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.
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.
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.
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.