Love FM Leads UB Student Media Audience Poll

Love FM has emerged as the leading media house in a recently published audience poll conducted by University of Belize students under the supervision of UB lecturer and pollster Dr. Philip Castillo.  The study, which examined morning television viewership and radio listenership across several municipalities, was carried out as part of the University’s senior-level Managerial Economics course. According to the findings, Love FM’s Morning Show ranked as the most watched morning television programme in Belize City, capturing forty percent of respondents surveyed. Greater Belize Media’s Open Your Eyes followed with thirty-one percent, while Channel Seven’s Sun Up on 7 placed third with fifteen percent.  The survey also showed Love FM maintaining a commanding lead in morning radio listenership. In Belize City, nearly forty-nine percent of respondents identified Love FM as the station they listened to most in the mornings. In western Belize, including San Ignacio, Santa Elena, and Benque Viejo, Love FM recorded an even stronger showing with fifty-two percent listenership.  The project was conducted by undergraduate students divided into several research groups focusing on different municipalities and media markets. Speaking with Love News, Dr. Philip Castillo explained that while the student exercise did not fully mirror the extensive scientific methodology employed by international polling agencies such as Nielsen Ratings, the students still applied practical field research techniques to strengthen the credibility of their findings.

Phillip Castillo, Pollster / UB Lecturer: “Bear in mind that we only did TV in Belize City. In the other areas, Belize City and Western Belize and Carozal we looked at radio. So we looked at radio and TV in Belize City but in the other areas we only looked at radio. Now focusing on radio, we used an interesting way to collect data. The students went to the various gas stations then as a driver pulled up, the student could have approached the driver and then engage in a conversation with the driver. What station he’s listening to right now? Assuming that he’s listening to a local station or he’s even listening to a radio, he or she. Some may be listening to tape, some may not have a radio in their car, but for those who have the students approach them and ask them what station they’re listening to right now and the results are what you see. That Love FM topped just about everywhere except Corozal Town, I think you guys came in second in Corozal. It was an exercise for this particular class and the class is now completed. They had their final exam yesterday and this class is now completed. UB reopens around August and I expect to be teaching the same course to a different set of students and possibly I may engage in the same exercise in other areas of the country.”

The study also found that Belize’s media landscape remains heavily concentrated among established radio and television stations, while younger audiences are becoming increasingly less responsive to traditional advertising and more influenced by digital media, podcasts, and social media personalities