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Rotana Group has formed a strategic alliance with the Media Rating Company (MRC) to elevate the quality of television and digital content in Saudi Arabia. This partnership introduces the cutting-edge KSA TAM (Kingdom of Saudi Arabia Television Audience Measurement) system, a sophisticated tool designed for audience analysis and media performance assessment.

The collaboration aims to harness data-driven insights to enhance viewer engagement and optimize media production processes. The implementation of KSA TAM is in line with the General Commission for Audiovisual Media’s initiative to adopt this system as the national standard for audience measurement.

KSA TAM provides detailed insights into audience behavior, including minute-by-minute tracking of viewership during regular, prime-time, and special programming. It also evaluates advertising effectiveness, offering metrics such as reach, frequency, CPM, GRP, and cost per GRP, which facilitate more effective media strategies. By capturing natural viewing habits across both TV and digital platforms, the KSA TAM system supports the creation of comprehensive, audience-centric media strategies based on content preferences.

Starting in January 2025, five of Rotana’s flagship channels will implement the KSA TAM system, providing precise data on audience engagement, content consumption, and advertising effectiveness. This initiative underscores Rotana’s commitment to utilizing licensed, accurate data to enhance its offerings and align with global media standards.

This partnership coincides with MRC nearing the completion of its pilot phase for audience measurement via smart devices, reflecting MRC’s commitment to developing advanced tools that equip media decision-makers with actionable insights to refine their strategies and better cater to audience preferences.

Her Royal Highness Princess Lamia bint Majid Al Saud, CEO of Rotana Media Group, remarked on the partnership: “This collaboration marks a strategic milestone for Rotana channels. The KSA TAM system allows advertisers and content creators to gain a deeper understanding of audience preferences, enabling them to deliver content that aligns with viewer expectations. It also provides advertisers with accurate insights into target demographics, enhancing advertising strategies and strengthening Rotana’s capacity to effectively connect brands with their audiences.”

Eng. Bandar Al-Mashhadi, CEO of MRC, stated: “We are proud of our partnership with Rotana, a company dedicated to delivering exceptional local content that resonates with audiences. This agreement comes at a crucial time as we approach the final stages of piloting smart device audience measurement. It represents the culmination of years of effort in developing advanced measurement tools and data analytics that enhance the media ecosystem.”

He further added: “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 demonstrates our commitment to delivering modern measurement tools that align with global benchmarks. Our collaboration with Rotana emphasizes this dedication, supporting local content while meeting audience expectations and enhancing the Saudi media sector’s regional and global standing.”

He concluded: “Rotana Group offers a diverse array of content, including films, talk shows, music, and other exceptional productions. This partnership presents a significant opportunity to analyze and refine this content, ensuring maximum value for viewers.”

Tags:

featuredpost, Rotana Group, Audience measurement, digital content, analytics, Media Rating Company, KSA TAM, KSA TAM system

Person

Her Royal Highness Princess Lamia bint Majid Al Saud, Eng. Bandar Al-Mashhadi

Company Names

Rotana Group, Media Rating Company (MRC), General Commission for Audiovisual Media, KSA TAM, Deezer

Titles

KSA TAM system, audience measurement, digital content, media deal, media convergence, smart device audience measurement

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