"1. Overall awareness of Afghan Woman’s Hour (AWH) in Afghanistan was found to be high; 50% of all those who had listened to the radio in the previous month were aware of AWH. Awareness was higher in the South Western region at 64% compared with the lowest level of awareness at 23% in the Hazarjat region. Awareness was higher among women (60%) as compared to men (40%) men indicating popularity of the programme among its primary target audience i.e. women.
2. The survey found that about 45% of active radio listeners had ever listened to AWH, indicating that the programme has been heard by approximately 11 million Afghans. Listenership was highest in the South Western province (61%) followed by Eastern (49%) and South Central (48%) provinces. Hazarjat province reported the lowest listenership at 22%.
3. More than half of all female active radio listeners had ever listened to AWH. Again, it is apparent that the programme is reaching its primary target audience with 55% of women having ever listened to the programme. Nearly all those who were aware of the programme had heard the programme at some point.
4. Of all those aware of AWH, 76% of men and 83% of women had listened to it in the last month or more recently. Nearly a fifth of all active radio listeners had listened to the programme in the last 7 days with more than a third having listened in the last month.
5. Just over a fifth of all active radio listeners listen to AWH once a week or more. Slightly less than a third of female all active radio listeners listen to the programme once a week or more. As expected this figure is lower for men." (Exectuvive summary)