English speaking Sub-Saharan Africa: Interview of Tatenda Andrew Katsande, Geopoll

World TV updates - December 2017

Could you please explain how Geopoll operates in the field of television audience in English speaking Sub-Saharan Africa?

Television audience measurement (TAM) has long been a fixture in Sub-Saharan Africa, but a growing number of newly established local and international businesses are leveraging the growth of mobile phone usage to conduct audience research at a lower cost and on a larger scale. In 2014, GeoPoll launched daily audience measurement in Ghana, Kenya, Tanzania, and Uganda and in 2015, expanded into a total of 10 countries with a partnership with Kantar Media. Since then, we have been closely analyzing the key trends and landscape of television throughout the African continent.

This achievement has been made possible thanks to Geopoll’s quite unique business model. GeoPoll is a mobile survey platform and leading global survey provider reaching a growing network of over 320 million mobile network subscribers in Africa, Asia and the Middle East. Through partnerships with mobile network providers and a multimodal platform powered by text message (a.k.a. SMS), voice and web communications, GeoPoll enables businesses and organizations to gather insight on market trends in specified countries and regions.

What are more precisely the core characteristics of your Kantar-GeoPoll Media Measurement (KGMM) service through which you conduct TAM surveys?

KGMM is a multi-client subscription solution developed by GeoPoll which delivers overnight data on television and radio audience size, ratings and share. The data is collected on daily electronic diaries using SMS and mobile application. Every four hours respondents are randomly assigned to day parts asking about their consumption of television and other media within the four-hour period and in 30-minute intervals from 06:00 to 22:00, or sixteen hours of the day. These results are then tabulated into audience statistics and posted each morning at 11am for the industry in an easy-to-use online dashboard that tracks the changes in ratings over time by key demographics. Agencies and brands can access the data through GeoPoll media planning and evaluation tools to assess their audience return on investment.

In your view, what are the 3 key trends in television audience across English Speaking Africa?

1. Television Remains Popular: Television, particularly evening news and evening soap operas, remain popular across English speaking Sub-Saharan Africa. New entrants into the market are competing for a sizeable share of audiences especially in the evening primetime television slots.

2. Integrating Internet Content: Increasingly television content is making its way online and online content is making its way into conventional television. This is further accelerating through integration of second-screen activities such as commenting through social media on mobile phones in real time alongside television content.

3. Regulation and Digital Migration: While a few large national broadcasters have historically dominated and still do in some countries, the number of commercial competitors has grown and continues to grow. While infrastructure challenges remain, a few English-speaking markets have begun processes to further deregulate and shift to digital broadcasting, allowing more licenses for smaller stations to broadcast free to air on set-top boxes. These boxes are also increasingly connected to the internet to allow for new sources of content and audience measurement capabilities.

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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