Optimizing the allocation of advertising space purchasing budgets involves measuring media traffic by the targeted targets. SIGMA carries out media audience studies for its clients, whether they are Communication Consulting Agencies, Advertising Boards, Advertisers, or even the Media.
This activity mainly includes two complementary aspects:
on the one hand, the continuous measurement of the audience of the mainstream media (TV, Press, Billboard, Radio, Cinema, Internet) through sample surveys
and on the other hand, the analysis and understanding of the media offer in their editorial and advertising environment as well as the behavior and desires of listeners, readers, viewers, internet users, etc.
TV audience studies
SIGMA exclusively uses the method of audience diaries placed with a representative sample of socio-professional categories of urban households.
The choice of this method is made by sigma because of its reliability and its contribution in rich indicators of media performance (calculation of the coverage, costs per thousand, in addition to the Grp) but also because of its adaptation to the mode of exposure to this medium by the local populations: Television is a "collective" medium, watched at the same time by the members of the family.
This panel is gradually renewed to be completely changed over a period of 2 years.
The panel is followed for one week per month and continuously during major media events (month of Ramadan, regional or world sporting events).
Radio listening studies
Radio being a medium for which listening is "individual", SIGMAhas chosen the technique of daily surveys called "Street" with individuals representing different age groups, of CSP (ESOMAR standard includingSIGMAis a member) and equally distributed between men and women.
These surveys are carried out for one week every quarter and cover the main urban agglomerations.
Information on listening to radio stations and by a quarter of an hour is collected.
This information makes it possible to calculate the Grp for a media plan covering local radio stations, as well as the advertising profitability indicators - (cost to the Grp, etc.).
Press reading studies
SIGMA carries out daily surveys on press reading habits on a quarterly basis with a representative sample of urban individuals over 15 years of age.
These surveys relate to the daily, weekly, fortnightly, and monthly press appearing locally.
SIGMA collects information on the frequency of reading of the various titles published locally as well as the notion of standby reading allowing the calculation of ODV (Occasions de Voir).
Internet browsing studies Every quarter, SIGMAcarries out a survey on Internet penetration, visits to local and foreign websites as well as uses (chat, e-mail, studies, and research, etc.).
Cinema theater attendance studies SIGMA conducts a quarterly survey of movie theater attendance in the main urban centers.
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