The tview People Meter system has been endorsed as being aligned with international standards and recommended for use by the UAE media industry, according to the latest report from independent auditors CESP.
The third audit showed significant improvement in all the critical performance areas identified in previous audits, continuing the trajectory established in the last two years.
Most notably the key area of panelist compliance which measures the active participation of the panelists in the measurement process has passed the 85% benchmark set by CESP and agreed by industry representatives.
Other improvements included a major new large-scale Establishment Survey to accurately determine essential demographic details and increased penetration of TV sets in the panel to ensure all televisions are under measurement.
CESP’s conclusion was that “… the research design and deployment of the tview TV audience measurement system is aligned with international standards. The tview TV audience measurement system can be used by the UAE media industry.”
Christopher O’Hearn, EMMC general manager said: “This is a major milestone which shows that the people meter system is without question the best available measure of television viewing for UAE audiences. And it has been delivered in a fully transparent and inclusive way.
“At a time when TV revenues are under sustained pressure it is essential that the industry moves quickly to the people meter system. There have been too many delays. Until this market is aligned with the rest of the world and able to demonstrate accurate and reliable metrics to show return on investment it will continue to underperform. In fact the situation will only deteriorate as money moves into digital and other areas.” Mr O’Hearn added.
The final audit report was presented to the EMMC technical committee in Dubai on Tuesday May 24. The audit was conducted in late 2015, concluding in February 2016.