UAE media industry awards first TV audience measurement service to Kantar Media

The five year contract will provide the Emirates Media Measurement Company with access to television audience data from a representative 800 'People Metered' household TV panel spread across all of the seven key Emirates including Abu Dhabi, Dubai, Sharjah, Ajman, Umm Al Quwain, Rak and Fujairah.

Kantar Media's latest TV measurement technology, the 5000 series PeopleMeter will be deployed to  automatically record accurate minute-by-minute data on TV viewing habits. This PeopleMeter uses enhanced Audio Matching as the channel identification technique. Kantar Media will also implement its world leading analysis software for the TV industry, InfoSys+.

The National Media Council, the UAE's official media regulatory authority overseeing this service, said: "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, which forms an information foundation 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."

"We are delighted to have been awarded this historic and prestigious television audience measurement service following a fiercely competitive tendering process that was overseen by the Telecommunications Regulatory Authority. The consortium involved in this project joins a growing number of media owners, broadcasters and organisations around the world that choose Kantar Media's television audience measurement technology to gain advanced insights from audience viewing data. The intelligence they gain can be used for broadcast schedule planning and provides essential information to help advertisers optimise campaign planning" said Keld Nielsen, Global Business Development Director at Kantar Media.

The Emirates Media Measurement Company will be formed to oversee the implementation of this TAM service and will include the following eminent stakeholders: National Media Council (NMC), Abu Dhabi Media Company, Dubai Media Incorporated, Sharjah Media Corporation, Etisalat and du

Kantar Media has installed more than 80,000 People Meters attached to television sets in homes around the world since it pioneered the technology nearly 30 years ago.