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Anup Oommen
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MMS reveals TV attention study findings in partnership with Amplified and ABG

Anup Oommen
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“MMS’s leadership in bringing attention measurement to the region, marks a significant step forward in aligning media investment with true audience engagement,” said Andy Brown, Chair of CIMM Attention Group.

From left, Andy Brown, Strategic advisor and Chair of CIMM Attention group, Bec Brooks, Head of Operations at Amplified, Alan Azar, Regional Managing Director at Choreograph (WPP) Amine Sadik, Marketing Operations Director at Procter & Gamble Arabic Peninsula & Levant and Chairman of ABG and Mathieu Yarak Head of Data at MMS.From left, Andy Brown, Strategic advisor and Chair of CIMM Attention group, Bec Brooks, Head of Operations at Amplified, Alan Azar, Regional Managing Director at Choreograph (WPP) Amine Sadik, Marketing Operations Director at Procter & Gamble Arabic Peninsula & Levant and Chairman of ABG and Mathieu Yarak Head of Data at MMS.

MBC Media Solutions (MMS) hosted the second edition of its flagship event Powering Growth with Data 2.0, presenting findings from its first-of-its-kind Attention Study across TV— brought to life in partnership with Amplified, the global leader in attention measurement, and supported by the regional Advertising Business Group (ABG).

Conducted between March and July 2025, the study measured 300 Saudi households across 29,000 viewing sessions on MBC Group’s linear platforms.

The results revealed that 65 per cent of ads on MBC Network channels are actively viewed, delivering 1.8 times more active attention than the global TV benchmarks.

Moreover, MBC’s platforms generated four time


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Tags:ABGactive attentionAdvertisingAdvertising Business GroupAlan AzarAmine SadikAmplifiedAndy BrownAttentionattention metricsattention studyattention-based metricsBec BrooksChoreographCIMM Attention GroupEngagementimmersivenessMathieu YarakMBC GroupMBC Media SolutionsMBC NetworkMBC programmingMMSNadim SamaraProcter & GambleSaudi ArabiaSaudi householdsscrollable social platformsviewing sessionsWPP
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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