It’s one of the most interesting periods for the media planning industry in general, and TV planning specifically. With the digital transformation taking place across all industries, advertising seems to be the pivotal point, undergoing constant auditing with CMOs aiming towards more efficiencies. And while the media mix shows high indexing on TV spends, it becomes crucial for all industry specialists to optimise further on the touchpoint they invest the most behind.
Television is a phenomenon in the Arab region for obvious reasons:
High consumption habits;
Up to 90 per cent penetration in most Pan-Arab markets;
Centralised viewership across GCC markets;
The holy month of
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