Due to the absence of the Establishment Survey
) a new Television-only ES
"As a result of the lack of data and the massive flux in the market, we took the decision to commission a TV-only ES
in order to determine and focus purely on the TV market," says the BRC's CEO, Gary Whitaker.
Additionally, the Television universe was last updated in October 2020 and utilised PAMS for the update.
In the space of two years, much has happened, including flux in the market. A few factors that have affected the Television universe include:
- changes in terms of habits whether forced or unforced
- the movement to new platforms
- new players entering the market
- different ways of viewing, and
- the use of different devices.
Currently, 97% of panel homes are installed with 90% (2 821) of households reporting, despite being heavily affected by load shedding and Covid-19. The panel weighting (or representative balance) target of 70% for individuals has always been exceeded and the household weighting of 80% is well over the targeted 65%. According to the group, the panel is a "well-weighted" panel.
Digital Terrestrial TV (DTT) representation on the panel is a good representation of what is actually happening in the country.
"With DTT, we are dealing with a lot of estimates and the space is very complex. Over the coming months, we expect to get data from external sources on the actual numbers as well as our own TV ES
to gain a better understanding of these numbers," says Whitaker.
panel is still in good shape; however, some recommendations were made by the panel auditors.
Panel maintenance is a continuous process and has been prioritised in a five-step process (over a period of time) to address:
- the churn of 452 replacement Households (HHs)
- 302 replacement HHs who no longer fit the TAMS TV universe definition
- adding 83 new HHs
- addressing the balance of pay and non-pay HHs, and
- the development of a plan that will replace HHs that have been on the panel for more than eight years.
According to Whitaker, as with any panel, change cannot be enacted over a short period of time as that will cause instability in the data and impact changes that are not necessarily naturally occurring. The panel must accurately represent the South African TV landscape and the maintenance of any panel is an ongoing process.
According to the Fusion
survey from 2021, the biggest change from the Fusion
2018 survey is that "Any Streaming" increased by 6%. There has been a significant increase of 16% over the two surveys in internet subscriptions for TV shows or movies.
YouTube is still the most viewed Video on Demand platform with Netflix coming in second. Interesting to note is that the number of devices being used to watch has declined from an average of 2.5% to 2% although multi-screening or watching on more than one screen has increased daily from 39% to 52%.
The BRC panel says that it already measures viewership on television screens, however, Over-the-top (OTT) measurement also needs to be considered, as viewership is taking place across multiple devices simultaneously.
To this end, in the near future, the BRC will be engaging with providers to measure OTT viewership and regain ratings that have been "lost" to alternative devices or dual-screen viewership.
Still to come in 2022, the full Television ES
study will be released in the fourth quarter of the year with fieldwork scheduled for July to September 2022. As there may be a certain settling-in period because of DTT, another study may be run early in 2023. It remains critical that all changes in South African viewership be reflected in the universe.
Whitaker says, "To summarise, the TAMS
panel is in good health even though there have been massive changes in the South African television market."
"The BRC website has become a complete hub of knowledge, which includes multiple dashboards, panel health and universe updates and so much more. We encourage the industry to make use of this invaluable resource. We will be having TAMS
engagements with the industry and stakeholders more frequently so that everyone is on the same page, especially during this time of change and look forward to these engagements," concludes Whitaker.
The full TAMS
update presentation can be downloaded and viewed here
For more information, visit www.brcsa.org.za