GeoPoll has worked with Internews to collect audience measurement data since 2016, and has previously shared data with media outlets, but this was the first year that the data was presented in a public forum so that media outlets could ask questions about the data and use the data publicly. Data is collected through SMS surveys using the mobile-based methodology that GeoPoll developed as part of its audience measurement product, which was launched in 2014 and has been used to gather audience data in 15 countries throughout Africa, the Middle East, and the Caribbean.

At the Media Market Day, GeoPoll presented the findings, which included data around top watched TV stations nationally, the highest ratings throughout the day, and ratings by gender and age. Media business expert Steve Ahern of AMT Australia explained how stations could use this data to improve program targeting and increase their advertising revenue. The reaction to this data was very positive, as media outlets felt they could use it to better understand their audience and the factors that contribute to ratings, which will ultimately improve their businesses. Interest in similar data for print outlets was also expressed by attendees.  Highlights of the data include the below insights. To learn more about this project or request a copy of the full report presented at the Media Market Day, please contact GeoPoll here.

Television Ratings in Liberia

• The top most watched stations include: LNTV, Sky TV, and Power TV.
• LNTV is the leading TV station nationally with an average audience share of 49% followed by Sky TV with 18% share. Power TV and KMTV are ranked 3rd and 4th positions respectively, with Light and CU TV closing out the top 6.
• On weekdays, LNTV achieves its highest ratings around 8:30-9:00 am, and again in the evening between 7:30pm-9:30pm.
• SkyTV and LightTV had higher audience share among females than males, while LNTV dominates among males, with a 55% male audience share. In terms of affinity, males are most loyal to LNTV and KMTV while amongst females LightTV has the highest affinity.
• Over time, audience share has increased dramatically for LNTV. Sky TV and Power TV have also seen an increase in audience share since March 2017.

Radio Ratings in Liberia:

• National Radio listenership is lead by ELBC with an average share of 23%, followed by Truth, ECOWAS, and Radio Gbarnga.
• ELBC has a strong lead in listenership throughout the day with highest ratings between 6-8am on weekdays.
• Both Truth and ECOWAS radio have higher ratings in the evening, between 6-10pm.
• The female audience is more split than the male audience, with 45% of females listening to an unlisted “other” station and 17% listening to ELBC on average, while “other” stations have a share of 33% amongst males and ELBC has a 27% male audience share.
• ELBC has increased its share of listenership over time, going from 17% share in March 2017 to 23% in September 2018.

Top radio stations in Liberia by province:

• Nimba: HOTT FM
• Sinoe: Smile
• Bomi: Radio Bomi
• Bong: ELBC
• Grand Bassa: Radio Gbehzon
• Grand Cape Mount: Radio Cape Mount
• Grand Gedeh: ELBC
• Lofa: ELBC
• Margibi: ELBC
• Maryland: ELBC
• Montserrado: ELBC

Purchase Behavior in Liberia:

• 38% have made a purchase as a result of watching TV, and of those 59% made the purchase on the same day they watched TV.
• 44% have made a purchase as a result of listening to the radio, with 69% of those making the purchase on the same day.
• 35% have made a purchase based on something they saw on the internet, with 67% making the purchase on the same day.

For more information on GeoPoll Audience Measurement, visit this page.

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On October 13, 2016, GeoPoll presented at the quarterly LMD Media Market Forum in Monrovia, Liberia. The forum’s purpose is to gather approximately 30 stakeholders in Liberia’s independent media environment to develop a strategy for improving the quality and sustainability of media. GeoPoll’s media measurement data is used to inform stakeholders and foster discussions on improving media in Liberia. Participants of the forum included media owners, advertisers, academics, and representatives of nongovernmental organizations and international aid organizations.

During the forum, GeoPoll’s Solum Adoi-Elaigwu presented media measurement data gathered monthly from May through September 2016. The presentation summarized radio listenership and television viewership of a nationally representative sample across all 15 Liberian counties.

The data was disaggregated by age, gender and the time of day listenership and viewership occurred. The data and accompanying analysis equipped stakeholders with an improved understanding of media audiences and market trends. For example, by evaluating five four-hour recall time periods in a day, GeoPoll was able to identify Real TV with the highest audience viewership during prime time, or 6-8pm in the evening. TV viewership also differed among men and women with men preferring Real TV and women watching more programs with LNTV.

This information and insight is the first time independent media owners have data on audience viewership. GeoPoll will continue to conduct monthly media measurement surveys and contribute to LMD’s quarterly media market forums over the next year.

Overview of GeoPoll

GeoPoll is the mobile surveying platform of Mobile Accord Incorporated (MAI), a U.S.-registered small business. We establish relationships with mobile network operators (MNOs) in each country of operation to send surveys to subscribers over their own networks. Participation is always free to the respondent, reducing any economic barrier, and the respondent receives an incentive for participation in the form of airtime credit deposited to his/her mobile account.

Our platform provides real-time data and information that can be used for activity design, adaptive program management, and monitoring and evaluation. We are currently implementing more than 25 projects in food security, health and supply chain management, governance, and impact measurement of service delivery interventions. Through our private sector partnerships, collected data is used by the worlds’ leading brands and marketing agencies to make better decisions about sales, programming, and advertising in the largest emerging markets. Our overnight media ratings tool alone collects audience measurement on TV, radio, print, and digital use through 10,000 daily panel-based mobile surveys.

The post GeoPoll Presents Media Measurement Data at the Liberia Media Market Forum appeared first on GeoPoll.