Rotana Group, one of the region’s leading media companies, has partnered with the Media Rating Company (MRC), which will see Rotana Group adopting of the KSA TAM system, a tool for audience measurement and media performance analysis.
The KSA TAM system is a data integration solution that provides granular insights into audience behaviour. The system tracks viewership during regular hours, prime time, and special slots, offering minute-by-minute analysis of audience engagement with programmes and ad performance. By ranking channels based on audience share and viewership, it empowers advertisers to optimise their media strategies effectively.
Advertisers will gain valuable insights through detailed post-campaign analyses, covering metrics such as reach, frequency, CPM (cost per thousand impressions), GRP (gross rating points), and cost per GRP. With its ability to capture natural viewing habits across TV and digital platforms, the KSA TAM system empowers the development of comprehensive, audience-focused media strategies driven by content preferences.
HRH Princess Lamia bint Majid Al Saud, CEO of Rotana Media Group, commented: “This partnership is a strategic milestone for Rotana channels. The KSA TAM system enables advertisers and content creators to deeply understand audience preferences and deliver content that meets their expectations. It also provides advertisers with accurate insights into target demographics, enhancing advertising strategies and strengthening Rotana’s ability to effectively connect brands with their audiences.”
This agreement highlights Rotana’s dedication to utilising data-driven insights to elevate viewer engagement and streamline media production processes. By partnering with MRC, Rotana will benefit from measurement and analytics tools, empowering data-informed strategies for optimising channel and content performance.
This move also aligns with the General Commission for Audiovisual Media’s decision to adopt KSA TAM as the official national benchmark for audience measurement in Saudi Arabia. It intends to reflect Rotana’s commitment to employing licensed, accurate data to deliver unparalleled insights into audience viewership across its channels.
Eng. Bandar Al-Mashhadi, CEO of MRC, said, “We are proud of our partnership with Rotana, a company committed to delivering exceptional local content that resonates with audiences. This agreement comes at a pivotal time as we approach the final stages of piloting smart device audience measurement. It represents the culmination of years of dedication to developing advanced measurement tools and data analytics that elevate the media ecosystem.”
Starting January 2025, five of Rotana’s flagship channels will be measured using the KSA TAM system, providing precise data on audience engagement, content consumption patterns, and advertising effectiveness.
This partnership comes as MRC nears the completion of its pilot phase for audience measurement using smart devices. The agreement showcases years of dedication by MRC to developing advanced tools that meet global standards, offering precise analytics to support media decision-makers in refining their strategies.
Al-Mashhadi added, “This agreement is a landmark moment in our journey toward providing innovative solutions that support the media industry. The adoption of KSA TAM as a standard metric reflects our commitment to delivering modern measurement tools that align with global benchmarks. Our collaboration with Rotana highlights this dedication, supporting local content while meeting audience expectations and enhancing the Saudi media sector’s regional and global standing.”
“Rotana Group boasts diverse content, including films, talk shows, music, and other outstanding productions. This partnership offers a significant opportunity to analyze and refine this content, ensuring maximum value for viewers,” he concluded.
