Thursday, July 28, 2011
BREAKING. DStv ratings to go down 9% on average from August as PVR viewership that has become 'significant' gets removed temporarily.
ALSO READ: PVR viewership removed from TAMS from August; viewership of M-Net, kykNET, SuperSport will appear lower.
The South African Advertising Research Foundation (Saarf) that measures television viewership in South Africa with the TAMS system wanted to include - for the first time from August - so-called ''time-shifted viewing'' or viewing happening, or influenced by PVR usage. The organisation that manages the TAMS TV currency and which is used widely by media planners, ad buyers and marketing strategists decided to not only delay time shifted viewing, it decided to remove PVR households from the viewership.
''PVR households are now separated out,'' says Saarf. ''In the next South African TV universe update we should be in a better position to get a clearer view of PVR viewing. Time-shifted viewing in South Africa is going to change the industry and change television,'' says Saarf. Saarf actually wants to double the current TAMS sample size and the number of households whose TV viewing is monitored with electronic meters so that South African TV ratings can be ''more robust and so that we're more prepared for the viewership fragmentation coming with digital terrestrial television (DTT) in the country.''
From August with PVR households that's gone - actually still there but just ''invisible'' for the moment since their viewing isn't factored in - the biggest change will be a drop of 9% in DStv ratings. The biggest TV universe reduction comes DStv Premium subscribers, says Saarf. Channels that will suffer a marked decrease in viewers (although they're actually still there) will be kykNET, M-Net, Discovery, the M-Net movie channels, M-Net Series, Disney and BBC Lifestyle. Channels that will be showing a marked increase due to growth in DStv Compact subscribers will be KidsCo, ONE Gospel and SowetoTV.
''Not all channels are adversely affected,'' says Saarf. ''DStv Compact channels are actually growing. Some DStv Premium channels will be going through separation anxiety. But that viewership will come back.''
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ALSO READ: PVR viewership removed from TAMS from August; viewership of M-Net, kykNET and SuperSport to decline.