MBC Media Solutions (MMS) will adopt the newly introduced TV and streaming audience measurement tool, KSA TAM, starting 1 January, 2025.
This follows the decision by the General Authority of Media Regulation to establish KSA TAM as the official national benchmark for audience measurement in Saudi Arabia.
KSA TAM is a sophisticated data integration solution that provides an accurate and comprehensive view of audience behaviour across screens. It tracks granular audience engagement, providing a holistic view of content consumption patterns and allows for post-campaign evaluation, offering insights into audience behaviour and demographics, which enhances understanding of TV consumption.
‘‘We ensure that advertisers have access to the most accurate and transparent data available, enabling them to leverage our MMS network.”
The launch of this innovative tool marks a significant step in enhancing the media infrastructure of the Kingdom, ensuring the seamless integration of data-driven technologies while fostering greater transparency in the Saudi media sector.
MMS has made a significant leap forward by adopting the cutting-edge TV and streaming audience measurement tool, KSA TAM.
Commenting on the adoption of KSA TAM, Ahmed Al Sahhaf, CEO, MMS, said, “The integration of KSA TAM into our operations marks a transformative step for media and advertising in Saudi Arabia. By leveraging this advanced audience measurement tool, we are ensuring that advertisers have access to the most accurate and transparent data available, enabling them to leverage our MMS network for more effective and targeted campaigns. This initiative is a reflection of our ongoing commitment to driving innovation and maintaining our leadership in the region’s media industry.”
Developed by the Media Rating Company (MRC), Eng. Bandar AlMashhadi, CEO of MRC highlighted that KSA TAM will equip stakeholders with detailed analyses by providing them with actionable data to optimise their media strategies.
“This tool is poised to empower advertising agencies, broadcasters, producers and digital publishers by delivering accurate audience ratings, enabling them to make well-informed, data-driven decisions. The implementation of TAM as the official audience measurement standard represents a significant milestone. The high-precision data offered to stakeholders will support strategic decision-making, grounded in accurate and systematic insights,” he said.
AlMashhadi also emphasised that the development aligns with the broader goals of Vision 2030, Saudi Arabia’s ambitious roadmap to drive innovation and position the Kingdom as a leading media and entertainment hub globally.
‘‘The high-precision data offered to stakeholders will support strategic decision-making.”
Procter & Gamble (P&G) is one of the first companies to adopt KSA TAM. Amine Sadik, Middle East Marketing Operations Director at P&G, expressed the significance of this advancement, stating, “As the first company to adopt KSA TAM, P&G are proud to lead the way in embracing innovation that deepens our understanding of consumer behaviour. KSA TAM’s advanced audience measurement capabilities allow us to make more informed decisions, optimising our media investments and ensuring that we connect with our audiences in more meaningful and impactful ways.”
So how does KSA TAM work?
KSA TAM recruits a representative panel of viewers, tracking their TV habits in real time using people meter units. These devices monitor which channels, programmes and commercials are watched, and for how long. As of May 2024, KSA TAM measures in-home viewings on TV sets by tracking 9,250 individuals in 2,150 reported households, representing 16.8 million individuals aged over 4 years across all cities with a population of 80,000 and above. Covering 150 TV channels that are measured per second and reported on a minute-by-minute basis, with a full comprehensive view across 50 TV channels.
The tool breaks down viewing data by time periods (regular, access, prime and special dayparts), and tracks ad performance by analysing how many people viewed each spot and for how long. It ranks programmes and channels based on audience share and viewership, calculating the number of unique viewers and their exposure frequency.
‘‘We can connect with our audiences in more meaningful and impactful ways.”
This helps advertisers optimise media plans by providing insights into reach, frequency, CPM, GRP, and cost per GRP – amongst other key parameters. It also enables post-campaign analysis to evaluate ad effectiveness, offering detailed reports on audience share and program rankings. Reflecting the more natural viewing behaviour of the audience across both TV and digital platforms, it also allows for the creation of more holistic, cross-platform media strategies that are content-first.
Dr. Hoda Daou, Managing Director at Annalect MENA, an Omnicom Media Group Company, said that the most critical element of this measurement is its robustness in capturing real TV viewership at a very granular level as it unlocks multiple capabilities around TV advertising, such as understanding viewership behaviour. She added that this measurement will revolutionise how the true value of TV across media is quantified.
Daou said, “KSA TAM will change the way TV is measured, improving TV planning and therefore further proving and strengthening the value and impact of TV. Advertisers will gain a more in-depth understanding of what works best and in what way. This will help amplify TV ROI and generate organic growth for TV. With this new measurement, we see a greater viewership spread across channels and dayparts. Hence, it is proving the effectiveness of TV advertising while spending more efficiently. This will help drive new TV entrants as investments can accommodate different tiers of advertisers.”
‘‘KSA TAM will help amplify TV ROI and generate organic growth for TV.”
Daou also highlighted that KSA TAM will create one language and one currency across TV and streaming viewership. She said, “KSA TAM unifies all broadcasters and advertisers in the way they perceive, measure, and value TV, both from content and advertising perspectives. This is essential to setting the foundations of TV and streaming and enabling all the capabilities listed above.”
Mahmoud Maghraby, Regional Media Director – MEA & GEM at Mars, emphasised the transformative impact of KSA TAM on advertising strategies, especially in optimising TV campaigns with accurate, real-time audience data.
Maghraby said, “As a business that relies on TV advertising to reach our consumers, KSA TAM is a breath of fresh air. It is a game-changer for understanding who’s watching what in Saudi Arabia. It gives us a crystal-clear picture of how people are behaving across different screens and platforms, so we can tailor our campaigns to capture the right audience at the right time.”
“This advancement allows for more effective advertisements and superior outcomes for our brands. Additionally, it plays a crucial role in cross-market comparisons and benchmarking, as we have finally standardised the measurement of viewership. It’s a big step forward for transparency and data-driven decision-making in the Saudi market, and it will help redefine what success looks like in advertising,” he added.
‘‘It gives us a crystal-clear picture of how people are behaving across different screens and platforms .”
Driving commercial success
KSA TAM offers a multitude of benefits that enhance audience measurement and advertising strategies, translating into significant commercial advantages.
It generates precise unduplicated reach and frequency metrics, tracks program engagement, micro-switching, and ad exposure, allowing for more accurate audience targeting. This advanced tool facilitates quicker, informed decision-making, paving the way for future multi-screen tracking.
Ahmad Chatila, Director of Brand & Communication at HungerStation, highlighted the significance of KSA TAM in advancing the industry’s approach to audience engagement and campaign effectiveness. He said, “The launch of KSA TAM is a pivotal moment for the industry, setting a new standard in audience measurement and transparency. As a company that values data-driven insights, Hunger Station recognises the immense potential this tool offers in shaping more effective and impactful campaigns by providing a clear, in-depth view of audience behaviour. This development will undoubtedly raise the bar for how the industry approaches consumer engagement, benefiting both brands and audiences alike.”
KSA TAM provides access to real-time, precise data on TV consumption habits, offering insights into how people engage with TV.
‘‘This will undoubtedly raise the bar for how the industry approaches consumer engagement.”
This is a game-changer for advertisers and agencies, allowing them to optimise campaigns on the go, making adjustments while the campaign is still running, rather than waiting for post campaign analysis. With this immediate & constant flow of data, advertisers can improve campaign performance and business outcomes for their clients.
Commenting on how KSA TAM will enhance an agency’s ability to make more data-driven, informed decisions, Fiona Black, Managing Director, Carat MENA, said, “KSA TAM gives us access to a broader range of audience metrics, moving beyond outdated methodologies to real, people-based data. When integrated with Dentsu’s proprietary Merkury panning tools, the insights become even more powerful, allowing us to plan and activate campaigns based on real individuals rather than relying on broad demographic segments. This enables us to make highly informed decisions across all media touchpoints, resulting in more personalised, data-driven campaigns that deliver better business outcomes. The precision of people meter data ensures that our campaigns are grounded in accurate, actionable insights.”
‘‘KSA TAM integrated with Merkury results in more personalised, data-driven campaigns that deliver better business outcomes.”
She also highlighted that advanced measurement solutions like KSA TAM will position Carat as a leader by providing the capabilities to deliver more precise and impactful campaigns.
Black added, “The people meter technology allows us to plan and optimise media around real audience behaviours, offering clients unparalleled transparency and trust. Combined with Merkury, this technology will allow us to stay ahead of the competition by delivering campaigns that are not only data-driven but also attention-focused, ultimately driving better business results and positioning us at the forefront of the evolving media landscape.”
Claudine Ghanem, Media Director at BPN MENA added that KSA TAM will serve as a powerful catalyst for business growth and unlock new opportunities across multiple dimensions. It will also encourage clients to invest more on TV due to the transparent and data driven measurement solution.
Ghanem said, “The introduction of KSA TAM marks a fundamental shift in the way media consumption is measured, and agencies will need to adapt both strategically and operationally to remain competitive. Precision targeting enabled by TAM data will ensure ad campaigns reach the most relevant audiences, improving conversion rates and minimising waste. Better ROI tracking across platforms (TV, digital, streaming) allows for data-driven budget allocation, ensuring investment goes where it has the highest impact. This efficiency in media spend will attract more advertisers, creating new revenue streams.”
She also added that KSA TAM’s metrics will significantly influence engagement with partners and shape joint strategies as its methodology will allow for an accurate segmentation that can add value to clients and it will reflect in fair shares of spends with broadcasting partners.
‘‘Precision targeting enabled by TAM data will ensure ad campaigns reach the most relevant audiences, improving conversion rates.”
Ghanem added, “We also believe that TAM can inspire creative collaborations and new business opportunities allowing broadcasters and advertisers to develop unique content that aligns with audience interests. This will not only attract more viewers, but also enhance brand image and loyalty, creating a win-win scenario for all collaborators. Moreover, it will strengthen relationships and trust among all stakeholders.”
Pankaj Pagarani, Head of Data Sciences, Publicis Groupe Middle East predicts that KSA TAM added that the enhanced trust in TV measurement resulting from the new tool will enable agencies to attract non-TV clients who have previously been hesitant to invest in TV advertising due to doubts about its effectiveness. Pagarani said, “This development opens up opportunities to target specific pockets of viewership across key stations or programmes that align with client objectives. Agencies can now identify tailored solutions that efficiently deliver results without the need to create elaborate TV campaigns for clients with budget constraints.”
He added that access to richer audience data enables more precise measurement and optimisation strategies, fostering greater accountability to achieve improved outcomes within allocated budgets.
‘‘This development opens up opportunities to target specific pockets of viewership across key stations or programmes that align with client objectives.”
Promoting brand growth
Beyond basic ratings, KSA TAM offers a comprehensive understanding of TV usage. This deeper insight allows brands to optimise their ad placements by focusing on the most effective channels, programmes, and time slots. The platform’s ability to target specific audience segments with precision further enhances campaign relevance, as brands can tailor messages to resonate with particular demographics and behavioural traits.
Alan Azar, Regional Managing Director of CX, Data and Tech at GroupM MENA said KSA TAM will empower agencies like GroupM to craft even better-informed strategies and plans, leading to more efficient and effective campaigns that will supercharge growth.
‘‘The reliability and applicative nature of the data will enable us to make better-informed decisions on behalf of our clients.”
He added that from a commercial standpoint it ensures that agencies are working with the right partners at the right price, who can deliver for clients.
“We’re excited to see a new and modern approach to measuring TV and streaming audiences in Saudi Arabia. The launch of KSA TAM will allow us to gain more valuable insights into viewer behaviour faster and enable more effective campaign planning; this will have a profound effect on helping us not only achieve but exceed our client’s KPIs and business objectives. The reliability and applicative nature of the data will enable us to make better-informed decisions on behalf of our clients. This means optimising media spending, refining target audiences, and measuring campaign effectiveness with greater accuracy,” Azar said.
He added that the Saudi market is evolving rapidly and that this new methodology will allow agencies to be more agile and responsive to changing consumer habits and key events, and essentially match the pace of change to ensure clients are ahead. Azar added, “GroupM recognises the immense potential and opportunities of KSA TAM and is proudly an early adopter and advocate for the tool. We’re excited to continue leveraging KSA TAM alongside our unique combination of global scale, expertise and innovation to connect brands with their audience, deliver industry-leading work for our clients, and grow their businesses.”
Ziad Chalhoub, Regional Executive Director Investments, Mediabrands MENAT, stressed the transformative impact of KSA TAM, and its role in reshaping how the industry approaches audience measurement, offering both brands and agencies the ability to make more informed, data-driven decisions.
‘‘With KSA TAM, we can elevate the precision of our media strategies, ensuring clients’ investments are optimised to connect with the right audiences and deliver impactful results.”
Chalhoub said, “We are truly excited about the launch of KSA TAM, which represents a transformative step for the media and the advertising landscape in Saudi Arabia. This sophisticated measurement tool offers unparalleled accuracy and transparency, enabling us to harness deeper insights into audience behaviour.”
“With KSA TAM, we can elevate the precision of our media strategies, ensuring our clients’ investments are optimised to connect with the right audiences and deliver more impactful results,” Chalhoub added.
Echoing this sentiment, Samer Dada, Partner & Managing Director at AlixPartners, emphasised the transformational impact of KSA TAM on the broader media ecosystem.
Dada said, “The adoption of the new KSA TAM measurement system has fundamentally reshaped the measurement standard for broadcast content consumption in the Kingdom, allowing MMS, publishers, and agencies to implement a more sophisticated, data-driven analytical approach to pricing.
“This advancement brings a heightened level of transparency and precision to the marketplace, enabling stakeholders to optimise their media investments across premium content with greater confidence,” Dada stated.
“By integrating KSA TAM into pricing strategies, we are fostering a more accountable and efficient media ecosystem, ultimately benefiting both advertisers and consumers alike,” Dada added.
‘‘By integrating KSA TAM into pricing strategies, we are fostering a more accountable and efficient media ecosystem, ultimately benefiting both advertisers and consumers alike.”
Emphasising the far-reaching impact of KSA TAM on refining, a spokesperson from Unilever shared a comment on how KSA TAM affects targeting and deepening consumer engagement.
The spokesperson said, “KSA TV Audience measurement marks a major advancement for the entire media and advertising industry in Saudi Arabia and the region.”
“The ability to better understand how consumers interact with content will enable us to target our campaigns with even greater accuracy, delivering the right message at the right moment. This is a powerful capability that will not only enhance our marketing efforts but also drive more meaningful engagement with our customers,” the Unilever spokersperson said.
