The Africascope study, whose results for the second half of 2020 have just been published by KANTAR, provides valuable information for understanding who watches television and when.
The quarterly radio and television ratings curves are particularly informative.
8 a.m. and 8 p.m.: the two peak viewing times for radio and TV respectively.
Across all countries, radio achieves its highest audience at 8 a.m. However, the entire time slot from 7 a.m. to 9 a.m. achieves roughly the same audience level. This is prime time for radio. After 9 a.m., the audience slowly declines until 6 p.m., at which point it stabilizes until around 10 p.m.
RADIO
In television
, the audience, which remains fairly stable at a high level from 9 a.m. to 5 p.m., increases sharply from 5 p.m. onwards, reaching its peak at 8 p.m. After 9 p.m., the audience declines steadily.
Of course, these curves are averages of television and radio listening behavior in the eight countries studied, but they accurately reflect how these two media are consumed around the world and highlight their complementary nature.
TELEVISION
WHO LISTENS? WHO WATCHES?
Another finding of the Africascope 2020 study concerns the respective profiles of television and radio.
While the television audience profile is very flat, the radio audience profile is much more pronounced.
Men and women consume television in almost identical ways: same cumulative audience, same listening time. In contrast, far more men than women listen to the radio (73% versus 52%) and spend an average of 21 minutes more each day doing so.
While television is consumed in almost equal measure regardless of age (with a slight over-representation of 15-24 year olds in both cumulative audience and listening time), radio is significantly under-consumed by 15-24 year olds, who spend nearly 40 minutes less listening to it than those aged 40 and over.
Finally, TV and radio are consumed more by people with an AB standard of living (95% cumulative audience for television compared to 91% for the average population and 67% cumulative audience for radio compared to 62% for the average population).
TV
RADIO
