GeoMedia

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GeoMedia
March 2002
Georgian Media Facts Eleventh Edition
Georgian Opinion Research Business
International 45 Vazha Pshavela Avenue, 10th
Floor Tbilisi, Georgia Ph/Fax [phone],
326.618 email gorbi_at_access.sanet.ge Internet
http//www.gorbi.com
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Briefly GeoMedia

• The Eleventh edition of the first comprehensive
  media monitoring study in Georgia
• A unique study for periodic measurement of the
  Georgian mass media including newspaper
  readership, radio listenership, and television
  viewership
• Includes detailed information about consumer
  products, appliances, and technical equipment in
  order to target media usage by consumer types
• Part of a quarterly omnibus survey conducted by
  Georgian Opinion Research Business International
  (GORBI)
• Carried out through face-to-face interviewing
  method
• Sample size (n) 1,000
• 140 Sampling points (5-19 interviews per sampling
  point)
• Conducted in 19 principal regions throughout
  Georgia (including both urban and rural areas)
• Employs a nationally representative sample
  through multi-stage random probability sampling
  of the Georgian adult population (age 16)
• Conducted by GORBIs team of experienced and
  well-trained local interviewers and supervisors
• Processed/analyzed in Tbilisi at the headquarters
  of GORBI
• Field work conducted from Februarys 22 March
  02, 2002
• For additional information, contact GORBI at the
  coordinates on the cover page

? GeoMedia March 2002
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A Note on Sampling Tolerances

• In interpreting survey results, it should be
  kept in mind that all sample surveys are subject
  to sampling error, that is, the extent to which
  the results may differ from what would be
  obtained if the entire Georgian population had
  been interviewed. The size of such sample errors
  depends largely on the number of interviews.
• The following tables may be used in estimating
  the sample error of any percentage in this
  report. The computed allowances have taken into
  account the effect of the sample design upon
  sampling error. They may be interpreted as
  indicating the range (plus or minus the figure
  shown) within which the results of repeated
  sampling in the same time period could be
  expected to vary, 95 percent of the time,
  assuming the same sampling procedure, the same
  interviewers, and the same questionnaire.
• Table A shows how much allowance should be made
  for the sampling error of the percentages given
  in this report. The figures given in the table
  are given at a 95 confidence level which means
  that (please refer to Table A), for example, if
  the sample size for a given question is
  approximately 400, and the given percentage is
  near 50 percent, then there is 95 chance that
  the percentage given is correct within or - 6.
• Tables B and C provide figures for comparison of
  two different samples, for example, men and
  women. Table B is for percentages near twenty or
  eighty Table C for percentages near fifty. For
  percentages in between, the error to be allowed
  for is between those shown in the two tables.
  Here is an example of how these tables would be
  used Let us say that 50 percent of men respond
  with a certain answer and 40 percent of women
  respond the same way, for a difference of ten
  percentage points between them. Can we say with
  any assurance that the ten-point difference
  reflects a real difference reflects a real
  difference between men and women on the question?
  The sample contains approximately 600 men and 600
  women.
• Since the percentages are near fifty, we consult
  Table C, and since the two samples are about 600
  persons each, we look for the number in the
  column headed 600 that is also in the row
  designated 600. We find the number 7. This
  means that the allowance for error should be 7
  points, and that in concluding that the
  percentage among men is somewhere between 3 and
  17 points higher than the percentage among women
  we should be wrong only about 5 percent of the
  time. In other words, we can conclude with
  considerable (95) confidence that a difference
  exists in the direction observed and that it
  amounts to at least 3 percentage points.

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• Table A. Recommended Allowance For Sampling
  Error of a Percentage
• In Percentage Points (at 95 in 100 confidence
  level)
• Sample Size
• 1000 750 600 400 200 100
• Percentages near 10 2 3 3 4 5 7
• Percentages near 20 3 4 4 5 7 9
• Percentages near 30 4 4 4 6 8 10
• Percentages near 40 4 4 5 6 8 11
• Percentages near 50 4 4 5 6 8 11
• Percentages near 60 4 4 5 6 8 11
• Percentages near 70 4 4 4 6 8 10
• Percentages near 80 3 4 4 5 7 9
• Percentages near 90 2 3 3 4 5 7
• Table B. Recommended Allowance For Sampling
  Error of the Difference - s near 80 or 20
• In Percentage Points (at 95 in 100 confidence
  level)
• Size of sample 750 600 400 200
• 750 5

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Demographic Information
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Population of Cities Surveyed

The number of interviews are distributed
according to regional population figures and not
according to the population of the cities listed.
This accounts for the discrepancies between the
distribution for the population of the cities
listed and the distribution of interviews.
? GeoMedia March 2002
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Gender
Demographic Characteristics
Age
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Family Monthly IncomeBased on those respondents
who did not refuse to answer (79,4 of the
sample)
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Newspaper Information
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Top Ten Newspapers (Read during the past week)
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Top Ten Newspapers (Read yesterday)
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Radio Information
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Radio Listening frequency by Channel(Georgia)
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Radio Listening frequency by Channel (Tbilisi)
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Radio Channels Audience Market Share(Georgia)
Population of GEORGIA 5,394,89216 years of age
or above 4,166,428Radio audience
size (48.9 ) 2,037,383
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Radio Channels Audience Market Share(Tbilisi)
Population of TBILISI 1,238,00016 years of age
or above 956,097 Radio audience
size (63.90) 602,619
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Radio Listenership By Channel

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Radio channels objectivity assessment (Georgia)
The rankings presented in the figure below
represent the average on 10 point scale for radio
channels objectivity.

(-5 least objective radio channel, 5 most
objective radio channel)
? GeoMedia March 2002
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Radio channels objectivity assessment (Tbilisi)
The rankings presented in the figure below
represent the average on 10 point scale for radio
channels objectivity.

(-5 least objective radio channel, 5 most
objective radio channel)
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Radio ListenershipBy Hour (Of those listening to
the radio)
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Radio ListenershipBy Channels
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Radio ListenershipBy Channels
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Television Information
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Television Viewership Frequency by
Channel(Georgia)
( The Rustavi 2 Network includes Odishi,
Imereti, Adjara 25, Guria, Trialeti,
Danakhvisi, Lomsia, Tanamgzavri and
Kutaisi)
? GeoMedia March 2002
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Television Viewership Frequency by Channel
(Tbilisi)
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TV Channels Audience Market Share(Georgia)

Population of GEORGIA   5,394,892 16 years of
age or above   4,166,428 TV audience
size (95.15) 3,964,290
( The Rustavi 2 Network includes Odishi,
Imereti, Adjara 25, Guria, Trialeti,
Danakhvisi, Lomsia, Tanamgzavri and
Kutaisi)
? GeoMedia March 2002
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TV Channels Audience Market Share(Tbilisi)

Population of GEORGIA   1,238,00016 years of age
or above   956,097TV audience
size  (98.25) 939,379
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Television ViewershipBy Channel (Throughout
Georgia and Tbilisi only)

( The Rustavi 2 Network includes Odishi,
Imereti, Adjara 25, Guria, Trialeti,
Danakhvisi, Lomsia, Tanamgzavri and
Kutaisi)
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Television ViewingBy Hour (Of those watching
television)
? GeoMedia March 2002