1 Creating an Audience Ratings System in the World’s Youngest Nation A New Set of Challenges

2 iSTREAM Project Community radio stations in South Sudan & Humanitarian Information Our Mission: And We Chose to Accept It The audience ratings challenge The Rough Pilot Implementing seven day diaries in Juba Moving Forward Lessons Learned for the Real Pilot South Sudan: A Timeline How did we go from national surveys to crisis response?

Q: Where is South Sudan? 3 A: South of Sudan. This is South Sudan.

4 How did the world’s youngest country -- born to create peace -- go to war with itself? Did this happen overnight?

5 December 5 th 2013 More than 500 foreign investors arrive in Juba to discuss opportunities in the world’s youngest nation which is “at last safe and open for business” according to the President.

6 December 15 th 2013 Internal fighting within the Presidential Guard results in sporadic gunfire and fighting throughout Juba. Civilians are trapped inside their homes unsure of what is happening.

7 December 16 th 2013 For the first time ever, President Salva Kiir addresses the nation in military uniform, accusing former VP Riek Machar of staging a coup.

8 December 18 th 2013 UN agencies, NGOs and embassies begin evacuating staff after Juba airport had been closed for 48 hours. Those leaving have no idea when or if it will be safe for them to return.

9 those unable to leave seek refuge in UN bases in Juba and other cities throughout the country. In Tongpiny, 27,000 individuals seek protection in only 25,000 square meters of space.

10 in the following days The conflict became more about ethnic divisions than political power struggles. Comparisons to Rwanda are drawn.

11 5 weeks later By January 21 st, 2014 more than 8,000 civilians had died and 1 million people had been displaced.

12 almost 1 year later the future remains uncertain. 10,000 have lost their lives, 1.8 million are displaced, and UN agencies warn of millions of lives threatened by impending famine.

13 November 2 nd, 2014 President Salva Kiir withdraws government negotiation team from the peace talk process in Addis Ababa

14 Internews & the iSTREAM Project Community radio stations in South Sudan & Humanitarian Information Our Mission: And We Chose to Accept It The audience ratings challenge The Rough Pilot Implementing seven day diaries in Juba Moving Forward Lessons Learned for the Real Pilot South Sudan: A Timeline How did we go from national surveys to crisis response?

Internews in South Sudan ‣ 4 local language radio stations & Eye Radio Broadcase footprint radius of 100km reach with estimated 2.1 million potential listeners Eye Radio, Juba-based 24-hour radio station with repeater stations ‣ Humanitarian Information Service 4 UNMISS-managed protection of civilian camps and two new radio stations in host community areas responding to most recent conflict 15 Providing communities in information-poor, remote areas with access to critical news and information

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17 iSTREAM is a 5-year, 60 million USD project funding the enhanced access to media in rural communities, including support for research to benefit the media sector in South Sudan as a whole.

18 iSTREAM Project Community radio stations in South Sudan & Humanitarian Information Our Mission: And We Chose to Accept It The audience ratings challenge The Rough Pilot Implementing seven day diaries in Juba Moving Forward Lessons Learned for the Real Pilot South Sudan: A Timeline How did we go from national surveys to crisis response?

19 the creation of a credible and affordable audience ratings system

20 Every great mission requires inspiration, and out of great inspiration, the South Sudan Audience Ratings Center was born.

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How can we measure the audience? 22 ‣ PPM/Electronic monitoring ‣ Software/Passive monitoring ‣ Diaries Developed world solutions in the South Sudan context

23 28% have access to a mobile phone 34% in urban areas What about CATI?

24 37% have access to a radio within the household What about passive monitoring?

25 iSTREAM Project Community radio stations in South Sudan & Humanitarian Information Our Mission: And We Chose to Accept It The audience ratings challenge The Rough Pilot Implementing seven day diaries in Juba Moving Forward Lessons Learned for the Real Pilot South Sudan: A Timeline How did we go from national surveys to crisis response?

26 December 13 th 2013 The SSARC Technical Advisory Committee plan out of the details of the first Juba pilot to take place in early 2014.

27 December 15 th 2013 Internal fighting within the Presidential Guard results in sporadic gunfire and fighting throughout Juba. Civilians are trapped inside their homes unsure of what is happening.

The Rough Diary Pilot 28 “My goat ate my diary.” Pre-TestRough Pilot ‣ May 2014 ‣ 24 respondents ‣ SEC & literacy quotas ‣ Can they fill in the diary? Do they need any type of assistance? Will they need compensation? Recruitment ‣ August 2014 ‣ 600 diarists ‣ 3 payams of urban Juba, 4 EAs per payam ‣ Swarm recruitment using 30 (26) researchers ‣ August 2014 ‣ 593 respondents…360 usable data points. ‣ Recruitment QQ, socio- economic QQ, diary ‣ Many lessons learned

29 iSTREAM Project Community radio stations in South Sudan & Humanitarian Information Our Mission: And We Chose to Accept It The audience ratings challenge The Rough Pilot Implementing seven day diaries in Juba Moving Forward Lessons Learned for the Real Pilot South Sudan: A Timeline How did we go from national surveys to crisis response?

What have we learned? 30 Lessons for the real audience rating pilot Recruitment must be done in advance. Participants and facilitators must be trained on the diaries before it begins. Diaries are unnatural. Further sensitization needs to be done, and better monitoring (that isn’t invasive) needs to be in place. Current LSM measures are inadequate for classifying people in South Sudan. Manpower Is required to execute diaries in South Sudan. Recruitment, distribution, check in, and facilitation makes this a very labor-intensive activity. Sampling Is chaotic with constant population shifts. Establishment surveys are required

31 Forcier Consulting Department of Media Research Contact Us Caroline Morogo Media Research Manager Juba, South Sudan Hayley Umayam Media Analyst Cairo, Egypt Natalie I. Forcier Chief Executive Officer South Sudan | Sudan | Egypt | Afghanistan Erin Satterlee Vice President of Operations Somalia | Kenya | DRC | Yemen