Radio Progress News first radio station in the Upper West Region
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COMMISSIONED BY
RADIO PROGRESS
CONDUCTED BY
AI IMPACT ADVERTISING AGENCY
JULY 2024
TABLE OF CONTENT
1.0 Table of Content – 1
2.0 Introduction – 2
3.0 Objectives – 2
4.0 Methodology – 2
5.0 Findings of the study – 7
6.0 Conclusions – 18
7.0 Recommendations – 18
Appendix: Questionnaire – 20
INTRODUCTION
As a means of ensuring customer satisfaction, various corporate organisations engage in market surveys to establish audience needs and satisfy their customers.
Market survey is a performance appraisal tool which enables companies to assess their performances with a view to improving upon their service delivery.
It is essential for Radio Progress to appraise its performance in the face of very stiff competition within the media space in the Upper West Region.
This is in view of the fact that the number of radio stations within the Upper West Region has more than doubled over the past decade, from 10 stations in 2014 to more than 20 stations in 2024.
It is essential for Radio Progress to listen to the views of its listeners and reposition itself to outpace the stiff competition.
In this regard, Radio Progress contracted AI Impact Advertising Agency to conduct an audience survey as a means of positioning the Station on a sound footing to enhance its performance and outpace the competition.
OBJECTIVES
The audience survey was aimed at assessing the strengths and weaknesses of the Station as a means of rebranding it to provide better services to listeners. Specifically, the appraisal was aimed at:
Finding out the programme preferences of listeners;
Establishing listeners’ perceptions of the Station’s strengths and weaknesses;
Determining listeners’ preferred presenters;
Comparing the overall performance of Radio Progress vis-à-vis other radio stations operating within the Wa Township; and ultimately
Making Radio Progress a more attractive Station for listeners.
3.0 METHODOLOGY
The research took the form of an audience survey which was conducted within two municipalities, Wa and Jirapa, and four districts namely Wa West, Wa East, Nadowli-Kaleo and Daffiama/Bussie/Issa.
3.1 Sampling procedure
Purposive sampling techniques were used to select five communities within the Wa Municipality to administer a total of 100 questionnaires, and four communities from each of the other five districts to administer a total of 80 questionnaires in each of the sampled communities. Wa Municipality was allocated more questionnaires than the rest of the districts because the Regional capital, Wa is located within the Municipality. Additionally, Wa town hosts about half of the radio stations in the Region including Radio Progress itself.
Within each municipality/district, purposive sampling techniques were used to select the five or four communities to conduct the study. Selection of the communities was based on the density of their populations, their strategic geographic locations or their level of political, social and economic influence within the respective districts.
Table 1 below indicates the various Municipalities/districts and communities where the respondents were drawn from.
Table 1: Sampled Districts and Communities
SN DISTRICT COMMUNITIES Wa Town (Dondoli / Kambali / Kabanye)01 Wa MunicipalityCharia02Kperisi03Nokori04Busa 05 Wa WestWichaeu06Lasia-Tuolu07Dorimon08Ga 09 Wa EastFunsi10Loggu11Bulenge12Baayiri 13 Nadowli/KaleoKaleo14Nadowli15Charikpong16Takpo 17 Bussie/Daffiama/IssaDaffiama18Issa19Bussie20Fian 21 JirapaJirapa22Han23Sabuli24Ullo
3.2 Respondents to the survey
Within each community, simple random sampling techniques were employed to sample, in the case of Wa Municipality, 50 respondents (25 males and 25 females). For Jirapa Municipality and the other four districts, 40 respondents (20 males and 20 females) who are 18 years and above, were selected for the study. This yielded a sample size of 500. Majority of the respondents were aged either between 26 and 35 years or between 36 and 45 years as indicated in Figure 1 below.
Also, as indicated on Figure 2, 34.60% of the respondents were non-literates while 25.70% and a fifth (20.20%) were educated to the JHS and SHS levels respectively.
Besides, Figure 3 shows that those who were surveyed were either farmers (36.70%), businesspersons (30.50%), students (21%) or government workers (11.80%).
A greater number of the respondents were also Christians (53%) as against Muslims (40.90%) and Traditional Religious worshippers (6.10%).
3.3 Data Collection and analysis
Trained Research Assistants were assigned to each of the sampled communities to administer questionnaires to the sampled respondents in either Dagaare, Waali, Briffo, Sissali or English languages.
Data collected was analysed using SPSS analytical software and descriptive analysis. Correlational and comparative analyses were also undertaken to make deeper meaning of the data, which was then presented using percentages, tables, graphs and charts.
4.0 FINDINGS OF THE RESEARCH
The research took the form of an audience survey which sought to establish, among other things, listeners’ preferred radio stations, presenters and programmes. Results of the survey are presented in the ensuing paragraphs.
4.1 Listeners’ Preferred and Least Preferred Stations
From the study, Radio Progress remains the most preferred station within the Upper West Region, with almost a fifth of respondents (19.40%) voting for the Station. The second and third preferred stations are Tumpaani FM (15.80%) and Home Radio (15.60%) respectively, with Bugli Radio (0.80%) being the least preferred, as evidenced in Figures 1 and 2.
Radio Progress emerged as the most listened to station mainly on account of a more than 95% of respondents within Wa West District who favoured the Station above the rest. Indeed, aside Wa West and Wa East, listeners in the four other districts prefer other radio stations. While Wa Municipality listeners prefer Home Radio, those in Daffiama-Bussie-Issa (DBI) and Nadowli-Kaleo voted for Tumpaani FM while Jirapa listeners went for Gangaa FM. It is worth noting that Radio Progress’ closest rival, Home Radio, performed better than the premier Station in four out of the six districts namely Wa Municipality, DBI, Nadowli-Kaleo and Jirapa. Indeed, no respondent in Jirapa selected Radio Progress as his/her favourite station because they do not get the Station’s signals. Jirapa listeners prefer Gangaa FM and Tumpaani FM. When these two stations which operate in Jirapa and Nadowli respectively are taken out of the equation leaving only stations that are located within Wa Town, Radio Progress’ share of the listenership increases to 25.50%. This may be compared with Home Radio’s 20.50% and Radio Upper West’s 14.30%.
Majority of respondents within the Wa West District preferred Radio Progress on account of its signal quality, style of making announcements, good quality of presenters and the educative, informative and entertaining programmes that the Station airs. For those within the Wa East District, their preference for the Station was based on its ability to broadcast news, its signal quality and the educative programmes it airs. Those within Wa Municipality who voted for Radio Progress and Home Radio as the leading stations also applauded the stations’ signal strengths, the creativity of their programming, their credibility and reliability as well as the good ethical standards of their workers.
Unsurprisingly, when we asked listeners to mention their least preferred station, more than a fifth of respondents (20.3%) mentioned Bugli FM. Gangaa FM (12.9%), Tumpaani FM (9.5%), and surprisingly, Radio Progress (9.5%), followed Bugli FM.
Respondents who least liked Bugli FM complained of its boring programme content, limited area of coverage and the unprofessionalism of its workers.
The study was also interested in determining the radio station which listeners would like to do business with. Once again, Radio Progress emerged as their overwhelming favourite of 27.7% respondents, as against Hope FM which got 0.6% (see Figure 7 below).
As evidenced in Figure 8 below, majority of respondents preferred to do business on Radio Progress on account of its wider coverage (23.2%), greater listenership (29.5%) and professional presenters (29.1%).
4.2 Signals of Stations
The study also sought to find out listeners’ experiences with the signal strengths of the various radio stations. Figure 7 below shows that majority of respondents (18%) mainly from Wa West District felt Radio Progress has the strongest signals. Seventeen percent of listeners mainly within Nadowli-Kaleo, DBI and Jirapa gave Tumpaani FM the plaudits for its signal strength, while 16.7%, majority of who reside in the Wa Municipality selected Home Radio as the station with the strongest signals.
Asked to rate the signal strength of Radio Progress, majority (29.4%) described it as Very Strong or Strong (24.7%). However, a significant number of respondents (24.1%) felt the Station’s signals are Weak, as evidenced in Figure 8 below.
4.3 Presenters
The study also set out to find out the popularity of presenters of Radio Progress and other radio stations within the Region. First we sought to determine the most popular radio presenters within the Upper West Region. As Figure 9 below shows, Annaakaa Waris (Chairman General) of Radio Progress topped the pack with 26.4% of listeners’ votes, followed by Umar Kunateh (Home Radio) and Barrister Enoch (Tumpaani FM).
Specifically, we also asked for the favourite Radio Progress presenter. As expected, Annaakaa Waris was the overwhelming favourite with 30.6% of respondents selecting him, as indicated in Table 2 below:
Table 2: Preferred Radio Progress Presenter
SNName of PresenterPercentage01Annaakaa Waris30.6%02Donti Simon16.1%03Don-ara Albert Jortee8.9%04Issahaku Salifu Baduong6.6%05Josephine Maaniasie6.3%06Dj Rauf5.9%07Sumani Maseni5.6%08Alfred Ansokpieng4.6%09Prince Dawud Kaatori4.6%10Dassah Rita3.9%11Yenko Peter2.6%12Kundisao Gifty2.3%13Suwie Regina2% TOTAL100
Respondents who favoured Waris’ presentation applauded his professionalism, good style of presentation, eloquence and sense of humour.
The study was also interested in establishing the least preferred presenters of Radio Progress. It emerged that Issahaku Baduong was the least preferred presenter of the station. The list of least preferred presenters in the order of votes was as follows:
Issahaku Salifu Baduong;
Dassah Rita;
Yenko Peter;
Alfred Ansokpieng;
Don-ara Albert Jortee;
Sylvester Bayor;
Josephine Maaniasie;
Suwie Regina, Prince Dawud Kaatori and Daud Ajetey; and
Prince Aka Fuseini and Pupel Evans.
Those who did not like Issahaku Salifu Baduong’s style of presentation complained that he is dull, does not prepare adequately for his programmes and talks too much.
4.4 Programmes
Asked to mention three of their favourite Radio Progress programmes, majority mentioned the following:
Friday Morning Toaster – 15.3%;
Muola (announcements) – 9.3%;
Bon bi ayiring – 9.1%;
Dagaare Lesiri Yele – 6.9%; and
Election Zone – 6.9%.
The study was also interested in finding out programmes which listeners did not like. In this regard, we asked the question, “Which programmes of the Station do you want to be stopped?” The responses were as follows:
Sissali Morning show/Time with Sissala Community – 21.2%;
Sabbatical Raggae – 15.1%;
The Climax Show – 11.5%;
Timaali Siimaa – 10.1%;
Late afternoon sports – 7.3%;
Music on request – 7.2%;
Time with Brifor – 5.9%;
Pogeba Vuo – 5.6%;
Newspaper Review – 5.4%;
Personality profile – 5.3%;
Late afternoon show – 5.2%; and
Nemba Tuoni Vuo – 4.9%.
The call for curtailment of the Sissala programmes is hardly surprising since more that 90% of the respondents do not speak the language.
The study further sought to determine listeners’ preferred areas of programming. Majority (15.9%) indicated their preference for education, agriculture (15.2%) and health (12.5%), as indicated in Figure 12 below.
In terms of listeners music preferences, majority (36.90%), as against R & B music (4.10%). Figure 13 shows the music preferences of listeners.
One other objective of the study was to establish the time of day when listeners in tune-in to radio. It emerged that the peak listening hours are 5:01 – 8:00 pm (28.90%) and 8:01 – 11:00am (20.60%). As Figure 14 shows, 11:00 am to 2:00pm is the period with the least listenership.
4.5 Strengths and Weaknesses of Radio Progress
It was also important to find out the strengths and weaknesses of Radio Progress as a means of enhancing the performance of the Station. Listeners mentioned the following 10 leading areas where they felt the Station has a comparative advantage in:
Wide coverage (strong signals);
Professional (good) presenters;
Local language content;
Community focused;
Ability to make announcments;
Friday morning toaster programme;
Reliability of information;
Low rates for announcements and airtime;
Good work ethics; and
Greater listenership.
Asked to mention three main weaknesses of Radio Progress, the following emerged from listeners of the Station:
Repetition of programmes and music;
Lack of diversity in programming;
Limited music played on air;
Lack of research in producing programmes;
Lack of standby generator;
Few religious programmes;
Too many announcements and commercials;
Wrong pronunciation of names;
Limited time for phone-ins; and
Too many political discussions.
5.0 CONCLUSIONS
Evidence from the findings leads to some logical deductions. Radio Progress still controls a significant share of the listenership. However, Home Radio is a major competitor that must be watched. Indeed, management of Radio Progress must be worried that Home Radio is ahead of Progress in an important target market, Wa Township.
Clearly, Radio Progress gets much of its patronage from Wa West District which applauded the signal strengths of the Station and its programming. Unfortunately, the Station has no presence within the Jirapa District since listeners complained that they do not get the Station’s signals. It is safe to conclude that a station’s signal strength and programming are the two major determinants of its listenership.
The findings also confirm the fact that people place announcements and commercials on a station not because of low rates charged by the station, but owing to its wider coverage, greater listenership and the professional manner in which announcements and commercials are handled. All in all, Radio Progress remains the first and best on the airwaves of the Upper West Region. However, it is fast losing its market share and must take steps to regain much of the lost ground particularly in Jirapa, DBI, Nadowli-Kaleo and Wa Municipality. Perhaps, heeding to recommendations of listeners may assist in increasing the Station’s market share.
6.0 RECOMMENDATIONS
On the basis of the stated strengths and weaknesses of the Station, we asked listeners to mention three key changes they want to see In Radio Progress. Listeners recommended that management of the Station takes the following steps aimed at improving upon its operations:
Improve online presence of the Station;
Increase community engagement in producing programmes;
Enhance staff development;
Renovate the Station’s structures and install quality equipment; and
Frequently introduce new programmes.
On the basis of the findings of the study, one also recommends that management of the Station considers the following:
Increasing coverage towards the northern end of the region to cater for Jirapa District and DBI listeners;
Devote more time to producing local-based programmes and playing local music;
Increase the number of programmes on education, agriculture and health;
Charge higher commercial rates during peak hours of 5:01 to 8:00pm, and air popular programmes during that period;
Get the most competent presenters to make announcements and ensure that names are properly pronounced;
Give Annaakaa Waris peak time presentation slots and motivate him sufficiently to increase the Wa-based listeners; and
Attract businesses by projecting the Station as the most listened-to in the Region.
APPENDIX: SURVEY QUESTIONNAIRE
Dear Respondent,
This survey is meant to sample the views of residents of Upper West Region on the operation of radio stations within the region. Rest assured that your responses will be held in the highest confidentiality. Many thanks for your time.
1. Do you listen to radio?
a. Yes b. No [If no, terminate interview]
2. Which radio station is your favourite?
a. WfM b. Sungmaali FM c. Radio Upper West d. Info Radio
e. Radio Progress f. Bugli FM g. Radio Waa h. Hope FM
i. Home Radio J. Tungsung Radio k. Tumpaani FM l. Gangaa FM m. Radio Mak n. Other (Please specify) ………………………………………
3. Why is the station your favourite? ………………………………………………………
4. Which is your least preferred radio station?
a. WfM b. Sungmaali FM c. Radio Upper West d. Info Radio
e. Radio Progress f. Bugli FM g. Radio Waa h. Hope FM5
i. Home Radio J. Tungsung Radio k. Tumpaani FM l. Gangaa FM m. Radio Mak n. Other (Please specify)……………………………………
5. Why is the station your least favourite? ……………………………………………………
6. Which station’s signals are the strongest/clearest in your community?
a. WfM b. Sungmaali FM c. Radio Upper West d. Info Radio
e. Radio Progress f. Bugli FM g. Radio Waa h. Hope FM
i. Home Radio J. Tungsung Radio k. Tumpaani FM
l. Gangaa FM m. Radio Mak n. Other………………………………….
7. How will you describe the signal reception of Radio Progress within your community?
a. Very strong b. Strong c. Fairly strong d. Weak e. Very weak
8. Mention the name of your favourite radio presenter within Upper West Region
[any station]..……………………………………………………………………………………
9. Why is he/she your favourite? …..…………………………………………………………..
10. What is your favourite radio programme? [any station] ….………………………………
11. Why is that programme your favourite?………………………………………………………………
12. What are THREE main strengths of Radio Progress?
13. What are the THREE main weaknesses of Radio Progress?
14. Mention three of your favourite programmes of Radio Progress
Sissali Morning Show / Time with Sissala Community
Pogeba Vuo (women in perspective)
Nemba Tuoni Vuo (Time with differently abled)
The Super Morning Drive
Friday Morning Toaster
Midday News
Dagaare Lesiri Yele
Late afternoon sports
Personality profile
Best Brains Content
The Climax Show
Sabbatical Raggae
Kids for change
Timaali Siima
Election Zone
Yideme vuo
The Late Afternoon Show
Muola ( Announcements)
Duori saanba (local News)
Newspaper Review ( Dawuro Gama Welibo)
Time with the Birifor
Bon bi ayiring
Music on Request
Other (please specify) …………………………………………………………….
15. Which programmes of the Station do you want to be stopped?
Sissali Morning Show / Time with Sissala Community
Pogeba Vuo (women in perspective)
Nemba Tuoni Vuo (Time with differently abled)
The Super Morning Drive
Friday Morning Toaster
Midday News
Dagaare Lesiri Yele
Late afternoon sports
Personality profile
Best Brains Content
The Climax Show
Sabbatical Raggae
Kids for change
Timaali Siima
Election Zone
Yideme vuo
The Late Afternoon Show
Muola ( Announcements)
Duori saanba (local News)
Newspaper Review ( Dawuro Gama Welibo)
Time with the Birifor
Bon bi ayiring
Music on Request
Other (please specify) …………………………………………………………….
16. If you had an announcement, jingle or advertisement to air on a radio station, which
station would you send it to?
a. WfM b. Sungmaali FM c. Radio Upper West d. Info Radio
e. Radio Progress f. Bugli FM g. Radio Waa h. Hope FM
i. Home Radio J. Tungsung Radio k. Tumpaani FM
l. Gangaa FM m. Other …………………………………………………………..
17. Why would you prefer to do business with that particular station?
a. They have more listeners b. They have wider coverage
c. Their rates are lower d. They are more professional
e. Other, please specify …………………………………………………………………
18. What time of day do you listen to radio most?
5:00 – 8am b. 8.01 – 11:00 am c. 11.01 – 2:00pm
d. 2.01 – 5pm e. 5.01 – 8 pm f. 8.01 – 11:00pm
19. In which of the following thematic areas do you want more programmes to be built? [Indicate as many as possible]
a. Agric. b. education c. health d. sports e. entertainment
f. women issues g. religion h. music i. announcements j. politics
k. Culture l. Other (please specify) ……………………………………………
20. What type of music do you like most?
a. Reggae b. R & B c. Local Music d. Gospel music
e. hip life f. Highlife g. Other (please specify) ………………………………..
21. Who is your favourite Radio Progress presenter?
a. Josephine Maaniasie b. Donti Simon c. Suwie Regina
d. Alfred Ansokpieng e. Issahaku Salifu Baduong f. Prince Dawud Kaatori
g. Dassah Rita h. Sumani Maseni i. Prince Aka Fuseini
j. Issah Zubaida Wunimmi k. Annaakaa Waris l. Don-ara Albert Jortee
m. Kunlie Joshua n. Kundisao Gifty o. Naalier Linda
p. Pupel Evans q. Yenko Peter r. Daud Ajetey
s. Sylvester Bayor t. Daud Nasimat Limaniya u. Dj Rauf
22. Why is that person your best presenter?…………………………………………………
23. Who is your least preferred Radio Progress presenter?
a. Josephine Maaniasie b. Donti Simon c. Suwie Regina
d. Alfred Ansokpieng e. Issahaku Salifu Baduong f. Prince Dawud Kaatori
g. Dassah Rita h. Sumani Maseni i. Prince Aka Fuseini
j. Issah Zubaida Wunimmi k. Annaakaa Waris l. Don-ara Albert Jortee
m. Kunlie Joshua n. Kundisao Gifty o. Naalier Linda
p. Pupel Evans q. Yenko Peter r. Daud Ajetey
s. Sylvester Bayor t. Daud Nasimat Limaniya
24. Why is that person your least preferred presenter? …………………………………….
25. What three important changes will you like to have on Radio Progress? ………………..
26. What three programmes do you wish to have on Radio Progress? ……………………….
BIO DATA OF INTERVIEWEES
27. Gender a. Male b. Female
28. Hometown ………………………………………………………………
29. Level of Education a. None b. JHS c. SHS d. Tertiary
30. Profession a. farmer b. businessperson / trader c. student
d. government employee (nurse, teacher, administrator etc.)
e. Other (specify)
31. Age a. 18 – 25 b. 26 – 35 c. 36 – 45 d. 46 – 55 e. 56 – 59 f. 60 +
32. Religious affiliation: a. Muslim b. Christian c. traditionalists
