In response to growing need for acceptable measurement standards within the regional media and advertising industries, independent media auditor Centre d'tude des supports de publicit (CESP) has audited the nationwide TView People Meter-based Television Audience Measurement (TAM) service in UAE and found it aligned with rigid worldwide standards. This recommendation reinforces the Kantar Media solution for its precision, accountability, openness, representativeness, market scale, and active involvement of panelists, which surpasses the standard set by CESP and the industry.

The TView service designed by the largest worldwide TV measurement provider, Kantar Media, provides daily TELEVISION ratings and is funded and supporteded by leading media gamers in the UAE, including the National Media Council, the UAE Telecommunications Regulatory Authority, twofour54, Abu Dhabi Media, Etisalat, Rotana Media and Sharjah Media, among others. The service makes it possible for independent, precise measurement to sustain television shows and marketing decision-making support for brands and media owners.

CESP's conclusion was that "... the research design and deployment of the TView TV audience measurement system is aligned with global requirements. The TView TELEVISION audience measurement system can be used by the UAE media market." This is a welcome move as the UAE marketing market even more looks for to ensure that the state is both conference and exceeding global requirements in line with big development markets such as China, Singapore, Russia, UK, Brazil, and Spain where equivalent TELEVISION audience measurement currencies are in operation and identified by the market as the source of fact for tv measurement.

Roy Haddad, Director, WPP MENA, said: "The recommendation from CESP, following two waves of an extensive audit, has actually enhanced the Kantar Media TView service as the most precise measurement service for the UAE television industry, and this will show to be a driver for sustaining development in the television marketing market. With this strong audience measurement information, customers will gain higher self-confidence as they will have better understandings into the returns on their investments. The most dynamic media market in the MENA area, the UAE, is guaranteed of a world-class, information driven television audience measurement system, allowing TELEVISION broadcasters to develop more relevant material for their particular audiences"

" In a vibrant environment of changing media intake habits, measurement approaches have to offer marketers and channel operators with crucial and proven data on viewership and demographics to figure out media spending and investments", said Keld Nielsen, Global Chief Client Officer and Managing Director, EMEA, Kantar Media. "The TView service has been supported as the leading option in the UAE. It is the only TV measurement system that provides daily audience data on channels, material and ads."

The latest CESP audit of the TView service is the third consecutive annual audit, and the system showed continued improvement in all critical performance areas. One of the primary result areas is active panelist participation of more than 85 per cent, crossing the benchmark set by CESP and adopted by the industry. In addition, the system is also enhanced with a large-scale Establishment Survey, which helps determine demographic data with greater accuracy, and an increased penetration of television sets in the panel so that all media consumption points are considered in the measurement.