86% of Millennials watch TV in Lebanon
TV Viewership in Lebanon increased by 2.5% compared to 2015
Beirut, 23 February 2017
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.
“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.
Founded in 1988, Ipsos in MENA currently has offices in 15 countries around Middle East and North Africa, while conducting studies covering 20 countries around the same region. Ipsos is a multi-specialist organization that deals with its clients’ issues and offers them innovative and comprehensive solutions. Lebanon was the pioneer market, across the Middle East, chosen to launch TAM operations in, and the first to adopt TAM measurement systems in 1999. The company provides its services through an approach that combines the skills in its various lines of specialization, which include marketing research, client and employee relationship management, opinion and social research, online and offline operations, and media and advertising research.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets and ranked third in the global research industry. Ipsos is listed on the Paris Stock Exchange since 1999.
With offices in 88 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research and survey management.
In the MENA region, Ipsos covers all Middle East and North Africa countries, since 1988, and is the leading research company. Ipsos researchers and specialized analysts in the MENA region are focused on providing clients with innovative solutions with high value-added analytics and market insights. They develop and build brands. They help clients build long-term relationships with their customers. They test the impact of advertising and study audience responses to various mediums, and they measure public opinion.
Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world's population. For more information, visit www.nielsen.com.
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© Press Release 2017