NBS television still leads its competitors in central region, according to the latest IPSOS report on performance of English led TV stations.
In central region where there are 75% of the TV sets, NBS leads with 25%.
“In central where we have 75% of TV sets, NBS viewership stands at 25%. NBS has the highest viewership in Central Uganda. NBS is the fastest growing English TV station in Uganda,” cites the report in parts.
NTV Uganda, however, beats NBS overall because they are big in Northern region even if there are very few TV sets there.
NBS programming is well balanced, takes into account both male and female viewership, the report notes.
In terms of gender, NBS viewership cuts across all age groups; however, it is largely viewed by people between ages of 18 – 44.
In terms of class, NBS is viewed mostly by people in the AB, C1 and C2 social class of Uganda.
“That is why every key person who has a story or communication to go out uses NBS,” Joseph Masembe, NBS Chief Commercial Officer told Insider when contacted for a comment.
A television viewership survey conducted in greater Kampala Metropolitan area in the month of January 2016 indicated that NBS TV was on top of NTV Uganda as a leading news source.
The research conducted by Major Media Research sampled about 500 viewers randomly in the five divisions of Kampala.
NBS topped list with 40 percent on the question of watched TV in the last seven days, followed by Bukedde with 30 percent NTV at 20 percent, ABS TV 10 percent and others at 5 percent.
NBS also topped the list as the TV viewers prefer when it comes to watching news, most watched for sports, watched for entertainment, TV with best live broadcast and on the TV doing politics best, NBS was in the driving seat followed by NTV, Bukedde, WBS and others.
In February, NBS TV had the biggest percentage of stories on elections that had background and context, according to the African Center for Media Excellence (ACME).
The findings further indicated that NBS TV beat other stations (Bukedde, NTV, UBC and WBS) in terms of stories that questioned candidates’ claims and promises.