Report: Media in Africa

The report focuses on the below countries, with additional context provided on the overall broadcasting landscape in sub-Saharan Africa:

• Nigeria
• Ethiopia
• Tanzania
• Kenya
• DRC
• Uganda
• Ghana
• Cameroon
• Rwanda

Data included in the report was sourced from GeoPoll Audience Measurement, which gathers daily data on TV and radio ratings across Africa, with additional analysis and context from the researchers at Balancing Act. The report is available for purchase now for $1,600 USD – to request additional details and purchase the report, please visit this page.

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GeoPoll has worked with Internews to collect audience measurement data since 2016, and has previously shared data with media outlets, but this was the first year that the data was presented in a public forum so that media outlets could ask questions about the data and use the data publicly. Data is collected through SMS surveys using the mobile-based methodology that GeoPoll developed as part of its audience measurement product, which was launched in 2014 and has been used to gather audience data in 15 countries throughout Africa, the Middle East, and the Caribbean.

At the Media Market Day, GeoPoll presented the findings, which included data around top watched TV stations nationally, the highest ratings throughout the day, and ratings by gender and age. Media business expert Steve Ahern of AMT Australia explained how stations could use this data to improve program targeting and increase their advertising revenue. The reaction to this data was very positive, as media outlets felt they could use it to better understand their audience and the factors that contribute to ratings, which will ultimately improve their businesses. Interest in similar data for print outlets was also expressed by attendees.  Highlights of the data include the below insights. To learn more about this project or request a copy of the full report presented at the Media Market Day, please contact GeoPoll here.

Television Ratings in Liberia

• The top most watched stations include: LNTV, Sky TV, and Power TV.
• LNTV is the leading TV station nationally with an average audience share of 49% followed by Sky TV with 18% share. Power TV and KMTV are ranked 3rd and 4th positions respectively, with Light and CU TV closing out the top 6.
• On weekdays, LNTV achieves its highest ratings around 8:30-9:00 am, and again in the evening between 7:30pm-9:30pm.
• SkyTV and LightTV had higher audience share among females than males, while LNTV dominates among males, with a 55% male audience share. In terms of affinity, males are most loyal to LNTV and KMTV while amongst females LightTV has the highest affinity.
• Over time, audience share has increased dramatically for LNTV. Sky TV and Power TV have also seen an increase in audience share since March 2017.

Radio Ratings in Liberia:

• National Radio listenership is lead by ELBC with an average share of 23%, followed by Truth, ECOWAS, and Radio Gbarnga.
• ELBC has a strong lead in listenership throughout the day with highest ratings between 6-8am on weekdays.
• Both Truth and ECOWAS radio have higher ratings in the evening, between 6-10pm.
• The female audience is more split than the male audience, with 45% of females listening to an unlisted “other” station and 17% listening to ELBC on average, while “other” stations have a share of 33% amongst males and ELBC has a 27% male audience share.
• ELBC has increased its share of listenership over time, going from 17% share in March 2017 to 23% in September 2018.

Top radio stations in Liberia by province:

• Nimba: HOTT FM
• Sinoe: Smile
• Bomi: Radio Bomi
• Bong: ELBC
• Grand Bassa: Radio Gbehzon
• Grand Cape Mount: Radio Cape Mount
• Grand Gedeh: ELBC
• Lofa: ELBC
• Margibi: ELBC
• Maryland: ELBC
• Montserrado: ELBC

Purchase Behavior in Liberia:

• 38% have made a purchase as a result of watching TV, and of those 59% made the purchase on the same day they watched TV.
• 44% have made a purchase as a result of listening to the radio, with 69% of those making the purchase on the same day.
• 35% have made a purchase based on something they saw on the internet, with 67% making the purchase on the same day.

For more information on GeoPoll Audience Measurement, visit this page.

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GeoPoll, Harmonies Media Group, and PHD Media are pleased to announce the launch of daily audience measurement data in Ivory Coast, collected through GeoPoll’s innovative mobile-based methodology. With this launch, GeoPoll will become the only provider of daily audience data for television and radio in Ivory Coast, which has previously relied on yearly media reports that do not capture daily changes in audience habits. Harmonies Media Group will use GeoPoll data to optimize the targeting of specific audiences and rapidly evaluate the effectiveness of marketing spend, allowing clients to save significant cost on media buys while ensuring messages reach the desired audience.

“We are excited to partner with GeoPoll to bring their audience measurement service to Ivory Coast. The media landscape in Francophone Africa is always evolving, and with daily data from GeoPoll we will be able to plan more effective media buys and react quickly to a dynamic advertising market, resulting in a higher return on investment for our clients,” said Sidikou Karimou, Chief Executive Officer of Harmonies Media Group.

GeoPoll is the leading mobile-based research company in Africa, and its audience measurement service uses a unique multi-modal methodology to collect daily media data from areas that are difficult to reach using traditional paper diary methods. Since its inception in 2014, GeoPoll’s audience measurement service has expanded to 14 countries in Africa, Asia, and the Caribbean, and is used daily by leading brands, agencies, and media groups.

“GeoPoll looks forward to increasing our presence in Francophone Africa with the launch of our flagship data product in Ivory Coast. As Africa becomes an increasingly mobile-centric continent, GeoPoll’s methodology continues to prove itself, and we are confident that the audience data collected by GeoPoll will be invaluable to those looking to reduce advertising costs across the country and entire region” said Nicholas Becker, GeoPoll CEO.

Media Data from Ivory Coast

Initial data from the product reveals insights around TV, radio, and social media usage among the adult population in Ivory Coast, including:

• 39% of respondents indicating they use Facebook more than 2 hours a day. Just 9% say they use either Instagram or Twitter the same amount.
• Television consumption is high, with 85% saying they have watched TV in the last 7 days.
• The top slot for TV viewership on weekdays is RTI-1 during the 8pm – 830pm time slot. Novelas TV is also popular in the evenings on weekdays.

The data will be integrated with PHD Media’s game changing media planning tool Source, which is launching in Ivory Coast in conjunction with GeoPoll Audience Measurement. Following the rollout of GeoPoll Audience Measurement in Ivory Coast, GeoPoll and Harmonies Media Group will look to bring daily audience data to other countries in French West and Central Africa.

GeoPoll Audience Measurement uses a diary method which collects data through surveys run by SMS and mobile application multiple times a day.  A four-hour recall period provides significantly more reliable data than traditional methodologies, in which respondents fill out paper forms over week-long periods and results are released several months after data collection. GeoPoll data is available the next day through an interactive dashboard, and integrated planning tools allow for targeting of specific audiences by location and demographics.

To request a demo of GeoPoll Audience Measurement in Ivory Coast please contact us here.

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Well done @msk_kenya and @GeoPoll for this excellent event. #worldcupinafrica insights by African fans survey report launch pic.twitter.com/6nC6VemdFO

— Joel Karubiu (@joelkarubiu) May 17, 2018

The colorful event was graced by such sports personalities as Carol Radul, renown Kenyan sports journalists, media buying agencies, and marketers. It was an opportunity for MSK members and brand owners seeking in on the World Cup season action to get fresh insights into how Africans will be watching this global event in less than a month.

#WorldCupInAfrica. Numbers and insights on trends around the World Cup done by GeoPoll. pic.twitter.com/fKo5hJlj8m

— Warothe Kiru (@warothe) May 17, 2018

The 20-page report is the product of a multi-country survey conducted by GeoPoll in 6 African countries to gain an understanding of the popularity of the World Cup in Africa, predict viewership trends for the tournament, and give insights into what teams Africans are rooting for in 2018. The report includes in-depth data on World Cup enthusiasm from 6 Kenya, Nigeria, Ghana, Senegal, South Africa, and Tanzania.

The evening event was held in Nairobi. The program included a presentation of the main report highlights, a panel discussion by media owners and sports enthusiasts and a World Cup trivia competition.

The report presentation by J.P Murunga, GeoPoll’s Senior Client Services Manager opened up the stage to a moderated discussion amongst the invited panelists. The panelist were: Monicah Ndung’u – General Manager, Kwese Free Sports Kenya; Carol Radull – Sports presenter & enthusiast, Radio Africa Group; Akinyi Okulo, GeoPoll’s Senior Client Services Manager – media. The session was moderated by Michael Kwambo, Media and Communications Manager at the Kenya Rugby Union. The discussion dwelt on what the insights meant for all the stakeholders, lessons learned, and the next cause of action for marketers, media owners and media buying agencies.

Some of the highlights of the panel discussion were: the lack of brand awareness amongst respondents of the survey; the growing interest towards football and the World Cup among female fans; the need for marketers to look at the event as one that happens every for years hence the need to find creative ways of appealing to fans beyond the 90 minutes of each game.

Team flags at the event of countries representing Africa at the world cup #worldcupinafrica @msk_kenya @GeoPoll nice touch pic.twitter.com/YGOEUdSs6S

— Joel Karubiu (@joelkarubiu) May 17, 2018

The World Cup Trivia session that followed the panel discussion was an opportunity for the guests to test their skills and knowledge of the sport as well as marketing around the World Cup season. GeoPoll conducted the 18 trivia exercise via a mobile web interface that contained multimedia based questions such as audio, videos, memes and photos. Analysis of the correct responses and the corresponding winners was completed within 5 minutes. Three Winners of the trivia walked away with some exclusive GeoPoll merchandise.

Download the full report here, or contact GeoPoll if you are interested in gaining access to our daily TV ratings during the World Cup or running a custom survey around World Cup activities, contact us

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