Frequently asked Questions

How was the SMMC Formed?

The Saudi General Commission for Audiovisual Media and media owners realized the marketís needs for credible media data. Collaborating, they formed SMMC, an independent entity to fulfil that need.

Is SMMC Affiliated with the Saudi Government?

SMMC is commissioned to operate in Saudi Arabia by the Saudi General Commission for Audiovisual Media as per the Commissionís regulations.

Can other media owners become part of SMMC?

Any interested media owner is encouraged to approach SMMC with a partnership proposal.

Who is GFK?

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfKís long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumersí experiences and choices.

How was GFK selected?

GfK along with a number of other global reputed research organizations were approached to participate in a bidding process to win the KSA TAM project. Based on a competitive selection process of elimination based on qualifications, GfK was in turn awarded this project.

Who owns the data generated from TAM?

SMMC is the proprietary owner of the TAM data in KSA.

Who can see the collected Data?

The raw collected data is only accessible to GfK and CESP. However the reports generated from the collected data is available to TAM report subscribers.

Who can subscribe to receive the reports?

Anyone with a stake in television audience measurement. This includes but is not limited to:

  • Broadcasters
  • Advertisers
  • Advertising Agencies
  • Media Buying Agencies
  • Independent Producers
  • Film Makers
  • Other Vested Stakeholders

Do other countries have TAM systems?

TAM systems exist in many countries around the globe.

Why do we need a TAM system?

TAM systems help provide the most accurate data that enables the media industry comprehend why TV viewership behavior fluctuates at given time period. The data also provides information on demographically segmented, based on the various members of a sampled household.

How is the sample and panel selected?

The TAM service provider, GfK, is engaged in a two-part establishment surveys that identify the proper sample panels that qualify as a representative household and thus qualifying for audience measurement.