Making the most out of your advertising budget: the radio way (2)

In part 1 of this article, the author laid the background for this survey by giving a broad overview of advertising and its contribution to organisational growth. Analysis of the respondents’ gender, age and education distribution was reported. This set the work for a further analysis to the response of the questionnaire. Let me say quickly that that the data was collected within twenty four (24) hours after the broadcast of the questionnaire.

In the foregoing paragraphs, the author will analyse the four (4) below:

Question 1: What is your favourite radio station in Ghana?

Question 2: What is your favourite radio programme in Ghana?

Question 3: Who is your favourite radio presenter in Ghana?

Question 4: How many hours do you listen to radio in a day?

Table 1: What is your favourite radio station in Ghana?

Radio Stations No. of Respondents % of Respondents
Abusia FM 1 1.4
Adom FM 1 1.4
Atlantis Radio 1 1.4
Citi FM 18 25
Hello FM 1 1.4
Joy FM 21 29.2
Luv FM 1 1.4
Okay FM 2 2.8
Oman FM 1 1.4
Peace FM 8 11.1
Pluzz FM 1 1.4
Radio Gold 7 9.7
Radio Univers 2 2.8
Sweet Melody 3 4.2
Sunny FM 1 1.4
Vision 1 2 2.8
VoA 1 1.4
Total 72 100

Source: Author’s fieldwork, 2018

Table 1 shows the distribution of favourite radio stations by respondents. It should be noted that though the sample size of the survey was seventy five (75), three (3) respondents abstained from indicating which radio station was their favourite. This means that they have no favourite radio station. What accounted for their reasons was not immediately known to this researcher.

A future study may delve into reasons why respondents do not have favourite radio station. To elicit such information, it will mean that the methodology of the study may have to change to either qualitative or mixed method of data collection.

From table 1, it is clear that Joy FM is favourite radio station representing 29.2% and Citi FM following with 25%. Peace FM is third with 11.1% followed closely by Radio with 9.7%. Okay FM, Radio Univers and Vision 1 obtained 2.8% each. All other stations on the table obtained 1.4% each.

What this means to advertisers is an awakening of which radio station can best communicate their products to help them attain a market share in their industry.

Table 2: What is your favourite radio programme in Ghana?

Name of Programme No. of Respondents % of Respondents
Newsfile on Joy FM 5 7.7
Drive Time on Joy 5 7.7
Taxi Driver 2 3.1
Personality Profile on Joy 1 1.5
Kokrokoo 8 12.3
Ekoo sii sen 3 4.6
Showbiz Agenda 2 3.1
Honey on my lips 1 1.5
Citi CBS 16 24.6
Abusua Sports 1 1.5
Behind the News (GBC) 1 1.5
Alhaji & Alhaji on Radio Gold 1 1.5
Morning Show on Okay FM 1 1.5
Joy News 2 3.1
Pampaso 2 3.1
Feedback 1 1.5
Super Morning Show 1 1.5
Time with David Akweteh 1 1.5
Morning Starr 1 1.5
Morning Worship 1 1.5
Asitenamuuensem 1 1.5
Radio Gold Breakfast Show 2 3.1
Ghana be ye 1 1.5
Ofie kwan so 1 1.5
Home Affairs 1 1.5
The Yaa Asantewaa Show 1 1.5
Newspaper Review on Oman FM 1 1.5
The Big Exclusive Show 1 1.5
Total 65 100
See Also:  Poor corporate governance and the collapse of banks

Source: Author’s fieldwork, 2018

Table 2 shows the distribution of favourite radio programmes by respondents. Of the sample size of seventy five (75) respondents, ten (10) respondents abstained from indicating which radio programme was their favourite. This means that they have no favourite radio programme. What accounted for their reasons is again not immediately known to this researcher.

A future study may delve into reasons why respondents do not have favourite radio programme. To elicit such information, it will mean that the methodology of the study may have to change to either qualitative or mixed method of data collection.

Undoubtedly, table 2 shows that Citi CBS is by far the favourite radio programme in Ghana representing 24.6% and Kokrokoo in a distant second position with 12.3%. Newsfile and Drive Time are both Multimedia station programmes were in the third position with 7.7% respectively. Interestingly, Eko sii sen another Multimedia station programme was in fourth position with 4.6%.

What this means to advertisers is an awakening of which radio programme can best communicate their products to help them attain a market share in their industry.

Table 3: Who is your favourite radio presenter in Ghana?

Name of Presenter No. of Respondents % of Respondents
Abeiku Aggrey Santana 3 4.5
Peter Bamfo 2 3.0
Lexis Bill 5 7.6
Nana Yaw Sarfo 3 4.5
Sammy Flex 1 1.5
Bernardino Koku Avle 16 24.2
Doreen Andoh 2 3.0
Jerry Justice 2 3.0
Okyeame Kwesi Ayensu 1 1.5
Kwame Sefa Kayi 13 19.7
Kwabena Marfo 1 1.5
Israel Laryea 2 3.0
Evans Mensah 1 1.5
Huntor 1 1.5
Nii Nortey Duah 1 1.5
Blakk Rasta 2 3.0
Richard Dela Sky 1 1.5
David Akweteh 1 1.5
Emefa Apawu 1 1.5
Maame Akua 1 1.5
Samson L. Ayeni 1 1.5
Samuel Eshun 1 1.5
Umaru Sanda Amadu 2 3.0
Yaw Amofa 1 1.5
Salifu Maase 1 1.5
Total 66 100

Source: Author’s fieldwork, 2018

Table 3 shows the distribution of favourite radio presenters by respondents. Although the sample size of the survey was seventy five (75), nine (9) respondents abstained from indicating which radio presenter was their favourite. What accounted for their reasons is not immediately known to this researcher.

A future study may delve into reasons why respondents do not have favourite radio presenter. To elicit such information, it will mean that the methodology of the study may have to change to either qualitative or mixed method of data collection.

Table 3 shows that Bernard Koku Avle is the favourite radio presenter in Ghana representing 24.2% and Kwame Sefa Kayi had second position with 19.7%. Lexis Bill placed third with 7.6%. Abeiku Aggrey Santa and Nana Yaw Sarfo had 4.5% respectively placing them at fourth position. The fifth position was by Peter Bamfo, Doreen Andoh, Jerry Justice, Israel Laryea, Blakk Rasta and Umaru Sanda Amadu all scored 3% each. It is worth congratulating Doreen Andon as the only female presenter to have battled it among the men in the top five positions.

See Also:  Today’s Business World

What this means to advertisers is an awakening of which radio presenters can best communicate their products to help them attain a market share in their industry.

Table 4: How many hours do you listen to radio in a day?

Hours of listening No. of Respondents % of Respondents
Less than an hour 5 7.4
1 – 3 hours 37 54.4
4 – 6 hours 19 27.9
7 – 9 hours 5 7.4
More than 9 hours 2 2.9
Total 68 100

Source: Author’s fieldwork, 2018

Table 4 shows the distribution of hours that respondents spend in a day in listening to radio. Out of the survey’s the sample size of seventy five (75), seven (7) respondents did not answer to the number of hours they spend in listening to radio in a day. What accounted for their reasons can be assumed to the calibre of respondents who are mostly busy people and may spend their time working instead of dedicating time to listening to radio unless the nature of their work and/or working environment allows for the sipping in of the sound of radio.

However, the immediate reason as to why majority spend less time in listening to radio was not immediately known to this researcher. A future study may ascertain the reasons. To elicit such information, it will mean that the methodology of the study may have to change to either qualitative or mixed method of data collection.

Table 4 shows that 54.4% of respondents listened to radio 1 – 3 hours in a day. This huge percentage lends credence to the fact that the numbers of people who listen to radio are not as many as assumed. 27.9% of respondents listened to radio from 4 – 6 hours in a day. Whiles 7.4% of respondents listened to radio for less than an hour and from 7 – 9 hours respectively in a day. Interestingly, only 2.9% of respondents listened to radio for more than 9 hours in a day.

In conclusion, it is for a good marketing reason that radio stations have peak and off peak charges. They know when their listenership levels are high and therefore charge more and vice versa. Since organisations do not have bottomless advertising budget, they have to be very analytical in the hours that of radio listenership that will give them value for their spending in radio advertising.

Leave a Reply

Please Login to comment
  Subscribe  
Notify of