Company reveals details of new GCAM-licensed TV and Video Audience Measurement (TAM) solution to be launched in the Kingdom in collaboration with Nielsen
Dubai, UAE – 9 December 2021: The Media Rating Company (MRC) hosted a special event in Dubai today, where it unveiled details of its plans to introduce a new TV and Video Audience Measurement (TAM) solution in the Kingdom of Saudi Arabia. Invited guests and media representatives gathered at the Westin Dubai Mina Seyahi Beach Resort & Marina to learn more about MRC’s strategy to deliver the KSA TAM system, which is set to transform Saudi Arabia’s media landscape by providing Gold Standard audience media consumption data that will be used by TV broadcasters, digital publishers, agencies, and advertisers.
The eagerly anticipated solution will be implemented in partnership with leading global audience measurement and data provider Nielsen, and has been licensed by Saudi Arabia’s General Commission for Audio Visual (GCAM) and Advertising Industry Board. In addition to an informative presentation on the rollout of KSA TAM led by MRC’s CEO Eng. Bandar Almashhadi, the event featured a panel discussion examining the project’s seismic impact on the Saudi media sector.
Eng. Almashhadi, who previously headed the Technical Committee overseeing the development of the initiative, commented: “It is an honor to be here today and share details about this groundbreaking TAM solution, which will contribute to the growth of a dynamic media and broadcast sector in Saudi Arabia in line with the goals of Vision 2030. Audience behaviors are evolving rapidly as the Kingdom continues its remarkable transformation, making it more important than ever to introduce robust TV measurement technology. We are proud to partner with Nielsen to gain a deeper understanding of Saudi viewers’ preferences and deliver accurate data that will help to drive effective, highly targeted campaigns.”
Nielsen currently measures TV audiences in over 40 markets globally, more than any other international TAM provider. The company is committed to integrating the latest innovations in consumer electronics to ensure it remains at the forefront of measuring audience behaviors. KSA TAM is audited by 3M3A, which audits similar projects in more than 10 other countries, and is supervised by a technical committee representing key industry stakeholders.
For the first time in the Kingdom, the solution will include a digital measurement that captures OTT streaming services over home Wi-Fi, providing valuable insights on viewing habits across both linear and digital services.
The operational set-up for the service is making strong progress, with meter installations taking place in households across the Kingdom. The solution employs cutting-edge technology to deliver a precise picture of the size and demographics of television audiences and reveal how people engage with content. It is anticipated that the initial batch of data from the first 1,000 participating households will be made available during April 2022, with the project set to go fully live by July 2022 providing the market with data from 2,000 households.
MRC is planning to host an extravagant launch event in Saudi Arabia with key guests and media representatives to officially kick-off the project in Q1 2022.