The KSA TAM system offers in-depth insights into audience behavior and advertising impact, enabling Rotana to refine its production and advertising strategies for maximum efficiency.
Rotana Group has entered a strategic partnership with the Media Rating Company (MRC) to enhance television and digital content quality in Saudi Arabia. This collaboration introduces the advanced KSA TAM (Kingdom of Saudi Arabia Television Audience Measurement) system, a state-of-the-art tool for audience analysis and media performance evaluation.
Through this partnership, Rotana aims to leverage data-driven insights to improve viewer engagement and optimise media production processes. The adoption of KSA TAM aligns with the General Commission for Audiovisual Media’s decision to use the system as the national benchmark for audience measurement.
KSA TAM offers granular insights into audience behaviour, including minute-by-minute tracking of viewership across regular, prime-time and special slots. It also measures advertising performance, providing advertisers with metrics like reach, frequency, CPM, GRP and cost per GRP, enabling more effective media strategies. With its ability to capture natural viewing habits across TV and digital platforms, the KSA TAM system empowers the development of comprehensive, audience-focused media strategies driven by content preferences.
Beginning January 2025, five of Rotana’s flagship channels will utilise the KSA TAM system, delivering precise data on audience engagement, content consumption and advertising impact. This initiative reinforces Rotana’s commitment to using licensed, accurate data to enhance its offerings and stay aligned with global media standards.
The partnership also coincides with MRC nearing the completion of its pilot phase for audience measurement using smart devices. This step reflects MRC’s dedication to developing advanced tools that empower media decision-makers with actionable insights to refine their strategies and better serve audience preferences.
Speaking about the partnership, Her Royal Highness Princess Lamia bint Majid Al Saud, CEO of Rotana Media Group, said: “This partnership is a strategic milestone for Rotana channels. The KSA TAM system enables advertisers and content creators to deeply understand audience preferences and deliver content that meets their expectations. It also provides advertisers with accurate insights into target demographics, enhancing advertising strategies and strengthening Rotana’s ability to effectively connect brands with their audiences.”
Eng. Bandar Al-Mashhadi, CEO of MRC, added: “We are proud of our partnership with Rotana, a company committed to delivering exceptional local content that resonates with audiences. This agreement comes at a pivotal time as we approach the final stages of piloting smart device audience measurement. It represents the culmination of years of dedication to developing advanced measurement tools and data analytics that elevate the media ecosystem.”
He continued: “This agreement is a landmark moment in our journey toward providing innovative solutions that support the media industry. The adoption of KSA TAM as a standard metric reflects our commitment to delivering modern measurement tools that align with global benchmarks. Our collaboration with Rotana highlights this dedication, supporting local content while meeting audience expectations and enhancing the Saudi media sector’s regional and global standing.”
He concluded: “Rotana Group boasts diverse content, including films, talk shows, music, and other outstanding productions. This partnership offers a significant opportunity to analyse and refine this content, ensuring maximum value for viewers.”
