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First ever overnight TV ratings comes to Africa

June 5, 2014 • Satellite Comms, Top Stories

James Eberhard GeoPoll Founder

James Eberhard GeoPoll Founder

GeoPoll, a real-time mobile survey platform, today launched its Audience Measurement Service, which offers the first ever daily TV ratings in several African markets. The launch of this service comes just in time for the FIFA World Cup, when GeoPoll will publish game viewership data from African nations as locals cheer on their teams, and global brands spend considerably on advertising.

GeoPoll’s new service fills a crucial gap in market research in Africa, delivering next-day TV audience data starting in 5 countries, including Ghana, Kenya and Nigeria. Until now, advertisers, brands and broadcasters looking to understand audiences in these growing markets have had to rely on months-old data, with little insight into the demographics and psychographics that determine ad campaigns or programming. GeoPoll’s metrics provide unprecedented access to this type of viewership data, and represent ratings from more than 300 million Africans. With this launch, GeoPoll becomes the largest TV audience measurement company in Africa.

“At GeoPoll, we’ve established a standard for delivering data insights in emerging economies, and with our new Audience Measurement Service, we’re offering a category first: overnight TV ratings from almost a third of the African population,” said James Eberhard, founder of GeoPoll and parent company Mobile Accord. “Advertisers, brands and broadcasters have been relying upon limited data, which can’t keep up with shifting target audiences and programming. Our overnight insights will give these groups a more accurate picture of consumer behaviors and preferences as they spend hundreds of millions of dollars to engage rapidly growing audiences.”

GeoPoll’s Audience Measurement Service gives advertisers and broadcasters a real-time, granular look at viewing habits through individual action. Leapfrogging more traditional ratings methodologies, which can be slow, limited and costly, GeoPoll taps its extensive mobile user network to deliver mobile surveys that measure television viewership in half-hour time blocks, uncovering unprecedented data that can inform better advertising and programming decisions.

All data is accessed through an easy-to-use interface which updates data overnight, 365 days a year, giving brands, advertisers and broadcasters the ability to easily understand and better serve their audiences. Features include:

  • TV and Radio Audience Measurement (TAM and RAM) in half-hour time blocks and two hour time blocks respectively.
  • Easily viewable statistics on ratings by channel, including ranking and timeline comparisons
  • Ability to measure audience by location, demographics, and psychographics

Audience Measurement is the latest service from GeoPoll Knowledge, GeoPoll’s new subscription data program that supports a number of strategic sectors, including Finance, Food & Agriculture, and Telecommunications. All data is gathered from GeoPoll’s robust survey platform, which has the ability to directly access over 150 million mobile users in more than 20 countries and utilizes SMS, voice and web-based communications to reach respondents even in areas without internet connection.

GeoPoll’s Audience Measurement Service is currently up and running in 5 countries: Ghana, Kenya, Nigeria, Tanzania, and Uganda, and will continue to expand across Africa in the coming months.

 

 

Staff writer

 

 

 

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