Dubai - MENA Herald: In response to growing demand for acceptable measurement standards within the regional media and advertising industries, independent media auditor Centre d'étude des supports de publicité (CESP) has audited the national TView People Meter-based Television Audience Measurement (TAM) service in UAE and found it aligned with stringent international standards. This endorsement reinforces the Kantar Media solution for its accuracy, accountability, transparency, representativeness, demographic scale, and active participation of panelists, which exceeds the benchmark set by CESP and the industry.
The TView service designed by the largest international TV measurement provider, Kantar Media, delivers daily TV ratings and is funded and endorsed by leading media players in the UAE, including the National Media Council, the UAE Telecommunications Regulatory Authority, twofour54, Abu Dhabi Media, Etisalat, Rotana Media and Sharjah Media, among others. The service enables independent, accurate measurement to fuel television programming and advertising decision-making support for brands and media owners.
CESP’s conclusion was that “…the research design and deployment of the TView TV audience measurement system is aligned with international standards. The TView TV audience measurement system can be used by the UAE media industry.” This is a welcome move as the UAE advertising industry further seeks to ensure that the state is both meeting and exceeding international standards in line with large growth markets such as China, Singapore, Russia, UK, Brazil, and Spain where comparable TV audience measurement currencies are in operation and recognised by the industry as the source of truth for television measurement.
Roy Haddad, Director, WPP MENA, said: “The endorsement from CESP, following two waves of a thorough audit, has reinforced the Kantar Media TView service as the most accurate measurement service for the UAE television industry, and this will prove to be a catalyst for fueling growth in the television advertising market. With this solid audience measurement data, clients will gain greater confidence as they will have better insights into the returns on their investments. Furthermore, the most dynamic media market in the MENA region, the UAE, is assured of a world-class, data driven television audience measurement system, allowing TV broadcasters to develop more relevant content for their respective audiences”
“In a dynamic environment of changing media consumption habits, measurement methodologies need to provide advertisers and channel operators with critical and verifiable data on viewership and demographics to determine media spending and investments”, said Keld Nielsen, Global Chief Client Officer and Managing Director, EMEA, Kantar Media. “The TView service has been endorsed as the leading solution in the UAE. It is the only TV measurement system that delivers daily audience data on channels, content and advertisements.”
The latest CESP audit of the TView service is the third consecutive annual audit, and the system showed continued improvement in all critical performance areas. One of the primary result areas is active panelist participation of more than 85 per cent, crossing the benchmark set by CESP and adopted by the industry. In addition, the system is also enhanced with a large-scale Establishment Survey, which helps determine demographic data with greater accuracy, and an increased penetration of television sets in the panel so that all media consumption points are considered in the measurement.