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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

Audience Measurement in Kingdom of Saudi Arabia

GfK is a globally trusted market research company with 70 years of experience and subsidiaries in more than 100 countries. Our TV audience measurement operation in the Kingdom of Saudi Arabia has been set-up with the mission to supply state-of-the-art overnight TV ratings for the TV market.

We collect data about TV consumption in the Kingdom of Saudi Arabia in a representative sample of the population – a so called “panel”. The GfK TV audience measurement panel comprises 2,000 panel households in the Kingdom of Saudi Arabia with approximately 10,500 individuals aged 4 and over. The panel households are equipped with GfK's meter, a device connected to the TV sets. The Meter collects the channels viewed and who in the panel households is watching. This data is transmitted overnight to the GfK data center in Riyadh, where is processed to become the TV ratings.

Every day at 10am, 365 days a year, the KSA media market is provided with the TV ratings of the previous day. TV stations get a clear picture of how successful their programs are and advertisers and media planners are offered a reliable and efficient way to place TV ads and to control their performance.

Key benefits
  • Panel members: With their viewing behavior, they influence – to some extend – programming and enrich the content on TV.
  • Broadcasters: They gather actionable insights to improve channels and programming in the KSA.
  • Advertisers: By better understanding their target groups, they can improve targeting and optimize their advertising investment on TV.

Consumers today have more media and channel choices than ever before – and more choices about what device to assess media with. We help marketers and media owners successfully navigate the new media world. With our uniquely comprehensive view, we help you understand the changing dynamics in the media market and identify the challenges and opportunities that these offer your business.

Saudi Media Measurement Company

GfK was commissioned by Saudi Media Measurement Company (SMMC) to measure the TV consumption in the Kingdom of Saudi Arabia, starting in 2015. SMMC is a Joint Industry Committee consisting of Arabian Advertising and General Services Company, Saudi Broadcasting Company, OSN, Rotana Media Group, Saudi Telecom Company (STC), Rawaby AlMajd Production and Distribution Company, Al Bidaya TV and Al Arabiya outdoor advertising.

Research related decisions regarding the ratings system are taken in close co-operation between SMMC, GfK and the independent auditor CESP. GfK’s TV ratings service will thus serve as the official "TV audience currency” for the Saudi Arabian TV market. It forms a common basis for the TV stations and the advertising industry for media planning and performance control. Such TV audience measurement services are an important ingredient to help fuel the growth of the TV industry in a country.

Latest insights

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    • 09/06/17
    • Technology
    • Trends and Forecasting
    • Global
    • English

    #Decade: What ten years of hashtags tells us about consumers today

    On August 23, the hashtag turned 10 years old.  Before achieving internet fame, it was previously known by most as the pound sign, a symbol used primarily to complete requests on customer service phone calls.  But a decade ago, everything changed thanks to an entrepreneur named Chris Messina who was looking for a way to organize conversations among different groups on Twitter. Even if you’re not that active on social media, it’s likely that hashtags are a part of your life – they’ve worked their way into everything from news articles to our daily slang to, as of 2014, our dictionary.  It’s estimated that around 125 million hashtags are shared each day on Twitter alone, with other social networks like Instagram and Facebook adopting them en masse as well. Hashtags clearly aren’t going anywhere.  What can the rise, and continued cultural dominance, of this symbol tell us about where consumers, and brands, are headed?
    • Simplify the experience. At its core, the hashtag is a method of organization – an easy way to filter through endless social media posts to find the content most relevant to you.  Our GfK Consumer Life findings consistently show that consumers want more streamlined experiences in every aspect of their lives.  The personal value of simplicity (keeping your life and mind as uncluttered as possible) has risen four ranks in importance since 2011, and nearly one in three (32%) Americans today are willing to pay more for products that make their lives easier.  As this trend continues to dominate, brands that offer more efficient solutions will thrive.
    • Support the search for like-minded peers. The advent of social media has made it easier than ever to find a group, or multiple groups, where we can feel that we belong.  According to recent research from GfK Consumer Life, nearly three in ten (27%) Americans go so far to say that belonging to groups that share their interests or beliefs is essential to their well-being – almost as many (25%) feel that the groups they belong to say a lot about them.  Hashtags have made it easier than ever to “find your tribe” and communicate with them easily – no simple feat given the pace at which our social media feeds are multiplying.  Whether you’re catching up on “Game of Thrones” reactions or mobilizing for social change, hashtags connect you to the right people.
    • Let consumer input drive the future of your brand. Perhaps one of the most interesting details about the hashtag’s origin story is that the idea came from a user of Twitter, not from its executives or developers.  In fact, many other features that are now core Twitter elements originated outside of the company’s four walls, including the word “tweet” and the brand’s signature bird icon.  Enabled by social media and other innovations, the past ten years have seen consumers get far more involved in shaping a brand’s offerings, communications, and so much more.  As GfK Consumer Life data demonstrates, most (82%) Americans tend to trust one brand over another when the company listens and responds to customer needs, complaints, and feedback; another 68 percent say that brands who prioritize customer needs over profits are more likely to earn their trust.  It’s reasonable to anticipate that these brand expectations will continue to dominate consumer mindsets as time goes on.
    • Carefully develop your brand’s voice. Having a social media presence allows brands to communicate directly with consumers and many other audiences.  It also gives them a real-time channel for timely announcements, responses to current events, and updates associated with ongoing campaigns.  But as they join the online conversation with hashtags and the like, brands must be cautious – or they’ll immediately face social media backlash.  Whether they find themselves unintentionally soliciting negative feedback, or appearing unconcerned with larger social issues, the damage can be instant – and dramatic.
    Not only do hashtags tell us a lot about the brands, news, trends, and pop culture that people care about, the mere usage of this symbol online gives us a deeper picture of evolving consumer priorities and behaviors.  As social media continues to grow and play an even larger role in our lives, it’s likely that the next ten years of the hashtag will be as important as the first ten. Rachel Bonsignore is a Senior Consultant on the Consumer Life team at GfK. She can be reached at rachel.bonsignore@gfk.com.
    • 07/27/17
    • Home Appliances
    • Retail
    • Consumer Goods
    • FMCG
    • Home and Living
    • Trends and Forecasting
    • Global Study
    • Global
    • English

    1 in 4 people entertain guests at home either daily or weekly

    A quarter of people entertain guests in their home either daily or weekly, and a further third entertain monthly, according to an online survey across 17 countries conducted by global researchers, GfK. Less than one in ten say that they never entertain guests in their home.
    • 07/25/17
    • Global Study
    • Global
    • English

    1 in 4 people entertain guests at home either daily or weekly

    Download the full report of 80+ charts showing results by age, gender, income and children in household, for 17 countries.
    • 05/04/16
    • Technology
    • Automotive
    • Connected Consumer
    • Global
    • English

    10 potential benefits of new in-car audio technology

    Each year, thousands of people worldwide are injured or killed in motor vehicle accidents involving a distracted driver. Rapid growth in the installation and use of in-vehicle electronic features, along with an array of associated visual and auditory cues, are adding to driver distraction. Future in-vehicle electronic systems will need safer and more intuitive designs to enhance the driving experience while, at the same time, reducing the risk of distraction for today’s multitasking drivers. One of our clients in the emerging connected vehicle space offered an innovative concept that addresses both safety and experiential needs with precisely and logically-placed audio cues. They sponsored user experience (UX) research with us to understand consumers’ acceptance of the concept, examine the potential impact, and assess the value that potential car buyers place on this technology and its intended benefits.

    Sneak peek: Study findings reveal expected safety and driver experience benefits

    Audio cues were considered by most participants in this study to be less distracting and more noticeable than visual cues, even among those who consider themselves to be more visually-oriented. Such audio prompts are perceived to be especially helpful in situations that demand the driver’s immediate attention, such as a blind-spot warning, lane departure warning or navigation prompt. They also have the added benefit of not requiring the driver to take his or her eyes off the road. Our research uncovered the following perceived benefits of our client’s in-car technology:
    • Improved focus (due to localization of sound)
    • Ability to multitask (due to separation of sound)
    • Better situational awareness
    • Faster response and reaction times
    • Less need to take eyes off road to view display prompts
    • More intuitive reactions requiring less concentration
    • Greater passenger awareness
    • Enhanced input when visibility is limited
    • Optimized sound placement for hearing impaired
    • Enhanced audio experience and “cool-factor”
    As with any new technology, education, clear consumer messaging and if possible, hands-on experience, are also critical to build awareness, comfort and demand. And this is just the start to a future of more engaged, alert and responsive drivers. Please share your thoughts in the comments below or email me at Melinda.Jamil@gfk.com (Senior Research Director, User Experience at GfK). For a full summary of study findings and methods, download our free whitepaper.

Offices in Saudi Arabia

GfK, Saudi Arabia | Riyadh
Olayya Road, 4th Floor - Office No. 437, Akaria II
Riyadh
12244
T +966 11 440 6004
http://www.gfk.com/ar-sa

GfK, Saudi Arabia | Jeddah
Al Hejaz Commercial Center 1 Tahlia Street
2nd Floor Office 6
Jeddah
21432
T +966 12 6655157
http://www.gfk.com/ar-sa

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