ZAMPS Final Report 09112011 -an analysis report featuring various radio stations in Zambia,in 2011

© 2011. Synovate Ltd. All rights reserved.
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Zambia All Media
Products Survey 2011
(ZAMPS)
• Prepared by: Synovate Zambia
• Date: October 2011

© Synovate 2011 2
Contents
 Introduction
 Background
 Media Activities
 Media Channels
 Internet
 Radio
 Television
 Newspaper
 Daily Newspaper
 Weekly Newspaper
 Magazine
 Language
 Product Usage
 Mobile Telephony
 Media Consumption Habits by Age
 Appendix
 Diary Analysis

© Synovate 2011 4
Introduction 1/3
• Zambia All Media Products Establishment survey evaluate media
consumption i.e. internet, radio, television and print amongst adults
aged 15 years and above.
• It is a multi faceted survey which informs on
 Awareness levels for the different media
 Claimed ownership and or access
 Frequency of usage/ listenership / viewership
 Penetration levels of the different media
 Favorite stations
 Listeners / Viewers / Readers Profiles
 Media activities engaged in e.t.c.

© Synovate 2011 5
Introduction 2/3
ZAMPS enables
 An Advertiser
 To assess the efficiency and cost effectiveness of media expenditure
among target audiences - evidence suggests 30% better efficiencies
 To target and reduce wastage
 A Media Owner
 Make informed decisions relating to rate card setting, programming
scheduling, content development, performance reviews and
marketing
 An Advertising Agency
 Make informed decisions relating to media planning, buying and
campaign evaluation

© Synovate 2011 6
Introduction 3/3
Proliferation of Media in Zambia
 Currently there are
 10 TV Channels
 42 Radio stations
 8 Print titles
 There are a total of 110 applications for new radio stations and 10 for
television stations which are awaiting the enactment of the Independence
Broadcast Act
 Thus, there will be increased number of media players and hence the need to
understand the consumer market and strategically align so as to have a
competitive edge

© Synovate 2011 8
Background 1/4
Target Population All adults aged 15 years and above
Sample Size A total sample of 2,050
Regional Split 36: 64; urban : rural ratio
Coverage All the 9 provinces in Zambia
Approach Face to Face interviews conducted at
household level
Household Selection Random using Left Hand rule
Respondent Selection Random using Kish Grid
Margin of Error + / - 2.2 ; 95% Confidence Level

© Synovate 2011 9
Background 2/4
2. Sample Achieved
Regional Split (In absolute values)
Total Urban Rural
Total 2,050 885 1,165
Lusaka 370 333 37
Northern 250 38 212
Copperbelt 331 272 59
Southern 241 64 177
Eastern 240 29 211
North Western 122 13 109
Luapula 150 27 123
Central 201 56 145
Western 145 53 92
Base:2050

© Synovate 2011 10
Background 3/4
3. Demographic Analysis 1
Total Setting Age of respondent Gender
Province Urban Rural 15-17 18-24 25-34 35-44 45+ Male Female
Lusaka 14% 33% 4% 27% 16% 13% 10% 11% 15% 14%
Northern 13% 5% 17% 14% 11% 10% 13% 16% 13% 13%
Copperbelt 17% 37% 5% 17% 15% 15% 19% 18% 17% 16%
Southern 12% 7% 15% 6% 12% 12% 11% 17% 12% 12%
Eastern 13% 3% 18% 13% 13% 11% 14% 13% 13% 13%
North Western 6% 2% 8% 3% 7% 8% 5% 4% 6% 6%
Luapula 8% 3% 10% 7% 9% 9% 8% 4% 8% 8%
Central 10% 7% 12% 1% 12% 14% 11% 9% 10% 10%
Western 8% 2% 11% 11% 6% 8% 7% 8% 7% 8%
Base 7,264,612 2,624,719 4,639,893 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533

© Synovate 2011 11
Background 4/4
4. Demographic Analysis 2
Age Band, Gender & Social Economic Class
Base:2050
Social Economic Class
Gender
Age Bands
Male, 46%
Female, 54%
12%
25%
34%
29%
AB C1 C2 D
3%
32%
35%
18%
12%
15-17 18-24 25-34 35-44 45+

© Synovate 2011 13
Media Activities
Base: 7,264,612
 Apart from today, when was the last time you?
58%
54%
53%
23%
17%
7%
7%
23%
23%
18%
17%
21%
10%
5%
5%
6%
9%
11%
9%
17%
13%
15%
10%
18%
3%
5%
7%
12%
18%
31%
35%
40%
24%
25%
29%
30%
16%
12%
15%
28%
88%
72%
59%
46%
66%
77%
0% 20% 40% 60% 80% 100%
Made a call using a mobile phone
Listened to radio
Watched TV
Read or paged through a book
Read or paged through a newspaper
Read or paged through a magazine
Used the internet (general surfing)
Went to the cinema (Big screen, permanent movie house)
Participated in a promotion
Community education meeting
Went to the mobile cinema (Open air cinema projected on a screen)
Attended/Participated in a road show
Yesterday Past 7 days Past 4 weeks Longer ago Never

© Synovate 2011 14
Summary: Media Activities
 Overall media usage habits / behaviour has had significant increase of claimed
television viewership within the last seven days.
 Important to note that viewership as well as listenership trends might have been
affected by the national events such as
 the death and funeral of the late Zambian President Fredrick Chiluba which
occurred as field work was ongoing.
 and the anticipation of the official communication on proposed date of
elections
 Use of Mobile Telephony has become a significant activity amongst both the rural
and urban population. This has been driven by the increased penetration levels
as well as the evolution of the mobile telephone from a communication tool to
“companion” – a source of entertainment, information through use of radio
functionality and internet.

© Synovate 2011 16
Media Channel :Internet
Contents
 Access Platform
 Place of Access
 Frequency of Access
 Activities Engaged in
 Amount of Time Spent
 Social Network
 Summary

© Synovate 2011 17
Use & Access Platform
 How do you normally access the Internet? Base: 911,834
27% 29%
23%
14%
21%
32%
36% 37%
27% 27%
12%
14%
8% 9%
12%
19%
30%
11% 15%
61% 57%
70%
86%
70%
56%
45%
34%
62% 58%
Urban Rural 15-17 18-24 25-34 35-44 45+ Male Female
Desk top computer Lap top computer Mobile telephone
Region Gender Social Economic Class
Total Urban Rural Male Female AB C1 C2 D
Used the internet (Past 4 weeks) Base : 7,264,612
12% 26% 5% 18% 7% 72% 16% 3% 0%

© Synovate 2011 18
Place of Access
 Please tell me, where do you normally access internet from?
At home
At work
place
Hotspot
At Cyber/
Internet cafe
At school/
college
At someone
else's
workplace
At someone
else's house
Other
Total (911,834) 86% 33% 3% 42% 4% 2% 4% 0%
Setting
Urban (671,903) 86% 30% 3% 40% 6% 1% 4% 1%
Rural (239,931) 84% 42% 2% 46% 0% 7% 6% 0%
Age of respondent
15-17 (103,718) 100% 0% 0% 0% 0% 0% 14% 0%
18-24 (292,348) 87% 21% 2% 40% 12% 0% 3% 1%
25-34 (306,755) 83% 42% 4% 47% 2% 3% 2% 0%
35-44 (117,650) 80% 62% 6% 58% 0% 6% 0% 0%
45+ (91,365) 79% 40% 0% 56% 0% 7% 12% 0%
Gender
Male (632,462) 89% 34% 2% 42% 4% 3% 5% 0%
Female (279,372) 78% 30% 4% 41% 5% 0% 2% 1%
Social Economic class
AB (551,080) 86% 39% 4% 47% 6% 1% 5% 0%
C1 (281,784) 82% 25% 2% 35% 3% 4% 3% 1%
C2 (78,971) 93% 20% 0% 26% 0% 9% 8% 0%
Others- along streets / roads, public places – food courts, bars

© Synovate 2011 19
Frequency of Access
 Normally how often do you use the internet? Base: 911,834
34%
36%
30%
11%
31%
48%
41%
15%
30%
43%
43%
44%
42%
60%
54%
37%
28%
32%
45%
39%
10%
8%
14%
14%
4%
5%
14%
34%
11%
7%
12%
12%
12%
14%
11%
8%
17%
19%
12%
11%
3%
Total
Urban
Rural
15-17
18-24
25-34
35-44
45+
Male
Female
Setting
Age
of
respondent
Gender
Several times a day Daily (2-3 times in a week) Weekly Once every 2 weeks Once a month

© Synovate 2011 20
Internet Activities Engaged In
Age of respondent Gender
Total 15-17 18-24 25-34 35-44 45+ Male Female
Base 911,834 103,718 292,348 306,755 117,650 91,365 632,462 279,372
Emails 64% 29% 55% 71% 84% 84% 67% 56%
Chatting with friends (social networking) 61% 40% 67% 66% 70% 40% 60% 65%
Research 50% 43% 48% 47% 64% 57% 53% 43%
General surfing 48% 25% 55% 49% 56% 33% 49% 44%
Entertainment/games/ music 46% 60% 44% 54% 43% 17% 49% 40%
News/ current affairs 43% 29% 35% 46% 58% 54% 48% 32%
Academic purposes/ school work 19% 29% 20% 15% 28% 11% 20% 17%
Reading online newspapers 18% 14% 7% 19% 25% 43% 22% 8%
Video entertainment/streaming 16% 60% 12% 9% 12% 0% 20% 6%
Blogging 16% 25% 15% 20% 11% 5% 16% 18%
Reading books 15% 0% 11% 18% 17% 31% 16% 13%
Shopping/ buying/ product information 13% 0% 5% 22% 23% 15% 14% 12%
Job search 13% 0% 16% 14% 17% 15% 12% 17%
For work/ business/ promoting and selling your products 10% 0% 4% 18% 14% 10% 9% 12%
Sending SMS 8% 0% 8% 11% 6% 13% 7% 10%
Listening to the radio 5% 0% 2% 5% 9% 12% 5% 2%
Skype 5% 14% 1% 7% 0% 10% 6% 3%
 What do you use the internet for?
Base: 911,834

© Synovate 2011 21
Amount of Time Spent
 How much time would you say you spend on the internet each time you use it? Base: 911,834
27%
22%
39%
29%
14%
32%
42%
29%
28%
24%
31%
29%
37%
14%
43%
31%
23%
25%
32%
30%
21%
26%
8%
40%
19%
10%
23%
39%
19%
25%
20%
22%
16%
17%
23%
26%
13%
6%
19%
22%
Urban
Rural
15-17
18-24
25-34
35-44
45+
Male
Female
To
tal
Setting
Age
of
respondent
Gender
Less than 15 minutes 15 minutes to 30 minutes 30 minutes to 1 hour An hour and above

© Synovate 2011 22
Social Network
Age Splits
Network Total 15-17 18-24 25-34 35-44 45+
Facebook 68% 40% 74% 76% 73% 46%
Yahoo 34% 60% 33% 25% 27% 49%
Twitter 14% 11% 16% 17% 13% 6%
Myspace 4% 0% 4% 3% 11% 5%
Skype 4% 0% 1% 6% 3% 15%
MIXTT 2% 0% 4% 2% 0% 0%
Google 2% 17% 1% 0% 0% 0%
Linkedin 1% 0% 0% 2% 0% 6%
Eskimi 1% 0% 1% 1% 0% 0%
Mocospace 1% 0% 2% 1% 0% 0%
Wap Log 1% 0% 0% 2% 2% 0%
Fun box 0% 0% 1% 0% 0% 0%
Base: 911,834
 Are you a member of any social networking?
 …Please tell me all the social networks you normally use/ visit?
73%
57%
76%
80% 78%
51%
73% 73%
27%
43%
24%
20% 22%
49%
27% 27%
15-17 18-24 25-34 35-44 45+ Male Female
Total Age of respondent Gender
Yes No

© Synovate 2011 23
Summary 1/3
Penetration Level
 12% mention internet usage
 Internet Usage highest among the 18 – 34 yrs ( 65% use the internet) and
males (7 out of every 10 internet users)
Access Platform
 Across the different age profiles, internet access is mostly via mobile phone
 Significant population in the rural also access internet via mobile phones
compared to urban population.
 Use of computer / laptop amongst the 25years old and above is also
significant – constitute working population & students with increases access /
awareness of different internet facilities and also “spending power”

© Synovate 2011 24
Summary 2/3
Place of Access:
 Multiple access points; but mostly accessed at home which is influenced /
influences the access platform
 Noted use of mobile internet also at the work place in addition to use of
computer / laptops
Frequency of Access
 Mostly a daily activity with lower levels of access attributed to persons aged 45
years and above
 Highest frequency of access on a daily basis when the access platform is the
mobile telephone which might be influenced by access – mobile phone is ‘
within reach’ as it’s a ‘companion’ and; costs – access via mobile phone
relatively cheaper compared to using other facilities such as cyber cafes,
hotspots

© Synovate 2011 25
Summary 3/3
Activities Undertaken
 Internet mostly used for communication, networking & research.
 Uses vary across the different age profiles.
 It is seen as a tool for entertainment & connectivity (social networking
amongst the 15 -24 years olds
 As a tool for knowledge and communication amongst the 35 yr +
Average time Spent
 An average of 30 minutes
Social Networking
 7 out of every 10 internet users belong to a Social Network
 Evident across the different age profiles albeit with lower penetration levels
amongst the 45+ yr olds
 Site most frequently visited is Facebook

© Synovate 2011 27
Media Channel :Radio
Contents
 Claimed Ownership
 Awareness of Radio Stations
 Past 7 day Listenership
 Place of Access
 Favorite Radio Station
 Programmes Listened to
 Summary

© Synovate 2011 28
Claimed Ownership: Number of Radio Sets
 Could you please tell me how many radio sets in working order there are, in this household including those of hi-fi but excluding car/radios? Base: 7,264,612
18%
10%
23%
7%
26%
11%
19%
16%
27% 27%
17%
31%
66%
66%
66%
63%
68%
65%
63%
77%
66%
59%
70%
64%
16%
24%
11%
29%
7%
23%
18%
8% 8%
14% 13%
4%
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern North
Western
Luapula Central Western
Don’t Own Own 1 Own 2 & Above

© Synovate 2011 29
Awareness vis-à-vis Listenership
 Which radio stations are you aware of? Base: 7,264,612
ZNBC
1
ZNBC
2
ZNBC
4
Christian
Voice
Radio
Phoenix
BBC
Icengelo
Q
FM
Sky
FM
Yatsani
Hone
FM
M
aria
Breeze
Hot FM
M
azabuka
M
ano
Joy
FM
Chikuni
Lyam
bai
Liseli
Yangeni
Chikaya
UNZA
Radio
Voice
of Am
erica
(VO
A)
Solwezi FCC
Explorer
M
ukushi
Zam
bezi
95% 94%
77%
56%
55%
48%
47%
31%
27%
25%
23% 22%
20% 20% 20% 19%
18% 18%
16% 16% 16%
15% 15%
13%
11% 10% 10% 10%
86%
82%
59%
43%
36%
31%
27%
17%
18%
14% 13% 14%
12%
11%
12%
9% 9%
10%
9%
10%
7% 6%
8%
6%
5%
3%
4% 4%
Awareness Listenership

© Synovate 2011 30
Past 7 Days Listenership 1/3
% Listened to Radio
Base: ≥ 1,000,000
ZNBC 1 (6,265,805) 54%
ZNBC 2 (5,937,169) 46%
ZNBC 4 (4,264,245) 45%
Christian Voice (3,109,164) 43%
Radio Phoenix (2,644,995) 40%
BBC (2,258,529) 36%
Icengelo (1,968,088) 46%
Sky FM (1,273,914) 41%
QFM (1,254,410) 34%
Maria (1,015,353) 47%
Base: ≥500,000 < 1,000,000
Yatsani (995,927) 32%
Hone FM (937,603) 26%
Breeze (861,051) 51%
Mazabuka (841,353) 32%
Hot FM (808,038) 28%
Chikuni (736,972) 32%
Liseli (697,519) 47%
Joy FM (648,403) 34%
Mano (640,414) 38%
UNZA Radio (563,879) 25%
Yangeni (500,672) 22%
Base: ≥100,000<500,000
Voice of America (VOA) (470,876) 24%
Chikaya (413,011) 43%
Solwezi (385,120) 37%
Zambezi (294,735) 16%
Mukushi (264,136) 5%
Radio France International (251,566) 15%
Feel Free (233,316) 56%
Explorer (204,493) 6%
Mphangwe (203,380) 75%
Radio Malawi (182,451) 82%
Parliament (174,620) 57%
Radio Pasma (161,027) 46%
Flava FM (140,013) 48%
Luapula (110,650) 61%
Base: < 100,000
Ya FM (95,784) 52%
Maranatha FM (95,351) 39%
Iso radio (82,028) 87%
5 FM (77,229) 73%
Congo (26,350) 88%
Kashobwe (24,031) 41%
Channel Africa (10,530) 21%
Kaya (8,865) 73%
Itezi-tehzi (8,512) 16%
Comment (7,114) 47%
Kashikishi FM (6,260) 57%
Mpweto (3,543) 100%
Splits based on the Base (i.e. no. of people who have ever listened to the particular
radio station)
1 2
3 4
4 out of every 10
have listened to a
radio station within
the past 7 days
42%
5
8
%
Past 7 days
More than 7 days

© Synovate 2011 31
Urban Rural Lusaka Northern Copperbelt Southern Eastern North Western Luapula Central Western
Base:
≥
1,000,000
ZNBC 1 (6,265,805) 55% 53% 60% 58% 61% 52% 41% 47% 43% 63% 50%
ZNBC 2 (5,937,169) 47% 46% 43% 54% 53% 43% 35% 48% 39% 60% 25%
ZNBC 4 (4,264,245) 56% 35% 68% 36% 62% 24% 31% 19% 7% 49% 0%
Christian Voice (3,109,164) 45% 40% 49% 48% 42% 44% 0% 46% 40% 47% 0%
Radio Phoenix (2,644,995) 50% 23% 51% 11% 56% 9% 0% 5% 9% 49% 0%
BBC (2,258,529) 39% 32% 42% 34% 42% 41% 2% 16% 39% 39% 9%
Icengelo (1,968,088) 58% 28% 11% 2% 79% 0% 0% 6% 9% 7% 11%
Sky FM (1,273,914) 34% 48% 28% 0% 0% 57% 0% 0% 9% 4% 80%
QFM (1,254,410) 39% 25% 46% 24% 16% 18% 7% 0% 11% 42% 22%
Maria (1,015,353) 13% 58% 1% 0% 0% 0% 62% 0% 0% 0% 0%
Base:
≥500,000
<
1,000,000
Yatsani (995,927) 34% 28% 43% 4% 21% 0% 11% 0% 27% 35% 0%
Hone FM (937,603) 33% 6% 42% 0% 0% 4% 0% 0% 0% 4% 0%
Breeze (861,051) 15% 62% 2% 0% 0% 0% 66% 0% 0% 0% 0%
Mazabuka (841,353) 8% 42% 19% 0% 0% 32% 0% 0% 100% 66% 0%
Hot FM (808,038) 36% 6% 42% 0% 0% 4% 0% 0% 0% 5% 0%
Chikuni ( 736,972) 12% 43% 12% 0% 0% 45% 0% 0% 0% 22% 0%
Liseli (697,519) 22% 57% 0% 0% 0% 0% 0% 0% 0% 0% 66%
Joy FM (648,403) 39% 15% 42% 0% 0% 0% 0% 0% 0% 25% 0%
Mano (640,414) 24% 47% 7% 52% 16% 0% 0% 0% 0% 0% 0%
UNZA Radio (563,879) 28% 4% 34% 0% 0% 0% 0% 0% 0% 0% 0%
Yangeni (500,672) 23% 22% 0% 0% 14% 0% 0% 0% 41% 0% 0%
1
2
Split by Province

© Synovate 2011 32
Urban Rural Lusaka Northern Copperbelt Southern Eastern North Western Luapula Central Western
Base:
≥100,000<500,000
Voice of America (VOA) (470,876) 14% 48% 25% 22% 18% 40% 0% 0% 42% 100% 100%
Chikaya (413,011) 0% 69% 6% 0% 0% 0% 83% 0% 0% 0% 0%
Solwezi (385,120) 29% 43% 0% 0% 0% 0% 0% 62% 0% 0% 0%
Zambezi (294,735) 19% 10% 1% 0% 0% 53% 0% 0% 0% 0% 0%
Mukushi (264,136) 4% 7% 4% 0% 0% 0% 0% 0% 0% 13% 0%
Radio France International
(251,566) 13% 33% 13% 0% 30% 0% 0% 0% 0% 0% 0%
Feel Free (233,316) 33% 57% 0% 0% 100% 0% 58% 0% 0% 0% 0%
Explorer (204,493) 2% 14% 0% 0% 0% 0% 39% 0% 0% 0% 0%
Mphangwe (203,380) 90% 74% 0% 0% 0% 0% 75% 0% 0% 0% 0%
Radio Malawi (182,451) 0% 82% 0% 26% 0% 0% 85% 0% 0% 0% 0%
Parliament (174,620) 56% 57% 43% 74% 53% 53% 0% 0% 68% 53% 100%
Radio Pasma (161,027) 62% 36% 0% 0% 0% 46% 0% 0% 0% 0% 0%
Flava FM (140,013) 47% 58% 0% 0% 48% 0% 0% 0% 100% 0% 0%
Luapula (110,650) 51% 66% 0% 0% 0% 0% 0% 0% 65% 0% 0%
Base:
<
100,000
Ya FM (95,784) 51% 58% 0% 0% 55% 0% 0% 0% 0% 0% 0%
Maranatha FM (95,351) 45% 0% 0% 0% 0% 0% 0% 0% 0% 43% 0%
Iso radio (82,028) 77% 88% 0% 87% 0% 0% 0% 0% 0% 0% 0%
5 FM (77,229) 73% 80% 75% 0% 0% 0% 0% 0% 100% 0% 0%
Congo (26,350) 100% 87% 0% 100% 0% 0% 0% 0% 100% 0% 0%
Kashobwe (24,031) 0% 56% 0% 0% 0% 0% 0% 0% 41% 0% 0%
Channel Africa (10,530) 47% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0%
kaya (8,865) 61% 100% 0% 100% 0% 0% 0% 0% 0% 0% 0%
Itezi-tehzi (8,512) 50% 0% 50% 0% 0% 0% 0% 0% 0% 0% 0%
Comment (7,114) 47% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0%
Kashikishi FM (6,260) 0% 57% 0% 0% 0% 0% 0% 0% 57% 0% 0%
Mpweto (3,543) 0% 100% 0% 0% 0% 0% 0% 0% 100% 0% 0%
3
4
Split by Province

© Synovate 2011 33
Place of Access
 In the past seven days, where have you listened to the radio? Base: 5,601,342
89%
33%
10%
9%
8%
6%
8%
2%
4%
92%
27%
11%
7%
12%
5%
14%
3%
4%
87%
37%
9%
10%
6%
8%
4%
1%
4%
At home
Another household (friends, relatives house)
At work(office, field etc)
In a market place
In a private car / private taxi
In a bar / restaurant
Bus / public van
In hospital / school / college
Others
Total
Urban
Rural
Others- along streets / roads, video dens

© Synovate 2011 34
Favorite Radio Station 1/2
Regional Split
Setting Province
Total Urban Rural Lusaka Northern Copper belt Southern Eastern N. Western Luapula Central Western
Base 7,264,612 2,624,719 4,639,893 1,046,995 918,375 1,201,400 883,537 935,068 424,725 554,042 747,971 552,499
ZNBC 1 13% 9% 16% 8% 26% 7% 7% 5% 19% 16% 30% 9%
ZNBC 4 9% 12% 7% 24% 1% 12% 5% 9% 0% 1% 13% 0%
ZNBC 2 8% 4% 9% 3% 20% 2% 1% 3% 14% 10% 12% 12%
Icengelo 7% 15% 3% 0% 0% 41% 0% 0% 0% 4% 0% 0%
Christian Voice 7% 9% 6% 14% 7% 7% 6% 0% 4% 12% 10% 0%
Liseli 5% 1% 7% 0% 0% 0% 0% 0% 0% 0% 0% 66%
Radio Phoenix 5% 12% 2% 8% 1% 16% 1% 0% 1% 2% 9% 0%
Breeze 3% 1% 4% 0% 0% 0% 0% 21% 0% 0% 0% 0%
Sky FM 3% 3% 4% 1% 0% 0% 25% 0% 0% 1% 0% 0%
feel free 3% 2% 5% 1% 1% 2% 1% 16% 3% 5% 0% 0%
Chikaya 2% 0% 3% 0% 0% 0% 0% 16% 0% 0% 0% 0%
Lyambai 2% 0% 2% 0% 0% 0% 0% 12% 0% 0% 0% 0%
Mano 2% 1% 3% 0% 18% 0% 0% 0% 0% 0% 0% 0%
Chikuni 2% 1% 2% 2% 0% 0% 12% 0% 0% 0% 0% 0%
BBC 2% 2% 2% 4% 1% 3% 2% 0% 1% 1% 2% 1%
QFM 2% 3% 1% 6% 1% 0% 1% 0% 0% 2% 3% 1%
 Which one would say is your favorite radio station......?

© Synovate 2011 35
Favorite Radio Station 2/2
Age & Gender Splits
 Which one would say is your favorite radio station......?
Base 7,264,612 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
ZNBC 1 13% 8% 8% 14% 16% 19% 12% 15%
ZNBC 4 9% 13% 12% 9% 7% 5% 10% 8%
ZNBC 2 8% 8% 9% 8% 7% 6% 10% 5%
Icengelo 7% 8% 6% 6% 10% 7% 6% 8%
Christian Voice 7% 0% 7% 9% 7% 9% 6% 8%
Liseli 5% 11% 3% 5% 3% 5% 5% 6%
Radio Phoenix 5% 7% 6% 7% 5% 2% 7% 4%
Breeze 3% 1% 4% 1% 3% 4% 2% 3%
Sky FM 3% 2% 5% 4% 1% 4% 4% 2%
feel free 3% 4% 5% 3% 2% 3% 3% 4%
Chikaya 2% 1% 1% 2% 3% 4% 2% 2%
Lyambai 2% 0% 1% 2% 3% 2% 1% 2%
Mano 2% 1% 3% 2% 3% 3% 1% 3%
Chikuni 2% 0% 1% 2% 3% 2% 2% 2%
BBC 2% 0% 1% 2% 2% 4% 2% 1%
QFM 2% 1% 3% 2% 1% 0% 2% 1%
9% indicated that they do not have a favorite radio station – need to establish potential barriers

© Synovate 2011 36
Programmes Listened to 1/2
Regional Split
Setting Province
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern
N.
Western Luapula
Central Western
Base 7,264,612 2,624,719 4,639,893 1,046,995 918,375 1,201,400 883,537 935,068 24,725 554,042 747,971 552,499
News/current affairs 75% 71% 77% 80% 82% 65% 68% 70% 82% 75% 79% 80%
Music shows 71% 72% 71% 82% 79% 72% 66% 63% 57% 73% 63% 83%
Radio drama 41% 30% 47% 29% 49% 30% 38% 50% 35% 48% 44% 55%
Religious 40% 42% 39% 42% 51% 49% 33% 33% 37% 40% 36% 27%
Politics 28% 29% 28% 33% 38% 35% 28% 20% 19% 20% 19% 34%
Health issues e.g HIV / AIDS 21% 21% 21% 16% 21% 28% 20% 16% 13% 23% 13% 37%
Sports Commentaries 17% 16% 17% 21% 15% 21% 10% 7% 22% 28% 19% 9%
Social/community programs 16% 18% 15% 10% 12% 20% 19% 13% 21% 33% 12% 14%
Agricultral issues 13% 9% 15% 6% 15% 14% 13% 6% 26% 17% 22% 5%
Developmental issues e.g building of roads 12% 12% 11% 10% 17% 13% 16% 3% 15% 13% 10% 10%
Children's programs 6% 5% 7% 4% 10% 5% 4% 3% 14% 15% 6% 0%
Gender issues 6% 6% 6% 5% 7% 8% 6% 2% 3% 8% 6% 13%
Environmental issues 4% 5% 3% 2% 3% 7% 8% 2% 1% 4% 2% 3%
 What type of Radio programs do you like listen to?

© Synovate 2011 37
Programmes Listened to 2/2
Age & Gender Split
Base 7,264,612 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
News/current affairs 75% 65% 71% 75% 80% 79% 78% 72%
Music shows 71% 79% 77% 72% 71% 61% 71% 71%
Radio drama 41% 40% 34% 41% 47% 43% 41% 41%
Religious 40% 29% 36% 40% 48% 44% 35% 45%
Politics 28% 21% 25% 31% 32% 30% 35% 22%
Health issues e.g HIV / AIDS 21% 23% 19% 17% 23% 23% 21% 20%
Sports Commentaries 17% 15% 18% 18% 16% 15% 26% 7%
Social/community programs 16% 20% 16% 16% 16% 15% 17% 16%
Agricultral issues 13% 7% 10% 13% 19% 15% 15% 11%
Developmental issues 12% 7% 11% 15% 14% 9% 15% 9%
Children's programs 6% 9% 6% 7% 6% 4% 6% 6%
Gender issues 6% 5% 6% 5% 8% 8% 6% 7%
Environmental issues 4% 4% 3% 3% 4% 5% 5% 3%
 What type of Radio programs do you like listen to?

© Synovate 2011 38
Summary 1/3
Claimed Ownership
 About 2 out of every 10 household claimed they do not own a radio set
 Across the provinces, ownership varies
 Western Province recorded highest mention on ‘not owning a radio’ followed by
North Western and Luapula
 In the urbanized provinces (Lusaka, and Copperbelt), there was high mention of
ownership of more than one radio set in a household
Awareness
 High awareness levels for ZNBC 1, 2 & 4 given their national reach
 ‘Localized awareness’ as most radio stations are community based and have limited reach
Past 7 Days Listenership
 Lower conversion rates noted for ZNBC 1,2 & 4 i.e. though most of the people are aware of
these stations, a significant proportion did not tuned in / listened to them within the past 7 days
 High conversion rates are noted for community radio – occupy the Upper 1 quartile though
they have low awareness levels nationally.

© Synovate 2011 39
Summary 2/3
Favorite Station
 Overall, ZNBC 1 is the most favorite station - they key reason being that
most of its programmes are in “our” local language
 The favorite station among the urban population is Icengelo which was
mentioned as having nice music and airing religious programmes; where as
for the rural population its ZNBC1
 Favorite stations vary across the provinces.
Station Key reason its considered favorite
ZNBC 4 Plays a variety of music programmes – gospel, hip hop, Zambian music
Liseli Aside from playing variety of music and having local programmes, it airs its news
programme in the local language
Breeze Plays a variety of music programmes – gospel, hip hop, Zambian music
Sky FM Is unbiased in its news coverage and also in some areas it’s the only station
available

© Synovate 2011 40
Summary 3/3
Driver & Barriers to Accessing Radio Stations
These can be categorized into
 Structure & Content – Aside from playing a wide variety of music, stations should air
educative and religious programmes as this influence choice of ‘favorite station’.
Use of local language & impartial news coverage are also considered to be key
determinants
 Functional – some of the stations have earn a bigger market share based on the fact that
their transmission is clearer compared to other stations operating in the same region. This
is noted mostly for community based stations e.g. Chihkaya, Kasenga, Luapula, Ya FM,
Mosi – O –Tunya, Namibia.
 Emotional – Aside from content & structure, presenters also and individual religious belief
influence the choice of station.
 Accessibility – Aside from clear reception, listenership has also been affected by the fact
that in some areas they have fewer number of stations transmitting hence limited choices

© Synovate 2011 42
Media Channel :Television
Contents
 Claimed Ownership
 Awareness of Radio Stations
 Past 7 day Viewership
 Place of Access
 Subscription Tv
 Claimed Viewership
 Favorite Radio Station
 Programmes Watched / Viewed
 Associated Themes
 Summary

© Synovate 2011 43
Claimed Television Ownership
Regional Split
 Could you please tell me how many television sets in working order there are, in this household? Base: 7,264,612
32%
10%
45%
8%
44%
12%
41% 43%
37%
61%
28%
44%
53%
62%
47%
59%
50%
59%
49%
54%
54%
35%
53%
54%
15%
27%
8%
33%
6%
29%
10%
3%
10%
3%
18%
3%
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern North
Western
Do not Own Own 1 set Own more than 1

© Synovate 2011 44
Awareness vis-à-vis Viewership
 Which television stations are you aware of?
 Which these television stations are you aware of?
 Which television stations have you ever watched?
Base: 7,264,612
Znbc TV
Muvi TV
TV2
DStv
TBN
Africa Unite
Mobi TV
My TV
CBC TV
CBS TV
Namibia TV
Q TV
Solwezi tv
100%
71%
69%
53%
43%
42%
36%
32%
14%
9%
1%
1%
1%
99%
52%
54%
36%
27%
27%
22%
17%
6%
3%
0%
1%
1%
Ever Watched Awareness

© Synovate 2011 45
Place of Access
Province
Total Lusaka Northern Copperbelt Southern Eastern N. Western Luapula Central Western
At home 85% 96% 81% 91% 75% 83% 91% 53% 86% 85%
Another household 35% 33% 31% 30% 48% 39% 37% 54% 31% 25%
At work(office, field etc) 4% 3% 3% 4% 3% 3% 5% 4% 6% 3%
In a market place 4% 2% 2% 5% 3% 5% 3% 16% 5% 0%
In a bar / restaurant 7% 6% 12% 12% 10% 5% 3% 2% 6% 1%
Video show 1% 0% 0% 2% 0% 0% 0% 1% 0% 1%
Hospital / school/ College 2% 1% 3% 3% 0% 0% 1% 3% 3% 0%
Base 5,259,107 972,714 554,351 1,039,788 556,174 580,400 270,265 377,473 546,010 361,931
 In the past seven days, where have you watched TV?

© Synovate 2011 46
Subscription to Pay TV 1/2
 Are you or any member of this household currently subscribed to PAY TV?
 Which PAY TV / TVs are you subscribed to?
7% 8% 8%
1%
22%
13%
4% 3%
30%
5%
2%
30%
26%
37%
12%
15%
38%
24%
42%
9%
77%
44% 43%
75%
82%
64%
89%
78% 79%
82%
64% 65%
30%
60%
57%
Total Urban Rural Lusaka Northern
Copperbelt
Southern Eastern North
Western
MUVI TV / AFRICA UNITE MY TV DSTv
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern North Western Luapula Central Western
Claimed
Subscription 43% 54% 32% 51% 22% 63% 31% 37% 58% 36% 44% 23%
Base 3,278,523 1,711,110 1,567,413 778,835 369,192 626,208 448,863 249,508 112,300 215,459 277,212 200,946

© Synovate 2011 47
Claimed Viewership 1/2
 At what time do you usually watch …..?
Station Base
ZNBC 5,308,766
TV2 2,832,397
Muvi TV 1,998,213
Mobi TV 804,552
TBN 513,974
News segment
Morning show i.e. music,
interviews
Hr-00-
02
Hr-02-
04
Hr-04-
06
Hr-06-
08
Hr-08-
10
Hr-10-
12
Hr-12-
14
Hr-14-
16
Hr-16-
18
Hr-18-
20
Hr-20-
22
Hr-22-
00
-20%
0%
20%
40%
60%
80%
100%
ZNBC TV2 Muvi TV Mobi TV TBN

© Synovate 2011 48
Claimed Viewership 2/2
 At what time do you usually watch …..?
Station Base
CBC TV 46,273
CBS TV 101,123
Africa Unite 1,218,373
DStv 1,238,994
My TV 524,857
Entertainment zone
Hr-00-
02
Hr-02-
04
Hr-04-
06
Hr-06-
08
Hr-08-
10
Hr-10-
12
Hr-12-
14
Hr-14-
16
Hr-16-
18
Hr-18-
20
Hr-20-
22
Hr-22-
00
-20%
0%
20%
40%
60%
80%
100%
CBC TV CBS TV Africa Unite DStv My TV

© Synovate 2011 49
Past 7 days Viewership 1/2
 Apart from today, when was the last time you watched...?
Base: ≥ 1,000,000 Base: ≥100,000<500,000
ZNBC TV (7,178,724) 68% CBC TV (413,522) 11%
TV2 (3,946,289) 70% CBS TV (235,024) 46%
Muvi TV (3,750,547) 46%
DStv (2,648,505) 46% Base: < 100,000
TBN (1,972,504) 26% Solwezi TV (61,123) 96%
Africa Unite (1,945,327) 63% Q TV (48,463) 37%
Mobi TV (1,597,905) 48% Namibia TV(22,850) 28%
My TV (1,233,503) 41% North Western (14,477) 56%
0
.
4
5
0.55
Splits based on the Base (i.e. no. of people who have ever watched the
particular television station)
1 2
3
One out of every 2 has
watched television
within the last 7 days
Overall; ZNBC stations (ZNBC & TV2) were the most viewed within the
last 7 days

© Synovate 2011 50
Past 7 days Viewership 2/2
Base: ≥ 1,000,000
Urban Rural Lusaka Northern Copperbelt Southern Eastern N/Western Luapula Central Western
Znbc TV (7,178,724) 83% 59% 84% 56% 81% 60% 61% 60% 63% 70% 66%
TV2 (3,946,289) 76% 63% 83% 71% 75% 63% 45% 61% 31% 71% 74%
Muvi TV (3,750,547) 61% 33% 79% 35% 45% 34% 25% 18% 22% 45% 13%
DSTV (2,648,505) 55% 34% 55% 28% 61% 48% 42% 52% 27% 36% 13%
Mobi TV (1,597,905) 56% 33% 72% 0% 5% 25% 0% 25% 0% 19% 0%
TBN (1,972,504) 33% 12% 49% 7% 8% 7% 23% 0% 4% 23% 0%
Africa Unite (1,945,327) 65% 59% 58% 55% 67% 79% 58% 68% 45% 64% 58%
My TV (1,233,503) 40% 45% 22% 37% 59% 59% 44% 68% 50% 36% 52%
Base: ≥100,000<500,000
CBC TV (413,522) 12% 7% 12% 0% 6% 15% 0% 0% 0% 0% 0%
CBS TV (235,024) 54% 0% 33% 0% 55% 0% 0% 0% 0% 0% 0%
Base: < 100,000
Solowezi TV (61,123) 100% 94% 0% 0% 100% 0% 0% 100% 100% 0% 0%
Q TV (48,463) 32% 100% 100% 0% 0% 0% 0% 100% 53% 0% 0%
Namibia TV(22,850) 0% 31% 0% 0% 0% 0% 0% 0% 0% 0% 31%
North Western (14,477) 100% 100% 0% 0% 0% 100% 100% 0% 0% 0% 0%
1
2
3
Split by Province

© Synovate 2011 51
Most Preferred Station 1/2
Regional Splits
 Which one would you say is your favorite / most preferred Television station?
Setting Province
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern N. Western Luapula Central Western
Base 7,264,612 2,624,719 4,639,893 1,046,995 918,375 1,201,400 883,537 935,068 424,725 554,042 747,971 552,499
Znbc TV 40% 25% 48% 9% 40% 37% 45% 57% 39% 54% 43% 51%
DSTV 14% 27% 7% 26% 6% 24% 14% 10% 9% 5% 8% 12%
Muvi TV 13% 15% 11% 27% 12% 9% 5% 4% 7% 9% 18% 21%
TV2 8% 12% 6% 20% 8% 9% 2% 3% 3% 2% 11% 5%
Africa Unite 6% 7% 5% 3% 11% 7% 11% 2% 9% 3% 6% 1%
My TV 2% 3% 1% 2% 0% 2% 2% 0% 1% 7% 0% 2%
Mobi Tv 1% 2% 1% 5% 0% 0% 3% 0% 0% 0% 1% 0%
CBS TV 1% 2% 0% 0% 0% 4% 0% 0% 0% 0% 0% 0%
TBN 0% 1% 0% 1% 0% 1% 0% 0% 0% 0% 1% 0%

© Synovate 2011 52
Most Preferred Station 2/2
Age & Gender Splits
 Which one would you say is your favorite / most preferred Television station
Base 7,264,612 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
ZNBC TV 40% 28% 37% 39% 44% 49% 39% 41%
DSTV 14% 19% 17% 16% 13% 7% 16% 13%
Muvi TV 13% 13% 13% 14% 11% 12% 13% 12%
TV2 8% 16% 10% 7% 6% 5% 7% 9%
Africa Unite 6% 7% 8% 5% 5% 5% 5% 7%
My TV 2% 2% 2% 2% 2% 1% 2% 1%
Mobi Tv 1% 0% 1% 1% 3% 1% 1% 2%
CBS TV 1% 4% 0% 0% 0% 0% 1% 0%
TBN 0% 0% 1% 1% 0% 0% 0% 1%

© Synovate 2011 53
Programmes Watched / Viewed 1/2
Regional Split
Total Setting Province
Urban Rural Lusaka Northern Copperbelt Southern Eastern N. Western Luapula Central Western
Base 7,264,612 2,624,719 4,639,893 1,046,995 918,375 1,201,400 883,537 935,068 424,725 554,042 747,971 552,499
News/current affairs 77% 80% 75% 88% 76% 73% 73% 65% 81% 76% 81% 85%
Local drama 43% 41% 44% 57% 31% 36% 42% 38% 54% 36% 48% 51%
African movies 42% 52% 37% 58% 39% 50% 43% 18% 44% 32% 45% 47%
Soccer commentaries 27% 27% 27% 27% 29% 33% 22% 25% 31% 36% 22% 18%
American movies 26% 34% 22% 33% 24% 34% 22% 19% 34% 15% 20% 35%
Mexican movies 25% 36% 20% 54% 23% 26% 14% 6% 27% 17% 28% 29%
Documentaries 19% 22% 17% 20% 20% 23% 20% 8% 32% 16% 20% 11%
Other sports 18% 20% 17% 17% 13% 25% 10% 15% 18% 21% 23% 20%
South African drama programes 16% 18% 15% 13% 3% 22% 16% 13% 22% 19% 20% 26%
Magazine 7% 9% 5% 13% 9% 6% 4% 3% 13% 3% 5% 3%
Musical programmes /show 5% 5% 4% 5% 5% 5% 3% 4% 3% 10% 3% 5%
 What type of TV programmes do you like to watch?

© Synovate 2011 54
Programmes Viewed / Watched 2/2
Age & Gender Splits
Base 7,264,612 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
News/current affairs 77% 67% 78% 78% 82% 77% 80% 74%
Local drama 43% 49% 46% 42% 44% 35% 41% 45%
African movies 42% 48% 44% 44% 45% 32% 38% 47%
Soccer commentaries 27% 27% 27% 29% 28% 23% 43% 12%
American movies 26% 35% 31% 27% 24% 17% 28% 25%
Mexican movies 25% 37% 30% 28% 23% 13% 26% 25%
Documentaries 19% 11% 18% 21% 21% 19% 24% 14%
Sports 18% 11% 18% 22% 18% 16% 25% 11%
South African drama programes 16% 20% 16% 17% 19% 11% 17% 16%
None 10% 11% 6% 10% 9% 16% 9% 11%
Magazine 7% 6% 7% 8% 6% 6% 8% 6%
Musical programmes /show 5% 14% 6% 3% 2% 2% 5% 4%
 What type of TV programmes do you like to watch?

© Synovate 2011 55
Associations of themes 1/7
Overall
 Which of the listed TV stations is best for…
News/ current affairs
Political issues
Education
Sports
Religious issues
Entertainment
67%
66%
64%
63%
56%
38%
3%
2%
9%
4%
3%
16%
18%
21%
9%
6%
5%
15%
9%
6%
14%
22%
11%
20%
3%
2%
2%
3%
2%
ZNBC TV TV2 Muvi TV Mobi TV TBN Africa Unite DStv My TV

© Synovate 2011 56
Association of themes – News / Current
Affairs 2/7
ZNBC TV TV2 Muvi TV Mobi TV CBC TV CBS TV Africa Unite DSTV My TV
Total 67% 3% 18% 1% 0% 0% 0% 9% 1%
Setting
Urban 48% 5% 27% 2% 0% 0% 0% 15% 2%
Rural 77% 2% 12% 1% 0% 0% 0% 6% 1%
Provinc
e
Lusaka 33% 6% 42% 5% 0% 0% 0% 14% 1%
Northern 69% 4% 18% 0% 0% 0% 1% 9% 0%
Copperbelt 61% 7% 19% 0% 1% 0% 0% 12% 0%
Southern 79% 0% 10% 3% 0% 0% 0% 5% 4%
Eastern 90% 1% 4% 0% 0% 0% 0% 4% 0%
North Western 63% 2% 14% 0% 0% 0% 0% 21% 0%
Luapula 76% 0% 9% 0% 0% 0% 0% 9% 6%
Central 71% 5% 17% 2% 0% 0% 0% 4% 0%
Western 71% 0% 16% 0% 0% 0% 0% 11% 2%

© Synovate 2011 57
Association of themes – Sports 3/7
ZNBC TV TV2 Muvi TV Mobi Tv CBC TV Africa Unite DSTV My TV
Total 63% 4% 6% 1% 0% 0% 22% 2%
Setting
Urban 43% 8% 8% 3% 0% 0% 35% 3%
Rural 74% 3% 5% 0% 0% 0% 16% 2%
Provinc
e
Lusaka 47% 5% 9% 5% 0% 0% 32% 1%
Northern 69% 4% 11% 0% 0% 1% 15% 0%
Copperbelt 53% 6% 5% 0% 0% 0% 34% 2%
Southern 62% 1% 3% 1% 0% 0% 29% 3%
Eastern 84% 0% 1% 0% 0% 0% 15% 1%
North Western 61% 10% 2% 0% 0% 0% 27% 0%
Luapula 73% 2% 3% 0% 0% 0% 15% 7%
Central 62% 11% 10% 3% 0% 0% 11% 3%
Western 63% 1% 9% 0% 0% 1% 22% 2%

© Synovate 2011 58
Association of themes – Entertainment 4/7
ZNBC TV TV2 Muvi TV Mobi TV CBC TV CBS TV Africa Unite DSTV My TV
Total 38% 16% 15% 1% 0% 0% 8% 20% 2%
Setting
Urban 16% 23% 16% 2% 0% 0% 9% 29% 4%
Rural 51% 12% 14% 1% 0% 0% 7% 14% 1%
Provinc
e
Lusaka 5% 28% 26% 4% 0% 0% 4% 31% 3%
Northern 40% 20% 16% 0% 0% 0% 12% 12% 0%
Copperbelt 31% 22% 11% 1% 0% 1% 8% 23% 3%
Southern 44% 4% 9% 3% 0% 0% 13% 26% 2%
Eastern 55% 15% 12% 0% 0% 0% 2% 16% 0%
North
Western
46% 11% 9% 0% 0% 0% 12% 23% 0%
Luapula 59% 7% 9% 0% 0% 0% 3% 12% 10%
Central 40% 15% 20% 2% 0% 0% 13% 10% 0%
Western 50% 10% 16% 0% 0% 0% 3% 19% 2%

© Synovate 2011 59
Association of themes – Education 5/7
ZNBC TV TV2 Muvi TV Mobi Tv CBC TV CBS TV TBN Africa Unite DSTV My TV
Total 64% 9% 9% 2% 0% 0% 0% 1% 14% 2%
Setting
Urban 38% 16% 17% 4% 0% 0% 0% 1% 22% 2%
Rural 78% 5% 5% 1% 0% 0% 0% 1% 9% 1%
Provinc
e
Lusaka 25% 21% 21% 7% 0% 0% 0% 0% 23% 1%
Northern 74% 10% 3% 0% 0% 0% 0% 1% 11% 0%
Copperbelt 57% 10% 12% 0% 0% 1% 0% 1% 20% 0%
Southern 64% 8% 4% 3% 0% 0% 0% 0% 19% 2%
Eastern 87% 3% 2% 1% 0% 0% 0% 2% 7% 1%
North
Western
67% 4% 3% 0% 0% 0% 0% 4% 22% 1%
Luapula 70% 3% 8% 1% 0% 0% 0% 0% 11% 7%
Central 66% 9% 17% 2% 0% 0% 0% 0% 6% 1%
Western 88% 0% 4% 0% 0% 0% 0% 1% 5% 2%

© Synovate 2011 60
Association of themes – Religious issues 6/7
ZNBC TV TV2 Muvi TV Mobi Tv CBC TV CBS TV TBN Africa Unite DSTV My TV
Total 56% 3% 5% 1% 0% 0% 20% 1% 11% 3%
Setting
Urban 26% 2% 5% 2% 0% 1% 45% 0% 15% 4%
Rural 72% 3% 4% 1% 0% 0% 6% 1% 9% 3%
Provinc
e
Lusaka 10% 4% 7% 2% 0% 0% 60% 1% 14% 1%
Northern 75% 5% 2% 0% 0% 0% 1% 2% 13% 2%
Copperbelt 48% 3% 5% 0% 0% 2% 24% 0% 17% 2%
Southern 62% 0% 1% 4% 0% 0% 16% 0% 10% 7%
Eastern 71% 3% 3% 0% 0% 0% 16% 1% 4% 2%
North
Western
58% 4% 2% 0% 0% 0% 11% 1% 25% 0%
Luapula 65% 2% 5% 0% 0% 0% 3% 1% 10% 13%
Central 53% 4% 12% 4% 0% 0% 18% 3% 5% 2%
Western 88% 1% 2% 0% 0% 0% 1% 1% 5% 2%

© Synovate 2011 61
Association of themes – Political issues 7/7
ZNBC TV TV2 Muvi TV Mobi Tv CBC TV CBS TV Africa Unite DSTV My TV
Total 66% 2% 21% 3% 0% 0% 0% 6% 1%
Setting
Urban 51% 3% 28% 5% 0% 1% 1% 9% 2%
Rural 74% 2% 17% 1% 0% 0% 0% 5% 1%
Provinc
e
Lusaka 27% 2% 49% 12% 1% 0% 1% 8% 0%
Northern 75% 3% 15% 0% 0% 0% 1% 5% 0%
Copperbelt 67% 5% 15% 0% 0% 2% 0% 9% 1%
Southern 74% 1% 16% 4% 0% 0% 0% 5% 2%
Eastern 81% 1% 15% 0% 0% 0% 0% 3% 0%
North
Western
72% 0% 9% 0% 0% 0% 1% 18% 0%
Luapula 73% 0% 10% 0% 0% 0% 0% 10% 6%
Central 72% 4% 17% 2% 0% 0% 0% 4% 0%
Western 72% 0% 24% 0% 0% 0% 0% 1% 2%

© Synovate 2011 62
Summary
Claimed Ownership
 Overall 7 out of every 10 households own a working television set
 In the urban areas 9 out of every 10 households claim to own a television set
 In the rural areas half of the households claim to own a television set
 Lowest levels of ownership in Luapula Province
 Urbanized provinces – Lusaka & Copperbelt – have a higher number of household
owning more than one television set compared to other provinces
Awareness Levels
 High awareness levels for the national broadcaster ZNBC due to its penetration level –
it can also be accessed from the DStv platform
Past 7 days Viewership
 Lower conversion rate for the national broadcaster compared to the ‘Free to air’,
Solwezi TV and TV2
 Notable significant conversion for TV – similar proportion who of those who were aware
viewed TV in the last 7 days

© Synovate 2011 63
Summary
Subscription to Pay TV
 4 out of every 10 household which mentioned that they have ever watched Pay TV, subscribe to
Pay TV. Those who have not subscribed access it from different homesteads & public places
 Across the provinces, at least a half of the households in Copperbelt, North Western and
Lusaka subscribe to Pay TV
 Subscription to more that one Pay TV evident with DStv having the most share across the
provinces except in Luapula
Claimed Viewership
 Morning Section: In the early morning, most people like to listen to News, music & religion
programmes – noted by the gradual rise in viewership of Tv2 & TBN
 Afternoon: During the day viewership of local stations gradually decline whilst viewership of Pay
TV / Free to Air channels pick as people are seeking entertainment – movies, dramas, music
e.t.c.
 Night: Early night, viewership on Muvi TV and ZNBC hit peak at News time and there after
gradually declines whereas DSTV & CBC viewership ascends as people opt for entertainment,
topical issues / knowledge / educative programmes

© Synovate 2011 64
Summary
Favorite Television Station
 Overall ZNBC is the favorite station
In all the provinces except Lusaka where Muvi TV & DStv are the favorite (minimal
difference between the two)
In the rural set up; whilst urban it is slightly edged out by DStv
Perception based on Pay Subscription
Those who subscribe to Pay TV consider DStv & My TV to be their favorite stations
Those who have not subscribed to Pay TV consider ZNBC and Muvi TV to be their
favorite stations
Television Station Key Reason it Considered Favorite
ZNBC Only channel available
TV 2 , Mobi TV, Africa Unite Has nice movies
Muvi TV & CBS Unbiased news coverage
TBN Airs Christian programmes
DSTv & My TV Offers variety of channels and nice movies

© Synovate 2011 65
Summary
Driver & Barriers to Access
Factors considered when selecting the favorite station revolve around
 Structure & Content – most viewers seek to be entertained - by watching
movies and local drama – and educated - educative programmes.
 Variety – able to access a range of programmes / channels in pursuit for
entertainment, education e.t.c.
 Objectivity in reporting – unbiased reporting when covering local news is
also a key determinant
 Language – viewer also prefer use of local language when broadcasting news
 Functionality – quality picture and good reception drives viewership
 Accessibility / Presence – some have no alternative as they access only
once channel

© Synovate 2011 67
Media Channel :
Daily Newspaper
Contents
 Ever Read
 Newspaper Ownership & Access
 Readership Habit
 Articles / Sections read mostly
 Summary

© Synovate 2011 68
Chaz News Papers
The Post
Mazabuka Times
Times of Zambia
Zambia Daily Mail
Stand up for Zambia
92%
45%
40%
20%
20%
Chaz News Papers
The Post
Mazabuka Times
Times of Zambia
Zambia Daily Mail
Stand up for Zambia
17%
17%
17%
Chaz News Papers
The Post
Mazabuka Times
Times of Zambia
Zambia Daily Mail
Stand up for Zambia
35%
60%
57%
54%
100%
 And which Daily newspapers have you ever read?
Read in the Past 7 Days
Read in the Past 4 Weeks
Read Long Ago
Ever Read 1/2
The Post Times of Zambia Zambia Daily Mail Chaz News Papers Stand up for Zambia Mazabuka Times
Base 5,755,880 3,136,373 2,742,287 29,092 2,473 4,095

© Synovate 2011 69
Newspaper Ownership & Access
 You said that you last read a copy of … did you personally buy that copy or was it someone else's?
 Apart from yourself, how many people in your household read that copy of newspaper?
The Post Times of Zambia Daily Mail Chaz News Papers
Base 2,636,355 628,224 536,259 26,652
Own copy 31% 19% 19% 48%
H/hold member 26% 17% 22% 20%
Relative or freinds copy 31% 33% 25% 11%
Vendor copy 2% 8% 15% 0%
Office copy 6% 13% 10% 22%
Online copy 0% 1% 1% 0%
Library copy 1% 0% 0% 0%
Public places 2% 0% 0% 0%
NR 1% 8% 7% 0%
No. of People
who access
same copy % Mention
1 39%
2 29%
3 9%
4 10%
5 5%
6 4%
7 1%
8 1%
9 1%

© Synovate 2011 70
Readership Habit
 Which of these phrases describe how you last read a copy of.......?
The Post
Times of
Zambia
Zambia Daily
Mail
Chaz
Newspaper
Stand up for
Zambia
Mazabuka
times
Base 5,365,518 2,404,907 2,165,416 28,847 4,946 5,249
Cover to cover 9% 3% 4% 41% 50% 53%
Read most articles 17% 10% 9% 9% 0% 47%
Read most articles looked through 16% 20% 18% 9% 0% 0%
Read selected parts 44% 42% 42% 40% 50% 0%
Looked through just glanced 11% 17% 17% 0% 0% 0%
Just looked at pictures 3% 6% 8% 0% 0% 0%
Just looked at front page 1% 1% 1% 0% 0% 0%

© Synovate 2011 71
Articles / Sections Read Mostly
Urban Rural 15-17 18-24 25-34 35-44 45+ Male Female
Base 7,264,612 2,624,719 4,639,893 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
National News 53% 55% 51% 32% 47% 57% 57% 61% 57% 48%
Politics 45% 50% 43% 27% 43% 52% 48% 47% 52% 39%
Sports 36% 40% 33% 23% 39% 41% 34% 33% 51% 20%
International news 28% 29% 28% 15% 26% 29% 34% 33% 34% 23%
Business section 24% 29% 21% 2% 21% 32% 29% 25% 27% 21%
Classifieds 20% 20% 19% 15% 16% 24% 23% 18% 20% 19%
Adverts 20% 15% 23% 12% 20% 19% 21% 25% 18% 22%
Letters to the editor 13% 16% 11% 13% 13% 15% 12% 10% 15% 10%
Commentary / Editorial 13% 16% 11% 8% 12% 17% 10% 12% 15% 10%
Cartoons 11% 13% 11% 14% 13% 13% 12% 6% 13% 10%
Crossword puzzle 11% 15% 9% 11% 12% 12% 12% 8% 15% 7%
Orbituaries 9% 7% 10% 3% 5% 13% 9% 12% 9% 9%
Relationships 8% 10% 6% 12% 11% 7% 7% 3% 6% 9%
Foreign exchange/stock exchange 3% 4% 3% 0% 3% 4% 4% 3% 4% 2%
Horoscope 2% 3% 1% 5% 1% 2% 1% 0% 2% 2%
Life Style 2% 2% 1% 8% 2% 1% 0% 0% 2% 1%
 Which newspaper sections do you pay particular attention to, the section you usually read?

© Synovate 2011 72
Summary
Ever read
 The Post Newspaper is the most read across the provinces and respondent profile
Conversion
 Whereas it is the mostly widely read newspaper, when it comes to the last seven
day, other local dailies have a higher conversion
 Chaz Newspaper in Copperbelt and Southern Province
 Mazabuka Times in Western Province
Access & Ownership
 Only a third of the local dailies read are personally owned and more often are
share amongst the household members.
Readership Habit
 Majority of the people do not read the newspaper cover to cover; they only pay
attention to national news, politics & sports

Media Channel:
Weekly Newspaper

© Synovate 2011 74
Media Channel :
Weekly Newspaper
Contents
 Ever Read
 Frequency of Readership
 Ownership of Weekly Paper last read
 Summary

© Synovate 2011 75
Ever Read
 And which of the following weekly newspapers have you ever read?
Total Age of respondent Gender
15-17 18-24 25-34 35-44 45+ Male Female
Base 7,264,612 849,454 1,748,928 1,894,360 1,256,138 1,515,733 3,642,079 3,622,533
Saturday Post 25% 25% 26% 28% 24% 21% 29% 21%
Sunday Post 22% 15% 22% 28% 24% 19% 28% 17%
Sunday Times 14% 9% 12% 16% 16% 14% 17% 11%
Sunday Mail 13% 11% 12% 16% 14% 14% 17% 10%
Monitor and Digest
5%
1% 4% 6% 5% 6% 6% 3%
The Guardians 3% 1% 3% 4% 3% 4% 4% 2%
Supreme times 1% 0% 0% 0% 1% 1% 1% 0%
Stand up for zambia 0% 0% 0% 1% 0% 0% 1% 0%
Mirror 0% 0% 0% 0% 0% 0% 0% 0%
Vision 0% 0% 0% 0% 0% 0% 0% 0%
Watch Dog 0% 0% 0% 0% 0% 0% 0% 0%
Angel 0% 0% 0% 0% 0% 0% 0% 0%

© Synovate 2011 76
Frequency of Readership
 Excluding today, when was the last time you personally read or paged through a copy of
Saturday Post
Sunday Post
Sunday Times
Sunday Mail
Monitor and Digest
The Guardians
Supreme times
Stand up for Zambia
Mirror
Vision
Watch Dog
37%
36%
62%
65%
74%
65%
24%
60%
71%
64%
Long Ago
Saturday Post
Sunday Post
Sunday Times
Sunday Mail
Monitor and Digest
The Guardians
Supreme times
Stand up for Zambia
Mirror
Vision
Watch Dog
Angel
17%
18%
17%
15%
13%
23%
33%
Past 4 Weeks
Saturday Post
Sunday Post
Sunday Times
Sunday Mail
Monitor and Digest
The Guardians
Supreme times
Stand up for Zambia
Mirror
Vision
Watch Dog
Angel
41%
41%
13%
11%
6%
9%
43%
101%
40%
29%
36%
Past 7 Days
Saturday
Post
Sunday
Post
Sunday
Times Sunday Mail
Monitor and
Digest
The
Guardians
Supreme
times
Stand up for
Zambia Mirror Vision Watch Dog Angel
Base 1,822,293 1,633,736 1,012,133 980,663 338,376 227,247 38,468 19,223 11,458 8,378 6,901 4,946

© Synovate 2011 77
Ownership of the Weekly Newspaper Last
Read
 You said that you last read a copy ofà did you personally buy that copy or was it someone else's?
Total Own copy
H/hold
member
Relative or
friends copy
N/paper
stand
Online copy Office copy
Some other
person
Public places
Saturday Post 741,312 28% 33% 18% 6% 5% 0% 0% 1%
Sunday post 662,978 27% 29% 21% 8% 6% 0% 0% 1%
Sunday Times 131,146 20% 22% 4% 14% 15% 2% 3% 5%
Sunday Mail 111,360 17% 26% 15% 16% 0% 8% 2% 3%
The Guardian 73,109 13% 24% 23% 0% 0% 29% 7% 0%
Monitor and Digest 60,887 27% 12% 27% 0% 0% 18% 3% 0%
Sunday Mail 29,200 0% 0% 0% 0% 0% 0% 0% 0%
Mirror 15,933 0% 0% 0% 0% 0% 0% 0% 0%
Supreme 5,191 0% 0% 0% 0% 0% 0% 0% 0%
Vision 4,547 0% 0% 0% 0% 0% 0% 0% 0%
Watch Dog 2,418 0% 0% 0% 0% 0% 0% 0% 0%

© Synovate 2011 78
Summary
Ever Read
 Low levels of readership – 7 out of 10 people indicated they have not read a
weekly paper
 Most read weekly papers are the weekend editions of the local dailies i.e. The
Post, Time & The Mail; and across the three, the Post has a more significant
number of readers.
Conversion
 Local daily, Stand up for Zambia has the best conversion compared to the major
weekly papers
Ownership
 Only a third of people purchase their own weekly papers, the other rely on
copies from other household members, relatives and from the office.

© Synovate 2011 80
Media Channel : Magazine
Contents
 Ever Read
 Frequency of Readership
 Number of Issues Read
 Summary

© Synovate 2011 81
Ever Read 1/2
Regional Split
Setting Province
Total Urban Rural Lusaka Northern Copperbelt Southern Eastern N. Western Luapula Central Western
Base 2,109,385 835,957 1,273,429 287,331 385,368 275,773 221,952 182,607 221,548 214,429 277,419 42,959
Awake/watch tower magazine 26% 22% 29% 24% 42% 16% 29% 4% 15% 36% 30% 11%
Beauty Magazine 22% 26% 19% 27% 13% 45% 14% 27% 42% 9% 7% 3%
Farmers Magazine 13% 8% 15% 17% 13% 5% 18% 13% 10% 2% 19% 24%
Strikers Magazine 13% 16% 11% 11% 2% 27% 10% 24% 9% 10% 19% 0%
Sport Light Magazine 11% 12% 11% 7% 4% 30% 8% 27% 6% 7% 4% 28%
Zambian Woman 7% 8% 7% 11% 5% 9% 13% 12% 2% 1% 4% 15%
Speakout magazine 7% 12% 4% 14% 11% 5% 12% 0% 0% 3% 8% 0%
Kwatu for life 7% 4% 8% 0% 4% 6% 6% 0% 16% 28% 0% 0%
Ichengelo magazine 6% 8% 5% 4% 8% 9% 2% 0% 14% 11% 1% 0%
Drum 5% 7% 3% 5% 1% 2% 7% 3% 4% 6% 8% 17%
The Marketer 4% 5% 4% 4% 11% 4% 7% 0% 2% 0% 0% 2%
Peoples Magazine 3% 4% 3% 4% 2% 5% 1% 10% 0% 1% 0% 15%
Trendsetters 1% 1% 0% 3% 0% 0% 0% 1% 0% 0% 0% 0%
Cosmo politan 1% 1% 1% 1% 1% 1% 1% 0% 0% 2% 1% 0%
Ilu pungu 1% 1% 0% 1% 0% 1% 0% 0% 0% 4% 0% 0%
T.V Guide 1% 2% 0% 0% 0% 1% 1% 0% 3% 3% 3% 2%
 Which monthly or quarterly magazines have you ever read? ?

© Synovate 2011 82
Ever Read 2/2
Gender & Age Split
 Which monthly or quarterly magazines have you ever read? ?
15-17 18-24 25-34 35-44 45+ Male Female
Base 175,400 590,506 611,947 342,037 389,495 1,040,844 1,068,541
Awake/watch tower magazine 19% 19% 24% 39% 31% 27% 25%
Beauty Magazine 16% 24% 31% 17% 14% 17% 27%
Farmers Magazine 6% 8% 12% 14% 22% 16% 9%
Strikers Magazine 21% 13% 16% 8% 9% 17% 9%
Sport Light Magazine 0% 12% 13% 11% 13% 16% 6%
Zambian Woman 3% 5% 8% 9% 10% 4% 10%
Speakout magazine 17% 6% 8% 6% 4% 8% 7%
Kwatu for life 6% 8% 7% 7% 5% 7% 7%
ichengelo magazine 0% 7% 6% 6% 8% 6% 7%
Drum 11% 5% 7% 1% 0% 3% 6%
The Marketer 10% 4% 5% 3% 1% 5% 4%
Peoples Magazine 0% 7% 1% 1% 2% 3% 3%
Trendsetters 0% 1% 1% 0% 0% 1% 0%
Cosmopolitan 0% 1% 2% 2% 0% 1% 1%
Ilu pungu 0% 1% 0% 1% 0% 0% 1%
T.V Guide 0% 1% 3% 1% 0% 1% 1%

© Synovate 2011 83
Frequency of Readership
 Excluding today, when was the last time you personally read or paged through a copy of …?
Awake/watch tower magazine (548,708)
Beauty Magazine (467,481)
Strikers Magazine (273,418)
Farmers Magazine (263,759)
Sport Light Magazine (237,347)
Speakout magazine (153,708)
Zambian Woman (151,767)
Kwatu for life (142,491)
ichengelo magazine (132,627)
Drum (97,622)
The Marketer (87,398)
Peoples Magazine (63,058)
Cosmo politan (20,163)
Ilu pungu (14,027)
Midnight cry (10,016)
Teen magazine (9,020)
Afro Bird (4,972)
61%
39%
24%
33%
29%
33%
14%
42%
32%
31%
23%
38%
34%
38%
73%
31%
21%
21%
31%
26%
23%
39%
31%
15%
30%
36%
27%
2%
26%
44%
0%
16%
36%
41%
34%
42%
24%
45%
43%
34%
28%
51%
60%
30%
18%
24%
100%
Past 7 Days Past 4 Weeks Long Ago

© Synovate 2011 84
Number of Issues Read
 How many different issues of...have you read or paged through in the last 6 months?
No. of Issues Read
Name of Magazine Base 1 2 3 4 5 6
Awake/watch tower magazine 535,774 0% 96% 0% 0% 0% 4%
Beauty Magazine 450,510 49% 40% 5% 5% 1% 0%
Strikers Magazine 263,238 54% 26% 6% 10% 1% 3%
Farmers Magazine 246,316 41% 41% 3% 8% 0% 7%
Sport Light Magazine 222,471 39% 40% 18% 3% 0% 0%
Speakout magazine 146,899 1% 99% 0% 0% 0% 0%
Kwatu for life 142,491 2% 98% 0% 0% 0% 0%
Zambian Woman 136,725 45% 35% 12% 4% 4% 0%
Ichengelo magazine 127,236 0% 100% 0% 0% 0% 0%
Drum 92,484 3% 97% 0% 0% 0% 0%
The Marketer 87,398 47% 49% 0% 4% 0% 0%
Peoples Magazine 63,058 26% 53% 17% 0% 0% 5%
Cosmo politan 18,033 0% 100% 0% 0% 0% 0%
Ilu pungu 14,027 16% 84% 0% 0% 0% 0%
Midnight cry 10,016 0% 100% 0% 0% 0% 0%

© Synovate 2011 85
Summary
Penetration
 Most of the magazines are present in all the provinces
Ever Read
 Low level – 2 out of every 10 people
Conversion
 In a period of 6 months most number of issues which have been read is 2;
indicative of the low readership levels of magazines

© Synovate 2011 87
Language Penetration
 Could you please tell me, which is the main language that you speak at home?
 And which other language(s) can you speak?
 And which other language(s) do you understand which you may not necessarily speak?
 … Could you please tell me all of the languages you are able to read?
Base: 7,264,612
87%
85%
83%
36%
23%
12%
9% 8% 7% 6% 5% 5%
51%
33%
71%
13%
8%
3% 3% 2%
4% 4%
1% 1%
Bemba Nyanja English Tonga Lozi Kaonde Lunda Luvale Chewa Tumbuka Nsenga Mambwe
Able to understand Able to Read
 Majority can understand Bemba, Nyanja and English – communication or broadcast aired
using any of the three languages will have a higher reach / penetration level.

Product Usage:
Mobile Telephony

© Synovate 2011 89
Mobile Telephony
Contents
 Mobile Telephony
 SMS
 Summary

© Synovate 2011 90
Mobile Telephony 1/2
 Which mobile service provider have you ever used?
 Which mobile service provider are you currently using?
 Which mobile service provider do you use regularly?
 Which mobile service provider would you switch to if your mobile service provider is not available?
1. Usage
Airtel MTN Zamtel
85%
59%
19%
66%
35%
4%
57%
22%
2%
78%
71%
27%
Ever Used Currently Using Regularly Use Switch to
Base: 7,264,612

© Synovate 2011 91
Mobile Telephony 2/2
2. Brands of Mobile Phones
39%
13%
10%
5%
4%
3%
1%
1%
1%
1%
1%
1%
0%
0%
32%
5%
26%
2%
7%
1%
5%
4%
1%
0%
1%
1%
1%
1%
Nokia
ZTE
Motorola
AIRTEL(ZTE)
Samsung
MTN (ZTE)
Siemens
Sony Ericsson
BlackBerry
iPhone
LG
ZAMTEL(ZTE)
Alcatel
G.TIDE
Currently Using
Ever Used
 What is the make(s) of the mobile phone(s) you are currently using?
 What is the make(s) of the other mobile phone(s) you have ever owned ?
Base

© Synovate 2011 92
SMS 1/2
1. Promotional Text Messages
Base: 4,611,962
 Have you ever received a promotional text message from your Mobile Service Provider?
 How effective do you think promotional text messages are ….?
63%
37%
Yes No
Receipt of promotional text
messages
63%
60%
58%
61%
66%
66%
54%
64%
58%
36%
37%
37%
38%
32%
32%
43%
35%
38%
Urban
Rural
15-17
18-24
25-34
35-44
45+
Male
Female
Setting
Age
of
respondent
Gender
Effective Not Effective
Effectiveness of promotional text messages

© Synovate 2011 93
SMS 1/2
2. Promotional Text Messages
Base: 7,264,612
 How do you rate the following statements to relating to text messages from mobile service provider
They are informative /keep you informed
It is a convenient and faster way of communication
They are effective as they reach/get to a lot of people
The messages sent do influence peoples social behaviour
The message is usually easy to understand
78%
77%
72%
57%
53%
12%
14%
18%
31%
36%
Agree
Disagree

© Synovate 2011 94
Summary
Usage
 Currently 8 out of every 10 people are using one of the three mobile service providers
 Airtel has the highest number of subscribers
Propensity to Switch
 Most people will switch to Airtel if their current service provider was not available
 Those already on Airtel will switch to MTN
Brands of Mobile Phones
 Most are currently using Nokia and ZTE phones
Perception on Promotional SMS
 6 out of every 10 people have received a promotional SMS and the majority consider
them to be effective with regard to carrying out promotions

Media Consumption
Habits by Age

© Synovate 2011 96
Media Consumption Habits 1/4
15 – 24 yrs olds
 The quality of music (be it local, hip hop or gospel) is the main influencer of
choice for a favorite radio station (50% mention) and thus they will mostly
listen to music shows (79% mention).
 Choice of favorite TV station is mostly influenced by the quality of the
movies also (30% mention). Choices differ as those based in rural are more
into African / local content whilst those in urban areas have a preference for
western content.
 Internet usage is quite low, as only one out of every ten use the internet.
 Internet access is a daily event and eight out of every ten occasions they
access the internet via mobile phone and this is mostly used for
entertainment and chatting / blogging.

© Synovate 2011 97
15 – 24 yrs olds
 About six out of every ten males often access the internet for
music & games whilst females (100%) engage mostly in chatting /
blogging.
 Across the different social sites; about three quarter of the 18 –
24 yr olds access Facebook whilst for the 15 – 17 yrs olds about
two thirds access Yahoo
 Their choice in selection of entertainment is at times limited by a
lack of variety of entertainments channels / outlets.
 They are not adherent readers of the newspapers – as readership
is selective and mostly they are interested in the national news
which may be attributed to the pending national elections.

© Synovate 2011 98
Media Consumption Habits
25 – 34 yrs
 Aside from seeking entertainment (34% mention), they like to be
informed – and are keen on current updates from ‘unbiased sources’
(18% mention).
 4 out of every 10 purchase their own local dailies; however readership
is selective (only 3% indicated they read cover to cover). Readership is
skewed towards political news, national news and soccer.
 Considering most are into employment, 4 out of every 10 also access
the internet via desktops / laptop.
 Internet is not only used for entertainment (54%) but as a
communication channel (71%) – for email
 8 out of every 10 of those who use the internet are members of social
networks, mostly Facebook.

© Synovate 2011 99
35 – 44 yrs
 Choice of favorite radio station is informed by the type / quality of
music played (28% mention) and also use of local language in
programme content more so the rural population( 2 out of every
10).
 They consider objective reporting (18% mention) as a key influence
in their choice of preferred station.
 Entertainment mostly by movies – more prevalent amongst the
urban (3 out of every 10). For the rural population choice is also
limited by lack of variety in stations to be viewed (14% mention).
 Internet Access – Mostly use desktops /laptops (about 6 out of
every 10 occasions).
 8 out of every 10 of those who use the internet are members of
social network mostly and mostly visit Facebook (60% mention).
 They access the internet several times a day with core activities
revolving communication (84% mention) & chatting (66%).
 5 out of every 10 purchase of those who read newspapers
purchase their own local dailies however, readership is selective –
skewed towards political news, national news and soccer.

© Synovate 2011 100
45 yrs and above
 A quarter mentioned that choice of favorite radio station is
informed by the type / quality of music played and the use
of local language in programme content. In addition,
objectivity in reporting is a key influencer in the choice of
preferred television station (23% mention)
 Television consumption habits are affected by their lack of
alternative or optional stations (11% mention)
 Internet Access - Use desktops /laptops seven out of ten
occasions to access the internet.
 Use of mobile phones to access the internet predominantly
in the rural areas (86% mention).
 Core activity engaged in emails (84% mention); the most
frequently access site being Yahoo (49%).
 7 out of every 10 of those who read newspapers, purchase
their own copy though readership is selective – skewed
towards political news, national news, international news
and soccer.

Appendix
Contents
 Media Activities Summary by Province
 Radio Summary by Province
 Awareness vis-à-vis Listenership
 Past 7 Days Listenership
 Television Summary by Province
 Awareness vis-à-vis Viewership
 Past 7 Days Viewership

Media Activities:
Summary by
Province

Media Activities : Copperbelt Province
74%
74%
64%
33%
31%
13%
12%
4%
10%
14%
17%
23%
19%
9%
10%
10%
5%
5%
5%
9%
12%
12%
10%
8%
12%
11%
5%
13%
25%
26%
40%
25%
41%
16%
34%
34%
3%
10%
11%
77%
26%
50%
54%
74%
48%
61%
Watched TV
Listened to radio
 Apart from today, when was the last time you? Base: 1,201,400

Media Activities : Lusaka Province
85%
75%
64%
46%
24%
18%
12%
6%
13%
22%
19%
29%
10%
18%
8%
7%
4%
4%
7%
10%
10%
15%
14%
14%
4%
6%
5%
5%
7%
21%
30%
48%
27%
24%
36%
35%
19%
3%
4%
7%
72%
7%
48%
53%
55%
63%
72%
Watched TV
Listened to radio
Went to the mobile cinema (Open air cinema projected on a
screen)
 Apart from today, when was the last time you? Base: 1,046,995

Media Activities : Eastern Province
52%
38%
37%
11%
5%
30%
28%
29%
9%
12%
7%
3%
14%
8%
20%
18%
15%
13%
25%
4%
23%
10%
39%
45%
41%
22%
12%
8%
17%
32%
3%
4%
22%
22%
37%
95%
72%
86%
90%
80%
38%
Listened to radio
Watched TV
screen)
 Apart from today, when was the last time you? Base: 935,068

Media Activities : Northern Province
55%
48%
39%
28%
9%
6%
20%
32%
22%
26%
22%
10%
12%
11%
11%
16%
16%
10%
13%
25%
4%
14%
7%
23%
17%
37%
32%
18%
19%
28%
20%
10%
13%
23%
38%
97%
79%
43%
69%
73%
88%
Listened to radio
Watched TV
screen)

Media Activities : Southern Province
64%
50%
47%
26%
12%
4%
20%
20%
18%
18%
24%
4%
10%
4%
6%
12%
9%
12%
17%
17%
26%
3%
10%
8%
17%
24%
36%
38%
50%
37%
22%
40%
26%
19%
3%
8%
9%
91%
21%
32%
73%
56%
61%
77%
Listened to radio
Watched TV
screen)

Media Activities: Central Province
59%
57%
55%
20%
11%
6%
4%
21%
24%
16%
21%
8%
16%
5%
10%
9%
12%
17%
13%
25%
9%
8%
11%
7%
18%
28%
35%
38%
7%
16%
25%
9%
28%
3%
14%
33%
14%
91%
90%
80%
63%
89%
63%
Listened to radio
Watched TV
screen)

Media Activities : Luapula Province
50%
47%
29%
18%
10%
8%
23%
23%
34%
21%
9%
11%
5%
9%
8%
14%
11%
18%
12%
4%
10%
23%
14%
22%
23%
31%
45%
40%
21%
28%
23%
20%
32%
5%
19%
18%
29%
93%
77%
67%
67%
77%
42%
Listened to radio
Watched TV
screen)

Media Activities: Western Province
50%
40%
33%
6%
5%
3%
33%
25%
35%
7%
12%
10%
3%
6%
15%
14%
13%
23%
12%
36%
22%
20%
11%
19%
20%
3%
21%
9%
58%
39%
36%
44%
36%
35%
21%
32%
16%
8%
96%
29%
33%
60%
51%
54%
34%
Watched TV
Listened to radio
screen)

Media Activities : North Western Province
47%
42%
42%
18%
8%
3%
3%
23%
19%
38%
22%
19%
11%
4%
3%
14%
11%
8%
19%
20%
22%
5%
5%
3%
8%
16%
27%
11%
24%
29%
22%
0%
25%
18%
18%
37%
21%
17%
24%
42%
93%
64%
80%
77%
60%
70%
Listened to radio
Watched TV

Awareness vis-à-vis
Listenership

Awareness vis-à-vis Listenership : Copperbelt
 Which radio stations are you aware of?
 Which of these radio station are have you ever listened to?
Base: 1,201,400
Radio Stations Total Awareness Ever Listened Radio Stations Total Awareness Ever Listened
Icengelo 96% 88% Mano 17% 3%
Hot fm 17% 6%
ZNBC 4 94% 82% Chikaya 15% 2%
ZNBC 1 91% 77% Mukushi 15% 2%
ZNBC 2 88% 75% Chikuni 15% 3%
Radio Phoenix 80% 66% Sky fm 14% 7%
Christian Voice 67% 54% Explorer 13% 0%
BBC 56% 36% Zambezi 13% 3%
QFM 28% 10% Breeze 12% 2%
Yangeni 22% 5% Solwezi 12% 1%
Hone FM 21% 8% UNZA radio 12% 5%
Yatsani 21% 7% Flava fm 11% 11%
Maria 20% 4% Ya fm 9% 7%
Voice of America (VOA) 20% 11% Liseli 8% 0%
Mazabuka 18% 3% Radio France International 8% 4%
Lyambai 18% 2% Parliament 1% 1%
Joy FM 17% 4% Radio Pasma 1% 0%

Awareness vis-à-vis Listenership: Lusaka
Base: 1,046,995
ZNBC 4 97% 89% Radio France International 25% 17%
ZNBC 1 95% 87% Chikuni 22% 20%
ZNBC 2 94% 84% Maria 21% 15%
Radio Phoenix 90% 72% Chikaya 20% 14%
Christian Voice 83% 69% Lyambai 20% 14%
BBC 76% 59% Breeze 20% 14%
QFM 75% 57% Liseli 18% 14%
Hone FM 74% 54% Zambezi 18% 15%
Yatsani 70% 51% Mano 17% 12%
Hot FM 68% 50% Explorer 16% 12%
Joy FM 65% 46% Mukushi 16% 13%
Sky FM 58% 35% Yangeni 15% 11%
UNZA Radio 57% 41% Solwezi FCC 13% 12%
Icengelo 49% 24% 5 FM 8% 7%
Voice of America (VOA) 32% 22% Parliament 6% 5%
Mazabuka 31% 23%

Awareness vis-à-vis Listenership : Eastern
Base: 935,068
ZNBC 1 92% 85% Hone FM 12% 6%
Maria 87% 81% Icengelo 11% 1%
ZNBC 2 87% 76% Hot FM 10% 3%
Breeze 76% 70% UNZA Radio 8% 2%
ZNBC 4 59% 28% Joy FM 4% 0%
BBC 31% 17% Yangeni 3% 1%
Chikaya 30% 22% Voice of America (VOA) 3% 2%
Christian Voice 27% 19% Liseli 2% 0%
Feel Free 24% 23% Chikuni 2% 0%
Radio Phoenix 23% 12% Lyambai 1% 0%
Mphangwe 22% 22% Mano 1% 0%
Radio Malawi 18% 18% Mazabuka 1% 0%
Q FM 14% 6% Sky FM 1% 1%
Yatsani 13% 6% Radio France International 1% 0%
Explorer 12% 4% Radio Pasma 1% 1%

Awareness vis-à-vis Listenership :Northern
Base: 918,375
ZNBC 1 100% 98% Chikuni 16% 1%
ZNBC 2 100% 97% Lyambai 15% 2%
Mano 82% 48% Voice of America (VOA) 15% 2%
Icengelo 70% 22% Mazabuka 14% 2%
ZNBC 4 67% 48% Sky FM 13% 2%
Christian Voice 60% 34% UNZA Radio 13% 1%
BBC 54% 29% Explorer 12% 1%
Radio Phoenix 39% 14% Radio France International 10% 0%
Yangeni 27% 5% Zambezi 9% 0%
Hone FM 19% 5% Iso radio 9% 9%
Yatsani 18% 6% Liseli 8% 1%
Chikaya 18% 1% Solwezi FCC 8% 0%
QFM 18% 5% Parliament 4% 4%
Maria 17% 3% Radio Malawi 1% 1%
Mukushi 17% 3% Flava FM 1% 0%
Breeze 16% 1% Ya FM 1% 0%
Hot FM 16% 3% Kaya 1% 1%
Joy FM 16% 1% Maranath FM 1% 1%

Awareness vis-à-vis Listenership : Southern
Base: 883,537
Radio Stations Total Awareness Ever Listened Radio Station Total Awareness Ever Listened
ZNBC 1 99% 74% Joy FM 8% 4%
ZNBC 2 93% 65% Liseli 8% 4%
Sky FM 87% 80% Chikaya 6% 2%
ZNBC 4 85% 57% UNZA Radio 6% 3%
Chikuni 66% 54% Voice of America (VOA) 5% 1%
Christian Voice 61% 47% Breeze 4% 3%
Mazabuka 53% 45% Maria 3% 1%
Radio Phoenix 47% 20% Lyambai 3% 1%
BBC 45% 33% Parliament 3% 3%
QFM 26% 15% Solwezi 2% 2%
Icengelo 22% 11% Mukushi 2% 0%
Radio Pasma 20% 18% Mano 2% 1%
Yatsani 14% 6% Explorer 1% 1%
Zambezi 13% 10% Yangeni 1% 1%
Hone FM 12% 7% Radio France International 1% 0%
Hot FM 11% 8% Itezi-tehzi 1% 1%

Awareness vis-à-vis Listenership : Central
Base: 747,971
ZNBC 2 98% 95% Explorer 13% 3%
ZNBC 1 97% 94% Maria 13% 1%
ZNBC 4 84% 73% Lyambai 13% 2%
Radio Phoenix 66% 52% Yangeni 13% 0%
Christian Voice 62% 58% Zambezi 13% 1%
BBC 47% 28% Chikaya 12% 0%
QFM 41% 26% Mano 12% 0%
Icengelo 32% 12% Maranatha FM 12% 12%
Mazabuka 32% 18% Solwezi 11% 1%
Yatsani 32% 19% Sky FM 11% 7%
Mukushi 26% 9% UNZA Radio 5% 2%
Hone FM 23% 11% Voice of America (VOA) 3% 0%
Hot FM 20% 9% Radio France International 2% 0%
Joy FM 19% 8% Feel Free 1% 1%
Chikuni 16% 2% Parliament 1% 1%
Liseli 15% 2% Mukushi FM 1% 1%
Breeze 13% 0%

Awareness vis-à-vis Listenership : Luapula
Base: 554,042
ZNBC 1 93% 90% Chikaya 3% 2%
ZNBC 2 93% 83% Hot FM 3% 3%
ZNBC 4 64% 42% Joy FM 3% 2%
Christian Voice 60% 53% UNZA Radio 3% 2%
Yangeni 53% 46% Hone FM 2% 2%
Icengelo 51% 33% Lyambai 2% 0%
Radio Phoenix 44% 30% Solwezi 2% 0%
BBC 32% 25% Mukushi 2% 0%
Luapula 19% 19% Mazabuka 2% 1%
QFM 16% 11% Radio France International 2% 1%
mulungushi 11% 11% Nchelenge 2% 2%
Mano 10% 4% Liseli 1% 0%
Yatsani 9% 4% Zambezi 1% 1%
Voice of America (VOA) 9% 7% Feel Free 1% 1%
Sky FM 7% 5% Channel Africa 1% 1%
parliament 5% 5% 5 FM 1% 1%
kashobwe 5% 4% Flava FM 1% 1%
Maria 4% 2% Mpweto 1% 1%
Congo 4% 4% Kashikishi FM 1% 1%
Breeze 3% 0%

Awareness vis-à-vis Listenership : Western
Base: 552,499
Liseli 96% 90% Christian Voice 7% 5%
ZNBC 1 96% 88% Hone FM 5% 2%
ZNBC 2 93% 75% Sky FM 5% 3%
Lyambai 82% 76% Yangeni 3% 1%
ZNBC 4 57% 38% Hot FM 2% 1%
BBC 24% 17% Breeze 1% 0%
Radio Phoenix 22% 14% Explorer 1% 0%
Feel Free 19% 0% Maria 1% 1%
Icengelo 12% 6% Mukushi 1% 0%
Yatsani 11% 5% Voice of America (VOA) 1% 1%
QFM 9% 5% Parliament 1% 1%

Awareness vis-à-vis Listenership : North
Western
Base: 424,725
ZNBC 1 100% 92% Radio France International 13% 1%
ZNBC 2 100% 92% Liseli 12% 0%
Solwezi 78% 54% Zambezi 12% 0%
ZNBC 4 60% 38% Chikaya 11% 0%
BBC 44% 11% Mazabuka 11% 1%
Radio Phoenix 44% 12% Explorer 10% 0%
Icengelo 41% 11% Hot FM 10% 0%
Christian Voice 39% 19% Maria 10% 0%
QFM 32% 4% Mano 10% 0%
Sky FM 19% 0% Yangeni 10% 0%
Voice of America (VOA) 16% 2% Lyambai 9% 0%
Yatsani 15% 6% Mukushi 9% 1%
Breeze 14% 1% Chikuni 8% 0%
Hone FM 13% 2% Parliament 1% 1%
Joy FM 13% 1% Flava FM 1% 1%
UNZA Radio 13% 1% Ya FM 1% 1%

100%
100%
100%
79%
62%
61%
56%
55%
53%
53%
48%
42%
42%
30%
21%
18%
16%
14%
9%
feel free
channel africa
comment
Icengelo
ZNBC 4
ZNBC 1
Radio Phoenix
ya fm
ZNBC 2
parliament
flava fm
BBC
Christian Voice
Radio France…
Yatsani
Voice of America…
Mano
Yangeni
Lyambai
Copperbelt
 Apart from today, when was the last time you listened to...?
Base: 1,201,400
75%
68%
60%
51%
50%
49%
43%
43%
43%
42%
42%
42%
42%
34%
28%
25%
19%
13%
12%
11%
5 fm
ZNBC 4
ZNBC 1
Radio Phoenix
itezi-tehzi
Christian Voice
Yatsani
ZNBC 2
parliament
Hone FM
Hot FM
BBC
Joy FM
UNZA Radio
Sky FM
Voice of America (VOA)
Mazabuka
Radio France International
Chikuni
Icengelo
Lusaka
Base: 1,046,995

85%
83%
75%
66%
62%
58%
41%
39%
35%
31%
11%
2%
radio malawi
Chikaya
mphangwe
Breeze
Maria
feel free
ZNBC 1
Explorer
ZNBC 2
ZNBC 4
Yatsani
BBC
Eastern
Base: 935,068
57%
53%
53%
52%
46%
45%
44%
43%
41%
40%
32%
24%
9%
4%
4%
Sky FM
parliament
Zambezi
ZNBC 1
radio pasma
Chikuni
Christian Voice
ZNBC 2
BBC
Mazabuka
ZNBC 4
Radio Phoenix
Hone FM
Hot FM
Southern

100%
100%
87%
74%
58%
54%
52%
48%
36%
34%
26%
22%
11%
4%
2%
kaya
congo
iso radio
parliament
ZNBC 1
ZNBC 2
Mano
Christian Voice
ZNBC 4
BBC
radio malawi
Radio Phoenix
Yatsani
Icengelo
Northern
Base: 918,375
100%
100%
100%
100%
100%
68%
65%
57%
43%
42%
41%
41%
40%
39%
39%
27%
9%
9%
9%
7%
Mazabuka
5 fm
flava fm
mpweto
congo
parliament
luapula
kashikishi fm
ZNBC 1
Yangeni
kashobwe
Christian Voice
ZNBC 2
BBC
Yatsani
Radio Phoenix
Icengelo
Sky FM
ZNBC 4
Luapula
Base: 554,042

100%
66%
63%
60%
53%
49%
49%
47%
43%
39%
35%
25%
22%
13%
7%
5%
4%
4%
Mazabuka
ZNBC 1
ZNBC 2
parliament
Radio Phoenix
ZNBC 4
Christian Voice
maranath fm
BBC
Yatsani
Joy FM
Chikuni
Mukushi
Icengelo
Hot FM
Sky FM
Hone FM
Central
Base: 552,499
100%
100%
80%
66%
50%
25%
11%
9%
parliament
Sky FM
Liseli
ZNBC 1
ZNBC 2
Icengelo
BBC
Western
Base: 747,971

62%
48%
47%
46%
19%
16%
6%
5%
Solwezi FCC
ZNBC 2
ZNBC 1
Christian Voice
ZNBC 4
BBC
Icengelo
Radio Phoenix
North Western
Base: 424,725

Television:
Summary by
Province

Awareness vis-à-vis
Viewership

Awareness vis-à-vis Viewership: Lusaka
95%
89%
81%
75%
45%
35%
25%
21%
19%
5%
10%
12%
18%
41%
50%
43%
22%
42%
3%
Znbc TV
Muvi TV
TV2
Mobi Tv
TBN
DSTV
Africa Unite
CBC TV
My TV
CBS TV
Spontaneous Prompted
100%
98%
91%
89%
72%
69%
52%
38%
30%
1%
1%
Znbc TV
Muvi TV
TV2
Mobi Tv
TBN
DSTV
Africa Unite
My TV
CBC TV
CBS TV
Q tv
 Which television stations have you ever watched? Base: 1046995
Total Awareness TV Stations Ever Watched

Awareness vis-à-vis Viewership: Northern
85%
44%
28%
23%
22%
8%
7%
6%
15%
25%
37%
18%
36%
16%
15%
25%
10%
7%
Znbc TV
TV2
Muvi TV
Africa Unite
DSTV
My TV
Mobi Tv
TBN
CBC TV
CBS TV
98%
57%
37%
32%
24%
10%
7%
4%
1%
Znbc TV
TV2
Muvi TV
DSTV
Africa Unite
TBN
My TV
Mobi Tv
CBC TV

Awareness vis-à-vis Viewership: Copperbelt
98%
58%
36%
34%
21%
21%
16%
12%
11%
2%
2%
27%
35%
32%
30%
27%
45%
18%
22%
18%
Znbc TV
TV2
Muvi TV
DSTV
Africa Unite
My TV
TBN
Mobi Tv
CBS TV
CBC TV
100%
69%
51%
43%
33%
30%
24%
16%
9%
3%
2%
2%
Znbc TV
TV2
Muvi TV
DSTV
TBN
Africa Unite
My TV
CBS TV
Mobi Tv
CBC TV
Q tv
Solowezi tv

Awareness vis-à-vis Viewership: Southern
84%
34%
21%
19%
19%
9%
7%
4%
16%
40%
33%
32%
21%
20%
28%
16%
4%
2%
Znbc TV
Muvi TV
DSTV
TV2
Africa Unite
Mobi Tv
TBN
My TV
CBC TV
CBS TV
97%
47%
42%
34%
27%
21%
17%
12%
2%
1%
Znbc TV
Muvi TV
DSTV
TV2
Africa Unite
TBN
Mobi Tv
My TV
CBC TV
Free to air

Awareness vis-à-vis Viewership: Eastern
85%
22%
17%
13%
12%
6%
5%
4%
15%
43%
37%
17%
13%
19%
12%
12%
3%
1%
Znbc TV
Muvi TV
TV2
DSTV
TBN
Africa Unite
Mobi Tv
My TV
CBC TV
CBS TV
99%
41%
37%
22%
19%
14%
6%
5%
2%
1%
Znbc TV
Muvi TV
TV2
DSTV
TBN
Africa Unite
My TV
Mobi Tv
Free to air
CBC TV

Awareness vis-à-vis Viewership: North
Western
84%
27%
21%
16%
16%
11%
8%
7%
5%
3%
16%
31%
34%
25%
23%
13%
27%
22%
6%
0%
Znbc TV
TV2
Muvi TV
Africa Unite
DSTV
Solowezi tv
My TV
TBN
Mobi Tv
CBC TV
North wastern
Q tv
Spontanoues Prompted
97%
41%
31%
21%
17%
14%
11%
5%
2%
2%
1%
Znbc TV
Muvi TV
TV2
Mobi Tv
free to air
My TV
CBS TV
DSTV
TBN
CBC TV
Q tv

Awareness vis-à-vis Viewership: Luapula
80%
23%
22%
13%
11%
8%
6%
4%
1%
1%
20%
35%
24%
12%
17%
18%
12%
9%
0%
5%
Znbc TV
TV2
Muvi TV
DSTV
My TV
Africa Unite
TBN
Mobi Tv
Solowezi tv
North wastern
Q tv
CBC TV
Spontanoues Prompted
97%
32%
30%
25%
21%
20%
14%
7%
3%
1%
1%
1%
Znbc TV
Muvi TV
TV2
CBC TV
Mobi Tv
free to air
My TV
DSTV
TBN
CBS TV
Q tv
Africa Unite

Awareness vis-à-vis Viewership: Central
95%
41%
35%
25%
15%
15%
12%
10%
5%
42%
46%
28%
40%
35%
30%
25%
12%
11%
Znbc TV
Muvi TV
TV2
DSTV
Mobi Tv
Africa Unite
TBN
My TV
Q tv
CBC TV
CBS TV
100%
60%
58%
31%
27%
26%
25%
18%
1%
Znbc TV
TV2
Muvi TV
DSTV
free to air
My TV
Mobi Tv
CBC TV
Q tv

Awareness vis-à-vis Viewership: Western
88%
14%
9%
6%
4%
4%
3%
12%
41%
24%
46%
8%
5%
2%
8%
3%
Znbc TV
TV2
DSTV
Muvi TV
Africa Unite
namibia
My TV
Mobi Tv
TBN
CBS TV
99%
41%
38%
29%
11%
8%
8%
4%
3%
3%
Znbc TV
TV2
Muvi TV
free to air
Mobi Tv
My TV
CBC TV
Solowezi tv
DSTV
Africa Unite

100%
84%
83%
79%
72%
58%
55%
49%
33%
22%
12%
Q tv
Znbc TV
TV2
Muvi TV
Mobi Tv
Africa Unite
DSTV
TBN
CBS TV
My TV
CBC TV
Lusaka
Base: 1,046,995
Past 7 Days Viewership
100%
71%
56%
55%
37%
35%
28%
7%
North wastern
TV2
Znbc TV
Africa Unite
My TV
Muvi TV
DSTV
TBN
Northern
Base: 918,375

100%
81%
75%
67%
61%
59%
55%
45%
8%
6%
5%
Solowezi tv
Znbc TV
TV2
Africa Unite
DSTV
My TV
CBS TV
Muvi TV
TBN
CBC TV
Mobi Tv
Copperbelt
Base: 1,201,400
100%
79%
63%
60%
59%
48%
34%
25%
15%
7%
Free to air
Africa Unite
TV2
Znbc TV
My TV
DSTV
Muvi TV
Mobi Tv
CBC TV
TBN
Southern
Base: 883537

100%
61%
58%
45%
44%
42%
25%
23%
Free to air
Znbc TV
Africa Unite
TV2
My TV
DSTV
Muvi TV
TBN
Eastern
Base: 935068
100%
100%
68%
68%
61%
60%
52%
25%
18%
Q tv
Solowezi tv
My TV
Africa Unite
TV2
Znbc TV
DSTV
Mobi Tv
Muvi TV
North Western
Base: 424725

100%
63%
53%
50%
45%
31%
27%
22%
4%
Solowezi Tv
ZNBC TV
Q tv
My TV
Africa Unite
TV2
DSTV
Muvi TV
TBN
Luapula
Base: 554042
71%
70%
64%
45%
36%
36%
23%
19%
TV2
ZNBC TV
Africa Unite
Muvi TV
My TV
DSTV
TBN
Mobi Tv
Central
Base: 747971

74%
66%
58%
52%
31%
13%
13%
TV2
ZNBC TV
Africa Unite
My TV
namibia
Muvi TV
DSTV
Western
Base: 552499

© 2011. Synovate Ltd. All rights reserved.
The concepts and ideas submitted to you herein are the intellectual property of
Synovate Ltd. They are strictly of confidential nature and are submitted to you under
the understanding that they are to be considered by you in the strictest of confidence
and that no use shall be made of the said concepts and ideas, including
communication to any third party without Synovate’s express prior consent and/or
payment of related professional services fees in full.
ZAMPS 2011:
Diary Analysis for
Copperbelt & Lusaka
• Prepared by: Synovate Zambia
• Date: October 2011

ZAMPS Final Report 09112011 -an analysis report featuring various radio stations in Zambia,in 2011

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ZAMPS Final Report 09112011 -an analysis report featuring various radio stations in Zambia,in 2011