SAARF TAMS Counsel:10th December 2009
0
2000
4000
6000
8000
10000
12000
2006 2007ab 2008a 2009a
No-Pay Satellite M-Net Only Total
Universe Change Overview:Households 000’s
January 2010
The Detail: Households 000’s
2006Last Audit 2007ab 2008a 2009a
No-Pay 6,395 7,105 6,911 7,449Index 100 111 108 116
Satellite 1, 062 1,186 1,620 2,107Index 100 112 153 198
M-Net “Only” 179 159 134 100Index 100 89 75 56
M-Net “Both - - 14 42Index - - - -
Total Universe 7, 636 8, 450 8, 675 9, 698Index 100 111 114 127
Significant Changes: 2008a – 2009a
• Total Households grew +11.3%
LSM 1-4 +20.9%
E.Cape +16.7%KwaZulu +16.6Mpumalanga +14.4
Cities & L.Towns +12.4%Rural +15.8
Nguni Sotho English Afrikaans
No-Pay +7.6% + 9.1% + 7.3% + 6.1% + 2.6%
Satellite +27.6 + 48.3% +16.5 + 15.8Nguni/Sotho satellite households have been combined to date - sample size issue
Because of satellite growth [incl. Compact], investigating separating Nguni & Sotho, with RIM structure changes 2010
Current TV Content Quality:General
• Current issues around viewing levels & ratings – clearly ratings are depressedNever EVER just 1 reason for TAMS effects ie: besides the universe change - another effect is operating
• Confusion between the effects of changing to Universe 2008aAnd the effects of current TV programme content quality
• Broadcasters are aware that quality currently not goodSituation aggravated by enormously popular sport in previous monthsie: Forecasting “Historical period” data contains higher Sport ratings
“Future period” actuals have no significant sport events & lower ratings
• Users need to be aware that current programme content is affecting current ratings...and that future forecasts need to adjust for this........
Current TV Content Quality:Total TV: All Adults: Mon-Fri: National
Pre-Peak issue, not post-Peak
NB: These effects outside of any Universe changesMay be travel time disruptions in major metro’s, affecting get “home time”
Current TV Content Quality:Total TV: All Adults: Mon-Fri: National: NB:2008
Sport & other content issues will always affect ratings – but 2008 data much more stable
Current TV Content Quality:SABC 1: All Adults: Mon-Fri: National
“Generations” is showing lower ratings
But ratings loss comes through in early Peak – once a viewer is lost, she doesn’t come back
Current TV Content Quality:SABC 2: All Adults: Mon-Fri: National
Current TV Content Quality:SABC 3: All Adults: Mon-Fri: National
Current TV Content Quality:e-TV: All Adults: Mon-Fri: National
Current TV Content Quality:DSTV Commercial: All Adults: Mon-Fri: Pay-TV
Increasing DSTV ratings erosion in “Generations” time, suggests increasing Compact representation having effect.
IE: Compact households watching “Generations” either digital or analogue, both are credited to SABC 1
Current TV Content Quality:General
• These findings are significant
• The effects are greater than the universe change
• Content issues are confusing the universe change issue
Viewing Data Comparisons:General
• Week: 16 November 2009 analysed twice
Through existing universe – BLUE
Same week, but new 2009a universe - RED
Viewing: SABC 1 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National
Viewing: SABC 1 All Adults 000’sNew 2009a universe: RED Current 2008a: BLUE Mon-Fri - National
Viewing: SABC 2 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National
Viewing: SABC 3 All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National
Viewing: e-TV All Adults %New 2009a universe: RED Current 2008a: BLUE Mon-Fri - National
Viewing: M-Net All Adults %New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV
Viewing: M-Net All Adults ǾǾǾNew 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV
Viewing: DSTV T All Adults %New 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV
Viewing: DSTV T All Adults ǾǾǾNew 2009a universe: RED Current 2008a: BLUE - Mon-Fri – Pay-TV
Unitam PVR Test:General
• All Unitam referencing & processing hardware installedSoftware configured & installedSystem up & running normallyPVR viewership & TSV available in Unitam system for viewing
• Tom Flood currently here All Gauteng technicians fully trained in Unitam installs & maintenance
• 45 PVR households recruited18 installed & running
Unitam PVR Test:Distribution of PVR HH’s
• Greater Johannesburg 24 households
Soweto 2
W.Rand 5
E.Rand 8
Pretoria 19
Vaal 2
Total installed 60 households
Reporting data on 50 Unitam households
PVR & TSV Measurement:
DTT Panel: Viewing Trends
DSTV Compact Households:
• 2008a Compact proper representation was 80 Compact HH’s
• 2008ab Compact proper representation was 94 HH’s
• 2009a Preliminary proper representation: 145 HH’s
Current: 10 December 2009
DSTV – non Compact 375
Compacts 113
Total DSTV 488
Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date
Sotho Languages
0102030405060708090
100
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
0102030405060708090
100
Weekly reach: 80-90%
Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date
Sotho Languages
00:00
01:00
02:00
03:00
04:00
05:00
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
00:00
01:00
02:00
03:00
04:00
05:00
Average Time Spent Viewing:
From beginning 2007: 3h28
From Beginning 2009: 3h43
From beginning 2007: 3h17
From Beginning 2009: 3h12
Weekly: Patronage by LanguageUrban Panel: Period: April 2007 to-date
Sotho Languages
0102030405060708090
100
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
0102030405060708090
100
Daily: Time Viewed by LanguageUrban Panel: Period: April 2007 to-date
Sotho Languages
00:00
01:00
02:00
03:00
04:00
05:00
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
00:00
01:00
02:00
03:00
04:00
05:00
From beginning 2007: 3h57
From Beginning 2009: 4h08
From beginning 2007: 3h35
From Beginning 2009: 3h36
Weekly: Patronage by LanguageRural Panel: Period: April 2007 to-date
Sotho Languages
0102030405060708090
100
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
0102030405060708090
100
Smaller sample sizes shows greater variability
Daily: Time Viewed by LanguageRural Panel: Period: April 2007 to-date
Sotho Languages
00:00
01:00
02:00
03:00
04:00
05:00
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
Nguni Languages
00:00
01:00
02:00
03:00
04:00
05:00
From beginning 2007: 2h46
From Beginning 2009: 3h06
From beginning 2007: 2h39
From Beginning 2009: 2h51
Weekly: Patronage by LanguageFull Panel: Period: April 2007 to-date
Afrikaans / Both Languages
0102030405060708090
100
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
English / Other Languages
0102030405060708090
100
Daily: Time Viewed by LanguageFull Panel: Period: April 2007 to-date
Afrikaans / Both Languages
00:00
01:00
02:00
03:00
04:00
05:00
Any TV SABC 1 SABC 2 SABC 3 M-Net e-TV DSTV
English / Other Languages
00:00
01:00
02:00
03:00
04:00
05:00
From beginning 2007: 3h52
From Beginning 2009: 3h57
From beginning 2007: 3h45
From Beginning 2009: 3h48
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