As of 
Monday 10 December 2012 SAARF TAMS (Television and Audience Measurement Survey) will use the DStv audited figures for weighting the DStv penetration, PVR penetration within DStv and the bouquet percentages within the DStv and M-Net analogue universes on the TAMS panel. Audited DStv updated subscriber numbers will be included in all future bi-annual TAMS Universe update for weighting purposes only.
When SAARF first started measuring DStv viewership on the TAMS panel about 11 years ago, DStv penetration was growing at a rapid rate. This resulted in the Establishment Survey AMPS (All Media and Products Survey) lagging behind in its measurement of the penetration.
At the time, MultiChoice supplied SAARF with audited DStv subscriber data to be used in the weighting.
(The standard subscriber number audit is based effectively on a customer count, which is not the same metric as households. In order to get to a “proxy” for private households a number of filters are applied to the subscriber numbers so that they best reflect the TAMS Universe).
With the move to use 6 months AMPS data for universe purposes in TAMS a decision was taken by the TAMS Council in October 2008 to use AMPS figures rather than DStv audited figures. The 6 month data reduced the lag effect somewhat, and it allowed SAARF to have a single and coherent source of establishment data from AMPS which is the establishment survey for TAMS. The AMPS numbers in 2008 were indicative of the size of DSTV during the field work period, but there were some differences between the DStv subscriber numbers and AMPS for MNet and PVR. Being smaller areas of concern, SAARF maintained their decision to use the establishment survey as a single and coherent source of establishment data for TAMS up to the present.
As part of the TAMS audit task team’s investigations a decision was made to use DStv audited figures once again alongside the AMPS data, in order to get a more accurate reflection of the reality of the TV landscape in a fast changing environment.
Recently Nielsen ran some test data using the Current AMPS 2011B 6-month data (the data that is currently being used for all industry releases) on which they superimposed the proportions of DStv audited figures. The preliminary results indicate an average gain of 3-4% in TVR’s for the free-to-air stations, and a loss of about 12-16% for DStv commercial channels. These changes also manifest in the audience shares for free-to-air television and DStv.
Below find some tables of the released data and the test data for a National run for October 2012 for prime-time (based on live + VOSDAL and showing TVRs, thousands and share). The test data and currency data is run on identical time periods to isolate and assess the effect of the Universe changes. Although a lot of the main target markets have been run, this article can’t analyze all the potential markets used out there.
The runs will only give users an indication of what will happen as the October data may differ from the December data, due to different programmes, different sport events etc.
| DATA RELEASED TO INDUSRTY | TEST DATA | ||||||||
|
Market |
Month |
Prime-Time |
Year |
Activity |
Month |
Prime-Time |
Year |
Activity |
|
|
National |
October |
17:00-23:00 |
2012 |
Live + VOSDAL |
October |
17:00-23:00 |
2012 |
Live + VOSDAL |
|
| Target | Channel\Variable | TV Rating | Thousands | Share | Channel\Variable | TV Rating | Thousands | Share | |
| Adults Age 15+ | Total TV |
26.0 |
7,798,036 |
100.00% |
Total TV |
25.7 |
7,724,457 |
100.00% |
|
| SABC 1 |
6.9 |
2,084,830 |
26.74% |
SABC 1 |
7.1 |
2,120,004 |
27.45% |
||
| SABC 2 |
4.5 |
1,355,215 |
17.38% |
SABC 2 |
4.6 |
1,396,549 |
18.08% |
||
| SABC 3 |
2.7 |
799,910 |
10.26% |
SABC 3 |
2.8 |
834,048 |
10.80% |
||
| e.tv |
5.2 |
1,574,642 |
20.19% |
e.tv |
5.4 |
1,618,029 |
20.95% |
||
| DSTV Commercial |
5.3 |
1,584,066 |
20.31% |
DSTV Commercial |
4.6 |
1,387,623 |
17.96% |
||
| Adults: LSM 4-7 | Total TV |
24.1 |
5,246,628 |
100.00% |
Total TV |
24.0 |
5,240,084 |
100.00% |
|
| SABC 1 |
8.4 |
1,838,190 |
35.04% |
SABC 1 |
8.5 |
1,865,953 |
35.61% |
||
| SABC 2 |
4.5 |
971,414 |
18.52% |
SABC 2 |
4.6 |
993,950 |
18.97% |
||
| SABC 3 |
2.5 |
543,866 |
10.37% |
SABC 3 |
2.6 |
558,173 |
10.65% |
||
| e.tv |
5.9 |
1,280,406 |
24.40% |
e.tv |
6.0 |
1,303,869 |
24.88% |
||
| DSTV Commercial |
2.1 |
450,386 |
8.58% |
DSTV Commercial |
1.7 |
372,008 |
7.10% |
||
| Adults: LSM 5-7 | Total TV |
26.4 |
4,380,954 |
100.00% |
Total TV |
26.2 |
4,369,069 |
100.00% |
|
| SABC 1 |
9.1 |
1,511,683 |
34.51% |
SABC 1 |
9.2 |
1,536,894 |
35.18% |
||
| SABC 2 |
4.6 |
761,572 |
17.38% |
SABC 2 |
4.7 |
782,196 |
17.90% |
||
| SABC 3 |
2.8 |
461,556 |
10.54% |
SABC 3 |
2.9 |
475,753 |
10.89% |
||
| e.tv |
6.3 |
1,044,231 |
23.84% |
e.tv |
6.4 |
1,065,382 |
24.38% |
||
| DSTV Commercial |
2.7 |
442,849 |
10.11% |
DSTV Commercial |
2.2 |
365,578 |
8.37% |
||
| Adults: LSM 5-8 | Total TV |
25.2 |
4,913,162 |
100.00% |
Total TV |
26.4 |
5,169,715 |
100.00% |
|
| SABC 1 |
8.0 |
1,566,948 |
31.89% |
SABC 1 |
8.6 |
1,679,470 |
32.49% |
||
| SABC 2 |
4.5 |
880,142 |
17.91% |
SABC 2 |
4.9 |
950,989 |
18.40% |
||
| SABC 3 |
2.7 |
529,698 |
10.78% |
SABC 3 |
3.0 |
577,062 |
11.16% |
||
| e.tv |
5.7 |
1,119,691 |
22.79% |
e.tv |
6.2 |
1,206,535 |
23.34% |
||
| DSTV Commercial |
3.1 |
610,355 |
12.42% |
DSTV Commercial |
2.8 |
551,744 |
10.67% |
||
| Adults: LSM 7-10 | Total TV |
31.0 |
3,681,645 |
100.00% |
Total TV |
30.4 |
3,612,633 |
100.00% |
|
| SABC 1 |
4.1 |
482,574 |
13.11% |
SABC 1 |
4.2 |
496,411 |
13.74% |
||
| SABC 2 |
5.1 |
603,425 |
16.39% |
SABC 2 |
5.4 |
635,418 |
17.59% |
||
| SABC 3 |
3.6 |
432,884 |
11.76% |
SABC 3 |
3.9 |
462,401 |
12.80% |
||
| e.tv |
4.4 |
528,076 |
14.34% |
e.tv |
4.7 |
558,610 |
15.46% |
||
| DSTV Commercial |
11.3 |
1,346,624 |
36.58% |
DSTV Commercial |
10.0 |
1,191,573 |
32.98% |
||
| Adults: LSM 8-10 | Total TV |
31.5 |
2,547,363 |
100.00% |
Total TV |
30.8 |
2,480,213 |
100.00% |
|
| SABC 1 |
3.0 |
245,135 |
9.62% |
SABC 1 |
3.1 |
252,502 |
10.18% |
||
| SABC 2 |
4.7 |
381,641 |
14.98% |
SABC 2 |
5.0 |
400,377 |
16.14% |
||
| SABC 3 |
3.2 |
255,666 |
10.04% |
SABC 3 |
3.4 |
275,485 |
11.11% |
||
| e.tv |
3.6 |
294,236 |
11.55% |
e.tv |
3.9 |
314,160 |
12.67% |
||
| DSTV Commercial |
14.0 |
1,133,680 |
44.50% |
DSTV Commercial |
12.6 |
1,015,615 |
40.95% |
||
| Housewives | Total TV |
31.5 |
3,171,310 |
100.00% |
Total TV |
31.3 |
3,158,732 |
100.00% |
|
| SABC 1 |
7.7 |
775,793 |
24.46% |
SABC 1 |
7.9 |
793,868 |
25.13% |
||
| SABC 2 |
6.0 |
605,712 |
19.10% |
SABC 2 |
6.3 |
631,438 |
19.99% |
||
| SABC 3 |
3.8 |
383,815 |
12.10% |
SABC 3 |
4.0 |
404,010 |
12.79% |
||
| e.tv |
6.3 |
636,462 |
20.07% |
e.tv |
6.6 |
661,075 |
20.93% |
||
| DSTV Commercial |
6.1 |
615,386 |
19.40% |
DSTV Commercial |
5.2 |
527,915 |
16.71% |
||
| Housewives: LSM 5-7 | Total TV |
31.5 |
1,743,509 |
100.00% |
Total TV |
31.5 |
1,750,806 |
100.00% |
|
| SABC 1 |
10.3 |
568,646 |
32.61% |
SABC 1 |
10.5 |
582,877 |
33.29% |
||
| SABC 2 |
5.9 |
326,855 |
18.75% |
SABC 2 |
6.1 |
337,292 |
19.26% |
||
| SABC 3 |
3.9 |
215,993 |
12.39% |
SABC 3 |
4.0 |
222,918 |
12.73% |
||
| e.tv |
7.7 |
425,780 |
24.42% |
e.tv |
7.9 |
438,362 |
25.04% |
||
| DSTV Commercial |
2.8 |
153,207 |
8.79% |
DSTV Commercial |
2.2 |
122,998 |
7.03% |
||
| Housewives: LSM 8-10 | Total TV |
36.1 |
1,090,062 |
100.00% |
Total TV |
35.3 |
1,068,422 |
100.00% |
|
| SABC 1 |
2.8 |
84,505 |
7.75% |
SABC 1 |
2.9 |
87,567 |
8.20% |
||
| SABC 2 |
6.1 |
183,058 |
16.79% |
SABC 2 |
6.5 |
197,882 |
18.52% |
||
| SABC 3 |
4.4 |
132,878 |
12.19% |
SABC 3 |
4.8 |
146,284 |
13.69% |
||
| e.tv |
4.3 |
129,034 |
11.84% |
e.tv |
4.6 |
140,215 |
13.12% |
||
| DSTV Commercial |
15.2 |
460,248 |
42.22% |
DSTV Commercial |
13.3 |
403,110 |
37.73% |
||
| Male: LSM 5-7 | Total TV |
24.1 |
1,852,001 |
100.00% |
Total TV |
23.8 |
1,833,390 |
100.00% |
|
| SABC 1 |
8.4 |
648,374 |
35.01% |
SABC 1 |
8.5 |
655,464 |
35.75% |
||
| SABC 2 |
4.0 |
308,017 |
16.63% |
SABC 2 |
4.1 |
315,097 |
17.19% |
||
| SABC 3 |
2.3 |
174,916 |
9.44% |
SABC 3 |
2.3 |
180,277 |
9.83% |
||
| e.tv |
5.7 |
437,729 |
23.64% |
e.tv |
5.8 |
442,874 |
24.16% |
||
| DSTV Commercial |
2.8 |
212,495 |
11.47% |
DSTV Commercial |
2.3 |
176,097 |
9.60% |
||
| Male: LSM 8-10 | Total TV |
28.6 |
1,077,630 |
100.00% |
Total TV |
27.8 |
1,041,168 |
100.00% |
|
| SABC 1 |
3.0 |
112,406 |
10.43% |
SABC 1 |
3.1 |
116,416 |
11.18% |
||
| SABC 2 |
4.0 |
149,169 |
13.84% |
SABC 2 |
4.1 |
151,623 |
14.56% |
||
| SABC 3 |
2.6 |
97,794 |
9.07% |
SABC 3 |
2.8 |
103,618 |
9.95% |
||
| e.tv |
3.2 |
121,134 |
11.24% |
e.tv |
3.4 |
128,802 |
12.37% |
||
| DSTV Commercial |
13.2 |
499,153 |
46.32% |
DSTV Commercial |
12.0 |
449,483 |
43.17% |
||
| Men 15+ | Total TV |
23.3 |
3,311,997 |
100.00% |
Total TV |
23.0 |
3,261,144 |
100.00% |
|
| SABC 1 |
6.3 |
900,333 |
27.18% |
SABC 1 |
6.4 |
913,016 |
28.00% |
||
| SABC 2 |
3.9 |
552,922 |
16.69% |
SABC 2 |
4.0 |
563,827 |
17.29% |
||
| SABC 3 |
2.2 |
309,339 |
9.34% |
SABC 3 |
2.3 |
320,753 |
9.84% |
||
| e.tv |
4.7 |
668,103 |
20.17% |
e.tv |
4.8 |
682,183 |
20.92% |
||
| DSTV Commercial |
5.0 |
712,830 |
21.52% |
DSTV Commercial |
4.4 |
626,534 |
19.21% |
||
| Adult: Black 15+ | Total TV |
23.2 |
5,057,483 |
100.00% |
Total TV |
23.1 |
5,052,952 |
100.00% |
|
| SABC 1 |
8.8 |
1,932,092 |
38.20% |
SABC 1 |
9.0 |
1,959,926 |
38.79% |
||
| SABC 2 |
3.5 |
766,031 |
15.15% |
SABC 2 |
3.6 |
780,747 |
15.45% |
||
| SABC 3 |
1.8 |
385,329 |
7.62% |
SABC 3 |
1.8 |
395,993 |
7.84% |
||
| e.tv |
5.3 |
1,150,636 |
22.75% |
e.tv |
5.4 |
1,171,478 |
23.18% |
||
| DSTV Commercial |
2.9 |
642,230 |
12.70% |
DSTV Commercial |
2.6 |
574,073 |
11.36% |
||
| Kids Age 4-14 | Total TV |
18.1 |
1,712,651 |
100.00% |
Total TV |
17.9 |
1,695,074 |
100.00% |
|
| SABC 1 |
5.8 |
545,498 |
31.85% |
SABC 1 |
5.8 |
548,465 |
32.36% |
||
| SABC 2 |
2.9 |
274,897 |
16.05% |
SABC 2 |
3.0 |
279,837 |
16.51% |
||
| SABC 3 |
1.5 |
138,672 |
8.10% |
SABC 3 |
1.5 |
141,466 |
8.35% |
||
| e.tv |
3.8 |
356,244 |
20.80% |
e.tv |
3.8 |
361,872 |
21.35% |
||
| DSTV Commercial |
3.1 |
295,635 |
17.26% |
DSTV Commercial |
2.8 |
268,350 |
15.83% |
Difference between Released and Test data
|
Market |
Month |
Prime-Time |
Year |
Activity |
|
| National | October |
17:00-23:00 |
2012 |
Live+ VOSDAL |
|
| Target | Channel\Variable | In 000′s | % on 000′s | % on TV rating | Share |
| Adults Age 15+ | Total TV |
-73,579 |
-1% |
-1% |
0% |
| SABC 1 |
35,174 |
2% |
3% |
3% |
|
| SABC 2 |
41,334 |
3% |
2% |
4% |
|
| SABC 3 |
34,138 |
4% |
4% |
5% |
|
| e.tv |
43,387 |
3% |
4% |
4% |
|
| DSTV Commercial |
-196,443 |
-12% |
-13% |
-12% |
|
| Adults: LSM 4-7 | Total TV |
-6,544 |
0% |
0% |
0% |
| SABC 1 |
27,763 |
2% |
1% |
2% |
|
| SABC 2 |
22,536 |
2% |
2% |
2% |
|
| SABC 3 |
14,307 |
3% |
4% |
3% |
|
| e.tv |
23,463 |
2% |
2% |
2% |
|
| DSTV Commercial |
-78,378 |
-17% |
-19% |
-17% |
|
| Adults: LSM 5-7 | Total TV |
-11,885 |
0% |
-1% |
0% |
| SABC 1 |
25,211 |
2% |
1% |
2% |
|
| SABC 2 |
20,624 |
3% |
2% |
3% |
|
| SABC 3 |
14,197 |
3% |
4% |
3% |
|
| e.tv |
21,151 |
2% |
2% |
2% |
|
| DSTV Commercial |
-77,271 |
-17% |
-19% |
-17% |
|
| Adults: LSM 5-8 | Total TV |
256,553 |
5% |
5% |
0% |
| SABC 1 |
112,522 |
7% |
8% |
2% |
|
| SABC 2 |
70,847 |
8% |
9% |
3% |
|
| SABC 3 |
47,364 |
9% |
11% |
4% |
|
| e.tv |
86,844 |
8% |
9% |
2% |
|
| DSTV Commercial |
-58,611 |
-10% |
-10% |
-14% |
|
| Adults: LSM 7-10 | Total TV |
-69,012 |
-2% |
-2% |
0% |
| SABC 1 |
13,837 |
3% |
2% |
5% |
|
| SABC 2 |
31,993 |
5% |
6% |
7% |
|
| SABC 3 |
29,517 |
7% |
8% |
9% |
|
| e.tv |
30,534 |
6% |
7% |
8% |
|
| DSTV Commercial |
-155,051 |
-12% |
-12% |
-10% |
|
| Adults: LSM 8-10 | Total TV |
-67,150 |
-3% |
-2% |
0% |
| SABC 1 |
7,367 |
3% |
3% |
6% |
|
| SABC 2 |
18,736 |
5% |
6% |
8% |
|
| SABC 3 |
19,819 |
8% |
6% |
11% |
|
| e.tv |
19,924 |
7% |
8% |
10% |
|
| DSTV Commercial |
-118,065 |
-10% |
-10% |
-8% |
|
| Housewives | Total TV |
-12,578 |
0% |
-1% |
0% |
| SABC 1 |
18,075 |
2% |
3% |
3% |
|
| SABC 2 |
25,726 |
4% |
5% |
5% |
|
| SABC 3 |
20,195 |
5% |
5% |
6% |
|
| e.tv |
24,613 |
4% |
5% |
4% |
|
| DSTV Commercial |
-87,471 |
-14% |
-15% |
-14% |
|
| Housewives: LSM 5-7 | Total TV |
7,297 |
0% |
0% |
0% |
| SABC 1 |
14,231 |
3% |
2% |
2% |
|
| SABC 2 |
10,437 |
3% |
3% |
3% |
|
| SABC 3 |
6,925 |
3% |
3% |
3% |
|
| e.tv |
12,582 |
3% |
3% |
3% |
|
| DSTV Commercial |
-30,209 |
-20% |
-21% |
-20% |
|
| Housewives: LSM 8-10 | Total TV |
-21,640 |
-2% |
-2% |
0% |
| SABC 1 |
3,062 |
4% |
4% |
6% |
|
| SABC 2 |
14,824 |
8% |
7% |
10% |
|
| SABC 3 |
13,406 |
10% |
9% |
12% |
|
| e.tv |
11,181 |
9% |
7% |
11% |
|
| DSTV Commercial |
-57,138 |
-12% |
-13% |
-11% |
|
| Male: LSM 5-7 | Total TV |
-18,611 |
-1% |
-1% |
0% |
| SABC 1 |
7,090 |
1% |
1% |
2% |
|
| SABC 2 |
7,080 |
2% |
2% |
3% |
|
| SABC 3 |
5,361 |
3% |
0% |
4% |
|
| e.tv |
5,145 |
1% |
2% |
2% |
|
| DSTV Commercial |
-36,398 |
-17% |
-18% |
-16% |
|
| Male: LSM 8-10 | Total TV |
-36,462 |
-3% |
-3% |
0% |
| SABC 1 |
4,010 |
4% |
3% |
7% |
|
| SABC 2 |
2,454 |
2% |
2% |
5% |
|
| SABC 3 |
5,824 |
6% |
8% |
10% |
|
| e.tv |
7,668 |
6% |
6% |
10% |
|
| DSTV Commercial |
-49,670 |
-10% |
-9% |
-7% |
|
| Men 15+ | Total TV |
-50,853 |
-2% |
-1% |
0% |
| SABC 1 |
12,683 |
1% |
2% |
3% |
|
| SABC 2 |
10,905 |
2% |
3% |
4% |
|
| SABC 3 |
11,414 |
4% |
5% |
5% |
|
| e.tv |
14,080 |
2% |
2% |
4% |
|
| DSTV Commercial |
-86,296 |
-12% |
-12% |
-11% |
|
| Adult: Black 15+ | Total TV |
-4,531 |
0% |
0% |
0% |
| SABC 1 |
27,834 |
1% |
2% |
2% |
|
| SABC 2 |
14,716 |
2% |
3% |
2% |
|
| SABC 3 |
10,664 |
3% |
0% |
3% |
|
| e.tv |
20,842 |
2% |
2% |
2% |
|
| DSTV Commercial |
-68,157 |
-11% |
-10% |
-11% |
|
| Kids Age 4-14 | Total TV |
-17,577 |
-1% |
-1% |
0% |
| SABC 1 |
2,967 |
1% |
0% |
2% |
|
| SABC 2 |
4,940 |
2% |
3% |
3% |
|
| SABC 3 |
2,794 |
2% |
0% |
3% |
|
| e.tv |
5,628 |
2% |
0% |
3% |
|
| DSTV Commercial |
-27,285 |
-9% |
-10% |
-8% |
For purposes of this article *DStv Commercial has been grouped. Note that there will be differences by channel.
This article also looked at Live + VOSDAL only. However it was found that looking at consolidated data only marginally adds to DStv and even less to the non-pay part of the TAMS universe.
In summary there are different movements depending on the Target Market selected but in general Free-to-air gained and Pay declined. The loss and gain can be understood by looking at the Universes in the table below.
Current released TAMS universe compared to test data universe for individuals 4+ in 000s
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