E-Vision takes lead in MENA with new audience measurement system

UAE-based pay TV provider E-Vision has launched a new audience measurement initiative identifying audience preferences and trends from eLife, the Middle East’s largest IPTV service.

The Television Audience Measurement (TAM) system identifies the number of views and the interests of TV viewers, so that TV stations can develop their programmes to match the desires of their audience and to air them at the most appropriate time.

Until recently, the MENA TV industry has relied on telephone surveys for audience information, unlike more advanced markets where broadcasters have had access to people metering to measure and understand audience habits.

The TAM system is accredited by an independent audit agency following testing and verification. Broadcasters, agencies, advertisers, consultants and industry experts will be able to subscribe to the data and log in to access a wide range of reporting tools, according to the companies involved.

The TAM system will measure audience reach, ratings, share and viewing time for over 530 channels, and will cover both live and catch-up viewing across all viewers. Subscribers to the TAM system will be able to monitor viewing of any period, ranging from same day to previous years and have access to a variety of configurable reports within the TAM system, offering them analysis and reports with channel-related filters.

Further functionalities measuring the performance of TV advertising will be released later this year.

E-Vision has partnered exclusively with ChannelSculptor to manage the distribution and client support of the TAM system.

“We are proud to be leading the way in the MENA region by offering exceptionally powerful audience analytics tools to industry professionals. By giving broadcasters insights about the interests and desires of our viewers, we are providing them with the tools they need to make their channels more relevant and attractive towards their viewers and more efficient towards agencies and advertisers,” said Olivier Bramly, CEO of E-Vision.