10 years of television audience measurement in Morocco
This evening took place in the presence of the HACA (High Authority for Audio-Visual Communication), the Ministry of Communication and members of CIAUMED (SNRT, Soréad 2M, GAM (Moroccan association of advertisers), SNRT Régie and UACC (Union of advertising consultancies) as well as Médiamétrie and LMS/CSA.
The evening was an opportunity for participants to highlight the progress made thanks to this measurement in terms of scheduling and commercialisation of advertising space.
It all started in 2006, when CIAUMED launched an international invitation to tender in order to select an operator for automatic television audience measurement in Morocco. The successful tenderer was Marocmétrie.
On 28 March 2008, the first daily TV audience results in Morocco were delivered. They reflected the TV consumption of a panel of 750 households equipped with TVs, comprising approximately 3,000 individuals aged five and older and more representative of the Moroccan population.
In 2017, CIAUMED renewed its confidence in Marocmétrie for a duration of six years. Marocmétrie put in place a production system that complies with the new specification (structure of the panel, numbers of respondents, etc.).
From 2018 onwards, the panel is moving towards a greater degree of accuracy; it now covers 1,000 households, totalling some 4,000 individuals, for which the TV consumption is measured using a new-generation audience meter: TVM3. Fingerprinting* technology is used in addition to watermarking**. Marocmétrie delivers the audience results for the previous day from 9am.
This means that Morocco now has a measurement system at the cutting-edge of innovation. We should also remember that, in the entire continent of Africa, only Morocco and South Africa currently have such a measurement system
High-quality collaboration between the CIAUMED and Marocmétrie teams guarantees the reliability of the measurement system. This relationship means that the measurement system can continue to be developed to tailor it to the developments taking place in the audio-visual sector and the changing behaviour resulting from it.
*Watermarking: this technology involves inserting an inaudible mark into a channel’s audio signal that carries an identifier for the channel, as well as the date and time of the broadcast (time stamp). This mark is detected by the audience meter installed in panellist households and is used to identify the channel being watched.
**Fingerprinting: an audio sample is recorded in panellist households and is then compared against reference fingerprints in order to identify which channel is being watched.