GeoPoll is pleased to release our latest report, which examines viewer engagement and habits throughout the 2018 World Cup in Africa. The report is the second and final release of a two-part series on the 2018 World Cup by GeoPoll. The free, 26-page document examines device usage, viewing habits, and betting on matches in Africa during the tournament. The report includes in-depth data on viewers of the 2018 World Cup in 6 African countries: Kenya, Nigeria, Ghana, South Africa, Rwanda, and Tanzania, and additional insights from a custom survey ran in Ghana, Kenya, and Nigeria.

Social Media and Streaming During the World Cup in Africa

Since the 2014 World Cup, technology advances have changed the way Africans can engage with football programming. The impact of Over The Top (OTT) technology, such as video streaming via smartphones, was felt in Africa in this year’s World Cup due to the ability for viewers to watch on-the-go. Our study found that the mobile phone was the second most used device to follow matches after TV, with 29% of respondents saying they used mobile phones to follow the recent World Cup matches.

In addition to the devices used to watch World Cup matches, GeoPoll’s study also looked to gauge levels of engagement with the World Cup on social media and the Internet. GeoPoll’s study found that in Ghana, Kenya, and Nigeria, social media was the 2^nd most popular source of news and information about the tournament after TV, with 40% of respondents indicating TV as their major source of World Cup information and 31% saying social media was their main source for following the World Cup.

Despite the growing usage of online streams and alternative sources to follow the World Cup, GeoPoll found that in Africa, TV was still the most used source to watch World Cup matches. This report expands upon previous findings regarding audience share during the championship match, as well as ranking of the top channels across 6 markets for the finals and third-place game.

Gambling in Africa During the World Cup

In terms of sports betting during the tournament, youth were highly engaged with sports betting throughout the tournament. From our survey in Kenya, Ghana, and Nigeria, GeoPoll found that Kenya led in percentage of respondents who have engaged in sports betting prior to the World Cup, with 80% of respondents having engaged in gambling around sports events prior to the World Cup, while Nigeria and Ghana tied at 55%. Our study also found differences in gambling habits related to gender, age, and lifestyle. Additional findings surround frequency of betting, amount spent, sources of betting funds, betting location, and devices used to place bets.

The full World Cup Insights report also includes statistics and insights on device usage, live streaming, gambling, brand and sponsor recall, and more surrounding the 2018 World Cup tournament. Get your copy of the free, 26-page report here: 2018 World Cup Insights, Device Usage, Viewing Habits, & Betting in Africa.

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In June 2017, GeoPoll engaged 3,710 youth respondents aged between 15-35 years old in Kenya, Uganda, Tanzania, Ghana, Nigeria and South Africa with the aim of understanding how the shift towards mobile usage due to increasing mobile and internet penetration is affecting the reach and consumption of advertising in those countries.

In the first part of this series on advertising to youth in Africa, we focused on the rise in consumption of digital advertising among this demographic. We explored on the advertising call to action, as well as the role that online channels are playing in being a source of information for consumers in their buying process.

In this second and final part of the series, we focus on advertisement recall as well as the most creative advertisements as voted by our panel of respondents of this straw poll. The aim was to determine how easily consumers recall advertisements they encounter on different media daily, which media channels they consume these ads from, and which advertisements they felt were very creatively done hence the recall factor.

The insights from this survey are not representative of the total population in these countries, however, they do give us some valuable pointers on the consumption of advertising by the youth demographic. It also provides insights for marketers, media buying and creative agencies on how their target market is responding to their messaging.

Advertisement Recall
Advertisement recall measures a respondent’s recollection or recall of an advertisement.  The respondent’s answers provide insight to the most memorable attribute of the advertisement. Generally, ad recall is requested immediately after the respondent views the advertisement. Recall is lessened over time. The GeoPoll audit retail service is one of the most effective ways of measuring ad recall. It is done using the mobile phone via sms as the respondent consumes the advert from whichever media.

The advertisements with the highest ad recall among youth consumers across the multiple platforms included in the survey are by the Coca-Cola Company. Their TV advertisements enjoying the highest recall at 13%.

As we breakdown the advertisement recall by channel, the top 3 most recalled brands by youth consumers from TV advertisements were: Coca-Cola, Omo and Ariel. From the print adverts: Omo, Airtel data packages and Coca-Cola had the highest recall. From radio: Coca-Cola, Omo and Ariel reigned high. Finally; Omo, Coca-Cola and Ariel had the highest ad recall from their out of home advertising.

Most Creative Advertisements
Coca-Cola advertisements were picked as the most favorite among respondents across all media due to their creativity and ad-recall factor. Looking at advertisements in the respective media channels, the 3 most listed favorite TV adverts across respondents who consume TV are: 1) Coca-Cola at 11% 2)Nivea Personal Care (6%) and 3)Indomie Noodles and Omo at 2% each.

From those who consumed print, most voted Nivea advertisements as leading in creativity, followed by Omo and Always. From radio,  Coca-Cola advertisements lead closely followed by Nivea skin care; Tigo and Movit tie at number 3. Among the respondents who consumed internet, Coca-Cola was voted as number one, Nivea skin care and Tigo followed closely. Finally, from Out Of Home (OOH) advertisements, Nivea body lotion advertisements were voted as number one closely followed by Coca-Cola, Omo and Movit tie at number 3.

Brands and Youth Consumers
The strive by marketers, creative agencies and media buying agencies to capture the attention of their target market in unique ways is greater now even as the consumer and media platforms become more segmented. Getting the consumer’s attention is not as easy now; the future promises some curveballs.

Download the full infographic on Advertising to African Youth Consumers today!

*This GeoPoll rapid survey was conducted in June among 3,710 youth in Ghana, Kenya, Nigeria, South Africa, Uganda and Tanzania using the GeoPoll Mobile application.

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According to our survey in February on mobile usage and media consumption, there is an increasing dependency on technology and a mobile first approach by youth consumers in Africa. This trend is being driven by African millennials with Africa having the highest youth population in the world. African millennials are increasingly using social media sites as tools for communication and as their first source for news and information.

Although extensive research on media and consumer trends in Africa shows a growing transition of consumers and audiences away from traditional media towards online media, television remains a highly significant contributor to consumer spending.

In a white paper presented at last year’s PAMRO conference for Media & Media Researchers in Africa, Waithera Kabiru the Digital Marketing Manager, Coca Cola Southern and East Africa posed the following questions to marketers; why is media investment not in line with the activity that is going on online? If African consumers are spending much more time online versus print or even TV, why is there still an under-investment in online channels?

In June 2017, GeoPoll sought to better understand how youth consumers are interacting with the advertising they encounter from the multiple sources of media consumed daily. We interviewed 3,710 youth aged between 15-35 years old in Kenya, Uganda, Tanzania, Ghana, Nigeria and South Africa with the aim of determining the specific media platforms they consumed the ads from and how online advertising is fairing against above the line advertising media namely TV, radio and print,  in terms of reach and effectiveness.The insights from this survey, though not representative of the total population in these countries, provides valuable insight into the consumption of advertising by youth and the rise of digital advertising’s reach.

Media Consumption and Frequency
According to the survey, the top three most consumed forms of media on a daily basis are the internet (46%), TV (25%) and radio (24%) with the internet having the highest daily usage rating of 7.09 points.  

Today’s youth has become more outspoken about their buying experiences and interactions with brands before, during and after purchasing goods and services. The age of the second screen phenomenon in which these young consumers are more likely to be on their smartphone as they watch TV, encounter outdoor media or even as they listen to the radio. This is due to the increased growth in smartphone in usage as compared to other media forms. Digital ads are the most encountered advertising media consumed mostly through smartphones.

According to the poll, those who encountered advertisements reacted by either buying the product, going online to seek more information or going on social media to share their thoughts and opinion on the ads.

Unlike the pre-internet era, youth no longer have to wait until the next time they are out shopping to get more information about a new product or service. The information seeking phase of the consumer buying process is shorter thanks to the internet. This new channel has enabled consumers to easily search for, inquire about or discuss the product or service from whichever device is closest to them when encountering an advertisement.

Information search is crucial to consumers who encounter ads from various sources. 22% of respondents indicated that they went online to read up on the product/service they saw in an ad. Social media is increasingly becoming a popular platform for consumers to discuss and engage with brands.  In fact, 8% of respondents also indicated that they had used their social channels to speak about an ad with 15% reaching out and engaging the brands in the ads directly on their online channels.

Youth, Brands and Digital Advertising

As the internet continues to enjoy increased usage among the surveyed age group, there is a need for businesses to seek deeper insights on their marketing strategy around this demographic. Actions such as online information gathering on brands and social media interactions about and to brands continue to see a surge in growth as consumers who encounter brand advertisements seek to be better informed.

Stay up to date with the last from GeoPoll to our newsletter today.

*This GeoPoll rapid survey was conducted in June among 3,710 youth in Ghana, Kenya, Nigeria, South Africa, Uganda and Tanzania using the GeoPoll Mobile application. 

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According to  Betting Control and Licensing Board (BCLB), there are close to 30 licensed sports betting companies Kenya with SportPesa touted as the largest and most popular.

Just how popular is it?

There has previously been no hard data to support the claim that SportPesa is the largest with many only speculating on just how much time Kenyans are spending on the betting sites in comparison to other popular websites such as Facebook, Twitter and YouTube.

As part of Kantar-GeoPoll Media Measurement‘s daily surveys on audience habits for TV, radio, print and Internet, GeoPoll is pleased to release this report on the top 10 websites in the month of September 2016. To learn more about KGMM, see a demo of the system, and sign up for an account please contact us. 

Facebook Still King, SportPesa ranked No. 8

Although Facebook continues to be the most frequented website by Kenyans with a total of 15M indicating that they visited the site in the month of September, SportPesa was the 8th most visited website with a total of 1.5M visits.   Whatsapp and Opera Mini were among the top five though they are platforms and not strictly websites.

Women in Sports Betting
Sports  betting is believed to be a preserve of menfolk, however, according to our survey, a total of 498,000 women indicated that they have visited the sports betting site within the last month. This is in comparison to over 900,000 men who included SportPesa among their sites they had visited in the same period.

Sports betting is slowly becoming the new past time for a number Kenyans with those aged between 25-34 years showing the most interest. In our next report, we will be sharing the rankings for all sports betting companies in Kenya.

To get a complete breakdown of the daily surveys on audience habits for internet, Tv, radio and print, and filtering by demographics and psychographics, please click below to subscribe or see a demo of Kantar GeoPoll Media Measurement.

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To learn more about KGMM, see a demo of the system, and sign up for an account please contact us.

Top TV Stations

UTV, Adom TV, and TV3 continue to compete for ratings from 7 to 8pm. UTV continues to own the highest ratings from 8 to 9pm. From 9-10pm, UTV maintains the top spot, averaging a 4.67 rating. The highest average rating during primetime is on UTV between 8:30-9pm with a rating of 5.73. Adom TV has improved in its primetime ratings compared to Q2, now averaging in the second position ahead of TV3, but still behind UTV. TV3 still captures the highest rating from 7 to 7:30pm.

GeoPoll also examined average share across the entire day during Q3 2016.

UTV lead the way averaging 19.9% of viewers, followed by Adom TV at 16.7% and TV3 in third with 15.2%.

Top Radio Stations

The graph above shows that Adom FM and Peace FM continue to lead in ratings at the national level. Citi FM is consistently third, followed by Joy FM which averages fourth. Peace FM achieves its highest rating between 6-8 AM with an average rating of 3.36 nationally.

GeoPoll also examined average share for Q3 2016:

Peace FM moved into the top spot, averaging 9.2% of all listeners, followed closely by Adom FM with 8.8%. Citi FM captured 4.7% average share, and Joy FM achieved 4.1%. The high share % for other stations outside the top 10 indicates the large number of radio stations in Ghana, which broadcast across the country at a regional level.

To get a complete breakdown of Ghana media data, including ratings by region, day-by-day data in 30 minute time blocks for TV and 2 hours for radio, and filtering by demographics and psychographics, please click below to subscribe or see a demo of Kantar GeoPoll Media Measurement.

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Top TV Stations

Radio-Television Nationale Congolaise (RTNC) is by far the most popular TV station in the Democratic Republic of Congo, with an average rating of 5.0 in Q1 and 3.1 in Q4 2016. It also accounts for on average 36% of audience share. Radio Tele Mwangaza is the second most popular TV station, with 7% audience share and an average rating of 0.9, followed by Digital Congo TV and Malaika TV. International French-language channels TV Monde and Canal+ also rank in the top TV channels across the country.  Interestingly, 30% of audience share on average goes to “other” channels not listed below, likely due to a number of regional stations across the large country. Below is the full list of ratings for Q1 2016 and Q4 2015:

Top Radio Stations

Radio is a popular media in the DRC, which results in high ratings for the most popular stations. Radio Okapi, a large network which provides news and information in French and the four national languages of the DRC, leads in the ratings with an average rating of 9.8 and share of 35% in Q1 2016, down slightly from a rating of 10.2 and share of 36% in Q4 2015.  Radio-Television Nationale Congolaise (RTNC) is the second most popular station, with a rating of 5.2 and average audience share of 19% in Q1, which is up from 3.3 and 12% share in Q4 2015. Radio France International ranks number three, with an average rating 0f 4.3 and audience share of 13% in Q1 2016.

In Q1 2016 the top three stations accounted for 70% of audience share, and 15% of the audience on average was listening to an “other” station that did not rank nationally. The full breakdown of audience share can be seen in the chart below:

To get a complete breakdown of DRC media data, including ratings by region, day-by-day data in 30 minute time blocks for TV and 2 hours for radio, and filtering by demographics and psychographics, please click below to subscribe or see a demo of Kantar GeoPoll Media Measurement.

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