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.

At the start of March 2021, GeoPoll undertook a national media establishment survey to inform the station mapping used in our daily GeoPoll Audience Measurement (GAM) surveys.

Survey Methodology

The survey was national for a sample of 1905 respondents. The male/female split was 54%/46%, respectively. The age distribution was 15-24 (31%), 25-34 (32%) and 35+ (37%). The study covered all the 11 media topographies in Kenya and was carried out via Mobile SMS.

This article highlights some interesting findings from a part of the survey data. It covers the below information areas:

• Past 30 days media interaction for selected media, including by age, gender, and parental status.
• Radio listenership places and platforms/devices.
• TV viewership places and platforms/devices.
• An overview of social platforms.

Access to Media in the Last 30 Days

The media landscape has been shifting over the years especially following the digital migration, increased access to the internet and digital platforms, and continued proliferation of mobile devices. This has led to the fragmentation of audiences.

Radio was the most accessed form of media, with about 9 in every 10 respondents in the survey having accessed radio in the last 30 days. The internet has caught up with TV. For both media types, 8 in every 10 people had access in the last 30 days. According to the Communication Authority (CA), there were 44.4 million data/internet subscriptions during the second quarter of FY 2020/2021 in Kenya. CA reports that internet usage is expected to continue “evolving rapidly” with increasing innovation in technology, availability of more affordable smartphones in the market, and enhanced connectivity (3G, 4G, and 5G) in the country.

Print readership is accessed by just above half of the sampled respondents. On the other hand, podcasts are still niche, with ¼ of respondents saying they had listened in the last 30 days. Amongst the 3 in every 4 who had not listened to a podcast, close to 60% do not recognize what a podcast is.

Access to Media in the Last 30 Days by Gender

Media use incidence varies for some media by gender. Males recorded higher access to the Radio (+6%) compared to females. This was further differentiated in newspaper readership where +9% more males were recorded juxtaposed to females.

Just about +5% more males access the internet over the last 30 days compared to females. TV, Magazine, and Podcast access incidences were the same for either gender.

Access to Media in the Last 30 Days by Age

While being high (above 80%) across all age groups, radio listenership had a higher skew as respondents get older. TV viewership also recorded higher numbers amongst those aged 25-34 & 35+ compared to the younger 15–24-year-olds.

Print media – newspapers and magazines – are more popular amongst those aged 25-34 years. Past 30 days internet usage as expected is higher amongst the younger age groups 15–24-year-olds and 25–34-year-olds than those aged 35+.

Access to Media in the Last 30 Days by Parental Responsibility

Across all media channels, parents/caregivers index higher media usage compared to those who were not: Radio (+9%), TV (+12%), newspaper (+10%), Magazines (+15%) and Internet (+6%).

In this survey, parents/caregivers were defined as parents/caregivers of a child/children 14-years-old or younger. Higher media usage amongst this demographic could be linked to the need to provide their children with entertainment/edutainment at home.

Radio Listenership Dynamics

Radio listenership predominantly happens at home. Outside the home, people reported listening to the radio at work or in transit/in a vehicle. There were recorded differences in places of listenership by age, gender, and location (Request for the data ?)

Traditionally, radio listenership was done via a radio set/receiver, especially at home. Despite about 80% of listenership happening at home, device usage is split between radio set/receiver (57%) and mobile phone (49%). With internet access reported to be high (at par with TV), the mobile device presents an excellent opportunity for broadcasters to optimize how they deliver radio content. The use of mobile apps and streaming services should be proactively explored. There were recorded differences in device usage by age, gender, and location. (Request for the data ?)

TV Viewership Dynamics

Like radio, TV viewership is mainly done at home, unlike radio rarely on the go. This makes TV viewership patterns a little more predictable across the day compared to Radio. There are differences in at-home compared to out-of-home viewership by gender with men. For instance, men are twice as likely to be watching TV social places than females.

Television viewership is predominantly via the TV set. While the numbers are not as high for mobile phone viewership (21%) compared to radio, this is expected to rise in the future. Increase in internet connectivity especially home broadband, and the need for split screens would likely drive this. However, this will occur in an ecosystem (mobile device) that will be crowded with options for the consumer. TV channels would not only be competing amongst themselves but also with other media, including radio, video-on-demand/streaming services, social media, and other apps and functions for a share of the mobile screen.

Besides looking at the above data for TV by demographics, we also collected data on the platform used for TV broadcast and the type of television broadcast. (Request for the data ?)

Social Platforms Overview

Overall internet access is high as reported earlier. According to the CA, internet access in Kenya has mainly been driven by the availability of more affordable smartphones and enhanced connectivity. There has also been a recorded increase in home broadband connectivity. We sought to find out the most used social platforms and found that WhatsApp (82%) recorded the most use in the last 30 days followed by Facebook (75%). (Request for the data ?)

Conclusion

In conclusion, the media landscape is evolving rapidly, and GeoPoll will continue keeping a pulse on it. Through our daily GAM surveys, we track TV viewership and radio listenership every 30mins and 2 hours, respectively. This data is available off the shelf and can be accessed at any time. Contact us to get in touch with one of our representatives for a demo. Using our various remote data collection platforms: Mobile SMS, Mobile Web, Telephonic calls/CATI, and Mobile App, GeoPoll is able to support any client to reach consumers rapidly via dedicated panels/one-off Adhoc surveys.

The post Radio, TV and Internet Audience Statistics in Kenya – Q1 2021 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.

Our Survey Panels in Tanzania
Our ratings insights in Tanzania are collected from 2,000 respondents across the country via mobile surveys and in accordance with international standards and guidelines on use of mobile phones as a means of research data collection. As the leading provider of overnight ratings for TV and radio in Africa, we pride ourselves 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‘s market research insights to make decisions—whether results verify success or identify areas of improvement.

Quarterly KGMM Top Stations Report
KGMM can be used by any industry stakeholder who subscribes to the service, be it a media owner, brand, or agency. We are solely responsible for designing the methodology, validating and releasing the results. GeoPoll respondents are randomly selected to join our panels and provide their direct voice about their views and preferences. On an annual basis, GeoPoll conducts establishment surveys to confirm the top stations in each country and performs other routine methodology improvements. GeoPoll station lists and methodology are fixed and non-negotiable. They are then set in the GeoPoll Technical Methodology Report which is available upon request by the industry.
                                         Figure 1 A breakdown of our KGMM product methodology

PAMRO & ESOMAR Membership
We currently are, and have been a member of Pan African Media Research Organization (PAMRO) since the launch of our KGMM product and we abide by best practices and guidelines of conducting media research in Africa as set out by PAMRO. We are also members of European Society for Opinion and Marketing Research (ESOMAR), an international membership organisation for data and research professionals.  We accordingly abide by the highest professional standards and guidelines in market  and mobile research (pdf).

Our Market Research Services Compliance

• Mobile Accord’s GeoPoll market research services are in full compliance with 12 articles of the International Chamber of Commerce – ICC/ESOMAR Code.  Research is defined as, “the systematic gathering and interpretation of information about individuals and organisations. It uses the statistical and analytical methods and techniques of the applied social, behavioral and data sciences to generate insights and support decision-making by providers of goods and services, governments, non-profit organisations and the general public.”
• The code has been signed by more than 60 associations since its inception in 1948 and spans more than 50 countries.
• The ESOMAR code stipulates standards of “ethical and professional conduct designed to maintain public confident in research” to which members must abide. The three fundamental principles are:
  1. Researchers must be transparent with subjects about the purpose of the research
  2. Personal data about the respondents must be protected from unauthorized use
  3. Researchers must be ethical and do no harm to subjects and do no harm to the reputation of market research

                                              Figure 2 A step by step process on how KGMM panels are formed

GeoPoll adheres to all three fundamental principles. We conform to the best-in-class and industry-leading methodology to provide consistent, reliable, fast and affordable data. We firmly and proudly stand by our methodologies and our data and we are happy to discuss these subjects with any person or party at any time.

For any queries and/or clarification, feel free to email us on marketing(at)geopoll(dot)com

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The African media landscape is growing ever more diversified. Brands and broadcasters no longer need to make decisions based on outdated information, risking valuable advertising dollars.  the GeoPoll overnight media ratings deliver daily insights on audience measurement data for TV, Radio and Print.

The 4th Quarter 2016 Report Highlights

Uganda

Capital FM achieves the top spot consistently throughout the day nationally with its highest point being between 6-8AM. NTV consistently takes the leading spot nationally in ratings during peak hours with its highest ratings being at 9PM with an average of 7.97.  View the Full Report

Kenya
Radio Citizen maintains the top spot with its share of 15.1% of all listeners followed by Radio Maisha with a share of 11.3%. Citizen TV leads with the highest share of 31.9% of viewers followed by KTN at 10.8% then NTV at 8.3% nationally. KTN News is fourth in share with an average of 8.0%. View the Full Report

Nigeria
Wazobia FM is the leading radio station in ratings throughout the day nationally. Its highest ratings are between 4-6PM with an average of 2.97. Channels TV achieves the highest share with an average of 15.3% of all viewers nationally. View the Report

Tanzania
Clouds consistently takes the lead in ratings nationally throughout the day with its highest ratings being between 2-4PM with an average of 7.80. There is a stiff competition amongst the TV stations in Tanzania during peak hours. However, between 8:00-9:00, ITV takes a dramatic lead in ratings nationally.  View the Full Report

Ghana
Peace FM takes the lead in shares with an average of 9.7% followed by Adom FM with a share of 9.0%. There is a stiff competition amongst the other radio stations at a national level. There is stiff competition among UTV, Adom TV and TV3 during the peak hours. UTV emerges to get the highest ratings nationally between 8-9.30PM with its highest ratings being at 8.30PM with an average of 6.42  View the Full Report

About GeoPoll’s 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.

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 GeoPoll Releases Pan African Media Ratings for 4th Quarter 2016 appeared first on GeoPoll.

The African media landscape is growing ever more diversified. Brands and broadcasters no longer need to make decisions based on outdated information, risking valuable advertising dollars. Our overnight media ratings deliver daily insights on audience measurement data for TV, Radio and print.

The Report Highlights

Mozambique
Rm Antena Nac Achieved the top spot with an average of 13.0% of all listeners, followed by Miramar with an average of 7.3%. Miramar has the highest rating nationally during peak hours between 9PM-10PM.  View the Full Report

Democratic Republic of Congo
Radio Okapi is still the leading Radio Station in Democratic Republic of Congo. Radio Okapi achieves the highest share nationally with an average of 36.0%. RTNC is the leading TV station Democratic Republic of Congo averaging 27.6% of viewers followed by Canal+ averaging 23.6%. View the Full Report

Rwanda
Radio Rwanda has the top spot, averaging 32.0% of all listeners followed by Kiss FM with an average share of 8.1%. Rwanda TV achieves the highest share with an average of 35.7% followed with a great difference by TV1 with an average share of 14.8%.  View the Full Report

Uganda
Capital FM takes a consistent lead in the ratings nationally with its highest rating being between 6-8AM with an average of 3.66. NTV Uganda leads in ratings nationally with the highest ratings being at 9PM with an average of 8.41 followed by at 7PM with an average of 7.95. View the Full Report

Kenya
Citizen Radio has the top spot, averaging 15.4% of all listeners. Citizen TV is the most watched averaging 33.5% of viewers followed by KTN at 11.2%. View the Full Report

Nigeria
Wazobia FM takes the lead in ratings at the national level averaging 9.0% of all listeners followed by Ray Power FM with an average of 6.9%. AIT achieves the highest share with an average of 13.9% of all the listeners nationally followed by a slight difference from Channels TV which has an average share of 13.0%. View the Report

Tanzania
Clouds FM is the top radio station averaging 17.3% of all listeners followed by Radio Free Africa. ITV leads in ratings nationally with its highest ratings being at 8PM with an average of 6.76. View the Full Report

Ghana
UTV lead the way averaging 19.9% of viewers, followed by Adom TV at 16.7% and TV3 in third with 15.2%. Peace FM moved into the top spot, averaging 9.2% of all listeners, followed closely by Adom FM with 8.8%. View the Full Report

About GeoPoll’s 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.

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 GeoPoll Releases Pan African Media Ratings for 3rd Quarter appeared first on GeoPoll.