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TV Audience Measurement in Africa

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An overview of how the audience is measured in Africa

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TV Audience Measurement in Africa

  1. 1. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved TV Audience Measurement in Africa An overview December 2017
  2. 2. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved Partnerships of over 20 years Over 100 territories covered Represented on 5 continents New territories added each year A BUSINESS CULTURE LONG-LASTING RELATIONSHIPS WITH WORLD MEASUREMENT INSTITUTES ACCESS TO A UNIQUE VOLUME OF TV DATA Eurodata TV Worldwide is the unique worldwide provider of audience ratings, content insights and market intelligence A multicultural team of over 60 people Professional experience in French and foreign TV industries (channels, operators, advertising, production companies, etc.) A culture of experts, research and marketing 7,000+ channels updated with 200 new channels per year Databases enriched on a daily basis with complementary metadata
  3. 3. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved 1 How is the audience measured in Africa?
  4. 4. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved People meter surveys SMS surveys People meter surveys consist of an electronic measurement which provides daily audience results with a breakdown by 1-minute slots. They are combined with programme logs allowing audience results to be broken down by programme. SMS surveys consist of last 4-hour recall interviews by SMS. This method provides daily audience results with a breakdown by 30-minute slots. It is not combined so far with programme logs. CATI (Computer Assisted Phone Interviews) Face-to-face surveys CATI surveys consist of day-after-recall interviews by telephone. This method provides audience results by average days (Mondays, Tuesdays) with a breakdown by 15-minute slots. As a general rule, two or three waves of monthly interviews are conducted each year and programme logs are not available. Face-to-face surveys consist of day-after-recall interviews at home. This method also provides audience results by average days (Mondays, Tuesdays) with a breakdown by 15-minute slots. As a general rule, one or two waves of interviews are conducted each year (6 weeks spread over 3 months per wave) and programme logs are not available. 4 different methods to collect TV audience ratings in Africa
  5. 5. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved 2 Map of TV audience measurement in Africa
  6. 6. Sources: Eurodata TV Worldwide / Relevant partners – All rights reserved People meter surveys SMS surveys Liberia Ghana Nigeria Kenya Tanzania Uganda Rwanda Ethiopia CATI surveys Algeria Tunisia Lybia Face-to-face surveys Mali Senegal Ivory Coast Burkina Faso Cameroon Gabon Congo Morocco South Africa Map of TV audience measurement in Africa Democratic Republic of the Congo Madagascar Mozambique

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