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Discuss this article (0 Comments)Power to the peoplemeter
by ArabianBusiness.com staff writer on Friday, 15 May 2009
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Both projects have the same goals. The respective organisations behind them are pursuing these targets using the same technology. Despite this it appears that both are running concurrently.
FTA network MBC is has been one of the most vocal proponents of a Middle East based peoplemeter and was instrumental in the initiation of PI.
"Unfortunately, our popularity among viewers has not been realised in a monetary sense, because our advertising clients aren't buying into the existing audience measurement systems," concedes Sharif Badreddine, commercial director at pan-Arab FTA network, MBC.
"Currently, we don't have a solid, failsafe approach to audience measurement because there is scepticism surrounding the existing data," explains Badreddine. "Every time we have to change or fix advertising rates for certain programmes we are flooded with queries from clients questioning our basis for doing so.
"We are committed to doing whatever is required to ensure peoplemeters become a reality."
This is a succinct explanation of why broadcasters - in particular the FTA broadcasters that are more reliant on ad revenue - are so strongly behind any independent measurement of TV audience numbers and demographics.
"With similar initiatives taken elsewhere in the region, we haven't missed the opportunity to get involved and contribute funding, knowledge... whatever it takes to make it happen," says Badreddine.
Implementations of the peoplemeter television audience measurement method have been propagated in other MENA markets recently, but have met with widespread criticism.
Badreddine reveals that the overwhelming majority of MBC's advertisers are based in Saudi Arabia.
He says that as the region's largest television market, the introduction of peoplemeters in the Kingdom would have a much more dramatic impact on the revenues of local broadcasters.
Saudi Arabia is the seemingly clear choice as the location of the first peoplemeter. The Kingdom hosts more advertising dollars than any other MENA country, as well as the largest affluent population. The momentum behind the three current Gulf-based initiatives remains in the UAE.
Counting the cost
Peoplemeter and audience measurement schemes in the MENA region have so far achieved limited success, despite a shared willingness across the board from the media and advertising industries.
Lebanon - Ipsos AGB has an established 400 household peoplemeter in Beirut with plans to expand the service to 600. Although the system is running smoothly, the sample offers little meaningful insight outside of Lebanon given the country's differing programme tastes to those of the Gulf and North Africa.
Morocco - The peoplemeter in place includes only local channels rendering it useless regionally and only slightly less so domestically. "Unfortunately, the Moroccan system is designed in such a way that it will only tell you about the local channels. You see the local channels occupying about 35-40 percent of viewer statistics, but the remaining 60 percent of international channels are put down as ‘others'," says MBC's Badreddine.
UAE - Currently has two proposed schemes with similar agendas and identical goals. Neither has appointed a technology partner at the time of press. The competing schemes could split resources and affect the willingness of ad agencies and broadcasters to invest.
KSA - There is no obvious sign light at the end of the tunnel for ‘Project Illumination'. The 1800 household peoplemeter project was awarded to Ipsos AGB in 2008, but has appears to be experiencing significant delays, presumably due to red tape.
Peoplemeter and audience measurement schemes in the MENA region have so far achieved limited success, despite a shared willingness across the board from the media and advertising industries.
Lebanon - Ipsos AGB has an established 400 household peoplemeter in Beirut with plans to expand the service to 600. Although the system is running smoothly, the sample offers little meaningful insight outside of Lebanon given the country's differing programme tastes to those of the Gulf and North Africa.
Morocco - The peoplemeter in place includes only local channels rendering it useless regionally and only slightly less so domestically. "Unfortunately, the Moroccan system is designed in such a way that it will only tell you about the local channels. You see the local channels occupying about 35-40 percent of viewer statistics, but the remaining 60 percent of international channels are put down as ‘others'," says MBC's Badreddine.
UAE - Currently has two proposed schemes with similar agendas and identical goals. Neither has appointed a technology partner at the time of press. The competing schemes could split resources and affect the willingness of ad agencies and broadcasters to invest.
KSA - There is no obvious sign light at the end of the tunnel for ‘Project Illumination'. The 1800 household peoplemeter project was awarded to Ipsos AGB in 2008, but has appears to be experiencing significant delays, presumably due to red tape.
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