GeoPoll has announced that the GeoPoll Media Measurement service has launched in Ethiopia, and is currently collecting daily data on TV, radio, and print audience measurement. GeoPoll is now the only daily and independent media measurement service in Ethiopia. Ethiopian firms can now benefit from real-time measurement of media consumption.
Steve Gutterman, CEO of GeoPoll, said: “Over the past three years, our clients in East & West Africa have used GeoPoll’s media data to view audience shifts in real-time, assess the performance of their advertisements, and monitor viewership of one-off events. GeoPoll Media Measurement will further impact the media landscape in Ethiopia by bringing a reliable, real-time solution to audience measurement that has been vetted by researchers at both GeoPoll, and Kantar Media. “
GeoPoll started its media measurement service in June 2014, becoming the largest provider of overnight audience data for TV, radio, and print in Africa. In the past year, GeoPoll has built on its flagship product by adding tools for media planning and post-campaign evaluation, allowing brands and agencies to assess the performance of their advertisements in near real-time. The joint product with Kantar Media will refine the mobile data methodology that GeoPoll has used to collect daily audience data.
GeoPoll’s Media Measurement Service is already running in eight other African countries: Kenya, Ghana, Uganda, Tanzania, Rwanda, Mozambique, Democratic Republic of Congo, and Nigeria.
GeoPoll is the largest provider of daily share, audience size, and ratings data in Africa, and with the addition of Ethiopia, GeoPoll’s Media Measurement service runs off GeoPoll’s multi-modal survey platform, which sends surveys to a database of over 300 million users via SMS, voice, and mobile web.