A long-awaited TV audience-measurement system is to be implemented in the United Arab Emirates to replace the “antiquated” system of calling viewers following a night’s showing.
WPP-owned media research company Kantar is to unveil its own data-driven system from November after it was approved by international auditor (CESP).
Funded by the National Media Council, the UAE Telecoms Regulatory Authority, Abu Dhabi Media, Etisalat and Rotana Media.
However, the region’s biggest pan-Arab broadcaster MBC Group has yet to sign up to the service, though WPP MENA director Roy Haddad claimed Choueiri Group, which represents MBC’s advertising sales, will come on board if the data is p
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