Established in 2005, Omedia is based in Senegal, Mali, Côte d'Ivoire and Gabon, and conducts research in 16 Sub-Saharan African countries.

The two companies have been working together since 2011, with Omedia producing declarative TV and radio audience measurements with Médiamétrie in Senegal, the Democratic Republic of the Congo and Côte d'Ivoire.

The acquisition strengthens Médiamétrie’s position in Africa and will support the development of media studies in Sub-Saharan markets. The company is already active in Africa through its Moroccan subsidiary Marocmétrie.

Omedia founder Christophe Gondry and associate directors Karim Konaté and Arnaud Moisan remain 50% shareholders in the company.

Benoît Cassaigne, executive director of Médiamétrie, said: "The arrival of digital in Africa, combined with the increased presence of media and communications groups in the continent, offers the opportunity of even richer and more reliable services delivered frequently and regularly.

"We feel that combining the know-how of local experts such as Omedia, in particular in terms of data collection, with our own statistical, methodological and technological expertise is the best solution for meeting market needs."