Broadcasters and industry professionals will be able to analyse and respond to viewership data for more than 3.5m UAE TV viewers via the new Television Audience Measurement system.
E-Vision, Etisalat’s TV arm, has announced a new initiative to identify its audience’s selections, trends, and desires from eLife, its IPTV service. With this, E-vision hopes to restart the TV audience measurement system that was stopped a few years ago in the UAE.
Television Audience Measurement (TAM) identifies the number of views and interests of TV viewers, so that TV stations can develop their programmes to match the desires of their audience and air them at appropriate timings.
For many years, the MENA TV industry has had to rely on telephone surveys for audience information, whilst broadcasters around the world have had access to people metering (direct recording of TV viewing) to measure and understand audience nature.
E-Vision has partnered exclusively with Dubai-based consultancy ChannelSculptor to manage the distribution and client support of the TAM system.
The TAM system is accredited by an independent audit agency following testing and verification. Broadcasters, agencies, advertisers, consultants and industry experts will be able to subscribe to the data and log in to access a wide range of reporting tools.
Speaking about the new initiative, Olivier Bramly, CEO of E-Vision, said: “We are proud to be leading the way in the MENA region by offering exceptionally powerful audience analytics tools to industry professionals. By giving broadcasters insights about the interests and desires of our viewers, we are providing them with the tools they need to make their channels more relevant and attractive towards their viewers and more efficient towards agencies and advertisers.”
The TAM system will measure audience reach, ratings, share and viewing time for more than 530 channels, and cover both live and catch-up viewing across all viewers. Subscribers to the TAM system will be able to monitor viewing for any period, ranging from the same day to previous years and have access to a variety of configurable reports within the TAM system, offering them a fully detailed analysis and reports with channel-related filters.
Broadcasters and other industry professionals now have access to detailed performance reporting for both TV channels and individual TV shows in TAM. Further functionalities measuring the performance of TV advertising will be released later this year.
