The Media Blog: Thursday is the most valuable day on Nigerian television – and other bits and bobs we found out

This week, for a special project we have been working on, we have been playing around with data – with a focus on Nigerian television.

What’s more interesting is how much people don’t know about the basic data, even when some of it is sitting on Google, within the reach of three clicks.

So let’s share one of the easier-to-get data you will find. This is from the Denver-based GeoPoll which, since 2013 has been positioning itself as the leading mobile survey platform in Africa and Asia.

According to Max Richman, GeoPoll’s chief data scientist, roughly 73 percent of Nigeria’s over-15 population of 100 million watch TV at least once a month.

Then, in March 2016, they released average ratings for TV stations in Nigeria.

Peak viewership

  1. NTA’s 9:00pm – 10:00pm

Note: NTA’s highest rated time slot is on Thursday evenings from 9:30 to 10:00pm

  1. AIT’s 8:00pm – 9.00pm

Note: AIT also has its highest ratings on Thursday evenings

3. Channels TV’s 8:00pm – 9.00pm

Note: (I am sure you get the point)

Thursday evening across stations “seems to be a very great time to get a brand in the faces of as many people as possible via television.”

Television viewership frequency

This is for both weekdays and weekends.

Average hours of TV the typical Nigerian consumes per day:

Worker – 3 hours

Non-worker – 7 hours

Preferred channels/mediums

Male audiences spend more time on AIT, NTA, Channels TV, Silverbird, CNN and ONTV (common thread – news and talk).

While females audiences spend more time watching Galaxy TV (feminists will scream, but the Nollywood and telenovela overdose is clearly responsible), Silverbird, ONTV, Africa Magic, Telemundo and Zee Cinema.

Look at the last two again. Did somebody say ‘telenovela’?


PS: See anything worth talking about on the ins and outs of the media business in Nigeria on TV, radio, print and online (could be news, tweets, photos, op-eds etc) send us a mail on [email protected] titled TMB. Let’s share the insight together!

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