In the final two weeks before the 2023 Democratic Republic of the Congo Election date, we conducted the fifth round of the Socio-Political Barometer survey, shifting to a computer-assisted telephone interview (CATI) approach. The adjustment was primarily for safety and security reasons, given the often highly charged and volatile campaigning period had started. Interviews were conducted between 28 November and 13 December 2023 by trained and experienced professional interviewers. A sample of 2,089 individuals was randomly selected from GeoPoll’s database of over 200,000 Congolese from all provinces, ages, genders, and walks of life.

We’re pleased to release the findings today.

Baromètre Socio-Politique – DRC: Déc 2023

Le baromètre socio-politique GeoPoll est une initiative visant à collecter des données rapides, précises et robustes sur les principales questions sociales et politiques dans les pays en développement.

Au cours des deux dernières semaines précédant la date prévue des élections, nous avons mené le cinquième cycle de l’enquête du Baromètre socio-politique, en passant à une approche d’entretien téléphonique assistée par ordinateur (CATI). Cet ajustement était principalement motivé par des raisons de sûreté et de sécurité, étant donné le début de la période de campagne, souvent très chargée et volatile. Les entretiens ont été menés du 28 novembre au 13 décembre 2023 par des enquêteurs professionnels formés et expérimentés. Un échantillon de 2 089 individus a été sélectionné au hasard dans la base de données GeoPoll de plus de 200 000 Congolais de toutes provinces, âges, sexes et horizons.

Nous sommes heureux de publier les résultats aujourd’hui.

The post The GeoPoll Socio-Political Barometer Survey – DRC December 2023 appeared first on GeoPoll.

The GeoPoll Socio-Political Barometer is an initiative to collect rapid, accurate, and robust data on key social and political issues in developing countries. It uses large-scale face-to-face survey research supported by state-of-the-art technology that streamlines the survey process and ensures data integrity.

In the run-up to the 2023 Democratic Republic of Congo (DRC) Elections, Geopoll is pleased to release findings from the latest wave of a series of comprehensive Socio-Political Barometer nationwide surveys conducted over the last two years. This fourth report captures the evolving opinions and expectations of the Congolese people as the nation approaches the elections on December 27, 2023.

This wave of GeoPoll’s Socio-Political Barometer is more than a mere data collection; it represents the collective voice and evolving dynamics of the Congolese electorate. As the DRC prepares to cast its votes, these insights offer a window into the hearts and minds of its citizens.

Methodology

Undertaken from September 16 to November 20, 2023, our survey reached 5,763 households across diverse regions of the DRC. A sample of 5,763 households across

Democratic Republic of the Congo was selected through a Geospatial Information System (GIS) system, so that interviewers and field managers had no role in choosing whom to interview.

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Key Findings in Summary

• Most Congolese people are thoroughly dissatisfied with the state of the country, with unemployment, insecurity, infrastructure and food prices the most mentioned challenges
• Perceptions have not, however, deteriorated further in the past year – in fact there are signs of marginal improvement, particularly in response to the ongoing implementation of universal free education.
• The opposition remains divided and unlikely to align in time for the polls.
• Among those with a strong intention to vote in the upcoming elections, 55% are both willing to support a second term for President Felix Tshisekedi and see no alternative candidate deserving of their vote.

In Conclusion

Based on the survey data GeoPoll collected, a first-round victory for President Tshisekedi is the most likely outcome of the upcoming polls. Still, there is no reason to believe that they will run smoothly. Conflict, logistics, weather, and other factors may affect the outcome.

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Le baromètre socio-politique GeoPoll T3/4 2023

Le baromètre socio-politique GeoPoll est une initiative visant à collecter des données rapides, précises et robustes sur les principales questions sociales et politiques dans les pays en développement. Il utilise des enquêtes en face à face à grande échelle, soutenues par une technologie de pointe qui rationalise le processus d’enquête et garantit l’intégrité des données.

À l’approche des élections de 2023 en République démocratique du Congo (RDC), Geopoll est heureux de publier les résultats de la dernière vague d’une série d’enquêtes complètes du Baromètre socio-politique à l’échelle nationale menées au cours des deux dernières années. Ce quatrième rapport rend compte de l’évolution des opinions et des attentes du peuple congolais à l’approche des élections du 27 décembre 2023.

Cette vague du baromètre socio-politique de GeoPoll est plus qu’une simple collection de données ; Ça représente la voix collective et l’évolution dynamique de l’électorat congolais. Alors que la RDC se prépare à voter, ces informations ouvrent une fenêtre sur le cœur et l’esprit de ses citoyens.

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Methodologie

Menée du 16 septembre au 20 novembre 2023, notre enquête a touché 5 763 ménages dans diverses régions de la RDC. Un échantillon de 5 763 ménages à travers la République démocratique du Congo a été sélectionnée grâce à une enquête d’information géospatiale
Système (SIG), de sorte que les enquêteurs et les responsables de terrain n’avaient aucun rôle dans le choix des personnes à interviewer.

Principales conclusions en résumé

• La plupart des Congolais sont profondément insatisfaits de l’état du pays, le chômage, l’insécurité, les infrastructures et les prix alimentaires étant les défis les plus mentionnés.
• Les perceptions ne se sont toutefois pas davantage détériorées au cours de l’année écoulée – en fait, il existe des signes d’amélioration marginale, notamment en réponse à la mise en œuvre en cours de l’éducation universelle gratuite.
• L’opposition reste divisée et il est peu probable qu’elle s’aligne à temps pour les élections.
• Parmi ceux qui ont une intention ferme de voter lors des prochaines élections, 55 % sont prêts à soutenir un second mandat du président Félix Tshisekedi et ne voient aucun candidat alternatif méritant leur vote.

En Conclusion

D’après les données d’enquête collectées par GeoPoll, une victoire du président Tshisekedi au premier tour est le résultat le plus probable des prochains scrutins, mais il n’y a aucune raison de croire qu’ils se déroulent sans problème. Les conflits, la logistique, la météo et d’autres facteurs peuvent affecter le résultat.

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The GeoPoll Socio-Political Barometer is an initiative to collect rapid, accurate, and robust data on key social and political issues in developing countries. It uses large-scale face-to-face survey research supported by state-of-the-art technology that streamlines the survey process and ensures data integrity. We conducted the second Barometer wave from November to December 2022 and are pleased to present the report!

Key Highlights from the Report

• Access to free education continues to be the leading driver of optimism in the Democratic Republic of Congo. This wave also reveals improved perceptions of the country’s security, roads, schools, hospitals, and sporting prowess.
• Unemployment and insecurity are the most cited dysfunctional areas, closely followed by the state of the country’s roads and rising prices.
• Overall expectations from the government are similar to Q3. However, there has been a significant increase in people demanding better roads, an end to insecurity, and better financial circumstances (i.e., lower prices and higher wages.
• President Tshisekedi’s approval ratings grew from Q3 to Q4, with more people satisfied with his leadership and willing to vote for him in the upcoming elections.
• There are no signs of a significant rehabilitation of President Kabila’s legacy. A head-to-head comparison with President Tshisekedi on all matters shows a wide gap in perceptions of the two figures that are consistent and even growing a little over time
• Some respondents feel there has been an improvement in transparency and accountability from the President, with more care taken when making appointments.

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Fill in your email address here to download GeoPoll’s full report of the findings from this research for free:

For more information contact [email protected].

République Démocratique du Congo – Enquête Baromètre Socio-Politique GeoPoll Q4 2022

Le baromètre socio-politique GeoPoll est une initiative visant à collecter des données rapides, précises et robustes sur les principaux problèmes sociaux et politiques dans les pays en développement. Il utilise une recherche par sondage à grande échelle en face à face appuyée par une technologie de pointe qui rationalise le processus d’enquête et garantit l’intégrité des données. Nous avons mené la deuxième vague du Baromètre de novembre à décembre 2022 et sommes heureux de vous présenter le rapport !

Faits saillants du rapport

• L’accès à l’éducation gratuite continue d’être le principal moteur de l’optimisme en République démocratique du Congo. Cette vague révèle également une amélioration des perceptions de la sécurité, des routes, des écoles, des hôpitaux et des prouesses sportives du pays.
• Le chômage et la précarité sont les dysfonctionnements les plus cités, suivis de près par l’état des routes du pays et la hausse des prix.
• Les attentes globales du gouvernement sont similaires à celles du T3. Cependant, il y a eu une augmentation significative du nombre de personnes réclamant de meilleures routes, la fin de l’insécurité et de meilleures finances (c’est-à-dire des prix plus bas et des salaires plus élevés).
• Les cotes d’approbation du président Tshisekedi ont augmenté du troisième au quatrième trimestre, avec plus de personnes satisfaites de son leadership et disposées à voter pour lui lors des prochaines élections.
• Il n’y a aucun signe d’une réhabilitation significative de l’héritage du président Kabila. Une comparaison directe avec le président Tshisekedi sur tous les sujets montre un large écart dans les perceptions des deux chiffres qui sont cohérents et même en croissance un peu au fil du temps
• Certains répondants pensent qu’il y a eu une amélioration de la transparence et de la responsabilité du président, avec plus de soin dans les nominations.

Télécharger le rapport

Renseignez votre adresse e-mail ici pour télécharger gratuitement le rapport complet de GeoPoll sur les résultats de cette recherche :

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Sampling and Methodology

The Socio-Political Barometer survey for the fourth quarter of 2022 was conducted across all provinces of the Democratic Republic of Congo from 15 November to 18 December 2022. A cluster sampling methodology was applied to draw a sample of 9,253 households across the DRC by means of Geospatial Information System (GIS) based selection. This sampling method is an improvement on wave 1 in terms of accuracy and representativeness, and reflects our ongoing commitment to constantly improving our work in challenging markets. A randomly selected adult member of each household completed a 20-minute face to face interview with a trained and experienced professional interviewer.

Results

The Socio-Political Barometer data collected in the Democratic Republic of the Congo in November and December 2022 surfaced the following key metrics and trends.

In the Democratic Republic of Congo today, what do you think WORKS?

Access to free education continues to be the leading driver of optimism in the DR Congo. This wave also reveals improved perceptions of the country’s security, roads, schools, hospitals and sporting prowess. Potentially, the IGF has featured less in the news this quarter, and hence is less endorsed by respondents.

What do you think DOES NOT WORK?

Unemployment and insecurity are the most cited dysfunctional areas, closely followed by the state of the country’s roads and rising prices. All are cited by more respondents this wave than in July. Security and roads appearing as both functional and dysfunctional areas suggests these are polarizing issues in Congolese society – a positive experience for some and negative for others.

How satisfied are you with President Tshisekedi’s current mandate? Would you grant him a second term at the ballot box?

Only half the respondents believe there is another candidate worth considering, and when pressed to specify, 29% of those said they had not decided who that candidate might be.

For the small minority that were willing to express support for a challenger to President Tshisekedi the leader is Martin Fayulu with 18% support, followed by Moise Katumbi on 16%. Kabila, Matata and Bemba are vying for third place at around 4-5%

Closing Insights

It is not possible to determine if the apparent improvement in perceptions both of the country and the President are due to shifts in perception over time or a result of the improved sampling approach we took. Either way, President Tshisekedi would seem to be in a somewhat stronger position at this point in time than we initially estimated.

Look out for our full report in January 2023.

About GeoPoll

GeoPoll is a full-service market and social research agency that conducts surveys via computer-assisted telephone interviewing (CATI), computer-assisted personal interviewing (CAPI), short message service (SMS), WhatsApp, and mobile web/mobile application communications. We also conduct online and offline qualitative research.

GeoPoll is currently operational on five continents and employs 104 permanent staff worldwide. Our headquarters is in Denver, Colorado, USA, with a second US office in Washington, DC focused on international development projects. Our largest office is our operations and project management hub in Nairobi, Kenya, with on the ground representatives and coordinators working across eight additional countries. GeoPoll also contracts with carefully selected and rigorously trained partners across the world who bring additional skills, expertise, technology, and capacity as required.

As a member of the European Society for Opinion and Marketing Research (ESOMAR), the Marketing and Social Research Association (MSRA) Kenya, the Pan African Media Research Organisation (PAMRO), the Society for International Development (SID), and the World Association for Public Opinion Research (WAPOR), GeoPoll adheres to the strictest ethical and research standards and employs highly rigorous methods and approaches to data collection and analysis.

Our surveys have been cited and analyzed in several highly respected academic journals, such as the Journal of International Public Opinion Research and the Journal of International Development.

For more information contact [email protected].

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GeoPoll lance une enquête baromètre socio-politique en République démocratique du Congo

Le baromètre socio-politique GeoPoll est une initiative visant à collecter des données rapides, précises et solides sur les principaux problèmes sociaux et politiques dans les pays en développement. Il utilise des sondages à grande échelle en face à face, soutenus par une technologie de pointe qui rationalise le processus d’enquête et garantit l’intégrité des données.

Methodologie

Notre première enquête de baromètre socio-politique au Congo a été menée en juillet 2022, interrogeant 10 532 répondants à travers le pays à l’aide de l’application d’intervieweur mobile personnalisée de GeoPoll. L’ échantillone des données ont été collectées dans 33 villes et dans 145 territoires de la République Démocratique du Congo. Grâce à l’application de cette technologie en combinaison avec notre expérience et notre expertise, GeoPoll a étroitement géré et surveillé la qualité de la collecte de données et l’exactitude des données collectées.

Télécharger le rapport gratuit

Resultats

Les résultats de la première série d’entretiens font apparaître plusieurs paramètres et tendances sociopolitiques clés.

Les répondants citent le chômage, la médiocrité des infrastructures et l’insécurité comme les préoccupations les plus pressantes du Congo. Il y a une pression importante sur le Président Felix Tshisekedi pour qu’il progresse dans ces domaines et dans d’autres, d’autant plus qu’il cherche à obtenir un second mandat lors des élections prévues pour 2023.

Un peu plus de la moitié des personnes interrogées expriment leur volonté d’accorder un second mandat au président Tshisekedi, tandis qu’un tiers déclarent ne pas avoir l’intention de voter pour un autre candidat. Bien que les rivaux potentiels aient de solides bases de soutien régionales, aucun d’entre eux ne semble avoir suffisamment de soutien au niveau national pour monter un défi significatif. Les perspectives de réélection du président Tshisekedi semblent donc bonnes à ce stade.

Un aspect de la performance du président actuel sur lequel plus de 80% des personnes interrogées s’accordent est qu’il représente une amélioration significative par rapport à l’administration précédente de Joseph Kabila. Seuls 5% des répondants au niveau national estiment que Kabila serait un candidat viable à la présidence lors des prochaines élections. Les répondants qui pensent que le pays est mieux dirigé sous le président Tshisekedi sont deux fois plus nombreux que ceux qui préfèrent les années Kabila.

Télécharger le rapport

Renseignez votre adresse e-mail ici pour télécharger gratuitement le rapport complet de GeoPoll sur les résultats de cette recherche :

Mener des recherches sociales et politiques avec GeoPoll

GeoPoll est une agence de recherche sociale et de marché à service complet qui mène des enquêtes via des entretiens téléphoniques assistés par ordinateur (CATI), des entretiens personnels assistés par ordinateur (CAPI), un service de messages courts (SMS), WhatsApp et des communications d’applications mobiles Web/mobiles. Nous effectuons également des recherches qualitatives en ligne et hors ligne.

Contactez-nous dès aujourd’hui pour en savoir plus sur nos capacités à collecter des données sur les principaux problèmes sociaux et politiques en République démocratique du Congo et dans les pays en développement du monde entier.

GeoPoll launches a socio-political barometer survey in the Democratic Republic of Congo

The GeoPoll Socio-Political Barometer is an initiative to collect rapid, accurate, and robust data on key social and political issues in developing countries. It makes use of large-scale face-to-face survey research, supported by state-of-the-art technology that streamlines the survey process and ensures the integrity of the data.

Methodology

Our first Socio-Political Barometer survey in the Democratic Republic of the Congo was conducted in July 2022, interviewing 10,532 respondents across 33 cities and 145 territories across the country using GeoPoll’s custom mobile interviewer application. Through the application of this technology in combination with our experience and expertise, GeoPoll closely managed and monitored the quality of data collection and the accuracy of the data collected.

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Results

Findings from the first round of interviews surface several key socio-political metrics and trends.

Respondents cite unemployment, poor infrastructure, and insecurity as the Democratic Republic of the Congo’s most pressing concerns. There is significant pressure on President Felix Tshisekedi to make progress in these and other areas, especially as he looks to secure a second term in the elections planned for 2023.

Just over half of respondents express a willingness to grant President Tshisekedi a second term, while a third say they have no intention of voting for another candidate. Although potential rivals have strong regional support bases, none of them seem to have enough support at a national level to mount a significant challenge. The prospects for re-election for President Tshisekedi, therefore, seem to be good at this stage.

One aspect of the current president’s performance on which more than 80% of respondents agree is that he represents a significant improvement over the previous administration of Joseph Kabila. Only 5% of respondents at a national level feel that Kabila would be a viable candidate for president in the next elections. Respondents that believe the country is better run under President Tshisekedi outnumber those who prefer the Kabila years by two to one.

Download the Report

Fill in your email address here to download GeoPoll’s full report of the findings from this research for free:

Conduct Social and Political Research with GeoPoll

GeoPoll is a full-service market and social research agency that conducts surveys via computer-assisted telephone interviewing (CATI), computer-assisted personal interviewing (CAPI), short message service (SMS), WhatsApp, and mobile web/mobile application communications. We also conduct online and offline qualitative research.

Contact us today to learn more about our capabilities to collect data on key social and political issues in the Democratic Republic of the Congo and developing countries across the globe.

The post Democratic Republic of the Congo – The GeoPoll Socio-Political Barometer Survey appeared first on GeoPoll.

Matt Angus-Hammond (GeoPoll) and Mark Knocker (Marnox Media)

The global media market is worth just over two trillion US dollars, and growing fast. The digitization of the media and the proliferation of mobile-based media platforms is a big driver of this growth, especially in developing markets where huge numbers of people are joining the digital revolution every day.

But despite this growth, in most developing markets it is still traditional media like TV and radio that attract the most advertising spend and attention from strategists. Forays into new media channels, as well as new approaches such as programmatic advertising, are tentative at best. This is a massive opportunity for media practitioners that is being held back in part by a lack of actionable audience data.

The first radio audience ratings were released in the USA in 1947, and much of the audience research being conducted in Africa and other developing markets in 2022 would be strikingly familiar to the Nielsen pioneers who developed them. The focus is on traditional media, each media type (TV, radio and print) is assessed in a self-contained bubble with no influence on the others, and audiences are measured at household level as if we all live in nuclear families that sit down together every night to watch TV.

That’s not how the new media works. We don’t consume media any more, we are immersed in it. Channels have proliferated and permeated all aspects of our daily lives. They compete for our attention like brands in a supermarket, and it is this perspective that inspired the GeoPoll Attention Landscape model. Designed for the developing market in the 21^st century, our model has two key features:

• Putting all media touchpoints on the same playing field, from the perspective of how much of our collective attention they are able to engage.
• Going beyond traditional audience research to explore the context of each media engagement, interaction with other media channels and the content needs that drove the audience to that touchpoint.

Since developing the model in 2021 we have run bespoke Attention Landscape surveys for multiple clients in several developing countries, for clients and partners ranging from media agencies to NGO’s. One such partnership has resulted in cross-platform measurement and insights data for Botswana, Namibia, Lesotho, and Eswatini media audiences.

Case Study: Namibia (with Marnox Media)

The Namibia study was conducted via mobile web in March-April 2022, the first media audience research of any sort to have been conducted in this country since 2019. Being a web-based survey the audience being measured are “connected” Namibians, approximately the 50% most affluent and urbanized part of the population. So this is not nationally representative data, but it does reflect the most economically active audiences and paints a picture of future trends as connectivity increases further.

While a lot of digital activity is to be expected from online survey respondents, it is significant that they are occupying around two-thirds of the audience’s collective media attention across all the markets. Namibia is an outlier, however, as it has by far the strongest print sector of any of the markets we have researched. Channel Analysis reveals that there is one title primarily responsible for this strength – The Namibian:

An independent publication with a reputation for fearless investigative reporting, The Namibian is, after Facebook and Instagram, the media channel that attracts the most collective attention from the connected Namibian population across all platforms. Radio, by contrast, is a very cluttered landscape with government offerings in ten different languages and a strong competitive set of independents competing for a relatively small share of total attention:

TV is less fragmented than radio, but the way we interact with it, even our understanding of what TV is, is changing. Traditional audience measurement techniques and devices are good at counting the number of traditional TV sets that are tuned to a specific channel, but is that enough data to guide crucial media planning and strategy decisions?

How many of us have the habit of “watching” TV while using a mobile phone, to the extent that we have no idea what is on? In Namibia, and everywhere else we’ve measured this, it’s about half the TV audience:

In such a dynamic, complex media environment the best strategy might be to focus on content. Our Content Analysis component allows us to understand what is driving audiences to each channel in the first place. For example, among female Namibians the single biggest driver of media engagement across all channels is job hunting on the internet:

Interactive Dashboard

GeoPoll provides interactive reports for our Attention Landscape surveys to give viewers full control of the data they want to see. The data can be filtered by aspects such as gender, age, profession, household income, location, and more to give a deep dive into actionable media insights.

Fill out this form to grab an up-to-date Attention Landscape dashboard for free:

Marnox Media is an independent Media Representation Company connecting Advertisers with Media Owners across the African continent for the past 20 years. We implement Advertising campaigns for our clients from “Brief to Flighting” in both Traditional (Radio, TV, Print, OOH) and on Digital Media Platforms.   

GeoPoll’s Attention Landscape measures and analyses all media touchpoints in terms of their competition for the audiences’ attention. Bringing a new perspective to media insights, our Attention Landscape model maps out the touchpoints across both traditional and new media and goes beyond audience numbers to explore how and why they capture attention. Contact GeoPoll to learn more.

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Each mobile research mode comes with its own advantages and shortcomings, and selecting the right one for each project is typically about balancing reach (percentage of the population that can be interviewed), complexity (number of answer options, length of questions, use of images and multimedia), time, and cost.

By providing multiple mobile research modes, GeoPoll ensures we can reach any population, even those that do not have access to the internet or cannot read text messages. SMS, for example, can reach anyone with a mobile phone and is significantly cheaper and faster than Computer Assisted Telephone Interviewing (CATI), but is limited to plain text and 160 characters per question and answer. Our smartphone app, on the other hand, enables complex surveys and the sending and receiving of images, audio clips, videos, and hyperlinks. But limited smartphone penetration and affordability in most emerging markets means this platform is limited to more affluent respondents.

WhatsApp in Africa

The evolution of devices that have some smartphone features, but at a much lower cost, has boosted the adoption of messaging apps across the developing world. In Africa, this usually means WhatsApp.

The explosion of WhatsApp across Africa in the past few years has been spectacular. Kenya, South Africa, and Nigeria (in that order) are now the world’s top three WhatsApp countries by penetration, and WhatsApp is the largest messaging platform in almost every country on the continent. Because it is available on basic devices with a low-level data connection, the penetration rates of WhatsApp usually far exceed actual internet access. Due to its wide reach and accessibility, WhatsApp is increasingly being used by organizations such as the World Health Organization as a mechanism for distributing vital information regarding COVID-19.

As a survey platform, in most African countries, WhatsApp has the potential to reach almost as deep into the population as SMS or CATI, and it is because of this that GeoPoll has added Whatsapp surveys to our suite of offerings in our core markets including Kenya, Nigeria and Ghana. WhatsApp survey questions can be longer and more complex than SMS, and unlike CATI we can use audio and visual stimuli, meaning we can send picture or video content for respondents to answer questions about, and even get photos and recordings back from respondents. It is fast, cheap, and everyone knows how to use it. User engagement also seems to be strong. A study in Israel found that well over 50% of WhatsApp messages are answered within 1 minute. In our initial pilots, the average response time to each question was 1 minute 22 seconds.

Initial Tests

We have been working closely with our clients to explore the use of WhatsApp as a survey mode in more detail, running tests and pilots in our core markets, as well as frontier markets like Iraq. Early data suggests that response and completion rates for Whatsapp surveys (when using GeoPoll’s database) are higher than online surveys and almost as good as SMS, which makes this a valuable middle ground between high reach and high complexity. Respondents in a social development survey, for example, who would usually only participate via SMS or CATI, could be sharing images and videos of their daily lives to accompany and contextualize survey data. A TV ad can be shown to a test audience with only the most basic internet connectivity.

Many mobile networks have special Whatsapp deals and bundles that make it a considerably cheaper platform for respondents to use than a mobile web survey. We’re excited about the possibilities.

Conduct a WhatsApp Survey

Experience the benefits of conducting surveys through the WhatsApp messaging platform with GeoPoll. To learn more about how we can execute your specific project, please contact us.

The post GeoPoll Adds WhatsApp to Our Suite of Mobile Interviewing Platforms appeared first on GeoPoll.

Audience Measurement Tracking

Although audience measurement metrics alone cannot provide a map of a customer’s journey from noticing an ad through to purchase, it is important to measure these metrics for ad campaigns so we know how many people had the opportunity to see or hear the ad, and how many times they had that opportunity. Gross rating points (GRP’s), share, reach, CPM, and other similar audience measurement metrics are key determinants of an ad placement’s performance and a campaign cannot be deemed effective if it falls short here.

GeoPoll’s audience measurement platform is a powerful tool for advertisers evaluating campaign performance in this way due to the post-campaign evaluation tool. This tool allows the user to input the campaign’s proof of flighting data, then the tool calculates and provides the GRP’s for each individual ad and the campaign as a whole. This enables a quick and easy adjustment of a media planning strategy that can even be made mid-campaign.

The information provided by GeoPoll’s post-campaign evaluation tool is important for evaluating advertising effectiveness, but it only tells us who had the opportunity to see or hear the ad. To determine if they actually noticed it, paid attention, and acted in response to it we need to conduct attribution research.

Attribution Research

In the advertising industry, you may hear attribution tracking research referred to as other terms like Each of these are types of attribution research, typically focusing on specific metrics, KPI’s, or particular communication tactics.

Attribution research attempts to measure the changes in consumer behavior that can be attributed to a particular channel or a specific campaign. In fact, “More than 60% of client-side marketers agree that ‘surveys to test advertising effectiveness provide a strong indication of the success of an advertising campaign,’ and 54% agree that these surveys are essential to advertising validation.” It is essentially a test of the campaign’s media mix, creative, and content—as well as the appeal of the product or service being advertised. Failure or underperformance in any of these areas impacts the effectiveness of a campaign, regardless of how much reach and frequency is achieved.

GeoPoll’s attribution research experience

GeoPoll has extensive experience with a range of attribution research projects. From tracking KPI’s over 11 weeks to monitor the effectiveness of a TV campaign for a major FMCG brand in Nigeria, to tracking behavioral changes among small farmers in Ghana in response to an NGO’s social awareness radio campaign—GeoPoll research experts have done it all.

Attribution research of this nature is tailored on a project-by-project basis based on what the client is intending to find out. However, in most of the studies GeoPoll conducts, consumers are interviewed through their mobile phones in two or more waves. The first wave precedes the campaign launch to establish the baseline against which movement in metrics can be measured, then the subsequent waves seek to answer attribution research questions like these:

– Did the target consumers have the opportunity to see or hear ads from the campaign?

– Did target consumers notice the ads from the campaign?

– Did target consumers recall the product or service that was advertised?

– Did the ad provoke consumers to take the desired action?

The feedback received from these surveys can be analyzed to build an understanding of which marketing initiatives within a campaign drove sales and which initiatives did not. This analysis uncovers the cause and effect relationship between an ad and a sale, allowing organizations to understand the returns on investment that were received from a campaign.

GeoPoll’s research experts are always available to assist in these projects, whether that means identifying the KPI’s to be measured, developing a questionnaire, analyzing resulting data, or anything in between. To learn more about GeoPoll’s custom attribution tracking research solutions, contact us today.

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The advertising landscape in Cote D’Ivoire is quite robust following the recent economic growth in the country and boosted by a young consumer base. In 2016 it was estimated that the total advertising spend was $110 million, and international retailers such as the French multinational Carrefour have increased their footprint in Cote D’Ivoire. While traditional media including radio, TV, print, and outdoor advertising remain strong, as higher percentages of the population come online, it is expected that digital modes will also increase in power.

A recent GeoPoll study in Cote D’Ivoire, run in conjunction with GeoPoll Audience Measurement’s regular data collection in the country, examined the usage of traditional and new media, along with purchase habits for several fast-moving consumer goods.

Traditional Media in Cote D’Ivoire

GeoPoll’s study of the media landscape in Cote D’Ivoire finds that Television is the most-consumed traditional media, with 48% watching TV for more than two hours a day, and an additional 43% watching at least some TV each day. The youngest age group (15-24) report slightly higher viewership than older age groups. Radio also performs well, with 32% listening for between more than two hours per day, and a total of 84% listening to radio each day.

Both radio and newspapers are more popular with the older age groups, who are more likely to read a daily newspaper and report listening to the radio for more than two hours. The older age group is also slightly more likely to read a magazine every day than younger populations.

Billboards are found to be a polarizing medium, with 38% saying they would not be likely to read or react to a billboard advertisement, and 21% saying they would be highly likely to read or react to an out-of-home ad.

TV Ratings in Cote D’Ivoire

Looking at the ratings of TV stations in Cote D’Ivoire for January to February 2020, we can see the dominance of RTI1 and RTI2. RT1 or La Première had a total share of 23% of the TV viewing audience in January 2020, and 16% in February 2020, while RTI2 had a share of 13% in January and 8% in February. Canal+ Sport was the next most popular station, with 8% of share in January and 11% of share in February. Demonstrating the diverse interests of the audience in Cote D’Ivoire, other top stations include Canal+, NovelasTV, NollywoodTV, France24, National Geographic, TraceTV, and SyFy. Stations that are more popular with female audiences include NollywoodTV and Novelas TV, which are both entertainment channels. 

Internet and Social Media in Cote D’Ivoire

Internet usage in Ivory Coast is low compared to other West African countries such as Nigeria, and GeoPoll found that 41% of our SMS respondents access the Internet on most days, but for less than one hour a day, with only 13% accessing the internet for one to four hours per day. Despite this, several media outlets have started using social media and messaging applications to reach their audience, including La Monde, which has used WhatsApp to grow its audience in Francophone Africa. This study confirmed the dominance of Facebook and WhatsApp in Cote D’Ivoire, with Facebook having the highest levels of use: 39% state that they use Facebook for more than two hours a day, compared to 9% who say the same for Instagram, 20% for YouTube, and 34% for WhatsApp.

Get Data on Ivory Coast TV and Radio Ratings

GeoPoll collects regular audience measurement data through GeoPoll Audience Measurement, which displays daily TV and Radio ratings in Cote D’Ivoire through an interactive dashboard. To get access to GeoPoll Audience Measurement data in Cote D’Ivoire, which is run in conjunction with Harmonies Media and PHD, please contact us here.

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Among the perennial favourites to lift the title are always the mighty Elephants of Cote d’Ivoire. For the first time this year, our flagship GeoPoll Audience Measurement platform was gathering detailed audience viewership data throughout every moment of AFCON action on Ivorian TV. In this report, we will examine the audience share associated with each of the matches that Cote d’Ivoire played during the 2019 AFCON tournament, as well as the viewership of pre-game and post-game coverage.

The AFCON tournament schedule for Cote d’Ivoire’s National Team can be found below for reference:

Audience Share Increased With Each Match in the Series

Overall, the AFCON matches showcasing the Elephants were a hit with viewers in the market. Interest gained significant momentum as the tournament built up from the group stage matches though to the quarterfinals, where Cote d’Ivoire made their exit. Viewers were engaged with the group stage matches but many more viewers watched the round of 16 match, Cote d’Ivoire vs. Mali, and the quarterfinals vs. Algeria.

During the group stage of the tournament, there was an approximately 20% increase in viewership with each game in the series. The first match, Cote d’Ivoire vs. South Africa, the second match, Cote d’Ivoire vs. Morocco, and the third match of the group stage, Cote d’Ivoire vs. Namibia, had average audience shares of 23.11%, 45.45%, and 64.14% respectively. Beyond the group stage, increases in audience share were slower and then hit a plateaued for the quarterfinal match, as you can see in the tables below.

The findings that show an increased average audience share for each match in the series indicate the growth of interest that surrounded the tournament as the home team advanced to higher-stakes matches. The increase could be due to excitement, patriotism, word-of-mouth, team success, etc. but it is not unusual for higher-stakes matches to draw in larger crowds. The plateau seen in audience share between the round of 16 and the quarterfinal may be a little more unusual to see. It is important to note, however, once the average audience share reached 77% for the round of 16 match, it is plausible to think that all of the Football fans who could make time to watch the match, were watching the match. 77% share is an overwhelming majority of viewers to be watching the same content, which left very little room for interest to increase for the following match.

Stations with highest viewership

The broadcast stations flip-flopped in popularity. Looking at the final three games played by Cote d’Ivoire during the tournament, there was higher viewership on CANAL+ Sport than on RTI-1 for the group stage and round of 16 matches, but there was significantly higher viewership of the quarterfinal match on RTI-1 than on CANAL+ Sport.

Pre-Game Viewership Vs. During Game Viewership Vs. Post-Game Viewership

Pre-game coverage of the matches hovered in the 20%-40% audience share range without much pattern, yet the interest in the post-game coverage grew with each game in the series. As you can see in the chart below, the audience shares for post-game coverage increased with each game through the group stage and round of 16, just as the audience shares for game coverage increased with each game. The quarterfinal match broke the trend in audience share increase for post-game coverage, however it would be anticipated to have lower interest in post-game coverage for that match. During that match, Algeria beat Cote d’Ivoire in a close game, which booted Cote d’Ivoire from advancing in the tournament. Seeing as many people would not watch post-game discussion and highlights from a game that was lost by their favorite team, it is still impressive to see a 48.54% audience share for the post-game coverage of the quarterfinal match. Although there are some individual matches where you see higher audience share in the pre-game coverage than the post-game coverage, post-game coverage is still more popular overall.

If you have found this report valuable, make sure to follow the GeoPoll blog where we post reports on audience measurement and other market research topics multiple times a week. To access more information on AFCON viewership, subscribe to GeoPoll’s Audience Measurement platform and access audience measurement data anytime, anywhere, with our interactive Online Ratings Dashboard. GeoPoll collects audience measurement data 24 hours a day, 7 days a week and utilizes the most effective recall methodology in the market. Contact us to learn more about GeoPoll’s Audience Measurement tools and capabilities, today!

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Côte d’Ivoire – Rapport de mesure d’audience: les téléspectateurs de la CAN 2019

Tous les deux ans, la CAN réunit les meilleurs pays du football d’Afrique pour se battre et couronner un champion. Le buzz a été un peu plus intense cette année car le tournoi a été élargi pour accueillir de nouvelles équipes. Comme on peut l’imaginer, l’esprit de compétition est palpable autour du tournoi et la couverture télévisée en direct des matches est populaire parmi beaucoup d’autres.

Les éléphants de la Côte d’Ivoire sont toujours parmi les favoris. Pour la première fois cette année, notre plateforme phare GeoPoll Audience Measurement rassemblait des données détaillées sur l’audience à chaque instant de l’action de la CAN sur la télévision ivoirienne. Dans ce rapport, nous examinerons la part d’audience associée à chacun des matches joués par la Côte d’Ivoire lors du tournoi AFCON 2019, ainsi que l’audience des reportages avant et après le match.

Le calendrier du tournoi de la CAN de l’équipe nationale de Côte d’Ivoire est disponible ci-dessous à titre de référence:

La part d’audience augmente à chaque match du tournoi

Globalement, les matches de la CAN contre les éléphants ont été un succès auprès des téléspectateurs sur le marché. L’intérêt s’est accru considérablement alors que le tournoi se développait depuis les matches de la phase de groupes jusqu’aux quarts de finale, où la Côte d’Ivoire est sortie. Les spectateurs étaient engagés lors des matches de la phase de groupes mais beaucoup plus de téléspectateurs ont regardé les 16es de finale, Côte d’Ivoire contre le Mali et les quarts de finale contre l’Algérie.

Pendant la phase de groupes du tournoi, le nombre de téléspectateurs a augmenté d’environ 20% à chaque match de la série. Le premier match Côte d’Ivoire contre l’Afrique du Sud, le deuxième match Côte d’Ivoire contre le Maroc et le troisième match de la phase de groupes Côte d’Ivoire contre la Namibie avaient une part d’audience moyenne de 23.11%. 45.45% et 64.14% respectivement. Au-delà de la phase de groupes, l’augmentation de la part d’audience a été plus lente, puis a atteint un plateau pour le match de quart de finale, comme on peut le constater dans les tableaux ci-dessous.

Les résultats montrant une augmentation de la part d’audience moyenne pour chaque match de la série indiquent l’intérêt croissant qui entoure le tournoi alors que l’équipe locale accédait à des matches à enjeux plus importants. L’augmentation pourrait être due à l’excitation, au patriotisme, au bouche à oreille, au succès de l’équipe, etc., mais il n’est pas inhabituel que des matches à plus haut enjeu attirent de plus grandes foules. Le plateau vu en part d’audience entre les huitièmes de finale et les quarts de finale est peut-être un peu plus inhabituel. Il est important de noter cependant qu’une fois que la part d’audience moyenne a atteint 77% pour les huitièmes de finale, il est plausible de penser que tous les fans de Football pouvant prendre le temps de regarder le match regardaient le match. 77% des téléspectateurs sont une majorité écrasante de téléspectateurs à visionner le même contenu, ce qui laisse très peu de place pour que l’intérêt augmente au prochain match.

Stations les plus regardées

Les stations de radiodiffusion ont basculé en popularité. En ce qui concerne les trois derniers matches joués par la Côte d’Ivoire pendant le tournoi, le nombre de téléspectateurs de CANAL + Sport était supérieur à celui de RTI-1 pour la phase de groupes et les 16es de finale, mais le nombre de téléspectateurs a été nettement plus élevé en quart de finale de RTI. -1 que sur CANAL + Sport.

Audience avant le match, pendant le match, après le match

La couverture avant-match a oscillé entre 20% et 40% de part d’audience, sans tendance claire, mais l’intérêt pour la couverture d’après les matchs a augmenté au fur et à mesure de la série. Comme on peut le constater dans le tableau ci-dessous, la part d’audience pour la couverture d’après une partie a augmenté avec chaque match jusqu’à la phase de groupes et aux 16èmes, tout comme la part d’audience pour la couverture des jeux a augmenté avec chaque match. Le match en quart de finale a brisé la tendance à la hausse de la part d’audience pour la couverture d’après le match, mais on s’attendrait à ce que la couverture après le match suscite moins d’intérêt. Durant ce match, l’Algérie a battu la Côte d’Ivoire lors d’une partie serrée qui a empêché la Côte d’Ivoire d’avancer plus loin dans le tournoi. Étant donné que de nombreuses personnes ne regarderaient pas les discussions d’après-match et les faits saillants d’un match perdu par leur équipe favorite, il est toujours impressionnant de voir une part d’audience de 48.54% pour la couverture d’après les quarts de finale. Bien que dans certaines parties, la part d’audience couverte par la couverture d’avant-match soit supérieure à celle d’après-match, la couverture après-match est toujours plus populaire dans l’ensemble.

Si vous avez trouvé ce rapport intéressant, suivez le blog de GeoPoll sur lequel nous publions des rapports sur la mesure de l’audience et autres sujets d’études de marché plusieurs fois par semaine. Pour accéder à plus d’informations sur l’audience AFCON, abonnez-vous à la plateforme de mesure d’audience de GeoPoll et accédez aux données de mesure d’audience à tout moment, n’importe où, grâce à notre tableau de bord interactif des évaluations en ligne. GeoPoll collecte les données de mesure d’audience 24 heures sur 24, 7 jours sur 7 et utilise la méthodologie de rappel la plus efficace du marché. Contactez-nous pour en savoir plus sur les outils et fonctionnalités de mesure d’audience de GeoPoll dès aujourd’hui!

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