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One algorithm standard for TAMS

14 Sep 2010

SAARF has decided to follow the example of joint industry committees in other countries which supply media audience research and has determined gold standard formulae which will govern how TV ratings, reach and frequency (TAMS) are to be calculated. The move comes after numerous concerns raised by TAMS users over why, depending on what software used to do the runs, the results differ.

From the beginning of September 2010, software providers for SAARF TAMS data, both locally and internationally, will start to convert to what it calls the "gold standard" algorithms.

Dr Paul Haupt, CEO of SAARF, explains, "In addition to almost two years spent going through a consultative industry process of rewriting the TAMS Technical Report, all the software providers were also approached separately for their input. Most gave us their full support and will implement the new formulae as soon as possible. Some may elect to still offer their own calculations to add value, but all will have to offer the new, agreed-upon SAARF gold standard formulae as the default option."

Users that urgently require the implementation of the Gold Standard should contact their software supplier directly to ascertain when they can expect to be supplied with the new option. SAARF will publish a list on its website of all software suppliers who have implemented the new algorithms. This list will be updated regularly so that users can be sure they're all talking the same language.

Go to the SAARF TAMS Technical Report for more information.