Subscribe & Follow

Advertise your job vacancies

Jobs

Advertising Sales Executive Illovo, Johannesburg
Content Creator Cape Town
Head of Performance Marketing South Africa
Copywriter Cape Town
Junior Copywriter Cape Town
Senior Video Editor Johannesburg
Creative Director Cape Town
Head of Social Durban
Influencer and PR Account Manager Cape Town
Working Art Director Johannesburg

Overnight TV ratings around the corner

21 Jun 2006

From mid-July 2006 , the revolution in the television and advertising industries will begin as the South African Advertising Research Foundation (SAARF) launches overnight TAMS audience figures. The shift from weekly to overnight reporting heralds the arrival of a new model for buying and selling of TV ad space.

SAARF's CEO, Dr Paul Haupt, explains that one of the major benefits of overnight TV ratings is greater efficacy for advertising campaigns. "Marketers and agencies will be able to monitor advertising campaigns on a daily basis, allowing for elasticity in the campaign strategy if needs be," he says. "This means that media buyers will be able to change spots that are not delivering, leading to a far more efficient use of the marketing rand."

The SAARF Television Audience Measurement Survey (TAMS) measures the second-by-second viewing habits of around 1350 weekly reporting households in South Africa, consisting of some 4500 adults aged 16+, and 1000 children aged 7 - 15. The electronic SAARF TAMS peoplemeters automatically record the TV viewing patterns of these households, including what is watched through VCRs, DVDs, M-Net decoders and satellite, and on multiple TV sets.

This data is automatically relayed every 24 hours via radio, cellular telephone or landline, from the TAMS panel homes to a central computer. From mid-July, the data will be reported overnight, and supplied electronically to subscribers.

There will be a parallel-run period to evaluate the data and to give agencies and media owners the opportunity to install the required systems.