Uganda Media Expenditure Rises To 516Billion UGX in 2024: Uganda Media Spends, Trends And Performance Insights
Uganda's media landscape shows remarkable resilience in 2024, with traditional platforms maintaining their relevance despite growing digital penetration. The positive economic outlook, with a projected growth of 6.5% in FY2024/25, provides a conducive environment for media investment. However, increasing press freedom concerns and regulatory constraints continue to shape the media ecosystem. Uganda's potential to exceed 7.0% growth is driven by;
- Agricultural revival was supported by favorable weather conditions and government enhancement programs.
- Extractive industry expansion, particularly oil and minerals, with exports projected to commence in 2025/26.
- Development of a thriving tech ecosystem focused on fintech, e-commerce, and digital services.
A stronger economic foundation for media investment and consumption.
Digital media specifically confronts multiple restrictions, including ongoing Facebook limitations, a 12% internet tax implemented in 2021, and mandatory registration requirements for online media. Additionally, in July 2023, authorities introduced a 5% digital services tax on non-resident companies providing digital services to Ugandan customers, raising concerns about increased consumer costs and a widening digital divide.
Advertising Trends
The media industry has recorded a positive trajectory in advertising expenditure:
Total advertising investment reached 516 billion UGX in 2024, representing a 23% increase from 2023. This growth was primarily driven by significant advertising budgets from betting and gambling operators like Ithuba, along with substantial spending from the Ministry of Health and its partners on public health campaigns.
Visual media continues to dominate advertising allocations with 53% of budgets, while radio maintains a strong position with 44% of industry investment. Print media accounts for the remaining 3%.
Sector analysis reveals that telecommunications remains the leading advertising category (22% share) despite reduced spending from Airtel Uganda. Corporate and multi-sector advertisements grew to a 13% share, while finance and beverages each secured 12% of advertising expenditure. The betting and gambling sector emerged with a 6% share, largely due to National Lottery (Ithuba) investments.
MTN Uganda maintains its position as the dominant advertiser with expenditure of 107.7 billion UGX, followed by Crown Beverages (16.4 billion UGX) and Multichoice Uganda (15.9 billion UGX). The most substantial campaign investments were focused on mobile services, with MTN's Daily Voice Bundles (20.9 billion UGX) and MoMo Loan (17.3 billion UGX) leading the rankings.
Platform Penetration
Radio dominates the media landscape with 80% penetration among Uganda's 24.6 million media users, followed by:
- Television (37.2%)
- Internet (21.0%)
- Newspapers (3.9%)
- Magazines (0.4%)
Channel Performance
Top-performing radio stations include CBS 1 and Capital Radio (6% revenue share each), followed by Simba FM (5%). For television, NBS TV leads with 23% revenue share, followed by Bukedde TV and NBS Sport (14% each).
In print media, New Vision (62%) and Daily Monitor (30%) maintain their dominant positions, with weekly publications attracting considerably lower readership.
Viewing and listening habits show distinct patterns, with television viewership peaking during evening hours (19:00-23:00) and radio listenership concentrated in morning shows (08:00-10:00).
Uganda's media industry in 2024 demonstrates resilience amid evolving challenges. Traditional platforms, particularly radio, maintain their dominance, especially in rural areas where 83.5% of media consumers reside. Television continues to strengthen its position, especially in advertising revenue, while digital platforms gradually expand their influence despite regulatory hurdles.
For advertisers and media investors, understanding the nuanced regional, demographic, and platform-specific patterns identified in this report will be essential for effective media strategy development in Uganda's diverse and evolving market.