GEOPOLL AUDIENCE MEASU REMENT (GAM)
METHODOLOGY AND INTERFACE OV ERVIEW
August 20191
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Table of Contents
Introduction to GeoPoll Audience Measurement Methodology ................................................. 3
Utility of Mobile Survey Methods ................................................................................................. 3
Detailed Methodology for GeoPoll Audience Measurement ....................................................... 4
Sample Selection and Representation ............................................................................................ 6
Creating GAM Panels ...................................................................................................................... 6
Survey Questions and Process ......................................................................................................... 8
Survey Questions ............................................................................................................................ 8
Daily Survey Process....................................................................................................................... 9
Survey Experience .............................................................................................................................. 9
Taking a Survey ............................................................................................................................... 9
Language ........................................................................................................................................ 10
User Privacy and Ethics ................................................................................................................ 10
Respondent Verification and Quality ......................................................................................... 11
Results ................................................................................................................................................ 11
Audience Statistics Available ....................................................................................................... 11
Audience Statistics Calculations ................................................................................................. 12
Validity of Results .......................................................................................................................... 12
GeoPoll Data in Telmar ................................................................................................................ 13
Glossary of Terms............................................................................................................................. 14
Appendix A: How to Use the Web Interface ................................................................................. 16
Filters .............................................................................................................................................. 17
Data Visualization ......................................................................................................................... 18
Data Table ...................................................................................................................................... 18
Appendix B: Viewing Option Example Calculations..................................................................... 20
Appendix C: Sample Survey Questions to Users ......................................................................... 21
Appendix D: National Representation Sampling Caveats .......................................................... 22
Appendix E: 2017 GAM Methodology Revisions .......................................................................... 23
Appendix F: Trinidad & Tobago SES calculation…...……………………………………………………………25
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Introduction to GeoPoll Audience Measurement
Methodology
GeoPoll is a mobile survey platform and leading global survey provider, reaching a growing
network of over 300 million mobile phone subscribers in emerging markets. Throughpartnerships with telecommunications providers and a multimodal platform powered bymobile text, voice, and web communications, GeoPoll enables companies to gather insighton market trends in specified countries and regions.
GeoPoll uses text message (SMS), voice surveys, and mobile app to collect data from
populations in emerging markets, and services include both subscription products andcustom surveys. GeoPoll Audience Measurement is a subscription-based product developedby GeoPoll Media which delivers data on TV, Radio, Print/Online audience size, ratings, andshare. Data is collected through daily electronic diaries using a mobile application. This
report discusses GeoPoll Audience Measurement (GAM) methodology in detail, including thepanel selection and representativeness, audience size and ratings calculations, user
experience, and the resulting survey output data.

Utility of Mobile Survey Methods
There are several underlying benefits of mobile survey methods including:•Real time results: Results are received in real time and delivered overnight. For
GAM, data is uploaded automatically to a web-based user interface. The previous
day’s data is available the next day at 11am.

•

Ease of response: Participants respond to polls at their convenience on their own
phones.

•Error minimization: Answers are typed in via phone keypad and GeoPoll’s system
immediately checks answers so validation takes place at the time of response andparticipants are prompted to correct invalid responses.

•

Immediate incentives: Participants receive airtime credit upon survey completion.

•

High response rates: GeoPoll’s mobile survey panels have high daily response rates
of around 50% to 80% depending on the time of day.

•High retention rates: GeoPoll’s mobile survey panels balance retaining
respondents and refreshing them with demographically matched respondents to3©2019 Mobile Accord, Inc. All rights reserved.

provide continuity and consistency. Over one month 60% of respondents are
retained, 25% over three months, and 15% over 6 months.
•

Increased access: GeoPoll surveys participants wherever they are, in remote areas
and both in home and out of home. This is particularly important as more than athird of TV viewership in sub-Saharan Africa is often out of home. Additionally, manyof these respondents are often hard to reach through face-to-face or internet
survey methods.

Detailed Methodology for GeoPoll Audience
Measurement
GAM is a digital diary drawn from an active access panel. Participant panels and questions
are designed after rigorous experimentation, research, and development by GeoPoll
Media. In addition to data collection, GeoPoll provides web-based analysis tools. GAM datais captured in three stages:
1) An open-ended establishment survey is conducted to gather information on the mostpopular television and radio stations. GeoPoll also codes open-ended questions todetermine popular brands for inclusion in psychographic questions, and compares
all open-ended results to local field and desk research. This information is theninformed by other desk research to create closed-ended questions which include the
top stations and brands in each market.
2) An on-boarding questionnaire is developed. This is used to determine panelist
eligibility and to capture a wide range of demographic and psychographic data. Thissurvey also includes questions used to calculate the Living Standards Measurement(LSM), or social class scores, most pertinent for each country. GAM uses the panAfrican LSM (2004) as the default LSM module in African unless there is anotherconsensus measure for socio-economic status. For example, GAM in Nigeria uses acustom Nigeria-specific LSM module.
3) Closed-ended questionnaires about media and retail behavior are issued daily tothe panel. These questions ask about radio listenership, TV watching and other
respondent activities in the four hours preceding the survey. Each day respondents
are sent a specific version of the questionnaire based on the media topography they
are located in. The media topography represents a geographic area of a country
that exhibits similar media consumption behavior. These results are then compiled
and loaded into the web-based user interface, where they can be reviewed with
4
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GeoPoll’s analysis tools. There are three main analysis tools offered to media
owners, agencies, and advertisers. The tools are as follows:•

Online Ratings: This tool allows clients to view overnight ratings, audience size,and share for TV and radio.

•

Media Evaluation Tool: This tool allows clients to evaluate the performance of
past media plans.

•

Media Planning Tool: This tool provides historical data for planning media buys.

•

Media Optimizer: This tool provides suggested locations for TV and radio adplacement to maximize return on investment.

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Sample Selection and Representation
GeoPoll Media Measurement is a continuous panel running 365 days a year. It draws fromthe large database of mobile phone numbers built by GeoPoll in partnership with mobile
network operators and recruited from online sources. GeoPoll incrementally invites all
individuals with mobile phones to join the GeoPoll service and complete surveys to earn
airtime credit and other incentives. GeoPoll also recruits smartphone users online to joinstanding panels. Once respondents have opted in and completed their first survey, they are
geographically and demographically indexed in the GeoPoll user database for future survey
engagement. For GAM and other surveying projects, respondents in the GeoPoll user
database are sampled to achieve age, gender, location, and socio-economic demographic
consistency.
GAM is an access panel-based digital mobile phone survey. Respondents are added to GAM
access panels from GeoPoll’s user database using the sample techniques detailed below.

Creating GAM Panels
GeoPoll Media take several steps to ensure access panels are representative of a country’s
geographic and demographic composition. GAM access panels are a combination of random
sample from GeoPoll’s user database in each country, and also from a random stratified
sample where needed. After surveys are taken, where able (see Appendix E for exceptions),
GeoPoll weighs the resulting statistics to be representative of the adult population by age
groups, gender, and location across each country. GeoPoll constructs GAM panels using thefollowing steps:
1. GeoPoll sends on-boarding surveys to a random sample of respondents in the
GeoPoll database in each country. On-boarding surveys invite respondents tocomplete a set of questions and earn a small airtime credit incentive.
2. If respondents opt-in to the on-boarding surveys, GeoPoll automatically reviews theirprovided demographic information to determine their eligibility to join the GAM
panel.
a. GAM permits all respondents over the age of 15 in a country to join the accesspanel. For Trinidad and Tobago, the age will be 18 and above. This permits
the audience measurement system to generalize to the total population,
including those who only consume media infrequently.
3. Once respondents are determined eligible, GeoPoll adds them to the GAM panel andthey start receiving daily surveys the next day.
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a. The respondents in the panel are randomly assigned into four time blocks
each day. The daily time block surveys of a minimum of 50 completed
responses depending on the country, for a total daily panel of around aminimum of 200 completed responses.
b. Each time block covers a four-hour period. Surveys are sent at the end of eachfour-hour block and ask respondents about their corresponding media
consumption in the prior 4 hours.
c. In some countries, there is an optional fifth- or sixth-time block which cancover the evening hours from 10pm to 6am. These are employed when there
is sufficient interest in the market for late night watching and are asked thefollowing morning at 10am.
4. As respondents take surveys, the GeoPoll system analyzes the demographic
composition and applies post-stratification weights. See next section weighting for
more information.
5. GeoPoll reviews the GAM panel makeup daily for representativeness, and as
respondents leave the panel (by either not responding to surveys for 7 consecutive
days or by opting-out of all surveys), they are replenished using additional
demographically similar respondents.
The GAM universe estimate for Trinidad and Tobago includes adults ages 18 and above whohave access to a mobile phone. This permits total population media estimates. GeoPoll does
not conduct surveys on respondents under the age of 15. The universe estimate is calculated
by estimating total adult population (age 18+) in Trinidad and Tobago. In markets where
GeoPoll runs in specific regions, the universe is based off the aggregate population of thosespecific regions, like Nigeria for example. GeoPoll uses adult population estimates from a
recent Census. The GAM universe estimate is re-calculated every year, based on changes incountry population. The last revision for all markets was March 2017, so the next revision
will be no later than April 2018.

Weighing the Sample
Given natural variation in sampling, audience statistics are calculated based on demographic
post-stratification weights for each 4-hour time block. GAM weights to an approximate 50/50
gender split. GAM outputs are also weighted by location, either first administrative level(region) or media topography. GAM results are also weighted by age to ensure theproportion of sample between the ages of 15 to 24, 25 to 34, and 35+ match the same
estimated proportions in the country. Weighting is tailored to match country specifications
so that results are relevant for each unique country. Currently, all GAM countries areweighted for gender, location, and age, except in the two newest 2017 markets: Ethiopia and7©2019 Mobile Accord, Inc. All rights reserved.

Afghanistan, which are weighted by gender and location. As mentioned earlier, country
specific weighting information can be found in Appendix E.

Panel Demographics and Psychographics
Demographics & psychographics indexed for each panel include:• Age (15+)•

Gender•Ethnicity (in Trinidad and Tobago)•

Media topography and the first administrative political divisions therein•

Living Standards Measurement (2004 Pan African LSM, custom Nigeria LSM, or otherindustry specified set of questions)•

General media habits, brand preferences, household device ownership, retail
Preferences

Survey Questions and Process
Survey Questions
Each survey sent to participants asks about their media consumption in the prior four hours
in the media topography they are based. The main modules are 1) radio and 2) TV & retail,as well as 3) Print/Online in select markets. When a respondent receives a survey, the orderin which they receive the modules is randomized. Within the TV and the radio modules, tohalf of the sample the questions are asked in chronological order and to the other half they
are asked in reverse chronological order to mitigate the effects of respondent fatigue. The
response options to specific questions are also randomized to mitigate any anchoring biases.
Respondents who indicate they did not watch TV during the four-hour period are asked asimilar amount of questions about their retail behavior the day prior.
If respondents indicate they watched television in a particular 30-minute time period orlistened to the radio in a particular 120-minute time period, they are presented with a list of
stations and asked to indicate which station they watched or to which station they listened.
Survey questions are optimized to be short and easy for self-completion by respondents.

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The universe of possible television and radio station list is determined by GeoPoll Media’s
desk research and internal establishment surveys, in which respondents in each major
media topography are surveyed about popular television and radio stations in an openended format. The exact number of prompted stations or publications will vary by market,
but generally lists consist of up to the top 18 television and up to the top 18 radio stations ineach topography, or unique geographic market area. In Kenya and Nigeria, due to sufficient
market appetite, and media landscape, regional television stations are also prompted on a
per region basis. The determination of which stations are included in the prompted survey
questions is based entirely and solely on GAM’s internal research and internal annual
establishment surveys.
GeoPoll also collects and presents “other” answers andsystematically reviews them to see if a station not currently named should be added to theprompted lists presented in the survey questions. The results of GeoPoll Media’s
establishment surveys are available upon request.

Daily Survey Process
Respondents are randomly assigned to one of four different time blocks each day. Every fourhours (10:00, 14:00, 18:00, 22:00) GeoPoll surveys participants about their activities in thepreceding four hours. Thirty-two 30-minute TV time slots cover the time periods from 06:00
to 22:00, or sixteen hours of the day. Eight two-hour radio time slots cover the same window
in most countries, while Radio can have smaller time slots in select countries. GeoPoll does
also on occasion conduct next day polls to provide coverage for the hours from 22:00 to 6:00
or a next-day recall survey if there was an issue with a 4-hour diary from the prior day.

Survey Experience
Taking a Survey•

Surveys are sent to respondents via SMS or mobile app, one question at a time as
they answer the previous question.

•

Respondents will receive the modules in randomized order. Radio is typically asked
in two-hour blocks aside from select countries where it is asked in smaller units, while
TV is asked in 30-minute blocks.

•

Respondents are asked if they watched TV in the four hours prior and if they answer
affirmatively, they are asked about the individual 2 hour blocks they watched. They
are then asked which television station they watched the most during each 30-minutetime period. Respondents are asked about TV consumption in each 30-minute timeslot per time bracket starting with either the first 30 minutes of the time bracket and9©2019 Mobile Accord, Inc. All rights reserved.

proceeding chronologically, or the last 30 minutes, and proceeding in the reverse
chronological order. This method has been proven by GeoPoll researchers to mitigate
a respondent fatigue effect.
•

If respondents did not watch TV during the specified 4-hour time block, they are
instead asked questions about their retail behavior the day prior.

•Respondents can respond to the survey at their convenience within four hours. They
are sent reminder messages after 30 minutes of inactivity. The median response timefor each survey is about 10 minutes.

•

Participants receive a modest compensation in the form of airtime credit upon survey
completion. GeoPoll research has shown that incentives help ensure consistentparticipation and encourage panel members to answer surveys each day.

•

Sample questions can be found in Appendix C.

Language
Surveys are conducted in the most common and appropriate local languages for highest
response. Currently, GeoPoll uses the following for our GAM surveys:
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.

Ghana: English
Kenya: English and Swahili
Nigeria: English
Rwanda: Kinyarwanda
Tanzania: Swahili
Uganda: English
Ethiopia: AmharicAfghanistan: Dari and Pashto
Trinidad and Tobago: English
Ivory Coast: French
Benin: French

User Privacy and Ethics
User privacy and ethics are of paramount importance to GeoPoll. GeoPoll complies withESOMAR research standards. GeoPoll does not collect names, never shares mobile
numbers of respondents, and uses unique identifying codes in databases to represent
participants. More information on the Privacy Policy is available here:
http://knowledge.geopoll.com/privacy-policy
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Respondent Verification and Quality
GeoPoll respondents are regularly re-polled to confirm they are answering demographic questions
consistently and accurately. A portion of GeoPoll respondents are regularly called back to confirm thesame demographic characteristics. GeoPoll results are continuously monitored by staff and software
to ensure their answers are logical:
Quality Control Points system:
Respondents are flagged and receive a point if any of the following response patterns are identified:• Contradictory answers
o Example- If a respondent indicates they watched TV during a larger timer period but
then indicates they didn’t during the smaller time periods.
• Straight-lining / Satisficing
o Example- If a respondent replies too often with a certain digit to randomized list of
station names.
• Unlikely Viewing Behavioro If a respondent selects one station too many times or appears to otherwise notunderstand the survey.
Any flagged respondents are automatically identified daily by GeoPoll system and manually removedby human reviewer from the system if confirmed to be contributing to erroneous data.

Results
Audience Statistics Available
The data collected permit GAM data to be segmented based on the following measures:•

Geography: Geo-referencing is calculated to the topography and first administrative
level.

•

Time period: Data can be filtered to view specified time brackets or periods of timefrom days to weeks.

•

Demographics: Gender (male and female) and age ranges of 15 to 24 years, 25 to 34,
and over 35 years are also viewable. Custom age ranges are also possible.

•

Psychographics: Psychographic data includes a collection of consumer buying habits
and other user behaviors.

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Audience Statistics Calculations
There are three primary audience measures available on the online ratings book tool:
Audience, Rating, and Share. These measures are available as average (specific days andtimes), total (duplicated sum), and cumulative (unduplicated sum). Below are calculations
for each measure and an in-depth example of these calculations can be found in Appendix
B. All calculations are based on GAM’s universe estimate, which is estimated as the adult
population of each country for the total panel universe. Medium specific universe can becalculated by multiplying the total panel universe by the proportion of GeoPoll’s sample
who reported watching TV (people using television or PUT) or listening to the radio in thepast 30 days according to the annual establishment survey.
The universe estimate is used to ascertain audience size. The audience size equals thenumber of respondents reporting watching a station during a given time, divided by the
total sample size at that time, multiplied by the universe estimate.
The other two viewing metrics are known as share and rating. Share is the population
proportion watching a station during a given time divided by the total number watching atthat time. Rating is the population proportion watching a station during a given time, divided
by the total sample size multiplied by 100. The rating feature produces a percentage that
describes the number of people watching television out of the total sample. Using ratingscores, a metric called Gross Rating Points (GRP) is calculated. GRP is the sum of all rating
points for a date or set of 30-minute ratings slots.
The share viewing metric is the number of people watching a particular station compared to
the number of people watching any station at that time overall. GeoPoll calculates a station’sshare by dividing the number of people watching a specific station to the number of people
who reported watching any television station at that time.

Validity of Results
There are six built-in measures through which GeoPoll verifies results:•

Questionnaire design: Prior to designing closed-ended media questionnaires, openended establishment surveys are conducted to capture a wide range of stations andbrands from respondents. The most frequently cited stations and brands arereflected in daily surveys and in the resulting data.

•

Comparison to national population: GeoPoll Media researchers compare
population estimates to recent Census results where available and U.S. Census
Bureau International Program population estimates for 2017.

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•Comparison to recent survey results: Results are compared to similar audience
research studies from organizations such as Kantar, Nielsen, Gallup, IPSOS,
Afrobarometer and InterMedia, where such studies are publicly available for a
specified country.

•

Inclusion of “other” channels: All open-ended stations mentioned after participants
indicate that they listen to stations other than those listed on the GeoPoll survey arecaptured, human validated and coded, presented in GAM data and tools.

•

Randomization: When questions have multiple options where the order does notmatter, the GeoPoll system randomizes the ordering of the options. For example, theoptions for station names are randomized when asked of respondents.

•

Validation with media owners: GAM has a variety of clients including media owners
and advertisers. GeoPoll validates the results regularly with media owners toincorporate their feedback, along with feedback from our advertising agency clients.

GeoPoll Data in Telmar
The GAM methodology combines cross-sectional surveying techniques with panel
approaches to provide daily estimates as well impute data to achieve a full weekly diary
without overburdening respondents. To provide the full weekly diary for use in the Telmar
system and GeoPoll Planning and Evaluation tools, GeoPoll blends larger time periods of
GeoPoll Audience Measurement data (commonly monthly and quarterly) to create asimulated one full week with all 4-time blocks completed for each respondent. This is doneby combining individuals who share similar LSM, Topographies, Ages, and Genders andtreating similar individuals effectively as the same person for that full week even though they
have taken different surveys on different days. This process is known as imputing missing
data and allows for the computation of reach over a week period, which customers may be
more familiar with from one-week diary media measurement data.

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Glossary of Terms•

Audience Size: The proportion watching a station out of total sample at that time
multiplied by total universe estimate.

•

Gross Rating Points (GRPs): The sum of all rating points for a particular set of times
multiplied by the advertising spots (or shows) that ran during those times.

•

Living Standard Measurement (LSM): A way of segmenting markets, grouping people
according to their living standards using criteria such as degree of urbanization andownership of appliances. GeoPoll calculates their LSM using questions including
ownership of various appliances, bank account ownership, and technology ownership.

•Media Owners Television or Radio broadcasters•

Media Topography: Geographic area of a country that exhibits similar media
consumption behavior. Grouping smaller administrative units into these large
topographies is done on the basis of GeoPoll establishment surveys and desk researchin specific markets. Currently, the whole of Kenya is represented by 11 homogenous
media consumption regions, Tanzania by 12, and Uganda by 16. Ghana is surveyed
nationally in all 10 administrative Regions. Rwanda is surveyed in all four provinces andthe capital city area. In Nigeria, GeoPoll currently conducts surveys in 6 states. In
Ethiopia and Afghanistan, GeoPoll conducts surveys regionally in 5 provinces. See tablebelow for more details.

Country
Ghana (national)

Kenya (national)

Nigeria (regional)
Rwanda (national)

Number ofNames of Topographies
Topographies
10
Ashanti, Greater Accra, Brong Ahafo, Central,
Eastern, Northern, Upper East, Upper West,
Volta and Western
11
Central, Coast, Lake, Lower Eastern, Nairobi,
North Eastern, North Western, Rift, South
Nyanza, Upper Eastern, Western
6
Delta, Edo, Federal Capital Territory, Kano,
Lagos, Rivers
5
Kigali, Southern Province, Western Province,
Northern Province and Eastern Province
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Tanzania (national)

12

Uganda (national)

16

Ethiopia (regional)
Afghanistan (regional)
Trinidad and Tobago(national)
Ivory Coast

5
5
15

Benin

12

14

Central, Coastal, Dar Es Salaam, Kilimanjaro,Lake, Northern, Pemba, Ruvuma, Southern,Southern Highlands, Unguja, Western
Acholi, Ankole, Bukedi, Bunyoro, Busoga,
Eastern Buganda, Elgon, Greater Masaka,
Kampala, Karamoja, Kigezi, Lango, North
Buganda, Teso, Tooro and West Nile
Addis Ababa, Oromia, SNNPR, Tigray, Dire Dawa
Balkh, Herat, Kabul, Kandahar, Nangarhar
All Trinidad corporations, municipalities, andTobago island.
Bas-Sassandra, Goh-Djiboua, Montagnes,
Sassandra-Marahoue, Denguele, Savanes,
Woroba, Lacs, Vallee du Bandama,
Yamoussoukro, Zanzan, Lagunes,
Abidjan,Comoe
Alibori, Atakora, Atlantique, Borgou, Collines,
Cuoffo, Donga, Littoral, Mono, Ouémé, Plateau,
Zou•

Access Panel Survey: Type of survey in which demographically similar respondents are
drawn from a larger pool of participants at specified intervals over time.

•

People Using TV (PUT): The number of panelists watching TV during a given 30-minuteslot. For example, 40 of 80 watched TV during a 30-minute slot.

•

Psychographics: Market research information on panel respondent purchasing,spending, and consumption habits. GAM psychographics include viewing location,planned purchases in the next 90 days, favorite soft drink brand, among others.

•

Random Stratified Sample: A type of sample which sub-sets or filters to a certain
group (for example a specific gender or age group) and then samples within that grouprather than sampling from the total sampling pool.

•

Rating: The proportion watching a station out of total sample at that time, multipliedby 100. If 200 people out of 500 watched Station X, the rating would be (200/500) x
100=40.

•Sample Size: The number of completed surveys by eligible panelists. For example, 500
panelists completed the first four-hour time block at 10:00.
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•

Share: The proportion watching a station, out of all of those watching at that time. Thisis equal to the proportion watching a station during a given time divided by the total
number watching at that time.

•

Total Panel Universe Estimate: The estimated adult population (over age 15) of agiven country is the total panel universe as of the methodology changes in 2016. For
2017, the universe estimates were updated based on latest census estimates. In
markets where only specific regions are measured, the universe reflects the adult
population of those regions as opposed to the entire country. The exception to that is
Afghanistan which is asked regionally but audience statistics are extrapolated for thecountry as a whole.

•

Weighting: A technical rebalancing that corrects for small natural variations insampling and response to bring sample statistics (i.e. estimated gender distribution in
the survey) in line with known population parameters (i.e. gender distribution fromrecent national census).

Appendix A: How to Use the Web Interface
Overnight TV and radio audience insights can be viewed on the GeoPoll user interface. The
following demonstrates the user interface view. Audience measurement for TV or radio, canbe viewed by clicking View for the respective Ratings report on the Dashboard.

Clicking View provides access to audience measurement for TV and radio. Data in thechart and data table are controlled with the filters on the left side.

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Data Visualization

Filters

Data Table

Data: Audience size for a 3-day period

Filters
Filters allow for data to be segmented based on measures, geography, time period,
demographics and psychographics. By selecting desired filters, then selecting the Update
button, a chart and table of the data selected will be produced. Data can be filtered byvarious criteria including:•

Measures: Select audience measurement of interest, including audience size, share,or rating.

•Location: Select target regions to view data at a regional level or nationwide. Eachcountry has different segmenting options. These are regionalized, so different
stations will appear depending on the region(s) filtered.

•

Stations: Select one or more top stations in the country.

•

Time Period: First select the Date Range for data to include for analysis. If a
specific timeslot of the day is of interest, choose a custom Time of Day otherwise
leave as default Full Day. Then choose how to display the data. The default is 30minute blocks blending 30 prior days of data in a one-week view, but it can also berolled-up to a daily, week day, weekly, monthly, or quarterly view, as long as asufficiently long Date Range has been selected. For the 30-minute block, it is also
possible to increase sample size by selecting Blend Days which will blend all days
selected in the Date Range. Finally, select a specific day of the week, if of interest.
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•

Crosstab: Filter to view the demographic composition (age, gender, LSM) withineach time period of interest.

•

Demographics: Filter by age, gender, and LSM groups.

•

Psychographics: A collection of consumer buying habits, and other user behaviors
indexed can be compared against demographics, measures, geography, andstations.

Data Visualization
GeoPoll’s charting tool shows clients a visual indicator of selected data over time. The above
example shows nationwide data across all stations over 3 days in 30-minute time blocks.

Data Table

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Below the chart, the data selected data over time increments are organized by station andtime block in a tabular format. In the above example, nationwide data across all stations
over 3 days in 30-minute time blocks is visible. The value for Sample Size shows the numberof respondents for the specific time block. The ** markers represent when an audience size
is too low to estimate. The interface is highlighted in yellow where sample sizes are low soestimates should be read cautiously.

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Appendix B: Viewing Option Example Calculations
Total Universe=Adult population (26,079,278)
For example, a sample of 100 is drawn estimated to represent these 26M.
Sample Size
=The number of completed surveys by eligible panelists
For example, 80 panelists completed the first four-hour time block at 10:00 am
People Using TV (PUT)=The number of panelists watching TV during a given 30-minute slot
For example, 40 of 80 watched TV during a 30-minute slot
Share
=The proportion watching a station, out of all of those watching at that timeFor example, Station1/ PUT = 10 / 40 = 25%
Rating=The proportion watching a station out of total sample at that time multiplied by100
For example, 100* Station1/ Sample Size = 100 * 10 / 80 = 12.5.
To calculate Gross Rating Points (GRPs), this is multiplied by frequency andsummed.
Audience Size
=The proportion watching a station out of total sample at that time multiplied byuniverse
For example, Universe * Station1 / Sample Size = 26,079,278 * 10 / 80 = 3.26M

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Appendix C: Sample Survey Questions to Users
The following are examples of questions respondents are asked on GeoPoll surveys. This
list is not comprehensive and subject to change on an annual basis but is meant todemonstrate the manner in which questions are asked of survey participants.
Question TypeRadio Listening
14:00-16:00 Bracket

Specific Radio
Station Listening (2hour increments)
14:00-16:00

Specific TV Watching(30-minuteincrements)
15:30-16:00

Question and Options in English
Did you listen to the radio today
from 14:00-16:00?
1) Yes 2) No [Reply with 1 or 2]

Ulisikiliza redio leo kati ya 14:00-16:00?
1) Ndiyo 2) Hapana [Jibu na 1 au 2]

What radio station did you listen to
the longest between 14:00-16:00?

Ulisikiliza stesheni gani ya redio kwa
muda mrefu kati ya saa 1400-1600?

1)Citizen 2) Jambo 3) KissFM 4)
QFM 5) Classic 6) Kameme 7) KBC
8) Maisha 9) Ghetto 10) Other
What television station did you
watch the longest between 15:3016:00?

1)Citizen 2) Jambo 3) KissFM 4) QFM 5)
Classic 6) Kameme 7) KBC 8) Maisha 9)
Ghetto 10) Nyingine
Ulitazama stesheni gani ya televisheni
kwa muda mrefu kati ya saa 15:3015:00?

1)Citizen 2) KBC 3) KTN 4) NTV 5)
KissTV 6) QTV 7) Family 8) GBS 9)
K24 10) Other

1)Citizen 2) KBC 3) KTN 4) NTV 5)
KissTV 6) QTV 7) Family 8) GBS 9) K24
10) Nyingine
Ni aina gani ya kinywaji baridi
ulinunua jana? Jibu na aina ya kinywaji
baridiWhat brand of soft drink did you
purchase yesterday?
Soft Drink Type

Question and Options in Swahili

1)Fanta 2) Coca-Cola 3) Sprite 4)
Krest 5) Stoney 6) Alvaro 7) Novida
8) Pepsi 9) Other

1)Fanta 2) Coca-Cola 3) Sprite 4) Krest
5) Stoney 6) Alvaro 7) Novida 8) Pepsi
9) Nyingine

21©2019 Mobile Accord, Inc. All rights reserved.

Appendix D: National Representation Sampling
Caveats for GeoPoll Audience Measurement
Some demographic segments can be challenging to reach in new markets and hard-toreach GAM markets. Here are the exceptions to the age, gender, and location sampling
and weighting approach by country:
Ghana:• Female 15-24 in Brong Ahafo, Volta, and Western• Female 25-34 in Brong Ahafo, Central, Eastern, Northern, Volta, and Western• Male 25-34 in Volta and Western• 35+ all locations and both genders
Kenya:• NoneNigeria:• Age weighting done for 15-24 and 25+• Kano Female and Kano Male 25+
Tanzania:• Female and 35+ in Lake, Northern, Southern, and Southern Highlands
Uganda:• Age weighting done for 15-24 and 25+• Northern Female 35+
Afghanistan:• Currently weighting by Gender and Location but not age group
Ethiopia:• Currently weighting by Gender and Location but not age group
Rwanda:• Age weighting done for 15-24 and 25+
Ivory Coast:• Currently weighting for Age Group and Gender
Benin:
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•Currently weighting for Age Group and Gender

Appendix E: Annual GAM Methodology Revisions
Annual reviews and revisions go into effect during Q1 or Q2 each year. This allows us to
updates our station list to reflect the most up-to-date top TV stations at the national level,
and top radio stations at the regional level, as well as updated universe sizes for the New
Year.
Information on the 2017 revisions below:
1. Standard annual update of Prompted TV and Radio stations•

All prompted stations continue to be determined through annual GAM
establishment surveys, where the top stations are included in the prompted lists.

2. Increased Number of Prompted TV stations•

All GAM markets now prompt the top 18 TV stations

3. Print and Out of Home now available upon request••

GAM print (newspaper and magazine) data is available as a GAM add-on forinterested clients. It is currently available in Kenya and Ghana.
GAM Out of Home measurement (billboards and outdoor advertisements) data isavailable as a GAM ad-on for interested clients. It is currently available in Kenya andUganda.

4. Regionalized Prompted TV Stations•

Regionalized Prompted TV stations are now in effect in Kenya, Ghana and Nigeria

5. Nigeria Expansion•

Increased the number of states in which GeoPoll collects data from 8 to 11. The
states are: Lagos, Abuja, Rivers, Oyo, Edo, Abia, Kano, Ondo, Delta, Anambra, andOsun.

6. Enhanced Data Quality Checks•

Updated real-time response analytics to determine validity of responses, andimmediate removal of respondents from active panel who are providing unsoundresponses
23©2019 Mobile Accord, Inc. All rights reserved.

In 2018 and 2019, the standard annual updates of prompted TV and Radio stations
went into effect in all markets
Additional 2019 changes:•

Nigeria states were reduced to 6. Those states are: Delta, Edo, Federal Capital
Territory, Kano, Lagos, Rivers

Appendix F: Trinidad & Tobago SES calculation
All respondents in Trinidad & Tobago are scored for SES (socio-economic status) based on
their responses to eight key indicators- ownership of washing machine, dryer, airconditioner, laptop, number of vehicles, travel frequency, education, and income. Points
are assigned based on response and each is worth 12.5% of the total calculation (out of100). Groups are determined based on points using the following table:
Raw Score
0-30
31-52
53-65
66-79
80-100

SES
E
D
C
B
A

% Population
24%
33%
22%
16%
5%

24
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