Following decisions made by the High Authority for Audiovisual and Communication (HACA), which recently reiterated that "any audience measurement carried out outside its framework and certification is considered illegal and constitutes a violation of current legislation," Médiamétrie has just announced on social media, through Arnaud Annebicque, Director of the International Business Development Department, MetricLine, its decision to cease its audience measurement. Médiamétrie has just announced on social media, through Arnaud Annebicque, Director of the International Business Development Department, MetricLine, its decision to cease its declarative audience measurement of DTT in Côte d'Ivoire.
Médiamétrie has been operating in Côte d'Ivoire for 12 years and, following the launch of Ivorian DTT channels in 2020, began regularly measuring television channel audiences with the support of its long-standing partner, the Ivorian company Omedia, which was recently acquired by IPSOS.
In his post, Arnaud Annebicque recalls that during these years, "we got to know the Ivorian audiovisual sector, forged special relationships with each stakeholder, supported the emergence of digital terrestrial television channels and the liberalization of the audiovisual sector, promoted the emergence of young talent in the field of media expertise, and encouraged local employment through our Ivorian partner IPSOS-Omedia."
He also thanks his subscribers, channels, agencies, and advertisers who have placed their trust in them over the past 12 years.
Two years ago, the HACA committed to implementing a single, consensus-based measure for audiovisual media audiences, but the process still appears to be ongoing and will therefore not be completed for several months.