(BUSINESS WIRE) In 2014, GfK will start delivering daily data on television audiences in Lebanon. Details on the new system and its analytic solutions were presented to the members of the Lebanese Joint Industry Committee (JICMR) on November 15th. In addition to the JIC members, the meeting was also attended by a large number of professionals from Lebanese TV stations and from leading media agencies and media buyers.
GfK will bring a new system for television audience measurement (TAM) to Lebanon – one that uses state-of-the-art technology to measure live and time-shifted TV consumption. The service is based on an electronic system called TV Logger, which is installed in several hundred homes across the country. The sample of the participating households was founded on a recently conducted extensive establishment survey that covered over 4400 household, to guarantee an accurate and in-depth picture of TV usage in Lebanon.
During the presentation, GfK shared detailed information on the establishment survey, as well as the technical specifications of the TV Logger system, and quality assurance parameters. Especially interesting for the participants was the reporting and media planning software Evogenius. The software is part of the new offering and enables detailed analysis of the media usage data provided by GfK. Additional modules for advertising planning offer the ability to forecast TV viewing behavior for optimized campaigns, together with tools for post-analysis reporting.
Tomas Krasny, Regional Lead for GfK’s Audience Measurement activities in CEE-META region, commented: “We are delighted that we had the opportunity to present our new offering and about the positive feedback we received. Our new television audience measurement system in Lebanon is the latest initiative of GfK Media Research Middle East (GfK MRME) and part of the regional implementation of our global strategy. GfK is proud to bring its 40 years of experience in audience measurement to the country.”
Tarek Ammar, Member of the Board of GfK MRME, added: “For almost one year, an international GfK team worked hard to support us with the technological set-up, and their expertise helped us to make our regional vision a reality. Our TAM system will bring a high degree of reliability and transparency for the market. We will not stop here and, in the near future, you will see much more such initiatives in the region.”
About GfK
GfK is one of the world’s largest research companies, with almost 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers.
Contacts
Tarek Ammar
GfK MRME
T +961 (1) 369171
tarek.ammar@ext.gfk.com
Stefan Gerhardt
Corporate Communications
T +49 911 395 4143
stefan.gerhardt@gfk.com
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