The Ghana Independent Broadcasters Association (GIBA) announced that it has
partnered with mobile surveying company GeoPoll to be the provider of media data to
GIBA members, who include TV, radio, and web broadcasters throughout Ghana.
GeoPoll’s joint product with Kantar Media, Kantar-GeoPoll Media Measurement
(KGMM), is an African provider of overnight media data and a source of next-day
ratings for TV, radio, and print in Ghana.
GIBA’s partnership with KGMM comes at a pivotal time for Ghanaian broadcasters:
the television industry is preparing a switch to digital signal in early 2016, a move
which will introduce new channels to the market and increase the need for an
audience measurement system.
KGMM’s mobile-based methodology has become valuable as mobile penetration
increases throughout Africa and media consumption moves away from the home.
Conducted through panel-based text-message surveys, KGMM’s daily data clearly
demonstrate media trends including popular stations and peak viewing or listening
KGMM allows for filtering of data by demographics including age, gender, and
location, or psychographics such as bank account ownership and preferred brands.
KGMM provides media planning and post-campaign evaluation tools which can be
used by broadcasters or agencies looking to plan their advertising based on the
most up-to-date data available.
GIBA is an association of private and independent broadcasting organisations in
Ghana, and membership is open to all non-state owned broadcasters in the country.
With 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.
Kantar-GeoPoll Media Measurement is also available in Kenya, Nigeria, Rwanda,
Tanzania, and Uganda, and will launch in the Democratic Republic of Congo, Ivory
Coast, and Mozambique in the coming months.