Launched by Fondation Hirondelle in 2013 to inform the people of Mali and promote dialogue, Studio Tamani asked Ipsos BVA to conduct a study to better understand its audience.
The Hirondelle Foundation is a Swiss non-profit organization that "provides populations facing crises with access to reliable, local, and independent information."
Studio Tamani broadcasts news programs, magazines, and debates. It broadcasts in five languages (Bambara, Fulani, Tamasheq, Sonrhai, and French).
Thanks to its network of 85 radio stations and 3 television partners, Studio Tamani covers 95% of Mali.
Key findings of the study
Every week, 28% of Mali's population aged 15 and over listens to Studio Tamani's programs.
The studio now has 3.8 million weekly listeners, which is 400,000 more than in 2023.
Studio Tamani reaches approximately three-quarters of people aged 15 and over in Timbuktu (82%) and Mopti (74%) (mainly in Sonrhaï), compared to 19% of people aged 15 and over in Sikasso and 14% in Bamako (mainly in Bambara).
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Media consumption in Mali
According to the IPSOS/BVA study, in Mali's major cities, social media has become the most widely used media by the population (63% consult it at least once a week), ahead of radio and television (52% of participants listen to/watch this media at least once a week).
However, radio remains the most accessible medium for rural Malians: in small towns, 71% of participants listen to the radio.
In urban areas, more and more people are digitizing their consumption: every day, 59% of participants use social media, 53% watch TV, and 51% listen to the radio.
Studio Tamani is highly acclaimed by its listeners:
- Radio remains the main listening channel (85%), ahead of television (7%), telephone (7%), websites (4%), and social media (4% follow programs on Facebook).
- Studio Tamani is considered useful, reliable, and more credible than other sources of information: 94% of respondents consider its programs useful, and 95% trust Studio Tamani more than other sources.
- Studio Tamani listeners particularly appreciate
- being able to listen to the news in their own language (63%),
- and having access to reliable and objective information (62%).
- and better identify false information (63%).
Methodology
This study was conducted by Ipsos BVA between July 21 and August 3, 2025, among a sample of 3,000 people aged 15 and over, 83% of whom live in large cities, and interviewed face-to-face and online via
social media. The study was conducted in eight cities in Mali: Bamako, Koulikoro, Segou, Kayes, Sikasso, Timbuktu, Motpi, and Gao. It used the quota method based on socio-demographic criteria: gender, age, socio-professional category, and educational level.