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In order to provide the data necessary for the advertising and editorial management of their offers to TV channels, communication agencies and advertisers, Médiamétrie and Omedia are launching the first regular declarative television audience measurement in Cameroon.

This development is in line with the audiences already measured up to now annually by Médiamétrie and recent actions with Cameroonian audiovisual players.

The measurement will now be based on 6 waves per year. A first wave of 1,200 interviews* in January 2022 will specifically cover the period of the Africa Cup of Nations, which takes place in Cameroon next year. Then, a collection every two months from March to November will provide bimonthly results, based on running totals, out of a total of 1,200 interviews per wave. This approach will allow study clients to analyse the results for specific targets and per given day.

Over the year, this approach will also provide for the publication of two audience waves for the Radio.

Each wave will mention the major audience indicators: cumulative audience, the average quarter-hour, audience share, listening duration by individual and listening duration by viewer/listener** Finally, the results will be compatible with the main media planning tools.

The results of the first wave will be available in mid-February 2022.

Arnaud Annebicque, Director of MetricLine, the department responsible for marketing Médiamétrie's television, radio and internet measurement technologies and know-how internationally: “we’ve been measuring audiovisual media audiences in Cameroon with Omedia’s teams for several years. In a thriving audiovisual landscape, where economic development, modernisation of equipment, expansion of supply and an increase in consumption combine, we adapt the measurement, particularly in terms of frequency, to provide market players with the necessary audience data. And, as a trusted independent third party, we need to be as close as possible to the needs of our customers, both content distributors as well as advertisers.”

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

** The May and November 2022 waves will deliver the radio audience results.