Medias

Measurement of TV audience

SIGMA has chosen the technique of daily surveys with individuals representing the different age groups, Socio-professional categories (ESOMAR standard of which SIGMA is a member), covering the entire country and is equally distributed between men and women.

These are carried out for 4 weeks every month.

Information is collected on the eve audience of TV programs per quarter hour (global penetration of the TV channel TV penetration, cross-channel audiences, audience share chains, average duration of the global audience and TV channel and audience share and audience profile of viewers by TV channel and program ...).

This information is used to calculate the Gross Rating Point to a media plan covering local TV channels, as well as indicators of advertising pressure (GRP, Share of Voice, ...) and advertising cost (cost per GRP, ...).

 SIGMA surveys on radio listening

SIGMA has opted for the technique of daily surveys for the monitoring of the individuals representing the various age segments, SPC (ESOMAR standards to which SIGMA is affiliated) and the teams subdivided on a gender basis.

These surveys are conducted for two weeks, every month, and cover 24 governorates on the Tunisian territory, taking into account the number of the new radio channels existing all over the country.

Data about the monitoring of radio listening  are collected every fifteen minutes (global daily radio-penetration rate per channel, by week day and by region; global average listening rate, by region and by channel and week day, average radio listening duration.

These data allow the calculation of the GRP for a media plan covering the local radio stations as well as the indicators underlying ads pressure (GRP, share of voice…) and advertising profitability (cost by GRP…)

SIGMA surveys about print-media readership

SIGMA conducts, on a monthly basis a daily surveys to assess daily readings of the printed media relating to a representative sample made of urban residents over 15.

These surveys are focused on the daily, weekly, fortnightly and monthly printed media, as well as the locally-published magazines.

SIGMA collects the data related to the readership frequency of the various printed media published locally, in addition to the monitoring readership that is conducive to the appraisal of the opportunity to watch.

The reports will be submitted, on a quarterly basis, along with the monthly data and quarterly aggregates.