Emirates Media Measurement Company (EMMC) has announced that its UAE TV audience measurement system, known as tview in the region has signed up five new broadcasters and their channels. All these broadcasters were signed on as recently as the beginning of March this year. The new channels include Imagine Movies, B4U Aflam, B4U Plus, UTV Movies Arabia (Disney-UTV) and MTV Lebanon. This brings the total number of channels monitored by tview to 62 so far.
Chris O’Hearn, GM of Emirates Media Measurement Company’s (EMMC) says: “A number of large advertisers have started to be more aware of the system and in turn the agencies are now engaged, albeit still on a ‘trial’ basis, and the key broadcasters who are not already involved are also showing more willingness to engage.”
“Agencies are working with their clients to run parallel plans, and they are using the tview data to identify details and areas which can’t be seen using the old system – so the early adopters are getting a competitive advantage,”
Tview is believed to be the first audience monitoring system of its kind in the region. It has been extremely beneficial for TV advertisers who previously had no way of determining which channels to advertise with for the best return.
O’Hearn added: “Without Television Audience Monitoring (TAM) advertisers have a shotgun which they fire blind and hope they hit something. With audience measurement they can select a specific target to aim at, and they know whether they’ve scored a hit.
“You don’t buy a slot based on volume or the general cost at that time of day, you buy based on the ratings points for your target market and when the ad spot reaches that level then the contract is fulfilled.”