Médiamétrie, Omedia launch DTT barometer in Africa

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To support the digital transition in French-speaking sub-Saharan Africa, Médiamétrie and Omedia are launching the first DTT barometer in Africa.

The switchover to DTT in the countries of sub-Saharan Africa began in 2015 and will continue until 2020. The roll-out of DTT differs by country. Senegalese audiences are already receiving the digital terrestrial TV signal. Côte d’Ivoire initiated the move at the end of 2016.

Broadcasters, public bodies, operators, content producers, media agencies and advertisers, as well as digital equipment manufacturers and installers need regular updates on how the market they are “navigating” is changing.

For market analysis purposes, the new Omedia-Médiamétrie barometer will measure the general public’s awareness, equipment, perception, expectations (better picture, better sound, broader channel offering) and intentions to acquire digital TV equipment.

The Omedia-Médiamétrie DTT barometer in particular will allow:

  • channels to predict their rise in popularity and their potential audience, as well as to adapt their strategy in a new competitive landscape,
  • public bodies to monitor the effect of digital TV communication campaigns aimed at the general public,
  • agencies and advertisers to incorporate the richer audio-visual landscape including the new channels into their media consideration, and to plan for buying new advertising space,
  • and lastly, will allow equipment manufacturers to anticipate household needs in terms of digital equipment (external adapters, digital television compatible TV sets, etc.).

The results will be made available by country and by target twice a year. From June 2018 onwards, Médiamétrie and Omedia will provide digital TV indicators for Côte d’Ivoire, Senegal, Mali and Gabon. Other French-speaking countries will be added to the barometer in December 2018.

Each wave of results will be based on face-to-face interviews with 600 individuals per country (700 in Côte d’Ivoire) aged 15 years and older and representative of the population in terms of gender, age, occupation, level of education and place of residence.

Christophe Gondry, Managing Partner of Omedia commented: “This barometer reflects Omedia’s desire to bring market information to decision makers. We are combining our local expertise with Médiamétrie’s know-how in order to monitor the evolution of DTT on our continent.”

Benoît Cassaigne, Executive Director of Médiamétrie, added: “By launching the digital TV barometer, Médiamétrie and Omedia are supporting media and communication stakeholders through the heralded expansion of DTT in French-speaking sub-Saharan Africa. This barometer also presents a chance for us to strengthen our collaboration with Omedia, an institute with expertise in media and marketing research in French-speaking Africa.”

 


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