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Médiamétrie and Omedia are launching the first regular declarative television audience measurement in Côte d’Ivoire. It will provide TV channels that require it, media agencies and advertisers the data necessary for the advertising and editorial management.

This development is in line with the audiences already measured twice a year by Médiamétrie and recent actions with Ivorian audiovisual players. In the context of the economic slowdown caused by the coronavirus, this Médiamétrie initiative aims to contribute to maintaining the dynamics of DTT in 2020.

The results of the first wave will be available in mid-June.

This measure is based on 6 waves of 560 interviews* each, at a rate of one every 6 weeks. Two will be enriched with the radio audience. The system will provide the main audience indicators: cumulative audience, the average quarter-hour, audience share, listening duration by individual and listening duration by viewer/listener**

Combining several waves will allow the customers of the study to analyse the results on finer target audiences on a given day, based on a total sample of 1,680 interviews.

The global Covid-19 pandemic and the ensuing health safety measures have a direct impact on surveys. Interviews, which are in principle carried out face to face, will be carried out by telephone, for as long as the situation requires.

Arnaud Annebicque, Médiamétrie’s Development Director for Europe and Africa said: “with the Omedia teams, we have been measuring audiovisual media audiences in Côte d'Ivoire twice a year for many years. 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 the measurement, particularly in terms of frequency, to provide market players with the audience data they need, despite the health context. Our customers will be able to pilot their programme schedules and advertising offers as closely as possible, and thus contribute to the promising dynamics of DTT initiated in 2019.”

Karim Konaté, Managing Partner of Omedia, adds: “by making available to TV channels, advertisers and their agencies everything they need to know about audiences every 6 weeks, it is ultimately a true TV audience barometer that we are setting up in Côte d’Ivoire. It is a regular measurement tool that will allow everyone to react and adapt to possible changes from one wave to another. From our point of view, this is undeniable progress, particularly in the current climate. And in 2020, there will therefore be 6 opportunities to measure developments in this area from which the players will benefit.”

* Individuals aged 15 years and over residing in Abidjan and representative of the population in terms of sex, age, profession and education level.

** In standard waves 3 and 6, a radio module will be administered to generate the radio audience. The sample of 560 interviews will allow us to know the main radio audience levels.

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