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.

Without the measurement and data infrastructure to enable this accountability, global clients’ African media budgets often do not get the investment they deserve. A lot of ad spend is wasted, either because it is reaching the wrong target audience, or it is reaching the right audience but less cost effective than it should be. It has previously been very difficult to monitor the return on investment of ad spend as there has not been a  consistent, objective way of tracking campaign reach and frequency.  Until Now!!! 

The GeoPoll Media Measurement service has been examining ratings and audience share for the top stations in  Kenya, Uganda, Nigeria, Ethiopia, Rwanda, and Afghanistan to provide media insights into markets where data is scarce. You no longer need to bet on which media channel is most effective for your advertising expenditure.

GeoPoll’s overnight media ratings deliver daily insights on audience measurement data for TV, Radio, and Print.

The Highlights

Uganda
Capital FM has the most ratings in the Central region, Uganda with an average of 4.7 between 6-10AM.  During peak hours, NTV has the most viewership having its peak being spotted at 9PM with an average of 6.9.

Kenya
Kiss FM being an English station continues to perform among the top 5 competing with Kiswahili stations that have traditionally dominated. There is a stiff competition between KTN and NTV for the 2^nd position in ratings.
View report.

Nigeria
Radio listeners in Nigeria tends to spent most of their time listening to Ray Power FM, Wazobia FM and Cool FM throughout the day. Channels TV is the leading TV station in Q4, 2017 in Nigeria with its most being spotted at 9.30PM with an average of 3.2.
View report.

Ethiopia
FBC (Fana) has the most viewership in Ethiopia with its highest point being between 6-8AM with an average of 10.9.  Kana leads in ratings during peak hours while having its peak being at 8.30PM with an average of 9.3. EBS attains the 2^nd position
View report.

Afghanistan
Arman FM is the first in ratings throughout the day with its peak being between 4-6PM. Radio Azadi takes the 2^nd position in ratings. TV Viewers in Afghanistan are loyal to Tolo TV during Peak hours. The highest ratings of Tolo TV are spotted at 7PM and 9PM with an average of 2.2.
View report.

Rwanda
Rwanda radio listeners are loyal to Radio Rwanda throughout the day with its highest point being between 8-10PM. Rwanda TV has the most affinity from TV viewers in Q3, 2017 during peak hours. Its highest point is being spotted 8PM with an average of 5.3.
View report.

About Media Measurement

GeoPoll is the largest provider of overnight media ratings in Africa, delivering daily data insights, 365 days a year. Our Media Measurement service uses panel-based mobile surveys to collect audience measurement data for TV, radio, and print.

GeoPoll prides itself on offering best-in-class quality, impartiality, and speed in all of our work. As a result, multinational firms, local organizations, and implementing partners rely on GeoPoll market research insights to make decisions—whether results verify success or identify areas of improvement

Stay ahead of the curve when you use Media Measurement data to view next-day ratings, analyze campaign performance in real-time, or target key audiences.

Request for a Demo, subscribe to GeoPoll Media Measurement or be notified when GeoPoll Media Measurement launches in other countries

The post Quarter 4 2017 Media Ratings & Audience Share in Africa & Middle East appeared first on GeoPoll.