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

In part 1 of this article, the author laid the background to this survey by giving a broad overview of advertising and its contribution to organisational growth. Analysis of respondents’ gender and age was reported. In part 2 of this article, the educational and employment distribution of respondents will be discussed to set the canvas to analyse the responses of the questionnaire.

Let me quickly say to readers that that data for this study was collected within twenty four (24) hours after the broadcast of the questionnaire. The five questions used in the survey are:

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

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

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

Question 4: How many hours do you watch television in a day?

Question 5: What day of the week do you watch television the most?

The five questions above will be the pivot of this study. They will be analysed in a step-by-step methodical approach and give an interpretation to how they impact organisations advertising budget.

Table 1: Educational distribution of Respondents

Educational Qualification of Respondents No. of Respondents % of Respondents
Degree 30 53.6
Masters 17 30.4
PhD 3 5.4
Other 6 10.7
Total 56 100

Source: Author’s fieldwork, 2018

Table 1 shows that respondents in the survey are all educated with the minimum qualification been a diploma. Their educational qualification points to their level of reasonableness. They are independent minded educated people who were not influenced to respond in a skewed way.

If their response reflects the general view of educated people in Ghana, then this author is inclined to say that a larger sample size of same category of educated respondents will not significantly change the outcome of this survey no matter how many times it is repeated.

Table 2: Employment distribution of Respondents

Employment of Respondents No. of Respondents % of Respondents
Administration 13 23.2
Clergy 1 1.8
Health 2 3.6
Insurance 3 5.4
Banking & Finance 2 3.6
Legal 6 10.7
IT 2 3.6
Teaching / Lecturing 7 12.5
Business 9 16.1
Engineering 1 1.8
Media 1 1.8
Others 9 16.1
Total 56 100

Source: Author’s fieldwork, 2018

Table 2 shows the employment distribution of respondents. Majority of respondents are administrators who constituted 23.2% followed by business people and ‘others’ this is 16.1% each. The ‘others’ are a combination of different employment categories and university students. Their spread though small in various sections cuts across a wide spectrum and weighs influence on consumer decision.

A critical look at the employment categories of respondents shows that they cover the critical sectors of the Ghanaian public and corporate life. If you consider the 12.5% of respondents in teaching / lecturing and the fact that they have lots of students under their watch and tutelage, it tells the level of influence they have and how that can impact consumer decisions.

The 1.8% respondent rate of the clergy has a multiplier effect that can be enormous considering the level of influence the clergy weighs on the congregation. The Ghanaian religiosity should not be taken for granted.

In the foregoing tables and paragraphs, analysis of the survey questions will be delved into.

Table 3: What is your favourite television station in Ghana?

Television Stations No. of Respondents % of Respondents
UTV 7 12.5
TV3 22 39.2
DGN 2 3.6
4Syte TV 1 1.8
E entertainment (ETV) 1 1.8
Citi TV 3 5.4
GhOne 5 8.9
Joy Prime 5 8.9
Adom TV 1 1.8
Joy TV 4 7.1
TV Africa 1 1.8
Metro TV 1 1.8
GTV 1 1.8
Aljezeera 2 3.6
Total 56 100

Source: Author’s fieldwork, 2018

Table 3 shows the distribution of favourite television stations by respondents. It is interesting how all respondents had a favourite television station contrarily to the radio survey where some respondents abstained from indicating which radio station was their favourite which means that they had no favourite radio station. What accounted for their reasons was not immediately known to this researcher.

From table 3, it is clear that TV3 is by far favourite television station representing a whopping 39.2% of the total percentage of respondents. UTV is at a distant second position with 12.5% of the total respondents. It is amazing that though respondents in this survey are highly educated, they prefer UTV which broadcast predominantly in the Akan mother tongue. Could this be that more educated Ghanaians are becoming inclined to the mother tongue and/or there are particular programmes in the mother tongue on UTV that attracts more viewership?

What accounted for the higher respondent interest in UTV was not immediately known to this researcher. A future survey on the subject matter will interrogate this phenomenon. To elicit such data, the research will may have to apply other forms of data collection preferably qualitative or mixed method strategies.

GhOne and Joy Prime had 8.9% respectively as the third favourite television station. Joy TV had 7.1% of the total respondents. Joy TV is another television station of the multimedia group. The multi TV decoder has arguably made a good incursion into the television broadcasting market.

Perhaps the most surprising television station was Citi TV with 5.4% of the total respondents. Considering that Citi TV is relatively new in the television space, it is interesting how they are fast gaining viewership. DGN and Aljezeera had 3.6% respectively. 4 Syte TV, ETV, Metro TV and GTV all had 1.8% each.

This researcher is particularly happy for all televisions stations that were represented in this survey. Considering that there are many televisions stations in Ghana, for these few to have been selected as favourites show their impressive performance.

What this means to advertisers is an awakening of which television station can best communicate their products to help them attain good market share in their various industries.

Table 4: What is your favourite television programme in Ghana?

Name of Programme No. of Respondents % of Respondents
My life and my health 1 2.0
MTN Hitmaker 1 2.0
News 360 7 14.3
The Countdown 1 2.0
Keeping up with the Kardashians 1 2.0
Adekyesroma 2 4.1
Newsfile 4 8.2
New Day 3 6.1
New Day Saturday edition 1 2.0
Hot issues 1 2.0
Standpoint 1 2.0
Telenovela series 1 2.0
State of Affairs 2 4.1
GhOne News 2 4.1
GTV Newspaper review 1 2.0
Good evening Ghana 3 6.1
Bible aniwa mu on Angel TV 1 2.0
Point of View 2 4.1
The late afternoon show 2 4.1
Sankofa 1 2.0
Joy News 3 6.1
Kejetia vrs. Makola 1 2.0
Health Talk on UTV 1 2.0
Home Affairs 1 2.o
UTV News 1 2.0
The Scribe 1 2.0
Good morning Ghana 1 2.0
Restoration 1 2.0
Showbiz agenda on Zylofon 1 2.0
Total 49 100

Source: Author’s fieldwork, 2018

Table 4 shows the distribution of favourite television programmes by respondents. Of the sample size of fifty six (56) respondents, seven (7) respondents abstained from indicating which television programme their favourite was to forty nine respondents (49). This means that they have no favourite television programme and may just watch anything showing depending on their mood. What accounted for their reasons are not immediately known to this researcher.

A future study may delve into reasons why some respondents do not have favourite television 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 4 shows that News 360 is by far the favourite television programme in Ghana representing 14.3% and Newsfile in a distant second position with 8.2%. Three television programmes namely New Day, Joy News and Good evening Ghana were together third favourite with 6.1% each.

Adekyesuroma, State of Affairs, GhOne News, Point of View and the late afternoon show were the fourth favourite television programmes with 4.1% each. All other progammes in the table shows 2.0% each. The dispersion of respondents’ favourite programme calls for the management television stations to rethink into their programming as what pertains currently does not seem to have the upmost interest to attract higher viewership.

From the analysis of favourite television programmes, organisations will have a tough time selecting which television programme can be market their products to their upmost targeted consumers. A future survey on the subject will delve deep into this subject area.


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