The media industry in South Africa has long relied on world-class research as the foundation for effective decision-making.
As the industry continues to transform, we are dedicated to ensuring our audience measurement systems keep pace, providing stakeholders with the insights they need to thrive.
Strengthening TAMS
In response to concerns raised by broadcasters regarding the recently released Television Establishment Survey (TV ES) results, we commissioned an independent review by 3M3A.
The findings revealed that the weighting efficiency of the last TV ES was too low, leading to a recommendation against its adoption into the Television Audience Measurement Survey (TAMS).
The TAMS panel has demonstrated good sensitivity to market changes over the years. To build on this, we will be conducting a longitudinal analysis of viewing data from 2019 to 2024, focusing on both unweighted and weighted metrics. This will help us forecast trends and understand the impact of weighting on the results.
We will also be exploring ways to better align TAMS and the Radio Audience Measurement Survey (RAMS), ensuring consistent population sizing and demographic profiling across the two currencies.
Collaboration and transparency are key to the success of our audience measurement initiatives. We will be working closely with broadcasters, advertisers, and other stakeholders to implement a phased approach to updating the television universe, including reweighting the 2023 Establishment Survey and commissioning a new, comprehensive ES that serves both television and radio audiences.
Enhancing RAMS
The release of RAMS Amplify Q1 2024 data was delayed due to concerns raised by the Radio Research Committee (RRC), particularly around the past-7-day (P7D) radio listening figures, which have declined slowly but steadily over the past few years.
We take these concerns seriously and we have established a technical subcommittee to identify areas for improvement in RAMS Amplify. This subcommittee will work closely with Ipsos to address the queries and provide an action plan to ensure the data can be released with confidence.
Our analysis, conducted by 3M3A, found no issues with the sample or weighting in the March 2024 dataset, indicating a gradual decline in overall radio listening. However, the analysis also highlighted some interesting trends, such as the impact of the Youth Booster and the High-Income/Online Booster.
We will be monitoring these trends closely and exploring the potential need for more qualitative research to better understand how consumers are engaging with radio. Our goal is to ensure RAMS Amplify remains a reliable and responsive currency that reflects the evolving listening habits of South Africans.
Preparing for the future
As we approach the conclusion of the RAMS Amplify Ipsos contract in January 2026, we are taking proactive steps to ensure a smooth transition to either a new currency or an enhanced version of the existing one.
We cannot afford to rely on a 24-month rolling dataset, which could result in prolonged data release timelines. To avoid the pitfalls we experienced during and after the COVID-19 pandemic, we will be launching a Request for Proposal (RFP) process to explore various options and scenarios.
We are also exploring opportunities for greater collaboration between television and radio broadcasters, with the goal of future-proofing the audience measurement systems and achieving economies of scale.
Jointly funded studies, such as the Establishment Survey, and potentially combining budgets for the development of an audio-visual currency that spans both traditional and digital broadcast media, will be key considerations during the RFP process.
Investing in industry education
Recognising the rapidly evolving media landscape and the need for a holistic understanding of audience measurement,we are committed to upskilling the industry through a dedicated education initiative.
Our currencies are under scrutiny, as they should be, to ensure they adapt to the new realities we face. The challenge ahead is to provide a comprehensive perspective of the audience, and we are dedicated to equipping the industry with the knowledge and tools to navigate this changing landscape.
The education initiative will include our certification program covering TAMS, RAMS, the Establishment Survey, Log Verification, Universe Updates, Fusion, and more. Additionally, we will be providing bite-sized, audio-visual educational content to engage and inform the industry.
We believe that a clearly defined educational division is a common feature of successful Joint Industry Committees (JICs) around the world. By investing in industry education, we can empower stakeholders to make informed decisions and leverage our audience measurement tools to their fullest potential.
In conclusion
We remain steadfast in its commitment to advancing the media industry in South Africa through collaborative, transparent, and future-focused initiatives.
Our global reputation for excellence is built on a deep level of industry collaboration, and we are dedicated to upholding this legacy. By working closely with all stakeholders, we will ensure that our audience measurement systems continue to provide the valid, reliable, and stable data that underpins the success of the South African media industry.
Gary Whitaker | CEO | Broadcast Research Council of South Africa (BRCSA) | mail me |
Related FAQs: Broadcast media audience measurement
Q: What is audience measurement in the context of broadcast media?
A: Audience measurement refers to the process of analysing and quantifying the size and characteristics of an audience across different media platforms. This includes understanding viewer habits, engagement levels and demographic information to help marketers and media companies make informed decisions.
Q: How do measurement companies like Nielsen contribute to audience measurement?
A: Nielsen is a leading measurement company that provides comprehensive audience measurement solutions. They utilise advanced audience segments and big data to deliver insights that help marketers and media buyers understand their audience across platforms.
Q: What is first-party data and how does it impact audience measurement?
A: First-party data is information collected directly from consumers by a brand or organisation. This data is crucial for audience measurement as it allows marketers to create more accurate audience segments and tailor their strategies to reach the right audience effectively.
Q: How does cross-platform audience measurement work?
A: Cross-platform audience measurement allows marketers and media buyers to track and analyse audience engagement across different media platforms, including linear TV, digital streaming and out-of-home (OOH) advertising. This holistic view is essential for understanding overall audience behaviour and ensuring continuity with currency measurement.
Q: What role do audience measurement platforms play for marketers?
A: Audience measurement platforms provide marketers with the tools needed to unlock valuable insights from audience data. These platforms enable marketers to assess audience engagement, identify target audiences and optimise their advertising strategies based on real-time measurement data.
Q: Why is understanding your audience critical for media buyers?
A: Understanding your audience is vital for media buyers because it allows them to create more effective campaigns that resonate with specific audience segments. By leveraging audience measurement solutions, media buyers can allocate their budgets more efficiently and maximise the impact of their advertising efforts.
Q: What is the significance of out-of-home (OOH) audience measurement?
A: Out-of-home (OOH) audience measurement is significant as it evaluates audience engagement with advertisements placed in public spaces. This type of measurement helps marketers understand how their campaigns perform outside traditional media environments and how they can reach consumers during their daily activities.
Q: How can measurement innovation change audience measurement practices?
A: Measurement innovation introduces new methodologies and technologies that enhance the accuracy and depth of audience measurement. Innovations such as big data analysis and advanced audience segments allow marketers and media companies to gain deeper insights into audience behaviour and preferences.
Q: How do measurement solutions adapt to the evolving media ecosystem?
A: Measurement solutions adapt to the evolving media ecosystem by incorporating new data sets and methodologies that reflect changes in consumer behaviour and technology. As audiences increasingly engage with content across multiple platforms, measurement companies continuously refine their approaches to provide accurate and relevant audience measurement.
