The TAMS panel from the South African Audience Research Foundation (Saarf) - the representative group of TV households and a weighted cross-section of South Africa's entire TV viewing public which is used to determine daily television viewership and ratings in the country - will be increased soon to more than 10 000 individuals.
TAMS, the currency South Africa's TV industry use to determine viewership and which in turn drives advertising and media buying, will soon increase the total number of individuals who form a part of the representative sample to more than 10 000 individuals.
The panel increase comes in the run-up to a new 7 year TAMS agreement.
"[The bigger panel size] could make other variables large enough to weight separately," says dr Michelle Boehme, Saarf's technical manager.
