GeoPoll launches new data measurement service in Africa

geopollGeoPoll has launched a new measurement service to track viewer ratings in Africa. (Image source: GeoPoll)Mobile survey platform GeoPoll has launched a new service called Audience Measurement Service, which publishes viewership data from African nations during the FIFA World Cup 2014

This daily ratings platform covers Ghana, Kenya and Nigeria, Uganda and Tanzania, tracking audience activity overnight and providing audience data to market research analysts the very next day.

“With our new Audience Measurement Service, we are providing overnight TV ratings from almost a third of the African population. 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,” said James Eberhard, founder of GeoPoll. 

GeoPoll revealed that it accesses information from more than 300mn viewers. This information is supplied to advertisers, brands and broadcasters, who previously had to rely on months-old data, with little insight into the demographics and psychographics that determine ad campaigns or programming.

The agency taps into its user network to deliver mobile surveys that measure television viewership in half-hour time blocks, uncovering data that can aid advertising and programming decisions, GeoPoll said. 

The data includes television and radio audience measurement (TAM and RAM) in half-hour time blocks and two-hour time blocks respectively, statistics on ratings by channel, including ranking and timeline comparisons and measure of audience through location, demographics, and psychographics.

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