Through our audience measurement service which runs in six countries in Africa (Kenya, Uganda, Tanzania, Ghana, Nigeria, Rwanda), we analyzed the TV viewership of all the matches where African teams were playing as well as other key matches played from 15^th – 24^th June.

Most & Least Watched Matches

Well done Nigeria ??? that was a tough match and Argentina ?? congratulations #WorldCup18 #NigeriaArgentina pic.twitter.com/0fGeezSJf1

— jules tata (@jules_tata) June 26, 2018

The matches that drew the most viewership among TV viewers in the 6 African countries were when Nigeria played against Iceland beating them 2:0. Rwanda TV ranked the top in audience share at 45% during the match between Nigeria Vs Iceland and in all the other matches.

In Ghana, 54% of the total TV audience watched the match between Egypt Vs Russia, the highest viewership in that period. The next most-watched match was Argentina Vs Croatia whose viewership drew 42% of all TV watching audience in the country. The least watched match at 21% of the Ghanaian TV viewing audience was when Spain played against Portugal.

In Kenya, the game between Argentina and Croatia had the highest share of all TV viewers at 48% followed in audience numbers by the Egypt vs Uruguay match with 43% of viewers. At 26% total viewership, Morocco vs Portugal was the least watched by Kenyan TV viewers.

In Nigeria, most TV viewers who were following the World Cup in 12 out of the 36 states from 15^th – 24^th June watched Nigeria vs Iceland game which had a 41% total audience share. The least watched match was when Morocco played against Portugal. The total audience share was 9%.

In Uganda, Nigeria vs Croatia match drew the highest TV audience share at 35% with only 12% of all TV viewers watching Germany vs Sweden game.

In Rwanda, the match with the highest total TV audience share was Morocco vs Portugal at 54%. The high share percentage may be attributed to the national broadcaster, Rwanda TV, acquiring the rights to screen all the matches hence the high viewership. The least watched game with only 29% tuning in was when Senegal played against Japan.

Finally, in Tanzania, most TV viewers watched Morocco vs Portugal which took 43% of all TV viewers in the country. The Senegal vs Poland game drew the least viewers at 24%.

Channels with the highest audience share

In Ghana, GTV had the highest audience share by channel of 25%. This was during the match between Egypt Vs Russia. NTV achieved the most audience shares in Kenya at 23%, 22%, and 21% during matches between Egypt Vs Uruguay, Arg Vs Croatia and Nigera Vs Croatia respectively.

SuperSport had the highest share of all TV viewers by channel in Nigeria and in Uganda. In Nigeria, SuperSport commanded 26% of all audience share, the highest among all channels showing the World Cup matches. The share percentage was in 12 of the 36 states. This was during the match between the Nigerian home team, the Super Eagles and Iceland. In Uganda, SuperSport attained the highest audience share in most of the matches played having its peak during the match between Nigeria and Croatia with 24% audience share.

Rwanda TV is ranked the top in audience share in all the matches during the group stage. Its peak of 45% share was during the match between Nigeria Vs Iceland. TBC1 in Tanzania achieved the highest audience share in most of the matches played with 28% leading during the match between Morocco Vs Portugal.

Knockout Stage

The last three weeks have had the most shocking moments for football fans world over. Germany, the defending World Cup champions were eliminated in group stage. As reported by The Guardian, the last time this happened was 80 years ago in 1938.

With all African teams out of the World Cup, it will be interesting to see how this will affect the TV viewership numbers across the continent.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda. As we continue to share with you the viewership highlights, Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

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Soaring over Iceland

The Super Eagles have been soaring high after beating Iceland 2:0 on Friday 22nd June. This was their 2nd match in this year’s World Cup. Ahmed Musa emerged as the hero after he delivered the two classic goals for Nigeria. This win restored the much-needed hope for millions of fans in Africa and beyond who have come to admire the team on and off the pitch.

The viewership in the West African region was highest in Nigeria. Over 40% of all TV viewing audiences surveyed in 12 of Nigeria’s 36 states were glued to this fast-paced match. Supersport channel commanded the highest audience by a channel to capture 26% of all TV audiences as the match aired. In Ghana, over 31% of all TV audiences tuned in with Kwese Free Sport having the highest audience share of channel at 17%.

In the East African region, Rwanda had the highest share of TV watching viewers watching the match commanding a 53% of all TV audiences. The reason for this high number is due to the national broadcaster Rwanda TV having bought the local rights to air the World Cup. The station had a channel share of 45%. In Kenya, Uganda, and Tanzania, those who tuned in were at 32%, 34% and 32% of all TV viewing audiences respectively.

A Disappointing Start: Nigeria Vs Croatia

Nigeria’s start at this year’s World Cup was a disappointing one. Their first match with Croatia on Saturday 16th June ended in a 2:0 score dashing the hopes of many African football fans who have pegged all their hopes on these African football giants.

In the West African region, over 21% of TV viewers surveyed in 12 of Nigeria’s 36 states tuned in to watch this match with Supersport having the highest viewership by channel share at 7%. In Ghana, over 34% of all TV viewers tuned in with GTV having the highest channel share of 16%.

In East Africa, those who tuned in the game in Kenya took 38% of all TV viewers during that period with NTV having the highest channel share at 21%. In Rwanda, the World Cup viewing audience was at 49% during the airing of the match with Rwanda TV commanding the highest share at 38%. In Uganda, Supersport had the highest audience share at 24%  out of a total share of 35% of TV viewers who watched the game nationally.

Faceoff with Argentina determines their fate

As they go into today’s match, Nigeria currently has 3 points following their win against Iceland. They cannot afford to lose or even draw in their game today against Argentina. Today will be the 5th time that the two teams are facing each other in the World Cup since 1994. In all previous World cup matches, Nigeria lost to Argentina.

So what are their chances?

The Super Eagles were placed in a very tough group together with Croatia, Iceland, and Argentina who are a favorite to many football fans. However, Argentina’s performance so far has been underwhelming after they drew 1:1 with Iceland and lost 3 goals to Croatia.

From a World Cup kit to Fashion Statement

“Very.” When they ask just how Nigerian you are. The Nigeria National Team Collection launching June 1st. Super Eagles all the way because Naija no dey carry last. #soarsupereagles #nike #nikefootball #worldcup #cawcawwww #whispers #whoarethey #AbaBredandFed

A post shared by Yagazie Emezi (@yagazieemezi) on May 30, 2018 at 12:37pm PDT

Away from the pitch, the Nigerian team has received recognition and admiration beyond the pitch due to their World Cup kit.

Their kit this year become the most anticipated jersey after it was unveiled by Nike three months transforming the apparel from a football kit to a fashion statement. According to GQ magazine “Since that February reveal, the jersey’s picked up an alleged three million pre-orders”.  When the collection went up for sale on June 1^st, it sold out within 3 minutes, confirms Fader.

As reported by CNN Africa, the huge demand for the jerseys in Nigeria has fueled the market for counterfeits as more Nigerians seek to identify with their heroes as they represent them on the world football stage.

Apart from Cameroon, Nigeria is the only other African team to have the most qualifiers to the World Cup. This year’s event saw a unique list of qualifiers from the continent that has previously been represented by Ghana and Cameroon

Nigeria Africa’s hope at the 2018 World Cup

In our recent World Cup survey on awareness, interest and viewership habits of Africans during this year’s world cup, Nigeria team had the highest number of supporters across the 6 countries where the survey ran.

Super Eagles are a darling of many African fans. 9% of African predicted that this team would beat all odds to bring the trophy home. Nigeria is the only African country second to Cameroon to participate in the most World Cup games. This year marks the 6^th time for Nigeria to qualify.

GeoPoll has been and continues to collect media audience measurement data throughout the World Cup in Kenya, Ghana, Tanzania, Nigeria, Uganda, and Rwanda.  Contact us now to get these deeper insights into the World Cup viewership in Africa or to sign up for our exclusive World Cup offer!

(Image credits: Premium Times Nigeria)

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High-level findings show that Africans will be tuning into the World Cup in high numbers this year, with 76% of females and 91% of males across all countries planning to watch the matches, an increase from 2014, when 56% of females and 80% of males reported watching the tournament. Enthusiasm is particularly high in Nigeria and Senegal, who have both qualified for the cup, with Senegal having the highest percentage of viewers who do not identify as football fans following the progress of their national team: 74% of those who say they will watch the games do not usually follow football.

Across Africa, support for Nigeria, Senegal, and Egypt, who have also qualified, is high: 31% of respondents indicate they will be rooting for Nigeria, 20% for Senegal, and 23% for Egypt. However, when it comes to predictions of which team will actually win the World Cup, respondents favor Brazil, Germany, and Spain above African teams.

The results also demonstrate a shift in the viewership habits of World Cup fans, with a majority saying they will watch at home with friends rather than in clubs or restaurants, as has been popular in previous years. GeoPoll’s report finds that 74% of Ghanaians plan to watch the World Cup from home, 70% of South Africans, 60% of Nigerians, 66% of Senegalese, and 61% of Tanzanians. Only in Kenya, famous for its football bars and clubs, did a more moderate 52% plan to watch from home, with 30 per cent of Kenyan men planning to watch the cup in clubs and restaurants.

GeoPoll’s full report includes additional insights on awareness of the World Cup, gender trends, interest levels in football and the World Cup, and data broken down by country and gender. Download the free, 20-page report, here: GeoPoll 2018 World Cup Insights Report.

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