Where insights meets experience.

Vision: To be the most reliable source for in-home and out-of- home media consumption data.

Mission: To create gold-standard, transparent, and inclusive audience measurement data for the media industry.

• Reflect the marketable population's media consumption.
• Support market maturity and evolving demands.
• Drive investment in media and content development.
• Contribute to Saudi Arabia’s economic growth.

MRC provides cross-platform audience measurement, including TV, streaming, gaming, cinema, and out-of-home (OOH) media.

MRC operates under an Industry Board, a Technical Committee, and independent auditors to ensure transparency and adherence to global standards.

eTAM is MRC's audience measurement platform that evaluates channel performance, time bands, programs, and advertising.

eTAM uses advanced technology, including nano meters and audio sensors, to collect granular respondent-level data from households.

Overnight and minute-by-minute data, Live + 7-day time shift metrics, and over 70 viewing metrics for comprehensive audience analysis.

Unlike CATI (Day After Recall), which relies on respondents' memory through telephone surveys, eTAM utilizes technology to capture accurate, real-time viewing data.

eTAM aids media planning and optimization by providing reliable, detailed audience insights to maximize advertising and programming effectiveness.