Unilever’s David Porter, an ABG member, told The National that the new system is expected to start producing ratings in the country around Ramadan next year.

He said of the measurement plan: “Because we know where we are getting our value, it will allow us to invest in winners in terms of stations, programmes and times of day. And it will allow the stations to raise their game and their product, so it will improve viewership generally. So that will improve the market.”