Audience measurement organisations

Audience figures are notoriously difficult to estimate. There is no reliable data available on audience figures for TV and radio consumption in Somalia. Though it is safe to say that radio remains by far the most popular media.

According to the BBC’s Trust Media report (2011) information on Somali audiences is difficult to obtain, and the limited data that exists is usually from Mogadishu and focused on the listenership of international broadcasters such as the BBC and IRIN. Yet the report also states that Somali audiences are critical of media content and do engage with media outlets, with some people expressing distrust of various media organisations because of their ownership or content.

Somali audiences keenly engage with their media organisations via social media platforms and some radio stations have phone-in programmes where listeners get to air their opinions.