Royal Media Services (RMS)’ Radio Citizen have maintained their position as the leading radio station in the country , according to a new GeoPoll survey.
The study shows Radio Citizen had a 13% share followed by Radio Maisha with 10% and Radio Jambo in third place with 9% share.
According to GeoPoll, both males and females spend most of their radio time on Radio Citizen, with 13% share amongst males and 12% share amongst females.
Radio Jambo has been ranked second amongst males, with 10% share, whereas Radio Maisha had the second highest share amongst females with 10% share as well. Classic FM is ranked third amongst females with 8% share and in joint 4thplace nationally with 4% share.
The study further reveals that Kiswahili remains to be the preferred language of broadcast nationally, and across different age groups, it is observed that 46% of radio share for listeners aged 35 years is from stations broadcasting in Kiswahili.
Vernacular stations command the second highest listenership amongst older listeners aged 35 years and over, having a 38% share.
“However, we do observe some differences by age group, finding that older listeners are more likely to listen to Kiswahili or vernacular stations, with only 16% of those aged 35 and older listening to English stations. ,” GeoPoll says.