Morocco’s joint industry committee, CIAUMED, has issued a tender to GfK to deliver an electronic TV audience measurement (TAM) service in Morocco.
CIAUMED -- which represents television stations, agencies and advertisers in Morocco -- is set to use GfK’s universal metering system ‘TV Loggers’, according to a press statement.
GfK claims that Morocco is the first country in North Africa to use the system.
"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," said Reda Taleb, president of CIAUMED, in a statement.
Stefan Raum, global head of GfK's Audience Measurement and Insights division, commented: "We will work in close cooperation with CIAUMED gradually to introduce new features, while respecting existing conventions in the market."
GfK is not the only TV audience measurement firm to target Africa.
Last month, GeoPoll launched a television ‘Audience Measurement Service’ for Ghana, Kenya, Nigeria, Tanzania and Uganda.
GeoPoll’s service uses real-time mobile surveys to obtain its data.
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