Barely eight months into operations as a local Frequency Modulation (FM) radio station in Kumasi, Angel FM being run by Angel Broadcasting Services Ltd. has been rated first among the numerous FM stations in the city.
Angel FM has registered a significant audience since its inception in March this year, a survey of FM radio preferences and demographic background of listeners in Ashanti Region has indicated.
The station was rated first having secured 23% in the first choice stations by respondents and 13% in the second choice stations and 11% in the third choice ratings. Programmes which had informed the choice of Angel FM by respondents as the much listened to radio station are Sports (27%) News (21%) Social issues (20%) and Gospel (17%).
Favourite listening times by respondents were the hours between 6am and 10am (63%) and in the evening from 6pm to 9pm (14%) followed by the period between 1 am and 5am (9%)
Respondents were from callings such traders. Private and public services and students within the age group 18 – 65 were made of 77% males against 23% females whose educational background included basic, secondary/technical and vocational as well as the tertiary.
A small 7% of the respondents preferred listening to radio during brunch time form 11 am to 1pm in the afternoon between 2pm and 5pm
Hello FM and Luv FM trailed in the order of preference with the New Mercury radio station emerging as the least listened to in the Kumasi Metropolis among 15 radio stations currently sharing the airwaves.
The survey which spanned the period beginning the fourth quarter of the year was conducted by Survey Consult, which limited case processing summaries to 100 cases.
Survey Consult is a market research company whose clients include most esteemed names, consultants finance, media and pharmaceuticals.
The hallmark of Survey consult, according to the Chief Executive officer, Mr. Ben Sefogah is professionalism, technical responsiveness and insight analysis.
The research was a result of interactions with radio listeners who came out with findings and predications about listener behavior and decisions that affect size of the market share of radio station.
Sefogah has indicated that the questionnaires were administered in various sampling frames, while data collected from respondents was analyzed using the SPSS software. According to the CEO, statistical tests had been run to achieve the set objectives.
Both Dr. Kwaku Oteng, proprietor of the Angel FM radio station and Nana Opoku Agyeman, the Station’s General Manger have assured the listening public that they assured the listening public that they would work to maintain the standards and increase share of the market.
