The tournament was televised worldwide by select FIFA broadcast partners. In Kenya, KBC and SuperSport provided live coverage. In this post, we detail the audience viewership numbers in Kenya for the semi-final games, third place game, and the epic final delivered by the new and improved GeoPoll Audience Measurement. Dubbed GAM 3.0, GeoPoll’s offering remains the most dependable media measurement tool in Africa.

World Cup Television Viewership Numbers in Kenya

GeoPoll’s rapid survey in November 2022 predicted significant interest in the World Cup. In that study, which targeted a random sample of 1,853 GeoPoll App users in Ghana, Kenya, Nigeria, South Africa and Uganda, 93% of respondents said they were watching or planning to watch the tournament. Most said they planned to follow the action on television (82%) and knew which channels would be carrying live broadcasts of the matches (85%).

Those predictions came to fruition as the games began with viewership building incrementally throughout the tournament before culminating in the Sunday final.

Argentina vs Croatia

For the first semi-final match on Tuesday, December 13 at 10:00PM local time in Kenya, a peak of 2.8 million adult viewers watched Argentina defeat Croatia 3-0 on either KBC or SuperSport.

France vs Morocco

The second semi-final match drew even more impressive ratings. Pitting Morocco, the first African nation to ever reach the World Cup semi-finals, against 2018 World Cup winner, France, the match at 10:00PM on Wednesday, December 14 drew peak viewership of 3.5 million adults across Kenya. Almost 1 million female viewers tuned in to KBC or SuperSport to watch the defending champions hang on to advance in a hard-fought 2-0 match.

Croatia vs Morocco

Despite coming up short in their quest for the Cup, Croatia and Morocco put on a compelling performance in the third-place playoff at 6:00PM on Saturday, December 17. The open and exciting match peaked at 3.1 million adult viewers in Kenya. Croatia eventually captured third place, defeating Morocco 2-1.

Argentina vs France

Anticipation was palpable for the 2022 World Cup Final featuring Argentina and its all-time great Lionel Messi against rising star Kylian Mbappé and defending champion France. Networks surely rejoiced as the matchup promised record-breaking viewership numbers around the world.

That promise held true in Kenya, with a staggering 8.8 million adults tuning in to either KBC or SuperSport to watch the “even better than advertised” primetime match on Sunday, December 18. This figure includes all adults that tuned in at some point during the match, with peak viewership at 6.0 million from 7-7:30PM.

8.8 million adults in Kenya viewed the final on TV

The match appealed across gender, drawing 5.8 million male and 3.0 million female viewers. KBC and SuperSport accounted for 69% of all television viewing on Sunday in the 6:00-8:30PM timeframe.

The 2022 World Cup Final ended 4-2 on penalties to Argentina after a 3-3 tie across 120 suspenseful minutes. Those 120 minutes will live on in the shared memory of Kenyan viewers for many years to come!

About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service is a subscription product launched in several countries in 2014. Through a unique mobile-based methodology, GeoPoll provides accurate, up-to-date audience measurement data for various channels, which enables media houses, brands, and agencies to target their audiences and measure ROI of advertisements more accurately. Prior to the 2022 FIFA World Cup, GeoPoll leveraged its GAM service to provide detailed viewership data for both the 2018 World Cup and the 2019 Africa Cup of Nations.

For more information on GeoPoll Audience Measurement’s unique methodology and recent product updates, contact us directly today.

The post World Cup 2022: GeoPoll Audience Measurement appeared first on GeoPoll.

Drawing experience from the GeoPoll Audience Measurement service which has been powering important decisions for media houses, brands, and agencies around the world for close to a decade, the Kenya Establishment survey provides some of the most comprehensive media insights in Kenya yet.

2015 vs 2022: The media landscape has changed immensely

This is the first establishment survey since the media establishment survey in 2015 during the Analogue to Digital Broadcasting Migration.

This year’s establishment survey is different in many ways. Since the digital migration, there has been a steep rise in the number of new local television stations offering niche content, either by genre, demographic target audience, or language. Television viewership today is largely accessed via Pay Television set-top boxes, despite the availability of free-to-air set-top boxes, which has also contributed to an increased viewership of foreign stations.

The fragmentation of media at a regional level also means the need to understand media habits at sub-regional levels is imperative for any media decisions.

The most significant change, though, has been the way we consume media. The rise of the smartphone has revolutionized how people access and interact with media, such as listening to the radio, watching television, accessing the internet, streaming video, listening to music, reading print media, and more.

Because the mobile phone is an on-the-go device with a diverse range of offerings, there is increased access to media and, importantly, competition for attention. For example, people watch TV while using their phones, and smartphones command eyeballs that may have otherwise viewed Out of Home advertisements such as billboards.

The Kenya Establishment survey 2022, therefore, delves into penetration beyond only traditional media. We have looked at TV, radio, and print (newspapers and magazines), as well as the mobile phone, the internet, subscribed video on demand (SVOD), pay TV, social media, messaging apps, free online videos, podcasts, and streamed music.

Beyond the media: other topics covered

While conducting the establishment survey, we took the opportunity to interview respondents on topics such as financial services (savings, mobile banking, loans, banking, insurance, pension, and digital currencies), e-Commerce, and gambling. We also looked at consumer purchasing habits for soft drinks, milk products, personal care, and washing powder, making this study one of the most comprehensive in understanding Kenya through media and day-to-day activities.

Methodology

In conducting the Kenya Establishment Survey, GeoPoll targeted 4,581 respondents through in-person interviews by trained interviewers using the GeoPoll CAPI Application.

The sampling frame was drawn from the KNBS 2019 National Census data, guiding the selection of sampling units, sampling implementation, sampling documentation, and sampling weighting.

The sample was proportionately distributed by gender, age, standards of living (SEM), setting (urban vs. rural), personal income, education level, occupation, household profile, and marital status.

The sampling design covered all 47 counties with the number of interviews spread by the population size of each county. To ensure a representative geographical distribution and to cater to media channels with lower penetration, we proportionately covered the entire country to the sub-county level.

The sampling and data collection methodology we incorporated significantly increased the scientific representativeness of the study to boost our quest to produce the most comprehensive media insights in the country.

Get the Kenya Establishment Survey Report

The Kenya Establishment Survey report is available in several formats, including:

• a topline report which gives a summary of the findings,
• a detailed Microsoft Power BI dashboard with all the data filterable by question, demographics and locations, and
• custom reports tailored to your needs in terms of insights and format.

Talk to us to learn more about the Kenya Establishment Survey and discuss the best report for your needs or fill out the form below to request more information.

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About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service began in 2014 and is widely acclaimed for its unique mobile-based methodology, which provides next-day audience measurement data for TV, radio, and print from multiple emerging markets in Africa, the Middle East, and the Caribbean; enabling media houses, brands, and agencies to more accurately target their audiences and measure ROI of advertisements.

Key Statistics on GeoPoll Media Audience Measurement over the years (up to July 2022):

• 25,290,705 completed surveys across various markets via 273,562,206 messages via Mobile SMS and App.
• In Kenya alone, we have completed 7,138,751 through 73,484,885 messages via Mobile SMS and App.
• In that same period, GeoPoll recorded 18,497,004 station responses for different stations (TV, Radio and Print).

GeoPoll Media Audience Measurement is improving to broaden the channels covered and deliver deeper insights in line with the changing times. Talk to sales to understand what’s changing.

The post The GeoPoll Kenya Establishment Survey 2022 Report appeared first on GeoPoll.

TV News Programs: English

Overall, NTV retained a higher percentage share than NBS for both daytime and evening news programming broadcast in English. NTV at 1 and NTV Tonight each had 4% more share on average, across all days of the week, than NBS Live at 1 and NBS Live at 9. NTV at 1 was most popular among program viewers on Saturdays when the program maintained a 17% share of viewers. NBS’s program, Live at 1, was most popular on Tuesdays and Thursdays with 12% share of viewers. NTV Tonight was most popular among viewers of the program during the Monday night broadcast between 9 and 10 p.m. with 19% share. NBS Live at 9 also had the most viewers on Monday nights between 9 and 10 p.m. with 14% share during the time period.

TV News Programs: Luganda

Agataliiko Nfuufu, Bukedde 1’s news program that airs daily from 10-11 p.m., was a very highly watched program in the Luganda news category. The program had a 24% average share during the 4^th quarter of 2019. When broken down by gender, the average share was 9% higher for female viewers than male viewers. Additionally, viewership was highest for the 15-24 age group, 29% average share. The 25-34 age group followed with 21% average share, while the 35+ age group was not far behind with 19% share.

The top three Luganda TV News Programs that aired during the 7 – 8 p.m. timeslot were NTV’s Akawungeezi (18% share), Bukedde 1’s Agabutikidde (15% share), and NBS’s Amasengejje (11% share). Akawungeezi was watched by viewers of the program most on Mondays from 7 – 7:30 p.m. and was watched least on Saturdays and Sundays from 7:30 to 8 p.m.. Agabutukidde was watched most on Wednesdays and least on Mondays. Amasengejje was viewed most on Mondays from 7 – 7:30 p.m. and Tuesdays from 7:30 – 8 p.m..

Radio Breakfast Shows: English

Morning Crew, an English breakfast show program on Capital FM radio, towered above the other programs in the category with 11% share across each broadcast Monday-Friday during Q4 of 2019. Behind Morning Crew, were Morning Saga on Galaxy FM with 2.4% share and The Wake-Up Call on Spirit FM with 1.7% share.

Radio Breakfast Shows: Luganda

The top share earner of Luganda Breakfast radio shows was Super FM’s program, Zukuka, with 3.3% share. Beat FM’s Sisimuka followed with 3.1% share and Radio Simba’s program, Binsanga Wano, came in third with 2.9% share. Each of these program’s share was within a few tenths of a percent from each other, meaning competition for viewers between the programs is strong. When compared to radio breakfast shows in English, the breakfast shows in Luganda fell behind Capital FM’s Morning Crew but before Galaxy FM’s Morning Saga or Spirit FM’s The Wake-Up Call. This indicates that radio breakfast shows in Luganda are popular overall, just not as popular as the highly popular program, Morning Crew.

Night Breeze on Galaxy FM

On Tuesday evenings from 10 – 10:30 p.m., Galaxy FM broadcasts a popular radio show called Night Breeze. The program focuses on crowd-sourced advice on matters surrounding love and relationships. Before each episode, a problem is shared—either on air or via the station’s online platforms—then during the show, the listeners are prompted to call-in or share their advice regarding the problem at hand on social media.

Throughout Q4 of 2019, Galaxy FM’s average share was 2.7%, however, during Night Breeze, Galaxy FM garnered 5.7% share. The station’s audience is primarily even between male and female viewers, but during the Night Breeze program the majority of the audience is male. Rating data shows a 3% increase in share for male viewership over the average for male viewership of Galaxy FM, while female viewership only increased 1.3% share over the average for female viewership of Galaxy FM.

GeoPoll’s Audience Measurement Capabilities

As shown, GeoPoll’s granular audience measurement data is a flexible source of information. The Online Ratings Book can provide GeoPoll’s rating data based on a variety of demographic and psychographic information—like gender, age, location, LSM, etc.—in a platform that provides unique audience metrics at steady intervals throughout the day. To learn more about GeoPoll Audience Measurement, contact us today.

The post Uganda Television and Radio Ratings Report: Q4 2019 appeared first on GeoPoll.

Kenya weekday evening television ratings

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

TV Share, 7: 30 p.m. – 8 p.m.

Top programs 1: Maria

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

Top programs 2: Auntie Boss

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

Top programs 3: Daktari

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

Kenya weekend television ratings

Saturday entertainment shows

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

Sunday Gospel Shows

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

Radio Ratings in Kenya

Urban Midmorning Listeners

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

Notes on GeoPoll Audience Measurement’s data collection and reports

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

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

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.

GeoPoll Audience Measurement delivers daily audience data from multiple emerging markets in Africa, the Middle East, and the Caribbean. Developed in conjunction with Kantar Media, GeoPoll is able to provide next-day audience measurement data for TV, radio, and print, through a unique mobile-based methodology, that enables media houses, brands, and agencies to more accurately target their audiences and measure advertising ROI.

In this report, we examine the data collected through GAM from during Q1 of 2019 in Uganda and provide the ratings for the following categories:

National Television

• English news
• Luganda news
• Telenovelas
• Talk Shows

Kampala Radio

• English breakfast shows
• English talk shows
• Luganda breakfast
• Luganda talk shows

Click here to download the report today.

The post Uganda Media Measurement Report, Q1 2019 appeared first on GeoPoll.