy radio ads with optimum frequency to promote special offers on their products. For example, Supermarkets, clothing stores, electronics and gadget retailers can emphasize discounts and limited-time deals to create urgency.
2. Sponsor Programs and Segments
Brands can increase visibility by sponsoring Eid and Easter segments on radio stations. A restaurant can sponsor a segment on Eid meal preparations, while a financial institution can highlight mobile banking services for holiday spending.
Best time slots:
3. Engage Listeners with Giveaways
Running call-in competitions and social media-linked promotions can encourage audience participation. Offers like shopping vouchers, Easter brunch giveaways, or free data bundles could keep your brand top of mind and drive engagement.
4. Use Trusted Voices for Endorsements
Leveraging the influence of popular personalities and respected religious leaders, product mentions can be seamlessly integrated into audience engagements, thereby creating brand affinity.
So, Eid and Easter celebrations here! Businesses must act fast to capture consumer spending and also to stay top of mind post-season.
Partner with EARS today and harness the power of data-driven audio advertising to connect with the right audience, boost engagement, increase reach and drive sales this season.
Get in touch today
In 2025, creativity and high-quality production are more crucial than ever for advertisers looking to capture audience attention and drive results. The advertising landscape is evolving rapidly, with consumers demanding more engaging, authentic, and innovative content across multiple platforms.
In today’s market, brands that invest in creativity and top-tier production see higher engagement, better brand recall, and increased return on investment. Whether it’s a radio spot, a digital ad, or an integrated campaign, quality production elevates your brand and ensures your message is heard.
At EARS, we understand that creativity goes beyond just making an ad—it’s about crafting a message that resonates, stands out, and leaves a lasting impact. With the rise of AI, personalized advertising, and shorter attention spans, advertisers are looking for that “wow factor” they are looking for content that will stand out of the clutter. Content that not only informs but also entertains and connects emotionally with audiences.
High-quality production plays a vital role in delivering your message effectively. A well-produced radio ad, for example, ensures clarity, consistency, and professional sound quality, making it more persuasive. In contrast, poorly executed content risks being ignored or forgotten.
At EARS, we support advertisers maximize their impact by combining creative with professional end to end production from ideation to execution, to distribution ensuring their campaigns achieve the best possible results. In 2025, brands that prioritize creativity and production will lead the way—make sure yours is one of them.
Let’s create something powerful together. Get in touch today
Radio continues to be a powerful tool of communication in Uganda, reaching the remotest areas and playing a vital role in raising awareness about climate change. The latest National Audience Measurement Survey indicates that radio commands a 70% listenership in Uganda, making it the most consumed medium compared to others. As the world marks World Radio Day, this year’s theme, ‘Radio and Climate Change,’ highlights how radio stations are responding to environmental challenges while maintaining their crucial role in information dissemination.
Radio stations across Uganda have been proactive in addressing climate change. Stations like Radio Pacis have invested in renewable energy, operating almost entirely off-grid with half an acre of solar panels. Similarly, Voice of Karamoja in Kotido relies on solar energy to power its broadcasts. These initiatives demonstrate how the radio industry is adapting to climate realities by reducing carbon footprints and promoting sustainability.
Beyond infrastructure, radio remains an essential platform for educating communities on climate-smart agricultural practices, afforestation, and disaster preparedness. Stations based in remote regions ensure that even the most underserved populations receive timely and practical climate-related information.
EARS has been at the forefront of climate change communication by supporting radio stations in broadcasting programs that educate listeners on climate resilience, conservation efforts, and sustainable agricultural practices.
Through projects such as Climate Reporting for East African Media (CREAM), In Collaboration with Media In Cooperation and Transition (MiCT), EARS has facilitated content that not only informs but also empowers communities to take action against climate change. Additionally, EARS has engaged in initiatives that train journalists to effectively cover climate stories, ensuring that accurate and impactful information reaches the masses.
Radio remains the most powerful medium for reaching communities across Uganda. Through EARS’ extensive network of all radio stations nationwide, we provide unmatched reach—making us a crucial platform to support your national campaigns whether it’s climate change awareness or any other messaging for your brand. Want to align your brand with impactful messaging on climate and or other key issues? To learn more, contact us today!
EARS is proud to collaborate with the Nile Basin Media Network (NBMN), MiCT, GIZ, and others to empower journalists from 10 Nile basin countries in addressing the pressing issue of plastic pollution.
Over 30 journalists gathered in Kampala for a five-day workshop to deepen their understanding of plastic pollution’s impact on the environment and public health. Through field visits and citizen science, they are now equipped to bring these critical stories to light and influence change.
As Dr. Florence Grace Adongo, Executive Director of NBI, said, “Journalists play a crucial role in shaping public opinion and informing policy debates.”
We believe that through cross-border collaboration, the media can drive impactful solutions to this transboundary crisis.
Let’s raise awareness and inspire action for a cleaner, greener future!
#PlasticPollution #NileBasin #JournalismForChange #SustainableFuture #EARS #CrossBorderCollaboration
Today, we stand in solidarity with journalists and media organizations across East Africa and the world over who are championing environmental reporting amidst the global crisis.
The impacts of climate change, from droughts and floods to water scarcity and food insecurity, are deeply felt in the East African Community. With over 20 million people suffering from from the adverse effects of climate change, the need for informed discourse and actionable solutions is more critical than ever.
That’s why the role of journalists is crucial. It is through their courage, work and perseverance that we get to know what is happening across the planet.
Through initiatives like CREAM (Climate Reporting in East African Media). Led by MiCT (Media in Cooperation and Transition), JESE (Joint Effort to Save the Environment), and EARS (East Africa Radio Service), CREAM aims to address the urgent challenges posed by climate change and empower communities to take action.
Through EARS, a regional network of radio stations across Uganda, Tanzania, and Kenya has been established to foster dialogue on climate change and its implications for local communities. Radio remains the primary medium for disseminating information in rural areas, where access to smartphones is limited. By enhancing the editorial capacities of local radio stations, CREAM seeks to stimulate cross-border dialogue, raise awareness, and empower citizens to prepare for and mitigate the impacts of climate change.
As we commemorate World Press Freedom Day, we recognise the crucial role of journalists in shaping public perceptions, driving policy action, and fostering global solidarity on climate change and environmental conservation. Today we celebrate Journalists, applaud their voices and support their efforts to ensure a sustainable future for all. #PressFreedom #ClimateAction #CREAMInitiative #WorldPressFreedomDay
Happy New Year!
I hope 2025 has begun with great momentum for you and your team. It’s an honor to bring you the first edition of our EARS newsletter for the year.
2024 was a remarkable year for EARS as we continued to amplify the voices of our clients and deliver impactful results. By supporting campaigns that reached millions through harnessing the power of data, we worked tirelessly to connect brands with the right audiences through Uganda’s vibrant radio landscape.
As we welcome a brand-new year, the Ugandan media industry gears up for a dynamic period filled with immense possibilities and growth. Several events and trends in 2025 are set to drive a significant surge in radio listenership across the nation.
One of the major highlights this year is the upcoming election season. Political campaigns, updates and political discourse will dominate the airwaves, drawing in listeners eager to stay informed. Additionally, the national ID registration initiative promises to further boost media consumption, as citizens tune in to radio stations for timely updates and announcements.
With the rise in the health sector initiatives listeners will increasingly rely on radio for critical public health messages.
In an age of rampant misinformation on social and digital platforms, the need for authentic news and reliable reporting is more critical than ever. Radio remains a trusted source for credible information, making it an essential medium for fostering informed communities.
The latest National Audience Measurement (NAMS) survey data will play a pivotal role in shaping advertising strategies, ensuring that investments yield measurable results. The availability of robust media planning tools and data will empower both advertisers and radio stations to optimize their campaigns for maximum reach and engagement.
Compliance still takes center stage, as broadcasters adhere to stricter standards to ensure transparency and accountability.
As we embark on 2025, advertisers have a real opportunity for a transformative year one where data-driven strategies, authentic content, and impactful communication will define success.
For more information on radio advertising and media planning, contact us or check out our newly revamped website, complete with updated newsletters, blogs, and insightful content to keep you connected with industry trends and innovations. www.ears.ug
Dear Esteemed Partner,
On behalf of all of us at EARS, I would like to extend our warmest wishes to you and your family for a joyous holiday season and a prosperous 2025.
The Ugandan media landscape continues to evolve, reflecting the vibrancy and diversity of our nation. Radio remains a powerful platform for connection and influence, reaching millions across urban and rural communities. It shows the resilience of local broadcasters and the creativity of advertisers who use this medium to inform, inspire, and entertain. As media professionals, we are proud to play a role in shaping impactful campaigns and amplifying voices that drive change.
As we step into 2025, we remain committed to supporting you navigate the dynamic media landscape. our mission continues to be delivering impactful communication solutions that empower you to connect meaningfully with your audiences.
Thank you for your trust and partnership over the years. Together, we look forward to making 2025 a year of progress, innovation, and success.
All the best for 2025!
Douglas Mutumba,