In a joint press release published a few days ago, A+ Ivoire and CANAL+ Advertising announced their decision to subscribe to the regular television audience measurement service recently launched by Mediamétrie and Omedia.
We can only welcome the fact that the largest private player in the Ivorian market is joining this Mediamétrie/Omedia initiative, which marks a real step forward.
Nevertheless, many questions remain:
Will other potential subscribers (private channels, public channels, agencies, advertisers) join this initiative and, if so, would it not be more relevant to increase the sample size from the outset?
If not, what will this study offer its subscribers if they have to wait at least 20 weeks to reach a sample size that allows for more in-depth analysis? This would put us back in the previous situation, where two large-scale surveys per year met the market's needs.
Clearly, Médiamétrie's initiative, supported by the CANAL+ Group, is a step in the right direction, but it must very quickly be transformed into a robust tool, supported by other channels and enjoying strong credibility among Ivorian agencies and advertisers.