EARS / Uganda
Around 60 million euros are invested annually in radio advertising by international and local companies in Uganda. Until now, the main beneficiaries have been the large radio stations in the capital, Kampala. Thanks to the newly founded East Africa Radio Service (EARS), the Ugandan advertising market is now moving forward. EARS represents the majority of the 300 local radio stations in Uganda and reaches a larger audience than any other provider in the country.

Local radio stations, most of which are located in rural areas, are thus given access to large media agencies and advertisers in Kampala. EARS, which works closely with the market research company IPSOS, therefore supports media planners in agencies and companies in their data-based media strategy with the aim of increasing the share of local broadcasters in the advertising market. Of course, access to the advertising market supports broadcasters in rural regions in their socially relevant task.

Partners of this MiCT-project are the Uganda Radio Network and Florian Ruckert, former managing director of RMS, Germany’s largest radio marketer. The development of EARS is supported by the German Federal Ministry for Economic Cooperation and Development (BMZ).