Global mobile survey platform GeoPoll has launched Africa’s first overnight television ratings service, offering data on the viewing habits of over 300 million people.
The launch comes in time for the 2014 FIFA World Cup in Brazil, which GeoPoll will use to publish viewership data from African nations as individuals support their teams.
GeoPoll makes use of its mobile user network to deliver mobile surveys measuring television viewership in half-hour time blocks, providing data that can to be used to inform better advertising and programming choices.
The service will launch in five countries including Nigeria and Kenya and will expand across the continent in coming months.
“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.”
The services allows for the measurement of audiences by location, demographic and psychographic, and has the ability to measure radio listenership and well as television viewership.
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