Accurate measurement of Arab television audiences would prompt a US$2 billion (Dh7.34bn) increase in advertising revenue in the region, according to a report by the management consultancy AT Kearney. Just $7 per capita is spent on TV advertising in the Arab world compared with $71 in Germany, $113 in the UK and $229 in the US. The lack of accurate audience figures is the most important obstacle to increased spending in the sector, said Dr Martin Fabel, a media consultant at AT Kearney Middle East. "Robust audience measurement is important for the media sector as a whole. It will not only help advertisers and channels optimise value but also attract investment from non-regional companies by improving transparency and reducing risks," Dr Fabel said.
If audience measurement systems were introduced across the Arab world, this development would prompt an additional $2bn of advertising spending within five years, he said. "There are other factors but in our view the lack of audience measurement is the key growth blocker." In the UAE, the local media and telecoms regulators recently agreed to launch the TV Audience Measurement Project (TAM) in the hope it would lead to a better understanding of viewing habits. But audience measurement is rare in the Arab world, said Mazen Hayek, the spokesman and group director of public relations and commercial at MBC Group.
"There's a big if in [AT Kearney's] report. In the Arab world, audience measurement is done only in Lebanon, Morocco and Turkey. Assuming you can have audience measurement in 22 Arab countries at the push of a button is a dream come true. Having said that, audience measurement is extremely important to the industry, to be able to assess audiences and the migration of audiences." bflanagan@thenational.ae
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TOUCH RULES
Touch is derived from rugby league. Teams consist of up to 14 players with a maximum of six on the field at any time.
Teams can make as many substitutions as they want during the 40 minute matches.
Similar to rugby league, the attacking team has six attempts - or touches - before possession changes over.
A touch is any contact between the player with the ball and a defender, and must be with minimum force.
After a touch the player performs a “roll-ball” - similar to the play-the-ball in league - stepping over or rolling the ball between the feet.
At the roll-ball, the defenders have to retreat a minimum of five metres.
A touchdown is scored when an attacking player places the ball on or over the score-line.
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Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
The biog
Name: Timothy Husband
Nationality: New Zealand
Education: Degree in zoology at The University of Sydney
Favourite book: Lemurs of Madagascar by Russell A Mittermeier
Favourite music: Billy Joel
Weekends and holidays: Talking about animals or visiting his farm in Australia
SUNDAY'S ABU DHABI T10 MATCHES
Northern Warriors v Team Abu Dhabi, 3.30pm
Bangla Tigers v Karnataka Tuskers, 5.45pm
Qalandars v Maratha Arabians, 8pm
TRAP
Starring: Josh Hartnett, Saleka Shyamalan, Ariel Donaghue
Director: M Night Shyamalan
Rating: 3/5
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Confirmed%20bouts%20(more%20to%20be%20added)
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Aquaman%20and%20the%20Lost%20Kingdom
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Company Profile
Name: Thndr
Started: 2019
Co-founders: Ahmad Hammouda and Seif Amr
Sector: FinTech
Headquarters: Egypt
UAE base: Hub71, Abu Dhabi
Current number of staff: More than 150
Funds raised: $22 million
MATCH INFO
Uefa Champions League, last 16, first leg
Tottenham Hotspur v Borussia Dortmund, midnight (Thursday), BeIN Sports
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A Bad Moms Christmas
Dir: John Lucas and Scott Moore
Starring: Mila Kunis, Kathryn Hahn, Kristen Bell, Susan Sarandon, Christine Baranski, Cheryl Hines
Two stars
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