GeoPoll’s Media Measurement Service provides unprecedented real-time data on TV and Radio ratings, audience share, and audience size in emerging markets. This data includes when and what individuals listened to and watched, with results delivered overnight. In addition to ratings data, this service includes media planning and post campaign evaluation tools which can be used by advertisers to plan and assess their ad spend. For this case study, we used GeoPoll’s media planning tool, which pulls from our daily media measurement data, to plan an ad spend for a leading Fast Moving Consumer Goods (FMCG) brand.
Client X had identified a target market for Y, their leading FMCG brand, and had developed a 30 second TV commercial to support Y’s sales in Nigeria. Agency Z media planners had drawn up a campaign of 147 spots over 4 months for the commercial. GeoPoll were invited to demonstrate how this plan could be improved upon with our Media Planning Suite.
The Agency Z media plan was designed with the help of traditional diary data, extensive experience and good instincts. Below shows their media plan, which included 64 ad spots for a total of 364.2 Gross Ratings Points (GRPs)*. The total cost of this campaign was approximately $105,150.
GeoPoll’s media plan relied on detailed, continuous, 30-minute audience data integrated into our audience targeting and planning platform. GeoPoll's media plan utilized fewer (62) spots, more effectively targeted, to gain a larger number of GRPs: 511.7, at a lower cost of approximately $102,290.
GeoPoll Audience Measurement data added (accounting for additional GRP’s and lower costs) NGN 6.4 million ($32,500) to the value of this campaign, a 31% improvement in ROI.
With no detailed, recent data to draw from, media planners are forced to focus mainly on prime time viewing slots. They know that there are opportunities elsewhere, but without data they can’t take the risk. But prime time costs money, and you reach lots of people you don’t need to.
GeoPoll’s Media Planning Suite uses real time, 30-minute audience data to identify the most efficient spots for a campaign’s target (often outside prime time), and predicts the GRP’s for each spot. Fewer spots, more efficiently selected, improves ROI for the client and reduces clutter for the audience.
To use GeoPoll's Media Measurement Service to see real-time TV ratings and increase your ROI on media plans in Africa, contact us below.
*Gross Ratings Points measure the total of all Ratings throughout an advertising campaign. Rating is the proportion watching a station out of the total sample at that time, multiplied by 100. If 50 people out of 500 surveyed watched Station X, the rating for Station X would be (50/500)*100) = 10.