GfK Wins Morocco Tender for Electronic TV Audience Measurement and Extends Radio Audience Measurement Contract in Switzerland

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Jul 23, 2014, 04:00 ET

NUREMBERG, Germany, July 23, 2014 /PRNewswire/ --

GfK has won a tender with Morocco's joint industry committee, CIAUMED, to deliver an electronic TV audience measurement (TAM) service in Morocco. 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. On top of this, GfK has also been awarded a 3-year extension on its current radio audience measure (RAM) contract in Switzerland.

GfK has been commissioned by CIAUMED, the joint industry committee representing the TV stations, agencies and advertisers of Morocco, to deliver a new electronic television audience measurement service. The state-of-the-art 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.

Mr Reda Taleb, President of CIAUMED explains: "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."

In Switzerland, Mediapulse AG (a subsidiary of Mediapulse Foundation) has also signed up GfK for a further 3 years, to measure the official national statistics on radio consumption up until 2016. Switzerland is a forerunner in Europe in having electronic radio audience measurement. GfK has been providing radio audience measurement services in Switzerland since 2001. The new contract is a prolongation of the contract signed in 2009, and sees GfK monitoring 1,012 individuals daily, via its Mediawatch service, based on a panel of 26,312 individuals who are rotated through the daily monitoring.

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.