Arab ad industry is ‘corrupt’ says head of Abu Dhabi’s twofour54 - Alarabiya.net English | Front Page:
"The Arab advertising industry is ‘corrupt’ and deals in unreliable audience data, according to the chief executive of Abu Dhabi’s media zone twofour54.
Noura al-Kaabi, speaking to Al Arabiya on the sidelines of the Abu Dhabi Media Forum, said that Middle Eastern advertising executives and TV channels are essentially “fooling” people with their claimed viewership numbers.
“We are in a region where the media market, from an advertisement perspective, is corrupt,” al-Kaabi said.
“We have the advertisers that are monopolizing the market, and showing that there are certain channels, certain programs that have a bigger share,” she added. “The data is basically something that they get from unreliable measurement systems.”"
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