The Hotwire Media Perception Survey, conducted in 2009 and 2012, provides a detailed snapshot of the media landscape in Botswana, giving advertisers and marketers the crucial details that they need to decide where to spend their budget.
The 2012 survey saw 515 respondents interviewed, between the ages of 15 and 60, across all LSM groups to see where they get their news.
In terms of general news, the survey shows that 48% read newspapers, 18% watch TV, and 17% listen to the radio. For business news, 52% read newspapers, 18% watch TV, 13% go online, and 11% listen to the radio.
"Newspapers are thus the major source of general and business news in Botswana, however, the survey also shows that radio is the most trusted source of information in the country with 33% of respondents saying so, as opposed to 27% stating that it's TV, and 25.5% saying newspapers," says Judy Milne, Director of The Media Connection.
The best newspaper for general content is the Sunday Standard
(30%), followed by the Mmegi Daily (22.8%); whilst the most read for business content is the Sunday Standard (36.9%), followed by the Guardian (17.5%).
Local radio station, RB1, came out tops for local news with 36.8% of respondents listening to this station. Yarona FM was second, with 21.7%. "Yarona FM, however, took top honours for international news, with 32.3% of respondents preferring to get their content from the station. Gabz FM was second, with 19.6%," says Milne.
Gabz FM was the best in business content, with 31.7%, followed by Yarona FM with 26%. Yarona FM took the lead with general content (29%), followed by Gabz FM with 20.4%. "Yarona FM is also the leader in music, talk shows and sport," Milne confirms.
Advertising is everywhere in Botswana, but where do consumers like to hear it the most? According to the survey it's radio first with 25.3%, followed by billboards (24.6%), TV (23.5%), and newspapers (18.2%).
The best overall radio station went to Yarona FM, with the vote from 41.1% of respondents.
"The Media Connection proudly represents Yarona FM by procuring advertising for the station. We are very proud of its achievements in these awards," says Milne.
Yarona FM Station Manager, Owen Rampha, said the awards are testament to the station's commitment to delivering quality programming.
For more information, contact The Media Connection at 086 137 2346 or visit www.themediaconnection.co.za.
The Media Connection DNA
The Media Connection provides a sales and administration function for radio and TV stations that have limited experience with, and access to, the national advertising industry in South Africa. There are 135 community radio stations on air, with which The Media Connection has representation agreements, as well as 21 sub-Saharan TV and radio stations that have appointed it to procure advertising for them. The Media Connection is a one-stop shop for advertisers aiming to reach a large and fruitful market simply by making one telephone call. For more information, contact 086 137 2346.