The launch of this service comes just in time for the FIFA 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.
The new service is said to fill a gap in market research in Africa, delivering next-day TV audience data starting in five countries including Ghana, Kenya, Nigeria, Tanzania and Uganda. 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.
Says 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."
GeoPoll's Audience Measurement Service gives advertisers and broadcasters a real-time, granular look at viewing habits through individual action. Leapfrogging more traditional ratings methodologies, which can be slow, limited and costly, GeoPoll taps its extensive mobile user network to deliver mobile surveys that measure television viewership in half-hour time blocks, uncovering unprecedented data that can inform better advertising and programming decisions.
Features include:
The service will continue to expand across Africa in the coming months.
