Germany-based GfK, a leading provider of audience measurement services, has won a tender with Morocco’s joint industry committee ‘Ciaumed,’ to deliver an electronic TV audience meausurement service (TAM) in the country.
Morocco is well known for its expertise in TAM and is the first country in North Africa to operate an electronic TAM system, said a statement.
GfK has also won a three-year extension on its current radio audience meaure (RAM) contract in Switzerland, it said.
It has been commissioned by the Moroccan committee to deliver a new electronic television audience measurement service. The system employs GfK’s universal metering system, TV Loggers, which gave outstanding performance in the field test that formed an integral part of the tender process in Morocco and is being successfully used in Lebanon.
Reda Taleb, president of Ciaumed, said: “After a thorough and professional selection process, our JIC has selected GfK to operate TV audience measurement, according to the highest international standards.
“This project has immense value for Morocco, providing the very latest techniques and cutting-edge technology for measurement of TV consumption. This will deliver significant benefits for our media industry in terms of fast, accurate and highly reliable data and market insights.”
Stefan Raum, global head of GfK’s Audience Measurement and Insights division, said: “We are proud to bring our global experience in audience measurement to Morocco and to introduce our innovative electronic solutions and high-tech client software in this dynamic country. We will work in close co-operation with Ciaumed gradually to introduce new features, while respecting existing conventions in the market.” – TradeArabia News Service
