Audience measurement organisations
The Egyptian media market lacks independent and consistent market research about audience behavior with accurate statistical information. Some media entities do it every now and then to measure audiences’ preferences through commissioning some international companies. Yet, it is very expensive to conduct in a regular basis.
Communications research in Egypt is also hampered by restrictions on survey and audience research. Government regulations state that no entity in the government, nor in the public or private sector, shall be allowed to conduct any surveys except after obtaining a written authorisation from the Central Agency for Public Mobilisation and Statistics.
The ERTU has a department that measures audiences’ behavior on the government-owned radio and television stations, yet research results are always questionable because the research department is not independent from the ERTU.
Before 2011, Taylor Nelson Sofres (TNS) and IPSOS were among the leading private market research companies in Egypt. They, and others, conduct audience-related research on national and private radio and television stations involving ratings, advertising and other issues.
IPSOS was the main company to carry audience research in Egypt. IPSOS is defined as an independent market research company managed by research professionals. It was founded in France in 1975 and is listed on the Paris Stock Exchange since 1999. It is ranked as the third global research industry. However, on July 2017, Egypt's Ministry of Manpower has ordered the closure of the Cairo office of IPSOS, citing workplace health and safety violations, as a ministry decree dated 20 June shows. Since then, no companies are legitimised for conducting audience research in Egypt.