1. BRC TAMS UPDATE OCTOBER 2016

2. UNIVERSE UPDATES (from the ES – AMPS)

3. HOUSEHOLDS
INDIVIDUALS

4. 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

5. THE UNIVERSE & THE SAMPLE
UNIVERSE
SAMPLE

6. BRC TAMS SNAPSHOTS

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

8. BRC TAMS SNAPSHOTS

9. BRC TAMS SNAPSHOTS

10. BRC TAMS SNAPSHOTS
RACE PROFILE
LSM PROFILE

11. TAMS HAS BEEN EVOLVING OVER TIME

12. THE STARTING POINT… 2013 WHAT WE FOUND…

13. 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

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

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

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

17. THE PANEL, WEIGHTING EFFICIENCIES & PANEL HEALTH

18. 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

19. 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

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

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

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

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

24. THE TROUBLE WITH LSM’S

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

26. CHANGE MATRIX FOR LSM’S - JAN TO JUN 2016
In the first 6 months of 2016, 631 (33.7%) out of 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

27. 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

28. 2016 NEW DATA FEATURES

29. 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

30. 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

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

32. TIME SHIFTED VIEWING TOTAL TV Live Viewing TIME SHIFTED Viewing
CONSOLIDATED
7 Day Viewing
24.77%
4.01%
28.08%
AUDIENCE
RATING

33. 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

34. BRC TAMS ALIGNMENT TO THE ES

35. 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

36. 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

37. 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%

38. 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

39. 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

40. COMMUNITY SIZE SURVEY TYPE E CAPE FREE STATE GAUTENG URBAN METRO TAMHH 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

41. 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

42. 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

43. PLATFORMS
DSTV
OVHD
INTERNET PLATFORMS
Online Subscription Services

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

45. 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

46. 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.