Full Service MR Agency AMR Launches in Afghanistan

Media and marcoms professional David Fox has opened what he is describing as the first full service MR agency in Afghanistan, with a specific focus on television audience research.

Fox (pictured) previously worked as a copywriter for Mindshare MENA and Asda'a Burson-Marsteller in Jordan, after graduating with Honors from Emory University with a BA in Middle East and South Asian Studies. During his career, he also worked in Kabul as a Project Adviser for SAB Media and Consulting, and he was Head of Project Management for MCXi Strategic Communications, GroupOne Media.

His new Kabul-based MR agency Afghanistan Monitoring & Research (AMR) offers a range of data collection for tracking ad placements and conducting TV audience research. By the end of March, the firm will be able to provide an assessment of Gross Rating Points and Target Rating Points for television viewing. This phone-based audience research will be conducted with a national, randomly-generated, and revolving sample pool of Afghan TV media consumers.

Commenting on the launch, Fox said: 'We will be the first company in Afghanistan to conduct daily television audience research. This will help advance the development of the media and marketing sectors of the Afghan economy by providing feedback on how stations are performing on a national and regional level. And I am not simply talking about overall 'audience share,' but rather the performance of stations day by day, week by week, time slot by time slot, and demographic by demographic.'

Web site: www.amr.af .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.