Thinus Ferreira
The Broadcast Research Council of South Africa (BRCSA) has appointed GfK, an NIQ company, to take over as South African TV ratings tabulator.
GfK's appointment announcement comes a week after Nielsen's shock announcement that it's quitting the country.
According to the BRCSA, GfK will "design and deploy the country's new Total Video Measurement service".
It comes after South Africa's broadcasters asked for an overhaul of the existing TAMS service and identified gaps in measuring the total video audience which continues to fragment and splinter across linear, recorded and catch-up, streaming, and other platforms and means.
The BRCSA in a press release, notes that "Broadcasters have been acutely aware of shifts in viewing that have built up over time and asked the BRC to ensure the service evolves accordingly".
After a procurement process was run, the BRC approached GfK with the finalisation of the contract that is underway.
The first phase of the switch-over will be a new TV currency service "feeding into daily TV trading", according to the BRCSA.
The BRCSA promises that the market "will have a clear, shared, and trusted daily TV currency that reflects today’s viewing reality for broadcast, and connected-TV usage, for broadcasters, agencies, and advertisers".
This first phase data will start to stream 1 January 2027.
The second phase will bring broadcaster on-demand and streaming for everyday planning, according to the BRCSA, so that broadcaster video-on-demand and streaming are incorporated, enabling planners to manage the combined impact of live and online viewing.
This phase should be done by the end of 2027.
The so-called "total video picture" phase should be completed by the end of 2027 when the BRCSA plans to deliver a "unified, all-screens service" that will provide "one view of audiences across traditional television and digital video. This will be implemented during 2028.
The BRCSA says it is working with Nielsen "to coordinate an orderly transition".
"Nielsen will continue to deliver data until Phase 1 launches on 1 January 2027".
"By that avoiding any television data blackout prior to and during the handover, ensuring continuity for the industry throughout."
Gary Whitaker, BRCSA CEO, in the statement says "Today's announcement is about business confidence. We listened to the market, reviewed the status quo, commissioned a new Establishment Survey, and ran a rigorous, business-led process".
"With GfK’s appointment we now have a clear roadmap: first a new daily TV currency, then the inclusion of broadcaster on-demand, and by year-end 2027 a true Total Video service that mirrors how South Africans really watch. Broadcasters can prove their reach, agencies can plan with clarity, and advertisers can be sure every rand is working."
Lee Risk, Vice President, Media Measurement at GfK-NIQ, in the prepared statement, says "GfK-NIQ is proud to partner with the BRC and the South African TV industry to deliver a comprehensive, future-ready media measurement solution tailored to the unique dynamics of South Africa".
"This collaboration reflects a shared vision for innovation in media insights, and we’re confident in the strength of this partnership to elevate the industry."
