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African radio audience monitoring tool, first results from Ghana

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

Pinpoint examines the public use of television, radio, newspapers and digital. A successful pilot project has been carried out in Ghana, with plans to expand into Nigeria, Tanzania, Angola and Uganda.

At the launch of the tool, Dashboard Managing Partner Peter Searll said media investments in African countries are substantial. However, there is little or no precise or stable data on media consumption. As more companies expand their African footprint, this data is needed to make the right media investment and sponsorship decisions.

Internet in Ghana less than 60% access

The Ghana study reveals that almost 35% of the urban population in that country access the Internet on their cell phones, but it reveals revealingly that 59% do not access the Internet at all.

There is much more activity online in key cities of Accra and Kumasi than in Tamele and Sekondi-Takoradi, and Facebook is by far the most visited site, followed by WhatsApp. Blogs are also proving to be popular.

FM Peace Rules

The most listened to radio station over the past seven days is Peace FM, with 18% and 16% of male and female respondents respectively reporting having listened. Men’s preference is then for Okay FM and Joy FM (14%) while women prefer Adom FM, Kesseben and Fox FM (13%).

Regarding large cities, the stations with the greatest penetration in Accra are Peace FM (35%), Okay FM (26%), Adom FM (26%), Joy FM (24%) and Radio Gold (22 %). Kesseben (24%) and Fox FM (23%) have the greatest penetration in Kumasi.

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

age range

Within the top 10 radio stations, there is a varied expected age distribution. Those who appeal to young people (16-18 years) 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 Peace FM (13%), Okay FM (10%) and Adom FM (10%). A similar trend is shown by 36-45 year olds (7%, 6% and 5%) but they also regularly listen to Joy FM (5%) and Radio Gold (5%).

Target market divisions

Whatever product category you operate in, Pinpoint can highlight the stations that best match your advertisement. For example, if you wanted to advertise to Ghanaian beer drinkers, you would on Peace FM where 11% of beer drinkers claimed to have listened to the station in the past seven days, Adom FM and Joy FM ( 10% each), Okay FM and Radio Gold (9% each). You probably wouldn’t advertise on Fox FM, Luv FM, and Nhyira FM.

You can also look at the demographics of each station if this is how you are targeting your media spending.

Analysis of time slots

More insight is given as to when to buy ad slots throughout the day. Listening to the radio is divided into 30-minute increments per day. The busiest radio hours are between 6:00 a.m. and 6:30 a.m., which is also the most-listened time for news broadcasts. Noon news is also popular, with the largest audience coming from Kumasi.

Therefore, judging from the data mining, there is still a huge audience for radio in Ghana and it is still an important medium in the lives of many people.

The system offers efficient and fast media analysis

Pinpoint was developed to support more efficient media buying in Africa. Users are able to profile and size television and radio station audiences, examine current insights into social media and internet usage, and explore consumer psychographic and attitudinal mindsets . Marketers and planners can filter data by users of any specific product category.

One of its main advantages is that the data is available within two weeks of the field, allowing media decisions to be made within a relevant time frame.

Kelly says, “Typically a lot of media data is not available until months after research, which makes it more of a rearview mirror than a current dashboard. Media planners need rich, accurate, and timely data to make meaningful decisions. “

Searll added: “This type of information is long overdue and generally difficult to find. Technology has enabled us to overcome traditional barriers to collecting this type of data. We have a lot of experience in research methodology and research. We understand the depth of knowledge needed to design the right media placement strategy. We are well positioned to address and resolve this issue and look forward to expanding. Next we will start in Nigeria. Future reach will depend primarily on demand of the market. “