Guardian Me­dia Ltd achieved sig­nif­i­cant gains across all its me­dia arms–CNC3, TBC Ra­dio Net­work and the T&T Guardian–ac­cord­ing to the lat­est Mar­ket Facts & Opin­ions (MFO) Me­dia Trak sur­vey.GML man­ag­ing di­rec­tor Lisa Agard not­ed that in tele­vi­sion CNC3 con­tin­ued to dom­i­nate with six of the top ten pro­grammes over­all.

In ad­di­tion, the T&T Guardian news­pa­per in­creased its over­all share of read­er­ship by 13 per cent on week­days. Of the two oth­er dailies, one grew by two per cent and the oth­er de­clined by eight per cent.There has been growth in print cir­cu­la­tion over the last year (the sur­vey on­ly tracked print news­pa­per read­er­ship), while the T&T Guardian is em­brac­ing a dig­i­tal fu­ture, with sev­er­al on­line edi­tions. Across all me­dia, on­line dig­i­tal prod­ucts clear­ly posed a chal­lenge for mea­sure­ment.

The print edi­tion of the pa­per nev­er­the­less made strides in key de­mo­graph­ic sec­tors when com­pared with the last Me­dia Trak.In the 15-19 age brack­et, the pa­per at­tract­ed 46 per cent more read­ers, whilst of the oth­er two news­pa­pers, one de­clined by 22 per cent, and the oth­er grew by six per cent.With­in the 25-34 age group the T&T Guardian al­so grew by 21 per cent, with one com­peti­tor show­ing a de­cline of sev­en per cent. The oth­er re­mained flat.

With­in the 35-44 age group the T&T Guardian al­so in­creased by 18 per cent.With­in the East In­di­an mar­ket the T&T Guardian demon­strat­ed 21 per cent growth.Viewed by so­cio-eco­nom­ic stra­ta, the pa­per's high-in­come read­ers in­creased by 22 per cent, low-in­come read­ers by 36 per cent and mid­dle-in­come read­ers by 12 per cent.The sur­vey showed that the pa­per's sis­ter sta­tion, CNC3, has a view­ing au­di­ence of whom 40 per cent are aged 20�44, and 62 per cent of CNC3's view­ers are fe­male.

From the per­spec­tive of eth­nic­i­ty, 26 per cent are of African de­scent, 45 per cent East In­di­ans and 29 per cent mixed/oth­er.This means that 32 per cent more East In­di­ans view CNC3 when com­pared with its clos­est com­peti­tor.In ra­dio, it was no­tice­able that 15-34-year-olds were ac­cess­ing ra­dio dig­i­tal­ly through their mo­bile de­vices as well as their PCs.

With­in this study, 32 per cent of all lis­ten­ers made up the Adult Con­tem­po­rary seg­ment, among whom 95.1fm, the Right Mix, was the clear leader in morn­ing dri­ve time, claim­ing a sev­en per cent rat­ing.The TBC Ra­dio net­work claimed a 14 per cent rat­ing in evening dri­ve time in three ma­jor seg­ments, in­clud­ing Slam 100.5fm, Vibe CT 105.1fm and Aakash Vani 106.5fm.

An­oth­er key ob­ser­va­tion was that among high-in­come lis­ten­ers, three GML sta­tions had a 25 per cent share. These were 95.1fm (17 per cent), Vibe (five per cent) and Slam (three per cent).No­ble Phillip, man­ag­ing di­rec­tor of MFO, in pre­sent­ing the sur­vey re­sults on Tues­day, urged me­dia prac­ti­tion­ers and ad­ver­tis­ers to use the da­ta wise­ly.

The sur­vey has a mar­gin of er­ror of 3.5 per cent, so in a sce­nario such as that of the TV news, where there are rat­ings of 22 per cent vs 19 per cent for two pro­grammes, nei­ther can claim de­fin­i­tive­ly to be in the lead.