| PARCs' Audience Research
Department has been surveying the audience
in the gulf region for the last 20 years,
employing an increasingly refined methodology.
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| Data Analysis
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| PARC offers
superb analysis softwares to help client interpret
the data and improve the performance in programming,
media planning and market intelligence. These
offer great flexibility with analysis conducted
and produce immediate results. They offer
various analysis to improve efficiency in
reaching target group and numerous methods
to assess campaign performance. |
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| Establishment
Surveys |
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| PARC is the main source
of Establishment surveys in the gulf region.
PARC has been conducting Establishment surveys
in these countries: |
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- Saudi
Arabia
- UAE
- Kuwait
- Bahrain
- Oman
- Qatar
- Lebanon
- Egypt
- Jordan
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| These surveys are typically
conducted once a year. In certain markets,
where market conditions demand, additional
'updates' are conducted upto four times a
year. The information collected in the survey
is as follows. |
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| The socio-economic
classification data to be used will conform
to the ESOMAR recommendations on the harmonization
of demographics. The profile factors are:
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- Gender
- Nationality
- Marital
Status
- Average
Monthly Personal / family Income
- Age
- Educational
Level
- Profession/Occupation
- Number
of times traveled abroad during
the last twelve months
- Incidence
of participating/watching sports
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| Current ownership and
contemplated purchase of a range of household
durable in the next 12 months is also included
to assist in determining characteristics of
target group required for media planning applications.
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| The objectives of this section
are the followings: |
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- Ownership of TV sets
- Type of reception equipment
- Ownership of video cassette recorder
- Frequency of watching TV and video
- Audio-visual pattern ‘yesterday’
by 15 minute time segments
- Extent of interest in selected genres
of programs
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| In addition to the overall
video viewer ship pattern referred to in the TV
Section, other objectives pertaining to the Video
are: |
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- Genre of video films viewed in the last
12 months
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- Incidence, frequency and place of listening
to the radio these days
- Number of hours spent listening to the
radio these days
- Frequency of listening to radio stations
- Radio listenership ‘Yesterday’
by 15 minute time segment
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- Daily newspapers
- Weekly publications
- Monthly and seasonal publications
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| Objectives are the
following: |
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- Frequency of reading
- Publications read or looked at
- Average Issue Readership
- Number of occasions a publication is
read
- Source of copy
- opics/sections usually read in newspapers
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| TV Diaries |
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| PARC conducts TV diary surveys
in various markets of the gulf. The Survey Covers
the audio-visual exposure habits. Namely: |
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- Incidence and number of TV sets owned
at home.
- Frequency of Viewing TV (also by day-parts).
- TV stations viewed in last 30 days,
last 7 days and yesterday.
- The visual ratings by 15 minutes time
segments.
- Plus a comprehensive database of the
visual media scene in Egypt.
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| The Channels Covered are
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- All local TV channels
- Pan Arab satellite channels
- Global satellite channels
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| TV Meters |
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| The Meter System is the international
standard in TV Audience measurement and is regarded
as the most sophisticated and accurate system, yet
devised in this area. |
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| The TV Meter System allows
the automatic uninterrupted audience survey for
all television stations. The Meter System has been
completely operational in UAE since June 1992. The
current Panel Size is 450 households (1700 Individuals
approx.). |
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| This System enables us to
utilize a large range of information of the television
audience, and to appreciate the results, characterized
by the rapidity of data's attainment - the programs
ratings are known right from the morning after they
are broadcast. |
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