MRC Appoints Ipsos in MENA to Deliver Saudi Arabia’s Next-Generation Video Audience Measurement

Riyadh, 12 November 2026 - Media Rating Company (MRC) is advancing TV and video audience measurement in Saudi Arabia with a next-generation Integrated Video Audience Measurement (IVAM) service. Following an extensive evaluation involving industry stakeholders, MRC has appointed Ipsos, one of the world's leading market research and audience measurement companies, with a long track record of delivering media currencies and audience measurement systems globally, to deliver the service. It combines individual-level panel measurement, digital viewing intelligence and large-scale Data Sets to establish Saudi Arabia's first unified, cross-platform audience measurement currency for television and video. The MRC-owned initiative is led by Ipsos, which will combine its audience measurement expertise and proprietary technology with specialist capabilities from RealityMine and Fifty5Blue. Designed for today’s evolving video landscape, the service will capture viewing across screens, platforms and locations, both in-home and out-of-home, helping broadcasters, publishers, advertisers and agencies make informed content and investment decisions, on a local, regional, and global level.

Integrated measurement and accessible insights 
Under MRC’s leadership, Ipsos in MENA will lead technical delivery, deploying its proprietary MediaCell technology through smartphones across a panel of 1,000 individuals to capture viewing in and out of the home. RealityMine’s RealityMeter will measure video consumption through websites and apps, while Fifty5Blue will contribute its data science expertise in integrating large-scale data sets and panel data to provide scale and granularity. MRC has also appointed TechEdge – the dedicated analytics software specialists from Fifty5Blue – to provide the software customers will use to extract value from the data. Its role complements the measurement capabilities delivered by Ipsos in MENA and its technology partners, bringing a dedicated focus to how users access and interact with the service.

Following the appointment of Ipsos, the parties have now entered into a contract phase.

Eng. Bandar AlMashhadi, CEO of MRC, commented: 
“Saudi Arabia’s media landscape, under the supervision of the Ministry of Media, is evolving at an extraordinary pace. Audiences have more choice than ever before in what they watch, how they watch and where they engage with content. As an industry, our measurement capabilities must evolve just as quickly. At MRC, our ambition is to advance audience measurement through a robust, transparent and future-ready currency that reflects the realities of today’s viewing behaviour while anticipating the needs of tomorrow. This new generation of Integrated Video Audience Measurement establishes an essential foundation for the media industry as a whole in the Kingdom, providing the industry with a more comprehensive understanding of audiences and the insights needed to make informed decisions, invest with greater confidence and support continued growth across Saudi Arabia’s media ecosystem.”

Ziad Issa, CEO Media, Ipsos in MENA, commented: 
“At Ipsos, we are incredibly proud to be partnering with MRC and the Saudi media industry on such an ambitious and transformative project. The way people watch TV and video has changed dramatically, and audience measurement needs to keep pace. For the first time in the Kingdom, our MediaCell technology will take measurement beyond the living room, capturing viewing both in and out of the home and revealing audiences and viewing occasions that traditional systems simply couldn’t see. This programme also demonstrates how innovative, passive measurement technologies can deliver more accurate and representative insights into modern viewing behaviour. By bringing together the strengths of three measurement technologies, we’re creating something truly exciting for Saudi Arabia – a new generation of audience measurement that delivers deeper insights, greater opportunities and a more complete understanding of the video landscape. This is about much more than measuring audiences. It’s about giving the industry the intelligence and confidence to make better decisions and unlock new opportunities for growth.”

Industry perspectives
By bringing these sources together, the service is designed to give media buyers and sellers a more consistent view of viewing behaviour. A clearer understanding of audiences across TV and digital video will support campaign planning and evaluation, alongside decisions about content and investment.

Tony Wazen, CEO, Publicis Media, MENA, commented: 
“The future of media depends on our ability to connect audiences, platforms and investment with greater intelligence and accountability. Any progress towards more transparent, consistent and connected measurement is good for the industry. It empowers advertisers to make better decisions, partners to demonstrate greater value and agencies to deliver stronger business outcomes. That’s progress we should all welcome.”

Elani Kitra, CEO, Advertising Business Group, Middle East, commented:
 “Credible, independent measurement builds the trust our industry runs on. ABG is pleased to support MRC in launching IVAM, as part of our strategic commitment to champion initiatives that drive transparency, investment and growth.”

Launch targeted for the second half of 2027
Ipsos in MENA is mobilising and working with MRC and industry stakeholders to implement the new service, which is targeted for launch in the second half of 2027. The service will bring together panel and digital viewing insights with the scale of RPD to provide a more complete picture of audiences across Saudi Arabia’s TV and video landscape.

About MRC
Media Rating Company (MRC) is the only company licensed by the General Authority of Media Regulation (Gmedia) to conduct media audience measurement studies in Saudi Arabia. Headquartered in Riyadh, MRC develops, commissions and oversees measurement services that provide broadcasters, digital publishers, advertisers and media agencies with reliable audience intelligence to inform content strategies, advertising investment and commercial decisions. MRC combines high-quality measurement with transparency and industry participation, working with the Advertising Industry Board and Technical Committee to develop trusted data on media consumption in and out of the home. MRC began developing peoplemeter-based television measurement in 2021 and launched KSA TAM in October 2022. In 2024, the Advertising Industry Board adopted TAM Saudi Arabia as the Kingdom’s national standard for measuring media content viewership. Building on this foundation, MRC, under the supervision of the Ministry of Media, is advancing Integrated Video Audience Measurement (IVAM) to provide a more comprehensive understanding of viewing across television and digital video, screens, platforms and locations. Through this work, MRC aims to strengthen confidence in audience data, enable informed investment and support the continued development of Saudi Arabia’s media and digital content ecosystem in line with Vision 2030. www.mrcsaudi.com King Abdullah Financial District Building 4.04, 13th Floor Riyadh 13519, Saudi Arabia

About Ipsos 
Ipsos is one of the largest market research companies in the world, present in 90 markets and employing nearly 20,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarises our ambition to help our 5,000 clients navigate with confidence our world of rapid change. Founded in France in 1975, Ipsos has been listed on the Euronext Paris since 1 July 1999. The company is part of the SBF 120, Mid-60 indices and is eligible for the Deferred Settlement Service (SRD). ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com 35 rue du Val de Marne 75 628 Paris, Cedex 13 France Tel. +33 1 41 98 90 00