BRC TAMS UPDATE OCTOBER 2016

UNIVERSE UPDATES (from the ES – AMPS)

HOUSEHOLDS INDIVIDUALS

HIGHLIGHTS (from the ES – AMPS) VIEWERS HOUSEHOLDS RURAL Viewers 2.2% NGUNI Viewers -2.2% ENGLISH Viewers DSTV H/H PVR H/H OVHD H/H doubles 3.6% SOTHO Viewers -1.2% AFRIKAANS Viewers LSMs -2.1% LSM 1-4 -3.0% LSM 5 -2.3% LSM 9 -4.8% LSM 10 7.5% LSM 6 5.7% LSM 7 6.3% LSM 8 MIDDLE LSM H/H Expand LOW & HIGH LSM H/H Decline

THE UNIVERSE & THE SAMPLE 2015 - 2016 UNIVERSE SAMPLE

BRC TAMS SNAPSHOTS

TV DATA is tracked DAILY and by EVERY SECOND viewed BRC TAMS SNAPSHOTS TV DATA is tracked DAILY and by EVERY SECOND viewed

BRC TAMS SNAPSHOTS

BRC TAMS SNAPSHOTS

BRC TAMS SNAPSHOTS RACE PROFILE LSM PROFILE

TAMS HAS BEEN EVOLVING OVER TIME

THE STARTING POINT… 2013 WHAT WE FOUND…

Aging meter technology Aging panel (15 years plus) Not all sets in home measured Unbalanced panel Low weighting efficiency Global best practice LOW WEIGHTING EFFICIENCY GLOBAL BEST PRACTICE

In order to create balance in the TAMS UNIVERSE We had to set about increasing our weighting efficiencies from…  

PUT IN: Controls Oversight Management Transparent reporting Audits PANEL KPI’s

THE FIX IT PLAN Technology Polling Reporting Expanding ALL TV sets Tenure Efficiencies

THE PANEL, WEIGHTING EFFICIENCIES & PANEL HEALTH

KPI STATUS, snapshot EARLY AUGUST for each year reported KPI Panel Health August 2013 August 2014 August 2015 August 2016 Installed Panel 1980 2658 2667 2899 Polling 87% 95% 94.5% 93% Reporting (Intabs) 76% 90.9% 89.8% 89.7% KPI STATUS, snapshot EARLY AUGUST for each year reported

Ind. weighting efficiency KPI Panel Health August 2013 August 2014 August 2015 August 2016 Coverage of TV sets 80% 89.3% 92.8% 91% Ind. weighting efficiency 41.5% 64.9% 79.5% 75% H/H weighting efficiency 52% 54.5% 65% 65% Ind. maximum weight 99 000 40 860 22 618 23 882

PANEL TENURE 0 TO 8 YEARS 8 TO 10 YEARS MORE THAN 10 YEARS

BRC TAMS IS A LONGITUDINAL STUDY… Keeping the panel balanced With high weighting efficiencies For DATA STABILITY…

…REQUIRES A FINE BALANCING ACT Churn DSTV Movement LSM MOVEMENT Panel Expansions H/H Tenure

TAMS PANEL CONTROL Province Community Size FTA and DSTV Language No. of TV Sets in home

THE TROUBLE WITH LSM’S

The last 3 TAM audits High INSTABILITY Frequent MOVEMENT UNSTABLE variable NEW socio economic measure

CHANGE MATRIX FOR LSM’S - JAN TO JUN 2016 In the first 6 months of 2016, 631 (33.7%) out of 2 539 constant H/H changed LSM JANUARY 2016 LSM 2 3 4 5 6 7 8 9 10 MOVED OUT OF LSM 2 LSM 3 13 LSM 4 11 28 46 LSM 5 32 66 107 LSM 6 1 68 77 15 175 LSM 7 73 43 134 LSM 8 38 27 80 LSM 9 22 59 LSM 10 MOVED INTO 50 105 157 131 85 631

Considerations for weighting variables Universes for commonly traded TM’s should be ANCHORED to maintain stability WEIGHTING VARIABLES SHOULD BE Stable across time Easy to collect from the panel Have fewer intervals BE A DISTINGUISHER FOR TV CONSUMPTION

2016 NEW DATA FEATURES

BROADCASTER PLATFORMS BRC TAMS PANEL COMPOSITION H/H FTA H/H 1 747 DSTV H/H 1 095 PVR H/H 227 EXPLORA H/H 59 OVHD H/H 75

A NEW BROADCAST PLATFORM - OVHD OVHD - MNEMONIC DSTV & OVHD Panel Composition H/H that have BOTH DSTV & OVHD 7 H/H DSTV H/H OVHD H/H 75 OF PANEL There is a small OVERLAP of HH that have BOTH DSTV and OVHD

POWER OUTAGES Meter detection of POWER OUTAGE RED FLAG script POWER OUTAGE H/H EXCLUDED audiences Power outage TARGET MARKET AVAILABLE AUDIENCE

TIME SHIFTED VIEWING TOTAL TV Live Viewing TIME SHIFTED Viewing CONSOLIDATED 7 Day Viewing 10 974 463 171 228 11 145 691 24.77% 4.01% 28.08% AUDIENCE RATING

PREPARING BRC TAMS FOR THE FUTURE BRC TAMS PEOPLEMETER PANEL MEASURES BROADCAST TELEVISION: BRC TAMS set to expand to 4000 installed H/H by end 2019 (300 H/H per year) Align to the NEW ES (March/April 2017) Re-launch BRC TAMS once aligned to the ES

BRC TAMS ALIGNMENT TO THE ES

BRC TAMS PANELS NEXT TO POPULATION AMPS TV H/H PANEL CONTROL (unweighted) BRC TAMS PANEL (installed H/H) SA POPULATION (IHS) BLACK BLACK BLACK COLOURED COLOURED COLOURED ASIAN/INDIAN ASIAN/INDIAN ASIAN/INDIAN WHITE WHITE WHITE SOURCE: BRC TAMS; IHS Population estimates June 2015

GEARING UP FOR THE ES: The ES sample, is based on new area definitions, BRC TAMS will align in preparation for the NEW ES Universe Update (March 2017) In preparation… The IHS area definition reference document has been sent to Nielsen Nielsen has coded the BRC TAM panel to match the new area definitions, READY FOR WEIGHTING Next steps will be to implement the new area Universes and start testing Clear new weighting model

ESTABLISHMENT SURVEY TOTAL POP BRC TAMS PANEL TOTAL TV H/H URBAN METRO 41% 45% RURAL METRO 2% 1% URBAN NON-METRO 27% 30% RURAL NON-METRO 31% 24%

COMMUNITY SIZE SURVEY TYPE N WEST N CAPE W CAPE URBAN METRO TAM HH ES POP RURAL METRO URBAN NON-METRO RURAL NON-METRO N WEST N CAPE W CAPE 0.0 69.3 64.2 0.6 0.3 56.1 88.7 27.4 46.1 77.6 28.1 43.9 11.3 2.7 53.9 22.4 7.5 2 605 839 4 548

COMMUNITY SIZE SURVEY TYPE KZN LIM MPUM URBAN METRO TAM HH ES POP RURAL METRO URBAN NON-METRO RURAL NON-METRO KZN LIM MPUM 37.2 0.0 32.3 3.4 4.7 29.4 24.2 55.8 20.3 21.2 53.4 30.0 75.8 44.2 42.7 78.8 46.6 7 195 3 606 3 002

COMMUNITY SIZE SURVEY TYPE E CAPE FREE STATE GAUTENG URBAN METRO TAM HH ES POP RURAL METRO URBAN NON-METRO RURAL NON-METRO E CAPE FREE STATE GAUTENG 39.7 36.6 82.9 29.7 27.7 84.9 2.1 1.7 0.6 2.5 1.5 1.9 25.0 52.3 15.0 20.0 58.3 12.7 33.2 9.3 47.7 12.5 0.5 4 616 1 945 10 116

VIEWING SECTION IN THE ES CROSS DEVICE TV Set Cellphone Computer/Laptop Tablet CROSS LOCATION At Home At Work At School/College Travelling (car, bus, taxi) Bar/Shebeen/Pub/Café Restaurant/Coffee Shop

TV SETS IN HOME & TECHNOLOGY PLAY Box TV Flat Screen TV Ariel Type Satellite Dish Standard Decoder PVR Decoder DVD Player VHS Recorder Games Console Media Player Internet Viewing

PLATFORMS DSTV OVHD INTERNET PLATFORMS Online Subscription Services

VIEWING SECTION IN THE ES WATCH PROGRAMES Online On a DVD On catch-up Recorded on PVR Actual time of Broadcast

WHAT WE ARE SEEING IN OTHER PARTS OF THE WORLD Discussions on PEOPLEMETER PANELS integrating with RETURN PATH DATA PANELS Non-linear viewing (Internet) On-line TV measurement On-demand viewing

PARTING COMMENTS from Robert Ruud The current state of the BRC TAMS panel is good, the last remaining improvement takes place once the installed panel aligns with the TV household Universe from the new ES (at end March 2017), in place of the AMPS TV household Universe. The transition to the new ES, with an updated socio-economic model should alleviate the strain the movement in LSM’s has on a live panel. The increase of the panel to a 4000 household sample is now essential to keep the service up to date and in-line with an evolving broadcasting environment.

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