ArabAd - - RESEARCH -

Fol­low­ing the ex­ten­sive au­dit con­ducted by two in­ter­na­tional au­dit­ing firms, Robert Rudd (RRA), based in Nor­way, and French firm, CESP, the re­sults came out in favour of AGB STAT IP­SOS, hence con­firm­ing its lead­er­ship sta­tus.

The au­dit, which was car­ried out be­tween two firms, AGB STAT IP­SOS and Gfk, in Le­banon, fo­cused on the Tele­vi­sion Au­di­ence Mea­sure­ment (TAM) ser­vices of both com­pa­nies, which are recog­nised in­ter­na­tion­ally as lead­ing me­dia mea­sure­ment com­pa­nies. Ul­ti­mately, as the re­sults were re­leased, the fi­nal au­dit re­port shed light on the rank­ings of the two firms, Gfk and AGB STAT IP­SOS, as the lat­ter ex­celled on var­i­ous lev­els based on sev­eral KPIS.

The in­de­pen­dent au­dit was called upon af­ter a lengthy defam­a­tory cam­paign car­ried out by a cou­ple of TV sta­tions in Le­banon against AGB STAT IP­SOS, which aimed at tam­per­ing with the pro­fes­sional rep­u­ta­tion of the firm. The au­dit, which was launched in early 2015, showed that AGB STAT IP­SOS is in fact a lead­ing firm in its field of ex­per­tise, ex­ceed­ing the rank­ings of the com­pet­ing firm, and thus awarded a higher to­tal av­er­age.

The au­dit re­sults were shared in a press con­fer­ence on De­cem­ber 22, 2015, in the pres­ence of all con­cerned par­ties. The au­dit me­chan­ics were also shared, which cov­ered nu­mer­ous realms, fo­cused on 11 es­sen­tial cri­te­ria, along with 47 sec­ondary cri­te­ria, or KPIS that were looked at, to thor­oughly as­sess the TAM of­fer­ings of both firms. Both firms were then graded on a scale of 1 to 9 (from worst to best). At the end of the au­dit eval­u­a­tion, Ip­sos got a higher score than GFK (342 ver­sus 326).

The au­dit re­port fur­ther stip­u­lated that all con­cerned par­ties and TV sta­tions must ac­cept the re­sults is­sued, which ever com­pany’s favour they may be in, and thus use the higher ranked com­pany for their TAM re­quire­ments.

Pres­i­dent of the Ad­ver­tis­ing As­so­ci­a­tion of Le­banon, which has acted on be­half of a group of me­dia agen­cies, MBUS and me­dia own­ers, to carry out this au­dit, stressed on the fact that the me­dia au­dit con­ducted by CESP and RRA "is a new mile­stone to the TV in­dus­try in Le­banon. It makes Le­banon once again a pi­o­neer in the MENA re­gion.

Now, new me­dia stan­dards have been set and we are look­ing on build­ing on that in the fu­ture by hav­ing a con­tin­u­ous me­dia au­dit."

“We called for this au­dit to be car­ried out, be­cause we are con­fi­dent in the in­ter­na­tional stan­dards that we abide by, in­sur­ing ac­cu­racy and trans­parency on all lev­els. This au­dit reaf­firmed what we al­ready knew – that Ip­sos is a leader,” said

Chair­man and CEO of Ip­sos MENA, fol­low­ing the an­nounce­ment of AGB STAT IP­SOS win­ning the au­dit. “How­ever, even with dual in­ter­na­tional au­dit re­ports clearly show­ing our high rank­ings and ex­cep­tional sta­tus on nu­mer­ous lev­els, some clearly can­not han­dle the truth and con­tinue to try and dis­credit us,” he added.

In this light, Monin fur­ther stressed on the com­pany’s com­mit­ment to abide by in­ter­na­tional stan­dards and fur­ther de­velop their ser­vices for clients, in var­i­ous do­mains. In ad­di­tion, he shed light on the im­por­tance of such in­de­pen­dent and pro­fes­sional au­dits, to pro­tect the in­dus­try.

Ge­orge Jab­bour


6.6 8.5 7.5 7.5 3.0 7.0 8.0 7.5 8.5 7.3 8.0 326 7.2


7.6 7.5 7.5 6.8 7.0 6.3 7.7 8.3 8.5 8.0 8.7 342 7.6

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