Morocco’s joint industry committee representing TV stations and advertisers, CIAUMED, commissioned GfK.
The electronic TV measurement system will be the first to be established in North Africa and the second on the African continent.
“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 CIAUMED president Reda Taleb.
GfK’s will use its TV Loggers universal metering system for the Moroccan deployment. The system was field tested as part of the tender process and is already being successfully used in Lebanon.