Middle East broadcasters have complained for years about the lack of formal audience measurement in many Arab nations. GfK is set to remedy this, at least for Saudi Arabia.
The market research group has signed a contract with Saudi Media Measurement Company to introduce a new TV audience measurement service for the Kingdom.
GfK will set up the first electronic TAM system in the country, based on a panel of 2,000 households and each home equipped with GfK’s ‘Universal Metering System’.
The initial contract runs for five years, with data delivery expected to start in 2015. GfK will measure and report on a representative picture of live and time-shifted TV consumption. GfK also provides software named ‘Evogenius’ which allows rating analysis, as well as advertisement monitoring and planning.