The launch of the UAE people meter will kick-start a $2 billion boom for the Middle East TV advertising market, according to analyst A.T. Kearney.
The audience measurement project operated by the UAE government in collaboration with broadcasters and media agencies will improve the level of transparency in the TV advertising industry. This will in turn increase the attractiveness of TV as medium for advertisers, according to A.T. Kearney.
“Robust audience measurement is important for the media sector as a whole,” said Dr. Martin Fabel, partner and senior media expert, A.T. Kearney Middle East. “It will not only help advertisers and channels optimise value, but also attract investment from non-regional companies by improving transparency and reducing risks. Eventually audience measurement will drive significant changes in the media landscape and initiate a shake-out of winners and losers.”
The transparency offered by TV audience measurement could be worth as much as $2 billion when rolled out on a pan-Arab scale according to A.T. Kearney research based on international benchmarks.
“What we have seen in the UAE with the signing of a MoU to initiate TV audience measurement is just the beginning. We see a booming GCC media sector ahead for those who take steps to prepare for increased transparency by strategically managing their inventory, scoping their internal processes and engaging with advertiser based on objective measures. The Middle East media sector is a lucrative market for local and international media players and investors,” added Dr. Fabel.