{"id":146703,"date":"2019-05-22T21:16:49","date_gmt":"2019-05-22T20:16:49","guid":{"rendered":"https:\/\/www.realites.com.tn\/?p=146703"},"modified":"2019-05-22T21:29:40","modified_gmt":"2019-05-22T20:29:40","slug":"mesure-daudience-de-la-confusion-a-la-derive","status":"publish","type":"post","link":"https:\/\/realites.com.tn\/fr\/mesure-daudience-de-la-confusion-a-la-derive\/","title":{"rendered":"Mesure d&rsquo;audience: de la confusion \u00e0 la d\u00e9rive"},"content":{"rendered":"<p>Les Ramadans se suivent et se ressemblent. Alors que la guerre du mois Saint bat son plein dans l\u2019ar\u00e8ne des m\u00e9dias, les doutes planent toujours sur les r\u00e9sultats du calcul d\u2019audiences. Explications. Royaume de l\u2019audimat. Deux instituts, deux m\u00e9thodes : M\u00e9diascan opte pour le face \u00e0 face dans les grandes agglom\u00e9rations. Sigma Conseil proc\u00e8de par consultations t\u00e9l\u00e9phoniques sur tout le territoire du pays. Toutefois, ces bureaux ne font que valser toute notion de coh\u00e9rence. \u00ab<em>Je n&rsquo;ai pas l&rsquo;habitude de parler Audimat, mais voir un tel \u00e9cart entre les chiffres de M\u00e9diascan qui classe \u00ab\u00a0L&rsquo;affaire 460\u00a0\u00bb en premi\u00e8re place et les chiffres de Sigma Conseil qui le classe \u00e0 la 8\u00e8me avec plus de 40 points d&rsquo;\u00e9cart me laisse perplexe&#8230; Qui croire ? Quelqu&rsquo;un a-t-il une explication logique ?\u00bb<\/em> s\u2019\u00e9tait ainsi interrog\u00e9 l\u2019acteur N\u00e9jib Belkadhi, au d\u00e9but du mois de Ramadan.<br \/>\n<strong><em>La bataille des audiences<\/em><\/strong>. Souvent pr\u00e9sent sur les plateaux de la cha\u00eene Elhiwar-Ettounsi en qualit\u00e9 de chroniqueur, le directeur de Sigma Conseil, Hassan Zargouni est accus\u00e9 de mettre ses chiffres au service de la cha\u00eene dirig\u00e9e par Sami Fehri. Ainsi, la cha\u00eene priv\u00e9e Attessia lui a adress\u00e9 une mise en demeure lui intimant de ne plus citer son nom dans ses mesures d\u2019audience. Cet \u00e9pisode n\u2019est qu\u2019une bataille dans une longue guerre. D\u2019ailleurs, Hassan Zargouni n\u2019est pas all\u00e9 de main morte pour r\u00e9pondre \u00e0 ces accusations. Il va m\u00eame jusqu\u2019\u00e0 taxer les d\u00e9nonciateurs de la neutralit\u00e9 de ses chiffres d\u2019ignorants \u00e0 travers un verset du Saint Coran. \u00ab<em>Sont-ils \u00e9gaux, ceux qui ont re\u00e7u la science et ceux qui ne l&rsquo;ont point re\u00e7ue?\u00bb,<\/em> a-t-il post\u00e9 sur son compte Facebook.<br \/>\n<strong><em>Youtube<\/em><\/strong>. Face \u00e0 ce spectacle, la mesure de l\u2019audience en ligne a \u00e9t\u00e9 relanc\u00e9e. Cependant, le processus derri\u00e8re le calcul de ces chiffres pourrait aussi \u00eatre biais\u00e9. Un faux trafic r\u00e9alis\u00e9 \u00e0 travers des visites g\u00e9n\u00e9r\u00e9es par des robots amplifiera le nombre de visionnages face \u00e0 l\u2019audience r\u00e9elle cr\u00e9\u00e9e par les vrais internautes. Peut-on mettre fin aux pol\u00e9miques \u00e0 r\u00e9p\u00e9tition sur la mesure d\u2019audiences et communiquer des chiffres certifi\u00e9s ?<br \/>\n<strong><em>R\u00e9gulation<\/em><\/strong>. Les bureaux de sondage ont montr\u00e9 que la vie \u00e0 deux n\u2019\u00e9tait pas possible. De ce fait, r\u00e9guler le secteur de mesure d\u2019audiences constitue une urgence. Inspir\u00e9 du mod\u00e8le fran\u00e7ais et compos\u00e9 des membres de la Haica, des professionnels des m\u00e9dias, des repr\u00e9sentants des annonceurs et des experts en statistique, un institut ind\u00e9pendant de mesure d\u2019audience devrait voir le jour.<br \/>\nAinsi, tous ces acteurs peuvent disposer de chiffres fiables. Mais que dit-on \u00e0 la r\u00e9gulation du secteur ? Pas aujourd\u2019hui.<\/p>\n<p style=\"text-align: right;\"><strong>Meher Hajbi<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les Ramadans se suivent et se ressemblent. Alors que la guerre du mois Saint bat son plein dans l\u2019ar\u00e8ne des m\u00e9dias, les doutes planent toujours sur les r\u00e9sultats du calcul&hellip;<\/p>\n","protected":false},"author":16,"featured_media":146704,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-146703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-societe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mesure d&#039;audience: de la confusion \u00e0 la d\u00e9rive - R\u00e9alit\u00e9s Magazine<\/title>\n<meta name=\"description\" content=\"Les Ramadans se suivent et se ressemblent. 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