The Association Between Media Exposure and Health Facility Delivery in Ghana

Background: Despite a free maternal healthcare policy, many women in Ghana still give birth outside of health facilities. While prior research has examined how sociodemographic factors influence facility-based delivery, little is known about the role of various types of media exposure. This study examines the association between media exposure and the use of health facilities for delivery among women in Ghana. Methods: This study analyzed nationally representative data from the 2022 Ghana Demographic and Health Survey, focusing on 5,757 women aged 15–49. Descriptive statistics and logistic regressions were conducted to assess the association between media exposure and health facility delivery. Results: Among the respondents, 85.3% delivered at a health facility. Higher education, wealth, and urban residence were significantly associated with health facility delivery. Mobile phone ownership (AOR = 1.59, 95% CI: 1.35–1.87), television viewership (AOR = 1.30, 95% CI: 1.08–1.56), and Internet access (AOR = 1.83, 95% CI: 1.49–2.26) were all significantly associated with increased odds of facility-based delivery. Radio and newspaper exposure were not significant predictors in the adjusted analysis. Conclusions: Media exposure, particularly through mobile phones, television, and the Internet, significantly shapes maternal health behaviors and facility delivery in Ghana. Public health strategies to reduce maternal mortality should leverage these media channels to deliver targeted, culturally relevant health messages encouraging safe childbirth practices.