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GeoPoll brings TV ratings to Africa
Rebecca Hawkes
| 06 June 2014
Five African countries are now able to access television ratings for the first time, following the introduction of the GeoPoll audience measurement system.
The system will enable broadcast and advertising executives in Ghana, Kenya, Nigeria, Tanzania and Uganda to peruse next-day TV audience data.
"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 behaviours and preferences as they spend hundreds of millions of dollars to engage rapidly growing audiences."
GeoPoll uses its mobile user network to deliver mobile surveys that measure television viewership in half-hour time blocks.
Data is accessed through an easy-to-use interface, which updates data overnight, every day of the year, enabling industry executives to better ascertain the reach of their products.
The company plans to expand the service throughout Africa in the coming months.
