Tview announces 2013 audit report

Tview recently announced the results of a CESP (Centre d’étude des supports de publicité) audit report for the year 2013. CESP, a non-profit association of media and communications services in France was selected and commissioned by EMMC and Choueiri Group, on behalf of MBC and DMI, to address the concerns of all industry stakeholders. CESP auditors were in Dubai to present the report.

During the summer of 2013, CESP was commissioned to conduct a full audit with the following objectives:

–How the system conforms to internationally accepted best practice, including published guidelines such as Global Guideline for TV Audience Measurement system

–Whether or not the system is justified and appropriate to local conditions, has been documented and is fully transparent

–Areas for correction and improvement

–An overall recommendation as to the reliability, robustness and usability of the system

This mission was conducted from August to December 2013.

CESP made a number of recommendations that included validating the opportunity of a CATI Establishment Survey to ensure a random selection for the Establishment Survey, increasing panelist compliance to TV audience measurement and ensuring all working TV sets to be equipped with peoplemeter.

It was also agreed, while most changes can be made in a short space of time the effects will take longer to measure and validate. There needs to be greater participation of industry stakeholders in the ongoing changes such as review of targets, implementation, public awareness.

Christopher O’Hearn, General Manager of tview said:“We have set a target for ongoing CESP review over the next six months leading to an audit update in September 2014. The aim is to verify implementation and confirm improvement trends while planning for currency adoption.