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.

TABLE A / TABLE B
Metered AMPS 2011B with AMPS DStv Penetration figures / Metered AMPS 2011B with DStv audited penetration figures
Implemented on 2 July 2012 (included new IHS figures) / Implemented on 10 December 2012
All Adults 15+ (includes PVR) / All Adults 15+ (includes PVR)
Females Afr/Bth / 2,410,365 / Females Afr/Bth / 2,410,365
Males Afr/Bth / 2,217,582 / Males Afr/Bth / 2,217,582
Females Eng/Oth / 1,648,683 / Females Eng/Oth / 1,648,683
Males Eng/Oth / 1,546,154 / Males Eng/Oth / 1,546,154
Females Ngn / 6,079,502 / Females Ngn / 6,079,502
Males Ngn / 5,900,295 / Males Ngn / 5,900,295
Females Sot / 5,285,147 / Females Sot / 5,285,147
Males Sot / 4,951,709 / Males Sot / 4,951,709
30,039,437 / 30,039,437
Western Cape / 3,380,152 / Western Cape / 3,380,152
Northern Cape / 664,079 / Northern Cape / 664,079
Free State / 1,884,835 / Free State / 1,884,835
Eastern Cape / 3,253,853 / Eastern Cape / 3,253,853
Kwazulu-Natal / 5,541,976 / Kwazulu-Natal / 5,541,976
Mpumalanga / 2,212,646 / Mpumalanga / 2,212,646
Limpopo / 3,194,212 / Limpopo / 3,194,212
Gauteng / 7,753,756 / Gauteng / 7,753,756
North-West / 2,153,928 / North-West / 2,153,928
30,039,437 / 30,039,437
LSM 1-4 / 4,889,073 / LSM 1-4 / 4,889,073
LSM 5-7 / 17,026,262 / LSM 5-7 / 17,026,262
LSM 8-10 / 8,124,102 / LSM 8-10 / 8,124,102
30,039,437 / 30,039,437
DSTV / 9,356,868 / *DSTV / 8,202,227
Non DSTV / 20,682,569 / Non DSTV / 21,837,210
30,039,437 / 30,039,437
Top TV / 609,446 / Top TV / 609,446
Non Top TV / 29,429,991 / Non Top TV / 29,429,991
30,039,437 / 30,039,437
HH UNIVERSE: / 11,856,888 / HH UNIVERSE: / 11,856,888
*DSTV figures based on September 2011 DSTV subscriber figures.
% DIFFERENCE BETWEEN TABLE A & B
All Adults 15+ (includes PVR)
Females Afr/Bth / 0
Males Afr/Bth / 0
Females Eng/Oth / 0
Males Eng/Oth / 0
Females Ngn / 0
Males Ngn / 0
Females Sot / 0
Males Sot / 0
Western Cape / 0
Northern Cape / 0
Free State / 0
Eastern Cape / 0
Kwazulu-Natal / 0
Mpumalanga / 0
Limpopo / 0
Gauteng / 0
North-West / 0
LSM 1-4 / 0
LSM 5-7 / 0
LSM 8-10 / 0
DSTV / -12
Non DSTV / 6
0
Top TV / 0
Non Top TV / 0
TABLE B / TABLE C
Metered AMPS 2011B with DStv audited penetration figures / Metered AMPS 2012A with DStv audited penetration figures
Implemented on 10 December 2012 / To be Implemented in January 2013
All Adults 15+ (includes PVR) / All Adults 15+ (includes PVR)
Females Afr/Bth / 2,410,365 / Females Afr/Bth / 2,417,834
Males Afr/Bth / 2,217,582 / Males Afr/Bth / 2,299,736
Females Eng/Oth / 1,648,683 / Females Eng/Oth / 1,641,465
Males Eng/Oth / 1,546,154 / Males Eng/Oth / 1,536,280
Females Ngn / 6,079,502 / Females Ngn / 6,067,926
Males Ngn / 5,900,295 / Males Ngn / 5,847,452
Females Sot / 5,285,147 / Females Sot / 5,612,609
Males Sot / 4,951,709 / Males Sot / 5,185,523
30,039,437 / 30,608,825
Western Cape / 3,380,152 / Western Cape / 3,424,168
Northern Cape / 664,079 / Northern Cape / 708,996
Free State / 1,884,835 / Free State / 1,864,283
Eastern Cape / 3,253,853 / Eastern Cape / 3,370,786
Kwazulu-Natal / 5,541,976 / Kwazulu-Natal / 5,769,242
Mpumalanga / 2,212,646 / Mpumalanga / 2,176,771
Limpopo / 3,194,212 / Limpopo / 3,393,566
Gauteng / 7,753,756 / Gauteng / 7,724,914
North-West / 2,153,928 / North-West / 2,176,099
30,039,437 / 30,608,825
LSM 1-4 / 4,889,073 / LSM 1-4 / 5,183,729
LSM 5-7 / 17,026,262 / LSM 5-7 / 17,258,783
LSM 8-10 / 8,124,102 / LSM 8-10 / 8,166,313
30,039,437 / 30,608,825
*DSTV / 8,202,227 / *DSTV / 9,025,273
Non DSTV / 21,837,210 / Non DSTV / 21,583,552
30,039,437 / 30,608,825
Top TV / 609,446 / Top TV / 452,536
Non Top TV / 29,429,991 / Non Top TV / 30,156,289
30,039,437 / 30,608,825
HH UNIVERSE: / 11,856,888 / HH UNIVERSE: / 12,140,347
*DSTV figures based on September 2011 DSTV subscriber figures. / *DSTV figures based on March 2012 DSTV subscriber figures.
% DIFFERENCE BETWEEN TABLE B & C
All Adults 15+ (includes PVR)
Females Afr/Bth / 0
Males Afr/Bth / 4
Females Eng/Oth / 0
Males Eng/Oth / -1
Females Ngn / 0
Males Ngn / -1
Females Sot / 6
Males Sot / 5
Western Cape / 1
Northern Cape / 7
Free State / -1
Eastern Cape / 4
Kwazulu-Natal / 4
Mpumalanga / -2
Limpopo / 6
Gauteng / 0
North-West / 1
LSM 1-4 / 6
LSM 5-7 / 1
LSM 8-10 / 1
DSTV / 10
Non DSTV / -1
Top TV / -26
Non Top TV / 2

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%.

Test data for October on 2011B Metered AMPS / Test data for October on 2012A Metered AMPS
using DStv audited figures / using DStv audited figures
Change implemented on 10 December 2012 / Change to be implemented in January 2013
Market / Prime time / Year / Activity / Prime time / Year / Activity
National / 17:00-23:00 / 2012 / Live + VOSDAL / 17:00-23:00 / 2012 / Live + VOSDAL
Target / TV Rating / Thousands / Share / TV Rating / Thousands / Share
Adults Age 15+ / Total TV / 25.7 / 7,724,457 / 100.00% / 25.7 / 7,856,655 / 100.00%
SABC 1 / 7.1 / 2,120,004 / 27.45% / 7.1 / 2,160,928 / 27.50%
SABC 2 / 4.6 / 1,396,549 / 18.08% / 4.6 / 1,394,872 / 17.75%
SABC 3 / 2.8 / 834,048 / 10.80% / 2.7 / 830,552 / 10.57%
e.tv / 5.4 / 1,618,029 / 20.95% / 5.3 / 1,622,526 / 20.65%
DSTV Commercial / 4.6 / 1,387,623 / 17.96% / 4.8 / 1,472,708 / 18.74%
Adults: LSM 4-7 / Total TV / 24.0 / 5,240,084 / 100.00% / 24.0 / 5,332,398 / 100.00%
SABC 1 / 8.5 / 1,865,953 / 35.61% / 8.6 / 1,899,677 / 35.63%
SABC 2 / 4.6 / 993,950 / 18.97% / 4.5 / 1,002,294 / 18.80%
SABC 3 / 2.6 / 558,173 / 10.65% / 2.5 / 559,612 / 10.49%
e.tv / 6.0 / 1,303,869 / 24.88% / 5.9 / 1,307,449 / 24.52%
DSTV Commercial / 1.7 / 372,008 / 7.10% / 1.9 / 416,472 / 7.81%
Adults: LSM 5-7 / Total TV / 26.2 / 4,369,069 / 100.00% / 26.3 / 4,411,083 / 100.00%
SABC 1 / 9.2 / 1,536,894 / 35.18% / 9.2 / 1,549,613 / 35.13%
SABC 2 / 4.7 / 782,196 / 17.90% / 4.6 / 777,392 / 17.62%
SABC 3 / 2.9 / 475,753 / 10.89% / 2.8 / 472,613 / 10.71%
e.tv / 6.4 / 1,065,382 / 24.38% / 6.3 / 1,058,962 / 24.01%
DSTV Commercial / 2.2 / 365,578 / 8.37% / 2.4 / 408,977 / 9.27%
Adults: LSM 5-8 / Total TV / 26.4 / 5,169,715 / 100.00% / 26.5 / 5,218,032 / 100.00%
SABC 1 / 8.6 / 1,679,470 / 32.49% / 8.6 / 1,694,677 / 32.48%
SABC 2 / 4.9 / 950,989 / 18.40% / 4.8 / 942,070 / 18.05%
SABC 3 / 3.0 / 577,062 / 11.16% / 2.9 / 573,607 / 10.99%
e.tv / 6.2 / 1,206,535 / 23.34% / 6.1 / 1,199,622 / 22.99%
DSTV Commercial / 2.8 / 551,744 / 10.67% / 3.1 / 606,813 / 11.63%
Adults: LSM 7-10 / Total TV / 30.4 / 3,612,633 / 100.00% / 30.2 / 3,708,392 / 100.00%
SABC 1 / 4.2 / 496,411 / 13.74% / 4.2 / 516,532 / 13.93%
SABC 2 / 5.4 / 635,418 / 17.59% / 5.1 / 630,468 / 17.00%
SABC 3 / 3.9 / 462,401 / 12.80% / 3.8 / 462,074 / 12.46%
e.tv / 4.7 / 558,610 / 15.46% / 4.6 / 569,388 / 15.35%
DSTV Commercial / 10.0 / 1,191,573 / 32.98% / 10.2 / 1,254,546 / 33.83%
Adults: LSM 8-10 / Total TV / 30.8 / 2,480,213 / 100.00% / 30.6 / 2,519,758 / 100.00%
SABC 1 / 3.1 / 252,502 / 10.18% / 3.2 / 259,574 / 10.30%
SABC 2 / 5.0 / 400,377 / 16.14% / 4.7 / 390,179 / 15.48%
SABC 3 / 3.4 / 275,485 / 11.11% / 3.3 / 270,517 / 10.74%
e.tv / 3.9 / 314,160 / 12.67% / 3.8 / 315,077 / 12.50%
DSTV Commercial / 12.6 / 1,015,615 / 40.95% / 12.8 / 1,056,235 / 41.92%
Housewives / Total TV / 31.3 / 3,158,732 / 100.00% / 31.1 / 3,196,770 / 100.00%
SABC 1 / 7.9 / 793,868 / 25.13% / 7.9 / 813,573 / 25.45%
SABC 2 / 6.3 / 631,438 / 19.99% / 6.1 / 629,471 / 19.69%
SABC 3 / 4.0 / 404,010 / 12.79% / 3.9 / 401,652 / 12.56%
e.tv / 6.6 / 661,075 / 20.93% / 6.4 / 659,106 / 20.62%
DSTV Commercial / 5.2 / 527,915 / 16.71% / 5.4 / 551,656 / 17.26%
Housewives: LSM 5-7 / Total TV / 31.5 / 1,750,806 / 100.00% / 31.5 / 1,768,968 / 100.00%
SABC 1 / 10.5 / 582,877 / 33.29% / 10.5 / 588,768 / 33.28%
SABC 2 / 6.1 / 337,292 / 19.26% / 6.0 / 338,089 / 19.11%
SABC 3 / 4.0 / 222,918 / 12.73% / 4.0 / 223,218 / 12.62%
e.tv / 7.9 / 438,362 / 25.04% / 7.7 / 435,131 / 24.60%
DSTV Commercial / 2.2 / 122,998 / 7.03% / 2.4 / 136,783 / 7.73%
Housewives: LSM 8-10 / Total TV / 35.3 / 1,068,422 / 100.00% / 34.7 / 1,061,642 / 100.00%
SABC 1 / 2.9 / 87,567 / 8.20% / 3.0 / 90,366 / 8.51%
SABC 2 / 6.5 / 197,882 / 18.52% / 6.1 / 187,075 / 17.62%
SABC 3 / 4.8 / 146,284 / 13.69% / 4.6 / 141,215 / 13.30%
e.tv / 4.6 / 140,215 / 13.12% / 4.5 / 136,786 / 12.88%
DSTV Commercial / 13.3 / 403,110 / 37.73% / 13.5 / 412,738 / 38.88%
Male: LSM 5-7 / Total TV / 23.8 / 1,833,390 / 100.00% / 24.0 / 1,833,265 / 100.00%
SABC 1 / 8.5 / 655,464 / 35.75% / 8.5 / 653,009 / 35.62%
SABC 2 / 4.1 / 315,097 / 17.19% / 4.0 / 307,163 / 16.75%
SABC 3 / 2.3 / 180,277 / 9.83% / 2.3 / 175,264 / 9.56%
e.tv / 5.8 / 442,874 / 24.16% / 5.7 / 435,924 / 23.78%
DSTV Commercial / 2.3 / 176,097 / 9.60% / 2.6 / 197,112 / 10.75%
Male: LSM 8-10 / Total TV / 27.8 / 1,041,168 / 100.00% / 27.9 / 1,075,974 / 100.00%
SABC 1 / 3.1 / 116,416 / 11.18% / 3.1 / 118,933 / 11.05%
SABC 2 / 4.1 / 151,623 / 14.56% / 3.9 / 151,494 / 14.08%
SABC 3 / 2.8 / 103,618 / 9.95% / 2.7 / 103,975 / 9.66%
e.tv / 3.4 / 128,802 / 12.37% / 3.4 / 131,785 / 12.25%
DSTV Commercial / 12.0 / 449,483 / 43.17% / 12.3 / 473,519 / 44.01%
Men 15+ / Total TV / 23.0 / 3,261,144 / 100.00% / 23.0 / 3,308,803 / 100.00%
SABC 1 / 6.4 / 913,016 / 28.00% / 6.4 / 917,721 / 27.74%
SABC 2 / 4.0 / 563,827 / 17.29% / 3.9 / 559,839 / 16.92%
SABC 3 / 2.3 / 320,753 / 9.84% / 2.2 / 317,650 / 9.60%
e.tv / 4.8 / 682,183 / 20.92% / 4.7 / 680,779 / 20.57%
DSTV Commercial / 4.4 / 626,534 / 19.21% / 4.7 / 671,729 / 20.30%
Adult: Black 15+ / Total TV / 23.1 / 5,052,952 / 100.00% / 23.2 / 5,185,910 / 100.00%
SABC 1 / 9.0 / 1,959,926 / 38.79% / 8.9 / 2,003,669 / 38.64%
SABC 2 / 3.6 / 780,747 / 15.45% / 3.5 / 787,761 / 15.19%
SABC 3 / 1.8 / 395,993 / 7.84% / 1.8 / 397,446 / 7.66%
e.tv / 5.4 / 1,171,478 / 23.18% / 5.3 / 1,183,691 / 22.83%
DSTV Commercial / 2.6 / 574,073 / 11.36% / 2.9 / 638,138 / 12.31%
Kids Age 4-14 / Total TV / 17.9 / 1,695,074 / 100.00% / 18.0 / 1,713,650 / 100.00%
SABC 1 / 5.8 / 548,465 / 32.36% / 5.8 / 553,697 / 32.31%
SABC 2 / 3.0 / 279,837 / 16.51% / 3.0 / 280,269 / 16.36%
SABC 3 / 1.5 / 141,466 / 8.35% / 1.5 / 140,821 / 8.22%
e.tv / 3.8 / 361,872 / 21.35% / 3.8 / 360,845 / 21.06%
DSTV Commercial / 2.8 / 268,350 / 15.83% / 3.0 / 285,694 / 16.67%
Difference between two sets of Test data
Target / % on TV Rating / % on Thousands / % on Share
Adults Age 15+ / Total TV / 0.0 / 1.7 / 0.0
SABC 1 / 0.0 / 1.9 / 0.2
SABC 2 / 0.0 / -0.1 / -1.8
SABC 3 / -3.6 / -0.4 / -2.1
e.tv / -1.9 / 0.3 / -1.4
DSTV Commercial / 4.3 / 6.1 / 4.3
Adults: LSM 4-7 / Total TV / 0.0 / 1.8 / 0.0
SABC 1 / 1.2 / 1.8 / 0.1
SABC 2 / -2.2 / 0.8 / -0.9
SABC 3 / -3.8 / 0.3 / -1.5
e.tv / -1.7 / 0.3 / -1.4
DSTV Commercial / 11.8 / 12.0 / 10.0
Adults: LSM 5-7 / Total TV / 0.4 / 1.0 / 0.0
SABC 1 / 0.0 / 0.8 / -0.1
SABC 2 / -2.1 / -0.6 / -1.6
SABC 3 / -3.4 / -0.7 / -1.7
e.tv / -1.6 / -0.6 / -1.5
DSTV Commercial / 9.1 / 11.9 / 10.8
Adults: LSM 5-8 / Total TV / 0.4 / 0.9 / 0.0
SABC 1 / 0.0 / 0.9 / 0.0
SABC 2 / -2.0 / -0.9 / -1.9
SABC 3 / -3.3 / -0.6 / -1.5
e.tv / -1.6 / -0.6 / -1.5
DSTV Commercial / 10.7 / 10.0 / 9.0
Adults: LSM 7-10 / Total TV / -0.7 / 2.7 / 0.0
SABC 1 / 0.0 / 4.1 / 1.4
SABC 2 / -5.6 / -0.8 / -3.4
SABC 3 / -2.6 / -0.1 / -2.7
e.tv / -2.1 / 1.9 / -0.7
DSTV Commercial / 2.0 / 5.3 / 2.6
Adults: LSM 8-10 / Total TV / -0.6 / 1.6 / 0.0
SABC 1 / 3.2 / 2.8 / 1.2
SABC 2 / -6.0 / -2.5 / -4.1
SABC 3 / -2.9 / -1.8 / -3.3
e.tv / -2.6 / 0.3 / -1.3
DSTV Commercial / 1.6 / 4.0 / 2.4
Housewives / Total TV / -0.6 / 1.2 / 0.0
SABC 1 / 0.0 / 2.5 / 1.3
SABC 2 / -3.2 / -0.3 / -1.5
SABC 3 / -2.5 / -0.6 / -1.8
e.tv / -3.0 / -0.3 / -1.5
DSTV Commercial / 3.8 / 4.5 / 3.3
Housewives: LSM 5-7 / Total TV / 0.0 / 1.0 / 0.0
SABC 1 / 0.0 / 1.0 / 0.0
SABC 2 / -1.6 / 0.2 / -0.8
SABC 3 / 0.0 / 0.1 / -0.9
e.tv / -2.5 / -0.7 / -1.8
DSTV Commercial / 9.1 / 11.2 / 10.0
Housewives: LSM 8-10 / Total TV / -1.7 / -0.6 / 0.0
SABC 1 / 3.4 / 3.2 / 3.8
SABC 2 / -6.2 / -5.5 / -4.9
SABC 3 / -4.2 / -3.5 / -2.8
e.tv / -2.2 / -2.4 / -1.8
DSTV Commercial / 1.5 / 2.4 / 3.0
Male: LSM 5-7 / Total TV / 0.8 / 0.0 / 0.0
SABC 1 / 0.0 / -0.4 / -0.4
SABC 2 / -2.4 / -2.5 / -2.6
SABC 3 / 0.0 / -2.8 / -2.7
e.tv / -1.7 / -1.6 / -1.6
DSTV Commercial / 13.0 / 11.9 / 12.0
Male: LSM 8-10 / Total TV / 0.4 / 3.3 / 0.0
SABC 1 / 0.0 / 2.2 / -1.2
SABC 2 / -4.9 / -0.1 / -3.3
SABC 3 / -3.6 / 0.3 / -2.9
e.tv / 0.0 / 2.3 / -1.0
DSTV Commercial / 2.5 / 5.3 / 1.9
Men 15+ / Total TV / 0.0 / 1.5 / 0.0
SABC 1 / 0.0 / 0.5 / -0.9
SABC 2 / -2.5 / -0.7 / -2.1
SABC 3 / -4.3 / -1.0 / -2.4
e.tv / -2.1 / -0.2 / -1.7
DSTV Commercial / 6.8 / 7.2 / 5.7
Adult: Black 15+ / Total TV / 0.4 / 2.6 / 0.0
SABC 1 / -1.1 / 2.2 / -0.4
SABC 2 / -2.8 / 0.9 / -1.7
SABC 3 / 0.0 / 0.4 / -2.3
e.tv / -1.9 / 1.0 / -1.5
DSTV Commercial / 11.5 / 11.2 / 8.4
Kids Age 4-14 / Total TV / 0.6 / 1.1 / 0.0
SABC 1 / 0.0 / 1.0 / -0.2
SABC 2 / 0.0 / 0.2 / -0.9
SABC 3 / 0.0 / -0.5 / -1.6
e.tv / 0.0 / -0.3 / -1.4
DSTV Commercial / 7.1 / 6.5 / 5.3

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.

END

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