Rayan Karaky is chief digital officer at SMG MENA
“Regardless of what you think of their accuracy, TV ratings have helped guide TV advertising for years.
However here are few thoughts to consider; do our ratings know Ari Gold, Harvey Specter or even Nicholas Brody, to name a few? During Ramadan last year, a show called Saher El Leil generated only 2.97 rating points in Saudi Arabia compared with another MBC show called Wifi, which generated 36 rating points and ranked number one. Yet Saher El Leil had around 27,000 mentions on Twitter in its first week of airing and 101,000 search queries, while Wifi received only 3,600 mentions and 7,000 search queries. Which one would you sponsor?
Duri
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