The Sunday Mail is king of the hill

29 Nov, 2015 - 00:11 0 Views
The Sunday Mail is king of the hill

The Sunday Mail

Senior Reporter
Zimbabwe’s leading family publication The Sunday Mail continues to dominate the weekly newspaper market, commanding an increased readership of 38 percent compared to 34 percent last year.
According to the Zimbabwe All Media Products Survey, published by the Zimbabwe Advertising Research Foundation last week, The Sunday Mail enjoys a weekly readership of 1 364 210.
Another weekly Zimpapers title, B-Metro, recorded a 14 percent readership, with Manica Post at 10 percent, Kwayedza sitting at nine percent and The Sunday News on six percent.
The five papers saw the integrated media giant, Zimpapers (1980) Ltd, maintain a clean sweep of the top five most read weekly newspapers in the country.
The Daily News on Sunday has a weekly readership of 104 562, and The Standard is read by 203 727.
According to research findings, The Sunday Mail is read by 912 670 people in high density areas every week, and another 451 603 in low-density areas.
The 2015 study covered urban areas only and sampled 1 000 people in the country’s ten provinces. Its targeted population were Zimbabweans aged 15 years and above, and the results highlighted that readership of weekly newspapers grew from 51 percent to 61 percent in the period under review.
The survey confirmed Zimpapers’ continued dominance of the media space with results showing The Herald is the most popular daily with a total readership of 41 percent, a two percentage increase from 39 percent last year.
The Daily News and NewsDay are a distant second at 25 percent each, while H-metro – from Zimpapers — follows closely at 24 percent, an improvement from 23 percent last year. The Chronicle recorded growth from 13 percent to 17 percent.
Star FM radio saw listenership rising from 26 percent in 2014 to 36 percent this year.
Zarf is an independent board mandated to monitor and undertake independent market research on behalf of advertisers, the media, publishers, advertising agencies and public relations consultants.
It is funded through a levy on all advertising.
The unit that produces quarterly surveys through a system that prevents outside influence on the results.
Independently funded and run, it hires, through tender, a professional survey firm to conduct the surveys.
This two-step separation of survey results from funders is deliberately designed to produce the best possible data for the advertising industry.

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