BACKGROUND

Ubongo, Africa’s leading producer of educational entertainment for children, reaches millions of households across the continent through TV, radio and digital platforms. As part of its strategy to better understand and optimize the reach and engagement of its content, Ubongo is seeking to engage an experienced Audience Measurement Consultant to enhance the measurement framework, ensuring more accurate and actionable insights for strategic decision-making. Ubongo currently reaches millions of households in 12 languages across 41 countries on TV, Radio, Mobile and Digital through three edutainment programs: Akili and me, Ubongo Kids and Nuzo and Namia

PURPOSE OF THE CONSULTANCY

Ubongo seeks to engage an Audience Measurement Consultant to design and implement a robust measurement system that accurately captures audience reach, engagement, and retention across TV, Radio, SVOD and Online. This will support strategic decision-making and help optimize content delivery. This system should accurately capture reach, penetration, engagement, and retention of Ubongo's content across stated platforms considering both quantitative and qualitative data.

AUDIENCE MEASUREMENT OBJECTIVES

PRIORITY OBJECTIVES:

1. To assess audience, reach, and penetration for Ubongo’s Edutainment Content:

• Determine the total number of households or individuals reached by Ubongo's TV,radio,and digital content
• Calculate the penetration rate(percentage of the target population) for each platform
• Compare reach across different regions or countries where Ubongo operates.

1. To determine reach variation across time slots for Ubongo Kids Edutainment Programs by country

• Determine the percentage change and/or variation in quarterly and/or monthly Audience Reach for Ubongo Kids by country

1. To determine Customer Retention and Churn for Ubongo Kids Edutainment Programs

• Measure customer retention by tracking how many viewers/listeners continue engaging with Ubongo content over specific periods(e.g.,monthly,quarterly).
• Investigate Reasons For Churn (loss of customers) and identify strategies to reduce it.

SECONDARY OBJECTIVES:

1. To assess the distribution of Ubongo’s audience across different geographical regions and identify areas within engagement

• Geographic Coverage: Measure the extent of Ubongo’s reach in terms of geographical locations (urban, rural, specific regions).
• Audience Density: Identify areas with the highest concentration of viewers or listeners to identify strongholds and growth areas.

1. To measure audience reach and engagement of Ubongo’s content across different platforms (TV,radio,and digital) in Sub-SaharanAfrica.

• To Assess The Level Of Audience Engagement (e.g.,net promoter score,likes,comments) on TV, radio, and digital platforms.
• Compare Audience Engagement Metrics (e.g.,average time spent,interaction rates) betweenTV,radio,and digital channels.
• Identify Which Platform Drives The Highest Engagement.
• Understand whether engagement varies significantly across platforms

SCOPE OF WORK

The consultant will be responsible for:

• Developing a Customized Measurement Framework: Propose a methodology that includes both quantitative and qualitative approaches. It should address key investigation areas such as:
  • Audience reach and penetration.
  • Audience demographics, including age, gender, and socioeconomic status.
  • Geographic segmentation and distribution of viewership.
  • Engagement variation across platforms (TV, radio, digital)​
• Implementing Data Collection Tools: Develop or integrate digital and mobile survey tools for capturing data, with a focus on high response rates and real-time data analysis.
• Data Analysis and Reporting: Deliver detailed reports with insights on audience behavior, reach trends, and platform preferences using data visualization tools.

EXPECTED DELIVERABLES

• Inception Report: A detailed plan outlining the methodology, data collection tools, and timeline.
• Monthly Audience Reports: Insights into reach, engagement, and retention, segmented by region, age group, and platform.
• Quarterly Deep Dive Reports: Detailed analysis on specific investigation areas, such as regional reach variation and platform-specific engagement.
• Final Report: A comprehensive summary of findings, challenges encountered, and recommendations for future audience measurement efforts.

DURATION

The consultancy will run for a period of 12 months, with potential extension based on performance and project needs. Deliverables are expected to be submitted on a monthly basis

REQUIRED QUALIFICATIONS

We are looking for an audience measurement company to collect Ubongo's Audience Data. The company must:

• Have certified and experienced data collectors and data analysts
• Demonstrate capacity to collect data across multiple geographies
• Have expertise in audience measurement and analysis
• Be certified in data collection and conducting surveys to ensure research is conducted ethically

APPLICATION PROCESS

Interested consultants should submit:

• Technical proposal – including methodology and timelines and activities.
• Financial proposal.
• Company Profile with examples of previous projects.

SUBMISSION DETAILS

Proposals should be submitted by 8th November 2024 through this email: broadcast@ubongo.org with subject: Audience Measurement Consultant

Clarification questions can be sent to broadcast@ubongo.org