Since this time, GeoPoll has been working around the clock to bring quality data on COVID-19’s various impacts on people and professionals on a global scale. Our team of research experts did an analysis of GeoPoll’s audience measurement data comparing audience trends from before and after the government directive on handling the Coronavirus.

The analysis provides findings of overall media consumption from 1^st – 29^th March 2020. Data is specific to persons aged 15+ years old nationally, both males and females. The data analyzed was from 6 a.m. to 12 a.m. Additional analysis is available by specific times of the day and further by location and key demographics. Contact us today to discuss options for such additional data and analysis.

TV Viewership in Kenya, 6 a.m. – 12 a.m.

Average television viewership increased 335,000 viewers, from 6.76 million to 7.09 million, after GoK issued country-wide COVID-19 preventative measures. When the audience data is broken down by station, Citizen TV, KTN News, and Al Jazeera had the largest increases in viewership. Compared to the first 2 weeks of March 2020, Citizen TV’s viewership rose 159,000 viewers, KTN News’ viewership rose 110,000 viewers, and Al Jazeera’s viewership rose 59,000.

As viewership increased on Citizen TV, KTN News, and Al Jazeera, viewership decreased for other popular Kenyan television stations. Maisha Magic East, KTN, and Switch TV all had decreased viewership in the second half of March 2020. KTN Home and Maisha Magic East lost the most viewers with a 34,000 decrease each, whereas Switch TV followed with a lower decrease in viewers. GeoPoll’s research experts believe the shifts in viewership trends on television were driven by a fervor for news updates on COVID-19’s impact on Kenya and the larger global community.

Radio Listenership, 6am -12am

In contrast to what was seen in television viewership, average radio listenership in Kenya fell from the first half of March to the latter half of March. The available radio audience in the first 2 weeks of March 2020 was 10.79 million listeners. This listenership dropped down 66,000 listeners to 10.72 million on from 16^th – 29^th March. Despite this drop, radio still secures a few million more listeners on average than television secures viewers, regardless of the COVID-19 related shifts in consumption behavior.

From a granular view of the audience measurement data, it was observed that shifts in radio listenership tended to appear during specific times of the day. For example, listenership declined for a handful of the top stations from 6 a.m. to 8 a.m. after the COVID-19 stay-at-home protections were issued. Total average listenership then ramps up between 8 a.m. through about 2 p.m. before it declines again for the remainder of the day.

Despite these trends, it is important to emphasize that there are distinct variations by time block per each radio station. Some of the standout listenership audience variations include Radio Citizen, which recorded growth across most time blocks. Radio Jambo received a significant increase in listenership between noon and 2 p.m. and after 10 p.m. Classic 105, on the other hand, had significant peaks between 2 p.m. and 6 p.m. Naturally, each of the remaining stations studied had unique crests and troughs in listenership beyond what was seen as trends across the board.

GeoPoll’s research experts believe the shifts in radio audiences are being driven by a myriad of factors, of which we can only cover a few. First, with the clarion call for people to stay at home, consumers are starting off their days later than normal, which aligns with the decline in listenership from 6 a.m. to 8 a.m. Additionally, most radio stations broadcast news updates at the top of each hour, unlike social media and TV where news is relayed on a real-time basis as “breaking news”, which leaves radio news updates behind the curve for the most up-to-date news sources available. Lastly, our research experts believe because people are not on-the-go like they are in an average week, radio must compete with various other media channels and pass times that are not available to them on-the-go.

GeoPoll’s Ongoing Efforts

Altogether, with consumers spending more time at home, their listenership and viewership attention is being split across the traditional media of TV and radio, as well as other media platforms including social media, SVOD, VOD, gaming, etc. Seeing as the Government of Kenya has issued further directives of restricted movement, we anticipate a further increase in TV viewership and recognize that sustained dips in radio listenership are possible. As always, GeoPoll will continue collecting daily data on media consumption in Kenya and beyond. To learn more about GeoPoll’s audience measurement capabilities, contact us today.

The post Coronavirus’ Impact on Media Consumption in Kenya appeared first on GeoPoll.

Kenya weekday evening television ratings

Over the years, viewership from 7:30 p.m.– 8 p.m. has mainly been dedicated to local programming in either English or Kiswahili, characterized by locally produced content, which mirrors everyday life in Kenya.

TV Share, 7: 30 p.m. – 8 p.m.

Top programs 1: Maria

Maria, a local TV drama show that airs on Citizen TV, is about a young woman from the ghetto that suddenly finds herself in a love triangle when she begins living with a wealthy family. The romance program has shown itself as highly popular. In Q4 2019, the program had 31.77% share on average from 7:30 p.m. to 8 p.m. on weekdays. The rating data showed that Maria was more popular with women than men. On average across all days, the show has a 3% higher share among women than men. Maria also proved the most popular amongst male and female viewers aged 35+.

Top programs 2: Auntie Boss

Auntie Boss is a Kenyan drama-dy about the staff at a fictional Taifa Estate. The plot surrounds the drama that goes on at the estate with the families that the staff work for and the happenings in the neighborhood. The program aired on NTV every Tuesday from 7:30 p.m.-8 p.m. throughout Q4 of 2019 and came in second for the most viewed program with 12.26% share. The audience was largely male with data showing 13.56% share for males and 10.83% share for females. Males aged 35+ showed the most interest out of the gender demographics. Women age 25-34 were slightly more interested than women in the other age groups, yet the difference was not as drastic as it was for males.

Top programs 3: Daktari

KTN Home aired the show called Daktari each Tuesday during the 7:30-8:00 p.m. time block and the program was the third most popular for viewership overall with 11.91% share. Again, the program was more popular for males but only slightly. The male audience was relatively evenly split between the three age ranges while the 15-24 age group of females had almost 5% more share than women over 25.

Kenya weekend television ratings

Saturday entertainment shows

Citizen TV carried the largest share through the weekend. The most popular entertainment shows on the station were Roga Roga on Saturday at 2:30 p.m and One Love that airs at 10 p.m. One Love had slightly higher share than Roga Roga with 24.1% and 22.3% share respectively. The lean toward One Love is likely due to the youth audience and the highly engaging content of the program, seeing as it is a Live DJ show. Roga Roga appeals to a more mature audience and airs during mid-afternoon on Saturdays, which is a high performing time slot for the program yet the content was not able to garner more share than One Love.

Sunday Gospel Shows

The gospel show with the highest share on Sundays is Bambika on Citizen TV. This program is broadcast from 11 a.m. and had a 22.8% share over Q4 of 2019 in that timeslot. The second most viewed gospel show is Cross Over 101 on NTV. This program also airs from 11 a.m. and averaged 10.6% share during the three-month period of time.

Radio Ratings in Kenya

Urban Midmorning Listeners

Radio Citizen and Classic FM were the leading stations amongst urban listeners in the mid-morning segment. Each of the 2 stations have 11% share respectively. It is also observed that English stations in the urban top 10 list had a cumulative 23.45 % share whereas Swahili stations had 35.1% share. Drivers towards share in this interest category are interactive presenters, witty discussions, fun and laughter as well as interactive music.

Notes on GeoPoll Audience Measurement’s data collection and reports

The data in this post was collected from October 1^st to December 31^st and is a small portion of the detailed data available through GeoPoll Audience Measurement. Show names are not included in GeoPoll Audience Measurement data and were added to this report to provide additional context. These show names and air times were provided to GeoPoll from the individual stations or via desk research conducted by GeoPoll’s team, and shows may have changed throughout the time this data was collected. To learn more or subscribe to GeoPoll Audience Measurement yourself to view daily data on TV and radio, please contact us today.

The post Television and Radio Audience Ratings for Q4 2019 in Kenya: A GeoPoll Audience Measurement Report appeared first on GeoPoll.

Nairobi Fight Night, televised coverage of boxing action, was aired live from Nairobi, Kenya on Saturday, the 23^rd of March 2019. This was the second edition of the boxing series. The program was broadcast on select Free To Air (FTA) channels and Pay TV channels including, KBC, NTV, KTN News, K24, Sports Arena, StarTimes Swahili, SuperSport Select 3 and SuperSport 9.

The title fight for the evening was the World Boxing Council (WBC) Women Super Bantamweight fight between defending champion, Kenya’s Fatuma ‘Iron Fist’ Zarika, and former champion, Catherine Phiri, from Zambia. Zarika vs. Phiri’s match was accompanied by several other undercard bouts that were also aired live on TV from 8 PM on the same evening.

Total Viewership

The title fight between Zarika and Phiri aired from 10 PM to midnight. During this two-hour time slot, there were 7,343,000 Kenyan viewers tuned-into the match across multiple stations. The stations with the top share of the audience were as follows, in order of largest audience to the smallest audience: NTV with 3.4 million viewers, KTN News with 2.6 million viewers, K24 with 2.4 million viewers, and KBC with approximately 1 million viewers.

Across all of the stations broadcasting the match, viewership peaked slightly from 10:30 PM – 11 PM with 2,081,000 viewers and dipped lowest between 11:30 PM and midnight with 1,519,000 viewers. Just as the viewership across all stations, NTV’s and KBC’s viewership each peaked individually between 10:30 PM and 11 PM with 774,000 and 430,000 viewers respectively. The highest audience on KTN was within the two-hour block between 10 PM and 10:30 PM with 772,000 viewers, while K24’s peak viewing time during the match was 11 PM – 11:30 PM.

KE TV Stations’ Total Reach

On the evening of the March 23^rd, 2019, between 10 PM and 12 AM. TV channels airing Nairobi Fight Night namely KTN, KTN News, NTV, K24, and KBC were ranked after Citizen TV in terms of reach respectively. These statistics demonstrate that despite boxing being a niche sport, Nairobi Fight Night was able to attract and retain viewership during the given time period.

Summary

TV ratings present an interesting finding where content buoys viewership. GeoPoll Audience Measurement data on past sporting events that are aired live have shown a preference for local and international football as well as athletics. Boxing was responsible for a shift in Saturday viewership attesting to the growing demand for alternative TV content. The narrative on time band viewing has been put to the test through content-specific programming in Kenya.

The post Kenya TV Ratings, Nairobi Fight Night appeared first on GeoPoll.

Kenya Radio Data

Kenya has a high number of radio stations, including many regional stations which mean only a few stations have a high share when looking at country-wide data. For this analysis, GeoPoll looked at both the top stations throughout the country, and also examined how broadcast language factors into audience demographics. In terms of top stations, GeoPoll data shows that nationwide from February 1-14, Radio Citizen was the leading station with 13% share followed by Radio Maisha with 10% and Radio Jambo in third place with 9% share.

Both males and females spend most of their radio time on Radio Citizen, with 13% share amongst males and 12% share amongst females. Radio Jambo is ranked second amongst males, with 10% share, whereas Radio Maisha had the second highest share amongst females with 10% share as well. Classic FM is ranked third amongst females with 8% share and in joint 4^th place nationally with 4% share.

Kiswahili stations in the top 10 list nationally had a cumulative 39% share nationally amongst people aged 15+ years. Looking at all radio stations, we see that Kiswahili stations make up 44% of share. English stations Classic 105, Kiss FM, Hot 96, and KBC English Service also appear in the top 10 stations.

Kiswahili remains the preferred language of broadcast nationally, and across different age groups, it is observed that 46% of radio share for listeners aged 35 years is from stations broadcasting in Kiswahili. Vernacular stations command the second highest listenership amongst older listeners aged 35 years and over, having a 38% share. However, we do observe some differences by age group, finding that older listeners are more likely to listen to Kiswahili or vernacular stations, with only 16% of those aged 35 and older listening to English stations.  By contrast, 33% of audience share for the youth age group (15-24 years old) is for English-language stations.

Kenya TV Data

From February 1-14, Citizen TV has the highest share nationally followed by KTN Home, KTN News, and NTV respectively. Stations that have more female viewers are Citizen TV, Maisha Magic East, and Inooro TV. KTN News, NTV and K24 had had more male viewership in the first half of February 2019.

Citizen TV had the highest share of this two-week period on Tuesday, February 12^th at 19:00, during Citizen Nipashe News. At this time 41.97% of those tuned in were watching Citizen TV. They also had a high audience share, 41.4%, Saturday, February 9^th at 11:30 am, demonstrating their strength during both evening and weekend timeslots. NTV had its highest-rated timeslot at 11:30 am on Friday, February 1^st, capturing 26.95% of audience share during that time, while KTN home had a peak share of 25.4% at 18:30 on Wednesday, February 6^th, when the Philippine novella The Promise was airing.

TV Viewership Outside Nairobi

In order to identify trends and advertising opportunities outside Nairobi, we looked at TV viewership in all counties except Nairobi. In terms of female viewership for this segment, we found that the most watched timeslot by females was from 10 am to midday. It is also observed that two other time bands are quite popular amongst females. These are at 2 pm and 8 pm in the night, the later mainly dedicated to Telenovelas and Drama Series. Males have peak viewership at 1 pm, 4 pm, 7 pm and 9 pm going to 10 pm, during the time allocated to news for most channels.

When observing trends by age group for those outside Nairobi, we find that TV viewership in the first two weeks of February 2019 is mostly by persons aged 35 years +, with age groups 15-24 and 25-34 years having a lower share of TV viewership across the day. TV viewership for those age 35+ is relatively stable throughout the day, with an increase in the evening hours. The younger age group, age 15-24, has peak viewership towards the end of the day, from 23:00 to 00:00.

Kenya Audience Measurement Data from GeoPoll

To learn more about GeoPoll Audience Measurement or subscribe to our daily ratings data, please contact a member of the GeoPoll team here.

The post Kenya TV and Radio Audience Data: February 2019 appeared first on GeoPoll.

The theme of the 2018 PAMRO conference was ‘A billion Africans, the Billion Dollar Media Question: Media Data and Analytics for Change’. Conference speakers presented research papers to an audience comprising researchers, marketers, media agencies and media owners.

Some seven 2018 FiFA World Cup brand communication Lessons

We have been an ardent supporter of the PAMRO conferences since 2014 and this year, we were happy to attend and be one of the main sponsors. This year was a world cup year- the world’s most popular sport. Based on bespoke research we ran on the 2018 World Cup in 6 African countries coupled with our overnight media measurement service, we had some lessons to share on how brand owners can play the advantage in engaging an active audience during a global sporting event such as the FIFA World Cup.

Big sporting events, big audiences

Although it’s a no-brainer that big sporting events translate to big audiences which in turn can mean a big return on advertising spend, it’s not always that straightforward. It however gets more complicated when you need to make sure that your brand stands apart from all other brands which are equally trying to achieve the same objective at the same time with the same audiences. Woe unto you if their marketing budget is much

The red or the blue pill: What will be your breakthrough option

In order to break through during such a global sporting event, there will be two options; will you outspend your competition and hope your brand and creative are strong enough to go head to head with the big guns or will you formulate a more strategic game plan based on brand strengths (yours and that of your competitor) and unfolding events. This is where we come in to provide you with daily audience measurement or consumer insights to iterate your game plan based on how your target audience is reacting to your communication. During the 2018 World Cup season, we conducted almost one hundred interviews in Nigeria alone generating over half a million data points.

Keep your eye on the clock     

 Plan activities around the games most convenient in your specific time zone. In Nigeria, the matches with the highest audiences (other than the ones featuring the local team) were the ones that fit best into people’s busy lives. In general, the first-weekday match of the day during the World Cup kicked off at 4 pm Nigeria time, making it more difficult for many people to watch the game live. Evening and weekend games did better…

Anticipate deflections   

Bear in mind that global events like the world cup attract atypical audiences and strategy must reflect this. Almost 50% of the audience for Nigeria vs Iceland game was female, in fact throughout the whole tournament female viewing was strong. Ahmed Musa caught the eye of many female fans making him the man of the day. Players that make a name for themselves (for any reason) can carry audiences into club/league tournaments after the World Cup is over

Consider the whole team, not just star players       

Spectatorship is a team sport and so groups, not individuals must be strategized for. Watching sport is a social activity, our survey during the World Cup found that nobody watches sports alone, most said they either watched with friends, family or with colleagues. It doesn’t make sense to strategize as if the viewer is alone in a quiet room with their TV.

Prepare for an away game     

Football is not just a team sport but an away game for many. A third of the audience for the Super Eagles’ win over Iceland watched it outside their home. Although the size of the out of home TV audiences for sports events raises particular communication challenges, it also means an additional opportunity to interact with consumers below the line and the need to consider a distracted audience during content creation.

Mark the striker        

Keep an eye on Coke to react to and learn from, when it comes to the World Cup, they’re everyone’s biggest competition. Coke was the only brand that a significant number of people were aware of as a WC sponsor before the WC actually started. Coke’s legacy association with the World Cup, built on many years of partnership, as well as the World Cup Trophy Tour, creates a halo effect that puts all other brands at a disadvantage before their campaigns even start.

Be the best on and off-field        

Don’t just show up, stand out – otherwise, you may just be doing more harm than good. If your brand, or your campaign, is not distinctive enough, you’ll end up helping your competitors. We tracked brand and campaign awareness for one of the key global World Cup sponsors and noted very strong awareness – which is good since they paid at least 100 million dollars for it. But in the Nigerian market, their two key competitors also had very strong recall of World Cup campaigns, despite having invested absolutely nothing

Don’t hug the line, channel or strategy

In terms of not just strategy but also channel, be reactive & topical, don’t just stubbornly work your way through a marketing strategy but adjust and react based on circumstances. This year, Italy failed to qualify for the World cup for the first time since 1958. As part of their advertising campaign, McDonald’s and Uber Eats decided to help World Cup winner Andrea Pirlo from the Italy team find a new country to support during the FIFA World Cup. The “Team for Pirlo” campaign is a fun approach to a somewhat touchy topic for Italians. Many would have given up on any efforts to harness the marketing potential of the world cup after a country’s team was eliminated but McDonald’s and Uber Eats show us there is always a brand opportunity if you think laterally enough.

Let’s do this all over again in 2022

The World Cup has become a global phenomenon that beguiles football fans every four years.  Going into Qatar come 2022, sponsor and non-sponsor brands must strategize ways to tap into a World Cup audience in a media space that will be more fragmented than ever.

In the words of Sifiso Falala, the incoming president of PAMRO “Wisdom is like a Baobab tree. No one individual can claim it. Media researchers must harness collaborative synergies into the new era of audience measurement.

Talk to us about our Audience Measurement service which provides you with a Mobile TV audience panel available in 6 African countries, daily ratings using 4-hour recall of viewing in 30-minute time blocks. The service includes paytv, mobile/online streaming and out of home viewing. Our bespoke research solutions include campaign ROI, market insights, and concept testing.

Download a copy of our PAMRO 2018 presentation

The post GeoPoll’s FIFA World Cup Brand Communication Lessons at PAMRO 2018 appeared first on GeoPoll.

As the quarterfinals take place today 6^th July after a 2-day break, many of the known winning teams such as Germany – the defending champions, Spain, Portugal, Argentina and Mexico were sent packing during the knock out stage. To many football pundits, predicting the outcome at this point is akin to playing Russian roulette.

Drop in viewership after Group Stage

The elimination of all African teams at Group Stage saw a significant drop in viewership within the continent. This subsequently affected the audience share by channels that have been broadcasting the matches in the respective countries. The most-watched matches during the group stage had an average total audience share of 45% out of all TV viewers in the 6 countries where GeoPoll’s Audience Measurement service runs.

There was an 8% drop between the most watched match in the group stage and during the knock off stage. The matches that had the highest viewers during the knockout stage averaged at 37% of all TV viewers in the 6 countries compared to 45% during the group stage.

The overall share of TV viewers also saw a 2% dropped from 31% during the group stage to 29% during the knockout stage.

Most watched Knockout matches

Brazil vs Mexico and France vs Argentina were the most watched games taking 57% and 46% of all TV viewers in Ghana and Rwanda respectively.

In Kenya and Nigeria, the most viewership share was when Colombia played against England. 43% of Kenyan TV viewers tuned in. In Nigeria, 20% of all TV viewers in 12 of the 36 states were tuned in. In Uganda, the most watched game was France vs Argentina which drew a TV viewer share of 24%. In Tanzania, three matches tied in attracting the highest viewership at 31%. Those matches were: Croatia vs Denmark, Belgium vs Japan and Colombia vs England.

TV Channels Share at Knock-Out Stage 

The slight drop in viewership subsequently affected the overall ranking that the channels showing the World Cup had.  In Uganda, Supersport and WBS achieved the highest audience share during the round of 16 at 9% against other channels that are airing the World Cup. For Supersport, this was during the match between Uruguay vs Portugal. For UBC, this was during Belgium vs Japan.

Supersport led in viewership in most of the World Cup knockout matches in Nigeria and Ghana. In Nigeria, they commanded a majority of the World Cup viewers during France vs Argentina and Sweden vs Switzerland at 12% during each of the matches. In Ghana, Supersport had the highest audience share of 26% during the match between Uruguay vs Portugal.

In Kenya, NTV achieved the highest audience share during with the match between Belgium and Japan commanding the highest share of 23% against other channels broadcasting the World Cup. In Tanzania, TBC1 achieved the highest audience share in most of the matches played during this period with the highest share being at 21% during the match between Croatia vs Denmark.

The post Viewership of World Cup 2018 drops by 2% during Knockout Stage appeared first on GeoPoll.

Through our audience measurement service which runs in six countries in Africa (Kenya, Uganda, Tanzania, Ghana, Nigeria, Rwanda), we analyzed the TV viewership of all the matches where African teams were playing as well as other key matches played from 15^th – 24^th June.

Most & Least Watched Matches

Well done Nigeria ??? that was a tough match and Argentina ?? congratulations #WorldCup18 #NigeriaArgentina pic.twitter.com/0fGeezSJf1

— jules tata (@jules_tata) June 26, 2018

The matches that drew the most viewership among TV viewers in the 6 African countries were when Nigeria played against Iceland beating them 2:0. Rwanda TV ranked the top in audience share at 45% during the match between Nigeria Vs Iceland and in all the other matches.

In Ghana, 54% of the total TV audience watched the match between Egypt Vs Russia, the highest viewership in that period. The next most-watched match was Argentina Vs Croatia whose viewership drew 42% of all TV watching audience in the country. The least watched match at 21% of the Ghanaian TV viewing audience was when Spain played against Portugal.

In Kenya, the game between Argentina and Croatia had the highest share of all TV viewers at 48% followed in audience numbers by the Egypt vs Uruguay match with 43% of viewers. At 26% total viewership, Morocco vs Portugal was the least watched by Kenyan TV viewers.

In Nigeria, most TV viewers who were following the World Cup in 12 out of the 36 states from 15^th – 24^th June watched Nigeria vs Iceland game which had a 41% total audience share. The least watched match was when Morocco played against Portugal. The total audience share was 9%.

In Uganda, Nigeria vs Croatia match drew the highest TV audience share at 35% with only 12% of all TV viewers watching Germany vs Sweden game.

In Rwanda, the match with the highest total TV audience share was Morocco vs Portugal at 54%. The high share percentage may be attributed to the national broadcaster, Rwanda TV, acquiring the rights to screen all the matches hence the high viewership. The least watched game with only 29% tuning in was when Senegal played against Japan.

Finally, in Tanzania, most TV viewers watched Morocco vs Portugal which took 43% of all TV viewers in the country. The Senegal vs Poland game drew the least viewers at 24%.

Channels with the highest audience share

In Ghana, GTV had the highest audience share by channel of 25%. This was during the match between Egypt Vs Russia. NTV achieved the most audience shares in Kenya at 23%, 22%, and 21% during matches between Egypt Vs Uruguay, Arg Vs Croatia and Nigera Vs Croatia respectively.

SuperSport had the highest share of all TV viewers by channel in Nigeria and in Uganda. In Nigeria, SuperSport commanded 26% of all audience share, the highest among all channels showing the World Cup matches. The share percentage was in 12 of the 36 states. This was during the match between the Nigerian home team, the Super Eagles and Iceland. In Uganda, SuperSport attained the highest audience share in most of the matches played having its peak during the match between Nigeria and Croatia with 24% audience share.

Rwanda TV is ranked the top in audience share in all the matches during the group stage. Its peak of 45% share was during the match between Nigeria Vs Iceland. TBC1 in Tanzania achieved the highest audience share in most of the matches played with 28% leading during the match between Morocco Vs Portugal.

Knockout Stage

The last three weeks have had the most shocking moments for football fans world over. Germany, the defending World Cup champions were eliminated in group stage. As reported by The Guardian, the last time this happened was 80 years ago in 1938.

With all African teams out of the World Cup, it will be interesting to see how this will affect the TV viewership numbers across the continent.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda. As we continue to share with you the viewership highlights, Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

The post World Cup 2018: TV viewership of Group Stage across Sub-Saharan Africa appeared first on GeoPoll.

Nigeria Vs Argentina: Viewership by TV audience share

Over 12% of all TV viewers from 12 of the 36 states in Nigeria tuned in with a palpable hope for their homegrown heroes. The Super Eagles were once again confronting their all-time rivals Argentina. For the Nigeria viewers, Super Sport was the channel of choice. The DSTV channel had the largest share of TV viewers at 6.6% followed by Nigerian Television Authority (NTA) at 5.7%.

In Kenya, over 40% of all TV viewing audiences were glued to this match with NTV and Kwese having the highest channel share at 18% and 15% respectively.

In Uganda, 22% of all TV audiences tuned in with UBC having the highest TV ratings among other World Cup channels at 8%. Rwanda’s viewership of the match was at 55% with Rwanda TV taking Lion’s share. Finally, in Tanzania, 23% switched from watching other channels with a majority preferring TBC1 at 16% channel share to watch that final match for Nigeria.

Most Watched Nigeria Game in the World Cup

An average of 35% of all TV viewers watching this match in which Nigeria beat Iceland 2:0.  That match was also the most watched by Nigerians in 12 out of the 36 states in which GeoPoll’s audience measurement service runs. In Nigeria, over 40% of all TV viewing audiences watched the match with Supersport having the highest share of channel at 35%

Senegal & Tunisia: Africa’s Chances

With the elimination of Nigeria, Morocco, and Egypt at the group stage, the only remaining African teams that will be playing later today (29^th June) are Senegal and Tunisia.

In this last day of the group matches, Senegal has emerged as the continents underdogs. Tonight they will be facing Colombia as Tunisia meet Panama in the last group matches.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda.  Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

The post World Cup 2018: Over 29% of TV watching audiences from 5 African Countries watch the Nigeria Vs. Argentina match appeared first on GeoPoll.

The Opening Ceremony

The 1hr opening ceremony was televised live by FIFA partner broadcasters across the globe, with viewers across Africa tuning in. GeoPoll examined audience share for select stations airing the opening ceremony and first match in Ghana, Kenya, Nigeria, Tanzania, and Uganda. Interest in the opening ceremony was high in Kenya and Tanzania, likely due to the fact that it was aired starting at 1600 in these countries, while it was earlier in the day in West Africa. In Kenya, Kwese Free Sports had a 14% share of all TV viewers during the opening ceremony, while in Tanzania TBC had the most audience, at 22% of TV viewers.

Russia Vs Saudi Arabia

The first game of the 2018 FIFA World Cup was played between Group A’s Russia, the host nation, and Saudi Arabia at 1500hrs GMT. In Kenya, peak viewership came at 1930, in the middle of the game, when over 38% of TV viewers were tuned into the matches on various channels. In Tanzania at the same time, over 32% of TV viewers were watching. Ghana also saw an increase of viewers from the opening ceremony to the first match, with a share of over 27% of viewers. Viewership in Nigeria was also at over 27% of total TV viewers.

In all countries, we can observe an increase in viewership during the game when compared to the opening ceremony. This signals more interest in the first game of 2018 FIFA World Cup and not the official opening ceremony.

A number of free to air channels and pay TV channels across the world are broadcast partners for 2018 FIFA World Cup.

Highest Viewership by Channel

NTV Kenya had the highest viewership in Kenya, capturing over 30% of TV audience in Kenya during the time of the match. This is an increase of over 400% of NTV’s typical audience during the same time period. Kwese Free Sports had a 13% audience share prior to the start of the match in Kenya, which dropped during the airing of the game. In Nigeria, NTA Nigeria and SuperSport also saw an increased audience size during the game, with SuperSport at 14% of all viewers and NTA at 13%. Tanzania saw TBC dominating audience share of the channels showing the games.

Second-day action sees the other Group A match between Africa’s Egypt and South America’s Uruguay kick off at 1200hrs GMT. Group B matches of yet another African representative Morocco and Iran follows at 1500h GMT and the day’s highlight game being former champions Spain facing off with European champions, Portugal at 1800h GMT.

GeoPoll will catch all the action and provide you with audience estimates on the 2018 FIFA World Cup, derived from the syndicated audience measurement product that is collected daily.

Our Exclusive World Cup Subscription Offer

We have a special world cup subscription offer for 6 countries (Kenya, Ghana, Tanzania, Nigeria, Uganda and Rwanda) Sign up and get access to our online TV viewership data portal for the two months (June and July) during which the matches will be played. The portal gives you real-time access to the media consumption data collected daily.

As part of the package, you will receive a weekly World Cup audience measurement insights report with a breakdown on:

• The number of people watching World Cup games
• Viewership numbers broken down by age and gender
• Comparison of game watching across countries
• Game viewership by tournament round

As for your Ad campaign evaluation, our post-campaign evaluation tool will give you the data on how your ad campaigns are doing, in terms of reach and the impact they’ve had on the target audience. This would be a good way to accurately confirm the return on investment on every campaign.

Contact us now to sign up for our exclusive World Cup offer!

Note: This blog article focuses on certain channels and countries airing the World Cup. In Nigeria, data is based on information from select states.

The post 2018 FIFA World Cup Kick Off: African Viewership appeared first on GeoPoll.