Ha Usa Overview May 2009

Hausa – Research Overview

May 2009

Who are our listeners?

Weekly Hausa Audience

The BBC is currently listened to by 23.5 million adults weekly in Africa in Hausa. The market for Hausa mainly exists in Northern Nigeria, but there is also a very large audience in Niger and a small audience in Ghana. Audiences have increased over the past year (from 20.3m weekly in 2008) thanks to new survey coverage in Niger (our first national survey in recent years) and a slight increase in listening in Nigeria. In Niger there is widespread listening with 45% of adults listening weekly. Advocacy to BBC Hausa is high, with almost all (94%) audience members agreeing that they will continue to use the BBC and a similarly large number (92%) saying they would recommend the BBC to others.

Why do they listen?

Audience Fact File • 60% of audience is male • Average age of a listener is 34 • Live in large households • More than half not employed

Audiences primarily tune in for news and current affairs and see the Hausa service as a one stop shop for Nigerian, African and international news. The BBC is seen as a highly credible source and has continually been rated as the most objective and trustworthy news source in Nigeria. Listeners like the range of topics covered by the BBC and are very interested in hearing social topics such as health, family, poverty and life in neighbouring countries. All they (BBC) are saying is true and happening fresh on the spot not like other radio stations that take up to 5 hours before reporting an event [BBC Listener Nigeria] Over a quarter of adults turned to the BBC for coverage of the Nigerian elections (took place in April 2007). NTA (Nigerian state TV) was seen to provide the best coverage of the election, followed by local state radio and then the BBC, which is impressive as the other stations were providing near blanket coverage.

BBC Hausa Times of listening (GMT)

When do they listen? All four Hausa programmes have a large following in Nigeria, but the 0530 GMT edition is the most popular, followed by 1930 GMT, 0630 and the 1345 editions. Almost a fifth of listeners tuning in to all 4 programmes.

How do they listen? SW is the main means of delivery for Hausa in Nigeria – accounts for 99% of weekly listening. FM is proving popular where available, but the ban in Nigeria has had a detrimental effect on overall FM listening. In Niger, partner stations account for over half of all listening, and around 80% of listening in urban areas. Shortwave plays an important role in rural areas, with the BBC’s FM relay helping deliver listeners in Niamey and the surrounding area.

62

42

36

44

0530 0630 1345 1930 Base: Weekly listeners

How audiences listen 21.0 million listen on SW 0.2 m on FM relays 3.7 m via partners

Competition VOA and DW are the BBC’s main competitors for audience. BBC Listeners often switch between the WS and other international news providers for news and information. FRCN is the most listened to domestic news source in Nigeria, with Freedom Radio, which is regarded as the opposition's answer to the government-owned FRCN, growing in popularity. For the latest new media figures for online please click here

Hausa Overview - May 2009. Please contact Kevin Cowan for more info.