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 the UAE and found it aligned with international standards, reinforcing Kantar Media’s solution.
The TView service delivers daily TV ratings and is funded and endorsed by 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.
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.”
Roy Haddad, Director, WPP MENA, says in a statement: “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.”
Keld Nielsen, global chief client officer and managing director, EMEA, Kantar Media, adds, “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.”
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.
