The annual results shed light on TV viewership in comparison to other media. The also cover the share of audience of different TV stations.
As every year, the results were segmented based on different regions around the country and various demographics.
- TV penetration is at 92% in Lebanon vs 80% for smartphone penetration
- Both reach and average time spent watching TV is growing
- Peak viewing time is 9.30pm
- 86% of Millennials watch TV in Lebanon
- TV Viewership in Lebanon increased by 2.5% compared to 2015
Ipsos, the number one research company in Middle East and North Africa, and Nielsen, a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy, released their official results for Television Audience Measurement (TAM) for 2016 in Lebanon, during a gathering at Phoenicia Hotel in Beirut. The event took place in the presence of key representatives from the media industry (including advertisers, media houses and TV stations), who attended presentations by Ipsos’ regional management and their partner in TAM measurement in Lebanon, Nielsen.
During the event, Ipsos and Nielsen spokespersons’ presented the attendees with the annual results, while shedding light on TV viewership penetration in comparison to other media. Presentations also pertained to more detailed and insightful key findings about television ratings in Lebanon and share of audience when it comes to different TV stations. As every year, the results were segmented based on different regions around the country and various demographics.
“At Ipsos, we believe our work is imperative and impartial. Our work is about security, simplicity, speed and substance. It is through our partnership with Nielsen, where we are using the best TAM technologies, that we are able to provide our clients, advertisers and the media industry, with the most accurate TAM results in the market,” said Edouard Monin, Chairman and CEO of Ipsos in MENA.
Monin also went on to welcome Spyros Zavitsanos, as the representative of Nielsen, to the Board of Directors of the company overseeing TAM operations in Lebanon.
"At Nielsen, we constantly invest in cutting edge technology in audience measurement, providing a full suite of services covering all media. We look forward to delivering comprehensive and in-depth data to our clients in Lebanon in cooperation with our partners,” stated Spyros Zavitsanos, Nielsen’s Watch Leader in Cyprus and Greece.
Part of the event, was prominent global TAM auditor, Robert Ruud. Ruud presented the attendees with a framework for setting up an ongoing audit for the Lebanese TAM system, through a presentation entitled, Building on Trust.
“The audit in 2015 found the Ipsos TAM system to be in good health. I recommend that the media industry sets up independent monitoring to maintain the good quality of the service going forward,” Ruud said.
Audiences or Programmes?
In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the US television market, arguing that inefficiencies in the way TV advertising has traditionally been bought and sold, as well as advances in the way people receive their TV content, will lead inevitably to a time when more and more of it will be traded programmatically.