RESEARCH DATA ON GHANA BROADCASTERS FOR COUNTRY MEDIA RATINGS

The Ghana Independent Broadcasters Association (GIBA) has commissioned mobile survey specialist GeoPoll to provide media data to its members, who include TV, radio and web broadcasters across the country.

GeoPoll gathers real-time data via mobile phones from a network of more than 200 million users in emerging markets, and in August, GeoPoll and Kantar Media launched a joint service called Kantar GeoPoll Media Measurement (KGMM), which provides overnight media data and next-day ratings for TV, radio and print in Africa. Conducted through panel-based text-message surveys, KGMM's daily data uncovers media trends for popular stations and peak viewing or listening times, with data filtered by a variety of demographics.

GIBA will be using KGMM as the country’s television industry prepares to switch to digital signal in early 2016. Through this partnership, all GIBA members will have access to quarterly KGMM data at no cost, and will be able to subscribe to KGMM's monthly, weekly, or overnight data services at a discounted rate. In addition, GIBA and GeoPoll will work together to promote KGMM to the industry, and GeoPoll will provide GIBA members with specialized training on how to best use KGMM's data and toolset for their advantage.

Akwasi Agyeman (pictured), President of GIBA, comments: ‘Broadcasting in Ghana is at a turning point, and audiences are becoming increasingly savvy about the way they consume media. We are confident that with this data, broadcasters will better understand the behavior of their audiences, make more effective programming decisions, and improve their ratings in this competitive media environment.’