GeoPoll was pleased to attend the Pan African Media Research Organization (PAMRO) annual conference last week in Mauritius. GeoPoll sponsored the event, which spanned two days and allowed leaders in the media industry from across the globe, including executives from DSTV, Telmar, Ipsos, and BBC, and more, to discuss the latest trends in audience measurement.

Some of the themes showcased at this year’s conference included data fusion and the use of multiple samples in audience measurement, and case studies highlighted recent innovations in the industry, such as passive audience measurement. Notable presentations included those by BARC India, who has created a system that accounts for all media touchpoints in one sample and includes second screen consumption, and TIFA Research Kenya.

GeoPoll was also excited to present on some of our work with Pilot Media Initiatives, an organization that brings innovative and impactful media projects to life around the globe. In the presentation, GeoPoll’s JP Murunga demonstrated how we were able to use mobile-based video surveys combined with GeoPoll Audience Measurement data to assist PMI and Channels TV in their launch of the popular ‘The Other News’ in Nigeria. By sending respondents video clips of ‘The Other News,’ a satirical news show and the first of its kind in Nigeria, show creators were able to gauge reactions to the content and demonstrate the impact that satirical news could have over traditional news.

Pilot Media Initiatives was also able to use GeoPoll Audience Measurement data to determine the ideal timeslot for ‘The Other News’ before the show launched. As the show aired they used GeoPoll data to assess the success of the show, finding that by the end of the first season it had risen to the top-rated show in its timeslot. Our full presentation, authored jointly with Pilot Media Initiatives, can be viewed here. To learn more about the launch of ‘The Other News,’ see this profile of the show in The New Yorker.

As media research continues to evolve in Africa and around the globe, GeoPoll looks forward to future discussions with our audience measurement peers at PAMRO and other events. For more information about GeoPoll Audience Measurement, please contact us today.

The post GeoPoll at PAMRO: How Mobile Research Helped Launch Satirical News in Nigeria appeared first on GeoPoll.

The below chart shows the average ratings for the top 10 channels during the day from 06:00 to 20:00 (6am to 10pm).

Nigeria boasts numerous radio stations that are organized by state and ultimately the high rating for “other” in the above chart points to fragmented listenership across these 8 states. Wazobia FM and Ray Power FM have higher listenership ratings throughout the day compared to the other stations. Bond FM listeners appear to be tuned more in the morning period between 06:00 – 08:00, and Splash FM gets higher ratings between 08:00-10:00.

GeoPoll also examined average share over the entire period from May 1st – July 31st as a way of ranking the top stations. GeoPoll found that Wazobia FM and Ray Power FM are the top stations in the 8 states studied, with a combined share of 24%. Wazobia FM and Ray Power FM are in close competition for listeners, with an average of 11.6% of the radio share each. Cool FM and Splash FM follow with 7.0% and 6.6% shares respectively. We also see Brila FM, Yes FM and Radio Lagos closely competing for share. 

We also looked at radio share for stations in Lagos State to observe some of the local differences. In Lagos State, the top stations are similar: Wazobia FM, with a share of 14.5%, and Ray Power FM, with a 11.8% share. Cool FM has a higher share in Lagos than it does in all 8 states at 10.3%, and Radio Lagos, which has a share of 4.0% in the combined sates, has a share of 8.6% in Lagos State. Bond FM and Faaji FM also have higher ratings in Lagos State, as demonstrated in the chart below. 

The rankings of top stations by share has stayed largely the same since our last study, which observed share from February to April 2015. During that time period, Ray Power had a slightly higher share than Wazobia, 13.2% to 11.6%, and Splash FM was ranked third with 6.8% share. Cool FM has increased in ratings since the February-April report, jumping from 5.45% share to 7.0% share.  You can see the full report from February – April 2015 here.  

**Share is the proportion watching or listening to Station X, out of all those watching at that time. This is equal to the proportion watching a station during a given time divided by the total number watching at that time.

The post Radio Ratings in Nigeria, May-July 2015 appeared first on GeoPoll.

Top Stations
In June, NTA, which is the government-run station and one of the largest and oldest stations in Nigeria, had the most viewers with a total of over 3.355 billion views over the course of the month. Close behind NTA in June was Africa Magic, a more entertainment-focused channel, who had 3.074 billion views. AIT, cable sports channel SuperSport, and Channels TV rounded out the top 5 channels in June. In fact, these 5 stations were the top 5 stations in Nigeria for June, July, and August.  The only change we saw in the top channel rankings over the summer was that in July Africa Magic slightly beat out NTA in terms of viewers. 

Popular Viewing Times
Our Audience Measurement data looks at viewership in half-hour intervals, so we can use the data to see what days and times are most popular. Unsurprisingly, the most popular time for TV watching stayed consistent over all three months: 6pm, the start of prime-time evening viewership and likely when nightly news shows air. However, we did see an interesting pattern in August, when 2:00pm shot to the second most popular timeslot. In June and July 2pm was one of the top times, but only came in at 10th and 4th respectively. 

Get even more detailed data when you sign up for our daily Audience Measurement Service!

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