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.

The post GeoPoll Attention Landscape – Namibia Case Study with Marnox Media appeared first on GeoPoll.

TV Viewership in Kenya

Citizen TV continued to dominate the Kenyan airwaves, with an overall share of 24%. NTV (9.5%) had the second-largest share, followed by The Standard Group’s sister channels – KTN and KTN News – and K24. Inooro TV (4.8%) and Al Jazeera (3.84%) were the only vernacular and international channels, respectively, among the top ten channels by viewership.

Breaking the audience by gender, males were the bigger segment of viewers for all the Top TV channels in Kenya, apart from Inooro TV, where 56% of the viewers were female.

TV viewership by age

Among the younger TV viewers (15–24-year-olds), K24, NTV, and Kiss TV were the most-watched TV channels. Maisha Magic East, KTN News, and Al Jazeera were the most popular among the 25 to 34-year-olds, while InooroTV, Citizen TV, and KBC were the go-to TV channels for the older populations (35+).

Most watched 9:00 pm News Programs

The GeoPoll audience measurement platform collects and analyses media audiences across the day. For TV, data is available in 30mins segments across the day. For this report, we looked at data on the most-watched channels at 9 PM, when most mainstream TV channels air the primetime news.

Citizen TV’s 9 o’clock news programs were the most popular, with an average daily share of 30.5%, rising to the highest on Tuesday (33.2%). NTV had the second largest segment of viewers between 9:00 and 10:00 pm, followed by KTN and KTN News. TV 47 also broke into the Top 10, with 3% saying they watched the relatively new channel during that time block.

Top Radio Stations in Kenya by Audience

Between January and March 2022, Radio Citizen was the most listened to radio station, with a 10.2% share of the radio audience in Kenya. Radio Africa Group’s sister stations – Radio Jambo and Classic 105, followed closely with 8.7% and 7.3% of the audience respectively. Radio Maisha (7.2%) and Kiss FM (6.9%) completed the top five.

Broken down by age group, NRG Radio (42%), Kiss FM (39.9%), and Hot 96 (37.1%) were the most popular among the youngest age group (15-24). Radio listeners between 25 and 34 primarily tuned in to Radio Maisha (42.5%), Classic 105 (40%), and Radio Jambo (36.3%). For the older audiences (35+), vernacular stations Kameme and Inooro were the two most listened to radio stations, followed by Radio Citizen and Radio Jambo.

Top Breakfast and Drivetime Radio Shows

Looking at the two of the most prime slots on radio, Radio Citizen and Radio Jambo had a close battle for the morning shows (between 6 and 10 am), sharing Monday to Saturday. Milele FM was the most listened to on Sunday mornings.

In the evening (between 4 and 8 pm), Radio Citizen was again the most popular with 10.3% of the audience, followed by Radio Jambo (8.2%) and Classic 105 (7.4%).

About this GeoPoll Audience Measurement data

The data presented in this article is an aggregation of data drawn from GeoPoll’s daily audience measurement data collection for the first quarter of 2022. GeoPoll has consistently been supporting various stakeholders with media audience measurement data in Kenya (and other African countries) since 2015. Audience measurement data collected by GeoPoll is uploaded to an online dashboard each day and provides data at 30-minute time block increments for TV and 2-hour time blocks for Radio.

Please contact us to dive deeper into this data, subscribe to our daily audience ratings reports, access our media planning tool, or evaluate campaigns.

Through a unique mobile-based methodology, GeoPoll can provide accurate, up-to-date audience measurement data for TV, radio, and print that enables media houses, brands, and agencies to more accurately target their audiences and measure the ROI of advertisements.

The post Top TV and Radio Stations in Kenya – Q1 2022 appeared first on GeoPoll.

At GeoPoll, we became interested in the impact that such coronavirus related restrictions on movement and daily life would have on media consumption in Uganda, which led our team to examine our audience measurement data for changes in viewership via television and listenership via radio. This report presents the findings from our investigations on media consumption trends.

The findings in this report represent television viewership nationally and radio ratings in Kampala from 6 a.m. to midnight. The data represents males and females aged 15 and older. Additional analysis is available by key demographics, throughout the day, and/or in different locations upon request—contact us here for more information or to request a custom report.

TV Viewership, 6 a.m. – 12 a.m.

The average TV viewership from 1^st – 17^th March 2020 was 4.5 million. The audience declined to 4.4 million between 19^th March and 8^th April 2020. NBS and NTV had the highest increase in viewership during this period amongst the top 10 stations nationally. The two channels continue providing extensive local and international coverage on the coronavirus pandemic. Al Jazeera, a predominantly news channel, recorded significant positive additions to its audience numbers over this period. This is likely because of the global news segments covering the COVID-19 pandemic.

In a recently released GeoPoll study on coronavirus related changes in daily life, GeoPoll found TV as the second most common information source for coronavirus-related news with 34% of the respondents overall. The leading information source for Ugandans specifically was radio at 44% with social media coming in third at 20% followed closely with government messages at 18%.

Kampala Radio Listenership, 6 a.m. – 12 a.m.

Radio registered an increase in the average listenership base in Kampala. On average 273,482 radio listeners tuned in from 1^st – 17^th March 2020, which increased to 343,048 after 19^th March 2020. Among the top 10 stations in Kampala, CBS Radio Buganda increased by 3% share, whereas Galaxy FM declined by 6% share. The analysis further interrogated day part listening for stations that increased ratings. It was observed that CBS Radio Buganda had an increase in all time bands across the day from 6 a.m. to 10 p.m. Capital FM, on the other hand, had most listeners during the breakfast show at 6 a.m. up to 4 p.m., with a notable spike from 8 p.m. to 10 p.m. Bukedde FM gained more audience during the midmorning show after 10 a.m. all the way to 4 p.m. during the drive show. An increase in listenership was also noted in other stations outside the top 10 list.

Learn more about GeoPoll Audience Measurement

GeoPoll’s audience measurement service is the first and only provider of daily, overnight audience measurement ratings in multiple countries throughout Africa. Developed in conjunction with Kantar Media, GeoPoll’s audience measurement service uses a unique mobile-based methodology to capture watching, listening, and reading trends in real-time, providing media owners and agencies with accurate, up-to-date data. To learn more please contact us here or sign up below to receive periodic updates via email.

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4-Hour Audience Measurement Recall Methodology

Traditional diary methodologies for audience measurement require respondents to fill out paper forms over week-long periods. Results are compiled and may not be released for a month or more after data collection. GeoPoll Audience Measurement’s methodology is superior because GeoPoll uses a diary method that collects data through surveys run by SMS and mobile application multiple times a day. These surveys focus solely on media consumption in the 4 hours preceding the survey, a concept we call 4-hour recall. Conducting multiple surveys per day using 4-hour recall is a crucial methodology because the resulting data contains highly accurate accounts of media consumption by respondents.

How it works

GeoPoll’s media measurement respondents are randomly assigned to one of four different survey dispatch times each day (10:00, 14:00, 18:00, 22:00). During a respondent’s survey time, the participant is asked about their activities in the preceding four hours—and those four hours only.

Survey questions begin general and increase in specificity throughout the questionnaire. As an example, an opening question in a questionnaire could ask, “Did you watch any TV between 10:00-14:00? 1) yes 2) no .” If the respondent had consumed media in that timeframe, the questionnaire would continue and ask more specific questions like, “Which station did you watch for the longest period of time from 10:00-11:00?” The survey questions then progress in granularity until viewership has been calculated for each of the eight 30-minute increments of time (4-hours) that the survey is intended to inquire about.

GeoPoll’s Time Blocks for Audience Measurement Data

GeoPoll Audience Measurement uses what we call “time blocks” to determine what media was consumed at what time and to communicate those findings with our clients. Time blocks are a crucial aspect of GeoPoll Audience Measurement’s value because the data shows highly granular views of media consumption.

For example, a media buyer looking for ad placements can use GeoPoll Audience Measurement data to match specific television shows with spikes in viewership on a particular station. This helps the media buyer better understand the content that the audience engages with and the ideal 30-minute block of time to purchase an ad spot. Similarly, a broadcaster can use GeoPoll Audience Measurement data to determine pricing for ad spots based on peak and lull viewership times, which can help ensure no revenue potential is lost.

Time block methodology details

For television, thirty-two 30-minute time blocks cover the time period from 06:00 to 22:00. For radio, eight two-hour time blocks cover the same window in most countries, yet radio can have smaller time blocks in select countries.

Takeaways: GeoPoll’s Audience Measurement Methodology

GeoPoll Audience Measurement’s methodology is superior to other diary methods because it provides more accurate and granular data. Survey respondents are only ever tasked with thinking back 4 hours prior to the survey, and media consumption data reflect viewership and listenership for every 30-minute period of time.

For more detail on GeoPoll Audience Measurement’s unique methodology, download the methodology report here or contact us directly today.

The post GeoPoll Audience Measurement: 4-Hour Recall and Time Block Increments appeared first on GeoPoll.

The data presented in this report represents only a small portion of the data on TV and Radio trends collected by GeoPoll each day. To request custom GeoPoll Audience Measurement reports or subscribe to daily data from GeoPoll, please contact us here.

Audience Size

In order to determine the popularity of television viewership during the holiday season, we began by looking at audience size throughout the month of December. The audience viewership numbers were then compared to average viewership numbers from October and November. Upon analysis, we found that the total number of people watching TV was 7% higher the week of Christmas than the average weekly viewership from October through ­December. This increase in viewership was likely due to people not working as much during the week of the Christmas holiday. This takeaway is supported by an additional insight found that showed that male weekly viewership is 10% higher the week of Christmas compared to the average weekly viewership from October-December, while female viewership is only up 3% compared to the same time. Seeing as more Ghanaian men are full-time workers than women, it could be assumed that men have more time for television viewership during the week of Christmas than the other weeks of October through December. Another viable explanation for this insight is that the holidays are a busier time for women than men because women are more often responsible for the work surrounding holiday gatherings.

Audience size by time block

When audience size was analyzed as viewership by time block, we found notable changes around lunchtime and in the evening hours. In the second half of December (December 16-29), viewership increases in the 12:30 – 1:30 PM time period. This timeslot had a 7% increase in audience size from the first half of December (December 2-15) to the second half. Additionally, there was an 8% increase in average audience size for this time block seen in the entire month of December when compared to the month of November. The increase of lunchtime viewership can be potentially attributed to more flexible work schedules that allow for longer lunch breaks in December and fewer people working in the second half of December than in the first half.

While viewership in the evening time period (6:00 – 10:00 PM) remains the highest total viewership throughout the day, the total viewership during this time dropped from November to December. Looking at the entirety of Q4 2018, we see that evening viewership was lowest in October and highest in November: Total viewership jumped by 12% from October to November and then decreased by 3% in December. The shifts seen here may be due to people spending more time with family or more time out shopping in the evening as the holidays near.

Share by demographic

To go beyond overall audience size and see how shifts in viewership fluctuated per station, we also investigated and analyzed audience share. In this section, we will discuss some of our specific findings on share per differences seen in two key demographic categories: gender and location.

Gender

Overall, data on audience share showed that the share per station had the most dramatic differences the week following Christmas, December 30 – January 5, rather than the week of Christmas, December 23–29. For example, the week following Christmas females watched TV3 3% more than they had on average from October to December. Conversely, in the week following Christmas, males watched AdomTV 4% more than they had on average from October to December, while the female share saw no change.

TV3 broadcasts a variety of programs, everything from telenovelas to news, so the reason for the increase in share may have been due to a multitude of factors. AdomTV’s programming has a slightly stronger appeal to female audiences in general. The change in viewership seen may have resulted from women spending more time on home improvements and cooking following the holiday, while male counterparts take a respite and spend more time than usual watching television.

Location

When viewership trends were examined by location—urban versus rural—there were a few notable differences. First, AdomTV’s share was up significantly more in rural areas than urban areas the week following Christmas. In rural locations the week following Christmas, AdomTV had a 23% share. The average weekly share for the station from October through December in rural areas was 18% and, meaning that AdomTV was up 5% share from December 30-January 5 compared to the average share seen on the station from October through December. This increase in share in rural locations for Adom TV could be due to urban residents returning to their villages to spend time with extended family around Christmas time. Adom TV typically appeals to rural audiences more than most other stations so it is logical that share increased in rural areas following the holiday.

How TV Ratings in Ghana Change over the Holidays

GeoPoll data shows that Ghanaians interacted with television differently than usual surrounding the holiday season in December of 2018. The audience size was up 7% the week of Christmas compared to the average audience size between October and December, but despite the increase in viewership the week of Christmas, most of the fluctuations in station share were most notable the week following Christmas. These findings help predict that viewership during the 2019 holiday season will likely also differ from the average viewership from October through December.

If you are a media buyer preparing strategic ad placement purchases for the holidays, GeoPoll Audience Measurement technology can help you make informed decisions. The online dashboard allows for the investigation of countless audience viewership and listenership data points in increments as small as 30-minute time blocks. Features like the media planning tool can help you easily find ad placements within your budget that meet your strategic audience reach and GRP goals, and the post-campaign evaluation tool can help you determine the performance of your past campaigns. For more on how GeoPoll Audience Measurement can help you, watch this video below and contact us for more information, today.

The post Holiday Television Viewership Trends in Ghana: A 2019 GeoPoll Audience Measurement Report appeared first on GeoPoll.

Kenya TV Ratings: Primetime

7pm – 8pm

We first examined daily audience share for the 7pm – 8pm time block from July 1^st to August 31^st. This time is when many of the major broadcasters air their primetime news shows. We find that Citizen leads during this time, when they air the news show ‘Citizen Nipashe,’ and ‘Nipashe Wikendi’ with an average share of 30.6% across all days of the week, however we observe differences in viewership based on day of the week, with Monday at 7pm having the highest share, at 33%, and Saturday having the lowest share of viewership. We observe slight differences in viewing patterns on Citizen at this time for male and female viewers, with female share declining consistently over the week, while male viewers tune in in higher percentages on Fridays at 7pm, when Citizen has a share of 32% for males and 29% for females.

Top 5 TV Stations: Share During 7-8pm News Hours, July 2019-August 2019

Among all viewers, KTN Home and NTV are the second and third most popular stations from 7pm – 8pm, with average shares of 11.2% and 9.7% respectively. However, KTN News has a 7.6% share, therefore the two KTN channels combined have a 18.8% audience share during this time. Unlike Citizen, KTN Home’s audience share stayed relatively consistent throughout the week in July and August 2019, with their highest shares on Friday evenings, at 13% on Friday at 7pm. NTV’s peak share during this time block came at 7pm on Tuesdays. We find that females tune into KTN Home in higher numbers than males: For example, on Wednesdays at 7pm KTN Home has a 14.8% female audience share, compared to an 8.8% male share.

8pm – 9pm

The 8pm – 9pm time block, in which channels often air various local dramas and entertainment shows, presents a similar picture to the 7pm – 8pm time block. From July to August 2019, Citizen recorded their highest viewership on Friday when the show ‘Daughters of the Moon’ often airs. They have an average share of 31.2% during this time, although we find that their share with those aged 15-24 is slightly lower, at 24.6%. Citizen’s lowest share of viewership from 8pm – 9pm is Saturday, and viewership goes up again to 29% share on Sundays when Citizen usually airs “East Africa Got Talent.”

KTN Home had the second largest share of any individual channel during this time block, averaging 12.1% over all days of the week. Their highest share is on Tuesdays, when KTN Home airs shows including “Moses and the Ten Commandments.” KTN Home is particularly popular with the 15-24 year old age group, and this group tunes in most often on Mondays, when they have a share of 17.9% among those aged 15-24 years. NTV has their highest audience share on Sundays, with a share of 15.8% from 8pm – 9pm on Sundays when the popular “Churchill show” airs, compared to an average share of 9.2% on all the other days.

Top 5 TV Stations: Share During 8pm-9pm Prime Time, July 2019-August 2019

Radio Ratings in Kenya

In terms of radio ratings, for July to August 2019 we examined three key time blocks in which radio listenership is typically high, and looked at listenership for ages 15-34. As radio is a highly regional medium, we split radio listenership into areas. The data presented here includes data for the breakfast time block (6am – 10am) for Nairobi county, data for the mid-morning time block (10am-12pm) from national rural areas, and data for the drive time block (4pm – 6pm) for national rural areas.

Nairobi Radio Listenership, Mornings

We found that in Nairobi county during breakfast time from 6am – 10am, Classic 105 dominates the airwaves during their show ‘Maina and King’ang’i”. In July and August, Classic 105 had an 19.5% audience share among the target group from 6am – 10am, and an average 20.8% share during weekday mornings. Jambo, KissFM, Radio Citizen, and Milele FM were also in the top 5 stations in Nairobi during this time period, although we find that listenership is quite fragmented, with a high portion of the audience listening to radio stations outside the top 10.

Rural Radio Listenership, Kenya

GeoPoll also examined radio share for the rural areas of Kenya, with audiences aged 15-34, during the mid-morning shows, from 10am – 12pm, and the drive time, from 4pm – 6pm. In the morning for this target audience, we find that Swahili stations Radio Citizen and Radio Maisha are the most popular stations, with 10.8% and 9.7% share respectively, followed by Radio Jambo with 8.9% share. As is expected due to the regional nature of radio broadcasts, we find that a large portion – 35% – of the target audience listens to stations outside the top 10 during the mid-morning time period.

Rural Radio Listenership, 4pm – 6pm, Age 15-34, July-August 2019

We see a similar pattern in the afternoon time period, with Radio Citizen taking the lead with a slightly higher share than the morning, at 11.6%. Radio Maisha has a 10% share with rural audiences age 15-34 from 4pm – 6pm. For both the mid-morning and the drive time periods, we find that females have a slightly higher share on Radio Citizen than males, who are more likely to listen to Radio Jambo.

The data in this post was collected from July 1^st to August 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 Audience Measurement Report: Kenya, July and August 2019 appeared first on GeoPoll.

GeoPoll believes in TMCS’s mission of strengthening Tanzania’s media ecosystem by building the capacity of media outlets through training and technical assistance. The partnership with TMCS for the training allowed GeoPoll to assist in driving the mission forward. In order to do our part, GeoPoll provided the trainees with nationally representative audience measurement data tailored to specific program indicators. The data was used as a tool for training the attending media stakeholders on practical ways to use audience measurement data to improve the quality of community radio programming, increase listenership, and generate additional advertising revenue.

Leading the training was GeoPoll media data analytics expert Akinyi Okulo, who serves at the current Senior Client Services Manager of Media; supported by Athman Sungura, Regional Sales Lead of East Africa, and Tavian MacKinnon, Senior Manager of Social Sector.

The Training: Using Data to Develop & Attract Advertisers

GeoPoll’s day-long training combined theoretical learning with real audience measurement data and SMS perception data on major radio advertisers in Tanzania.

Akinyi began training by presenting the audience measurement data to the approximately 28 representatives from the 18 community-based radio station in attendance. The measurement data provided a comprehensive overview of the methodology and the data collected in February 2019. Community-based radio station representatives examined the results of the audience measurement data for stations Safari FM, Arusha One FM, and Chai FM, then explained how they adjusted their programming to reach more listeners as a lesson learned from the June 2018 training, Data-Driven Decisions Making – Radio Media.

Next, GeoPoll presented data from a GeoPoll SMS survey on Tanzanians’ perceptions of leading radio advertisements in the country. This survey was nationally representative at the region, age, and, gender demographics as well as reflective of awareness and appeal of major advertisements. This data survey was a used in order for the community radio stations to practice drawing conclusions from data in order to understand what types of advertisements are most appealing to Tanzanians. The exercise was guided by the training lead, Akyini, and completed on a local level, meaning participants examined data from the provinces where their radio stations operate—which encouraged the development of a targeted advertisement approach.

Training participants were then asked to collectively discuss how to improve their appeal to major advertisers and conceptualize how GeoPoll’s provided data could be used to capture and monetize potential advertisers. The training was very well-received and representatives from the community radio stations in attendance expressed a newly developed understanding of why such data is important to improving the sustainability of their respective stations.

Beyond this training session, GeoPoll will continue to work on teaching how to build the sustainability of the targeted community radio ecosystem. The series on using data for decision-making to improve listenership and the business of community-based radio stations is not over yet. GeoPoll will hold bi-annual trainings on data collected under Boresha Habari/TMCS to further acclimate community-based radio stations on how data can be used effectively for growth and sustainability.

As leaders in data collection throughout Africa, GeoPoll’s Audience Measurement data is highly respected by media agencies. Our trainings can be customized to the needs of any team seeking to learn how to analyze data for thoughtful decision making in media as well as other industries. Contact us to learn more about our trainings or data collection capabilities today.

The post Using Data to Develop & Attract Advertisers: GeoPoll Lead Training Recap appeared first on GeoPoll.

Data on World Cup Interest in Africa

GeoPoll has closely followed the World Cup and other major sporting events through GeoPoll Audience Measurement data since 2014, when we launched our media product prior to the World Cup in Brazil. This year, we were pleased to release two full reports on World Cup interest in Africa and activities surrounding the World Cup such as betting, as well as regular blog posts on individual game and round viewership. Get the reports here:

• 2018 World Cup Insights: Viewership Trends and Predictions Across Africa
• 2018 World Cup Insights: Device Usage, Viewing Habits, and Sports Betting
• World Cup viewership blog posts

Report: Household Fuel Consumption in Africa

GeoPoll conducted a study on household fuel consumption in Nigeria, Kenya, and Uganda, which shed light onto the type of fuel used in each country, how much most households are spending on fuel, which countries and areas have seen an uptake in usage of more modern fuels such as LPG, and how urban and rural households differ in their fuel usage. Download the full report on household fuel consumption here. 

Food Security Data Collected through Mobile Phones

GeoPoll works regularly in the food security and agriculture sector, and in 2018 we conducted surveys in two areas which have been plagued with violence and food insecurity: South Sudan and the Democratic Republic of Congo’s Ituri province. GeoPoll’s SMS survey in Ituri province found that 60% of residents are displaced, and 64% reported not having enough food to feed their family in the next week. GeoPoll also deployed Computer Assisted Telephone Interviewing (CATI) surveys in South Sudan, which found that almost half of respondents thought 80% or more of their community was struggling with food insecurity, with high prices contributing to the lack of food availability.

Guide: How to Conduct Research in Emerging Markets

GeoPoll has been conducting research in Africa, Latin America, the Middle East, and Asia since 2012, and this year we put together a guide which includes many of our lessons learned. Identifying and recruiting a representative sample, conducting background research, and writing and administering surveys in emerging markets can be a challenge due to low rates of internet and landline penetration, cultural context and language differences, and more. In this guide GeoPoll walks through the considerations researchers need to make when embarking on a research project in an emerging market. Download the in-depth guide on how to conduct research in emerging markets here.

Data on Farmers in Kenya

In the second half of 2018, GeoPoll recruited a panel of farmers throughout Kenya who are available to take our mobile-based surveys. We also conducted a detailed study on the habits of this segment of the Kenyan farming population, and released data on land size and ownership, type of crops and livestock farmed, and usage of mobile phones and apps such as mobile money, chat groups, and other mFarming apps. This report also examines the challenges faced by farmers in Kenya, including changing climate and inconsistent prices, and looks ahead to the latest trends in agriculture, as predicted by farmers themselves. Download the report on farming in Kenya here.

GeoPoll looks forward to sharing more data insights, best practices, and guides with you in 2019. To conduct your own research using GeoPoll’s panel of respondents and multi-modal survey platform, contact us here.

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GeoPoll, Harmonies Media Group, and PHD Media are pleased to announce the launch of daily audience measurement data in Ivory Coast, collected through GeoPoll’s innovative mobile-based methodology. With this launch, GeoPoll will become the only provider of daily audience data for television and radio in Ivory Coast, which has previously relied on yearly media reports that do not capture daily changes in audience habits. Harmonies Media Group will use GeoPoll data to optimize the targeting of specific audiences and rapidly evaluate the effectiveness of marketing spend, allowing clients to save significant cost on media buys while ensuring messages reach the desired audience.

“We are excited to partner with GeoPoll to bring their audience measurement service to Ivory Coast. The media landscape in Francophone Africa is always evolving, and with daily data from GeoPoll we will be able to plan more effective media buys and react quickly to a dynamic advertising market, resulting in a higher return on investment for our clients,” said Sidikou Karimou, Chief Executive Officer of Harmonies Media Group.

GeoPoll is the leading mobile-based research company in Africa, and its audience measurement service uses a unique multi-modal methodology to collect daily media data from areas that are difficult to reach using traditional paper diary methods. Since its inception in 2014, GeoPoll’s audience measurement service has expanded to 14 countries in Africa, Asia, and the Caribbean, and is used daily by leading brands, agencies, and media groups.

“GeoPoll looks forward to increasing our presence in Francophone Africa with the launch of our flagship data product in Ivory Coast. As Africa becomes an increasingly mobile-centric continent, GeoPoll’s methodology continues to prove itself, and we are confident that the audience data collected by GeoPoll will be invaluable to those looking to reduce advertising costs across the country and entire region” said Nicholas Becker, GeoPoll CEO.

Media Data from Ivory Coast

Initial data from the product reveals insights around TV, radio, and social media usage among the adult population in Ivory Coast, including:

• 39% of respondents indicating they use Facebook more than 2 hours a day. Just 9% say they use either Instagram or Twitter the same amount.
• Television consumption is high, with 85% saying they have watched TV in the last 7 days.
• The top slot for TV viewership on weekdays is RTI-1 during the 8pm – 830pm time slot. Novelas TV is also popular in the evenings on weekdays.

The data will be integrated with PHD Media’s game changing media planning tool Source, which is launching in Ivory Coast in conjunction with GeoPoll Audience Measurement. Following the rollout of GeoPoll Audience Measurement in Ivory Coast, GeoPoll and Harmonies Media Group will look to bring daily audience data to other countries in French West and Central Africa.

GeoPoll Audience Measurement uses a diary method which collects data through surveys run by SMS and mobile application multiple times a day.  A four-hour recall period provides significantly more reliable data than traditional methodologies, in which respondents fill out paper forms over week-long periods and results are released several months after data collection. GeoPoll data is available the next day through an interactive dashboard, and integrated planning tools allow for targeting of specific audiences by location and demographics.

To request a demo of GeoPoll Audience Measurement in Ivory Coast please contact us here.

The post GeoPoll Launches Daily Audience Measurement Data in Ivory Coast appeared first on GeoPoll.

There has been an upheaval of the media landscape in Tanzania in the past month. Following communication by Tanzania Communication Regulatory Authority (TCRA) to media outlets of their intention to suspend the licenses of pay TV company, Multichoice Tanzania Ltd – the owners of DSTV removed all FTA stations except for TBC1 from their decoder channel list.  The owners of Zuku and Azam, and Zuku subsequently also followed suite in compliance with the new TCRA directive

This change has meant that a significant portion of the TV viewing audience in Tanzania has not been able to watch leading FTA stations through these decoders. However, the impact of this switch has yet to be quantified, so since August 12 media owners, brands, and advertising agencies have been in the dark around how viewership has changed and how it has affected advertising rates and ROI, audience targeting, and station rankings.

Purchase GeoPoll’s In-Depth Report on Tanzania TV Viewership Following the Switch

In order to provide all media stakeholders with the most accurate, up-to-date data available on the media landscape in Tanzania, GeoPoll is pleased to release an in-depth analysis of the impact the switch has had on station rankings, audience share, audience demographics, and more. This report has been compiled using GeoPoll Audience Measurement data, which gathers approximately 1700 completed surveys per day in Tanzania.

GeoPoll analyzed data from before, immediately following, and in the three weeks following the switch and compared audience share by demographics and location for all leading stations during this time period. The report also includes data on decoder usage in Tanzania which has previously only been available to subscribers of GeoPoll Audience Measurement. The table of contents for this report can be seen below:

• Introduction
  • Background on the suspension of FTAs
  • Report Overview
• Tanzania’s TV media environment Overview
  • Most Used Decoders in Tanzania
• How the Switch has Impacted TV Audiences
  • National trends
  • Male and female viewership changes
  • Age group changes
• Changes in Audience by Region
  • Dar Es Salaam
  • Lake
  • Coastal
  • Central
• Impact on Consumption of News Hours
  • 7:00 – 8:00pm
  • 7:30 – 8:30pm
  • 8:00 – 9:00pm
• Recommendations and Conclusion
• About GeoPoll Services
• Contact Information

Data will enable all stakeholders to accurately calculate ROI of advertisements, place advertisements in optimal timeslots for maximum reach, and get the most out of their investment into advertising or station programming. The full report is available for a price of $1,500 USD. It can be purchased by credit card here, or contact us for more information, or to gather custom insights from GeoPoll.

The post GeoPoll Report: Tanzania Free to Air TV Switch appeared first on GeoPoll.