Liberian Media and Advertising Market—CSML

Strong civil society and media sectors are essential for driving informed civic participation, good governance, and economic growth. The USAID-funded Civil Society and Media Leadership Program (CSML) aims to support Liberians in building a new citizen-state relationship, focusing on media sustainability and capacity building. A market research study conducted by IREX in partnership with local organizations identified consumer media usage preferences, advertisement awareness, and preferences, and issues that media face in gaining advertising revenue. The study surveyed 400 randomly selected residents of Monrovia, providing valuable insights into the Liberian media landscape. Television ownership is widespread, with 52% of respondents owning a television. Prime time viewing is the most popular, followed by early evening and late night viewing. The most watched television stations include RealTV, PowerTV, and SkyTV, with local news, African movies, and Crossfire being the most popular programs. Local news is considered the most important programming option, with 62% of respondents citing its importance. Radio is also a dominant medium, with 86% of respondents owning a radio and 94.3% claiming to listen to the radio. Early morning and evening are the most popular listening times, with news bulletins and religious programming being the most popular program types. Truth FM, UNMIL, and ELBC are the leading radio stations, with older, wealthier males being the most likely to pay attention to radio advertisements. Newspaper readership is also significant, with The Democrat and The Daily Observer being the most widely read newspapers. Men in every age bracket are more likely to read newspapers than women, with 26% of respondents citing The Democrat as their preferred newspaper. The study highlights the importance of television and radio in Liberian media consumption patterns, with local news and entertainment programs being the most popular. The findings also suggest that older, wealthier males are more likely to pay attention to advertisements on television and radio, while middle-aged women are more likely to be affected by radio ads. These insights are crucial for media organizations and advertisers seeking to effectively reach their target audiences in Liberia.