Following the Closing Ceremony on 11 August, 2024, GeoPoll and mediaReach OMD reached out to respondents in Ghana and Nigeria again to explore how their actual viewership of the games compared to their pre-Olympics’ interest and intentions. The follow-up survey also assessed respondents’ intention to watch the Paris 2024 Paralympic Games and the Los Angeles 2028 Olympics. This post details findings from the follow-up survey.

Viewership of the Paris 2024 Olympics

In the Pre-Olympics Survey, 97% of respondents in Nigeria and 92% of respondents in Ghana said they intended to watch the 2024 Paris Olympics. Although dropping slightly, the percentage of respondents that said they did watch the games remains exceptionally high. Almost all respondents in Nigeria claim to have watched (95%) along with 86% of respondents in Ghana.

The slight decrease in actual viewership versus intent may be partially explained by the fact that a majority of respondents said there were major happenings or news that affected their viewership of the games.

Across countries, the events respondents were most interested in watching include football, athletics, basketball, swimming, and boxing. Football was by far the most popular event in Nigeria (51%) while Athletics was the most popular in Ghana (49%).

The fanfare of the Opening Ceremony drew a majority share of respondents in both Ghana (50%) and Nigeria (62%). An even larger share tuned in to watch their preferred games or events (72% in Ghana and 63% in Nigeria).

When it comes to following their favorite events, respondents are much more likely to watch the entire event than to just tune in for the quarterfinals, semifinals, finals, and/or medal ceremony.

Interest in the games goes beyond borders. Respondents in Ghana and Nigeria were just as likely if not more likely to watch or follow games or events that athletes from other countries were partaking in than events with athletes from their own country.

With the United States topping the gold and overall medal count, it follows that the majority of respondents watched games or events involving US athletes. Excitement around the gold medal match in men’s football between Spain and France, the men’s basketball final between the US and France, the women’s football final between the US and Brazil, and the women’s football bronze medal match between Germany and Spain help to explain the large number of respondents that watched events involving those countries.

Media Consumption Habits

TV was the device of choice for watching the games, followed by mobile phone. Watching via mobile phone was particularly popular in Nigeria (68%). The top three platforms for watching the games in Nigeria were DStv (51%), streaming sites (51%), and GOtv (44%). In Ghana, the top three platforms were DStv (46%), streaming sites (44%), and terrestrial television stations (40%).

Respondents primarily watched the games live on TV rather than catching up via replays or news highlights.

In terms of setting, most respondents watched the games…

Viewership increased throughout the day, with the highest percentage of respondents watching in the evenings from 6pm to 11pm.

Olympics Sports Betting

Betting on the Olympics primarily followed expectations leading up to the games. In the Pre-Olympic Wurvey, 42% of respondents in Ghana said they expected to participate in betting. After the games, 45% said that they did participate. In Nigeria, 61% expected to bet compared to 59% that actually did.

The most popular betting platforms in Ghana were SportyBet (63%), Betway (18%), and 1XBET (8%). In Nigeria the most popular platforms were Bet9ja (35%), SportyBet (28%), BetKing (11%), and 1XBET (11%).

Paris 2024 Paralympic Games

The Paris 2024 Paralympic Games were held from 28 August to 8 September. Prior to the games, most respondents in Ghana were aware that Ghana would be participating in the games (75%). Awareness climbed to 83% in Nigeria. The majority of respondents in both countries said they were at least somewhat likely to follow the games.

Los Angeles 2028 Olympics

Looking ahead, 72% of respondents in Ghana and 67% of respondents in Nigeria said they are likely to watch or follow the 2028 Los Angeles Olympics.

Disappointment in their team’s success in Paris, particularly for fans in Nigeria, is likely dampening excitement for Los Angeles. When asked if their likelihood to watch the 2028 Olympics would change if there was a good representation of Ghanaian/Nigerian athletes, 66% of respondents in Ghana and 79% in Nigeria said that it would.

In addition to wanting to see a good representation of local athletes, almost all respondents said they would like to see more local brands associate with the 2028 Olympics in Los Angeles.

Olympics Fan Experiences

Fans have always played a vital role in sport, and when it comes to the Olympics, the shared experiences of fans help bring together entire nations in support of their athletes. While fan experiences have traditionally revolved around the live event and arena of the games, fan experiences today can be both physical and digital, extending beyond the borders of the host country into the homes, bars, screens, and public spaces of participating countries around the world.

In our study, we asked respondents how interested they would be in attending official Olympics fan experiences for the 2028 Olympics in their home city, such as public viewings, interactive exhibits, athlete meet-and-greets, etc.

In both Ghana and Nigeria, most rate their interest in fan experiences as either very interested or extremely interested.

About This Survey

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 1,176 respondents, leveraging the OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 21-27 August, 2024.

The diverse sample for the study includes a gender composition of 73% male and 36% female, and an age breakdown of 8% ages 18-24, 53% ages 25-34, and 40% ages 35 and older.

For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.

For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.

To view the detailed report with findings and insights gathered prior to the 2024 Paris Olympics, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport

The post GeoPoll Paris 2024 Post-Olympics Survey appeared first on GeoPoll.

As athletes complete their final preparations for Paris 2024, GeoPoll, in collaboration with mediaReach OMD, conducted a survey to assess public perceptions around the games. The study was conducted using GeoPoll’s mobile web platform, surveying more than 2,250 respondents in Ghana, Kenya, Nigeria, and Tanzania. Topics covered include awareness of the games, interest, viewing intentions, favorite events, media consumption habits, betting trends, and perceptions of the event’s cultural and social impact.

The findings reveal a robust interest among Africans for the 2024 Paris Olympics, with a significant percentage rating their interest at the highest level.

Key Findings

• General Interest: Across countries, most rate their interest in the games as very interested (37%) or extremely interested (24%), and 93% said they intend to watch the games.
• Favorite Sports: Football stands out as the event respondents are most interested in watching – particularly in Ghana (57%) and Nigeria (56%). Other highly anticipated events include athletics (31%), swimming (21%), basketball (18%), and boxing (15%).
• Favorite Programming: The majority of respondents intend to watch the opening ceremonies (55%), and 64% say they prefer to watch their favorite events in their entirety rather than just tuning in for the quarterfinals, semifinals, and finals.
• Viewership: TV remains the device of choice for watching the games (80%). However, 60% of respondents also plan to follow the games on their mobile phone. The incidence increases to 72% in Nigeria.
• Viewing Times: Viewership is projected to increase throughout the day, with respondents saying they are most likely to watch in the evening from 6pm to 11pm (55%).
• Anticipated Category Behavior: The survey also identified opportunities for brands, as viewers intend to upgrade data plans, socialize with friends, engage in sports betting, and consume soft drinks and alcohol, among other activities.

50% plan to engage in betting on the Olympics

The perceived importance of the Olympics goes beyond Paris or the final medal count. From this study, 72% respondents believe the Olympics has a cultural and social impact in their countries. These findings underscore the immense enthusiasm Africans have for the Olympics and the wide array of sports that will captivate audiences worldwide.

For a more detailed report with insights, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport

About This Survey

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 2,261 respondents, leveraging GeoPoll Audience Measurement (GAM) panels in Kenya and Tanzania, and The OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 31 May to 16 June, 2024. The survey was offered in English in Ghana, Kenya, and Nigeria, and in English and Swahili in Tanzania.

The diverse sample for the study includes a gender composition of 66% male and 34% female, and an age breakdown of 12% ages 18-24, 55% ages 25-34, and 33% ages 35 and older.

For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.

For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.

The post GeoPoll 2024 Paris Olympics Survey: Insights for Brands and Stakeholders 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 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.

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 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.

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