All about Television viewership in Swaziland

Introduction

Like radio, it seems television reaches almost all of Swaziland: the young, the old, the unemployed, the employed, high income and low income earners. This study shows that an estimate of 83.3% (666 400) of Swazi people (10+ years) have one or more television sets in their households, with an average of 3 television stations viewed by a person per week.

The observed increase in "different station viewership" in Swaziland is strongly influenced by the penetration of South African stations (these stations are received through Vivid and multichoice decoders and in other areas through aerials/antennas. There has been a significant increase of DSTV and Vivid subscribers over the past few years in the Swaziland. It is worth noting that "new media" is eroding a good chunk of Swaziland television viewers and this affects AQH viewing and time spent viewing (TSV) more than cumulative audience (Cume).

In addition to limited demographic and socio economic data about themselves, the Swazi-MAMS) diary keepers (or research participants) provided the following information about each viewing event recorded in their diaries (questionnaire kept over a period of 7 days): Start time, Stop time, TV station identification (station name, program watched) and Location ( at home, at work etc).

A more focused analysis is made in the actual Swaziland viewership patterns within each age group, gender and within administrative districts of the country (i.e. Hhohho, Manzini, Lubombo, Shiselweni). From the raw data provided by diary keepers, computation of three basic types of summarized numbers-ratings, shares, and person estimates (or projections) are reported.

Television viewership trends in Swaziland

There are an estimated 83.3% (+10 years) people tuning in to television once or more times a week in Swaziland. Swazi TV has the highest number of the population that tunes in weekly (510 400). It is followed by SABC 1 (431,200), ETV (332,000), Channel Swazi (244,800) and SABC 2 (134 400).

81.1% of the people within the Manzini district tune in to television weekly followed by 75.8% from Hhohho, 75.4% from Shiselweni and 74.4% from Lubombo. Swazi TV and Channel Swazi attracts the highest weekly viewers in Hhohho and Manzini while South African stations have the highest number of viewers in Lubombo and Shiselweni.

In terms of age groups, younger people watch more television that older people in Swaziland. Women between the ages of 10 and 44 years tend to watch more than their male counter parts. This is conversely true with ages 45+ where men are more likely to watch more television than women in Swaziland.

Hour-by-Hour viewing in Swaziland

The total station AQH rating is 1% (10,116), with viewership soaring in the evening prime time reaching a maximum of 5.4% (43 200).

Swazi TV reaches the highest AQH of 29.5% (236 000) during news (SiSwati) live at 7. SABC 1 follows with an AQH of 10% (80 000) during “Generations” at 8 pm E-TV’s highest is at 6:30 pm during “Backstage” 9% (72 000). This station maintains a relatively higher AQH throughout the day . ETV also attracts the highest television viewers after prime time – however the numbers of persons using television (PUTV) are lower at this time of the day.

Channel Swazi’s highest AQH rating is at 7:30 pm – 8:30 pm reaching up to 7% (56 000) on some days during the week. This is during the station’s news live at 7:30 pm and locally produced programme “Kusa-Kusa” at 8 pm. The station gains a competitive share within 4pm - 5:30 pm; it also loses audiences heavily after prime time.

Television viewership during weekends in Swaziland

The total station AQH rating viewership is 2% (12, 179), with viewership soaring in the evening prime time reaching a maximum of 5.4% (43 200). ETV is a favourite for late night television while SABC is a favourite for daytime. Channel Swazi’s AQH rating remains significantly constant on weekdays and weekends and Swazi TV maintains the highest AQH rating during prime time but with a slightly lower rating than on weekdays.

A closer analysis for weekend’s station viewership in Swaziland

SABC enjoys the highest AQH rating from 8am to 1pm; its audience is taken away by Swazi TV within 8am - 10am but regains most of it there after. Between 3pm - 5pm SABC 1 shoots up further until it loses the audience to ETV within 5pm - 6pm. At 6:30pm Swazi TV comes in to the picture topping all TV stations with it highest AQH Rating. More people tune in to TV at this time hence growth occurs for all television stations. As news starts, Swazi TV shoots up attracting more new viewers.

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Weekly viewership by dayparts

Daypart 7pm - 10 pm is able to maintain television audiences better: people tend to stay tuned to television more than any other day part. Morning television has a more Cume audience than midday TV but is unable to hold the audience for long. Thus it has the highest turnover (faster Cume growth). This basically means more different quarter hour audiences are included in the Cume.

In summary, the morning daypart turns over 100 times across the day part or rather 100 audiences of 400 000. Midday turns over 53.8 times across the day part, afternoon turns over 41.2 times, evening 7pm- 10pm turns over 23.4 times and evening day part
7pm - 12 midnight turns over 53.8 times.

Monday - Sunday 6-10am: Morning Drive

There are 400 000 people who tune in to television once or more times a week within 6 am - 10 am. Younger men tend to tune in more than older men especially those within ages 10 -14 years.

Women within age 15 - 44 years are the most likely to tune in amongst women and girls within ages 10 - 14 years tend to tune in as well. Older women with ages 45 + are the least likely to tune in during this daypart.

On another note, during weekdays people start tuning in from 6 am - 7:30 am and on weekends tuning in starts a bit later and continues up to midday.

Monday - Sunday 10 - 3pm: Midday

For day part 10am - 3pm, persons within ages 10 - 24 years are the most likely to tune in to television during this day part. Heavy viewership starts around 1:30 pm.

Men within ages 10 - 14 years are more likely to tune in to TV than their male counter parts across all age groups whilst women within ages 15 - 24 years are the most likely amongst their women counterparts across all age groups.

Monday - Sunday 3pm-7pm: Afternoon drive

Viewership grows faster during the afternoon daypart 3pm – 7pm. Generally women are the most likely to tune in to television within this day part. The higher Cume for the younger men is a spill over from the midday day part (of course with new men tuning in). While the latter is true for men, women tend to tune in just after 4pm especially older age groups.

Monday - Sunday 7pm - 12am: Evening

Viewership is at its highest in the evening most especially
between 7pm - 10pm. Women 10 - 44 years continue to be the most viewers when comparing with men within the same age group. Those within ages 35 - 44 are most likely the highest viewers while women 65+ are the least.

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Swazi TV viewership trends

In total Swazi TV has approximately 510 400 people tuning in to it once or more times per week. It has the highest Cume persons, average quarter hour persons and Cumulative audience share during the evening day part 7pm – 12 midnight. This is most especially true for 7 pm to 8 pm. This obviously means the station is able to effectively reach television viewers in the evening better than any other daypart.

Between 6am - 10am weekly the station turns over 22 times or 22 audiences of 176 000 people, 10am - 3pm it turns over 20.5 times, 3pm - 7 pm it turns over 10.4 times and for 7pm - 12 midnight it turns over 9.7 times.

In terms of turnover, Swazi TV is able to hold television audiences better from 3pm to 10 pm. Its lowest figures are within the 6am – 3 pm where is unable to effectively attract audiences and for those attracted, it loses very fast resulting in a high turnover.

When considering age and gender, the Swazi TV reaches and also turns over both men and women equally. It has the highest Cume rating amongst men within ages 35 – 44 years. Amongst men the age group 45 - 44 years are the most loyal to the station. Younger men 10 - 24 years are not loyal to the station as it tends to have a massive turnover.

Amongst women the Swazi TV is also able to effectively reach those that are within ages 35 - 44 years and also are a loyal audience to the station together with women with ages 45 – 64 years. It is also able to effectively reach the younger women as well but has the highest turnover within these younger age groups.

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Channel Swazi viewership trends

The station attracts 244 800 viewers weekly. It has the highest Cume persons and average quarter hour persons during the evening daypart 7pm – 12 mid night. It is basically able to hold TV audiences better during the morning daypart from 6am - 10am and evening3pm - 7pm.

Its lowest Cume audience is within the 6am - 3pm where it is unable to effectively attract audiences and for those attracted (which is the smallest number when comparing across the top 4 television stations), it loses very fast. The station has the highest Cume rating amongst persons less than 44 years.

Amongst women, viewership gradually increases across age group from 10 - 44 years and after that begins to taper off to its lowest amongst women 65+. The station turns over women within ages 15 - 24 and 35 - 44 years the highest.

Amongst men, viewership is high amongst ages 15 - 24 and 45 - 54 years. There is also a significant high amongst men 10 - 44 years. The station’s most loyal audience are boys within 10 - 14 years.The station generally attracts younger people better but it tends to lose them quite quickly during any daypart. The table above shows that during the morning drive 6am - 10am this station turns over 10 times, 10am - 3pm it turns over 30 times, 3pm - 7pm it turns over 8 times and 7pm - 12 midnight it turns over 12 times.

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