Comedy Club Viewership Study

COMEDY CLUB VIEWERSHIP STUDY

Comedy Club, was recently launched by Nation Media Group and has been on air for three weeks There is therefore a need to get audience feedback/ reactions to this new programme and determine its potential This report outlines audience feedback from the show

…has been on air for three weeks

Background
COMEDY CLUB VIEWERSHIP STUDY

To establish awareness and viewership of Comedy Club To determine perceptions on Comedy Club’s
Content
Characters Timing

…find out likes and dislikes

To find out likes and dislikes of Comedy Club

Objectives
COMEDY CLUB VIEWERSHIP STUDY

Strategy Data Collection Analysis Target Sample Achieved

Survey Computer Aided Telephonic Interviews (CATI) Quantitative 500 556

Contact Source
Sampling

Voices Africa NMG Panel
Random

Research design
COMEDY CLUB VIEWERSHIP STUDY

COMEDY CLUB VIEWERSHIP STUDY

Findings

COMEDY CLUB VIEWERSHIP STUDY

Which TV programs(genres) have you watched in the last 7 days?
Base n= 556; All respondents

Local comedies presenting a challenge to news as the favorite program genre

Program Viewership-Total
COMEDY CLUB VIEWERSHIP STUDY

Local comedies slightly more popular among female viewers

Program Viewership-Gender
COMEDY CLUB VIEWERSHIP STUDY

With the exception of AB’s, local comedies resonate positively across all other SEC

Program Viewership-SEC
COMEDY CLUB VIEWERSHIP STUDY

Which comedy programs on TV are you aware of?
Base n= 556; All respondents

Comedy Club has had relatively high trial levels

Awareness
COMEDY CLUB VIEWERSHIP STUDY

What comedy program have you watched in last seven days?

Being a new show on TV, Comedy Club has managed to out stage seasoned comedy programs

Comedy programs-Total
COMEDY CLUB VIEWERSHIP STUDY

Base n= 556; All respondents

Comedy Club has potential for growth evident by the viewers currently watching

Awareness
COMEDY CLUB VIEWERSHIP STUDY

Mother In Law AND Comedy are the only comedy show that attract more female viewers than male viewers

Comedy programs-Gender
COMEDY CLUB VIEWERSHIP STUDY

* AB samples size less than 30

Comedy Club is viewed by lower SEC

Comedy programs-SEC
COMEDY CLUB VIEWERSHIP STUDY

Why don’t you watch Comedy Club?
Base n= 556; All respondents

Reasons for not watching Comedy Club
COMEDY CLUB VIEWERSHIP STUDY

Rating
COMEDY CLUB VIEWERSHIP STUDY

JB being the host of the show and therefore appears in all episodes enjoys high awareness levels, hence being the favorite comedian

Favorite comedian
COMEDY CLUB VIEWERSHIP STUDY

Base n= 126

Reasons for favorite actor
COMEDY CLUB VIEWERSHIP STUDY

Base n= 126;

Comedy Club likes
COMEDY CLUB VIEWERSHIP STUDY

Base n= 126;

Comedy Club Dislikes
COMEDY CLUB VIEWERSHIP STUDY

COMEDY CLUB VIEWERSHIP STUDY

Insights

COMEDY CLUB VIEWERSHIP STUDY

Although Comedy Club has been on air for a few months, it has had good awareness and trial levels, an indication of its potential growth. However it would be prudent to track this performance over time to match current performance with subsequent waves

…consider airing after Inspekta Mwala & Mheshimiwa

The timing of Comedy Club cons ides with established popular shows - Inspekta Mwala and Mheshimiwa – Nation Media should perhaps consider airing Comedy Club after these two have aired

Insights
COMEDY CLUB VIEWERSHIP STUDY

…consider reruns during weekends

In order to create more awareness for the show, NMG should consider airing re-runs during weekends

Insights
COMEDY CLUB VIEWERSHIP STUDY

Thank You

COMEDY CLUB VIEWERSHIP STUDY

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