Gulf-wide people meter panel mooted

Plans are afoot to introduce a Gulf-wide system that uses people-meters to measure TV audiences in the region, according to local reports.

The UAE is currently the only country to use people meters to count television audiences – that is until Saudi Arabia’s system gets up and running in the next 12 to 18 months – but a consultant working on the Saudi project says that a region-wide scheme is in the offing.

Thomas Kuruvilla, managing director of consultancy Arthur D. Little Middle East, told The National that “preliminary” talks about a system covering all Gulf Cooperation Council countries – including Kuwait, Bahrain, Qatar and Oman – have already taken place.

He said: “There is a clear appreciation that we need to have GCC-wide TV audience measurement. There is a willingness and ambition to move towards that.” It’s hoped the development of such a system would boost the region’s advertising industry, which is reported to be worth $4bn.