14 January 2013 Tams Universe Update

14 JANUARY 2013 TAMS UNIVERSE UPDATE

The TAMS® universe is made up of all households, both rural and urban, with mains electricity and at least one working TV set. TAMS® measures all platforms both analogue and digital and both terrestrial and satellite. Personal viewing data is captured by the TAMS® meter for all household members aged four and older, and includes all guests in the home. Domestic workers are also included in the TAMS® universe but are treated as separate households.

Like all TAMS panels worldwide, SAARF TAMS® uses an establishment survey to estimate the size of the television universe, which will set the parameters of the sample. In South Africa TAMS® uses the All Media and Products Survey (AMPS®) for this purpose and the TAMS® universe is therefore adjusted every six months with each new AMPS® release (normally in about January and August each year).

From Monday 10 December 2012 SAARF TAMS started using the DStv audited figures for weighting the DStv penetration, PVR penetration within DStv and the bouquet percentages within the DStv and M-Net analogue universes on the TAMS panel. Audited DStv updated subscriber numbers will be included in all future bi-annual TAMS Universe updates for weighting purposes only.

Updating the universe regularly ensures that the TAMS® data remains up-to-date with changes happening in the TV arena.

The 2012ATAMS®universe has increased from 11 856888 to 12140 347households (with PVR homes included).This is an increase of 2.4%.

The tables directlybelow show the following:

• The universe that was implemented on 2 July 2012 (AMPS 2011B TV metered universe, using AMPS DStv penetration figures). When some of the RIMS were unbundled on 6 August 2012, the same universe was used as for the 2 July update.
• The universe that was implemented on 10 December 2012 where we used the metered AMPS 2011B figures with the correlating DStv audited figures.
• The metered AMPS 2012A figures with the correlating DStv audited figures that will be implemented in January 2013. From January we will also split the top age RIM of 50+ into 50-64 and 65+.
• There are also tables indicating the movements between the various universe updates.

For the next set of tables you will see test data for the month of October 2012 for both the 10 December 2012 and January 2013 change and the movement between the two. Please note that there might be slight differences in the actual January 2013 release as the test data covered October 2012 and there can be differences due to different programmes, different sport events etc. from October to January.Please note that due to the fact that DStv non-commercial and TopTV are not in the tables, shares for example will not add to 100%.

Unfortunately not all target markets can be covered in an article like this. In summary the universe update on the 10th of December will have a greater impact on the TAMS data, than is expected for the January 2013 update. In the January universe update DStv has gained back some of the losses from the 10 December change and the terrestrial stations stayed mainly stable from the December to the January update.

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