GeoPoll, the real-time mobile survey platform, has 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 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 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 access to this type of viewership data, and represent ratings from more than 300 million Africans.
“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.”