The company states the benefit of the new P-levels is twofold - it will align the advertising rates on M-Net and DStv and the steps in the rates have been reduced to smaller increments, particularly at the upper end, to allow for better fine-tuning of rates in line with demand.
OATS has also taken the decision to align its duration loading to that currently by the free-to-air broadcasters. This should simplify the buying process for M-Net and DStv, eliminating the need for customised loadings for the pay channels.
"It is important to align all these trading practices as we start looking at a more automated means to selling airtime and guaranteeing audience delivery," said Melinda Naicker, OATS strategy and research.
