GfK has won a tender with Morocco’s joint industry committee, CIAUMED, to deliver an electronic TV audience measurement (TAM) service in Morocco, a press release from the company reads.
“Morocco is well known in the MEA region for its expertise in TAM and is the first country in North Africa, and the second in the whole continent, to operate an electronic TAM system,” the source adds.
CIAUMED is the official body representing the TV stations, agencies and advertisers of Morocco.
On the sidelines of GFK’s winning the tender, Mr 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, comments: “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 cooperation with CIAUMED gradually to introduce new features, while respecting existing conventions in the market. Our success in winning the Morocco tender further strengthens GfK’s position as becoming the leading television ratings provider in the Arab world.”
GfK is a major provider of audience measurement services globally, with over 40 years of experience in this highly specialized area. GfK currently delivers TV rating services in Austria, Belgium, Germany, Lebanon, the Netherlands and Portugal and has also recently signed major contracts in Brazil and the Kingdom of Saudi Arabia. For radio audience measurement, GfK currently operates in several countries, including Australia, Austria, Switzerland,Ukraine, Romania, Belgium and the Netherlands.