Business & Money | Tuesday 31 March, 2015 6:15 am |

Nationwide Household Recruitment Campaign kicks off

Saudi Media Measurement Company (SMMC), the country’s first television audience measurement company, this week launched a nationwide campaign to recruit households for phase I of the television audience measurement project that kicked off last year.

SMMC’s audience rating system will track and analyze TV usage, through specialized electronic devices connected to TV sets in the households wishing to participate. The assimilated data will ultimately benefit the media industry by creating transparency and shedding the light on viewship behavior and preferences.

Mohamed A. Fal, Chief Executive Officer, Saudi Media Measurement Company said: “We are pleased to announce that we have moved out of the planning phase and are now at a point where we can really start to see progress. Phase I is one of the important phases of the project. The selection process will mean that we will use a slice of viewers that best reflect the country. Our transparent audience measurement system will benefit the media industry, by providing data that has previously been unavailable.”

Established in 2013, Saudi Media Measurement Company (SMMC) offers a unique media measurement system that will provide the regional media industry with insights and accurate data that enables them to fully understand why TV viewership behavior fluctuates at given time periods - ultimately providing the media industry with the expertise it needs to make the best marketing decisions possible. In 2014, SMMC partnered with GfK, an international research firm, to set up the country’s first-ever electronic system for tracking and analyzing TV usage.

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About Saudi Media Measurement Company
Launched in 2014, Saudi Media Measurement Company (SMMC) is the only official licensed owner and provider for Television Audience Measurement (TAM) in Saudi Arabia.
SMMC commissions research companies to provide services to the media industry, including the production of audience viewing figures. SMMC supports transparent, accountable and reliable ratings that can be used as a trusted source of information for the Arab media industry.
SMMC aims to deliver transparency by providing a clear, detailed understanding of TV viewership in Saudi Arabia and GCC.