In order to provide channels, communication agencies, and advertisers with the data they need to manage their advertising and editorial offerings, Médiamétrie and Omedia are launching the first regular declarative measurement of television audiences in Côte d'Ivoire.
This development is in line with the audience measurements taken twice a year by Médiamétrie to date and recent actions carried out with Ivorian audiovisual players. In the context of the economic slowdown due to the coronavirus, this initiative by Médiamétrie aims to help maintain the momentum of DTT in 2020.
The results of the first wave will be available in mid-June.
This measurement is based on six waves of 560 interviews* each, at a rate of one every six weeks. Two will be supplemented with radio audience figures. The system will provide key audience indicators: cumulative audience, average quarter hour, audience share, listening time per individual, and listening time per viewer/listener.
The combination of several waves will enable study clients to analyze the results on more specific targets and by named day, based on a total sample of 1,680 interviews.
The global Covid-19 epidemic and the resulting health and safety measures are having a direct impact on the surveys. Interviews, which are normally conducted face-to-face, will be conducted by telephone for as long as the situation requires.
Arnaud Annebicque, Director of Development for Europe & Africa at Médiamétrie:
"We have been measuring the audience for audiovisual media in Côte d'Ivoire twice a year for many years with the Omedia teams. The advent of digital technology, with the arrival of DTT in 2019 and the development of the range of channels linked to its deployment, is accelerating usage. We are adapting our measurement methods, particularly in terms of frequency, to provide market players with the essential audience data they need, despite the health context. Our clients will be able to closely manage their program schedules and advertising offerings, and thus participate in the promising momentum of DTT that began in 2019.
Individuals aged 15 and over residing in Abidjan and representative of the population in terms of gender, age, occupation, and level of education.
** During standard waves 3 and 6, a radio module will be administered to produce radio audience figures. The sample of 560 interviews will enable radio stations to determine their overall audience levels.