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Audience tracking tool for African radio, initial results from Ghana

Audience tracking tool for African radio, initial results from Ghana
Written by publishing team

Research and strategy firm, Dashboard Marketing Intelligence, and advertising and media expert, Dave Kelly, have joined forces to launch Pinpoint, a modern and accurate media consumption and audience tracking tool for the African continent.

Pinpoint examines the general use of television, radio, newspapers, and digital. A successful pilot trial was conducted in Ghana, with plans to move to Nigeria, Tanzania, Angola and Uganda.

Peter Searle, managing partner of Dashboard, said at the launch of the tool that media investment in African countries is significant. However, there is little, if any, accurate or stable data for media consumption. As more companies develop their African footprint, this data is essential to making the right investment decisions and media sponsorship.

Internet in Ghana is less than 60%

The study on Ghana revealed that nearly 35% of the urban population in that country has access to the internet on their mobile phones, but it stands out clearly that 59% do not connect to the internet at all.

There is significantly more online activity in the major cities of Accra and Kumasi than in Tamil, Sekondi-Takoradi, and Facebook is the most visited site, followed by WhatsApp. Blogging is also proving its popularity.

Peace Rules FM

The most listened to radio station over the past seven days is Peace FM, with 18% and 16% of male and female respondents respectively claiming to have tuned in. Males, then, prefer Okay FM and Joy FM (14%) while females prefer Adom FM, Kesseben and Fox FM (13%).

When it comes to major cities, the stations with the most penetration in Accra are Peace FM (35%), Okay FM (26%), Adom FM (26%), Joy FM (24%) and Gold Radio (22%). Kesseben (24%) and Fox FM (23%) have the largest prevalence in Kumasi.

These are the two biggest cities – to reach radio listeners in smaller cities like Sekondi-Takoradi and Tamale you have to go to stations like Skyy Rover, Radio Justic, Rok FM and Fiila FM.

age division

Within the top 10 radio stations, there is a diverse age breakdown to be expected. Among those appealing to youngsters (16-18 years old) are Luv FM and Nhyira FM (4% each).

19-25 year olds prefer to listen to Peace FM (9%), Adom FM (7%), Okay FM (6%) and Joy FM (6%) while 26-35 year olds prefer listening to Peace FM (13%), Well FM (10%) and Adom FM (10%). A similar pattern is seen by people aged 36-45 (7%, 6% and 5%) but who also regularly listen to Joy FM (5%) and Gold Radio (5%).

Targeting market segments

Whatever product category you’re in, Pinpoint can highlight the stations that are most relevant to your ad. For example, if you want to advertise to beer drinkers in Ghana, you can do it on Peace FM where 11% of beer drinkers claimed to have listened to the station in the past 7 days, Adom FM and Joy FM (10% each), well FM and Radio Gold (9% each). You probably won’t be advertising on Fox FM, Luv FM and Nhyira FM.

You can also check each station’s demographics if that’s how you’re targeting your media spending.

time period analysis

An insight into when to buy ad slots is given throughout the day. Radio listeners are divided into 30-minute portions of the day. The busiest radio times are between 6 and 6:30 a.m., which is also the busiest time for news broadcasts. Noon news is also popular, and the most heavy news listeners come from Kumasi.

Therefore, judging from researching the data, there are still a large number of radio listeners in Ghana and it is still an important way of life for many people.

The system offers fast and efficient media analysis

Pinpoint was developed to more effectively support media purchasing in Africa. Users can determine the size and size of audiences for TV and radio stations, review ongoing insight into social media and internet use and explore consumer psychological and attitudinal mindsets. Marketers and planners are able to filter data by users from any specific product category.

One of its biggest benefits is that data is available within two weeks after the field, allowing informational decisions to be made during the relevant period.

“Usually a lot of media data is available after only months of research, which makes it more of a rear-view mirror than an existing dashboard,” says Kelly. “Media planners need rich, accurate and timely data to make truly informative decisions.”

“This type of information is long overdue and usually hard to find,” Searle added. “Technology has allowed us to overcome traditional barriers to collecting this type of data. We have extensive experience with research methodology and understand the depth of insight needed to design the right media placement strategy. We are well positioned to tackle and resolve this issue and are eager to expand. We will start in Nigeria then. Market demand will drive access to the future mostly.”

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