AGB STAT IPSOS Wins Audit
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.
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