BRC TAMS UPDATE OCTOBER 2016 UNIVERSE UPDATES from
BRC TAMS UPDATE OCTOBER 2016
UNIVERSE UPDATES (from the ES – AMPS)
HOUSEHOLDS INDIVIDUALS
HIGHLIGHTS (from the ES – AMPS) VIEWERS RURAL Viewers 2. 2% -2. 2% 3. 6% -1. 2% NGUNI Viewers SOTHO Viewers HOUSEHOLDS ENGLISH Viewers DSTV H/H PVR H/H OVHD H/H doubles AFRIKAANS Viewers LSMs 7. 5% LSM 6 5. 7% LSM 7 6. 3% LSM 8 MIDDLE LSM H/H Expand -2. 1% -3. 0% -2. 3% -4. 8% LOW & HIGH LSM H/H Decline LSM LSM 1 -4 5 9 10
UNIVERSE SAMPLE week 36 week 34 week 32 week 30 week 28 week 26 week 24 week 22 week 20 week 18 week 16 week 14 Week 12 Week 10 Week 8 Week 6 Week 4 Week 2 Week 53 Week 51 Week 49 Week 47 Week 45 Week 43 Week 41 Week 39 Week 37 THE UNIVERSE & THE SAMPLE 2015 - 2016 45, 100, 000 11, 800 44, 900, 000 11, 300 44, 700, 000 10, 800 44, 500, 000 10, 300 44, 300, 000 44, 100, 000 9, 800 43, 900, 000 9, 300 43, 700, 000 8, 800
BRC TAMS SNAPSHOTS
BRC TAMS SNAPSHOTS TV DATA is tracked DAILY and by EVERY SECOND viewed
BRC TAMS SNAPSHOTS
BRC TAMS SNAPSHOTS
BRC TAMS SNAPSHOTS RACE PROFILE LSM PROFILE
TAMS HAS BEEN EVOLVING OVER TIME
THE STARTING POINT… 2013 WHAT WE FOUND…
• Aging meter technology • Aging panel (15 years plus) • Not all sets in home measured • Unbalanced panel – Low weighting efficiency – Global best practice LOW WEIGHTING EFFICIENCY GLOBAL BEST PRACTICE
• In order to create balance in the TAMS UNIVERSE • We had to set about increasing our weighting efficiencies from…
PUT IN: • Controls • Oversight • Management • Transparent reporting • Audits • PANEL KPI’s
THE FIX IT PLAN • • Technology Polling Reporting Expanding ALL TV sets Tenure Efficiencies
THE PANEL, WEIGHTING EFFICIENCIES & PANEL HEALTH
KPI Panel Health August 2013 August 2014 August 2015 August 2016 Installed Panel 1980 2658 2667 2899 Polling 87% 95% 94. 5% 93% Reporting (Intabs) 76% 90. 9% 89. 8% 89. 7% KPI STATUS, snapshot EARLY AUGUST for each year reported
KPI Panel Health August 2013 August 2014 August 2015 August 2016 Coverage of TV sets 80% 89. 3% 92. 8% 91% Ind. weighting efficiency 41. 5% 64. 9% 79. 5% 75% H/H weighting efficiency 52% 54. 5% 65% Ind. maximum weight 99 000 40 860 22 618 23 882
PANEL TENURE 0 TO 8 YEARS 8 TO 10 YEARS MORE THAN 10 YEARS
BRC TAMS IS A LONGITUDINAL STUDY… Keeping the panel balanced With high weighting efficiencies For DATA STABILITY…
…REQUIRES A FINE BALANCING ACT • • • Churn DSTV Movement LSM MOVEMENT Panel Expansions H/H Tenure
TAMS PANEL CONTROL • • • Province Community Size FTA and DSTV Language No. of TV Sets in home
THE TROUBLE WITH LSM’S
• • • The last 3 TAM audits High INSTABILITY Frequent MOVEMENT UNSTABLE variable NEW socio economic measure
CHANGE MATRIX FOR LSM’S - JAN TO JUN 2016 • In the first 6 months of 2016, 631 (33. 7%) out of 2 539 constant H/H changed LSM JANUARY 2016 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 10 2 2 7 LSM 4 11 LSM 5 3 LSM 6 1 4 28 32 9 13 7 66 68 46 6 77 4 73 LSM 8 1 10 38 1 10 LSM 9 107 15 4 1 175 43 13 1 134 27 4 80 22 59 27 LSM 10 15 2 15 50 MOVED OUT OF 2 LSM 7 MOVED INTO LSM 9 105 157 131 85 59 15 28 631
• Considerations for weighting variables – Universes for commonly traded TM’s should be ANCHORED to maintain stability – WEIGHTING VARIABLES SHOULD BE • • Stable across time Easy to collect from the panel Have fewer intervals BE A DISTINGUISHER FOR TV CONSUMPTION
2016 NEW DATA FEATURES
BROADCASTER PLATFORMS BRC TAMS PANEL COMPOSITION H/H FTA H/H 1 747 DSTV H/H 1 095 • PVR H/H • EXPLORA H/H OVHD H/H 227 59 75
A NEW BROADCAST PLATFORM - OVHD - MNEMONIC DSTV & OVHD Panel Composition H/H that have BOTH DSTV & OVHD 7 H/H DSTV H/H OVHD H/H 75 OF PANEL There is a small OVERLAP of HH that have BOTH DSTV and OVHD
POWER OUTAGES Meter detection of POWER OUTAGE RED FLAG script POWER OUTAGE H/H EXCLUDED audiences Power outage TARGET MARKET AVAILABLE AUDIENCE
TIME SHIFTED VIEWING AUDIENCE RATING TOTAL TV Live Viewing TIME SHIFTED Viewing CONSOLIDATED 7 Day Viewing 10 974 463 171 228 11 145 691 24. 77% 4. 01% 28. 08%
PREPARING BRC TAMS FOR THE FUTURE • BRC TAMS PEOPLEMETER PANEL MEASURES BROADCAST TELEVISION: – BRC TAMS set to expand to 4000 installed H/H by end 2019 (300 H/H per year) – Align to the NEW ES (March/April 2017) – Re-launch BRC TAMS once aligned to the ES
BRC TAMS ALIGNMENT TO THE ES
BRC TAMS PANELS NEXT TO POPULATION AMPS TV H/H PANEL CONTROL (unweighted) BRC TAMS PANEL (installed H/H) SA POPULATION (IHS) BLACK COLOURED ASIAN/INDIAN WHITE SOURCE: BRC TAMS; IHS Population estimates June 2015
GEARING UP FOR THE ES: • The ES sample, is based on new area definitions, BRC TAMS will align in preparation for the NEW ES Universe Update (March 2017) • In preparation… – The IHS area definition reference document has been sent to Nielsen – Nielsen has coded the BRC TAM panel to match the new area definitions, READY FOR WEIGHTING – Next steps will be to implement the new area Universes and start testing – Clear new weighting model
ESTABLISHMENT SURVEY TOTAL POP BRC TAMS PANEL TOTAL TV H/H URBAN METRO 41% 45% RURAL METRO 2% 1% URBAN NON-METRO 27% 30% RURAL NON-METRO 31% 24%
COMMUNITY SIZE URBAN METRO RURAL METRO URBAN NON-METRO RURAL NON-METRO SURVEY TYPE N WEST N CAPE W CAPE TAM HH 0. 0 69. 3 ES POP 0. 0 64. 2 TAM HH 0. 0 0. 6 ES POP 0. 0 0. 3 TAM HH 56. 1 88. 7 27. 4 ES POP 46. 1 77. 6 28. 1 TAM HH 43. 9 11. 3 2. 7 ES POP 53. 9 22. 4 7. 5 POP 2 605 839 4 548
COMMUNITY SIZE URBAN METRO RURAL METRO URBAN NON-METRO RURAL NON-METRO SURVEY TYPE KZN LIM MPUM TAM HH 37. 2 0. 0 ES POP 32. 3 0. 0 TAM HH 3. 4 0. 0 ES POP 4. 7 0. 0 TAM HH 29. 4 24. 2 55. 8 ES POP 20. 3 21. 2 53. 4 TAM HH 30. 0 75. 8 44. 2 ES POP 42. 7 78. 8 46. 6 POP 7 195 3 606 3 002
COMMUNITY SIZE URBAN METRO RURAL METRO URBAN NON-METRO RURAL NON-METRO SURVEY TYPE E CAPE FREE STATE GAUTENG TAM HH 39. 7 36. 6 82. 9 ES POP 29. 7 27. 7 84. 9 TAM HH 2. 1 1. 7 0. 6 ES POP 2. 5 1. 9 TAM HH 25. 0 52. 3 15. 0 ES POP 20. 0 58. 3 12. 7 TAM HH 33. 2 9. 3 1. 5 ES POP 47. 7 12. 5 0. 5 POP 4 616 1 945 10 116
VIEWING SECTION IN THE ES • CROSS DEVICE – – TV Set Cellphone Computer/Laptop Tablet • CROSS LOCATION – – – At Home At Work At School/College Travelling (car, bus, taxi) Bar/Shebeen/Pub/Café Restaurant/Coffee Shop
• TV SETS IN HOME & TECHNOLOGY PLAY – – – Box TV Flat Screen TV Ariel Type Satellite Dish Standard Decoder PVR Decoder DVD Player VHS Recorder Games Console Media Player Internet Viewing
• PLATFORMS – DSTV – OVHD • INTERNET PLATFORMS – Online Subscription Services
VIEWING SECTION IN THE ES • WATCH PROGRAMES – – – Online On a DVD On catch-up Recorded on PVR Actual time of Broadcast
WHAT WE ARE SEEING IN OTHER PARTS OF THE WORLD • Discussions on PEOPLEMETER PANELS integrating with RETURN PATH DATA PANELS • Non-linear viewing (Internet) – On-line TV measurement – On-demand viewing
PARTING COMMENTS from Robert Ruud The current state of the BRC TAMS panel is good, the last remaining improvement takes place once the installed panel aligns with the TV household Universe from the new ES (at end March 2017), in place of the AMPS TV household Universe. The transition to the new ES, with an updated socio-economic model should alleviate the strain the movement in LSM’s has on a live panel. The increase of the panel to a 4000 household sample is now essential to keep the service up to date and in-line with an evolving broadcasting environment.
www. brcsa. org. za
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