Skip to main content
SpringerLink
Log in

COVID-19 Television Audience Program Choices: Analysis of How Nigerians Consume Television During the Pandemic

  • Chapter
  • First Online:
Uncertainty Shocks in Africa

Abstract

This chapter is anchored on the uses and gratification theory and starts off with a background review on television viewers’ choices of media programs and the decision of audiences to select what they see or hear from available content. Key factors that influence viewers’ selection and consumption of TV programs are considered. Experimentation into how Nigerians consumed TV programs before and during Nigeria’s first phase of the COVID-19 lockdown measures is assessed. Using a semi-structured online questionnaire, data was obtained from 457 respondents, from 27 out of the 36 states of Nigeria and the Federal Capital Territory, between April 27, 2020, and May 21, 2020. The results showed that most respondents doubled their consumption of TV programs to combat boredom, get information on COVID-19, and get spiritual inspiration. They also indicated there is no significant relationship between gender and the amount of time spent viewing TV during the lockdown period. Possible reasons for this included (1) both male and female viewers were confined to their home and had equal time to spend viewing television, and (2) couples living together usually watch TV alongside each other. This second reason correlated with program choices, noting that movies, news, and religious programs were preferred over food networks, sports, and documentaries. Additional findings indicated a preference for local TV channels versus foreign ones and the need for the Federal government to improve the recurring problem of inconsistent power supply as many Nigerians reported this as a reason they did not watch TV. Moreover, traditional versus digital media consumption is considered as well as the Federal and state governments handling of COVID-19.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 179.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 179.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Ngonso B, Egielewa PE (2020) Influence of Bigbrother Naija reality TV show, 2020 edition on Nigerian youth value orientation

    Google Scholar 

  2. Ewomazino A (2021) An assessment of private television broadcasting operations in Nigeria. Int J Commun Soc 3:1–11. https://doi.org/10.31763/IJCS.V3I1.184

    Article  Google Scholar 

  3. UNICEF (2020) What is a “novel” coronavirus? United Nations International Children’s Emergency Fund, Geneva

    Google Scholar 

  4. Africanews (2020) COVID-19: Egypt confirms first coronavirus case in Africa. https://www.africanews.com/2020/02/14/covid-19-egypt-confirms-first-coronavirus-case-in-africa/. Accessed 13 Jun 2022

  5. Egielewa PE (2020) Effect of COVID-19 and social mediatisation of religious bodies among worshippers in Nigeria. MKAR J Media Cult 4:253–274

    Google Scholar 

  6. Ngonso BF, Chukwu OJ (2021) COVID-19 pandemic’s broadcast media messages’ consumption in rural community and behavioral change. Int J Commun Soc 3:12–19. https://doi.org/10.31763/IJCS.V3I1.185

    Article  Google Scholar 

  7. Moemeka AA (2000) Development and mass communication: effective use of the mass Media in Rural (or Inner-City) development. In: Moemeka AA (ed) Development communication in action: building understanding and creating participation. University Press of America, Detroit

    Google Scholar 

  8. Myers M (2008) Radio and development in Africa. A concept paper prepared for the International Development Research Centre (IDRC) of Canada. https://www.comminit.com/media-development-africa/content/radio-and-development-africa-concept-paper. Accessed 13 Jun 2022

  9. Egielewa PE, Dauda JA (2020) Mass media and the prevention of child mortality in Edo and Kaduna states, Nigeria. Benin MediaCom J 14:105–119

    Google Scholar 

  10. Sambe J (2005) Introduction to mass communication practice in Nigeria. Spectrum Publishers, Ibadan

    Google Scholar 

  11. Hall A (2005) Audience personality and the selection of media and media genres. Media Psychol 7:377–398. https://doi.org/10.1207/S1532785XMEP0704_4

    Article  Google Scholar 

  12. Próchniak A (2017) Factors affecting Viewer’s television preferences: a review. Int J Adv Soc Sci Humanit 5:1–6

    Google Scholar 

  13. Pugalendhi R (2015) A study on the television programmes popularity among Chennai urban women. J Humanit Soc Sci 20:1–18

    Google Scholar 

  14. Habermas J, Cooke M (1998) On the pragmatics of communication. MIT Press, Cambridge

    Google Scholar 

  15. Global Web Index (2016) Digital vs traditional media consumption: analyzing time devoted to online and traditional forms of media at a global level, as well as age and across countries. www.globalwebindex.com. Accessed 13 Jun 2022

  16. European Commission (2004) Attitudes and expectations of viewers in terms of television programmes with a European content. European Commission Directorate-General Press and Communication, Gambais

    Google Scholar 

  17. Rust RT, Kamakura WA, Alpert MI (1992) Viewer preference segmentation and viewing choice models for network television. J Advert 21:1–18. https://doi.org/10.1080/00913367.1992.10673356

    Article  Google Scholar 

  18. Headen RS, Klompmaker JE, Rust RT (1979) The duplication of viewing law and television media schedule evaluation. J Mark Res 16:333–340. https://doi.org/10.1177/002224377901600305

    Article  Google Scholar 

  19. Rust RT, Alpert MI (1984) An audience flow model of television viewing choice. Mark Sci 3:113–124. https://doi.org/10.1287/MKSC.3.2.113

    Article  Google Scholar 

  20. Singhal PK, Gupta S, Malhotra S (2013) Media consumption habits of urban youth in Haryana. Acad An Int Multidiscip Res J 3:1–13

    Google Scholar 

  21. Bailey WS (2011) Women watch more TV than men. San Antonio Bus Journals. https://www.bizjournals.com/sanantonio/blog/2011/08/blog-women-watching-more-tv-than-men.html. Accessed 13 Jun 2022

  22. Gollust SE, Fowler EF, Niederdeppe J (2019) Television news coverage of public health issues and implications for public health policy and practice. Annu Rev Public Health 40:167–185. https://doi.org/10.1146/ANNUREV-PUBLHEALTH-040218-044017

    Article  Google Scholar 

  23. Burzyńska J, Binkowska-Bury M, Januszewicz P (2015) Television as a source of information on health and illness—review of benefits and problems. Prog Heal Sci 5:174–184

    Google Scholar 

  24. This Day (2020) The world of television and streaming during COVID-19 pandemic. This Day Newspaper. https://www.thisdaylive.com/index.php/2020/03/29/the-world-of-television-and-streaming-during-covid-19-pandemic/. Accessed 13 Jun 2022

  25. Lafayette J (2020) Media usage expected to rise during crisis: Nielsen. Broadcast. https://www.nexttv.com/news/media-usage-expected-to-rise-during-crisis-nielsen. Accessed 13 Jun 2022

  26. Banks A (2020) TV viewing audiences favour traditional channels despite the multitude of choices offered by digital services, EY study reveals. EY UK. https://www.ey.com/en_uk/news/2020/03/tv-viewing-audiences-favour-traditional-channels-despite-the-multitude-of-choices-offered-by-digital-services-ey-study-reveals. Accessed 13 Jun 2022

  27. Víchová K (2016) The role of media in times of crisis. Univerzita Tomáše Bati ve Zlíně. http://www.posterus.sk/?p=18837. Accessed 13 Jun 2022

  28. Sussman S, Moran MB (2013) Hidden addiction: television. J Behav Addict 2:125. https://doi.org/10.1556/JBA.2.2013.008

    Article  Google Scholar 

  29. Hartney E (2020) The symptoms and risks of television addiction. In: Very Well Mind. https://www.verywellmind.com/television-addiction-22264. Accessed 13 Jun 2022

    Google Scholar 

  30. Horvath CW (2010) Measuring television addiction. J Broadcast Electron Media 48:378–398. https://doi.org/10.1207/S15506878JOBEM4803_3

    Article  Google Scholar 

  31. Ngonso BF (2017) Television and football fans behaviour. Lap Lambert Publishers, Berlin

    Google Scholar 

  32. Katz E, Blumler JG, Gurevitch M (1974) The uses of mass communications: current perspectives on gratifications research. In: The uses of mass communications: current perspectives on gratifications research. Sage Publications, Beverly Hills, pp 19–32

    Google Scholar 

  33. Tanta I, Mihovilovic M, Sablic Z (2014) Uses and gratification theory-why adolescents use Facebook? Medijistraž 20:110

    Google Scholar 

  34. Musa AS, Azmi MNL, Ismail NS (2016) Exploring the uses and gratifications theory in the use of social media among the students of mass communication in Nigeria. Malaysian J Distance Educ 17:83–95. https://doi.org/10.21315/MJDE2015.17.2.6

    Article  Google Scholar 

  35. Griffin EA, Ledbetter A, Sparks GG (2019) A first look at communication theory, 10th edn. McGraw-Hill, New York

    Google Scholar 

  36. Raacke J, Bonds-Raacke J (2008) MySpace and Facebook: applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology Behav 11:169–174. https://doi.org/10.1089/CPB.2007.0056

    Article  Google Scholar 

  37. Ndolo I, Eze VB, Nwodo JC (2015) Influence of cervical cancer media campaigns on the knowledge, attitude and behaviour of women in south-East Nigeria. ESUT J Media Stud 9:166–180

    Google Scholar 

  38. Odo N, Ekwe O (2015) The role of the media in managing flood disaster: an audience assessment. ESUT J Media Stud 9:216–225

    Google Scholar 

  39. Ezugwu M, Nzekwe N (2015) Influence of breast cancer broadcast media campaigns on the health behaviour of women in south-east Nigeria. ESUT J Media Stud 9:190–201

    Google Scholar 

  40. Didiugwu I (2015) Repositioning Nigeria’s agricultural sector for sustainable development: the challenge of the media. ESUT J Media Stud 9:202–215

    Google Scholar 

  41. Worldometer (2020) Nigeria Population—2020. https://www.worldometers.info/world-population/nigeria-population/. Accessed 30 Nov 2020

  42. Ibrahim RL, Ajide KB, Olatunde Julius O (2020) Easing of lockdown measures in Nigeria: implications for the healthcare system. Heal Policy Technol 9:399. https://doi.org/10.1016/J.HLPT.2020.09.004

    Article  Google Scholar 

  43. Yamane T (1967) Statistics an introductory analysis, 2nd edn. Harper and Row, New York

    Google Scholar 

  44. Statistics Solutions (2020) Using chi-square statistic in research. https://www.statisticssolutions.com/free-resources/directory-of-statistical-analyses/using-chi-square-statistic-in-research/. Accessed 13 Jun 2022

  45. Okunna CS (1999) Introduction to mass communication. ABIC Publishers, Enugu

    Google Scholar 

  46. Ndolo IS (2006) Mass media systems and society. Rhyce Kerex Publishers, Enugu

    Google Scholar 

  47. Ng R, Chow TYJ, Yang W (2021) News media narratives of COVID-19 across 20 countries: early global convergence and later regional divergence. PLoS One 16:e0256358. https://doi.org/10.1371/JOURNAL.PONE.0256358

    Article  Google Scholar 

  48. Mihelj S, Kondor K, Štětka V (2021) Audience engagement with COVID-19 news: the impact of lockdown and live coverage, and the role of polarization. Journal Stud 23:569–587. https://doi.org/10.1080/1461670X.2021.1931410

    Article  Google Scholar 

  49. Scopelliti M, Pacilli MG, Aquino A et al (2021) TV news and COVID-19: media influence on healthy behavior in public spaces. Int J Environ Res Public Health 18:1879. https://doi.org/10.3390/IJERPH18041879

    Article  Google Scholar 

  50. Tingting XA, Weijun Gao B, Yanxue Li C, Fanyue Qian D (2021) Impact of the COVID-19 pandemic on the reduction of electricity demand and the integration of renewable energy into the power grid. J Renew Sustain Energy 13:26304. https://doi.org/10.1063/5.0045825

    Article  Google Scholar 

  51. Rouleau J, Gosselin L (2021) Impacts of the COVID-19 lockdown on energy consumption in a Canadian social housing building. Appl Energy 287:116565. https://doi.org/10.1016/J.APENERGY.2021.116565

    Article  Google Scholar 

  52. Su Y, Cheng H, Wang Z, Wang L (2022) Impacts of the COVID-19 lockdown on building energy consumption and indoor environment: a case study in Dalian. China Energy Build 263:112055. https://doi.org/10.1016/J.ENBUILD.2022.112055

    Article  Google Scholar 

  53. Dawn S, Shree Das S, Gope S et al (2022) Global power and energy scenario during COVID-19 pandemic: lessons from lockdown. Int J Electr Power Energy Syst 137:107757. https://doi.org/10.1016/J.IJEPES.2021.107757

    Article  Google Scholar 

  54. Bielecki S, Dukat P, Skoczkowski T et al (2021) Impact of the lockdown during the COVID-19 pandemic on electricity use by residential users. Energies 14:980. https://doi.org/10.3390/EN14040980

    Article  Google Scholar 

  55. Grover S, Sahoo S, Mehra A et al (2020) Psychological impact of COVID-19 lockdown: an online survey from India. Indian J Psychiatry 62:354–362. https://doi.org/10.4103/PSYCHIATRY.INDIANJPSYCHIATRY_427_20

    Article  Google Scholar 

  56. Dhami MK, Weiss-Cohen L, Ayton P (2020) Are people experiencing the “pains of imprisonment” during the COVID-19 lockdown? Front Psychol 11. https://doi.org/10.3389/FPSYG.2020.578430

  57. BBC News (2021) Coronavirus: “Lockdown made me feel like I was in prison.” https://www.bbc.com/news/av/uk-northern-ireland-55767704. Accessed 28 Jul 2022

  58. The Guardian (2020) Concern for Britons feeling trapped and lonely during lockdown|Mental health|. https://www.theguardian.com/society/2020/apr/19/concern-britons-feeling-trapped-lonely-during-lockdown-mental-health. Accessed 28 Jul 2022

  59. UNICEF (2021) Teens feeling trapped in lockdown turn to helpline for support|UNICEF. https://www.unicef.org/ukraine/en/stories/teens-feeling-trapped-lockdown-turn-helpline-support. Accessed 28 Jul 2022

  60. Nawaz S (2020) How anxiety traps us, and how we can break free. Harv Bus Rev. https://hbr.org/2020/01/how-anxiety-traps-us-and-how-we-can-break-free. Accessed 28 Jul 2022

  61. Price JS (2013) An evolutionary perspective on anxiety and anxiety disorders. In: Durbano F (ed) New insights into anxiety disorders. IntechOpen, London

    Google Scholar 

  62. İleri N (2017) Allure of the light, fear of the DarkNighttime illumination, spectacle, and order in fin-de-Siècle Istanbul. Comp Stud South Asia, Africa Middle East 37:280–298. https://doi.org/10.1215/1089201X-4132905

    Article  Google Scholar 

  63. Bensch G, Peters J, Sievert M (2013) Fear of the dark? How access to electric lighting affects security attitudes and Nighttime activities in rural Senegal. SSRN Electron J. https://doi.org/10.2139/SSRN.2159712

Download references

Author information

Authors and Affiliations

  1. Department of Mass Communication, Edo State University Uzairue, Iyamho, Edo State, Nigeria

    Peter E. Egielewa, Blessed F. Ngonso & Andrew A. Ate

  2. Faculty of Economics, University of Gdansk, Sopot, Poland

    Giuseppe T. Cirella & Christian Orobello

  3. Polo Centre of Sustainability, Imperia, Italy

    Felix O. Iyalomhe

Authors
  1. Peter E. Egielewa
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Blessed F. Ngonso
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Andrew A. Ate
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Giuseppe T. Cirella
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Felix O. Iyalomhe
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Christian Orobello
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Peter E. Egielewa .

Editor information

Editors and Affiliations

  1. Faculty of Economics, University of Gdansk, Sopot, Poland

    Giuseppe T. Cirella

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Egielewa, P.E., Ngonso, B.F., Ate, A.A., Cirella, G.T., Iyalomhe, F.O., Orobello, C. (2023). COVID-19 Television Audience Program Choices: Analysis of How Nigerians Consume Television During the Pandemic. In: Cirella, G.T. (eds) Uncertainty Shocks in Africa. Advances in African Economic, Social and Political Development. Springer, Cham. https://doi.org/10.1007/978-3-031-21885-9_11

Download citation

Publish with us

Policies and ethics

Search

Navigation