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PeopleMeter to measure TV viewership
ABU DHABI — The National Media Council (NMC), Abu Dhabi Media Company, Dubai Media Incorporated, Sharjah Media Corporation, Etisalat, Du and Kantar Media have entered into an agreement regarding the development and implementation of a Television Audience Measurement (TAM) project across the UAE.
This is a significant development for the UAE, and will be the first of its kind in the region. The UAE TAM project will involve the placement and use of a device known as a PeopleMeter in a selected number of residences across the UAE in order to collect statistics and information regarding audience viewing preferences.The objective of this project is to develop a deep and detailed understanding of TV viewership in the UAE to ensure that the commissioning and development of television programming and advertising are strategic in their design and execution. In addition, the project aims to generate ratings that will be used as a currency of trade for the media industry.
The National Media Council will issue the necessary and appropriate regulations to establish the UAE TAM project, issuing any necessary licences for the ratings company (which will be known as the Emirates Media Measurement Company) to implement the UAE TAM project and generally regulating and supervising the company. Announcing the agreement, the National Media Council stated: “This project represents a milestone for the media industry in the UAE. Audience information will represent a crucial key indicator to the broadcasters as well as the advertising community. Advertising revenues are driven by audience estimates and major investment decisions in programmes.
This will provide a base of information for decision-making on advertising campaigns. Providing audience measurement geared to meeting the highest quality standards will enable the UAE TV industry to make its best business decisions.” - --—
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