Now expanding into the UK market! Make contact to find out what we can do to get you heard!

Open post

The BRC to commission a more comprehensive TAMS audit

There have been rapid changes in the recent video viewing landscape exacerbated by the Covid outbreak and the resultant accelerated changes in access to alternate video services and data. In this context, it is more important than ever that the industry remains confident in the TAMS (TV Audience Measurement Survey) panel, the core of South African TV measurement!

The TAMS panel will continue to form the cornerstone of video audience measurement in South Africa as the industry moves forward on the path of including additional screens, platforms and services into Total Video (TV). To this end, the 2021 TAMS audit will be a more comprehensive and expansive audit than in previous years.

“In 2020 we planned an audit encompassing 50 household visits. Unfortunately, the audit was not conducted due to the Covid lockdown,” says BRC’s CEO Gary Whitaker. “This year, the BRC will be validating the panel and implementing 200 coincidental household checks using a remote Covid safe methodology.”

During 2020, TAMS technicians were unable to carry out their normal maintenance activities resulting in The BRC commissioning auditors 3M3A, analyzing the possible effect this would have on the panel and the data. The check was completed in July 2020 by comparing the panel data for two weeks in 2020, from January 13th to 19th and July 6th to 12th.

Overall findings determined that the panel had decreased in size from January to July by 8% from 10 727 to 9 907 with decay happening to all parts of the panel. The panel also saw the mean weight increasing slightly since there are fewer panel members to carry the universe weight. There was no significant increase in the standard deviation and the Panel Efficiency also remained the same. At that point, the panel was still deemed to be a good currency overall for TV advertising in South Africa, however a more in-depth analysis will take place by means of the upcoming audit.

The broad scope of this year’s audit will include amongst others, a technical check – viewing recording and reporting correctly as per the previous audit and ascertaining the general health of the panel. The audit will also include an environmental review; a qualitative review of factors including power supply and information on viewing on other platforms and devices. Whitaker says, “The audit report will have significant input on informing our scope for future measurement including OTT/Streaming, leading into an RFP after the audit. Zero Ratings, which is a global phenomenon brought on by increased fragmentation, continues to challenge all industry players but measurement of OTT/Streaming, amongst other planned interventions, will offer some relief.”

The audit will also include heavy analysis of the changes in the market landscape over recent years, changes to the data output as a result of adjustments to RIMS (Random Iterative Method Weighting) and the universe update to the PAMS universe estimates from the ES (Establishment Survey), more specifically Household and SEM universe estimates.

“The BRC is planning to commission the 2021 TAMS audit by the beginning of April and will run for a period of two months due to the intensive and expansive nature thereof,” concludes Whitaker. “Results of the audit will be publicised shortly thereafter.”

“We have been extremely aware of the impact the pandemic has had on all research, not only here in South Africa, but globally, and by commissioning extra surveys and checks, we will ensure that all of our data is correct, in good health, reflective of the situation and representative of the universe.”

For more information on the BRC visit

Open post

Who is the Coolest OG?

In this first-to-TV production, 12 of the Coolest OG’s are competing for a R100 000 grand prize by going through a series of fun and really cool challenges to see if they are truly THEE COOLEST OG.

Contestants will go through different challenges in each episode to see who will ultimately win the title of Coolest OG at the end of the season. Each contestant has been sent a package containing a phone on which they will receive instructions for their weekly challenges.

The series allows viewers to see how elderly people from various cultural backgrounds compete against people of similar age.

Their lounges are transformed into mini studios so they can compete from the comfort and safety of their own homes, sometimes with the help of an influencer or their family members.

The OG’s have never met the other contestants and have no idea how each has performed in the various tasks ranging from cooking, modelling, song writing, music videos, gaming, art, acting and other really cool challenges.

The Coolest OG’s will be adjudicated by four young judges. Each week the judges watch and discuss how each contestant has performed before eliminating a contestant based on their performance and swag.

“Just because you’re older doesn’t mean that you’re not lit! The older generation can also be cool and have a lot to teach us. We can say the same for the younger generation when it comes to teaching the older folk a thing or two!” says Gail Hoffmann Parrish, co-founder of marketing integration company G2 Connection. “This show is a social experiment but it’s also terrific insight into the older and younger generations which will of course lead to spectacular and unforgettable TV moments.

We have loads of integration opportunities for brands in the telecommunication, fashion, food, automotive, music, lifestyle and entertainment categories,” she says.

The show airs from 6 June on SABC 2 on Sunday’s nights from 18h30 to 19h30 with repeats on Sunday afternoons.

“Brand options for sponsors include opportunities on all forms of content generation, digital and social media, radio, working with influencers and much more,” says Gail. “This is one of the most exciting shows to hit our screens.

Whatever your communication and media strategy is, there is a suitable fit within the show!”

If you would like to be a part of this extrodinary journey please contact Gail Hoffman Parrish at

Scroll to top