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TV and Radio still top in MediaMetrics

Stefan Hugo, CEO TribeFire Studios

The first results of the 2022 Namibian MediaMetrics survey were released by Vision Africa MD Cornelis D’Alton at TribeFire Studios’ Media Trends session on 30 August 2022 in Windhoek. This survey looks into the ways people consume media in Namibia.

The results confirmed yet again; Radio and TV remain the top two platforms for mass audience reach in Namibia.

This did not come as a surprise to us. It has been the ongoing trend in global media consumption since TribeFire Studios started tracking international media trends in 2018.

In an overwhelming space of cluttered platforms that marketers have to make sense of, the core message remains:

Despite single-digit in- or decreases in overall TV and Radio consumption, these traditional platforms still take up the bulk of eye and ear time - both globally and in Namibia.

Another interesting statistic shared by MediaMetrics reveals the amount of time spent on each of the different media platforms. Again TV and radio topped the list with the longest engagement times, once more in line with the global findings.

This compares favourably to lean-forward digital engagements that are often fleeting, with very limited time for branding and advertising to really stick in consumers’ minds.

Our Tribe remains stoked about the very real opportunity to Fire Up Minds for Positive Change in our country and for our clients through TV and radio (or video and audio if you like).

This does not mean that we are sitting still on the digital front though. Our 360-degree drive to deliver content and brand experiences across platforms and in relevant formats for all audiences has seen explosive results for our clients and ourselves on our social media and live stream platforms.

And so, we prepare for the future whilst living in the now, passionately convinced of the power of Radio and TV to transform the world for the better.


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