Middle East marketers say more ad dollars may follow meters

04/8/2013 | Wall Street Journal, The

The introduction of "people meter" measuring devices in the Middle East could help spur development in the TV ad market there and eventually boost spending, which has been stunted by a lack of transparency about audience levels, writes Rory Jones. The Emirates Media Measurement Co. system is being tested in homes in the United Arab Emirates first, with hopes that devices could go next to Saudi Arabia. "[D]ata will attract more advertising dollars to the region because, at the moment, the money that could flow here doesn't," says David Porter, Unilever's media director for the Middle East, North Africa, Russia and Turkey.

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