SA TV ratings war explodes

2013-06-27 10:20
Thinus Ferreira
Cape Town – A massive and nasty war about South African television viewership figures exploded into the open with both the SABC and e.tv which will jettison their membership of SAARF, the organisation responsible for compiling and tracking South Africa's television viewership, following an audit highlighting viewer panel problems.

The SABC and e.tv have both decided to withdraw from the South African Audience Research Foundation (SAARF) and the National Association of Broadcasters (NAB) – the body representing broadcast media in South Africa – will do the same.

SAARF with the help of Nielsen Media Research compiles South Africa's TV viewership figures. That viewership figures, extrapolated from a panel of TV households, is the currency used to determine ad rates by broadcasters which in turn determine their biggest source of income.

South African broadcasters and the country's TV and ad industry is now in turmoil following an audit highlighting problems and according to broadcasters, serious shortcomings with the panel measurement which has been used.

The SABC and e.tv say they are still calculating the losses due to potential advertising income the broadcasters might have lost out on, but says it "is estimated to run at hundreds of millions of Rands".

The drama behind the scenes of which ordinary TV viewers are mostly unaware, started when an audit conducted by the French media research audit firm CESP – and asked for by South African broadcasters - brought to light problems with the TAMS panel. TAMS ratings are critical because that determines broadcasters' ad rates.

The SABC and e.tv say they experienced falling ratings in certain viewership groups – especially in the lower viewership brackets of middle income South Africans “who are actually the largest consumers of free-to-air television”.

“The audit showed that the TAMS panel failed to keep up with the evolving South African demographic profile, only partially measured certain homes, failed to balance the panel by individual living standards measurement, failed to properly maintain the household meters which measure TAMS households' viewership, and failed to manage the declining efficiency of the panel,” says the SABC and e.tv in a joint statement.

“The effect was that upper income television households – such as those watching DStv – became over-represented on the TAMS panel as compared to middle and lower income households who are underrepresented.”

’Under-representation of black TV viewers’

"In the South African context, this effectively translates into an over-representation of white television viewership and a serious under-representation of black television viewership," says the broadcasters.

"Not only is this morally unacceptable in South Africa in 2013, it has a direct financial impact on the free-to-air broadcasters who broadcast programming to the majority of South Africans. Of even more concern to the SABC and e.tv is that this state of affairs had been on-going for many years without any intervention from Saarf executive management.”

“It has become apparent to the SABC and e.tv that the concerns of free-to-air television broadcasters are not being taken seriously and have not received the urgent attention from Saarf which they demanded. The SABC and e.tv therefore fully support the NAB intention to resign from Saarf."

The SABC and e.tv now wants a new industry research body "which is sensitive to the fast-changing demographics of South Africa and which treats all South African audiences with equal importance".

"The SABC and e.tv firmly believe that this will be to the benefit of all stakeholders in the broadcasting industry as South Africa moves to a digital free-to-air market."

SAARF ‘extremely disappointed

Paul Haupt, the CEO of SAARF told Channel24 that the organisation is "extremely disappointed at the proposed resignation of the National Association of Broadcasters".

"SAARF has been the custodian of all industry audience measurement for 39 years and the measurement of television and radio has been an important part of its activities".

He says the statement made by the SABC and e.tv contains "serious inaccuracies and SAARF will respond in full to the allegations and inaccurate interpretation of the audit findings".

Comments

  • Wikus Erasmus - 2013-06-27 10:59

    This is exactly the problem with corporate sponsored research. Very little concern or understanding of proper research methodology...

  • John Adams - 2013-06-27 11:06

    I haven't watched tv in a while.

  • Anwar Khan - 2013-06-27 11:17

    sounds like somebody that works for d.s.t.v.

  • Lesibana Maropola - 2013-06-27 11:31

    I stopped watching this useless SABC a decade ago.

      Warren van Wyk - 2013-06-27 13:20

      But, unfortunately, you still have to pay!

  • Wikus Terblanche - 2013-06-27 11:32

    Ag man, SABC/Etv stop showing the whole sequel of Jean-claud van dam's 1980 movies and get something better. DSTV is the same, reruns all the time, pay tv will go down the drain if they keep up bad quality in programs.. I don't even bother watching DSTV sometimes, and rather watch movies or series on the HD.

  • Adiel De Villiers - 2013-06-27 12:18

    I have realised that there is this trend in SA. Calling all middle class white. I beg to differ. I would like to see these stats. There are only so many white people in SA. and where I live (Sandton) it is pretty equal. The point as I Understand it. (and don't agree with) Poor people watch Etv and SABC. So what would the point be to advertise to them. they don't have money to spend. Dstv is not only for white people. But it is for Middle and upper class. cause it is super expensive. duh. so if you want to advertise to those who has money, you have to pay more than when you advertise to the poor. because they have no money. SABC and ETV wants to force them to pay more to advertise, but if logic prevails. The advertising companies will still go to DSTV. only at a cheaper price, and no one would want to advertise at an exorbitant price on channels that more people watch, but don't have the funds to support.

      Mpho Leopeng - 2013-06-27 13:07

      good point. even the poor people are fed up of the content and re runs.

  • André-Pierre du Plessis - 2013-06-27 13:09

    It's called The Death of TV and this is happening across the world: https://vimeo.com/65071152

  • DjBas - 2013-06-27 13:43

    SABC and ETV????? Who are they???

  • Theuns Kruger - 2013-06-27 15:00

    Go TopTV! No, wait...

  • Cecil James Currie - 2013-06-27 16:48

    Adiel, are you for real. Even the poorest of the poor purchase basic necessities. Be it a candle to read by at night, a tin of sardines, a loaf of bread. Every item is branded, even no name brands are brands. As long as you have a brand, you are marketing it. Lion matches versus other brand matches at 10 or 20 cents is a brand to be advertised

      Adiel De Villiers - 2013-06-28 11:51

      and these bands advertise on TV? really come on.

  • Funwithgoats - 2013-06-27 19:24

    SABC Sucks.

  • Suffer Kate - 2013-06-27 19:27

    Do people still watch TV channels? Since I got ADSL, I have not looked back... I choose what I want to watch when I want to watch... and it's more affordable than DSTV. And.... no irritating adverts.

  • Quentin Netterberg - 2013-06-27 19:47

    One has to be brain dead to watch the offerings from the SABC. DSTV is not much better, with subscribers being forced to 'buy' bouquets with channels they don't want and never watch.

  • Nosipho Gasa Ngxulelo - 2013-06-28 10:47

    DSTV is actually looking after the black viewers through Mzansi magic and Africa magic channels telling our stories . SABC and Etv needs to catch a wake up we dont want the American rejects and repeats .

  • Clem Human - 2013-06-28 11:00

    TO ALL THOSE COMPLAINING ABOUT THE QUALITY OF TV, THERE ARE MYSTERIOUS ALTERNATIVES - BOOKS AND EVEN CONVERSATION - TO SAY NOTHING OF EXERCISE AND WHAT ABOUT SPORT?

      Brandon Conroy - 2013-06-28 12:29

      I believe you!

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