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Month: January 2024

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BRC announces updates to TAMS Universe based on 2023 Establishment Survey

The Broadcast Research Council of South Africa (BRC) has officially unveiled and enacted updates to the Television Audience Measurement Survey (TAMS) universe estimates, leveraging insights from the recently conducted 2023 TV Establishment Survey (ES).

According to Gary Whitaker, CEO of the BRC, “The 2023 ES reveals significant shifts in South Africa’s TV viewing landscape compared to our last universe update in 2019. Despite the continued prevalence of TV viewership, there has been a remarkable surge in streaming activities across all age groups. Additionally, we are observing the impacts of various factors such as the analogue switch-off, load shedding, and other environmental considerations.”

Key findings from the 2023 ES:

  • The number of households in South Africa have increased by 5% since the previous ES in 2019.
  • 91% of the total population engages in video viewing on TVs and/or streaming devices. Streaming accounts for 28% of video viewing with the majority using smartphones for streaming.
  • TAMS household universe (linear only) has reduced.
  • Streaming viewing has increased across age groups and socio-economic levels, especially among the youth.
  • Analogue switch-off, economic strain and load shedding have impacted linear TV viewership.
  • Internet access has enabled streaming, with 69% of households having smartphone access and 15% having fixed broadband.

Gary Whitaker further commented, “Aligned with international trends, individuals continue to consume a substantial amount of video content; however, the manner in which this consumption occurs has undergone significant transformation. TAMS needs to evolve to precisely mirror South Africa’s intricate viewing ecosystem.”

Last year’s TV ES, with a sample size of 8000, was conducted using a hybrid methodology combining face-to-face and online survey data to obtain a representative national SA sample. The BRC will adjust the TAMS panel composition over time to align with the new universe estimates.

Impact to TV ratings and audience sizes

Given the measurement changes, there will be impacts to TV ratings and audience sizes. The BRC recommends proper contextualization when analysing TAMS data during this transition period.

The TAMS Universe update was implemented and released on Monday, 29 January 2024.

Complete TAMS universe update details as well as profile changes of the TV population and TV panel which include Province, Area type, Population group, Pay/Non Pay TV can be found on the BRC website – https://brcsa.org.za/tams-universe-update-2023-19-january-2024/

To view the full TV ES presentation, visit https://brcsa.org.za/tv-establishment-survey-release/.

Please follow the BRC on:

https://www.linkedin.com/company/broadcast-research-council-of-south-africa

https://www.facebook.com/Broadcast.Research.Council.of.South.Africa/

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The MRF hosts top-line data from the latest MAPS webinar

The Marketing Research Foundation’s (MRF) is looking forward to connecting with the marketing and advertising industry at their upcoming webinar on Thursday, 01 February 2024, to provide general top-line data from the latest MAPS™ (Marketing All Product Survey) data that was released in December 2023.

“The three continuous years of data, from July 2020 to June 2023 with over 60 000 respondents, has provided invaluable insights into consumer media and product consumption and spending patterns,” says the MRF’s CEO, Johann Koster.

The webinar will include MAPS demographics, the economic landscape that South Africa finds itself in, the current media landscape, and consumer product consumption and spending patterns.

Some interesting findings in the data include the continued upsurge in online activities and e-commerce. Social media and content streaming services continue to show strong growth, for example, TikTok growing by 531% over the past three years, while print media is showing some stability following sharp declines during the pandemic. Television has been severely affected by loadshedding and the Government’s digital migration programme and saw an overall decline of 22%. Some TV channels however bucked this trend and experienced growth during this challenging time.

The three-year period under review presented extraordinary challenges for consumers ranging from the pandemic, economic and cost-of-living challenges to loadshedding and water supply interruptions. These challenges forced consumers to adapt and change their behaviour and the MAPS data provides invaluable insights into these behavioural shifts. While the average monthly spend on groceries and toiletries have remained fairly stable throughout this period, it should be seen in the context of rising inflation which meant that the average grocery basket got smaller. Brand loyalty for groceries and toiletries have also declined while cosmetics saw the opposite trend.

MAPS December 2023 Release Industry Webinar

When:             Thursday, 01 February 2024

Time:              11:00

Where:            Webinar (https://events.teams.microsoft.com/event/97d5d696-906b-410e-b9c1-01a614d3022b@54694a3e-ea56-4bf8-bd2c-83bf1d910d45)

“MAPS provides vital marketing insights to help brands navigate the fast-changing marketing landscape. With extensive consumer data covering long-term trends, seasonal shifts, and quarterly changes in shopper behaviour and spending patterns, MAPS empowers marketers with the consumer intelligence needed to succeed,” said Koster. “We are excited to present MAPS most current findings on South African consumers to the industry this week.”

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