Radio Listenership Among the Elite in Cape Coast Metropolis

Abstract

The paper investigated into the radio listenership among the elite in Cape Coast Metropolis (CCM) . The study employed the descriptive cross-sectional survey design. The population of the study comprised 379 elite from the public and the private sectors. Stratified and simple random sampling techniques were employed to select respondents from the various strata and to administer self administered survey questionnaire. Quantitative data collected was analysed with descriptive statistics and inferential statistics such as frequencies, percentages, means, standard deviations, and one - way analysis. The study found that majority of elite listeners of radio in CCM were 20-25 years, males, government employees and first-degree holders. The best three radio stations in CCM were Atlantic Fm, Cape FM, and Eagle FM. The major programme of interest to listeners of radio in CCM was the morning show. Respondents in CCM listened to the radio more in the morning and evening (before work and after work) as compared to during working hours. The level of satisfaction for radio in CCM by respondents was very good; however, they also listened to other radio stations outside CCM largely from Accra, for which respondents’ level of satisfaction was rather excellent. It was therefore recommended that management of radio stations in CCM continue to partner with radio stations in Accra for broadcasting their major news; and introduce new and interesting programmes to capture and retain listeners during working hours and for listeners within the age bracket of 41 and above. Keywords: Radio, Listenership, Elite, Metropolis, Programmes and Factors DOI: 10.7176/NMMC/94-03 Publication date: December 31 st 2020