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Survey of establishments reserved for commissioned television

In the space of two years, a lot has happened in the television sector, between market instability, changes in habits, forced or not, the transition to new platforms, the entry of new players on the market, different ways of watching and using different devices.

Source © scyther5 123rf BRC has ordered a new TV-only ES

These affected the television universe and this, combined with the absence of the Establishment Survey (ES), led the Broadcast Research Council of South Africa (BRC) to commission a new reserved ES on the television.

“Due to lack of data and massive market flow, we have made the decision to commission a TV-only ES to determine and focus solely on the TV market,” says BRC CEO Gary Whitaker.

The full Television ES study will be released in the fourth quarter of the year with fieldwork scheduled for July-September 2022.

As there may be some installation period due to digital terrestrial television (DTT), another study could be conducted early next year. It remains essential that any changes in South African audiences be reflected in the universe.

The TV Universe was last updated in October 2020 and used PAMS for the update.

Currently 97% of panel homes are installed with 90% (2,821) of households reporting, although heavily impacted by load shedding and Covid-19.

The panel weighting objective (or representative balance) of 70% for individuals has always been exceeded and the household weighting of 80% greatly exceeds the objective of 65%. The panel is a “well-weighted” panel.

Digital Terrestrial Television

The representation of DTT in the panel is a good representation of what is really happening in the country.

“With TNT, we’re dealing with a lot of estimates and the space is very complex,” says Whitaker.

“Over the next few months, we plan to get data from external sources on the actual numbers as well as our own TV ES to better understand these numbers,” he adds.

TAMS panel in good condition

Despite massive changes in the South African TV market, the TV Audience Measurement Study (TAMS) panel is in good shape.

Some recommendations were made by the auditors.

Panel maintenance is an ongoing process and has been prioritized in a five-step process (over a period of time) to address:

  • The turnover of 452 replacement households (HH).
  • 302 replacement households that no longer fit the definition of the TAMS TV universe.
  • Added 83 new households.
  • Solve the problem of the balance between paid and unpaid households.
  • Develop a plan that will replace HHs who have been on the panel for more than eight years.

According to Whitaker, as with any panel, change cannot be implemented over a short period of time because it will cause instability in the data and impact changes that may not necessarily occur naturally. The panel should accurately represent the South African television landscape and the maintenance of any panel is an ongoing process.

An increase in single and all streaming

Interestingly, according to the Nielsen Digital Consumer Survey, there are now 4.5 million consumers, aged 15 and over, who only use streaming services (compared to around 2 million consumers two years ago), 16.5 million people consuming both linear TV and streaming content. .

According to the 2021 Fusion survey, the most significant change from the 2018 Fusion survey is that “Any Streaming” increased by 6%. There was a significant 16% increase across both surveys in internet subscriptions for TV shows or movies.

YouTube is still the most-watched video-on-demand (VOD) platform with Netflix in second place.

Interestingly, the number of devices used to watch fell from an average of 2.5 to 2, although multi-screening or watching on more than one screen increased daily by 39% to 52 %.

OTT measurement

The BRC panel already measures viewership on TV screens, but Over the Top (OTT) measurement must also be considered, as viewership happens on multiple devices simultaneously.

To that end, in the near future, the BRC will engage with providers to measure OTT audience and track down ratings that have been “lost” to alternative devices or dual-screen audience.

Commercial point or log verification services were awarded to Nielsen after an RFP was sent out by the BRC.

In addition to an already comprehensive website containing multiple informative dashboards, a new dashboard has been created, where at a glance and in real time, on any given day, the platform can spot transgressions and their origin.

Survey of establishments reserved for commissioned television

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