Uganda’s Top 10 Performing Radio Stations According To Facebook Data

best performing radio stations in Uganda based on Facebook_hero

SOCIAL MEDIA IS NOW OUR VOICE

best performing radio stations in Uganda based on Facebook_hero

Statically speaking Uganda ranks at position number 9 among Africa’s top internet countries as of 2013 Q4 according to the internet World Statistics updated on December 31st, 2013. According to social bankers a social media analytics platform, Uganda ranks 103rd in the World with 537,820 people signed up on Facebook as of August 2014 (of course this number is a subject of contention) .With a female Facebook user ratio of 33% and male Facebook user ratio of 67%approximately 50% of Facebook users from Uganda are between the ages of 18 – 25 .

According to Wikipedia, Uganda has a population of 37.5 million (value pending current census) people with 49.1% of Ugandans between the ages of 15 to 65 years of age. This puts the adult population at 18,150,000 million people. With the number of Facebook users at 537,820 this simply means that Facebook has more numbers of people then most tribal groupings and thus the Facebook effect preponderances and wields a lot of influence amongst the youth and elites. Ruth Aine a freelance journalist believes Facebook will be a formidable force with a big voice: a small army making things happen by 2017 which prediction I personally believe this has even come earlier than expected. According to internetworldstats.com Uganda has over 4,376,672 internet Users.

Well the subject of discussion of this piece of prose is basically juxtapositioning the transitive relation between Radio-Stations, Facebook and their respective audiences. If you’re a radio station your whole business is focused on what you provide and basically you conform to the following equation Facebook + Mobile + Radio…. amazing cocktail, isn’t it ? Radio is by far the dominant and most important mass medium in Uganda. Its flexibility, low cost, and oral character meet Ugandans’ everyday mode of communication which is the reason why we have cut throat competition in audience reach and share. Below am going to try to dissect the top performing radio stations according to Facebook engagement.

HOW THE RANKING WAS DONE

'LEGACY' RADIO RANKING SURVEYS

Every time we have a survey or ranking of radio stations in Uganda. Radio station owners, radio presenters, and even the listeners cry foul and every party apportions blame and some critics even take it a notch higher of painting a horrendous picture of the methodology, that the “independent” party that carried out the survey used please note the word independent because it’s always an independent party that carries out the survey for over 276 radio stations in the country.

This is just a basic sampling of the feedback from the different reputable stakeholders in the industry Pius Katunzi The Observer Media Business Development Director heard this to say

“We would like to assume that the legend of who pays the piper calls the tune does apply in Synovate’s world. We suspect Synovate had a selective observation template, which was used to confirm pre-existing biases about certain newspapers and also win funding.”

Fast forward to renowned International Media Consultant Joel Isabirye who noted that Uganda All Media Products Survey (UAMPS) uses solely quantitative design which ranks radio stations in order of listenership. For action purposes this design is not adequate if there are no explanations as to why the data is how it is. Secondly, the exercise cuts through as a test on recall than actual listening.

Elsewhere the different radio presenters also contest and negate the results at every attempt Radiocity radio presenter Brian Mckenzie noted that he strongly thinks the research method is poor and there is a lot of questions on his mind and he doesn’t believe in the report by every inch.

Abu Kawenja a renowned radio presenter noted that Ugandan media managers have not yet grasped the purpose of researching about the audience and also crafting their respective programs in relation to some aspects desired by the public .This was the most sober feedback from most of the sampled feedback but he also went ahead to aberrate the methodology taken by Synovate.   Every beginning of a calendar year Synovate, a media monitoring and market research firm conducts (UAMPS) Uganda All Media Products Survey. This takes place in 4 months and it entitles one month field work and 3 months of data processing and report writing. The survey methodology includes diaries as a data collection tool. Diaries are questionnaires left with respondents who record each quarter hour of their listening throughout the day for one week.

SOCIAL MEDIA RANKING TAKES ON

Uganda has over 537,820 people on Facebook besides the few with fake profiles and accounts who are really a negligible number. Most radio stations have a Facebook account both pages and groups in effort to reach out to online audience mostly through Facebook so our data research efforts based on this inference that people no longer stay in Kireka ,Banda ,Kikoni, Ntinda, Bweyogerere people stay on the internet actually people reside on Facebook as their addresses so you cannot downplay the role of Facebook as a determinant and benchmark for the portrayal of trends of listening to radio in Uganda.

With the help of the team at Adrush systems limited a local tech start-up we created a software tool that mined the Facebook data of all radio stations in Uganda but specifically pages. So the main focus of the data mining process was to find out which radio stations have the most engagement so we had to tweak the algorithm (formula) to pick the top 11 radio stations. We choose top 11 and not 10 because position number 10 was occupied by 2 radio stations with the same archetypal score and forcing only the top 10 or choosing randomly one of the two radio stations would be inconsiderate and unfair to the criteria.

So we created a Facebook robot or call it a crawler that transversed the top 11 radio stations. For purposes of regularity and creating a sensible methodology, the Facebook crawler we created was designed to pick the top most recent 100 posts by every radio station among the selected 11 radio stations. This made our sample size in terms of number of Facebook posts to total of 1,100 posts exactly divisible by 11 radio stations and also leveling the ground thus allowing concordance especially given the fact that some radio stations post more frequently than others and all this happen in a record 15 days.

Well these were the general finds and the eight different graphs show the distinct engagement levels. You also expect a good measure of astonishment because the radio station with the most likes doesn’t necessary correspond to exceedingly more engagement.

RANKING BY CATEGORY

HIGH RANKING RADIO STATIONS BASED ON FACEBOOK PAGE LIKES

As a follow up on the usual cliché we shall start with the radio station with the most likes and clearly Galaxy FM is the lead here with over 236,641 likes and Capital FM in close second with 119,898 likes and the rest follow as represented on the graph below. Number of Facebook likes for Uganda Radio Stations

HIGH RANKING RADIO STATIONS BASED ON NUMBER OF POSTS AND COMMENTS

For the next category of engagement we considered the number of comments for all the selected 100 posts by each radio station and guess what, CBS FM came up top and dwarfed all the other radio stations at a mega 25448 comments for only 100 posts and in second place came Galaxy FM at 14395 comments, Digida with 10216 comments and Sanyu FM with 8364 comments. However check out graphs for all the sampled radio stations. total post comments

HIGH RANKING RADIO STATIONS BASED THE AVERAGE COMMENT ENGAGEMENT

Number of comments aside we also went ahead and represented the average comment engagement. And it’s also represented by the graph below. Where CBS FM , Sanyu FM ,Digida ,Crooze FM and Power FM in close contention. Ofcouse we would expect Galaxy FM to have higher engagement but it’s in a distant 6th place. Average comment engadgement uganda radio stations

HIGH RANKING RADIO STATIONS BASED ON FACEBOOK LIKES

Now for the next category of engagement we needed to find out which radio stations has the most likes on its most recent 100 posts. CBS FM comes in number one with Galaxy FM, Power FM and Sanyu FM in close contention and the for rest check the graph below. total post likes

HIGH RANKING RADIO STATIONS AVERAGE LIKES ENGAGEMENT

We still went ahead to figure out the average likes engagement. And clearly CBS Fm still dwarfs the rest ,Sanyu FM , Power FM ,DIgida Fm ,Crooze FM and again Galaxy FM coming in a distant 6th place. However Capital FM and KFM appear to be in deplorable position for the good of this report we cannot exhaust the reasons of improvement or provide recommendations. Average Like Engadgement graph

RESULTS BY INFLUENCE METRIC

INFOGRAPHIC: FACEBOOK INFLUENCE METRIC PAGE LIKES

We created another special category of engagement which is {influence_metric_pagelikes} this category of engagement is calculated by multiplying number of Facebook likes times 0.4 .

Influence_Metric_PageLikes= Number_of_FB_Likes * 0.4

influnce metric page like graph

INFROGRAPHIC : FACEBOOK INFLUENCE METRIC -POST LIKES

And secondly the influence metric grading based on post likes is calculated by multiplying number total_post_likes by 1.5 as shown below

Influence_Metric_Post_Likes=Total_Post_Like * 1.5

influnce metric post likes

INFROGRAPHIC : FACEBOOK INFLUENCE METRIC -POST COMMENTS

Influence_Metric_Post_Comments = Total_Post_Comments * 2

influence metric post comments

OVERALL TOP TEN RADIO STATIONS IN UGANDA

 

And then the overall Influence Metric score which is Influence Metric has the formula below:

Influence Metric = Influence_Metric_Pagelikes + Influence_Metric_Post_Comments + Influence_Metric_Post_Likes

 

Top 10 Uganda Radio Station influencing metric score From this last final graph, Galaxy FM is the biggest radio station on social media, CBS FM coming second, Digida FM coming in 3rd is Capital FM comes fourth. There are some small shortcomings of this Facebook data mining process and so just for your to note all the data was mined between 26th August 2014 and 6th September 2014 but during the same time we trained the algorithm and the data-sets as well as fine-tune it for better results so in that case not all the data was mined on the same day. In case of any queries you can you can leave a comment for us below or contact me via my email and social media in the author section below.

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