GfK to Provide 'First' Electronic TV Measure in Saudi

GfK has signed a five-year contract with Saudi Media Measurement Company (SMCC) to introduce the 'first ever' electronic television audience measurement (TAM) service to the Kingdom of Saudi Arabia.

To kick start the project, GfK will organize a nationwide 'establishment survey' to obtain figures of the country's population in terms of demography, household compositions and television equipment. Based on this information, GfK will then set up a panel comprising 2,000 households using the 'Universal Metering System'.

The contract - which is expected to start in 2015 - aims to deliver a representative picture of live and time-shifted TV consumption across the country. GfK will also use 'Evogenius' rating analysis and ad monitoring / planning software to track programmes and ad spots.

Matthias Hartmann, CEO of GfK, comments: 'This contract is a major milestone for GfK in becoming the leading television ratings provider in the Arabic world. We are proud to bring our 40 years of experience in audience measurement to the Kingdom of Saudi Arabia and to introduce our innovative electronic solutions in this important country.'

Web site: www.gfk.com .